Picture this: You’re at a party, and if you’re an introvert like me, you’re people-watching from the outskirts. Then, the worst happens.

Your observing eye makes contact with the guy across the room.

Oh… no.

He acknowledges your existence with a nod and strolls over. Small talk ensues.

“What do you do?” he asks.

You reel off your well-rehearsed elevator pitch. Easy peasy.

And then, the dreaded follow-up…

“Very cool. And why did you get into that?” he probes.

Crap, you think to yourself, I didn’t rehearse this one.  Don’t stress – by the end of this blog post, you’ll be ready to rattle off your mission statement at the drop of a hat. 

And if you’re a total extrovert, ignore everything I just said and read on to write your mission statement. 

 

What is a mission statement?

Your elevator pitch answers WHAT you do. Your mission statement goes deeper into WHY you do it. It’s a short but powerful statement that sums up your brand’s values, goals, and purpose. 

Some businesses publish their mission statements online, while others keep them internal. Either way, you should document your mission in your brand guidelines. Think of it like a compass for making aligned business decisions. 

Your mission statement will also evolve as you reach certain goals and milestones. For example, Starbucks has updated its mission statement several times over the years. 

Likewise, my mission statement has shifted from “empowering female entrepreneurs with bold brand voices” to helping creatives use copywriting to build a business that supports their life. 

Like Starbucks, my mission has evolved in line with my business growth. The same is true for your small business. 

 

The “why” question

The question of all questions: Why am I doing this?

Knowing your “why” leads to deeper fulfillment in your work – beyond checking tasks off a to-do list. So, get it down on paper. Pin it to your wall. Jot it down with your daily affirmations. But whatever you do – don’t gloss over your reason for doing business. 

Author and speaker Simon Sinek says it best in his book Start with Why (a must-read, btw): 

“There are only two ways to influence human behavior: you can manipulate it or you can inspire it. Very few people or companies can clearly articulate WHY they do WHAT they do. By WHY I mean your purpose, cause, or belief – WHY does your company exist? WHY do you get out of bed every morning? And WHY should anyone care? People don’t buy WHAT you do, they buy WHY you do it.”

To elaborate, your “why” sets your small business apart. It serves to inspire, like a rallying cry. 

For example, there are dozens (hundreds?) of photographers in my city. When planning my wedding, “wedding photographer” checked the “what” box. But when I found Allison Harp, I knew she was The One because I resonated deeply with her “why”:

“I’m here because you and your relationship to the people you love is endlessly fascinating to me. I want you to feel comfortable and I want you to have timeless, emotive images at the end of this process.”

Sharing why you love what you do connects with people on a personal level. AI can complete tasks without knowing why. It’s simply programmed to do what it does. As a small business owner, your why is your ultimate advantage in an era of bots and AI. 

Your “why” = your purpose = your mission. 

Exercise #1: Grab a notebook and brainstorm why you do what you do. Let it be messy – we’ll polish it later. Think about what lights you up in your business. What keeps you going, even through the tough times? 

 

Mission statement examples to get you started

Fitting all your passion and purpose into one statement can feel overwhelming. If you’re feeling stuck or need inspiration, check out these 10 mission statement examples: 

Airbnb

“To create a world where anyone can belong anywhere.”

Apple

“Bringing the best user experience to its customers through its innovative hardware, software, and services.”

Google

“To organize the world’s information and make it universally accessible and useful.”

IKEA

“To offer a wide range of well-designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them.”

Kickstarter

“To help bring creative projects to life.”

Lyft

“To improve people’s lives with the world’s best transportation.”

Pinterest

“To bring everyone the inspiration to create a life they love. ”

Showit

“To help creatives and small businesses create unique and thriving businesses by giving them the freedom to control their online presence.”

Slack

“Make work life simpler, more pleasant, and more productive.”

Starbucks

“With every cup, with every conversation, with every community – we nurture the limitless possibilities of human connection.”

 

Write your small business mission statement

Notice how established brands use simple, straightforward language to express their missions? They aren’t complicated or drawn out. So, if you tend to overthink, consider this your permission slip to keep it simple. Your mission statement only needs to consider:

• What you do 
• Who you do it for
• Why you do it
• How you do it 

 

Your mission statement doesn’t have to include answers to all four points – but it’s a good place to start. Let’s use the Starbucks mission statement as an example: 

• What: coffee
• Who: for people and communities 
• Why: to foster human connection 
• How: through cups of coffee, conversation, and community 

 

Here’s how I came up with my mission statement of “helping creatives use copywriting to build a business that supports their life”: 

• What: copywriting 
• Who: for creatives and small business owners
• Why: to build a business that support your life   
• How: through services and resources 

 

What do you do for your customers?

Think about your core product or service. In one or two words, what is it? 

Whom do you exist to serve?

Do you strive to make life easier for everyone, everywhere — or do you aim to serve a specific community? Describe your target audience in a few words.

Why do you do what you do?

Think back to Sinek’s statement: “People don’t buy WHAT you do, they buy WHY you do it.” What do you and your audience both value? What do they want that you can help them achieve? 

How do you do what you do?

How is your approach different from others in your space? In what ways do you help people achieve their goals? Pinpoint the areas that set you, your offer, or your process apart. 

Writing down answers to these questions will lead you to your mission statement. Ready to give it a go? 

 

Exercise #2: In your notebook, brainstorm your what, who, why, and how. 

Exercise #3: Using your brainstorm notes and the examples provided, write your final mission statement: “My/Our mission is to __________________________.”

 

Summary

The best mission statements are clear and concise. Try not to overthink it! (Speaking from experience as a chronic overthinker. 👋)

Like a guidepost, your mission signals the direction your business is going. Follow your mission, and you’ll stay on track toward your goals. 

Your mission statement is just one component of your brand messaging guidelines. If you enjoyed this post, you’ll love my free brand voice guide. 

Prefer to outsource your mission statement and brand messaging guidelines? Check out my Brand Voice & Web Copy service.