A mission statement is a concise summary of a company’s purpose, values, and goals. Writing a mission statement like Tesco’s helps clarify your organization’s direction, inspire employees, and communicate your brand’s intent to customers and stakeholders. Tesco’s mission statement, “Serving shoppers a little better every day,” is simple, direct, and focused on customers. Creating a similar statement for your business or group can provide a powerful foundation for strategy and culture. Before you begin, gather key stakeholders and have a clear understanding of your organization’s core activities, values, and aspirations.
What You’ll Need
- Key leaders or stakeholders for input and feedback
- Knowledge of your organization’s core values and goals
- Understanding of your customers or target audience
- Paper or digital note-taking tools for brainstorming
- Examples of mission statements from similar organizations
Step-by-Step
- Research Tesco’s Mission Statement
Begin by analyzing Tesco’s mission: “Serving shoppers a little better every day.” Note its key characteristics: customer focus, simplicity, action orientation, and continuous improvement. Read about Tesco’s values and how they align with their mission. This will help you understand the tone and approach you want to emulate. - Define Your Organization’s Purpose
Gather your team and articulate why your organization exists. Ask: What is our fundamental reason for being? Focus on purpose beyond making a profit. Write down phrases or sentences that describe your core purpose, such as “making healthy food accessible” or “enabling smarter technology use.” - Identify Your Core Values
List the beliefs and principles that guide your organization’s actions. These might include integrity, innovation, respect, sustainability, or service. Tesco’s mission is supported by values like “no one tries harder for customers” and “treat people how they want to be treated.” Choose 3-5 values that resonate most with your team and audience. - Understand Your Audience or Customers
Consider who you serve. Are they shoppers, clients, students, or another group? What are their key needs or challenges? Tesco’s mission focuses on “shoppers,” showing customer-centricity. Be specific about your audience in your statement. - Decide on Your Unique Approach
Reflect on what makes your organization different. Is it your quality, convenience, expertise, or innovation? Tesco’s “a little better every day” suggests incremental improvement and reliability. Decide what unique promise you can make. - Draft Simple, Direct Phrases
Using your notes, brainstorm several short mission statements. Aim for clarity and brevity—ideally under 15 words. Use action verbs (like “serving,” “empowering,” “delivering”). For example, “Empowering families to eat well every day.” Keep the language straightforward and jargon-free. - Test for Relevance and Inspiration
Share your drafts with team members and ask: Does this capture who we are? Is it memorable? Does it motivate us? Does it speak to our customers? Revise as needed to make your statement both true and inspiring. - Check for Alignment with Values and Strategy
Ensure your final statement aligns with your core values and long-term strategy. If your mission says “sustainability,” your actions and plans should reflect that commitment. Consistency builds trust. - Finalize and Communicate
Once you’ve agreed on the statement, share it widely. Display it in your workplace, use it in onboarding, and include it in marketing materials. Refer to it when making decisions to keep your organization aligned.
Common Mistakes
- Being too vague or generic: Statements like “Providing the best service” don’t differentiate your organization or inspire action.
- Using jargon or complex language: Overly complicated phrases can confuse rather than clarify.
- Making it too long: Lengthy mission statements are hard to remember and dilute your message.
- Focusing on internal goals only: A good mission statement should resonate with both employees and customers, not just reflect internal ambitions.
- Ignoring values: If your statement doesn’t reflect your core values, it can seem hollow.
- Failing to revisit and refine: Organizations change. Not updating your mission statement over time can make it outdated or irrelevant.
Tips
- Keep it customer-focused: Like Tesco, put your audience at the heart of your mission.
- Use positive, active language: Verbs like “serve,” “help,” or “improve” make your statement dynamic.
- Make it memorable: Short, punchy statements are easier for your team and customers to recall.
- Test it out loud: Say the statement aloud to check if it feels natural and inspiring.
- Involve diverse perspectives: Get input from different departments or roles to ensure your mission resonates widely.
- Benchmark with industry leaders: Review mission statements from other successful organizations for inspiration.
- Ensure authenticity: Only promise what you can deliver—credibility matters.
- Review regularly: Schedule periodic reviews to keep your mission relevant as your organization evolves.
Troubleshooting
- The statement feels uninspiring: Try focusing more on impact—how do you improve your customers’ lives? Use emotional language and active verbs.
- Too many opinions, no consensus: Gather feedback in stages. Start with a small group, then broaden input. Use anonymous surveys to gather honest reactions, then discuss common themes.
- Too long or complex: Challenge yourself to cut unnecessary words. Ask, “Can we say this in fewer words without losing meaning?”
- Disagreement on values: Facilitate a values workshop or use guided exercises to prioritize what matters most to your team.
- Not aligning with strategy: Review your organization’s current strategy and ensure the mission supports your main objectives.
- External feedback is negative: If customers or stakeholders don’t respond positively, consider their input. Adjust language or focus to better reflect their needs.
- Lack of engagement: If the team isn’t excited, revisit the process. Involve more people or use creative brainstorming techniques to generate enthusiasm.
Frequently Asked Questions
- What is Tesco’s mission statement?
- Tesco’s mission statement is: “Serving shoppers a little better every day.” It emphasizes customer service and continuous improvement.
- How long should a mission statement be?
- Ideally, a mission statement should be one concise sentence—usually under 15 words—for maximum impact and memorability.
- Should the mission statement mention specific products or services?
- Not necessarily. Focus on your broader purpose and audience, as Tesco does with “shoppers,” rather than listing specific offerings.
- How often should we update our mission statement?
- Review your mission statement every few years or when major changes occur in your organization’s direction or strategy.
- Can small businesses benefit from a mission statement like Tesco’s?
- Absolutely. A clear, customer-focused mission helps guide decisions, build culture, and communicate value at any size.
- What’s the difference between a mission statement and a vision statement?
- A mission statement describes your purpose and what you do now. A vision statement outlines your aspirations for the future.
Writing a mission statement like Tesco’s is about clarity, focus, and authenticity. By following these steps and regularly reviewing your statement, you create a powerful tool for guiding your organization’s future and engaging both your team and your customers.
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How to Write a Mission Statement Like Tesco