Your mission statement outlines your core purpose and drives your business. It’s essential to write a strong mission statement that truly reflects your business. As you sit down to write or revisit yours, here are a few things to consider.

Before you get started, do some brainstorming. Ask yourself the following questions:

  • What does your company do or sell?
  • Who is your target customer?
  • What image do you want to convey to your target customer?
  • Why did you start your company?
  • How do you differ from the competition in your area?
  • Why do you serve your clients in a particular way?
  • What value do you bring to the industry?

Include the Key Elements

There are 4 key elements to a mission statement: value, inspiration, plausibility, and specificity. As you start writing your mission statement, use these elements as a checklist to ensure that your mission statement is strong.

Use Powerful Words

Your mission statement should be exciting and dynamic. You can do this by carefully choosing the words to include. Use powerful words that create an image. If you’re passionate about your business, don’t be afraid to show it. Your mission statement should reflect the very core of your business and what makes you different, so your words should reflect your passion and attention that you pay your business.   

Keep It Clear and Focused

Your goal is to keep your mission statement short and sweet. Don’t add fluff. As you work through the revision process, cut out anything that’s superfluous. Have several people read through your mission statement to check it for any errors. Have them look for any areas that seem unclear or unnecessary to help you strengthen your mission statement.

Revisit Your Mission Statement Often

After completing your mission statement, revisit it often. Keep it somewhere that you can refer to it on a regular basis, and give a copy of your mission statement to your employees. Also, display it on your website, so people will know what your business is all about.

Make Revisions as Needed

When you’re revisiting your mission statement, you may find that your mission statement needs some revision. Don’t be afraid to make any changes that you need to ensure that your mission statement truly reflects your business’ core purpose. You may need to make several changes throughout the years as your business continues to grow and evolve.


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