Monday, 26 September 2022 06:05

Want a mission statement that resonates? Then focus on the ‘why’

Rate this item
(0 votes)

Many entrepreneurs create a mission statement for their business. But do your consumers actually know what yours is?

A mission statement, by definition, summarizes the values of a company and is the purpose of the business – the "why". For many companies, it is a generic statement that gets lost in the weeds of the website. 

But for the companies that take it seriously, a mission statement can drive every aspect of business into a more positive light.

Crafting a powerful mission statement for your employees to adopt and customers to connect with takes effort and focus. With consumers becoming more and more particular, your "why" matters more than ever in business.

Here are three avenues to consider when creating your mission.

1. Think about what you are selling

Your mission must directly connect with the product or service you're selling to make the most impact. 

Ask yourself what factors determine the product price and quality and how they relate to the reasons your business exists. The best use of your products is to drive your mission forward.

Patagonia is a great example of a company that blends its products into its mission and values with the simple statement "We are in business to save our home planet".

Patagonia does so by building quality products, having a sustainable supply chain and fostering environmental awareness among consumers. The company uses its products as the channel to convey its mission, not the other way around. 

As a result, its mission matters just as much, if not more, than the products it sells.

2. Find the most hated part of your industry

Take the most hated product attribute or industry habit and turn it into part of your mission and why you are selling it. This may initially sound counterintuitive, but done correctly it is the best way to set yourself apart from all the rest.

My e-commerce business sells a manual coffee grinder. In a world where people want things to be fast and convenient, this could have been viewed as a problem. 

For most people, manually grinding beans would be a major inconvenience. I took this idea and instead of finding it annoying, made it the cornerstone for why the product is a benefit to consumers.

Our product's mission revolves around actions to slow down and enjoy the simple moments. Instead of running around the house in the morning hitting appliance buttons on and off, manually grinding coffee has become a welcome ritual. 

This once hated product attribute is now the conduit to peaceful moments in the morning to pause and allow yourself to be present.

I am not alone in doing this. Tim Ferriss, author of five New York Times top bestsellers and host of the podcast The Tim Ferriss Show, talks about doing the opposite of everyone and everything else in his book Tools of Titans. 

During his previous days in sales, he decided to spend 48 hours doing the exact opposite of his colleagues. 

He worked outside of the 9-to-5 hours, asked questions instead of pitching a product and called on totally different people. As a result, he found major success in his sales and outsold his entire office.

Some trends are meant to be broken, even if it is only for a day or two.

3. Find a story in your life to justify the cause

Storytelling is key when it comes to creating a mission that drives your business forward. When you use a story to convey a message, it evokes an emotional connection and deeper memory.

I shared the story of losing my mentor a few months before his retirement. This loss made me realize how short life is and how valuable each moment truly can be. I set out on a mission to start each day intentionally, infusing gratitude and joy into every moment. 

One of the first things we all do in the morning is the ritual of brewing a fresh cup of coffee.

This story resonates with people everywhere. When using our product in the morning, a direct tie is linked to this mission. Spend some time to identify and refine the story that drives you forward every day. Ask yourself, "What moment in my life made me want to do this?"

Be very conscious and clear when it comes to generating your company's mission. Done correctly, you will not only feel more connected to the business but your audience will too.



March 05, 2024

Want to hire good employees? Look for 4 positive work traits

Hiring the wrong person is costly on every front: money, time, energy, and the well-being…
February 26, 2024

Afenifere opposes curtailing Yorubas’ right to protest against Tinubu's harsh economic policies

PRESS RELEASE Afenifere has distanced itself from the call by some renegade Afenifere members for…
March 02, 2024

I’ll tell you the secret of cancer - Caitlin Flanagan

It’s been almost 20 years since my diagnosis, and I’ve learned quite a bit. Are…
March 02, 2024

Man tries to hide stolen horse in his third-floor apartment

A 19-year-old man faces three months to five years in prison for stealing a horse…
March 05, 2024

Banks enable 70 percent of financial crimes in Nigeria - EFCC

Economic and Financial Crimes Commission, on Monday, indicted banks as being linked to about 70…
March 05, 2024

Here’s the latest as Israel-Hamas war enters Day 151

UN envoy says 'reasonable grounds' to believe Hamas committed sexual violence on Oct. 7 The…
March 03, 2024

Scientists may have finally solved the mystery of consciousness. Their discoveries are troubling

Throughout history, attempts by mere mortals to plumb the inner recesses of the soul have…
March 02, 2024

Super Eagles coach Peseiro leaves at end of contract

Nigeria's Portuguese coach Jose Peseiro said on Friday he had left the job only weeks…

NEWSSCROLL TEAM: 'Sina Kawonise: Publisher/Editor-in-Chief; Prof Wale Are Olaitan: Editorial Consultant; Femi Kawonise: Head, Production & Administration; Afolabi Ajibola: IT Manager;
Contact Us: [email protected] Tel/WhatsApp: +234 811 395 4049

Copyright © 2015 - 2024 NewsScroll. All rights reserved.