How To Create An Epic Mission Statement For Your Coaching Business


Everyone wants to be an entrepreneur these days, but no one wants to do the hard work of creating a mission statement.

You're different, though. You're reading this article, so you probably already know how important it is to articulate your mission.

You know that having a mission statement will help you stay motivated.

You know that it will help more clients sign up with you.

And you know that as your business grows, your mission statement will help you build a great team around you.

(Or, if you didn't know that before, now you do.)

Let's get your mission statement pinned down once and for all, shall we?

What is a mission statement?

A mission statement is basically just a summary of why your company exists and what it does. It's different from a vision statement. Your vision is about what you want to achieve in the future, your mission is about how you hope to get there.

There are a lot of nebulous, corporate-sounding mission statements out there. We don't want one of those. We want to create a mission statement that's actionable.

For example, Warby Parker's mission statement is "To offer designer eyewear at a revolutionary price, while leading the way for socially-conscious businesses."

That's great. It provides a clear description of what success looks like for the company. And it's only one sentence.

So the question you're probably asking at this point is...

How Do I Come Up With My Mission Statement?

There are two questions that you need to answer if you want to create a compelling mission statement:

1. Why did you originally decide to be a coach?

The first thing we need to get clear on is your Why. This should be focused on other people, not on yourself. So if one reason you got into coaching was to make money and live on a beach, that's fine, but don't put that it in your mission statement.

Instead, focus on the bigger reason why you do what you do. What gets you out of bed in the morning? This will become the foundation of your mission statement.

2. What problem does your coaching solve?

Once you're clear on your Why, you want to think about how the coaching you do contributes to that bigger vision. If you have a coaching niche, this part of the mission statement should speak to that niche. If not, you can start broad for now.

Remember to frame what you do in terms of the results it gets for your clients.

Once you've gotten clear on these two questions, start distilling your mission statement down. List some different combinations and choose the one you like best.

Can I Have Another Example Of A Mission Statement?

Sure thing. Here's ours:

To unleash potential by connecting coaches with clients.

Our Why is to unleash more human potential in the world and we believe that coaching is one of the most effective ways to do this.

There's more information available every day but not enough transformation happening. That’s why we focus on serving ambitious, ethical coaches who have the ability to change lives.

The most painful problem that these coaches face is not on the coaching side of things, it’s on the business side. It can be really hard for them to get coaching clients, especially if they have a hard time selling themselves.

That's where we come in. We teach honest and effective marketing strategies so that these coaches can get clients without sacrificing their integrity. We help them fill their client rosters, increase their incomes, and give their gifts to more people.

Now It's Your Turn

Why did you originally decide to become a coach? What problem does your coaching solve? Answer those two questions and you're well on your way to creating an epic mission statement for your business.