If the Mission Statement Fits, Wear It. But What Happens When It Doesn’t Fit?

If you are having a hard time explaining what your business is to anyone from potential customer to potential investors or money lent, you are not alone.

Many large companies and high potential start ups pay huge money to marketing firms to develop cutting edge communication tools, utilizing the most relevant social media infrastructure. This is fine, and we all really like the work we get to do.

The problem lies in the fact that all of these cool tools, slick campaigns, and clever slogans start from an explanation given by the owners of the business to the staff, communication partners, and customers. And if this story doesn’t make sense or is no longer relevant, developing the next best use for snapchat as a marketing tool will not help your business at its potential.

When my agency, Momentum Visual needed to supply a corporate mission statement for an RFP we were responding to, I dusted off the one I wrote at the start of 2012, which was for all intents and purposes, the same thing we said in 2008.

And it didn’t fit at all. It spoke to some of our services, but not to our evolution as providers of strategic thinking around someone else’s business and goals.



I found that trying to market ourselves based on this out-dated mission statement was highly challenging. Nothing fit right. Any efforts were falling short of telling enough of our story.

The efforts, regardless of how clever,  were not accurately representing the business we were operating, let alone the one we were aspiring to be.

So we approached it based on what we were doing, and what we wanted to be doing for the foreseeable future.

By updating our mission we not only changed how we handle our marketing efforts and business development, but how our operational and collaborative company dynamic worked.

Expressing our company’s mission clearly and accurately raised the bar for our own quality and thoughtfulness as a team, because everyone understood what we stood for.

My agency provides this for many of our clients we have the pleasure of working with. But it required a lot of open communication and egos flexible enough to take the backseat at times.

The value in keeping your story current, accurate, and aspirational is highly important and hugely overlooked.

Does your mission still fit?


Chris Gostling is an award winning Creative Director & CEO of Momentum Visual Inc., a Toronto based strategic marketing firm.
Chris & Momentum Visual have driven creative marketing strategy and execution for client’s such as Shoppers Drug Mart, Aeroplan, Parmalat Canada, Hain Celestial Canada, Apotex, General Mills, Canadian Tire, and RBC. Beyond being an accredited graphic designer by trade, Chris is a public speaker on topics ranging from strategic thinking, creative presentation coaching, and how to build a successful and well-rounded design portfolio.
In 2009 Chris founded Small Change 4 Big Change. This charitable foundation facilitates dignified food experiences for Toronto’s at-risk and homeless youth. 


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