Your mission is the big picture impact that you and your organization will have on other people, and the world around you. Something much, much bigger than yourself.

Your mission is a noble cause.

It should be a cause that the people involved in your business can get behind, can get excited about, and want to dedicate their lives to.

Examples of great mission statements:

Tesla: To accelerate the world’s transition to sustainable energy.
Appalachia Service Project: To eradicate poverty and substandard housing in Central Appalachia.
Mike Michaelowitz: To eradicate entrepreneurial poverty.
Private Practice Workshop: To help 1 million therapists help more people and make more money, and to eradicate therapist poverty.
Calm Again Counseling: To make San Francisco a calm and connected community again.
Action steps:

Reverse-engineer your way toward your mission statement. Think about the big picture impact of how your business helps.
In other words, if my business does exactly what it intends to do, how does that change the world for the better?
What would happen if my business didn’t exist?
What is at stake if my business doesn’t accomplish its mission?
Publish your mission statement to your home page, your internal team site, add it to your email signature, your 4 Quadrants, etc.

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John's all-time favorite business books:

The Personal MBA https://amzn.to/2Lfbx07
Blue Ocean Strategy https://amzn.to/2Lbc6YN
Building a Storybrand https://amzn.to/3nn1jYE
Clockwork https://amzn.to/3nr2Nlf
Profit First https://amzn.to/2JutWVV
Entreleadership https://amzn.to/3q0w5rO
The Big Leap https://amzn.to/2XkXWXrl