What exactly do you want to come and do? This simple, direct question can expose how unclear many “mission-driven” people are about their purpose. When asked, they respond with hesitation, vague explanations, or even excuses to hide their confusion. This lack of clarity is a major reason why many companies, despite having polished mission statements, fail to make progress. A mission statement is meaningless if it’s not carried deeply within your soul. Without a clear, personal connection to the mission, it’s impossible to take consistent action and truly bring it to life. Clarity fuels purpose.
In Habakkuk 2:2, God instructed, “Write the vision and MAKE IT PLAIN.” Your mission statement should be so clear that anyone can grasp your purpose at a glance. Consider the simplicity of Jesus’ mission: “Repent! For the kingdom of God is at hand!” There was no confusion—His message was direct and to the point. So why is your mission statement so complicated and filled with jargon? If it’s hard to explain, it’s likely because you’re confused yourself. Often, people hide behind a “word salad” of lofty phrases, trying to mask their lack of clarity. Simplicity shows understanding.
Therefore, let’s agree that if you can’t express your mission in four or five words, you don’t fully understand it. Clarity is key. For example, when a company says, “We buy dead inverter batteries,” or “We deliver beautiful budget-friendly websites,” their purpose is clear and unmistakable. These short statements leave no room for confusion. If you find your mission hard to explain in a simple phrase, it’s time to rethink and refine it. Think and act out your mission until you understand it well enough to capture its essence in just a few words.
