What’s your mission (statement)?

Posted by Glen Oliveiro on January 15, 2019, in Coaching Business Coaching Mindset


We strive to offer our customers the lowest possible prices, the best available selection, and the utmost convenience. – Amazon

The mission of Southwest Airlines is dedication to the highest quality of Customer Service delivered with a sense of warmth, friendliness, individual pride, and Company Spirit.

To be an enduring company by creating superior products for automotive, aviation, marine, outdoor, and sports that are an essential part of our customers’ lives. – Garmin

Ask any company official for their “elevator pitch” and you’re almost guaranteed to hear their mission or vision statements. Just as Amazon, Southwest Airlines, Garmin and others share their statements on the web and other branding materials to attract customers and remind them of the “why,” so should you. A mission statement is a guiding principle for your work and sets the tone for the future of your company.

When you think about Starbucks, what comes to mind? Perhaps words like coffee, barista, Seattle, and drive-thru.  But, what comes to mind after reading their mission statement?

  • “Our mission: to inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.” Oct 21, 2017

Their mission is about more than coffee and people and buildings. It addresses the sum of the parts. They offer cozy environments that foster both conversation and solitary work space on (nearly) every corner of America while serving a cup of coffee personalized with your name.

As a personal coach, you may not have thousands of brick-and-mortar locations serving hundreds of thousands of people a day, but your business still fulfills a need.

A powerful mission statement typically involves long-term thinking, but is condensed down to a few short sentences. And, though it doesn’t have to last forever, it does have to last for right now! Just as you (and your business) will evolve over time, so might your mission statement.  Re-evaluating your words every few years is key to ensuring you are still delivering on your promise.

At CoachVantage, we know the first step can sometimes be the most difficult. There are as many suggestions on how to draft a mission statement as there are coffee shops in the world, so we’ll start simple! Your mission statement should be clear and concise so people understand what you offer and how it affects them. Grab a notebook and jot down the answers to these questions:

  • What does your company do – what do you offer that no one else can?
  • For whom do you do it – who is your target customer or core audience?
  • How do you do what you do – how does it contribute to the well-being of others?
  • Why do you do it – what impact do you want your coaching to have?

Once you have answered those questions, it’s time to draft a mission statement that’s easy to understand and easy to live out each day. Forget the fancy lingo and marketing jargon.  Don’t over-promise and under deliver. Make it easy for you to remember so that it’s hard for others to forget!

Need some additional corporate mission statements to get you inspired?

  • McDonald’s Corporate Mission Statement: “McDonald’s brand mission is to be our customers’ favorite place and way to eat and drink. Our worldwide operations are aligned around a global strategy called the Plan to Win, which center on an exceptional customer experience – People, Products, Place, Price and Promotion.” Sep 14, 2013
  • Nike Corporate Mission Statement: “To bring inspiration and innovation to every athlete in the world.” Aug 28, 2018
  • Walt Disney mission statement: “The Walt Disney Company’s objective is to be one of the world’s leading producers and providers of entertainment and information, using its portfolio of brands to differentiate its content, services and consumer products.” Sep 14, 2013

What about some coaching mission statements?

  • Tony Robbins Mission Statement: “The purpose of my life is to humbly serve our Lord by being a loving, playful, powerful and passionate example of the absolute joy that is available to us the moment that we rejoice in God’s gifts and sincerely love and enjoy all his creations.”
  • Oprah Winfrey Mission Statement: “To be a teacher. And to be known for inspiring my students to be more than they thought they could be.”  

After you’ve created your mission statement, we want to see it!  Head over to our Facebook page to share and inspire others. At CoachVantage, we want to see you succeed and are here to help empower you as you grow your business.

Want to learn more about our software? Check out the free trial we offer!

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