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Crafting a Mission Statement That Resonates

Crafting a Mission Statement That Resonates


A mission statement is more than a sentence — it’s the heartbeat of a business, encapsulating its essence, purpose, and direction. In his insightful book “Will It Fly?“, Pat Flynn emphasizes the importance of aligning your mission statement with both your personal and business goals. This article delves into the art of crafting a mission statement that resonates deeply, serving as a guiding star for your business endeavors.

Understanding the Mission Statement

  • Definition: A mission statement succinctly describes the purpose of your business.
  • Significance: It guides decision-making, informs strategy, and communicates the business’s core values to stakeholders.

Steps to Craft Your Mission Statement

  1. Reflect on Your Personal Values:
    • Start by introspecting your personal values and beliefs. Your business should be an extension of these principles.
    • Example: If environmental sustainability is a core value, your business should reflect this commitment.
  2. Define Your Business Goals:
    • Clearly define what you aim to achieve through your business. This should include both short-term objectives and long-term aspirations.
    • Example: A tech startup’s goal might be to innovate solutions for everyday challenges.
  3. Identify Your Target Audience:
    • Understand who your business serves. This includes their needs, challenges, and aspirations.
    • Example: A fitness app might target busy professionals seeking efficient home workouts.
  4. Articulate Your Unique Value Proposition:
    • Determine what sets your business apart from competitors. This is the ‘unique selling point’ (USP).
    • Example: A bakery specializing in gluten-free products caters to a specific dietary need.
  5. Consolidate Your Vision and Mission:
    • Combine your personal values, business goals, audience understanding, and USP into a cohesive statement.
    • Example: “At [Company], we empower busy professionals with efficient and accessible fitness solutions, aligning innovative technology with our commitment to health and well-being.”

Tips for an Effective Mission Statement

  • Keep it Concise and Clear: A great mission statement is brief yet powerful.
  • Make it Memorable: Use language that resonates and sticks in people’s minds.
  • Ensure it Aligns with Your Actions: Your business practices should reflect your mission.
  • Be Authentic: Authenticity fosters trust and loyalty among your stakeholders.
  • Be Flexible: Be open to refining your mission statement as your business evolves.

Crafting Your Mission Statement: A Step-by-Step Guide

  1. Brainstorming Session: Gather your team for a brainstorming session. Encourage open and creative thinking.
  2. Drafting: Based on the brainstorming session, draft a mission statement. Don’t worry about getting it perfect on the first try.
  3. Feedback: Share the draft with team members, stakeholders, or mentors for feedback.
  4. Revision: Refine the statement based on the feedback received.
  5. Finalization: Once satisfied, finalize the mission statement.

Incorporating Your Mission into Your Business

  • Internal Integration: Ensure every team member understands and embraces the mission.
  • Marketing and Communication: Use your mission statement in your marketing materials.
  • Decision-Making: Let your mission guide business decisions.
  • Culture Building: Build a company culture around your mission.


A well-crafted mission statement is a foundation upon which successful businesses are built. It encapsulates your ethos, sets the direction, and keeps your business aligned with its core values. As you embark on this journey, remember Pat Flynn’s advice from “Will It Fly?”: align your mission with both your personal values and business objectives. By doing so, you create not just a statement but a legacy that resonates with every aspect of your business.