Creating A Mission
Worthy of Being Alive
Agenda
• Having Your Mission BE BRILLIANT
• Benefits vs Values
• Being Clear on the “Benefits” of Your
Product/Service
• Creating Your Own Super Niches
• Planning for the Fulfillment of your Vision
The Steps to Creating A Brilliant
Mission – Worthy of Being Alive
Let’s have a quick
reminder on what a
Mission Statement
is…
A mission statement is
a statement of the
purpose of a
company,
organization or
person, its reason for
existing
1.
2.
3.
4.
5.
6.
7.
What do we do?
For whom do we do it?
Why do we serve our clients
in the way that we do?
How do we serve our clients
in the way that we do?
Why are we in this industry?
Why did we start this
business?
What image of our business
do we want to convey?
Things to Keep in Mind
When writing your mission statement, use vibrant,
exciting words.
Create dynamic, visual images and inspire action.
Describe your purpose using unusual, colorful verbs and
adjectives to spice up your statements.
Drop in words like “passion,” “sizzle,” “outrageous,” “fun,”
and “marvel” to add zest.
Keep your mission statement fairly short and make sure
that it feels really good when you read it and say it.
It signals what your business is all about to your customers,
employees, suppliers and the community.
Other Things to Consider
When you live your mission through your business
brand, then amazing, phenomenal things start to
happen.
Your perfect, dream clients are drawn to you. People get
really excited about what you are doing.
They spread the word to their friends, they sign up for your
services, they give you great testimonials.
You get more customers, make more revenue, and your
business grows with ease.
And best of all – your team is more creative and having
more fun than ever before because everyone is in
absolute alignment with your Why.
Some Great Mission Examples
Nike: To bring inspiration and innovation to every athlete in the world.
Starbucks: To inspire and nurture the human spirit – one person, one cup
and one neighborhood at a time.
Chevron: To be the global energy company most admired for its people,
partnership, and performance.
Amazon: To be the most customer-centric company in the world, where
people can find and discover anything they want to buy online.
Intel: Delight our customers, employees, and shareholders by relentlessly
delivering the platform and technology advancements that become
essential to the way we work and live.
Ebay: Provide a global trading platform where practically anyone can
trade practically anything.
Features, Benefits and Value
It is often confusing for
the entrepreneur to
distinguish between
Features, Benefits
and Values
So let’s look at some
simple basic
definitions
Features: What your product
or service has or does
Benefits: something of value
or usefulness. In marketing, a
benefit explains what the
features mean and why they
are important.
Values: Your ethical and
moral compass, the
foundation of your decision
making.
Let’s Look at Benefits
• Benefits often answer
questions for the
Customer or address
their “pain”
• A benefit can also
bring to light solutions
to problems that a
customer didn’t even
know she or he had.
Identifying and Creating
Your Benefits
Step 1
Assess your product or
service
Brainstorm the major uses
of your product or
service, and focus on the
top one to three benefits
it offers others.
• What do you offer
that’s special, unique,
fantastic and useful?
• If you benefits
statement includes 10
items – no one will
remember them
• It is ALL about how it
benefits others
Identifying and Creating
Your Benefits
Step 2
Distill your product's
benefits into one
clean, clear, sharp
statement.
Use strong action verbs
and easy-tounderstand words.
For Example:
"My Green Clean company
saves you time spent on
cleaning and saves the
environment for
generations to come,“
Or
"ABC camera takes the
guesswork out of picturetaking, making it easy for
you to take pictures and
enjoy beautiful, colorful
images."
Identifying and Creating
Your Benefits
Step 3
Memorize and rehearse
your benefit statement.
It is your elevator speech,
your sales pitch, your
mantra.
Make sure it flows when you
speak it out loud and
looks good on paper as
well.
.
Finally, share your product
or service's benefits with
others--put your benefit
statement to practice
Let’s Look at Values
Business values can be:
• the principles you stand for personally - for example,
integrity, perseverance, determination, innovation,
respect, passion and fair-mindedness
• the beliefs and attitudes you and your staff have in
common in the workplace - how people should
behave, the way managers should act, how work should
be done, how staff should treat each other at work
• your organization's standards of behaviour - what is
acceptable business practice. From a customer
viewpoint, values are the kind of service they can expect
to get when they deal with your business.
Values Exercise
I have created a document called the Values Identification Exercise that
you can download here:
http://radicalideas.ca/creating-a-mission-worthy-of-being-alive/
I will send you the link with a copy of these slides for everyone that
attended.
Creating Your Own
Super Niches
What is a niche?
– A niche is a subset of the market on which a
specific product or service is focusing
• The more you specialize – the higher your
price tag
• By taking your current target market and
“super niche’ing’” it even once per month –
you create your own market.
Super Niche –ing Cont’d
What does it take to Super Niche It?
– Determine the target market and choose one
particular group that would use your product
or service.
– Now ask yourself – what particular problems
do they have with using your kind of service
or product that other do not have
– Create statements dealing with that problem
– Then create perks that would appeal directly
to that group
Planning for the Fulfillment
Of Your Vision
Having a Plan means Creating an opportunity for
success
These plans have different names depending on
your methodology, coach and industry
Some examples:
–
–
–
–
Plan for Performance
Strategic Plan
Architecture
Merlin’s Principle
Success is Determined by
Planning for It
Instead of starting at A, start
at B and work your way
backwards.
Your ability to cause results
will depend on how
detailed you plan is.
Attend the Speed Coaching
for Entrepreneurs event
Sept. 14 and get
feedback on your plan:
www.speedcoachingresults.com
SAVE THE DATE
The last Saturday of each year I host the
GREAT EXPECTATIONS WORKSHOP
Where we:
Complete 2013 and Powerfully Create 2014
Create the actions and both big games and small
games
Work with partners and others to brainstorm the
most powerful way to reach your end results.
Saturday, December 28th, 2013 - 9:30-5:30