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Writing a mission statement is easy. 




People make writing a mission statement difficult because they break out their thesaurus and go all Harvard trying to say something profound.  Relax.  Save the profound and inspirational stuff for writing your Vision Statement.  

A mission statement should be written at a 10th grade level, and speak to the masses.  Remember, you are writing a mission statement is for everyone in your organization, not just the Board of Directors and stockholders. 

Follow this simple format and fill in the blanks as you go and you will be writing a mission statement that is effective.  

Writing a Mission Statement


Who:  State who is doing the mission.  You can use the word “we” or use your company name.

What #1:  Write down what you are going to accomplish.  This is your big audacious goal.  The world leader, the best, the most innovative, the easiest, number one…

What #2: (Optional) Put your next biggest audacious goal here.

What #3:  Optional put your next biggest audacious goal here. 

No more than three “what” statements.  Otherwise, your mission statement will become diluted and convoluted.

When: (Optional)  Put here when a time frame is necessary.  Into the 21st century, before the end of the decade, now and into the future…

Where: (Optional)  Put here where your mission applies.  Examples:  In Michigan, in the United States, In North America, in the world….

How #1Warning, Warning, Warning!!!!  This is not “how” you are going to complete the mission.  That is for the people in your organization to decide.  This “how” is how you are going to CONDUCT your mission.  Examples:  with undivided focus on, by treating our customer’s as a precious recourse, world class attention to detail, unquestioned innovation, by leading the world…

How #2: (optional) If you have another very important “how” then you can add it here. 

Be careful.  If you have 3 “what” statements and 2 “how” statements you are running the chance of writing a mission statement that is too wordy and lacks focus. 

Now all you have to do is move your statements around, and wordsmith to make it flow. 

Here is the mission statement for this website:  Sales Management Solutions (Who) will become the most popular internet site for sales leaders by providing the answers they need (What) in an informative and entertaining approach (How). 

A couple of things to note:  I did not think the “Where” added anything of value.  Putting “the most popular internet site on the World Wide Web” isn’t really that important.  The “When” is implied as being in the future. 

Here is the mission statement for my book Corporate Infantry:  Everything I know about Corporate Sales I learned in Combat:  Corporate Infantry (Who) will become a New York Times bestselling book for aspiring Sales Leaders (What) in North America (Where) by 2010 (When) by proving the pertinent, timely, and entertaining information Sales Managers need to transform into effective Sales Leaders (How).

Whenever I had a question on whether or not to include a topic in my book, all I had to do was seek guidance from my mission statement.  This is the whole point in writing a mission statement. 

Should I write about how to overcome objections?  I don’t this it applies to my mission statement.  Should I write about how to deploy your sales staff like the Army deploys its’ Infantry?  You bet, and I did just that!

If you need more samples of writing a mission statements to get a better feel, then follow the link.  If not, then the next step is writing a vision statement.




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