A Mission Statement tells the story of your business. It invites people to see you clearly. That is, precisely what it is that you offer by way of product or service and how that relates to them - the customer.

The Mission Statement delivers relevant information about your business, including:

• What needs or opportunities the business addresses

• What the business does

• How customer needs are addressed

• What level of service is provided

• What values guide the organisation

The Mission Statement should deliver its message clearly to everyone who comes in contact with your business - customers, employees, suppliers and other stakeholders. Ideally, it will inspire, support and encourage engagement, giving a clear view of outcomes.

The clarity from understanding your Mission, along with a whole lot more, clearly shows a new customer they are 'in the right place', the have found 'the right person' and they are more ready to engage with you.