Manage Your BusinessCompany Culture14 noteworthy tips for writing a compelling business mission statement

14 noteworthy tips for writing a compelling business mission statement

Crafting a well-defined mission statement isn’t just an exercise in words; it’s a strategic move that holds the potential to set your business apart and propel it toward success. Such a statement acts as a beacon, illuminating a business’s purpose, values, and goals, and providing a steady guiding light for decision-making and strategy formation.

In this article, we will delve into the art of crafting an impactful mission statement. From comprehending its intrinsic significance to seamlessly infusing authenticity and vision, we will provide actionable steps and real-world illustrations, empowering you, the small business owner, to forge a mission statement that resonates profoundly with your audience and steers your venture toward a promising future.

What is a mission statement?

A mission statement is a concise and clear declaration that outlines the fundamental purpose, values, goals, and identity of an organization, whether it’s a business, nonprofit, or other entity. It serves as a guiding compass for the organization’s actions, decisions, and interactions with various stakeholders, including employees, customers, partners, and the community.

In essence, a mission statement answers the question: “Why does this organization exist?” It encapsulates the overarching reason for the organization’s existence and communicates its primary objectives. A well-crafted mission statement conveys the core principles and beliefs that shape the organization’s operations and interactions.

5 Essential Components of a mission statement

A mission statement typically includes the following components:

  • Purpose or Mission: This is the central reason the organization exists. It highlights what the organization aims to accomplish, often in terms of addressing a specific problem, need, or opportunity.
  • Values: The core principles and beliefs that guide the organization’s behavior, decisions, and interactions. Values reflect the organization’s ethical stance and the principles it upholds.
  • Goals or Objectives: These are the desired outcomes or achievements that the organization strives to attain in line with its purpose and values. Goals can be both short-term and long-term.
  • Target Audience or Beneficiaries: Who benefits from the organization’s products, services, or activities? This component helps clarify the organization’s intended impact.
  • Differentiation: Some mission statements highlight what makes the organization unique or distinctive in its industry or field.

Why is a mission statement important for your small business?

A mission statement is not just a superficial tagline; it is the heart and soul of your business. It encapsulates why your business exists and what it aims to achieve. A powerful mission statement serves as a guiding light, aligning your team and engaging your customers. It communicates your unique value proposition and builds trust, loyalty, and credibility in your brand. By recognizing the true significance of a compelling statement, you lay the groundwork for a successful and purpose-driven business.

14 tips to help you get started

1. Understand the Purpose: Before you start writing, understand why a mission statement matters. It’s a concise statement that defines your business’s core purpose and values, giving direction to your activities and decisions.
2. Identify Your Core Values: Think about the values that are fundamental to your business. What principles do you want to uphold? Consider factors such as integrity, customer service, innovation, sustainability, etc.
3. Define Your Business’s Purpose: What is the primary reason your business exists? What problem does it solve or what need does it fulfill for your customers? This should be the central theme of your statement.
4. Keep it Concise: A mission statement should be succinct and easy to understand. Aim for a sentence or two that captures the essence of your business.
5. Avoid Jargon and Buzzwords: Use clear and simple language. Avoid buzzwords or industry jargon that might be confusing to people outside your field.
6. Be Specific, Yet Broad: While your mission statement should be specific to your business, it should also be broad enough to remain relevant as your business grows or diversifies.
7. Consider Your Target Audience: Think about who your primary audience is – customers, employees, investors, etc. Your statement should resonate with them and make them feel connected to your business.
8. Make it Inspirational: Craft a statement that inspires and motivates. It should reflect your passion for what you do and convey the positive impact your business aims to have.
9. Emphasize Uniqueness: Highlight what sets your business apart from others in the industry. What makes you unique or different?
10. Get Input from Stakeholders: Involve your team members, partners, and even customers in the process. Their insights can help you refine your mission statement and ensure it resonates with different perspectives.
11. Review and Refine: Don’t rush the process. Write multiple drafts and refine them over time. Reviewing and revising your mission statement will help you find the right words to convey your business’s essence.
12. Test its Effectiveness: Once you have a draft, share it with a few people who fit your target audience. Do they understand what your business is about? Does the statement resonate with them? Use their feedback to make final adjustments.
13. Keep it Timeless: Avoid referencing current trends or specific products/services that might change over time. Your statement should remain relevant as your business evolves.
14. Examples for Inspiration:
Disney: "To entertain, inform and inspire people around the globe through the power of unparalleled storytelling."
TED: "Spread ideas."
Patagonia: "Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis."

Remember, your mission statement is a living document that can evolve as your business grows and changes. It’s a reflection of your business’s core identity, so invest the time and effort to create a statement that truly represents what your business stands for.


This article has provided essential tips to help you write a powerful mission statement for your small business, from understanding its purpose and identifying core values to crafting concise, inspiring, and timeless statements. By involving stakeholders, testing its effectiveness, and drawing inspiration from notable examples, you’re equipped to create a mission statement that not only reflects your business’s identity but also guides its growth and evolution. Remember, your mission statement is a dynamic reflection of your journey, and refining it over time can contribute to your business’s lasting impact and success.

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Taiwo Sotikare
Taiwo Sotikare
Taiwo Sotikare is a contributing writer for ASBN with expertise in digital marketing, B2B SaaS, MarTech, and HR industries. He is passionate about helping small businesses grow via effective content marketing and has also written for Entrepreneur Magazine, Hackernoon, and Pangea.

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