How to Write a Business Mission Statement: Template Included
Struggling to put into words what your business stands for? You’re not alone. Many business owners and executives find it challenging to articulate their core purpose, but a clear mission statement is essential for guiding your business and connecting with customers. In this blog, we’ll walk you through a step-by-step process for how to write a business mission statement, complete with a free mission statement template to help you get started.
Why a Strong Business Mission Statement Matters
A mission statement serves as the foundation for your business, aligning your team, guiding decision-making, and resonating with customers. It answers the fundamental question, “Why does this business exist?”
1. A Mission Statement Brings Clarity
A mission statement provides clarity by summarizing your business’s core purpose in just a few sentences. Without it, your business risks losing focus. As Simon Sinek, author of Start With Why, famously said, “People don’t buy what you do, they buy why you do it.”
2. Vision vs. Mission
It’s important to differentiate between a vision statement and a mission statement. While a vision statement outlines where you want to go, a mission statement explains why you exist and what you do to get there. For example, Amazon’s mission, “To be Earth's most customer-centric company,” reflects the company’s core goal of customer satisfaction.
Preparation Before Writing Your Mission Statement
Before you dive into writing, take time to reflect on these key areas:
Know Your Why: What is the driving purpose behind your business? Why did you start it in the first place? This is the most important question to answer when crafting your mission statement. For example, Patagonia’s mission “to save our home planet” is rooted in a clear and powerful “why”.
Understand Your Audience: A mission statement should resonate with both internal (employees) and external (customers, partners) audiences. Ask yourself, “Who am I speaking to?” A mission statement that appeals to your employees will motivate them, while a customer-focused statement builds trust and loyalty.
Know the Benefits You Offer: Consider what unique value your business brings to the table. What problem are you solving for your customers? A mission statement should reflect how your product or service improves your customers’ lives.
How to Write a Business Mission Statement: Step-by-Step Guide
Step 1: Define Your Purpose
What fundamental need or problem does your business address? This is the core of your mission statement. Keep it simple but impactful.
Example: “We exist to empower businesses through innovative technology solutions.”
Step 2: Identify Your Unique Expertise
What capabilities set your business apart from others in the market? Focus on 3-5 core strengths.
Example: “We provide seamless integration, real-time data access, and customer support for small businesses.”
Step 3: Highlight Your Outcomes
What tangible benefits do you aim to provide your customers? Your mission statement should reflect the results your business delivers.
Example: “Our goal is to help small businesses streamline operations and grow their customer base.”
Step 4: Make it Concise and Memorable
Aim for a clear, concise statement that your team can easily recall. Avoid jargon or overly complex language.
Example: “Helping small businesses thrive through user-friendly tech solutions.”
Mission Statement Template
Use this simple mission statement template to help draft your mission statement:
Our business exists to [purpose], by [what you do] [and how you do it differently] in order to [impact/goal].
Example: “Our business exists to provide eco-friendly products by using sustainable materials so that consumers can shop guilt-free and support a healthier planet.
Refining and Testing Your Mission Statement
Once you’ve drafted your mission statement, it’s essential to refine and test it to ensure it resonates with both your internal team and external audiences. Here are a few ways to perfect your statement:
Get Feedback: Share your draft with key team members, stakeholders, or trusted customers. Their feedback can offer valuable insights into whether the statement captures your business's essence. For example, ask employees if the mission inspires them in their daily roles, and ask customers if it aligns with their perception of your brand.
Test for Authenticity: Your mission statement should be a reflection of your actual business practices. It’s easy to craft a great-sounding statement, but does it align with how you operate? For instance, if your mission revolves around exceptional customer service, ensure your processes, from sales to support, reflect that commitment. Authenticity is key—customers can spot a disingenuous mission statement a mile away.
Revise if Necessary: Don’t be afraid to iterate on your mission statement. As your business grows and evolves, your mission may need to adapt. Regularly revisit your mission to ensure it still reflects your business’s core purpose and goals. For example, a small business that started with local impact might expand its mission as it grows into national or global markets.
Business Mission Statement Examples
Mission Statement for Chick-fil-A
To be America’s best quick service restaurant at winning and keeping customers.
Mission Statement for Google
Google's mission is to organize the world's information and make it universally accessible and useful.
Mission Statement for Microsoft
Our mission is to empower every person and every organization on the planet to achieve more.
Mission Statement for Patagonia
build the best product, cause no unnecessary harm, and use business to inspire and implement solutions to the environmental crisis.
Mission statement for Costco
To continually provide our members with quality goods and services at the lowest possible prices.
How To Write a Business Mission Statement: Start Here.
Your mission statement is the foundation of your business. It clarifies your purpose, aligns your team, and communicates your values to customers. By defining your purpose, identifying your unique expertise, and focusing on the outcomes you deliver, you can create a mission statement that inspires your team and attracts loyal customers.
Now it’s your turn! Use the template provided and take the first step toward creating a powerful mission statement that reflects the heart of your business. Need help making it happen? Reach out and discover how Breaking Ordinary Co. can help you write the reason for your existence, discover your signature quality, and turn your business into a breakthrough brand!
