Hey, it’s John Cook with 
Hey, it’s John Cook with 
keynote content. Thank you so 
keynote content. Thank you so 
much for joining me for today. 
much for joining me for today. 
We’re gonna talk about mission 
We’re gonna talk about mission 
statements and frankly, I think 
statements and frankly, I think 
you should just ditch whatever 
you should just ditch whatever 
mission statement that you have 
mission statement that you have 
even if you say I really like I 
even if you say I really like I 
work so hard on it. hear me out 
work so hard on it. hear me out 
here. I believe that mission 
here. I believe that mission 
statements are basically bingo 
statements are basically bingo 
sheets of buzzwords. They’re 
sheets of buzzwords. They’re 
they’re this kind of this 
they’re this kind of this 
conglomeration of words that we 
conglomeration of words that we 
expect to see inside mission 
expect to see inside mission 
statement. I think about the 
statement. I think about the 
last time you look at your 
last time you look at your 
mission statement If you have a 
mission statement If you have a 
mission statement for your 
mission statement for your 
company, When was the last time 
company, When was the last time 
you even look at it. uh it’s 
you even look at it. uh it’s 
probably on like a business 
probably on like a business 
plan somewhere or maybe it’s on 
plan somewhere or maybe it’s on 
the page of your website and 
the page of your website and 
it’s just there and you think 
it’s just there and you think 
it’s just. A lot of buzzwords 
it’s just. A lot of buzzwords 
things we say it doesn’t really 
things we say it doesn’t really 
inspire me. you might say okay. 
inspire me. you might say okay. 
But what are the words we 
But what are the words we 
expect to see inside a mission? 
expect to see inside a mission? 
statement words like leadership 
statement words like leadership 
and excellence and integrity 
and excellence and integrity 
now, why would I pick those 
now, why would I pick those 
three words because those are 
three words because those are 
three of the exact words that 
three of the exact words that 
were included in Ron’s mission 
were included in Ron’s mission 
statement, and if you’re 
statement, and if you’re 
familiar with US business 
familiar with US business 
history, uh and run is the 
history, uh and run is the 
largest corporate bankruptcy 
largest corporate bankruptcy 
with over $50000000000 of 
with over $50000000000 of 
corruption and that’s billions 
corruption and that’s billions 
of the capital B. That’s not 
of the capital B. That’s not 
exaggeration $50000000000. In 
exaggeration $50000000000. In 
corruption there are levels of 
corruption there are levels of 
corruption on all on all levels 
corruption on all on all levels 
of Enron was corrupted and so 
of Enron was corrupted and so 
when you look at leadership, 
when you look at leadership, 
excellence and integrity, their 
excellence and integrity, their 
mission statement really had a 
mission statement really had a 
very little to do with how they 
very little to do with how they 
actually operate and how they 
actually operate and how they 
actually built in the culture 
actually built in the culture 
and the environment for their 
and the environment for their 
business. but look at your 
business. but look at your 
business. look at it was saying 
business. look at it was saying 
if I wanna have a statement, 
if I wanna have a statement, 
something that really speaks to 
something that really speaks to 
the ethos, the DNA of who I am 
the ethos, the DNA of who I am 
as a leader as an expert in my 
as a leader as an expert in my 
industry and how all my team 
industry and how all my team 
and my clients to engage with 
and my clients to engage with 
our company, How do I want to 
our company, How do I want to 
inspire them So take that 
inspire them So take that 
mission statement kinda follow 
mission statement kinda follow 
it up. Throw it away What? To 
it up. Throw it away What? To 
do is write a manifesto and the 
do is write a manifesto and the 
beauty of a manifesto that it’s 
beauty of a manifesto that it’s 
tied in with something that 
tied in with something that 
seems to be more uh more tied 
seems to be more uh more tied 
to the very depths of who we 
to the very depths of who we 
are and a manifesto and 
are and a manifesto and 
inspires it’s it can be uh a 
inspires it’s it can be uh a 
series we believe statements or 
series we believe statements or 
it can be a poem. It could be 
it can be a poem. It could be 
some type of document that 
some type of document that 
helps you say this is the 
helps you say this is the 
guiding lens for how we see 
guiding lens for how we see 
every conversation every 
every conversation every 
interaction every opportunity 
interaction every opportunity 
with our clients. Whether we 
with our clients. Whether we 
say yes to something or we say 
say yes to something or we say 
no to it, whether we say this 
no to it, whether we say this 
is something we’re gonna. 
is something we’re gonna. 
Future or something or say this 
Future or something or say this 
is worth living and breathing 
is worth living and breathing 
and dying and fighting for. 
and dying and fighting for. 
That’s what sets your lens 
That’s what sets your lens 
because business and life is 
because business and life is 
too short just work with 
too short just work with 
anybody just work with any 
anybody just work with any 
opportunity just to take any 
opportunity just to take any 
moment to say I guess we’ll do 
moment to say I guess we’ll do 
that a manifesto sets the right 
that a manifesto sets the right 
lens. so I’m gonna walk you 
lens. so I’m gonna walk you 
through the day is the beauty 
through the day is the beauty 
and the power of taking and 
and the power of taking and 
putting a manifesto in place 
putting a manifesto in place 
for your business now um you’re 
for your business now um you’re 
looking at examples from 
looking at examples from 
manifests I love looking at 
manifests I love looking at 
different examples. Here’s to 
different examples. Here’s to 
the crazy ones. Um it’s the 
the crazy ones. Um it’s the 
Apple one uh from Steve jobs. 
Apple one uh from Steve jobs. 
um here’s the crazy ones left 
um here’s the crazy ones left 
of the after, but here’s the 
of the after, but here’s the 
crazy ones. Another example is 
crazy ones. Another example is 
that Lululemon has an amazing 
that Lululemon has an amazing 
collection statements that they 
collection statements that they 
have is kind of their manifesto 
have is kind of their manifesto 
as well. You can check out 
as well. You can check out 
Lululemon um uh manifesto on 
Lululemon um uh manifesto on 
their website um another one 
their website um another one 
that I love using is referring 
that I love using is referring 
to the declaration of 
to the declaration of 
independence for us here in the 
independence for us here in the 
United States Declaration of 
United States Declaration of 
Independence. That’s kind of 
Independence. That’s kind of 
our big declaration to the um 
our big declaration to the um 
to the British Kingdom. That we 
to the British Kingdom. That we 
were no longer going to be 
were no longer going to be 
colonies. We’re gonna be our 
colonies. We’re gonna be our 
own. We’re gonna have our own 
own. We’re gonna have our own 
gig as it were so whatever the 
gig as it were so whatever the 
document is that you’d like to 
document is that you’d like to 
say this is what pushes for a 
say this is what pushes for a 
positive amazing future. I want 
positive amazing future. I want 
you to be careful that not all 
you to be careful that not all 
manifesto examples out there 
manifesto examples out there 
are pushing for good and right 
are pushing for good and right 
and just truth in the world. 
and just truth in the world. 
There are some awful manifesto. 
There are some awful manifesto. 
I think like communist 
I think like communist 
manifesto so I will put this 
manifesto so I will put this 
and say like putting as a as a 
and say like putting as a as a 
plus, I put it as a negative so 
plus, I put it as a negative so 
a communist manifesto. Um it’s 
a communist manifesto. Um it’s 
one where it’s. Well written 
one where it’s. Well written 
document and it’s incredibly 
document and it’s incredibly 
corrupt uh from the 
corrupt uh from the 
functionality what it did to 
functionality what it did to 
millions of people across 
millions of people across 
several different regimes 
several different regimes 
around the world. So come 
around the world. So come 
manifest is an awful example of 
manifest is an awful example of 
a manifesto from I believe 
a manifesto from I believe 
manifests should be pushing 
manifests should be pushing 
towards what is productive. 
towards what is productive. 
What is building a better world 
What is building a better world 
for us and not just hey here my 
for us and not just hey here my 
belief statements but their 
belief statements but their 
strength and there’s power in 
strength and there’s power in 
that another awful manifesto is 
that another awful manifesto is 
what is the southern manifesto 
what is the southern manifesto 
here in the United States and 
here in the United States and 
what it was is it was. A white 
what it was is it was. A white 
supremacists um push for 
supremacists um push for 
stricter Jim crow laws against 
stricter Jim crow laws against 
African-American communities 
African-American communities 
just atrocities committed in 
just atrocities committed in 
the name of prejudice, so those 
the name of prejudice, so those 
are two examples of negative 
are two examples of negative 
manifesto, but we wanna look at 
manifesto, but we wanna look at 
of course crafting manifesto. 
of course crafting manifesto. 
There’s no denying that 
There’s no denying that 
whatever the the The structure 
whatever the the The structure 
of the intent is that there is 
of the intent is that there is 
a powerful emotionally driven 
a powerful emotionally driven 
aspect to this that’s 
aspect to this that’s 
reinforced with beliefs. That’s 
reinforced with beliefs. That’s 
that guide our actions and. 
that guide our actions and. 
Operate as people as 
Operate as people as 
communities as businesses so 
communities as businesses so 
for your manifesto, what I 
for your manifesto, what I 
would love for you to do is 
would love for you to do is 
look at collecting a group of 
look at collecting a group of 
statements and it can start 
statements and it can start 
with we believe a lot of a lot 
with we believe a lot of a lot 
of great manifesto start with 
of great manifesto start with 
different settings that we 
different settings that we 
believe and it doesn’t have 
believe and it doesn’t have 
anything to do with your 
anything to do with your 
religion or your faith or 
religion or your faith or 
anything like that, but it has 
anything like that, but it has 
to do with something that you 
to do with something that you 
believe at the very core of who 
believe at the very core of who 
you are that drives why you do 
you are that drives why you do 
what you do so that. Statements 
what you do so that. Statements 
are largely tied to we believe 
are largely tied to we believe 
that life is too short to work 
that life is too short to work 
with jerks, so we don’t and we 
with jerks, so we don’t and we 
won’t that’s just an example 
won’t that’s just an example 
from our manifesto. a keynote 
from our manifesto. a keynote 
content you can find our 
content you can find our 
manifesto keynote content.com 
manifesto keynote content.com 
slash method the first thing on 
slash method the first thing on 
the page very first thing at 
the page very first thing at 
the top of the page is our 
the top of the page is our 
manifesto The keynote content 
manifesto The keynote content 
manifesto. It’s starts with 
manifesto. It’s starts with 
those types of statements, but 
those types of statements, but 
you can also say it doesn’t 
you can also say it doesn’t 
just have to be like we believe 
just have to be like we believe 
statements, but that’s an easy 
statements, but that’s an easy 
way to start if you put 
way to start if you put 
together the first draft you 
together the first draft you 
manifesto say we believe and. 
manifesto say we believe and. 
Seven 810 different statements 
Seven 810 different statements 
uh I would say from uh from a 
uh I would say from uh from a 
workout standpoint, I like 
workout standpoint, I like 
focusing on about 200 words and 
focusing on about 200 words and 
150 to 200 words, Turn words is 
150 to 200 words, Turn words is 
that kind of that sweet spot 
that kind of that sweet spot 
for a uh for a word count for a 
for a uh for a word count for a 
manifesto and what it does it 
manifesto and what it does it 
Does it gives you enough words 
Does it gives you enough words 
to be able to get your point 
to be able to get your point 
across communicate? What 
across communicate? What 
matters to you and what matters 
matters to you and what matters 
to your audience that also 
to your audience that also 
resonates with you and then how 
resonates with you and then how 
people can know that this is 
people can know that this is 
the right fit. Two words seems 
the right fit. Two words seems 
about the right word count, but 
about the right word count, but 
also what it does is that it 
also what it does is that it 
means that it’s not supposed to 
means that it’s not supposed to 
be a thousand words. It’s not 
be a thousand words. It’s not 
supposed to be even 500 words 
supposed to be even 500 words 
the more you can make it 
the more you can make it 
succinct and actually focus in 
succinct and actually focus in 
on what you wanna communicate 
on what you wanna communicate 
the stronger your manifesto 
the stronger your manifesto 
will be so from uh from a 
will be so from uh from a 
manifesto standpoint, what I 
manifesto standpoint, what I 
like saying is it’s 200 words 
like saying is it’s 200 words 
cuz it’s not supposed to be 
cuz it’s not supposed to be 
2000 words and in that 
2000 words and in that 
statement, you can say here’s 
statement, you can say here’s 
what matters to us. Here’s what 
what matters to us. Here’s what 
we’re committed. Here’s how we 
we’re committed. Here’s how we 
see the world and we perceive 
see the world and we perceive 
the world around us. Here’s 
the world around us. Here’s 
what our values are. you can be 
what our values are. you can be 
a bit of a value statement that 
a bit of a value statement that 
is that has some stronger 
is that has some stronger 
language than than you may put 
language than than you may put 
a stronger language so that it 
a stronger language so that it 
can also be a self selection 
can also be a self selection 
tool. I’ve talked about this 
tool. I’ve talked about this 
before where the copy on our 
before where the copy on our 
websites, the copy that we use 
websites, the copy that we use 
for our sales presentations our 
for our sales presentations our 
slide decks even the words that 
slide decks even the words that 
you say on a podcast or when 
you say on a podcast or when 
you speak from stage at 
you speak from stage at 
different conferences or 
different conferences or 
breakout session, those words. 
breakout session, those words. 
Use can be self selecting for 
Use can be self selecting for 
the audience that are 
the audience that are 
experiencing those words 
experiencing those words 
because as the right audience 
because as the right audience 
connects with your manifesto or 
connects with your manifesto or 
read your sales copy or they 
read your sales copy or they 
listen to you. give a talk that 
listen to you. give a talk that 
you want them to know is this 
you want them to know is this 
The right fit for me is the 
The right fit for me is the 
speaker the right for for where 
speaker the right for for where 
I wanna go with my business, my 
I wanna go with my business, my 
life financing parenting 
life financing parenting 
whatever your area focus might 
whatever your area focus might 
be and by putting in stronger 
be and by putting in stronger 
language in your manifesto, it 
language in your manifesto, it 
helps them be able to determine 
helps them be able to determine 
yes. it’s for me or not. that’s 
yes. it’s for me or not. that’s 
not for me. So what you’re 
not for me. So what you’re 
doing is that you’re giving 
doing is that you’re giving 
them a chance to say yes or no 
them a chance to say yes or no 
to you earlier in the process. 
to you earlier in the process. 
so it also saves you time and 
so it also saves you time and 
it also serves them better 
it also serves them better 
earlier. As they engage with 
earlier. As they engage with 
you and your content and your 
you and your content and your 
message so from a manifesto 
message so from a manifesto 
standpoint, we have a couple of 
standpoint, we have a couple of 
different examples decorations. 
different examples decorations. 
It’s amazing example, um here’s 
It’s amazing example, um here’s 
the crazy ones that’s another 
the crazy ones that’s another 
uh from Apple and Steve Jobs is 
uh from Apple and Steve Jobs is 
amazing example of a manifesto. 
amazing example of a manifesto. 
another one um uh uh John F 
another one um uh uh John F 
Kennedy, who was president of 
Kennedy, who was president of 
the United States back in 
the United States back in 
1960s, um he did an amazing 
1960s, um he did an amazing 
speech and early 1960s at Rice 
speech and early 1960s at Rice 
University. Talking about. 
University. Talking about. 
We’re gonna put a man on the 
We’re gonna put a man on the 
moon and this is right after 
moon and this is right after 
the bay. Fiasco in and around 
the bay. Fiasco in and around 
Cuba and the American 
Cuba and the American 
populations look for something 
populations look for something 
to kinda direct our focus to be 
to kinda direct our focus to be 
able to direct our attention 
able to direct our attention 
cuz there’s a lot of aches are 
cuz there’s a lot of aches are 
starting to build a pre war 
starting to build a pre war 
build up into uh there’s rumors 
build up into uh there’s rumors 
about Vietnam, possibly 
about Vietnam, possibly 
breaking out a conflict in 
breaking out a conflict in 
Vietnam so, JFK said. I wanna 
Vietnam so, JFK said. I wanna 
put a man on the moon. Here’s 
put a man on the moon. Here’s 
what we’re gonna do before the 
what we’re gonna do before the 
end of this decade. We’re gonna 
end of this decade. We’re gonna 
put a man on the moon and in a 
put a man on the moon and in a 
matter of just a few short 
matter of just a few short 
years later, the US did it 
years later, the US did it 
actually put a man on the moon 
actually put a man on the moon 
when you set. Out there, 
when you set. Out there, 
whether it’s saying we’re gonna 
whether it’s saying we’re gonna 
help every child in America 
help every child in America 
have the opportunity to have 
have the opportunity to have 
great education without the 
great education without the 
financial burden being an issue 
financial burden being an issue 
or we wanna help every couple 
or we wanna help every couple 
be able to have healthy 
be able to have healthy 
conflict without wondering if 
conflict without wondering if 
anybody’s gonna be at risk or 
anybody’s gonna be at risk or 
we’re gonna make sure that 
we’re gonna make sure that 
every elderly person knows that 
every elderly person knows that 
they have a community that 
they have a community that 
cares about them loves them and 
cares about them loves them and 
creates a safe and safe space 
creates a safe and safe space 
for them to enjoy their life in 
for them to enjoy their life in 
the future. What that does is 
the future. What that does is 
it. Strong beliefs and it gives 
it. Strong beliefs and it gives 
you and your audience a chance 
you and your audience a chance 
to say this is what matters to 
to say this is what matters to 
us. This is what we want to 
us. This is what we want to 
share with the world. This is 
share with the world. This is 
if we have only one thing to be 
if we have only one thing to be 
able to tell the world around 
able to tell the world around 
us. This is what we’ll tell 
us. This is what we’ll tell 
them our manifesto and what it 
them our manifesto and what it 
does is it inspires you ignite 
does is it inspires you ignite 
that fire inside you to get out 
that fire inside you to get out 
there and not be not be half 
there and not be not be half 
??? in your way through life. 
??? in your way through life. 
What you wanna do so if I’m 
What you wanna do so if I’m 
going to make a difference in 
going to make a difference in 
this world, whether it’s a 
this world, whether it’s a 
speaker, a coach and expert a 
speaker, a coach and expert a 
podcast or YouTube or whatever 
podcast or YouTube or whatever 
your your platform is if you’re 
your your platform is if you’re 
gonna make a difference in the 
gonna make a difference in the 
world around you make sure that 
world around you make sure that 
it’s driven and it makes. Of 
it’s driven and it makes. Of 
every opportunity a mission 
every opportunity a mission 
statement, it’s just check a 
statement, it’s just check a 
box. A manifesto goes out there 
box. A manifesto goes out there 
and says this is what is so 
and says this is what is so 
important to us. It’s very 
important to us. It’s very 
fiber of who we are. This is 
fiber of who we are. This is 
the most important document in 
the most important document in 
our company’s history. Now you 
our company’s history. Now you 
might say, I don’t know where 
might say, I don’t know where 
to start with that or what you 
to start with that or what you 
can do is you can email me John 
can do is you can email me John 
JON at keynote content.com and 
JON at keynote content.com and 
I will send you a template to 
I will send you a template to 
be able to fill out. It’s a 
be able to fill out. It’s a 
template that has a couple of 
template that has a couple of 
different examples of 
different examples of 
manifesto. It’s not gonna cost 
manifesto. It’s not gonna cost 
you a dime. I’m gonna send you 
you a dime. I’m gonna send you 
some information to be able to 
some information to be able to 
look through it be inspired 
look through it be inspired 
create your first draft that 
create your first draft that 
manifesto and then share. I’d 
manifesto and then share. I’d 
love to be able to to uh to be 
love to be able to to uh to be 
able to give some feedback 
able to give some feedback 
positive constructive feedback. 
positive constructive feedback. 
don’t worry. I’m not gonna pick 
don’t worry. I’m not gonna pick 
it apart uh but it’s a way for 
it apart uh but it’s a way for 
me to be able to encourage you 
me to be able to encourage you 
and I will say before you drop 
and I will say before you drop 
your manifesto. This is the 
your manifesto. This is the 
hardest service that we offer 
hardest service that we offer 
for any of our clients is 
for any of our clients is 
creating a manifesto because 
creating a manifesto because 
there’s so much intentional 
there’s so much intentional 
that grows into every single 
that grows into every single 
word every single word counts 
word every single word counts 
and with that, though you come 
and with that, though you come 
away with a strong document, I 
away with a strong document, I 
have we have clients that um 
have we have clients that um 
they don’t even give. Have a 
they don’t even give. Have a 
sales presentation and unless 
sales presentation and unless 
they have their manifesto at 
they have their manifesto at 
the very front of the slide 
the very front of the slide 
deck, I have clients that say I 
deck, I have clients that say I 
don’t even walk in staging and 
don’t even walk in staging and 
talk to the audience and until 
talk to the audience and until 
in the first five or 10 
in the first five or 10 
minutes, I can show them my 
minutes, I can show them my 
manifesto because it lets the 
manifesto because it lets the 
audience know. here’s what I’m 
audience know. here’s what I’m 
about. and here’s what my 
about. and here’s what my 
heartbeat is kind of my 
heartbeat is kind of my 
integrity. What matters to me 
integrity. What matters to me 
and that’s why I’m here today 
and that’s why I’m here today 
so as you go out again, Email 
so as you go out again, Email 
me about that manifesto, you’re 
me about that manifesto, you’re 
saying. I don’t even know how 
saying. I don’t even know how 
to put that together. Let’s 
to put that together. Let’s 
have you put together using a 
have you put together using a 
template start out and we’ll go 
template start out and we’ll go 
from there. Make it a great. Be 
from there. Make it a great. Be 
inspired to make a difference. 
inspired to make a difference. 
Don’t just check a box in 
