Want to write a powerful coaching mission statement?
As a coach, you know that your job is to help your coaching clients reach their goals. But you also have goals of your own to reach.
Creating a mission statement is a great way to help you get there. Mission statements help companies get organized, stay on track, define their purpose, and set attainable goals.
And today, you’ll learn all about how to create your mission statement.
Ready? Let’s go!
You’ll learn:
Why do you need a mission statement?
How do you figure out your mission statement?
How do you write a mission statement?
Coaching mission statement examples
What is a coaching mission statement?
People tend to use the terms interchangeably, but a mission statement, or coaching purpose statement, is different from a vision statement.
Vision statements speak to your future, your ultimate vision, providing a 30,000-foot view of what you hope to achieve as a coach in the next five to ten years.
But mission statements are what substantiates that vision and allow you to share the things you’ll do to realize it.
The International Coaching Federation’s vision and mission statements offer a great example of the difference between the two:
- Their vision statement reads, “A world where coaching is integral to transforming societies.”
- Their mission statement says, “We advance coaching excellence, impact, and value worldwide.”
Do you see the difference?
Their vision statement encompasses what they hope to achieve as an organization, but it doesn’t actually offer any insight into how they’ll do it.
On the other hand, their mission statement speaks specifically to the ways they’ll advance coaching to reach their goals. It mentions its efforts to help improve coaching around the world and bolster the impact of coaches everywhere.
It’s the purpose of your business. Your purpose is ultimately tied to how fulfilled you feel in your business. And as research by EY shows, 64% of business leaders say purpose helps generate financial returns.
Get the Ultimate Guide
for building a
6-Figure Coaching Business so you can achieve more freedom!
I do want to point out that, while it’s important to have a mission statement, you shouldn’t spend too much time trying to come up with one. Don’t forget, you have to get out there and find clients.
Plus, don’t overthink what your statement should look like. You can always change it. And you don’t necessarily need to even write it down – as long as you’re clear on the purpose of your business.
Next, we’ll look at why you need a mission statement.
Why do you need a coaching mission statement?
You do need both a vision and a mission statement.
A vision is a good jumping-off point, but a mission is what makes it feel more real.
Your mission illustrates the “why” and the “how” of your coaching. It’s that “how” that will make your vision tangible rather than just a far-off dream and attract more clients.
Ultimately, a mission statement is focused on your clients, which helps you connect with your clients better and generate better results – because your mission is focused on them. I share more on that in this short video:
So, what makes a good mission statement?
A good mission statement is one that helps you:
- Set goals
- Come up with an action plan to reach them
But who do you share your mission with? Everyone.
Your mission statement helps define who you are as a coach, so of course it’s important to get the message out there.
It should be seen on your website and marketing materials, but because it’s concise, it can go anywhere, like your website and social media profiles.
My own Pinterest page is a good example. I talk about helping people build their online coaching businesses:
And on my Instagram profile, I define my mission – to create, uplift, and grow:
My YouTube channel also includes a version of my mission:
Last but not least, I provide a mission statement on my website:
“To provide aspiring entrepreneurs with inspiration and actionable advice so you can build your own hugely profitable and meaningful business.”
How do you figure out your coaching mission statement?
Coming up with your mission doesn’t have to be difficult.
You just need to do two things.
Find your why
Take some time and consider the time you decided to become a coach. What made you want to do it?
Your purpose is the core of your mission, so don’t focus on personal things like making a great living or creating your own schedule.
Instead, think about why you chose to help your clients.
For example, many of my health coaching clients started their businesses because they went through health struggles themselves.
Note, though, that people don’t buy because of your “why.”
People buy how your “why” helps their “why.”
Determine your niche
When thinking about your coaching niche, consider the problem that your coaching solves. How does it contribute to your why?
Think of it as an equation:
Your purpose + Your niche = Your mission.
There are other questions you can consider when writing your mission as well, including:
- How are you different from other coaches?
- What are your core values?
- As a coach, who do you want to become?
- What type of image do you want to convey?
Answering questions like these will help you craft a mission that reflects who you are, what you offer, and what you stand for.
Next, let’s look at how you write your mission statement.
How do you write a coaching mission statement?
We’ve covered how you come up with a coaching mission statement, but you might still be wondering, how do I write it?
Let’s break it down.
First, define your vision. We’ve discussed what a vision is, but it’s worth mentioning again because it is your starting point, after all.
When thinking about your coaching business, think about your ultimate goal.
What will you have achieved in…
Get the Ultimate Guide
for building a
6-Figure Coaching Business so you can achieve more freedom!
- Three years?
- Five years?
- 10 years?
- What about even further out?
Dream big!
Then, determine your:
- Clients
- Commitments
- Benefits
To determine your clients, figure out your target audience and what they all have in common. What are they all working toward?
(Hint: This is where choosing a niche comes in handy.)
Your commitments are the things you plan to do for your clients before, during, and after every session.
Benefits are exactly what they sound like: they’re what the client will get out of working with you. Maybe it’s a better mindset, healthier habits, or a new job – whatever it is, make sure it’s tangible.
Finally, no two coaches are alike, so make your mission yours! Infuse it with your personality and authentic language to make it stand out in the crowd.
What to include in a mission statement
Depending on what type of coach you are and what your niche is, there are plenty of elements to include that will grab your audience’s attention.
Here are a few examples:
- Life coaching mission statement: Helping clients achieve goals in life (whether health, career, relationship, or other goals).
- Health coaching mission statement: Helping clients prioritize their own health, wellness, and well-being.
- Business coaching mission statement: Helping clients build fulfilling careers and find their purpose.
- Relationship coaching mission statement: Helping clients build and maintain meaningful relationships with themselves and others.
- Executive coaching mission statement: Helping clients become better leaders.
- Mindset coaching mission statement: Helping clients recognize and change thought patterns that are holding them back.
When it’s time to sit down to write your mission statement, it’s important to keep some things in mind.
Above all else, your mission statement should remain actionable, meaningful, and inspirational while providing a clear description of what you’ll achieve.
When considering what success looks like to you, remember to make your goals realistic:
Keep it short
Keep your mission statement short and sweet – think of it as a short elevator pitch. One sentence is best, but if you can’t narrow it down, two or three sentences are okay.
Use clear language
Avoid speaking in abstract terms and instead focus on creating a clear mission statement. There should never be a question about who you are or what you stand for.
Write in present tense
Finally, because it defines your purpose for existing as a coach, your mission statement should always be written in the present tense.
Coaching mission statement examples
Are you still not sure where to start or just need some inspiration when it comes to creating your coaching mission statement?
Let’s take a look at my ten favorite mission statements from some of the most well-known companies in the world:
- Amazon: To be Earth’s most customer-centric company.
- IKEA: To offer a wide range of well-designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them.
- LinkedIn: Connect the world’s professionals to make them more productive and successful.
- Meta: Giving people the power to build community and bring the world closer together.
- Microsoft: Empower every person and every organization on the planet to achieve more
- Nike: Bring inspiration and innovation to every athlete in the world.* *If you have a body, you are an athlete.
- PayPal: Democratize financial services to ensure that everyone, regardless of background or economic standing, has access to affordable, convenient, and secure products and services to take control of their financial lives.
- TED: Spread ideas, foster community, and create impact.
Get the Ultimate Guide
for building a
6-Figure Coaching Business so you can achieve more freedom! - Tesla: Accelerating the world’s transition to sustainable energy.
- The Walt Disney Company: To entertain, inform and inspire people around the globe through the power of unparalleled storytelling, reflecting the iconic brands, creative minds, and innovative technologies that make ours the world’s premier entertainment company.
Over to you!
Now that you know what a coaching mission statement is, why it’s important, and how to write one, it’s time to come up with your own.
Or maybe you already have a mission statement. If so, what did you include? How has it guided you in realizing your vision?
Let me know in the comments below!
Read more:
