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In today’s episode (Vlog Season 01, Episode 07), Greg and Matt discuss why your mission statement must move beyond a written, corporate statement defined by broad brush strokes of success.

How many leaders can recite their own mission statements? Come to think of it, how many leaders would want to repeat it? Is your mission clearly stated, or is it filed away because it’s embarrassing?

Written mission statements get filed. Stories connect and get repeated.

There’s a difference between writing something bland and vague to check a box on your leadership to do list, versus creating a hyper-focused, compelling storyline you’d call your “mission.” CEOs get fired up about how their teams solve problems or deliver value to customers. Why? These are real-life missions; targets with stories of impact.

If you’re a leader who’s tired of disengaged team members who get fuzzy on your mission, you’ll want to watch this Breakthrough Leadership video.

In this episode you will learn:

  • Why you don’t have a business if you don’t have a mission.
  • Why simply writing out your mission statement is not enough.
  • How your mission must be simple and repeatable to be effective.


#1 – Mission Statements Must Be…Worn Not Filed

  • Your mission statement is a declaration of the mission you’re pursuing.
  • What are you working towards? If it’s a worthwhile mission, your team should proudly wear it on their shirt sleeve.
  • Every priority, project and task should be measured against its contribution to the mission. Anything less than this and your mission statement is dead.
  • When people see it, they know who you are.
  • Your mission isn’t just on a piece of paper. It’s a uniform you wear every day. A badge of honor. If your mission is important enough it should be tattooed everywhere.

#2 – Your Mission Statement Must Be…Alive and In Perpetual Motion

  • Your mission statement needs to be dynamic. It is in perpetual motion, never past tense.
  • It’s not a writing assignment to be completed.
  • Keep asking, keep seeking, keep knocking.
  • If you don’t DO it then you’re done. Finished.
  • We are always doing our mission.

#3 – Mission Statements Must Be…Instinctual

  • You live it and it’s repeatable under pressure. Reflexive.
  • It is your DNA, the code by which you operate.
  • Your mission should be internalized until it’s as natural as breathing. For example, when you lose consciousness, you keep breathing. You don’t have to think about it.

Add your comments below. Can you recite your current mission statement? Is it worn by your team? Does it feel alive? Is it instinctive for your team?

About Matthew

Matthew DeYoung is a serial entrepreneur. He is the cofounder of Breakthrough Leadership. He has been a cofounder of six other internet-based startup businesses. His past consulting clients have included Walt Disney, Universal Studios, Target, NASCAR, and the NBA. As a learner, he is always trying to demystify the leadership aspects of business. Matthew has been married for 17 years and has two daughters.

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