How To Write A Mission Statement That Doesn’t Suck

I've launched 7 companies in 10 years. Some have failed while others made millions. But in each instance, I started with a mission statement. 

A company with money is no match against a company on a mission.

A compelling mission statement is a key tool for any organization to succeed. It captures, in a few succinct sentences, the core of your company and the underlying philosophies that drive you to wake up in the morning. But more importantly, it should feel human. Here are few of my favorite. 

  • Ben & Jerry's: Making the best possible ice cream, in the nicest possible way.
  • Disney: To make people happy.
  • Instagram: Capture and Share the World’s Moments.
  • Amazon: To be the world’s most customer-centric company.

Dan Heath the author of “Made to Stick” (which is an awesome book) made this great video teaching starters how to write a mission statement that doesn't suck. It's so good.

What's your mission statement? Do you have any questions? Let me know in the comments below.

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6 Responses

  1. This is such great information. We always have clients come to us with great ideas but no clear mission statement. This will be a good conversation starter.

  2. I am a graduate student to become a clinical psychologist. In one of my courses, my professor asked everyone in the class to prepare a personal mission statement; as in what we want to accomplish as therapists and why. It sounds so simple, but it was the most eye-opening assignment that I’ve ever completed. I learned so much about myself and other people in my class that I felt I was having ah-ha moments with each mission that was shared. Writing my personal mission statement changed my outlook on career choices, my desired client base, and my personal life. I wonder if all people would benefit by creating a personal mission statement. It’s a means to give purpose, meaning, and direction to people, and well as the companies and ideas that they stand behind.

  3. My wife and I have started a new web site. I am writing the main page now and in it I have found myself defining our mission more an more. It’s been a very inspirational time. As it turns out, we have a very lofty mission. I’ve always been the type of guy who would roll his eyes a little when someone made a cliché statement about changing the world. Well, guess what the second line of the first paragraph talks about.
    Thank you for the tips.

  4. The above video was excellent and a great catalyst for me to write my own personal mission statement. I am enrolled in an MBA program and our first assignment is to write a personal vision and mission statement. I am sad to say this is my first time exploring this topic and I wish that I was guided to do so in high school. It would have helped me to better keep on track to accomplish my goals!

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