How to Craft Your Perfect Mission Statement

Step 1: Answer the 3 Core Questions

Grab a pen and paper. Your mission statement must be a synthesis of these three ideas. Be specific and avoid jargon.

• WHAT do we do? (This is the product or service you provide. e.g., "We create high-performance athletic apparel...")
• HOW do we do it? (This is your unique value or method. e.g., "...using sustainable, recycled materials...")
• WHOM do we do it for? (This is your target audience. e.g., "...for eco-conscious runners.")

Step 2: Define Your "Why" (The Purpose)

This is the most important part. It goes beyond what you do and explains the impact you exist to make. Why does your company matter?

• Example: "...to empower athletes to perform at their best without compromising the planet."

"A mission statement is not something you write overnight... But it should be the shining North Star for your business."

Step 3: Combine and Refine

Now, combine your answers from Steps 1 and 2 into a single, concise sentence. Read it aloud. Does it sound like something a real person would say?

• Bad Draft (Too long, full of jargon): "Our company is committed to leveraging eco-friendly methodologies to synergize the athletic apparel space for runners who care about the environment by creating best-in-class products."
• Good Draft (Simple, Clear, Powerful): "To empower eco-conscious runners by creating high-performance athletic apparel from sustainable materials."

Step 4: The "Simple, Clear, Powerful" Test

Run your final draft through this filter:

• Is it Simple? (Can a new employee understand it in 10 seconds?)
• Is it Clear? (Is it specific and unambiguous?)
• Is it Powerful? (Is it inspiring? Does it set a direction?)

Keep refining until you can answer "yes" to all three. This is your compass—make it count.