This document provides guidance on developing a genuine mission statement that comes from the heart. It emphasizes that a true mission should be exciting and stick with you no matter what obstacles arise. It prompts the reader to reflect on why they are in their line of work, what problem they want to solve with their product or idea, and how trends in technology, economics and culture present opportunities for their mission to make a difference. The overall message is that an authentic mission statement is grounded in one's motivations and driven by a desire to create positive change.

1. MISSION

2. CLARIFY
YOUR OWN
REASON
FOR BEING

3. A TRUE
MISSION
COMES FROM THE
HEART

4. A TRUE
MISSION
COMES FROM THE
HEART
NOT FROM
THE MIND

5. IF IT COMES FROM THE
HEART

6. IF IT COMES FROM THE
HEART
YOU WILL STICK TO IT
NO MATTER WHAT

7. IF IT COMES FROM THE
MIND

8. IF IT COMES FROM THE
MIND
YOU WILL SHY AWAY
AS SOON AS IT GETS
DIFFICULT

9. A TRUE MISSION IS
GENUINE
&
EXCITING!

10. A TRUE MISSION IS
GENUINE

11. A TRUE MISSION IS
GENUINE
NO OTHER COMPANY
CAN CLAIM EXACTLY
THE SAME

12. A TRUE MISSION IS
EXCITING

13. A TRUE MISSION IS
EXCITING
EVERYONE SHOULD
WANT TO BE A
PART OF IT

14. A TRUE MISSION SAYS
WHAT YOU DO

15. A TRUE MISSION SAYS
WHAT YOU DO
&
WHAT YOU WANT
TO CHANGE

16. "It is our objective to
continue to synergistically
embrace error-free content
to stay competitive in
tomorrow's world."
--mission statement generator

17. "It is our objective to
continue to synergistically
embrace error-free content
to stay competitive in
tomorrow's world."
--mission statement generator
THIS IS NOT
A TRUE, EXCITING
& GENUINE MISSION

18.
"Inspire and develop the
builders of tomorrow."
--Lego

19. THIS IS
A TRUE, EXCITING
& GENUINE MISSION
"Inspire and develop the
builders of tomorrow."
--Lego

20.
"Make the world more open
and connected."
--Facebook

21. THIS IS
A TRUE, EXCITING
& GENUINE MISSION
"Make the world more open
and connected."
--Facebook

22.
"Embrace the human spirit
and let it fly."
--Virgin

23. THIS IS
A TRUE, EXCITING
& GENUINE MISSION
"Embrace the human spirit
and let it fly."
--Virgin

24. LET'S NOW
EXPLORE YOUR
HEART

25. How did it all start?

26. REMEMBER,

27. REMEMBER,
STORYTELLING IS
ALL ABOUT EMOTIONS

28. GOING BACK
TO THE ORIGINS
WILL HELP YOU REALIZE
PART OF THE TRUTH
BEHIND YOUR MISSION

29. WHY ARE YOU
IN THE BUSINESS
OF TAKING RISKS,

30. WHY ARE YOU
IN THE BUSINESS
OF TAKING RISKS,
OF CHALLENGING THE
STATUS QUO?

31. TELL THIS STORY
TO YOUR BEST FRIEND
TO PUT YOURSELF IN
AN EMOTIONAL STATE.

32. What is your product or idea?

33. BE AS CLEAR
AS YOU CAN
ABOUT WHAT
YOU DO.

34. TELL IT TO YOUR
BEST FRIEND
TO EXPRESS IT
SIMPLY
& HUMANLY

35. Where did your idea originate?

36. REMEMBER
WHEN THE 1ST
THOUGHT ENTERED
YOUR MIND

37. REMEMBER
WHAT YOU WERE
DOING

38. REMEMBER
WHAT YOU WERE
DOING, THINKING

39. REMEMBER
WHAT YOU WERE
DOING, THINKING
FEELING

40. REMEMBER
WHAT MADE YOU THINK
"THIS HAS
TO BE!"

41. What are the obstacles?

42. IF IT'S NEW
SOME PEOPLE WILL BE
SCEPTICAL

43. YOU MUST BE
AWARE OF THE
MAJOR CRITICS
TO FIGHT THEM HARDER

44. OBJECTIONS
ABOUT THE PRODUCT

45. OBJECTIONS
ABOUT THE PRODUCT
ITS UTILITY

46. OBJECTIONS
ABOUT THE PRODUCT
ITS UTILITY
ITS EFFICACY

47. OBJECTIONS
ABOUT THE PRODUCT
ITS UTILITY
ITS EFFICACY
ITS ABILITY
TO MAKE A DIFFERENCE

48. OBJECTIONS
ABOUT THE TEAM

49. OBJECTIONS
ABOUT THE TEAM
ITS EXPERIENCE

50. OBJECTIONS
ABOUT THE TEAM
ITS EXPERIENCE
ITS EXPERTISE

51. OBJECTIONS
ABOUT THE TEAM
ITS EXPERIENCE
ITS EXPERTISE
ITS ABILITY
TO SUCCEED

52. What are the opportunities?

53. THE ROAD AHEAD
WILL BE LONG, YES.

54. BUT YOUR TALENT
AS AN ENTREPRENEUR

55. BUT YOUR TALENT
AS AN ENTREPRENEUR
IS TO SEE HOW
THE MARKET IS
READY
FOR YOUR SOLUTION

56. HERE ARE THE
3 AREAS
YOU CAN EXPLORE

57. TECHNOLOGY

58. ECONOMY

59. CULTURE

60. TECHNOLOGY
BRINGS MORE
EFFICIENCY

61. TECHNOLOGY
OPENS NEW
TERRITORIES

62. TECHNOLOGY
GENERATES
SCIENTIFIC
BREAKTHROUGHS

63. DOES YOUR MISSION
MAKES MORE
SENSE TODAY
THANKS TO
big data
geolocation
cloud
real-time
…?

64. ECONOMY
MEANS MAJOR
SHIFTS
IN THE WAY WE
WORK

65. ECONOMY
MEANS MAJOR
DISRUPTION
IN THE WAY WE
BUY

66. DOES YOUR MISSION
MAKES MORE
SENSE TODAY
THANKS TO
the on-demand
economy?

67. DOES YOUR MISSION
MAKES MORE
SENSE TODAY
THANKS TO
the sharing
economy?

68. DOES YOUR MISSION
MAKES MORE
SENSE TODAY
THANKS TO
the peer-to-peer
economy?

69. DOES YOUR MISSION
MAKES MORE
SENSE TODAY
THANKS TO
the low-cost
economy?

70. CULTURE
EVOLVES THE WAY
WE LIVE

71. CULTURE
EVOLVES THE WAY
WE LOVE

72. CULTURE
EVOLVES THE WAY
WE EAT

73. CULTURE
EVOLVES THE WAY
WE COLLABORATE

74. CULTURE
EVOLVES THE WAY
WE BEHAVE

75. DOES YOUR MISSION
MAKES MORE
SENSE TODAY
THANKS TO
a demand for
more transparency?

76. DOES YOUR MISSION
MAKES MORE
SENSE TODAY
THANKS TO
a demand for
more inclusiveness?

77. DOES YOUR MISSION
MAKES MORE
SENSE TODAY
THANKS TO
a demand for
more collaboration?

78. DOES YOUR MISSION
MAKES MORE
SENSE TODAY
THANKS TO
a demand for
more equal rights?

79. DOES YOUR MISSION
MAKES MORE
SENSE TODAY
THANKS TO
a demand for
more care?

80. DOES YOUR MISSION
MAKES MORE
SENSE TODAY
THANKS TO
a demand for
more care to
health issues?

81. DOES YOUR MISSION
MAKES MORE
SENSE TODAY
THANKS TO
a demand for
more care to
aging issues?

82. DOES YOUR MISSION
MAKES MORE
SENSE TODAY
THANKS TO
a demand for
more care to
environment issues?

83. DOES YOUR MISSION
MAKES MORE
SENSE TODAY
THANKS TO
a demand for
more care to
food issues?

84. SEARCH FOR TRENDS
IMPACTING
YOUR USERS
OR YOUR MARKET

85. SEARCH FOR TRENDS
Type
"Consumer trends 2015
for xxx"

86. SEARCH FOR TRENDS

87. NOW
DIVE
IN