8 Tips for Crafting a Mission Statement That Resonates

Your mission statement must convey your core values and communicate why you’re in business in the first place. It also needs to be expertly crafted, however, to ensure it stands out in the mind of your stakeholders.

A. Combine Keywords, Actions and Passion

Your mission statement defines the purpose of your company and actions that you take to achieve that purpose. It should inspire your audience to educate themselves or interact with you. Start by jotting down keywords or phrases that define the problem you’re solving. Then, write down action words that define how you solve that problem. Combine those words sensibly to demonstrate why you care. – Coy Yonce, Mantis Digital Arts

A. Make Sure It Comes From the Heart

The key to writing a really powerful mission statement is that it has to come directly from your heart. Ask yourself at the end of the day, “What is the single most powerful thing that I want this organization to represent and accomplish?” If you cannot come up with an answer straight from your heart, then perhaps you are in the wrong business or are in it for the wrong reasons. – Amy Pazahanick, Agape Ventures

A. Incorporate the Human Experience

In order to be powerful, a mission needs to relate back to some part of the human experience — why, as a customer, employee or partner, would I believe in what you’re doing? How does it relate to me as a person? “Make the best brake pads in the industry” is not likely to inspire many people. “Help people safely travel wherever they go” is more powerful because it connects back to the human experience. – Aaron Sloup, Lantern

A. Make the Person Want to Ask for More

Think of your mission statement as an elevator pitch where you only have 15 seconds to grab the interest of the other party. For example, if you said “I teach people how to make $500 a month blogging in their part time,” you are likely going to have a lot more people ask a follow-up question than if you were to say “My business is about blogging.” Keep it short, simple and intriguing. – Zac Johnson, Start a Blog

A. Frame It as a Point of Reference

A great mission statement should be a continual reference point as you and your team make important decisions, including saying “yes” or “no” to interesting opportunities that come your way. Be specific and bold so by asking, “Is it in line with our mission?” you can focus your whole team on what matters most to you. – Cristina Garmendia, Our City

A. Remember Your Motivation

A mission statement should really be about your motivation behind your company’s creation. Ideally it will be a reminder down the road and keep you on the path you set out for. It should also create dynamic visual images and inspire action using verbs and adjectives to explain where your business is going, and the motivation behind what the company does. – Jessica Baker, Aligned Signs

A. Think of Your Favorite Companies’ Mission Statements

Think back to the last time a mission statement really spoke to you, and ask why it did. What emotions or ideas did the brand drive home that left a lasting impression? Distill that into your own organization. Focus on what resonates with you emotionally. – Steven Buchwald, Buchwald & Associates

A. Make It Short

A mission statement should fit on a business card. You will say it over and over. Make it short, make it memorable, and make sure you can say it with a straight face. – Ben Gamble, Quincus

These answers are provided by members of FounderSociety, an invitation-only organization comprised of ambitious startup founders and business owners.