How to write a mission statement
Writing a mission statement shouldn’t be a stressful or complicated process. It’s simply an opportunity for you as a business to communicate with consumers about what you do, and why you do it, in a simple and easy-to-understand way.
The first mistake I see in most mission statements is that the business tries to sound too important and uses too many big words.
It’s filled with information about their:
- Work/Personal life
- Family
- Pets
- Hobbies
- Volunteer work
And the problem becomes that you end up with a really long list of unrelated things, and your message gets lost. This will cost you in the long run because your mission statement acts as a guide for your employees, and customers.
It provides them with direction by making a statement about why, and what the company intends to accomplish.
Focus on the why
The truth is, people don’t buy what you do, they buy why you do it. Knowing your “why” can be the one thing that makes your business unique, and keeps you from being grouped with other companies in your market.
The “why” then becomes the heart of your mission statement. That’s why it’s important to list out things that are important to your business, and list them out.
Describe what you or your business does
There is absolutely no need to get super technical here, just create a list of all your products and services. What is a single claim your business can make, and deliver on, better than the competition?
Create a list of the things you enjoy about it
A good place to start is by understanding the values of your company or industry. These values are like a belief system, and when you combined this with what you offer, it will form the core or theme of your mission statement.
Find your “why”
This is the part of your mission statement that acts as the catalyst behind what really makes your business come alive. Your mission statement doesn’t have to say exactly what you do, but you do have to state why you choose to do it.
Here are a few good mission statement examples:
Personal Trainer – My goal is to combine health, fitness, and the workout process so it fits your lifestyle.
Hair Stylist – I provide each customer with a healthy, balanced style that gives you superior confidence.
Landscape – We enhance your property’s look and value, allowing you to spend more time with your family and friends.
These tasks that you really enjoy doing, what is the common experience?
Why do you enjoy doing them?
Your why is the heart of your mission statement.
Don’t make it so complicated that it can’t be understood.
How to write a mission statement that stands out?
Not identifying you’re why early on can lead to a lot of headaches and failures down the road. Having a clear understanding of your why will only make it easier to set goals, and focus your attention, and efforts on more productive opportunities.
