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How To Create A Cannabusiness Mission Statement That Works

Over the holiday break I did a workshop with one of my gurus called “Building For Scale.”

This three-hour webinar was all about how to strategically scale a business from zero to thousands and even millions of dollars in revenue quickly and effectively.

It was AWESOME and so INSPIRING, and I am ready!

I have a feeling this is going to be a very big year for many cannabusiness owners and I am excited to be part of this massive expansion.

One of the big take aways from the workshop was about creating a mission statement that works. Specifically my guru coached us on creating a mission statement that is concrete and specific and more importantly is one that your employees can rally around.

I thought I had a great mission statement until I did this workshop.  When I re-evaluated my mission I realized it was vague, boring and not concrete at all. So, back to the drawing board.

Key components to a mission statement

So here are four (4) key components to think about when creating or re-evaluating your mission statement:

  1. What is something concrete and specific that you can say about your business that you could be proud of in five years? Example: “Our mission is to XYZ over the next five years.
  2. Your mission statement has to be big enough to get you up in the morning despite how tired you are or how cozy your duvet is.
  3. Your mission statement has to be really clear so you can refer back to it and use it as a benchmark as you grow your business.
  4. Your mission statement needs to be inspiring! Think about something that would get your employees excited and willing to work hard.

It can’t be boring

Here is an example of my not-so-great mission statement (I’m still working on making it better).

Alexa Divett, LLC is a business coaching and consulting company focusing on the cannabis industry. Alexa Divett aims to educate the industry about how to start and run a successful cannabusiness through the implementation of sound business practices and time-tested marketing techniques.”

Can we say BOOOOORING?!

And, it’s not specific, and not something that I can look back on in five years and say, “Yeah, we did it!

What are the benchmarks here? How will I know if I’m fulfilling my mission?

It’s a good start but it needs some work. And you know what? That’s OK, because like I always say you don’t know what you don’t know until you give it a shot.

It’s gotta be specific

Here is my guru’s mission statement: Digital Marketer’s mission is to double the size of 10,000 small businesses over the next five years.


Can we say concrete and specific? Think their employees can rally around that?

So, as we look ahead as cannabusiness owners on what I predict will be a very profitable and exciting year, I urge everyone to make sure their company mission statement is something inspiring, motivating, and clear.


Alexa Divett

Alexa Divett

Alexa Divett is the founder of Alexa Divett LLC, a business coaching and consulting company helping cannabis business owners achieve success through the implementation of sound business practices and time-tested marketing techniques.

As a successful entrepreneur, longtime marijuana advocate and medical grower, Alexa Divett understands the unique needs of the cannabis industry.

Alexa Divett is also the co-founder of Maya Media Collective, a Portland Oregon based creative firm that specializes in the cannabis industry.

Recently Alexa published Marijuana Millions: The Foundation For Success, which The Weedblog called the best marijuana branding book to date.

Alexa’s products and presentations on marketing and branding cannabis businesses have made her an in-demand and innovative expert in the cannabis business world.

Alexa’s goal is to help entrepreneurs achieve marijuana millions while uplifting the cannabis industry. To learn more about her visit

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