The Secret to Building a Movement Around Your Business

12/01/2016 04:41 pm ET
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Have you ever wondered what it would be like to have a community of like-minded individuals helping you build your business?

Have you ever wondered what it would be like to know that your business serves a bigger purpose and that you’re making an impact?

You’re about to discover the secret for turning your mission into a movement that rallies people around you and helps you build a purpose-filled business.

The Secret: Craft an Inspired Mission

If your company’s bold vision defines where you’re going, then your inspired mission statement defines how you will get there. It becomes a roadmap of sorts to keep you focused on your journey to becoming a Rockstar Professional.

A Rockstar Professional is one who has advanced from the ordinary and has become an industry standout. They have separated themselves from the competition because they are sharing their unique purpose, passions, and gifts with the world.

When a business is living out a rich and giving mission, the community stands behind it and supports it. People want to do business with companies and brands that do good and make a difference.

The values of a company are communicated through the company’s vision, and most importantly, the inspired mission.

Even if you’re marketing for a company and it’s not your business, it is helpful to have a defined mission statement. Do you know the company’s mission?

If not, then this exercise can be shared with your manager, director, or boss—and you will look like a hero.

How to Craft Your Inspired Mission

To understand how to craft your inspired mission, we need to know the answer to this question:

Who do you work with, what do they want and why?

Take a moment to record your initial response to this vital question, in 15 words or less, by filling in the blanks. You will need to write this down on a piece of paper.

I work with _______________________ who want to __________________ so they can ______________________________.

Recently, my business partners and I held a training with some key local influencers. Our conference room was filled with about 10 entrepreneurs at various stages of their careers. One gentleman, in particular—I will call him Ray—was feeling stuck on which direction he should take his business. He wanted to help everyone and was having a hard time finding focus. I asked Ray to answer that question and a light bulb went off in his head! By answering the question, he was able to narrow his focus and find clarity.

This exercise is so important that many savvy business owners will put the statement front and center on the home page of their website. You can see mine at

What is important to note is that this is not an ordinary mission statement. It is inspired. It is inspired because of the last section: the why. Knowing who you work with, what they need, and why is vital.

As a fun exercise, I took the McDonald’s mission statement and made it inspired:

Here is their existing mission:

“McDonald's brand mission is to be our customers' favorite place and way to eat and drink.”

Here is my take on an inspired mission for them:

“At McDonald’s we work hard to provide your favorite place to eat and drink so you can focus on enjoying life.”

The difference is in adding “The Why” I need to bring my kids to McDonald’s as a busy working mom. It’s so we can enjoy life and not stress about meal prep.

The Rockstar Professional’s Mindset

Once you have your inspired mission clearly communicated, your marketing efforts will resonate with your audience. This requires that you change your mindset away from just talking about what you do, and instead, focus on your customer or client and what difference you’re making in their life.

Take Action

Take time this week to answer the question Who do you work with, what do they want and why? Use the fill in the blank formula I provided earlier in the article.

You can find more insights from Jen DeVore Richter on building a purpose-filled business, entrepreneurial life, and small business marketing at

Follow Jen on Facebook and Twitter.

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