• David Verhaag

What Does Your Business Do?

What does your business do?

That should be relatively easy for everyone at your company to answer. Right? The basic formula for a mission statement is [What you do] by [How you do it] for [Who you do it for] to [What value you provide].

Here are a couple of well-known examples:

Tesla - “To accelerate the advent of sustainable transport by bringing compelling mass-market electric cars to market as soon as possible.”

Twitter - “To give everyone the power to create and share ideas and information instantly, without barriers.”

Airbnb - “To create a world where anyone can belong anywhere, providing healthy travel that is local, authentic, diverse, inclusive, and sustainable.

Your business almost certainly has a mission statement. It’s likely written on your website, on your marketing content, maybe even on the walls at the office.

But what do your employees say that you do?

While mission statements often don’t change much over time the specifics of [What you do] are likely to evolve over time. As products and service offerings grow it can be hard for employees to keep up and stay on message.

Here are 3 tips for ensuring at least top-level message alignment:

Answer the Why

More than ever employees want purpose in their work. They want to understand the goals of the business and how they personally contribute. The company’s mission statement is an essential foundation for ensuring that everyone knows what the business is about and why. Many mission statements answer the why as a part of the [What value you provide] but it can be valuable to rearticulate and reinforce this to the team. Answering the Why behind the mission statement will help ensure it resonates and sticks with employees.


Talking about the mission and vision of the company can’t be a one-time event. Employees are overwhelmed with information. Talking about and reinforcing the mission and vision of the organization, especially if it is evolving in today’s challenging business climate, is an essential step in getting employees on the same page. It’s worth repeating. At company meetings, in company email updates, during quarterly business reviews - [What you do] by [How you do it] for [Who you do it for] to [What value you provide].


Making the mission and vision of the company readily accessible to employees is another important step. Is your Mission statement buried on your external recruiting page? Is it buried in the employee handbook? Even if it’s literally painted on the walls at work making the mission and vision statement readily accessible to employees can help ensure that when asked “What does your company do?” they have the perfect response.

Olifano Snippets can help. With just one click, employees can access your company mission, vision, and other critical product information and drag and drop them into their everyday work. Let us know if you would like to see how it can work for your business.

8 views0 comments

Recent Posts

See All