A mission and vision statement are meant to succinctly explain the essence of your organization, cause, service, or product. When crafting the perfect mission statement, it helps to think of it like a great short story.

Some of the best known and loved short stories entertain because they follow the five key elements of a story: character, setting, conflict, plot, and theme.

Fill in the blanks for your situation below, and you’ll have the makings of a great mission and vision statement.

Character: Who are you, what do you represent?

Setting: Where are you and where will you go?

Conflict: What problem do you solve, why does the world need you?

Plot: What’s your “why” and how do you get things done?

Theme: What’s your underlying message or big idea?

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