How and Why You Should Create a Mission Statement

 How and Why You Should Create a Mission Statement A lot of entrepreneurs fail to create a mission statement. Well, you shouldn't ignore it! Learn how you can build your own.


Why does the mission statement matter, and do you really need one? My name is Deb Goeschel and we’re going to see just why a mission statement is important regardless of your business size.

A Mission Statement Defines Your Purpose and Primary Objectives

A lot of entrepreneurs and small businesses skip it. They feel like it’s too corporate and they don’t understand why they need a mission statement and why it’s relevant to them. It is, in fact, an important step because a mission statement becomes an important guideline for making decisions, staying inspired, and giving you that bigger picture that provides you with a purpose while you’re knee-deep in your day-to-day work. Essentially, a mission statement defines the purpose and primary objectives related to your customer needs and your team values. Simply put, it answers the question “What do we do and what makes us different?”

When you’re developing a statement, you’re going to ask some questions: “What do we do today? What’s the benefit? For whom do we do it? And why do we do it?” There are some good short examples. Patagonia’s mission statement is to build the best product, cause no unnecessary harm, use business to inspire, and implement solutions to the environmental crisis. So this very clearly tells you that they’re selling products—they don’t say anything about being a low-cost product—but their higher mission is to not negatively impact the environment and to create really good products.

A Mission Statement Gets Your Team on the Same Page

Remember, your mission statement is not a marketing tactic. Although some companies do choose to put it on their website or in the lobby of their building, its main function is for you and your internal team.

Your mission statement might change as your business grows, and that would be natural, but it should always come back to your core values, your customer needs, your unique selling proposition, and your vision. So now you understand that your mission statement is something that you need so that your entire team—your customers, employees, and vendors—is on the same page and working toward the same goal.

About Deb Goeschel

Deb and her team create effective, branded marketing materials that clearly convey: 1) what her clients do, 2) identify them as experts and solutions to the customers’ problem, and 3) highlight why her clients are unique and should be hired versus their competition. Deb approaches each client project by first focusing on her clients’ messaging in order to ensure all materials and platforms are on target, branded, and speak directly to the clients’ ideal customers.

Deb possesses 17 years of communications experience and offers her skills and knowledge to women-owned and small and mid-sized businesses, the wellness industry, and local businesses making a positive impact. She speaks frequently about messaging and marketing and offers both group and one-on-one messaging workshops and intensives.