Digital Marketing

Mission ‘Declaration’ impossible

Dant dant da da dant dant da da. Dant dant da da dant dant da da. (That’s

theme of “Mission Impossible” …) CAST.

Your mission, if you decide to accept it, is to create a fail-safe proclamation, a

roadmap, which not only meets ALL your business needs, but also provides you with a

inexhaustible source of fuel so you can thrive in your business. Beware of the good

Intentional imposter called “the mission statement”. Should I choose to accept

this mission … this item will self-destruct in … you get the point.

If you have been in business in any formal sense or have graduated from an MBA or

business school, you have no doubt been told to “write a mission statement” for

make sure your business achieves the success you want. As well as any good

Success-oriented business owners would do, did what they told you and wrote

one; only to find yourself with a hard-earned paragraph (or page) that you’re not giving

you the power you thought it would be. Well no wonder you feel like the wrong agent for

do the right job.

The inherent problem with writing a business mission statement is that it is a

external communication of what your business is about and what you could do. It is

used to communicate your company’s mission to someone else. This power-zapping

The situation was created because you:

a) you wrote it because someone told you that’s the way business is done,

b) Or most of the time he wrote it to show someone else that he deserves

get something, usually money or some other help for your business. This type

purpose is easily manipulated to paint a certain picture. Any image you like.

Some may teach that making a mission statement is about communicating your

choice to others, thus giving you the “illusion” of power. Where is the power?

the illusion’? Certainly not in you, where it should be!

The communication point of the mission statement is externally focused on the receiver, so

In essence, you are giving the recipient the power of your communication. That is

marketing! Which is all said and is good if and only if your internal communication, for

you and your team, it’s built and it’s solid. If not, create a mission statement.

it’s just like throwing a big party in your attic when you haven’t even gone to bed

the concrete foundation of the building.

Do not worry. It is an easy fix. It’s as simple as calling that ‘mission statement agent’

get back in, save it for the right job, and train a new agent for the job.

The first and most important part of developing any business with a large

The business vision (a brand) is developing a strong brand, and I mean bulletproof

statement, which is your company’s internal reason.

in_ter_nal adj.

1. located within or affecting the interior of something,

Engaging or existing within the mind or spirit.

rea_son n

1. an explanation or justification for something

2.a motive or cause to act or think in a particular way

3.a cause that explains a particular phenomenon

Your brand statement should be concise and clear, anchored in your passion and your

vision of what you are bringing to the world. It’s so completely anchored internally

which actually becomes the standard by which all business decisions are measured.

(An important distinction to keep in mind is that your brand statement is a

communication and is not for public use).

Without your company’s core internal brand statement firmly in place, every time you

Communicate your mission statement well-intentioned, verbally or in print,

essentially giving away your power. There is no amount of rephrasing or catchy creations.

The 30-second elevator pitch or “turns” will change that.

Makes sense right? Without actually knowing your company’s brand statement,

even shouting your mission statement from Mount Everest will feel … empty.

I get dozens of emails every day from people who have

Lives have been changed by working solely on this amazing statement.

So, you can start today. Focus on your brand statement before wondering why

your mission statement is serving you. You will be amazed by the power, the clarity

and the financial success it will bring you.

You and your business will experience the phenomenon known as financial success.

when your “inner” house is in order and provides the foundation for ALL your

external communication.

Good luck on your new mission!

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