HoneyBook

Mission Statement Dos & Don'ts Checklist

mission statement

• Do use language your audience uses. Don't use jargon.

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• Do bring on the feels. Don't be overly logical or cold.

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• Do communicate the "why" and "how." Don't share just the “what”.

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• Do be concise. Don't write a novel.

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• Do write a single, powerful statement. Don't write a rambling paragraph.

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• Do be specific. Don't be vague.

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• Do make it unique and memorable. Don't make it generic.

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• Do surprise people—add in wit and charm. Don't be dull.

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• Do make it actionable. Don't make it hard to quantify.

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• Do make sure it flows and sounds good spoken out loud. Don't include too many clauses or make it hard to say.

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