By definition a mission statement is the official line on the aims and objectives of your organisation. Academic papers have been written about how mission statements must be cogent (possibly one of the ugliest words in the history of the English language in my opinion).
Your mission statement should describe your key market and your contribution. It should explain why your product or service is unique, setting out reasons why a prospective client would, or should choose you. No wonder most businesses find writing a mission statement hard.

If you’re stuck, you could try using the handy mission statement generator to help you come up with a mission statement like this one.

“We will work concertedly to efficiently monetize best practice methods of empowerment to stay pertinent in tomorrow’s world.”

Or try this for size.

“We are committed to globally engineer virtual sources while continuing to quickly leverage web 2.0 services.”

Don’t laugh! I’m sure you’ve read many a meaningless mission statement similar to these ones.

Your mission statement shouldn’t live in a dusty A4 file, or be buried on a long forgotten, never updated page on your website. And it shouldn’t just be something you say.
It should be something you live every day, on purpose.

What are you doing right now, today? Why does your business exist? Why does it matter?

Are you actually on a mission, or are you just saying that you are?

Image by Alex Watson.