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
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.
State who is doing the mission. You can use
the word “we” or use your company name.
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…
(Optional) Put your next biggest audacious goal here.
Optional put your next biggest audacious goal
No more than three “what” statements. Otherwise, your mission
statement will become diluted and convoluted.
(Optional) Put here when a time frame is
necessary. Into the 21st century, before the end of the
decade, now and into the future…
(Optional) Put here where your mission
applies. Examples: In Michigan, in the United
States, In North America, in the world….
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
(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
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
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
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