Create Your Own Compass: Build An Authentic Business With A Clear Mission

this article originally appeared on Changemakers Unite as Mission Possible: Craft Your Genuine, Inspiring Mission Statement

Your life experience is sacred. So is your mission statement. In fact, it’s what points you toward your true north inner alignment!

Your mission statement should clearly identify your niche, your purpose and what you offer your audience. What you communicate should distill your essence into a succinct sentence or two.

Sounds impossible? Let’s pump the breaks and look at Gaia’s mission statement:

“Our mission is to create and nurture healthy connections between plants and people. We do that through finding and maintaining strong global relationships in addition to championing personal and environmental sustainability here at home, on our own organic farm.”

Pretty good right? Clear, to the point and even inspiring.

But this mission statement could actually end after the first sentence. Read it again, you’ll see that only the first sentence explains what they do and everything after describes how they do it.

So, what do you offer your clients? And how do you fulfill that offering?

Clearly state your offering

Identify, then simplify your message.

Funny how that can feel overwhelming, right? Well, it doesn’t have to be.

Get out a piece of paper and a pen. Now, what are you offering to your clients? Write freely.

What tangible experience, feeling or value can your clients look forward to? When you write something that resonates within yourself, you know you’re on the right track!

Your mission statement is where your true north begins to gain clarity.

Describe your divine client

You probably already have a good idea of who your perfect client is. Now, is your opportunity to get an even clearer idea.

Draw four boxes. In each box, describe four different types of people who you see as your ideal clients.

Get detailed. Imagine the life experiences and frustrations each client has. One box might look something like this:

Single mom, age 30-45

  • 1-2 kids
  • Works full-time and wants more time with her children
  • Loves to help other people
  • Outgoing storyteller
  • Struggles with valuing her voice
  • Doesn’t know how to organize her busy life to bring in something new
  • Is looking of a tribe where she can relate

With a clear image of your clients, you’re able to relate to them. Put yourself in their shoes and empathize.

Connect your client with your service

Go back to the description of what you offer. Read it again. Now connect your offering to the clients you described. Is what you’re offering what they’re looking for?

Probably, yes. But don’t stop there.

Is what you’re offering described in a way that speaks to their experiences and frustrations? Are you offering them hope and focusing on what they want to achieve?

Read and re-read

Find a quiet, calm place to sit with your statement. Be patient with it. Take a break for a few hours, or even days, and come back with a fresh mind.

Your goal is to look at what you’ve written with new eyes.

Is your message clear? Is your statement impressively specific, concise? Does it communicate your passion and the value you offer to your client?

Read your statement again with these questions in mind. Give it all you have and remember, it’s not simple to write a simple message.

Create your own compass

Your mission statement isn’t just for your audience. It’s your path forward.

With your statement in hand, you have a compass to keep you focused, consistent and on track.

Are you ready to take the next step, Sister?

The views and opinions expressed are those of the guest author and do not necessarily reflect the views and opinions of

image credit: Bigstock/JacobLund

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