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WRITING A SMALL BUSINESS MISSION STATEMENT

Every element of a brand is unified by the business mission statement. It is an opportunity to define company goals, ethics, culture, and decision-making in one to four short sentences.

Most mission statements are junk because they are meaningless hype and do not describe the real business. A mission statement is not a checklist item.

A well-developed, working small business mission statement is a vital tool for understanding your business, developing products or services, and communicating business goals. It needs to answer questions potential customers will have about your business.

Unfortunately, few mission statements actually contain substance.

Cartoon by marketoonist.com

How to Write YOUR Mission Statement Step-by-step

For the following sections, be as specific as possible. A mission statement should deal with more specifics than generalizations. But, you want to think big and dare to dream, so don’t be overly specific.

Inspiration: Why Are You in Business?

This is an incredibly powerful question to answer. It will either make writing your small business mission statement easy or very difficult.

For some of you, the reasons below frame your mission statement. For those that realized that their business practice doesn’t match their reason for starting the business or that the business has spun out from the reason the business started… it’s not too late to turn your business around.

To Bring Inspiration and innovation to every athlete in the world. Nike

To-Do

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    Write 5 reasons you are in your field
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    Write 3 reasons you started this business
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    Write 5 reasons you do it

VALUE: THE BUSINESS

We will be the easiest pharmacy retailer for customers to use. CVS

TO-DO

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    What does your business really do?
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    What do you offer your customers?
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    How is your business different from your competitors?
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    Who are your customers?

INSPIRATION: THE CULTURE

Assess the true core of your company culture. It may be helpful to ask others within your company for their genuine input. Feel free to create a buffer to get real answers. For instance, you can ask for anonymous answers to a Q&A. Also, you can reach out to those outside of your company for feedback. Keep the request light to anyone you ask. You are looking for what comes to their mind first when they think of your business.

At American Express, we have a mission to be the world’s most respected service brand. To do this, we have established a culture that supports our team members, so they can provide exceptional service to our customers. American Express

TO-DO

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    What is your company culture?
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    What role do your employees play?
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    What does your business stand for?
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    How does your company help the community?

WRITING: THE TRUTH

The first step is taking all the answers below and writing them into paragraphs. Once, you’ve done that… check it for honesty and truth. Ask people to read it.

Once you receive feedback, re-write it. If it captures your business, it’s time to edit it down to a few sentences. This is where you’ll learn what really matters to you (and in some cases what type of person you are…).

To combine aggressive strategic marketing with quality products and services at competitive prices to provide the best insurance value for consumers. Aflac

TO-DO

What is the goal of the company for the owners?

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    Growth
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    Profits
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    Cashflow
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    Happiness
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    Fulfillment

Be Honest

No matter what, be honest in how you represent your business. Mission statements are not etched in stone. Your mission today may change tomorrow.

24 INSPIRED MISSION STATEMENTS

We strive to be the global leader in the sporting goods industry with brands built on a passion for sports and a sporting lifestyle! Adidas

We seek to be Earth's most customer-centric company for four primary customer sets: consumers, sellers, enterprises, and content creators. Amazon

To care for the world we live in, from the products we make to the ways in which we give back to society. Aveda

The world’s leading provider of premium products and premium services for individual mobility. BMW

To make people's lives better everyday - naturally. Burt’s Bees

To champion every client's goals with passion and integrity. Charles Schwab

To refresh the world; to inspire moments of optimism and happiness; to create value and make a difference. Coca-Cola

To help you savor the good life. Cuisinart

To satisfy curiosity and make a difference in people's lives by providing the highest quality content, services and products that entertain, engage and enlighten. Discovery Media

Turning moments into memories for our guests. Fairmount Hotels & Resorts

To organize the world's information and make it universally accessible and useful. Google

Makes the world a more caring place by helping people laugh, love, heal, say thanks, reach out and make meaningful connections with others. Hallmark

To create a better everyday for all people impacted by our business. IKEA

To provide superior service in every aspect of our customer's air travel experience. JetBlue

Spreading the power of optimism. Life is Good

Making the whole planet feel better. One bottle at a time. Naked Juice

Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis. Patagonia

To inspire a consumer revolution that nurtures the health of the next seven generations. Seventh Generation

Spread Ideas. TED

To enhance society by creating, collecting and distributing high-quality news and information. The New York Times

We're in the business to help improve lives. With every product you purchase, TOMS will help a person in need. One for one. TOMS Shoes

To facilitate the financial security of its members, associates, and their families through provision of a full range of highly competitive financial products and services. USAA

Warby Parker was founded with a rebellious spirit and a lofty objective: to offer designer eyewear at a revolutionary price, while leading the way for socially-conscious businesses. Warby Parker

To embrace the human spirit and let it fly. Virgin Atlantic

Read More About Mission Statements

Mission Statement Generator (Manual Version) | Joe KS
"Select Your Own Mission Statement Components
(Mission Statement = Opener + Adverb + Verb + Adjective + Noun + Conjunctive + Closer)"