How to Write a Good Mission Statement

If you're like most people, you'd rather have root canal than write a mission statement. But cancel your dentist appointment. Try any one of these three techniques. They work well and they are insightful (even fun) exercises. 

1 Imagine it's one year from today.

The Wall Street Journal wants to feature you on their front page, because you've had such an awesome year. What would you want the Wall Street Journal, New York Times, or any publication of your choice to say about you? There's your mission statement.

2  What does success look like?

Think about the people you serve. When you succeed, what do your constituents say about you? Think about what a satisfied BMW customer says about their car. They likely use words like exciting, fun to drive, beautiful, sexy, powerful. Turn your satisfied customer's best review into your mission statement. This technique works if you're Jaguar or the Centers for Disease Control. Why? Because your mission is not about you, it's about your constituents, no matter who they are.

3  What would an enviable competitor say about you?

Imagine you've just surpassed your fiercest competitor. And they are jealous as hell. Why? What do they admire most about you? What did you do to take the lead? There's your mission statement.

Whether you try one of these techniques, or all three, you'll likely arrive at the same result. Because your mission isn't about you, it's about what you do for your target audience.