Small Business Articles from Make-it-Fly®
the Power of a Purposeful Mission Statement
By Victoria Munro
ultimate success will be determined by how well you
define and live by your mission statement. Creating
an effective mission statement for your business isn’t
an easy task, but it is well worth the effort as it
can become the guiding principle that will shape your
In this two-part series, we’ll
consider the importance of mission and vision statements,
and offer practical suggestions on how to craft and
use your distinctive statements to propel your business
in the right direction.
statement is the “what” of your business;
a clear and precise definition of why your company exists,
what you provide for clients and what is most important
to you. It shouldn’t simply be a paragraph in
the Executive Summary section of your business plan
stored in the file cabinet. It is a relevant, compelling
declaration of your company’s future. The
right mission statement will energize, give meaning
and direction, and inspire your entire team on a daily
Your mission statement should:
state what you and your company are about
little or no explanation
clear and memorable
no more than one or two sentences
It sets your focus on success strategies
and keeps you on track, carrying you through the tough
times. It should be the plumb line that guides decision-making,
and it creates a framework for setting meaningful and
motivating goals. A good mission
statement will both inspire passion and build a team
spirit that encourages ownership and loyalty
among employees, customers and vendors alike.
Creating Your Mission Statement:
The process of crafting a mission statement will demand
time and effort as well as some serious soul searching,
but you’ll be well rewarded!
You can create your mission statement on your own,
but utilizing the creative
power of a group will be much more productive.
If you have employees, involve as many as feasible.
This will stimulate multiple ideas and generate a sense
of ownership. If your business is you, recruit trusted
business associates, friends, family members and ‘raving
fan’ clients to help you. They will provide insight
into your strengths as well as offering different perspectives.
Be sure to generously reward your team for their efforts.
The process will take several hours. Set a date and
time for the event and provide a quiet, comfortable
environment, with minimum distractions and ample refreshments.
Make it fun!
Create and follow a clear agenda. If at all possible,
assign someone else to lead the meeting. You’ll
gain more by sitting back, observing the process and
making your own contribution when appropriate. Directing
a large group, keeping everyone on time and on track,
can be challenging, so if possible, appoint an experienced
facilitator. Use a flip chart to record all the ideas.
Start out by clarifying and documenting your beliefs
– both as an individual and as a company. Then,
identify your core
values, your underlying
philosophies – what is really important
Possible Questions to Ask Yourself
or Brainstorm with Your Team:
did you start this business?
do you ultimately want to achieve in life and through
are your ideal clients?
is the ultimate benefit you provide for them?
is unique about you or your company?
image do you want to portray?
Hang all the flip chart pages around the room, displaying
the groups’ notes, to encourage visual stimulation.
Distill the information gathered and begin to craft
your statement. Once the process is complete, and you
have fashioned a powerful mission statement, tell the
world! Post it everywhere. Weave it into every aspect
of your business. Allow your
mission statement to define and guide your company’s
destiny and set your unique course for success!
© 2005-2007 Victoria Munro.
for printable version.
About the Author: Victoria Munro is
co-founder (along with husband Dave Block) of Make-it-Fly®
LLC, a company dedicated to creating success for
small-business owners through creatively designed programs
and tools. Victoria has started and run nine different
businesses. To receive FREE business success articles
with tips to help you with your business, sign up for
their award-winning ezine, “In-Flight Refueling,”
and receive a free copy of the eBook, Get
More Done in Less Time: 101 Quick and Easy Time Tactics
You’re welcome to “reprint”
this article in your ezine, print publication
or on your website, as long as it remains complete and
unaltered (including the “about the author”
info at the end). Please send a copy of your reprint