How to Write a Manifesto That Actually Means Something

Let’s face it—most business mission statements are forgettable. They sound good, sure, but they don’t move anyone. That’s where a manifesto comes in. A manifesto isn’t just another piece of branding fluff—it’s a bold declaration of what you stand for and why it matters. If you're a founder, team lead, or solopreneur looking to build something meaningful, knowing how to write a manifesto is a powerful first step.

But don’t worry, it doesn’t have to be perfect. It just needs to be honest.

So… What Is a Manifesto?

Think of it as your compass. Your rally cry. The thing your brand—or team or project—returns to when things get confusing (which they will). Unlike a typical value list, a manifesto pulls everything together into one cohesive, emotional, and directional message. It’s not a slogan. It’s a stand.

At its heart, a manifesto answers this: “Why are we really doing this?”

Why You Should Write One Anyway

There’s a reason people search for how to write a manifesto: because they want clarity. A good manifesto brings that in spades. Here's why it's worth your time:

• It simplifies decisions. When your purpose is clear, choosing between options gets easier.
• It inspires. Whether it's your team or your customers, people want to follow a vision.
• It builds connection. A strong manifesto creates community—people who say, “Yes, that’s what I believe, too.”

The Framework (With a Human Touch)

Now, I’m not going to pretend this is a one-size-fits-all exercise. But I’ve found that using a flexible structure helps—especially if you’re working with a team or using tools like AI.

Here’s a simplified version of the structure I’ve used in design thinking workshops and with clients building purpose-led brands:

1. Purpose & Vision

Start with the big “why.” Why does your company, brand, or project exist? What change do you want to see in the world because of it?

Example: We believe design should start with people—not platforms. Our mission is to make digital tools more human, one interface at a time.

2. Impact

What’s the larger contribution? This isn’t about features or quarterly goals—it’s about the long-term effect your work has.

Example: We want to unlock creativity in companies stuck in outdated systems. We’re here to shift mindsets, not just metrics.

3. Unique Contribution

What do you do that others don’t? It’s not just your product—it’s the way you approach it, the lens you bring, or the people you prioritize.

Example: We combine tech, psychology, and facilitation to create workshops that people actually want to attend. No buzzwords. No fluff.

4. Core Values

What are the principles you won’t compromise on? These aren’t just nice words—they should act as daily filters for decisions, team dynamics, and how you show up.

Example: Be clear, not clever. Share what you learn. Own your mistakes. Make room for people, not just processes.

5. Call to Action

How do others join in? This could be directed at your team, your customers, or even yourself. Invite people to act—this isn’t a passive document.

Example: We’re building in public, learning as we go. If that resonates with you, let’s build something together.

Manifesto Creation with AI and Design Thinking

Here’s where things get interesting: you can absolutely use tools like AI and Miro to make this process smoother.

For teams, start with a collaborative board—sticky notes, messy thoughts, open conversations. Then pull it together using a structured layout (Lena Gut’s manifesto guide is a great place to start).

For solopreneurs, treat it like journaling. No pressure. Start scribbling, let the ideas evolve, and when it’s time to tighten it up, feed your notes into a tool like ChatGPT to help with structure and clarity.

Final Thoughts

Writing a manifesto isn’t about sounding impressive. It’s about showing up—clearly, consistently, and unapologetically. Whether you're launching a product, pivoting a business, or just trying to get unstuck, starting with a manifesto can be a surprisingly grounding move.

Don't overthink it. You’re not etching this into marble. You’re starting a conversation—with yourself, your team, your audience.

And when in doubt, just say what you believe and why you care.

That’s always a good place to begin.