A mission statement defines where you want your idea or invention to go. It states your purpose, defines your goals, sets a tone, and guides your brand.
Mission statements should be clear and concise and resonate with potential customers, investors, and other stakeholders. If you have employees, it clearly defines their roles within your company.
This one statement is a powerful tool in marketing your idea or new product. Here are some ways to write a killer mission statement that does just that:
Define Your Purpose
The first step is writing a mission statement is to determine the reason for your idea or product’s existence. Ask yourself these four questions to get started:
- What do we do?
- How do we do it?
- Who is it for?
- What value do we offer?
Once you’ve answered these questions, you have a framework for your mission statement.
Make It Memorable
Mission statements should resonate with people. A mission statement should be clear and easy to remember, so that you can use it as a marketing tool whenever you’re discussing your idea or invention with someone.
Choose the words you use very carefully, and avoid buzzwords or industry jargon. Always write clearly and concisely — and, keep it short.
Of course your mission statement mentions what you do and how you do it, but it should also express a vision for your idea or brand. Tie the statement to specific activities, behaviors, or causes that your brand embodies or is dedicated to.
Outdoor clothing brand Patagonia’s mission statement is a good example. This is part of its statement: “build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.” The company outlines what it does, how it does it, and its vision.
Mission Statements Are a Work in Progress
Just as ideas and inventions evolve over time, so do mission statements. It’s important to revisit your mission statement every three to six months, especially in the early stages of marketing your new idea or new invention. As your idea changes and evolves, tweak your mission statement so that it stays relevant and guides your idea or invention’s development.
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