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How to Write a Purpose Statement That Serves Its Purpose (With 10 Examples)

If you had 5 minutes – or better yet, 5 seconds, could you describe WHY your organization exists? Would your colleagues describe it in the same way? And more importantly, would they FEEL a strong connection to the company's purpose?

Companies with a clear business purpose statement, and that use their purpose statement to connect with employees, customers, and key stakeholders at a deeper level, have an edge.

Why Company Purpose Matters Even More Today

It’s not a new concept: we tend to feel a bit better going to work or buying a product or service when we know there’s a greater reason for being behind it. It’s often a deciding factor between choosing one brand or company over another. What is new, though, is that the world we live and work in today calls for even more of a spotlight on purpose.

According to a 2021 McKinsey study , nearly 70% of employees are reflecting on purpose because of the pandemic. And, based on a PwC survey , 83% of employees rated “meaning in day-to-day work” as important to them. This has a downstream impact on hiring, morale, retention, and performance.

Your purpose statement is the foundation for how you can attract and retain talent, differentiate your culture, accelerate performance in a competitive, crowded marketplace, and re-energize employees who may be fatigued, apathetic, or skeptical.

The same McKinsey study found that employees who say that they live their purpose at work are:

• 6.5 times more likely to report higher resilience,
• 4 times more likely to report better health,
• 6 times more likely to want to stay at the company, and
• 1.5 times more likely to go above and beyond to contribute to the company (which is the employee engagement outcome many leaders and teams try to achieve).

For these reasons and more, our team believes that every organization should have a purpose statement and should know how to use it to tell your story on the inside and out for business impact so employees, customers, investors, shareholders, potential employees, and customers, and your many other stakeholders and partners see that they have a place in your company’s purpose.

What the Purpose Statement Is

A company purpose statement is its reason for being. It should answer these questions: Why do we exist beyond making money? What would the world lose if we didn’t exist? It goes beyond who you are and what you do. It’s your why and the impact your organization has on others.

Here are six characteristics of great purpose statements:

• Articulate the movement they’re ultimately championing and/or why the company is on the journey they are
• Are grand and aspirational while also believable
• Are differentiated so when viewed together with the mission, vision, and values of your company they are unique to your organization
• Are specific and create clarity, so they mean something to your company
• Are memorable and repeatable
• Have a tone and content that reflects the culture of the organization and fits them like a glove

Done right, company purpose statements are an important aspect of decision-making inside an organization so that it’s consistent with the company’s purpose.

10 Company Purpose Statement Examples

Here are 10 purpose statement examples across a variety of industries with a few thoughts on what makes them strong:

• AT&T: We create connection. This is both aspirational and ties to the company and its products and services over the years – which makes it believable. While it isn’t specific to a product, it creates clarity about what the company sees as its ultimate reason for being – to create connection. This is what we mean by “fitting like a glove”.
• Charles Schwab Corporation: To champion every client's goals with passion and integrity. It speaks to the larger reason for being a company in the financial services industry. It is specific to the movement it focuses on (championing clients’ goals) and it reflects the culture of the organization (passion and integrity). It’s both aspirational and believable.
• CVS Health: Bringing our heart to every moment of your health™ This captures the essence of the company’s focus around people’s lives and health. It’s memorable and repeatable and is used as a tagline. It ties in its brand as well (the heart), which also speaks to company culture and its intended service experience.
• Kellogg’s: Creating better days and a place at the table for everyone through our trusted food brands. You see the statement, company name, think of the products, and know that they go hand in hand. It speaks to the movement the company is championing (better days and a place at the table for everyone). It is grand and aspirational while also being believable. It’s specific and speaks to its industry (trusted food brand).
• Ford Motor Company: To help build a better world, where every person is free to move and pursue their dreams. This is grand and aspirational as well as entirely believable. If you run the screen of “what would be at risk if the company didn’t exist?” the mind goes to images of people not being able to get to their jobs, school, to travel, and be where they want to be. In reading this purpose statement, you learn quite a bit about the company and what it stands for (build a better world, be free to move, help people pursue their dreams).
• Virgin Atlantic: Everyone can take on the world. It speaks to the culture of the company, is easy to remember, and is memorable. It’s aspirational and yet feels believable in the sense that its products and services actually help people “take on the world”. There’s a swagger to this phrase that exudes confidence, feels empowering, and feels right at home with the brand. When you see this purpose statement and think about the company and what it’s all about, you can see (and almost feel) how they belong together.
• McDonald’s: To feed and foster communities. It’s memorable, repeatable, and naturally ties to the business it is in. It also signals in a believable way that its aspirations go beyond food and are also about building communities.
• NIKE: To move the world forward through the power of sport. It’s clear, easy to remember, and specific to the business. You know the industry right away which helps differentiate them (power of sport). It’s aspirational (moving the world forward) and also believable. When you read the purpose statement, you can visualize the essence of the company and its products that help people move.
• Novartis: To reimagine medicine to improve and extend people's lives. It’s specific to the industry (healthcare) and speaks to why the company exists (reimagine medicine) and its higher level reason for being (improve and extend people’s lives). It’s clear and easy to remember.
• Kroger: To feed the human spirit™ This speaks to its industry and focus as a business (food). It’s easy to remember and repeat, reading like a slogan. It’s also aspirational in that it speaks to feeding more than the “person” but also the “human spirit”.

How a Purpose Statement Fits Into Your Company’s Mission, Vision, and Values

Purpose is one of several elements of your organization’s DNA that make your company uniquely you. Together, these define who you are as a company and what you stand for. They serve as your North Star for your business – what you do, why you do it, and how you do it.

• Purpose statement: An organization’s reason for being (beyond making a profit) and how the products/services benefit people. It answers the questions for your customers and employees: why do we exist and what would the world lose if we didn’t exist? It has an external focus and remains constant over time. Purpose statements could be centered on society, customers, or community. All the other elements of the DNA tie back to the purpose statement.
• Mission statement: The mission states what the company will do to realize its business purpose. It comes from the perspective of inside the organization. The key elements to the mission statement are that it states the type of business/work you do today, is forward-looking, and speaks to your capabilities. It focuses on what you do and how you do it. A mission statement guides decision-making and informs business strategy, and it could evolve over time while your organization’s purpose remains the same.
• Vision statement: Paints a picture of what our company’s future looks like if we’re successful. It answers the question. It’s a statement of where the organization is heading. It’s future-oriented and aspirational. It’s also connected to the hearts and minds of people and captures hopes and dreams.
• Values and behaviors: These make up the desired ways of work (or culture) that employees need to live to advance the purpose, mission, and vision. Values describe the principles that are expected of employees, and behaviors are the tangible, observable, measurable elements that can be implemented. Both values and behaviors are intended to help employees know what’s expected of them and to guide how they show up at work. They define the company’s culture and personality, and answer the question: What does our company look like in action? Values and behaviors can happen in pockets but are aspirational for others.

Put another way…

• The purpose GUIDES you.
• The mission FOCUSES you.
• The vision INSPIRES you.
• The values ALIGN you.
• The behaviors MEASURE you.

These elements of a company’s DNA form a strategic framework that helps employees know what matters most for the organization, and how day-to-day business plans and tasks fit into the larger whole and greater good. It’s also an important way for employees to see how their sense of purpose fits (or doesn’t) with the place they work.

It’s like a stack of jigsaw puzzle pieces that fit together to form a cohesive picture for everyone to see and share in common.

How to Know When You Need to Update Your Purpose Statement

Because the purpose statement guides your company, it’s important to regularly calibrate between your purpose statement and changing dynamics to ensure they stay connected in all the right ways. Here are some defining moments in a company that signal when it’s time to review your purpose statement and determine whether it’s time to update it:

• New CEO / leadership team: With new leadership comes new perspective on the business. It’s a time when leaders are evaluating the business, weighing options, and setting new directions for the company that will make an impact. It’s important to also evaluate the purpose statement of the company and line it up.
• Merger and/or acquisition: This is a major change to your company that warrants a calibration to your purpose statement (and mission, vision, and values) as new entities, teams, products, and services are at play. It’s a good time to evaluate whether the purpose statement remains true to the company in its new state. At a minimum, it’s critical to drive awareness of your company’s purpose with employees, customers, and other stakeholders so they fully understand and appreciate it.
• New strategy: Purpose statements and company strategy must go hand in hand so if your company has a new strategy (or is working on a new strategy ), check that the purpose statement is still consistent and relevant.
• Significant transformation: Congruency between the company’s purpose and actions is essential. When big changes are happening in a company it’s key to calibrate so the transformation efforts continue to sync and support the company’s purpose and strategic direction. And, if the transformation is changing direction for a company, then the purpose statement (and mission, vision, and values) may need to evolve.
• Recruitment, retention issues, or other people-related issues: More than ever, employees want to work for companies that share a common sense of purpose and values. If your organization is struggling to recruit and retain employees, check your purpose statement and see if it’s as relevant and compelling as it needs to be.
• Heightened competition: Employees, customers, and investors look for differentiation and companies with an edge. Your purpose statement says a lot about your company – who you are, what you stand for, why you exist, and what’s at risk if you’re not there. When competition is fierce, it’s time to look at your purpose statement to see if it defines you accurately, speaks to your aspirations, and helps you stand out.
• Annual strategic planning: Make it a habit to check your purpose statement (along with your vision, mission, and values) annually in the context of your company’s strategic planning, so the most important elements of your organization guide decision-making for key priorities and plans for the year. It’s the ultimate litmus test to see that priorities and plans support your company’s purpose statement (and overall DNA). And, if they don’t line up, to have strategic conversations about what’s changing and why and whether it warrants updating your purpose statement.

How to Write a Purpose Statement

Apply these principles as you consider your approach to developing your company’s purpose statement:

• Make it a strategic business exercise – that sets the direction for your vision, mission, values, and strategy and is the foundation for how people know you as a company. Keep it from being a word-smithing exercise.
• Be intentional – Dig deep to understand the origin of the company and follow that thread through to who you are today, and why you will continue to exist in the future.
• Let leaders set the tone and involve others with purpose – The purpose statement should be shaped by the leadership team and key influencers in the company and then vetted and fine-tuned with employees so that they have shared meaning and ownership. This is bigger than any one person or team writing the purpose statement.
• Iterate – Work a smart process and let the process work so as people’s thinking evolves, the purpose statement captures it.
• Connect to your culture – Let the essence of your culture come through in how you describe the essence of your company.
• Go beyond the ordinary – If you lined up your purpose statement with others in your industry (or even other industries), check that it stands out from the rest.
• Have a plan – This is how you’re going to create the purpose statement and what you’ll do to introduce it to your key stakeholders inside and outside the company.

Steps to Writing Your Purpose Statement

Whether creating a purpose statement from scratch or refreshing an existing one, follow these steps to guide you. How you approach writing your purpose statement may vary depending on where you are as an organization, your starting point, and your culture.

• Intake Compare your current purpose statement with how your organization shows up in internal and external artifacts to see what’s consistent and what’s not. Ask: What’s similar and what’s different that we should consider for the new purpose statement?
• Develop Your Roadmap Determine your plan of action to get to a purpose statement that your organization is fully aligned around. Ask: What are the key steps and milestones to drive toward?
• Identify Your Stakeholders and Engagement Plan Map your plan for who and how you’ll engage people from across your organization in the process. Consider who your champions will be, who will be hands-on in co-creation, and who you want to involve along the way to preview or test concepts. If there are many stakeholders, consider a working group or committee of representatives to advance the work in a more manageable way. And then involve others to preview and test the committee’s work. Ask: When the purpose statement is drafted, who do we need to have on board so they support it and what’s the best way to get those people involved?
• Conduct Stakeholder Listening Based on your engagement plan, hold listening sessions with key stakeholders to understand their thoughts on the business and how that translates to the company’s purpose. Summarize what you’re hearing. Ask: What are the common themes and where are there different points of view that warrant more conversation and alignment?
• Co-create the Purpose Statement Gather all the key stakeholders to co-create the purpose statement together in a hands-on, interactive way. Have a facilitator lead the session and leverage all the work done in Steps 1 through 4. You can walk out with a solid draft of the purpose statement that the group is aligned around and that’s ready to test drive with others.  Ask: Do we have a purpose statement that we all understand, believe in, and can champion?
• Test the Purpose Statement Involve other stakeholders for input and buy-in. Get the draft purpose statement in front of employee groups and see what they say. You can also have key groups of leaders and working group members test drive the purpose statement with their teams. Ask: What resonates, where is further clarification needed, and in what ways do we see this purpose statement being lived in the company?
• Discuss and Refine the Purpose Statement Use the learnings as fodder for discussion with your core working group and champions about what changes to make in the purpose statement and to inform your communications before you revise and finalize the purpose statement. Ask: What feedback warrants changes to the purpose statement? What concepts will require more communication to help people understand?

Key Learnings from Developing Purpose Statements

We’ve worked with many clients to create their purpose statement (and their mission, vision, and values as well). Here are four things to keep in mind:

• The process is as important as the statement – How you engage people and bring them along on the journey is just as important as what the final words are of your company’s purpose statement. You need a purpose statement that will guide the company – and its people – for years to come and that requires involvement from people.
• Involve skeptics – Some may think of this work as a word-smithing activity or that culminates in posters that no one ever reads. To those people, we say … let’s get you involved in this process so we can make sure that doesn’t happen. Build a plan that is skeptic-proof. I’ve heard from many leaders as they go through this process that they were skeptical about this work at first and then became the biggest advocates of the purpose statement they created and the process that was taken to build it.
• Avoid shortcuts that may cause shortcomings – On paper, a purpose statement is just a few words but getting a room full of people (let alone a whole company) to align around the meaning behind the words looks easier than it is. We believe in a “go slow to go fast” approach that by working a smart process you’ll get to a better outcome faster and that will have lasting power. Watch out for shortcuts that can cause shortcomings – for example, skipping listening or testing may save a few days, but you lose out on important insights and cut people out of being involved who could have become champions.
• Embrace input – It can be nerve-wracking to draft a purpose statement and then take it to pockets of the organization for input not knowing if it will be liked or overhauled. However, it’s better to bring people along on the journey and get input before things are finalized for prime time. In addition, when people are engaged earlier, they tend to be more positive. We worked with a client to preview their company’s DNA (including the purpose statement) with more than 1,000 people. The reception was extremely positive and where there was feedback, it was hugely helpful. Most importantly, when it came time to roll out the final content, people were on board and ready to champion it because they had been a part of the process.

You’ve Crafted Your Purpose Statement – Now What?

Having a clear purpose statement is a big step to celebrate. It’s also just the beginning as you think about how to embed it into the organization. Consider these next steps:

• Define your terms – A purpose statement is just a few words, but every single word matters and needs to mean something. Have specific definitions for each word so people in your organization know what it means and use the terms consistently.
• Align the rest of the strategy to the purpose statement – The purpose statement anchors many other components of your company’s strategic framework so everything needs to ladder back to it, including the mission, vision, values, culture, business plans and priorities, and KPIs and metrics. Identify where there are connections to make and/or disconnects to address. Create a strategic framework that shows visually how all the pieces connect together.
• Plan the rollout and activation – Have a plan for how to communicate the company’s purpose across the organization. Think of it in terms of launching, activating, and sustaining so you can embed the purpose in how people think and work. Make it part of the everyday storytelling inside and outside the company. This takes time, consistency across voices and channels, and purposeful communication.

Case Study: A Purpose-Driven Function

We worked recently with a large function in a global organization through these steps. The function originally needed help to roll out and embed their new strategy to its 7,500 employees, but early on it became clear that before employees could align around a strategy, they first needed to come together with one shared purpose. Working these steps led to many defining moments, including:

• During discovery, an employee survey led to useful insights that guided the leadership team’s focus and helped them address some opportunities, and it served as a follow-up loop for communicating the purpose and strategy.
• Leader listening uncovered a wide range of perspectives on the organization’s purpose and path forward. This was critical to uncover early on, so the work to follow could bridge the gaps and bring the leaders together as one aligned team.
• The process of co-creating the purpose statement worked. It got some grumbles at first. “Really, we need to break up into groups and do flip chart exercises?” Yes... and did they ever rise to the occasion. In a few short hours, the group co-created a purpose statement and started using it in the same meeting to make some critical business decisions. It was an instant payoff and the leadership team knew it. They later described that as a defining moment for their leadership team and their company.
• Leaders played an active role in talking about the purpose statement with their teams and ensuring a common understanding of the meaning of each element of the purpose.
• Next-level leaders (directors and above in this case) became immersed in their purpose, mission, vision, values, and strategy at an offsite meeting where every moment of the day was designed purposefully to bring the company’s DNA to life in ways that made it real, relevant, and actionable for them, so they could take the same experience and energy back to their teams to get them grounded in it.
• The purpose statement took on a life of its own as leaders enrolled their teams in it. They held rallies, decorated their sites with signage, gave employees swag, made it part of everyday conversation, and even got teams writing songs about the purpose statement. It took hold because people got inspired and excited about it.

To learn how we helped another organization define its new DNA following a merger of equals, check out this case study .

Final Thoughts

Be purposeful when creating your company’s purpose statement so that it’s strategic, you have organizational buy-in, and it’s tied to business goals for the best outcome. Follow these steps so that your organization has a purpose statement that effortlessly describes why you exist and guides your company for the future in a way that sets you apart, and that employees, customers, and other key stakeholders know and believe in.  

As you reflect on your company’s purpose statement, would it benefit from being updated?

—Kate Bushnell

This quick guide covers a methodology you can use to co-create your purpose statement and maximize leader and employee buy-in. Download Maximizing Strategy Development & Rollout with Top Leaders   today!

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• Organizational Development
• How To Write a Company...

How To Write a Company Purpose Statement (+ 21 Real Company Examples)

Profits are  great , but what’s your ‘Why’? A strong purpose statement becomes your company’s North Star, guiding employees & attracting talent. Learn how to write yours. 

What is a purpose statement? 

Company vs. personal purpose statements, personal purpose statements.

• A personal purpose statement is your internal compass
• More subjective and reflects the unique motivations and aspirations of a person. 
• Mainly written for yourself, explaining your life goals and motivations.

Company purpose statements

• A company purpose statement is the guiding principle of the entire organization. 
• Broader and consider the impact on a large scale, like solving environmental problems or promoting social justice. 
• Targeted at employees, customers, and investors to inspire and build trust with stakeholders.

Purpose statement vs. mission statement: The difference

The role of hr in developing a company purpose statement .

• Aligning employee and company motivations and aspirations: HR interacts with employees. Through staff surveys and meetings, they gather insights into their motivations and aspirations and how these align with the company’s potential purpose. 
• Aligning company culture and purpose: HR ensures that the purpose statement reflects the company’s values and how it resonates with the culture. 
• Promoting holistic insights across the organization: HR can organize discussions with staff from different ranks and departments, customers, partners, and other stakeholders to gain a holistic view of the company’s purpose.
• Communicating the organization’s purpose: HR plays a vital role in communicating the company’s purpose to the employees. This ensures that everyone understands how their work contributes to the company’s bigger purpose, fostering employee engagement .
• The purpose statement guides policy and initiative development: HR can use the company’s purpose to guide policies, programs, and initiatives. 
• Creating attractive talent acquisition strategies: A clear purpose statement can be a powerful tool in attracting talent who share the employer’s values and aspirations. HR can use the purpose statement when creating recruitment and employer branding strategies . 

How to write a purpose statement

Stakeholders, long-term goals, authenticity.

5 actionable steps for HR when crafting a purpose statement

1. build a team and collaborate, 2. research and analyze.

• What values do you believe are essential to our company?
• Which values do you think define our company culture the most?
• What do you think is the primary purpose of our organization?
• In what ways do you believe our company contributes to the wellbeing of our customers, communities, and stakeholders?
• How do you envision our company making a difference in the future?
• Where do you see our company in the next 5–10 years?
• What are your aspirations for the future of our organization?

HR tip You can also analyze industry trends and competitor purpose statements to inspire your own and consider how yours differs.

3. Crafting the purpose statement 

HR tip Aim for a short and clear company purpose statement. Ideally, it should be around 1–2 sentences that are easy to understand and remember.  Avoid jargon and complex sentences. 

4. Ask for feedback and finalize your purpose statement 

5. create a communication plan, sample company purpose statement, tips for writing a good purpose statement.

• Be inspirational: A compelling purpose statement should evoke positive emotions and inspire action. It should go beyond profit and appeal to employee’s motivations.
• Be specific and authentic: Avoid generic statements and clichés. Instead, articulate what makes your organization unique and why its purpose is meaningful.
• Be future-oriented: The purpose statement should convey a sense of vision and optimism about the organization’s future impact. It should inspire stakeholders to join in shaping a better tomorrow.
• Be actionable: A good purpose statement guides decision-making and behavior within the organization. It should serve as a compass, informing strategic priorities, operational decisions, and employee actions.
• Be inclusive: Ensure the purpose statement reflects all stakeholders’ diverse perspectives and interests. Consider the perspectives of all stakeholders, including employees, customers, partners, and communities. An inclusive purpose statement fosters a sense of belonging and alignment among diverse stakeholders.

21 company purpose statement examples 

• Intel : We create world-changing technology that improves the life of every person on the planet.
• Boston Consulting Group : Unlocking the potential of those who advance the world
• Novartis : Reimagine medicine to improve and extend people’s lives 
• Unilever : Make sustainable living commonplace 
• Walmart : We aim to build a better world — helping people live better and renew the planet while building thriving, resilient communities. For us, this means working to create opportunity, make a more sustainable future, advance diversity, equity, and inclusion, and bring communities closer together.
• Pfizer : Deliver breakthroughs that change patients’ lives. R&D is at the heart of fulfilling Pfizer’s purpose as we work to translate advanced science and technologies into the therapies that matter most.
• McDonald’s : Feed and foster communities
• Goldman Sachs : We aspire to be the world’s most exceptional financial institution, united by our shared values of partnership, client service, integrity, and excellence.
• Coca-Cola : To refresh the world and make a difference.
• Vodafone : To connect for a better future
• Sony : Fill the world with emotion through the power of creativity and technology 
• United Airlines : Connecting People. Uniting the World” drives our decision-making, supported by our core values – Safety, Caring, Dependability, and Efficiency. In action, that means doing the right thing for our planet, our passengers, and our people.
• Mondelez : We empower people to snack right
• DHL : Connecting people, improving lives 
• Ford : To help build a better world, where every person is free to move and pursue their dreams.
• Nike : Move the world forward through the power of sport
• HSBC : Opening up a world of opportunity. We’re here to use our unique expertise, capabilities, breadth and perspectives to open up new kinds of opportunity for our customers. We’re bringing together the people, ideas, and capital that nurture progress and growth, helping to create a better world – for our customers, our people, our investors, our communities, and the planet we all share.
• De Beers Group : Make life brilliant 
• Mckinsey and Company : To help create positive, enduring change in the world.
• Mastercard : Connecting Everyone to Priceless Possibilities
• Visa : To uplift everyone, everywhere by being the best way to pay and be paid

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How to Answer the LLC Purpose Statement (with Examples)

• Last Updated: March 27, 2023
• By: StartUp 101

Advertising Disclosure

An LLC purpose statement describes the reason for forming the business.  This description typically only needs to be a sentence or two and briefly explains what type of business the LLC is in.  It is important to note that a purpose statement is legally distinct from your company’s vision or mission statement.  While your overall vision can be based on an abstract goal, your statement can be specific to your industry or general enough to allow your company to conduct any business activities legally permitted in the state.   

Related: How to form an LLC

In most states, you only need a general-purpose statement in the  Articles of Organization . In contrast, other states require a specific purpose statement about the primary business activities of the LLC.  In states that need only a general purpose statement, declaring the business activities may be as simple as checking a box on the formation documents.

Some states (including Alaska, Arkansas, Mississippi, Georgia, Louisiana, New Hampshire, and New Mexico) use  NAICS  (North American Industry Classification System) codes instead of requiring a written business purpose.  These codes are the classifications used by government agencies to identify industries and business activities  

Why does an LLC need a purpose statement?

Including a purpose statement in your LLC formation documents can be important if legal action is brought against the entity.  A court may examine the purpose statement to determine whether you, as the owner, are personally liable.  Courts may determine that a business with an unclear or unstated purpose is merely an alter ego and may seek to enforce monetary judgments against the business owner as an individual.

Another important reason to exercise care when declaring a business purpose is that your company’s future existence may depend on it.  An LLC member could petition the court to  dissolve the company  if it becomes unlikely that the LLC can reasonably fulfill the stated purpose.  This issue may arise if there are not adequate provisions regarding your business activities and if your contracts and agreements are silent on dispute resolution among LLC members.  

For both of these reasons, carefully consider the language in the LLC operating agreement  for a well-stated business purpose and other related provisions, in addition to the purpose declared on the formation documents.  

Examples of an LLC Business Purpose Statement

In most states, a general purpose is usually sufficient. However, if you are creating a Professional Limited Liability Company (PLLC) (which is basically an LLC for businesses that require a state license, such as an accountant, locksmith, etc.), a more specific purpose statement explaining the type of professional services the PLLC will provide will be needed. Some examples of general and specific statements are below. 

Related:  What is a Professional Limited Liability Company?

General  

If your state allows for a general business purpose statement, the following are some examples of what this may look like:  

“The purpose of Business Name LLC, is to operate and conduct all lawful business activities legally permitted in the state of A.”

“The purpose for which XYZ, LLC, is formed is for the transaction of any and all lawful purposes for which a limited liability company may be organized under the laws of the state of A.”  

Specific 

If your state requires a specific purpose to be declared when forming an LLC, you can simply state your primary activities in a sentence or two.  Below are some examples of what your specific purpose may look like: 

“The purpose of XYZ, LLC, is to purchase, sell, hold, own, and operate real estate within the state of A, and all other legal acts permitted by limited liability companies in the state of A.”  

“XYZ, LLC, seeks to engage in the activity of construction, property acquisition, and the sale and transfer of real property, and all other legal acts permitted by limited liability companies in the state of A.”  

While this type of statement should be specific to the type of work you anticipate, it should also be ambiguous enough to allow for your LLC’s purpose to develop or grow over time.  However, it should be noted that you can change your purpose statement at any time by filing an amendment.  You may not necessarily need to formally change your statement if you leave room for several other activities, as in the examples above.  

Relevant Articles: 

Piercing the Veil of an LLC-Personally liability as the owner of an LLC:  https://www.baylor.edu/content/services/document.php/140022.pdf

Can you change the business purpose of an LLC?

In any case, the answer is yes, however the process differs between states and operating agreement structure.

In some states where the purpose was been specified in the original formation documents such as the Articles of Organization, Certificate of Formation, etc., then an amendment will need to be made with the state.

If the business purpose was indicated in the LLC Operating Agreement, the Operating Agreement will need to be updated and accepted by the members.

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15 Mission Statement Examples For Your Business

Updated: May 31, 2024, 8:28pm

Table of Contents

What is a mission statement, examples of mission statements, bottom line, frequently asked questions.

When buying new shoes, choosing a birthday gift or deciding what podcast to listen to, most of us reach for the same brands over and over. Why? Because in addition to offering quality products, they also have a compelling story that resonates with us and feels meaningful. That’s the power behind a strong mission statement—the ability to influence consumers to support certain brands because they feel a connection. We’re looking at some of the best mission statements and why they work so well.

A brand is the sum of how a product or business is perceived by those who experience it: customers, employees, investors and media. Creating a mission statement that explains the purpose of your business allows you to shape that perception and provide an almost instant connection. A mission statement not only explains what your company does, but also the why behind it.

How Do You Write a Mission Statement?

When creating an outline for your mission statement, there are four steps to follow, each of which will help you craft the strongest, clearest statement for sharing the “why” behind your business.

1. Explain what your business does In simple terms, write down exactly what your business does, offers or provides. Include how you solve a problem and why you bring value.

2. Describe how you do it Sourcing local supplies? Capturing customers’ demographics accurately? The next step is to list out your business processes and what makes them stand out from the competition.

3. Capture your why Think about why you started your business in the first place, and what impact you hope to make. Customers want to know the backstory for a brand and why they should feel swayed to support it.

4. Bring everything together Taking everything from the first three steps, find the common threads and link everything together. You want to have the most concise mission statement possible, so drop anything that feels out of place or doesn’t add value. There’s no hard and fast rule about the length of a mission statement, but sticking with one memorable phrase or sentence is usually the best option.

“To inspire, educate and outfit for a lifetime of outdoor adventure and stewardship.”

Recreational Equipment Incorporated (REI) is known for not only its high-quality outdoor products, but also for being a steward of the environment. The customer-centric co-op sums up its values and addresses its target audience, while also sharing what it sells.

2. American Express

“To become essential to our customers by providing differentiated products and services to help them achieve their aspirations.”

With a wide range of potential and current customers, American Express manages to help everyone feel included in its mission statement. It is offering products and services for all, no matter what your income level, elite status or dreams may be.

“To keep human connection at the heart of commerce.”

Etsy is all about less automation and more personalization. The global marketplace for creative products seeks to offer unique items and services that buyers can’t find anywhere else. Via its mission statement, the company is speaking directly to consumers who are seeking a personal experience.

4. audiochuck

“Creating top-of-the-line content that drives advocacy and change.”

With thousands of podcasts to choose from, having a mission that goes above and beyond profit is a smart way to differentiate yourself. The audiochuck brand shares that it is not only offering high-quality content, but that it also seeks to make a difference in the world.

5. Life is Good

“To spread the power of optimism.”

With its signature logo splashed all over shirts and hats, Life is Good wants its goals to be heard loud and clear. The quick phrase is all about spreading positivity, as evidenced not only through its mission statement, but also by the fun phrases and graphics that accompany its products.

“To inspire and develop the builders of tomorrow.”

With such a simple concept—small bricks that join together to form creations—LEGO wants its customers to know that it understands what they are hoping for. Building is for everyone and it is going to keep offering products that provoke imagination for builders of all ages.

7. Dunkin’ Donuts

“We strive to keep you at your best, and we remain loyal to you, your tastes and your time. That’s what America runs on.”

Consistency is key, especially when it comes to food and beverages. Dunkin’ makes it clear that it knows how people want their products to taste, how fast they need a coffee and that you can count on it to deliver on both counts.

8. Norwegian Cruise Line

“Provide exceptional vacation experiences, delivered by passionate team members committed to world-class hospitality and innovation.”

When investing in travel, consumers love knowing they will receive heightened service and extraordinary adventures. Norwegian’s mission statement assures travelers that they will get more than their money’s worth on an NCL cruise, and that it will be an experience like no other.

9. No Kid Hungry

“We believe that every child in the United States needs—and deserves—healthy food in order to grow and thrive.”

No Kid Hungry is straight and to the point, and that is exactly why its mission statement works so well. “They believe that every child deserves access to healthy food? I do too!” Speaking directly to people’s beliefs makes them all the more likely to click on the donation button.

“Spread ideas, foster community and create impact.”

TED smartly integrates several keywords that instantly draw people in and motivate them to learn more about the company. It is directing its statement towards people who are curious to discover, hope to connect with other like-minded individuals and activate change.

11. The Hartford

“Underwriting human achievement.”

With an excellent play on words, the property and casualty insurance group establishes what it does, both literally and figuratively. The Hartford wants its customers to achieve greatness, and it is here to support them through both services and loyalty.

12. Warby Parker

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

Want cool glasses at a great price? Also want to support a business that is socially conscious? Warby Parker checks both boxes with a mission statement that sums up its desire to be a profitable business that offers customers quality products while simultaneously seeking to do good.

“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.”

IKEA’s mission statement doesn’t bother with lofty goals or veiled innuendos. It offers completely honest, transparent verbiage that outlines exactly what it does and whom it does it for.

“Maintaining a global viewpoint, we are dedicated to supplying products of the highest quality, yet at a reasonable price for worldwide customer satisfaction.”

Honda makes it crystal clear that it is a global company, offering products for everyone, no matter where they live. It also wants you to know that it understands that high quality doesn’t always necessarily mean high prices, so you should definitely consider it when looking for your next vehicle.

15. LG Electronics

“We wish to maintain our hard-earned reputation for bringing added value to the lives of consumers.”

LG wants customers to know two things right away: it has a solid reputation and its products add value to your life. Sharing a mission statement that manages to brag a little while offering peace of mind at the same time is a wise strategy to help the company stand out.

Mission statements are an important part of a business’s strategic planning process, as they provide a summation of the “why” behind a brand. When sitting down to create one, companies need to be thoughtful not only about what they include, but also about what they don’t mention. With more choices than ever, consumers desperately want to feel a connection with the business they are supporting. The best mission statements help establish that connection by sharing why they exist and how their offerings can help.

What is a mission statement?

A mission statement uses anywhere from a few words to a full paragraph to describe not only what your company does, but also why and how. It provides a way to connect quickly and authentically with customers, employees, investors and the media.

How do you write a mission statement?

When writing a mission statement, start by writing down what your business does, as well as your why and your how. Narrow the focus as much as possible to get rid of the extra fluff that isn’t necessary and doesn’t help draw attention.

How is a brand’s mission statement different from its values?

Mission statements focus on explaining the “why,” while a brand’s values describe what the business believes in and stands for.

Should a mission statement be included in an executive summary?

The executive summary is found at the start of the business plan, and one of its first components should be the mission statement, where you provide a few sentences on what the company’s purpose is. Read our guide for some assistance in creating a comprehensive executive summary for your business plan .

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9 Examples: How to Write a Purpose Statement

By Status.net Editorial Team on September 30, 2023 — 15 minutes to read

• Key Elements of a Purpose Statement Part 1
• How to Write a Purpose Statement Step-by-Step Part 2
• Identifying Your Goals Part 3
• Defining Your Audience Part 4
• Outlining Your Methods Part 5
• Stating the Expected Outcomes Part 6
• Purpose Statement Example for a Research Paper Part 7
• Purpose Statement Example For Personal Goals Part 8
• Purpose Statement Example For Business Objectives Part 9
• Purpose Statement Example For an Essay Part 10
• Purpose Statement Example For a Proposal Part 11
• Purpose Statement Example For a Report Part 12
• Purpose Statement Example For a Project Part 13
• Purpose Statement Templates Part 14

A purpose statement is a vital component of any project, as it sets the tone for the entire piece of work. It tells the reader what the project is about, why it’s important, and what the writer hopes to achieve.

Part 1 Key Elements of a Purpose Statement

When writing a purpose statement, there are several key elements that you should keep in mind. These elements will help you to create a clear, concise, and effective statement that accurately reflects your goals and objectives.

1. The Problem or Opportunity

The first element of a purpose statement is the problem or opportunity that you are addressing. This should be a clear and specific description of the issue that you are trying to solve or the opportunity that you are pursuing.

2. The Target Audience

The second element is the target audience for your purpose statement. This should be a clear and specific description of the group of people who will benefit from your work.

3. The Solution

The third element is the solution that you are proposing. This should be a clear and specific description of the action that you will take to address the problem or pursue the opportunity.

4. The Benefits

The fourth element is the benefits that your solution will provide. This should be a clear and specific description of the positive outcomes that your work will achieve.

5. The Action Plan

The fifth element is the action plan that you will follow to implement your solution. This should be a clear and specific description of the steps that you will take to achieve your goals.

Part 2 How to Write a Purpose Statement Step-by-Step

Writing a purpose statement is an essential part of any research project. It helps to clarify the purpose of your study and provides direction for your research. Here are some steps to follow when writing a purpose statement:

• Start with a clear research question: The first step in writing a purpose statement is to have a clear research question. This question should be specific and focused on the topic you want to research.
• Identify the scope of your study: Once you have a clear research question, you need to identify the scope of your study. This involves determining what you will and will not include in your research.
• Define your research objectives: Your research objectives should be specific, measurable, achievable, relevant, and time-bound. They should also be aligned with your research question and the scope of your study.
• Determine your research design: Your research design will depend on the nature of your research question and the scope of your study. You may choose to use a qualitative, quantitative, or mixed-methods approach.
• Write your purpose statement: Your purpose statement should be a clear and concise statement that summarizes the purpose of your study. It should include your research question, the scope of your study, your research objectives, and your research design.

Research question: What are the effects of social media on teenage mental health?

Scope of study: This study will focus on teenagers aged 13-18 in the United States.

Research objectives: To determine the prevalence of social media use among teenagers, to identify the types of social media used by teenagers, to explore the relationship between social media use and mental health, and to provide recommendations for parents, educators, and mental health professionals.

Research design: This study will use a mixed-methods approach, including a survey and interviews with teenagers and mental health professionals.

Purpose statement: The purpose of this study is to examine the effects of social media on teenage mental health among teenagers aged 13-18 in the United States. The study will use a mixed-methods approach, including a survey and interviews with teenagers and mental health professionals. The research objectives are to determine the prevalence of social media use among teenagers, to identify the types of social media used by teenagers, to explore the relationship between social media use and mental health, and to provide recommendations for parents, educators, and mental health professionals.

Part 3 Section 1: Identifying Your Goals

Before you start writing your purpose statement, it’s important to identify your goals. To do this, ask yourself the following questions:

• What do I want to achieve?
• What problem do I want to solve?
• What impact do I want to make?

Once you have a clear idea of your goals, you can start crafting your purpose statement. Your purpose statement should be a clear and concise statement that outlines the purpose of your work.

For example, if you’re writing a purpose statement for a business, your statement might look something like this:

“Our purpose is to provide high-quality products and services that improve the lives of our customers and contribute to the growth and success of our company.”

If you’re writing a purpose statement for a non-profit organization, your statement might look something like this:

“Our purpose is to improve the lives of underserved communities by providing access to education, healthcare, and other essential services.”

Remember, your purpose statement should be specific, measurable, and achievable. It should also be aligned with your values and goals, and it should inspire and motivate you to take action.

Part 4 Section 2: Defining Your Audience

Once you have established the purpose of your statement, it’s important to consider who your audience is. The audience for your purpose statement will depend on the context in which it will be used. For example, if you’re writing a purpose statement for a research paper, your audience will likely be your professor or academic peers. If you’re writing a purpose statement for a business proposal, your audience may be potential investors or clients.

Defining your audience is important because it will help you tailor your purpose statement to the specific needs and interests of your readers. You want to make sure that your statement is clear, concise, and relevant to your audience.

To define your audience, consider the following questions:

• Who will be reading your purpose statement?
• What is their level of knowledge or expertise on the topic?
• What are their needs and interests?
• What do they hope to gain from reading your purpose statement?

Once you have a clear understanding of your audience, you can begin to craft your purpose statement with their needs and interests in mind. This will help ensure that your statement is effective in communicating your goals and objectives to your readers.

For example, if you’re writing a purpose statement for a research paper on the effects of climate change on agriculture, your audience may be fellow researchers in the field of environmental science. In this case, you would want to make sure that your purpose statement is written in a way that is clear and concise, using technical language that is familiar to your audience.

Or, if you’re writing a purpose statement for a business proposal to potential investors, your audience may be less familiar with the technical aspects of your project. In this case, you would want to make sure that your purpose statement is written in a way that is easy to understand, using clear and concise language that highlights the benefits of your proposal.

The key to defining your audience is to put yourself in their shoes and consider what they need and want from your purpose statement.

Part 5 Section 3: Outlining Your Methods

After you have identified the purpose of your statement, it is time to outline your methods. This section should describe how you plan to achieve your goal and the steps you will take to get there. Here are a few tips to help you outline your methods effectively:

• Start with a general overview: Begin by providing a brief overview of the methods you plan to use. This will give your readers a sense of what to expect in the following paragraphs.
• Break down your methods: Break your methods down into smaller, more manageable steps. This will make it easier for you to stay organized and for your readers to follow along.
• Use bullet points: Bullet points can help you organize your ideas and make your methods easier to read. Use them to list the steps you will take to achieve your goal.
• Be specific: Make sure you are specific about the methods you plan to use. This will help your readers understand exactly what you are doing and why.
• Provide examples: Use examples to illustrate your methods. This will make it easier for your readers to understand what you are trying to accomplish.

Part 6 Section 4: Stating the Expected Outcomes

After defining the problem and the purpose of your research, it’s time to state the expected outcomes. This is where you describe what you hope to achieve by conducting your research. The expected outcomes should be specific and measurable, so you can determine if you have achieved your goals.

It’s important to be realistic when stating your expected outcomes. Don’t make exaggerated or false claims, and don’t promise something that you can’t deliver. Your expected outcomes should be based on your research question and the purpose of your study.

Here are some examples of expected outcomes:

• To identify the factors that contribute to employee turnover in the company.
• To develop a new marketing strategy that will increase sales by 20% within the next year.
• To evaluate the effectiveness of a new training program for improving customer service.
• To determine the impact of social media on consumer behavior.

When stating your expected outcomes, make sure they align with your research question and purpose statement. This will help you stay focused on your goals and ensure that your research is relevant and meaningful.

In addition to stating your expected outcomes, you should also describe how you will measure them. This could involve collecting data through surveys, interviews, or experiments, or analyzing existing data from sources such as government reports or industry publications.

Part 7 Purpose Statement Example for a Research Paper

If you are writing a research paper, your purpose statement should clearly state the objective of your study. Here is an example of a purpose statement for a research paper:

The purpose of this study is to investigate the effects of social media on the mental health of teenagers in the United States.

This purpose statement clearly states the objective of the study and provides a specific focus for the research.

Part 8 Purpose Statement Example For Personal Goals

When writing a purpose statement for your personal goals, it’s important to clearly define what you want to achieve and why. Here’s a template that can help you get started:

“I want to [goal] so that [reason]. I will achieve this by [action].”

Example: “I want to lose 10 pounds so that I can feel more confident in my body. I will achieve this by going to the gym three times a week and cutting out sugary snacks.”

Remember to be specific and realistic when setting your goals and actions, and to regularly review and adjust your purpose statement as needed.

Part 9 Purpose Statement Example For Business Objectives

If you’re writing a purpose statement for a business objective, this template can help you get started:

[Objective] [Action verb] [Target audience] [Outcome or benefit]

Here’s an example using this template:

Increase online sales by creating a more user-friendly website for millennial shoppers.

This purpose statement is clear and concise. It identifies the objective (increase online sales), the action verb (creating), the target audience (millennial shoppers), and the outcome or benefit (a more user-friendly website).

Part 10 Purpose Statement Example For an Essay

“The purpose of this essay is to examine the causes and consequences of climate change, with a focus on the role of human activities, and to propose solutions that can mitigate its impact on the environment and future generations.”

This purpose statement clearly states the subject of the essay (climate change), what aspects will be explored (causes, consequences, human activities), and the intended outcome (proposing solutions). It provides a clear roadmap for the reader and sets the direction for the essay.

Part 11 Purpose Statement Example For a Proposal

“The purpose of this proposal is to secure funding and support for the establishment of a community garden in [Location], aimed at promoting sustainable urban agriculture, fostering community engagement, and improving local access to fresh, healthy produce.”

Why this purpose statement is effective:

• The subject of the proposal is clear: the establishment of a community garden.
• The specific goals of the project are outlined: promoting sustainable urban agriculture, fostering community engagement, and improving local access to fresh produce.
• The overall objective of the proposal is evident: securing funding and support.

Part 12 Purpose Statement Example For a Report

“The purpose of this report is to analyze current market trends in the electric vehicle (EV) industry, assess consumer preferences and buying behaviors, and provide strategic recommendations to guide [Company Name] in entering this growing market segment.”

• The subject of the report is provided: market trends in the electric vehicle industry.
• The specific goals of the report are analysis of market trends, assessment of consumer preferences, and strategic recommendations.
• The overall objective of the report is clear: providing guidance for the company’s entry into the EV market.

Part 13 Purpose Statement Example For a Project

“The purpose of this project is to design and implement a new employee wellness program that promotes physical and mental wellbeing in the workplace.”

This purpose statement clearly outlines the objective of the project, which is to create a new employee wellness program. The program is designed to promote physical and mental wellbeing in the workplace, which is a key concern for many employers. By implementing this program, the company aims to improve employee health, reduce absenteeism, and increase productivity. The purpose statement is concise and specific, providing a clear direction for the project team to follow. It highlights the importance of the project and its potential benefits for the company and its employees.

Part 14 Purpose Statement Templates

When writing a purpose statement, it can be helpful to use a template to ensure that you cover all the necessary components:

Template 1: To [action] [target audience] in order to [outcome]

This template is a straightforward way to outline your purpose statement. Simply fill in the blanks with the appropriate information:

• The purpose of […] is
• To [action]: What action do you want to take?
• [Target audience]: Who is your target audience?
• In order to [outcome]: What outcome do you hope to achieve?

For example:

• The purpose of our marketing campaign is to increase brand awareness among young adults in urban areas, in order to drive sales and revenue growth.
• The purpose of our employee training program is to improve customer service skills among our frontline staff, in order to enhance customer satisfaction and loyalty.
• The purpose of our new product launch is to expand our market share in the healthcare industry, by offering a unique solution to the needs of elderly patients with chronic conditions.

Template 2: This [project/product] is designed to [action] [target audience] by [method] in order to [outcome].

This template is useful for purpose statements that involve a specific project or product. Fill in the blanks with the appropriate information:

• This [project/product]: What is your project or product?
• Is designed to [action]: What action do you want to take?
• By [method]: What method will you use to achieve your goal?
• This app is designed to provide personalized nutrition advice to athletes by analyzing their training data in order to optimize performance.

Frequently Asked Questions

What are the key elements of a purpose statement.

A purpose statement should clearly communicate the main goal or objective of your writing. It should be concise and specific, providing a clear direction for your work. The key elements of a purpose statement include the topic or subject matter, the intended audience, and the overall goal or objective of your writing.

How can a purpose statement benefit your writing?

A purpose statement can help you stay focused and on track when writing. It can also help you to avoid going off-topic or getting bogged down in unnecessary details. By clearly identifying the main goal or objective of your writing, a purpose statement can help you to stay organized and ensure that your writing is effective and impactful.

What are some common mistakes to avoid when writing a purpose statement?

One common mistake is being too vague or general in your purpose statement. Another mistake is making your purpose statement too long or complex, which can make it difficult to understand. Additionally, it’s important to avoid including unnecessary information or details that are not directly relevant to your main goal or objective.

How can you tailor your purpose statement to your audience?

When writing a purpose statement, it’s important to consider your audience and their needs. You should tailor your purpose statement to your audience by using language and terminology that they will understand. You should also consider their level of knowledge or expertise on the subject matter and adjust your purpose statement accordingly.

What are some effective templates for writing a purpose statement?

There are many effective templates for writing a purpose statement, but one common approach is to use the following structure: “The purpose of this writing is to [insert goal or objective] for [insert audience] regarding [insert topic or subject matter].”

Can you provide examples of successful purpose statements?

• “The purpose of this report is to provide an analysis of the current market trends and make recommendations for future growth strategies for our company.”
• “The purpose of this essay is to explore the impact of social media on modern communication and its implications for society.”
• “The purpose of this proposal is to secure funding for a new community center that will provide educational and recreational opportunities for local residents.”
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How to Write a Purpose Statement (+31 Examples)

A good purpose statement is at the heart of every strong brand.

Purpose gets right to the heart of why you do what you do as a business. It speaks to profound reasons why employees and customers want to be associated with your brand.

That’s why defining your company’s purpose in a clear, concise purpose statement is key to creating a more impactful brand .

But what is a purpose statement? Why is it important? And how is a purpose statement different from a mission statement?

If you’re looking for answers to questions, or want to learn how to write a purpose statement for your company, this post has everything you need.

We’ll unpack a purpose statement definition, look at purpose statement examples in the world’s most successful brands, and show you how to define a powerful purpose statement for your own brand.

What is a Purpose Statement?

The difference between a purpose statement and a mission statement, the benefits of a strong purpose statement, 5 qualities of a strong purpose statement, how to write a purpose statement, 31 purpose statement examples, the takeaway.

A purpose statement is a short sentence that describes the reason a company exists beyond making money.

Your purpose is the answer to the most fundamental question you face as organization: “Why?”

Why does your business exist? What drives you to get out of bed in the morning to go to work? Why do you work long hours or make sacrifices to keep your business moving forward?

Purpose is the primary driver that motivates your team, especially during difficult or challenging times. But purpose is equally important for customers, as well. Research shows that today’s customers want to buy from and associate themselves with purpose-driven brands.

Also known as a core purpose, business purpose, or company purpose, a purpose statement is an essential component of the brand compass , a strategic messaging system that also includes vision , mission , and values .

So, what’s the difference between a purpose statement and a mission statement?

The answer is fairly straightforward. Where a purpose statement describes the simple, profound idea behind why an organization exists, a mission statement is a more detailed account. Your mission statement outlines what you plan to do as an organization, how you plan to achieve it, and whom you’re doing it for.

You can think of your purpose statement as describing the emotional or philosophical motivation behind your business, while your mission statement is a strategic roadmap for your business’s success.

Organizational purpose isn’t just for environmentally or socially conscious brands, either. A well-crafted purpose statement that powerfully communicates your organization’s raison d’être is one of the best ways to connect with those you serve on a more profound, human level.

As we’ll see below, connections like these are a powerful way to boost brand loyalty among customers and employees alike. Let’s take a closer look some of the most immediate benefits of a strong purpose statement.

Attract & Retain Top Talent

Today’s employees are looking for more than competitive salaries and attractive benefits packages. The best talent out there wants to work for purpose-driven companies. This makes purpose an indispensable component to effective employer branding .

This fact has been borne out by multiple studies of late. Take the findings from Porter Novelli’s Purpose Perception Study , which surveyed 1,200 adults ranging in age from 18 to 69.

The study found that:

• 78% of employees are more likely to want to work a purpose-driven company
• 72% are more likely to be loyal to that company
• 72% are more likely to forgive that company if it makes a misstep

Not only does clearly defining and communicating your company purpose put your business in a more competitive position in the labor market, it also ensures that the employees you do hire will stick around longer. Reduced turnover means more cohesive company culture and better brand alignment . It also means the investments you make in your workforce will have larger, longer-term dividends.

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Learn the secret to defining your company's Purpose, Vision, Mission & Values.

Improve Productivity

The benefits of a clearly articulated purpose don’t end with attracting talent and building culture. Business purpose is a powerful driver when it comes to employee productivity.

The simple truth is that inspired employees are more productive employees. As we’ve already seen, purpose gives your team motivation that goes beyond a paycheck and a benefits package. It gives them a reason to get out of bed in the morning.

When workers have a purposeful reason for putting in long hours that goes beyond mere financial compensation, they are more likely to see personal sacrifices as worth it. A more cohesive company culture filled with more motivated employees naturally leads to a more inspired, more productive team.

Inspire Your Customers

Where employees want to work for purpose-driven brands, customers want to buy from them. We see evidence of this fact borne out in study after study.

Porter Novelli found that purpose matters in important ways to vast majorities of consumers:

• 66% of customers consider a company’s purpose when making purchase decisions
• 78% are more likely to remember a company with a strong purpose

In today’s marketplace, it’s simply no longer good enough to compete on the basis of cost or quality alone. Today’s customers expect more from the businesses they engage with. They want to align themselves with brands that share their values. That starts with purpose.

Brands with a clearly defined, authentic sense of purpose will always have an edge in our increasingly socially conscious consumer landscape.

Meaningfully Differentiate Yourself from the Competition

Speaking of competition, your core purpose is one of the most profound ways to set your brand apart from similar brands in your industry.

Not only are customers more likely to recognize, remember, and engage with a purpose-driven brand, they’re also more likely to purchase it over the competition. In fact, 71% of customers say they would purchase from a purpose-driven company over the alternative when cost and quality are equal.

The fact is, if you haven’t clearly defined your purpose statement, you can’t very well build a purpose-driven brand. And if you haven’t built a purpose-driven brand, you’re missing out on a fundamental opportunity to create meaningful competitive differentiation , connect with customers, and gain market share.

The numbers don’t lie. Both internally and externally, business purpose is an essential ingredient of business growth.

So, what separates a strong purpose statement from a less effective one? There are five qualities that every good business purpose statement should have.

A strong purpose statement is:

Purpose starts first and foremost with authenticity. The two ideas are inextricably linked. So, what does it mean for a company purpose to be authentic?

An authentic purpose statement is one that is borne from an honest accounting of who you are as an organization, where you started, and where you’re headed. It is a genuine sentiment that reflects your true character and values and that’s aligned with your brand positioning .

An authentic purpose is ultimately also a human idea. It isn’t about your own business’s growth but about the change you hope to affect in the world. Which is a good segue to our next essential quality of every strong purpose statement.

A strong corporate purpose isn’t just honest and genuine, it’s also deep and meaningful. Your purpose should mean something—both to those within your organization and to those you serve.

A profound purpose is an idea that makes people think. It should convince both your customers and your employees that you stand for something beyond quarterly reports and balance sheet figures.

Many brands find profound purpose in environmental and/or social impact, but not every purpose has to be centered on an ESG-oriented value proposition . A profound purpose can be as simple as making the world a happier, safer, or more enriching place.

The best purpose statements aren’t just authentic and profound, they are also inspiring. Your purpose, remember, is the reason you do what you do as an organization. It is by its very definition a motivational idea.

Describing that motivation in a way that inspires people to act is the best way to get the most mileage out of your purpose statement—and build brand equity in the process. Your purpose statement should inspire your employees to find deeper meaning in the work they do, giving them the impetus they need to push through challenging times.

Your business purpose statement should also inspire your customers. Not just to buy your products and services (although, as we’ve seen, that’s one of the most tangible benefits of a well-crafted purpose), but also to associate themselves with your brand. Customers inspired by purpose will always be your best brand advocates.

A quick Google search will turn up business purpose examples of all shapes and sizes. This includes long, run-on sentences that unpack not just why a company does what it does, but also what, how, and for whom. As is the case with nearly all writing, however, the best of the bunch are the shortest ones.

A purpose statement should be as concise as possible for two reasons. One, your organizational purpose is the answer to one question and one question only: why? Second, the shorter the statement, the more powerful it becomes.

You’ll see this firsthand in the purpose statement examples we’ve collected below. While we limited our list to the best purpose statements we could find, you’ll see that even among these highlights, the shortest and simplest statements outshine the others.

Take Netflix’s “To entertain the world” or Kroger’s “To feed the human spirit.” Both leave little room for doubt when it comes to the profound reasons why these companies exist—and do so in as few words as possible.

The final quality of a strong purpose statement is clarity. After all, your corporate purpose can be as authentic and concise as possible, but if it’s vague or ambiguous it won’t be very meaningful or inspiring to those who hear it.

A clearly stated core purpose is one that isn’t too abstract or philosophical. It doesn’t beat around the bush when it comes to plainly answering the question “why?”

We’ll explore more about how to craft a clear, concise purpose statement in our next section, but suffice it to say that when it comes to communicating the singular reason your business exists, clarity is kind.

Think of the five essential qualities above as the ultimate criteria for the final draft of your purpose statement. But one of the keys to writing a strong purpose statement is not to worry too much about checking all of the boxes when you first get started.

Let’s take a closer look at what the process looks like when you’re ready to write your company purpose statement.

So how do you write a business purpose statement of your own? We’ve boiled it down to three simple steps that are sure to result in an effective and impactful statement.

1. Identify Your Purpose

The first step in the process is brainstorming and ideation. This is the “no bad ideas” phase, where the goal isn’t to worry about conciseness or clarity, but rather to come up with a handful of ideas to choose from.

Put together a small team of your most creative minds in front of a whiteboard and start by asking yourself the following questions:

• Why do we exist as an organization?
• Why do we do what we do as a business (beyond making money or increasing shareholder value)?
• What positive change are we looking to affect in the world?
• Why do we get out of bed in the morning to go to work (beyond a paycheck)?
• What is it that drives us to put in extra effort or push through challenging times?
• Why do we work long hours or put up with the occasional unruly customer or make any of the sacrifices we do to keep our business moving forward?

Once you have a handful of ideas, try to identify a single idea or theme that is behind them all. The goal is to get to the heart of why you do what you do.

Pro tip: if you think you’ve put your finger on it, ask “why?” again. Is it to better your community? To make people happy? To make the world a safer place? You’re looking for a central, profound idea behind everything you do.

Imagine yourself as the precocious, insatiably curious kid, who keeps asking why until you get to the heart of the matter.

2. Articulate Your Purpose

Once you think you’ve hit on the idea that is at the root of why you do what you do, the next step is to craft it into a purpose statement.

Now, because purpose statements are essentially answers to the question “why?” most of them take a similar format.

So, “Why do you do X?”

“We do X to Y”

Or, more simply:

Purpose statements that start with an infinite verb like this are by nature actively oriented. And actively oriented statements will always be more inspiring and motivational than passively oriented statements.

Try following a similar format with your purpose statement. In the sentence, “We do X to Y,” what are your X and Y?

Maybe you “sell electric vehicles to keep people moving.” Or maybe you “design cutting-edge apps to navigate the world.” Or perhaps you “produce fertilizer to make the world a greener place.”

Whatever your answer might be, whittle it down to just the Y:

To keep people moving.

To navigate the world.

To make the world a greener place.

Remember, when it comes to purpose statements, the shorter the better. Try to boil it down to a single idea and aim for no more than 6 or 7 words. Don’t worry about the “what” or “how.” The goal is not a statement that says “To do X because of Z so that Y.” You’re just looking for “To Y.”

3. Communicate Your Purpose

The final step of any good purpose statement is to use it as inspiration throughout your business. As we’ve already seen, purpose should be at the very heart of everything you do as an organization.

From your business model to your branding to your marketing and beyond—all of it makes more sense and is more impactful when you start with “why.”

Internally, your purpose statement should be an integral part of brand compass messaging that your entire team is familiar with. It should be documented in your brand guidelines and be used as a cornerstone of internal communications.

Externally, your organizational purpose should be the starting point for your brand story . As we’ll see in out next section, the world’s most compelling brands are those with purpose-driven brand experiences .

Customers instinctually gravitate towards brands with an authentic sense of purpose that shines through in everything from their brand messaging to their brand design .

Purpose has become increasingly more important to Fortune 500 brands like those listed here. Let’s take a look at how these brands have articulated their purpose statements—and leveraged them to build more meaningful connections with those they serve.

AT&T’s Purpose: “To connect people to greater possibility – with expertise, simplicity, and inspiration.”

BlackRock’s Purpose: “To help more and more people experience financial well-being.”

Coca-Cola’s Purpose: “Refresh the world. Make a difference.”

CVS’s Purpose: “Bringing our heart to every moment of your health.”

Intel’s Purpose: “To create world-changing technology that improves the life of every person on the planet.”

Kohl’s Purpose: “To inspire and empower families to lead fulfilled lives.”

Kroger’s Purpose: “To feed the human spirit.”

MetLife’s Purpose: “To help our customers navigate life’s twists and turns.”

Ralph Lauren’s Purpose: “To inspire the dream of a better life through authenticity and timeless style.”

Target’s Purpose: “To help all families discover the joy of everyday life.”

Verizon’s Purpose: “To give people the ability to do more.”

Walgreens’ Purpose: “More joyful lives through better health.”

Walmart’s Purpose: “To help people save money so they can live better.”

REI’s Purpose: “To awaken a life-long love of the outdoors.”

Amazon’s Purpose: “To be Earth’s most customer-centric company.”

Netflix’s Purpose: “To entertain the world”

Disney’s Purpose: “To entertain, inform and inspire people around the globe through the power of unparalleled storytelling.”

Google’s Purpose: “To organize the world’s information”

Zappos’s Purpose: “To deliver WOW.”

Red Bull’s Purpose: “To give wings to people and ideas”

Lyft’s Purpose: “To improve people’s lives with the world’s best transportation.”

Adidas’s Purpose: “Through sport, we have the power to change lives.”

Apple’s Purpose: “To empower creative exploration and self-expression.”

Chobani’s Purpose: “To make better food for more people.”

IKEA’s Purpose: “To create a better everyday life for the many people.”

Lego’s Purpose: “To inspire and develop the builders of tomorrow.”

SAP’s Purpose: “To help the world run better and improve people’s lives.”

Microsoft’s Purpose: “To empower every person and organization on this planet to achieve more.”

Airbnb’s Purpose: “To help people to belong anywhere.”

Tesla’s Purpose: “To accelerate the planet’s transition to sustainable energy.”

Patagonia’s Purpose: “To save our home planet.”

A powerful purpose statement is one of the best ways to foster brand loyalty and build brand equity. By identifying your organization’s reason for existing beyond making money and articulating a clear, concise, and authentic statement that communicates that reason, you can set the stage for creating deeper connections with customers and employees alike.

Take inspiration from the growing list of Fortune 500 brands, whose business purpose examples are listed above. Few things are more powerful than purpose when it comes to creating a profound brand experience that speaks to audiences on a deeply human level.

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Home - Blog - Best Purpose Statement Examples From the Fortune 500

Published on July 11, 2024

The best purpose statements weave values into the corporate DNA.

Nearly every company has a mission statement, but what about a purpose statement? Among the Fortune 500 companies, 425 have a mission statement. This is expected: Missions are mainstays in corporate governance frameworks. However, less than a quarter of Fortune 500 companies have gone out of their way to write a purpose statement.

Purpose statements are founded on what companies and organizations do best to advance or improve people’s lives. Companies that excel at purpose move beyond a statement of social responsibility . They reinvent themselves from the inside out, based on their purpose, and then measure their impact. 

While some view purpose as a reputation-enhancing initiative , other companies have it woven into the DNA of who they are . While neither is inherently superior, this contrast is clear from the placement of companies’ purpose statements. In presenting purpose statement examples, we noted that presenting purpose as part of “Our Story” is different from detailing it only in an environmental, social and governance (ESG) report. 

We have identified the emerging space for brand purpose in The Purpose Report . Purpose should be leveraged. Consumers care about purpose-driven initiatives and want companies to care too. 4 in 5 people surveyed believe a brand or company should have a purpose beyond making money. Companies that incorporate brand purpose into their corporate governance stand to gain. 

The best purpose statements weave values into the corporate DNA. These purpose statement examples reflect statements found on Fortune 500 company websites, not necessarily reality. Each reader must examine a company’s culture, content and actions to understand whether a company is purposeful.

B2C PR Case Studies

• The Placement With the Helpful Millennial Focus
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What Is an Example of a Purpose Statement?

A purpose statement can be a corporate branding slogan incorporated into logos or a positioning statement deep within a corporate social responsibility report. Many Fortune 500 purpose statements are featured on the company’s website home page or About section, and here we’ve linked to each of them. These purpose statements show how major companies value their products as a social good in themselves, independent of the values and principles that produced them.

Customers purchase goods and services as a means to an end, and a purpose statement captures that ultimate end goal to improve their lives and the lives of others. They may not be labeled as such, but they reveal the change we want to see in the world.

These 115 Fortune 500 companies find their corporate purpose meaningful enough to share it with the world explicitly.

ABM Industries : To take care of the people, spaces and places that are important to you.

Advance Auto Parts : To execute our mission: Passion for customers … passion for Yes!

Advanced Micro Devices : Technology enabling a better world.

Aecom : Built to deliver a better world.

Allstate : We help customers realize their hopes and dreams by providing the best products and services to protect them from life’s uncertainties and prepare them for the future.

Ally Financial : Our giving back efforts are focused on reducing barriers to economic mobility through financial education, affordable housing, workforce preparedness and digital job training.

American Family Insurance : We’re dedicated to inspiring, protecting and restoring your dream.

AmerisourceBergen : We are united in our responsibility to create healthier futures.

Applied Materials : We are dedicated to conducting our business in an environmentally and socially responsible way, taking action to protect the health and safety of workers, customers and neighboring communities.

Aramark : Our purpose revolves around our mission to enrich and nourish lives: We strive to create a better world by considering the company’s environmental, economic, social and ethical dimensions.

Archer Daniels Midland : We unlock the power of nature to enrich the quality of life.

Assurant : We protect what matters most.

AT&T : Inspire human progress through the power of communication and entertainment. 

Bank of America : To help make financial lives better through the power of every connection.

Bank of New York Mellon : Powering global investments to help our clients succeed.

Becton Dickinson : We will consistently provide superior products and services in pursuit of our purpose of advancing the world of health.

BlackRock : To help more and more people experience financial well-being.

Booz Allen Hamilton Holding : We empower people—our colleagues, our clients, our communities—to change the world. 

BorgWarner : BorgWarner chooses to be a leader — in serving our customers, advancing our technologies and rewarding all who invest in us. 

Diversity PR Case Studies

• Meeting the Moment for a Robust Public Health Regimen
• Educating and Engaging O’Hare Communities
• Social Media Amplifies Sweepstakes to Promote Debt-Free Education for All
• Healthcare Startup Embraces a Neglected Market

Campbell Soup : Real food that matters for life’s moments. 

Cardinal Health : To improve people’s lives by merging innovation and technology with healthcare.

CarMax : To drive integrity by being honest & transparent in every interaction.

Casey’s General Stores : To make the lives of our guests and communities better every day.

CDW : To help our customers achieve their goals by providing them with the technology advice and products they need, when they need them.

Centene : Transforming the health of the community, one person at a time.

Charles Schwab : To champion every client’s goals with passion and integrity.

CHS : To create connections that empower agriculture.

Coca-Cola : Refresh the world. Make a difference.

Cognizant Technology Solutions : We innovate to find a better way—for the clients who depend on us, the customers who rely on them and the communities who count on us all.

Commscope Holding : We create lasting connections.

Corteva : To enrich the lives of those who produce and those who consume, ensuring progress for generations to come.

Coty : To celebrate and liberate the diversity of your beauty. 

CSX : To capitalize on the efficiency of rail transportation to serve America.

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

Danaher : Helping realize life’s potential.

Dick’s Sporting Goods : We create confidence and excitement by personally equipping all athletes to achieve their dreams.

eBay : To empower people and create economic opportunity for all.

Ecolab : To make the world cleaner, safer and healthier – helping businesses succeed while protecting people and vital resources.

Eli Lilly : Lilly unites caring with discovery to create medicines that make life better for people around the world.

Financial PR Case Studies

• A Sustainable Campaign to Reveal and Reward ESG Impact
• Wall Street’s Opening Bell for Investment in Africa
• Bringing Individuals to the Table as Private Equity Investors
• Packaging a Global Food Processor’s Menu for C-Suite

Entergy : To grow by providing customers with low-emission, reliable energy at reasonable cost; superior service; a strict focus on safety; operational excellence and engaged employees.

Equitable Holdings : Helping our clients live their lives with confidence is at the core of who we are as a company and individuals.

Erie Insurance Group : To provide our policyholders with as near perfect protection, as near perfect service as is humanly possible and to do so at the lowest possible cost.   

Expedia Group : To bring the world within reach.

Fiserv : To deliver superior value for our clients through leading technology, targeted innovation and excellence in everything we do.

Fluor : We transform the world by building prosperity and empowering progress.

Foot Locker : To inspire and empower youth culture

Ford Motor Co. : To drive human progress through freedom of movement.

Fortive : Essential technology for the people who accelerate progress.

Fortune Brands Home & Security : To fulfill the dreams of home. 

Arthur J. Gallagher : Tomorrow starts with confidence. What will tomorrow bring? How will you face it? And most importantly, what can you do today to make sure you’re positioned for success? Wherever you grow, we’ll be there.

General Electric : We rise to the challenge of building a world that works.

General Mills : To make food the world loves. 

W.W. Grainger : We keep the world working. 

Graybar Electric : Graybar strives to be a profitable, progressive business that provides employees with long-term career opportunities and the financial means to achieve a high quality of life, both while working and into retirement.

HD Supply Holdings : To improve our associates’ lives and equip them with the tools needed to provide exceptional customer experiences every day.

HCA Healthcare : We exist to give people a healthier tomorrow.

The Hershey Co. : Giving underserved children the skills and support they need to be successful.

Hess : To be the world’s most trusted energy partner.

Hewlett Packard Enterprise : To advance the way people live and work.

Hormel Foods : Inspired people. Inspired food. 

Huntington Bancshares : To make people’s lives better, help businesses thrive, and strengthen the communities we serve.

Real Estate PR Case Studies

• Laying Groundwork for the Healthy Neighborhood of the Future
• Real Estate Authority Sparks Reaction in Life Sciences
• Earning Prime Contracts in Architecture, Engineering and Construction
• Residential Brokerage Builds Foundation With Developers

Ingredion : We bring the potential of people, nature, and technology together to make life better.

Intel : To create world-changing technology that enriches the lives of every person on earth.  

Interpublic Group : Interpublic is committed to operating sustainably.

IQVIA Holdings : Our solutions enable life sciences companies to innovate with confidence, maximize opportunities and, ultimately, drive human health outcomes forward.

JLL : We shape the future of real estate for a better world.

Kellogg : Nourishing families so they can flourish and thrive.

Kohl’s : To inspire and empower families to lead fulfilled lives.

Kroger : To feed the human spirit.

Kyndryl : We make the complex simple to enable customer innovation.

M&T Bank : To make a difference in people’s lives. 

MASCO : Delivering better living possibilities.

Massachusetts Mutual Life Insurance : To help people secure their future and protect the ones they love.

Mastercard : We work to connect and power an inclusive digital economy that benefits everyone, everywhere by making transactions safe, simple, smart and accessible; Connecting everyone to Priceless possibilities.

McKesson : Advancing health outcomes for all.

MetLife : To help our customers navigate life’s twists and turns.

Molson Coors Beverages : Uniting people to celebrate all life’s moments.

Mondelez International : We empower people to snack right. 

Newell Brands : To make life better every day for hundreds of millions of consumers where they live, learn, work and play. 

Newmont : To create value and improve lives through sustainable and responsible mining.

NRG Energy : We bring the power of energy to people and organizations.

Office Depot : It’s all about doing the right thing – for our shared planet, our valuable communities, and the future of how we service and support our customers.

Oneok : Grow our businesses safely, profitably and in an environmentally sustainable manner while maintaining financial strength.

Owens & Minor : Owens & Minor insists on inclusion, support, and respect. 

Owens Corning : Our people and products make the world a better place.

Parker-Hannifin : Enabling Engineering Breakthroughs that Lead to a Better Tomorrow.

Pfizer : Working together for a healthier world.

Phillip Morris International : To deliver a smoke-free future. 

PPG Industries : Achieve superior shareholder returns.

Principal Financial : To give you the financial tools, resources and information you need to live your best life.

Procter & Gamble : 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.

PVH : We power brands that drive fashion forward – for good.

Technology PR Case Studies

• Aviation Services Branding Takes Flight
• Birthing an International Life Sciences Center
• Establishing a New Retail Technology Leader
• Social Media Framework Sets Stage for Project Management Success

Ralph Lauren : Our purpose at Ralph Lauren is to inspire the dream of a better life through authenticity and timeless style. 

Realogy Holdings : Opening Doors – an all-encompassing description that reflects a larger idealistic motivation for coming to work each day. 

Robert Half International : To help people find meaningful employment and businesses identify the talent they need to grow. 

Rush Enterprises : To provide superior customer service with every interaction and support our customers whenever and wherever they need us. 

S&P Global : We accelerate progress in the world by providing intelligence that is essential for companies, governments and individuals to make decisions with conviction.

Securian Financial Group : Helping our customers build secure tomorrows.

J.M. Smucker : Feeding connections that help us thrive – life tastes better together.

Sonic Automotive : Deliver an experience for our guests and teammates that fulfills dreams, enriches lives and delivers happiness. 

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

Stanley Black & Decker : For those who make the world.

Starbucks : As it has been from the beginning, our purpose goes far beyond profit. We believe in the pursuit of doing good.

State Street Corp. : We help create better outcomes for the world’s investors and the people they serve.

Target : To help all families discover the joy of everyday life. 

TD Ameritrade Holding : We exist to transform lives and investing for the better. 

Tech Data : To continuously satisfy the world’s ever-evolving demand for technology.

Truist Financial : To inspire and build better lives and communities.

Tyson Foods : Raising the world’s expectations for how much good food can do.

Union Pacific : The people of Union Pacific deliver North America’s safest, most reliable and most efficient supply chain solutions.

United Airlines : Connecting people. Uniting the world.

Verizon Communications : Verizon’s core purpose is to give people the ability to do more. 

VF : We power movements of sustainable and active lifestyles for the betterment of people and our planet. 

Walgreens Boots Alliance : We help people across the world lead healthier and happier lives.

Wells Fargo : To help our customers succeed financially.

Fortune 500 Marketing

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• 2023 Fortune 500 ESG Reports Build on Solid Marketing Pillars
• In Corporate Responsibility Marketing, It’s a Small World After All

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How to write an effective business statement of purpose

Written by Michael Feder

Reviewed by  Kathryn Uhles , MIS, MSP, Dean, College of Business and IT

In this article

What is a purpose statement, how to write a purpose statement.

• Explore business programs

Every business, regardless of size, industry or revenue structure, needs a purpose statement. The statement should capture a company’s purpose, vision and values and summarize its main goal in one or two sentences.

A purpose statement is a single, concise, declarative statement that identifies why a company exists. It is shared with customers and helps inform business decisions by outlining a business’s direction and how it aims to inspire and positively impact others.

Just like social capital , a purpose statement can cultivate goodwill with customers. People may prefer buying from, or partnering with, companies that maintain a high moral standard . It’s important for companies to maintain those high standards, both for customer visibility and to drive operations forward.

Purpose statement vs. mission statement vs. vision statement

A mission statement, vision statement and purpose statement sound similar, but they actually fulfill different roles. A mission statement best describes a company’s overarching goal. A vision statement is a declarative statement about a company’s purpose. Both statements are often only shared internally with employees or key stakeholders.

Mission statements should describe an organization’s reason for existing. They might describe the mindset of a business’s leaders, list and define core values, or describe how a company inspires to improve or change the world. 

A purpose statement, meanwhile, defines a company’s purpose as a means to direct activities. It is meant to be shared not only internally but also with potential customers or brand participants.

To this end, purpose statements should address customers and connect what the business does with whom it does it for. Consider this a person-first version of the mission statement, with customers at the center of a business’s objectives.

What makes a purpose statement effective?

Several elements go into writing an effective purpose statement. When creating one for your company, make sure you prioritize elements like clarity, honesty and an understanding of your business’s sector.

Even if potential customers aren’t familiar with your brand, they should be able to understand what you do just by reading your statement. Make it concise, use active verbs and eliminate unnecessary details so you can focus on your main, customer-focused goals.

Exaggerating or including false information can harm your business. Misrepresentations of your company can lead to overpromising and underdelivering — two of the quickest ways to alienate customers.

For best results, be transparent and accurate.

Positioning

An honest purpose statement should also highlight what makes your company stand out from the competition. This element requires an understanding of your industry and a strong competitive analysis.

Try to help potential customers choose your business over the competition by highlighting your organization’s advantages, all while being careful not to belittle other companies.

When writing a purpose statement for your organization, address your target audience while emphasizing elements that make your company different from the rest. You will need to decide who writes and contributes, and who can provide feedback about how the statement resonates with employees.

1.   Decide who will write the purpose statement

First and foremost, decide who will write the statement. This may not be easy, particularly for companies with large marketing departments and multiple executives. Some companies might have several employees who want to write or contribute. In other cases, it might be difficult to find anyone to volunteer.

For best results, make sure someone with a business background writes your organization’s purpose statement. Ideally, this person should have a business degree that included course content in operations, communication and business management.

The best purpose statements are sometimes written by employees with a master’s degree in business. These individuals can leverage executive-level business leadership and administration skills to create something that resonates with all company representatives.

If your company can’t agree on one person, consider making the statement a collaborative effort. Schedule a meeting or two when everyone can share their thoughts. You can use the ideas to form the initial draft before distributing it throughout the company for feedback.

2.   Address your audience

Your purpose statement should be all about your audience. Keep it directed toward your potential customers and describe the elements of your organization that might appeal to them.

This is an opportunity to describe your company’s reason for existence, with customers as your direct audience. Craft the messaging with the recipients in mind, and don’t be afraid to emphasize how important customers are to the company’s continued success.

3.   Consider what makes your company stand out

Your company is unique no matter how many other competitors might be in your field. Your statement should highlight your company’s unique features as compared to every other company operating in your sector and should align with your overall business plan.

Focus on the goods and services that make you a better fit for customers than other providers. To do this, you’ll need consider everything that makes your company stand out. This step is vital when starting a new business since it will help you focus on your organization’s best qualities.

4.   Get feedback

No matter how confident your company might be in the first draft of your purpose statement, it’s still a great idea to get feedback. Give internal employees the chance to read the statement, and remain open to what they have to say about it.

Getting feedback while drafting your purpose statement can help you gain a fresh perspective on your business. You’ll learn to view your company through other employees’ eyes. You’ll also achieve a more complete definition of your company’s purpose.

Examples of strong purpose statements

So, how do you pull it all together? Indeed.com has some examples , including:

• “We strive to protect wildlife through education about endangered species.”
•  “Our purpose is to bring awareness to the need for medical supplies in overpopulated cities.”
• “We work toward building a safe and secure community by implementing emergency calling systems.”

Joseph Aranyosi, associate dean of the College of Business and Information Technology at University of Phoenix, offered a few more:

• “Our purpose is to provide sustainable food alternatives that can help to minimize greenhouse gases and reduce global warming.”
• “We offer affordable healthcare options for low-income patients to proactively address medical issues and reduce healthcare costs.”
• “We develop automated customer service solutions and custom-built social media apps to promote small business growth.”

Gain critical business skills with an online degree

University of Phoenix offers several business degrees that prepare students with skills for a variety of career paths. Whether you’re looking to build the fundamentals or advance your skill set, there’s a degree program for you. Here are just a few online business programs at University of Phoenix to consider:

• Associate of Arts with a concentration in Business Fundamentals   —   From management to accounting, the skills learned in this program are essential for anyone looking to advance their business education. 
• Bachelor of Science in Accounting   —   Businesses around the world rely on skilled accountants to manage their finances and make profitable business decisions.
• Bachelor of Science in Business   —   Knowledge of the ins and outs of running a business can spell the difference between success and failure in a competitive business world. 
• Bachelor of Science in Communication   —   It’s one thing to have a great idea, it’s another to properly communicate that idea to a large audience. Develop skills to be a media relations specialist, copywriter and more in this degree program.
• Master of Business Administration   —   Advance your business skills beyond the fundamentals and prepare yourself for higher leadership roles. This degree program can prepare graduates for careers as business managers, operations directors and more.
• Master of Management   —   Take your understanding of business organization and management to an advanced level. This degree program is perfect for those with experience in the workforce who are looking to take on greater leadership roles. 
• Doctor of Business Administration   —   Expand your understanding of organizations, work environments and industry. This program invites participants to delve into cutting-edge research in the field of business and develop skills for solving complex organizational problems. 

ABOUT THE AUTHOR

A graduate of Johns Hopkins University and its Writing Seminars program and winner of the Stephen A. Dixon Literary Prize, Michael Feder brings an eye for detail and a passion for research to every article he writes. His academic and professional background includes experience in marketing, content development, script writing and SEO. Today, he works as a multimedia specialist at University of Phoenix where he covers a variety of topics ranging from healthcare to IT.

ABOUT THE REVIEWER

Currently Dean of the College of Business and Information Technology,  Kathryn Uhles has served University of Phoenix in a variety of roles since 2006. Prior to joining University of Phoenix, Kathryn taught fifth grade to underprivileged youth in Phoenix.

This article has been vetted by University of Phoenix's editorial advisory committee.  Read more about our editorial process.

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How to Develop Your Company’s Purpose Statement

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If you aspire to lead or start a company, you’ll play a crucial role in driving its vision, goals, and plan for success. A purpose statement establishes the foundation you need to do that effectively.

While some degree programs touch on the topic of purpose statements, you might not realize how this concept can apply to your future career . 

Here’s how you can take the skills you’ve learned from your business degree and use them while writing an effective company purpose statement. 

What is a Purpose Statement?

The first step to understanding a purpose statement is to distinguish it from a mission statement because each plays a different role in your business plan .

Mission Statement vs. Purpose Statement

A purpose statement is a single statement that defines the reason your company exists—beyond simply making a profit. It also illustrates how your product or service positively impacts the people you serve. Once your purpose is established, you’ll need a series of goals to drive that purpose. That’s where the mission statement comes in.

First and foremost, a mission statement is actionable. It explains the path you need to take to reach your purpose. So, while a purpose statement is focused on the future, a mission statement is rooted in the present.

Unlike a company mission, your company purpose isn’t something that can be completed or checked off a list. A purpose statement illustrates the ongoing pursuit to push your company forward.

What Does a Purpose Statement Do?

A purpose statement sets expectations, both internally (for leadership and employees) and externally (for customers and investors). It acts as your company’s blueprint for the future and helps guide all the decisions you make—from how you manufacture your products to the words you use in your marketing.

Your purpose also influences your customer. In fact, 63% of global consumers prefer to purchase products and services from companies that stand for a purpose, according to recent research.

The study found that companies that stand for something bigger than what they sell, communicate their purpose, and demonstrate commitment are more likely to attract consumers and influence purchasing decisions.  

Leaders around the world are taking note of the rise of purpose-driven companies , too. Lise Kingo, CEO and executive director of the UN Global Compact, stated, “The idea of business as an agent of change and a purveyor of positive values is gaining traction and legitimacy around the world. With a growing number of companies taking steps to be more responsible in how they treat employees, communities, and the planet, we are seeing business emerge as a real player and solution-provider in the quest to put our world on a better course.”

Beyond attracting customers and increasing your bottom line, clarifying your company purpose is important for these reasons:   

1. Distinguishes Your Business from Competitors

One important role of your purpose statement is to define what makes your company unique. After all, your competitors might be able to replicate your product or service, but they’d be hard pressed to duplicate your unique purpose.

People can be genuinely inspired if your company has a solid purpose. When customers and employees understand what drives your passion and ignites your purpose, they’re more likely to get on board with it.  

2. Helps Meet Goals

A strong purpose statement sets a path for how your company will move forward, which will help you see and set clear goals. These goals should go beyond financial performance; they should also measure how your purpose is progressing toward the social impact you’re trying to make.

3. Informs Company Culture

A recent employee survey by Harvard Business Review found that only 28% of employees felt connected to their company’s purpose, and 34% thought they were contributing to their company’s success. According to the article, a lack of purpose among employees can create a negative company culture where employees feel unmotivated and unaligned.

So how do you avoid this?

Creating a purpose-driven culture starts with clear communication between employees and leadership—as well as listening and being open to feedback. When everyone understands and supports the company's purpose, it creates a united front where everyone from the top down is working toward the same goals.

Furthermore, multiple studies show a purpose-driven culture is a positive one. This is because employees feel more engaged and motivated when they can connect the work they do with how it contributes to the organization’s purpose .

How Do I Write a Purpose Statement?

Creating a company purpose statement is no small task. It requires a deep understanding of why your company exists and where it hopes to go in the future. If you’re still feeling stuck, here are some steps to take as you're developing your company's purpose.

Step #1: Define what you do.

But more specifically, lay out what your company does to solve a particular problem for your customers.

Step #2: Pinpoint your passion.

Think about what inspires the work you do. For example, are you passionate about creating sustainable products? Do you strive to be the most innovative? Are you focused on serving local communities?

Step #3: List your values.

Understanding the things your company is passionate about will help you come up with specific values that align with your purpose. Those values might include things like sustainability, innovation, integrity, quality, etc.

Step #4: Create a draft.

Once you’ve defined what you do and why you do it, take pen to paper and start drafting ideas for your purpose statement.

As you’re writing, make sure your purpose statement is:

• Short (about 1-2 sentences)
• Easy to understand
• Aspirational (but not vague)

Step #5: Get feedback.

Ask others in your organization to review what you’ve written and consider their feedback as you hone your purpose statement.  

Step #6: Leave room for growth.

Keep in mind that a purpose statement is a constant work in progress, and changes will happen as your business evolves.

Examples of Effective Purpose Statements

Use these company purpose statements to draw inspiration from:

• Southwest Airlines lets its personality shine through in its purpose statement: “Connect people to what's important in their lives through friendly, reliable, and low-cost air travel.”
• Kellogg’s and Coke keep it short and sweet: “Nourishing families so they can flourish and thrive.” – Kellogg’s,  “Refresh the world. Make a difference.” – Coke
• If you’re looking for an example of an empowering purpose statement, here’s Dove’s: “Discovering the value of 'real' beauty and improving self-esteem worldwide.”
• Both The Red Cross and Whole Foods have purpose statements that make an emotional connection: “Our deepest purpose as an organization is helping support the health, well-being, and healing of both people—customers, Team Members, and business organizations in general—and the planet.” – Whole Foods, “To protect life and health and to ensure respect for the human being .” – The Red Cross
• Crayola and Lego lean on their ability to inspire: “Encouraging children to be creative, and enabling parents to inspire them.” – Crayola, “To inspire and develop the builders of tomorrow.” - Lego

Now that you know what a company purpose statement is, why it’s important, and how to develop your own, you’ll be ready to put this important business skill into practice in your own organization.

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Statements of Purpose for Businesses

A statement of purpose is an integral component of your small business's overall strategic operation plan. This document contains your company's core philosophy and values, from which you measure the worth of all business decisions and strategies. Crafting an understandable and attainable statement of purpose helps you and your management team to create policies and measure the success of your company as a whole.

Statement of Purpose Definition

The statement of purpose for your small business defines your company's core goals and purpose. According to Web Marketing Today, an Internet marketing website, the statement also forms the basis for your small business's brand and the promises your company intends to make to consumers. A statement of purpose isn't as broad as a mission statement, which seeks to incorporate business strategies and procedures into the document. Instead, a statement of purpose focuses primarily on the short message that will guide your company in formulating its business practices and procedures, without spelling out what those methods will look like when your business opens its doors.

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The importance of setting goals for a business, list of objectives when starting a business, policy statement guidelines, objectives in awareness advertising, what is a statement of purpose for a restaurant, avoid vague statements.

Just because your small business's statement of purpose doesn't include your company's plans for business operations, doesn't mean you should be vague in crafting its language. Your company's statement of purpose shouldn't simply be "make money." The statement of purpose should describe the way in which your small business wants to become successful while carving out a place in the local business community. Focusing the statement with specific language can help your management team come up with strategies and methods to accomplish the goals your statement of purpose sets.

Think About Customer Need

Thinking about the needs your small business is fulfilling for customers can help you craft a statement of purpose that positions your company strategically, as opposed to functionally, according to Web Marketing Today. This allows your mission statement to transcend just creating products and instead focus on providing services for customers. A statement of purpose focused on function allows your business the flexibility to meet consumer needs regardless of the products your company currently offers for sale.

Creating Attainable Goals

An unattainable ideal, including the pursuit of perfection, doesn't make for a good statement of purpose because your employees and management team can't adequately judge if its practices are working towards that goal. It's perfectly acceptable to create a lofty goal for your small business, but this goal should also be within the realm of possibility. This allows your management personnel to gauge the worthiness of proposed business plans and the success of current business strategies.

• Web Marketing Today: Building Your Brand
• Cambridge Rindge & Latin School Research Guide: Writing a Statement of Purpose

Jonathan Lister has been a writer and content marketer since 2003. His latest book publication, "Bullet, a Demos City Novel" is forthcoming from J Taylor Publishing in June 2014. He holds a Bachelor of Arts in English from Shippensburg University and a Master of Fine Arts in writing and poetics from Naropa University.

Business Purpose Statement

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What do companies like Nike, Adidas, New Balance, and Puma just to name a few, have in common? Apart from the fact that they are huge, very well known companies, and they are also shoe companies, the common thing they all have is the fact they have their own purpose statement . You may wonder what a business purpose statement is about and why do you need them to begin with? When you think of doing business, you know for a fact that you will also need a purpose statement. Business purpose statements are what people often associate your company with. So when you think of starting out a business, think of a business purpose statement too.

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What Is a Business Purpose Statement?

A business purpose statement as the term suggests, is often described as a single statement that describes or conveys what your business is about. It does not only describe what your business is about, but it also describes the very reason for starting up the business. In addition to that, a business purpose statement also gives the customer a general overview or a general idea of what the products or services your business is offering. Just as how a mission statement is used when starting out an educational business. Starting a business without a purpose statement has little to no chance of success. Purpose statements are there to explain to future customers what your business is about, especially if the name of your business is not as clear or well known. 

How to Create a Business Purpose Statement

Creating a business purpose statement is an important factor in your business. Whether it is in the form of continuity or a new business. We know for a fact that a business purpose statement is and how useful it is. To make a business purpose statement, there are things you need to take into consideration. With that, here are steps you should take to create a business purpose statement.

Step 1: Do Some Brainstorming about Your Business

The first and most basic thing you can do is to brainstorm some ideas on how you can approach this business purpose statement. From these guided questions, you are able to think of the kind of business purpose statement you will be writing about. “What should your customers expect?” “What products or services are you offering?”

Step 2: Create a Draft for Your Business Purpose Statement

From the guided questions in the first step, you are now ready to create a draft for your business statement. The draft helps in outlining how you want your business statement to look like and how it will affect your overall business statement.

Step 3: Make a Short Description

Make a short description of what your customers or future clients will expect from your business. The purpose statement does not only mean that it states your vision and mission statement, but it also states what your business is about, how you plan on solving future issues with your customers, what products and services you offer, and what makes your business stand out from your competitors.

Step 4: Be Open for Changes and Feedback

The last step is to be open for changes in your business statement . Never assume that your business statement may not go through a lot of changes. Always be prepared for other business statements you can use for the business.

What are other types of statements?

The other types of statements are as follows:

• Business statement
• Income statement
• Financial statement
• Mission statement

How do you define a business purpose statement?

A business purpose statement is a tool, a document, or a short description of what your business is, the nature of your business and of course the services and products you provide. This short and simple statement carries a lot of weight depending on the information or details you are sharing to your future clients.

Why do you need a business purpose?

In starting up businesses, you will always expect a reason to start one. The business purpose helps in aligning what you want and what you expect in your business.

So what do companies or businesses like the most common and famous businesses have in common? You know by now it’s the business purpose statements that make them what they are now. In order to stand out from competitors, make your business purpose statement as unique as your statement.

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How to Write a Mission Statement + 10 Great Examples

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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.

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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Statement of Purpose Examples

When applying for admission to a higher education institution, your reference letters and academic transcripts provide the admissions committee with crucial information about your academic achievements. However, a statement of purpose delves deeper, presenting you in a holistic manner by highlighting what distinguishes you from other applicants and why you’re an ideal fit for their program. Including a well-crafted statement of purpose in your application could be the pivotal factor that secures your spot at your desired institution. In this article, we’ll explore the intricacies of this essential document and offer some statement of purpose examples for reference.

Statement of Purpose Examples & Templates

Statement of purpose examples are illustrative documents often used as a reference by aspiring students and professionals alike. When applying to an educational institution, job, or internship, these statements accompany the main application to provide a comprehensive perspective on the applicant, encompassing not just their academic credentials but also their motivations, experiences, aspirations, and suitability for the program or position . Here are some useful examples to help guide you in crafting your own.

Academic Statement of Purpose Example

An Academic Statement of Purpose (SOP) is a formal document often required by universities or research institutions during the admissions process. It provides insight into an applicant's academic background, motivations for pursuing a particular course or research area, and their long-term goals. This statement serves as a written representation of the candidate's aspirations and suitability for the program, helping the admissions committee assess the applicant's fit and potential contribution to their institution.

Phd Statement of Purpose Example

A PhD Statement of Purpose is a formal document submitted by applicants to graduate schools, primarily to express their intentions, motivations, and qualifications for pursuing a doctoral degree in a specific field. It provides the admissions committee insights into the applicant's academic background, research interests, professional experiences, and aspirations, aiding in evaluating the candidate's suitability for the program. Typically, it's used during the admissions process for PhD programs at universities and institutions.

Statement of Purpose Grad School Example

A Statement of Purpose for Graduate School is a document that outlines an applicant's academic background, professional experiences, research interests, and future goals as they apply to a specific graduate program. It serves as a written testament of an individual's motivation and suitability for advanced study, offering the admissions committee insight into the candidate's fit for the program. Typically submitted as part of a graduate school application, this statement provides context for the applicant's achievements and aspirations, helping universities evaluate their potential for success in their chosen field of study.

Statement of Purpose Example

A statement of purpose example provides the reader with a clear and concise framework of how to effectively communicate their intentions, goals, and motivations for pursuing a particular course, program, or position. By analyzing a well-crafted example, the reader can discern the essential components, structure, and tone appropriate for their intended audience, thus aiding in the creation of a compelling and personalized narrative. Furthermore, such examples can offer insights into the specific experiences, achievements, or aspirations that can be highlighted, ensuring that the statement not only fulfills its basic requirements but also stands out in a competitive pool. This statement of purpose example is available in Word and PDF.

What Is a Statement of Purpose?

A statement of purpose is a crucial component of both academic and professional applications. It serves as a detailed narrative that presents an applicant’s motivations, aspirations, qualifications, and suitability for a specific program, role, or institution. This document goes beyond merely listing educational backgrounds and interests; it delves deeply into the applicant’s unique experiences, achievements, and any relevant professional endeavors that reinforce their candidacy. In an academic context, the SOP offers insights into the applicant’s passion for their chosen field and their aspirations within the program and their future career.

Meanwhile, in a professional setting, it can highlight one’s drive, career trajectory, and alignment with a particular role or organization. Given its importance, it’s paramount to note that institutions and companies might have distinct guidelines for these statements. Therefore, before drafting, it’s essential to review any provided instructions to ensure alignment with the desired length and content expectations.

Why Is a Statement of Purpose Important?

As already mentioned, a statement of purpose sets you apart from the other applicants. If you are all applying to the same program, chances are you have pretty much the same qualifications. A statement of purpose is more personal. It gives you the opportunity to explain why you are the ideal candidate. Here is what your statement of purpose tells the admissions committee:

• Your inspiration: Why are you applying to this particular program? Why have you chosen this institution as the place where you will pursue the program?
• Your background: How have your experiences prepared you to pursue this program? What are your plans if you get accepted?

Subject: Statement of Purpose – [Your Full Name]

Dear [Recipient’s Full Name],

I am writing to express my strong interest in [Applying for the position, Admission in the academic program, Grant Application, etc.] at [Name of the University/Company/Organization]. I believe my academic background, professional experiences, and personal skills make me a strong candidate for this [Job/Program/Opportunity].

I am a [Your Current Occupation, or Status like Student, Job Title, etc.] with a major in [Your Major or Area of Study/Expertise]. Throughout my academic journey and professional career, I have developed a deep interest in [The specific field/area that you are applying for]. My interest in [this field] was triggered by [mention an experience, event, or aspect that sparked your interest in this field]. Since then, I have been committed to deepen my knowledge and skills in this domain.

At [Your current university/organization/job], I [describe a project or responsibility you undertook, emphasizing the skills you used or developed and any significant achievements]. This experience not only enhanced my knowledge in the area of [specific field/area] but also equipped me with the practical skills necessary to excel in a professional setting.

One of the most impactful experiences during my academic/professional journey was when I [describe another significant project or role and the impact it had on you]. This reinforced my passion for [specific field] and my commitment to contributing meaningfully to this field.

In addition to my academic/professional experiences, I have also honed essential skills such as [mention a set of soft skills, e.g., leadership, teamwork, communication, problem-solving, etc.]. I believe these skills will be beneficial in contributing to [the university/organization/company] and will further assist me in achieving my long-term career goals.

As for my future aspirations, I aim to [mention your long-term goals and how you plan to achieve them]. I am confident that being a part of [university/organization/company] will provide me with the right mentorship and learning environment to make significant strides towards these goals.

I am particularly attracted to [university/company/organization] because of [mention specific features, resources, or opportunities offered by the institution that attract you]. I believe that with its [mention specifics such as curriculum, culture, approach, reputation, etc.], I can grow both professionally and personally.

In conclusion, I am excited about the prospect of joining [the university/company/organization] and am eager to contribute my knowledge, skills, and enthusiasm to your prestigious [institution/company/organization]. I am confident that this [job/program/opportunity] will be a stepping stone to fulfill my career goals and aspirations. I look forward to the possibility of discussing my application with you further.

Thank you for considering my application.

Sincerely, [Your Full Name] [Your Contact Information]

Statement of Purpose Example for Graduate School

Dear Admissions Committee,

I was standing over the open hood of my grandfather’s Series 490 Chevrolet when I realized that I wanted to commit my life to Mechanical Engineering. Watching the jumble of parts I did not yet understand and realizing they made the car move intrigued me beyond anything I had ever experienced until then. Since then, I have dedicated my academic and social pursuits to becoming an engineer.

I joined Berkley High School in 2025 and maintained a 4.0 GPA during my four years there. I took on advanced Math, Science, and Engineering classes, clearing them with high scores. Outside of school, I worked weekends and holidays at O’Neal Motor Works, where I continued to learn more about cars.

Getting into MIT has been a lifelong dream, and I believe it will help me realize my fullest potential as an aspiring engineer. Besides being the best engineering school in the country, it has a comprehensive research program that will quest my thirst for information and discovery.

As an engineer, I plan to focus on developing intelligent, environmental-friendly, and renewable auto parts. I believe engineering should be used to preserve the earth and move us toward development. If I am chosen to join your program, I will pursue this plan fearlessly.

Statement of Purpose Writing Service

Subject: Statement of Purpose for [Your Full Name]

My name is [Your Full Name], a [current role or position] at [current company/university/organization], and I am writing to express my interest in [apply for a job, pursuing a particular course of study, joining a particular organization, etc.]. With a deep passion for [specific field of interest], it is my ambition to [explain what you wish to achieve].

I am motivated to [apply for this job/course/etc.] due to [explain your reasons and how it aligns with your goals]. My passion for [specific field of interest] was ignited during [mention a particular event or experience]. This led me to pursue my [degree, career, or other relevant achievements] in [specific field], which further solidified my interest and resolve.

During my tenure at [past or present job, academic institution, or volunteer experience], I [provide specific examples of your responsibilities and accomplishments]. These experiences not only refined my skills in [mention specific skills] but also provided a practical exposure that underscored the importance of [explain what you learned or how it impacted you].

Furthermore, I have also been involved in [additional activities such as research projects, volunteer work, etc.], where I [explain what you did and what you achieved]. I believe these experiences have prepared me well for [the position or course you are applying for] by [explain how your past experiences make you a good fit].

What particularly attracts me to [the position/course/organization you are applying for] is [mention specific aspects that attracted you]. I am impressed by [mention something specific about the position/course/organization that impressed you], and I believe that [how you think you can contribute or benefit].

My long-term goal is to [explain your long-term goal], and I am convinced that [the position/course/organization] will provide an excellent stepping stone towards achieving this objective. I bring with me [specific qualities, traits, or experiences] and a strong commitment to [explain your commitment in relation to the position/course/organization].

In conclusion, I am eager to contribute my skills and experiences to [the position/course/organization] and grow both professionally and personally. I am confident that my background, passion, and dedication make me a strong candidate, and I am excited about the possibility of bringing my unique contributions to your esteemed [team/department/university/organization].

Thank you very much for considering my application. I look forward to the opportunity to further discuss how my background and skills would make me a valuable addition to your [team/department/university/organization].

Statement of Purpose for Editing Service

[Your Name] [Your Address] [City, State, Zip] [Your Email] [Today’s Date]

Subject: Request for Professional Editing Service

Dear [Editor’s Full Name or Editing Company’s Name],

I am writing this letter to express my interest in employing your professional editing services for [Type of Document – Manuscript, Thesis, Dissertation, Essay, etc.] entitled “[Title of Your Work]”.

I have chosen [Editor’s Name or Editing Company’s Name] specifically because [provide reason(s) why you have selected them – their reputation, a recommendation, their specialist knowledge in your subject area, etc.] I am confident that your professional assistance will significantly enhance the quality of my work.

The main objectives I wish to achieve through this editing service are as follows:

• Clarity: Ensuring the [document/essay/report/thesis, etc.] is clear and unambiguous.
• Consistency: Checking that the style and tone remain consistent throughout the [document/essay/report/thesis, etc.]
• Accuracy: Correcting any grammatical, punctuation, and spelling errors.
• Structure: Ensuring the content is logically organized.
• Syntax and Language: Enhancing the sentence construction and improving the vocabulary used.

The [Type of Document] is about [Briefly describe the content or the subject of the document. This helps the editor understand what your work is about and how best to approach it.]

The [Type of Document] is approximately [Number of Words or Pages in Your Document] and is intended for [Describe the intended audience of your work, e.g., general public, academics, professionals in your field, etc.]

The timeline I am working within for this editing service is [Your Preferred Timeline or Deadline]. I believe this timeframe will be sufficient for your team to thoroughly review my work.

Enclosed with this letter are [Specify what you’re sending along with the request – e.g., part of the manuscript, table of contents, style guide, etc.]

I kindly request a quotation for your services based on the requirements stated above. Also, please provide details about your terms of service, confidentiality agreement, and any other necessary protocols or procedures.

I look forward to a favorable reply and a rewarding collaboration with [Editor’s Name or Editing Company’s Name]. I am confident that your expertise will greatly improve the quality and impact of my [Type of Document].

Thank you for considering my request.

Best regards,

[Your Name] [Your Contact Information]

Statement of Purpose for MBA

[Your Full Name] [Your Mailing Address] [City, State, ZIP] [Your Email Address] [Today’s Date]

[Recipient’s Full Name] [Recipient’s Title] [University/College Name] [University/College Mailing Address] [City, State, ZIP]

I hope this letter finds you well. My name is [Your Full Name], and I am writing to express my sincere interest in the Master of Business Administration (MBA) program at [University/College Name]. With a deep passion for [mention your specific interest areas in business, such as finance, entrepreneurship, marketing, etc.] and a profound interest in [mention any specialized aspects of the MBA program that attracted you, like strategic management, international business, digital transformation, etc.], I believe that an MBA degree from your esteemed institution will provide an unparalleled boost to my career.

Over the years, I have developed a strong inclination toward the business field through my experiences in [mention your past job roles, internship roles, projects, etc.]. I graduated from [Your Undergraduate University] with a degree in [Your Undergraduate Major], where I not only honed my understanding of [mention any relevant courses or skills related to business], but also developed an interest in [mention a specific aspect of your undergraduate study that sparked your interest in business].

My professional journey began at [Your First Job/Internship Company], where I worked as [Your First Job Title]. Here, I [mention any significant contributions or achievements you made during your job role that demonstrate your skills and strengths]. Following this, I joined [Your Second Job/Internship Company], where I took on the role of [Your Second Job Title]. In this position, I [mention what responsibilities you undertook, the projects you worked on, and what you achieved during your tenure]. These experiences solidified my interest in the business field and underscored the importance of an MBA degree to advance my career.

However, I have always believed in the continuous expansion of knowledge, and so, after [number of years in your profession], I have decided to further enhance my skills and broaden my global perspective through your MBA program. I am particularly attracted to [mention specific resources, opportunities, or aspects of the MBA program at the university/college that you find appealing, like faculty, curriculum, case study approach, etc.]. Moreover, the diverse and international cohort of the MBA program at [University/College Name] will give me the opportunity to learn from various perspectives, which I am incredibly excited about.

Upon graduation, my goal is to [describe your short-term and long-term career goals. Be specific and realistic about what you want to achieve after obtaining your MBA degree]. I am confident that your program will equip me with the comprehensive understanding and practical skills necessary to achieve these goals.

I look forward to the opportunity to contribute to your prestigious program and am excited about the possibilities that lie ahead. Thank you for considering my application. I am eager to further discuss my candidacy and am available at your earliest convenience.

Yours sincerely, [Your Full Name]

Statement of Purpose for PHD

[Your Full Name] [Your Current Address] [City, State, Zip] [Your Email Address] [Today’s Date]

Admissions Office [University Name] [University Address] [City, State, Zip]

Dear Members of the Admissions Committee,

I am writing to apply for the Ph.D. program in [Specific Field of Study] at [University Name]. With an unwavering dedication to research and a commitment to the advancement of [Field of Study], my academic and professional experiences have provided a strong foundation for my Ph.D. journey.

Growing up in [Your Hometown/Country], I was [a relevant childhood experience that led to your interest in your chosen field]. From then on, I was certain that I wanted to contribute to [the field of study/its specific area]. My desire to pursue advanced research in this field has only grown stronger with time, prompting me to apply for a Ph.D. program.

As an undergraduate at [Undergraduate University Name], I studied [Major] and undertook projects in [Specific Areas]. My academic performance resulted in [Honors/Awards/Recognitions]. My interest in [Field of Study] was sparked due to [Specific Events/Projects]. I believe that these experiences have given me a broad understanding of the field and its various nuances.

Following my undergraduate studies, I pursued a Master’s degree in [Field] at [University Name]. My thesis, “[Thesis Title]”, focused on [brief explanation about your thesis]. This research experience, under the guidance of [Advisor’s Name], allowed me to delve deep into [specific topic] and solidified my resolve to further my research in this area.

In terms of professional experience, I worked as [Job Title] at [Company Name] for [Number of Years], where I [explain briefly about your job role and any specific accomplishments]. This professional stint enhanced my practical understanding of [Field of Study] and enabled me to apply the theoretical knowledge gained during my academic years.

The reasons why I am particularly interested in [University Name] include [mention specific faculty members, resources, or research areas that drew you to the institution]. I am keen to work with [Professor’s Name] given their outstanding work in [Specific Area]. I believe that joining your esteemed program will allow me to collaborate with top-notch faculty and fellow students, further expanding my knowledge and research capabilities.

Going forward, my research goal for the Ph.D. program at [University Name] is to [Describe the proposed research plan, potential research question(s), and possible implications of the intended research]. I am confident that my academic background and passion for research make me a suitable candidate to achieve these objectives.

Lastly, I want to express that my dedication to [Field of Study] extends beyond personal aspiration. I aim to leverage my research and contribute significantly to our understanding of [Specific Area]. I am excited about the opportunities that a Ph.D. from [University Name] will offer and look forward to potentially contributing to your academic community.

Thank you for considering my application. I hope for the opportunity to further discuss my suitability for the Ph.D. program during an interview.

[Your Full Name]

Social Work Statement of Purpose

[Your Name] [Your Address] [City, State, ZIP] [Your Email] [Today’s Date]

[Admissions Committee or Name of the person (if known)] [University or Organization’s Name] [University or Organization’s Address] [City, State, ZIP]

Dear [Admissions Committee or Name of the person],

I am writing to express my interest in applying for the [specific Social Work program’s name] at [University or Organization’s name]. With my extensive background in [mention relevant work, academic background, or personal experience], I believe that I am well-equipped to contribute meaningfully to your prestigious program.

Ever since I was [a specific age or event], I have been deeply moved by the potential of social work to transform individuals and communities. My passion for social work was sparked by [describe an event, person, or experience that influenced your interest in social work]. This experience left an indelible mark on me, and it has motivated me to devote my professional life to helping others.

My academic studies in [your major or related field] at [your University or College’s name] provided a strong foundation in [mention specific skills, theories, or areas of knowledge that are relevant to social work]. Notably, my coursework in [specific courses or projects] has allowed me to explore [describe what you have learned or achieved]. I graduated [mention graduation year] with a GPA of [your GPA], which I believe reflects my commitment to academic excellence and continuous learning.

In addition to my academic achievements, I have honed my practical skills through [describe any internships, volunteer experiences, or work experiences relevant to social work]. For instance, during my tenure at [organization’s name], I was able to [mention a specific achievement or experience and how it contributed to your development as a social work professional].

I am particularly drawn to the [specific Social Work program’s name] at [University or Organization’s name] because of its commitment to [mention a specific aspect of the program that appeals to you – this could be their teaching philosophy, the research interests of the faculty, the structure of the program, opportunities for fieldwork, etc.]. I am confident that this program will equip me with the advanced skills and knowledge needed to make a significant impact in the field of social work.

In the long term, I aspire to [describe your career goals and how this program will help you achieve them]. I am eager to bring my unique perspectives and experiences to your program, and I am convinced that I will add value to my classmates’ learning experiences and the broader academic community.

Thank you for considering my application. I look forward to the possibility of contributing to [University or Organization’s name] and to the many communities that your graduates serve.

Sincerely, [Your Full Name]

Business Statement of Purpose

[Your Name] [Your Address] [City, State, ZIP Code] [Email Address] [Phone Number] [Today’s Date]

[Recipient’s Name] [Recipient’s Position] [Recipient’s Company Name] [Recipient’s Address] [City, State, ZIP Code]

Subject: Statement of Purpose for [Business Name]

Dear [Recipient’s Name],

I am writing to express my intention to [state the specific purpose such as establish, expand, or collaborate on] [business name]. I am [Your Name], [Your Role/Position] at [Your Current Organization/Company Name or mention if you’re an entrepreneur or a startup founder].

The business industry I wish to penetrate is [Industry name] and my business will [describe briefly what your business will do]. Having meticulously studied the market trends, customer needs, and competition in [target location], I have observed a viable opportunity for [describe the unique selling proposition or key differentiators of your business].

With the rise in [mention the trends or needs that your business is capitalizing on], our proposed solution is to [mention how your business plans to serve this need or capitalize on this trend]. The proposed name for our business is [Business Name], reflecting our core values and commitment to [describe what the business name represents].

Our target market primarily comprises [describe your target audience, their age, gender, profession, interests, etc.]. The demand for our services/products is influenced by factors such as [mention factors like seasonality, market trends, economic performance, etc.].

The purpose of this venture is not solely profit-oriented. We aim to contribute to the [industry name] industry by [describe how you aim to contribute to the industry or solve a particular problem in the industry]. We also strive to create employment opportunities and foster an innovative and inclusive work environment.

Our short-term goals include [mention short-term goals]. In the long run, we envision [mention long-term goals]. Our financial projections indicate that [give an overview of financial projections].

To turn this vision into a reality, we are seeking [mention what you’re seeking – could be support, partnership, investment, etc.] from your esteemed [organization/company]. We strongly believe that your [mention what the recipient can offer e.g. expertise, network, financial resources, etc.] can significantly contribute to the success of our business.

Attached is a comprehensive business plan which further details our vision, operational plan, marketing strategy, competitive analysis, and financial projections. I would be glad to provide any additional information you might need or meet in person to discuss the proposal in more detail.

Thank you for considering our proposal. I look forward to the possibility of working together to make [Business Name] a success.

[Your Name] [Your Position] [Your Contact Information]

Statement of Purpose Outline Template

• Introduction 1.1 Briefly introduce yourself: [Your Name, Your Profession or Current Status] 1.2 Indicate why you are writing this statement of purpose: [Specific Purpose, e.g. applying for a job, graduate program, research grant, etc.] 1.3 Highlight what motivated you towards this opportunity: [Short Narrative or Incident that Sparked your Interest]
• Background 2.1 Detail your educational background: [Your Schools, Major(s), Relevant Courses, Academic Achievements] 2.2 Discuss your professional background if applicable: [Your Previous Job Titles, Workplaces, Duties, Achievements] 2.3 Any additional skills or experiences that make you a strong candidate: [Certifications, Languages, Soft/Hard Skills]
• Your Interest 3.1 Elaborate on your specific interest in this opportunity: [What About this Job/Program/Grant Attracts You] 3.2 Discuss how this opportunity aligns with your future goals: [Your Career Goals, Long-Term Vision] 3.3 Talk about the specific components of the opportunity that resonate with you: [Any Specific Course, Research Area, Job Responsibility etc.]
• Why You? 4.1 Discuss why you believe you are a good fit: [Your Unique Traits, Skills, Experiences] 4.2 Highlight how you can contribute to the job/program/institution: [What You Can Bring to the Table] 4.3 Share any accomplishments or experiences that exemplify your suitability: [Specific Achievements or Experiences that Prove Your Point]
• Your Plan and Vision 5.1 Detail your short-term goals if you get the opportunity: [What You Plan to Achieve/Contribute in the Immediate Future] 5.2 Discuss your long-term vision relating to this opportunity: [Your Long-Term Goals, Where You See Yourself] 5.3 Talk about how you plan to achieve these goals: [Specific Steps or Strategies]
• Closing 6.1 Summarize why you believe you’re the best fit for the opportunity: [Recap of Your Main Points] 6.2 Express your enthusiasm for the potential to join the program/job/institution: [Personal Statement on Your Excitement] 6.3 Thank the reader for their consideration and time: [Gratitude Statement]

Please Note: Each section should be written in a coherent and logical manner, ensuring a smooth transition between the sections. Remember to keep the overall tone professional and make sure to proofread the statement for clarity, grammar, and punctuation. Ensure the statement authentically represents your goals, experiences, and personality.

Before You Begin

You only have one opportunity to impress the admissions committee, which means you should get your statement of purpose right the first time. To do this, you must start preparing early by:

• Researching the institution to which you are applying (through the school website) and familiarizing yourself with their vision, mission, and values.
• Going through the statement of purpose requirements and instructions and noting down the recommended length, content, and due date.
• Contacting the appropriate school authority to ask for clarification on the instructions you don’t understand.
• Identifying possible mentors from the school faculty page and contacting them.
• Begin working on your statement of purpose 6 to 8 weeks before the due date so you can write, edit, and re-edit it until it is perfect.
• Preparing a list of the qualifications and experiences you will highlight in your statement.
• Making copies of all relevant documentation.

How to Write a Statement of Purpose

A statement of purpose holds the same format as an academic structure. The information should be presented in an easy-to-follow manner and divided into the following segments:

Introduction

The introduction should capture the reader’s attention and convince them to keep reading. It should briefly introduce you to them and layout the basis of what you will cover in the body.

The body should go into detail about the preview provided in the introduction. Try to focus on 2 or 3 experiences and explain how they have informed your decision to join the program. As you outline these points, address the following four elements:

• Your interest in the program and institution
• Your academic preparation and professional experience (e.g., internships)
• Your qualities, strengths, and weaknesses
• Your career plans

Remember to be specific, providing examples where they apply.

Lastly, your conclusion should summarize everything you have written and tie it in with the impact joining the institution will have on your personal and professional life. It should also leave the reader intrigued and wanting to learn more about you.

Statement of Purpose Do’s & Don’ts

• Start early
• Maintain notes of the experiences and achievements you will use in your statement.
• Provide a summary of your achievements
• Be specific to the program and institution
• Write honestly
• Avoid grammatical and spelling errors
• Present an image of yourself with which you are comfortable
• Be interesting, passionate, and unique
• Elaborate possible areas of concern such as a failed test
• Proofread, edit, and re-write your statement until you are satisfied with the draft.
• Have two or three people read your statement
• Read your statement before the interview so you remember the content.

Don’t:

• Overlook the statement of purpose
• Let someone else write it for you
• Wait too long to start writing it
• Highlight achievements that are not relevant to your application
• Go off-topic
• Be too general in a statement being sent to a particular institution.

The typical statement of purpose is between 500 to 1,000 words long. However, many institutions provide specific instructions about the preferred length of the statement of purpose. Check the provided requirements and adhere to them.

Technically, no. Your statement of purpose is part of your application which has your name. However, you can include your name if the program instructions call for it.

It is not necessary to sign the statement of purpose because it will be attached to your application letter, which will bear your signature. Nonetheless, there is no law against it.

Some things you should keep out of your statement of purpose include: Contractions (mustn’t, shouldn’t, isn’t, don’t) Slang and colloquial expressions that are not used in formal writing. Statements you would not repeat in a one-on-one interview Exaggerated accounts of your role during an internship program Controversial opinions (unless they are directly related to your area of study)

Final Thoughts

A statement of purpose is a personal essay that should set you apart from the crowd of applicants. It should offer a view of your full range of achievements and experience, explaining how getting into the school will help you achieve your dreams. Finally, it should be entirely about you, to the point, and written per the school’s instructions.

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• Applying to graduate school

How to Write a Statement of Purpose | Example

Published on February 13, 2019 by Shona McCombes . Revised on June 1, 2023.

When you apply for graduate programs or scholarships, the admissions committee is looking for more than just a list of grades. The statement of purpose (also known as a statement of intent or motivation letter) is your chance to stand out from the crowd and showcase your motivation, skills and potential. It should:

• Outline your academic or professional interests and goals
• Discuss relevant skills, experience and achievements
• Demonstrate why you’d be a good fit for the program

Table of contents

Successful statement of purpose example, requirements and prompts, personal introduction, experience and achievements, goals and motivations, fit with the program, tips for an effective statement of purpose, other interesting articles.

The torment of the Founding Fathers is responsible for my interest in Classics. My desire to learn Latin stemmed from reading American Revolutionary-era history during junior high and high school, and particularly from the countless Latin quotations I found in John Adams’ writings. Always eager for a challenge, I was intrigued by the American founders’ accounts of the torture of learning such a difficult language. In my first semester at university, I started learning Latin and thoroughly loved it. As I learned more and more about classical civilization through the language, I realized that I was passionately interested in many aspects of the field of Classics. I have since taken courses on mythology, art and archaeology, and religion, on ancient history, and on the classical tradition. I have also learned Greek, of course, starting with an intensive two-semester course at the university’s summer school. My experience studying abroad in Florence and traveling through Italy and Greece intensified my zeal for the field and, in particular, fueled my ambition to specialize in classical archaeology.

My personal philosophy of life is that everything is connected, and this conviction drives my desire to study Classics. The most rewarding moments for me are discovering and investigating connections – both broad ones, between fields and disciplines, and more specific ones, like the relationship between a piece of literature and an object of material culture. My liberal arts education has equipped me with a broad base of knowledge in the sciences, social sciences, humanities, and arts, and in the honors program I pursued independent projects exploring academic and personal connections, including a paper on ancient Mayan astronomy, a self-observation study on the effects of nutrition and hydration on exercise performance, and a paper on the influence of political context on the changing artistic representations of John Adams. By seeking out connections between seemingly unrelated areas of academia, I have acquired a well-rounded outlook which helps me approach new ideas with both a range of prior experiences and a mind always open to different interpretations.

In accordance with my personal philosophy, I have also continued to explore connections within Classics and between Classics and other fields. In 2007, I published an article in my university’s undergraduate humanities journal; inspired by my studies in Florence, I compared representations of the birth of Venus in ancient and Renaissance literature and art. My major academic achievement to date, however, has been my senior honor thesis on John Adams’ connection to the Classics. Funded by a Hilldale Research Fellowship, I conducted research in the Adams Papers at the Massachusetts Historical Society and in John Adams’ personal library at the Boston Public Library on the influence of the classical tradition on Adams’ worldview and how he consciously modeled himself on classical ideals. It was particularly fulfilling to connect historical and classical research in writing about the figure most responsible for instigating my study of the Classics.

As well as my research skills, I have demonstrated proficiency in the classical languages, winning prizes for both Latin and Greek translation from the Classics Department, as well as receiving an enthusiastic nomination from the department for the Pearson Fellowship from the American Philological Association. I am also the president of the undergraduate Classics Society, which allows me to share my enthusiasm for Classics with other students and the larger community.

One of the most appealing aspects of studying Classics is the vast range of topics encompassed by the field. Because my interests are broad and I value an interdisciplinary approach, I would like to pursue graduate study ultimately leading to a PhD in Classical Archaeology. Archaeology in itself is, of course, a multi-faceted field, requiring knowledge of history, language, anthropology, and various scientific and technological methods. I have already started building my skills in this area: I participated in a microartifact analysis from the excavation of a Maya site in Belize as part of an honors project, and this summer I will take part in two archaeological projects in Turkey after working as a research assistant on related material in the spring semester. This PhD program includes many other opportunities I am eager to explore, such as palaeography and papyrology courses, and especially the variety of fieldwork and museum experiences available. I believe that my strong background in the classical languages and wide range of courses on classical civilization and archaeological methods have prepared me well for this program, and I am convinced that, guided by my philosophy of interconnectedness, I will flourish in this program.

The first step is to read the application instructions. These should include the length of the document (usually 1-2 pages), any formatting requirements, and often a question or prompt that indicates what you should focus on.

In some cases, you might also be asked to submit a personal statement . Similar advice applies to both of these documents—both should give a sense of who you are, what you’ve done and what you want to do. But a statement of purpose is often more formal, tightly focused on your academic background and your suitability for the program.

If you are working on multiple applications, don’t try to write a one-size-fits-all text—tailor your statement of purpose to each program. Make sure to respond to the prompt and include all the information you’re asked for. A typical statement of purpose prompt looks like this:

Your focus will be slightly different depending on whether you’re applying for research-based academic programs (such as a PhD ) or professional qualifications (such as an MBA). But all statements of purpose should contain the following elements.

This is your chance to introduce yourself to the admissions committee and let them hear your voice. The statement of purpose shouldn’t tell your life story, but it should give a glimpse into who you are.

Academic and personal background

Give an overview of your academic background, and show what drives your interest in this field or profession. You might want to include some personal background too—your family history, social circumstances, personal relationships and life experiences have all shaped your trajectory and perspective. What unique insights will you bring with you?

Characteristics and personality

Think about aspects of your character that make you well-suited for graduate school. Don’t just list generic adjectives—give examples that demonstrate your strengths and show why they’re relevant.

• Are you organized enough to handle a high-pressure workload?
• Do you have the creativity needed to develop original ideas, or a systematic mindset perfect for problem-solving?
• Do you have strong leadership skills, or are you great at working collaboratively?

Avoid including irrelevant autobiographical detail in the statement of purpose. Everything you include should be aimed at showing why you’d be a strong candidate for the program.

Your experience shows that you have the necessary skills to succeed in graduate school. Don’t just summarize everything you’ve done—pick out some highlights to build a clear picture of your strengths and priorities, illustrating how you’ve learned and developed along the way.

Academic experience

If you’re applying for a research-focused program, such as a PhD, show your knowledge of the field and outline your research experience. This might include:

• A brief summary of your thesis or final project
• Courses that you found particularly valuable
• Projects you contributed to
• Publications
• Presentations
• Extracurriculars that gave you relevant skills or experience

Professional experience

If you’re applying for a professional program, such as an MBA, outline your experience so far and show how it relates to your career plans. This might include:

• Past or current job roles
• Projects you led or participated in
• Internships
• Voluntary work
• Training courses

In all cases, give specific examples with details of what you worked on, what you achieved, and what you got out of the experience.

As well as showing that you’re prepared for the program, explain what you expect to get out of it. What are your motivations for applying? How do you plan to make the most of its opportunities, and how will it help you achieve your goals?

Academic motivations

For academic programs, indicate your research interests, showing how they follow from and build upon what you have studied so far. This might include:

• A subfield that you want to strengthen your expertise in
• A specific problem or question that you’d like to address
• An initial idea for a research project
• A theoretical or methodological approach that you want to develop

This isn’t the place for an in-depth research plan, but it’s a chance to show your enthusiasm and knowledge of your field.

Professional motivations

For professional programs, outline your career aspirations and show how your experience informs your goals. This might include:

• The next step you want to take in your career. What position are you aiming for and how will the program help you achieve it?
• Your motivations for a career change. Can you make a link between your previous experience and your new direction?
• Your long-term goals. Where do you want to be in five or ten years, and how do you see yourself getting there?

The admissions committee wants to know that you’re genuinely motivated to complete the program, and the clearer your plans, the more convincing your commitment.

It’s important to show not only why you want to study this subject, but also why you want to do it in this particular institution and department.

• Do your research, and mention particular classes, specialisms or faculty that attracted you.
• Show why you’re a good fit. Do your priorities align with the values and culture of the institution? What will you contribute to the department?
• Discuss the specific skills, knowledge and experience you expect to get from the program.

The statement of purpose isn’t only about selling yourself—it’s about illustrating an ideal match between you and the program.

Once you’ve made sure to cover all the key elements, you can work on strengthening and polishing the text. Follow these tips to make your application the best it can be.

Stay focused

It can be tempting to try to cram in everything you’ve done, but a good statement of purpose requires careful selection to craft a focused narrative. One way to do this is by building your text around a central theme—for example, a character trait, an intellectual interest, or a career goal.

This strategy helps structure your text and puts your priorities centre stage. Link each paragraph back to the central idea, making it clear how everything fits together.

Think about your structure

The structure of a statement of purpose is somewhat flexible, as long as you include all the relevant information in an order that makes sense.

For example, you might start with a chronological story of where your interests began, or you might open with your goals and then select a series of examples that show your capacity to achieve them. If you’re desperate to study in this specific program, you could lead with a summary of why it’s your ideal choice, and then elaborate on each aspect to show why you’re a perfect fit.

The important thing is that the text showcases your strengths and motivations in a compelling, coherent way. As in any other piece of academic writing, make sure each paragraph communicates one main idea, and that each sentence flows smoothly and logically from the last. Use transition words and topic sentences to move between paragraphs.

Add meaning to your resume

The bare facts of your achievements—grades, prizes, work experience—are already included in your graduate school resume and transcripts. Use the statement of purpose not to repeat yourself, but to add personal meaning and texture to these facts.

If you got top marks for your thesis, describe the research process and demonstrate your enthusiasm for the topic. If you completed an internship or participated in a project, explain what new skills you learned and which aspects you found most valuable. If you already have lots of experience in the field, show how each step developed your skills and shaped your current plans.

Revise, edit, proofread

Your statement of purpose isn’t only about the content—it’s also a chance to show that you can express yourself fluently, confidently and coherently in writing. Spend plenty of time revising, editing and proofreading your text before you submit.

Make sure you stay within the recommended length, and check if there are any specific formatting requirements. If not, use a standard 12pt font, 1-inch margins and 1.5 line spacing.

When you have a final draft, our professional statement of purpose proofreading service can offer an extra pair of eyes to make sure every sentence is perfect.

Proofread my statement of purpose

Checklist: Statement of purpose

My statement of purpose clearly responds to the prompt.

I have introduced my academic, professional and/or personal background.

I have described any relevant experience and shown my development over time.

I have highlighted key achievements that demonstrate my talents.

There is a clear connection between my previous experience and my future plans.

I have explained how the program will help me achieve my goals.

I have mentioned specific aspects of the program, department and institution that appeal to me.

Every paragraph focuses on one central idea.

The paragraphs are organized in a logical order and tell a clear, coherent story.

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