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• Inspiration , Operations

Mission statement examples: 16 of the best to inspire you

• 15 Jun 2021

More than just a planning exercise, a mission statement focuses your leadership team, inspires employees, and communicates your core values to the larger world.

All in a single sentence. Magic.

A mission statement is one of the most important documents in your company’s arsenal, but it’s also one of the most difficult to craft. We’ve gathered 16 of the best company mission statement examples to help get your creativity flowing.

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What is a mission statement?

A mission statement sums up the core of who your company is and why it exists. It’s  raison d’etre , if you want to get fancy and speak a little French.

Company mission statements are typically short and sweet, only a sentence or two. And the best mission statements are anything but boring.

When done right, your company’s mission statement acts as a powerful driver that informs every aspect of your organization, from daily operations, to customer loyalty, to employee satisfaction. When done wrong, a mission statement is just another line of jargon everyone pretty much ignores.

Take the Starbucks company mission statement as an example:  To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.

Starbucks could have said:  To challenge the predominant infrastructure of coffee culture and develop a network of coffeehouses in every major market.

Did your eyes glaze over on that second one? Ours too. While technically true, our made-up example of a company mission statement is full of dreaded corporate-speak. It belongs deep in the bowels of a strategic plan, not as it’s headline.

On the other hand, the real Starbucks mission statement makes us want to be a part of it all. And even more than that, it conveys a sense of the beating heart behind the company.

The best mission statements do just this — clearly convey a company’s reason for existing, in language that is exceedingly human.

Mission statements vs. vision statements — what’s the diff?

It’s easy to confuse vision statements and mission statements. But there are a few important differences.

A vision statement is aspirational. It outlines where your company strives to be in the future — whether that is one year from now or ten. In contrast, a mission statement spells out where your company is right now.

Think of your company’s vision statement as a long-term goal post. The end point towards which you are working. If your vision statement is a goal post, then your mission statement is what drives you toward that goal post.

Why your company mission statement is important

You’ll probably write your company mission statement during your strategic planning because it’s a valuable tool that helps your leadership team make big-picture decisions. Chances are, you’ll even look at examples of other company mission statements to help you craft your own.

But the purpose of a mission statement goes far beyond strategic planning.

Consumers value mission-driven companies

It’s no secret that today’s consumer values a company with, well, values. These values don’t have to be centered around saving the world. But they do need to be clear, focused, and genuine.

A 2020 study  by global communications agency Zeno Group found that if consumers think a company has a strong purpose, they are:

• 4 times  more likely to purchase from the company
• 4.5 times  more likely to recommend the company to family and friends
• 6 times  more likely to defend the company in the wake of public criticism

Think about this in terms of your personal life. The more you connect with a person, the more likely you are to invite them over for coffee, introduce them to your other friends, and come to their defense. The same is true for the companies we buy from.

We humans value connection and a shared sense of purpose. All things equal, your company’s mission statement can be a powerful differentiator.

Employees want a sense of purpose

Just as your company mission statement makes an impact on consumer sentiment, the same can be said about employee sentiment.

According to a recent Gallup poll  Gen Z and millennials (who make up nearly half of the full-time workforce in the US) value belonging to a company with a strong moral compass. They appreciate ethical leadership, and they want to know that their own work has a positive impact on the world at large.

The more effectively human resources and the rest of the leadership team communicates the company’s mission to rank and file employees, the better.

But it doesn’t stop there. It is equally important to put your money where your mouth is, so to speak. If your company mission places value on the environment, do you give your employees opportunities to act upon these values in their everyday work life?

The most effective company mission statements are clear and actionable, from the products a company makes all the way down to the food in the employee cafeteria.

How to write an effective mission statement without a lot of headache

Understanding mission statements is one thing. Actually sitting down to write your company’s own mission statement is quite another.

But if you take the time to do it right, the process is a really useful exercise. Think of this as a chance to clarify and fine tune your purpose so you can point the company in the right direction for years to come.

Brainstorming your company mission statement

To get started, gather your leadership team and brainstorm answers to these four questions. If you are the solo founder of a fledgling company, gather key stakeholders or a handful of your professional mentors instead.

Aim for a short paragraph on each question.

• Why does our company exist?
• What value do our products or services bring to consumers?
• What core beliefs guide our work?
• What makes our company different, better, or more inspiring than our competitors?

After you brainstorm answers to these questions, review your answers and highlight the concepts that are central to your company. You might also pick a few company mission statement examples from businesses you admire and use those to help guide you.

If this brainstorming discussion took place with a group of people, now’s the time to send one or two individuals off to winnow the answers down to a couple of sentences.

Task this pair with writing several drafts of a mission statement, so the final decision makers have choices to work with.

This group process might seem cumbersome, but remember, your company mission statement is a core document. It should reflect the thought processes of as many stakeholders as possible.

Finalizing your work

After you land on a mission statement, do one final check to make sure it meets these criteria:

Plausibility:  Your mission statement is big-picture, but it should ultimately tie back to your everyday business operations. At least in a broad sense.

Readability:  No corporate speak or jargon. Avoid unnecessarily big words or complex sentences. Keep it simple.

• Voice:  Now isn’t the time to be dry and boring. Use language that’s active and compelling. Your mission statement should reflect the unique voice and culture of your company.

Pro-tip:  Give your mission statement more reach by creating both a text and video version. The video can be simple, just an eye-catching background, animated text, and a soundtrack.

Include your mission statement video as part of hiring announcements or other  HR video communications . Or send it over to your marketing team to use as a Facebook cover, website content, and more.

Company mission statement examples: 16 of the best

How do other leading companies tackle their mission statements? We searched far and wide for the best company mission statement examples.

1. Starbucks: Inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.

The Seattle-based coffee giant originated in 1971 and has since become ubiquitous around the world.

Starbucks mission statement :   Inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.

Why it works:  We touched on the Starbucks mission statement earlier, but we’ll elaborate more here. We included this example of the Starbucks company mission statement because it works well for two reasons: it’s ambitious without being overreaching, and it uses down-to-earth language.

Inspiring and nurturing the human spirit isn’t directly related to coffee. But considering the role the company played in reviving coffee house culture in the US, the human spirit and a sense of community doesn’t seem like too big of a stretch. The second part of the statement is exceedingly tangible. It paints a small-scale picture of the company and its work.

2. Honest Company: Meaningful transparency and thoughtful design. We’re on a mission to change the world, one product at a time.

Honest Company made headlines when it went public in mid-2021, with founder Jessica Alba as the youngest-ever Latina to list a company on the New York Stock Exchange.

Honest Company mission statement :   Meaningful transparency and thoughtful design. We’re on a mission to change the world, one product at a time.

Why it works:  As a company committed to creating “clean” baby products, a mission of meaningful transparency and thoughtful design is two-fold. It’s a necessary part of their business practices, and it also speaks to consumers looking for a higher standard in their products.

Being on a “mission to change the world” might be a bit of a stretch. But considering the  baby products market  is projected to be worth $88.72 billion US dollars worldwide by 2026, maybe it isn’t such a huge stretch after all.

3. Patagonia: We’re in business to save our home planet

The outdoor apparel and equipment company is known for its social and environmental activism.

Patagonia mission statement :   We’re in business to save our home planet.

Why it works:  Patagonia is often used as a good company mission statement example, and for a reason. Although it’s wildly lofty, the company really does put their money where their mouth is.

Patagonia originally began as a scrappy company specializing in steel pitons for rock climbing. But when the founders realized their gear damaged the rock face they so loved, they pivoted to low-impact aluminum chocks.

From the moment Patagonia pivoted to aluminum chocks, it became an environment-first company with far-reaching efforts built into every aspect of their business practices.

4. Microsoft: To empower every person and every organization on the planet to achieve more

The software giant is currently valued at  approaching $2 trillion .

Microsoft mission statement :   To empower every person and every organization on the planet to achieve more.

Why it works:  Notice, Microsoft’s company mission statement makes no mention of software, or PCs, or technology at any level.

This isn’t to say the company is focused on something other than tech. But by concentrating on the “why” not the “what” of the business, this mission statement example remains flexible and agile. No matter where the market moves, Microsoft aims to increase productivity with it’s products.

5. Square: Everyone should be able to participate and thrive in the economy.

Square’s point-of-sale and online payment platforms came out on top during the pandemic. But even before that time, the company was a leader in POS products.

Square mission statement :   Everyone should be able to participate and thrive in the economy.

Why it works:  The company’s extended mission statement goes on to say: No one should be left out of the economy because the cost is too great or the technology too complex.

Similar to Microsoft’s mission statement, Square leaves room for agility here. It aims to produce simple, low-cost payment products, regardless of where the market takes it. We also appreciate Square’s focus on who the company serves and why.

6. Pinterest: Bring everyone the inspiration to create a life they love.

Ah, Pinterest. Inspiration central for crafters everywhere, but also a valuable tool for businesses looking for new marketing platforms.

Pinterest mission statement :   Bring everyone the inspiration to create a life they love.

Why it works:  More than the words it uses, we appreciate how Pinterest discusses the ways its mission evolved along with the company.

According to Pinterest, the platform was originally conceived as “a tool to help people collect the things they were passionate about online.” It quickly became clear that people most enjoy using the site to get inspiration from others. And with this, Pinterest’s current mission was born.

7. Target: Help all families discover the joy of everyday life

Fun fact: According to Target’s website, 75% of the US population lives within 10 miles of a store. And why not? Everyone loves a trip to good old Target.

Target mission statement :   Help all families discover the joy of everyday life.

Why it works:  This company mission statement example is equal parts broad and super-specific, depending on how you look at it.

It speaks to Target’s affordable products, geared toward everyday people. But this mission statement can also easily extend to the company’s focus on community giving, corporate responsibility, and creating a positive employee experience.

8. Southwest Airlines: Connect people to what’s important in their lives through friendly, reliable, and low-cost air travel

The smallest of the “big four” US airlines, Southwest is known for its friendly crew and affordable ticket prices.

Southwest Airlines mission statement :   Connect people to what’s important in their lives through friendly, reliable, and low-cost air travel.

Why it works:  Maybe you can chalk it up to the company’s southern roots, but Southwest consistently ranks high for customer service. Its mission of connecting people to what’s important in their lives touches on this value.

Southwest sees itself as doing more than just moving people from point A to point B.

9. Spotify: To unlock the potential of human creativity — by giving a million creative artists the opportunity to live off their art and billions of fans the opportunity to enjoy and be inspired by it

The Swedish audio streaming platform currently has 356 million users across 178 markets.

Spotify mission statement :   To unlock the potential of human creativity — by giving a million creative artists the opportunity to live off their art and billions of fans the opportunity to enjoy and be inspired by it.

Why it works:  We included this example because, technically speaking, this is a mission statement and a vision statement combined into one.

When you write your mission statement, it’s important not to confuse the two. But for marketing purposes, wrapping a mission statement and a vision statement up into one shiny package sometimes works very well.

10. Google: Organize the world’s information and make it universally accessible and useful

This one needs no introduction. After all, to Google is officially listed in Merriam-Webster as a transitive verb. If that isn’t a sign of a powerful company, we don’t know what is.

Google mission statement :   Organize the world’s information and make it universally accessible and useful.

Why it works:  Google’s effectiveness is centered around its algorithms. At its heart, an algorithm is a system for organizing information. So Google pretty much nailed it here.

We also appreciate the focus on making information “universally accessible and useful.” Google is arguably the most powerful search engine in the world, yet it’s simple enough for anyone to use. Universally accessible and useful sums that up nicely.

11. Nike: Bring inspiration and innovation to every athlete in the world. If you have a body, you are an athlete

The Oregon-based footwear, apparel, and sports equipment company was founded in 1964 and is now synonymous with athletics.

Nike mission statement :   Bring inspiration and innovation to every athlete in the world. If you have a body, you are an athlete.

Why it works:  We admit, we like the asterisk more than we like the actual mission statement. Nike outfits some of the biggest names in professional sports, but its mission specifies “if you have a body, you are an athlete.” The word “inclusion” doesn’t appear in the company’s mission statement, but it says it — and then some — in so many words.

12. CVS: Helping people on their path to better health

Founded as a drugstore in 1963 by brothers Stanley and Sidney Goldstein and partner Ralph Hoagland, CVS bills itself as a “health care innovation company that is reinventing pharmacy.”

CVS mission statement :   Helping people on their path to better health.

Why it works:  This isn’t one of the most inventive examples of a company mission statement, and it also seems somewhat obvious for a drugstore. But CVS embodies its mission in some pretty bold ways. In 2014, it became the  first national pharmacy in the US  to stop selling cigarettes and tobacco products.

13. Harley Davidson: More than building machines, we stand for the timeless pursuit of adventure. Freedom for the soul

Harley-Davidson was founded in Milwaukee in 1903, and it remains one of the most popular motorcycle brands.

Harley Davidson mission statement :   More than building machines, we stand for the timeless pursuit of adventure. Freedom for the soul.

Why it works:  Harley-Davidson is known not only for its iconic design and distinctive engine sound, but also for the unique subculture of Harley riders.

Although Harley enthusiasts might balk at the idea, the company is as much a lifestyle brand as it is a motorcycle manufacturer. And that lifestyle delivers just what is promised in the company’s mission statement: adventure and freedom. And a whole lot of leather.

14. Dove: Help women everywhere develop a positive relationship with the way they look, helping them raise their self-esteem and realize their full potential

What started as a single product — the Dove Beauty Bar — grew into a major line of personal care products used by women around the world.

Dove mission statement :   Help women everywhere develop a positive relationship with the way they look, helping them raise their self-esteem and realize their full potential.

Why it works:  The company’s mission statement combines seamlessly with their vision statement, which says, “We believe beauty should be a source of confidence, and not anxiety.”

Dove delivers on this promise with its far-reaching body positivity campaigns, research initiatives, and self-esteem projects.

15. Livestrong: Which everyday cancer problem will we fix today?

Livestrong is a nonprofit organization that supports people living with or affected by cancer.

Livestrong mission statement :   Which everyday cancer problem will we fix today?

Why it works:  Because selling products and services to consumers isn’t part of the equation, nonprofit mission statements differ from those of their for-profit counterparts. But we included Livestrong here, because it has such a unique mission statement.

Very few mission statements are in the form of a question. This was very intentional on the part of Livestrong. As the company puts it on their mission page, “We have a Mission Question, not a Mission Statement, because we believe that we can only achieve the best solutions through asking the right questions.”

16. TED: Spread ideas.

The media company solicits keynote-style talks from some of the best minds and makes these available, for free, via video and through their podcast,

Ted mission statement :   Spread ideas.

Why it works:  This is another company mission statement example that makes the rounds on the best-of lists. You can almost imagine the lengthy thought process that transpired as TED execs winnowed their mission statement down to just two words. Two words! But that’s all they need.

This mission statement doesn’t say they are “creating opportunities for…” or “gathering the brightest minds to…” They do all of these things as well. But at the very core of the organization, their mission is to spread ideas.

In those two words, they say it all.

FAQs about company mission statements

These company mission statement examples are just a sample of what’s possible when a company really takes the time to craft a thoughtful mission statement. To help you write yours, here are answers to some of the most frequently asked questions about mission statements.

What should a company mission statement include?

A company mission statement should include one or two strong, well-written sentences that talk about why a company exists, the value it brings to its customers, the core beliefs that drive its work, and what sets it apart from other companies doing similar work.

What are the 3 parts of a mission statement?

The three parts of a mission statement are:

• Mission and purpose:  the main reason a company exists. Its purpose in a broad sense.
• Values:  the core values that drive everyday decisions and behavior in the company.
• Goals:  what the company hopes to achieve by sticking close to its mission and values.

What is a strong mission statement?

A strong mission statement is short and actionable. The strongest company mission statements are written in accessible language (no corporate speak) that reflects a company’s unique culture and voice. A good mission statement is lofty, but also ties back to a company’s everyday business practices.

What is Coca Cola’s mission statement?

Coca Cola’s mission statement is  “to refresh the world in mind, body, and spirit, to inspire moments of optimism and happiness through our brands and actions, and to create value and make a difference.”

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35 Mission Statement Examples That Define Companies and Inspire Customers

Plus a guide on how to write a mission statement.

Some skeptics are eager to criticize mission statements. They see them as generic and platitudinous , another startup box that founders need to check.

 Turns out, though, a mission statement’s success depends on how it’s written.

What Is a Mission Statement?

In his influential 1998 research article , consultant and business professor Chris Bart found “a significant and positive correlation” between organizational performance and mission statements when managers were satisfied with those statements . He also found a correlation between performance and the process used to develop statements. Simply having a mission statement was a non-factor, but one created with real buy-in delivered the goods.

Related Reading Tips for Effective Business Storytelling

Mission Statement Examples

Later, we’ll tease out what exactly makes a mission statement effective and explore tips for writing one. But first, here are some examples to fuel your inspiration.

• Apple: “To bring the best user experience to customers through innovative hardware, software and services.”
• Procter & Gamble: “To provide branded products and services of superior quality and value that improve the lives of the world’s consumers, now and for generations to come.”
• Reddit: “To bring community and belonging to everyone in the world.”
• Nike: “To bring inspiration and innovation to every athlete in the world. If you have a body, you are an athlete.”

GameChanger

Mission statement:  “Help families elevate the next generation through sports.”

Mission statement:  “We exist to advance the economic power of people living and working in the real world.”

Mission statement: “Always with you, building a more confident future. MetLife contributes to a more confident future as an employer, an investor and a provider of financial solutions and expertise. Our purpose is at the heart of our virtuous circle of delivering for our colleagues, our communities, our customers and our shareholders.”

Mission statement:  “We bring together brands and their audience to make connections that matter.”

Mission statement:  “For over a decade, we’ve been building tech for food people, so restaurant owners can save money, staff members can save time, and diners can order better. Because when restaurants thrive, they can keep serving food that gives your community its unique flavor. We want to keep it that way.”

MobilityWare

Mission statement: “Bringing joy to others one game at a time.”

Mission statement:  “We empower everyday people to move forward on the path to a better financial future.”

First Entertainment Credit Union

Mission statement:  “We build lifelong financial relationships with the people in entertainment based on a deep understanding of how they live and work.”

Mission statement: “Our mission is to rebuild the infrastructure of the travel industry in order to bring freedom, simplicity, and trust to travelers everywhere. We are bringing change to an industry that has been held back by outdated technology and complicated financial incentives that solve for the needs of middlemen instead of providing the best experience to users. Travel matters when communication is essential to building trust, commitment, and a shared sense of purpose. In essence, business travel is a necessity any time success depends on the strength of human connections.”

PatientPoint

Mission statement:  “ PatientPoint is on a mission to make every doctor-patient engagement better, and that goal is at the core of everything we do. We are the patient engagement platform for every point of care. Our digital solutions impact 750 million patient visits every year, helping drive better health outcomes that enable people to live longer, healthier lives.”

Mission Statement:  “At Trupanion , we’re on a mission to help loving, responsible pet owners budget and care for their pets.”

Mission Statement :  “We’re on a mission to simplify the complexities of payments to help you grow.”

Mission Statement : “Our mission is to bring the best user experience to customers through innovative hardware, software and services.”

Mission Statement : “To help humanity thrive by enabling the world's teams to work together effortlessly.”

Mission Statement : “To be the most trusted and convenient destination for pet parents (and partners), everywhere.”

Mission Statement : “Our mission is to increase economic freedom in the world. Everyone deserves access to financial services that can help empower them to create a better life for themselves and their families. If the world economy ran on a common set of standards that could not be manipulated by any company or country, the world would be a more fair and free place, and human progress would accelerate.”

Mission Statement : “DoorDash is a technology company that connects people with the best of their neighborhoods across the US, Canada, Australia, Japan, and Germany. We enable local businesses to meet consumers’ needs of ease and convenience, and, in turn, generate new ways for people to earn, work, and live. By building the last-mile logistics infrastructure for local commerce, we’re fulfilling our mission to grow and empower local economies.”

Mission Statement : “Our mission is to design a more enlightened way of working. Dropbox helps people be organized, stay focused and get in sync with their teams.”

Bright Horizons

Mission Statement :  “Dedicated to the highest quality education and care; making a lasting difference, one child, one student, one teacher, one family, and one employer at a time.”

EFFECT Photonics

Mission Statement : “To interconnect humanity through fast, affordable, sustainable, and effective communication technologies.”

Mission Statement:  “Our mission is to build the most popular car subscription platform. Our aim is to help anyone who loves driving a car of their own but fears the struggle, commitment, and intransparent costs associated with ownership to get behind the wheel.”

Mission Statement : “The Fivetran mission is to make access to data as simple and reliable as electricity. The invention of the lightbulb spawned generations to change the world through electricity, creating millions of new products, devices and services. We’re empowering future ‘Thomas Edison’s’ to transform the way the world makes decisions through our always-on access to accurate data. This helps drive better data-driven decisions in pursuits like discovering new drugs, serving humanity in ways big and small (think: banking the underbanked, keeping hospital records up to date, and more!), and enabling social good organizations to do what they do best by improving lives everywhere.”

Mission Statement : “It is GitLab’s mission to make it so that everyone can contribute. When everyone can contribute, users become contributors and we greatly increase the rate of innovation.”

Intel Corporation

Mission Statement : “We create world-changing technology that improves the life of every person on the planet.”

Mission Statement : “Our mission is to empower every person and every organization on the planet to achieve more.”

Mission Statement : “Our mission is to ensure the Internet is a global public resource, open and accessible to all. An Internet that truly puts people first, where individuals can shape their own experience and are empowered, safe and independent.”

NBCUniversal

Mission Statement : “To be the premier content provider for television and digital platforms, spanning all television.”

Mission Statement : “To bring inspiration and innovation to every athlete* in the world.

*If you have a body, you are an athlete.”

The Pokémon Company International

Mission Statement : “At Pokémon, our mission is to become an entertainment leader and bring the fun of Pokémon to people around the world!”

Procter & Gamble

Mission Statement : “We will provide branded products and services of superior quality and value that improve the lives of the world’s consumers, now and for generations to come. As a result, consumers will reward us with leadership sales, profit and value creation, allowing our people, our shareholders and the communities in which we live and work to prosper.”

Mission Statement : “Our mission is to bring community and belonging to everyone in the world.”

Mission Statement : “We help people achieve independence by making it easier to start, run, and grow a business. We believe the future of commerce has more voices, not fewer, so we’re reducing the barriers to business ownership to make commerce better for everyone.”

Mission Statement : “At Smartsheet, our mission is to empower anyone to drive meaningful change — for themselves, their businesses and even for the world.”

Warby Parker

Mission Statement : “To inspire and impact the world with vision, purpose, and style.”

Mission Statement : “We’re empowering everyone to create for the web — and leading impactful, fulfilling lives while we do it.”

How to Write a Mission Statement

When it comes time to draft your company’s mission statement, consider the following:

Tips for Writing a Mission Statement

• Make it simple, aspirational and memorable.
• Direct it toward stakeholders, but don’t prioritize shareholders.
• Keep employees — current and future — top of mind.
• Avoid saying you’re “the best.”
• Leave room for the mission to evolve.

Make it Simple, Aspirational and Memorable

A successful mission statement has three important traits, according to Jeffrey Abrahams, author of 101 Mission Statements From Top Companies . They are simplicity, aspiration and memorability.

There’s no magic word count, but experts agree that concision is best. Abrahams recommends aiming for a single-sentence statement. “That has greater impact and can be communicated easily, both within the company and to the target audience,” he said.

Bart, meanwhile, recommends capping at around 70 words. And Inés Alegre, a professor at the business school of the University of Navarra who led a 2018 review of mission-statement research, told Built In that three sentences or so is appropriate.

Your precise mileage may vary, but the “KISS” recommendation put forward by Bart in his 1998 paper still seems appropriate: Keep it simple and straightforward.

It’s common to find an organization’s mission statement posted on an “About” page, but it doesn’t have to be merely descriptive; incorporate some ambition, Abrahams suggested. He invoked Microsoft’s statement: “Our mission is to empower every person and every organization on the planet to achieve more.”

Memorability

Action verbs, wariness of jargon and bizspeak — these are a CEO’s allies when drafting a statement. It should be organization-specific, too. 

“If the mission statement could be used by a number of companies, especially competitors, it’s not going to be either memorable or serve the company very well,” said Abrahams. “You want it to be distinctive.”

Direct It Toward Stakeholders

“Missions describe why an organization exists, but in particular, they should describe the relationships that the organization wants to have with the stakeholders upon whom it depends for survival, growth and sustainability,” Bart said.

According to him, an effective mission statement should at least speak to two audiences: customers and employees. He cited Southwest Airlines as an illustrative example:

“The mission of Southwest Airlines is dedication to the highest quality of customer service delivered with a sense of warmth, friendliness, individual pride and company spirit.   To our employees: We are committed to provide our employees a stable work environment with equal opportunity for learning and personal growth. Creativity and innovation are encouraged for improving the effectiveness of Southwest Airlines. Above all, employees will be provided the same concern, respect and caring attitude within the organization that they are expected to share externally with every Southwest customer.”

In addition to customers and employees, a strong statement will also often address shareholders and the community at large, Bart said. Here’s one he helped draft for a casino resort that directly targets all four groups:

“Our mission is to provide every guest with a ‘blow away experience’ that is inspired by a celebration of the sea and the myth of a lost civilization. We accomplish this by bringing the myth of Atlantis to life by offering warm, positive, engaging service.   At Atlantis, we are a team of individuals who are passionate and committed in everything that we do. We continuously strive for perfection. We are proud to work at Atlantis because we are a caring and learning organization, which rewards accomplishment and promotes teamwork, respect and innovation.   At Atlantis, we are the pride of our community while providing enduring value for our shareholders. When Atlantis succeeds, we succeed as individuals, and we contribute to the success of the Bahamas.”

… But Avoid Prioritizing Shareholders

It may be more obvious today — after the rise of sustainable investing , office-perk culture that caters to employee happiness and the fact that we’re in the midst of a job seekers’ market — but the thrust of the mission can’t simply be shareholder yield.

Statements that center the returns of the investor class will align approximately zero employees to an organization’s mission. “Shareholder value was the typical mission in the nineties — not anymore,” said Alegre.

One possible symptom of such misalignment? Jargon creep. “When buzzwords and platitudes happen, they usually happen when the focus of the company moves from customer to shareholder,” wrote entrepreneur and Built In expert contributor Joe Procopio.

Read Next 3 Reasons to Prioritize Mission Over Profit in Tech

Resist the Superlatives

As mentioned, mission statements should have an air of the aspirational. But, especially in this era of superlative fatigue , beware of “the biggest,” “the boldest” and “the best.” They’ll inspire more shrugs than hearts, especially when unsupported.

“When a company says its mission statement is to be the best [category here] company in the world — the best steel company in the world or the best clothing company in the world, it’s too general,” said Abrahams. “It needs to be backed up by strongly worded core values, a vision, and guiding principles and beliefs.”

Think of It as a Management Tool

Even though mission statements address multiple audiences, they shouldn’t pretend to think each audience is listening with equal attention.

“There’s a question of prioritization of stakeholders — is it the clients, employees, suppliers, investors? You probably cannot satisfy all at the same level,” said Alegre.

That begs a question: Should companies think of mission statements more as an internal compass for culture and strategy, or an external branding — or even recruiting — element? That is, are they management or marketing? 

“My answer is yes,” said Abrahams. 

Ideally, it can serve as both, experts told Built In, but it should be considered first and foremost a management tool. (Indeed, most research on the topic is published in management, not marketing, journals.) “My impression is that it’s much more useful as an internal alignment tool than external branding,” said Alegre.

Think of the statement primarily as something for employees, Bart said, a true north against which the workforce can always orient itself.

Reinforce the Mission Statement in All Your Communications

Once the statement is finalized, think of it as a muscle: Exercise it often to prevent it from losing definition. Reference the mission during onboardings, training, team meetings, board reviews of key projects and wherever else reinforcement makes sense. Post it on your website, of course, but also your wall. “I work in a business school where the first thing you see after the entrance is the mission,” Alegre said.

Mission statements are especially important during times of uncertainty, such as early in an organization’s life or during growth pushes, Alegre said. Still, lean on them in times of greater stability, too. That provides room for the mission to organically evolve.

Recent Founders + Entrepreneurship Articles

35 Vision And Mission Statement Examples That Will Inspire Your Buyers

Published: February 28, 2024

Why do you choose to buy products and services from certain brands even when cheaper options exist? It often comes down to a compelling brand mission — like these 35 mission statement examples.

Brands use a mission statement to express their values. As consumers, we like to patronize businesses that have values we believe in.

A strong mission statement makes it easy for consumers to understand your values and feel confident purchasing from you.

Still, loyalty doesn’t happen overnight. Building brand loyalty, like creating mission and vision statements, takes time. You may just find the inspiration that you need in someone else’s mission statement, so we’ve gathered 35 example mission statements to help make your research easy.

If you’re in a bit of a time crunch, use this table of contents to find precisely what you’re looking for to inspire the development of your company’s mission.

Table of Contents

What is a mission statement?

How to write a mission statement, what is a vision statement.

• Mission vs Vision Statements

Mission and Vision Statement Template

Best mission statement examples.

• Best Vision Statements Examples

A mission statement is a simple statement about the goals, values, and objectives of an organization. A mission statement summarizes why a business exists and helps a company respond to change and make decisions that align with its vision.

This brief description helps customers, employees, and leadership understand the organization’s top priorities.

An effective mission statement will naturally change over time. As a company grows, it may reach its early goals, and they’ll change. It’s important to revise mission statements as needed to reflect the business’s new culture as it achieves its goals and develops new targets.

What makes a good mission statement?

A great mission statement combines physical, emotional, and logical elements into one exceptional customer (and employee) experience that you value as much as they do. A good mission statement will not only explain your brand’s purpose but will also foster a connection with customers.

When your brand creates a genuine connection with customers and employees, they’ll stay loyal to your company, thereby increasing your overall profitability.

Mission statements also help you stand out in the marketplace, differentiating your brand from the competition.

I’ve personally observed that there’s more brand recognition for companies when consumers think they have an important mission.

When wearing a pair of TOMS shoes, I’ve noticed that people comment more on my shoes than when I’m wearing Converse or Nike shoes (which are both more well-known brands). TOMS famously created the One for One® model, where they vowed to donate one pair of shoes for every one purchased.

A memorable company mission makes your product more noteworthy.

What are the three parts of a mission statement?

Your mission statement should clearly express what your brand does, how it does it, and why the brand does it. You can quickly sum this up in your mission statement by providing the following:

• Brand purpose. What does your product or service do or aim to offer and for whom?
• Brand values. What does your company stand for? For example, are you environmentally conscious and provide a more sustainable solution to solve a problem? Values are what make your company unique.
• Brand goals. What does your company accomplish for customers? Why should they purchase from you instead of other competitors?

With these three components, you can create a mission that is unique to your brand and resonates with potential customers. Next, we’ll guide you step by step on how to write a proper mission statement to build on as your company evolves.

You understand the importance of a well-crafted mission statement that effectively summarizes a company’s purpose, but how do you write one? Let’s look at the steps to write a good mission statement, and then we’ll dive into mission statement examples to inspire your creativity.

• Explain your company’s product or service offering.
• Identify the company’s core values.
• Connect how your company’s offering aligns with your values.
• Condense these statements into one.
• Refine your mission statement.

1. Explain your company’s product or service offering.

A good mission statement helps prospects understand what your company does in a literal sense. This means explaining your offering in basic, clear terms. Your explanation should answer the most basic questions like:

• Are you selling a product or service?
• Why would customers buy it?
• How does your offering solve for the customer?

Record your answers and focus on how your product or service brings value to your buyer personas , otherwise known as your target audience.

2. Identify the company’s core values.

Now, this is where you can start thinking bigger. You didn’t just make a product or service at random. Instead, you’re most likely motivated by a set of core values . This is particularly important for socially conscious businesses and brands that care about well-being.

Core values are deeply ingrained principles that guide a company’s actions. Take HubSpot’s culture code, HEART , for example:

• Empathetic.
• Remarkable.
• Transparent.

These are principles that not only company employees respect but are principles that our customers appreciate as well. By identifying core values that hold meaning on personal and organizational levels, you’ll have an appealing set to add to your mission statement.

3. Connect how your company’s offering aligns with your values.

So, how can your company offering serve your core values? You need to draw a connection between the two in a way that makes sense to the public.

For example, if one of your core values centers on innovation, you want to frame your product or service as pushing boundaries and explaining how it helps customers innovate their lives or business practices. Essentially, you’re taking the literal benefit of the offering and expanding it to serve a higher purpose.

4. Condense these statements into one.

A mission statement can be as short as a single sentence or as long as a paragraph, but it’s meant to be a short summary of your company’s purpose. You need to state the what, who, and why of your company:

• What — The company offering.
• Who — Who you’re selling to.
• Why — The core values you do it for.

Condense this to be between one and three sentences long. At this stage of development, it’s often helpful to write several mission statement drafts to help process ideas and experiment.

Once you have successfully conveyed your brand’s message, it’s time to refine and perfect your mission statement.

5. Refine your mission statement.

Above all, your mission statement stands as a marketing asset that is meant to be:

• Free of fluff.

Your mission statement should clearly outline the purpose of your company offering, capture the company spirit, and show the common goals the company is working to achieve.

Have other team members or advisors read your mission statement draft and make adjustments if needed according to their recommendations. This is normally a slow process for brands, and I’ll share ideas and company mission statement examples in a moment to help inspire creativity in the writing process.

A vision statement is aspirational and expresses your brand’s plan or “vision” for the future and potential impact on the world. They often serve as a guide for a brand’s future goals and explain why customers and employees should stick around for the long haul.

What makes a good vision statement?

A good vision statement should be bold and ambitious. It’s meant to be an inspirational, big-picture declaration of what your company strives to be in the future. It gives customers a peek into your company’s trajectory and builds customer loyalty by allowing them to align their support with your vision because they believe in the future of your brand as well.

What are the three parts of a vision statement?

Your company vision is meant to be inspirational while also aligning with the company’s mission. A vision statement should have the following characteristics:

• Aspirational and ambitious. Have a lofty outlook for what you want your business to accomplish? Here’s the place to put it. Your vision statement should be aspirational and showcase how your business will grow in the future.
• Practical and achievable. While your statement should be ambitious, it shouldn’t be impossible. Set a goal that is both challenging and practical.
• General. Your vision should be broad enough to encompass all of your brand’s overall goals. Think of it as an umbrella for your mission statement and company objectives to nest under.

Both mission and vision statements are often combined into one comprehensive “mission statement” to define the organization’s reason for existing and its outlook for internal and external audiences — like employees, partners, board members, consumers, and shareholders.

The difference between mission and vision statements lies in the purpose they serve.

Mission Statement vs. Vision Statement

A mission statement clarifies what the company wants to achieve, who they want to support, and why they want to support them. On the other hand, a vision statement describes where the company wants a community, or the world, to be as a result of the company’s services.

Thus, a mission statement is a roadmap for the company’s vision statement.

A mission statement is a literal quote stating what a brand or company is setting out to do. This lets the public know the product and service it offers, who it makes it for, and why it’s doing it. A vision statement is a brand looking toward the future and saying what it hopes to achieve through its mission statement. This is more conceptual, as it’s a glimpse into what the brand can become in the eyes of the consumer and the value it will bring in the long term.

In summary, the main differences between a mission statement and a vision statement are:

• Mission statements describe the current purpose a company serves. The company’s function, target audience, and key offerings are elements that are often mentioned in a mission statement.
• Vision statements are a look into a company’s future or what its overarching vision is. The same elements from the mission statement can be included in a vision statement, but they’ll be described in the future tense.

Now that we know what they are, let’s dive into some useful examples of each across different industries.

100 Mission Statement Examples & Templates

Mission statements from 100 companies and templates to create one for your business.

• 100 real examples
• 10 industries
• Instructions & guidelines
• 10 free templates

You're all set!

Click this link to access this resource at any time.

10. Cradles to Crayons : Provides children from birth through age 12 living in homeless or low-income situations with the essential items they need to thrive — at home, at school, and at play.

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BUSINESS STRATEGIES

How to write a mission statement in 5 steps

• Joanna Kramer
• Feb 19, 2019

A mission statement is one of the most powerful tools you have for leading your business or organization to success. The trick is knowing how to craft the perfect one, before you start posting it around your office or on your business website . There are a few tips and tricks to nailing exactly the right wording to articulate your vision and values - to yourself, to your employees, and to your target audience. Let’s jump in and review what makes an effective mission statement and how to write one for your business or organization regardless of whether you're just starting your business or scaling. Plus, we’ve included seven excellent mission statement examples at the end for your very own inspiration.

What is a mission statement?

Let’s start with the basics. You’ve probably heard that a mission statement is the lifeblood of your business. But what really is it? A mission statement takes the ‘why’ of what you do and consolidates it into about one to two sentences (and no, a run-on sentence that’s the length of a paragraph does not qualify). This abbreviated expression of your values and purpose helps everyone who encounters your work to immediately understand what you’re all about (much like your elevator pitch ). It's different from an executive summary but still important to your business. And it serves to remind you and your employees why you continue walking in the door each morning.

A strong mission statement will contain four key elements:

Inspiration

Plausibility

Specificity

As in, readers will walk away understanding the value your works adds to the world or to their lives, feeling inspired to join your mission, convinced that your goal is achievable, and crystal clear on the nature of your business or organization. Once these four components are present, you’ve got yourself a mission statement that is dressed to impress.

Why your business needs a mission statement

The mission statement ingredients sound all well and good, but why exactly is it important for you to adopt one? There are both inward and outward-facing reasons. Internally, it acts as a guiding statement to frame all of your strategic business decisions. It’s easy to reference every time you need a reminder of the values you embody as a company, or the vision you are pursuing. Furthermore, it becomes an important contributor to workplace morale, serving up a dose of inspiration every time your declared purpose starts fading behind administrative emails and fundraising campaigns. Those are the moments when you write your mission statement down on a little sticky note and post it on your computer screen.

Externally, this expression is a critical figure in the landscape of brand identity . Readers will associate your tone and register key words you select, and values you highlight with the larger persona of your company. The mission statement, then, communicates to outsiders who you are, and what you will do to guarantee quality business to your clients. In its concise form, its task is to explain how to foster a connection with the curious minds viewing its several sentences, and explain why yours should be the right business or organization for them to choose.

How to write a mission statement for your business in 5 steps

1. Ask yourself three fundamental questions

2. Hold a brainstorming session

3. Narrow down your choices

4. Refine your words into sentences

5. Review what you've written

01. Ask yourself three fundamental questions

What does your business do? How does it do it? And why? With the first question, evaluate your response through the lenses of your customers or beneficiaries, your employees, and - of course - yourself. When relevant, you can widen the perspectives to also define what your business does for your community, or even for the world. The exercise of answering these three questions will help you tease out your purpose, clarify the value you offer, and reconnect to your motivating passion.

02. Hold a brainstorming session

Either by yourself or with your team, throw around words and phrases that convey the answers you generated in the previous step. Of course, we know each of those questions could give way to an essay - sometimes even a book. Yet, here, brevity comes above all. Try instead for “snapshot words” that capture the sentiment of your business’ value and purpose. Don’t hold back here: All ideas are acceptable at this point, and you never know when a phrase that’s slightly off can spark the suggestion of the phrase that’s exactly right.

03. Narrow down your choices

Either through a group voting process or by soliciting the feedback of a few people you trust, whittle down the list you generated in step two. At the end of this step, you should emerge with a curated list of your favorite words and phrases that are fitting and truly reflect your brand.

04. Refine your words into sentences

Set aside a few hours, a quiet area, and put on your best ‘eureka moment’ playlist. It’s time to start massaging your list of chosen words and phrases into one to two complete sentences, keeping in mind all the key elements we reviewed earlier. Check in frequently with those four criteria to ensure you’re on the right track. Finally, remember to write in the present tense. This an active proclamation of what you do - not what you hope to do someday.

05. Review what you’ve written

The editing stage is best done with fresh eyes, after you’ve had some time away from your first draft. Notice points where you can tighten the phrasing, or make your wording even more precise. Run through potential future developments for your business. Will the statement you’re crafting now stand the test of time and an evolving business strategy? Take care to build some of this flexibility into your final version (without losing sight of the specificity, of course). Lastly, cut out the fluff. Big words that sound fancy but don’t add much value or clarity for your readers should be directed straight to the trash can. What survives your editing annotations will be the strong, durable, and exact material that quality missions statement examples are made of.

Where to display your mission statement

Once you have your mission statement polished and gleaming, it’s time to debut it to your colleagues and target audience . Find a place to print and proudly display it in your workplace so you and all of your team members can look to it as a source of guidance whenever a big decision is in front of you, or you need an inspirational boost.

Additionally, your new mission statement should appear across all of your marketing and promotional materials, from printed brochures to your beautiful website. Due to its short length, it also makes for an excellent bio lines on your social media channels. It’s a snappy answer to people’s initial question of ‘What is this?!’ after they stumble across your profile - and on the Internet, it’s important to keep information flowing fast to keep a web visitor’s attention engaged. Your mission statement makes your point quickly and succinctly, giving your online traffic a reason to stick around. Now, that’s good for business!

P.S. One little hint from us to you: Keep a note of all places where you feature your mission statement. In the event you update it, you will want to be able to make an easy sweep of your office and your online presence to implement the new edits across the board.

Get inspired by these mission statement examples

Enjoy some of these examples of great mission statements that have hit the ball out of the park with their bold precision:

Amp’d: “To provide people with limb loss/difference resources that allow them to live to their fullest potential.”

Southwest Airlines: The mission of Southwest Airlines is dedication to the highest quality of customer service delivered with a sense of warmth, friendliness, individual pride, and company spirit.

Honest Tea: Honest Tea seeks to create and promote great-tasting, healthy, organic beverages. We strive to grow our business with the same honesty and integrity we use to craft our recipes, with sustainability and great taste for all.

S’well: It’s S’well’s ongoing mission to create products that are both beautiful and eco-friendly, that infuse innovation with inspiration, and that continue to give back to communities in need.

Girl Scouts of the United States of America: Girl Scouting builds girls of courage, confidence, and character, who make the world a better place.

Snap Inc.: Snap Inc. is a camera company. We believe that reinventing the camera represents our greatest opportunity to improve the way people live and communicate. We contribute to human progress by empowering people to express themselves, live in the moment, learn about the world, and have fun together.

The New York Times: We seek the truth and help people understand the world. This mission is rooted in our belief that great journalism has the power to make each reader’s life richer and more fulfilling, and all of society stronger and more just.

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• February 15, 2023

Mission Statements: 15 Must-See Examples and How to Craft Your Own

• --> Written by Toni Hoy

Your mission statement is the foundation for everything your organization does. In essence, your mission becomes your constitution.

All questions and answers point directly to your mission statement, and by reviewing other mission statement examples, your organization can create a concise and compelling mission statement of your own.

To guide your organization, we:

• Define ‘mission statement’
• Discuss what makes a good mission statement
• Outline how to write a mission statement in six steps
• Provide 15 mission statement examples to inspire your own

What Is a Mission Statement?

A mission statement expresses an organization’s purpose and how it plans to serve its customers. It is a  fundamental guide  that shapes the organization’s direction.

For-profit and nonprofit boards tend to refer to the mission statement when making important decisions to help them stay  mission-focused .

What Makes a Good Mission Statement?

A mission statement’s meaning should be clear the first time anyone reads it. It must be pointed and unambiguous, typically containing around 100 words and one to three sentences. Similar to a vision statement , it’s best to use common language that everyone understands and avoid using jargon or buzzwords.

Good mission statements have  similar characteristics . We’ve distilled these traits into the following list:

• Simple — It doesn’t contain complicated or unnecessary words. The tone should be casual, conversational and relatable.
• Captivating  — Use the present tense and state your organization’s purpose in a powerful way that makes an emotional connection with people. The idea is to get buy-in for your organization’s purpose.
• Measurable  — Craft your mission statement in a way that enables you to measure your results. For example, a mission statement that speaks about not harming the environment should be able to present facts to demonstrate how they achieve that.
• Relevant  — Readers should be able to see immediately how the mission statement applies to them or how it relates to their lives.
• Long-term  — The mission statement should continue to be valid as the organization grows. Take some cues from the long-term goals in the annual strategic plan for your organization.

A good mission statement will stand the test of time and will not need to be revised often. Your board should revisit the mission statement annually to be sure it coincides with the organization’s current offerings.

Who Writes the Mission Statement?

An entrepreneur or a group of senior leaders typically writes the mission for a for-profit corporation. By contrast, the founding members of a nonprofit generally work on developing a mission statement.

In either case, an organization could form a committee to explore whether it’s necessary to  update, expand or revise  the mission statement years later.

How to Write a Mission Statement

It takes time and effort to brainstorm ideas and develop them to craft the most effective mission statement. Adding  diverse perspectives  is one way to help shape the conversation. These varying experiences will result in a well-rounded mission statement that will resonate with employees and customers.

To write a compelling, impactful mission statement, your group must dig deep to understand what you are trying to convey. From there, our step-by-step process (outlined below) will guide you to the finish line of creating your mission statement.

The following questions  will generate good discussions about your organization’s purpose:

• What are your core values?
• What audience are you trying to reach?
• What image are you trying to preserve?
• Why should your audience seek out your organization?
• Why should investors or donors be interested?
• What distinct value does your organization bring?
• What makes your organization unique?

6 Steps to Write a Mission Statement For Maximum Impact

With your notes and some mission statement examples, your group can confidently write a mission statement using this step-by-step process.

• Identify your organization’s products or services.
• State your organization’s core values.
• Draw a connection between your organization’s offerings and describe how it aligns with its core values.
• Brainstorm ideas on the best ways to tell your organization’s story.
• Consolidate ideas and create a list of potential mission statements.
• Narrow the choices down to one mission statement and finalize the wording clearly and concisely.

Crafting or revising your mission statement is a labor of love. Outline it, write it, proofread it and rewrite it until it’s right. Then, go back to those original questions you wanted to answer and test your mission statement against them. When it feels right, you’ll know you’ve hit the right tone and you can celebrate your accomplishment.

We’ve included the mission statement examples below to provide even more inspiration to craft the perfect mission statement.

15 Mission Statement Examples

Organizations put a lot of time and effort into creating the perfect mission statement, and mission statement examples can provide much food for thought as you create your own.

Examples of mission statements that are well-crafted enable your group to take a closer look at the word choices and structures developed by other organizations to communicate their reasons for being.

Below, we share examples of mission statements and highlight what makes them great.

1. Museum of Modern Art  (MOMA)  —   The purpose is clear, and the language is simple.

“The Museum of Modern Art connects people from around the world to the art of our time. We aspire to be a catalyst for experimentation, learning, and creativity, a gathering place for all, and a home for artists and their ideas.” 

2. American Red Cross   —   The audience and goal are clear, and it’s compelling.

“To prevent and alleviate human suffering in the face of emergencies by mobilizing the power of volunteers and the generosity of donors.”

3. Greenpeace International    —   It resonates with people because of its reference to sustainability and diversity.

“Our goal is to ensure the ability of the earth to nurture life in all its diversity.”

4. Doctors Without Borders   — It offers a strong emotional appeal that resonates with most people.

“To provide impartial medical relief to the victims of war, disease, and natural or man-made disaster, without regard to race, religion, or political affiliation.”

5. United Nations   —   It’s a bit wordy for a mission statement, yet it’s justified because of its global impact.

“We are dedicated to our clients, providing them with comprehensive, timely, and impartial protocol-based services and guidance through:

• Serving the Member States and Observers accredited to the UN through their Missions and Offices 
• Acting as the primary liaison between the Host Country and the Member States and Observers, in line with general diplomatic and host country guidelines 
• Assisting the Secretary-General, the Deputy Secretary-General, the President of the General Assembly, and all offices and departments within the UN System on protocol-related matters”

6. Sweetgreen  — The “what” and “who” are crystal clear.

“Building healthier communities by connecting people to real food.”

7. Google  — Encapsulates the scope of their service.

“To organize the world’s information and make it universally accessible and useful.”

8. Nordstrom  — Connects with a wide audience as everyone wants to look their best.

“We exist to help our customers feel good and look their best.”

9. TED  — A powerful and inspirational, yet concise message.

“ To discover and spread ideas that spark imagination, embrace possibility, and catalyze impact.” 

10. Cradles to Crayons  — Albeit a bit wordy, the sentiment is compelling to volunteers and donors.

“To provide children from birth through age 12, living in homeless or low-income situations, with the essential items they need to thrive, – at home, at school, and at play. We supply these items free of charge by engaging and connecting communities.”

11. LinkedIn  — It attracts professional people to what is important to them.

“The mission of LinkedIn is simple: connect the world’s professionals to make them more productive and successful.”

12. Asana  — It speaks of harmony in the workplace.

“To help humanity thrive by enabling the world’s teams to work together effortlessly.”

13. Tesla  — It creates a sense of urgency and hope for the future.

“To accelerate the advent of sustainable transport by bringing compelling mass market electric cars to market as soon as possible.”

14. Microsoft   — It’s globally inclusive.

“Our mission is to empower every person and every organization on the planet to achieve more.”

15. Disney  — It emphasizes the power of storytelling to inspire a global audience.

“The mission of The Walt Disney Company is to entertain, inform and inspire people around the globe through the power of unparalleled storytelling, reflecting the iconic brands, creative minds, and innovative technologies that make ours the world’s premier entertainment company.”

This selection of business mission examples and nonprofit mission examples is appropriate for any organization to review before creating its own.

Final Thoughts About Mission Statements

To sum things up, your board needs to understand what a mission statement is and how to create the best possible mission for your work. An excellent place to start is by reviewing lots of examples of mission statements to decipher what works best.

Creating an environment where ideas can flow quickly and freely is the best way to ensure you build a solid mission statement. A board portal is one of the best ways to facilitate these conversations and track ideas — even in cases where stakeholders cannot be present in person.

Discover how  BoardEffect  can aid in everything from creating your mission statement to maintaining a well-running board.

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100+ Inspiring Mission Statement Examples to Read Before Writing Your Own

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Your vision, mission, and values are the core elements of a successful brand strategy, with your mission reminding you of what you're doing on a day-to-day basis to achieve your overall vision.

Writing a mission statement can be difficult, so if you’re feeling stuck, have writer’s block, or just need a dose of inspiration, here are over a bunch of examples in alphabetical order to get you started!

To empower people to choose how they live as they age.

To move the web forward and give web designers and developers the best tools and services in the world.

To create a world where anyone can belong anywhere, providing healthy travel that is local, authentic, diverse, inclusive and sustainable.

Air New Zealand

Supercharge New Zealand’s success socially, economically and environmentally.

Alibaba Group

To make it easy to do business anywhere.

Serve consumers through online and physical stores and focus on selection, price, and convenience.

American Diabetes Association

To prevent and cure diabetes and to improve the lives of all people affected by diabetes.

American Hospital Association

To advance the health of individuals and communities. The AHA leads, represents and serves hospitals, health systems and other related organizations that are accountable to the community and committed to health improvement.

American Red Cross

Prevents and alleviates human suffering in the face of emergencies by mobilizing the power of volunteers and the generosity of donors.

Amnesty International

Research and take action to prevent and put an end to grave abuses of human rights - whenever and wherever they occur.

To bring the best personal computing products and support to students, educators, designers, scientists, engineers, businesspersons and consumers in over 140 countries around the world.

To help humanity thrive by enabling all teams to work together effortlessly.

To provide effective means for the prevention of cruelty to animals throughout the United States.

To conserve and restore natural ecosystems, focusing on birds, other wildlife, and their habitats for the benefit of humanity and the earth’s biological diversity.

To enrich people’s lives with programmes and services that inform, educate and entertain.

Best Friends Animal Society

To bring about a time when there are No More Homeless Pets

Boy Scouts of America

To prepare young people to make ethical and moral choices over their lifetimes by instilling in them the values of the Scout Oath and Law.

Empower everyone in the world to design anything and publish anywhere.

To serve individuals and families in the poorest communities in the world.

Charity:Water

Bringing clean, safe drinking water to people in developing countries.

Shape the future of the Internet by creating unprecedented value and opportunity for our customers, employees, investors, and ecosystem partners.

Cleveland Clinic

Caring for life, researching for health, educating those who serve.

Refresh the world. Make a difference.

To help creators earn a living online.

Creative Commons

Develops, supports, and stewards legal and technical infrastructure that maximizes digital creativity, sharing, and innovation.

Defenders of Wildlife

The protection of all native animals and plants in their natural communities.

Transform the way customers eat

To entertain, inform and inspire people around the globe through the power of unparalleled storytelling, reflecting the iconic brands, creative minds and innovative technologies that make ours the world’s premier entertainment company.

Doctors without Borders

To provide lifesaving medical care to those most in need.

Help the next generation of women develop a positive relationship with the way they look - helping them raise their self-esteem and realise their full potential.

Ducks Unlimited

Conserves, restores, and manages wetlands and associated habitats for North America’s waterfowl. These habitats also benefit other wildlife and people.

Environmental Defence Fund

To preserve the natural systems on which all life depends.

Give people the power to build community and bring the world closer together.

Feeding America

To feed America’s hungry through a nationwide network of member food banks and engage our country in the fight to end hunger.

To organize the world’s information and make it universally accessible and useful.

Greenpeace is an independent campaigning organisation, which uses non-violent, creative confrontation to expose global environmental problems, and to force the solutions which are essential to a green and peaceful future. Greenpeace’s goal is to ensure the ability of the earth to nurture life in all its diversity.

Habitat for Humanity

To mobilize volunteers and partners in providing opportunities for families to achieve affordable and sustainable home ownership as a means of breaking the cycle of poverty and strengthening communities.

Heifer International

End hunger and poverty while caring for the Earth

Helping millions grow better.

Human Rights Campaign

To achieve LGBTQ equality

The Humane Society

We fight the big fights to end suffering for all animals.

To offer a wide range of well-designed, functional home furnishing products at prices so low, that as many people as possible will be able to afford them.

Capture and Share the World’s Moments.

We engineer solutions for our customers’ greatest challenges with reliable, cloud to edge computing, inspired by Moore’s Law.

In Touch Ministries

To lead people worldwide into a growing relationship with Jesus Christ and to strengthen the local church.

Invisible Children

We exist to end violent conflict and foster thriving ecosystems in solidarity with our world’s most at-risk communities.

Bring design-driven innovation to every organization

Improving lives today and tomorrow by accelerating life-changing breakthroughs to cure, prevent and treat T1D and its complications

Empower knowledge entrepreneurs who are serious about their business to achieve success online.

Kickstarter

To help bring creative projects to life

To connect people through lending to alleviate poverty.

Inspire and develop the builders of tomorrow. Our ultimate purpose is to inspire and develop children to think creatively, reason systematically and release their potential to shape their own future - experiencing the endless human possibility.

Leukemia & Lymphoma Society

Cure leukemia, lymphoma, Hodgkin’s disease and myeloma, and improve the quality of life of patients and their families.

To connect the world’s professionals to make them more productive and successful.

Which everyday cancer problem will we fix today?

L'Oreal

To provide the best in cosmetics innovation to women and men around the world with respect for their diversity.

Improve people’s lives with the world’s best transportation.

Make-A-Wish

Together, we create life-changing wishes for children with critical illnesses.

March of Dimes

Prematurity is the #1 killer of babies in the United States. We are working to change that and help more moms have full-term pregnancies and healthy babies.

Mayo Clinic

Inspiring hope and promoting health through integrated clinical practice, education and research.

To deepen readers’ understanding of the world and to empower writers to share their best work and biggest ideas.

To empower every person and every organization on the planet to achieve more.

To share great modern and contemporary art with the public

To empower teams to reach their full potential

Monterey Bay Aquarium

To inspire conservation of the oceans.

Drive advances in science, technology, aeronautics, and space exploration to enhance knowledge, education, innovation, economic vitality, and stewardship of Earth.

National Geographic Society

Using the power of science, exploration, education and storytelling to illuminate and protect the wonder of our world.

National Multiple Sclerosis Society

People affected by MS can live their best lives as we stop MS in its tracks, restore what has been lost and end MS forever.

National Parks Conservation Society

To protect and enhance America’s National Park System for present and future generations.

National Wildlife Federation

Uniting all Americans to ensure wildlife thrive in a rapidly changing world.

The Nature Conservancy

To conserve the lands and waters on which all life depends.

New York Public Library

To inspire lifelong learning, advance knowledge, and strengthen our communities.

Bring inspiration and innovation to every athlete* in the world. *If you have a body, you are an athlete.

No Kid Hungry

Ending childhood hunger by ensuring that kids get the food they need, like healthy breakfast at school and free meals during the summertime.

To work in partnership with member stations to create a more informed public – one challenged and invigorated by a deeper understanding and appreciation of events, ideas and cultures.

We fight inequality to end poverty and injustice.

We’re In Business To Save Our Home Planet.

Democratize financial services for people all over the world

Improving people’s lives through meaningful innovation.

To bring everyone the inspiration to create a life they love.

Building the most creator-friendly platform on the planet to help people sell online courses, memberships and digital downloads.

Public Broadcasting System (PBS)

Serving the American public with programming and services of the highest quality, using media to educate, inspire, entertain and express a diversity of perspectives

Ronald McDonald House

Create, find, and support programs that directly improve the health and well-being of children and their families.

The Rotary Foundation

To enable Rotarians to advance world understanding, goodwill, and peace through the improvement of health, the support of education, and the alleviation of poverty.

San Diago Zoo

Saving species worldwide by uniting our expertise in animal care and conservation science with our dedication to inspiring passion for nature.

Save the Children

To inspire breakthroughs in the way the world treats children and to achieve immediate and lasting change in their lives.

Making commerce better for everyone

Reunite learning with education and make it accessible to every single person on this planet. Anyone can learn anything, at any age, at an affordable cost, anywhere in the world.

Make work life simpler, more pleasant and more productive.

Smithsonian

The increase and diffusion of knowledge.

Fill the world with emotion, through the power of creativity and technology.

To unlock the potential of human creativity—by giving a million creative artists the opportunity to live off their art and billions of fans the opportunity to enjoy and be inspired by it.

Squarespace

Help people with creative ideas stand out and succeed

To inspire and nurture the human spirit – one person, one cup and one neighbourhood at a time.

To increase the GDP of the internet

Susan G Komen

Save lives by meeting the most critical needs in our communities and investing in breakthrough research to prevent and cure breast cancer.

Teach for America

To enlist, develop, and mobilize as many as possible of our nation’s most promising future leaders to grow and strengthen the movement for educational equality and excellence

Spread ideas.

Accelerate the world’s transition to sustainable energy

Inspire creativity and bring joy

TripAdvisor

To help people around the world plan and have the perfect trip.

Where your interests connect you with your people

To give everyone the power to create and share ideas and information instantly, without barriers.

Bring transportation — for everyone, everywhere

United Nations

The maintenance of international peace and security.

Strengthening America’s military service members by keeping them connected to family, home and country, throughout their service to the nation

Warby Parker

To offer designer eyewear at a revolutionary price, while leading the way for socially conscious businesses.

Enabling everyone to create for the web — and leading fulfilling, impactful lives while we do it.

World Vision

To follow our Lord and Saviour Jesus Christ in working with the poor and oppressed to promote human transformation, seek justice and bear witness to the good news of the Kingdom of God.

Wounded Warrior Project

To honour and empower wounded warriors.

Helping small businesses thrive worldwide.

There are countless more businesses with mission statements around the world, and we will continue to update this list, but we hope that these initial 100+ inspire you when writing your own!

Looking for vision statement examples? You can find those here

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How to write an effective mission statement (with free template)

A mission statement explains your company’s purpose. You should write a mission statement when starting a business so you have a clear idea of what you stand for. Read on to learn how to write an effective mission statement that can help you tackle company goals.

It’s natural to face challenges when leading teams and managing projects, and one way to push forward despite the hard times is to remember your “why.” Your company mission defines why you do what you do, who you do it for, and the impact you’ll create by doing it. When you know your mission, you’ll feel good about where your company is going, even through ups and downs. 

What is a mission statement?

A mission statement is a brief declaration of your company’s what, who, and why. You should share this statement with everyone in your organization so team members understand your collective goals. While a mission statement isn’t specifically for marketing, you’ll likely share it externally as well. This is why it’s important to write it eloquently.

Your mission statement is a foundational piece of content you can use as a jumping-off point for various other materials, including:

Value propositions

Business plans

Company vision statement

Once you’ve solidified your core values and initiatives, you’ll have an easier time expanding on those ideas and getting the message out to your audience.

5 steps to write a mission statement

Your mission statement isn’t something you can craft by yourself. Before you sit down to draft it, recruit other senior and executive leaders at your company who have a sense of what you’re aiming for. Together, use the steps below to get to the root of what your company stands for and the message you want to spread.

1. Answer fundamental questions

To figure out what your mission statement should say, you’ll need to answer fundamental questions about your business. 

What do we do?

What do we create?

Who is our audience?

How do we make a difference?

Once you’ve answered the basics, consider questions that can help you craft a strong mission statement.

How do we differ from others in the industry?

How can we make our mission statement stand out from our competitors?

Can we use other mission statements for inspiration?

Consider having each member of your mission statement tiger team answer these questions separately, then pool your answers together. Your mission statement should be evergreen, so think about it in a way that incorporates business growth. It’s important to consider what your company’s purpose is in the context of what your future might be. 

2. Use your answers to brainstorm copy

Now that you have the ideas for your mission statement, you need the right words. Use brainstorming techniques to help you and the other leaders at your company come with creative ways to express yourselves. The goal is to inspire your team without sounding cliché or overly complex.

Some helpful brainstorming techniques include:

Mind-mapping: Mind mapping is a visual brainstorming technique you can use on your own or with your team. Start with one word or idea and use it to inspire other ideas. You’ll need a large piece of paper or whiteboard to write down a topic. Then, draw lines connecting tangential words or ideas to it.

Brain-netting: Brain-netting is great for remote collaboration , and it involves brain dumping ideas virtually, whether on a Slack channel, Google Doc, or through your project management tool . Team members can add ideas whenever inspiration strikes, and the list will be ever-evolving. 

3. Write your first draft

Now that you have solid ideas about what to put in your mission statement and creative ways to express those ideas, you can start experimenting with what sounds best. The following formulas can help you get started:

To [contribution/goal] so [impact] .

Our mission is to [contribution/goal] by [what you offer/how you do it] for [target audience] so [impact] .

To build/offer [what you offer/how you do it] for [target audience] to [contribution/goal] and [impact] .

For example, if you work for a content marketing company, here’s how your first draft might look:

To increase the value and visibility of content so companies can build strong relationships with their audiences . 

Our mission is to increase the value and visibility of content by offering content marketing services for companies so they can build strong relationships with their audiences . 

To offer content marketing services for companies to increase the value and visibility of their content and help them build strong relationships with their audiences. 

4. Ask for feedback

Draft a few versions of your mission statement so you can ask for feedback from current team members. Because the mission statement applies to everyone, it’s nice to include everyone in the feedback process—even if executive feedback gets slightly more weight. Don’t rush through the writing process. Take your time and get your mission statement to a place everyone is comfortable with.

Collaborate with your team by holding a Q&A session or by sending out surveys to ask which version of the mission statement resonates with them most. That way, once you complete your statement, you’ll feel confident that the result was a team effort. 

5. Revise and share

After collecting feedback, revise your mission statement as needed. Then, finalize it and share it with the rest of the organization. You can also include it in your business plan and share it on your website. 

Your mission statement explains your company’s purpose to those working for the company, stakeholders who may get involved with the company, and customers or clients who may spend money at the company. While you shouldn’t craft your mission statement for selling, it’s something you should be proud of and will likely want to display.

Examples of mission statements

Most companies share their mission statements with the public, either front and center on their websites, or in an easily searchable location. By making your mission statement visible to the clients and customers, companies show what they stand for and what they strive to achieve—both as an internal workforce and with the products or services they sell.

“To help humanity thrive by enabling the world’s teams to work together effortlessly.” 

At Asana , our mission statement explains who we serve and what we want our impact to be on the world. While we have various goals we work toward as a company, our mission statement is our guiding principle among all others. 

Let's do great things together. Join our team.

“To build the web’s most convenient, secure, cost-effective payment solution.” 

PayPal’s statement is more product-focused, but it’s still effective. Businesses may imply the impact they hope to make by explaining the unique features of their product offering. PayPal’s mission is to create the best product possible for customers because doing so will improve lives.

3. Patagonia

“Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.” 

Patagonia’s mission statement is complex, but it shows that their company has many layers beyond the clothing they sell. While on the surface, Patagonia offers outdoor gear, they set themselves apart from other companies by keeping the environment front of mind in all they do. 

Free mission statement template

Using a mission statement template can help you centralize your company’s most important information. Below, you’ll see how a content marketing company would’ve answered fundamental questions about their business and used those answers to design their mission statement with the provided formula.

Use the free mission statement template below to answer relevant questions about your company’s values and goals.

Why is a mission statement important?

Your mission statement is a building block for everything your team does. When you get it right, it leads to a stronger team dynamic in the workplace , more successful projects, and happier customers. Your mission statement should:

Define your brand to team members: Give your team clarity on what product you’re creating, why you’re creating it, and who you’re creating it for.

Present your brand to others: Tell others outside of your company what your team strives for everyday. 

Uphold values and objectives: Refer to your mission statement when you need to hold yourself and your team accountable to your ultimate goals.

Mission statement vs. vision statement

Many people use a mission statement and vision statement interchangeably, and while some companies combine the two, they have different meanings. A mission statement is your company’s “why” statement—in other words, your company’s purpose. Consider your mission statement as what you’re currently trying to achieve.

A vision statement can be a “how” statement or a future-focused statement. It should paint a broad picture of how you want to achieve your mission. Sometimes, companies incorporate the vision statement within their mission statement so they can state and explain their mission simultaneously. 

For example, Google's combined mission and vision statement is:

“To organize the world’s information and make it universally accessible and useful.” 

Mission statement: To organize the world’s information…

Vision statement: ...and make it universally accessible and useful.

While LinkedIn has separate mission and vision statements:

Mission statement: Connect the world’s professionals to make them more productive and successful.

Vision statement: Create economic opportunity for every member of the global workforce.

Use a mission statement to drive company success

Your mission statement is the launchpad for your company’s success. It states what you want to achieve and serves as a constant reminder of your purpose. But the only way to accomplish your mission is with small, everyday actions. A goal is just a dream until you put a process in place.

With work management software , you can set up workflows , schedules, and tasks that align with your mission statement and make your purpose a reality. Asana helps you create a purposeful and productive work experience for all your team members by giving them the clarity they need to achieve their goals.

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How Asana uses work management for organizational planning

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More Like this

Mission statements, what is a mission statement.

Your mission clearly states why your organization exists. A company’s mission statement helps clearly articulate your core purpose. It is the summation of your organization’s core reason for being, answering the question, “Why are we here?” A mission needs to boldly state why you exist, and what impact you hope your organization has on the world. The best mission statements clearly express these things to your customers in a way that resonates and engages with them.

When developing your strategic plan, it is important to not overlook the foundation of your plan, including your mission statement. Every organization should have one! Crafting a mission statement may be challenging at first, but with the help of our guide, you’ll be well on your way to making your own great mission statement!

Free Canvas & Guide to Creating a Mission Statement

Whether you’re writing a new mission statement or revisiting your old one as part of a strategic planning process, we’ve created a canvas you can use to create a mission statement that inspires your team. Get started on creating your mission statement today, and download our guide for free!

Why Are Mission Statements Important in Strategic Planning?

A good mission statement is a foundational element in any strategic plan because it helps define your organization’s core purpose, serving as a vantage point from which to look down the road. Combined with your vision statement , it helps define why your organization exists and what you stand for.

Mission statements are sometimes confused and grouped with different kinds of foundational statements or forgotten about entirely. Some of the common planning elements that mission statements get mixed up with are vision statements and value statements.

All three are closely linked but serve entirely different functions and roles in your strategic framework. Below, we explain how the vision and values elements compare against a mission statement, and how they can all be used together to complement your mission statement for a strong foundation to your strategic plan.

Mission Statements Versus Vision Statements – The Differences

While a company’s future vision statement describes the organization’s future state, the mission directly relates to the vision by articulating the greater reason why that vision matters. A powerful mission keeps the organization on track and rallies around the direction the organization is headed. Learn how to write your mission statement here .

Mission Statement – Why You Exist

• States why your organization exists and articulates your core purpose.
• Written in the present tense.
• Helps define the area where you play.

Vision Statement – Where You’re Going

• States your organization’s bold vision for the future and why that is important.
• Written in a future tense.
• Helps create the roadmap for the future.

Pro Tip: Language Matters. We always recommend mission statements be written in present tense using concrete language. Writing in present tense allows your mission to be easily deciphered from your vision statement, which is written in future tense . Solid language leaves little room for interpretation of what exactly your mission statement means.

How Your Vision and Mission Statement Informs & Creates Strategy

Mission and vision statements are really two sides of the same coin. Your mission statement tells them where you are and why you exist, while your vision statement describes your desired future state or aspirational impact.

These two elements combine to inform and create your strategy, which is your plan for how to overcome your current and potential future competitors. The mission and vision are essentially your corporate aspirations, and your strategy is your meticulous plan for achieving it. Because these two statements used in tandem define why you exist now and what you aspire to offer in the future, this can make it easier to pinpoint your unique value proposition within the market.

A vision statement also helps you outline the actions and steps you need to take to make your vision a reality. If you can anchor your plan to your mission and vision, you’ll never lose your direction, even if you must pivot your strategy periodically to respond to different market or environmental conditions and customer feedback.

Mission Statement Versus Core Values Statement

As we’ve stated earlier, a business’s mission statement is all about defining the company’s purpose and objectives. It’s a concise statement that outlines what the business is trying to achieve and how it aims to achieve it.

A value statement , on the other hand, is focused on the core values and beliefs that are central to the organization’s culture. While these statements may serve different purposes, they are not in opposition of one another. Ideally, mission and values statements should be created in tandem, as they complement each other quite well.

For example, an organization’s mission statement may be focused on growth and expansion, while its values might include ideals such as honesty and fairness. By combining these two statements, you get a clear picture of what the organization hopes to achieve and how it aims to do so, while also highlighting the values it holds dear.

Mission Statements – Why You Exist

• Are usually written in the present tense.

Values Statements – How You’ll Live Out Your Mission

• Clarifies what your organization stands for, what it believes in, and how you expect your team to behave.
• Are typically written in present tense.

How Your Mission and Value Statements Complement Each Other

Value statements are the guiding principles your organization has chosen to live by, which give direction to the company culture and behaviors. Core values help businesses remain true to their mission and purpose by providing a framework for decision-making and actions.

A mission statement provides a sense of direction, whereas values give employees a sense of pride and purpose in working to achieve that mission. So, while your mission statement helps to guide the direction of your company, your value statement creates the behaviors that keep you in line with your mission.

Together, these statements complement one another and form a solid foundation for any successful organization. The mission statement outlines the company’s primary objectives, while the core values ensure that the company is meeting its goals the right way. By aligning a organization’s mission statement with its core values, everyone involved in the company, from the management down to the customers, can easily understand its objectives and what it stands for.

Mistakes to Avoid When Drafting Your Mission Statement

Crafting the perfect mission statement can be challenging and potentially lead to pitfalls when not approached carefully. Here are some mistakes to avoid when creating a mission statement:

Being Too Vague or Generic

It’s important to make sure you’re writing a mission statement that is unique to your organization and sets you apart from your competitors. Avoid generic and bland statements like “highest standards” or “quality customer service delivered.” Instead, explain what those statements would mean in the context of your organization.

Pro Tip: You may also want to avoid phrases that feel particularly jargon-y or industry specific. Your mission statement is meant to be public-facing, so ensure that your mission statement is understandable to the general public.

Focusing Solely on Profits

We get it. Of course, we all want to make money and ensure that our business or organization is successful and turning a profit. But is that really what your mission is? Your mission should, ideally, be impact driven. Think about the needs you identified that needed to be fulfilled that inspired you to start your organization in the first place. That’s what your mission statement should stem from.

Forgetting to Consider Stakeholder Input

Unless you’re running a one-person operation, your team and stakeholders should have input in the mission. Interview or conduct surveys with your employees to gain their insight and opinions. You can then elect a smaller, more central committee to come together and find consensus on common themes and craft your mission statement from there.

Neglecting to Update the Mission Statement as the Organization Evolves

Your mission statement needs to reflect your organization’s purpose, above all else. Although you wouldn’t change your mission statement yearly or even bi-yearly, don’t be afraid to update or make tweaks on your mission statement. If your organization grows or changes to the point where your original mission statement doesn’t quite fit anymore, don’t be afraid to update!

Not Reflecting Your Company’s Values

This should go without saying, but a mission statement should clearly express and reflect your organization’s values and purpose in a way that resonates with your team and your customers. Make sure your mission statement describes and accurately reflects your company’s identity.

By being mindful of these potential missteps, your organization can create a mission statement that accurately reflects your values and goals while inspiring your team and community.

What Makes Mission Statements Powerful?

Mission statements help your entire organization clearly understand its core purpose and why you do what you do. As a leader, it’s important to have clarity and a cohesive understanding of why your organization exists. Great leadership requires connecting your organization’s core purpose and vision of the future to your team’s day-to-day activities.

As leaders, we are put under a lot of undue stress to generate a perfect, short, sing-songy mission statement. The result is meaningless drivel, leaving everyone irritated and underwhelmed. The goal is to bring inspiration and innovation to the company for the long term. Don’t let being pragmatic get in the way of this important stage of building a strong foundation of consensus for the organization.

Video Transcript – Video Title XYZ

Hi, my name is Erica Olsen.

Today’s whiteboard session is on how to write a mission statement. Mission statements are foundational to any strategic plan. You normally build one after you develop your SWOT. And before you go into the rest of your planning process, it’s foundational because it answers the question, “Why do we exist.”

It clearly explains the space that we play in what’s in and what’s out of what we do. And it’s not where we’re going, which is vision. So, let’s break it down.

We’ll use this example to explain the components of a mission statement. We’ll use this checklist to talk about what makes a good mission statement. And we’ll walk through a simple process to create yours.

So let’s jump in.

The example we have up here is Google’s. And we love using Google’s Google’s examples because they’re, they’re great. And why not borrow from the best.

So, starting with our mission, I like to start with our mission, because it gives us a place to go and keeps us thinking about mission, you might get rid of it later, but start it there. It has a verb with present tense to organize. We explain what we do organize the world’s information for whom, in this case, the world?

And what’s the benefit to us existing, what’s the benefit to the world to make information universally accessible, and useful? Really straightforward. We know mission statements are not that easy to write. So, here’s a checklist to make sure that yours is great.

Starting with, it needs to be original. This is really clearly original to Google; they didn’t rip it off from somebody else. It doesn’t sound like anybody else’s mission statement. It sounds like Google’s mission statement. So, make sure yours is original.

Connect with staff, a great mission statement. And you know, yours is great when every single staff member wakes up in the morning and knows that their purpose and the reason, they come to work every day is expressed in your mission statement.

And to do that, it needs to be memorable. Memorable means short and concise. And of course, that’s the balance to strike with a great mission statement. So, here’s your litmus test. It needs to fit on a t shirt, and your staff would wear it that achieves those two goals, you know, you’ve got a great mission statement.

So how do you write one, sometimes it can be hard. So it’s great to get input or ideas from your organization. So, gather staff input, if you’d like via survey, or maybe focus groups, take all that information, synthesize it down and create a couple of versions, you can do it yourself or use one of those folks in your organization who loves to copyright and have them write a couple of different versions.

Take those versions and either have your planning team pick one or put them out to your organization and have people vote on them. So that simple process will help you not go in all kinds of different directions and spend forever doing mission statement development.

With that, I hope this helps you write yours. Thanks for tuning in.

If time isn’t dedicated to articulating your mission on the front-end before developing strategy, the result will likely be goals and objectives without a crystal-clear strategic direction.

A Good Mission Statement the Following Elements:

• Label: We like to start with “Our mission…”
• Verb: Use an action verb in the present tense.
• For Whom: Describe who you do it for.
• Result: What is the result or benefit of your work?
• What You Do: Briefly state what you do and how.

Mission Statements Answer At least One of These Core Questions

What is our organization’s reason for existing.

A mission helps clearly articulate your organization’s reason for existing. At the absolute minimum, your mission statement should answer this question above all else: What’s your core purpose?

Example: “LinkedIn – To connect the world’s professionals to make them more productive and successful.”

Why Is It Special to Work for This Organization?

The best way to answer this question is to connect to the heart of your employees, customers, or the population you serve. Be compelling, and let people understand and connect with your core purpose. How does your reason for existing impact people in a special way, or why do your employees show up to work every day?

Example: “Tesla – To accelerate the world’s transition to sustainable energy.”

What Is Our Business and What Are We Trying to Accomplish on Behalf of Whom?

Some mission statements benefit from clearly stating who benefits from your business, or what you’re setting out to accomplish on behalf of whom. Who does your purpose impact the most and why?

Example: “Google’s mission is to organize the world’s information and make it universally accessible and useful.”

More mission statement examples can be found here.

Checklist for Good Mission Statements

When evaluating the quality of your current or newly drafted mission statement, it’s important your company’s mission statement meets these four simple criteria:

• Your Mission Must Be Foundational: It clearly states why your organization or business exists.
• It’s Original: It’s unique to your organization. If you were to read the mission statements of all the organizations in your industry, yours would be different than your competition.
• It’s Memorable: Memorable = motivating to employees, prospective employees and customers.
• It Fits on a T-Shirt: Peter Drucker famously advised that your mission statement should be short and compelling enough to fit on a t-shirt your staff would actually wear.

Other Mission Statement Tips

If you are refreshing your mission statement, complete your swot first.

Mission statements should be developed after completing the SWOT analysis , and before going into the rest of the planning process. This allows your team to be grounded and in alignment with where your organization is today and what the organization’s strengths and contributions are.

The mission statement motivates and inspires staff. Every single staff member knows that their purpose is defined in the mission statement. (e.g. Starbucks’ mission: To inspire and nurture the human spirit — one person, one cup and one neighborhood at a time.)

A Great Mission Statement Can Be Easily Recited at a Party

Develop the mission statement on a “party level”—it can quickly and briefly be understood by people at a party or on an airplane. The statement gives a profoundly simple focus for everything the team does as an organization. (e.g. Marine Stewardship Council’s mission: To safeguard the world’s seafood supply by promoting the best environmental choices.)

Now that you’ve finished your mission statement, writing your core values and vision is up next.

Get Started on Creating Your Mission Statement

Mission Statement FAQs

What questions do you need to answer to create a mission statement?

Answering these three questions will help create a mission statement:

• What is our organization’s reason for existing?
• Why is it special to work for this organization?
• What is our business and what are we trying to accomplish on behalf of whom?

What are the 5 elements of a mission statement?

The five parts of a mission statement are Label + Verb in Present Tense + Who You Serve + Result You Wish to Achieve or Reason for Existing + What You Do

What is a mission statement?

The definition of a mission statement is a concise description of your organization’s core purpose, answering the question, “why do we exist?”. A mission needs to boldly state why you exist, and why you do what you do. The best mission statements express your core purpose and why you exist with clarity.

How are mission statements and vision statements different?

A mission statement defines why your organization exists. A vision statement expresses where your organization is going in the future. They work together to express your reason for existing and how you’re setting out to change the world.

How do you know if you have a good mission statement?

Patrick Lencioni said that a mission statement should be able to fit on a t-shirt, and that your staff would want to wear that t-shirt.

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26 Mission Statement Examples That Inspire (+ Template)

Kathryn Bouchard | July 3, 2023 | Mission Statement | 29 min read

Quick Links

• 1.   What It Is
• 2.   Mission Vs. Vision
• 3.   Length
• 4.   How to Write One
• 5.   Common Mistakes
• 6.   Examples

Mission Statement Examples

• 1.  Microsoft: Our mission is to empower every person and every organization on the planet to achieve more.
• 2.  Nordstrom: To give customers the most compelling shopping experience possible.
• 3.  Southwest Airlines: The mission of Southwest Airlines is dedication to the highest quality of customer service delivered with a sense of warmth, friendliness, individual pride, and company spirit.
• 4.  Squarespace: Squarespace empowers people with creative ideas to succeed.
• 5.  Uber: We ignite opportunity by setting the world in motion.
• 6.  Google: To organize the world's information and make it universally accessible and useful.
• 7.  Kickstarter: To help bring creative projects to life.
• 8.  Tesla: To accelerate the world’s transition to sustainable energy.
• 9.  The Coca-Cola Company: To refresh the world in mind, body and spirit. To inspire moments of optimism and happiness through our brands and actions.
• 10.  Caterpillar: To enable economic growth through infrastructure and energy development, and to provide solutions that support communities and protect the planet.
• 11.  Whole Foods Market: To nourish people and the planet. We're a purpose-driven company that aims to set the standards of excellence for food retailers. Quality is a state of mind at Whole Foods Market.
• 12.  American Red Cross: The American Red Cross prevents and alleviates human suffering in the face of emergencies by mobilizing the power of volunteers and the generosity of donors.
• 13.  Life is Good: To spread the power of optimism.
• 14.  TED: Spread ideas.
• 15.  Starbucks: To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.
• 16.  LinkedIn: The mission of LinkedIn is simple: connect the world’s professionals to make them more productive and successful.
• 17.  Wawa: Fulfilling Lives, Every Day.
• 18.  Spotify: Our mission is to unlock the potential of human creativity — by giving a million creative artists the opportunity to live off their art and billions of fans the opportunity to enjoy and be inspired by it.
• 19.  Disney: To entertain, inform, and inspire people around the globe through the power of unparalleled storytelling; reflecting the iconic brands, creative minds, and innovative technologies that make ours the world’s premier entertainment company.
• 20.  Facebook: To give people the power to build community and bring the world closer together.
• 21.  Zappos: To provide the best customer service possible. Deliver WOW through service.
• 22.  American Express: We work hard every day to make American Express the world’s most respected service brand.
• 23.  MoMA: The Museum of Modern Art connects people from around the world to the art of our time. We aspire to be a catalyst for experimentation, learning, and creativity, a gathering place for all, and a home for artists and their ideas.
• 24.  Amazon: To serve consumers through online and physical stores and focus on selection, price, and convenience.
• 25.  Warby Parker: We believe that buying glasses should be easy and fun. It should leave you happy and good-looking, with money in your pocket. We also believe that everyone has the right to see.
• 26.  Girl Scouts of America: Girl Scouting builds girls of courage, confidence, and character, who make the world a better place.

Quick. What’s the first thing you think about when some of your favorite businesses come to mind?

If you’re into places like Sprouts and Whole Foods, your first instinct may be to think about organic, fair-trade products. If you’re a caffeine addict, you may immediately think of the comfort that comes from holding freshly brewed Starbucks coffee. And if you own your own business (or are planning on starting one soon), you may imagine yourself accomplishing all of the goals that inspired you to open it in the first place.

What do all of these things have in common? They’re all manifestations of a company’s mission statement. 

Yeah, yeah. All companies seem to have one. But what do they really mean? Why do you even need one? Who reads those anyway? It turns out, a well-crafted mission statement is the foundation of your entity’s existence.

What Is a Mission Statement?

What is a good mission statement.

A mission statement is a concise description of your company's purpose, your goals, and the kinds of products or services you provide to help your audience find solutions to their pain points. A good mission statement that is effective will present this information in a powerful, simple declaration. Effective mission statements act as a guiding light for the company culture, informing big-picture strategies.

Ok. Why did you open your business? That’s the first question to answer when thinking about creating a mission statement. After all, you’re drafting a short paragraph that summarizes your company goals. Why do you exist? What are you trying to accomplish?

A good mission statement that is effective will present this information in a powerful, simple declaration. In simplest terms, a mission statement is a formal summary that explains:

• What you do.
• How you do it.
• Why you do it.

A good mission statement can surprise, inspire, and transform your business. They provide a clearly stated purpose of your business and the goals you have for succeeding.

The best mission statements go hand-in-hand with corporate philosophy and culture and help guide a company from the present into the future.

Mission Statements vs. Vision Statements (+ Examples)

Vision statements vs. mission statements.

A mission statement defines the cause behind your brand, whereas a vision statement describes what you're going to pursue to contribute to your cause. Simply put, a good mission statement declares what you do currently, and a good vision statement is future-oriented, detailing your aspirations and defining what you want your business to look like in the future.

Ok. So you’ve probably gone to a couple of websites (or read enough employee handbooks) to notice that many companies have both a mission statement and a vision statement. Are they being wordy for the sake of it, or is there a reason to craft both? Turns out, they both have a reason for existing. 

A mission statement expresses your purpose for existing; while a vision statement focuses on what you want your business to become in the future. It gives you direction when crafting campaigns and content strategies. 

For example, let’s say you run an art shop. You sell beautiful prints, watercolors, and sculptures made by local artists; and you want to eventually be the biggest art store in the country — with a long list of artists lining up to work with you.

Your mission statement should be about why you opened the shop (e.g., “to create a space where people can be inspired by and purchase great art by local artists”) and your vision statement should give you direction: “To become nationally recognized as the premier center from where to source up and coming artists.” 

Mission and Vision Statement Examples

Here are a few examples of   mission statements vs. vision statements   from three well-known corporations:

Make-A-Wish

• Mission:   The mission of Make-A-Wish International is to grant the wishes of children with life-threatening medical conditions to enrich the human experience with hope, strength, and joy.
• Vision:   We are dedicated to making every eligible child’s wish come true.

Feeding America

• Mission:   Our mission is to feed America’s hungry through a nationwide network of member food banks and engage our country in the fight to end hunger.
• Vision:   A hunger-free America.
• Mission:   Goodwill works to enhance the dignity and quality of life of individuals and families by strengthening communities, eliminating barriers to opportunity, and helping people in need reach their full potential through learning and the power of work.
• Vision:   Every person has the opportunity to achieve his/her fullest potential and participate in and contribute to all aspects of life.

Need help making your vision reach a larger audience? Book a meeting with Bluleadz to discover how SEO can improve your reach!

How long should a mission statement be.

The average length of a mission statement is 29 words, but there is no correct answer. As a general rule of thumb, keep your mission statement between two and four sentences and less than 100 words total.

This is a tricky question to answer because there isn’t really one “right” answer. Most mission statements fall between two and four sentences and are not more than 100 words.

Ultimately, your mission statement should be just the right length to get your point across, and it should be designed to be an internal document that tells how you inspire your team to achieve your company goals.

The art of   writing a purposeful mission statement   is a valuable skill. Because they are internal documents, finding examples can be challenging.

But, the best way to understand effective mission statements is to look at a collection of them from across a variety of industries. You can learn a lot about writing an effective mission statement by reading some from the most successful companies.

And remember that you don't need to write a perfect mission statement on your first attempt. If you sit down and write down half a page, it’s still a good starting point. Then start crossing out the unnecessary parts and focus on why you started the business in the first place.

How to Write a Mission Statement

• Define the purpose of your brand.
• Identify your target audience – who your business serves.
• Determine how you stand out from your competitors.
• Describe your brand's public image and reputation.
• Collaborate with your team and review your main points.
• Finalize a short, targeted statement that is concise, outcome-oriented, and inclusive.

So, how do you write a comprehensive mission statement for your business? A good pre-cursor for writing your own is to study other companies to give you a basic understanding of the language and its impact.

Then, you should ask and answer some key questions to define the fundamental purpose of your brand, business, and goals. A few great questions to start with include:

Why Are You in Business?

What do you want for your company, your employees, and your customers? What was your primary purpose for starting your business?

Who Are Your Customers?

Branching off of the first question, be sure to identify who your business serves . Think about your main audience and what you want them to take away from your company.

What Makes Your Business Stand Out From the Competition?

Differentiation is an important element when building a business and developing a brand . What makes you different than your competitors?

What Is Your Brand's Public Image?

Defining your brand means thinking about its impact on the rest of the world. Therefore, identifying how you do business can help to clearly define your mission.

Once you've answered these questions, sit down with your team to discuss the main points you made and draft it up into a shorter, more targeted statement.

Your final statement should encompass the three characteristics of a great mission statement: concise, outcome-oriented, and inclusive.

Once you've done your research, your team should work together to distill all of the information into a concise description of who you are, what you do, and why you do it.

Review your statement, send it to your employees for suggestions, and make necessary edits to remove jargon, fluff, and buzzwords to create the most concise, impactful mission statement.

Common Mission Statement Mistakes to Avoid

Making it too long.

If you offer a long list of services, avoid listing them in a paragraph. That’s not why you started your business. Summarize it into your main objective — something you can quickly relay to someone without having their eyes glaze over. 

Making It Too General

Do you just sell pizza, or do you create artisan pies that are reminiscent of when your grandparents used to pick fresh tomatoes from their garden at their home in Tuscany? You started your business because you thought you could offer something special. Tell people what that is. 

Using Jargon or Buzzwords

You know how some people try too hard to sound intelligent by using obscure words only Foucault knows the meaning of? Don’t be that person. By the same token, make it as easy to understand as possible. You’re not offering your services to your competitors, so drop the esoteric language. 

Not Being Concise

If a person is not 100 percent clear on what you do by reading your mission statement, you need to rewrite it. “Making dreams come true,” “Changing lives,” and “Inspiring a generation” all sound beautiful, but flesh them out by explaining exactly what you do. 

It's Boring

Your mission statement is not a short paragraph you include with your onboarding paperwork and then forget about. You want to get your entire team excited and inspired to get things done, and you want to be so proud of it to the point that you display it everywhere — on your website, bulletin boards, email newsletters, or anywhere else your audience will likely see it. 

The 26 Best Mission Statement Examples

Great mission statements aren't just written in a day; it takes time, experience, and trial and error to create a mission statement that represents and motivates your brand.

Mission statements inspire others to act. They are the driving force of your business and keep your organization focused on accomplishing something greater in the long term.

Here are 26 companies you probably know and the mission statements that keep their business going. 

1. Microsoft

"Our mission is to empower every person and every organization on the planet to achieve more."

You wouldn't expect a mission statement like this coming from a technology company, would you? But Microsoft believes it can be more than that.

Beyond making top-of-the-line products for consumers, they strive to lead the way in sustainability, promote diversity and inclusion, and encourage transparency in the workplace.

Microsoft's mission statement expresses its belief in what people make possible. These beliefs and values are translated directly into their products and corporate culture.

2. Nordstrom

"To give customers the most compelling shopping experience possible."

When you step into Nordstrom, the employees want to give you the best experience possible with excellent service, selection, quality, and value.

This philosophy of superior customer service came from founder John W. Nordstrom. But it doesn't stop there.

They continue to work on improving their customer service efforts daily to give customers the best experience. For example, if you have a question, a salesperson will walk you over to what you’re looking for. They also have real-life, and actual people answering the phone when you call (and answering within the first two rings!).

As written perfectly on their about us page : "Fashion changes. Shopping changes. Our commitment to happy customers doesn't." 

3. Southwest Airlines

"The mission of Southwest Airlines is dedication to the highest quality of customer service delivered with a sense of warmth, friendliness, individual pride, and company spirit."

Southwest believes that its employees are what makes them different. I mean, I've never been on a Southwest flight I didn't enjoy!

Therefore, they made sure their mission statement reflected their team philosophy down to the core. They strive for top-quality customer service by being friendly and showing off their company spirit with a smile.

Even more, the company logically follows its mission statement with a commitment to its own employees:

"We are committed to providing our employees with a stable work environment with equal opportunity for learning and personal growth. Creativity and innovation are encouraged for improving the effectiveness of Southwest Airlines.

Above all, Employees will be provided the same concern, respect, and caring attitude within the organization that they are expected to share externally with every Southwest customer."

4. Squarespace

"Squarespace empowers people with creative ideas to succeed."

Squarespace's mission statement  encompasses every part of a "perfect" mission statement: The what, the how, and the why.

What do they strive to do? Empower millions of people. How do they do it? Offer a platform where customers can share and distribute their innovative ideas. Why do they do it? To help these creative individuals build a successful online presence.

In eight simple words, you completely understand Squarespace's intentions and their purpose. And, since their launch in 2003, millions of websites have been created through their platform – I'd say mission accomplished.

"We ignite opportunity by setting the world in motion."

Uber's mission goes beyond getting people from point A to point B: With their technology, they hope to bring about new opportunities for their passengers, helping them meet new people and explore new places.

It's quite simple, really: They want to set the world in motion.  

"To organize the world's information and make it universally accessible and useful."

Think about it: Google gets over 99,000 search queries a second. Honestly, I don't know the last time I had a question Google couldn't answer. Well, because it's easy to search and find the answers you're looking for.

It seems that everything Google does revolves around its mission statement – they want to put all the information in the world into one usable platform so that people can find the information they need. 

There's a lot – I mean  a lot – of information that gets put out onto the internet every day. And, somehow, Google is able to gather every single piece of information and provide them to us when we're looking for something related.

7. Kickstarter

"To help bring creative projects to life."

Kickstarter is the world's largest crowdfunding platform that has helped tens of thousands of projects come to life through community support and donations.

The company not only lives by its mission, but it measures its success based on accomplishing the mission, not just making money.

In 2015, they became a Benefit Corporation, which is a for-profit company that considers "the impact of their decisions on society, not only  shareholders. Radically, positive impact on society becomes part of a Benefit Corporation’s legally defined goals."

"To accelerate the world’s transition to sustainable energy."

We should all know the word Tesla by now – it's those fancy-looking cars that practically have computer screens attached to the dashboard. (By the way, you can set the screen as a moving fireplace to create a nice ambiance.)

But Tesla's mission isn't just to create rocket ship cars – they put the environment first by creating top-notch electric vehicles.

Every model they've released thus far (which, funny enough, spells out S3XY with a three in place of an E) brings them a step closer to creating a sustainable energy ecosystem.

9. The Coca-Cola Company

"To refresh the world in mind, body, and spirit. To inspire moments of optimism and happiness through our brands and actions."

Ah, the refreshing taste of a Coke.

I can't help but think of the movie previews where they show the cashier pouring Coke into a cup full of ice – they  always make sure to get a close-up of the carbonation bubbles spilling over the edge.

But beyond a refreshment brand, The Coca-Cola Company wants you to know how a Coke should make you feel. They aim to bring happiness and positivity to their audience, and they treat their mission and vision as a roadmap for their company's success.

10. Caterpillar

"To enable economic growth through infrastructure and energy development, and to provide solutions that support communities and protect the planet."

As the world's leading manufacturer of construction and mining equipment, Caterpillar hopes to make sustainability possible and drive positive change in the world.

Caterpillar's mission statement explains what they do and why they do it – ultimately, they want to protect the planet.

And, to foster transparency with its customers, the company posted its 2020 goals on its website , which include:

• Reducing energy intensity by 50 percent.
• Reducing greenhouse gas emissions intensity by 50 percent.
• Reducing water consumption intensity by 50 percent.

11. Whole Foods Market

"To nourish people and the planet. We're a purpose-driven company that aims to set the standards of excellence for food retailers. Quality is a state of mind at Whole Foods Market."

Whole Foods Market is dedicated to providing quality food options to their customers – and they want to set a high example for all food retailers to do the same.

To inspire their efforts  toward fulfilling their mission , the company pulls from its six core values.

From selling high-quality natural and organic food and establishing win-win partnerships with suppliers to promoting team member growth and happiness, Whole Foods Market strives to take care of everyone.

12. American Red Cross

"The American Red Cross prevents and alleviates human suffering in the face of emergencies by mobilizing the power of volunteers and the generosity of donors."

The American Red Cross is a non-profit, volunteer-based organization that helps crisis areas in a time of need.

The powerful words in their mission statement resonate throughout the organization and push volunteers, donors, and partners to work even harder.

The fundamental principles of the Global Red Cross Network – humanity, impartiality, neutrality, independence, voluntary service, unity, and universality – seem to be another driving force toward their mission of helping those in need and inspiring others to help out.

13. Life is Good

"To spread the power of optimism."

Try to find a Life is Good T-shirt that doesn't make you smile. I dare you.

I promise you won't be able to find one. Why? Because every product the company puts out is a little ode to its core purpose: spreading the power of optimism.

In this day and age, we all could use a little positivity, and that's what Life is Good aims to provide the world. In their words, " Optimism empowers us to explore the world with open arms and an eye toward solutions, progress, and growth. It also makes life a hell of a lot more fun."

They even make sure their audience spreads optimism throughout the universe by encouraging them to use #growthegood on social media. I'm sure if you search this hashtag on Instagram or Twitter, your day would get a whole lot better. 

"Spread ideas."

Two words, but a powerful impact.

TED was founded in 1984 and has since become a large non-profit dedicated to spreading ideas in the form of talks and speeches. (If you don't live under a rock, you've most likely heard of a TED Talk.)

Yet, through all that they do, the mission has remained constant and simple: They want to use their platform and brand to share new ideas  in an attempt to  change attitudes, lives, and, as a result, the world.

They incorporate their mission statement into all aspects of the business – from TED Talks, conferences,   TEDx ,   and  even to the   TED-Ed   lesson series. That's how you embrace your mission: diffuse it throughout your entire organization so every employee is locked in on the same purpose. 

15. Starbucks

"To inspire and nurture the human spirit – one person, one cup, and one neighborhood at a time."

Starbucks is a fan favorite for many coffee lovers, and the company's dedication to its customers seems to be one of its top priorities.

But, the Starbucks mission statement goes into detail to define its intentions even further. It's more than just a cup of coffee.

Like many of the other companies on this list, Starbucks uses its main values to promote progress toward achieving its goals. They aspire to create a warm environment, challenge the status quo, be transparent and respectful, and deliver the best in all they do.

In the end, every effort works to inspire and nurture the people who come walking through the doors.

16. LinkedIn

"The mission of LinkedIn is simple: connect the world’s professionals to make them more productive and successful."

We've all heard of LinkedIn. It's the place to be to build connections and discover thought leaders . And, their mission is sure to pursue just that.

We go to LinkedIn to help us be more successful in our industry – and LinkedIn wants just the same. Through their platform, they aim to bring you closer to professionals and connect with them in new ways to learn and grow in your career.

"Fulfilling Lives, Every Day."

Another short and sweet mission statement that still means a lot to a company.

At the surface level, you might not quite understand Wawa's mission statement . But, as you look deeper into their core values, you begin to realize and respect their purpose.

Value people. Delight customers. Embrace change. Do the right thing. Do things right. Passion for winning. All of these values tie together into one core goal – to fulfill the lives of both their customers and employees.

And, I gotta say, every time I step into Wawa for an iced coffee, I leave very happy. So, they must be doing something right!

18. Spotify

"Our mission is to unlock the potential of human creativity—by giving a million creative artists the opportunity to live off their art and billions of fans the opportunity to enjoy and be inspired by it."

Spotify is my go-to app when I am craving new music. I can discover new artists, create custom playlists, and take my music on the go.

So, I'm happy to hear Spotify's mission – because it's exactly how it makes me feel! Spotify seeks to provide every individual the opportunity to discover and share.

They don't limit their mission statement to just listeners, either. Since the audio streaming service also allows artists to share and publish their music, they're sure to set clear goals for them as well.

All in all, it seems Spotify wants to foster creativity and spread inspiration to others – and I'm all here for it.

"To entertain, inform, and inspire people around the globe through the power of unparalleled storytelling; reflecting the iconic brands, creative minds, and innovative technologies that make ours the world’s premier entertainment company."

Talk about a mouthful. But what part of Disney's mission statement isn’t true? Whenever you go to any of the Disney parks, stay at their resorts, run their races, or even watch their movies, it’s clear that their guiding principle (in addition to making tons of money) is to entertain and inspire people.

And they value creative minds so much, that the employees who research and develop all of their ideas are known as imagineers within the company. All the little things that make you feel all the magic are guided by these principles — their firework shows, the hidden Mickeys, the music that reminds you of your childhood. This is what creating a great mission statement does.

20. Facebook

"To give people the power to build community and bring the world closer together."

Privacy concerns aside, Facebook has indeed made the world feel like a smaller place. If you have the time and desire to argue with someone in Morocco about a foul call during the World Cup, you can do so.

And if you want to use the platform in a more productive way, you can use it to engage with prospects whether they are across town or vacationing on the other side of the country. Or hey, you can do both! But whichever purpose you choose to log in today, they are all rooted on Facebook's mission statement . 

21. Zappos 

"To provide the best customer service possible. Deliver WOW through service."

Have you ever bought anything from Zappos? If you have, I don’t have to explain how they really do live up to their mission statement .

If you haven’t, here’s an illustration: Place an order for shoes around Christmas, and you’ll receive a confirmation email telling you about the happy elves who built them and loaded them into the delivery truck.

Need to exchange or return them? They will rush you a second pair, or issue a refund in less time than it’ll take you to sing "Happy Birthday." And they’re always happy to help you when you call them. No reading from scripts here. These are customer service reps who make you feel like you’re chatting with a friend who’s going to solve your order problems right now . 

22. American Express

"Become essential to our customers by providing differentiated products and services to help them achieve their aspirations."

American Express' mission statement shows its dedication to its customers. The use of the term "essential" suggests a deep commitment to being indispensable to customers, going beyond merely satisfying their requirements.

The emphasis on "differentiated products and services" indicates a dedication to offering unique and innovative solutions that set the organization apart from competitors.

By aiming to help customers achieve their aspirations, the mission statement demonstrates a customer-centric approach that focuses on understanding and supporting their goals. Overall, this mission statement effectively communicates a customer-focused strategy that seeks to deliver exceptional value and drive long-term relationships with customers.

"The Museum of Modern Art connects people from around the world to the art of our time. We aspire to be a catalyst for experimentation, learning, and creativity, a gathering place for all, and a home for artists and their ideas."

Step into a swirling vortex of artistic awesomeness at The Museum of Modern Art , where they magically bridge the gap between people and cutting-edge art. They're on a mission to ignite your imagination, spark curiosity, and serve as the ultimate playground for innovative minds. Consider MoMA your artsy sanctuary, where artists roam free, and their ideas bloom like vibrant wildflowers in a kaleidoscope of inspiration.

Their mission statement nails it! MoMA is always hosting exciting events, inviting artists from all over the world, and encouraging young artists to grow. More than a museum, it's like a giant playground for kids of ALL ages. Their mission statement definitely conveys what they are: not just a museum, but an incubator for creativity. Just reading that makes me want to be creative.

"Amazon strives to be Earth’s most customer-centric company, Earth’s best employer, and Earth’s safest place to work."

With their unrivaled online and physical stores, Amazon sprinkles a magical blend of selection, unbeatable prices, and mind-boggling convenience, crafting an experience that captures the very essence of their retail empire. They definitely have a focus on convenience and are constantly innovating with new ways to get people what they need when they need it as easily as possible.

Amazon's mission statement epitomizes its core principles and aspirations. By emphasizing its dedication to serving consumers through both online and physical stores, and focusing on key factors like selection, price, and convenience, Amazon showcases its unwavering commitment to customer-centricity. It encapsulates their relentless drive to provide a wide array of products, competitive prices, and seamless shopping experiences, ensuring that customers remain at the heart of everything they do.

25. Warby Parker

"To inspire and impact the world with vision, purpose, and style."

Check out the whimsical world of Warby Parker , where they're on a mission to transform the way you buy glasses into a joyous and effortless experience! Their mission statement exudes a playful spirit by promising not just vision correction, but also leaving you beaming with happiness and style, all while keeping your wallet in good shape.

With a firm belief that sight is a fundamental right, Warby Parker invites everyone to join their vision revolution, where clear vision becomes accessible to all, creating a world where no one is left in the dark.

Talk about visionary! They also kept it short, sweet, and to the point while showcasing their true business identity. Plus, they do amazing work with the Warby Parker Impact Foundation , which works to actively help provide glasses and other vision services to those in need. They also have the Warby Parker buy a pair give a pair program , which is perfectly in line with who they say they are. 

26. Girl Scouts of America

"Girl Scouting builds girls of courage, confidence, and character, who make the world a better place."

Enter the empowering realm of the Girl Scouts , where they forge mighty girls of courage, confidence, and character who fearlessly conquer the world. Their mission statement encapsulates their dedication to nurturing young leaders who not only shine with inner strength but also strive to leave an indelible mark on the world, transforming it into a better place for all.

Brace yourself for a journey where girls spread their wings, soar with resilience, and unleash their true potential, creating a brighter future one badge at a time.

Plus, they sell cookies ! They are definitely making the world a better place! With such a clear mission, they provide young women with direction and opportunities for growth. 

Let Your Mission Statement Guide Your Growth

Your mission statement is what defines your company and what sets you apart from others in your industry. Having a dedicated mission statement can build a unified organization and ensure your business grows in the right direction.

At the end of the day, you want to be able to say, "mission accomplished."

General FAQ

What is a mission statement.

A mission statement is a formal summary that explains what you do, how you do it and why you do it.

How Is a Mission Statement Different From a Vision Statement?

A   mission statement defines   your cause – something you want to accomplish. A vision statement defines what you want to pursue for your cause – it represents the future aspirations of your efforts.

What is an Example of a Mission Statement?

To organize the world's information and make it universally accessible and useful. - Google

Most mission statements fall between two and four sentences and are not more than 100 words.

Kathryn Bouchard

Kathryn is a Content Marketer at Bluleadz. She graduated from James Madison University with a Master's degree in Political Science and is currently living in Castellon, Spain. From Arlington, VA, she loves to read, run, swim, and study all things legal.

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How to Write a Mission Statement + 10 Great Examples

17 min. read

Updated May 10, 2024

Why is an effective mission statement so valuable? It’s worth taking a minute to ask what it is about certain brands that keep us coming back. What is it about them that makes us spend more time, money, or effort over other options? Is it the price? Maybe the convenience? Or is it something more?

The brands and businesses that we really connect with do more than just supply a product or service . They showcase a purpose, a mission that we can get behind. This can be displayed in how they interact with customers, the organizations and communities they support, and even the way they develop their products.

And there’s no better way for a business owner to showcase this purpose, than through a well-written mission statement.

On this page

• What is a mission statement?

Mission statement or vision statement?

• Why write a mission statement?
• How to write a great mission statement
• 10 Examples of Great Mission Statements

A mission statement is a simple action-oriented statement that explains your company’s purpose. It summarizes what your company does for customers, employees, and owners, and typically includes general descriptions of your organization, its core function, and its goals. In short, you’re explaining what you do and why you do it within a mission statement.

Depending on the focus of your business, your mission statement may be even broader. Explaining not just how you serve your customers and employees, but your community and the world at large. Some businesses even opt to separate this larger aspiration into what’s known as a vision statement.

A vision statement is exactly what it sounds like. It’s a vision for the direction of your company and what it aspires to be. 

These two statements aren’t really interchangeable. They both reflect the purpose and goals of your business, but serve completely different purposes. Your mission statement is the roadmap to achieve your vision. Your vision statement is a much broader picture of the aspirations for your business. 

These can be completely separate written statements for your business, or they can be combined into a more comprehensive mission statement. Having all three does allow you to utilize them for different business purposes, so it may be worth developing variations over time.

Speaking of variations, it’s important to note that your mission statement will likely evolve over time as your business grows and changes. So, don’t be afraid to make adjustments when it seems necessary, and avoid looking for the perfect version of your mission statement. 

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I’ve had a 30-year love-hate relationship with mission statements. I’ve read thousands. I love it when a mission statement defines a business so well that it feels like strategy—which does happen—and I hate it when a mission statement is generic, stale, and completely useless. 

Just because a traditional business plan often includes a mission statement isn’t a reason to do one. If it’s not going to be useful for you and help guide your business, don’t bother. The vast majority of the mission statements are just meaningless hype that could be used to describe any business.

Don’t fall into the trap of writing a mission statement just because some checklist or expert said you had to. There are actually sites that poke fun at how most mission statements use vague, high-sounding phrases to say nothing. You should write a mission statement if you want to add clarity to your business goals and you want to get your employees, investors, and customers to understand what your organization is all about. 

Developing your company’s first mission statement, or writing a new or revised one, is your opportunity to define the company’s goals, ethics, culture, and norms for decision-making. The daily routine of business gets in the way sometimes, and a quick refresh with the mission statement helps you take a step back and remember what’s most important: the organization has a purpose. 

So how do you make a useful mission statement? Over the decades I’ve spent reading, writing, and evaluating business plans , I’ve come up with a process for developing a useful mission statement, and it boils down to these five steps.

1. Start with a market-defining story

A really good market-defining story explains the need, or the want, or—if you like jargon—the so-called “why to buy.” It defines the target customer or “buyer persona .” And it defines how your business is different from most others, or even unique. It simplifies thinking about what a business isn’t, what it doesn’t do.

Imagine a real person making the actual decision to buy what you sell. Why do they want it? How did they find your business? What does it do for them? The more concrete the story, the better. And keep that in mind for the actual mission statement wording: “The more concrete, the better.”

This isn’t literally part of the mission statement. Rather, it’s an important thing to have in your head while you write the mission statement. It’s in the background, between the words. If you’re having trouble getting started, make a quick list of what your company does and doesn’t do.

2. Define what your business does for its customers

Start your mission statement with the good you do. Use your market-defining story to suss out whatever it is that makes your business special for your target customer .

Don’t undervalue your business: You don’t have to cure cancer or stop global climate change to be doing good. Offering trustworthy auto repair, for example, narrowed down to your specialty in your neighborhood with your unique policies, is doing something good. So is offering excellent slow food in your neighborhood, with emphasis on organic and local, at a price premium.

This is a part of your mission statement, and a pretty crucial part at that—write it down.

If your business is good for the world, incorporate that here too. But claims about being good for the world need to be meaningful, and distinguishable from all the other businesses. Add the words “clean” or “green” if that’s really true and you keep to it rigorously. Don’t just say it, especially if it isn’t important or always true.

For example, Apple Computer’s 2020 mission statement is:

“Apple revolutionized personal technology with the introduction of the Macintosh in 1984. Today, Apple leads the world in innovation with iPhone, iPad, Mac, Apple Watch, and Apple TV. Apple’s four software platforms—iOS, macOS, watchOS, and tvOS—provide seamless experiences across all Apple devices and empower people with breakthrough services including the App Store, Apple Music, Apple Pay, and iCloud. Apple’s more than 100,000 employees are dedicated to making the best products on earth, and to leaving the world better than we found it..”

That one obviously passes the test of defining the company with flying colors. Nobody could mistake that mission for generic hype. And it’s an interesting change from the early mission as defined by founder Steve Jobs:

“To make a contribution to the world by making tools for the mind that advance humankind.”

Ikea, on the other hand, starts its mission statement with something that could be any company anywhere. “Our vision is to create a better everyday life for the [sic] many people.” To its credit, it goes on to define a “rest of the mission” that could only be IKEA:

“We make this possible by offering a wide range of well-designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them.”

And note, in this mission statement, how Sweetgreen incorporates a world vision into a product-oriented mission statement:

“Founded in 2007, Sweetgreen is a destination for delicious food that’s both healthy for you and aligned with your values. We source local and organic ingredients from farmers we know and partners we trust, supporting our communities, and creating meaningful relationships with those around us. We exist to create experiences where passion and purpose come together.”

3. Define what your business does for its employees

Good businesses are good for their employees too or they don’t last. Keeping employees is better for the bottom line than turnover. Company culture matters. Rewarding and motivating people matters. A mission statement can define what your business offers its employees.

My recommendation is that you don’t simply assert how the business is good for employees—you define it here and then forever after make it true.

Qualities like fairness, diversity, respect for ideas and creativity, training, tools, empowerment, and the like, actually really matter. However, since every business in existence at least says that it prioritizes those things, strive for a differentiator and a way to make the general goals feel more concrete and specific.

Don’t worry about being fully unique

With this part of the mission statement, there’s a built-in dilemma. On the one hand, it’s good for everybody involved to use the mission statement to establish what you want for employees in your business. On the other hand, it’s hard to do that without falling into the trap of saying what every other business says.

Stating that you value fair compensation, room to grow, training, a healthy, creative work environment, and respect for diversity is probably a good idea, even if that part of your mission statement isn’t unique. That’s because the mission statement can serve as a reminder—for owners, supervisors, and workers—and as a lever for self-enforcement.

If you have a special view on your relationship with employees, write it into the mission statement. If your business is friendly to families, or to remote virtual workplaces, put that into your mission.

You may not need to focus on employees

And this is rare in mission statements. The vast majority are focused on messaging for customers. My recommendation here is not the norm. I include it because it’s good practice, even though not common.

While I consulted for Apple Computer, for example, that business differentiated its goals of training and empowering employees by making a point of bringing in very high-quality educators and presenters to help employees’ business expertise grow. That was part of the culture and, to my mind, part of the mission; but it wasn’t part of the mission statement. It could have been.

American Express, however, includes the team in its mission:

“We have a mission to be the world’s most respected service brand. To do this, we have established a culture that supports our team members, so they can provide exceptional service to our customers.”

4. Add what the business does for its owners

In business school, they taught us that the mission of management is to enhance the value of the stock. And shares of stock are ownership. Some would say that it goes without saying that a business exists to enhance the financial position of its owners, and maybe it does. However, only a small subset of all businesses are about the business buzzwords of “share value” and “return on investment.”

In the early years of my business, I wanted peace of mind about cash flow more than I wanted growth, and I wanted growth more than I wanted profits. So I wrote that into my mission statement. And at one point I realized I was also building a business that was a place where I was happy to be working, with people I wanted to work with; so I wrote that into my mission statement, too.

However, this element too, as with the suggestion about including employees, is unusual. Few mission statements do it. That’s understandable, since most mission statements are outward-facing only, aimed at customers and nobody else.

Still, some of the best mission statements incorporate a much broader sense of mission that includes, or at least implies, the mission of ownership.

Warby Parker, an eyewear company, does a great job at voicing a higher mission that includes customers, employees, and owners.

“Warby Parker was founded with a rebellious spirit and a lofty objective: to offer designer eyewear at a revolutionary price while leading the way for socially-conscious business.”

5. Discuss, digest, cut, polish, review, and revise

Good mission statements serve multiple functions, define objectives, and live for a long time. So, edit. This step is worth it.

Start by considering developing a full mission statement for internal use and using a customer-facing subset for general publication. That’s common. Many companies have segmented mission statements, with sections set aside and categorized by type or goal. Use bullet points or sections if that works for you. Part of the reason people confuse mission with mantra and vision is that many businesses use them together, and many others also redefine them to fit their context. So what a company does for customers is often called vision, despite the formal definition.

Remember, form follows function, in mission statements, as in all business writing. Make it work for your business. Or don’t do it at all. If you want to call it a vision, and that works for employees and customers, then do that.

Cut out general terms

As you edit, keep a sharp eye out for the buzzwords and hype that everybody claims. Cut as much as you can that doesn’t apply specifically to your business, except for the occasional special elements that—unique or not—can serve as long-term rules and reminders. Unique itself, the word, means literally, the only one in the world. Use it sparingly. Phrases such as “being the best possible,” “world-class,” and “great customer service” mean little because everybody uses them. Having great customer service is way harder than writing that into a mission statement.

Read other companies’ mission statements, but write a statement that is about you and not some other company. Make sure you actually believe in what you’re writing—your customers and your employees will soon spot a lie.

Then, listen. Show drafts to others, ask their opinions and really listen. Don’t argue, don’t convince them, just listen. And then edit again.

And, for the rest of your business’s life, review and revise it as needed. As with everything in a business plan, your mission statement should never get written in stone, and, much less, stashed in a drawer. Use it or lose it. Review and revise as necessary, because change is constant.

• Great Mission Statements: 10 Examples

If you’re looking for some inspiration to get you started on your own mission statement, here are a few of my favorites.

1. Southwest Airlines

“The mission of Southwest Airlines is dedication to the highest quality of customer service delivered with a sense of warmth, friendliness, individual pride, and company spirit.”

What’s most interesting about Southwest’s mission statement is that they don’t mention anything about getting from point A to point B. Their mission is all about how they differentiate what, these days, can be seen as a commodity experience. They also focus on their own employees and the “spirit of the company”, not just the customer experience.

2. Urban Outfitters

“A lifestyle retailer dedicated to inspiring customers through a unique combination of product, creativity and cultural understanding. Founded in 1970 in a small space across the street from the University of Pennsylvania, Urban Outfitters now operates over 200 stores in the United States, Canada, and Europe, offering experiential retail environments and a well-curated mix of women’s, men’s, accessories and home product assortments.”

Urban Outfitters focuses on the experience that they deliver and the focus on what they do. Their mission drives what their stores look like and what their goal is: to inspire. They also nod to their heritage of starting small and growing.

“At Recreational Equipment, Inc. (REI) we believe a life outdoors is a life well-lived. We believe that it’s in the wild, untamed and natural places that we find our best selves, so our purpose is to awaken a lifelong love of the outdoors, for all.”

REI’s mission focuses mostly on what it wants to do for its customers, but hidden in the mission statement is a mission to preserve the environment as well. Their focus on “getting outside” is what creates a connection between them and their customers.

4. Starbucks

“To inspire and nurture the human spirit – one person, one cup, and one neighborhood at a time.”

Starbucks expands on its mission statement by stating its core values. This is really an extension of the mission statement and explains how they focus on their customers, how they grow their company, and how they work with employees. You can read their values here .

5. Walgreens

“Walgreens’ mission is to be America’s most-loved pharmacy-led health, well-being, and beauty retailer. Its purpose is to champion everyone’s right to be happy and healthy.”

Walgreen’s mission really defines their goals: what they want to achieve and in what product categories they want to achieve it in. They also bring in their broader purpose when they talk about “everyone’s right to be happy and healthy.”

“Make work-life simpler, more pleasant, and more productive.”

While Slack’s mission statement is short, it implies a lot. “Work” doesn’t just mean their customer’s work, it means their own work at their company. Their mission statement serves them both internally and externally.

7. The Coca Cola Company

“Refresh the world. Make a difference.”

Coca Cola takes a slightly different approach with a statement of purpose and then a vision statement. Their purpose is essentially their mission statement and says a lot for being so short. They want to refresh people in both body and spirit while making a positive impact on the world. Their vision also implies their goal of serving the entire world’s population which hits on their corporate and shareholder goals.

8. Patagonia

“We’re in business to save our home planet.”

Another short mission statement that says so much more than you would think at first glance. First and foremost, Patagonia doesn’t say that they are a non-profit – they state that they’re a business. And, this implies that they need to be a strong, healthy business to meet their goal of saving the planet. Their mission applies to their employees, their customers, their products, and their activism.

9. charity: water

“charity: water is a nonprofit organization bringing clean and safe drinking water to people in developing countries.”

charity: water’s mission statement is clear and to the point – it simply describes what it does and who it does it for. For most non-profit mission statements, this is enough.

 10. Asana

“Asana’s mission is to help humanity thrive by enabling the world’s teams to work together effortlessly.”

Similar to other mission statements, Asana blends a message about what they do with a higher goal of enhancing the world outside of their company. Yet, they still hint at their target market and goals of being a world-wide company, thus improving the lives of their employees and shareholders.

See why 1.2 million entrepreneurs have written their business plans with LivePlan

Tim Berry is the founder and chairman of Palo Alto Software , a co-founder of Borland International, and a recognized expert in business planning. He has an MBA from Stanford and degrees with honors from the University of Oregon and the University of Notre Dame. Today, Tim dedicates most of his time to blogging, teaching and evangelizing for business planning.

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Writing an inspiring mission statement (with examples!)

Would you fill your car up with gas, leave your change of clothes, four-legged friend, and GPS at home, and drive aimlessly, with no planned destination?

Or would you rock up at the airport, passport in hand, without any luggage or friends, and dive on the next flight to who knows where?

We’d like to think those questions answer themselves...

A journey without a destination isn’t worth taking, even more so in the business world, where running up a blind alley and ‘winging it’ will, more often than not, land you in a whole heap of bother.

You need to equip yourself with a mission statement, a figurative GPS, if you may, to safely navigate the business terrain and communicate with your target audience effectively.

What is a mission statement?

A mission statement outlines the objectives and values of a solo practitioner, small business, or a large-scale organization.

It focuses on the goal, product, and services, as well as which segment of the market it’ll hone its attention to.

In a nutshell, it answers these two quintessential questions:

• What’s your business’ purpose?
• Why does it exist?

How to write a mission statement

Different companies adopt different approaches to writing mission statements; as much as we’d love to give you a one-size-fits-all approach, we’re afraid it doesn’t exist. 🤷‍♂️

However, there are key elements you need to pay attention to when you’re writing your mission statement that’ll help you shape your end product.

• Value - What value do you bring to your customers and your employees?
• Inspiration - Express the reasons people do, and should, want to work for your company.
• Credibility - You need to make your company sound reasonable, logical, and rational.
• Specificity - The mission statement is about your company, so don’t forget to tailor it to the business itself!

There are some other things to remember, in addition to these four principles, to guide you in creating a mission statement that’ll resonate with your audience.

Don’t waffle

Nobody wants to read War and Peace; the shorter your mission statement is, the better. If you can’t sum up your own company’s mission in a couple of sentences, that’s a problem in itself!

Short, succinct mission statements become ingrained into the minds of the people you wanna target the most - the customers. So, leave your novella in the back of your mind, and keep it short and sweet.

Think about the future

In the words of the Joker (pre-Ledger/Phoenix): Think about the future. 🤡

Many companies make the mistake of writing a mission statement that becomes outdated quickly, and this defeats the purpose of putting it together, in the first place. Your mission statement needs to have longevity; it’s your window of opportunity to community your vision for the future, as well as the present.

Don’t limit your prospects

Add to that, with longevity comes expansion. Hopefully, your client base will grow as time progresses.

With that in mind, don’t tailor your mission statement to one location, or one specialty; this’ll pigeon hole you and hinder your opportunity for growth.

Speak to your employees

A mission statement isn’t a reflection of self - it should be symptomatic of everyone under your roof.

So, with that in mind, it’s important to see what they think; ask for blunt, honest feedback, and encourage team members to make suggestions about how they’d improve it, if possible.

This doesn’t need to be a formalized process, by any means. If anything, you’ll get better feedback if you make less of a song and dance about it!

Don't be afraid to change tack

We’ve all been in a scenario when we think we’ve nailed our objective, smashed it out the park, hit a 3-pointer.

Only to realize we were way off the mark.

The same can happen when you’re penning your mission statement, and instead of convincing yourself all is well in the way of the world, go back and change it.

The minute doubt creeps into your mind, it’s there for a reason - face up to it head-on and create something you wanna show off to your friends, rather than hide away in a dark corner.

Need a source of inspiration (or two)? Let’s take a look at some awesome examples of mission statements in action. 👇

Examples of mission statements

There’s a whole host of mission statements doing the rounds, but as usual, we only ever wanna bring you the very best on offer.

Here are some great examples of companies who’ve been there, done it, and ticked all the right boxes.

First up, let’s take a look at the mission statement of Sweetgreen, a company providing healthy food products for their customers:

To inspire healthier communities by connecting people to real food.

Why are these 10 words so brief, yet so effective? Simple: They hold relevance for the company; no fillers, no fluff.

The mission statement epitomizes what their goal is, and leaves no questions unanswered as to what they want to bring to their audience.

Easy-peasy.

Sometimes, you’ve got to nail your colors to the mast and say things in black and white, a method adopted by US-based company Trek, whose mission statement does what it says on the tin:

To aid in the betterment of our planet through cycling.

Trek’s mission statement works on so-many-levels, namely, it’s so simple; after all, why over-complicate matters if you can just say things as they are? They’ve ditched the ambiguity and ensured their audience aren’t left second-guessing what their aim is.

Cycling = bikes. There’s no room for confusion.

To round off a trio of how you should approach mission statements, we’ve turned to TED.

Spread ideas

2 words. 1 idea. 0 confusion.

TED’s succinct mission statement fits the company to a tee. Like its videos, it’s short, snappy, and also leaves no ambiguity surrounding the site’s service: a platform for publishing content and sharing ideas.

What makes a bad mission statement

We’ve shown you the sweet taste of success, now, let’s look at the sour side of mission statements.

You’ll be pleased to know it is possible to transform a mediocre mission statement into something to be proud of, as explained by Dan Heath, co-author of Made to Stick: Why Some Ideas Survive and Others Die, as recommended by PMMs on our PMM reading list . 😉

Unfortunately, some companies didn’t get Dan's memo and churned out mission statements that didn’t exactly blow our socks off.

If there’s one company you’d have thought would produce a mission statement that’d be the envy of every company, it’s Disney, right?

How wrong we were…

To be one of the world’s leading producers and providers of entertainment and information. Using our portfolio of brands to differentiate our content, services, and consumer products, we seek to develop the most creative, innovative, and profitable entertainment experiences and related products in the world.

Zero personality, minimal magical...

Tinkerbell’s skimped on the fairy dust, wouldn’t you say?

When you think about Apple, one word immediately springs to mind: innovation.

Did the masterminds at HQ have a day off when they conjured up the company mission statement? 🤷‍♂️

Apple designs Macs, the best personal computers in the world, along with OS X, iLife, iWork, and professional software. Apple leads the digital music revolution with its iPods and iTunes online store. Apple has reinvented the mobile phone with its revolutionary iPhone and App Store and is defining the future of mobile media and computing devices with iPad.

Mission statements are supposed to be a nod towards the future; don’t dwell on former glories. Granted, every man and his dog have an Apple product, but they’ve missed the point here.

Mission statements aren’t fact sheets. If they were, they’d be called... well, fact sheets.

Mission statements: a product marketer’s perspective

Mission statements are widely considered part and parcel of product marketing. We sought the input from people within the industry to establish their top tips and were treated to varying opinions.

Stu Kendall, GTM Leader and Mentor at VentureSCALE suggested narrative messaging could be a suitable replacement for mission statements:

“It depends on the size of the organization, but I'd challenge the need to have a mission statement at all.

“Instead, a focus on the company story and narrative messaging may be a good replacement for what you're trying to accomplish with a mission statement.”

On the flip side of the coin, when we spoke with a product marketer plying their trade in B2B IT SaaS, they still placed an emphasis on the importance of mission statements, saying:

“First of all, you can't do it on your own. In my experience, at least in startups, a mission statement has to proceed from a heart-felt place of conviction from the founders. It has to capture their spirit, why did they believe the company needed to exist? Because the mission statement is a big, ambitious goal type statement.

“A mission statement shouldn't live on its own, it should be part of a messaging architecture that is narrative-based. There should be a vision/purpose statement, a positioning statement, a category, etc. that proceeds from a core narrative. Interview sales, customer-facing technical people, customers if you can.

“I think a good exercise is to write a manifesto that describes the world, the key challenge, why it matters so much to the world, what's needed that drives why the company exists (some of the things in the article are good concepts/inputs to this).

“Also, try to capture the core narrative in 2 informal sentences, conversational style. You want to see that very concise version totally resonate, feel authentic and true to life, the problem the company is solving, and true to the company's products and capabilities. Get buy-in, validate internally with important representative stakeholders.”

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7 steps to a purpose-driven innovation culture.

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Coworking to innovate.

Leadership demands are formidable in our multifaceted world. Our momentum hinges on the purpose and significance of our endeavors, and our inspiration comes from purposeful leadership.

Central to purposeful leadership is the belief that work transcends mere transactions. Our job is more than a paycheck. It is an opportunity to align our values with our organization’s purpose and mission. It enables us to express and achieve ambitious personal and collective visions. However, purpose-driven visions are inherently fraught with novel and complex challenges that require creative solutions and innovations.

Leaders seeking momentum by pursuing a meaningful vision must embed clarity of purpose, creative thinking, and innovation into the organization's culture.

Step 1: Develop a Purpose Statement

• Organize workshops where employees at all levels contribute to crafting or refining the company's purpose statement. This inclusive approach ensures that everyone can connect personally with the purpose and reflect the organization's values and aspirations.
• Integrate the purpose statement into daily operations. Once defined, the purpose statement must visibly connect with all areas of the organization, from strategic planning sessions to daily team huddles, ensuring it continuously guides decision-making and operations.

Fallout Dethroned In Amazon Prime Video s Top 10 List By A New Offering

Google chrome gets second emergency update in a week as new exploit confirmed, metallica makes history with their new no 1 single, step 2: train leaders on purpose.

• Develop training programs designed to help leaders understand how to communicate and lead purposefully. These programs should include real-life case studies, role-playing scenarios, and ongoing mentorship to embed purposeful leadership practices.
• Implement regular feedback loops where employees can share their thoughts on whether the organization effectively fulfills its purpose.

Step 3: Establish Cross-Disciplinary Collaboration

• Break down silos and encourage collaboration across different disciplines to foster a more integrated approach to problem-solving and project management .
• Significant impact often requires fresh thinking. Promote unique solutions and ideas that leverage diverse skill sets and perspectives.

Step 4: Implement Idea Management Systems

• Use digital platforms for employees to submit, discuss, and develop ideas. This step will enhance communication and collaboration across the organization.
• Ensure that innovation is constant and inclusive, giving all employees a voice and driving engagement and ownership.

Step 5: Carry Out Regular Innovation Challenges

• Organize regular challenges or hackathons that engage employees to creatively solve specific issues related to the organization’s purpose and goals.
• Offer tangible rewards for solutions the company can implement, encouraging participation and innovative thinking.

Step 6: Support Employee-led Initiatives

• When new ideas emerge, encourage team members to take ownership; their commitment to the idea’s successful implementation drives further innovation, improving overall organizational creativity.
• Provide resources and support for projects initiated by employees to foster an environment where ground-up innovation is the rule.

Step 7: Learn from the Market and Beyond

• Encourage teams to look beyond industry norms for inspiration by attending conferences, participating in professional networks, and studying success stories.
• Adopt new practices. These activities provide new insights and innovative practices that can be adapted to fit the organization's context, fostering a culture of continuous improvement and adaptability.

Create an environment where creativity and innovation are consistent, continuous, and integral to the organization's operation. By nurturing a culture where all can apply their creativity to pursue a compelling purpose, leaders can ensure their organization thrives by fulfilling individual ambitions and a collective vision.

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