How to Write an Awesome Manifesto

MANIFESTO /ˌmanəˈfestō/ (noun): A written statement to publicly declare the intentions, motivations, or beliefs of a person or group. From the Latin manifestus — to reveal, to make public.

A manifesto is more than a declaration—it’s a north star. In a world where customers are bombarded with marketing messages, employees crave purpose, and competition is relentless, a well-crafted manifesto cuts through the noise. It articulates what a company stands for, why it exists, and what it seeks to change. More than a vision statement, a manifesto is a call to arms—rallying employees, customers, and stakeholders to align around a shared mission.

Some of the most iconic brands have leveraged manifestos to shape their identities and movements. Apple’s Think Different campaign wasn’t just an ad, it was a belief system. Patagonia’s commitment to environmental responsibility isn’t just a corporate policy, it’s embedded in everything they do. A manifesto fuels action. It fosters connection. It attracts people who resonate with its message—whether they are customers, employees, or partners.

The Anatomy of a Strong Manifesto

A manifesto is not a tagline. It’s not a mission statement or a set of company values displayed in the breakroom. It’s deeper, more visceral. A manifesto should:

• Declare a belief system. What do you stand for? What are you willing to fight for?
• Define the world you want to create. What change are you driving? What future do you envision?
• Challenge the status quo. What’s broken in your industry or society, and how are you fixing it?
• Rally your audience. Who are you speaking to, and why should they join you?
• Be emotional and evocative. A manifesto is meant to move people. It should make them feel something.

A manifesto can be a simple statement of principles and a bold, rebellious call to action. It’s a powerful reminder of who you are and why you’re here. Sharing your manifesto anchors your beliefs — it’s like a magnet for people who are raring to support you. By reading it, they gain a fuller understanding of your message and a greater appreciation for who you are as an organization.

You don’t have to be a poet or revolutionary to write a manifesto for yourself or your company. The key is to be honest, and tell people what you believe, what you dream of, what is important to you, and what you see for yourself and others. A good manifesto should have two things: truth & grit.

Manifestos come in all shapes and sizes, from a longer speech-style approach to a short and snappy micro-manifesto. Here is a simple framework we like to use to jumpstart writing an awesome manifesto with a string of thoughtfully crafted statements.

If you’re unsure where to start, here are a few jumpstart ideas to help you craft a compelling business manifesto.

Fill in the blanks:

Here’s what we know for sure:[……..].

We believe in:[……..].

We want to live in a world where:[……..].

We will show the world:[……..].

Bringing Your Manifesto to Life

Once you’ve crafted your manifesto, the next step is activation. A manifesto isn’t meant to live in a forgotten PDF or tucked away on an internal drive. It should be a living, breathing part of your business. Here’s how to bring it into the real world:

• Infuse it into your brand. Make it visible—on your website, in marketing materials, and within your company culture.
• Use it to guide decision-making. A great manifesto isn’t just words—it’s a framework for how you operate.
• Share it with the world. Manifestos build communities. They attract like-minded customers and employees who share your beliefs.
• Revisit and refine. As your company grows, your beliefs may evolve. Your manifesto should be a reflection of where you are and where you’re going.

Case Study: Text-Em-All

At Motto, we’ve helped brands articulate their purpose through powerful manifestos. Take Text-Em-All, a company committed to humanizing business communication. Their manifesto wasn’t just about their product—it was about their belief in meaningful connection. Every line reflected their ethos, turning their brand into more than just a service provider; it became a movement. See the manifesto we created for our client Text-Em-All

Here are some of the most powerful brand manifestos from well-known organizations—each one defining their ethos, beliefs, and the world they seek to create.

1. Apple – “Think Different”


Apple’s Think Different campaign wasn’t just an ad—it was a rallying cry. It honored rebels, misfits, and visionaries who changed the world, embodying Apple’s belief in challenging the status quo.

“Here’s to the crazy ones. The misfits. The rebels. The troublemakers. The round pegs in the square holes… They push the human race forward. While some may see them as the crazy ones, we see genius. Because the people who are crazy enough to think they can change the world, are the ones who do.”

This manifesto positioned Apple as a brand for those who dare to dream big and think differently—perfectly aligning with their brand identity.

2. Nike – “Just Do It” Manifesto


Nike’s manifesto is rooted in action, motivation, and pushing beyond limits. It’s more than a slogan—it’s an ethos.

”If you have a body, you are an athlete. Run the first mile. Walk the next. Chase your goals. Fail spectacularly. Keep going. Sweat every day. Find your limits, then ignore them. Just do it.”

Nike’s manifesto speaks to athletes of all levels, reinforcing their belief in perseverance, movement, and human potential.

3. Patagonia – “The Earth Is Our Only Shareholder”


Patagonia doesn’t just sell outdoor gear—they’ve built a brand rooted in environmental activism. Their manifesto defines their purpose and responsibility:

”We’re in business to save our home planet. Our reason for being has evolved from building the best product to fighting the environmental crisis. We aim to use our company, our investments, and our voice to do something about it.”

This statement isn’t just marketing—it’s backed by real action, from sustainable product development to their recent decision to transfer company ownership to fight climate change.

4. Airbnb – “Belong Anywhere”


Airbnb’s manifesto is about more than travel; it’s about human connection, community, and a sense of belonging.

“We imagine a world where you can belong anywhere. Where everyone can live in a place, instead of just traveling through it. Where strangers become friends, and kindness is the norm. Where adventure is not about how far you go, but how deeply you connect. This is our dream. This is Airbnb.”

It highlights Airbnb’s mission to create meaningful travel experiences, reinforcing the emotional impact of their brand.

5. The North Face – “Never Stop Exploring”



The North Face has built its brand on adventure and the pursuit of the unknown. Their manifesto encourages exploration as a way of life:

”We are never done. We are always searching for something greater. It doesn’t matter if we are scaling mountains or simply pushing ourselves beyond our comfort zone. We dare to see what’s out there. We move. We climb. We adapt. We never stop exploring.”

This manifesto speaks directly to adventurers, athletes, and outdoor enthusiasts, aligning with their core brand DNA.

If you’d like the full framework, purchase our Brand Manifesto workbook here.