Create a Mission Statement That Rocks!

A mission statement reflects what we want our business to be known for in our community. This statement is written from the viewpoint of the customer wants to know about us. Keeping is short – less than 20 words – will allow all on the business team to know it by heart as the mantra each can repeat to stay on the mission.


Examples of Bad Mission Statements


  • Profitable growth through superior customer service, innovation, quality control and commitment.
  • Our corporation and its affiliates intend to set standards of excellence with regard to environmental matters.
  • Undisputed Marketplace Leadership For Chocolate.

These mission statements are the worst. A mission statement is not a marketing device or tagline. Vague statements are confusing and often don’t identify your company’s unique products or qualities.



Examples of Good Mission Statements


  • To provide information, education and technology to help the community live, learn and grow. – Toledo Lucas County Public Library
  • To provide our customers with the highest quality imaging products, world-class service and recycling programs that help protect the environment. – Clover Technologies Group  Our Mission
  • We are Committed to using the finest ingredients in our recipes. No food leaves our kitchen that we ourselves would not eat. – Tomasso’s Pizza & Subs

A good mission statement will speak to the employees and customer so they know why they get up in the morning to come to work or buy from your business. It should come from the heart, motivate, express pride, and most importantly be memorable.


A Starting Point

Here are a few things to think about when writing your mission statement.

  • What do we do?
  • How do we do it?
  • Whom do we do it for?
  • What value do we bring?
  • Who is your ideal Customer.
  • What do you want your customers to recognize your business for?
  • What differentiates you from your competition?
  • What passions are you trying to satisfy by building this business?
  • What is the highest good your business can achieve?
  • What values will drive your business?
  • Who will benefit from this business?

Now that you have answered a few questions about your business lets take a stab at your mission statement.

How to Create Your Mission Statement

  1. Create a basic draft.
  2. Ask Yourself, is this a mission statement I can be excited about and achieve?
  3. Get support and Feedback from key employees, managers, partners, advisors, and key stakeholders.
  4. Refine Your Mission Statement.
  5. Repeat steps 3 & 4 as needed.
  6. Celebrate and roll out the Mission Statement. Post where people will see them and can be reminded.
  7. Proudly post your Mission Statement. Your mission statement should be short enough that it is everywhere – on your letterhead, business cards, website and in your marketing material.  Maybe you will post it framed over the entryway; and in the elevators or the the staff id badges.

A Final Thought

A mission statement will rally the troops and help your staff identify why they are important to the customers who are the lifeblood of your business. It should provide your company with direction and help you find the right customers.

Remember your mission statement should evolve as your business grows so we recommend you review it yearly.

Need Help? Please Leave us a Comment! We would also love to see your core values! Please Share!