A mission statement is fundamentally a statement of your intent. It describes why your business or organization exists. It should give the rest of the world a sense of what they can expect if they interact with you. It should tell you and your employees why it matters that you do what you do, and your customers why they should chose you instead of your competition.


1. You (the owner of the business) love it

2. You and your employees are motivated to deliver on the promise it implies

3. You are able to deliver on the implied promise

4. You can remember it!

5. Your customers understand it


  • If you aren’t happy with your mission statement, then you need to change it! A bad mission statement usually implies a bad elevator pitch.
  • Your Mission should get you and your team up every morning excited to deliver time and time again.
  • You should be able to deliver on your mission statement with consummate ease. You need to look like professionals.
  • Your Mission Statement should roll off your tongue and your entire staff’s tongues.
  • Your customers need to at least know what you do, how you do it, and the end result. Make sure you get that message across in your Mission Statement.


A Mission Statement forms the bedrock of your brand. It is the starting point from which all outward communication originates. A mission statement doesn’t need to contain all the answers to the following questions, but you should answer all of them before you create your Mission Statement.

Who are you?
What do you do?
How do you do it?
Who do you do it to/for?
What is the end result?

Knowing the answers to all these questions allows you to communicate to the world: who you are, what you are about and what makes you special.

Your Sales and Marketing message will be built around this statement, your testimonials should reinforce it, your social media should emphasize it. Remember, this is the thing you do best, the reason you are in business. You need to tell your customers and potential customers in an attractive an unambiguous way, why they should do business with you.

Don’t forget you also need to measure how well you are delivering on it! Get feedback specifically on whether you have delivered on your prime Mission. Make sure you are using that data to drive your service and business forward.

Once you have a Mission for your business; one that you are entirely comfortable with, you can begin the work on a Vision for your business. That is, where you want to be in the next 2-3 years. Having a Vision and continuing to wonder “What is a mission statement?” is not a recipe for success. You need to know where you are before you move forward.

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