business inspiration Archives - Jen DeVore Richter

Inspired Mission Statement

Crafting Your Inspired Mission Statement

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And how you can find clarity in “The Why”

Doing Good

If your BOLD Vision defines where you’re going, then your Inspired Mission Statement defines how you will get there. It becomes a roadmap of sorts to keep you focused on your journey to becoming a Rockstar Professional.

A Rockstar Professional is one who has advanced from the ordinary and has become an industry standout. They have separated themselves from the competition because they are sharing their unique purpose, passions, and gifts with the world.

When a business has been living a rich and giving mission, the community stands behind it and supports it. People want to do business with companies that do good.

The values of a company, and “doing good,” are communicated through the company’s vision and most importantly, the Inspired mission.

Even if you’re marketing for a company and it’s not your business, it is helpful to have a defined mission statement. Do you know the company’s mission?

If not, then this exercise can be shared with your manager, director, or boss and you will look like a hero!

How To Craft Your Inspired Mission Statement

To understand how to craft your inspired mission, we need to know the answer to this question:

Who do you work with, what do they want and why?

Take a moment to record your initial response to this vital question, trying to do so in 15 words or less by filling in the blanks.

I work with _______________________ who want to __________________ so they can


Recently, my business partners and I held a training with some key local influencers to test pilot the idea of a mastermind with them. Our conference room was filled with about 10 entrepreneurs at various stages of their careers. One gentlemen in particular, I will call him Ray, was feeling stuck on which direction he should take his business. He wanted to help everyone and was having a hard time finding focus.

I asked Ray to answer that question and a light bulb went off in his head! By answering the question he was able to narrow his focus and find clarity.

Personal Branding Speaker Jen DeVore Richter

This exercise is so important that many savvy business owners will put the statement on the front home page of their website. You can see mine at http://jendevore.rocks. (I won’t give away the answer here- it’s a little surprise for you.)

What is important to note is that this is not an ordinary mission statement. It is inspired. It is inspired because of the last section: the why. Knowing who you work with, what they need, and why is vital.

As a fun exercise, I took the McDonald’s mission statement and made it inspired:

Here is their existing mission:

McDonald’s brand mission is to be our customers’ favorite place and way to eat and drink.”

Here is my take on an inspired mission for them:

“At McDonald’s we work hard to provide your favorite place to eat and drink so you can focus on enjoying life.”

The difference is in adding “The Why” I need to bring my kids to McDonald’s as a busy working mom. It’s so we can enjoy life and not stress about meal prep.

Why am I Telling You This Story?

Because once you have your Inspired Mission clearly communicated, your marketing efforts will resonate with your audience.

The main takeaway here is that by answering “The Why”, you are now able to find focus and clarity instead of wanting to help everyone. Just like Ray! This “Why” will help you to stand out in your industry as a Rockstar Professional.






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avoid business burnout, put purpose over passion

Avoid Business Burnout : Focus on Purpose Not Passion

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Follow your dreams. Find your passion. To me, these well meaning phrases meant to inspire have lost their luster. While I do agree that having big dreams and living with passion sound like good ideas, my eyes have been opened to the unintentional disservice they do to the business owner.

When I decided to leave Corporate America in 2003, I did so after starting to believe that if I could just find something I was “passionate” about, I could easily turn it into a successful business. Since my job at a Big Pharma Fortune 500 company left me feeling empty and uninspired, I picked up photography in order to fill my need to be creative. I jumped right into the photography industry investing tens of thousands of dollars in training, education, and programs that would make me a better photographer. Over a period of 7 years, I was able to build an award-winning photography business that had loyal clientele and even earned the prestigious Certified Professional Photographer (CPP) designation.

But, it wasn’t easy. The industry was saturated because digital cameras were making it possible for nearly anyone to become a pro overnight. During that time, I noticed many other photographers who were equally as talented struggling to make their businesses work. They too were “passionate” about photography, but it just wasn’t clicking for them (pun intended.) They were working so hard, but struggling to stay afloat.

Going Deeper

When I closed the doors on my photography business in 2010, I was at the top of my game. I was winning awards and earning six-figures, but I had burnt out from shooting 30+ weddings a year, working tirelessly on week days, weekends and holidays, and wanted my life back. The decision I made to walk away from an industry I loved wasn’t easy, but I needed to go deeper.

I set out to build another business and used my experience to build a new business model that would sustain me in more ways than one. Now I have a business where I can have fun and use my creative talents, but also allows me to serve others by empowering and inspiring them. As a business speaker, I am accomplishing my bold vision.

I’ve been reflecting on why so many small business owners that attempt to turn a passion into a business burn-out and I’ve come to realize that it’s because they aren’t focusing on their purpose, which is the key to success in business and life.

Passion vs. Purpose in Business

Passion– a strong feeling of enthusiasm for something

Purpose– the reason why something is done

When we are passionate about a project, a hobby, or our work and attempt to build a business out of it, we turn our sights internally to what is making us happy in the short term.

When we are purposeful about a project, a hobby, or our work and attempt to build a business out of it, we turn our sights externally to what is filling a need and making others happy.

Instead of focusing on building a business on passion, instead focus on building a business with purpose. This will sustain you long term and build a solid foundation for growth.

How to Build a Purpose Filled Business:purpose filled business

  1. Find Your Why – your reason for being in business must go deeper than just making money. Do you want to leave a legacy, make a dramatic change in your industry, right a wrong? Reflect on your why.
  2. Create a Movement – if your mission were a movement, would you join in? Your business needs to be built on more than just selling products and services. What impact are you making?
  3. Build Your Community – the most successful people didn’t get to the top on their own. Open the channels of communication with your customers, partners, vendors, and supporters to build a community of like-minded individuals.
  4. Design Your Business Around Your Life (not the other way around) – start with the end in mind. Would you like to be able to work from anywhere? Does your family take precedence in your life? Imagine how free you would feel if you ran your business and it didn’t run you.
  5. Serve Others – giving back and lifting others up on your journey should be part of your business plan. Don’t lose sight of the greater purpose for your life. You are worth more than your job description. Incorporate ways to share your knowledge, provide encouragements, or be of service to others.

My hope in sharing this article is that your eyes will be opened to the greater potential your talents could serve. While starting a business in something you are passionate about may feel good short term, to avoid burnout, you’ll need a stronger foundation. Make time this week to reflect on how you can build more purpose into your business.

If you are able to reflect on this, I’d love to hear your thoughts! Please leave a comment below.


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