The Most Important Sentence You Will Write
A great plan begins with a destination in mind. Some organizations have mission statements, vision statements, and value statements. What are these statements and why are they important? They are your compass pointing north.
You need this sentence because it lets you know if you’re on track. When someone excitedly comes up to you and says, “Hey, wouldn’t it be great if we started a new Twitter campaign?” You can say, “Well, excited individual, let’s see if it fits into this sentence.”
If I own a fried chicken business, and my sentence is “We are the tastiest fried chicken in Kentucky” – then how will a Twitter campaign help us BE the tastiest fried chicken or COMMUNICATE that we are the tastiest fried chicken?
This sentence will be the most important sentence you write for your business.
Ideally, it should be based on market research. If you’re a small business owner and cannot afford market research, you should facilitate anecdotal market research. Find the customers that you want more of, and ask them why they love you. Then, be that. Unswervingly, unabatedly, unabashedly.
Gather all the information you can about this customer, about why they love you, how they make you successful, and what exactly you can do to bring more value to them.
Write an essay, a paragraph, a sprawling brainstorm diagram. Whatever you do, get all the information you can about that customer down on a piece of paper. Now right one sentence that incapsulates the most important mission for your company.
Just one sentence. Anything after the first period is a distraction.
My brand strategy hero is Apple, so I will use their mission statement as an example:
If you think of every innovation Apple has brought to the market place, every creative marketing element they’ve presented to consumers, it all ties back to this statement, and their commitment.
Watch this video, to see how important that one sentence is.
Finally, here is a great list of slogan’s and mission statements for some Fortune 500 companies. HERE
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