Think about all of the ways you and your
business communicate with clients, potential clients and your competition. Are
your current ways of communication effective, simple and informative or are you
leaving people wondering what exactly it is that you can do for them. Banish
those doubts and maintain integrity by adopting this one sentence your business
needs to be successful.
A one sentence mission statement holds
you and your employees to a set standard of excellence that showcases your
skills, expertise and ability to get the job done.
While answering questions at the Born to
Win Workshop, Howard Partridge expands upon the effectiveness of the one
sentence mission statement he discusses in his book. Partridge offers up his
own one sentence mission statement that his own service company uses as an
example: “To provide the most outstanding service experience ever.”
Simple enough, right? Partridge goes on to
explain the significance of that one sentence and how creating your own can
keep you and your business on the right path to success.
“So many things can be done with that
mission statement,” Partridge continues. Teaching your employees “just one
sentence that everyone can live by” will help you “make a lot of decisions
based on that mission statement.” For example, your one sentence mission
statement will help you attract your desired clientele by letting potential
customers know exactly what they’re getting.
“Everybody is not interested in the most
outstanding service experience ever,” Partridge explains, “especially if
they’re going to pay a higher price for it, but some are.” Specific mission
statements that say exactly what it is that you provide help people make
decisions on where they’ll be spending their money.
“You want to make that mission statement
appeal to [your] target market,” Partride says. One of the most important
actions a business—no matter the size—can take is to identify and cater to
their intended audience. Your mission statement should entice potential clients
to explore partnering with you—something you can do easily and effectively
through a specific one sentence mission statement.
Partridge offers another example of a one
sentence mission statement and with it, another example of the importance of
adopting a powerful sentence of your own. At Phenomenal Products, their mission
statement is: “To help small business owners stop being a slave to their
business.” Right off the bat we know their target market is small business
owners, but that sentence conveys so much more than just that.
This second sentence is a great example of
one that is “benefit driven,” meaning that it clearly expresses the perks of
partnering with this business. “It’s action,” Partridge says of the promise in
the mission statement, “it’s what you do every single day to achieve the vision
of your company and to carry out what you really want to accomplish in your
business.”
Creating and implementing a one sentence
mission statement will help your business attract the right demographic and
bind you and your employees to fulfilling the needs of your clients. The public
presence of your business will become clearer, more streamlined and more
trustworthy with the adoption of the one sentence mission statement.
Source: Ziglar
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