How to Write a Powerful Mission Statement for Your Business

Before I get in to how to write a business mission statement, let me explain why your business needs a mission statement. You might think writing a mission statement is another one of those daunting pointless tasks a business owner checks off a to-do list just to check something off. You may see a mission statement as something that will collect dust in a binder somewhere, an exercise not worth your time.

In fact, a well-written, carefully conceived mission statement can be an critical driving force in your business. Your mission statement captures the essence of your business goals and philosophies in no more than a few succinct sentences.

The reason your mission statement is so important is that it signals what your business is all about to everyone who comes in contact with it. Your potential customers, existing clients, employees, vendors, others in your industry, and the community at large will know exactly what you stand for and what drives you. Drilling down your mission into a short statement allows you to get really clear and stay laser focused.

From your mission statement, people should be able to gain a general understanding of your philosophies, pricing, quality, relationships, and more.

The problem with most of the mission statements you’ve encountered in your life is they tend to be drab, packed with jargon, and so vague you just want to throw up your hands and say, “What?!”

Seriously, it doesn’t have to be that bad. You can write a mission statement that truly motivates and inspires. Want to write a good mission statement? Here’s what you have to do:

1. Start with your big “why?” Why are you in business? This should be what drives your mission.
2. Encapsulate a measurable goal with a clear finish line that you’re aiming to cross.
3. Drop the warm fuzzy language. It’s not only about feeling good. It’s about taking action.
4. Forget the jargon and vague corportese. A 12 year-old kid should understand it.
5. Use language that evokes a strong team spirit. Everyone who buys in should be saying “let’s do this!” (without rolling their eyes)
6. Focus on the concrete difference you want to make. How, exactly, do you want to change the world?

Listen, business can be tough. The day-to-day can sometimes feel like you’re drudging along. Your mission statement should be something that helps you get fired up and stay fired up.

Let’s take a look at a few examples:

Microsoft (the early days): “A computer on every desk and in every home, all running Microsoft software."

Ebay: “Provide a global trading platform where practically anyone can trade practically anything.”

Starbucks: “To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.”

Sure, these are huge companies and you might find it difficult to relate your small business. But what’s most important here is we can readily recognize that these mission statements are reflected in their brands and in their accomplishments. With some careful thought and consideration, your mission statement can be just as hard-hitting.

Got a mission statement? Share it in the comments section.

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