You don't need a cool philosophy. How to find a mission that's uniquely yours.

Hello, this is Iguchi.

As a sole proprietor, I spend my days forming and testing hypotheses while exploring web marketing and sales promotion methods that can be practiced even with a small budget.

In this note, I focus on marketing terms that you might have heard of but are often used in a surprisingly vague way. Based on my own research and real-world experience, I have compiled them using the simplest language possible.

I hope that even those who aren't comfortable with technical jargon will find this helpful and think, 'I see, so that's what that means.'

'I've heard of a mission, but... honestly, it doesn't really click for me.'

Have you ever felt that way?
I felt exactly the same.

Even if you know the word, when someone asks, 'So, what is your mission?', you suddenly can't come up with an answer.

As you continue to share your work, there are moments when you stop and wonder, 'Why am I doing this job?'

This feeling of confusion becomes stronger when your workload suddenly increases, or conversely, when things aren't going as planned.

If you keep running without clarifying this question, you are likely to fall into a 'lost state' where you struggle with decisions or get exhausted chasing short-term sales.

However, just by having one core axis—a 'mission'—you will surprisingly become less likely to waver.

What I realized after researching it is that a mission 'doesn't need to sound cool at all.'

It is enough to simply put into words the feelings that well up from within you, in a more humble way.

In this article, I will answer the simple question, 'What does a mission actually mean?' in a way that you can easily understand.

And by the time you finish reading, you should have some hints for your own business 'banner'.

Now, let's take a look at missions together!

This is a theme that gave me many realizations as I wrote it, thinking, 'I see, so that's what it is!'

What does 'mission' mean?

According to business books and management dictionaries, a mission is generally defined as follows:

I see...

It also means 'task,' but in a business context, it is often translated as 'calling' or 'reason for existence'.

To put it more simply, it is the answer to the question, 'What are you doing this job for?'.

'To earn money' is, of course, an important reason, but a mission has a slightly more outward-facing perspective.

I realized it is like a declaration of 'who you are working for' and 'what good you are doing'.

In terms of travel, it's the 'purpose of the trip'

This is a bit stiff, so let's think about it with a more familiar example.
Let's compare business to a 'long journey'.

Suppose you are about to get in a car and go somewhere far away.
In this case,

• Vision:
  The concrete goal (future state) of 'reaching the northernmost tip of Hokkaido and seeing the spectacular view!'

• Value:
  The rules or principles of the trip (code of conduct) such as 'let's drive safely' and 'let's eat delicious local food'.

And the theme of this time, Mission, corresponds to the
'purpose of the trip', or 'why are you going on this trip in the first place?' For example, it's like 'traveling to heal daily fatigue and gain the vitality to work hard again tomorrow,' or 'traveling to capture unseen scenery in photos and share the excitement on social media.'

If you get lost or have a flat tire (trouble!), you might feel like giving up and saying, 'Maybe I should just go home...'

But if you can remind yourself, 'No, I went on this trip to capture unseen scenery in photos and share the excitement on social media! It would be meaningless if I gave up here!', the strength to move forward will well up again.



A mission acts like a 'compass' to keep you from getting lost on the long journey of business.

What is a freelancer's mission?

So, how should sole proprietors and freelancers like us specifically perceive a mission?

I used to think that grand slogans like those of large corporations had nothing to do with me, but I realized that it is actually important precisely because I am working alone.

Let's create examples for a few occupations.

Example 1: Web Designer

Not just 'making a website,' but...

What happens if this is your mission?

You won't just create cool designs; you'll start thinking deeply about what kind of information the people viewing this site are looking for.

Example 2: A local cafe owner

Instead of just selling coffee,

If this is your mission, it should change not just the taste of the coffee, but also the brightness of the shop's lighting, the comfort of the chairs, and the distance maintained during customer service.

You'll be able to make decisions that prioritize 'comfort' over 'sales first and increasing turnover'.

Example 3: A freelance engineer

Instead of just writing code,

Defining it this way helps you develop a mindset as a 'business efficiency partner' rather than just a system developer.

Looking at it this way, having a mission makes it clear 'what kind of business you are,' and it seems easier to convey that passion to your customers.

Summary: Have your own banner

What I learned from researching this is that a mission is not something 'someone else makes you say,' but rather,something that puts into words the 'feelings that well up from within yourself'is what it is.

At first, I braced myself thinking, 'I have to use cool words,' but I realized it's okay to use simpler, more personal language, and I felt a weight lift off my shoulders.

As someone working as a sole proprietor, I often find myself lost, wondering, 'Should I take this job?' or 'What is it that I really want to do?'

At times like that, having a place to return to (a mission) is a real strength.

If you ever find yourself wondering, 'What am I working so hard for?', why not stop for a moment and think about your own 'mission'?

I'm going to review my own mission right away!

By the way, I'd like to delve deeper into the differences between 'vision' and 'values,' which are often heard alongside 'mission,' on another occasion.

Well then, see you in the next article!

Thank you for reading until the end.

I hope this article led to a small realization or a hint for your own ideas, like 'I see, so that's what it was!'

Following me would be a great encouragement.
I will follow you back as well ^^