Transcribed article based on the video above.
So I think a mission statement has a couple of main values. The first is internally to the people in the business. It is a rallying cry, that everyone should think this is the most important thing. The second value is this is how we would want the world and outside customers to think of us as a company.
Typically what you want to do with a mission statement is make it as short and succinct as possible. The exercise I like to go through for a mission statement is to say, “If I were looking back on my life fifty years from now and thinking about what the biggest, most important, most valuable thing I could accomplish with this business, what would that be in a short impactful mission statement?” And that’s how we typically define it. So at Docstoc for example our mission statement is, “We make every small business better.”
The reason that is our mission statement is because we care about small businesses, every small business that comes to us, we want to make them better and we want to reach every business in the United States and all across the world. So for us, that’s something we use internally as a rallying cry to make sure that everyone in the company feels that they are connected to a single mission and on the other hand we want people outside the company to think of us and think, “That is what Docstoc fulfills on.”
Jason Nazar is the co-founder and CEO of Docstoc. He’s a frequent author and speaker on small businesses topics. You can read more of his posts here on Docstoc and at his blogJasonnazar.com.