Part 2: Writing a Mission Statement

A well-crafted mission statement is vital for both new and established businesses, clearly articulating your purpose, values, and vision. This guide will help you develop or refine your mission statement by examining your current operations and goals through targeted questions. Whether you're launching a new venture or looking to redefine your company's direction, this process will help you create an actionable mission statement that aligns with your core values and drives your business forward.

Keep in mind, this process should not be taken lightly. In order to ensure adequate time and energy is allocated to this transformational exercise, it is vital that executive leadership is willing to invest in free time for anyone involved. We recommend two full days to work through this process. Maybe this means a leadership retreat? While you may wonder how you can afford to have key leaders take this time away from the office, our response would be that you cannot afford NOT to take this time. Invest now, and you will see the payoff later.

Step 1: Questions to Help Create Your Mission Statement (Day 1)

Take time to thoughtfully answer each of these questions.

1. Purpose and Goals

   • What is the primary purpose of our business?

   • Why did we start this business in the first place?

   • What are our long-term goals and aspirations?

2. Products and Services

   • What products or services do we provide?

   • What value do our products or services offer to our customers?

   • How do our products or services stand out from those of our competitors?

3. Customers

   • Who are our primary customers?

   • What needs or problems are we solving for our customers?

   • How do we want our customers to feel after interacting with our business?

4. Values and Principles

   • What core values are most important to our business?

   • What principles guide our business decisions and operations?

   • How do we demonstrate these values and principles in our daily work?

5. Impact and Contribution

   • What impact do we want to have on our community, industry, or the world?

   • How do we contribute to the well-being of our employees, customers, and community?

   • What are we committed to improving or changing through our business?

6. Company Culture

   • What kind of work environment do we strive to create?

   • How do we support and empower our employees?

   • What behaviors and attitudes do we encourage among our team members?

7. Vision for the Future

   • How do we envision the future of our business?

   • What legacy do we want to leave behind?

   • How do we plan to achieve our long-term vision and goals?

Step 2. Using the Answers to Craft Your Mission Statement (Day 2)

Take time to thoughtfully work through each of these questions.

Once you have answers to these questions, look for common themes and key elements that reflect your business's purpose, values, and goals. Here’s a simple process to synthesize these elements into a mission statement:

1. Summarize Key Points: Identify the most important aspects of your answers. What are the recurring themes?

2. Draft a Statement: Write a few sentences that combine these key points into a clear and concise statement.

Step 3. Review and Refine (Day 2 or 3)

Carefully consider your work, making adjustments as needed.

1. Review and Refine: Share the draft with your team for feedback. Refine the wording until it resonates with everyone and clearly represents your business.

2. Test for Clarity and Inspiration: Ensure the mission statement is easy to understand and inspires your team and stakeholders.

Example Process

Step 1: Summarize Key Points

• Purpose: To provide high-quality, affordable home goods.

• Values: Quality, affordability, customer satisfaction, community support.

• Impact: Making home goods accessible to all, supporting local artisans.

Step 2: Draft a Statement

• “Our mission is to offer high-quality, affordable home goods that enhance everyday living while supporting our local community and ensuring customer satisfaction.”

Step 3: Review and Refine

• Gather feedback from your team and make adjustments as needed.

Step 4: Test for Clarity and Inspiration

• Ensure the final statement is clear and motivating for everyone involved.

By systematically answering these questions and following the synthesis process, you'll be well on your way to creating a meaningful and effective mission statement for your business.