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How to Write a Compelling Mission Statement

5 min read

One of the most important foundational aspects of any business is the mission statement. Even though it is just a few sentences long, this statement helps guide your company in every part of its work. Mission statements define the purpose of your organization and explain why it exists. It is there for both the company and the public. It informs others by explaining what the company is, what it does, and ensures everyone within the organization is on the same page. No matter what kind of business you own, it needs a compelling mission statement.

What is a mission statement?

A mission statement can be anything from a sentence to a short paragraph. It defines the existence of an organization and why, not how, that organization exists. It is not a business plan that details how the company runs. It is a statement that explains the motivation for why the company was created in the first place.

A mission statement should include how a company supports its customers and employees, as well as a description of the business and its core values. Don’t confuse it with a vision statement. A mission statement precisely and powerfully focuses on a company’s purpose.

How to write a mission statement

Even though it sounds simple, writing a mission statement can be difficult. It’s challenging to sum up an entire company into a few sentences.

Here are a few tips on how to write a compelling mission statement.

1. Define what your company does and how

Although this will not be in the actual mission statement, defining what your company does is an important part of the process. This will help narrow down the information that will be used later. It will also help clarify the purpose of the company, which is an essential part of the mission statement. Consider the company’s core values and why they’re important.

2. Describe what the company does for its customers

A mission statement should highlight the good work an organization does for its customers. This is a crucial part of the statement because engages people and may generate interest in your business over another. It is what is known as the differentiator. In other words, what makes one company different, or better, than another.

When considering this aspect of the mission statement, do not to undervalue the business. No matter how small a service is to you, it may have great value to your clients. Your differentiator could be something as simple as being a family-owned, neighborhood business. Narrow your services down to the unique offerings the business provides when writing the mission statement.

3. Edit and polish

A mission statement should be short and powerful. It should get at the core of the company and its values. This means cutting out general terms and useless business jargon. Customers should be able to understand the organization’s purpose by simply reading this statement. Also, avoid cliché phrases that businesses use but don’t mean anything. This includes phrases and words like “world-class” and “great customer service.” Every company is saying these things about itself.

Once the mission statement is completed, get feedback. Consult people both within and outside your business. Have fellow owners and employees go over it to make sure it clearly states the values of the company.  Have customers read it to ensure they clearly understand your message. Over the years, review your mission statement so it doesn’t stagnate, but rather grows with the company.

CyberCletch’s Mission Statement

Our mission is to identify the uniqueness in each of our clients’ businesses, share their extraordinary services and products with their market to quickly catch the attention of their ideal clients & customers. We help build trust, broadcast products and services, and increase sales so our clients can easily set higher growing goals with each passing year. We are long-term partners who help small to medium businesses to grow from a vision to success.