Many years ago when I first set up my business I wrote a mission statement. I did this for a number of reasons;

1. To remind me of what matters most to me. What is at the core, the heart of my business. In business it is all to easy to get rail roaded into other great ideas that come along. Only to find yourself 6 months later going in a direction that doesn’t sit right with you and is taking you away from the goals and ambitions for your business.

2. Every business owner that comes into contact with me knows my mission statement so that they know my dedication and determination to support them in every way that I can. It is communicated every day in everything I do and say. This also ensures that I constantly ask the question of myself;

1. “Am I marketing my business in the right way?”
2. “Is it connecting with the right people?”
3. “Do they feel like I care and I want to help them?”
4. Am I getting new business – the perfect proof that your marketing is working!

Making people feel truly special will help stand you a part from the competition. Anyone can design a website/make a cake/decorate your house/write a will. But few people will you connect with and want to work with again and again. A mission statement tells people what they get from you. How you will treat them extra special and we all want that!

3. Growing the brand without doing it all yourself! As my business has grown I’ve had to rely on other people. One of the issues I hear from business owners all the time is “They don’t do it like I would!” That is the whole point! That you get diversity, creativity and other people on board to create a business that is capable of growth. If  you control every decision and never listen to others you risk losing out. But to ensure everyone from the Cleaner, the post man to your CEO are on the same page. Have a mission statement. Let everyone feel it is their mission statement. That they are a critical cog in the business. If everyone can see your vision, then everyone can work towards it. And the more people feel that they matter in your empire the harder they will work for you – often without more money. They believe in what you want to achieve and feel a part of that.

4. It keeps you all on track, from suppliers, customers to your staff. Every area of your business and every stakeholder in your business can benefit from a mission statement. It keeps things simple and in business, that is always a good thing! As opportunities arise you will ask “Does this align with us and our goals?” 

When someone says “You should do X” you already know if it fits!

See why a mission statement matters?
(And top tip, it’s great for showcasing your ethics for award entries (and helps you win!) and is great for a powerful ESG policy – members of my business growth community ORB owned by Jill Poet have resources to help you with that – and knowing your mission statement will be key. Learn more here. )

Here is a copy of my mission statement before we moved from The Business Womans Network and went over to The INsiders. It’s a balancing using both names – The BWN represents the needs of women in business and the lack of equality and opens the doors to funding, opportunities and PR where as the INsiders name helps men to feel included and matches my inclusive ethos. We’ve always welcomed business men but now the brand is coming to represent that more. The fact that men accept the old brand tells you about the calibre of our members – they are forward thinking, innovative, professionals intent on success – do join us here.