You’re not still Running Your Business Without a Mission Statement Are You?

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Without a clearly defined and easy to remember mission statement it will be harder to make decisions, measure success, and grow your business.
Kevin Urquhart

In the remainder of this post we’ll explore the finer points of creating a mission statement that makes running and growing your business easier. And we go deep to uncover what it is that you truly deliver to your clients. Hint, it’s not what you think…

To create your own effective mission statement you’ll find this handy template and worksheet helpful.

What’s the goal of your mission statement?

Your Mission Statement Should Communicate The Ultimate Value You or Your Organization Deliver

Consider this example:

Let’s say that you own an interior plant service business.

If someone were to ask, “What do you do?” You might answer, “We provide indoor plants for businesses and maintain them regularly.” While that statement is true it’s not the reason “why” your company exists.

Drill Down Deeper To Find Your Mission

Your company exists to solve a problem.

What problem are people turning to you for?

Well, if I were your prospective customer, and I had an office that felt lifeless and sterile, I’d feel uninspired by that type of atmosphere. So what I’d want is a workspace that felt lively, healthy, bright, and inspiring. Like the way that I feel when I’m out in nature. Or if I had an office that already had plants, but the plants didn’t look very good, I’d look for a plant service company to make my plants look better and relieve me of the worry so I could concentrate on my business.

So, do you deliver and service indoor plants? Yes. but on a deeper level, you bring the health, life, and beauty of live plants and worry-free service to the workplace. You might say, you cure to the bland and boring workplace.

Are you beginning to see how going deeper can more accurately address the greater need people turn to you for?

With a greater understanding of the problem, you solve and the value you deliver, your mission statement might now read something like this:

We exist to bring the life, health, and beauty of nature to the workplace

Doesn’t that sound more inspiring than:

“We provide plants and service”?

Of course, it does.

Can you go even deeper with your mission statement?

Scuba diver going deep illustration

Let’s give it a try.

Think about the problem. In this scenario, your prospect is looking to solve one of two problems.

A. Empty, lifeless, sterile, uninspiring office space.


B. Ugly office plants.

Your plant service company solves both of these problems by delivering live plants and plant maintenance services.

Which in turn…

Brings the life, health, and beauty of live plants and worry-free service to the workplace.

And that ultimately…

Makes the workplace a better place to work.


makes the people that work there feel healthier and happier, and the plants always look good,

And that…

frees your customer of the worry and time needed to care for the plants.

So, once you install the plants and maintain them you can see how…

The Workplace is better, the People are happier, and the Plants are clean, green, and healthy.

With that, your ultimate Mission Statement could be:

“We Exist to Leave People, Places, and Plants Better Than We Find Them”

And who doesn’t want that?

Now that you know how to go deeper to create a meaningful mission statement, we’ll look at the attributes that make for a great mission statement, and finally, we’ll wrap up with how and where to use your mission statement to grow your company.

3 Attributes of A Meaningful Mission Statement

1 – It should be something that everyone can rally behind.

We covered this first one in length above but, the deeper you go to dig up your “why” the more inspiring your mission statement will be. And the more it will resonate with your customers and potential customers.

2 – Make it short, memorable, and repeatable.

All team members should be able to recite your mission statement by heart, and your customers and prospects should see it everywhere your business shows up.

3 – Us it in every aspect of your business.

It’s used to make decisions, create brand messaging, and evaluate performance.

A few examples of great mission statements

1. “To be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online, and endeavors to offer its customers the lowest possible prices.” – Amazon

2. “Our mission is to harness the power of the sun and turn the world into a more sustainable place.” – SunPower

3. “We want to help curious learners everywhere understand how the world works.” – Khan Academy

Now that you know how to write a great mission statement, let’s look at where you can use it to help grow your company.

3 Ways to Use Your Mission Statement to Grow Your Business

1. As a Decision-Making Tool

Your mission statement should be used as a filter for every decision made in your business. Does the decision help you move closer to your mission? If not, it’s probably not a good decision for your business.

2. In Your Marketing and Advertising

Your mission statement should be front and center in all of your marketing and advertising. It’s a great way to attract like-minded customers who believe in what you’re doing.

3. To Evaluate Performance

Your mission statement can be used to evaluate the performance of your team, your products, and your overall business. Are you living up to your mission? If not, what changes need to be made?

Every team member or supervisor can use the mission to check their performance. Take our example mission statement from above: “We Exist to Leave People, Places, and Plants Better Than We Find Them”

With this example a plant care technician could ask themself after servicing an account.

“Did I leave this place, the people, and the plants better than I found them?”

“Did I do everything possible to make sure the plants are healthy and looking their best?”

“Did I take the time to speak with the customer and answer any questions they had?”

“Did I clean up my work area before I left?”

You get the idea.

Post your mission statement on your website, in the shop, on invoices, in your email signature, and in all internal communications.

A great mission statement can be a powerful tool to help you grow your business. It’s a way to attract like-minded customers and employees, and it can be used as a decision-making tool. Use your mission statement in every aspect of your business, from marketing and advertising to performance evaluation. The more exposure it gets, the more everyone will start to live and breathe your mission.

Do you have a Vision, Values, and a Mission Statement for your business? If not, what’s holding you back? Let us know in the comments below.

If you’re looking for more help writing your Mission Statement, download the handy template.


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