3 Rules to Creating your Business Mission Statement

Why does your business exist?”

The answer to this fundamental question is often more difficult to uncover than meets the eye. A corporate mission is a way of understanding the purpose of your business beyond that of simply making money. A corporate mission statement is essentially a communication tool to give various stakeholders in your business a foundation for your work.

A corporate mission has a positive effect on your bottom line

A well-defined and properly communicated corporate mission will impact four specific areas:

  1. Your People
  2. Your Customers
  3. Your Suppliers
  4. Your Lenders

The creation of a business mission statement begins with you

Writing a mission statement should begin with a reflection on why you started the business in the first place. How did you begin? What did you want to accomplish? When you’re ready to engage your business, follow these steps to create your corporate mission.

1.       Your corporate mission statement must work for you

The principles of your mission statement must agree with your Personal Foundation. It’s your company, so if it doesn’t work for you, there’s very little point having one.

2.       Involve everyone in your business

A mission statement that only serves the interests of the owner is as good as no mission statement at all. The final decision is yours but feedback and opinions from the people in your business will build acceptance and adoption

3.       Give your people some place to start

Involving large groups can waste a tremendous amount of time and energy going around in circles if the agenda is too wide open. It’s much more efficient to solicit feedback and input in stages, based on your initial ideas than it is to begin with an open-ended question.

Your goal is to get your whole company moving in the same direction

Even the smallest companies can have a vision because every company should have a purpose. Some of the most successful companies have defined their missions and established a strong and effective corporate culture as a result. Here are some more examples of meaningful mission statements to get you started.


Google, Mission Statement:
Google's Mission is to organize the world's information and make it universally accessible and useful


The Body Shop, Mission Statement:
Our Reason For Being
  • To dedicate our business to the pursuit of social and environmental change.
  • To creatively balance the financial and human needs of our stakeholders: employees, customers, franchisees, suppliers and shareholders.
  • To courageously ensure that our business is ecologically sustainable: meeting the needs of the present without compromising the future.
  • To meaningfully contribute to local, national and international communities in which we trade by adopting a code of conduct which ensures care, honesty, fairness and respect.
  • To passionately campaign for the protection for the environment, human and civil rights, and against animal testing within the cosmetics and toiletries industry.
  • To tirelessly work to narrow the gap between principle and practice, whilst making fun, passion and care part of our daily lives.


Wardell Professional Development: Our Mission
Wardell Professional Development is a progressive organization, dedicated to helping people achieve their entrepreneurial dreams.
How to Strengthen your Brand with Product Positioning

What’s so unique about your business?

Your position in the market is the status consumers give to you in their minds.  While every customer has different needs and opinions, looking at groups of consumers reveals clusters of individuals looking for specific needs.

Why you can’t be everything to everyone

In a competitive market, businesses will attempt to cater to increasingly specific consumer needs. By defining your market position you ensure:

Security – you are guaranteed a position in the market by claiming a piece of it as your own

Growth – it positions your value proposition to address a large base of consumers

Communication – a defined market position is a powerful marketing message that cuts through advertising clutter

Solidarity – it aligns internally with your Corporate Vision

A Business and Management Lesson from the 2013 Masters

As rain pounded down for the concluding round of the Masters, a number of wonderful story lines were being watered as well.

Adam Scott wins for himself and an entire nation.

Angel Cabrera makes a spectacular shot on the 18th to force a playoff.

With clients in both Australia and Argentina we say CONGRATS to both!

Beyond the winners and almost winners, the rain became a story in itself.

The greens, always slippery and treacherous, had become a little slower but still very tricky.

One of the TV commentators stated (paraphrased), ‘the players are aware of the rain, they just haven’t adjusted to the rain’.

I actually paused my live TV, hit the 7 second rewind and listened again.

They were AWARE, but hadn’t ADJUSTED.

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Circle Graphics

“Wardell has helped me systemize my business so I can travel with my family often and live the life I’ve always dreamed of.”

— Brad Haima, Founder, Circle Graphics

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