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  • Writer's pictureElliot

Your Mission Statement

Your Mission Statement could relate to your entire business, brand, or single project, so there are reasons why a mission statement is important:

  • Enables you to create a clear internal and external identity, which empowers you to create communities

  • By making a statement to your audience you can attract the best talent with beliefs that are aligned to yours

  • Becomes a guide for driving your culture

  • Encourages thought leadership

The definition of a Mission Statement is:

A formal summary of the aims and values of a company, organisation, or individual.

Your Mission Statement should be a short formal statement that consists of a 5 power points:

[01] Why your brand / business / organisation exists.

[02] What its overall goal is.

[03] What kind of product or service you provide.

[04] Your primary customers or market.

[05] Your geographical region of operation.

One of the best Mission Statement examples is from Nike, which can be found on their about page:

Our mission is what drives us to do everything possible to expand human potential. We do that by creating groundbreaking sport innovations, by making our products more sustainably, by building a creative and diverse global team and by making a positive impact in communities where we live and work.

Grab a pen! Here's some key points to remember :

  • KISS : "Keep It Simple, Stupid" - a phrase brought to life by the US Navy, and very much something to stick to when deciding on your Mission Statement.

  • Remember who your audience is, and do not create unnecessary noise - yes, sell your awesomeness, but do not waffle and run the risk of losing your audience.

  • Do not confuse (although it's easy to do so) a Mission Statement, and a 'Vision Statement'. Your Vision is for the future, your Mission is what you are / should be living today.

  • There is no Mission Statement bible (we think), this is something that is unique to you. Try, tweak, and try again until you are proud of your Mission Statement.

Share your mission statement with us, we would love to see them! Good luck!

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