Methods to write a mission assertion in 6 steps + a template

A mission assertion is a concise, significant phrase that sums up the aim of what you are promoting. Your mission assertion is just like what you are promoting’ imaginative and prescient (the “what”) and values (the “how”), it solutions the query “Why do you do what?”

This six-step information will enable you to create what you are promoting’ mission assertion. You will additionally obtain a template and a few examples that can assist you get began.

Think about posting your mission assertion in your web site upon getting created it.

Template for Mission Assertion


Here’s a template for a mission assertion that may information you thru the six steps to create your mission assertion for what you are promoting.

Think about your mission assertion as a haiku, or tweet, as you’re employed by way of the template. Much less is extra.

  • Obtain the Template as a DOC or PDF file

These six steps will enable you to to create your organization’s mission assertion.

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Step 1: Ask questions

This may be carried out alone, with a enterprise companion, or with trusted advisors reminiscent of your prime managers, accountant, enterprise coach, or partner. You will need to ask questions on what you are promoting and its objective.

Ask your staff and your self fundamental questions on what you are promoting.

  • What are we doing?
  • What can we create?
  • What’s the level?
  • To whom does it matter?
  • What does it do?

Take your time. It could be a good suggestion to arrange a number of conferences to do that. You may also wish to take a look at mission statements of different companies in a single assembly. You possibly can search the web to seek out firms you admire or that work in an identical option to yours.

Ask your advisors and your self:

  • What makes our enterprise distinctive from our rivals?
  • What could possibly be carried out to enhance the mission statements of others?
  • What mission statements resonate with you?
  • Which description is true for our firm?

Here is an instance.

Let’s suppose you personal a tire store and have to create a mission assertion. These are some doable solutions to the above questions:

  • What’s it we do? Set up tires
  • What will we create? Safer automobiles
  • Why does it matter? Fewer accidents
  • Who does it matter to? Automobile homeowners and their households like dad and mom of teenage drivers
  • How does it make a distinction? We make touring inside our neighborhood safer

These questions and solutions don’t confer with how a lot you make or what number of tires are bought. These questions and solutions are about your clients, identical to a mission assertion.

Subsequent, ask your competitor questions.

  • What makes our enterprise stand out from our rivals? We’re regionally owned
  • What might we do to enhance on different’s mission statements. Instance: Large O’s mission assertion is to offer higher service than clients get elsewhere. We might as an alternative say that we care about your security and well-being.
  • What mission statements resonate with you? Superior Tire California states, “Worth pricing with feel-good buyer providers.”
  • Which description is true for our firm? One that’s targeted on offering native service and protecting your loved ones protected.

Step 2: Brainstorm based mostly in your solutions

Though this may increasingly appear the best a part of writing, it may be troublesome as persons are vulnerable to make edits. As a substitute, write. Ask your staff or your self to talk out phrases and phrases. Some phrases and phrases might be superb, whereas others could also be foolish. Do not decide.

Screenshot of Brainstorm In truth, you should not edit whereas brainstorming. Write down no matter phrases come to your thoughts or theirs. Write precisely what they’re saying. Don’t rephrase their concepts. They’ll cease contributing, and also you would possibly miss the essence of their contribution.

That is solely a knowledge assortment section. You will be left with some fundamental phrases or phrases that make sense and start to resonate with others.

Step 3: Create a listing of phrases

It is doable to edit the textual content by eradicating any phrases you do not like. It is enjoyable to have a gaggle or assembly to debate the phrases and phrases you want.

Submit the phrases on a chart, or different doc, and let your staff vote by putting stars or checkmarks subsequent the phrases or descriptors that they like probably the most. This suggestions can be utilized to get the “buy-in” of your employees. We’ll speak extra concerning the significance of this later within the article.

It will enable you to slim down the checklist to probably the most related phrases in your firm.

Step 4: Make a primary draft

That is the realm you, your advertising and marketing, public relations or different creative-writing useful resource, might wish to handle. This isn’t one thing you must do in a gaggle. It’s best to do it alone. Listed here are 5 examples of first draft concepts for the tire firm’s mission assertion.

Screenshot of Mission Statement Ideas You possibly can mix your ideas into a primary draft mission assertion. You may as well create a number of draft mission statements you could work from. Your mission assertion/s ought to be written down. Edit later.

Step 5: Solicit Suggestions

It is a essential step that many enterprise homeowners fail to take. That is vital since you need others to know what you might be saying. It’s possible you’ll find yourself with one thing that conjures up you, however not others, if you happen to do not ask for his or her opinions. A PR or HR skilled can create your mission assertion by themselves with out you or every other enter. That is your mission assertion, and it ought to mirror your voice. Take the time to verify it is good.

A gathering is a good suggestion. It’s also doable to put in writing your mission assertion and show it in your workplace. Ask clients and staff for suggestions. Take heed to what the mission assertion says about them.

Try to be conscious that not all folks wish to harm your emotions. They will simply nod and say “it is okay.” Listed here are some questions you’ll be able to ask to get their trustworthy enter:

  • What does this say about your organization?
  • What would you counsel altering within the textual content?
  • This phrase won’t be working for you.
  • What’s the issue?

You could have to repeat steps 4 and 5 till everybody agrees that the enterprise has a objective and they can purchase into it. Brandon Peele, writer, explains why.

Brandon Peele, Writer of ‘Planet on Objective’

Individuals who really feel related to their objective are four-times extra more likely to be engaged, and 5 instances extra productive, than individuals who do not feel related to their greater objective. This analysis and way more (on the results of objective within the office and in well being and society) is on the market right here:”

Preserve enhancing and receiving suggestions till you might be glad along with your work.

Step 6: Share it & Finalize It

Now it’s time to make your mission assertion official. It’ll seemingly really feel a way of reduction once you say, “That is it!” The subsequent step is to make use of your mission assertion in firm communications.


We preserve you and your loved ones protected on all wheels


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Talk your organization’s mission assertion

There are lots of methods you’ll be able to share your mission assertion. We’ll be specializing in the most typical. Keep in mind that your mission assertion could be shared with multiple viewers. You will need to share your mission assertion with all staff. It ought to be shared with all staff, clients, and presumably even vendor-partners.

A number of audiences could also be served by the communication instruments you employ to speak your mission assertion. These are simply two examples.

  • Paperwork for workers: Your mission assertion could be included in your company handbook and supply letters. You even have the choice to incorporate it in your company careers web page or on worker paycheck stubs. It may also be printed on worker merchandise reminiscent of t-shirts and mugs.

Mission assertion on a espresso mug
Supply: Pinterest

  • Buyer-facing materials: Your mission assertion could be included on business cards and product brochures, enterprise propositions, firm web sites, promoting billboards, mailings, and even vinyl decals for firm automobiles.

Mission Statements on enterprise playing cards
Supply: Pinterest

Doc the place your mission assertion is posted

Doc each place the place your organization’s mission assertion is displayed, communicated, or displayed. You’ll want to make sure that it’s constant wherever it’s used, in case it ever modifications.

Three examples of mission statements from prime firms

We requested enterprise professionals to share their mission statements. These three mission statements ought to provide you with an thought of how one ought to look. These mission statements will affect how you’re feeling about what you are promoting. These are your choices:

Shawn Breyer, Breyer Home Buyers

1. Investor Carrot: Convey humanity to what you are promoting and assist folks regain their time for the issues that matter

Shawn Breyer, Breyer Home Buyers

Trevor Mauch’s at Investor Carrot is the very best I’ve ever seen.

“Add humanity and worth to what you are promoting, serving to folks make time for the issues that basically matter.”


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Luke Vincent, BeLucent

2. Tesla – To Speed up The World’s Transition in direction of Sustainable Vitality

Luke Vincent, CEO, BeLucent

I feel the very best mission assertion I’ve ever seen is Tesla’s:

“To speed up world’s transition in direction of sustainable vitality.”

That is what makes it so exceptional. It’s first involved with the great it does, then about revenue. The corporate has recognized an issue on this planet, and they’re constructing their whole enterprise round that answer. It bought 250,000 Mannequin 3s in its first week, with out promoting and has now surpassed Porsche in worth.


James Reeves, Diefendorff, Inc.

3. Nike – To Encourage and Innovate Each Athlete* across the World

James Reeves, CEO, Diefendorff, Inc.

Nike is my first selection after I consider nice mission statements.

“To encourage and invent for each athlete* around the globe.”


It’s a nice product and I respect it as a buyer. It is matched with nice promoting — who can’t be impressed by a Nike business?

The assertion’s second sentence evokes the psychological impact of inclusion through tribalism. This affirms my perception in the truth that you need not have a six pack to be thought of an athlete. An athlete isn’t an age or bodily factor. That is very true for me as I’m 40. However I digress…

It is nice for enterprise technique. Discover that “sneakers”, “attire” and “attire”, should not within the title. Nike can broaden into expertise and different apps, however this does not restrict them. For the reason that Nineties’ errors, Nike has been a frontrunner in sustainable design and social accountability innovation for many years. It permits it to discover new supplies, new strategies and it does so with out being a cliché.

Advantages of a Mission Assertion

Your mission assertion will enable you to talk the aim of what you are promoting, in addition to serve to model your organization. It may also be used to draw staff and clients to your organization. It may be used to inspire your staff and supply inner branding. It may be used as an exterior branding instrument to encourage clients to contact you over the competitors.

Branding Inside

Your mission assertion will enable you to construct your employer model and appeal to prime expertise to your organization. If staff purchase into it, it could actually inspire and interact them.

Workers typically share their work areas with family and friends. Their enthusiasm extends past your 4 partitions with social media. In the event that they’re fortunate, they could share their enthusiasm about your organization with their social networks, which may also help enhance your model fame. Here is an instance.

An instance of an worker sharing why she loves working at Zendesk

Exterior branding

A mission assertion is one other instrument you should utilize in your advertising and marketing arsenal. You should use it to advertise your model and social media campaigns, in addition to neighborhood engagement initiatives.

Supply: Church Campaign Services

Most Incessantly Requested Questions

1. 1.

It’s already there. It’s already there. It exists, however it is not written down. Those that do not know what you are promoting effectively might misread it. Because of this if you happen to don’t give your clients and staff the phrases or phrases to speak your mission, they’ll interpret it in their very own phrases. You management the message by writing it down. You’re the model.

2. What’s one of the simplest ways to share my mission assertion?

Your mission assertion ought to be shared in your web site, enterprise playing cards and job postings. Get inventive. Ask your staff the place they wish to see your mission statements posted. Their work jackets’ backs. What buttons do they put on? What about packing slips that go contained in the containers they ship? You possibly can share your mission assertion with anybody and in all places you work together with them. Have you ever ever been to a tradeshow? Yow will discover mission statements in all places.

3. What occurs if my mission assertion is modified?

Generally you uncover a greater method or a brand new option to talk your organization’s mission. Think about all of the locations your mission assertion is posted, out of your worker handbook to a freeway billboard. You have already documented each place your mission assertion could be discovered if you happen to did step 6.

It is best to plan to make all of the modifications concurrently. press release could also be essential to replace your mission assertion. Your mission assertion could also be communicated in a gathering with staff or in a letter to shoppers. It’s possible you’ll acquire extra admiration and loyalty by utilizing this chance to clarify why the change was made.

4. What is the distinction between a private mission assertion and a marketing strategy?

As a substitute of focusing solely on the enterprise’s objective and the way it does it, take into consideration what you do and why. The steps to create a private mission assertion are comparable. There may be one distinction to the six-step course of: Your group of advisors is perhaps smaller than you assume. This could possibly be you, your companion, your coach, or simply you.

These are examples of private mission statements from a enterprise chief or a sports activities star.

Oprah Winfrey: To grow to be a instructor.


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Merlin J Olson: My life is targeted on my household and residential…

Supply: The Solopreneur Life

5. What is the distinction between a mission assertion and one for a non-profit group?

A nonprofit mission assertion isn’t concerning the enterprise’s for-profit services or products. It’ll as an alternative give attention to the non-profit services or products. Each are outwardly targeted (on the folks they serve), so nonprofit and for-profit mission statements could be very comparable. You possibly can observe the identical six steps to create them.

Under are two samples from considered one of our non-profit contributors

Amanda Ponzar, Community Health Charities

Amanda J. Ponzar CMO, Community Health Charities

Arms-down, the Invoice and Melinda Gates Basis has the very best mission assertion.

All lives are equal: we’re impatient optimists who work to cut back inequality.

There’s a lot extra! It is inspirational.

Sarah Adolphson’s firm is The Artemis Company. I spoke with Sarah just lately about her celeb shoppers, who’re ambassadors of causes. Her mission:

“Actively supporting shoppers to vary the world.”

It was the primary time that I noticed it.

The Backside Line

A mission assertion is simply phrases. These ought to be your phrases. These ought to be your phrases. They’ll describe what you are promoting, the explanations it exists, its objective, and who it serves. We hope that you’ll create a mission assertion to encourage you, your staff, and your shoppers. Share your mission assertion with us upon getting it created.

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