The 5 Biggest Mistakes Business Owners Make when finding their mission

The 5 Biggest Mistakes Business Owners Make when finding their mission

I talk a lot about the importance of business owners knowing both their personal mission / purpose and the mission and purpose of the business. As Simon Senik says “Start with Why”. However I have come across some common mistakes business owners make when finding their “why” and here they are.


  1. What versus Why

Many business owners come to me with the mission they have written and it is a description of what they do and mentions nowhere why they do it. It’s critical to move past the ‘what’ – anyone can replicate ‘what’ you do, no one can replicate ‘why’ you do it.


  1. It’s too corporate

I don’t know about you but I have done my far share of time in the corporate world and the mission statement was boring, uninspiring and was ultimately about money for shareholders! Really? The world needs contribution, passion, change makers not another corporate marketing slogan that they call a mission.


  1. Procrastinate

Yep! You read that correctly. Procrastination and avoidance to really sit down and get in touch with why they do what they do. Personally I believe this is driven from fear. Fear of the unknown and fear of the worry that I might stand out and those around me may shoot me down. I say let them shoot you down! At least you stand for something.


  1. Being like others

Why have someone else’s mission when you can have your own? To build your business and show the world what you stand it needs to be yours and no one elses. I absolutely encourage everyone to read, educate and model others, but don’t piggy back someone else’s mission and say its yours!


  1. Think it’s a waist of time

I have met some business owners who believe that this mission and “why” stuff is all airy fairy and a waist of time. Mmmmm interesting! More and more evidence is suggesting that companies that start with “why” have greater loyalty from staff and customers, greater productivity and greater results……. Not so airy fairy when the bottom line is going up right?