Workshop · Brand
Mission Statement
Lock one sentence the whole team can recite.
Overview
Why run this workshop
What is this workshop?
A crisp session to lock a mission statement — what we do today, for whom, in what way.
Why is it valuable?
Mission is the bridge from purpose to daily work. Without it, teams argue about scope every week.
When should you use it?
After purpose and vision. Revisit annually.
What will you achieve?
One sentence every team member can recite and use as a filter.
Workshop flow
How the session unfolds
- 1
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- 7
Workshop guide
Facilitator playbook
01Prepare· 10 min
Objective
Expected output
Instructions
- · Read both aloud before starting.
02Brainstorm· 10 min
Objective
Expected output
Instructions
- · Each person drafts: verb + audience + how we're different.
03Share· 10 min
Objective
Expected output
Instructions
- · No debate, just circle the strongest verb, audience, and differentiator in each.
04Group· 10 min
Objective
Expected output
Instructions
- · Combine the strongest components into 2–3 candidate sentences.
05Discuss· 15 min
Objective
Expected output
Instructions
- · Kill any that could belong to a competitor.
- · Kill any with hedging language ("leading", "innovative").
06Vote· 5 min
Objective
Expected output
Instructions
- · Show of hands.
07Wrap-up· 5 min
Objective
Expected output
Instructions
- · Every person recites the mission from memory.
Practice exercise
Apply it now
Practice worksheet
Mission Statement
Your answers live in your browser during this session. Saving to your project is coming soon.
Completed example
What good looks like
Completed example
Airbnb
Mission
"Create a world where anyone can belong anywhere."
Why it works
- · Verb-first, concrete outcome.
- · Sets the scope for every product decision.
Best practices
Do this, avoid that
Do
- Verb first. Skip "our mission is to".
- Name the audience specifically.
- Say what makes it different in the same sentence.
Avoid
- Using words like "leading", "innovative", "world-class".
- Confusing mission with tagline.
- Writing a paragraph.
Deliverables
What participants leave with
- One-sentence mission statement
- A list of words we banned from the process
Continue learning
Where to go next
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