Every business has a purpose, but a great business can articulate it in a way that inspires. Your mission statement is more than just words on a website; it’s the DNA of your company, a compass that guides every decision you make and a story that connects you with your customers.
A powerful mission statement isn’t a long-winded description or a list of vague goals. It’s a short, memorable, and action-oriented summary of who you are, what you do, and why you do it.
This guide will help you strip away the corporate jargon and get to the heart of what makes your business unique.
What a Mission Statement Is (and Isn’t)
Before you start writing, it helps to know what a mission statement is designed to do.
- It is not a slogan. A slogan is a short, catchy phrase for marketing (e.g., “Just Do It.”). Your mission statement is a deeper declaration of your company’s purpose.
- It is not a vision statement. A vision statement is focused on the future—where you want to be. Your mission statement is focused on the present—what you are doing right now to make that vision happen.
A compelling mission statement should answer three fundamental questions:
1. Who are we?
This is about your identity. What kind of company are you? Are you an innovative tech startup, a customer-focused service provider, or a community-driven nonprofit? Your answer here should reflect your core values and personality.
2. What do we do?
This question defines your action. What products or services do you offer? Be clear and direct. Don’t just say “we make software”; say “we build user-friendly software for small businesses.” This clarity helps your team and your customers understand your core function.
3. Who do we do it for and why?
This is the most critical part. Who is your target audience, and what problem are you solving for them? This adds the “why” to your mission, giving it passion and purpose. For example, “we help small business owners save time” or “we create art that inspires connection.”
Putting It All Together
Now, combine the answers to these three questions into a single, cohesive statement.
- Example 1 (Well-known): “To organize the world’s information and make it universally accessible and useful.” (Google)
- Example 2 (Our Hypothetical Example): “To provide sustainable, hand-crafted coffee to our local community, building connections one cup at a time.”
A powerful mission statement is the result of clear thinking about your business’s purpose. It’s a tool that aligns your team, attracts your ideal clients, and reminds you every day why your work matters.
Need Help Crafting Your Message?
Writing a mission statement is a unique challenge that requires both strategic clarity and powerful language. If you need help articulating your business’s purpose, a professional writer can help you find the perfect words to capture your vision and connect with your audience.
Find a writing expert to help you with your mission statement.
