What is Mission?

Mission is a demanding area. It is often confused with vision which creates even more difficulty. In its basic sense, it defines why a business exists. It should not be a paragraph long or even multiple sentences.

It should get to the point and do so in eight to twelve words or less.

A winning mission statement will utilize insights into your customers' needs, your promise and what you are known for. It can also have a position that notes a competitive advantage.

For example: a lawn and carpet maintenance company may have as its mission,

“We help bring green and clean to your home or business.”

They are defining their market - the home and commercial area. They include what they do - bring beautiful green to the grass, etc. and insure that carpets are clean and fresh in homes and businesses as well.

It's simple, to the point and it resonates with those who view it. No rambling of “wanna be’s” but a clear, impactful reality of why the business exists.