‘How To’ Coaching series – Activity 8

Destination photo

Chapter 1 Destination – choose your own way

This is part of the ‘How to’ coaching series.  An ongoing series of activities to make your business successful.  Follow it step by step and see positive results as you develop a robust business model set on a solid foundation.

Activity 8 – I have a documented Mission Statement

Your mission, should you choose to participate, is to make your business a success.  Mission possible!

Whereas your company’s Vision is a set of defined aspirations and goals for the ‘envisioned’ future, your Mission Statement is of the ‘now’; used to drive yourself and team; as well as helping your customer gain a better understanding of what you’re about.

A Mission Statement is a short statement of an organisations ‘why’, their purpose.  It identifies the goals of the operations, what it provides to it’s customers. The Mission Statement also states the ‘how’ it goes about providing its service or products.

For example:  you could have the following…

Our Mission is to be the 2ndbiggest car hire company in the world by the end of the current financial year!’  This is based on a car hire business that realised it wasn’t going to be the biggest at that time; ‘so we choose to stand out by providing a better service, by trying harder.  Why? Because that’s how the customer deserves to be treated.’


“Space the final frontier. These are the voyages of the Starship Enterprise, her five-year mission to explore strange new worlds, to seek out new life and new civilization, to boldly go where no one has gone before.”       –  Star Trek’s USS Enterprise

The ‘How to’ bit:

Firstly, identity the purpose of your business, the ‘why’ you do what you do.  Then work out the ‘what’ your company will provide/deliver; then define ‘how’ it will be delivered.

It is useful to add specific targets to your Mission Statement to indicate the size of the job ahead.

There are many great examples to be inspired by – Take a look at the JFK speech to the world about going to the Moon.

…If you would like help, and are ready to take on the challenge, of building your own inspiring Mission Statement, follow this link and Contact Us

About Alex Petty

Blogger, runner, mentor
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