Revive the Passion in Your Mission Statement

Mission statements should not just be words that look well printed in calligraphy and hung on the wall in a fancy gold frame. Your mission should state your purpose; the reason you are in business. It should reflect the reason that your business opens its doors everyday. It's the passion behind the company, the reason why you would be doing the same thing you are doing even if it did not present you with your daily bank deposit. That is your purpose; your mission.

When your mission statement represents and reflects your purpose it will attract and comfort your clientele, it will bring inspiration and drive to your employees and it will produce measurable results.

With that in mind ask yourself these questions:

• What is the purpose of your business?
• Who do you serve? Who are your customers?
• What needs do you fulfill?
• How do you fulfill those needs?
• What values represent your business?

Now that you have the questions it's time to gather your core team for a brainstorming session. Sit down with your team discuss, debate, and answer the questions above. Really find out what it is that creates the excitement and the drive in your business. Spend time and determine who it is that you serve everyday. Talk about your values and the philosophy of your company.

When you've finished answering the questions, it's time to put the pieces together. Let me warn you that this process will not be easy and you will have to invest time into this process. The good news is that the end result will be a mission statement that will represent and reflect your purpose for keeping the lights on. That is marketing value.