Click in the text box above and type your own text into it. Describe your business' most basic and fundamental goals. Talk about the benefits you'll provide to your customers, your employees, and you as business owner. Think of what business you are really in, which is more about the benefits you offer to customers than the specific goods or services you sell.

A good mission statement is a critical element in defining your business and communicating its true goals to its customers, vendors, employees, and owners. For example, if you believe customer satisfaction and customer service is important to you, then say so in the mission statement. If growth and profits are important, say so. If you want employees treated fairly and creativity rewarded, then say that too.

Don't confuse the mission with objectives. They are both about goals. The mission is about fundamental values, and the objectives are about measurable concrete numbers.

The mission statement is also a good opportunity to specifically define what business you are in. This can be critical to understanding your keys to success. For example, many experts say railroads suffered badly in the 1930-1960 period because they thought they were in the business of trains when they were really in the business of transporting goods and people; as a result, competition from highway transportation and the emerging airline industry was brutal.