As a coach, you know that your job is to help your coaching clients reach their goals. But you also have goals of your own to reach.
Creating a mission statement is a great way to help you get there. Mission statements help companies get organized, stay on track, define their purpose, and set attainable goals.
And today, you’ll learn all about how to create your mission statement.
You’ll learn:
People tend to use the terms interchangeably, but a mission statement, or coaching purpose statement, is different from a vision statement.
Vision statements speak to your future, your ultimate vision, providing a 30,000-foot view of what you hope to achieve as a coach in the next five to ten years.
But mission statements are what substantiates that vision and allow you to share the things you’ll do to realize it.
The International Coaching Federation’s vision and mission statements offer a great example of the difference between the two:
Do you see the difference?
Their vision statement encompasses what they hope to achieve as an organization, but it doesn’t actually offer any insight into how they’ll do it.
On the other hand, their mission statement speaks specifically to the ways they’ll advance coaching to reach their goals. It mentions its efforts to help improve coaching around the world and bolster the impact of coaches everywhere.
It’s the purpose of your business. Your purpose is ultimately tied to how fulfilled you feel in your business. And as research by EY shows, 64% of business leaders say purpose helps generate financial returns.
I do want to point out that, while it’s important to have a mission statement, you shouldn’t spend too much time trying to come up with one. Don’t forget, you have to get out there and find clients.
Plus, don’t overthink what your statement should look like. You can always change it. And you don’t necessarily need to even write it down – as long as you’re clear on the purpose of your business.
Next, we’ll look at why you need a mission statement.
You do need both a vision and a mission statement.
A vision is a good jumping-off point, but a mission is what makes it feel more real.
Your mission illustrates the “why” and the “how” of your coaching. It’s that “how” that will make your vision tangible rather than just a far-off dream and attract more clients.
Ultimately, a mission statement is focused on your clients, which helps you connect with your clients better and generate better results – because your mission is focused on them. I share more on that in this short video:
And on my Instagram profile, I define my mission – to create, uplift, and grow:
My YouTube channel also includes a version of my mission:
Last but not least, I provide a mission statement on my website:
“To provide aspiring entrepreneurs with inspiration and actionable advice so you can build your own hugely profitable and meaningful business.”
Coming up with your mission doesn’t have to be difficult.
You just need to do two things.
Take some time and consider the time you decided to become a coach. What made you want to do it?
Your purpose is the core of your mission, so don’t focus on personal things like making a great living or creating your own schedule.
Instead, think about why you chose to help your clients.
For example, many of my health coaching clients started their businesses because they went through health struggles themselves.
Note, though, that people don’t buy because of your “why.”
People buy how your “why” helps their “why.”
When thinking about your coaching niche, consider the problem that your coaching solves. How does it contribute to your why?
Think of it as an equation:
Your purpose + Your niche = Your mission.
There are other questions you can consider when writing your mission as well, including:
Answering questions like these will help you craft a mission that reflects who you are, what you offer, and what you stand for.
Next, let’s look at how you write your mission statement.
We’ve covered how you come up with a coaching mission statement, but you might still be wondering, how do I write it?
Let’s break it down.
First, define your vision. We’ve discussed what a vision is, but it’s worth mentioning again because it is your starting point, after all.
When thinking about your coaching business, think about your ultimate goal.
What will you have achieved in…
Then, determine your:
To determine your clients, figure out your target audience and what they all have in common. What are they all working toward?
(Hint: This is where choosing a niche comes in handy.)
Your commitments are the things you plan to do for your clients before, during, and after every session.
Benefits are exactly what they sound like: they’re what the client will get out of working with you. Maybe it’s a better mindset, healthier habits, or a new job – whatever it is, make sure it’s tangible.
Finally, no two coaches are alike, so make your mission yours! Infuse it with your personality and authentic language to make it stand out in the crowd.
Depending on what type of coach you are and what your niche is, there are plenty of elements to include that will grab your audience’s attention.
Here are a few examples:
When it’s time to sit down to write your mission statement, it’s important to keep some things in mind.
Above all else, your mission statement should remain actionable, meaningful, and inspirational while providing a clear description of what you’ll achieve.
When considering what success looks like to you, remember to make your goals realistic:
Keep it short
Keep your mission statement short and sweet – think of it as a short elevator pitch. One sentence is best, but if you can’t narrow it down, two or three sentences are okay.
Use clear language
Avoid speaking in abstract terms and instead focus on creating a clear mission statement. There should never be a question about who you are or what you stand for.
Write in present tense
Finally, because it defines your purpose for existing as a coach, your mission statement should always be written in the present tense.
Are you still not sure where to start or just need some inspiration when it comes to creating your coaching mission statement?
Let’s take a look at my ten favorite mission statements from some of the most well-known companies in the world:
