Here’s an interesting scenario…
An entrepreneur who’s very passionate about his business goes to a networking event where they introduce each participant one-at-a-time. They ask each person to tell a little information about themselves and their companies.
Other people briefly scroll thru their mission, vision, and purpose statements with ease like it was embedded and believable. When he stood up, he rambled and rambled, and when he was finished, no one really “GOT IT”.
After introductions, participants rushed to converse with one person or the other because their mission, vision, and purpose was communicated so clearly, they could visualize collaborations instantly, but for the one entrepreneur…
No one really came to him, and those that did were the event staff.
No one really “got” what he did, so no one got on board.
In this article, I want to show you how to write a mission statement that gets people to understand what you do clearly, concisely, and memorably, so you can drive patrons, collaborations, and sales.
First, let’s get some definitions out of the way…
- 1 Definition Mission Statement
- 2 Going on Any Journey
- 3 Mission Statement vs. Vision Statement
- 4 Mission Statement vs. Purpose Statement
- 5 The Combination of Purpose, Vision, Mission, and Dream
- 6 3 Steps for How To Create a Mission Statement
- 7 Final Words on How To Create a Mission Statement
- 8 Now, it’s Your Turn…
Definition Mission Statement
According to Michael Gerber, author of the E-Myth, “A Mission is the method through which you’re going to realize your Dream, Vision and Purpose.”
In other words, the mission statement is an explanation of the actions you’ll take to actualize your vision, purpose, and dream.
Going on Any Journey
Whenever you decide to go on any journey, there’s a few things that need to be planned:
Where are you going?
Why are you going there?
How will you get there?
What’s the desired outcome?
It’s likely that regardless of where you’re going, you don’t go on your way without having these things in mind. Business is a journey, and similar to all other journeys, you have to ponder and plan certain preliminaries.
Mission Statement vs. Vision Statement
So, you may ask, “What’s the difference in the mission statement and the vision statement?”.
The vision statement is and explanation of where you see the business going. It tells others the target, the bullseye, or the end result. The mission tells others the actions you’ll take to ensure the vision come to fruition.
Mission Statement vs. Purpose Statement
Have you seen a person who seems to have a cyclical life: they wake up at the same time, do everything the same almost everyday, and has no personal satisfaction because they’re not connected to “why they do what they do”?
This cyclical trap is easy to fall into when you have no “why”. The purpose statement tells us why you do what you do.
An example purpose statement would be: “I grew up in an impoverished neighborhood where I didn’t have regular meals, so I decided when I made good money, I’d provide meals for millions of families across the world”. The purpose statement told us the person in the example is giving away food because they don’t want anyone to experience what they did.
The Combination of Purpose, Vision, Mission, and Dream
When all four components are combined, you have:
The reason why your company exists (purpose)
How you see your company in the future (vision)
The problem you’d like to eradicate from the Earth (dream)
and, the actions you plan to do to accomplish the purpose, vision, and dream. (mission)
3 Steps for How To Create a Mission Statement
While the mission statement plays such a vital role in the leadership and direction of a company, it doesn’t have to be complicated to make. Here’s 3 simple steps for how to create a mission statement…
1. Complete Your Dream, Vision, and Purpose Statements
It’s nearly impossible to say “how you plan to do what you do” without getting clear about where you’re going, why you’re going there, and the ultimate problem you want to eradicate. Take time to get clear about your dream, vision, and purpose. Make them reflect your core goals consistent with your overall life plan, and use that to begin the brainstorm process on your mission statement.
2. Brainstorm About Your Tactics
The mission encompasses the tactics that take place in your company. You want to be clear about what tactics are the most important functions to the client fulfillment cycle. For example, a shoe company may have many internal tactics from customer acquisition thru product creation, and into sales; however, the most important tactical component is the product development. The customer would want to know “What tactics do you do in your company that makes your shoes different than others?”.
Similarly, you want to be clear about the most pertinent tactics that drive your customer acquisition.
3. Concisely State the Tactics and Customer Value Proposition
You want your mission statement to say “how you do what you do” and “what value does that offer to the customer” in a concise and succinct way. When your mission statement is effective, people who hear it can get a general concept of what your company does.
Examples Mission Statements
Here are some examples of mission statements that include tactics and customer value propositions…
Example 1: The Shoe Company
The customer value proposition is a statement that tells customers why they should buy from you. Your mission statement should clearly say the critical tactics to fulfill your customers and the customer value proposition. Here’s some examples:
“Our mission is to source the best leathers, create high-quality comfortable shoes, and deliver a custom fit thru a virtual store.”
In that example, you can see the tactics were to:
Source the best leathers
Create high-quality and comfortable shoes
The customer value proposition was:
To get a great quality, custom fitted shoe without needing to go to a physical location.
Example 2: The Church
“Our mission is to provide a biblical worldview on health, wealth, and relationships to people near and far thru live ministry, outreach, and wide product distribution.”
In this example, the tactics were:
- Providing a biblical worldview
- Distribution of the message
The customer value proposition is:
A specific vantage point on common life issues distributed thru products and other means that enables congregants access from anywhere.
Example 3: The Consulting Company
“Our mission is to show 1000 business owners how to start a business and scale it up to 100 or more employees thru training, courses, and seminars.”
The tactics were:
- Deliver courses
Customer value proposition:
Customers would be able to go from concept to enterprise by the direction of this consulting company.
Here’s some articles you might be interested in while you’re in the stage of creating your mission statement:
- How to Build a Reputation: Generic vs. Name Brand
- 7 Business Systems that Make a Business Work
- How to Build a Business Blueprint
Final Words on How To Create a Mission Statement
The goal of this article was to show how to create a mission statement for you organization. A mission statement is important to rally people on board to support what you’re doing. You’d be surprised how quickly people will support you when you’re clear, concise, and to the point.
It’s also a good reminder at times when you need to reinvigorate yourself with motivation. If you have questions or concerns about this, don’t hesitate to leave them in the comments section. I’d love to help you out!
If you want to start or grow a business, check out my free e-course. It’s a framework to help you grow a business: from idea to full-time income, and from full-time income to enterprise. Get the free e-course here.
Now, it’s Your Turn…
Have you created a mission statement? Why or why not? What added advice would you give someone who hasn’t made their mission statement yet? Leave your comments, questions, and feedback below.