By Alan Shaw, Co-Founder and Head Coach of Rhapsody Fitness in Charleston, SC

Welcome to Box Building! Follow Rhapsody Fitness Co-Founders Alan Shaw and Trinity Wheeler as they continue to build one of the fastest growing gyms in South Carolina. Answer the hard questions, explore various approaches, dive into strategy and share lessons learned that go far beyond fitness to be universal across entrepreneurship and startups.

At Rhapsody, we’re on a mission to raise the bar on fitness by developing humble, hungry and happy people through our prime coaching, top-of-the-line facility and prioritized member care. 

Rhapsody Fitness

Alan Shaw at Rhapsody Fitness in Charleston, SC.

Did that just get your blood pumping? Same!

Often seen as a perfunctory box to check, I believe the mission statement, a short summary of your values and objectives, is a critical component that needs to be at the core of every business for 3 reasons:

It motivates you. Shout it loud and proud, your mission statement is a battle cry for how you will make an impact on what matters most to you and your organization.

It grounds you. When making decisions on the direction of your business, your mission statement will serve as the North Star to help guide your next move and keep you on the right path. 

It challenges you. As your business grows, your mission statement will evolve right along with it – reminding you of how far you’ve come today and pushing you to up the ante tomorrow. 


Now that we’ve established why a mission statement matters, let’s break down the makings of a good one and the 4 steps to crafting your own. Ultimately, we’re looking for what you want to do and how you intend to do it. 

  1. Take aim. Start with the primary goal for your business.
  2. Tell us how. Share the 2-3 objectives that you believe will achieve that goal. 
  3. Crisp it up. All told, this should be one sentence that packs a punch.
  4. Make it clear. No space for fluff, jargon or mincing words here. Say what you mean and mean what you say. 

You are on a mission and your business is your battleship. Armed and ready? Watch out, world.  

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