Why (and How) a Personal Mission Statement Unlocks High Performance
If you’ve ever pitched for investment—or simply tried to explain your startup to someone, you’ve probably created some sort of mission statement for your business. But what about your own personal mission statement? The one for the person whose voice, energy and values are breathing life into your startup.
What anchors you? What energises you? What guides your decisions and helps you show up on purpose? In this blog, we’ll explore what a personal mission statement really is, why it’s a game-changer for high-performing founders, and how to craft your own.
What is a personal mission statement?
Stephen R. Covey, author of The 7 Habits of Highly Effective People, once said, "creating and integrating an empowering personal mission statement is one of the most important investments we can make."
That’s a statement I wholeheartedly support but before I share why, let’s get really clear on what a personal mission statement actually is.
“A personal mission statement is a short set of sentences—maybe one or two for those who like it snappy, or five or six for those who like a little more depth that describes the guiding principles by which you want to live this one ‘wild and precious life’ you’re living.
It’s your DNA. It’s your values. It’s who you are and who you aspire to be.”
A personal mission statement is about what truly matters to you and how you want the world to experience you.
I like to think of it as a statement that - when you’re 90, sat in the sunshine - you’ll be smiling at, knowing you lived a life aligned with who you are and what you stand for. A life lived with intention.
Your personal mission statement doesn’t require anyone else’s approval.
Instead, it should be authentic, energising, and deeply personal to you.
As Anne Sweeney (renowned media executive who served as Co-Chair of Disney Media Networks and President of Disney–ABC Television Group and passionate advocate for neurodiversity and disability inclusion) describes:
“Define success on your own terms, achieve it by your own rules, and build a life you’re proud to live.”
Why having A PERSONAL MISSION STATEMENT is a game-changer for founders
You and I both know that entrepreneurship is a rollercoaster ride.
And if we’re being really honest, we also know how much of our identity can get wrapped up in being a founder - building our businesses, pouring everything we have into making it a success.
But here’s the thing: if our worth, our value, our very sense of self is so tightly tied to our startup’s success, that exposes us.
Because when things aren’t going well - who are we?
If it fails - what does that say about us?
When I took part in 29029 (an endurance challenge where participants climb the vertical equivalent of Mount Everest - 29,029 feet within 36 hours), one of the most impactful questions posed by the coaches and co-founder Marc Hodulich (who is also Ernst & Young’s 2025 Entrepreneur of the Year Finalist) was: "Who do you want to be on that mountain?"
For more on my 29029 experience, check out my story here.
It was a question that had very little to do with ‘succeeding’ in the traditional sense, and everything to do with how I chose to show up.
Yes, I wanted to finish. I wanted the red hat. But the truth of the matter (as is true in entrepreneurship) I couldn’t fully control that outcome. I couldn’t fully control ‘success’.
What I could control though was who I would be during those 36 hours.
How I would show up through sleet, cold, sleep deprivation.
How I’d experience myself, and how others would experience me.
I believe this is true in life, and it’s especially true in entrepreneurship.
We need to separate the success or failure of our startup from our sense of self. And the clearer we are on who we are - what matters to us, how we want to show up - the more resilient and grounded we become in the face of the entrepreneurial rollercoaster.
I also believe that knowing yourself increases your odds of success - not just for your startup, but for your ability to navigate the journey with your sanity intact.
So that’s the big picture reason I believe creating your own personal mission statement is a game-changer. Even more specifically, personal mission statements become:
Your anchor in uncertainty
Your decision filter (and yup, that can mean a reduction in decision fatigue)
Your shield against distractions and misaligned opportunities
Your magnet for the right people who resonate with your purpose
They shape and inform how you lead and how those around you experience you
Side note: THE HIDDEN IMPACT OF MISSION MISALIGNMENT.
We often think burnout comes from long hours, sleepless nights, and the relentless pace of startup life - and it can.
But there’s something deeper and more insidious that can fuel that exhaustion: working in misalignment with who you are.
The emotional fatigue of working in this way is real and it can creep in slowly - until it doesn’t.
If you’re able to work in line with your personal mission statement - even when things are challenging - you’re more likely to tap into levels of resilience that enable you to:
Stay intentional: You know what you’re here to do and how you want to do it
Provide direction: You focus on what matters and stop chasing everything
Create sustainability: You make decisions that protect your energy, your wellbeing, and your integrity.
This is what personal high performance looks like - not just hitting metrics, but building something in a way that allows you to thrive.
For me, I use my personal mission statement as part of my morning routine. It’s a reminder, a motivator, and a gut-check before the day begins. I’m noticing that with time, it’s becoming more than a statement—it’s a standard I hold myself to, a reset button when needed and a source of quiet strength.
How to create your personal mission statement
You'll need some headspace for this.
I find a blank sheet of paper also really helps.
Next, take a deep breath.
Ask yourself:
What’s important to me?
When do I feel most alive - most aligned?
How do I want to feel every day?
When I’m 90, what will I be proud of - not in terms of my achievements but in how I experience myself and other experience me?
Jot down your thoughts—words, sentences, images - don’t worry about perfecting it at this stage.
Then sit back and review what you’ve written.
Add, edit, develop.
It’s likely creating your personal mission statement will take a few iterations.
One thing you can do (if you’re impatient for an output) is to put your thoughts into ChatGPT and ask it to help turn your thoughts into a draft mission statement. Be sure to tell it what tone or style you’d like (e.g. calm, assertive, joyful, practical) and how long you’d like it to be.
Next, play around with it.
Try shortening or lengthening it.
Ask yourself: does this sound like me? Does it excite me?
If you're stuck, you could try one of these structures:
To live each day with [choose 3 values] so that [what impact will living by these values have for you and those around you]. I’ll do this by [3 behaviours you’ll use to live by these values|
OR
To appreciate and enjoy [choose 3 things that are importan to you] by [what things can you do each day, week or month to notice these things]
Tips:
There’s no hard and fast rules on HOW to write your own personal mission statement but I’d recommend:
Using positive language (what are you moving towards v from)
Test it (get to a version you’re broadly comfortably with and then use it in the month ahead to reflect on. What do you notice? Is it spot on or does it need some changes?)
Keep it relatively short - the goal here isn’t an essay
“The things that excite you are not random. They are connected to your purpose. Follow them.”
Final Thought
A personal mission statement is more than a nice-to-have. It’s a tool for intentional living and sustainable high performance. When you know what you stand for, you become a force - grounded, energised, and able to lead with clarity and conviction.
You can actively use it by:
Keeping it visible - on your desk, as your phone screen saver, in your journal
Speaking it aloud each morning (yes, really! Use it as a morning mantra)
If you’re feeling ‘out of synch’ use it as a thermometer - maybe how you’re working isn’t in line
Building it into your monthly retro
Curious about what a real one sounds like? You can watch mine & find out how I use it here.
I’d love to hear yours.
And if you need help crafting yours? Join the waitlist for my next High Performance Founders Mastermind.