How To Write a Business Mission Statement Based on Your Values

Sample Mission Statement

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The best part of having your ideal business is attracting your ideal clients. You know who they are.

  • The clients who willingly pay your fees.
  • The clients who appreciate what you do for them. 
  • The clients who never complain.
  • The clients who take your advice, willingly.
  • The clients who refer you new business on a regular basis.

But HOW do you attract your ideal clients? By expressing what you stand for in your Mission Statement - that's what this article is all about – how to write a business Mission Statement based on your values. I'll also show you a sample Mission Statement from my own coaching practice.

Every successful business owner should have a Business Plan because it lays out the strategy for creating financial success. One of the steps in writing a Business Plan is to create your Mission Statement.  Mission statements should reflect the main benefit clients receive from working with you. If your Mission Statement is all about you and how great you are, you will be unlikely to attract many ideal clients. The best Mission Statements reflect what clients get out of working with you.

But let's take this a step further. What would happen if your Mission Statement expressed YOUR VALUES AND HOW you help your clients? Suddenly you would be attracting clients who share your values and appreciate the work you do.  There would be no misconceptions about what you stand for because it would be communicated in your Mission Statement.

This article contains several steps. First we'll choose ten to fifteen values, then we'll eliminate the less essential values, and then we'll write down your seven most significant values.  Then from that final list we'll write a Mission Statement.  I'll use my own values and Mission Statement as examples.

Step One:

Values are qualities that have always been important to you and are a cornerstone of how you live your life. Without thinking about it excessively, select ten to fifteen values from the list below. Go quickly through the list and use your instincts about what is most important to you.  If one of your values is not in the list, add it at the end.

Adventure

Beauty

To Catalyze

To Contribute

Risk
The unknown
Thrill
Danger
Speculation
Dare
Gamble
Endeavor
Quest
Experiment
Exhilaration
Venture

Grace
Refinement
Elegance
Attractiveness
Loveliness
Radiance
Magnificence
Gloriousness
Taste

Impact
Move forward
Touch
Turn on
Coach
Spark
Encourage
Influence
Stimulate
Energize
Alter
Repair/Fix

Serve
Improve
Augment
Assist
Endow
Strengthen
Facilitate
Minister to
Grant
Provide
Foster
Assist

To Create

To Discover

To Feel

To Lead

Design
Invent
Synthesize
Imagination
Ingenuity
Originality
Conceive
Plan
Build
Perfect
Assemble
Inspire

Learn
Detect
Perceive
Locate
Realize
Uncover
Discern
Distinguish
Observe

Experience
displaying emotions
Sense
To glow
To feel good
Be with
Energy flow
In touch with
Sensations
Joy

Guide
Inspire
Influence
Cause
Arouse
Interest
Reign
Govern
Rule
Persuade
Encourage
Model

Mastery

Pleasure

To Relate

Be Sensitive

Expert
Dominate field
Adept
Superiority
Primacy
Preeminence
Greatest
Best
Outdo
Set standards
Excellence

Have fun
Sensual
Physical
Bliss
Be amused
Be entertained
Play games
Sports

Be connected
Part of community
Family
To unite
To nurture
Be linked
Be bonded
Be integrated
Be with

Tenderness
Touch
Perceive
Be present
Empathize
Support
Show compassion
Respond
See

Be Spiritual

To Teach

To Win

 

Be aware
Be accepting
Be awake
Relate with God
Devoting
Holy
Honoring
Be passionate
Religious

Educate
Instruct
Enlighten
Inform
Prepare
Edify
Prime
Uplift
Explain

Prevail
Accomplish
Attain
Score
Acquire
Win over
Triumph
Predominate
Attract

 

Adventure

Beauty

Risk
The unknown
Thrill
Danger
Speculation
Dare
Gamble
Endeavor
Quest
Experiment
Exhilaration
Venture

Grace
Refinement
Elegance
Attractiveness
Loveliness
Radiance
Magnificence
Gloriousness
Taste

To Catalyze

To Contribute

Impact
Move forward
Touch
Turn on
Coach
Spark
Encourage
Influence
Stimulate
Energize
Alter
Repair/Fix

Serve
Improve
Augment
Assist
Endow
Strengthen
Facilitate
Minister to
Grant
Provide
Foster
Assist

To Create

To Discover

Design
Invent
Synthesize
Imagination
Ingenuity
Originality
Conceive
Plan
Build
Perfect
Assemble
Inspire

Learn
Detect
Perceive
Locate
Realize
Uncover
Discern
Distinguish
Observe

To Feel

To Lead

Experience
displaying emotions
Sense
To glow
To feel good
Be with
Energy flow
In touch with
Sensations
Joy

Guide
Inspire
Influence
Cause
Arouse
Interest
Reign
Govern
Rule
Persuade
Encourage
Model

Mastery

Pleasure

Expert
Dominate field
Adept
Superiority
Primacy
Preeminence
Greatest
Best
Outdo
Set standards
Excellence

Have fun
Sensual
Physical
Bliss
Be amused
Be entertained
Play games
Sports

To Relate

Be Sensitive

Be connected
Part of community
Family
To unite
To nurture
Be linked
Be bonded
Be integrated
Be with

Tenderness
Touch
Perceive
Be present
Empathize
Support
Show compassion
Respond
See

Be Spiritual

To Teach

Be aware
Be accepting
Be awake
Relate with God
Devoting
Holy
Honoring
Be passionate
Religious

Educate
Instruct
Enlighten
Inform
Prepare
Edify
Prime
Uplift
Explain

To Win

 

Prevail
Accomplish
Attain
Score
Acquire
Win over
Triumph
Predominate
Attract

 

List your ten to fifteen values here:

Step Two:

Identify the seven most important values in your business and your life. Eliminate things you NEED and things you SHOULD have. If the value is not easy to come by, it is probably not a value.

As an example, my seven true values are:

  • 1. Educate
  • 2. Inspire
  • 3. Prosperity
  • 4. Plan
  • 5. Accomplish
  • 6. Integrity
  • 7. Joy

Once I narrowed down my seven true values, I used them in a sentence to show what my ideal clients actually get out of working with me.  I have my Mission Statement listed on the "About" section of my web site. This helps me to attract just the kind of clients I really want and enjoy working with.

My Mission Statement:

To educate and inspire passionate entrepreneurs and financial advisors to create a prosperous business where they are planning their success and accomplishing their goals with integrity and joy.

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Suzanne Muusers

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Prosperity Coaching LLC

Suzanne Muusers

About the Author:

Suzanne Muusers is an ICF-Member Business Coach who has worked with hundreds of successful clients including independent financial advisors, investment executives, and finance career professionals since 2004. She helps clients develop their Value Proposition, Ideal Client Profile, and Branding Approach so that their marketing message appeals to affluent clients

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