Content DNA – Chapter 13 – Create a manifesto

The relentlessly helpful® blog by John Espirian

22 April 2020
Content DNA

Live your life as though your every act were to become a universal law.

Immanuel Kant

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.

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.

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John Espirian

I’m the relentlessly helpful®️ LinkedIn nerd and author of Content DNA

I teach business owners how to be noticed, remembered and preferred.

Espresso+ is a safe space to learn how to ethically promote your business online and get better results on LinkedIn.

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