Mission and Vision Statements

How to write killer
No Tanas no
Branding ✧ Design ✧ Storytelling
How to write killer

Mission and Vision Statements

by Keith Wilkins

What is a mission statement?

There are two reasons that you need a Mission Statement:

1) So that you know why your business exists and
2) to let people know what you do.

The people who need your help need to know how you can help them.

A mission statement clearly defines what you do and for whom. Please, don't write another empty mission statement full of buzzwords. That's not going to attract anyone. Just say what you do.

The same goes for your vision statement. A vision statement is on a higher level. It's not something that you or your company can achieve by yourself. It's the dream you have for the world of the future.

Write your mission statement

A good way to write your mission statement is to start with your Unique Value Proposition. If you haven't written your value proposition, download the workbook I created here.

Take a look at your value proposition and decide what you have to do to achieve it. For example:

My unique value proposition is to help small businesses increase credibility and value through brand identity and storytelling. How am I going to do that? By providing concise, well-researched guides that are easy to understand and use.
So my mission statement is:
No Tanas no began in the spirit of autonomy. To liberate people from the corporate values of micromanagement and greed. Today, I help freelancers and small businesses become profitable and independent by providing concise, well-researched guides to design and branding.
Your mission statement doesn't need to be poetic. It needs to be clear and easily understood.

And, you don't have to be providing villages with fresh water to make the world a better place. If you love what you do and share it with people, then the world will be happier.
Mission statement examples:
"It's our goal to be Earth's most customer-centric company, where customers can find and discover anything they might want to buy online."

"The mission of Trader Joe's is to give our customers the best food and beverage values that they can find anywhere and to provide them with the information required to make informed buying decisions."
Trader Joe's

"To be the Ultimate House of Luxury, defining style and creating desire, now and forever."
Write your vision statement
A vision statement is what the world will look like in the future if your mission is accomplished.

Think 10 or more years down the road, but keep it in the present tense. Ask yourself how the world will look and feel when your mission is carried out. Now, write that down.

For example, if small businesses become successful using the processes I outline, I can imagine a world of creatives doing what they love to help people they actually care about. Sounds fun, right?
My vision statement:
A world of creators doing what they love for a community they care about.

Again, while these are essential to the success of your business, it's not rocket science. They should be short and easy to understand.
Examples of vision statements:
"We believe that we are on the face of the earth to make great products and that's not changing. We are constantly focusing on innovating. We believe in the simple not the complex. We believe that we need to own and control the primary technologies behind the products that we make, and participate only in markets where we can make a significant contribution. We believe in saying no to thousands of projects, so that we can really focus on the few that are truly important and meaningful to us. We believe in deep collaboration and cross-pollination of our groups, which allow us to innovate in a way that others cannot. And frankly, we don't settle for anything less than excellence in every group in the company, and we have the self-honesty to admit when we're wrong and the courage to change. And I think regardless of who is in what job those values are so embedded in this company that Apple will do extremely well."- Tim Cook, CEO of Apple Computer (Quoted on CNN Money.com).

"To fulfill dreams through the experience of motorcycling."

"To organize the world's information and make it universally accessible and useful."
Now that you have these crafted, don't forget to look at them.

These are the guiding principles of your business. Have a tough decision to make? Look at your mission and values. Take the path that aligns with them.

They'll also be used to find your values….up next!
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