The YOMT Team comes with more than a century of collective experience supporting small businesses among the members of our team (both virtually and in the “real” world). Because of this, a few things have become second nature. We’re not alone in this and we don’t mean to find fault but (there had to be a “but”, right?), concepts that are ubiquitous to online marketing can lack depth. Among these are Purpose in business, Mission, and Vision.
In short, a business without purpose is like a rudderless ship, pushed in directions beyond the Captain’s control. So, even if he understands his mission is to get the ship from Point A to Point B, and he has the vision to get it done if possible – he is unable to follow through on either.
Vision and mission come from PURPOSE; that is, the reason for which something is done or created or for which something exists. (Lexico.com)
While purpose is the natural foundation of these two commonly accepted business branding steps, your Vision and your Mission will have little value if not based on a clearly defined Purpose.
As in life, purpose in business offers direction; it motivates; it gives a reason for your business to exist. It also helps when making decisions, allowing you to focus on things that serve your purpose while discarding the rest.
Define Your Business Purpose
Your purpose for starting a business does not have to be based on some grand universal design for saving the world, or even humanity. (Most of those are self-indulgent and impossible anyway.)
However, it should be about something that does reflect your values; those things that matter most in your life. It can even be something as simple as, “My purpose is to create wealth for future generations of my family”.
Since we don’t have the space to examine every possible purpose each of you might outline for your business, we’ll simply offer this little exercise to help you articulate it for yourself.
Write about how you feel – and think – of and about your business. Try journaling with a pen and paper, or grab your laptop and just start writing. Write about how you truly feel and what you want out of life. Then, imagine how you might be able to Captain the ship of your business in the direction that will get you there.
Remember that no one is going to read this but you, so don’t be afraid to express your thoughts and feelings. Then, reduce it to a single sentence or two and create a Purpose Statement for your business that reflects your conviction to make it happen.
And there is the secret to this exercise, and to discovering your business purpose. Unlike a Mission Statement or Vision Statement which should be published to your website, your Purpose Statement belongs to you alone. It’s a way to clarify both your mission and your vision, with a solid foundation for future growth.
Doing this will also help to provide clarity about exactly what you and your business are capable of providing, within the framework of what you have to offer.
Finally, your Mission and Vision Statements should (must) reflect your business purpose, but without a published “Purpose Statement”. That is a private guide for the business owner and/or their team.Still have questions? We can help. Just click here to schedule a complimentary consultation and get answers to your questions about how you can use Purpose in business to build a foundation for your Mission and Vision.