Part 2:

Do not assume that your target market values same things you do. More than likely in this stage, they do not. You must know what your target customer wants and needs, not what you think they want, need or should have. If this is your approach, you will lose. You can fight to your last breath, trying to sell or market what you think they should have, but in end they will always beat you.

Part 3.

This is where I often see what I call "The Ego Statement". Business owners insist on using terms and technical talk that normal client will never understand. If you think that you're impressing them.....wrong. You are confusing them and insulting them by making them feel inadequate. Make it clear to reader/listener what they will get from your service or product.

What benefits will they gain from your product or service? Hype only will only carry you so far.

Last Minute Tip:

Do not confuse mission statements with direct advertising. I myself have used and still use "Power Words" for direct advertising, but when writing your mission statement, don't bother. This is not place for split-second decision-making direct advertising. However, for those of you that may be interested in writing direct advertising, you can find a list of some of best power words at http://www.MakingProfit.com/mp/powerwords.shtml but please, don't use them here.

So, where were we... Keep working on your mission statement until it clicks. Then re-read it once in awhile, keep it updated to make sure it still clicks. If it doesn't sound perfect, update and rewrite it until it does.

They dare to dream: The Bible's Book of Proverbs, acknowledged by many as repository of profound wisdom, has this to say: "Without vision, people perish." Without a dream and insight to visualize your dream, most business endeavors falter and success stays elusive. As a poor young boy, Tom Moniham's dream was to become wealthy so he could invest significant resources on his passion for religion. Guess what…his dream came true. Tom has had his fill of trappings of wealth and recently sold his interests in Dominos Pizza, pledging his time and vast fortunes to Catholic Church. Of immense significance in making dreams come true is faith, easily most potent ingredient necessary to nourish dreams. Faith is of course confident assurance that ends we desire are inevitable. Faith emboldens us to picture those ends vividly in our minds' eyes, long before they become real. In absence of faith, dreams are a mere fantasy, a wistful, idyllic longing for things that can be. Faith gets a hold of our dreams and unleashes an action-producing force that transforms them from realm of fantasy to that of concrete reality. Throughout human history, sages have emerged to point us to incredible power of faith.

"If you can believe, all things are possible to him that believes."

With those words, good master himself, attempted to launch us on a great excursion through faith. How often have we said to ourselves: "I will believe it when I see it?" Motivational writer/speaker, Dwayne Dwyer says we've got it all wrong. "You will see it", he insists, "when you believe it!"

Want to be successful? Start your own business. Offer a good product or service with customer satisfaction at core. Help others succeed. Build a dream, and dare to believe in that dream.