Writing a company mission statement is one of the most fun parts of creating a new company. This is your chance to really focus on what your true beliefs and values are as an entrepreneur. And to really express your aims. The first mission statement I wrote for my company, Positiveworld, was written in the political fall-out of September 11th, when the anti-war movement was arguably at its peak in the UK. More creative writing than the SMART 'document of corporate aims' business text books encourage budding entrepreneurs to write, it served its purpose well in motivating us to stage the first Positiveworld events in aid of CARE International's aid to Iraq, in London's Shoreditch. It's changed: now its a collage poem made out of old copies of the Face magazine, Art Review, and a cardboard box. I have an extended, slightly more conventional one for my business plan and memorandum, but for me, that creative work is the true mission statement.
This week, I asked my students to research inspiring business mission statements as part of their business case-studies journals, and have been presented with a real range of professional missions: from social enterprises - the Chocolate Day company, and Ben and Jerries Ice Cream, to corporate giants Tesco, the one that really stood out was one written for Sheffield's spiritual shop and cafe, Airy Fairy. I remembered Airy Fairy from my own days as a Freedomfairy, when we both used to set up our seperate stalls at Sheffield's underground parties, promoting our work. Nearly ten years later, here was Airy Fairy's mission statement selected out of, literally, millions of other companies as a valid, inspiring case study in business. Spurred on by the coincidence, I've asked founder of hit bespoke fairy-wing makers Fairy Love http://www.fairylove.com, Shelley Fairy, to shed a little fairy-magic onto the topic of running a successful, fairytastic creative company. Here's a sprinkling of what she said - the rest is in the book!
What is your mission with your shop and business?
Our mission is to spread the fairylove and to bring back some magic into everyday life. We believe that everyone is beautiful and that when you put our wings on you shine, and are expressing something of your own love and light and positivity into the world, and in turn it gets reflected back to you as people are lifted by you!
What was the inspiration behind your shop?
A dear friend of mine died. I started to feel surrounded by a loving energy, and seeing lights around my car when driving, and then saw an angel at the cemetery where my friend was buried. Fairy shops for kids were very popular in Australia, and I went into one with some friends once and bought a pair of sparkly kids' wings, not knowing that I would wear them till they were just wire and scraps!!! I then started being creative and making wings, and doing fairy photoshoots, and really loved being creative. The wings took off, and I never made two pairs the same.
What advice would you give to girls and women thinking about setting up a creative enterprise?
My best advice would be to believe in yourself and to love what you do: I have always, and still do after 14 years, love my work. Also, to persevere, it is not easy creating something new, and if you love it and believe in it, you need to stick with it. Also, it's very easy when you work for yourself, to work too much, try and remember to keep the balance with work and play so the new ideas and creative energy keeps flowing!!!
Do you believe in fairies, if so have they helped your business??
Yes, I do believe in fairies and feel guided since the start. I believe that they want us to enjoy life more and to become happier and more joyful. Without the fairy and angel energy I wouldn't be doing what I do now and I feel very blessed!!!
What's the best way to go about writing a Mission Statement for your business plan?
I have never written a mission statement, Fairylove has come from my heart. It was then joined by Jason Fairies, and then the vision has grown. I had no idea in the beginning that Fairylove would grow to where it is now. We have had so much love and support for what we do here in England.
