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FORBES SMALL BUSINESS ENTREPRENEURS

Simple Guide To Creating A

Compelling Mission And
Vision Statement
Micah Logan Contributor
Award Winning Entrepreneur, Business Growth Follow
Expert, Forbes Contributor

0 Mar 13, 2024, 06:30am EDT

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1 of 4 free articles
Updated Mar 13, 2024, 09:28am EDT

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Cannabis
Certificate
Cannabis
Accreditation
C-CAP is for programs
within the cannabis
and hemp industries.

anab.ansi.org

Handwriting text What's Your Mission Question with chalk marker on blackboard. Business
Concept. GETTY

OPEN
Any business with goals needs a destination—the ultimate place where
the business owner can see that their efforts and dreams come true And
they are fulfilling the promise they made when they started the business.

The mission and vision statements are clear statements of purpose,

value, and facts that explain what a company provides to its market and
why. They also outline what the company will look like when it has
reached its goals.

In this guide, I will roadmap how to create a compelling mission and

vision statement that you can build systems and processes around and
get buy-in from employees, customers, and investors.

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Phase One: Blueprinting The Mission And

Vision
First, Let's define a basic framework of a mission and vision.

Mission Statement: Describe your business' current purpose ADVERTISEMENT

Vision Statement: This represents your business' desired future and

what you look like when you are ultimately successful.

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C-CAP is for programs
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within the cannabis
and hemp industries.

There are four questions you must answer to build out your mission and anab.ansi.org
vision:

1) What core values drive your business? It would be best to reflect

on your business's foundation and why you started it. What drives you to
do what you do every day, and what makes you the best at what you do? OPEN

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2) Who are your key stakeholders? Consider who the business

intends to serve and who is interested in your services or product. What
makes their lives better by having you in it?

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Read More Cannabis

00:00 03:36 Certificate
Cannabis
3) What change do you want to bring about through your Accreditation
business? You may not think of your business as a game changer in
C-CAP is for programs
society, but the root definition of a business is an enterprise that within the cannabis
generates profit for members of society. How will your business impact and hemp industries.
the larger society?
anab.ansi.org
4) Where do you see your business in 5, 10, or 15 years? Map out
the long-term trajectory of your business and ultimate aspirations. How
much revenue will you generate? How many customers do you need to
serve to reach that revenue?
OPEN
Once you have compiled your thoughts on the above road mapping
questions, you need to create a simple and straightforward statement
that includes elements of each question. Your statement should be a
sentence at maximum.

Avoid generic terms like best, quality, service, or leading unless they
qualify for a specific context. Words like cutting-edge, industry-leading,
or world-class can only be accurate if you are in one of these categories.

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Engagement And Decision Making

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Phase Two: Optimizing And Fine-Tuning Your

Mission Statement
In phase two, you have to test what you came up with in phase one. You
can do this by eliciting feedback loops from employees and customers to ADVERTISEMENT

ensure that your mission and vision statements are clearly understood.

Develop a feedback form from Survey Monkey or Google Forms to send

to your target market so they can give unfiltered advice without you
being present. Creating the feedback loop will allow them to offer advice
Cannabis
without the pressure of having you present. Certificate
Once you have gathered feedback from your target market, create a Cannabis
Accreditation
brainstorming session. Based on the collected information, you will
further iterate. C-CAP is for programs
within the cannabis
Ensure you review your mission and vision statement annually with your and hemp industries.
employees so you can help them understand the why behind their jobs.
anab.ansi.org
Phase Three: Implementing and Living Your
Mission And Vision
It's time to implement your mission and vision statements in the
company culture. Your mission and vision are the backbone of every OPEN
decision you make for the company moving forward, as well as how you
will assess the performance of your team members.

There are five ways you can implement the mission and vision into your
business successfully:

1) Regular discussions: Host monthly or quarterly meetings focusing

on aligning your teams' activities with your mission and vision

2) Onboarding process: New employees should receive a handbook

or guide showing the company's culture and what it means to contribute
and be part of it.

3) Reward system: Implement a rewards-based system where

employees who exemplify the mission and vision the best are rewarded

4) Storytelling: Create stories and have a wall of fame where

employees who go above and beyond are recognized for their efforts for
all to see

5) Feedback mechanism: Create an open source to receive feedback

regularly from employees and customers to monitor how the delivery of
your mission and vision is throughout the company and the marketplace

Having a solid mission and vision in place means more than crafting a
well-written sentence about who you are. The mission and vision are all-
encompassing; they are your raison d'être.

Follow me on Twitter or LinkedIn. Check out my website.

Micah Logan Follow

I'm Micah Logan, the entrepreneur behind MELD Fitness + Wellness, a multiple
award-winning tness brand I founded in 2007. After a journey marked... Read More

Editorial Standards Forbes Accolades

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