THE REQUEST: Create a mission statement that makes the company truly special.

THE CONTEXT: A well-known global brand was launching their company in Japan for the first time. The leadership team wanted a mission statement that would reflect their brand essence, their aspirations for this market, and resonate deeply with their teams and their clients.

MY CHALLENGE: Facilitate a mission statement workshop, under a tight timeline, that would clarify the organization’s purpose and guide daily behaviors toward the company’s vision.

Fortunately, I’ve been exposed to the process of shaping vision, mission, and values throughout my Learning & Development career. Early on, I participated in a company-wide transformation that involved redefining our vision and values after a change in ownership. Later, while working in HR for a retail brand, I joined discussions where global HQ engaged local leadership to shape a new company vision.

Since then, I’ve applied the same approach in workshops I lead myself. In particular, during new graduate training, I’ve used it to help participants build a sense of ownership and team spirit by guiding them through the process of creating a vision based on their own goals and aspirations.

So when this client needed a mission statement, I turned to my go-to layered approach with a uniquely Japanese twist. Here’s how I structured the workshop.

We began with purpose

We opened the session by discussing why a mission statement matters. What is it? Why invest the time to create one?

Next, we analyzed the mission statements of well-known global and domestic companies, some of which were from within their industry. We discussed tone, focus, and audience. This helped the leadership team reflect on what they wanted their message to convey.

We then reflected on their recently revised vision, brand values, and corporate identity. What language felt natural? What core ideas truly resonated with the leadership team?

With this foundation, I transitioned to the next stage of the workshop: Discovering the organization’s purpose. 

Discovering the Company’s Ikigai

To encourage reflection on organizational purpose, I introduced the Japanese concept of Ikigai, meaning “a reason for being.” Given that the client is a global company launching operations in Japan, I felt this concept, which is deeply rooted in Japanese culture and often credited with contributing to long, purposeful lives, was perfectly aligned with their goal of establishing a lasting presence here in Japan.

Since Ikigai is typically used to describe personal purpose, I adapted it for the session so that they would be answering the question: What is your company’s Ikigai?

Based on the exercises I adapted for this section the team uncovered insights they likely hadn’t expressed before. I was able to witness first hand how modeling the section on the Ikigai framework helped the participants develop a shared sense of purpose amongst the leadership team for the organization they worked for. For me, it was validating to see them create their Ikigai statements that were grounded in the company’s vision and brand.

Drafting the Mission

With a strong foundation in vision, values, branding, and Ikigai, we moved into the core task: crafting the mission statement.

The team-generated drafts were thoughtful, authentic, and clearly rooted in our earlier exercises. Each group brought a unique angle, yet the ideas were cohesive and aligned.

The general manager joined toward the end of the workshop to provide sharp, encouraging feedback that boosted the team’s confidence.

Afterward, the energy was high. The L&D representative noted how engaged the leaders remained throughout the workshop, despite their packed schedules. Using Ikigai to explore purpose proved both meaningful for the leaders and effective as a method for aligning the group on their mission.

Next, these leaders will roll out the mission to their teams, carrying forward a message they helped create, with confidence and buy-in built in.

So what were my takeaways?

A layered, reflective approach which starts with recognition and alignment on values, revisiting your core, and attaining a clear understanding of what your organization’s purpose is, leads to powerful and authentic results.

If your company is entering a new market, undergoing a transformation, or if engagement is not where you want it to be, now might be the time to refresh your mission statement. I’d be happy to support your leadership team in rediscovering your purpose with a mission statement that truly engages your leaders, your teams, and your clients. Contact me here.