What Is A Mission Statement & Why Is It Important?

Simply put, your organization’s mission is its identity that clearly defines what you do, how you do it, and most importantly, why you exist. And while there are plenty of examples of longer statements with all manner of detail, you may find that shorter is clear, memorable, and unifying. By writing a powerful, brief Mission Statement, customers, employees, and your community are more likely to understand and perhaps even embrace it. In addition, brevity increases the likelihood of understanding and being able to repeat it when asked.

Tip #1: Mission Statements vs. Vision Statements

Whether you are about to form a business, have been in business for some time, or are leading a segment within a larger corporate structure, spending time creating a Mission statement that defines your identity will be time well spent. Suppose you had a chance to read my tips on making a vision statement. In that case, you know that this is the difference between Vision and Mission: a Mission statement is the ‘now’ of your organization and answers the question of why you exist to your team, community, and clientele. Vision statements paint a picture of the future you envision bringing into existence; they are inspirational and aspirational. This beacon acts as a lighthouse, steadfast in its unwavering direction to actively guide and motivate the team to choose to be a part of that clear vision. Your vision exists to fulfill the purpose delineated in your mission statement.

Tip #2: How To Draft A Mission Statement

Why? Why did you start a business? Why do you stay in business? Who is the customer that loves you? What problems do you solve? How do your clients feel after working with you? Leave no detail out in this phase of the mission statement. Every expressive word that describes the thoughts, feelings, purpose, and meaning should be on that page.

Now, of course, comes the hard part. You see, it’s easy to go on and on about what we think and how we feel. We are hard-wired to narrate a story about the critical aspects of our lives – and what more personal journey is there in business than entrepreneurship. That applies to all the leaders that have an equity stake in the organization they play a part in making successful. Grab a highlighter and choose the most descriptive, powerful words on the page. Next, grab a pen, look at the highlighted words, then circle the most resonant among them. Be judicious, limiting yourself by applying the highest standards of discretion.

Now you have the five critical elements that are the essence of your mission statement. With these, create the most important, influential, most explicit sentence that captures the heart of the business and what it does.

Tip #3: How To Use Your Mission Statement

Admittedly, the process of creating a mission statement is not an easy one. It is, however, tremendously helpful in that it aligns the business, its team members, customers, and the community. When you know your identity through the mission statement, you also know what you are not trying to be. This, along with Core Values (stay tuned for my future blog), becomes the ticket to the dance. What is that, you ask? The mission statement answers the question: Is this person a fit for our business. Whether it’s a team member, customer, or community partner, aligning at this step will bring more of the right relationships and eliminate the awkwardness of having the wrong customers or employees.


If you’re wondering how getting grounded with a Mission statement can help you and your organization achieve its mission, then it’s time to look at Executive Coaching from Leader’s Cut. So what’s your first step? You can begin with a quick Meet & Greet to see if there’s chemistry if Ken has the background you need and if our process, Making the Cut™, is the missing link to unbridled success. Ready for more than an introduction? Then the Breakthrough Strategy Session is for you! This is for leaders ready to kick tires, dig in, and determine if coaching is right for them. Both are complimentary for you to glean the information you need to make the right choice.

Check Out More Articles From Our Blog

Skip to content