Get to the point

Forget me-centric mission statements. Create a document that tells your audience what they’ll get from you and your content. Publish it and hold true to those public affirmations.

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Some businesses publish a mission statement on their website. It sets out what they’re trying to achieve and what’s driving them. For me, this whole “start with why” angle has been done to death.

Pages filled with corporate purpose, missions and visions – it all feels a bit too me-centric and self-important. If you have your Content DNA building blocks and a memorable tagline, that’s enough. Instead, think about making public promises. This shifts the focus from you to the people you want to serve.