“People don’t buy what you do. They buy why you do it.” — Simon Sinek

Quick! Do you know who Simon Sinek is? Do you know what the Golden Circle is?

If not, stop reading this blog post right now, and go watch this video: http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action

Come back when you’re done. We’ll wait.

Seriously. Watch it.

Most companies talk about themselves by describing what they do or how they do it. Great companies talk about WHY they do what they do.

Missions should be simple, short, and sweet. They should speak to your heart. They should feel honest, authentic, and reflective of what your company will be remembered for. They should say exactly why your company exists.

Need ideas? Here are some killer company missions that we love:

– 3M: “To solve unsolved problems, innovatively.”
– Merck: “To preserve and improve human life.”
– Disney: “To make people happy.”
– Patagonia: “To be a role model for social change.”
– Israel: “To provide a secure place on Earth for the Jewish people.”
– Apple: “To think differently.”

So what do these great company missions have in common?

They don’t just describe what the company does. Look at Disney: their mission isn’t about movies, TV, or theme parks. Instead, it is about the thread that unites those three things — happiness and creating things that make people happy. What do you hope people feel when they interact with your brand?

They are broad. A mission that’s too specific likely isn’t doing it’s job. A good mission encompasses what drives you to do what you do (and the way that you do it), and so should reflect a kind of worldview. It should leave the possibility open for your organization to change and evolve, without losing the mission at its foundation.

They reflect the values of the organization. Why does your company exist? What drives the ideas that succeed in your organization? Your mission should reflect a kind of decision-making about the things that you value as a company and the way you do business. Remember, your mission should be about *why* your company exists and what impact you hope to make on the world, in every action your company takes, both big and small.

Questions to help you craft your company mission

Reading other company missions can be inspiring…or intimidating. Don’t worry if you don’t know exactly what your company mission does, or if your ideas for it don’t sound brilliantly genius yet.

Now, ask yourself:

— Why does my company exist?
— What impact does my company have on the world? On a group? On a place?
— What gets me out of bed in the morning?
— How will my company be remembered?

Remember, your mission isn’t what you do. Think beyond your products, and into your purpose. You know better than anyone why your company exists. Now put it into words.

Good luck!

(Oh, and if you still want help figuring out your brand or you want to bring in some expert help, you can always contact us! Go here to start a conversation: https://www.urbaninfluence.com/project-starter/)