A business manifesto?!??
The idea of writing a manifesto used to fill me with trepidation.
And I admit it here … writing a manifesto languished on my too-hard-to-do pile for several years.
My excuse was: No time for such “pet projects.”
Recently, I changed my mind. I realized writing a manifesto is more important than I’d thought.
Why a manifesto?
A manifesto expresses your values.
The idea of business values may make you shiver. Business values remind me of hollow corporate phrases like excellent customer service, authenticity, and passion for innovation. What do these values really mean? How do they set you apart?
A good manifesto is different. It guides your business decisions, and inspires your audience. It makes the right people feel keen to be part of your tribe—to become your client, to read your blog, to partner up for projects, to buy and own your products, to act on your advice.
But an inspirational manifesto goes further than business. It gets personal. What do you want out of life? What’s your purpose? How do you want to be remembered? What should your legacy be?
Writing a manifesto is not one of those business exercises you rush through to check off yet another task on your to-do list. Writing a manifesto is an intense search for your values, your purpose, your personal truth.
A manifesto aligns your business with your personal values. Your values express what intensely matters to you, and by living your values, you’ll become more comfortable with your life and who you are. You may even stop comparing yourself to others, because your values are personal and unique.
I can’t promise writing a manifesto is easy, but the search for your personal truth is worth every effort. It makes you feel more grounded and at ease with life’s challenges.
Shall I explain?
Step 1. Keep a log
To figure out your values, start with noting down when you’re at your best, when you feel most alive, when you sparkle.
Sound hard?
Start with observing your reactions, whether in business or outside. What makes you smile? What makes you angry? When do you get in a flow?
In his book “Louder than Words,” Todd Henry suggests keeping a log, for example of things that:
- Spark a new insight
- Make you angry
- Excite you
- Surprise you
- Concern you
- Make you aspire to something
- Make you afraid
Henry suggests you can forage through memories, or pay attention to what happens day to day. You might have a conversation with a friend, and something at once becomes crystal-clear in my mind. Or you might read a quote which strongly resonates. Keep track, and when you have 50 or so moments, start looking for themes.
My blog has been a log of ideas sparking my interest in the past years. I’ve mostly followed my curiosity and written about things that matter to me. The themes coming up regularly include: finding your own voice, infusing your writing with personality, empathy for your readers, self-acceptance, following (and discovering) your own path, inspiring others, honest marketing.
Step 2. Start ranting
The idea for writing my manifesto was sparked by a blog post (about manifestos), written by Sharon Tanton. She suggests starting with ranting, and then flipping your rant on its head to find what you intensely care about.
Writing down what you hate often feels easier than noticing what you love. Hate motivates us, and stirs up strong feelings. Rejecting ideas is easier than embracing them.
For your rant, think about questions like: What winds you up? What irritates you? What frustrates you? Which problem would you desperately like to solve?
The things I hate include:
- Gobbledygook—I’m on a mission to stamp out gobbledygook because I hate corporate and bland writing; let’s communicate as human beings
- Pushy marketing—I’d love to get rid of popups and salesy, time-wasting webinars; instead let’s write honest sales copy and share our knowledge with generosity
- Blueprints and other “proven” plans—The idea that you can plan your solo-biz in detailed steps doesn’t work for me; I can only find my path by taking action and figuring things out along the way
- Boxes and labels—People are too complicated to fit in a box; let’s embrace diversity, and treat each other with empathy and respect
- Big, hairy goals—They scare me; I’ve learned it is okay to make tiny ripples
Step 3. Write a letter to your future self
What do you want your life to look like?
In her book “Emotional Agility,” Susan David describes a research project in which psychologists ask people in their twenties to write a letter to their future selves.
One group casts their minds only three months ahead, the other group twenty years. After writing the letter, they’re asked whether they’d buy a stolen computer, commit insurance fraud, or download media illegally.
The result? The people who wrote letters to their distant selves were significantly less likely to say they’d participate in illegal activities. David explains:
By connecting with their distant selves and with their values, they were able to understand themselves as people with core beliefs and a moral keel that would remain stable, even as other elements and situations in their lives changed.
Writing a letter to your distant self can help you determine your values, live by them, and feel more comfortable about yourself. You live by your own compass, not other people’s guidelines. You make a success of your life based on what matters to you, not based on what others tell you to do.
What kind of life would you like to lead? When do you feel most alive? What gives you hope? What have been your main life lessons so far? What matters to you?
I’d like to be see myself as generous, warm-hearted, and open-minded. I’m still working on being non-judgmental.
I feel most alive when writing, drawing, or having a in-depth conversation with a good friend. Or when I’m out on my bike. I love learning new things, experimenting, and untangling complex topics to simplify them.
Learning to write well has changed my life—it made me more confident, and connected me with people across the world. Writing has helped me feel good about my life and who I am. I’d love to share this skill with as many people as possible, so we can all become more confident writers, find our voices, share our ideas, and feel good about ourselves and who we are.
Step 4. Compose your manifesto
In the first three steps, you’ve collected input for your manifesto.
Now, it’s time to sift through your ideas and distill their essence. If you’re feeling stuck, talk to friends and ask their input, or ask clients for feedback.
Which points come back in all three exercises? What matters really? And what’s less essential?
I left my ideas simmering for several weeks. Deciding what matters more and what matters less, wasn’t easy. Some of the ideas dropping out included:
- Embrace your inner child and spark your creativity—make, write, draw, play, and tinker
- The journey is more important than the destination
- Plan less, act more—take tiny steps to reach your goals
- Find moments of stillness and experience the world with a childlike wonder
- Balance your heart and mind to make the right decisions
The five statements I chose, corresponded with the five things I want to reject most strongly: a solely money-driven business, blueprints, uniformity & gobbledygook, busyness, and scary, over-ambitious goals.
I was a little surprised the phrase “writing” didn’t end up in my manifesto. But when I review what I’ve created, these five guidelines feel right for making decisions in my business and life. What do you think? Does this manifesto reflect what you’ve learned about me?
Write your manifesto this year
Life is busy.
And I know you don’t really want another task for your list.
But think about this:
Do you want to do your best work? Do you want to feel fulfilled and at ease in your business and in life?
Do you want to live the life you’re meant to live?
Further reading on writing manifestos:
Todd Henry’s personal manifesto
Sharon Tanton shares examples of business manifestos
Awe thank you for the great pointers. I feel I was sitting next to you. Someone who cares enough to want to share and help others. With this lockdown I find myself wanting to just write- a passion I always had but never put in action because I wasn’t even sure how to begin. I now have a better idea. Thanks
That makes me happy, Betty. I hope you’ll find a way to turn your passion into action. Happy writing!
Hi Henneke,
Tell me about those boring beat-around-the-bush webinars and big hairy goals. Yikes!
I am so guilty of planning more and doing less, thank you for reminding. I am going to do the manifesto now 🙂
I’ve found it much more fulfilling to keep my to-do list short and my goals achievable. It actually motivates me to do more rather than less. If I have a long to-do list, I quickly get frustrated and waste more time.
Have fun with writing your manifesto! And thank you for stopping by 🙂
That’s so true Henneke. A long to-do list is intimidating for sure. You get off to do something other than what you are supposed to do. That’s why I have a list of things to do (checklist) and specific goals for the day – no more than 4 achievable goals. This keeps me motivated and also love my work.
Great article. Lots of good information and tips. I’ve been sitting here trying to write my business manifesto down and trying to convey my passion and vision into words and I’m pulling my hair out. Your article is a good guide. Thank you.
Thank you so much for leaving a comment, Chris. It makes me happy when one of my blog posts can help someone get unstuck.
Good luck with writing your business manifesto. It’s not an easy task, so you may want to cut yourself some slack and let it simmer for a while!
Hey Henneke,
Great post.
I’ve never thought about creating a manifesto before to be honest, because I never saw the purpose of it for me.
However, after reading this post, I may reconsider.
I do like the steps you shared on HOW to actually do it.
Writing a letter to your future self is something I always do and enjoy doing.
Congrats Henneke, you’ve inspired me to start out on my trek to create my manifesto. As always, you’re an inspiration.
– Andrew
Yay! I am happy to hear you feel inspired to write your own manifesto, Andrew.
I look forward to reading it in due time. 🙂
I’m just embarking on my journey as a entrepreneur and I never considered writing a manifesto until now after reading this post. Honestly I don’t think I grasp the full concept of a manifesto being a source of balance in your life and work until reading this post. I’m so inspired and now I will consider it even more carefully now. Thank you for sharing your experience with us. I’ve learned a great deal of being reflective and aware of who you are at your core! Wow powerful! Thanks again!
Hi Donna, thank you for your lovely comment. I’m happy to read that you feel inspired by this post. Good luck with writing your manifesto!
Brilliant writeup! You are so right about having a manifesto for your business, some thing that would drive us and attract the employees with common values. I loved the part about finding what we hate. This reminds me about the founders of the famous Indian IT company Infosys, they were a bunch of 7 young, energetic and idealist techies, who were frustrated by the dishonest practices in the company they all worked, so they decided to form a company which will function according to their core values, these core beliefs became their manifesto and took them to great heights of success.
That’s a great story about Infosys – I hadn’t heard about it before. Thank you for sharing, Ron.
Henneke,
You’ve inspired me to write my own business manifesto.
I’ve got a vision of a better world for writers. One where their stories are shared, their lessons are taught, and attention is paid to their work. And I’ve already started helping a small and growing tribe of them!
I’d love for you to see it. I’ll send it your way when it’s done. Thanks for the inspiration, the information, and the challenge!
You could even write your manifesto together with your tribe!
Thank you for stopping by, Frank. I look forward to reading your manifesto when you’ve finished it 🙂
Hi Henneke,
I always associate politics with the word ‘manifesto.’ More so than businesses who tend to have mission statements and core values.
I like your manifesto and the journey you took to reach it. And I think it’s a true reflection of what I know about you. I think some of your values would make their way onto my manifesto too.
Although I have strong values and beliefs, I’ve shied away from committing them to paper since I escaped corporate life. But I can see sense in working through them and writing my own manifesto now you mention it.
Thanks for the inspiration, the lovely drawings, and the additional task on my list.
– David
Ha, yes, I was thinking of Mao’s little red book at first, too.
But after I stumbled upon the idea of business (and personal) manifestos several times, I started to like the idea more and more, and in the end I found it a valuable exercise (plus I had a lot of fun with the hand-lettering).
Let me know when you’ve written yours, I’d love to read it!
Hey Henneke,
Thank you for the nudge to relook at mine. I especially appreciate the reminder to make it personal and wrap feelings around your values when writing your Manifesto.
Those corporate-style mission and vision statements are all well and good for some; but they not my cup of tea. To be honest they leave me cold.
Cheers again and you are definitely cooking with gas!! 🙂
Hey Nicole, I bet you come across lots of those corporate-style mission statements in your work! They’re so blah, aren’t they? As solo-flyers we don’t need to compromise and design our manifesto by committee – we can truly write what we believe without all the gobbledygook. Our manifestos can be as much personal as about business.
Let me know when you’ve updated yours? I’d love to read it!
I will! Thanks Henneke
Quite a help. And yes, sort of on my back burner, but needing me to turn up the heat…sighs.
I have been re-reading a book that seemed it should be a great help in this endeavor, but it was making no sense. Beginning with the things I definitely don’t like helped me see what that author had left unsaid. I like your way lots better!!!
I made a manifesto for my pre-retirement life, about 30 years ago. It was not always perfect, but always helped enormously to stay mostly on track and to feel good about what I was doing with my life.
Now, retired, I have floated along, recovering from it all, for long enough! Enough! Time to Man (ifesto) Up! 😀
It may take awhile, but I’ll get this!
You don’t come across as someone who’s truly retired. You seem so super-active.
It took me almost five years before I finally wrote my manifesto. I think it’s okay to take our time. It’s not easy to figure out what really matters to us. I found Susan David’s book useful.
It doesn’t feel like retirement, much, either! 😀
Let’s just say I’m re-designing myself.
I definitely do not educate my own kids at home, myself, anymore. The youngest is 27! 😀
However, it is important to stay active so yard work, tutoring, and writing are things I love to do and are good for me.
And manifesto creating!
It sounds like a similar process as what I went through when I quit my corporate job—that was also an opportunity to re-design my life and myself. I see it as an ongoing process, but at that point of quitting, it was almost like starting afresh with a nearly blank slate.
Happy manifesto writing! I look forward to reading it in due time 🙂
YES. YES. YES.
I loved everything about this post. Thank you for sharing this and for telling me that it’s okay not to have big, hairy, financially driven goals. I’ve always felt that no pain, no gain, suck it up, go for the gold stuff just didn’t fit who I was. Until a few years ago, I thought it meant that I was just lazy. But I’m learning more about my true purpose and values, partly from writers like you who aren’t afraid to be themselves and let their true selves shine. I love everything you write, but this one was surely one of your best. I’ve saved it and will review again when I’m ready to put my own manifesto together. I am going to start logging my moments today!
Yes, it’s okay to have no big, hairy, financially-driven goals. That’s exactly how I’ve built my business… step by step, and trying to focus on the essential tasks at hand. And also by balancing business sense with what my heart tells me to do. I’ve learned what I love doing by trial and error, and I’m doing things I wouldn’t have believed I’d be doing only a few years ago. For instance, drawing my own blog illustrations seemed like a crazy idea at first. I hadn’t been drawing since I was a kid!
Let me know how you get on with your manifesto? I’d love to read it!
Henneke, I collect your emails in a folder to read sometimes at a later point. Today, something “made me” read it right away. LOVE your transparency and thoughts and I will ponder on my manifesto. I truly love your mails and the value you add to all of us. I am planning to take your course when you offer it again. After my cancer journey last year I am getting ready to be “out there” and writing emails and adding value to others and building a tribe is the first step.
Thank you so much for sharing your insights and thoughts with us.
Dear Cornelia – I’m happy to read you’re getting ready to be “out there” after your cancer journey. Let me know how you get on? And if you publish your manifesto, let me know – I’d love to read it. Thank you for your lovely comment.
See, this is why I love you, Henneke. All the things you list that you hate would be on my list. I am going to have to read the additional examples. I am undergoing a new phase of my blog (complete with redesign) so a manifesto may be the perfect inspiration. Thanks for sharing, Henneke. 🙂
I’d love to read your manifesto when you get it done, Cathy!
Good luck with redesigning your blog. That sounds like a challenging project, but hopefully it’s fun, too.
Hi Henneke,
Beautiful article and yes, it reflects well what I learned about you during last two years. But what hit me when I was reading your manifesto was that it describes me just as well.
Thanks for sharing your ideas. reading your articles feels like having an in-depth conversation with a dear friend.
That’s a lovely compliment, Irina. Wouldn’t it be nice to sit down for a cup of tea and a live conversation one day?
It would be lovely indeed 🙂
Henneke, I love your manifesto and I’m curious as to why you wrote it from second person perspective? I agree that it’s important to make it personal and meaningful otherwise it’s just ‘words on paper’ and there are enough of those lying dormant on hard drives. What I really love is how you’ve written it out, the colours, writing styles and layout just make my heart sing. Thanks for sharing.
That’s a lovely compliment, Joan. Thank you 🙂
There’s not one right way to write down a manifesto. Some people like using the first person (I or we).
I don’t see a manifesto as collection of affirmations (like: I am open-minded … ; I am a creative writer …), but more as a nudge to myself to undertake specific activities or adopt certain mindsets – that’s why I used the imperative form instead.
Thanks for this Henneke! I like the idea of a manifesto, but I don’t think it necessarily has to be public, like in a blog post. I wrote one at the start of 2016 because I wasn’t overly happy and I wasn’t really getting anywhere in my biz. I was mad at myself and nearly quit, and this got me back on track, because as you know it’s so easy to get sucked in and sidetracked by savvy sales people and marketers.
My manifesto boiled down to about 10 brief statements — more like values. (ie. Work less. Play more. Exercise. Spend time with family. No more marketing. Unsub from almost every list. Don’t worry about money. Enjoy life. etc.)
I printed it out and stuck it where I could read it every day when I sat down at my desk…. and I do read it daily. It really jolted me out of the circular online world where everyone follows the same people and regurgitates the same crap over and over.
Wow, that demonstrates how much impact a manifesto can have! Thank you for sharing, Marlene. I’m happy to read your manifesto helped you distance yourself from the savvy sales people and marketers (I so know what you mean!) so you can enjoy your business again.
I like your idea of printing it out and hanging it on the wall to remind yourself daily. A bit like affirmations.
PS I agree with you – a manifesto can be either private or public. Both options work – you can use it to guide your own decisions and/or to share with others what drives you.
Actually, for me, the personal side of it is the most valuable – understanding what matters to me most.
So true! Also on that manifesto list is “Play every day” and I think you know how I play these days.
Yes, I love your Instafeed!
Wow! This is a must read for anyone aspiring to be great in life. Let me go now to prepare my manifesto.
On another note, when I saw your email few hours ago, I admired how you write your emails. Please do me a favor to answer this:
1. What ‘font type’ do you use in your aweber email copies?
2. What font size do you use in those email copies?
3. Do you use the same font type and font size for your blog font type and font sizes too?
Warmest greetings
Thank you, Cyril. Happy manifesto writing!
The font in my emails and on my website is Georgia. The font size in my emails is 16 and here on the site it’s 18px.
Your manifesto is definitely on track Henneke.
Your content is always of the highest quality and provides great value
to the reader.
You certainly practice what you preach.
Continued Success
Thank you so much, Ray, for your lovely comment.
Good to see your name pop up again!
Henneke!
I feel that I am definitely on the right path when I feel in sync with you. I’ve been annoyed at myself for languishing and having difficulty moving forward on my goals. Last month it occurred to me that I was the classic “chicken without a head” running all over the place getting nowhere.
I needed to sit down and tap into why I’ve chosen the path that I am on and to make sure that I take action each and every day toward those priorities. So I sat down and hammered out my manifesto.
And to put my feet to the fire I posted it to my site.
Here it is if you’re interested:
https://beingablackbeltofbusiness.com/choosing-to-be-badass/
Thank you for all of your wonderful guidance, insight, and support over the past few years. You are a wonderfully irreverent, enchanting, leader and I am happy to be part of your tribe.
What a coincidence – it sounds like we were working on our manifesto at the same time. You’ve written a great manifesto and it sounds right on track for you, too!
It’s so easy to run around like a headless chicken. I’ve been there, too. There’s so much to do when starting up your business. I easily feel overwhelmed, so for me the trick has been to really focus on a small number of tasks; and that’s basically what I’ve kept doing through the years – the tasks sometimes change, but I try to limit the number of projects (and my to-do list) as much as I can.
Great to see you again here, Chuck!
Bravo, Henneke! Reading your manifesto makes me feel that we might be kindred souls, as empathy and human conversations drive me in business as well. I’ve spent lots of time over the years thinking deeply about topics that — according to your article — belong in a manifesto. In fact, pieces of my manifesto are already scattered here and there on my website, journals, even sticky notes! I think it’s time to pull them together! Thanks for the inspiration! (P.S. Does it make me a terrible human to confess that I’m jealous of your drawing skills? 🙂 )
Of course that doesn’t make you a terrible person. The opposite is true – you sound like honest and empathetic. Did you know I picked up my colored pencils less than 4 years ago? I published my first blog illustration in January 2014. (Of course, I had also drawn at school, but never as an adult). So, you can still learn to draw!
It sounds like your manifesto is nearly ready!
One of the many things I love about you is your courage to quietly stand up for what you believe and follow your own path but still respect the other person and empower them. Yes, this definitely reflects the person I know. ❤️?
You know, I learned a lot from you about myself and who I am.
Thank you for your lovely comment, Kathy. It means a lot to me.
Love this one Henneke. I enjoy how you describe your process and your manifesto resonates. Especially the second line. I definitely recognize your work in it. The only thing I am missing in it are your products and services – the fact that you create wise, beautiful stuff. Thanks!
Maybe I gave up too soon trying to formulate a statement about drawing and writing. I love how you put “creating wise, beautiful stuff.” You’re right – it is important to me and gives me a lot of joy.
Thank you for stopping by to share your suggestion. I appreciate it, Kim!
You are very welcome, happy to hear it may lead to addition :-).
I just finished ‘Die Empty; Unleash your best work every day’ by Todd Henry. I can imagine that one offers further inspiration on a statement about drawing and writing. I am getting started in ‘Louder than words now’ looking forward to it.
I haven’t read his “Die Empty” yet. I’ll add it to my to-read list. I appreciate your recommendation!
Thank you so much for this blogpost!
I very much recognize myself in your values. And yes, that’s exactly how I got to know you by reading your blog. Writing a manifesto is something I want to do for a very long time. Now I’m extra motivated to get started.
Thank you so much, Henneke, for your inspirational and motivational words!
Yay! You put a smile on my face, Charlotte. I’m happy that you’re feeling inspired to write your own manifesto. Have fun!
And thank you for your confirmation that my manifesto feels right. That means a lot to me, too.
I’m trying to put a website together for my freelance business (in the making). I know what item I definitely want to have now. Thanks for this thought provoking and informative post. It’s my favourite type if post. A mini-course in itself. Well done, Henneke.
Thank you so much for your lovely comment, Maria. It makes me happy to read you’re planning your own manifesto soon. Have fun!
This is one of the most important things of any business. Everyone who lacks this is not going serious, to me is like not having your own URL. Thanks for bringing it up today.
A good manifesto is also a masterpiece in storytelling, not easy at all. Do you think manifestos should be public or private?
I don’t think you have to make your manifesto public. Some manifestos are more for personal guidance. But if it’s a business manifesto, then I think it’s good to share so potential clients can see what someone is like. What do you think?
I managed to run my business for nearly five years without a manifesto! 😉 But I’m glad I got one now 🙂
Oh I didn’t mean not having a written one, I meant not having a clear vision in one’s head (or heart). One doesn’t need to write down their values to have values. I meant that businesses who don’t have a clear mission, vision and values are doomed to fail. I’ve dealt with many startups who “pivot” in what it’s important to them (manifesto) confusing their audience and loosing their clients. I don’t have a written manifesto for Architectour but the values are very strong since the beginning 🙂
Yes, some of the values for Enchanting Marketing were quite strong from the beginning, like: always delivering value and listening to my readers and clients. But other values became only clear after a few years—I first had to get rid of my corporate straightjacket. I had tried too long to conform to what was expected of me, rather than try to find my own way (although in my corporate life, empathy was a strong value for me, too). I guess because I was strongly driven by what my audience was telling me, it was okay to develop a vision over time because I would never betray my audience.
Your articles are continuously inspiring and guiding me to take my online life to the next level.
Thank you so much for sharing them.
Thank you so much for your lovely comment, Rishi. Happy writing!
I love this so much! I wrote a manifesto on my blog when I was starting it. And I pretty much followed the same process. It included my business non-negotiables and self-belief statements that I found myself turning to over and over again.
I’ve redesigned the poster since I first published it but nothing on the manifesto itself has changed in over three years. It still holds true.
Your manifesto has already stood the test of time. That’s fab! Mine still has to prove itself in the coming years, but I feel quietly confident it will.
I like your idea of business non-negotiables!
This is something new for me and happy to learn about how to write a Manifesto. Henneke, it is amazing to write a letter to ourselves! I never tried it but will surely do it right away.
I hadn’t written a letter to myself before either.
Happy manifesto writing, Sarah. And thank you for stopping by.
Henneke,
You’ve inspired me to write my own business manifesto.
I’ve got a vision of a better world for writers. One where their stories are shared, their lessons are taught, and attention is paid to their work. And I’ve already started helping a small and growing tribe of them!
I’d love for you to see it. I’ll send it your way when it’s done. Thanks for the inspiration, the information, and the challenge!