How to write a compelling Mission Statement for your business

Your Mission Statement should be at the heart and soul of absolutely everything that you do in business.

Now you may have heard of a Mission Statement and assumed that this is only really relevant to large organisations but that really isn’t the case. All businesses should have a Mission Statement as it underpins everything that the business does. Your products, your services, your branding, your marketing, everything!

Your Mission Statement is essentially a way for you and your team to keep focused on what they need to be doing, and more importantly why they are doing it.

It’s about getting super clear on the direction that you want to take the business in, and it should be something that is displayed visibly so that everyone can keep this at the forefront of their minds.

This direction will lead in to absolutely everything and will make sure that you’re targeting the right clients, in a way that resonates with them, and that supports your overall desires for your business.

How to create your Mission Statement

First of all you need to get super clear on a few things:

  1. Why do you want to do this? What is the bigger picture? Why do you want to run your own business, offering the products and services that you want to offer, to the target clients that you will identify in the next step if you haven’t done so already.

  2. Who will you offer your products and services to? Here is where you need to define your ideal clients. Get super clear on who they are and why you’re targeting them specifically.

  3. What is it that you actually want your business to do? Think about what product or service you want to offer to your target clients.

  4. How do you want to serve your target customers/clients? You’ve articulated what you want to offer, to whom, and why, but now is the time to get clear on how you want to do this.

The Added Extras

Now you can just write a Mission Statement based on the above, but I believe that you need to think about another couple of areas to really get a Mission Statement that knocks it out of the park.

  1. What makes YOU different? Unless you’re doing something completely radical it’s likely that you will have competition of some sort. Take a look and understand how you differ from your competitors and how you can serve your target clients in a way that is unique to you.

  2. How do you want your business to be seen externally? Think about your public image, you as the owner, but also the business. This will become your brand. Take some time to think about what you want the business to be known for and what impact it will have on the world.

This is the bigger picture!

What next?

Now that you have all of this information together you need to combine the elements and create a Mission Statement that works for you, which is:

  • Clear

  • Concise

  • Meaningful

A clearly defined and well-written Mission Statement can completely elevate and transform your business and how it runs. Team that up with a good set of company values and best practices, and you can completely shift the internal and external workings of your business.

Doing this can not only inspire and empower you but also others within your business, your clients, suppliers, and audience.

This will also enable you to get to where you want to take the business more effectively, and with amazing passion and purpose in everything that you do.

Need a little inspiration?

Maybe you’re struggling with inspiration at the moment, don’t worry I’ve got something for you. There are a number of businesses globally that have amazing Mission Statements so let's take a look at some of them hopefully it will help you in getting into the right mindset to start creating a version for your business that is far better than you ever imagined.

Headspace — “Headspace has one mission: to improve the health and happiness of the world.”

Ikea “To create a better everyday life for the many.”

LinkedIn — “To connect the world’s professionals to make them more productive and successful.”

Asana– “To help humanity thrive by enabling all teams to work together effortlessly.”

These are just some of the great ones out there. As you can see they are all really concise but at the same time clearly articulate what it is that they stand for and are here to do.

My challenge to you!

Now is the time for you to get started on creating an amazing Mission Statement for your business. Go through each of the steps and start to pull together all of the information and then take a break, do something different and come back to it with fresh eyes and start to break it into something that is clear, concise, and meaningful.

Create something that showcases your passion and your purpose. Something that you’re 100% happy to share with the world.


Let me know in the comments below what your biggest takeaway is from this blog and if you have been successful in writing a compelling Mission Statement that you believe wholly encompasses the passion and purpose for your business.


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