How to write a Manifesto for your business: 5 must-know steps

Wondering how to write a manifesto for your business, as well as WHY you even need one in the first place?

You have come to the right place. in this post, we are digging into what exactly a manifesto is, steps you can take to drft your own, and even some examples to help you get those creative juices flowing. Ready to get started? Let's jump right in.

What is a Manifesto?

Let's take a look at the dictionary definition of "Manifesto." Here it is: A written statement declaring publicly the intentions, motives, or views of its issuer. You have probably heard the term manifesto before. And, while you might be less familiar with it s use ina business setting, the core principle still holds true: It is a documentation of your beliefs and your values as an organization.

In many cases, these manifestos are geared toward your customers-they explain your guiding principles as a company. The best manifestos go beyond that: "They are more than just a promise to your customers, or a description of what you do for them," Great manifestos thin big. They document the change you want to bring to the world.

Sounds like a pretty large undertaking, right Let's look at the example shown as the image above for some added clarity. As the brand explains, their manifesto is "one way we share our culture with the community. It is an evolving collection of bold thoughts that allow for some real conversations to take place." That is exactly what a manifesto should be-an emotionally-charged and thought-provoking piece of content the truly captures the essences of your brand.

Wait... What is the difference between a Manifesto and a Mission Statement?

I can guess what you are thinking now: Wait... this sounds a lot like a mission statement. Are they different? Do I really need both?

While there are some similarities between the two-make no mistakes-there reallt is a difference between a manifesto and a more traditional mission statement.

To keep things simple, think of your mission statement more as your purpose, and your manifesto more as your unshakable, foundational belief.

The manifesto is your foundation. It is a set of beliefs you hold so deeply that htey cannot help but guide you. Your manifesto informs the decisions you make, the actions you take, and the trails you blaze. A manifesto is a way of life.

So, let's say that you offer software to help consumers make the purchase of a new car far smoother and easier.

Your mission statement looks like this: To provide high-quality customer service to people who are in the oftentimesd anxiety-inducing process of purchasing a vehicle.

Now, what about your manifesto? Remember, that should capture your values and be highly emotional.

Here is your manifesto: We believe that the customer comes first. We believe that the car-buying process should be more exciting, and less daunting. And, more than anything, we believe that you can find the vehicle of your dreams-provided you are given the tools and support to do so.

See the difference?

In practice, the outcomes of mission sttements and manifestos are miles apart.

Though manifestos and mission statements are crafted to bring people together behind a cause, manifestos have a much better track record of igniting action.

How to write a manifesto: 5 steps to follow:

Here is the great thing about your own manifesto: There are no real rules you need to stick to. It does not need to be a set number of words or points. You do not need to use a specific structure. There is plenty of wiggle room to develop something that really suits your brand. Hoping for at least some rules to guide you along?

You want your manifesto to be long enough to really do a thorough job of capturing your values-but not so long that people will be too intimidated to read it.

Aiming for about 5 core points or beliefs is a great place to get started. With that out of the way, what else do you need to know to write a killer manifesto for your own brand?

Let's walk through it, step by step.

1. Start jotting notes. Let's face it-it is hard to sit down and come up with absolutely everything that is important to your brand in one swing. It is a lot like when somebody asks you what you like to do in your free time. You know you have plenty of hobbies and interests. But, in the heat of the moment, you are drawing a total blank, with that in mind, here iis the best piece of advice I can give you: "Do not think of your manifesto as something you can sit down and knock out in an hour or so. Treat it as a process, where you an take time to think, refine, and evolve. A great way to get started? Keep a notebook handy-or even a notes app on your phone. Use that to jot important thoughts related to your manifesto as they pop into yourt brain.

* Did you just overcome a problem that really irked you? Maybe that belongs in your manifesto.

* Did you get a glowing compliment from a client or customer about something in particular? That could be food for thought.

Again, it is hard to just generate a pool of powerful information on demand. So, start keeping a running log for a couple of weeks. Thgat way, when you are actually ready to pull your manifesto together, you will have plenty of material and inspiration to work with.

2. Talk to your employees and customers. We are all familiar with that sentiment that two brains are better than one, right? Wait, why not pull as many brains into this process as possible? Sure, you probably have a pretty good handle on your brand's values and beliefs already. However, getting some other perspectives in the mix from people like your employees and customers can help to broaden your focus and illustrate some points you might have never thought of on your own. For example, maybe you have been highly zoned in on the fact that customer service tops your company's list of priorities. However, in speaking with a colleague, you are also reminded of all the different initiatives and programs you have in place to serve the broader community. Volunteerism and social good are thing you would have neglected to touch on had you never participated in that enlightening conversation. Do not make the mistake of thinking that your manifesto needs to be written in isolation. Pull other knowledgeable people into the process, and you will come up with something that is far more well-rounded-and, ultimately, a far more accurate representation of your brand's values.

3. Pay attention to the negatives. Your manifesto itself should be positive. But, as I pointed out you can actually, learn a lot by focusing on the negatives that crop up in an average day or week. Firstly, and most importantly, you have to have a clear perspective to write a manifesto. One way to help pinpoint that perspective is to rant, Let everything you do not like about your world pour out onto a page. Use what you uncover to highlight what you do believe, and what your business is trying to change. For example, let's return to our previous car purchase software scenario. After a customer tells you how grateful he is to have found you after being taken advantage of by one too many car salesman, you are reminded to something positive for inclusion within your own manifesto. Here is what that could look like: We believe in empowering you to make the best car choice for you, whether that benifits us or not. Much better, right? While you do want your manifesto to be phrased, positively, do not take that to meann that you need to turn a blind eye to all of the issues and roadblocks in your industry. Processing those can serve as great fuel for your manifesto.

4. Revise, Revise, Revise. Here is the thing: Even with all of the necessary advice and best practices under your belt, do not expect perfection right away. You probably are not going to knock your manifesto out of the park on your very first try. Just get something down on paper. Then, get that red pen out and figure out what should go and what should be added. When you are done with that. Pass it to someone else in your organization. See what they think is missing or irrelevant. Be prepared to go through numerous different iterations until you land on something that truly captures the essence and spirit of your brand. And even then?? Much like your company evolves, your manifesto will have to be revised to evolve with you over time. It is not set in stone, so be willing to approach it with the degree of flexibility that it requires.

5. Explore different mediums. Most of thr exercises we have gone through to generate your own manifesto have involved jotting notes and written text. However, your manifesto does not just need to be a boring paragraph. Look at the examples above once more, and you will see that many brands create highly visual and compelling manifestos to live on their websites or to even be hung as posters around their offices. The north face, for example, took things even a step further and created a video for their own manifesto. Do some exploring to find the best way to present your own information. Remember, the more engaging you can make it, the more likely people are to pay attention to it.

Ready to get started on your own manifesto?

Figuring out how to write a manifesto for your business might seem like a complicated undertaking. However, it really boils down to identifying your core values and beliefs and then finding a compelling way to present those to your audience.

There are several steps you can take to do that which we have covered here, including:

* Keeping a running log of things that matter to your organization.

* Having honest conversations with your employees and customers.

* Focusing on the problems and frustrations that your company aims to solver

* Going through several versions until you land on something that works.

*Exploring different ways of presenting your information, whether it is through a graphic, or video, or something different.

Follow those steps, and you will end up with a powerful and impactful manifesto that resonates with your employees and your customers. Good luck!

For us, a good manifesto is shorthand for 'good business and content marketing practice.' A good one makes us think 'this is a business with meaning; these people get it.'

We believe we are on the face of the earth to make great products, that is not changing.\We are constantly focused on innovating.

We believe in the simple, not the complex.

We believe that we need to own and control the primary technologies behind the products we make and participate only in markets where we can make a significant contribution.

We believe in saying no to thousands of projects so we can focus on the few that are truly important and meaningful to us.

We do not settle for anything less than excellence.

Great Manifestos think big. They document the change you want to bring to the world. Why creating a manifesto helps you. The process of creating your manifesto is a very worthwhile exercise in itself; clarifying your thinking, and giving you confidence. It will help you reconnect with the story of why you do what you do, throwing up heaps of useful content ideas along the way. The finished manifesto is a high value piece of marketing collateral, and, if you feel like investing in design, a lovely poster for your wall that frames your mission. And, you do not have to be Apple to create one.

Starting points for your manifesto. So,, if you would like to write your manifesto, here are a couple of exercieses to help you get started and some pointers to keep you on the right track.

Manifesto writing exercise 1: The rant. Firstly and most importantly, you have a clear perspective to write a manifesto. One way to help pinpoint that perspective is to rant. Let everything you do not like about your world pour out onto a page. Use what you uncover to highlight what you do believe, and what your business is trying to change. We promise you it is cathartic, and fun, and will inspire content that helps shape your perspective. so clear the decks, take a deep breath, and answer these 5 questions:

1. When it comes to your industry what really winds you up?
2. What do you rile against?
3. What does everyone else get wrong?
4. What could be so much better if people only DID SOMETHING about it?
5. If you were KING or QUEEN of your industry what would STOP happening RIGHT NOW!!

make a list, Write it all down. and relax.

Flip the rant. Turn the nagatives into positives. For example, a business coach who specializes in helping small businesses might rant: "I hate the way small businesses are treated like second class citizens in the business world. There is just not enough of the right support out there, and their contribution to the economy is seriously underplayed." To flip that into a positive you could write: "Small business is the lifeblood of the economy, and it deserves the very best support."

NB: outward not inward-looking. The point on a manifesto are broad, outward looking statements that paint a picture of the change you are working to make. So 'I treat small businesses better than anyone else,' is too inward looking for a manifesto. (It might be accurate, but it is all about you, not your customers.)

How long should my manifesto be? There are no hard and fast rules here. Long enough to have weight. Short enough to fit on one sheet of A4 paper with room to breathe. Short enough make a really good looking poster or page on your website. How many points does a manifesto need? Again, nom tight rules. it isn up to you. Probably between 6-10 points, but you will find great examples of shorter and longer ones so do not feel constrained.

The "we believe" test. Manifestos are about belief, another good test of whether a statement fits on a manifesto is if you can put 'I/we believe' at the start of it, and it still feels right. So "we believe small business is the lifeblood of the economy, and it deserves the very best support" works. In contrast, "I believe I treat small businesses better than anyone else" sounds wrong. And of course one of the best tests of all is to ask your customers if it speaks to them. Because if it feels irrelevant or selly to them, then it is time to go back to the drawing board. Finally, your manifesto should inspire you to do your very best work. If your customers like it, and you love it enough to want it to see it above your desk every day, you are almost certainly onto a winner.

If you would like help with your business manifesto reach out to us and we can help you.