How To Write A Mission Statement For A Small Business - With Examples

Summary

This video explains the importance of a clear and concise mission statement for small businesses. It highlights how a mission statement helps define a company's purpose, provides direction, and aligns the team to serve customers better. The video showcases examples from successful companies like Tesla, Ted, and LinkedIn, emphasizing key elements such as shortness, problem-solving language, and emotional appeal. Viewers are encouraged to understand their customers' pain points and needs, before crafting their own mission statement to better connect with their audience and fulfill their business goals.

Takeaways

• 😀 A mission statement helps you identify the purpose of your business and provides direction for your team.
• 😀 A clear mission statement aligns everyone with a common goal, improving the business’s ability to serve customers.
• 😀 Mission statements focus on the present, explaining the benefit a business provides to customers right now.
• 😀 A well-defined mission statement can influence various business aspects, including your website, marketing, social media, and staff communication.
• 😀 The best mission statements are short, clear, and to the point—aim to make it something that fits on a t-shirt.
• 😀 Effective mission statements show how a company will solve a problem for its customers.
• 😀 Powerful language, such as 'accelerate' or 'empower,' evokes emotion and helps connect with the target audience.
• 😀 Understanding your customers’ pain points, desires, and needs is key to crafting a relevant mission statement.
• 😀 Think about what problems your business solves and how your product or service fulfills a specific customer need or desire.
• 😀 Examples from companies like Tesla, Ted, Wix, and LinkedIn demonstrate how mission statements can highlight solutions and inspire customers to feel part of a bigger movement.

Q & A

Why are mission statements important for a business?

Mission statements help identify the purpose of a business, providing direction for the team and aligning efforts toward a common goal. This clarity allows the business to better serve its customers.

What should a mission statement focus on?

A mission statement should focus on the present, explaining what benefit the business provides to its customers right now, rather than focusing on the past or future.

How does a mission statement impact other areas of the business?

A clear mission statement can influence various aspects of the business, such as website content, marketing campaigns, social media presence, financial reports, and staff communication, leading to better overall alignment.

What are some characteristics of an effective mission statement?

An effective mission statement is brief, clear, and to the point. It should ideally be short enough to fit on a t-shirt, explain how the business solves a problem for its customers, and use power words to evoke emotion.

What role do power words play in mission statements?

Power words make the mission statement more impactful by appealing to emotions, creating a sense of urgency, or emphasizing the larger purpose behind the business's actions.

Can you provide an example of how power words enhance a mission statement?

Tesla’s mission statement uses the word 'accelerate,' which not only emphasizes speed but also appeals to people’s desire for fast action, while 'the world's transition' makes customers feel they are part of a larger, meaningful movement.

What key questions should business owners ask when writing their mission statement?

Business owners should consider questions like: Who are my customers? What are their pain points, desires, and fears? What problem am I solving for them? What solution or fulfillment does my business offer?

How would a mission statement look for a dry cleaning service targeting busy professionals?

An example mission statement could be: 'We provide busy professionals with reliable, on-time dry cleaning and garment care, so you can look your best without the hassle.' This addresses the target audience’s time constraints and desire for a polished appearance.

What are some key takeaways from the examples of mission statements provided in the script?

The key takeaways include the importance of brevity, the focus on solving a specific problem, and the use of powerful language that resonates with the target audience's emotions and needs.

What is the role of a mission statement in a small business’s success?

For small businesses, a clear mission statement helps define their identity, guides decision-making, and ensures that all efforts are aligned toward providing value to customers, thereby contributing to overall success.