How to write a mission statement - Video

Today we're going on a mission. We will navigate business intent, outline goals, and repel from the ceilings of your highest hopes and aspirations. This is a mission into the very soul of your business. A mission to find out what you and your company are really all about.

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Your mission statement, should you choose to accept it, is all about defining your company's purpose in clear, concise terms. Does your business really need a mission statement? Do you really need an invisible watch that can shoot rockets? Yes and yes. A mission statement is a must. It should always be up on your website for the world to see. A strong statement is also key in developing messaging for your business. The mission statement is the groundwork for how your business talks to both its customers and its own employees.



So, what goes into a quality mission statement? It all begins with basic training. Answer a very simple question: What is your company's purpose? Don't use jargon here. Don't complicate things. If you're a restaurant, you sell food. If you're a clothing store, you sell clothes. If you're secret agent 7cc30, you use statecraft, intrigue, and your chiseled jawline to topple dictatorial regimes.

Next, describe what you do and how. Go into detail. What's your favorite gadget? Who's your backup at HQ? How do you take your martini? Highlight what makes you, you. Perhaps it's your company's core values that are unique or the tireless work and talent of your employees. Make a list of the things that you have to offer that other companies don't, and include them in your mission statement.

Okay, you're ready for advanced training. Here are five tips to writing a great mission statement:

1. Know your audience. Use knowledge of your customers to inform your statement. From their purchasing patterns to their preferred social media, it all matters, especially the way they talk.
2. Choose your tone. This is a big one. If you speak in a cold, stern manner, you might lose trust. If you're too casual, you might not be taken seriously. A good agent uses the right language to put their target audience at ease and instills trust.
3. Keep it concise. Keep it tight. Get to the point quickly and get out before the C4 blows.
4. Think long term. A mission statement is an investment in the future. Don't just consider today's mission. Think bigger. Think ten years down the road. Think about the greatest possible thing your company could accomplish and put it to paper.
5. Revisit and update. What would a spy movie be without endless sequels? Set reminders to revisit your mission statement, update, tweak, and revise to make sure it has kept up with the times.

Okay, now let's take a look at an example mission statement for Intuit:

"Our mission is empowering prosperity around the world. We do it by attracting the world's top talent, bringing vital partners into our global platform, and leaving the world a better place through exceptional corporate citizenship."

Mission accomplished. Congrats!