Financially speaking, the Web is "The
Great Equalizer" of the marketing world. Whereas other
forms of advertising and marketing, such as television,
radio, and print media, are often prohibitively expensive
for small companies or individuals, ANYONE can use the Web
to advertise and market their products or services for
approximately the same reasonable rates. While the cost of
creating a Web site may vary (based on the size of the Web
site, the nature and amount of graphic design used, and
the experience level of the designer), the cost of running
or maintaining a Web site over time is minimal as compared
with other media. It is a means of advertising that is
financially within reach of everyone!
With the Web, you're "virtually"
unlimited (pun fully intended)! You can change it as often
as you see fit -- and frequent Web site updates are, in
fact, highly desirable! The more fresh and innovative the
content, the more valuable it will be to others. It is
critical that you periodically review your site to see if
it's getting stale and outdated, and that you use your Web
site to keep your target market informed. [Tip: Even if
your site is more or less under construction, dump those
"under construction" messages or graphics on your site --
a site is ALWAYS a work in progress, and using those
messages marks you as an amateur!]
How to Craft a
Compelling Mission Statement
Most individual or
corporate mission statements contain industry buzzwords,
are so complex that no one can recite them, and do
nothing to inspire. The more elaborate it is, the less
likely it is understood and remembered. Having a clear
and concise mission statement for yourself and your
Company becomes your guiding compass as you journey
Your mission is larger than a job.
Ideally your job will
align with your mission. For example, you could be
employed as a teacher while your mission is education.
To limit your personality and unique abilities to such
boundaries causes a profound loss of identity when your
job or career changes. The average person can expect to
have seven employment changes in a lifetime.
Your mission is much more than your role.
We all have various roles
we fulfill: spouse, parent, manager, friend...In our
culture, men tend to define themselves by what they do
professionally. Often, women define themselves by their
roles or relationships. Linking your role to your
mission places you in a vulnerable position because your
role is likely to change--most notably through death or
divorce. Who were you before your roles?
Your mission is not your To-Do List.
As Stephen Covey so
masterfully points out in First Things First, there is a
huge distinction between what is important and what is
urgent. Most people fill their to-do lists with
activities which appear to require immediate attention.
When writing your mission statement, contemplate the big
picture and focus on your core values. Develop your
mission first, then list corresponding goals. Otherwise,
you can be very busy following a to-do list without
creating anything worthwhile.
You are already living your mission on some level.
Living your mission may
not require massive changes. You can begin right where
you are now. Increase your awareness daily of what's
really important to you. What do you want to be known
for? Increased focus allows you to receive, recognize
and fully integrate your mission.
You are born with a purpose.
Everyone's life is
important enough to warrent a mission. In the classic
movie: It's a Wonderful Life, Jimmy Stewart portrays a
suicidal businessman who experiences what the lives of
his friends and loved ones would be like WITHOUT him.
Mostly, we don't have this overview or the understanding
of how interconnected we are. Every thought we have,
word we speak and action we take affects the entire
Your mission may not appear to be grand.
You don't have to be
another Mother Theresa or significantly contribute to
the Gross National Product. You've heard the saying: For
want of a nail, the shoe was lost; for want of a shoe,
the horse was lost; for want of a horse, the battle was
lost. The blacksmith responsible for Paul Revere's
horse's feet indirectly helped lead a nation to freedom.
Positively affect one life and you can be considered
Your mission is a perfect fit for you.
Your mission is not
something you loathe doing. Years ago, I feared God
would want me to be a missionary living in a grass hut
and I wanted to postpone this event as long as possible.
It was irrational. Think of this: what CEO in his/her
right mind would have the sales team switch to
accounting? When you are living your mission, you
experience pure joy. It is not hard and does not involve
suffering. Rather, it resonates with the essence of who
you are 100%: at work, at home, at a party and alone.
Accept a mission that fits you, not the needs or
expectations of others.
Your mission is not the same as that of your peers.
While crafting your
mission statement, temporarily disassociate yourself
from your peers. We are often influenced by and take as
our own the values and goals of those in our network,
thus inhibiting self-discovery. This distancing will
allow you to concentrate on what is important and unique
Your mission is your true heart's desire.
You may be in a career
that parallels your dream. I'd like to have a dollar for
every magazine editor, advertising copywriter or
reporter whose real dream is to be a full-time novelist.
Go for the REAL THING. Ask yourself: Is this the highest
thing I could do in my life?
Your mission inspires you to take action.
Great leaders can state
their mission succinctly. Nelson Mandela's mission was
to end apartheid; Mother Theresa 's mission is to show
compassion to the dying. If you don't feel passionate
about your mission, it isn't your mission. Choose action
verbs that are meaningful to you. For example, my
mission is to breathe, ignite and magnify personal
power. Join the 1% of the people in the world who have a
clear sense of who they are and where they are going.