How To Write A Mission Statement

A mission statement gives identity to a business. It should form an integral part of any business, including an online business, and must always be included in any small business plan.

Here is what bestselling author Robert Kiyosaki (Author of Rich Dad Poor Dad) has to say about the importance of a mission statement in his book "Why we want you to be rich" that he co-authored with Donald Trump:

"The mission is the most important part of the business. It is the spirit of the business. It is the heart of the business. Without spirit and heart, most entrepreneurs will not make it, simply because the road ahead is a hard one" - Robert T. Kiyosaki

Despite the importance of having a mission , no entrepreneur should make the mistake of writing one simply for the sake of having one. If you are not sure about it then rather leave it for another day. There is no rush. Take your time to think it through.

What is a Mission Statement?

It should describe the purpose behind your company's existence to yourself, employees, service providers, investors, customers, suppliers and the public at large.

It is a personal statement. There is not really a right or a wrong way to write it since it is a unique statement that differs from company from company. However, there are some guidelines you can follow.

If you ask this question to a policeman he will probably respond by saying: 'To serve and to project'.

Mission Statement Examples

Google - 'To organize the world's information and make it universally accessible and useful'

It summarizes what is at the heart of the company. It tells you what the company is all about.

How To Write A Mission Statement

10 Guidelines for Writing a Mission Statement

Here are some guidelines that should help you to formulate your own mission. Being guidelines, they are not cast in stone. Feel free to ignore any guideline you are not comfortable with.

Keep your statement short. It should not be longer than three or four sentences. A one sentence statement often has the most impact.

Many people feel that a statement should be somewhere in the middle between a slogan and an executive summary. Whatever your view, be sincere.

Always phrase your statement as a positive sentence. It is a typical case of 'glass half full' versus 'glass half empty'. Both are right, but 'glass half full' sounds a lot better because it is more positive than 'glass half empty'.

Avoid making any questionable claims or statements that may effect your credibility. There is no point having a statement such as: "...become the largest company in the world". If your mission statement is unrealistic or outrageous, customers will start wondering about how realistic your promises are.

A mission statement is open to the public and this includes your competitors. Do not divulge any sensitive information such as: "...increase gross profit from 10% to 20% by 2008". You should be able to show your mission statement to anyone without fear that any information may be used against you.

It is a very good to involve your employees when writing your mission statement. You may get some great ideas from them and they will appreciate it if they know you are interested in what they think.

It can also be very motivating for employees to know that you value their input. It may even be a good idea to invite your employees to sign their names below the mission statement.

If you do not have employees yet, then discuss your ideas with your close family and friends. Come up with a couple of ideas and ask them what they think. How does it effect their views on the company?

Don't try to sound clever by using words that most people have to look up in the dictionary. Your language should be plain, simple and easy to understand.

The best test is to read your mission statement to some people that know nothing about your business. If they understand it then you can use it.

Everybody knows Walt Disney so their mission statement of: 'To make people happy' is 100% suitable for them. However, chances are that not everybody knows you. Try to include some information on who you are, what you do and why do you it.

Using the example of Walt Disney, assuming it is a brand new company, their mission statement may look like this:

'Make movies that give both young and old great entertainment value'

It is positive, short, identifies their target market and says what the company is all about.

Remember that your statement will most often be seen by customers and suppliers. Try to have a mission statement that they can identify with. They should be able to look at it and think: "Yes, I am at the right address"

There is no point having a mission statement if you are the only one that knows about it. Don't hesitate to use it. Frame a couple of copies and hang it up in your office, entrance, warehouse, etc. where everybody can see it. You may even include it in your business card or company letterhead. Be proud to display it.

Companies change over time and your company will probably not be the exception to the rule. Do not hang on to an outdated or obsolete mission statement that is no longer relevant. Change it.

This does not mean that you should review and change your mission statement every month. Only change it if it is really necessary to change it. However, if it is really necessary to change it then don't hesitate.

A mission statement gives an identity to a business. Makes it warm and personal. By taking the time to learn how to write a mission statement you have the opportunity to create a positive impression with customers that can help you succeed by coming across as a human company and not a cold or impersonal business.

How To Write a Mission Statement - Top of page