Your Mission Statement is about who you serve and how you speak to them

Let’s journey back in time to the first company.

Once upon a time, there was a company. It was the first company. This company made and sold wheels.

They painted with a mixture of purple dye and blood on the front of their cave, “We make and sell wheels.”

Everyone was their customer. 

Carrying their wheels on a piece of wood on wheels, they visited all the caves they could find to sell their wheels.

Once people saw the wheels and understood the power of the wheel, they bought the wheels. 

This wheel company did well.

But soon, another wheel company started. This new company thought they could make and charge more for a better wheel. They thought it was better because it came in two sizes and colors.

People were happy because now they had a selection of options. They didn’t have to choose the only option from the only wheel company.

Before time realized there were three companies. Then tens. Then hundreds. Then thousands. 

And now, an estimated 300+ million companies exist across the world. 

When there is just one company, everyone is their customer.

When there are millions of companies, someone is their customer.

Someone particular and secular and special.

And the smaller the company, the more that companies (should) know their customer. 

They can and should describe their tenancies, habits, demographics, and psychographics.

Companies need to obsess about who their customers are and know how to speak their language.

Your Mission Statement is about who you serve and how you speak to them.