How to get to the magical Mission Statement

Brainstorm as a team and discuss based on a few questions. Aim for a short paragraph on each question.

• Why does our company exist?
• What value do our products or services bring to consumers?
• What core beliefs guide our work?
• What makes our company different, better, or more inspiring than our competitors?

Once you have one (or more versions of the) mission statement run it check it against these criteria:

• Plausibility: make sure it ties back to your everyday business operations.
• Readability: No corporate speak or jargon.
• Voice: Use language that is active and compelling.