The 8-Word Mission Statement for Ad Agency New Business

Your agency’s mission statement can have new business value and measurable results.

Most ad agencies have a mission statement. Most are filled with wordy jargon that is often forgotten, misremembered or flatly ignored by staff and is meaningless to prospective clients. Your mission statement should foster clarity.

Kevin Starr, executive director of the Mulago Foundation, has created a compelling approach to developing a focused and useful mission statement that warrants your attention.  Starr insists that companies he funds, express their mission statement in under eight words.

The Starr Method: Clients must follow this format: “Verb, target, outcome.”

This concise method is a fresh approach to developing a useable mission statement that will clarifying thinking and keep the agency focused on a single issue.

How long is your agency’s current mission statement? Do you think you could get it down to under 8 words using the “verb, target, outcome” format?

Try this exercise and share it through the comments’ section below.

My mission statement in 8 words is: “Fueling ad agency new business through social media.”

Filed Under: Agency Leadership, Best Practices, Fuel for Thought Tagged With: , , , , ,
About Michael Gass

Michael is an international new business consultant to advertising, digital, media and PR agencies. Since 2007, he has led in the use of social media and content marketing strategies to make agency new business EASIER.