“What is the real purpose of a mission statement?”
Do you find yourself pondering this question, especially right after you read another one that makes you go: “Wha dis really bout?”
I know I still do, even though I have one for my business and I have helped to develop many more.
But even as you’re not clear about the purpose of a mission statement, you have a sense that they are important, don’t you? Otherwise, why would so many businesses choose to have them?
So, you decide that your small business should have one too. But this immediately creates 2 challenges for you.
Being the person that you are, first you need to be clear on if this mission statement could be one of your business solutions. And second, you want to know quite simply “how do you write one?”
Guess what? I can and will help you with both these issues, but let’s start by taking a good look at mission statements.
What is a mission statement?
Well, it's a statement which captures the core purpose of your business in a short, clear and simple manner, regardless of the size of that business.
In other words, it announces to the world why your business exists and how you’re serving your chosen market or niche.
And for those of you who like to ask, by “short” I mean 25 words or less. After all, you want people to remember it, don't you?
Here are a couple of examples to convince you:
Google: To organize the world's information and make it universally accessible and useful (12 words)
Nike: To bring inspiration and innovation to every athlete in the world (11 words)
Your mission will largely remain fixed over the life of your business (we’ll discuss why in a minute) but you can rewrite your mission statement as necessary.
Although, you shouldn’t do a rewrite too often, because it might appear as though you don’t know what you do, and what you’re doing. On the other hand, you want your mission statement to constantly reflect what your business does, as accurately as possible.