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  • Writer's pictureAna Gomez

How to Write an Inspiring Mission Statement to Kickstart Your Startup

Writing a mission statement can be a daunting task, especially when you’re just starting out. But it doesn’t have to be. In this article, we’ll walk you through the process of writing an inspiring mission statement, from start to finish.

What is a Mission Statement?

A mission statement is a brief statement that defines the purpose and goals of an organization. It is a formal statement that outlines what the organization does, who it serves, and why it exists. The mission statement guides the actions and decisions of the organization and communicates its values to stakeholders, including employees, customers, investors, and the public. A mission statement typically includes the following components:

  1. Purpose: A statement of what the organization does and why it exists.

  2. Values: A statement of the organization's guiding principles and beliefs.

  3. Target market: A statement of the organization's target market, including the types of customers it serves.

  4. Products or services: A statement of the products or services the organization offers.

  5. Goals: A statement of the organization's goals and objectives.

The mission statement should be concise, clear, and easy to understand. It should reflect the organization's values and priorities and serve as a guide for decision-making and strategic planning. A well-crafted mission statement can help build trust and credibility with stakeholders and support the organization's overall success.

Benefits of Writing a Mission Statement

Writing a mission statement can bring numerous benefits to an organization. First and foremost, a mission statement helps the organization to define its purpose and focus on its core values and goals. This provides a clear direction and helps to ensure that all actions and decisions align with the organization's mission. Additionally, a well-written mission statement can be used to communicate the organization's values and goals to stakeholders, including employees, customers, investors, and the public. This can help to build trust and credibility with stakeholders, as well as increase awareness and support for the organization's mission. Finally, a mission statement can serve as a guide for decision-making and strategic planning, ensuring that the organization is always working towards its goals and making decisions that align with its values.

How to Write a Mission Statement

Writing a mission statement can be a challenging but rewarding process. Here are some tips to help you write an effective mission statement:

  1. Begin with your values: Identify the core values that guide your organization. These may include principles such as integrity, innovation, social responsibility, and customer service.

  2. Define your purpose: Identify the specific products or services that your organization provides and the needs it meets for its target audience.

  3. Keep it concise: Your mission statement should be brief and to the point, ideally no more than one or two sentences. It should be easy to remember and communicate.

  4. Make it specific: Avoid generic language or vague statements. Be specific about what your organization does and what makes it unique.

  5. Involve key stakeholders: Involve employees, customers, and other key stakeholders in the mission statement development process. This can help to ensure that the mission statement accurately reflects the organization's values and goals.

  6. Test it out: Once you have developed a mission statement, test it out on stakeholders to ensure that it accurately reflects the organization's values and goals, and that it is easily understandable.

  7. Review it periodically: A mission statement should be periodically reviewed and updated to ensure that it continues to reflect the organization's evolving values and goals.

Additional tips:

  • Make sure your mission statement is aligned with your overall strategic plan and long-term goals.

  • Use language that is clear, concise, and easy to understand for a broad audience.

  • Consider including a call-to-action to inspire and motivate stakeholders.

  • Consider the culture and tone of your organization, and use language that reflects this.

  • Remember that your mission statement is a living document and should be reviewed and updated periodically.

  • Another important thing to consider is the tone of your statement. You want to make sure your statement conveys a sense of enthusiasm and optimism. Aim to make your statement aspirational, but also realistic.

  • Don’t just state what you want to do, but also how you plan to do it. This will help create a sense of urgency and motivate your team to take action.

Examples of Mission Statements

If you’re still struggling to come up with a mission statement for your startup, here are a few examples to help get you started:

  • Tesla: "To accelerate the world's transition to sustainable energy."

  • Nike: "To bring inspiration and innovation to every athlete in the world."

  • Amazon: "To be Earth's most customer-centric company, where customers can find and discover anything they might want to buy online."

  • Google: "To organize the world's information and make it universally accessible and useful."

  • Microsoft: "To empower every person and every organization on the planet to achieve more."

  • Starbucks: "To inspire and nurture the human spirit—one person, one cup, and one neighborhood at a time."

  • Walt Disney: "To entertain, inform and inspire people around the globe through the power of unparalleled storytelling, reflecting the iconic brands, creative minds and innovative technologies that make ours the world's premier entertainment company."

These mission statements reflect the purpose and values of each company and help guide their actions and decision-making. They are clear, concise, and specific, reflecting each company's unique position in the marketplace.

Pitfalls to Avoid When Writing a Mission Statement

When writing a mission statement, it's important to avoid common pitfalls that can make the statement ineffective or confusing. One common pitfall is being too broad or generic. For example, a mission statement that says "Our mission is to provide great customer service" is too broad and doesn't give any specific information about the organization's purpose or goals. Another pitfall to avoid is focusing too much on financial goals, such as increasing profits or revenue. While financial goals are important, a mission statement should reflect the broader purpose and values of the organization. For example, the mission statement of outdoor retailer Patagonia is "Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis." This statement reflects the company's commitment to sustainability and social responsibility, rather than just its financial goals. Finally, it's important to avoid using jargon or overly complex language in a mission statement. The statement should be clear and easy to understand for a broad audience, reflecting the values and purpose of the organization in a way that is accessible to everyone.

In Summary

Writing a mission statement is an important part of starting a business, and can have numerous benefits. With a few simple steps, you can create an inspiring mission statement that captures the essence of your startup. If you’re still having trouble, you can always take a course or hire a professional service to help.

If you’re looking to get your business off to a strong start, writing a mission statement is a great place to start. It can provide clarity and direction to your team, and serve as a rallying cry for employees to work towards a common purpose. So get writing, and start inspiring your team and customers today!


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