It’s never too late to develop a mission statement that defines why your business exists. Vision and mission statements share how your business intends to change the world. Also, they impact your bottom line.
“Never start a business to make money, start a business to make a difference.” -Marie Forleo
According to Simon Sinek, Author of Start with Why, “People don't buy what you do; they buy why you do it.” Vision and mission statements influence how customers perceive your business. Also, they guide how you develop programs, projects, and services.
What is a Vision Statement?
Vision statements answer the question of what you are trying to achieve. It’s the horizon you’re aiming to reach. It’s something you SEE. It challenges & inspires. It’s a snapshot or image of what you desire to see in the future.
Here are two vision statement examples from global companies:
“To be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online.” – Amazon
“To provide access to the world’s information in one click” – Google
What is a Mission Statement?
A mission statement explains the path you're taking to reach your vision. It clarifies & informs today’s actions. It’s why you do this work. And it’s rooted in the “here & now.” Also, a mission statement is something you DO. Providing guidance about what to do and what not to do in your business.
Here are mission statement examples from Amazon and Google:
“We strive to offer our customers the lowest possible prices, the best available selection, and the utmost convenience.” – Amazon
“To organize the world’s information and make it universally accessible and useful.” – Google
Your Vision Statement
Answer this: What is your business’s ultimate goal?
Need some support? Use these templates as a guide:
- A world where _____________________ (ex. every family has a home)
- ______________________every day (ex. Businesses that make money)
- To one day _______________________ (ex. end poverty)
- To ultimately ________________________ (ex. create a world without hunger)
Your Mission Statement
Answer this: How is your business working to achieve its vision?
Not sure? Use this 3-step process to develop your mission statement.
1. Identify the results your business facilitates.
- Specify the outcomes your business program, product, or service produces.
- Outline your business’s unique process for moving consumers from points A to B.
ex. a job coaching business could help people move from “a job they hate” to “a job they love” using psychology.
2. Define the Value
Tap into the benefits your business consumers experience. At the emotional level, what is your business providing them?
Some examples of emotional benefits are peace of mind, happiness, more ease, etc.
3. Craft Your Mission Statement
Remember, the mission is HOW you decide to achieve your vision. Use the answers from the previous sections to fill in the blank:
The #1 focus of my business is:________________________
ex. To help professionals achieve happiness at work using positive psychology.
The best mission statements are short & sweet.
The final step is to share your world-changing vision and mission statement. Update your About page. Publish these statements on your marketing materials. And change your social media bios.
Want me to review your vision and mission statements? Share them below in the comment section and I'll take a look.
Quanisha Green, MSS is leading a movement to elevate the voices and value of Black women entrepreneurs. She is the Founder and Executive Coach of Black Woman CEO-a global hub providing high impact and culturally relevant training and coaching. Also, Quanisha hosts the Black Woman CEO podcast, which is dedicated to sharing the “behind the scenes” lives of successful Black women entrepreneurs. When Quanisha is not changing the world, you can find her Netflix and chillin’ with her two sons and husband.