--- title: "Mission statement exercise" description: "Turns your why and goals into one line you can refer back to." canonical: https://tomsharman.com/bookshelf/the-personal-branding-playbook/mission-statement-exercise/ updated: 2026-11-03 --- # Mission statement exercise > Turns your why and goals into one line you can refer back to. Amelia Sordell's framework, from The Personal Branding Playbook, pp. 47 to 61. Framework 1 of 10 from [The Personal Branding Playbook](https://tomsharman.com/bookshelf/the-personal-branding-playbook/index.md) by Amelia Sordell. Category: Personal brand. ## The steps 1. **Values.** Write five non-negotiables, described as how they show up in your life. 2. **Passions.** Write five things you are most passionate about. 3. **Goals.** Write your most significant goals and the best version of you. 4. **Strengths.** Ask others for your top three to five strengths. 5. **Legacy.** Say what you want to be known for. 6. **Write it.** I will [action] by [skills] to [desired result or outcome]. ## Where it comes from From chapter: 2 Defining your why, pp. 47–61 Sordell separates your why (vision) from your goals (mission and KPIs). Your goal should not be likes: dream bigger than 10,000 likes. She walks through a mission statement exercise built on values, passions, goals, strengths and legacy, ending in the format 'I will [action] by [skills] to [desired result or outcome]'. She closes by naming fear of friends' judgement as the main blocker and says people who laugh at you usually mean 'I can't'. ## The animation 24 seconds, 4:5, no sound. - MP4: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/the-personal-branding-playbook/mission-statement-exercise.mp4 - MP4, dark: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/the-personal-branding-playbook/mission-statement-exercise-dark.mp4 - Still: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/the-personal-branding-playbook/mission-statement-exercise.png - Still, dark: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/the-personal-branding-playbook/mission-statement-exercise-dark.png