So how do you figure this all out? Well for starters, don't sit at your office desk to think about it, don't sit at your kitchen table either. Get out of the office. Get out of the house. Go to a place that has meaning to you and makes you feel great! I don't care if you have to take a vacation to get there. It will be well worth it. I went to a football field to figure out mine. 

Football is much more than a sport, it’s taught me about humanity. When I'm on the field or even sitting in the stands I'm completely at peace. This allows for uninterrupted thinking and creativity. I started to realize that the services we offer to our patients in-house are not nearly as meaningful as the effect we have on our patients' lives once they leave the office.  

Think on a massive level. Your business does so much more than you may realize. For example, prescribing eyeglasses for the first time to a little girl so that she can actually see her mom and dad is extraordinarily gratifying. Preventing patients from going blind by diagnosing and treating them for glaucoma is no small feat. Do you realize the impact your business has on those patients for the rest of their lives? That's just two examples. You get the picture.  

Let’s begin. First, when trying to create your mission statement, use language that addresses a challenge and a solution. When it gets down to it, your business's purpose should be to solve some sort of widespread problem or challenge. It should elicit an emotional response. Here is Starbucks's Mission statement: "To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time." They're challenging themselves to inspire and nurture the human spirit. Their solution is to achieve this "one person, one cup and one neighborhood at a time”. Do you think Starbucks’ thinking a bit grandiose? Good, because that’s the point! Would you want your business's purpose to be any less? I really hope your business's mission isn't to sell your patient a box of contact lenses with a 10% profit margin…don’t get me started.

Secondly, aim to make your mission statement four to six key words. That would be optimal. Here are some words that will help get you into a creative mindset as you prepare: honor, compassion, service, humanity, kindness, better living, long lasting, positive impact, making a difference, compelling, clear, equality, fairness, for all.

Finally, stop procrastinating! This will be one of the most gratifying decisions you'll ever make.

Our mission statement at Westminster Eye Care is:

As the leader of your business, you have the distinct honor of being able to make a positive impact on the world. Make no mistake about it, this is an extremely rare circumstance. You are one of the "fortunate few" who even get to create a mission statement. How will you respond?