sample of mission statement for business plan

How to Write a Mission Statement + 10 Great Examples

17 min. read

Updated May 10, 2024

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

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

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

On this page

• What is a mission statement?

Mission statement or vision statement?

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

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

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

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

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

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

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

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

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

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

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

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

1. Start with a market-defining story

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

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

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

2. Define what your business does for its customers

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

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

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

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

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

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

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

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

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

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

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

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

3. Define what your business does for its employees

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

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

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

Don’t worry about being fully unique

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

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

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

You may not need to focus on employees

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

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

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

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

4. Add what the business does for its owners

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

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

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

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

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

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

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

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

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

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

Cut out general terms

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

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

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

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

• Great Mission Statements: 10 Examples

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

1. Southwest Airlines

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

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

2. Urban Outfitters

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

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

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

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

4. Starbucks

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

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

5. Walgreens

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

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

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

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

7. The Coca Cola Company

“Refresh the world. Make a difference.”

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

8. Patagonia

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

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

9. charity: water

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

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

 10. Asana

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

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

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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• Inspiration , Operations

Mission statement examples: 16 of the best to inspire you

• 15 Jun 2021

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

All in a single sentence. Magic.

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

Level up with a mission statement video:  Deliver your mission statement with the most engaging communication medium — video. Turn your company’s mission statement into a video with Biteable. Start with a brandable  mission statement video template  and let Biteable’s smart editing features do all the heavy lifting for you.

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What is a mission statement?

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

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

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

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

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

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

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

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

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

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

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

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

Why your company mission statement is important

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

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

Consumers value mission-driven companies

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

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

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

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

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

Employees want a sense of purpose

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

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

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

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

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

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

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

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

Brainstorming your company mission statement

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

Aim for a short paragraph on each question.

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

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

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

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

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

Finalizing your work

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

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

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

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

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

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

Company mission statement examples: 16 of the best

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

16. TED: Spread ideas.

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

Ted mission statement :   Spread ideas.

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

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

In those two words, they say it all.

FAQs about company mission statements

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

What should a company mission statement include?

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

What are the 3 parts of a mission statement?

The three parts of a mission statement are:

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

What is a strong mission statement?

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

What is Coca Cola’s mission statement?

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

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Home » Business Plans

How to Write a Business Plan Mission and Vision Statement [Sample Template]

Are you currently writing a business plan? If YES, here’s an in-depth guide and sample template on how to write a workable mission & vision statement for a business. A vision and mission statement are some of the most important requisite for business success and sustainability, but unfortunately, most entrepreneurs and small business owners run their business without these two thing out of ignorance.

What is a Mission and Vision Statement?

A mission and vision statement ( more commonly called a mission statement or a vision statement ) is a brief sentence that declares the goals that a business plans to achieve in the future. Like a compass guides a ship, it guides a business to success by providing continuously inspiring its stakeholders in their daily operations and strategic moves.

A mission statement helps you plan your business effectively. It provides the destination for your journey to business success. Of course, without a destination, you can’t plan a route. Before we discuss the steps involved in developing a mission statement for your business, let’s look at the components of a mission statement and why you really need a mission statement for your business.

Today, I will be sharing with you an underground secret to building a business from scratch. This secret is one of the contributing factors to the success of any business; yet, it’s often ignored. This secret is nothing more than a “ Business Mission Statement. ”

“The thing I really care about is the mission; making the world open.” – Mark Zuckerberg

The importance of a mission statement can never be over emphasized. I have seen so many startups without a mission; even some established firms also make the mistake of operating without a mission.

“Being an entrepreneur, I have come to realize that all successful businesses are driven by three fundamentals. One is the cash flow, two is the team and three is the mission. Of these three, the mission is the most important.” – Ajaero Tony Martins

Now what has a mission statement got to do with building a business? What’s the impact of a mission statement on an entrepreneur undergoing the entrepreneurial process? Is a mission statement a source of ? While I am not going to answer these questions directly, the following points will help you further understand why you need to develop a mission statement for your business?

Why Your Business needs a Mission Statement

1. The mission is the foundation on which your business will be built. It’s the true purpose of your business and that purpose is reflected in the mission statement. Without a strong mission statement, you don’t have a true business. All you have is just a profit making venture that will soon be wiped out with time.

“To turn really interesting ideas and fledging ideas into a company that can continue to innovate for years, it requires a lot of disciplines.” – Steve Jobs

2. The entrepreneurial spirit is found in the mission statement. When I look at the mission statement of any business, I get a peep into the life of the entrepreneur that founded that business. The entrepreneurial spirit is what drives the entrepreneur forward. If the mission is strong, your spirit will be strong towards the pursuit of your goal.

“The IKEA spirit is strong and living reality. Simplicity in our behavior gives us strength. Simplicity and humbleness characterize us in our relations with each others, our suppliers and our customers.” – Ingvar Kamprad

3. Your mission statement is the bond binding you, your team, employees and your customers to the business. Take away the mission and other key elements will fall apart. Your mission also has the power to attract other like-minded individuals and entities to your cause. The reason is that people with the same mission align together; more like birds of the same feather flocking together.

4. With a strong mission, your business will weather any storm. Take a look at businesses that has been around for over 100 years and you will see businesses with a strong mission. As an example:

• General Electric has stood the test of time because the spirit of its founder “ Thomas Edison ” continues to guide the company through its mission.
• Henry Ford’s mission statement was: “ To democratize the automobile ” and that mission has kept the Ford Motor Company going.
• Aliko Dangote’s mission statement goes: “ Providing your basic need ” and this mission drives the Dangote Group to dominate the commodities market of
• The Rich Dad Company; founded by Robert Kiyosaki keeps waxing strong because of its mission, which is “ To elevate the financial well being of humanity .”

By contrast; I have come to observe that when a company forgets its mission, its starts to lose its relevance. The bond holding the business will be broken and good customers will leave, employees will resign and the business will dwindle. Just as the case of the Dot com burst, many profitable Dot com companies went under because they forgot their mission.

3 Components of a Mission and Vision Statement

1.  a vision.

This, simply put, states the impact you envision your business having on the world in years to come. You can have more than a single statement in here, but don’t go beyond three. Gloss it over to make sure anyone who reads it feels at least one of inspiration, hope, commitment, and awe.

In addition, your vision statement must be compelling, detailed, and reflective of the intended end outcome. Avoid one that is bland, generic, uninspiring, or unreasonable. An example of a good vision statement is that of Amazon:

“Our vision is to be earth’s most customer centric company; to build a place where people can come to find and discover anything they might want to buy online.”

2.  A mission statement

This is a brief statement that states the important goal or purpose that your business is poised to achieve. In other words, it’s a single sentence stating why your business exists in a convincing manner. Keep your mission statement specific and concise ( the shorter it is, the better ), make it connect with both employees and stakeholders, and make it highlight your value proposition. Don’t make it too long, generic, or confusing. An example of a good mission statement is that of Nike:

“To bring inspiration and innovation to every athlete in the world.”

Here’s another example of a mission statement:

“To contribute to development of value-added agricultural businesses . ”

3. Core values

These outline the principles and values that the stakeholders in a business will follow in their bid to achieve their vision. They also specify the bounds or limits that the stakeholders must watch while trying to actualize the mission. The following are examples of core values:

• Respect and protect the environment
• Offer high quality products that are safe for consumers
• Meet the ever-changing needs of consumers
• Practice highly ethical business standards

If your business is going to stand the test of time, then you will have to build it upon a strong mission. With the above in mind, let’s now look at the steps involved in developing a mission and visions statement.

How to Write a Mission and Vision Statement for a Business Plan

Please bear in mind that you are learning as much of yourself each day as you are about your customer. So, don’t feel that anything you state here is etched in stone and cannot be changed. The more you understand your customer and the market, the more necessary it would become for you to shift grounds accordingly. But you need to state here what you have to offer at the moment. This will be a starting point for any changes you may need to effect later ( as your business grows ).

1.  Sit down in a quiet spot and reflect upon your thoughts

Ask yourself what drives you forward? What keeps you motivated? When you have figured out the answer to these questions, put it down in writing.

2.  Ask yourself how best you can serve your customers

What will your business stand for in the heart of your customers? What will be the ultimate benefit your customers can derive from your business? When you figure the answer to these questions out, put it down in writing.

3. Brainstorm for your vision statement

The vision is the most important component of your mission statement. Simply put, this is a picture or idea of what you plan to achieve in future . A vision statement is always concise and easy to remember, and for this reason, every stakeholder in a business can easily focus on it; and their decisions and activities are directed towards achieving the vision. Here is a good example of a vision statement:

“ Creating a vibrant rural economy driven by value-added agriculture. “

Once you get one down, then getting other components becomes very easy. To find the best vision statement for your business, simply ask yourself the question, “Why does this business exist?” Present answers from various angles, and you will find your mission statement among them.

4.  Get down your mission statement

As stated earlier, your mission statement is that action sentence that describes how you will achieve your vision. Finding this is much easier once you have found your vision statement. If you are stuck, just do it this way: If your vision is “A diabetes-free society” , then simply add the word “ To ” and another suitable verb to convert it to an action sentence. And there you will have your mission statement.

Using the same vision, you will get “To bring about a diabetes-free society .” You can go further by tweaking it, so that you will have something like: “To manufacture products that can cure diabetes effectively and permanently.” You get it now?

5.  List your core values

First off, you need to clarify your values. This means taking into account all the various stakeholders that your business is ( or will be ) accountable to—including investors, customers, employees, and suppliers. Now, consider how you would like to ideally conduct business with each of these stakeholders. Start making a list and your core values should start to emerge.

These are the various steps you will follow in your quest to achieve your vision. Brainstorm for as many as possible, list them down, and the prune your list down to as few as possible without leaving out any important ones. Now, let’s look at some additional tips that you will need to keep in mind when preparing your mission and vision statement.

4 Extra Success Tips for Developing a Business Plan Mission and Vision Statement

• Your mission statement must be brief and simple. Being succinct as demanded by a mission statement isn’t easy. And you may need to go through several hours of tweaking and editing before arriving at the perfect sentence. Though short, your mission statement must capture the very essence of what your business plans to achieve. The fewer words the better. Use just only the few words needed to pass the message without leaving out any vital details.
• Your mission statement must be in tune with your vision, and both sentences must blend to form a single thought.
• There’s no rule that says you must get it perfectly at once. You can keep review your mission statement later, if necessary.
• Your mission and vision statements must give the reader an insight, a covert one, at least into what you offer. This is more important if the name of your business doesn’t suggest what products or services you’re offering.

If you follow the guidelines I shared in this post, you will prepare a perfect vision and mission statement that will drive your business to success. Now I want you to know that no one can help you develop a mission statement. You alone can develop your mission and as a final note, it’s worthwhile you know that of the entire business system, the mission is the most important.

• Go to Chapter 8 Part C: Writing your Business Plans Goals and Objectives
• Go Back to Chapter 7 : H ow to Write a Business Plan Executive Summary
• Go Back to Introduction and Table of Content

More on Business Plans

46 Mission Statement Examples That Define Companies and Inspire Customers

Plus a guide on how to write a mission statement.

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

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

What Is a Mission Statement?

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

Related Reading Tips for Effective Business Storytelling

Mission Statement Examples

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

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

Mission statement: “FPFX Tech delivers technology solutions that bridge the gap between what brokers offer and what traders want, with innovative products and applications that create points of differentiation and client loyalty.”

Mission statement: “Our mission is to make authentication and authorization simple and secure for every developer.”

Mission statement: “Our mission is to place the right person in the right shift, every time.”

Invoice Home

Mission statement: “We strive to maximize business efficiency with an affordable and easy-to-use billing and invoicing service. We cater to time-strapped small businesses and freelancers who seek to grow their business and build their brand.”

LoanStreet Inc.

Mission statement: “Our mission is to provide the most efficient, transparent and robust tools for financial institutions to manage their balance sheets, connect with partners and effectively share risk.

Mission statement: “Meetup’s mission is to help people grow and achieve their goals through real-life, human connections. From professional networking to craft brewery crawls to coding workshops, people use Meetup to get out of their comfort zones, meet new people, learn new things, pursue passions, and find supportive communities that will help them thrive.

Gogo Business Aviation

Mission statement: “To keep your passengers, pilots and planes seamlessly and continually connected worldwide.”

Snap! Mobile

Mission: “To empower coaches and educators in their dedication to develop the leaders of tomorrow. Our vision is to strengthen developing programs through technology-driven, community-first solutions that support dedicated leaders and champion the next generation.” 

VelocityEHS

Mission statement: “Making the world’s best workplaces safer and more sustainable.”

OTR Solutions

Mission statement: “OTR’s mission is to create exceptional value for our clients by providing industry leading financing and back-office solutions. Three pillars that are crucial to supporting that mission are outstanding customer service, technology that creates efficiency for ourselves and our customers and a culture that provides the opportunity for employees to achieve greatness.”

Mission statement: “To be a trusted partner in providing homeowners and their families safety, enjoyment, convenience, and peace of mind through innovative, professionally installed solutions that protect the condition and grow the value of their homes.”

GameChanger

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

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

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

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

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

MobilityWare

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

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

First Entertainment Credit Union

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

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

PatientPoint

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

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

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

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

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

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

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

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

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

Bright Horizons

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

EFFECT Photonics

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

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

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

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

Intel Corporation

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

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

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

NBCUniversal

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

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

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

The Pokémon Company International

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

Procter & Gamble

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

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

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

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

Warby Parker

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

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

How to Write a Mission Statement

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

Tips for Writing a Mission Statement

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

Make it Simple, Aspirational and Memorable

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

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

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

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

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

Memorability

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

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

Direct It Toward Stakeholders

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

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

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

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

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

… But Avoid Prioritizing Shareholders

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

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

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

Read Next 3 Reasons to Prioritize Mission Over Profit in Tech

Resist the Superlatives

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

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

Think of It as a Management Tool

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

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

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

“My answer is yes,” said Abrahams. 

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

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

Reinforce the Mission Statement in All Your Communications

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

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

Recent Founders + Entrepreneurship Articles

35 Vision And Mission Statement Examples That Will Inspire Your Buyers

Published: February 28, 2024

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

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

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

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

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

Table of Contents

What is a mission statement?

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

• Mission vs Vision Statements

Mission and Vision Statement Template

Best mission statement examples.

• Best Vision Statements Examples

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

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

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

What makes a good mission statement?

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

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

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

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

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

A memorable company mission makes your product more noteworthy.

What are the three parts of a mission statement?

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

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

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

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

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

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

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

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

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

2. Identify the company’s core values.

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

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

• Empathetic.
• Remarkable.
• Transparent.

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

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

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

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

4. Condense these statements into one.

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

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

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

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

5. Refine your mission statement.

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

• Free of fluff.

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

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

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

What makes a good vision statement?

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

What are the three parts of a vision statement?

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

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

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

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

Mission Statement vs. Vision Statement

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

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

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

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

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

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

100 Mission Statement Examples & Templates

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

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

You're all set!

Click this link to access this resource at any time.

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

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23 mission statement examples (and how to create your own)

When I was job hunting, the first thing I would scope out on a company's website was its mission statement. Not only would it tell me what the company did, but it would also highlight the company's values, so I could sniff out any red flags pretty quickly.

But your mission statement isn't just for attracting talent: your company's mission statement can be the difference between attracting a large set of loyal customers or people telling their friends to avoid supporting you at all costs. 

I've compiled a list of great mission statement examples that exhibit an understanding of their target audience—and their own brand. These examples come from companies I've loved for a long time and from others I fell in love with from perusing loads of brand pages.

Table of contents:

What is a mission statement?

A mission statement is a short statement that captures the essence of an organization's existence, including its values and goals. It's like the superhero origin story of the business world, with fewer radioactive spiders and more buzzwords.

Its purpose is to serve as a guiding principle, providing direction and clarity for your company's actions and decisions. In just a few sentences, a mission statement answers what you do, why you do it, and who you do it for.

A great mission statement includes the following elements: 

Clarity and conciseness. Leave jargon for internal meetings. Straightforward language lets stakeholders quickly understand and remember what your company stands for.

Acknowledgment of audience challenges. A great mission statement articulates how the organization plans to meet the needs of its customers and employees.

Summary of goals, purpose, and values. These key elements unify and align employees toward a common objective and a shared understanding of an organization's core identity. In this scenario, goals are what you want to accomplish, purpose is why you exist, and values are what you believe in.

Distinction from competitors. This is your chance to quickly explain what makes you different and better than your competitors. 

Who is a mission statement for?

When creating your mission statement, you should be speaking to the following relevant audiences and their needs:

Company leaders. A mission statement is a north star that helps leaders define strategy and make decisions.

Employees and contributors. The values and goals outlined will point all your employees in the same direction, giving them core tenets to keep in mind with their work.

Potential candidates. You're conveying the kind of business you are to potential employees, so they know what you stand for and whether or not you have shared values.

Customers. Your mission statement expresses what's unique about your business to prospective customers and tells them why they should buy from you.

Mission statement vs. vision statement

It's easy to confuse mission statements and vision statements because they're both important parts of the strategic planning process for a business, but they serve totally different purposes. 

A mission statement explains "What do we do?" 

A vision statement explains "Where do we want to go ?" 

Imagine a mission statement as the foundation of your company, and the vision statement as the blueprint for the rest of the build.

How to write a mission statement

How do you possibly encapsulate everything your business does in just 1-2 lines? You can't. But you can do your best. Here's how you should go about writing a mission statement, step by step.

Connect with stakeholders. Chat with executives, customers, and investors and ask them to explain what your company does in their own words. 

Write a rough draft. Take your stakeholder notes, values, and target audience research, and smash them all together in a rough draft. Don't worry about length at this point, just try to connect the dots.

Edit for conciseness. Refine that rough draft into a more succinct statement of what your company does and why , keeping your audience in mind.

Seek feedback. Present your draft to stakeholders, and ask for feedback. This will probably be a long (and potentially painful) process. It might help to include your notes on how you came up with your final product.

Revise. Address the edits you receive, keeping your values, goals, purpose, and audience in mind. Don't lose sight of your research just because Dave from sales thinks it should have more "zing." 

Communicate and integrate. Once you have a final product, it's time to push it out internally and externally and take a nice big sigh of relief.

23 mission statement examples done right

1. passionfruit.

"To create inclusive clothing and accessories that enable you to show your pride all year round while giving back to our community."

In one sentence, Passionfruit masterfully conveys its what , why , and who . What? "Create inclusive clothing and accessories." Why? "To enable you to show your pride all year round and give back." Who? "Our community."

Better yet, "giving back" isn't just a fluffy marketing phrase. Passionfruit donates a portion of its profits to The Trevor Project, a nonprofit that provides counseling and support to young Queer people.

A what, why, who methodology doesn't have to sound methodical. 

A mission statement shouldn't have empty promises—be sure to follow through.

" To awaken the potential of a well-rested world"

Switch out the action verb in your mission statement for something related to your industry to stand out. 

Don't say more than you need to—you can count the words for this one on two hands.

3. Magic Spoon

"To transform the cereal industry by building a new category of nutritious and flavorful cereal." 

The statement's biggest strength is its clear and specific language. They could have said, "We make healthy cereal." But instead, they said they've built a " new category of nutritious and flavorful cereal." 

That word choice lets you know that this product didn't exist before Magic Spoon, and the nutritional value doesn't compromise the flavor. You get all that from one little sentence.

Clearly define your brand's niche—the more specific you can get about what you do, the better.

Be mindful of your word choice, so you can pack a punch in just one sentence.

4. Dunkin'

" We strive to keep you at your best, and we remain loyal to you, your tastes and your time."

You'll notice Dunkin' doesn't say anything about coffee or donuts. The closest they get to hinting at the products they serve is the verb "tastes." Because Dunkin' is a household name brand, it doesn't need to use precious space in its mission statement explicitly explaining the what of its brand. Instead, Dunkin' can focus on selling the why and who . 

Stay true to your brand's existing values.

Make your audience feel seen with "you" and "your" language.

"Make work life simpler, more pleasant and more productive."

Other than needing an Oxford comma, Slack's mission statement hits all the right points. It has a clear purpose, and it uses aspirational language like "simpler," "more pleasant," and "more productive," which makes sense for a workplace audience.

A short mission statement doesn't have to miss any vital information—it should just mean you're getting to the meat of it quicker.

Take the challenges your audience faces and flip them into positive solution words. If "complex systems" is the problem, the word "simplicity" should be in your statement. 

6. Caterpillar

"We help our customers build a better, more sustainable world."

The broad scope works well here because Caterpillar couldn't possibly list the ways it builds "a better, more sustainable world" in one sentence. Instead, it paints a picture larger than just construction equipment—one that extends to economic, social, and environmental factors. And if you look deeper into the company's infrastructure and restoration work, you'll see that this brand is more than machinery. 

Focus on your company's "why," not just the product you sell.

Speak to your customers and your employees in your mission statement, as it guides both groups.

7. Stanley 1913

"We're built on invention, innovation and inspiration with a timeless spirit that complements your wild imagination."

In fact, its mission statement lets you know it's not just a fad with the callout to "a timeless spirit." The brand was founded in 1913. This reference implies its products and innovations have stood the test of time and will continue to do so, instilling confidence. 

Stanley also establishes itself as complementary to its audience's needs with the wording, "complements your wild imagination." Not only does it acknowledge the customer's aspirations—it also highlights the brand as the enabler of those aspirations.

You can subtly highlight overarching themes of your brand to remind your audience of what sets you apart.

Position your brand as your customers' partner. 

8. The Honest Company

"To create safe, effective products for our families and yours."

The wording of "safe, effective products" also matters in a landscape where safe products don't always equal effective ones. And when you're a parent, you need effective ones. This wording shows The Honest Company knows its audience to the core, allowing the organization to speak directly to its customers.

Choose words that show you know your customers. 

Empathize with your target audience.

"To inspire confidence."

It's also versatile, so it can apply to various aspects of Tula's business. It encompasses skin care and beauty products that enhance natural beauty but also educational resources that promote self-care and community initiatives. Its broad application makes it inclusive and adaptable to different brand activities. 

The delete button is your friend when writing impactful mission statements.

Consider broadening your mission statement to encompass multiple facets of your business. 

10. Butterr 

"To embrace sustainable motherhood and continue to create timeless, ethically made, intentional products that are free from chemicals and toxic materials."

That's where Butterr shines—it narrows down its target market to mothers who care about sustainability. The company isn't trying to appeal to just anyone, so it can get hyper-specific in the mission statement.

Don't be afraid to get really specific about what you do and who your audience is. 

Your mission statement has to be unique in a crowded market. 

11. Culver's 

"We genuinely care, so every guest who chooses Culver's leaves happy."

The emotional appeal here is important, particularly for a company that operates mainly in the Midwest. We like our warm and fuzzies, so phrases like "genuinely care" and "leaves happy" makes Culver's more akin to Grandma's house than a fast-food joint. 

Plus, Culver's lays out a pretty clear, measurable goal of ensuring every guest leaves happy. It's specific but also covers a lot of ground when it comes to customer satisfaction. 

Don't shy away from an emotional appeal to connect to your target audience.

Adapt your mission statement to appeal to the culture where you operate.

12. Frenshe

"Our goal is to uncomplicate wellness and empower our audience to be their best, authentic selves."

If there's a prize for addressing a challenge with the utmost sophistication, this mission statement would win it. Wellness often seems like such an inaccessible thing, from influencers with unrealistic routines to all the expensive products and services associated with the topic. 

Sure, a body wash isn't going to turn you into a total health guru, but that's not the point. The brand embraces losing that "all or nothing" mindset and instead focuses on incorporating small acts of self-care to help its customers be their "best, authentic selves."

If your mission statement isn't authentic, scrap it.

Break down barriers to your niche, so people don't feel like the product or lifestyle you're selling is inaccessible.

"We believe everyone should have access to period care—full stop. So, with each Cora purchase, we provide period products and body literacy resources to people who might otherwise go without."

And in an extremely personal and habitual product space, it takes a bold statement (with the commitment to follow it up) to break through the well-known brand names. 

Get loud about what you believe in with your mission statement, but make sure to back it up with what you're going to do about it. 

If you're in a tough-to-break-into industry, it might take a bold statement to get attention.

14. Copper Cow Coffee

"To sustainably support and share the vibrant heritage of Vietnamese coffee."

By tapping into the increasing interest in specialty and origin-specific coffee, as well as the growing demand for sustainable and ethically sourced products, Copper Coffee Cow appeals to customers who seek a meaningful and conscious coffee experience. 

And it's not all talk. Copper Coffee Cow works with sustainable and organic farms in Vietnam and pays its farmers two times the market rate.

If you're gonna talk the talk, you better walk the walk. 

Stay true to your values in your mission statement because they're also the values of your ideal customer.

"NAMI provides advocacy, education, support and public awareness so that all individuals and families affected by mental illness can build better lives."

And not only does the organization support individuals with mental illness, but it also helps affected families. This inclusivity ensures no one is left behind, plus its DEI initiatives back it up.

Call out the pillars of your organization if they serve different purposes.

If your brand is inclusive, your mission statement should be too.

"We encourage integrity, kindness, equality, confidence, and respect during all stages of any relationship — whether online or offline."

Where other tech companies might shy away from declarations of kindness and equality, Bumble commits to making its app a safe space. It also perfectly aligns with user needs, especially in an era where online dating horror stories are common party fodder. 

Commit to providing what your customer needs. 

17. Red Hat

"To be the catalyst in communities of customers, contributors, and partners creating better technology the open source way."

And you have to admire the tip of the hat (sorry) to the software's open source technology reflected both in the wording and the sheer number of contributors to the mission statement.

A mission statement benefits from collaboration.

Clever nods to what your company does can create a unified, branded experience.

18. Cadence

"To reset people's expectations of their products."

The company's magnetic, leakproof travel containers are really cool, but its mission statement expands beyond this one product with a message of innovation and pushing the boundaries of what's considered normal. Not only does this let the brand grow, but it also disrupts the status quo. 

Challenge the norm to capture the attention of discerning customers. 

Explain the ways your brand disrupts your industry. 

19. Lasagna Love

"Feed families, spread kindness, and strengthen communities."

By embodying values like kindness and community building, the mission statement attracts volunteers and donors who align with Lasagna Love's purpose, leading to a more engaged and supportive network. 

It's also clear and concise by getting straight to the point while still hitting on the values that matter. 

Appeals to your values work well when speaking to a non-consumer audience.

Break your mission statement down until it gets straight to the point.

20. Smart Charge America

"To make the entire process of purchasing, installing and servicing your new home charging station as seamless and effortless as possible."

Smart Charge America addresses each stage of the home charging station process and assures its customers that they'll be supported throughout their journey. It puts customers at ease and establishes the brand as a one-stop shop. This branding appeals to the convenience and efficiency the target market is looking for in the space.

If the buying journey is a stressful one, reassure the customer in your mission statement. 

You don't have to explicitly state your values for them to come through.

"To give everyone the opportunity to pack up their stuff and hit the road with bags and accessories that wouldn't break the bank."

A lot of bags remind me of women's jeans—where are the pockets? BÉIS's products are the exception. 

Even better, this isn't a "collect them all" brand. One duffle bag can go from a work bag to a gym bag to a carry-on. Their products are truly designed to be multifunctional, making it super easy to pack your stuff up and hit the road like the mission statement suggests. 

And since their products are so versatile and affordable, they stay true to the promise of not breaking the bank either. 

Take what's great about your product and conceptualize it into a lifestyle. 

If you're filling a gap in the market, let that be known.

22. Uncle Bobbie's Coffee & Books

"To provide underserved communities with access to books and a space where everyone feels valued."

I have a soft spot for bookstores, and this one has a special hold on me with its ability to cultivate a welcoming space in one little mission statement. In combination with the name, this mission statement lets you imagine a place where you can go to gather and belong (in the presence of some good books too). 

Convey the vibe your business provides for its patrons. 

If you make a community impact, make it clear who and how you impact.

"We're on a mission to make automation work for everyone."

Secondly, it has a scalable impact. By striving for broad adoption and usage, Zapier has the potential to transform entire industries, leveling the playing field and allowing businesses of every shape and size to reap the rewards of automation.

Inclusive language can communicate your beliefs for you.

Broad language opens the door for scaling in the future.

Mission statement FAQ

Have a few more burning questions about mission statements? Check out these answers to the most common ones.

How long should a mission statement be?

A mission statement should be somewhere around one to three sentences. This ensures it's concise and focused, making it memorable and impactful.

Why is a mission statement important?

A mission statement is important because it's a compass for an organization, defining its purpose and values. A well-crafted mission statement communicates your unique value proposition to customers and aligns employees toward a common goal.

What are the components of a mission statement?

The components of a mission statement include your purpose, values, and target audience. In other words, you want to break down the what, why, and who of your business. 

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Cecilia Gillen

Cecilia is a content marketer with a degree in Media and Journalism from the University of South Dakota. After graduating, Cecilia moved to Omaha, Nebraska where she enjoys reading (almost as much as book buying), decor hunting at garage sales, and spending time with her two cats.

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How to Write a Mission Statement for Business Plan With Examples

Free Mission and Vision Statement Templates

• December 15, 2023

10 Min Read

Every business is as unique as its audience. Each one strives to put its best foot forward, especially when it comes to customers.

While there are countless marketing strategies—social media, content, email—all of the above marketing materials are linked to the business’s common purpose.

This is where a mission statement comes in. A business plan mission statement displays the purpose and values of a business, giving a clear message to customers what your business is about.

But writing a mission statement that’s catchy and concise is a task. So, in this article, let’s see how to write a mission statement and why you need it.

What is a mission statement?

A mission statement is a short actionable statement that specifies your company’s core purpose, principles, and goals. It states the value your company creates for your customers, employees, stakeholders, and owners.

In short, it’s a snippet representing why your business exists and what it does.

People often use mission and vision statements interchangeably, but they are different. Let’s see how.

Mission statement vs. vision statement

Your mission statement focuses on what you do and how you do it. It details the organization’s current purpose, core values, and primary objectives. This provides a framework for the organization’s day-to-day operations.

In contrast, a vision statement describes where you aim to reach in the future. It outlines the long-term goals and the desired future position of the company. A clear vision statement inspires and motivates stakeholders by offering a clear and compelling future direction.

Now that we’ve clarified the difference between a mission statement and a vision statement, let’s dive into why the mission statement is so important.

Why is a mission statement important?

Mission statements are necessary for any business. They not only guide internal operations but also communicate the company’s purpose to external people.

Here are some of the reasons why you need to have a great mission statement in a business plan:

Gives clear direction

A mission statement outlines the company’s purpose. Thus, it acts as a guiding star for decision-making and strategic planning, ensuring that all actions align with the company’s core values and primary goals.

Inspires and motivates employees

A well-crafted mission statement can inspire and motivate employees by providing them with direction. It also helps them understand how their roles will contribute to the company’s goals, especially the larger ones, encouraging unity among them.

Engages customers

A concise mission statement communicates the business’s values and company’s goals to customers, helping to build trust and loyalty. It tells customers what the organization stands for and why they should choose its products or services over competitors.

Supports marketing efforts

A mission statement can enhance branding and marketing efforts by clearly conveying the business’s identity and purpose. It helps create a strong, recognizable brand that resonates with customers, investors, and other audiences, boosting the business’s market position.

Now that you know the importance of the mission statement, let’s dive deep into learning how to write one.

How to write a mission statement for your business plan?

A company’s mission statement is barely three sentences long. But, ironically, its simplicity makes it so tricky to write.

Here are the following steps that make it easy for you to write a mission statement:

Step 1: Ask the right questions

Before you begin the mission statement writing process, understand your business in its entirety. Articulating the answers to the following questions can be helpful:

• In what industry are you working?
• Who’s your target audience?
• What are your offerings?
• What are your unique selling propositions (USPs)?
• What customer problems do you solve through your offerings?
• What’s the value you deliver through your product or services?
• What’s your brand personality?
• What are your competitive advantages?

Want to Generate a Mission Statement for your Business?

Craft a strong and purposeful mission statement in minutes with our easy-to-use Free AI Mission Statement Generator .

Step 2: Organize the answers

After answering all the above questions, organize them into the following categories:

The value you add to your customers

List down how you make your customers’ lives better. It can be through your products, the methods you use to deliver them, or through non-profit work and community service.

For instance, if you own a green tea brand, you add value to your customers by providing healthy beverages. Additionally, if you support recycling, you provide a sense of ethical consumerism.

The value you add to your employees

Here, write down how you create value for your employees.

These could be the:

• Employee retention strategies you employ
• Benefits and perks you offer
• Work culture in your company
• Training programs you offer

The value you add to your owners

Here’s the thing: Not many mission statements talk about the owners and stakeholders.

However, it can be beneficial to state how your business adds value to them. Why? Doing so can be a subtle indication to prospective investors that they might want to be associated with your company.

For example, “ Our mission is to deliver exceptional value to our customers while ensuring significant returns and growth opportunities for our owners and stakeholders. ”

The impact you want to create

In here, state the mission you want to achieve in the long run through your offerings. State the impact you aim to create via value addition for your target audience, employees, owners, and stakeholders.

Remember the green tea brand example? The goal of such a company could be to promote a healthy lifestyle and advocate for sustainability.

Step 3: Draft, edit, and review

Once you have organized all the answers, start creating drafts of your mission statement. Don’t make it a lengthy essay; remember, a good mission statement is supposed to be short and simple. Below are the components you need to incorporate in your mission statement.

Key elements of a great mission statement

• Core values: Mention how you create and deliver value to your customers, employees, investors, and society at large.
• Inspiration: Define the motive for people to follow you. Why do they want to buy from you, work with you, or invest in you?
• USP: Highlight the unique aspects that make the organization distinct and valuable.
• Target audience: Identify the primary stakeholders or target audience the organization serves. This could include customers, employees, shareholders, or the community.

Without a mission statement, you may get to the top of the ladder and then realize it was leaning against the wrong building. – Dave Ramsey

Step 4: Update when needed

It’s necessary to keep updating your mission statement to align with your company’s current situation.

As your business grows and evolves, so do your company’s goals, target audience, and guiding principles. Therefore, regularly revisiting and revising your mission statement ensures that it reflects the current company’s vision and direction.

A strong and concise statement can keep your investors hooked and inspire your team. Don’t just write buzzwords. A mission statement should be accurate, ambitious, ethical, and achievable.

Make it a practice to review your mission statement frequently—at least once a year or whenever significant changes occur in your business. This proactive approach helps maintain alignment between your mission and your company’s path forward.

Mission statement examples of popular brands

A well-written mission statement tells everything about your company. Here are some examples of well-crafted mission statements by famous companies:

1. Starbucks

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

In the first part of the statement, Starbucks describes the work culture it promotes and the customer service delivered. The second part points to its mission of growing and expanding.

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

L’Oréal’s mission statement is simple and direct focusing on two aspects.

One: Provide the best products.

Two: Promote inclusivity by creating products for a diverse population.

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

Apple’s mission statement doesn’t have much wordplay and clearly conveys the point. It emphasizes three key aspects: its products, its audience, and its scope of business.

To be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online.

Amazon aims to satisfy customers the most by providing a vast selection of products and making shopping easy. This is exactly reflected in the company’s mission statement.

5. Microsoft

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

Microsoft’s mission statement is simple yet powerful. It concentrates on empowering individuals and organizations by providing them with the technology to reach their full potential.

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

Nike’s mission statement focuses on inspiring all levels of athletes and the inclusivity of everyone as an athlete. Besides that, they also emphasis innovation in sportswear.

To accelerate the world’s transition to sustainable energy.

This statement is about forward-thinking. It’s all about speeding up the use of sustainable energy solutions.

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

Disney’s mission statement emphasizes its commitment to creating magical experiences for audiences worldwide. Through their iconic brands, creative talents, and innovative technologies, Disney aims to delight and inspire people of all ages, shaping the entertainment world.

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

Google’s mission statement is loud and clear. It emphasizes organizing all the information available globally and making it accessible to everyone.

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

Meta’s mission statement is empowering and inclusive. It emphasizes providing people with the tools to build communities and fostering connections to bring the world closer together.

In summary, a mission statement is the essence of a business in under 30-40 words. It shows what your business is all about and why it matters.

However, creating a mission statement along with a solid business plan is necessary yet challenging. Consider using software like Upmetrics to ease your journey of business planning and financial forecasting.

Upmetrics guides you step-by-step, helping you create a clear and effective mission statement with a business plan that sets you up for success.

Start crafting yours today with Upmetrics and see where it takes you!

Build your Business Plan Faster

with step-by-step Guidance & AI Assistance.

Frequently Asked Questions

Who decides the mission statement.

Founders, the CEO, or the chairperson frame a mission statement. Many times, such people even team up to develop a mission statement. This team consists of senior and board members who know the company inside out.

Can we change the mission statement?

Changing a mission statement is uncommon but possible. So yes, if the mission changes over the course of years, companies may change their mission statements. The change could be for rebranding purposes, a change of product or services, a change of target audience, a change of authority, or so on.

If the company changes, does the mission statement change too?

If the company’s mission has changed, then yes. However, the company’s change can mean many things, like:

• Has the product and services changed?
• Has the target audience changed?
• Has the authority changed?

Sometimes, the change of the company also means the presence, absence, or change of a merger and/or association. In any case, the company can change its mission statement.

How important is it to have a mission statement?

An effective mission statement is a necessity. Through it, you answer some of the most important business questions like why does your company exist? What change is it trying to make in society? How does the world benefit from its existence? Answers to such questions keep you and your team on track.

About the Author

Upmetrics Team

Upmetrics is the #1 business planning software that helps entrepreneurs and business owners create investment-ready business plans using AI. We regularly share business planning insights on our blog. Check out the Upmetrics blog for such interesting reads. Read more

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

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

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

What is a mission statement?

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

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

Value propositions

Business plans

Company vision statement

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

5 steps to write a mission statement

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

1. Answer fundamental questions

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

What do we do?

What do we create?

Who is our audience?

How do we make a difference?

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

How do we differ from others in the industry?

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

Can we use other mission statements for inspiration?

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

2. Use your answers to brainstorm copy

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

Some helpful brainstorming techniques include:

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

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

3. Write your first draft

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

To [contribution/goal] so [impact] .

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

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

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

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

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

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

4. Ask for feedback

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

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

5. Revise and share

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

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

Examples of mission statements

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

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

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

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

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

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

3. Patagonia

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

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

Free mission statement template

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

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

Why is a mission statement important?

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

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

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

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

Mission statement vs. vision statement

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

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

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

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

Mission statement: To organize the world’s information…

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

While LinkedIn has separate mission and vision statements:

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

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

Use a mission statement to drive company success

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

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

Related resources

How to create a CRM strategy: 6 steps (with examples)

What is management by objectives (MBO)?

Write better AI prompts: A 4-sentence framework

What is content marketing? A complete guide

More Like this

52 mission statement examples that rock + free mission guide.

In this article, we will define ‘what is a mission statement’, briefly highlight the essentials of creating a strong mission statement and show you some of the best mission statement examples from top organizations around the world.

What is a mission statement and its purpose?

Remember that a mission statement explains why your organization exists . It is a foundational element of your plan that establishes your core purpose and who you serve! A great mission statement stands the test of time, guiding more temporary and time-specific goals and plans. This, paired with a bold vision statement will serve as a strong foundation to your strategic plan.

For a mission statement to provide clarity, we recommend writing it with concrete language. We recommend avoiding abstract fluff that might sound good on the surface but does not help your team understand the “why” behind their work. We also recommend writing it in the present tense. This differentiates it from a vision statement, which is focused on the future. A mission statement should be timeless (or as close to it as possible). Writing it in the present tense helps capture that.

What are the benefits of a mission statement?

When it comes to strategic planning for your organization, you can’t underestimate the importance of having a clear and concise mission statement. Not only does it help provide direction and focus for your team and tells your customer base and community who you are and what you stand for. A well-crafted mission statement is the foundation for your overall strategy and decision-making.

By outlining your mission statement, you’re laying the groundwork for everything that follows. You’re setting the tone for your vision for your organization and the values you want to uphold. That can be a powerful tool for making decisions and setting priorities for the company’s future.

So, if you haven’t already drafted a mission statement, now is the time to start! It may take some time and thought, but the benefits will be well worth it in the long run.

What makes a great mission statement?

OnStrategy strongly believes in creating a mission statement that speaks to who you are and why you exist as an organization. We believe great mission statements should be audacious, motivating, and memorable.

This is because, as we’ve stated before, your mission statement reflects the best of you and serves as the foundation of your business or organization. Mission statements boldly state why you exist and do what you do – not only for your team and those doing the work but for your community and customers whose support you’re striving to capture.

We’ve crafted a mission statement cheat sheet that outlines the four criteria that every mission statement should meet:

• Your mission statement should be foundational
• Your mission statement should be original
• All mission statements should be memorable
• And bonus points if your mission statement is something you’d want represented on a t-shirt!

Pulling Together Your Mission Statement with the Help of OnStrategy’s Cheat Sheet [With Examples]

Check out our mission statement cheat sheet below for a downloadable guide to build your mission statement.

Video Transcript – How to Write a Mission Statement- The Virtual Strategist

Hi, my name’s Erica Olsen. Today’s whiteboard session is on how to write a mission statement. Mission statements are foundational to any strategic plan. You normally build one after you develop your SWAT and before you go into the rest of your planning process. It’s foundational because it answers the question, why do we exist?

It (a mission statement) clearly explains the space that we play and what’s in and what’s out of what we do, and it’s not where we’re going, which is vision. So let’s break it down. We use this example to explain the components of a mission statement. We use this checklist to talk about what makes a good mission statement, and we’ll walk through a simple process to create yours.

So let’s jump in. The example we have up here is Google’s, and we love using Google’s, Google’s examples because they’re, they’re great and why not [00:01:00] borrow from the best? So starting with our mission, I’d like to start it with our mission cuz it gives us a place to, to go and keeps us thinking about mission.

You might get rid of it later, but start it there. Uh, it has a verb with present tense to organize. We explain what we do, organize the world’s information for whom, in this case, the world, and what’s the benefit to us existing? What’s the benefit to the world to make? Information universally accessible and useful, really straightforward.

We know mission statements are not that easy to write, so here’s a checklist to make sure that yours is great. Starting with it needs to be original. This is really clearly original to Google. They didn’t rip it off from somebody else. It doesn’t sound like anybody else’s mission statement or company vision statement. If it sounds like Google’s mission statement, so make sure yours is original.

It’s foundational. I already mentioned that, but you don’t wanna change it. All the time. Maybe a few word tweaks, but ideally [00:02:00] not. You want a mission statement that sustains over time, so it needs to be foundational. Connect with staff a great mission statement, and you know, yours is great. When every single staff member wakes up in the morning and knows that their purpose and the reason they come to work every day is expressed in your mission statement, and to do that, it needs to be memorable.

Memorable means short and concise, and of course, that’s the balance to strike with a great mission statement. So here’s your litmus test. It needs to fit on a T-shirt, and your staff would wear it if it achieves those two goals. You know, you’ve got a great mission statement, so how do you write one?

Sometimes it can be hard, so it’s great to get input or ideas from your organization. So gather staff input if you’d like, via survey or maybe focus groups. Take all that information, synthesize it down, and create a couple of versions. You can do it yourself. Or use one of those folks in your organization who loves to copyright and have them write a [00:03:00] couple of different versions.

Take those versions and either have your planning team pick one or put them out to your organization and have people vote on them. So that simple process will help you not, uh, go in all kinds of different directions and spend forever doing mission statement development. With that, I hope this helps you write yours. [00:03:21] Thanks for tuning in.

If you want to learn more on determining what is a mission statement that’s effective and how to write a mission statement that inspires, check out our guide!

Anatomy of an Effective Mission Statement

A mission statement is a powerful way to tell your board members, team and your customers who you are and why you exist – ideally in two sentences or less! Your company’s mission statement describes, essentially, your company’s core values and company’s purpose for existing today.

Maybe your organization believes that your business exists to provide outstanding customer service to all who walk through your door. Your employees will now know that your company’s identity revolves around providing the best customer service possible.

This process of creating a compelling mission statement may feel daunting, but don’t worry! By following our simple anatomy of a mission statement, you can easily put one together that truly defines your mission and purpose.

Every mission statement must have these five basic elements:

• A label such as, “Our mission…”
• A verb in the present tense.
• For whom you’re doing this for.
• A result or benefit of the work you do.
• What you do and how you do it.

For example, yours may end up looking like this: “Our mission is to make our clients successful by merging remarkable digital design and goal-focused usability.

Read our free canvas and guide for a deeper dive into the topic!

Mission Statement Versus Vision Statement Versus Values Statement: What’s the difference?

Vision statement.

A vision statement describes your clear vision of the future; your ambitions. Vision statements clearly state what your organization looks like in the future. Vision statement focuses on the big picture outcome, usually 5+ years in the future. [Check out our vision statement examples here. ]

Mission Statements

A good mission statement clearly explains why you exist and what your organization’s purpose for existing is. A company mission statement also expressly states who you serve and how potential customers benefit from your work.

Values Statements

Values statements are an expression about how you expect your team to behave. They explain the values, beliefs, and experiences you expect to create within your organization.

Using Your Mission Statements, Vision Statements, and Values Statements Together

These three important plan elements aren’t meant to live as standalone items. They are designed to be used together! Mission and vision statements help your organization clearly articulate why you exist, who you serve, and where you’re going in the future. Your values statements help support your own mission and vision statment by expressing how you expect your organization to behave along the journey! When in doubt, remember these three tips:

• Mission statement = why you exist.
• Vision statement = where you’re going in the future.
• Values statements = set of behaviors you expect from your team. you expect your team to behave.

When to know it’s time to update your mission statement?

As you move forward on your strategic planning process, maybe you’ve decided to revisit your mission statement. If you read it and thought, “Wait, that doesn’t really align with what we’re doing anymore, ” it may be time for an update. And that’s okay! It happens more often than you might think.

Your company constantly evolves and grows, so your mission statement must reflect those changes. Some signs that it’s time to hit refresh on your mission statement include:

• Huge shifts in your customer or target audience
• Major changes in your organization’s goals and approach
• A total rebrand

Remember, your mission statement should guide and inspire your business, so it’s essential to keep it relevant and meaningful! They have a shelf life of about 10-15 years.

A clear and concise mission statement can give your employees and customers a sense of direction and purpose. So, if you feel like your current mission statement is a little outdated or doesn’t reflect who you are as an organization, it might be time for a refresh.

Check out our 52 mission statement examples from some of the world’s best companies and organizations for inspiration!

52 Mission Statement Examples

Learning general principles for how to write a mission statement is helpful. However, these principles can become clearer by looking at some examples of mission statements. As you check out some of these mission statement examples from various types of organizations, notice how there are various ways to make your mission statement unique while sharing the tried-and-true principles of good mission statements:

Example Mission Statements for For-Profit Companies

Tesla: “Tesla’s mission is to accelerate the world’s transition to renewable energy.”

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

Coca-Cola: “The Coca-Cola Company exists to benefit and refresh everyone who is touched by our business.”

The Home Depot: “The Home Depot is in the home improvement business, and our goal is to provide the highest level of service, the broadest selection of products, and the most competitive prices.”

The Boeing Company, Africa Division: “Our mission is to establish a powerful presence and positive image of The Boeing Company with governments, businesses, and community leaders.”

Nike: “Our mission is to bring inspiration and innovation to every athlete* in the world. *If you have a body, you are an athlete.”

John Deere: “Double and Double Again the John Deere Experience of Genuine Value for Employees, Customers and Shareholders.”

Publix: “Our Mission at Publix is to be the premier quality food retailer in the world.”

Aveda: “Our mission at Aveda is to care for the world we live in, from the products we make to the ways in which we give back to society. At Aveda, we strive to set an example for environmental leadership and responsibility, not just in the world of beauty but around the world.”

General Motors: “General Motors’ corporate mission is to earn customers for life by building brands that inspire passion and loyalty through not only breakthrough technologies but also by serving and improving the communities in which we live and work around the world.”

New Leaf Paper: “The mission of New Leaf Paper is to be the leading national source for environmentally responsible, economically sound paper.”

Nordstrom: “Our mission is to continue our dedication to providing a unique range of products, exceptional customer service, and great experiences.”

Seventh Generation: “Seventh Generation is the nation’s leading brand of non-toxic and environmentally safe household products.”

Get the Free Guide and Canvas to Build a Mission that Sticks

Example mission statements for non-profits.

UNICEF: “UNICEF promotes the rights and well-being of every child, in everything we do.”

ACLU of San Diego: “To protect and expand fairness, equity, and freedom through community engagement, building power, policy advocacy, and impact litigation.”

Red Cross: “To provide compassionate care to victims of disasters.”

TED Talk: “Spread ideas. Make great ideas accessible and spark conversation.”

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

Operation Underground Railroad: “We exist to rescue children from sex trafficking and sexual exploitation.”

Goodwill: “To enhance the dignity and quality of life of individuals and families by strengthening communities, eliminating barriers to opportunity, and helping people in need reach their full potential through learning and the power of work.”

Alzheimer’s Association: “Through our many initiatives and worldwide reach, the Alzheimer’s Association leads the charge in Alzheimer’s care, support, research and advocacy.”

Pioneer Center for the Performing Arts: “To cultivate exceptional performing arts experiences in our historic venue and throughout the region.”

ASPCA, The American Society for the Prevention of Cruelty to Animals: “To provide effective means for the prevention of cruelty to animals throughout the United States.”

Mission Statement Examples for Software Companies

OnStrategy: “Our mission is to create strategy that matters and drive the culture to execute it.”

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

Equifax Business Services: “To serve our customers by utilizing information and technology that provide real-time answers to increasingly complex questions.”

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

Amazon: “We strive to offer our customers the lowest possible prices, the best available selection, and the utmost convenience.”

Duolingo: “We’re here to develop the best education in the world and make it universally available. Our global team works together to make language learning fun, free, and effective for anyone who wants to learn, wherever they are.”

Hulu: “To help people find and enjoy the world’s premium video content when, where and how they want it.”

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

TikTok “ Our mission is to capture and present the world’s creativity, knowledge, and moments that matter in everyday life.”

Vivint: “Vivint helps families live intelligently in safer, smarter homes.”

Example Mission Statements for Healthcare Organizations

CVS: “Helping people on their path to better health.”

Saint Mary’s Regional Medical Center of Northern Nevada: “To deliver compassionate, quality care to patients and better healthcare to communities.”

Northern Nevada Hopes: “Our mission is to build a healthier community by providing affordable, high-quality medical, behavioral health, and support services for all.”

Pfizer Pharmaceuticals: “We will become the world’s most valued company to patients, customers, colleagues, investors, business partners, and the communities where we work and live.”

The WellPoint Companies: “The WellPoint Companies provide health security by offering a choice of quality branded health and related financial services designed to meet the changing expectations of individuals, families, and their sponsors throughout a lifelong relationship.”

New York-Presbyterian Hospital: “It is the mission of New York-Presbyterian Hospital to be a leader in the provision of world-class patient care, teaching, research, and service to local, state, national, and international communities.”

The Center for Disease Control: “CDC works 24/7 to protect America from health, safety, and security threats, both foreign and in the U.S. Whether diseases start at home or abroad, are chronic or acute, curable or preventable, human error or deliberate attack, CDC fights disease and supports communities and citizens to do the same.”

Valley OB/GYN: “At Valley OBGYN, we strive to provide quality comprehensive patient-centered women’s care here in Spokane Valley.”

The American Psychological Association: “Our mission is to promote the advancement, communication, and application of psychological science and knowledge to benefit society and improve lives.”

Dentistry for Children: “Dentistry for Children believes that good dental health starts in infancy. Our dedicated pediatric dentists and teen dental specialists promote cavity prevention and good dental habits to help create a positive experience at an early age and into their adolescent years.”

Mission Statement Examples for Governments and/or Government Entities

The City of Windsor, Canada: “The City of Windsor, with the involvement of its citizens, will deliver effective and responsive municipal services, and will mobilize innovative community partnerships.”

Cliffside Park, New Jersey Police Department: “The Cliffside Park Police Department is committed to providing a safe and peaceful environment in the Borough of Cliffside Park through effective and impartial law enforcement.”

Fire Department New York: “As first responders to fires, public safety and medical emergencies, disasters, and terrorist acts, FDNY protects the lives and property of New York City residents and visitors. The Department advances public safety through its fire prevention, investigation, and education programs. The timely delivery of these services enables the FDNY to make significant contributions to the safety of New York City and homeland security efforts.”

Municipal Court of Lakeview, Texas: “Our mission is to provide an impartial, unbiased, fair, and respectful forum for the trials of all Class C misdemeanor Penal Code offenses, Health and Safety Code offenses, Alcoholic Beverage Code offenses, City Ordinance offenses, as well as to preside over administrative and civil proceedings, as authorized by state law.”

Albany, Georgia: “The City of Albany delivers fiscally responsible, highly dependable services to the citizens in the community and the region with integrity and professionalism.”

Chicago Public Library: “We welcome and support all people in their enjoyment of reading and pursuit of lifelong learning. Working together, we strive to provide equal access to information, ideas, and knowledge through books, programs, and other resources.”

Seattle, Washington City Clerk: “Provide consistent high-level services which promote and strengthen a world-class government prepared to meet the emerging needs of the 21st century. Ultimately, improving the quality of life for individuals (and the community at large) by being one of the top-tier local government agencies in our nation and by building on our interdisciplinary strengths.”

Michigan Civil Service Commission: “To provide innovative, effective, and timely HR consultation and services to attract, develop, and retain a workforce that is diverse, flexible, creative, and competent to meet the ever-changing needs of state government.”

City of Reno: “Creating a community that people are proud to call home.”

For a deep dive on Mission Statements, check out our post on all things mission.

What are the 5 components of a mission statement?

What is the purpose of a mission statement?

Remember that a mission statement explains why your organization exists. It is a foundational element of your plan that establishes your core purpose and who you serve!

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Starting a Business | Templates

How to Write a Small Business Mission Statement (+ Template)

Published March 28, 2023

Published Mar 28, 2023

REVIEWED BY: Elizabeth Kraus

WRITTEN BY: Audrey Rawnie Rico

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• 1 Mission Statement Template
• 2 How to Write a Mission Statement
• 3 Benefits of a Mission Statement
• 4 Frequently Asked Questions
• 5 Bottom Line

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Free Mission Statement Template

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A business mission is a short statement describing the “why” behind your vision. It’s the primary reason your business exists and why you do what you do. Download our free mission statement template and follow the steps below to learn how to write a mission statement for your small business.

Mission Statement Template (Free Download)

The steps for creating a mission statement involve understanding the main components, answering questions about your business, gathering ideas, defining your mission, and creating and finalizing your draft. Download our free mission statement template and use it as you go through the step-by-step process below to write a mission statement for your business.

1. Outline the Components of a Mission Statement

The first step for writing a mission statement is understanding what it should include and creating an outline. Simply put, a mission statement is a brief sentence or phrase that summarizes your overarching purpose, or the primary reason your business exists. It should communicate the driving force behind your entire company and promote the brand presence you want to achieve.

Powerful mission statements typically have these three main components:

• Business goal as the reason for existing
• Relevance or impact to customers, community, employees, and other stakeholders

Your business vision is a mental image of where you want your organization to be after a certain time, whereas your mission details why you want to achieve those goals. These reasons usually have a human or social aspect attached to them. For example, your product aims to create a safer community, or your service hopes to improve people’s health.

Below are three examples:

Sources: Wix , Caribou Coffee

For more ideas and inspiration, check out our list of the best mission statement examples .

2. Answer Questions About Your Business

Now that you understand the components of a mission statement, you can start drafting yours by first simply answering questions about your business. While you can brainstorm these yourself, it’s best to do so along with the people most knowledgeable about your business, such as your co-founders or team members.

Here are some basic questions you can ask to guide your mission statement:

• What do we do?
• What are we creating?
• Why does it matter?
• To whom does it matter?
• How does it make a difference?
• What words would we use to describe our business?
• How does our business differ from our competitors?

The goal of these questions is to start interrogating the ideas and reasons behind your business. The answers to these will eventually help form your mission statement. In fact, if you’re a small business owner, you might already have answers to some of these questions—you just have to organize them into a single, powerful, all-encompassing sentence.

Here’s an example of how to use these questions. Let’s say you own a tire store—these are the answers you might give to the questions above:

• What is it we do? Install tires
• What do we create? Safer vehicles
• Why does it matter? Fewer accidents
• To whom does it matter? V ehicle owners and their families, like parents of teen drivers
• How does it make a difference? We make traveling within our community safer
• What words would we use to describe our business? Safety, tires, family, local, etc.
• How is our business different from our competitors? We’re locally owned

Keep these in mind as we revisit this example business type in step five. Note that these types of questions and answers don’t reflect anything about how much money you make or how many products you sell. Instead, they relate to what differentiates your business as well as its customers and other beneficiaries, like your community.

3. Gather Ideas Based on Your Answers

The next step is to brainstorm the content of your mission statement. Using the answers to your questions as a guide, think up words and phrases that make the most sense, keeping your business purpose top of mind. It’s important not to limit or edit yourself (or your team members). Keep the ideas flowing, and write down words or phrases that come into mind.

This is only a data-gathering phase—there are no wrong answers, and you can always edit and organize them later. At the end of the brainstorming session, you’ll end up with some common words or short phrases that will start to make sense and feel true to your business.

4. Define Your Mission

After brainstorming, the next step in terms of how to write a mission statement is to edit your ideas and start honing in on your mission. This is where your mission statement will become more defined as you clarify the central, overarching objective that best resonates with your business and brand.

You may have come up with a whole sheet of ideas during your brainstorming session, but remember that good mission statements are concise and easily understandable. From your list of words and phrases, find those that best represent your business’ main objective and why it matters to your target customers.

5. Create a First Draft

With your mission defined, you’re ready to write a first draft of your mission statement. This step is where you’ll start crafting one or more full sentences from your previously defined ideas. Mix and match words and phrases until you find a strong statement that feels most true to your business and is highly relatable to your target audience.

Keep your mission statement compelling, simple, and purposeful. It should be a concise but complete thought that immediately gives readers an idea of your company’s primary, long-term purpose.

Here are sample drafts for a mission statement using the tire company example above.

Organize and refine your ideas until you find a statement that best represents your business’ purpose.

This is a step where it’s easy to get stuck. If you want professional help refining the ideas and concepts you came up with into a concise and compelling mission statement, consider reaching out to a marketing consultant or public relations (PR) expert for assistance. You can hire an affordable PR freelancer on platforms like Fiverr to get help writing a mission statement for as little as $5.

Visit Fiverr

6. Gather Feedback & Polish Your Statement

Feedback is always crucial in any creative process, and your mission statement is no exception. It’s essential because your mission statement is also influential to your overall branding, and you want to be sure that what you mean to say is understood by others.

Have several people, such as team members, advisers, or other business owners, review your mission statement before finalizing it. You can even run your draft by top customers or members of your target market to see whether it’s relatable and understandable to them.

Here are some questions you can ask others to gather feedback about your mission statement:

• What purpose does the mission statement communicate about our company?
• How does this statement make you feel about our company?
• Is the mission statement clear and easy to understand?
• Is it impactful, motivational, or compelling?
• Does the statement align with our vision and values?

Take note of the feedback you receive, and input them into your statement. Your mission statement is as valuable to the public as it is to your internal business—so you want to be sure that it’s clear and impactful to any and all readers.

7. Finalize & Share Your Mission Statement

Once you’ve polished up your mission and undergone feedback and revisions, it’s time to make it official and send it out to the world. Double-check that the statement is concise and that your business purpose is clearly defined. Then, when you’re ready, start using it in company communications.

Places to Use Small Business Mission Statements

There are many ways to share your small business mission statement. Keep in mind that you have multiple audiences, as your mission statement is a fundamental part of your company’s overall identity and branding. Share it with employees, customers, vendors, potential investors, and other stakeholders.

Here are other places to share your business mission statement:

• Company documents: An obvious place to include your company mission is in internal documents. These can be anything from your business plan to your company handbook , intranet, company newsletter, and presentation decks.
• Sales and marketing collateral: Your mission statement is one of the unique aspects of your business, helping you stand out from the competition. Include it on business cards , brochures, direct mail marketing collateral, and other marketing materials .
• Public relations content: Leave a lasting impression on anyone who reads your company’s press releases by including your mission in the boilerplate. In addition, add it to your press kit so that journalists will have access to it when covering stories about your business.
• Recruiting and hiring: Stating your business’ mission in recruiting ads and job descriptions gives candidates a better idea of whether they would be a good fit for your company (and vice versa).
• Digital materials: Add your mission statement to your website’s “About” page or footer to give site visitors a well-rounded impression of your company. The same applies to your social media profiles and other digital assets, including your Google Business page .
• Branded merch: If you plan on having branded company merchandise like T-shirts or coffee mugs, they’re also good places to add your business mission.

Keep track of every place your mission statement is displayed. If you ever modify it, you’ll want to ensure it’s revised consistently everywhere it’s used.

Why Writing a Good Mission Statement Matters

A good mission statement is more than a string of words—it is the central grounding motivation of your entire organization, guiding everything from your business decisions to your team members’ operations. Here are other benefits of having a compelling small business mission statement:

• Connecting with your target market: Having a well-defined brand identity, including a clear mission, can help you reach your target market. In 2022, 82% of consumers were more likely to purchase from a brand that shared their values.
• Attracting top talent: Employees like working for companies whose values align with their personal goals too—it ranks as the 13th top priority when candidates choose companies to work for. This helps you attract motivated employees who align with your mission, and in turn, perform their best.
• Keeping employees engaged: Beyond attracting top talent, having a mission keeps employees motivated and productive. As author Brandon Peele explains, “People who are connected with their purpose are four times as likely to be engaged and five times more productive.”
• Guiding business decisions: You’ll undoubtedly encounter difficult business decisions throughout your small business journey. Your mission can help remind you of your business’ main priorities, helping you make better decisions.
• It helps you stand out: Each company’s mission is unique. While you may share some services or features with a handful of other businesses, your mission makes yours stand out.
• It helps with branding: Your mission is one of the most meaningful, relatable, and human aspects of your company, making it great content for marketing campaigns. Include it in brand promotions, social media campaigns, and community engagement initiatives.

Frequently Asked Questions

What is a good mission statement for small businesses.

A good small business mission statement is concise and easy to understand, instantly communicating a business’ reason for existing. It should also be compelling, action-oriented, audience-relevant, and relatable. For employees, a good mission statement serves as a guiding principle when operating the business, while for customers, it provides a fundamental aspect of your brand identity.

What’s the difference between a vision statement & a mission statement?

Your vision statement communicates the “what” of your business—what your business will become when it fulfills its mission. Meanwhile, your mission statement covers the “why” behind your business, or its primary purpose and reason for existing. Vision statements are goals you want to achieve in the future, while mission statements communicate why you want to achieve those goals.

What’s the difference between a personal vs business mission statement?

A business mission encompasses the overall purpose of the organization. These statements are wide-ranging and long term, usually requiring the combined efforts of multiple people working together. Personal mission statements, on the other hand, describe the driving motivation of an individual, and may or may not be work- or career-related.

Bottom Line

Your mission explains the reason your company exists, what it does, who it serves, and why it matters. It represents the driving force behind your company and why you do what you do. The best corporate mission statements are more than just a string of words—they’re a clear and meaningful representation of your business’ purpose that will guide your company in the long term.

About the Author

Find Audrey Rawnie On LinkedIn

Audrey Rawnie Rico

Audrey is always thrilled to help small businesses in their marketing efforts. She has spent the past five years doing content marketing, content writing, and video production for startups and small businesses around the globe. She’s passionate about helping small businesses grow their online brand presence through digital marketing.

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Small Business Trends

30 mission statement examples and how to write one for your business.

In today’s business world, companies face fierce competition in their respective markets. To stand out among competitors, businesses need to have a clear understanding of their goals and objectives. One way to achieve this is through the development of a mission statement. By exploring mission statement examples from some of the leading brands in the world, you will learn what to do and what not to do to create an impactful mission statement for your own business.

Similarly, you will also find out what a mission statement is, why it is essential for businesses, and how to create an effective mission statement. We’ll also define the differences between mission statements and vision statements .

There’s even a template to follow at the end that’ll help you write your company mission statement in no time at all. By crafting a compelling mission statement, you can articulate your business’s purpose, values, and direction, setting the foundation for your company’s success and differentiation in the competitive market.

Table of Contents

30 Amazing Mission Statement Examples

Before you get started writing your company’s mission statement, check out these mission statement examples from some of the world’s most well-known companies.

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

Google’s mission statement is clear and concise, reflecting the company’s focus on organizing and making information accessible. It communicates the company’s purpose and values in a memorable way.

“To accelerate the world’s transition to sustainable energy.”

Tesla’s mission statement reflects the company’s focus on sustainability and its commitment to driving change in the energy sector. It inspires stakeholders to work towards a shared goal of creating a more sustainable future.

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

Starbucks’ mission statement emphasizes its focus on creating a positive impact in the communities it serves. It reflects the company’s commitment to its customers and their well-being.

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

Patagonia’s mission statement reflects the company’s commitment to sustainability and its role as a leader in the outdoor industry. It communicates the company’s values and purpose in a clear and concise way.

“To be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online.”

Amazon’s mission statement emphasizes its focus on the customer and reflects the company’s commitment to innovation and technology. It communicates the company’s purpose in a memorable way.

“To bring inspiration and innovation to every athlete* in the world.”

Nike’s mission statement is inclusive and reflects the company’s focus on innovation and pushing boundaries. It inspires stakeholders to pursue their goals and aspirations.

The Walt Disney Company

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

The Walt Disney Company’s mission statement reflects its commitment to storytelling and entertainment. It communicates the company’s values and purpose in a memorable way.

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

Microsoft’s mission statement emphasizes its focus on innovation and technology, while also reflecting its commitment to helping people and organizations achieve their goals.

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

Coca-Cola’s mission statement emphasizes its focus on refreshing and inspiring people. It reflects the company’s commitment to bringing people together and creating positive experiences.

“To become the world’s leading provider of premium products and premium services for individual mobility.”

BMW’s mission statement emphasizes its focus on innovation and premium products. It communicates the company’s values and purpose in a clear and concise way.

Ben & Jerry’s

“To make, distribute and sell the finest quality all-natural ice cream and euphoric concoctions with a continued commitment to incorporating wholesome, natural ingredients and promoting business practices that respect the Earth and the Environment.”

Ben & Jerry’s mission statement reflects the company’s commitment to sustainability and natural ingredients. It communicates the company’s values and purpose in a memorable way.

“To create a better everyday life for many people.”

IKEA’s mission statement reflects its commitment to improving people’s lives through affordable and innovative home products. It communicates the company’s values and purpose in a clear and memorable way.

“To drive human progress through freedom of movement.”

Ford’s mission statement reflects its commitment to innovation and technology, while also emphasizing its focus on helping people. It communicates the company’s values and purpose in a clear and concise way.

General Electric

“To invent the next industrial era, to build, move, power and cure the world.”

General Electric’s mission statement reflects its commitment to innovation and technology, while also emphasizing its focus on improving people’s lives. It communicates the company’s values and purpose in a memorable and inspiring way.

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

LinkedIn’s mission statement reflects its focus on connecting people and empowering professionals. It communicates the company’s values and purpose in a clear and concise way.

Procter & Gamble

“To be the best in the world at what we do.”

Procter & Gamble’s mission statement reflects its commitment to excellence and innovation in the consumer goods industry. It communicates the company’s values and purpose in a memorable way.

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

PayPal’s mission statement reflects its focus on innovation and technology, while also emphasizing its commitment to security and convenience. It communicates the company’s values and purpose in a clear and concise way.

Southwest Airlines

“To connect People to what’s important in their lives through friendly, reliable, and low-cost air travel.”

Southwest Airlines’ mission statement reflects its commitment to providing affordable and friendly air travel. It communicates the company’s values and purpose in a memorable and inspiring way.

“To ignite opportunity by setting the world in motion.”

Uber’s mission statement reflects its focus on innovation and technology, while also emphasizing its commitment to providing opportunities for people. It communicates the company’s values and purpose in a clear and concise way.

“To be a company that inspires and fulfills your curiosity.” Sony’s mission statement reflects its commitment to innovation and creativity. It communicates the company’s values and purpose in a memorable and inspiring way.

“To bring beauty to all people of the world.” L’Oréal’s mission statement reflects its commitment to providing beauty products that are inclusive and accessible to all. It communicates the company’s values and purpose in a clear and concise way.

“To connect the world through the most innovative, reliable, and secure payment network – enabling individuals, businesses, and economies to thrive.”

Visa’s mission statement reflects its focus on innovation and technology, while also emphasizing its commitment to security and reliability. It communicates the company’s values and purpose in a memorable and inspiring way.

“To operate outstanding express transportation and information services through a global network that delivers reliable, value-added solutions for our customers, while providing challenging and rewarding careers for our people.”

FedEx’s mission statement reflects its commitment to providing reliable and valuable transportation and information services. It communicates the company’s values and purpose in a clear and concise way.

“To create innovative products and services that enrich people’s lives.”

Apple’s mission statement reflects its focus on innovation and technology, while also emphasizing its commitment to improving people’s lives. It communicates the company’s values and purpose in a memorable and inspiring way.

American Express

“We work hard every day to make American Express the world’s most respected service brand.”

American Express’s mission statement reflects its commitment to excellence in service and brand reputation. It communicates the company’s values and purpose in a clear and concise way.

“To improve every life through innovative solutions.” 3M’s mission statement reflects its focus on innovation and technology, while also emphasizing its commitment to improving people’s lives. It communicates the company’s values and purpose in a memorable and inspiring way.

Universal Health Services, Inc.

“To provide superior quality healthcare services that: PATIENTS recommend to family and friends, PHYSICIANS prefer for their patients, PURCHASERS select for their clients, EMPLOYEES are proud of, and INVESTORS seek for long-term returns.”

Universal Health Services, Inc.’s mission statement reflects its commitment to providing quality healthcare services that meet the needs of patients, physicians, purchasers, employees, and investors. It communicates the company’s values and purpose in

While the mission statement examples in the list can be inspiring, you need to look at your small business and what it is looking to achieve and deliver. These are huge companies so take that into consideration as you craft your mission and vision statements.

What is a Mission Statement?

A mission statement defines the purpose, values, and objectives of a company with a concise and clear statement. It communicates the company’s core identity and serves as a guide for decision-making and goal-setting.

A mission statement that is well-crafted should reflect the company’s vision, goals, and values, and inspire employees, customers, and stakeholders to align with the company’s purpose. A mission statement can also help establish its brand identity by differentiating the company from its competitors.

Why Your Company’s Mission Statement is So Important

A mission statement is essential for businesses for several reasons:

• Sets Direction: A clear mission statement sets the direction for your company by outlining its goals, values, and purpose. It helps employees understand what the company stands for and where it is heading, providing a roadmap for decision-making.
• Guides Decision-Making: A well-crafted mission statement guides decision-making by providing a framework for evaluating potential actions and initiatives. It helps ensure that all decisions are aligned with the company’s goals and values, promoting consistency and clarity across the organization.
• Communicates Purpose: A mission statement communicates the purpose and identity of your company to stakeholders, including employees, customers, and investors. It helps create a shared sense of purpose and fosters a sense of belonging, encouraging stakeholders to engage with the company’s vision and goals.
• Differentiates From Competitors: A unique and compelling mission statement can differentiate your company from competitors by highlighting its distinctive values, vision, and purpose. It can help attract customers who share your values and create a sense of loyalty among employees who are committed to the company’s mission.

Just like a mission statement, a business needs to establish a process for putting down plans on paper to make sure they are carried out. Creating a one-page marketing plan and even conducting a SWOT analysis are all part of this process. If you establish these disciplines early, you will continue to improve your business and better chance of ensuring the success of your business.

After reading, be sure to check out OnStrategy | Virtual Strategist’s whiteboard session on how to create a mission statement. It will give you another fresh take on the topic, along with some tricks and tips:

How to Write a Good Mission Statement

Creating a mission statement requires careful consideration and thought. Here are some steps to help you create an effective mission statement:

Determine Your Company’s Purpose

The first step in crafting a great mission statement is to determine your company’s purpose. This purpose describes what your company does, why it exists, and the impact it seeks to have on the world. The mission statement should be aligned with your company’s vision statement and guide your overall strategy.

Identify Your Target Audience

A company mission statement should be crafted with your target audience in mind. Consider who your company serves and what problem you’re solving for them. Your mission statement should be clear and concise, using language that resonates with your target audience.

Define Your Company’s Core Values

Core values are the principles that guide your company’s behavior and decision-making. A great mission statement reflects your company’s core values, articulating the beliefs that drive your company’s culture and identity.

 Summarize Your Mission Statement

A good mission statement should be concise and memorable. It should summarize your company’s purpose, target audience, and core values in a clear and compelling way. A great mission statement inspires and motivates stakeholders to align with your company’s purpose and goals.

Common Mistakes to Avoid Writing Your Company’s Mission Statement

When creating your company’s mission statement, it’s important to avoid common mistakes that can undermine its effectiveness. Here are some common mistakes to avoid:

Being too Broad or Generic

One common mistake when writing a company’s mission statement is being too broad or generic. A mission statement that is too general or lacks specificity may fail to communicate the unique value proposition of the company, and may not inspire or motivate stakeholders.

Focusing too Much on Profits

Another mistake is focusing too much on profits. While profits are important, a mission statement that emphasizes them too much may come across as self-serving and fail to inspire a sense of purpose or shared values among stakeholders.

Being too Long or Complex

A mission statement that is too long or complex is also a common mistake to avoid. A mission statement that is difficult to understand or remember may fail to resonate with stakeholders and may not effectively guide decision-making or inspire action. A concise and memorable mission statement is key.

Benefits of Having a Mission Statement

Having a mission statement could make it easier to improve your business . A good mission statement can inspire you and your employees and get everyone working toward a similar goal.

Check out the reasons why mission statements are an essential exercise for developing a great business idea.

• Inspiring and motivating employees: A clear mission statement inspires and motivates employees by giving them a sense of purpose and direction. It helps them understand how their work contributes to the company’s goals and values, creating a shared sense of mission and fostering a sense of belonging and engagement.
• Building brand identity: A well-crafted mission statement is an essential part of building a strong brand identity. It communicates the company’s purpose, values, and goals to stakeholders, differentiating it from competitors and creating a distinctive brand image.
• Guiding decision-making: A mission statement guides decision-making by providing a framework for evaluating potential actions and initiatives. It helps ensure that all decisions are aligned with the company’s goals and values, promoting consistency and clarity across the organization.
• Attracting customers: A compelling mission statement can attract customers who share the company’s values and beliefs. It helps establish an emotional connection with customers and creates a sense of loyalty and trust, leading to increased customer engagement and loyalty.

Challenges of Developing a Mission Statement

Developing a mission statement can be challenging, particularly for small businesses or startups. Here are some challenges to consider:

• Defining your company’s purpose: It can be difficult to clearly articulate your company’s reason for existing and the impact it seeks to have on the world.
• Identifying your target audience: Crafting a mission statement that resonates with your intended audience requires a deep understanding of their needs and motivations.
• Articulating your company’s values: Defining the core values that guide your company’s behavior and decision-making can be a complex process that requires careful consideration.
• Balancing specificity and flexibility: A mission statement that is too narrow can limit your company’s potential, while one that is too broad can lack focus and direction. Finding the right balance is key.

Mission Statements vs. Vision Statements

Mission and vision statements are essential components of any company’s identity and strategic direction. While both are designed to guide decision-making and communicate the company’s values and goals, there are distinct differences between the two. Here are some key differences between mission statements and vision statements:

• Purpose: A mission statement describes the purpose and reason for the company’s existence. It defines what the company does, who it serves, and how it serves them. A vision statement describes the future state of the company, defining where it wants to go and what it hopes to achieve.
• Focus: A mission statement is focused on the present, outlining the company’s current activities and goals. It provides a framework for decision-making and day-to-day operations. A vision statement is focused on the future, providing a long-term direction and inspiring stakeholders to work towards a shared goal.
• Audience: A mission statement is primarily focused on the company’s internal audience, including employees, management, and stakeholders. It communicates the company’s values, purpose, and goals to these stakeholders. A vision statement is focused on the external audience, including customers, investors, and the wider community. It communicates the company’s aspirations and goals to these stakeholders.
• Specificity: A mission statement is usually more specific and detailed than a vision statement. It outlines the company’s purpose, values, and goals in a clear and concise way, providing a roadmap for decision-making. A vision statement is usually more broad and open-ended, providing a general direction for the company to work towards.
• Timeframe: A mission statement is usually focused on the short to medium term, defining the company’s purpose and goals for the next few years. A vision statement is focused on the long term, defining the company’s aspirations and goals for the next 5-10 years or more.
• Flexibility: A mission statement is usually less flexible than a vision statement. It provides a clear framework for decision-making and day-to-day operations, and changes to it are usually made only after careful consideration. A vision statement is usually more flexible, allowing the company to adapt to changes in the market, technology, or other external factors.

While vision and mission statements are both important tools for defining a company’s identity and strategic direction, they serve different purposes and are focused on different audiences.

Mission statements define the company’s purpose and values in the short to medium term, while a vision statement defines its aspirations and goals in the long term. Understanding the differences between the two is essential for creating effective vision and mission statements that inspire and motivate stakeholders to work towards a shared goal.

Use this Mission Statement Template to Create Your Own

Creating a mission statement can be a challenging task for small business owners. To help simplify the process, here’s a template that you can follow:

Define Your Company’s Purpose

The first step in creating a mission statement is to define your company’s purpose. This includes what your company does, why it exists, and the impact it seeks to have on the world. A clear understanding of your purpose is essential for crafting an effective mission statement.

A mission statement should be crafted with your target audience in mind. Consider who your company serves and what problem you’re solving for them. Your mission statement should be clear and concise, using language that resonates with your target audience.

Consider Your Values

Core values are the principles that guide your company’s behavior and decision-making. Consider your company’s values when crafting your mission statement. What beliefs drive your company’s culture and identity? A great mission statement reflects your company’s core values.

Draft a Statement

Using the information gathered in the previous steps, draft a mission statement. It should be clear, concise, and memorable. It should summarize your company’s purpose, target audience, and core values in a way that inspires and motivates stakeholders to align with your company’s purpose and goals.

Revise and Refine

After drafting your mission statement, review it carefully and seek feedback from stakeholders. Revise and refine as necessary, ensuring that it accurately reflects your company’s purpose, target audience, and values. A well-crafted mission statement is an essential tool for communicating your company’s identity and inspiring stakeholders to work towards a shared goal.

Here’s an example of a mission statement template in action:

Purpose: [The purpose of your organization/business/brand, what you aim to achieve]

Target Audience: [The audience that your organization/business/brand serves or caters to]

Values: [The core values and principles that guide your organization/business/brand]

Statement: [A concise, memorable statement that captures the essence of your organization/business/brand’s mission and purpose]

Below is a comparison table outlining the essential steps to create a mission statement for your business.

The Template in Action

Our company provides high-quality, affordable web design services to small businesses.

Target audience

Our target customers are small business owners who need an effective online presence to compete in today’s digital marketplace.

We value creativity, professionalism, and exceptional customer service.

Our mission is to help small businesses succeed by providing them with the web design services they need to effectively market themselves online. We are committed to delivering high-quality work, exceptional customer service, and affordable pricing.

The final version of a mission statement

Our mission is to empower small businesses to succeed in the digital age by providing them with high-quality, affordable web design services. We believe that every small business deserves an effective online presence and we are committed to delivering exceptional work, outstanding customer service, and unbeatable value.

Integrating Your Mission Statement into Business Operations

For a mission statement to be truly effective, it needs to transcend being just a set of words on paper and become a guiding force in the day-to-day operations of your business. Here’s how you can embed your mission statement into your business’s operational fabric:

• Align Business Goals with the Mission : Ensure that your short-term and long-term business goals are in sync with the mission statement. This alignment helps in making strategic decisions that reflect the company’s core values and purpose.
• Employee Onboarding and Training : Incorporate the mission statement into your employee onboarding and training programs. Employees who understand and connect with the mission are more likely to embody it in their work and interactions with customers.
• Decision-Making Framework : Use the mission statement as a benchmark for decision-making. Whether it’s choosing a new supplier, developing a product, or planning a marketing campaign, ask how each decision aligns with the mission.
• Performance Metrics and Incentives : Develop performance metrics and incentive programs that reward behaviors and outcomes that reinforce the mission. This encourages employees to act in ways that are consistent with the company’s core values.
• Internal Communication : Regularly communicate the mission statement within the organization. Use it in internal meetings, newsletters, and corporate events to keep it at the forefront of everyone’s mind.
• Customer Engagement : Make your mission statement visible to your customers. Share it on your website, in marketing materials, and in your physical spaces. Let your customers know what you stand for and how it influences the way you do business.
• Review and Feedback : Continuously review how well your business practices are aligned with your mission statement. Encourage feedback from employees and customers to understand where improvements can be made.

Start Writing Your Mission Statement Today!

A compelling mission statement is a defining piece of a business plan, articulating the company’s purpose, values, and goals. It sets the direction for the organization, guides decision-making processes, and communicates its purpose to stakeholders.

Creating an effective mission statement requires careful consideration and thought, but the benefits of having a mission statement are significant. In a nutshell, it is a vital step toward defining its identity, purpose, and long-term vision.

Additionally, a well-crafted mission statement not only guides decision-making and sets the course for your company’s growth but also communicates your values to stakeholders and differentiates your brand in a competitive market.

By investing time and thought into creating a mission statement that resonates with your team and customers alike, you lay a strong foundation for success and create a roadmap to achieve your business goals.

Remember that a mission statement is a dynamic expression of your company’s ethos, and revisiting and refining it over time can ensure its continued relevance and effectiveness in guiding your business toward a bright and prosperous future.

Image: Envato Elements, Depositphotos

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How to Write a Mission Statement (Definition & Examples Included)

Table of Contents

What is a mission statement, mission statement vs. vision statement.

• How to Write a Mission Statement

25 Best Mission Statement Examples

Mission statements faq.

• ProjectManager & Mission Statements

When you’re creating a company or working on a business plan , the first thing you should do is create a mission statement. Your mission statement is the base for your company values, vision statement, slogan, value proposition and everything else.

A mission statement is a short action-based declaration that describes the purpose of an organization. Mission statements explain what companies do and are a very important part of their culture, along with the core values and vision statement . Mission statements are an internal guide for organizations, but they also need to be appealing to customers.

Before we learn how to write a mission statement, let’s explain the difference between a mission statement and a vision statement, two very important parts of a business plan.

There are several differences between a mission statement and a vision statement. The main difference between them is that a mission statement explains the purpose of a company, while the vision statement indicates where the company wants to accomplish in the future. Mission statements and vision statements are different but they need to complement each other to provide a clear base for strategic planning.

If you need help creating and delivering a plan for your business, then consider a project management software like ProjectManager . ProjectManager helps organizations plan, execute and track projects and tasks across teams. Make a long term plan on a roadmap, then execute the day-to-day tasks on task lists or kanban boards. It’s easy to collaborate, stay aligned and reach your goals. Get started today for free.

How to Write a Mission Statement in 6 Steps

We know that every organization needs a mission statement, but how do you create one? There’s no standardized method to writing a mission statement, but there are some guidelines that you should consider.

Follow these steps to help you with the process of writing a mission statement.

1. Define your Company Culture

The mission and vision statements are elements of your company culture. For this reason, before writing your company mission statement, you’ll need to define the core values or guiding principles of your company culture. Don’t forget to ask yourself what your team members expect from the company too.

Related: Free Team Charter Template

2. Set Goals

Your company mission defines the purpose of your organization, and where it stands now, but that’s only part of the business plan. You’ll also need to define company goals and a long-term company vision.

3. Define your Ideal Customer Profile

It’s impossible to think about a business that doesn’t care about its customers. Before writing a mission statement or a business plan altogether, you need to understand who are your customers and how you can help them. That’s why you must define your ideal customer profile through market research .

4. Create a Value Proposition

Once you have a clear idea of what your ideal customer profile looks like, you need to think about the value proposition that will differentiate you from your competitors.

5. Select a Type of Mission Statement

Every mission statement is unique, but there are some recognizable types of mission statements. The most common ones are:

• Customer-oriented mission statements
• Socially conscious mission statements
• Environmentally conscious mission statements
• Product-oriented mission statements

6. Add the Mission Statement to Your Business Plan

Now that you’ve thought about all these key aspects of your business, you can start drafting a mission statement for your business plan. Remember to think about how that company mission fits with the other elements of your business plan.

You probably know a lot of mission statements without realizing it. We’ve gathered 25 of the best mission statement examples available in the world to help you create a great mission statement for your business plan.

1. Microsoft

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

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

3. Facebook

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

4. Southwest Airlines

“Dedication to the highest quality of Customer Service delivered with a sense of warmth, friendliness, individual pride, and Company Spirit.”

5. LinkedIn

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

“To entertain, inform and inspire people around the globe.”

“To continually raise the bar of the customer experience by using the internet and technology to help consumers find, discover and buy anything, and empower businesses and content creators to maximize their success. We aim to be Earth’s most customer-centric company.”

8. Patagonia

“We’re In Business To Save Our Home Planet.”

9. Life is Good

“To spread the power of optimism”

10. Coca-Cola

“To refresh the world, to inspire moments of optimism and happiness, and to create value and make a difference.”

11. The Humane Society

“Creating animals, confronting cruelty.”

“We reach for new heights and reveal the unknown for the benefit of humankind.”

13. Smithsonian

“The increase and diffusion of knowledge.”

14. American Express

“We work hard every day to make American Express the world’s most respected service brand.”

15. Nordstrom

“To give customers the most compelling shopping experience possible.”

16. JetBlue

“To inspire humanity – both in the air and on the ground.”

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

18. Kickstarter

“To help bring creative projects to life.”

“To deliver information on the people, ideas and technologies changing the world to our community of affluent business decision-makers.”

“To be a company that inspires and fulfills your curiosity.”

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

“To attract and attain customers with high-value products and services and the most satisfying ownership experience in America.”

“To create a better everyday life for the many people.”

“To bring inspiration and innovation to every athlete in the world.”

1. How long Should a Mission Statement be?

A good mission statement is short, to the point and memorable. It’s like a tagline in advertising, something that sticks with a person when they hear or read it. In a true sense, the mission statement is an ad in that it identifies your company as one that a customer would want to work with or support.

2. What Is the Difference Between a Mission Statement and a Vision Statement?

Vision statements are about the future. Mission statements stay firmly in the present: who you are and what’s important to you, now. Be timely, explain who you are today and do so clearly.

ProjectManager Turns Your Mission Statement Into a Reality

A mission statement is an idea, but to get there, you need a plan. ProjectManager  is an award-winning tool that organizes your teams and projects to work more effectively. Use our cloud-based software to get real-time data and make your mission statement a mission accomplished.

Build Action Plans with Gantt Charts

Once you have a project approved, you can use the online Gantt chart to schedule your tasks. It’s a visual tool that creates a timeline that shows you the entire project in one place. Some tasks are dependent on others to start or finish. Use our tool to link these task dependencies and avoid having them cause bottlenecks later on in the project.

Track Progress with Dashboards & Reports

Another way to monitor your progress and performance is with our real-time dashboard. It’s made up of six project metrics displayed in easy-to-read graphs and charts. Our tool automatically calculates time, workload, costs and more and gives you a high-level instant status report to help you meet the goals of your mission statement.

ProjectManager has a company mission too. It’s to deliver reliable project management software that helps managers and their teams plan, monitor and report with ease for high levels of efficiency. Our cloud-based tool has a real-time dashboard for live data reporting,  online Gantt charts for effective scheduling and a collaborative platform that frees teams to work more productively. See how it can help your mission by taking this free 30-day trial .

Deliver your projects on time and on budget

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How to Write the Perfect Mission Statement (With Examples)

Learn what a mission statement is, why you need one and how to write the perfect one for your business.

Table of Contents

Developing a mission statement is a lengthy process that involves the input of team members who fully understand your business, employees, customers, industry, and the products and services your company provides.

Once completed, your organization can share its mission statement so consumers, employees, investors and other stakeholders know precisely what your organization does (or doesn’t do), what it values and why it exists. Often a mission statement can help clarify an owner’s ideas about their business’s “whats” and “whys.”

We’ll explore mission statements, why companies need them, and how to craft the perfect mission statement for your organization. 

What is a mission statement?

A mission statement is a declaration of what your company does and why it exists. This message is designed for internal and external audiences; it should ignite interest in the organization as it builds its brand .

The best mission statements have two primary objectives: 

• Educate: Mission statements educate by sharing what the organization does, how it does it and why.
• Inspire: If it’s a well-written mission statement, its second objective is to inspire. The best mission statements energize people to learn more about the brand and become supporters.

How to create a mission statement

When creating your mission statement, you’ll need to understand its essential components and ask probing questions to define precisely what your organization does and how. Finally, you’ll need to outline your organizational mission so it’s clear to everyone reading it. 

1. Include three essential components. 

According to Chris Bart, a retired professor of strategy and governance at McMaster University, a well-written mission statement has three essential components. Address each of these components when creating your mission statement:

• The business’s key market: Who is your customer base ? What industry does your business serve?
• The company’s contribution, or “what”: What product or service does your business offer? How does it better your local community or humanity?
• Distinctions between your solution and competing ones: What makes your product or service unique? Why should your audience buy your product over the competition’s?

2. Dig deeper to uniquely portray your business. 

While incorporating the essential elements, ask yourself – and your team – probing questions to truly understand who your business serves, what your organization does and how it works. Here are some questions to start with:  

• Why do we exist?
• What do we do?
• How do we use our products – or services – to achieve our goals?
• Who do we serve?
• How do we serve them?
• What do we do better than anyone else?
• What differentiates us from our competitors?
• How do our customers describe us?

3. Define your organizational mission. 

Creating an accurate, inspiring mission statement isn’t purely a philosophical exercise. It has to be practical, too. A mission statement must make sense to those who read it, whether they know about your organization or not.

Keep these four tips in mind as you define your organizational mission:

• Make the connection obvious: People unfamiliar with your company who read your mission statement should come away with a clear, concise understanding of what your organization does and why it exists.
• Be brief, yet informative: Keep the statement under 25 words. If it’s longer, people won’t read it or remember your company.
• Talk to stakeholders: Before finalizing your mission statement, speak to as many stakeholders as possible to see if it makes sense to them. Encourage feedback by seeking out board members’, long-time customers’ and trusted vendors’ opinions.
• Develop a long-term mission: This may be one of the more challenging aspects of writing a mission statement because defining what your organization is about today can be easier than providing predictions. However, you can update your long-term goals as  events and changes occur. 

Avoid common mission statement mistakes

Since your mission statement helps define your business, getting it right is crucial. Avoid these typical mistakes: 

• Using elaborate language: Avoid the pitfalls of “fancy” writing and using ambiguous words. Aim for clarity and brevity, and don’t make your mission statement overly formal. You want people to relate to it, not misunderstand it.
• Failing to update your statement as your business evolves . Revisit your mission statement over time to ensure it still resonates with your company’s current purpose. While it may seem like a clear, concise mission statement should cover all your bases – like any business-defining feature – it must also evolve as your business grows.

What do effective mission statements have in common? 

Effective mission statements are succinct and thoughtful.  

• Succinct: The more succinct your mission statement, the more likely it will resonate with audiences. A lengthy mission statement that’s challenging to remember can fall flat. A good test to see if your mission statement hits the mark is if your employees can recite it. For example, the mission statement of media organization TED, famous for its TED Talks, is “Spread ideas.” In two short words, TED outlines what it does and why people might be interested in learning more about it.
• Thoughtful: Other companies take a more creative, thoughtful approach. LEGO, whose mission statement, “Inspire and develop the builders of tomorrow,” clearly defines what the company does – inspire and develop – and who its target customers are – the builders of tomorrow. In 2009, LEGO’s CEO Jørgen Vig Knudstorp said, “We make very clear the values we promise everyone we interact with – whether they are colleagues, partners in retail, the wider community, or – most important of all, of course – the children we deeply care for.” Its mission is woven through the entire organization, which is when mission statements come to life.

When companies don’t have well-constructed mission statements (or any mission statement), customers, potential customers and the public are forced to identify for themselves what the company is and why it exists.

What’s the difference between mission and vision statements?

Mission statements and vision statements are both crucial, but they have different objectives. A mission statement is focused on today, while a vision statement is focused on the future – what you want to become and how you want to impact people. 

Here are some questions that will define your vision statement:

• What are the organization’s goals and dreams?
• What will the world look like if we are successful?
• What problem(s) is the organization solving for the greater good?
• Who and what are we inspiring to change over the long term?

To help understand how mission statements and vision statements differ, compare Airbnb’s mission and vision statements.

• Airbnb’s mission statement: “Belong anywhere.” This mission statement is short and to the point. The message conveys that you can stay anywhere in the world and feel included when doing business with Airbnb.
• Airbnb’s vision statement: “Tapping into the universal human yearning to belong – the desire to feel welcomed, respected, and appreciated for who you are, no matter where you might be.” This message taps into a larger picture of what a future could look like when the global community imbues Airbnb’s philosophy.

Examples of effective mission statements

Here are examples of effective mission statements from well-known brands. These mission statements briefly define the organization, its purpose and its impact on humanity:

• Nike: “To bring inspiration and innovation to every athlete in the world. If you have a body, you are an athlete.”
• JetBlue: “To inspire humanity – both in the air and on the ground.”
• Warby Parker: “To offer designer eyewear at a revolutionary price while leading the way for socially conscious business.”
• Tesla: “To accelerate the world’s transition to sustainable energy.”
• LinkedIn: “Connect the world’s professionals to make them more productive and successful.”
• Microsoft: Early days: “A computer on every desk and in every home.” Now: “To empower every person and every organization on the planet to achieve more.”
• Disney: “To entertain, inform, and inspire people around the globe through the power of unparalleled storytelling.”
• Ford: “To help build a better world, where every person is free to move and pursue their dreams.”

Finding your mission statement language

To get started, start tossing around words with trusted stakeholders. However, remember that you’re not looking for what “sounds good” as much as gaining clarity about what your business does. Brainstorm with others in low-stake sessions and see what language resonates with your brand. 

Remember that sounding good is important, but first you must define yourself. If your mission statement includes a nod to your business’s philosophy, values and culture of ethical behavior , the more benefits you’ll reap.

As with any other business plan or project, you may need to explore dozens of ideas before landing on your best fit. 

Patrick Proctor contributed to the writing and reporting in this article.

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How to Write Your Company Mission Statement: 200 Top Examples Analyzed

Do you recognize this mission statement?

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

That’s Google ‘s. What about this one?

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

Of course, it’s Tesla .

And finally, how about this?

It’s our responsibility to simplify cutting-edge products and continue to progressively promote and future-proof manufactured solutions, all while striving for technical leadership.

I made that one up! Awful, isn’t it? But the thing is, it almost sounds feasible.

Company mission statements can act as strong guidelines that help promote an attitude and culture that works towards your company’s goals. Or, they can mean so little that you might as well have generated them using a joke tool like this .

So, what goes into a great mission statement?

In our usual fashion when presented with a question like this, we turned to data.

We analyzed 200 company mission statements from an equal mix of Fortune 500 companies (big players) and Inc 500 companies (private businesses) so we could get an idea of what the average mission statement looks like.

We found the average length of a mission statement, common words and phrases, and frequently-used constructions. That’s not to say it’s as simple as plopping a few buzzwords into a template, but the data and examples should make a good starting point and give you a flavor.

Here are the key findings from 200 company mission statements:

• 82% of the company mission statements talked about the company’s intentions and said nothing of their actual actions
• The average length of a mission statement is 29 words, with larger companies tending to choose longer statements
• The most common words include “mission”, “value”, “customers”, “services”, “technology”, “help”, “quality”, and “products”.
• 85% talk about the company’s dedication to its customers
• 37% talk about the company’s dedication to its shareholders
• 21% talk about the company’s dedication to its employees
• 3% talk about the company’s dedication to society

Click here to get the dataset we created to write this post.

But first, let’s look at what a mission statement is, and why you should write one.

What’s the point of a company mission statement?

Your company mission statement functions how it sounds — it states the mission of your company.

Your mission might seem like it is “to make as much profit as possible”, but your company’s value to anyone but the owners is more complicated. That’s why a mission statement isn’t so blunt, and will usually include a hint as to how you’re serving whoever you’re serving.

What’s the point of a mission statement? Well, it answers this question: “what’s the point of your company?”.

For example, what’s the point of Ford ? In their mission statement, they say they are “providing personal mobility for people around the world”. In Appian ‘s case, it’s to “connect people and information in a way that revolutionizes business”.

A mission statement contributes to your company’s brand, but it is also a useful internal tool for checking whether business decisions align with your desired outcome. In the words of Chron contributor and marketing professor Neil Kokemuller , a mission statement “offers insight into what company leaders view as the primary purpose for being in business”.

• sum up the company’s objectives, strategy, and values
• demonstrate your organizational values to both your employees and the general public
• convey your targeted customers, position within your market, and quantitative objectives

There’s a lot riding on the carefully-chosen words of a mission statement, but also plenty of benefits to enjoy.

Internally, your mission statement acts as a consistent guideline to refer back to when evaluating every decision, and as an anchor around which to develop new initiatives that help you achieve your goals.

For example, when making a big strategic change, McGraw Hill should ask themselves if it’s in line with their mission:

“To live up to our responsibilities to serve and enhance the communities in which we work and live and the society on which we depend.”

Not serving or enhancing communities? Scrap it!

According to TINYpulse , this is a helpful point of reference — “a mission statement opens [internal] communication and can refocus a team that has been pulled apart in too many directions”, writes Laurel Weibezahn .

A mission statement also helps shape company culture from the very beginning; it could attract the right hires , deter the wrong ones, and help guide existing employees to act in line with your organization’s goals and best interests. In a rapidly growing company, it’s hard to control cultural development if it isn’t rooted in a fixed, unifying statement that gives your decisions evidence and purpose.

A mission statement could be part of the solution to that problem… if only you could write a good one. Based on our analysis, here’s how:

Writing a company mission statement that communicates and inspires

Ask yourself: “What do you do?” or “What will you do?”

Mission statements can describe what your business actually does, or what it intends to do. In this study, we found that 82% of mission statements include no mention of what the company is doing right now , and instead choose to focus on what they hope to achieve in the future. This makes sense because a mission statement acts as a goal rather than a description of reality.

For example, Harley Davidson directly states what it does:

We fulfill dreams through the experience of motorcycling, by providing to motorcyclists and to the general public an expanding line of motorcycles and branded products and services in selected market segments.

CVS , on the other hand, describes its vision:

We will be the easiest pharmacy retailer for customers to use.

A lofty goal is useful as a reference point for internal decisions, but a description of what you’re actively doing — rather than what you hope to do — could be better at communicating immediate value to customers, employees, and shareholders.

Summarize your goals and how you achieve them

Mission statements share internal goals with the public and broadly explain how those goals are to be achieved.

Apple ‘s current mission statement is so dry that it’s barely worth sharing, but Steve Jobs’ original vision in 1980 was both inspirational and functional:

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

Breaking this down, you can see clear goals and methods:

• Goal: to make a contribution to the world
• Goal: advance humankind
• Method: making tools for the mind

The same breakdown is possible with AGCO’s less inspirational statement:

Profitable growth through superior customer service, innovation, quality and commitment.

The methods are murkier, but they’re present:

• Goal : profitable growth
• Method : superior customer service
• Method : innovation, quality, and commitment

What are you company’s goals, and how do you plan on achieving them? Your answer to that will be a core ingredient of your mission statement.

Communicate who you serve, and how

A common aspect of almost every mission statement we analyzed was an indication of who the business serves, and how they do it. Predominantly, this means explaining what you do for:

• Your customers
• Your employees
• Your shareholders

We found that over four fifths of mission statements mention what the company does for its customers. For example, Microsoft ‘s mission statement is purely focused on the customer’s outcome:

At Microsoft, we work to help people and businesses throughout the world realize their full potential. This is our mission. Everything we do reflects this mission and the values that make it possible.

It uses the customer as a constant reference point for decision-making rather than (explicitly) pledging to meet the needs of its shareholders. On the other side of the spectrum, Kerr-McGee didn’t hide its intentions to make its shareholders rich:

Create value for shareholders through the energy business.

While completely devoid of emotion and morality, this mission statement is one of the more honest things the company did . Unlike Kerr-McGee, some companies make pledges that acknowledge a wide range of interests and responsibilities. Take, for example, Owens & Minor :

Our mission is to create consistent value for our customers and supply chain partners that will maximize shareholder value and long-term earnings growth: we will do this by managing our business with integrity and the highest ethical standards, while acting in a socially responsible manner with particular emphasis on the well-being of our teammates and the communities we serve.

This is the only mission statement in the dataset that is a quadruple threat, tipping its hat to customers, shareholders, employees, and society.

In conclusion

A company mission statement isn’t to be taken lightly; it affects your brand, internal direction, and your core values as a company. For some, it’s a pledge to turn a profit for shareholders. For others, it’s a declaration of the company’s intent to make a monumental positive change to the world we live in.

So, when writing your company mission statement, consider the following:

• What does your company do, or strive to do, that makes it unique?
• Who’s interests do you serve, and how?
• Do you seek to impact society, create a first-class environment for your employees, provide value to shareholders, or are customers the most important asset?

Figuring out the answers to these questions isn’t just useful for coming up with a mission statement — these are the core principles which will anchor you as your business flourishes.

How did you come up with your mission statement? What’s the best (or worst) mission statement you’ve found? Let’s chat in the comments.

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Benjamin Brandall

Benjamin Brandall is a content marketer at Process Street .

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BUSINESS STRATEGIES

21 powerful mission statement examples that stand out

• Cecilia Lazzaro Blasbalg
• Jul 20, 2023
• 12 min read

Mission statements have come a long way since they were popularized in the 1980s as a way for companies to articulate who they are. Today, these declarations of intent are also likened to a mantra toward professional success, appearing throughout an organization’s most valuable assets, from marketing campaigns and promotional material to its business website .

When starting a business , you'll want to craft your own, unique mission statement. But before you do, we recommend you first review what a mission statement is and some helpful guidelines to writing one. Then, check out our selection of the best mission statement examples, created by some of the most influential companies and corporations many of us swear we could not live without.

What is a mission statement?

A mission statement is a brief description of an organization’s purpose and how it serves audiences through the types of products or services it provides them with. It may also include your core values, philosophies, business ethics or goals, all of which can help to reflect your uniqueness and what sets your business apart from others.

By writing your company mission statement, you're able to define the cause behind your brand. Then, you’ll be able to use it in your business proposal , your elevator pitch and a fundraising website once you start to gather funding for your business. Think of a mission statement as a form of corporate communication, that allows you to establish your transparency and leadership as a brand to both stakeholders and your users or customers.

Furthermore, a good mission statement is effective in acting as a guiding light for the way in which a company conducts itself. This means that the statement should become a key part of your company and corporate culture to make sure everyone is aiming for the same goals. It will help employees understand the value of what they do.

Mission statements and vision statements are often confused because many organizations will use the two terms interchangeably. However, a company statement focuses on the day-to-day activities of the business thus declaring what you’re doing to pursue your cause, while a vision statement describes what your company wants to be in the future. A mission statement is a chance to establish your leadership as a company and as a brand.

A mission statement is also not to be confused with a company slogan, which is often a tagline used in marketing and advertising campaigns. It may end up being more commonly associated with a company or brand than its mission statement however.

Tips for creating a great mission statement

As you start writing a mission statement , you’ll want to first answer some vital questions that will help you define the purpose of your business or brand. These include “What does your business do,” “Who are your customers,” “Why does your company do what it does,” or “What sparks the passion behind it?”

Afterwards, you will be better equipped to sit down - whether with your team or alone - and draft up a mission statement that will motivate your brand and drive your business’s success. Here are some key points you’ll want to consider:

1. Make it plausible and attainable. Your mission statement should be achievable by giving you something tangible to work on, such as having a business plan . It should fall between what you’re already doing and what you can work toward. Something like this one from American Express, "Our mission is to become essential to our customers by providing differentiated products and services to help them achieve their aspirations"

2. Be inspirational. Let your company’s personality shine through your mission statement. It should reflect the ideas that make your company different from others. That said, you’ll want to write yours in a way that not only makes it unique, but identifiable so that it strengthens your brand identity and perception. At this stage you can also ask yourself if you plan to use your mission statement to be not only inspirational, but also to establish your social responsibilities as a company? For some brands this is a priority, for others less so but this is the time to decide for your brand. For non-profits this is often easier, than for profit corporations. Take the Make a Wish foundation's statement as an example, " Together, we create joy, happiness and magical memories through life-changing wishes for children with critical illnesses ." Or UNICEF'S , " UNICEF is mandated by the United Nations General Assembly to advocate for the protection of children's rights, to help meet their basic needs and to expand their opportunities to reach their full potential." Caterpillar also gets it right with this one , "to provide the best value to customers, grow a profitable business, develop and reward people, and encourage social responsibility"

3. Use clear and simple language. Keeping it short and simple will help you convey all the important elements of the mission statement, like core values, to employees and customers alike. In order to make sure there won’t be room for any misinterpretation or misunderstanding, avoid using buzzwords or flowery language. Additionally, aim for 20 words or less to get to the point. Don't neglect the grammatical aspect of your statement, make sure it contains no mistakes and reads properly. Take this example from Pinterest, " Our mission is to give everyone the inspiration to create a life that they love. " It's short, just 15 words long but it creates an inspirational punch that it's hard not to connect with. Another short but impactful one is from Uber, “ We ignite opportunity by setting the world in motion."

Mission statement vs. vision statement

A mission statement and a vision statement are both important for businesses, but they serve different objectives. A mission statement is a brief description of the company's purpose and what it does, whereas a vision statement is a more aspirational document that describes its long-term goals.

A good way to put it is that a mission statement describes the business in the present, whereas a vision statement describes the business in the future, giving employees and customers a sense of what the company is working towards. A good vision statement answers questions like "What do we want to achieve in the future?" "What kind of impact do we want to have on the world?" and "What are our long-term goals?"

Best mission statement examples

So, we’ve gone over the basics of a mission statement, as well as guidelines for crafting a solid one for your business. Now we’re ready to unveil some of the best mission statement examples to use as inspiration for your own.

American Red Cross

Peace Corps

The Walt Disney Company

01. WIX : “Create your own professional web presence—exactly the way you want.”

At first glance, Wix’s mission statement encapsulates what website builders do: help people create an online space for themselves. While this declaration seems simple and to the point, it’s also effective as it places an emphasis on its users who are truly succeeding in building the website of their dreams.

02. Google: “To organize the world's information and make it universally accessible and useful.”

It sounds like an impossible goal to meet, but Google has managed to collect all the information in the world and put it into a free space. As part of its ongoing mission, the company is always working to find new ways that will improve getting the answers you’re looking for in seconds. That also means making the platform accessible to all who come to search their queries.

03. TED : “Spread ideas.”

This concise declaration by TED, which stands for Technology, Education and Design, not only happens to be the shortest mission statement on the list but also one of the most memorable ones to date. For a media organization built on boundless content, TED is able to convey, in two words, the essence of what it does - spreading ideas in the form of discourse.

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

Being completely self-aware in its mission statement, Tesla does not shy away from its core value: to enhance the use of clean energy across the globe. This statement mirrors the hard work Tesla puts in on a daily basis to “accelerate” its mission to bring a culture of sustainability to the automobile industry.

05. LinkedIn : “Connect the world’s professionals to make them more productive and successful.”

LinkedIn wants to help professionals become more successful and efficient by facilitating ways for them to build meaningful connections. This is what the social media platform sets out to pursue since it officially launched in 2003. These days, almost every professional across most fields uses LinkedIn to grow their career, some of whom have flourished to become thought leaders.

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

This personalized mission statement example lets us grasp Asana’s unique approach as a business. It wants to express warm sentiment to its audience, which is kind of unexpected coming from a tech company. It also lays out an inclusive goal to expand its reach to the “world’s team,” leaving no one out.

07. Forbes : “To convene, curate and cover the most influential leaders and entrepreneurs who are driving change, transforming business and making a significant impact on the world.”

Forbes isn’t just a publication, it’s a brand. Its mission statement shines the spotlight on those selected individuals it caters to - influential leaders and entrepreneurs - and what that should mean to the rest of us. If we aren’t paying attention to Forbes, then we should really start doing so, as to not fall behind in this ever changing world.

08. Microsoft : “To empower every person and every organization on the planet to achieve more.”

This sounds more like a motivational poster on high school walls rather than a mission statement brought to you by the multi-billion dollar corporation Microsoft. It conjures up the image of a utopian society promoting unity and transparency. Essentially, Microsoft believes in us so that we can elevate our world to a better position.

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

Personally, this mission statement example hits home. For many, it's impossible to think of a morning without a cup of coffee. Starbucks is not only dedicated to its customers but has the intention to also reach customers’ communities, taking a vow in the people and places it serves.

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

American Red Cross has been around for over a century. It’s an established organization that is synonymous with helping people in times of crises. Nonetheless, its mission statement is solid as a rock and resonates with a brighter message of hope, unity and humanity.

11. MoMA : “To share great modern and contemporary art with the public.”

The Museum of Modern Art is an international gem. Artists and art lovers alike flock to its pristine structure in Midtown, New York, but this institution wants its audience to know through its mission statement example that MoMA’s doors are open to all. Art is for everyone.

12. Peace Corps : “To promote world peace and friendship by fulfilling three goals: To help the people of interested countries in meeting their need for trained men and women. To help promote a better understanding of Americans on the part of the peoples served.”

Some organizations don’t just dream big, they act on it. The Peace Corps enjoys an outstanding reputation as being an entity of volunteers who are making a difference through their service and commitment to “world peace.” Its mission statement clearly defines the group’s goals and inspires others to embrace those same values.

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

All of Disney’s core values are on display in this lengthy mission statement. In it, you can also find elements that are typically seen in a business plan, including the different products and services (storytelling and iconic brands) and management and organization (world’s premier entertainment company). This is why The Walt Disney Company is a global powerhouse.

14. Twitter : “To give everyone the power to create and share ideas and information instantly without barriers.”

Presidents can’t seem to go a day without Twitter and neither can we. The social media giant has forever changed our way of communicating with the rest of the world as it has elegantly stated in its mission statement, “share ideas and information… without barriers.”

15. Airbnb : “To create a world where anyone can belong anywhere and we are focused on creating an end-to-end travel platform that will handle every part of your trip.”

Belonging is a big part of Airbnb’s story. The company wants to regain the feeling of a community and rebuild trust in one another that existed hundreds of years ago when “cities used to be villages.” That’s why, when you do business with Airbnb, you’re also being welcomed into an extensive network of other like-minded people with whom you’ll connect.

16. Casper : “To awaken the potential of a well-rested world.”

The use of “awaken” in Casper’s mission statement is a great play on words that reflects what they do: create high-quality mattresses and pillows. Casper is indeed an award-winning sleep company solely focused on a single goal, as highlighted in its mission statement, that supports a “well-rested world.”

17. Ikea: “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.”

Like its products, Ikea tries to be as straightforward with its approach. In its mission statement, we understand that this is a business that wants to be accessible and flexible to just about any budget.

18. Prezi : “To reinvent how people share knowledge, tell stories, and inspire their audiences to act.”

Think about your last presentation and whether it captivated your viewers or not. Prezi wants to push the envelope on the act of presenting. It boldly sets out to change the way we share information in the hope that we can engage our audiences on a whole new level.

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

When you shop at Patagonia, you’re also making an investment in the greater case of environmental protection. This is part of a popular shift where more individuals are concerned with ecological sustainability when it comes to production and consumption. During their shopping experience, Patagonia customers want to know that they are not only receiving but also giving back.

20. Sony : “To fill the world with emotion, through the power of creativity.”

At its core, Sony is a company based on innovation. It has banked on its ability to see things differently than the rest. Yet, Sony also wants to reach and fill our hearts, as it eloquently insinuates in its mission statement.

21. Nike : “To bring inspiration and innovation to every athlete in the world.”

Nike knows that we can’t all be athletes, but this sports company thrives on its ability to inspire us to find the inner athlete in ourselves. Then, Nike adds in its follow-up message, “If you have a body, you are an athlete,” making a definitive call for inclusion in the sports and fitness arena.

Common mission statement mistakes to avoid

When you are coming up with your mission statement, it is important to be aware of potential pitfalls. Make sure to avoid these 3 common mistakes:

Making it too long. Your mission statement should be concise and to the point, no more than a few sentences long. Many people think that the more they write, the clearer their message will be, but the opposite is true. Sometimes less truly is more. Coca Cola , one of the largest brands in the world gets it right with their short but telling statement " refresh the world, make a difference ." Amazon also opted for a very short one, " to be Earth's most consumer-centric company." This sums up their commitment to customer service.

Making it too vague. Your mission statement should be specific and actionable. It should not be so vague that it is impossible to measure your progress. A mission statement like "to make the world a better place", for example, gives you almost no clue what the company is for or what they want to do. A more effective mission statement might be "to provide clean water to people in developing countries."

Not being unique. Your mission statement should be unique, written only with your company in mind. It should never be a copy of someone else's mission statement. This helps you stand out from the competition and make a positive impression on your customers and employees.

What to do with your mission statement

Once you have your mission statement ready, it’s time to debut it to your team. This will ensure that everyone understands your company's purpose and how their work contributes to achieving that purpose.

Your mission statement should also be a guiding force for your decisions. When you are faced with a decision, ask yourself how it aligns what you have already written. For example, if your mission statement is to "provide quality education to all children," you wouldn't make a decision to cut funding for after-school programs. If the decision doesn't align with your mission statement, then it may not be the best use of your time and resources.

As your company grows and changes, it's important to review your mission statement to make sure it's still relevant. If it isn't, then it may not be as effective in guiding your decision-making or motivating your team.

You can review your mission statement on a regular basis, such as once a year or every two years. When you review your mission statement, ask yourself the following questions:

Does the mission statement still accurately reflect our purpose?

Is the mission statement still inspiring and motivating to our team?

Is the mission statement still relevant to our current goals?

If you answer "no" to any of these questions, then you may need to revise your mission statement.

Mission statement examples FAQ

What is a good mission statement example.

A good mission statement is clear, concise, and memorable. It should be specific enough to guide decision-making, but general enough to allow for growth and change. A good mission statement should also be inspiring and aspirational, and should motivate employees, volunteers, and donors to work hard to achieve the organization's goals.

Here are some examples of good mission statements:

Wix: “Create your own professional web presence—exactly the way you want.”

Google: “To organize the world's information and make it universally accessible and useful.”

Ted: “Spread ideas.”

What are the 3 parts of a mission statement?

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How to Write a Mission Statement

Focus your company in 3 easy steps with examples

Susan Ward wrote about small businesses for The Balance for 18 years. She has run an IT consulting firm and designed and presented courses on how to promote small businesses.

© The Balance, 2018

A mission statement articulates a company's purpose. It announces to the world at large why your company exists. Every business should have a mission statement as a way of unifying the organization.

You can think of a mission statement as a combination of what your business or nonprofit does and how and why it does it, expressed in a way that encapsulates the values that are important to you. It can be a challenge to clearly and concisely bring these ideas together, though. Here is a simple guide—along with some examples—for writing your own company mission statement.

Describe What Your Company Does

There's no need to be fancy here. Just say it simply for the moment. What product or service does your business produce or provide? Get down to the bare basics and don't add any filler. You will elaborate on this purpose in the next steps.

My company's purpose is to:

• Provide educational services
• Grow market vegetables
• Design phone apps 
• Provide financial advice
• Sell women's clothing
• Provide pet sitting services

Describe How Your Company Does What It Does

This is the tricky part, because we're not looking for a detailed description of your business' physical operations here. Instead, we're looking for a description of how your business generally operates. This usually means incorporating one or more of your core values into your description.

So take a moment to list the core values that are important to express in your business. Here are some sample values that you may want to use when you write a mission statement:

• Provide high product quality
• Provide superior customer service
• Protect the quality of the environment
• Ensure equal access to resources
• Encourage innovation /creativity
• Practice sustainable development

It might be helpful to focus on your business' core competencies when you're considering which values are worthy of including in your mission statement. Zero in on one (or two at the most) to add to your description of what your company does.

Mission Statement Examples

Here's what the first three examples from step one might look like when you add values to them. 

• Sell shoes of the highest quality.
• Provide educational services that allow all children to experience learning success.
• Grow market vegetables using organic, sustainable farming practices.

Remember, these are not finished yet. There's one step to go before your mission statement is complete.

Add Why Your Company Does What It Does

This is the part of your mission statement that describes your spark—the passion behind your business.

Why does your business do what it does? For some people, it helps to think back on why they started their business in the first place.

This is what our three mission statement examples might look like when you add "why" to them: 

• Sell shoes of the highest quality so every customer can find a pair of shoes they actually love to wear.
• Provide educational services that allow all children to experience learning success and become life-long learners and contributing members of our community.
• Grow market vegetables using organic, sustainable farming practices to give people safe and healthy food choices.

When you're finished, have another look at your mission statement and see if it captures what you want to say or if there's a better way of phrasing it. Be sure to change the phrase "my company's purpose" to the name of your company.

"My company's purpose is to grow market vegetables using organic, sustainable farming practices to give people safe and healthy food choices,"

might become:

"At Earth's Bounty, we grow market vegetables in a way that's good for the earth and good for the table."

And, "Our company's purpose is to provide educational services that allow all children to experience learning success and become life-long learners and contributing members of our community,"

could be better phrased as:

"Our company, Hopscotch Learning, exists to provide educational services that allow all children to experience success in learning and success in life."

Put Your New Mission Statement to Work

Once you've crafted your business's new mission statement, you'll want to put it to work right away.

Besides directing your business planning , you want your mission statement to be front and center in the minds of everyone who works in or interacts with your business. As the statement of why your business exists, it also explains to them why they would want to do business with you.

Some businesses go so far as to make their mission statements the themes of their advertising campaigns. If you do nothing else, you should make sure your mission statement is highly visible on your business premises, website, and all your marketing materials.

A good mission statement isn't just a slogan; it's the foundation of your operations manual—and it can't provide guidance if people aren't familiar with it.

Besides having mission statements to communicate who they are and what they do, successful small businesses also have vision statements to describe their ultimate achievements. You can follow a similar process to create your own vision statement.

Examples of Famous Mission Statements

  Justin Sullivan  / Staff / Getty Images

Virgin Airways : "Our mission statement is simple, yet the foundation of everything we do here at Virgin Atlantic Airways... to embrace the human spirit and let it fly."

Tesla : "Tesla’s mission is to accelerate the world’s transition to sustainable energy."

Facebook : "Founded in 2004, Facebook's mission is to give people the power to build community and bring the world closer together. People use Facebook to stay connected with friends and family, to discover what's going on in the world, and to share and express what matters to them."

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