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Do I Really Need A Mission Statement?

Do I Really Need A Mission Statement?

People don’t buy what you do, they buy why you do it.

That powerful quote is from Simon Sinek’s TED Talk.

Gather a group of business owners together in a room and ask them to share their vision, mission, and value statements and you might be amazed at how quickly their eyes glaze over. You might even hear a few whispers of, “Been there, done that.”

Many business owners put together mission statements as part of their business plan. Most often, these statements wax poetically but have very little lasting value to how the owner develops their company.

Many mistakenly think these statements are meant to be used as motivational tools. Owners often gather their employees together and use their mission statement as a rallying cry to “go get ‘em!” They then mount their statements on beautiful plaques and hang them on the walls of the office where everyone can see them… and merely gather dust!

Let me make this crystal clear:

Vision, mission, and value statements are not meant to be MOTIVATIONAL tools. They are meant to be used as MANAGEMENT tools.

These statements should:

  • guide all of the operations in a business
  • be used when interviewing new employee candidates
  • be referenced when conducting performance reviews
  • be considered when making strategic decisions
  • determine whether someone is eligible for pay raises and promotions
  • define the specific reasons some employees get terminated

WHYWhen implemented correctly, these statements should express the standard of how the company will operate and how each individual team member is to conduct themselves. Sadly, most companies never implement their vision, mission, and value statements effectively.

Far too often, businesses focus on what they do – what they produce, what service they provide, what products they offer instead of why they do what they do. If you were to ask the Late Steve Jobs about Apple, he wouldn’t tell you that he started Apple to make computers & media devices. In other words, he wouldn’t talk to you about what Apple does. He would tell you why Apple exists: to challenge the status quo, to think differently. 

Take time to write down your why. Keep it front of mind when you sit down to figure out the whats and the hows. When challenges come your way (and they will), it is your why that will keep you pushing forward.

One of the sessions of our Breakthrough Mastermind Groups is dedicated to developing these statements correctly. Using strategic tools, we walk through the process of writing a clear vision, mission, and values statement. We then take time to share with one another, allowing the experience of all the business owners around the table to help shape each individual companies’ statements.

If you’d like more information about our Breakthrough Mastermind Groups, or to sign up for a group launching this fall, contact or call (613-864-0657).

Rob Dale – Business Coach Ottawa

“I believe in people. In a world of mediocrity, where so many settle for average, I love seeing people breakthrough to their potential.”

Every business owner starts out with a dream – a vision of where they what they want to accomplish through their business. Along the way, challenges and obstacles deflate, discourage, and derail many of them. Through a dynamic coaching relationship that provides a plan that is personal to both the owner and their business, I strive to help owners stay the course and realize their business goals.


  1. Getting my mission statement was both tough and eye opening…Glad u guys pushed and guided me through it.

    When I feel I need focus I re read it (daily or more often…lol)


  2. Thanks for the feedback Curd. Another one of our clients posted this on a Facebook discussion regarding this topic: “We developed our Mission Statement with the input (or should I say “Homework Assignments”) of BreakthroughCoach… it was a difficult task that took considerable thought, insight and evaluation of ourselves and our company. The result is a Mission Statement that truly means something to us and our employees. We review it regularly with the whole company, the last time being two weeks ago during our Summer Employee Appreciation Day. Bronson Johnson Seamless Eavestroughs consistently strives to be: Referred by our Customers, Revered by our Competitors and Respected by our Community. Thank you Breakthrough Coach.”