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The Importance of A Mission Statement

How important is a company mission statement?  While a company mission statement may seem like a small part of any good marketing program, it serves a far greater purpose than just a pretty statement on your website.  Mission statements act as a check point for the success of your company, and they are instrumental in establishing company direction, informing the public of your intentions as a business, and reminding yourself of why you do what you do.  When establishing your company mission statement, it is important to consider the following four questions:

1.  What do we do?

2.  How do we do it?

3.  Whom do we do it for?

4.  What value are we bringing?

Taking the time to answer these four simple questions will help you hone in on the real reason that you are in business, which, in turn, will help you focus on the areas of your business that you want to grow.  Mission statements do not have to be lengthy and formal unless that is part of your company image.  The most effective mission statements are oftentimes the simplest.  Consider Nike's mission statement, found at

"Bring inspiration and innovation to every athlete in the world*

*If you have a body, you are an athlete"

Or take a look at Starbuck's mission statement, which can be found on their webpage:

"To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time."

A quick Google search will turn up hundreds of other mission statements, all simple statements of the core value and goal of the company behind it.  Mission statements are powerful, and there is a reason that virtually every successful company--large and small--has taken the time to establish theirs.  Have you established yours?

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