Most company's mission statements sound like they were written by AI. Here's the proof.

Writing jargon just so you can hang it on the wall somewhere and promptly forget it isn't helping anyone. Instead of coming up with a mission statement, business owners would be better served discovering their niche.

The Entrepreneurial Operating System calls this the Core Focus. You can call it whatever you want. I like niche because it's a cool word to say.

Why does your company exist?

It's a simple question that, surprisingly, is hard for many business owners to answer in one sentence. A couple of reasons why they can't easily answer this question:

• They've actually never thought about why their company exists.
• Their target market is way too big.
• They're afraid of being pigeonholed.

If you can succinctly answer the question of why your company exists you will be more successful at finding the right customers and serving them well.

Write one sentence that clearly states why your company exists.

Forget the lofty jargon and make the point for why the company is in business.

You won't hit the target in one shot so start by making a list of words and ideas that will get you close. Edit and arrange the ideas on the list into a clear, simple sentence that answers the question. It'll be a bold statement. It should come from the heart. It shouldn't be about money.

"Do one thing well"

David Hieatt launched his second successful apparel brand with the mantra: do one thing well. Hiut Denim jeans are made by master tailors in Wales. They just sell jeans. That's their niche.

It's easy to get sucked into the idea that a company can be all things to all people. But when you try to please everyone you end up pleasing no one.

Choose the one thing that you will do well and make that the reason your company exists.