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How to Write An Unforgettable Company Mission Statement

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You’ve probably already gotten the message by now that your new company or startup needs a good mission statement. It’s how you pinpoint and communicate the essence of your small business and what it stands for. An effective statement encapsulates what you do, who you do it for and, most of all, why you do it. It can touch on other essential aspects, such as your company's goals or what differentiates you from the competition, but don't confuse it with a more goal-focused vision statement.

You can find lots of mission-statement templates online, and as helpful as those may (or may not) be, they don’t really explain what you truly need to know, i.e. how do you write an amazing one of your own?

The best mission statements generally meet four criteria:

Above all, it should inspire you and your team. This means it packs a surprising emotional wallop.

It should be succinct. Great mission statements are not only brief but packed. In short, they convey a lot of information in a finite amount of space. Aim for two-to-four sentences totaling about 100 words or fewer.

It should be timeless, living well past the initial lauch frenzy. Think “evergreen." it doesn’t have to last forever, but typically, great mission statements don’t often get radically changed.

Finally, it should reflect your company’s........

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