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Your Mission, If You Choose To Accept It
by Suzanne Holman, MAEd

My mission?

Not only do I not know if I'd want to accept it, I don't even know what it is! Does that sound familiar?

Your mission doesn't have to fit into a lot of the molds you may have imagined.

Have you dismissed the idea of having a mission as something for more significant or complicated endeavors? Your mission doesn't have to be huge or to save the world in order to be worth having. It definitely doesn't have to be something that is self-sacrificing or painful to be a great mission for you.

Your mission statement is about communication.

Mission statements are simply explaining why your business exists and why customers will buy your product or service. In your mission statement you are communicating what the focus of your company is and what you are providing to customers.

Short is good.

Your statement should be short. One sentence. So short and simple that a 12-year old could easily understand it. And, you and anyone in your company can remember it and share it effortlessly with anyone who asks.

Keep the money out of the mission.

In your vision statement you talk about money and your financial goals but not in the mission statement. What is most important in your mission statement is a reflection of your passion and commitment. It's much easier to stay on track with your mission when it is one that is congruent with your values and passion.

A clear mission can be grounding.

A business that meets the owner's need to be creative and independent and still meet the needs of others can sit solidly on its mission statement.

Form your mission statement with three basic parts.

First you need to choose three verbs that express most clearly what you are doing for your customers. These are action verbs representing the action of your mission.

Secondly, express whom you are serving.

The third piece is your purpose. What is the core value of your business?

Now let's put these together.

For this example, we'll think about a Certified Financial Planner's Mission Statement.

"My mission is to encourage, educate, and guide financial investment for clients interested in a solid fiscal future."

Notice the verbs, the purpose, and whom you are serving.

Simple? Powerful?

What a great way to get clear about what your business is most wanting to do! Without clarity of direction, it's easy for anyone to get off course. Whether you are sailing a boat or running a business, you have to see where you are going to have a pleasant and successful journey!

Do you feel more prepared to write your mission statement?

It's your mission! Are you ready to accept it?

Exuberant Productivity Coach, Suzanne Holman, MAEd, works with financial service professionals, Realtors, and self-employed professionals determined to create a healthy bottom line plus quality time and abundant energy for family and FUN. For a FREE Exuberance Assessment and tips for increasing your productivity and having a more satisfying life, visit Exuberant

Suzanne Holman, MAEd may be contacted at or


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