• Jess Ponce III

On the edge? Trapped? It's time to create a mission statement.

You tell others what to think of you, how to treat you, and what to expect of you.

Right now your company may expect you to work remotely. Or, your clients may treat you differently than they did months ago. The impact? You perform, produce, and meet ongoing needs at a very high level. Or, you give just the minimum effort to achieve all your tasks. One thing is certain: change is happening.

In fact, change is the most constant part of our foreseeable future. In the coming weeks and months there will be more disruptions in our work environments, processes, and corporate culture. As a result what is expected of you and how your company and clients treat you will continue to evolve.

Perhaps the most important part to understand about this unfolding saga is that you actually have significant control over the narrative. The story of your changing future is yet to be written… and now is your opportunity to become the author. How do you take charge? It starts with what you expect of yourself, not only on a systematic level, but a personal level. Right now there is an opportunity to work on your personal brand. It’s the perfect time to re-evaluate your commitments and what's important to you. There are all kinds of exciting personal insights taking place.


Some entrepreneurs have discovered they want to pivot their businesses.

Some executives have realized their companies need improved systems.

And, some professionals have decided they want to do something different.


These declarations are the result of introspection. This is something many corporate brands partake in during moments of crisis and shifts in corporate culture. Likewise, you can do this for your personal brand.

What do you stand for? What’s important to you beyond the tasks or work you do for others?

Have you defined your purpose? Even if you haven’t verbalized it or clearly communicated it, I am sure you have a sense of this purpose. The key is to frame it and name it for your audience, whether that is a boss, client, or brand that hires you.

When you communicate your offer, not only in terms of the product or service you provide, but also the values behind what you do, your offer becomes irresistible. It is this irresistible offer that others are drawn to.

Your personal brand, like any corporate brand, relies on this basic principle:

How you emotionally connect to your audience, sustain their trust,

and remain accountable to them.

The key characteristics are: connection, trust, and accountability. Do you know how to communicate them? For every brand they are different. Just look at popular corporate brands like:

  • Apple, which aims to bring the best user experience to its customers through its innovative hardware, software, and services;

  • Ford, which makes people's lives better by making mobility accessible and affordable;

  • Disney, which we’ve come to believe is an inspiration worldwide for unparalleled storytelling.

Each of these businesses has a distinct offer. The descriptions of these brands are found in their mission statements. They identified their irresistible offer and put it into words.


You, too, can create a mission statement. The basic foundation has three easy steps.

Step 1: Personal introspection. Many of you are already doing this, but now it’s time to formalize it by asking yourself:

  1. Who am I?

  2. What’s my purpose?

  3. What does this mean to you (my employer, client, boss, etc.)?

  4. How do I do this?

Make sure to look beyond just the tasks you do. Go deep. Look at what makes you valuable and unique.

Step 2: Fine-tune your answers in a simple clear fashion.

  1. I am Jess Ponce, a media and presentation coach, author, and branding expert

  2. I empower people to show up at their best across multiple platforms

  3. I can help you define and showcase your irresistible offer, and shine when you need it the most.

  4. I provide guidance through one-on-one coaching, workshops, and written content like blogs and books

Step 3: Write a one-paragraph mission statement.

"I am a media and presentation coach who empowers executives, creative professionals, and subject-matter experts to show at their best up when they need it most. Through one-on-one coaching, workshops, digital content, and books I empower my audience to define and showcase their irresistible offer in a compelling way across multiple platforms."


Once you have the working draft of your mission statement say it to yourself daily for one week. Use it as an affirmation to start your day. Next, practice it in front of others. See how it fits and then adjust the words accordingly.

You may not get it right the first time. Your mission statement may have many sentences or just one. That’s okay. The point is to take charge of how you want to be seen.

By creating the narrative you want, one that inspires and grounds you, you communicate what a given audience can expect from you and how to treat you regardless of whatever change is happening or going to happen in the near future. Plus, it keeps you from jumping over the edge, because you know your value and sense of purpose.



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© 2020 by Jess Ponce III

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