Your mission statement should define your business and its goals in a few simple sentences. It’s your opportunity to define the company’s ethics, culture, and norms for decision. Your mission statement should answer the following: Who is your company? What do you do? Whom do we do it for? What value are we bringing? Start by creating a market-defining story. Explain the need and answer the question “why buy”? Follow this by answering how your company enriches the life of its customer. Also consider answering what your company does for its employees.