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Write Your Perfect Mission Statement in 8 Steps

By Rauva

Published on 1 April 2024

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Imagine you’re about to drive to the shop for milk. 

Unless you are clear on which shop you are going to, how you’ll get there, and have the goal of buying milk once you’re there, you might find yourself aimlessly walking (instead of driving) in the wrong direction, without a shopping bag or a wallet, and even if you happen upon the shop, you might go in for the milk, but come out with a bag full of things and no milk…. (sound familiar?)

When starting a business, this need for clarity and purpose is crucial. Your ability to define your path can make or break a business and this is where the humble yet formidable "Mission Statement" comes into play. 

It’s time to chart your course. 

What Is a Mission Statement and Why Does It Matter?

Before we dive deeper into the "how" of crafting mission statements, let's take a look at the "what" and "why." 

A mission statement is a concise declaration of an organisation's core purpose and focus. It encapsulates why the business exists, what it aims to achieve, and how it plans to impact the world. Typically, mission statements are brief, memorable, and enduring.

Why Your Mission Statement Matters

Now, why should you, as a business leader, devote time and effort to crafting this compact declaration? Simply put, a well-crafted mission statement can:

  • **Align and motivate your Team** Imagine an orchestra without a conductor or a sports team without a coach. Chaos, right? Similarly, a business without a mission statement risks internal disarray. It's the glue that binds everyone in an organisation, from the CEO to the newest intern. When your team understands and believes in the mission, their efforts harmonise toward a shared goal.
  • **Attracting Stakeholders** In a world packed full of options, why should customers choose your brand? Why should investors place their trust and money in your venture? A well-articulated mission statement conveys your values and intentions. It signals to customers that you offer more than just products or services—you offer a meaningful connection. It tells investors that you're not just chasing profits, but a larger purpose. 
  • **Guide Strategy:** Your mission statement lays the foundation for your business strategy, helping you make decisions that validate your business idea and align with your purpose. Businesses without a mission statement are like ships without a captain. They may drift aimlessly, lost amidst the competition, trends, and market shifts. A well-crafted mission statement serves as that experienced captain, steering the ship toward clear objectives and ensuring it stays the course.

Understand the Basics

Before you can craft an effective mission statement, you must be crystal clear about your purpose. Ask yourself: Why does your business exist beyond making a profit? Your purpose is the driving force behind your mission.

Purpose goes beyond revenue generation. It's the difference you want to make in the world. Consider our mission at Rauva - 'Making entrepreneurship easily accessible to everyone.' It's not about profits; it's about a larger contribution to society.

How to Define Purpose

1. Soul-Searching: Reflect on why you started the business in the first place. What change did you want to bring to your industry or community?

2. Impact: Think about the positive impact you envision. How will your business make the world a better place?

3. Unique Contribution: Identify what sets your business apart. What makes your approach special?

The Core Elements of a Mission Statement

When writing your mission statement, consider these several core elements that collectively communicate your purpose effectively. Let's break them down:

Vision - Your vision is the grand picture of what your business aims to achieve in the long run. It's your dream, your aspiration. While the mission focuses on the ‘how,’ the vision paints the ‘what.’

Values - Values are the principles and beliefs that guide your business's behaviour. They're the moral compass that steers decision-making. They're the standards that shape your company culture.

Goals - Goals are the specific, measurable targets you set to realize your mission and vision. They provide a roadmap for your journey. Each goal should be aligned with your mission and values.

 Culture - Culture is the collective personality of your organization. It's the environment your employees work in, the way they interact, and the shared norms and values that unite them.

Crafting a Clear and Concise Message

When it comes to writing your mission statement (and it should take a good few drafts to get right!), clarity is your ally. 

Your mission statement should be a beacon of simplicity and brevity. It's not about showcasing your vocabulary but about ensuring that anyone, from your newest team member to your customer, can grasp it easily.

The Art of Simplicity

Avoid jargon, buzzwords, and complexity. Simplicity doesn't mean diluting your purpose; it means expressing it in the clearest way possible. Use as few words as possible.

Making it Memorable

A memorable mission statement sticks in people's minds. Think of Google's mission: "To organize the world's information and make it universally accessible and useful." Concise, clear, and unforgettable.

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Steps to Create an Effective Mission Statement

We won’t use all of these elements in your mission statement, but it’s good practice to get all the following elements clearly defined before being summarising them into a concise statement.

Step 1. Reflection

The first step is crucial but something that many entrepreneurs struggle to do. 

Sit and think. 

Don’t be busy. There’s no checklist or productivity hacks. Just take some time to sit or walk, use a notepad and pen if necessary (not your phone!) and think and reflect about the dent you want to make on the world. What do you want to be remembered for? 

# Step 2. Know Your Business

This step can be incorporated into the first if you prefer, however there are some useful online tools and frameworks that you might find useful to guide you when defining your values and goals.

  • **Company History:** Reflect on your company's journey. What inspired its creation, your company name, and how has it evolved?
  • **Values and Principles:** Identify the core values that drive your business. What principles guide your decisions and actions?
  • **Long-Term Goals:** Consider your long-term objectives. Where do you see your business in the coming years?

Step 3. Analyze Your Market

  • **Competitive Landscape:** Study your competitors. What sets your business apart? How do you aim to excel in your industry?
  • **Customer Needs:** Understand your target audience. What problems or needs does your business address for them?

Step 4. Define Your Unique Value Proposition

Your mission statement should articulate the unique value your business brings to the table. It's about defining what makes you special. A good UVP is clear, concise, and speaks directly to your target audience. It should emphasize:


A UVP is not just about being different; it's about being different in a way that's valuable to your target audience. 

Step 5. Identify Your Unique Selling Points

  • **Product or Service Benefits:** What specific benefits do your offerings provide to customers?
  • **Quality and Innovation:** Highlight any factors that make your products or services stand out.
  • **Customer-Centric Approach:** Emphasize how you prioritize customer satisfaction.

Step 6. Involve Your Team

Creating a mission statement is not a solitary task. Involve your team to gather diverse perspectives and insights through brainstorming sessions or feedback loops.

Step 7. Remember - Concise and Memorable

A mission statement should be concise yet impactful. Express your mission in straightforward language that everyone can understand and aim for a statement that sticks in people's minds, making it easier to remember.

Step 8. Test and Refine

Crafting the perfect mission statement may require several iterations. Create a few and test your statements with employees, customers, and partners to gauge its effectiveness.

  • **Employee Alignment:** Ensure that your team resonates with the mission and feels motivated by it.
  • **Customer Perception:** Seek feedback from your customers to understand if your mission aligns with their expectations.
  • **Alignment with Actions:** Monitor whether your day-to-day business decisions align with the mission.


A mission statement is more than just words in your business plan or lean canvas; it's the foundation of your business's identity and purpose. A well-crafted mission statement aligns your team, attracts investors and stakeholders, guides your strategy, and enhances your brand identity. 

Creating an effective mission statement starts with reflection and understanding your business, analyzing your market and unique value proposition, and involving your team. 

Keep it concise and memorable, and don't hesitate to test and refine it. 

Your mission statement should be a beacon of clarity, guiding your business to success in the competitive marketplace. So, take the time to craft it with care, and you'll find your business heading in the right direction!

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Written by Rauva

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