business plan what is a mission statement

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What is a mission statement?

Why write a mission statement, how to write a great mission statement, great mission statements: 10 examples, how to write a mission statement + 10 great examples.

16 min. read

Updated October 27, 2023

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.

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Mission statement or vision 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.

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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. 

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.

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.

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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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What Is a Mission Statement?

How a mission statement works, drafting a mission statement, displaying a mission statement.

• Advantages and Disadvantages
• Other Statements

The Bottom Line

• Small Business
• How to Start a Business

Mission Statement Explained: How It Works and Examples

Investopedia / Joules Garcia

A mission statement is used by a company to explain, in simple and concise terms, its purpose(s) for being. The statement is generally short, either a single sentence or a short paragraph.

Key Takeaways

• A mission statement is used by a company to explain, in simple and concise terms, its purpose(s) for being.
• It is usually one sentence or a short paragraph, explaining a company's culture, values, and ethics.
• Mission statements serve several purposes, including motivating employees and reassuring investors of the company's future.
• To craft a mission statement, consider how your company impacts customers, donors, investors, or your community and why you strive to help these parties.
• A mission statement might slightly overlap other marketing content, but it is different from a vision statement, value statement, brand, or slogan.

Mission statements serve a dual purpose by helping employees remain focused on the tasks at hand, and encouraging them to find innovative ways of moving toward increasing their productivity with the eye to achieving company goals.

A company’s mission statement defines its culture, values, ethics, fundamental goals, and agenda. Furthermore, it defines how each of these applies to the company's stakeholders —its employees, distributors, suppliers, shareholders, and the community at large. These entities can use this statement to align their goals with that of the company.

The statement reveals what the company does, how it does it, and why it does it. Prospective investors may also refer to the mission statement to see if the values of the company align with theirs. For example, an ethical investor against tobacco products would probably not invest in a company whose mission is to be the largest global manufacturer of cigarettes.

It is not uncommon for large companies to spend many years and millions of dollars to develop and refine their mission statements. In some cases, mission statements eventually become household phrases.

Mission statements aren't just for small or large companies. Many successful individuals, professionals, and investors have taken the time to craft a personal mission statement. These personal mission statements often incorporate the financial, professional, spiritual, and relational aspects of life. This, in turn, helps an individual maintain a healthy work/life balance that increases their personal achievement in all of these areas.

While it may be difficult to narrow down the focus of your company in a single statement, here are some tips to help you write a good mission statement.

• First, outline what your company does. This may be a good you produce or a service you provide to your customers —whatever makes your business run.
• Next, describe the way in which your company does what it does. Instead of being technical—that's not the point here—think of what values go into the core of your business. Maybe you value quality, customer service, or being sustainable. Alternatively, you may foster creativity and innovation in your business. These are key points to outline in your mission statement.
• Finally, include why you do what you do in your mission statement. This is key. It helps you stand out as a business, highlighting what sets you apart from the others in your industry. Remember to keep the mission statement short and to the point.

After you've drafted it, remember to look it over, edit it, and have someone else give it a once over. After you've approved it, you'll need to find a way to incorporate it wherever you can. In addition, be mindful to periodically review your mission statement. Although it's never ideal to constantly pivot your image and change your mission statement, your company may outgrow or shift directions resulting in the need of a new statement.

A company’s mission is its identity, and its vision is its journey to accomplishing its mission. A company should take as long as it needs to craft the right statement to describe its mission.

Once a mission statement is crafted, it's up to the company to make it publicly known. A mission statement only holds value if it is shared with existing and potential customers, vendors , donors, or employees.

Because a company's mission statement is often pretty short, it is easy to incorporate into marketing material. A mission statement should always be found somewhere on a company's website. In addition, it can also be used in marketing documents. A company may solicit employees to incorporate adding its mission statement as part of a company-wide standard e-mail signature block.

A mission statement is also a perfect "elevator pitch" sentence that key members of your company should know. Because it's so brief, it is easy to memorize. In addition, it's a perfect introduction for someone who has never heard of your company or wants to know more. Whether it's at a networking event, social gathering, or bus ride to work, a mission statement is an easy way to captivate a stranger's interest in your company should they ask what your company does.

Advantages and Disadvantages of Mission Statements

Companies can benefit from having a mission statement. First, it outlines a company's goals and position in the industry for its customers, competitors, and other stakeholders. It also helps the organization focus and stay on track to make the right decisions about its future.

Furthermore, the mission statement helps clarify a company's purpose. With a mission statement, a company's customers and investors can rest assured that the company is fully committed to achieving its goals and maintaining its values. It is also useful to guide and motivate employees, keeping them in line with the company's values.

Last, a mission statement adds validity to an organization. From the outside looking in, a mission statement demonstrates that a company has considered the big picture and the major goals it wants to accomplish. It demonstrates thoughtful leadership, reputability, and inspiration to potential investors, employees, or donors.

There are drawbacks to having a mission statement. Mission statements may sometimes be very lofty and far too unrealistic, which can distract employees from the company's goals. Management may become too distracted with high-level targets that shorter-term, necessary steps to get there become neglected.

Even though a mission statement is short and concise, it may take a lot of time and money to develop. The resources spent on a bad mission statement could be better spent elsewhere, creating an opportunity loss . The difficulty of crafting such a concise statement is many parties often have ideas, and there's not room for many of them. After the bulk of the work has been done, companies may struggle with "wordsmithing" or simply rearranging words instead of trying to generate value.

Last, by publicly announcing to the world the company's mission, some people on the outside (or even the inside) may disagree with the mission. In the examples below, some individuals may be skeptical of alternative sources of energy and may be scared away when learning of Tesla's mission statement. A mission statement doesn't give much opportunity for a rebuttal to clarify or further explain what a company is all about.

A mission statement is not required, though it may be a grant application for a nonprofit or asked for by an interested investor of a company.

Mission Statement Examples

Mission statements vary considerably from company to company. The following examples are the mission statements of some of the trending companies as of 2022:

• Nike ( NKE ): "To bring inspiration and innovation to every athlete* in the world."
• Walmart ( WMT ): "We save people money so they can live better."
• Starbucks ( SBUX ): "With every cup, with every conversation, with every community - We nurture the limitless possibilities of human connection."
• Tesla ( TSLA ): "To accelerate the world's transition to sustainable energy."
• JP Morgan ( JPM ): "We aim to be the most respected financial services firm in the world."

Mission Statements vs. Other Statements

A mission statement is often confused or grouped with other types of organizational statements. Here are some other types of content and how they vary from a mission statement.

Mission Statement vs. Vision Statement

A company’s mission statement differs from its vision statement. While the mission statement remains unchanged for the most part and represents who the company is or aspires to be for the entirety of its existence, the vision statement can change. The latter outlines what the company needs to do to remain the way it has presented itself to be. In effect, a company’s mission is its identity, and the vision is its journey to accomplishing its mission.

Mission Statement vs. Value Statement

A company's value statement is also centered around a company's core principles and philosophy. However, it is more direct in guiding how decisions will be made and what will impact the daily culture of the organization. A value statement often includes actionable direction such as "taking ownership", "acting ethically", "doing what is right", or "being transparent." Whereas a mission statement describes the highest level of purpose, a vision statement starts to describe how that purpose will be achieved.

Mission Statement vs. Company Goals

A company's goals or business plan may be publicly disclosed or kept private/internal. In general, a company's goals are often even more specific, potentially referring to specific business lines, growth percentages, geographical regions, or new initiatives. While a mission statement often does not mention a specific aspect of the business, company goals are often measurable relating to departments or products so a company can track progress. A company's mission statement should drive the goals that are set.

Mission Statement vs. Brand

A brand is an suite of elements that encompasses a company's identity. This includes its marketing materials, engagement in community events, reviews from current and former employees, and its logo presence. A company's brand is also shaped by its mission statement. Though a small component, a mission statement helps customers, employees, and investors form an opinion of a company.

Mission Statement vs. Slogan

A slogan is a very brief, often memorable phrase that people primarily outside of your company can remember. Utter a great slogan such as "Just Do It" can invoke memories, commercials, logos, brand ambassadors, and emotions through a successful ad campaign . Although a mission statement is brief, it is longer and relatively more detailed compared to a slogan. A mission statement isn't meant to necessarily be catchy; it's meant to be informative and useful for guiding high-level decisions. Alternatively, a slogan is a very pointed marketing phrase used to be memorable even if it is less informative.

A mission statement is a brief description of the overarching meaning of the company or nonprofit. A mission statement does not explain what a company does or how it does it. It attempts to succinctly explain why a company exists and what its purpose is.

What Is an Example of a Mission Statement?

Microsoft's mission statement is: "Our mission is to empower every person and every organization on the planet to achieve more."

What Is in a Good Mission Statement?

A good mission statement is concise. It should be limited to one sentence, though it shouldn't be too limiting as it should encompass the entire company's purpose. A good mission statement also focuses on the long-term goal it wishes to deliver to customers.

How Do You Write a Mission Statement?

There's no single best way to come up with a mission statement. In general, the mission statement writing process should start with considering what a business does for the customers, employees, and general public. It's often best to begin by collecting more content than needed, then later refining the mission statement into a single sentence.

One method of brainstorming ideas of a mission statement is to think about personal experiences from the company. This could also include soliciting ideas or memories from employees. Instead of focusing directly on the narrow business element of your company, embrace the broader aspect. For example, Microsoft did not craft its mission statement around delivering Windows '98. Rather, it crafted its mission statement around the possibilities it presented through its product.

A mission statement is a simple and brief description that encompasses the purpose of a company defining its culture, goals, and values. It helps customers, employees, and investors have a clear vision of the company's top priorities. A good mission statement can also motivate employees and help them stay focused, as well as reassure investors of the company's future.

Nike. " WHAT IS NIKE'S MISSION? "

Walmart. " History ."

Starbucks. " Message from Starbucks ceo: A Revitalized Mission for Our Limitless Future ."

Tesla. " About Tesla ."

JP Morgan. " About Us ."

Microsoft. " About Us. "

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How to Write a Mission Statement

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When you’re first starting a business, writing a mission statement may seem like a challenge, but it can be pretty simple. Your mission statement is a critical component of your business plan . It articulates why you started your company and what you hope to achieve. And when written well, your mission statement serves as an invaluable marketing tool for your business.

In this article, we’ll show you how to craft an authentic mission statement that resonates with your customers, employees and business peers. Also, be sure to review our mission statement template infographic at the end of this guide — it will help you dive into the writing process with greater clarity and confidence.

What is a mission statement?

Your mission statement explains, briefly and concisely, the mission you first set out to accomplish when you started your business. Your mission statement should also make clear how you’re unique to your competition, hint at your business strategy, reflect your core values and ethics and take your universal or longer-term business goals into account.

If you’re starting a daycare , for instance, your mission might be to provide safe, flexible and affordable child care and children’s education for parents in your community. If you’re starting a wedding planning business , your mission may be to provide hands-on, personalized support to busy spouses-to-be who don’t have the bandwidth to deal with crazy wedding logistics. Your mission statement is simply a polished and cohesive version of your business's essential purpose.

You will usually feature your mission statement on your website in the “About” section or company overview section, and in job postings, marketing supplements and your business plan. It’s one of the business fundamentals that you’ll find will have many uses as you grow your business.

Why you need a mission statement

In his Ted Talk about effective leadership, Simon Sinek says that business leaders should be able to answer these questions: “What’s your purpose? What’s your cause? What’s your belief? Why does your organization exist? Why do you get out of bed in the morning? And why should anyone care?”

When you encapsulate your answers in a cohesive mission statement, you tell everybody:

Who you are.

Why you matter.

What you stand for.

This is critical because your mission statement should affect every future business decision — from hiring your first employee to how your brand yourself. Every choice you make should align with your company’s core purpose and beliefs.

Now, let’s move on to the nuts and bolts of writing your mission statement. It will help you create a comprehensive business plan that will guide you in launching, running and growing your business.

How to write a mission statement in 5 steps

Now that you understand why a mission statement is essential, we’ll dive into the details about how to write a mission statement.

1. Free write about starting your company

Don’t expect to produce a polished and publishable mission statement as soon as you put pen to paper (or fingers to keys). To overcome any stress or writer's block, try “free writing” about your business instead.

As we’ve mentioned, your mission statement conveys your business’s “why.” What problem did you seek to solve when you started your business? Why was this particular problem important for you to take on? What inspired you to start your business? And how does your product or service solve that problem better than your competition does?

If you have or plan on hiring employees, touch on the vision of the working environment you aim to provide for them, as well. What kinds of people comprise your team, and how do they align with your business’s overall values?

At this stage, you’re simply gathering your thoughts and pointing yourself in the direction of a complete mission statement. The most important thing is to generate the raw material; you can hone and edit from there.

2. Explain what your company does

Next, you can get a little more granular and explain precisely what product or service your company provides, focusing on how your particular product or service offers value for your target customer. This explanation should touch on your broader mission and how your business differs from others like yours, either explicitly or implicitly. Keep this short, concise and specific.

For example, let’s take a look at our hypothetical wedding consultant example. If that’s you, you could write that you provide couples with wedding consulting and planning services, as well as day-of coordination. Personalize your services according to the couple’s particular needs and wishes. This thoughtful, bespoke level of service puts busy couples without the time or desire to handle planning and logistics at ease, so they can truly enjoy their big day.

3. Describe your ideal customer

Learning how to write a mission statement is a critical component of customer-facing marketing material; it must articulate who your business serves, why someone should choose to work with you, and what you can do for your customers.

Start by describing your ideal customer: What are their general demographics? What do their professional and personal lives look like? What problems or challenges are they facing? How do they find new businesses or products (i.e., Instagram, word of mouth, or another marketing tactic)? How do you want your customers to feel when they use your product or service?

On the flip side, you can consider the types of customers your business wouldn’t be best suited for. This is also known as creating a buyer persona, and it’ll help you hone in on who your target market is and how to fashion your mission statement so that it resonates with their particular needs and desires.

This probably won’t appear verbatim in your final mission statement, but it’ll help you hone in on what you do, why you do it and the unique value you bring to your customers’ lives.

4. Define your core values

Your mission statement should convey your business’s values and ethics as much as it does your literal product or service.

Let’s return to our daycare center owner example. Your business’s core values might:

Flexibility.

An accessible price point for parents with demanding or unusual working hours.

Providing children with a creative, nurturing and cooperative environment.

Specializing or focusing on a particular subject, such as art, music, or group projects.

This is as important for your customers to understand as it is for your current and prospective employees, as well as key stakeholders like lenders, investors and other owners. Those core values shape your company culture, offer your current employees both an ethical and goal-oriented guidepost and attract the right employees. You will also help lenders and investors understand your larger, longer-term goals (and why they should invest in your business).

5. Revise and condense your mission statement

We’ve noted that your mission statement should reflect your business’s purpose and goals and that you should be authentic — but don’t mistake your mission statement for an essay, op-ed, or journal entry. At its core, your mission statement is a marketing asset. That means it should be relatively short and concise.

Once you’ve written to your heart’s content, try to cut your statement down to a few paragraphs. Then, try to condense it even further so you can easily use this one- or two-liner in your marketing materials; think of this as the elevator pitch version of a more comprehensive mission statement.

Get some readers on board, too. If you have employees, run your mission statement by them to gauge their opinion (after all, this is as much for them as it is for you and your customers). Also, consider sharing your mission statement with your advisors and even trusted customers to ensure that your statement accurately portrays your business and reflects your long-term goals.

Mission statement examples

If reading about how to write a mission statement still leaves you feeling stuck or lost, you can always consult the brands you admire to get a sense of how they approached their statements. Typically, brands include their mission statements on the “About,” “Our Story” or “Our Mission” page of their websites.

Here are just a few mission statement examples we collected from successful brands. Note that some of these mission statement examples are longer than what we’ve included here, so if one resonates with you, we’d recommend heading directly to their website to read the full statement.

Glossier : “You have now entered a people-powered beauty ecosystem. Here you’ll find products inspired by the people who use them, along with people to be inspired by, and for you to inspire. Glossier was founded on the fact that beauty isn’t made in a boardroom — it happens when the individual is celebrated. Personal choice is the most important decision a brand can never make.”

Spotify : “With Spotify, it’s easy to find the right music or podcast for every moment — on your phone, your computer, your tablet and more. There are millions of tracks and episodes on Spotify. So whether you’re behind the wheel, working out, partying, or relaxing, the right music or podcast is always at your fingertips.”

Patagonia : “At Patagonia, we appreciate that all life on earth is under threat of extinction. We aim to use the resources we have — our business, our investments, our voice and our imaginations — to do something about it.”

SoulCycle : “Our mission is to bring Soul to the people. Our one-of-a-kind, rockstar instructors guide riders through an inspirational, meditative fitness experience that’s designed to benefit the body, mind and soul. Set in a dark candlelit room to high-energy music, our riders move in unison as a pack to the beat and follow the signature choreography of our instructors. The experience is tribal. It's primal. It's fun.”

Casper : “We believe sleep is the superpower that charges everything people do. We’ve spent years studying the magic and science of sleep. The more we learn, the more we’re sure: Great sleep changes everything. It makes us friendlier, faster, smarter… even warmer-and-fuzzier. If we all got great sleep, the world would be brighter.”

The bottom line

In the beginning, you may be tempted to bump learning how to write a mission statement to the bottom of your very, very long starting-a-business checklist. But the very start of your venture is arguably the most auspicious time to write your mission statement. Right now, you’re deeply in touch with your business’s “why” — otherwise, you wouldn’t be putting in the hard work of starting your business at all. That motivating purpose underlies your mission statement.

As you grow and evolve, you’ll be grateful that you took the time to put that passion and energy into words. Use it as a kind of ethical guidepost as you and your team face increasingly challenging decisions over your business’s lifetime. Plus, your mission statement will be an essential marketing tool that you’ll use both to draw in potential customers and employees.

And keep in mind that your mission statement isn’t an essay — it should be the opposite. Your finished mission statement should be a few paragraphs at most. As you get to work drafting your mission statement, be sure to craft an authentic and memorable story about your company.

This article originally appeared on JustBusiness, a subsidiary of NerdWallet.

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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 winning marketing plan (with examples)

Marketing leaders talk AI: How to optimize your tech stack

4 types of concept maps (with free templates)

Marketers are AI skeptics. Here’s how to fix that.

27 Mission Statement Examples That Define Companies and Inspire Customers

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: “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.

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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 .

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Mission statements, what is a mission statement.

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

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

Free Canvas & Guide to Creating a Mission Statement

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

Why Are Mission Statements Important in Strategic Planning?

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

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

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

Mission Statements Versus Vision Statements – The Differences

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

Mission Statement – Why You Exist

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

Vision Statement – Where You’re Going

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

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

How Your Vision and Mission Statement Informs & Creates Strategy

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

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

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

Mission Statement Versus Core Values Statement

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

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

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

Mission Statements – Why You Exist

• Are usually written in the present tense.

Values Statements – How You’ll Live Out Your Mission

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

How Your Mission and Value Statements Complement Each Other

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

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

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

Mistakes to Avoid When Drafting Your Mission Statement

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

Being Too Vague or Generic

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

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

Focusing Solely on Profits

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

Forgetting to Consider Stakeholder Input

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

Neglecting to Update the Mission Statement as the Organization Evolves

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

Not Reflecting Your Company’s Values

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

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

What Makes Mission Statements Powerful?

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

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

Video Transcript – Video Title XYZ

Hi, my name is Erica Olsen.

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

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

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

So let’s jump in.

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

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

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

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

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

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

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

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

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

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

A Good Mission Statement the Following Elements:

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

Mission Statements Answer At least One of These Core Questions

What is our organization’s reason for existing.

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

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

Why Is It Special to Work for This Organization?

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

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

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

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

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

More mission statement examples can be found here.

Checklist for Good Mission Statements

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

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

Other Mission Statement Tips

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

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

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

A Great Mission Statement Can Be Easily Recited at a Party

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

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

Get Started on Creating Your Mission Statement

Mission Statement FAQs

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

Answering these three questions will help create a mission statement:

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

What are the 5 elements of a mission statement?

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

What is a mission statement?

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

How are mission statements and vision statements different?

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

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

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

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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."

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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.

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6 Top Mission Statement Examples For Your Business Plan

Free Mission and Vision Statement Templates

Aayushi Mistry

Example 1: A Mission Statement by Hubspot

There’s this notion that to grow a business, you have to be ruthless. But we know there’s a better way to grow. One where what’s good for the bottom line is also good for customers. We believe businesses can grow with a conscience, and succeed with a soul — and that they can do it with inbound. That’s why we’ve created a platform uniting software, education, and community to help businesses grow better every day.

Hubspot is a company that develops and offers a fully functioning systematic platform for sales, marketing, and CRM management. They also offer the right measures to grow your business through consultations and courses.

Expert’s rating on the mission statement: 4 / 5

• Adding the emotional touch.
• Comparison with the traditional business.
• Clear about what they stand for.
• Clear about what they do.

Some of you might find this statement a little longer than usual. But what’s best is that they managed to add all the values, ethics, and culture with a friendly vocabulary. All of it, in just 4 to 5 sentences. And if you look closely, it’s not so long.

Example 2: A Mission Statement by Microsoft

Empower every person and organization on the planet to achieve more.

Microsoft Corporation is an American multinational technology company. It develops, manufactures, licenses key supports, and sells computer software, consumer electronics, personal computers, and related services.

Expert’s rating on the mission statement: 5 / 5

• It is the simplest and boldest mission statement .
• Very clear in communicating the value and ethics.
• It has a tinge of empowering emotion. It makes you want to know and have Microsoft right away.
• Most importantly, it is a one-liner with the best use of vocabulary. Hence, easy to remember.

Example 3: A Mission Statement from Tesla

To accelerate the world’s transition to sustainable energy.

Tesla, Inc. is an American electric vehicle and clean energy company based in Palo Alto, California. Tesla’s current products include electric cars, battery energy storage from home to grid-scale, solar panels, and solar roof tiles, as well as other related products and services.

• You can already sense the speed and change in the mission statement.
• You can relate the statement to the founder, Elon Musk .
• Clear about what they want to accomplish
• Short, simple, and catchy enough for you to never forget it.

Example 4: A Mission Statement by Asos

To become the number 1 fashion destination for 20-somethings globally.

ASOS plc is a British online fashion and cosmetic retailer. The company was founded in 2000 in London, primarily aimed at young adults. The website sells over 850 brands as well as its own range of clothing and accessories, and ships to all 196 countries from fulfillment centers in the UK, Subcontinent, and Europe.

Their ambition, their service, and their target audience, everything put together in one sentence. The statement can’t get clearer than this!

Example 5: A Mission Statement by Disney

To be one of the world’s leading producers and providers of entertainment and information, using its portfolio of brands to differentiate its content, services and consumer products.

The Walt Disney Company , commonly known as Disney, is an American diversified multinational mass media and entertainment conglomerate headquartered at the Walt Disney Studios complex in Burbank, California.

Expert’s rating on the mission statement: 3 / 5

• The mission statement is longer than required.
• It is not relevant to the grand and creative world of Disney.
• It has no emotional touch.
• It is clear what they do and offers.

Example 6: A Mission Statement by Sony

To be a company that inspires and fulfills your curiosity.

Sony Corporation is a Japanese multinational conglomerate corporation headquartered in Konan, Minato, Tokyo.

• It is not relevant to the grand, colorful sets of Sony
• Unclear with what they do and offer.

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Since childhood, I was in awe of the magic that words bring. But while studying computer science in college, my world turned upside down. I found my calling in being a copywriter and I plunged into a world of words. Since then, there is no looking back. Even today, nothing excites me to find out the wonders the words can bring!

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Write a Mission Statement For Your Business Plan: Explained with Examples

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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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Is your mission statement falling flat? Give it wings by turning mission inspiration into video sensation. Biteable is the video maker designed with business communications in mind. With hundreds of workplace-ready templates and brandable video scenes, you can create your first video in less time than it takes to ask “What is our purpose, anyway?”

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32 Mission and Vision Statement Examples That Will Inspire Your Buyers

Published: May 11, 2023

100 Mission Statement Examples & Templates

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Think about the brands you purchase from over and over. Why do you choose to buy products and or services from them even when cheaper options exist?

Well, there's a good reason for it — because of their values which are expressed in their mission statement. As consumers, we like to patronize businesses that have values we believe in.

Still, Loyalty doesn’t happen overnight. Building brand loyalty , like creating mission and vision statements, takes time. 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:

What is a mission statement?

Mission vs Vision Statements

Best Mission Statement Examples

Best Vision Statements Examples

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A mission statement is a simple statement about the goals, values, and objectives of an organization. It 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.

As a company grows, it may reach its early goals, and they'll change. So, 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.

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What makes a good mission statement?

The best brands combine 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.

What are the 3 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.

How to Write a Mission Statement

• 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.
• Make sure it’s clear, concise, and free of fluff.

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

You want prospects to 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 .

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

• 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

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

5. Make sure it’s clear, concise, and free of fluff.

Above all, your mission statement is a marketing asset that is meant to be clear, concise, and free of fluff. It should clearly outline the purpose of your company offering and show the common goals the company is working to achieve. You should also have other team members or advisors read the mission statement and make adjustments if needed according to their recommendations.

Vision Statement

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. They’re meant to be inspirational, big-picture declarations of what your company strives to be in the future. They give customers a peek into your company’s trajectory and build 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 3 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 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 longevity.

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.

Mission and Vision Statement Template

Free Guide: 100 Mission Statement Templates & Examples

Need more examples to build your mission statement? Download our free overview of mission statements – complete with 100 templates and examples to help you develop a stand-out mission statement.

Create a mission statement with these useful templates , like this example below:

• Life Is Good: To spread the power of optimism.
• sweetgreen: Building healthier communities by connecting people to real food.
• Patagonia: Build the best product, Cause no unnecessary harm, Use business to protect nature, Not bound by convention.
• American Express: Become essential to our customers by providing differentiated products and services to help them achieve their aspirations.
• Warby Parker: To inspire and impact the world with vision, purpose, and style.
• InvisionApp: Transform the way people work together by helping them collaborate better. Faster. On everything. From anywhere.
• Honest Tea: To create and promote great-tasting, healthy, organic beverages.
• 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
• Nordstrom: Offering customers the very best service, selection, quality, and value.
• 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.
• 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.
• JetBlue: To inspire humanity – both in the air and on the ground.
• Workday: Our core values guide everything we do — Employees, Customer Service, Innovation, Integrity, Fun, Profitability.
• Lowe's: Together, deliver the right home improvement products, with the best service and value, across every channel and community we serve.
• Tesla: Accelerating the world's transition to sustainable energy.
• Invisible Children: Partners with local peacebuilders across central Africa to end violent conflict through locally-led solutions.
• TED: Spread ideas, foster community and create impact.
• Microsoft: 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.
• Meta: Giving people the power to build community and bring the world closer together.
• Vista Equity Partners: By providing technology expertise, operational guidance and capital for sustainable growth, we empower organizations across all industries to stay ahead in the digital economy.
• Dunkin': Everything we do is about you. We strive to keep you at your best, and we remain loyal to you, your tastes and your time. That’s what America runs on.

1. Life Is Good : To spread the power of optimism.

Image Source

The Life is Good brand is about more than spreading optimism — although, with uplifting T-shirt slogans like "Seas The Day" and "Forecast: Mostly Sunny," it's hard not to crack a smile.

There are tons of T-shirt companies in the world, but Life is Good's mission sets itself apart with a mission statement that goes beyond fun clothing: to spread the power of optimism.

This mission is perhaps a little unexpected if you're not familiar with the company's public charity: How will a T-shirt company help spread optimism? Life is Good answers that question below the fold, where the mission is explained in more detail using a video and with links to the company’s community and the Life is Good Playmaker Project page . We really like how lofty yet specific this mission statement is — it's a hard-to-balance combination.

2. sweetgreen : Building healthier communities by connecting people to real food.

Notice that sweetgreen's mission is positioned to align with your values — not just written as something the brand believes. We love the inclusive language used in its statement.

The language lets us know the company is all about connecting its growing network of farmers growing healthy, local ingredients with us — the customer — because we're the ones who want more locally grown, healthy food options.

The mission to connect people is what makes this statement so strong. And, that promise has gone beyond sweetgreen's website and walls of its food shops: The team has made strides in the communities where it's opened stores as well. Primarily, it offers education to young kids on healthy eating, fitness, sustainability, and where food comes from.

3. Patagonia : Build the best product, Cause no unnecessary harm, Use business to protect nature, Not bound by convention.

Patagonia's mission statement spotlights the company’s commitment to help the environment and save the earth. The people behind the brand believe that among the most direct ways to limit ecological impacts is with goods that last for generations or can be recycled so the materials in them stay in use.

In the name of this cause, the company donates time, services, and at least 1% of its sales to hundreds of environmental groups worldwide.

If your company has a similar focus on growing your business and giving back, think about talking about both the benefit you bring to customers and the value you want to bring to a greater cause in your mission statement.

4. American Express : Become essential to our customers by providing differentiated products and services to help them achieve their aspirations.

Customers will never love a company until the employees love it first.

— Simon Sinek (@simonsinek)

The tweet above is from Simon Sinek , and it's one that we repeat here at HubSpot all the time. American Express sets itself apart from other credit card companies in its list of values, with an ode to excellent customer service, which is something it’s famous for.

We especially love the emphasis on teamwork and supporting employees so that the people inside the organization can be in the best position to support their customers.

5. Warby Parker : To inspire and impact the world with vision, purpose, and style.

In one sentence, the brand takes us to the root of why it was founded while also revealing its vision for a better future.

The longer-form version of the mission reads: "We're constantly asking ourselves how we can do more and make a greater impact—and that starts by reimagining everything that a company and industry can be. We want to demonstrate that a business can scale, be profitable, and do good in the world—without charging a premium for it. And we've learned that it takes creativity, empathy, and innovation to achieve that goal." This further shows how Warby Parker doesn't hold back on letting its unique personality shine through. Here, the mission statement's success all comes down to spot-on word choice.

6. InvisionApp : Transform the way people work together by helping them collaborate better. Faster. On everything. From anywhere.

We love the way this statement is emphasized by bringing it back to InVision’s customers — top brands like Google, Zillow, and Slack — and linking to those stories. This mission statement is brief, authentic, and business babble-free — which makes the folks at InvisionApp seem trustworthy and genuine.

7. Honest Tea : To create and promote great-tasting, healthy, organic beverages.

Honest Tea's mission statement begins with a simple punch line connoting its tea is real, pure, and therefore not full of artificial chemicals. The brand is speaking to an audience that's tired of finding ingredients in its tea that can't be pronounced and has been searching for a tea that's exactly what it says it is.

Not only does Honest Tea have a punny name, but it also centers its mission around the name. For some time, the company even published a Mission Report each year in an effort to be "transparent about our business practices and live up to our mission to seek to create and promote great-tasting, healthier, organic beverages."

8. 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

The folks at IKEA dream big. The vision-based mission statement could have been one of beautiful, affordable furniture, but instead, it's to make everyday life better for its customers. It's a partnership: IKEA finds deals all over the world and buys in bulk, then we choose the furniture and pick it up at a self-service warehouse.

"Our business idea supports this vision ... so [that] as many people as possible will be able to afford them," the brand states .

Using words like "as many people as possible" makes a huge company like IKEA much more accessible and appealing to customers.

9. Nordstrom : Offering customers the very best service, selection, quality, and value.

When it comes to customer commitment, few companies are as hyper-focused as Nordstrom is. Although clothing selection, quality, and value all have a place in the company's mission statement, it’s clear that it’s all about the customer: "Nordstrom works relentlessly to give customers the most compelling shopping experience possible."

If you've ever shopped at a Nordstrom, you'll know the brand will uphold the high standard for customer service mentioned in its mission statement, as associates are always roaming the sales floors, asking customers whether they've been helped, and doing everything they can to make the shopping experience a memorable one.

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.

Cradles to Crayons divided its mission and model into three sections that read like a game plan: The Need, The Mission, and The Model. The "rule of three" is a powerful rhetorical device called a tricolon that's usually used in speechwriting to help make an idea more memorable. A tricolon is a series of three parallel elements of roughly the same length — think "I came; I saw; I conquered."

11. 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.

A company thrives when it pleases its customers, its employees, its partners, and its investors — and Universal Health Services endeavors to do just that, according to its mission statement. As a healthcare service, it specifically strives to please its patients, physicians, purchasers, employees, and investors. We love the emphasis on each facet of the organization by capitalizing the font and making it red for easy skimming.

12. JetBlue : To inspire humanity – both in the air and on the ground.

JetBlue's committed to its founding mission through lovable marketing, charitable partnerships, and influential programs — and we love the approachable language used to describe these endeavors. For example, the brand writes how it "set out in 2000 to bring humanity back to the skies."

For those of us who want to learn more about any of its specific efforts, JetBlue offers details on the Soar With Reading program, its partnership with KaBOOM!, the JetBlue Foundation, environmental and social reporting, and so on. It breaks down all these initiatives really well with big headers, bullet points, pictures, and links to other web pages visitors can click to learn more. JetBlue also encourages visitors to volunteer or donate their TrueBlue points.

13. Workday : Our core values guide everything we do — Employees, Customer Service, Innovation, Integrity, Fun, Profitability.

Workday, a human resources (HR) task automation service, doesn't use its mission statement to highlight the features of its product or how it intends to help HR professionals improve in such-and-such a way.

Instead, the business takes a stance on values. There's a lot of great tech out there. But at Workday, it revolves around the people. We love how confident yet kind this mission statement is. It observes the state of its industry — which Workday believes lacks a human touch — and builds company values around it.

14. Lowe's : Together, deliver the right home improvement products, with the best service and value, across every channel and community we serve.

Sometimes the best way to communicate is direct. Lowe's mission statement hones in on the who, how, what, and why behind this powerful home improvement brand.

It's also a great lesson in how the words and phrases you choose show your audience the force behind your mission. This mission statement begins with the word "together." So, no matter what location, products, or channel, the top priority of its mission is that it happens as a team.

That focus on togetherness also creates a foundation for the volunteer, scholarship, and charitable work that this organization does.

15. Tesla : Accelerating the world's transition to sustainable energy.

A car company's punny use of the word "accelerating" is just one reason this mission statement sticks out. But Tesla makes this list because of how its mission statement describes the industry.

It may be a car company, but Tesla's primary interest isn't just automobiles — it's promoting sustainable energy. And, sustainable energy still has a "long road" ahead of it (pun intended) — hence the world's "transition" into this market.

Ultimately, a mission statement that can admit to the industry's immaturity is exactly what gets customers to root for it — and Tesla does that nicely.

16. Invisible Children : Partners with local peacebuilders across central Africa to end violent conflict through locally-led solutions.

Invisible Children is a non-profit that raises awareness around the violence affecting communities across Central Africa, and the company takes quite a confident tone in its mission.

The most valuable quality of this mission statement is that it has an end goal. Many companies' visions and missions are intentionally left open-ended so that the business might always be needed by the community. But Invisible Children wants to "end" violent conflict facing African families with local solutions. It's an admirable mission that all businesses — not just nonprofits — can learn from when motivating customers.

17. TED : Spread ideas, foster community and create impact.

We've all seen TED Talks online before. Well, the company happens to have one of the most concise mission statements out there.

TED, which stands for "Technology Education and Design," has a succinct mission statement that shines through in every Talk you've seen the company publish on the internet. That mission statement starts with "Spread ideas." Sometimes, the best way to get an audience to remember you is to zoom out as far as your business's vision can go. What do you really care about? TED has recorded some of the most famous presentations globally. Then, it hones in on what great ideas can do — foster community and create impact.

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

Microsoft is one of the most well-known technology companies in the world. It makes gadgets for work, play, and creative purposes on a worldwide scale, and its mission statement reflects that. Through its product offering and pricing, it can empower every person and organization.

19. Disney : To entertain, inform and inspire people around the globe through the power of unparalleled storytelling.

Disney’s mission statement goes beyond providing ordinary entertainment. It intends to tell stories and drive creativity that inspires future generations through its work. This is an exceptional mission statement because it goes beyond giving consumers programs to watch, but ones that excite and change the way people see them and the world around them.

20. Meta : Giving people the power to build community and bring the world closer together.

Meta, formerly known as Facebook, is a major social media platform with a concise vision statement. It provides a platform to stay in touch with loved ones and potentially connect to people around the world.

21. Vista Equity Partners : By providing technology expertise, operational guidance and capital for sustainable growth, we empower organizations across all industries to stay ahead in the digital economy.

Some businesses sell a clear and easy-to-understand product or service. But many companies need to combine branding with product education. This means that some mission statements need to not only communicate how a brand does business but also make it easy to see what it's selling.

Vista Equity Partners is a leading technology brand that supports a wide range of people, technologies, and products. In its mission statement, it clarifies what its company offers and why. It does this using the terms its audience uses most often to describe how it can help.

22. Dunkin' : Everything we do is about you. We strive to keep you at your best, and we remain loyal to you, your tastes and your time. That’s what America runs on.

Dunkin’s mission goes beyond remaining a large coffee chain. Rather, the brand wants to be the consummate leader in the coffee and donut industry. It wants to become a place known for fun, food, and recreation.

Now that we’ve gone over successful mission statements, what does a good vision statement look like? Check out some of the following company vision statements — and get inspired to write one for your brand.

Vision Statement Example

“Our vision is to improve sustainable farming practices across the globe.” This vision statement is ambitious and broad enough to be an umbrella statement in line with a brand's mission.

1. Alzheimer's Association : A world without Alzheimer's and all other dementia.

The Alzheimer’s Association conducts global research and gives quality care and support to people with dementia. This vision statement looks into the future where people won’t have to battle this now incurable disease. With the work that it's doing in the present, both employees and consumers can see how the organization achieves its vision by helping those in need.

2. Teach for America : One day, all children in this nation will have the opportunity to attain an excellent education.

Teach for America creates a network of leaders to provide equal education opportunities to children in need. This organization’s day-to-day work includes helping marginalized students receive the proper education they otherwise wouldn’t have access to. Its vision statement is what it hopes to see through its efforts — a nation where no child is left behind.

3. Creative Commons : Help others realize the full potential of the internet.

This nonprofit’s vision statement is broad. It helps overcome legal obstacles to share knowledge and creativity around the world. By working closely with major institutions, its vision is an innovative internet that isn’t barred by paywalls.

4. Chipotle : We believe that food has the power to change the world.

Delicious tacos, burritos, and bowls aren't the only things that Chipotle is passionate about. Many fast food brands differentiate with products. But Chipotle offers a belief instead. This idea fuels practices like using local and organic produce, using responsibly raised meat, and cutting greenhouse emissions. Chipotle’s vision statement makes it clear what inspires and drives the actions of this international brand.

5. Australia Department of Health : Better health and wellbeing for all Australians, now and for future generations.

This government department has a clear vision for its country. Through health policies, programs, and regulations, it has the means to improve the healthcare of Australian citizens.

6. LinkedIn : Create economic opportunity for every member of the global workforce.

LinkedIn is a professional networking service that gives people the opportunity to seek employment. Its vision statement intends to give employees of every level a chance to get the job they need.

7. Purely Elizabeth : We believe that food can heal.

Purely Elizabeth is a food brand selling granola, oatmeal, and cereal products. Its extended vision statement reads: "When you eat better, you feel better. It’s that simple. That's why we use superfoods with vibrant flavors and rich textures to create delicious foods to help you thrive on your wellness journey."

Food brands have a lot of competition, and this brand's broad and inspiring vision offers a chance to connect more deeply with customers. Its podcast, blog, and recipe resources offer useful tools and tips for anyone looking to heal their bodies with their food choices.

8. AllHere : Connecting All Families with the Right Support at the Right Time

Attendance is a big challenge for schools and families, especially with students in middle and high school. AllHere offers AI services like mobile messaging to overcome administrative and communication challenges. This helps students, parents, and teachers get the support they need for student success.

This vision statement emphasizes that this challenge is bigger than individual habits. It's an empowering vision of an educational system that works for everyone.

9. Southwest : To be the world's most loved, most efficient, and most profitable airline.

Southwest Airlines is an international airline that strives to serve its flyers with a smile. Its vision statement is unique because it sees itself not just excelling in profit but outstanding customer service, too. Its vision is possible through its strategy and can lead its employees to be at the level they work toward.

10. Supergoop! : Change the way the world thinks about sunscreen.

For a vision statement to excite, but not overwhelm, it should be both broad and specific. Company mission statement examples like the one above from Supergoop! show that it may be tricky, but it's also possible to balance those two extremes.

This vision says that sunscreen is important AND that sunscreen is more than sunscreen. This simple statement helps the audience think more about what its products are and what they should expect from those products. It's about education, awareness, and quality. And this vision statement keeps the tone positive, bright, and direct.

Inspire Through Brand Values

Brand values play a much more significant role in customer loyalty than you think. Showing that your business understands its audience — and can appeal to them on an emotional level — could be the decision point for a customer’s next purchase. We hope you found some insight in this post that can help you brainstorm your inspiring vision and mission statements for your business.

Editor's note: This post was originally published in August 2014 and has been updated for comprehensiveness.

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100 examples and templates of mission statements to help you build your own.

what is the primary purpose of a mission statement? a. to explore the options for a business b. to promote the growth of a business c. to list the immediate goals of the business d. to state the reason for the existence of a business

Answer: The primary purpose of a mission statement is to state the reason for the existence of the business. The correct answer is D.

Explanation:

A mission statement is an important part of a businesses values. Every company should have a mission statement for their employees and their customers. The mission statement should be positive and set achievable goals for the future of the business. In the statement, a description of the location of the business should be included. The statement can include what types of customers are wanted and needed for the business to thrive.

The primary purpose of a mission statement is to state the reason for the existence of the business . Thus, option D is appropriate.

Business refers to the activity of creating, purchasing, and reselling goods in order to support oneself financially. Additionally, it includes "any activity or enterprise undertaken for profit."

An innovative company or organization that engages in professional activities is referred to as a business . They could be industrial, commercial, or something else. Businesses that are for-profit operate to make a profit, whereas those that are nonprofit do so to further a philanthropic cause .

Main Business refers to both the actual business operations and the things falling under the business scope specified in the company's business license.

Thus, option D is correct.

Learn more about the Business here:

https://brainly.com/question/15826604

📚 Related Questions

as a unit of measure, money makes it easier for consumers to do what? a. compare prices of different products. b. make a bigger profit from their income. c. have a better exchange rate with other currencies. d. get more unearned income.

the verified person is WRONG!

the correct option is A.

Choose A. if you want to be right.

GoGo Gas and Fab Fuel are among the few large producers of gasoline in the country. Along with other large producers, they have formed a formal organization to control the output and price of gasoline in that country. What is such an organization called? A) collusion B) corporation C) partnership D) cartel

The answer is D.) Cartel

Finish the sentence. Your vehicle _____________ determines the amount of your license/registration fee.

The factors of production influence an item’s: A. demand. B. availability. C. cost. D. quality.

Details : The factors of production influence an items:A. demand. B. availability.

the price of paper increases by a lot. book producers respond by supplying _____ books. more fewer the same user: you just went into the cookie business. to determine a price for your cookies, you calculate your _____. input costs preferences climate

the organizational buying process has more steps than the consumer buying process, which can be attributed to ______________. (points : 2

the normal distribution curve is also called the bell curve.

the main purpose of writing a business plan is to a. meet a state requirement for new businesses. b. inform employees of your business philosophy. c. prepare a "blueprint" for the development of your business. d. have a document to file with your incorporation papers.

The correct answer is c. prepare a "blueprint" for the development of your business.

Just took the test and got it right

Details : the main purpose of writing a business plan is to a. meet a state

since stores will calculate the total price of your purchase for you, why is it important to be able to calculate discounts yourself?

The correct answer is to ensure that the appropriate discounts are applied.

It is important to calculate discounts independently to ensure that each discount is applied to the price of each product. Many times stores publish discounts before updating their pricing systems, so when adding the prices of products from a purchase the system does not apply discounts to all products, only to those that are loaded into the system. It is also important to calculate them to know the real total price of the purchase you are going to make.

Have a nice day!

replacement of skilled workers with machines that can do the job more efficiently is called what? a. deskilling b. downsizing c. re-engineering d. outsourcing

Replacement of skilled workers with machines that can do the job more efficiently is called "deskilling".

Deskilling is the procedure by which skilled workers inside an industry or economy is disposed of by the presentation of innovations worked by semiskilled or incompetent specialists. This outcomes in cost reserve funds because of lower interest in human capital, and diminishes obstructions to section, debilitating the dealing intensity of the human capital. Deskilling is the decrease in working positions through the hardware acquainted with independent specialists from the creation procedure.  

question 3 of 25 : historically, the reason for most incident responses failures is due to: a. insufficient resources. b. poor management. c. lack of volunteers. d. fraudulent activity.

one advantage market economies have over centrally-planned economies is that market economies a. provide an equal distribution of goods and services to households. b. establish a significant role for government in the allocation of resources. c. solve the problem of scarcity. d. are more efficient.

Details : one advantage market economies have over centrally-planned economies

a shopper seeking a bargain combined a 25% off coupon with the store's existing 25% off sale, and brought enough money to cover 50% of the base price. why did this shopper go home disappointed

a separation between ownership and management is most likely to occur in a:

which of the following would be the best example of a total institution? a. a mental hospital b. a private university c. a parochial school d. a baseball team

when addressing issues of high ____ , managers are more aware of the impact their decisions have on others, they are more likely to view the decision as an ethical decision, and they are more likely to worry about doing the right thing. a.social consensus b.ethical intensity c.temporal immediacy d.proximity of effect e.ethical temporality

Details : when addressing issues of high ____ , managers are more aware of

what is the most appropriate closing for a business letter? a. your friend, b. sincerely, c. anxiously, d. take care,

explain how the decisions you make as a consumer influence the economy.

Which of the following accounts is not a permanent account?Cash, Accounts payable, Salaries expense,and Thomas Bernard, Capital

Salaries expense is the accounts that is not a permanent account . Hence, option B is correct.

What is permanent account?

A. The accounts that keep track of cumulative balances throughout time are permanent accounts . A prime example of a perpetual account is one that is receivable. Asset, liability, equity, accounts payable , inventories, and investments are other examples of permanent accounts .

A temporary account can be seen on a company 's income statement, which evaluates profit and loss over a period of time, whereas a permanent account can be found on a company's balance sheet, which gives a snapshot of what the company owns and owes at a single point in time .

The accounts with continued balances across time are known as permanent accounts. Permanent accounts include the asset, liability, and equity accounts, which are all combined into the balance sheet.

Thus, option B is correct.

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mars, inc., maker of m&ms and other candy, is 100 percent owned by the mars family and is therefore referred to as a(n)

Details : mars, inc., maker of m&ms and other candy, is 100 percent owned

Hanes uses Michael Jordan in its commercials to introduce a new brand of T-shirts. What advertising tactic does this represent? A. demonstration B. endorsement C. incentive D. sponsorship

Any value given up from the best alternative is called the _____ . accounting cost opportunity cost trade-off

the answer is opportunity cost.

A distribution to stockholders in the form of cash is called a A. stock dividend. B. stock split. C. stock conversion. D. cash dividend.

A distribution to stockholders i n the form of cash is called a   cash dividend . Thus option (D) is correct.

What is  dividend ?

A dividend is a payment made by a company to its shareholders as a distribution of its profits . When a company earns a profit, it can choose to use that money in several ways, such as reinvesting it in the business or paying it out to shareholders in the form of dividends.

Dividends can be paid in cash, additional shares of stock , or other property. They are typically paid on a regular basis, such as quarterly or annually, and are usually determined by the company's board of directors .

The amount of the dividend can vary depending on the company's financial performance and other factors, such as its growth prospects, competition, and economic conditions.

A  cash dividend is the distribution to stockholders in the form of cash. Therefore, option (D) is correct.

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the price of a stock at a particular point during the day is a _____. stock quote mutual fund stock market stock table

Details : the price of a stock at a particular point during the day is a _____.

lily created comment cards to give to customers during the month of july she takes all ths feedback she revieved amd determines how the company needs to improve its product now that the product is improved lily is launching a social media campaign to let customers know about the changes in what department does she most likely work

Why is the expert testimony of a forensic scientist so convincing?

Which of the following is not a common business use of blogs?

discuss special considerations for using blogs and wikis in research

2.) in a criminal case, ___ can appeal the trial court's decision once a final judgment is entered. (1 point) a.only the plaintiff b.either party c.only the defendant d.the appellate

Details : 2.) in a criminal case, ___ can appeal the trial court's decision

The money being made in a company. A. Obsolesce B. Solvency C. Revenue D. Debt

The money being made in a company is "revenue".

Revenue is the measure of cash that an organization really gets amid a particular period, including limits and derivations for returned stock. It is the best line or gross pay figure from which costs are subtracted to decide overall gain.  

Revenue is determined by duplicating the cost at which products or administrations are sold by the quantity of units or sum sold.  

Revenue is otherwise called sales on the income statement.

identify 6 characteristics that affect economic growth

1-High rates of growth in product and of population in recently developed countries.

2-The rate of rise in productivity.

3-The rate of structural transformation of the economy is high.

4-Extremely important structures of society and its ideology have changed rapidly and drastithe economically.

5-The most economically developed countries, by means of the increased power of technology, particularly in transport and communication have the ability to reach out to the rest of the world.

6-The spread of modern economic growth.

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White house releases plan to grow radio spectrum access, with possible benefits for internet, drones.

Associated Press

WASHINGTON – The White House on Monday announced a strategy to potentially expand the availability of radio spectrum needed for cellphones , satellites, navigation, space travel and other emerging technologies.

The increasingly digitized and mobile economy has put pressure on the available range of frequencies used for wireless communication. The spectrum is also vital for national security and responding to disasters.

“We all understand the spectrum is crowded, demand is growing fast,” said Arati Prabhakar, director of the White House Office of Science and Technology Policy. “This is a way to break through the limitations of today.”

The strategy will help to coordinate and guide how spectrum is allocated by the Federal Communications Commission , an independent government agency.

The National Telecommunications Information Administration will perform a two-year study on how to possibly repurpose 2,786 megahertz of spectrum, which could be used for wireless broadband, drones, and satellites. There will also be coordination among government agencies, encouragement of innovation in the sector and workforce development as part of the strategy.

Copyright 2023 The Associated Press. All rights reserved. This material may not be published, broadcast, rewritten or redistributed without permission.

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November 3, 2023

Kaiser foundation health plan and hospitals q3 2023 financials.

The nonprofit organization continued to deliver on its mission of high-quality, affordable care and service.

• Financial results

For the quarter ending September 30, 2023, Kaiser Foundation Health Plan, Inc., Kaiser Foundation Hospitals, and their respective subsidiaries (KFHP/H) reported operating revenues of $24.9 billion and operating expenses of $24.7 billion compared to operating revenues of $24.3 billion and operating expenses of $24.3 billion in the same period of the prior year. Operating income was $156 million for the third quarter of this year compared to an operating loss of $75 million in the third quarter of 2022.

Other income (net of other expense) was $83 million for the third quarter compared to a $1.5 billion loss in the third quarter of 2022. For the third quarter, net income was $239 million compared to a net loss of $1.5 billion in the same period of 2022.

“Like other health systems, Kaiser Permanente is continuing to emerge from the pandemic and we are working hard to address our challenges, including competition for fewer workers, the high costs of goods and services, and an increased demand for services due to deferred care,” said chair and chief executive officer Greg A. Adams . "Our focus in 2023 is on implementing effective strategies that improve service, access, and quality to deliver the best health outcomes for our members. Thanks to the concerted and unrelenting efforts of our employees and physicians, we are seeing results in these areas and remain committed to fulfilling our mission.”

Membership as of September 30, 2023, was more than 12.6 million, reflecting a growth of more than 29,000 members since December 31, 2022.

Capital spending

Capital spending in the third quarter was $825 million compared to $820 million in the same period of the prior year. Kaiser Permanente opened the new 7-story, 433,000-square-foot San Marcos Medical Center on August 9, which expands health care access to members in San Diego County, California. As of September 30, 2023, Kaiser Permanente had 618 medical offices, 40 hospitals, and 43 retail and employee clinics.

“In the third quarter, we furthered the long-term health and stability of the organization by maintaining fiscal discipline while increasing access to our high-quality care and service,” said executive vice president and chief financial officer Kathy Lancaster . “At Kaiser Permanente, we are also continuing to expand our digital capabilities and in-person care services to improve the consumer experience.”

Q3 2023 and Q3 2022 financial summary

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• Greg A. Adams
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September 22, 2023

New health plan leadership announced.

Brandon Cuevas has been named EVP for Kaiser Foundation Health Plan, and …

September 21, 2023

Greg holmes appointed chief human resources officer.

He has served as senior vice president, Total Rewards and Performance, …

August 31, 2023

Grateful for our employees on labor day and every day.

Our employees and physicians are the heart of Kaiser Permanente.

August 15, 2023

Diane comer to retire as chief information technology officer.

IT organization will move to report to Yazdi Bagli, executive vice president, …

August 4, 2023

Kaiser foundation health plan and hospitals q2 2023 financials.

Ongoing efforts to improve financial performance support the nonprofit …

August 3, 2023

Announcing new chief compliance and privacy officer.

Jacqueline Carberry Baratian will lead the ethics and compliance program …

June 7, 2023

Engaging businesses for action on climate and health equity.

New climate collaborative with BSR announced at joint Kaiser Permanente …

May 5, 2023

Kaiser foundation health plan and hospitals q1 2023 financials.

The nonprofit organization delivered on its mission of high-quality, affordabl …

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