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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.

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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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How to Write a Mission Statement + 10 Great Examples

17 min. read

Updated May 10, 2024

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

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

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

On this page

• What is a mission statement?

Mission statement or vision statement?

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

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

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

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

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

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

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

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

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

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

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

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

1. Start with a market-defining story

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

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

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

2. Define what your business does for its customers

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

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

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

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

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

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

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

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

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

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

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

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

3. Define what your business does for its employees

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

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

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

Don’t worry about being fully unique

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

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

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

You may not need to focus on employees

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

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

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

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

4. Add what the business does for its owners

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

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

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

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

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

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

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

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

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

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

Cut out general terms

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

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

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

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

• Great Mission Statements: 10 Examples

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

1. Southwest Airlines

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

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

2. Urban Outfitters

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

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

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

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

4. Starbucks

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

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

5. Walgreens

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

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

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

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

7. The Coca Cola Company

“Refresh the world. Make a difference.”

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

8. Patagonia

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

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

9. charity: water

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

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

 10. Asana

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

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

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

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

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

What is a Mission and Vision Statement?

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

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

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

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

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

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

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

Why Your Business needs a Mission Statement

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

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

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

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

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

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

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

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

3 Components of a Mission and Vision Statement

1.  a vision.

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

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

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

2.  A mission statement

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

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

Here’s another example of a mission statement:

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

3. Core values

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

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

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

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

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

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

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

2.  Ask yourself how best you can serve your customers

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

3. Brainstorm for your vision statement

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

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

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

4.  Get down your mission statement

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

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

5.  List your core values

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

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

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

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

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

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

More on Business Plans

Free Mission Statement Template (With Examples)

Updated: Jun 28, 2024, 6:32am

Table of Contents

What is a mission statement, why a mission statement is important, mission vs. vision statement, mission statement examples, key components of a mission statement, mission statement template, frequently asked questions (faqs).

Crafting a compelling mission statement is a critical task for any business or organization, as it defines the core of what they stand for and aim to achieve. With the right guidance and a clear mission statement template, you can easily create one that resonates with your values and aspirations.

In this article, you will learn the essential elements that make up a powerful mission statement. We will also look at some real-world examples to inspire and guide your mission statement creation. And we will also be sharing a straightforward template to get you started quickly.

Let’s dive in.

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A mission statement describes the purpose and fundamental objectives of an organization. It’s a declaration of the company’s core values and goals, serving as a guidepost for its actions and decisions. Unlike a vision statement, which outlines a future aspiration, a mission statement focuses on the present—the here and now of what an organization does, for whom and why.

A mission statement clearly communicates to stakeholders, employees and customers what the organization stands for and aims to achieve. This clarity can help align internal culture and can be a compelling tool in marketing and branding.

A well-crafted mission statement is more than just a statement of intent; it’s a strategic tool that shapes every aspect of an organization, from internal culture to external communications. It acts as a compass that guides the organization through its journey, ensuring consistency and purpose in all actions. Here are a few major benefits of having a mission statement.

• Defines Purpose and Direction: A mission statement clearly articulates the organization’s core purpose and direction, guiding day-to-day operations and decision-making processes. It ensures that every action aligns with the overarching goals of the organization.
• Enhances Organizational Cohesion: By clearly stating what the organization stands for, a mission statement helps unite team members under a common purpose and set of values. This enhances team cohesion and fosters a strong organizational culture.
• Facilitates Better Decision Making: With a clear mission, organizations can make decisions more effectively. It serves as a criterion to evaluate opportunities and challenges, ensuring that responses align with the organization’s core objectives.
• Improves Transparency and Communication: A mission statement communicates the organization’s purpose and values to all stakeholders, including employees, customers and investors. This transparency can build trust and improve external relationships.
• Increases Employee Engagement and Motivation: Employees are more likely to feel connected and committed to their work when they understand how their efforts contribute to the organization’s larger purpose. A mission statement can boost employee motivation and job satisfaction.
• Guides Marketing and Branding Efforts: The mission statement is a tool in shaping the organization’s brand identity. It helps in creating marketing strategies that reflect the organization’s values and attract customers who share similar beliefs.

While a mission statement describes the organization’s current identity, goals and approach, a vision statement outlines its future aspirations and ultimate goal. Both are essential in providing direction and inspiration, but serve different purposes.

A mission statement defines what an organization does, whom it serves and why it exists. It is a to-the-point declaration of the organization’s core purpose and primary objectives. A mission statement is action-oriented and focuses on how an organization operates in the present. It is grounded in the reality of what the organization is currently doing and is often used as a guide for making decisions and setting the organization’s course. For example, a mission statement might say, “We provide innovative healthcare solutions to improve the quality of life in our community.”

On the other hand, a vision statement is future-oriented. It describes where the organization aspires to be in the future. It’s a source of inspiration and motivation, providing a long-term goal for the organization’s aspirations. Vision statements are about the “next”—they paint a picture of what the future looks like once the organization’s goals are achieved. A vision statement might say, “We aim to be the world leader in healthcare innovation, transforming the everyday health of communities globally.”

Analyzing real-world examples can provide valuable insights into crafting a compelling mission statement. By examining some examples, you can see how each component—purpose, values, goals, target audience and strategy—plays a crucial role in forming a comprehensive and impactful mission statement.

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

This mission statement is a powerful reflection of Google’s expansive role in information technology, highlighting its focus on organizing information and making it accessible.

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

Nike’s mission statement is broad yet focused, encapsulating its commitment to inspiration and innovation in sports. It also subtly includes everyone as an athlete, broadening its audience.

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

Starbucks goes beyond coffee to emphasize community and individual experiences, aligning with its values of connection and quality.

As Google, Nike and Starbucks are fairly popular companies, you can observe how their mission statement encapsulates their essence, ambition and unique approach simultaneously.

Creating an impactful mission statement involves careful consideration of several key elements. These components not only define the essence of an organization but also guide its decision-making processes and strategies. Here are the crucial elements to include:

• Purpose: This is the heart of your mission statement. It answers the fundamental question, “Why does our organization exist?” The purpose should reflect the core reason for the company’s existence beyond just making a profit.
• Values: These are the principles and beliefs that guide an organization’s internal conduct as well as its relationship with the external world. Values are the ethical compass of the company, shaping its culture and public persona.
• Goals: While goals in a mission statement are generally broad and long term, they provide a clear direction for the organization. These objectives should be achievable and reflect the aspirations of the company.
• Target Audience: Identifying the primary stakeholders or audience is crucial. It could be clients, a specific demographic or the community at large. Understanding who you serve helps focus your mission statement.
• Strategy or Approach: This element addresses how the organization plans to achieve its goals and fulfill its purpose. It gives a glimpse into the methods and practices the organization adopts.

Remember, an effective mission statement is concise, clear and inspiring. It should resonate with both internal stakeholders and the external audience.

Here’s a mission statement template structured to help you think through each important aspect of your mission statement, ensuring that the final product is both comprehensive and reflective of your organization’s unique values and objectives.

Purpose (Why We Exist)

[Your Organization’s Name] exists to:

[Briefly describe the core reason for your organization’s existence.] Values (What We Believe In)

Our core values include:

[List two to three key principles or beliefs that guide your organization.] Goals (What We Aim To Achieve)

Our primary goals are:

[List two to three broad objectives your organization is working towards.] Target Audience (Who We Serve)

We are dedicated to serving:

[Describe the specific group(s) or community your organization focuses on.] Strategy/Approach (How We Achieve Our Goals)

To achieve these goals, our approach involves:

[Outline the methods or practices your organization will use to achieve its objectives.] Refinement (Making It Resonate)

[Revise and refine the above components to ensure clarity and cohesion. Aim for a concise, impactful statement that encapsulates the essence of your organization.]

Final Mission Statement:

[Combine the above elements into a final, polished mission statement. It should be a clear, concise statement that reflects the unique identity and direction of your organization.]

Bottom Line

Crafting a mission statement is a vital step in defining the identity and direction of your organization. Using the template provided, you can start working at it right away. But remember to avoid vagueness and over-complication; a mission statement should be clear, specific and easy to understand. Also ensure it aligns with your organization’s actual values and goals, and is realistic and achievable.

Involving various stakeholders in its creation ensures wider acceptance and relevance, so take inputs from stakeholders, clients, employees and customers.

What are the three parts of a mission statement?

A mission statement typically has three key elements: the organization’s purpose , which explains why it exists; its values , representing the core principles guiding its actions and decisions; and its goals , outlining the primary objectives it aims to achieve.

What is a good mission statement format?

A good mission statement format should be clear, concise and inspiring. It should start by stating the organization’s purpose—the core reason for its existence—then articulate its key values or principles and conclude with its primary goals or objectives.

What is a simple mission statement?

A simple mission statement is a brief and clear declaration that outlines an organization’s core purpose, its fundamental values and its primary goals. It succinctly communicates the essence of what the organization stands for and aims to achieve, often in just one or two sentences. For example, a simple mission statement could be, “To provide high-quality, affordable educational resources for lifelong learners worldwide.”

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A seasoned small business and technology writer and educator with more than 20 years of experience, Shweta excels in demystifying complex tech tools and concepts for small businesses. Her work has been featured in NewsWeek, Huffington Post and more. Her postgraduate degree in computer management fuels her comprehensive analysis and exploration of tech topics.

70 Mission Statement Examples That Define Companies and Inspire Customers

Plus a guide on how to write a mission statement.

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

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

What Is a Mission Statement?

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

Related Reading Tips for Effective Business Storytelling

Mission Statement Examples

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

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

Mission statement: “To empower insurance to communicate simply, build trust and protect what people love.”

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.”

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

Supernova Technology

Mission statement: “At Supernova, our mission is to enable investors to achieve financial wellness.”

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.”

Clean Power Research

Mission statement: “Our mission is to power the worldwide energy transformation with trusted, adaptable and efficient software.”

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

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

Formation Bio

Mission statement: “Our mission is to bring new treatments to patients faster and more efficiently. We are a tech-driven, AI-native pharma company changing the way drug development is done.”

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

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

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

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

Bectran, Inc

Mission statement: “Our mission is to reshape the credit industry and disrupt traditional processes. We believe in leading our business partners into the digital age to adapt to the tools and technologies that will allow them to remain at the forefront of their industries. Here at Bectran, we are committed to helping businesses leverage the power of SaaS solutions to save time and money and actualize their full growth potential through innovated, automated software.”

Gradient AI

Mission statement: “Gradient AI is on a mission to increase precision and automation throughout the insurance industry.”

GrayMatter Robotics

Mission statement: “Our mission is to help your people and your industrial assets become smarter and more visible.”

Mission statement: “To empower hospitality providers with the tools needed to build successful businesses and deliver exceptional experiences.”

TurboTenant

Mission statement: “At TurboTenant, our mission is to provide the software and processes to make managing their rentals efficient and professional so they can spend less time managing their properties while hitting their financial goals.”

GameChanger

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

LoanStreet Inc.

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

Mission statement: “Our mission is to make the best care possible for all pets.”

Mission statement: “We’ve built the nation’s leading social care network with a clear focus on our mission — to connect people to the help they need with dignity and ease.”

Snap! Mobile

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

Blueprint Test Prep

Mission statement: “To provide the most personalized and innovative experiences to help our learners achieve their goals.”

Mission statement: “Our mission is to improve health outcomes by eliminating confusion around benefits and coverage.”

Bridge Legal

Mission statement: “At Bridge Legal, our mission is simple: To improve access to legal services in America.”

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!”

Biz2Credit Inc.

Mission statement: “Our mission is to provide small businesses with the best funding options for each and every project or capital need, with technology that makes business financing easy to understand and easy to access.”

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

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

VelocityEHS

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

Mission statement: “Restaurants sit at the heart of communities. It’s our mission to strengthen their roots, deepen their connections, and increase the positive impact they have on people and society.”

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

Scaled Agile, Inc.

Mission statement: “To be the trusted provider of the system that enables our customers to achieve and sustain business agility.”

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

Gogo Business Aviation

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

Piaggio Fast Forward

Mission statement: “Our mission is to build technology products that move the way people move.”

Scythe Robotics

Mission statement: “To provide the most advanced and sustainable autonomous technology for maintaining off-road environments safely, effectively, and responsibly.”

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.”

Mission statement:  “To save lives and minimize loss by identifying active threats globally and facilitating timely communications when an emergency situation threatens personal safety and business continuity.”

Mission statement: “We’re passionate about powering safe, informed, and efficient communities. Our mission is to innovate with heart by building intuitive COA software solutions that foster transparency, efficiency, and collaboration for everyone who calls an association home.”

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.”

OTR Solutions

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

Inspira Financial

Mission statement: “We solve complex problems for countless strategic partners and thousands of employers. We help millions of individuals to thrive today, tomorrow and into retirement.”

Mission statement: “Founded on the mission to simplify healthcare and improve outcomes.”

Mission statement: “Humanizing brands to move people.”

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

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

NBCUniversal

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

Mission statement:  “At Hivebrite, our mission is to help organizations build vibrant communities.”

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 empower the people who run physical operations with tools to make their work safer, more productive and more profitable.”

Geode Capital Management

Mission statement: “To manufacture precision building blocks to help our clients efficiently achieve their investment objectives.”

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

Bilt Rewards

Mission statement: “Renting should be rewarding.”

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

Mission statement: “We help people secure their future and protect the ones they love.”

Jabra Hearing

Mission statement: “We empower people with hearing loss to connect with their world through effortless technology and delightful care.”

Warby Parker

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

Mission statement: “We help people in crisis get life-changing aid.”

Mission statement:  Make a difference: Improve community health and safety through the power of data.

MobilityWare

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

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

Mission statement: “Our mission is to empower every homeowner. We’re creating a world where home ownership comes with ease, security, and financial know-how.”

Mission statement: “Our mission is to help financial institutions win and keep customers by delivering flawless customer experiences. Pinwheel’s activation and lifecycle management solutions remove friction, increase transparency, and help create a fairer financial ecosystem for all.”

Mission statement:  “At Personio, our mission is to help HR focus on what matters most: people.”

First Entertainment Credit Union

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

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

Mission statement: “To unite everyday people to unlock their financial progress. By eliminating unnecessary fees and simplifying the credit building process, we’ve empowered millions of everyday people to take control of their finances.”

Mission statement: “Our mission: deliver powerfully-simple email marketing software for small businesses that does 90 percent of the work for you. We leave the last 10 percent for you to have fun!”

Mission statement: “At Inato, we’re on a mission to bring clinical research to each and every patient, regardless of who they are and where they live.”

Invoice Home

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

Mission statement : “Tens of millions of Americans seek mental health care every day, but the vast majority never get the care they need. Headway is solving this, and we’re doing it all through software.”

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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More Like this

52 mission statement examples that rock + free mission guide.

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

What is a mission statement and its purpose?

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

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

What are the benefits of a mission statement?

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

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

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

What makes a great mission statement?

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Anatomy of an Effective Mission Statement

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

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

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

Every mission statement must have these five basic elements:

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

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

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

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

Vision statement.

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

Mission Statements

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

Values Statements

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

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

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

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

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

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

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

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

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

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

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

52 Mission Statement Examples

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

Example Mission Statements for For-Profit Companies

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Example mission statements for non-profits.

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

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

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

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

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

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

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

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

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

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

Mission Statement Examples for Software Companies

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

Madison AI : “Our mission is to help governments realize the power of Generative AI to govern efficiently.”

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

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

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

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

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

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

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

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

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

Example Mission Statements for Healthcare Organizations

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

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

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

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

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

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

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

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

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

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

Mission Statement Examples for Governments and/or Government Entities

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

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

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

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

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

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

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

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

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

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

What are the 5 components of a mission statement?

What is the purpose of a mission statement?

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

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17 Seriously Inspiring Mission and Vision Statement Examples (2024)

Money is a by-product of value .

So, to thrive in the long run, businesses must remain focused on producing value.

However, it’s easy to lose sight of value creation and get sidetracked by other things like profit margins, expanding your product catalogs , or competitors.

To become a runaway success, businesses must have a purpose that unites and inspires people – “make more money” won’t do the trick. As the author Simon Sinek said , “People don’t buy what you do, they buy why you do it.”

This is why organizations create mission and vision statements.

These statements unify the organization and keep everyone focused on what really matters – because if you get these things right, the profits will follow.

This post will give you an introduction to the two statements. Plus, we’ll share some great mission and vision statement examples to help inspire your own. 

Now, let’s dive in.

What is a Mission Statement?

A mission statement is a short summary of an organization’s core purpose, focus, and aims. This usually includes a brief description of what the organization does and its key objectives.

What is a Vision Statement?

A vision statement is a short description of an organization’s aspirations and the wider impact it aims to create. It should be a guiding beacon to everyone within the organization and something which underpins internal decision-making and determines the intended direction of the organization.

Mission Statement vs Vision Statement: What’s The Difference?

In short: The mission is the “ what ” and the “ how ,” and the vision is the “ why .”

The mission statement defines what an organization does and includes tangible goals which the organization strives to accomplish. The vision statement, meanwhile, should clarify the aspirations of the organization and define the direction it’s heading in.

Many organizations combine the two statements to form one clearly defined reason for existing that unites the efforts of everyone involved.

Does Your Business Need Mission and Vision Statements?

Mission and vision statements are signposts.

Effective mission and vision statements will unify the focus of an organization – for the organization and their target audience .

Okay, but what if you’re only just starting a business ?

Well, whether you’re a massive corporation or a solopreneur , you can use mission and vision statements to gain clarity and ensure that you consistently make decisions in line with your ultimate goals.

These statements also help you develop a stronger brand that differentiates you from the competition.

Now, let’s look at some examples.

Mission and Vision Statement Examples

For quick reference, here are 17 examples of mission and vision statements from highly successful businesses:

• Tesla : To accelerate the world’s transition to sustainable energy.
• Nike : Bring inspiration and innovation to every athlete* in the world. *If you have a body, you are an athlete.
• MVMT : Style shouldn’t break the bank.
• Warby Parker : To offer designer eyewear at a revolutionary price, while leading the way for socially conscious businesses.
• Shopify : Make commerce better for everyone, so businesses can focus on what they do best: building and selling their products.
• Patagonia : Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.
• IKEA : To create a better everyday life for the many people.
• TED : Spread ideas.
• Amazon : To be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online.
• Southwest Airlines : To become the world’s most loved, most flown, and most profitable airline.
• Google : To organize the world’s information and make it universally accessible and useful.
• Asos : Become the world’s number-one destination for fashion-loving 20-somethings.
• Loreal : To provide the best in cosmetics innovation to women and men around the world with respect for their diversity.
• Bulletproof : Help people perform better, think faster, and live better.
• Honest Tea : Create and promote great-tasting, healthy, organic beverages.
• Starbucks: To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.
• Passionfruit: Create inclusive clothing and accessories that enable you to show your pride all year round while giving back to our community.

17 Inspiring Mission and Vision Statements Explained

Now you know what they are and how they serve organizations, let’s take a closer look at these mission and vision statement examples and draw out the key components.

Mission statement: To create the most compelling car company of the 21st century by driving the world’s transition to electric vehicles.

Vision statement: To accelerate the world’s transition to sustainable energy.

Tesla’s mission and vision statements are a class act.

Their mission statement clearly defines their core goal: “To create the most compelling car company of the 21st century.” Then it tells you how they intend to accomplish that goal: “By driving the world’s transition to electric vehicles.”

It’s simple and it works.

However, it’s Tesla’s vision statement that stands out.

The car company’s clever use of the world “accelerate” helps to enliven their lofty aspiration. This vision statement also showcases their drive (pun intended) for sustainable energy and how it steers (pun intended) the business.

It also allows them room to explore and develop their other set of energy solutions, Powerwall, Powerpack and Solar Roof.

All in all, Tesla’s vision for sustainable energy is one that resonates with countless people around the world.

Mission statement: Create groundbreaking sports innovations, make our products sustainably, build a creative and diverse global team, and make a positive impact in communities where we live and work.

Vision statement: Bring inspiration and innovation to every athlete* in the world.

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

Nike’s mission statement might sound run-of-the-mill, but it effectively sums up what they aim to do and how they aim to do it.

Take note of the words that declare Nike’s underlying company values: Innovation, sustainability, diversity, and community.

However, it’s Nike’s vision statement that has captured the hearts of millions.

“To bring inspiration and innovation to every athlete in the world” sounds a little vague at first. It’s Nike co-founder Bill Bowerman’s addition that hits you right in the feels: “If you have a body, you are an athlete.”

Bowerman’s statement staunchly stands up against body-shaming and is a powerful call for inclusion. And it’s not hard to see this shape Nike’s philosophy and marketing:

As a result, Nike’s vision statement is transformed into a moving sentiment that impacts every person who reads it. It’s also one of the best vision statement examples for business owners to use for inspiration.

Mission and vision statement: We were founded on the belief that style shouldn’t break the bank. Our goal is to change the way you think about fashion by delivering premium designs at radically fair prices.

MVMT have combined their company mission statement and vision statement and addressed it directly to customers.

It begins with the vision: “Style shouldn’t break the bank.”

This business vision statement cuts straight to the point and perfectly sums up MVMT’s key selling proposition of high-quality fashion watches at low prices.

The statement then goes on to explain the mission.

First, they tell you what they aim to achieve: “Change the way you think about fashion.” Then, they tell you how they intend to do it: “By delivering premium designs at radically fair prices.”

It’s short, punchy, and music to customers’ ears.

4.  Warby Parker

Mission statement: 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 businesses.

Vision statement: We believe that buying glasses should be easy and fun. It should leave you happy and good-looking, with money in your pocket. We also believe that everyone has the right to see.

Warby Parker’s mission statement reminds us of why it was founded and then reveals its aims for a better future.

Note their core business aim: “Offer designer eyewear at a revolutionary price.”

In the vision statement, they address the core problems consumers face when purchasing glasses: It can be annoying, boring, costly, and still leave you anxious about whether or not they look good.

Instead, they aim to solve these problems and make buying glasses easy, fun, pleasing, and inexpensive.

Both statements also mention Warby Parker's dedication to providing glasses to people in need around the world.

Vision statement: Make commerce better for everyone, so businesses can focus on what they do best: building and selling their products.

Shopify’s vision statement begins with their overarching vision: to make commerce better for everyone.

Then they promote the reason why they’re driven to remove the hassle and complications of managing an ecommerce website: so businesses can focus on what’s most important to them.

Shopify’s business mission statement and vision are clear: empower businesses.

6. Patagonia

Mission and vision statement: Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.

Patagonia starts with the basis of their success in business: high-quality products .

Then they explain their environmental stance in three points which explain their aim to make their business as environmentally friendly as possible and actively combat the environmental crisis.

Patagonia goes on to say, “a love of wild and beautiful places demands participation in the fight to save them.”

And the business isn’t afraid to put their money where their mouth is. The company donates at least 1% of its sales to hundreds of grassroots environmental groups around the world.

If you’re looking for vision and statement examples that clearly articulate a company’s values and goals, this is one right here.

Mission statement: 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.

Vision statement: To create a better everyday life for the many people.

IKEA’s mission statement is clear and to the point.

Note the use of the words, “wide range,” “well-designed,” “functional,” and “prices so low.” If you’ve ever been to IKEA you’ll know how well they’ve managed to embody these attributes.

IKEA’s vision statement focuses their mission statement into one singular purpose: “To create a better everyday life for the many people.”

Both statements use inclusive phrasing that solidifies IKEA’s commitment to being accessible to “as many people as possible.”

Mission statement: Spread ideas.

Vision statement: We believe passionately in the power of ideas to change attitudes, lives and, ultimately, the world.

TED , which stands for “technology, education, and design,” managed to boil down their entire mission into two simple, yet powerful words: “Spread ideas.”

With such a simple, highly focused mission, it’s easy to see how the TED brand has become a global phenomenon in recent years.

It’s a truly great mission statement that focuses all of their efforts.

“Everything we do – from our Conferences to our TED Talks to the projects sparked by The Audacious Project, from the global TEDx community to the TED-Ed lesson series – is driven by this goal: How can we best spread great ideas?”

In what could be considered their vision statement, TED goes on to explain that they “believe passionately in the power of ideas to change attitudes, lives and, ultimately, the world.”

Mission statement: We strive to offer our customers the lowest possible prices, the best available selection, and the utmost convenience.

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

Amazon ’s mission statement sums up the three things that have made them loved by millions: low prices, a huge selection, and incredible convenience.

Like all great mission statements, it shines a light on the values that bring success.

Amazon’s vision statement brings these elements together into one unified goal: “To be Earth’s most customer-centric company.”

10. Southwest Airlines

Mission statement: 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.

Vision statement: To become the world’s most loved, most flown, and most profitable airline.

Southwest Airlines is all about customer service .

Their mission statement summarizes this dedication to customers and highlights the importance of one-to-one interactions between staff and customers.

So it’s no surprise that Southwest’s vision statement is “to become the world’s most loved, most flown airline.”

However, although they heavily emphasize customer service , they don’t forget to mention the thing which allows the company to exist in the first place: profit.

Google’s mission statement perfectly summarizes what they aim to do.

Take note of the last word: “useful.”

Google understands that it doesn’t matter how well organized or accessible information is if it can’t be readily applied in life.

Their mission statement is brilliant.

But unfortunately, Google doesn’t seem to have a vision statement that clarifies the reasons why they want to organize the world’s information for everyone to use.

Mission statement: Become the world’s number-one destination for fashion-loving 20-somethings.

Asos’ mission statement solidifies their purpose by voicing exactly what they want to achieve.

In what could be considered their vision statement, they go on to say, “We focus on fashion as a force for good, inspiring young people to express their best selves and achieve amazing things. We believe fashion thrives on individuality and should be fun for everyone.”

The addition gets a little vague in places, such as wanting young people to “achieve amazing things” – I mean, don’t we all?

However, it successfully showcases their brand image and their passion for individuality and expression .

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

Loreal’s mission statement comprises two key parts.

The first lays out their dedication to providing the best in cosmetics innovation. The second is all about inclusivity.

This is key.

They aim to include people from all over the world, “with respect for their diversity.”

And despite most companies marketing cosmetics solely to women, Loreal is looking to the future as gender stereotypes break down.

This type of sensitivity and awareness will position Loreal for long-term success.

14. Bulletproof

Mission and vision statement: “Help people perform better, think faster, and live better using a proven blend of ancient knowledge and brand new technologies, tempered by research, science, and measured results from our customers, top athletes, and medical professionals.”

Bulletproof has combined their vision and mission in one short paragraph.

It starts with their purpose: “Help people perform better, think faster, and live better.” Then it goes on to explain exactly how they plan to do it: Using ancient knowledge, brand new technologies, and science.

Sure, it’s a little wordy.

But it gets to the heart of why Bulletproof exists and how they plan to make an impact on the world as a business.

As a result, Bulletproof’s mission and vision statement is well-suited to unify everyone in the company and guide their decisions.

15. Honest Tea

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

Honest Tea’s mission statement aims to live up to their brand name.

It starts by explaining what it is they do, and by doing so, they also tell you what they don’t do: chemical-laden, artificially produced beverages.

They’re talking directly to their target market and conferring their key selling proposition: beverages that are great-tasting and healthy.

They go on to showcase their values by using words like honesty, integrity, and sustainability.

And this brand doesn’t just talk the talk – they walk the walk.

Each year, the company publishes a Mission Report in an effort to be transparent about their business practices.

16. Starbucks

Mission statement: To inspire and nurture the human spirit—one person, one cup, and one neighborhood at a time.

Another short and sweet mission statement that tells a lot about the company.

Starbucks doesn’t use big sentences or fancy words to communicate its goals. It uses clear, simple, and direct language to express what the company wants to be and for whom.  

They aspire to be known for more than just coffee by creating a culture of warmth and exclusivity.

In other words, Starbucks wants to ensure that anyone who comes through its doors feels welcomed and at home.

17. Passionfruit

Mission statement : We strive to create inclusive clothing and accessories that enable you to show your pride all year round while giving back to our community.

The folks at Passionfruit strive to promote the idea that pride is not just a one-day event.

Rather than making their mission statement about trendy clothes for the LBGTQ+ community, they promote the idea that pride is an everyday expression of oneself.

And by doing so, they remind people that the brand is aligned with LBGTQ+ values and supports the community by giving back.

All in all, it’s clear that Passionfruit wants everyone to recognize the truth for the queer community and spread inspiration – we’ll take it.

Done right, mission and vision statements are powerful things.

They can unify an entire organization’s efforts and be the signpost that continually focuses everyone’s efforts on the things that truly matter.

The key to great mission and vision statements is clarity.

Remember, a mission statement is the “ what ” and the “ how ,” and the vision statement is the “ why .”

Plus, it doesn’t matter how large or small your business is, every business can benefit from strong mission and vision statements.

If you’re considering writing a mission or vision statement for your business, start with your core values. Then, consider the wider impact you hope to have on the world through your customers.

What’s your business’s mission or vision statement?

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51 Mission Statement Examples from The World’s Best Companies

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• 1 minute read

Have you ever tried looking for mission statement examples? It can be tiring work.

But looking at a collection of mission statements across a variety of industries can teach us a lot about creating purposeful companies.

Whether you’re the CEO of your own company or a business leader, the art of writing a purposeful mission statement is a valuable skill.

I was so curious about mission statements I collated 51 mission statement examples from the world’s most successful companies.  I hope this is useful for others exploring this subject.

If you find this post useful please consider adding to the  leaving a comment -below  already on this page or sharing this post with others.

Social Networks and eCommerce Mission Statements

“To empower creators to make their best work and get it in front of the audience they deserve.”

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

“To give people the power to share and make the world more open and connected.”

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

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

“To make it easy to do business anywhere.”

Innovation & Media Mission Statement Examples

“Uber is evolving the way the world moves. By seamlessly connecting riders to drivers through our apps, we make cities more accessible, opening up more possibilities for riders and more business for drivers.”

“Our goal when we created Tesla a decade ago was the same as it is today: to accelerate the advent of sustainable transport by bringing compelling mass market electric cars to market as soon as possible.”

“To help bring creative projects to life.”

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

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

“To deliver information on the people, ideas and technologies changing the world to our community of affluent business decision makers.”

“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.”

“To be a company that inspires and fulfils your curiosity.”

Technology Mission Statement Examples

“To enable people and businesses throughout the world to realize their full potential.”

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

“Utilize the power of Moore’s Law to bring smart, connected devices to every person on earth.”

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

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

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

“To improve its customers’ financial lives so profoundly, they couldn’t imagine going back to the old way.”

 “Improving people’s lives through meaningful innovation.”

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

“To refresh the world…To inspire moments of optimism and happiness…To create value and make a difference.”

“Our deepest purpose as an organization is helping support the health, well-being, and healing of both people — customers, Team Members, and business organizations in general — and the planet.”

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

“We save people money so they can live better.”

“To develop drugs to address significant unmet medical needs.”

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

“To Improve Every Life through Innovative Giving in Education, Community and the Environment.”

“To discover, develop and commercialize therapeutics that advance patient care, while challenging employees to make a difference and building a thriving worldwide enterprise.”

“To create shareholder and societal value while reducing the environmental footprint along the value chains in which we operate.”

“We will provide branded products and services of superior quality and value that improve the lives of the world’s consumers.”

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Humanitarian Mission Statement Examples

“The maintenance of international peace and security.”

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

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

“Greenpeace is an independent campaigning organisation, which uses non-violent, creative confrontation to expose global environmental problems, and to force the solutions which are essential to a green and peaceful future.”

“To help people worldwide where the need is greatest, delivering emergency medical aid to people affected by conflict, epidemics, disasters or exclusion from health care.”

“To collect, preserve, study, exhibit, and stimulate appreciation for and advance knowledge of works of art that collectively represent the broadest spectrum of human achievement at the highest level of quality, all in the service of the public and in accordance with the highest professional standards.”

Travel & Accomodation Mission Statements

“Dedication to the highest quality of Customer Service delivered with a sense of warmth, friendliness, individual pride, and Company Spirit.”

“To provide authentic hospitality by making a difference in the lives of the people we touch every day”

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

Other Global Brands

“To make unique sports cars that represent the finest in Italian design and craftsmanship, both on the track and on the road.”

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

“Offering all women and men worldwide the best of cosmetics innovation in terms of quality, efficacy and safety”

“To help our clients create such high levels of economic value that together we set new standards of excellence in our respective industries.”

“To attract and attain customers with high-valued products and services and the most satisfying ownership experience in America.”

“To facilitate the financial security of its members, associates, and their families through provision of a full range of highly competitive financial products and services; in so doing, USAA seeks to be the provider of choice for the military community.”

More On Strategy

As well as the mission statement examples above, you may like this articles:

What’s The Difference Between A Mission Statement & Vision Statement What Makes A Great Mission Statement Digital Disruption: How Continuous Evolution Is Reshaping Industries And Brands 7 Steps To Build A Digital Strategy How To Think Like A Strategist

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I'm a business designer and strategist with 20 years experience in digital, across marketing, e-commerce, online sales, and mobile apps. Companies I've worked for include Australia Post, Coles, ANZ and GlaxoSmithKline. I'm also a graduate and previous sessional lecturer of Strategic Foresight at Swinburne University. My writing has appeared on Inc.com, Huff Post and in books via Amazon.

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The mission statement you have listed for Starbucks is not correct not when this article was written or currently. Their mission is to inspire and nurture the human spirit, one person, one cup, one neighborhood at a time.

Thanks for pointing out this error so I could correct it. The mission statement I had listed here – “establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles as we grow” was current until 2008, at which time, Starbucks changed their mission statement to the one you kindly referred me to. The story of this changes is listed here – https://archive.starbucks.com/record/our-mission .

Excellent and helpful mission statements for new startups and entrepreneurs.

Excellent information. Thank you so much for sharing.

You just saved me HOURS of work. I am a leadership development consultant designing a course in mission, vision, and values. This is an amazing list of mission statements. Thank you!!

That’s great! Thanks for letting me know. Best of luck with your course 🙂

I think the best statements is “Improving people’s lives through meaningful innovation”. I think these are all good mission statements because they are short and specific.

I was searching something else but accidentally landed in this page but found it so concise and usefull. Appreciate Alessio Bresciani for his wonderful structured work.

Alessio, I have used your article on 51 Best Mission Statements with many of my college student mentees to help them develop their personal brand and brand value and plan their career and strategy for success. It is the single best resource I have ever found in my 40 year career as a management consultant to global corporations and emerging technology companies. If you ever wanted to write a followup article on the subject of mission statements, consider the following elements of a mission statement that I use to formulate missions for companies or any organization: 1. Who you are 2. What you offer/deliver 3. Why you exist. your purpose(s) 4. How you will accomplish your mission 5. For whom, i.e. who will benefit (key stakeholders) 6. Where you operate i.e. market, geographic such as globally, … 7. Will the mission statement INSPIRE your key stakeholders — employees, managers, customers, suppliers, others to want to join and adopt your mission

Collectively, the 51 missions you documented do all that, but most fall short of communicating all those elements that make for a more complete mission statement. For example, Walmart’s mission is very inspiring, easy to read and comprehend and simply and effectively communicates the value it strives to create for its customers and how it expects to accomplish that goal. It is missing references to other stakeholders such as its employees as being key to delivering on that mission. Walmart not only creates value for consumers, but also traing and creating jobs for its many employees and creating value for the communities it servess. That omission may explain why Costco, as a competitor, is so much more highly respected as an employer, more productive, more profitable and respected as a brand many critics including its customers.

Your article is a real treasure.

Fred Brachman Semi-Retired Managing Partner and Founder Brachman Associates Raleigh, NC

Thank you very much Fred for your kind feedback and sharing your expertise in this area. The suggestions you offer for crafting mission statements are excellent and I’m sure have benefited many companies you’ve worked with. This is brilliant checklist to test statements against. I also appreciate your perspective on specific statements, such as Walmart and Costco. Thank you again.

Thank you for this wonderful information.

thanks this is helpful thank u so much

This is a great article including mission statements from these companies. Thank you.

Hello Alessio, I am so much thrilled by your level of expertise and the rich knowledge you share with up coming business personnel like myself. I have a clarification i will need your input. This is about Amazons mission statement which states thus: “To be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online, and endeavors to offer its customers the lowest possible prices.”Why do you think this statement is more market oriented than production oriented?

Second, why and under what circumstances can a company change its Corporate mission statement?

I have an a presentation so, i thought i can borrow from your world of expertise

Hi David. It’s hard to say why one company’s mission statement is more customer oriented than another. In Amazon’s case, I know only what I’ve read about the company, but I’ve always been impressed how their leader writes an ‘annual letter to shareholders’ and how building a customer-oriented culture is at the heart of these letters and the business. If we look at the mission statement, this clearly reflects the value the company places on customers. Other companies, in contrast, may focus on product, the network they run, or even engineering ingenuity. This is one of the great things about mission statements – they often tell us not only how the company will compete, but what’s important to its culture and purpose. I hope this helps! Good luck with your presentation.

Excellent companies covering by you. I am planing for my mission statement and got genuine information after reaching 15 to 20 sites.

Am starting up a financial company in Uganda and I was worried how to come up with a good vision and mission statement but it’s so interesting through the examples given above I have managed to create one, so thanks

Thank you! This is so helpful! ♥

Just what I was looking for! Thanks 🙂

Thanks so much, Alessio. This helped me get through my assignment.

Best compilation I have ever seen. Truly useful Thanks

Thank you very much 😀

Thanks for your sharing

Great Compilation of good real examples! =D

GREAT ressource! Rare to find. Thanks

Thanks very much for the feedback. Great you enjoyed it 🙂

GREAT ressource! Rare to find.

Thank you. This has been most helpful.

I get pleasure from, lead to I discovered just what I was taking a look for. You have ended my four day long hunt! God Bless you man. Have a nice day. Bye

Fantastic and thanks for letting me know. So pleased you found this article educational.

it was really helpful for my business class ! 🙂

Hello Alessio,

I am working on a task assignment about a corn and potato company and I need to update their mission and vision statement about . Would you mind suggesting or guiding me how to start? Thank you so much.

Hi. I hope this response is still in time to be useful? I would suggest you look at a couple of other posts on this blog. For example, “What’s the Difference Between a Mission Statement and Vision Statement” gives some useful tips and directions which may be helpful as you consider how to write mission and vision statements for your company. And “7 Rules of a Vision Statement That Lasts” gives a few tests to apply to any vision statement that you create. Beyond these articles, I recommend starting with an analysis of the company, that might include: i) what are the current statements it uses and how long have they been in use, ii) what are the competitive forces in its industry (who are the main competitors, is the industry growing or contracting), iii) what makes this company different (or, ‘what do its customers love about its services / product), iv) what does the company stand for (put another way, what does it aspire to be and for who?), v) how does the company see it succeeding in 5, 10 and 15 years. These questions could be used for your own analysis, they’re also good to ask to people who work within the company to seek views from its people. I hope this is useful and best of luck.

Very Helpful. Thanks for putting it together and sharing.

thank you really helpful

Such a great compilation.Thank you so much!

This is awesome! Not only did I get educated on various versions of a mission statement, I was inspired to a new level of appreciation for some of these entities based on their individual mission statements. Thank you.

The mission statements that I think are the best are “We save people money so they can live better”, “Bring inspiration and innovation to every athlete in the world.”, and “To be a company that inspires and fulfills your curiosity.” I think these are all good mission statements because they are short and specific. These statements get straight to the point which makes it easier to understand the companies purpose.

I thought the Kick Starter mission statement was one of the best because it was simple, short, and easy to understand their main goal. I also liked Nike´s mission statement because it sent the message that anyone can be an athlete. Lastly, I liked the Starbucks mission statement because it shows that they want their coffee to taste the best and be the best quality.

1. “We save people money so they can live better.” This is a good quote because businesses might make money but if they don’t profit enough, the business owners might not get enough money for themselves. So this quote is saying we that they can save their money and get more money without having to put it all back into the business. 2. “To enrich people’s lives with programmers and services that inform, educate and entertain.” This is important because you have to teach your employees about your business and it makes your lives so much better as well 3.“To build the Web’s most convenient, secure, cost-effective payment solution.” This is important because you need a good online website to be successful.

“We save people money so they can live better.” Walmart’s statement is interesting. It doesn’t say the consumer will save money to have better lives. “People” is interruptive, and therefore somewhat clever too.

1. “To help people worldwide where the need is greatest, delivering emergency medical aid to people affected by conflict, epidemics, disasters or exclusion from health care. I think it’s important for everyone to have health care around the work and have medical aid if they need it. 2. “To Improve Every Life through Innovative Giving in Education, Community, and the Environment.” I think it’s important for everyone to have an education and a good community and a healthy environment 3. “To give everyone the power to create and share ideas and information instantly, without barriers.” I think it’s important for people to be able to share their ideas and communicate without barriers.

I really enjoyed Toyota’s mission statement because they made it clear that they were located in America. I also enjoyed the Nike mission statement because it’s inspirational and applies to everyone My favorite one of them all was the USAA mission statement because it made it clear that they are here to help the members of our armed forces

“Dedication to the highest quality of Customer Service delivered with a sense of warmth, friendliness, individual pride, and Company Spirit.”

This is my favorite because I see it happen every time I walk into a store.

“To help bring creative projects to life.”

I think this one is good because you have to bring the projects to life in order to be successful.

“To give people the power to share and make the world more open and connected.”

I liked this one because you cant have a business be successful if you don’t advertise and share.

“Our goal when we created Tesla a decade ago was the same as it is today: to accelerate the advent of sustainable transport by bringing compelling mass market electric cars to market as soon as possible.”

This is a good mission statement because it shows their original goal and how it has never changed. They are working towards one thing.

The mission statements I like best are “To refresh the world…To inspire moments of optimism and happiness…To create value and make a difference.”, “We save people money so they can live better.” and “Bring inspiration and innovation to every athlete in the world. If you have a body, you are an athlete.” I like these mission statements the best because they tell a lot about the company and are specific. They are not too long but give you a good grasp of what the companies are all about and what they do.

“The Home Depot is in the home improvement business and our goal is to provide the highest level of service, the broadest selection of products and the most competitive prices.” think this is a good mission statement because it shows the customers that home depot is trying to help them out.

I really enjoyed reading this collection of mission statements! Thanks for putting this together!

It is very useful for my new chapter opening and thank you so much.

Best compilation I have ever seen. Truly useful

Thanks so much for the feedback! 🙂

Hi Alessio. Thank you so much for this; it has provided me with an excellent resource for a corporate leadership session. One aside however, if I may. The list of statements you’ve provided are primarily all vision statements with a few mission statements; a common mistake to mix them up. Vision statements describe the “what”, the desired future state whereas a mission statement describes the “how”.

The best example of both is from Cisco “Shape the future of the Internet (the vision, the “what”) by creating unprecedented value and opportunity for our customers, employees, investors, and ecosystem partners. (the mission, the “how”)”.

Thank you for your detailed comments. So glad this info was useful to your for you leadership session. I agree with you that many of these examples merge mission and vision statements. Just recently I added a post on the difference between mission and vision statements , which you might find relevant. That post is very aligned with your comments. Thanks again and hope your session went went.

Very good post young man x

inspiring article thank you for this information.

Thanks very much for letting me know and have a great day!

You have provided a quality collection of mission statements that can help business leaders think beyond what they do day to day! Thank you.

Thank you very much for the feedback and so glad this information was a help to you 🙂

Thanks.. very good job

So helpful. Thanks a bunch.

THANKS A LOT FOR INSPIRING ME IN IMPROVING MY CONTENT WRITING SKILLS. HATS OFF!!!

Thanks a lot!

Thanks, very useful

so inspiring,educative and enjoyable,keep it going

Great List!

Thank you a million times … your piece is so enriching and educactive.

Thank you for this compilation; I am using it for a course I am writing for my employer on vision, mission, and values statements. Some of the statements are truly inspiring — I found tears rolling down my cheeks as I read them! Thank you!

Great to hear your feedback and that you found it an enjoyable (and valuable) read 🙂

Just landed here looking for mission statements. Nice post Alessio! 😉

Hope it was a pleasant landing and glad you found it :).

very very very helpful thank you I used this info for a school project!

That’s great and so pleased the post was helpful 🙂

my project got an A+, I just wanted to thank you for all the effort definitely could’ve done it without this post thanks!

That’s awesome you did well with your project! Well done to you 🙂 Thanks also for letting me know.

“Establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow.” Is it me, or does it sound like Starbucks wants to make a monopoly? I mean, seriously, “Establish Starbucks as the premier purveyor”…

Very helpful. Thanks!

Thank for all of the information! It was very helpful!

You’re most welcome and thanks for the feedback 🙂

Excellent work!

Nice work. Thank you !

Good job. Thanks

Thank you for the compilation.

The very best mission statements can be used as a compass for every daily to do list, budgeting meeting and interaction with customers. My personal favorites on this list (for having most clarity of vision) are Intuit, PayPal, Kickstarter, and Trip Advisor. The most generic and disappointing on this list (which was a surprise to me) was Walt Disney Corp. Thank you for compiling this list. Well done!

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How to Write a Mission Statement (Definition & Examples Included)

Table of Contents

What is a mission statement, mission statement vs. vision statement.

• How to Write a Mission Statement

25 Best Mission Statement Examples

Mission statements faq.

• ProjectManager & Mission Statements

When you’re creating a company or working on a business plan , the first thing you should do is create a mission statement. Your mission statement is the base for your company values, vision statement, slogan, value proposition and everything else.

A mission statement is a short action-based declaration that describes the purpose of an organization. Mission statements explain what companies do and are a very important part of their culture, along with the core values and vision statement . Mission statements are an internal guide for organizations, but they also need to be appealing to customers.

Before we learn how to write a mission statement, let’s explain the difference between a mission statement and a vision statement, two very important parts of a business plan.

There are several differences between a mission statement and a vision statement. The main difference between them is that a mission statement explains the purpose of a company, while the vision statement indicates where the company wants to accomplish in the future. Mission statements and vision statements are different but they need to complement each other to provide a clear base for strategic planning.

If you need help creating and delivering a plan for your business, then consider a project management software like ProjectManager . ProjectManager helps organizations plan, execute and track projects and tasks across teams. Make a long term plan on a roadmap, then execute the day-to-day tasks on task lists or kanban boards. It’s easy to collaborate, stay aligned and reach your goals. Get started today for free.

How to Write a Mission Statement in 6 Steps

We know that every organization needs a mission statement, but how do you create one? There’s no standardized method to writing a mission statement, but there are some guidelines that you should consider.

Follow these steps to help you with the process of writing a mission statement.

1. Define your Company Culture

The mission and vision statements are elements of your company culture. For this reason, before writing your company mission statement, you’ll need to define the core values or guiding principles of your company culture. Don’t forget to ask yourself what your team members expect from the company too.

Related: Free Team Charter Template

2. Set Goals

Your company mission defines the purpose of your organization, and where it stands now, but that’s only part of the business plan. You’ll also need to define company goals and a long-term company vision.

3. Define your Ideal Customer Profile

It’s impossible to think about a business that doesn’t care about its customers. Before writing a mission statement or a business plan altogether, you need to understand who are your customers and how you can help them. That’s why you must define your ideal customer profile through market research .

4. Create a Value Proposition

Once you have a clear idea of what your ideal customer profile looks like, you need to think about the value proposition that will differentiate you from your competitors.

5. Select a Type of Mission Statement

Every mission statement is unique, but there are some recognizable types of mission statements. The most common ones are:

• Customer-oriented mission statements
• Socially conscious mission statements
• Environmentally conscious mission statements
• Product-oriented mission statements

6. Add the Mission Statement to Your Business Plan

Now that you’ve thought about all these key aspects of your business, you can start drafting a mission statement for your business plan. Remember to think about how that company mission fits with the other elements of your business plan.

You probably know a lot of mission statements without realizing it. We’ve gathered 25 of the best mission statement examples available in the world to help you create a great mission statement for your business plan.

1. Microsoft

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

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

3. Facebook

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

4. Southwest Airlines

“Dedication to the highest quality of Customer Service delivered with a sense of warmth, friendliness, individual pride, and Company Spirit.”

5. LinkedIn

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

“To entertain, inform and inspire people around the globe.”

“To continually raise the bar of the customer experience by using the internet and technology to help consumers find, discover and buy anything, and empower businesses and content creators to maximize their success. We aim to be Earth’s most customer-centric company.”

8. Patagonia

“We’re In Business To Save Our Home Planet.”

9. Life is Good

“To spread the power of optimism”

10. Coca-Cola

“To refresh the world, to inspire moments of optimism and happiness, and to create value and make a difference.”

11. The Humane Society

“Creating animals, confronting cruelty.”

“We reach for new heights and reveal the unknown for the benefit of humankind.”

13. Smithsonian

“The increase and diffusion of knowledge.”

14. American Express

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

15. Nordstrom

“To give customers the most compelling shopping experience possible.”

16. JetBlue

“To inspire humanity – both in the air and on the ground.”

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

18. Kickstarter

“To help bring creative projects to life.”

“To deliver information on the people, ideas and technologies changing the world to our community of affluent business decision-makers.”

“To be a company that inspires and fulfills your curiosity.”

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

“To attract and attain customers with high-value products and services and the most satisfying ownership experience in America.”

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

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

1. How long Should a Mission Statement be?

A good mission statement is short, to the point and memorable. It’s like a tagline in advertising, something that sticks with a person when they hear or read it. In a true sense, the mission statement is an ad in that it identifies your company as one that a customer would want to work with or support.

2. What Is the Difference Between a Mission Statement and a Vision Statement?

Vision statements are about the future. Mission statements stay firmly in the present: who you are and what’s important to you, now. Be timely, explain who you are today and do so clearly.

ProjectManager Turns Your Mission Statement Into a Reality

A mission statement is an idea, but to get there, you need a plan. ProjectManager  is an award-winning tool that organizes your teams and projects to work more effectively. Use our cloud-based software to get real-time data and make your mission statement a mission accomplished.

Build Action Plans with Gantt Charts

Once you have a project approved, you can use the online Gantt chart to schedule your tasks. It’s a visual tool that creates a timeline that shows you the entire project in one place. Some tasks are dependent on others to start or finish. Use our tool to link these task dependencies and avoid having them cause bottlenecks later on in the project.

Track Progress with Dashboards & Reports

Another way to monitor your progress and performance is with our real-time dashboard. It’s made up of six project metrics displayed in easy-to-read graphs and charts. Our tool automatically calculates time, workload, costs and more and gives you a high-level instant status report to help you meet the goals of your mission statement.

ProjectManager has a company mission too. It’s to deliver reliable project management software that helps managers and their teams plan, monitor and report with ease for high levels of efficiency. Our cloud-based tool has a real-time dashboard for live data reporting,  online Gantt charts for effective scheduling and a collaborative platform that frees teams to work more productively. See how it can help your mission by taking this free 30-day trial .

Deliver your projects on time and on budget

Start planning your projects.

35 Vision And Mission Statement Examples That Will Inspire Your Buyers

Updated: February 28, 2024

Published: August 14, 2014

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

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

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

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

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

100 Mission Statement Examples & Templates

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

• 100 real examples
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• 10 free templates

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Table of Contents

What is a mission statement?

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

• Mission vs Vision Statements

Mission and Vision Statement Template

Best mission statement examples.

• Best Vision Statements Examples

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

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

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

What makes a good mission statement?

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

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

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

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

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

A memorable company mission makes your product more noteworthy.

What are the three parts of a mission statement?

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

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

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

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

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

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

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

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

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

2. Identify the company’s core values.

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

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

• Empathetic.
• Remarkable.
• Transparent.

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

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

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

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

4. Condense these statements into one.

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

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

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

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

5. Refine your mission statement.

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

• Free of fluff.

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

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

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

What makes a good vision statement?

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

What are the three parts of a vision statement?

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

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

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

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

Mission Statement vs. Vision Statement

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

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

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

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

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

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

This mission statement from InvisionApp is:

• Business babble-free.

As a result, it makes the folks at InvisionApp seem trustworthy and genuine.

What we like : This mission statement uses short senses and powerful words to be as pointed as possible.

7. Penguin Randomhouse : To ignite a universal passion for reading.

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

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.

What we like : This statement encompasses both the organizations and the individuals that use Microsoft products.

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

The Nike mission statement includes a unique element: an asterisk and a footnote expanding on their language choice.

It's concise yet answers a question that they know the athletic industry struggles to answer: What defines an athlete? It manages to simultaneously be informative and bring inspiration to their branding.

What we like : This mission statement articulates the target audience with very specific yet inclusive language.

24. Starbucks : To inspire and nurture the human spirit — one person, one cup, and one neighborhood at a time.

How to Write a Great Value Proposition [7 Top Examples + Template]

31 Companies With Really Catchy Slogans & Brand Taglines

22 Famous Brand Slogans (And the Little-Known Stories Behind Them) [Infographic]

What Makes a Slogan Successful? [Infographic]

10 SaaS Value Propositions You Wish You Had

Quiz: Can You Guess the Brands Behind These 16 Slogans?

Before & After: 11 Brands That Gave Their Slogans a Makeover

10 Cliché Marketing Taglines We Should All Stop Using

10 Marketing Jingles That Make Your Ears Bleed

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

Marketing software that helps you drive revenue, save time and resources, and measure and optimize your investments — all on one easy-to-use platform

BUSINESS STRATEGIES

21 powerful mission statement examples that stand out

• Cecilia Lazzaro Blasbalg
• Jul 20, 2023
• 12 min read

Mission statements have come a long way since they were popularized in the 1980s as a way for companies to articulate who they are. Today, these declarations of intent are also likened to a mantra toward professional success, appearing throughout an organization’s most valuable assets, from marketing campaigns and promotional material to its business website .

When starting a business , you'll want to craft your own, unique mission statement. But before you do, we recommend you first review what a mission statement is and some helpful guidelines to writing one. Then, check out our selection of the best mission statement examples, created by some of the most influential companies and corporations many of us swear we could not live without.

What is a mission statement?

A mission statement is a brief description of an organization’s purpose and how it serves audiences through the types of products or services it provides them with. It may also include your core values, philosophies, business ethics or goals, all of which can help to reflect your uniqueness and what sets your business apart from others.

By writing your company mission statement, you're able to define the cause behind your brand. Then, you’ll be able to use it in your business proposal , your elevator pitch and a fundraising website once you start to gather funding for your business. Think of a mission statement as a form of corporate communication, that allows you to establish your transparency and leadership as a brand to both stakeholders and your users or customers.

Furthermore, a good mission statement is effective in acting as a guiding light for the way in which a company conducts itself. This means that the statement should become a key part of your company and corporate culture to make sure everyone is aiming for the same goals. It will help employees understand the value of what they do.

Mission statements and vision statements are often confused because many organizations will use the two terms interchangeably. However, a company statement focuses on the day-to-day activities of the business thus declaring what you’re doing to pursue your cause, while a vision statement describes what your company wants to be in the future. A mission statement is a chance to establish your leadership as a company and as a brand.

A mission statement is also not to be confused with a company slogan, which is often a tagline used in marketing and advertising campaigns. It may end up being more commonly associated with a company or brand than its mission statement however.

Tips for creating a great mission statement

As you start writing a mission statement , you’ll want to first answer some vital questions that will help you define the purpose of your business or brand. These include “What does your business do,” “Who are your customers,” “Why does your company do what it does,” or “What sparks the passion behind it?”

Afterwards, you will be better equipped to sit down - whether with your team or alone - and draft up a mission statement that will motivate your brand and drive your business’s success. Here are some key points you’ll want to consider:

1. Make it plausible and attainable. Your mission statement should be achievable by giving you something tangible to work on, such as having a business plan . It should fall between what you’re already doing and what you can work toward. Something like this one from American Express, "Our mission is to become essential to our customers by providing differentiated products and services to help them achieve their aspirations"

2. Be inspirational. Let your company’s personality shine through your mission statement. It should reflect the ideas that make your company different from others. That said, you’ll want to write yours in a way that not only makes it unique, but identifiable so that it strengthens your brand identity and perception. At this stage you can also ask yourself if you plan to use your mission statement to be not only inspirational, but also to establish your social responsibilities as a company? For some brands this is a priority, for others less so but this is the time to decide for your brand. For non-profits this is often easier, than for profit corporations. Take the Make a Wish foundation's statement as an example, " Together, we create joy, happiness and magical memories through life-changing wishes for children with critical illnesses ." Or UNICEF'S , " UNICEF is mandated by the United Nations General Assembly to advocate for the protection of children's rights, to help meet their basic needs and to expand their opportunities to reach their full potential." Caterpillar also gets it right with this one , "to provide the best value to customers, grow a profitable business, develop and reward people, and encourage social responsibility"

3. Use clear and simple language. Keeping it short and simple will help you convey all the important elements of the mission statement, like core values, to employees and customers alike. In order to make sure there won’t be room for any misinterpretation or misunderstanding, avoid using buzzwords or flowery language. Additionally, aim for 20 words or less to get to the point. Don't neglect the grammatical aspect of your statement, make sure it contains no mistakes and reads properly. Take this example from Pinterest, " Our mission is to give everyone the inspiration to create a life that they love. " It's short, just 15 words long but it creates an inspirational punch that it's hard not to connect with. Another short but impactful one is from Uber, “ We ignite opportunity by setting the world in motion."

Mission statement vs. vision statement

A mission statement and a vision statement are both important for businesses, but they serve different objectives. A mission statement is a brief description of the company's purpose and what it does, whereas a vision statement is a more aspirational document that describes its long-term goals.

A good way to put it is that a mission statement describes the business in the present, whereas a vision statement describes the business in the future, giving employees and customers a sense of what the company is working towards. A good vision statement answers questions like "What do we want to achieve in the future?" "What kind of impact do we want to have on the world?" and "What are our long-term goals?"

Best mission statement examples

So, we’ve gone over the basics of a mission statement, as well as guidelines for crafting a solid one for your business. Now we’re ready to unveil some of the best mission statement examples to use as inspiration for your own.

American Red Cross

Peace Corps

The Walt Disney Company

01. WIX : “Create your own professional web presence—exactly the way you want.”

At first glance, Wix’s mission statement encapsulates what website builders do: help people create an online space for themselves. While this declaration seems simple and to the point, it’s also effective as it places an emphasis on its users who are truly succeeding in building the website of their dreams.

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

It sounds like an impossible goal to meet, but Google has managed to collect all the information in the world and put it into a free space. As part of its ongoing mission, the company is always working to find new ways that will improve getting the answers you’re looking for in seconds. That also means making the platform accessible to all who come to search their queries.

03. TED : “Spread ideas.”

This concise declaration by TED, which stands for Technology, Education and Design, not only happens to be the shortest mission statement on the list but also one of the most memorable ones to date. For a media organization built on boundless content, TED is able to convey, in two words, the essence of what it does - spreading ideas in the form of discourse.

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

Being completely self-aware in its mission statement, Tesla does not shy away from its core value: to enhance the use of clean energy across the globe. This statement mirrors the hard work Tesla puts in on a daily basis to “accelerate” its mission to bring a culture of sustainability to the automobile industry.

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

LinkedIn wants to help professionals become more successful and efficient by facilitating ways for them to build meaningful connections. This is what the social media platform sets out to pursue since it officially launched in 2003. These days, almost every professional across most fields uses LinkedIn to grow their career, some of whom have flourished to become thought leaders.

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

This personalized mission statement example lets us grasp Asana’s unique approach as a business. It wants to express warm sentiment to its audience, which is kind of unexpected coming from a tech company. It also lays out an inclusive goal to expand its reach to the “world’s team,” leaving no one out.

07. Forbes : “To convene, curate and cover the most influential leaders and entrepreneurs who are driving change, transforming business and making a significant impact on the world.”

Forbes isn’t just a publication, it’s a brand. Its mission statement shines the spotlight on those selected individuals it caters to - influential leaders and entrepreneurs - and what that should mean to the rest of us. If we aren’t paying attention to Forbes, then we should really start doing so, as to not fall behind in this ever changing world.

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

This sounds more like a motivational poster on high school walls rather than a mission statement brought to you by the multi-billion dollar corporation Microsoft. It conjures up the image of a utopian society promoting unity and transparency. Essentially, Microsoft believes in us so that we can elevate our world to a better position.

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

Personally, this mission statement example hits home. For many, it's impossible to think of a morning without a cup of coffee. Starbucks is not only dedicated to its customers but has the intention to also reach customers’ communities, taking a vow in the people and places it serves.

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

American Red Cross has been around for over a century. It’s an established organization that is synonymous with helping people in times of crises. Nonetheless, its mission statement is solid as a rock and resonates with a brighter message of hope, unity and humanity.

11. MoMA : “To share great modern and contemporary art with the public.”

The Museum of Modern Art is an international gem. Artists and art lovers alike flock to its pristine structure in Midtown, New York, but this institution wants its audience to know through its mission statement example that MoMA’s doors are open to all. Art is for everyone.

12. Peace Corps : “To promote world peace and friendship by fulfilling three goals: To help the people of interested countries in meeting their need for trained men and women. To help promote a better understanding of Americans on the part of the peoples served.”

Some organizations don’t just dream big, they act on it. The Peace Corps enjoys an outstanding reputation as being an entity of volunteers who are making a difference through their service and commitment to “world peace.” Its mission statement clearly defines the group’s goals and inspires others to embrace those same values.

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

All of Disney’s core values are on display in this lengthy mission statement. In it, you can also find elements that are typically seen in a business plan, including the different products and services (storytelling and iconic brands) and management and organization (world’s premier entertainment company). This is why The Walt Disney Company is a global powerhouse.

14. Twitter : “To give everyone the power to create and share ideas and information instantly without barriers.”

Presidents can’t seem to go a day without Twitter and neither can we. The social media giant has forever changed our way of communicating with the rest of the world as it has elegantly stated in its mission statement, “share ideas and information… without barriers.”

15. Airbnb : “To create a world where anyone can belong anywhere and we are focused on creating an end-to-end travel platform that will handle every part of your trip.”

Belonging is a big part of Airbnb’s story. The company wants to regain the feeling of a community and rebuild trust in one another that existed hundreds of years ago when “cities used to be villages.” That’s why, when you do business with Airbnb, you’re also being welcomed into an extensive network of other like-minded people with whom you’ll connect.

16. Casper : “To awaken the potential of a well-rested world.”

The use of “awaken” in Casper’s mission statement is a great play on words that reflects what they do: create high-quality mattresses and pillows. Casper is indeed an award-winning sleep company solely focused on a single goal, as highlighted in its mission statement, that supports a “well-rested world.”

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

Like its products, Ikea tries to be as straightforward with its approach. In its mission statement, we understand that this is a business that wants to be accessible and flexible to just about any budget.

18. Prezi : “To reinvent how people share knowledge, tell stories, and inspire their audiences to act.”

Think about your last presentation and whether it captivated your viewers or not. Prezi wants to push the envelope on the act of presenting. It boldly sets out to change the way we share information in the hope that we can engage our audiences on a whole new level.

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

When you shop at Patagonia, you’re also making an investment in the greater case of environmental protection. This is part of a popular shift where more individuals are concerned with ecological sustainability when it comes to production and consumption. During their shopping experience, Patagonia customers want to know that they are not only receiving but also giving back.

20. Sony : “To fill the world with emotion, through the power of creativity.”

At its core, Sony is a company based on innovation. It has banked on its ability to see things differently than the rest. Yet, Sony also wants to reach and fill our hearts, as it eloquently insinuates in its mission statement.

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

Nike knows that we can’t all be athletes, but this sports company thrives on its ability to inspire us to find the inner athlete in ourselves. Then, Nike adds in its follow-up message, “If you have a body, you are an athlete,” making a definitive call for inclusion in the sports and fitness arena.

Common mission statement mistakes to avoid

When you are coming up with your mission statement, it is important to be aware of potential pitfalls. Make sure to avoid these 3 common mistakes:

Making it too long. Your mission statement should be concise and to the point, no more than a few sentences long. Many people think that the more they write, the clearer their message will be, but the opposite is true. Sometimes less truly is more. Coca Cola , one of the largest brands in the world gets it right with their short but telling statement " refresh the world, make a difference ." Amazon also opted for a very short one, " to be Earth's most consumer-centric company." This sums up their commitment to customer service.

Making it too vague. Your mission statement should be specific and actionable. It should not be so vague that it is impossible to measure your progress. A mission statement like "to make the world a better place", for example, gives you almost no clue what the company is for or what they want to do. A more effective mission statement might be "to provide clean water to people in developing countries."

Not being unique. Your mission statement should be unique, written only with your company in mind. It should never be a copy of someone else's mission statement. This helps you stand out from the competition and make a positive impression on your customers and employees.

What to do with your mission statement

Once you have your mission statement ready, it’s time to debut it to your team. This will ensure that everyone understands your company's purpose and how their work contributes to achieving that purpose.

Your mission statement should also be a guiding force for your decisions. When you are faced with a decision, ask yourself how it aligns what you have already written. For example, if your mission statement is to "provide quality education to all children," you wouldn't make a decision to cut funding for after-school programs. If the decision doesn't align with your mission statement, then it may not be the best use of your time and resources.

As your company grows and changes, it's important to review your mission statement to make sure it's still relevant. If it isn't, then it may not be as effective in guiding your decision-making or motivating your team.

You can review your mission statement on a regular basis, such as once a year or every two years. When you review your mission statement, ask yourself the following questions:

Does the mission statement still accurately reflect our purpose?

Is the mission statement still inspiring and motivating to our team?

Is the mission statement still relevant to our current goals?

If you answer "no" to any of these questions, then you may need to revise your mission statement.

Mission statement examples FAQ

What is a good mission statement example.

A good mission statement is clear, concise, and memorable. It should be specific enough to guide decision-making, but general enough to allow for growth and change. A good mission statement should also be inspiring and aspirational, and should motivate employees, volunteers, and donors to work hard to achieve the organization's goals.

Here are some examples of good mission statements:

Wix: “Create your own professional web presence—exactly the way you want.”

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

Ted: “Spread ideas.”

What are the 3 parts of a mission statement?

How do i write a mission statement, what are mission statement mistakes to avoid, related posts.

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How to Write a Mission Statement for Business Plan With Examples

Mission and Vision Statement Templates

• December 15, 2023

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

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

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

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

What is a mission statement?

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

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

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

Mission statement vs. vision statement

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

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

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

Why is a mission statement important?

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

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

Gives clear direction

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

Inspires and motivates employees

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

Engages customers

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

Supports marketing efforts

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

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

How to write a mission statement for your business plan?

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

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

Step 1: Ask the right questions

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

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

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

Step 2: Organize the answers

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

The value you add to your customers

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

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

The value you add to your employees

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

These could be the:

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

The value you add to your owners

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

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

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

The impact you want to create

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

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

Step 3: Draft, edit, and review

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

Key elements of a great mission statement

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

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

Step 4: Update when needed

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

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

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

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

Mission statement examples of popular brands

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

1. Starbucks

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

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

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

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

One: Provide the best products.

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

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

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

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

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

5. Microsoft

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

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

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

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

To accelerate the world’s transition to sustainable energy.

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

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

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

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

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

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

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

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

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

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

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

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Frequently Asked Questions

Who decides the mission statement.

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

Can we change the mission statement?

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

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

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

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

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

How important is it to have a mission statement?

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

About the Author

Upmetrics Team

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

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Mission Statement Examples for Your Business

A mission statement is a concise declaration of a company's core purpose, values, and goals. It serves as a guiding principle that helps align the organization’s strategies and actions with its overarching vision. An effective mission statement can inspire employees, attract customers, and communicate the brand's essence. In this article, we’ll explore key components of a mission statement, its significance, and various examples that can guide you in crafting your own.

What is a Mission Statement?

A mission statement is a brief statement that articulates the purpose of a business. It should answer questions like:

What does the business do?

Who does it serve?

How does it serve them?

A well-crafted mission statement communicates your business's purpose and direction to employees, customers, and stakeholders, providing a foundation for decision-making.

Importance of a Mission Statement

Guidance and Direction : A mission statement offers clarity on the company's purpose and serves as a roadmap for decision-making.

Inspiration : It can motivate employees by instilling a sense of purpose and belonging.

Brand Identity : A mission statement helps define the brand and communicate its values to customers and stakeholders.

Strategic Focus : It helps align the organization’s resources and strategies with its goals.

Components of a Strong Mission Statement

Purpose : Clearly define what your business aims to achieve.

Value Proposition : Explain how your products or services meet customer needs.

Target Audience : Identify who your business serves.

Core Values : Highlight the principles that guide your business practices.

Examples of Mission Statements

Here are some effective mission statement examples from various industries that can inspire your own:

1. Technology

Company : Google Mission Statement : "To organize the world’s information and make it universally accessible and useful." Analysis : Google’s mission highlights its commitment to accessibility and utility, reflecting its core business of providing information.

Company : Amazon Mission Statement : "We strive to offer our customers the lowest possible prices, the best available selection, and the utmost convenience." Analysis : This statement emphasizes Amazon's dedication to customer satisfaction, which is central to its business model.

3. Healthcare

Company : Mayo Clinic Mission Statement : "To inspire hope and contribute to health and well-being by providing the best care to every patient through integrated clinical practice, education, and research." Analysis : Mayo Clinic focuses on patient care and innovation, underscoring its commitment to holistic healthcare.

4. Non-Profit

Organization : World Wildlife Fund (WWF) Mission Statement : "To conserve nature and reduce the most pressing threats to the diversity of life on Earth." Analysis : WWF’s mission reflects its focus on conservation and global impact, appealing to individuals who value environmental sustainability.

5. Education

Institution : Khan Academy Mission Statement : "To provide a free, world-class education for anyone, anywhere." Analysis : This mission conveys accessibility and inclusivity, which are key to Khan Academy's educational goals.

How to Craft Your Own Mission Statement

Creating a mission statement involves thoughtful reflection on your business’s core values and purpose. Here are steps to help you develop an impactful mission statement:

Define Your Purpose : What do you want to achieve with your business?

Identify Your Audience : Who are you serving? Consider both customers and employees.

Highlight Your Values : What principles guide your business practices?

Draft and Revise : Write a draft, seek feedback, and refine it until it resonates with your mission.

A well-crafted mission statement is crucial for guiding your business and inspiring stakeholders. By reflecting on your business’s core purpose, values, and audience, you can create a mission statement that not only defines your brand but also fosters a sense of belonging and direction within your organization. Use the examples provided as a foundation to craft a mission statement that truly embodies your business.

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Difference Between Mission and Vision Statements: 25 Examples

• Written By Britt Skrabanek
• Updated: September 23, 2024

Mission. Vision. Values. 

You’ve probably heard that phrase (or something similar) a thousand times. But they’re actually three distinct concepts.

The lines especially blur between mission and vision. And when it comes to the drive and direction of your company, it’s essential to know their distinction from one another. So what’s the real difference between mission and vision statements?

In this in-depth guide, we’ll compare and contrast mission and vision statements. We’ll break down each one’s definition and then discuss the best 25 brand examples that demonstrate their differences. Through that, you’ll be able to better understand and define your company’s essence and direction with confidence and clarity.

The Difference Between a Mission and Vision Statement

This is the easiest way to break it down:

• The mission statement focuses on today and what the organization does to achieve it.
• The vision statement focuses on tomorrow and what the organization wants to become.

While companies commonly use mission and vision statements interchangeably, it’s important to have both. Because having purpose and meaning is critical for any business, one doesn’t work without the other.

What is a Mission Statement?

Your mission statement drives the company. It’s the core of the business. From it stems your company’s objectives and what it takes to reach those objectives. Ultimately, it shapes your company’s entire culture.

Mission statement questions look like:

• What do we do?
• Whom do we serve?
• How do we serve them?

This trickle-down effect of a mission statement confirms its value at any company. A solid mission sets up your content operations for success by starting your team all at the same place and motivating them to work together to reach the same end goal.

On the other hand, a weak mission — or no mission at all — can have the opposite effect. Picture this: silos, miscommunications, flailing, feeling unmotivated. And, imagine what that does to a company. Scary, right?

For content marketers

Your content marketing strategy supports your company’s mission statement — think of it as the HOW of what you do.  It helps keep you on track. Through it, you stay true to your brand and your goals. Every piece of content you create should be rooted in your mission statement, from the tone of voice to the call to action .

What is a Vision Statement?

Your vision statement gives the company direction. It is the future of the business, which then provides the purpose.

The vision statement is aspirational- it’s about what you want to become.

Vision statement questions look like:

• What are our hopes and dreams?
• What problem are we solving for the greater good?
• Who and what are we inspiring to change?

The vision statement promotes growth, both internally and externally. A strong vision helps teams focus on what matters the most for their company. It also invites innovation. A purpose-driven company envisions success as a whole because they know what success means for their company.

On the flip side, a lack of vision is a road to nowhere for a business. Imagine this: stagnation, outdated processes, moving without purpose, feeling uninspired. Can a company even survive without a clear vision? You know the answer to that one.

The content vision supports the company’s vision statement — it’s the WHY of what you do. This helps you stay forward-thinking, true to your beliefs, and true to your purpose. Every piece of content you dream up should fly high with your vision statement, from the inception of an eBook to the lofty blog traffic milestone.

Brands That Get It: 25 Mission and Vision Statement Examples

So, what do great mission and vision statements actually look like? Here are 25 companies that get them right, with the brand loyalty to prove it.

Mission: To accelerate the world’s transition to sustainable energy.

Vision: To create the most compelling car company of the 21st century by driving the world’s transition to electric vehicles.

Why it works:  What better word than “accelerate” in a mission to serve as the driving force behind what Tesla does. While boldly stating “best in the century” reflects loftier dreams in the vision.

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

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

Why it works:  Amazon’s mission is cut-and-dry about what it offers to customers. The vision takes the offerings further, saying their company will offer “anything” customers want.

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

Vision: A love of wild and beautiful places demands participation in the fight to save them and to help reverse the steep decline in the overall environmental health of our planet.

Why it works: Patagonia’s mission and vision statements show a deep commitment to improving lives and saving the planet through its products. They do a great job of using the Noble Edge Effect .

Mission:  Spread ideas.

Vision: We believe passionately in the power of ideas to change attitudes, lives, and, ultimately, the world.

Why it works:  The TED mission to “spread ideas” is a simple demonstration of how they serve. The vision is all about impact, and how spreading ideas invokes change in the world.

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

Vision:  To create economic opportunity for every member of the global workforce.

Why it works:  LinkedIn succinctly captures what they do (connect) and who they serve (the world’s professionals) in their mission. While the vision encompasses every working person in the world.

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

Vision:  To provide access to the world’s information in one click.

Why it works:  Google may seem complex, but its mission clarifies that organization and accessibility are what they offer. Their vision statement is about improving accessibility in the future “in one click.”

Mission:  We reimagine the way the world moves for the better.

Vision:  Smarter transportation with fewer cars and greater access. Transportation that’s safer, cheaper, and more reliable; transportation that creates more job opportunities and higher incomes for drivers.

Why it works:  Uber “transports,” so it is the perfect actionable verb for their mission. The vision dives deeper into how their transportation services exist for the greater good of everyone.

Mission: To create a world where anyone can belong anywhere, and we are focused on creating an end-to-end travel platform that will handle every part of your trip.

Vision: Belong everywhere.

Why it works: The Airbnb mission says, “We help you feel at home,” while encapsulating the company’s goals for the future. They explore a deeper sense of belonging in the vision, tapping into the universal human desire their company aims for.

Mission: Delight our customers, employees, and shareholders by relentlessly delivering the platform and technology advancements that become essential to the way we work and live.

Vision:  If it is smart and connected, it is best with Intel.

Why it works: Intel promises to deliver the most technologically advanced products in its mission. Their vision uses more boastful language, illustrating great confidence in the future of their solutions.

Mission:  We build cars, symbols of Italian excellence the world over, and we do so to win on both road and track. Unique creations that fuel the Prancing Horse legend and generate a “World of Dreams and Emotions.”

Vision:  Ferrari, Italian Excellence that makes the world dream.

Why it works:  “We build to win” in Ferrari’s mission focuses on the strength and quality of their product. In this ambitious vision, their cars will reach the pinnacle of “Italian Excellence.”

Mission: Our mission is to empower entrepreneurs everywhere, making opportunities more inclusive for all.

Vision: Our vision is to radically shift the global economy toward independent entrepreneurial ventures.

Why it works: GoDaddy positions itself as the entrepreneur’s champion, making opportunity and success attainable for all.

Caterpillar

Mission: To provide the best value to customers, grow a profitable business, develop and reward people, and encourage social responsibility.

Vision: Be the global leader in customer value.

Why it works: Caterpillar explains both their “how” and their “why” in their mission statement: By providing affordable and high-quality products to customers, they will continue to grow their business, recognize and reward employees, and make a positive impact on the environment. Their vision reaffirms their commitment to providing value.

Mission:  To attract and attain customers with high-valued products and services and the most satisfying ownership experience in America.

Vision:  To be the most successful and respected car company in America.

Why it works:  Toyota’s mission and vision statements demonstrate what they are known for: products and services. Even in a highly competitive industry, their vision states that they will become the best car company in the country.

Mission: We will devote our human resources and technology to creating superior products and services, thereby contributing to a better global society.

Vision: To inspire the world with our innovative technologies, products, and designs that enrich people’s lives and contribute to social prosperity by creating a new future.

Why it works: Samsung wants to improve people’s lives by creating exceptional and innovative products, which they make clear in both their mission and vision statements.

Mission:  To empower and engage people around the world to collect and develop educational content under a free license or in the public domain, and to disseminate it effectively and globally.

Vision:  Imagine a world in which every single human being can freely share in the sum of all knowledge. That’s our commitment.

Why it works:  Wikimedia’s mission motivates its team to move toward a common goal of empowerment and engagement. Their vision paints a future world where their company’s commitment makes a lasting impact.

Mission:  To be the world’s favorite destination for discovering great value and unique selection.

Vision:  Our vision for commerce is one that is enabled by people, powered by technology, and open to everyone.

Why it works: When you break eBay’s mission and vision statements down, you see that eBay’s mission uses “destination” to show their virtual company as a real place people come to. An ongoing focus on people and technology gets into the “why” of their vision.

Mission:  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.

Vision: To create a better everyday life for many people.

Why it Works:  The mission here focuses on the functionality of IKEA’s products and the affordability of their customers. In the vision, the IKEA team has a true sense of purpose in “creating a better everyday life.”

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

Vision:  Changing the way we work, live, play, and learn.

Why it works:  Cisco decided to blend its mission and vision statements. Language like “shape the future” is more vision-oriented, but the mission talks about the people they serve.

Mission:  A company that inspires and fulfills your curiosity.

Vision: Using our unlimited passion for technology, content, and services to deliver groundbreaking new excitement and entertainment, as only Sony can.

Why it works:  Sony gives a customer-focused touch to its mission by using “your.” The “unlimited passion” and “groundbreaking entertainment” messaging in their vision demonstrate innovation.

Southwest Airlines

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

Vision: To be the world’s most loved, most efficient, and most profitable airline.

Why it works:  Southwest Airlines tells us right up front that quality customer service is their mission. Their vision is highly aspirational across the board in saying they want to be “the most” of everything.

Mission: Our mission is to provide insightful solutions that drive value and success for our clients by allowing them to focus on their business.

Vision:  Be the world’s authority on helping organizations focus on what matters.

Why it works: ADP puts its clients at the forefront of its mission and vision statements. After all, their clients’ success is what makes them successful.

Kaiser Permanente

Mission: Kaiser Permanente exists to provide high-quality, affordable healthcare services and to improve the health of our members and the communities we serve.

Vision:  We are trusted partners in total health, collaborating with people to help them thrive and creating communities that are among the healthiest in the nation.

Why it works:  Saying “exist” sounds more like a vision statement, but the rest of the mission says what Kaiser Permanente does. In the vision, “thrive” and “healthiest” are big words that show their impact.

Mission:  The mission of Coinbase is to create an open financial system for the world.

Vision:  Digital currency will bring about more innovation, efficiency, and equality of opportunity in the world by creating an open financial system.

Why it works:  Coinbase didn’t sugarcoat what they do in their mission statement, did they? And, in the vision, their message speaks well to the change their company will bring one day.

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

Vision:  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.

Why it works:  Facebook’s mission is focused on the community their platform promises. Their vision talks about why community matters, interweaving how they will “bring the world closer together” from the mission.

Whole Foods

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

Vision: Whole Foods, Whole People, Whole Planet.

Why it works:  This mission uses repetition throughout to reinforce the quality that Whole Foods is known for. Making everything “whole” in their vision binds their company to a set of beliefs that they complete people’s lives.

More Mission Statements From Top Brands:

• Adidas — To be the best sports company in the world.
• CalArts — CalArts is a multidisciplinary community of artists. Our ongoing educational endeavor is grounded in openness, experimentation, critical engagement, and creative freedom. Through artistic practice, we transform ourselves, each other, and the world.
• Coca-Cola — To refresh the world in mind, body, and spirit; to inspire moments of optimism and happiness through our brands and actions; to create value and make a difference.
• Dunkin’ Donuts — Everything we do is about you. From chefs who create exciting new flavors to crew members who know exactly how you want your drink—we prioritize what you need to get you on your way. 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.
• Goodwill — Goodwill works to enhance people’s dignity and quality of life by strengthening their communities, eliminating their barriers to opportunity, and helping them reach their full potential through learning and the power of work.
• L’Oréal — L’Oréal has set itself the mission of offering all women and men worldwide the best of cosmetics innovation in terms of quality, efficacy, and safety. By meeting the infinite diversity of beauty needs and desires all over the world.
• McDonald’s — Our mission is to make delicious feel-good moments easy for everyone.
• The Met — The mission of The Metropolitan Museum of Art is to collect, preserve, study, exhibit, and stimulate appreciation for and advance knowledge of works of art that collectively represent the broadest spectrum of human achievement at the highest level of quality, all in the service of the public and in accordance with the highest professional standards.
• Microsoft — Our mission is to empower every person and organization on the planet to achieve more.
• MIT — The mission of MIT is to advance knowledge and educate students in science, technology, and other areas of scholarship that will best serve the nation and the world in the 21st century.
• NASA (National Aeronautics and Space Administration) — NASA explores the unknown in air and space, innovates for the benefit of humanity, and inspires the world through discovery.
• Nike — Bring inspiration and innovation to every athlete* in the world. *If you have a body, you are an athlete.
• Northwestern University  — Northwestern is committed to excellent teaching, innovative research, and the personal and intellectual growth of its students in a diverse academic community.
• Oprah Winfrey Network — OWN’s mission is to create multiple platforms for women, men, and their families with a purpose and a passion: to celebrate life, inspire and entertain, empower viewers around the world to live their best lives, and by doing so, lift the lives of those around them in ever-widening circles.
• Pepsi — Create more smiles with every sip and every bite.
• Shopify — Making commerce better for everyone.
• Starbucks — To inspire and nurture the human spirit – one person, one cup, and one neighborhood at a time.
• Target — To help all families discover the joy of everyday life.
• Walt Disney Company — The mission of The Walt Disney Company is to entertain, inform and inspire people around the globe through the power of unparalleled storytelling, reflecting the iconic brands, creative minds, and innovative technologies that make ours the world’s premier entertainment company.

Know Who You Are and Where You’re Going

The mission statement focuses on today and what we do, and the vision statement focuses on tomorrow and what we want to become. Both are important to a company’s survival.

Call it the essence, beating heart, or the defining characteristic — whatever you call it, make sure your mission and vision statements are clearly defined and understood for the sake of your content and your company.

Get a content mission and a content vision statement down on paper. Share it with your team members. Then you can measure your future content efforts against the two. Although they are not slogans or taglines themselves , they should definitely help inform them and all your content.

Knowing who you are and where you’re going is the foundation of an organization’s success. So, who are you? And, where are you going?

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Mission Statement for Business

Ai generator.

Crafting a powerful mission statement is the cornerstone of any successful business. It defines your purpose, values, and aspirations, guiding your organization towards growth and impact. In this comprehensive guide, we present inspiring mission statement examples from diverse industries. Learn how to create a compelling mission that resonates with stakeholders, communicates your company’s values effectively, and sets the foundation for a purpose-driven future. Additionally, explore valuable tips and techniques to master the art of writing, ensuring your mission statement reflects your vision with clarity and influence.

What is Business Mission Statement?

A business mission statement is a concise and clear declaration that defines the purpose and fundamental reason for an organization’s existence. It serves as a guiding compass, outlining the company’s goals, values, and aspirations. A well-crafted mission statement aligns the company’s actions with its core beliefs, fostering a shared sense of purpose among stakeholders and guiding decision-making processes.

What is the Best Example of Business Mission Statement

One of the best examples of a business mission statement is from Starbucks:

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

This mission statement captures the essence of Starbucks’ commitment to providing a unique coffee experience while promoting community engagement and social responsibility. It showcases the company’s dedication to customer satisfaction and making a positive impact on local communities, reflecting its core values and long-term vision.

Mission Statement Examples for Different Businesses & Purposes

Mission statement examples for business plan.

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A business plan’s mission statement succinctly communicates the company’s objectives, illuminating the business’s purpose and guiding its strategy. It must be clear, compelling, and concise.

• “We exist to innovate and create top-tier technology solutions that connect and empower communities globally.”
• “Our mission is to produce high-quality, sustainably-sourced foods that support both health and happiness for our consumers.”
• “We aim to deliver cutting-edge design in architecture, fostering environments that inspire creativity, productivity, and wellness.”
• “We strive to be leaders in renewable energy solutions, empowering a sustainable, green future for our planet.”
• “Our goal is to revolutionize the e-commerce industry, delivering an unmatched shopping experience driven by convenience, value, and exceptional customer service.”

Mission Statement Examples for Service

The mission statement of a service company or organization defines its purpose and approach to providing valuable services to customers or clients.

• “Our mission is to provide unparalleled healthcare services, prioritizing patient care, and community health.”
• “We pledge to deliver exceptional educational services, fostering an environment of academic excellence and lifelong learning.”
• “We are committed to providing reliable, efficient waste management services, contributing to a cleaner, healthier community.”
• “Our goal is to provide top-tier hospitality services, creating unforgettable experiences for every guest.”
• “We aim to deliver comprehensive financial services, empowering individuals and businesses to attain their financial objectives.”

Mission Statement Examples for Small Business

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The mission statement for a small business can differentiate it from competitors, fostering a unique identity and demonstrating a commitment to a specific purpose.

• “We strive to deliver handcrafted artisanal goods, valuing quality, creativity, and the beauty of the handmade.”
• “We aim to provide locally-sourced, fresh produce, supporting our community’s health and local farmers.”
• “Our mission is to deliver personalized, exceptional pet care services, prioritizing the wellbeing of our furry clients.”
• “We’re committed to providing top-notch home maintenance services, ensuring comfort and satisfaction for every homeowner.”
• “We pledge to provide a cozy, community-oriented café experience, fostering connection through quality coffee and conversation.”

Mission Statement Examples for Restaurant

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A restaurant’s mission statement should convey its culinary vision, commitment to service, and dedication to providing a unique dining experience.

• “Our mission is to offer an unparalleled dining experience, celebrating local flavors and innovative culinary artistry.”
• “We strive to create a warm, inviting atmosphere where every meal is a celebration of authentic Italian cuisine.”
• “Our restaurant is dedicated to championing sustainable, farm-to-table dining, honoring nature’s bounty in every dish.”
• “We aim to provide a family-friendly dining experience, offering quality, affordable meals in a welcoming environment.”
• “Our commitment is to deliver a unique fusion of flavors, creating a culinary journey that explores diverse global cuisines.”

Non-Profit Mission Statement Examples

A non-profit’s mission statement should clearly articulate its cause, intended impact, and commitment to improving the community or world.

• “Our mission is to alleviate poverty by providing essential resources and opportunities to underprivileged communities worldwide.”
• “We strive to protect and preserve endangered wildlife, promoting biodiversity and a healthier planet.”
• “We are dedicated to promoting mental health awareness and providing support services to individuals and families affected by mental illness.”
• “Our goal is to empower girls through education, fostering a world of equal opportunities.”
• “We are committed to providing clean water solutions to underserved areas, championing health and community development.”

Mission Statement Examples for Church

The mission statement for a church should articulate its spiritual goals, commitment to its community, and the religious values it upholds.

• “Our mission is to spread God’s love, fostering a welcoming community of faith, hope, and charity.”
• “We strive to guide individuals towards spiritual growth, promoting compassion, understanding, and unity.”
• “Our church is committed to serving the local community, following Christ’s example of love and service.”
• “We aim to provide a nurturing environment for spiritual exploration and growth, embracing individuals from all walks of life.”
• “Our pledge is to inspire and foster faith, facilitating a closer relationship with God and strengthening our spiritual community.”

Fashion Industry Mission Statement Examples

A mission statement in the fashion industry communicates the brand’s design philosophy, values, and commitment to its customers.

• “We aim to revolutionize fashion through sustainable practices, advocating for ethical production and eco-conscious designs.”
• “Our mission is to empower individuals through bold, unique fashion that embraces self-expression and diversity.”
• “We’re dedicated to creating timeless, quality garments that honor tradition and craftsmanship.”
• “Our commitment is to celebrate plus-size fashion, promoting body positivity and inclusivity in the fashion industry.”
• “We strive to produce affordable luxury fashion, democratizing style and making it accessible to all.”

Mission Statement Examples for Salon

The mission statement for a salon should convey its commitment to providing excellent service, promoting beauty, wellness, and customer satisfaction.

• “Our salon aims to offer exceptional beauty services, enhancing individual beauty and promoting self-care and confidence.”
• “We are dedicated to providing a relaxing and rejuvenating salon experience, delivering personalized care and attention.”
• “Our mission is to pioneer eco-friendly beauty practices, offering organic, cruelty-free treatments in a serene environment.”
• “We strive to celebrate individuality through our bespoke beauty services, tailoring each experience to our clients’ unique style.”
• “We pledge to provide an inclusive, welcoming salon space, championing beauty in all its diverse forms.”

Mission Statement Examples for Clothing Boutique

A boutique’s mission statement should reflect its unique aesthetic, commitment to its customers, and dedication to offering high-quality, distinctive merchandise.

• “Our boutique’s mission is to offer curated, artisan-crafted fashion pieces, celebrating individuality and unique style.”
• “We are dedicated to showcasing emerging fashion designers, promoting creativity and innovation in the fashion industry.”
• “We strive to provide a personalized shopping experience, handpicking stylish and quality garments for every customer.”
• “Our commitment is to offer sustainable and ethically made clothing, making a positive impact through fashion.”
• “We aim to celebrate women’s fashion, offering chic, timeless pieces that inspire confidence and grace.”

Mission Statement Examples for Marketing

The mission statement for a marketing firm should articulate its commitment to delivering effective marketing strategies, understanding consumer behavior, and driving business growth.

• “Our mission is to craft effective, data-driven marketing strategies that drive growth and transform brands.”
• “We aim to understand and leverage consumer behavior, creating compelling narratives that connect brands with their audiences.”
• “We’re dedicated to providing innovative digital marketing solutions, harnessing technology to optimize brand reach and engagement.”
• “Our commitment is to deliver comprehensive marketing services, from research and strategy to execution and analysis.”
• “We strive to foster meaningful relationships between brands and consumers, creating impactful marketing campaigns that resonate.”

Mission Statement Examples for Business Support

The mission statement for a business support organization should communicate its commitment to helping businesses succeed, offering resources, insights, and strategies that foster growth and innovation.

• “Our mission is to empower businesses with the tools, resources, and insights necessary to thrive in a dynamic marketplace.”
• “We aim to support businesses through comprehensive consulting services, driving innovation and sustainable growth.”
• “Our commitment is to provide tailored business solutions, enabling businesses to overcome challenges and seize opportunities.”
• “We strive to foster an ecosystem of support for entrepreneurs and startups, catalyzing innovation and economic development.”
• “We are dedicated to facilitating business connections, promoting collaboration and shared growth within the business community.”

Mission Statement Examples for Grocery Stores/Supermarkets

A retail establishment that provides a diverse range of food and household items, typically organized into sections.

• “Our purpose is to nourish the communities we serve with quality, affordable groceries.”
• “We exist to enhance the everyday life of our customers by providing a one-stop shopping solution.”
• “Our mission is to serve with freshness, offering healthier, sustainable choices for all.”
• “We are committed to making grocery shopping a delight, meeting and exceeding customer expectations every time.”
• “We aim to drive healthier and greener communities through our range of organic and local products.”

Mission Statement Examples for Fast Food Chains

Establishments that prepare and serve food and drink to customers, either to be consumed on the premises or taken away.

• “Our mission is to delight every customer with an exceptional dining experience.”
• “We strive to create memorable food experiences that celebrate the diversity of world cuisine.”
• “We aim to lead the industry in delivering quick, tasty and healthy meals.”
• “We exist to satisfy cravings with our menu, creating joy in every bite.”
• “Our purpose is to serve high-quality, responsibly-sourced food that nourishes our customers and the planet.”

Mission Statement Examples for Retail Stores

Commercial businesses that sell a variety of merchandise directly to consumers, ranging from apparel to home goods.

• “We are committed to providing customers with unique, high-quality products that celebrate their individuality.”
• “Our mission is to offer an exciting, dynamic shopping experience where everyone can find something they love.”
• “We exist to inspire, guide, and motivate people through the world of retail.”
• “We aim to transform lives with our merchandise, creating joy, and fostering memorable shopping experiences.”
• “Our purpose is to make the latest trends accessible to all, ensuring customer satisfaction at every turn.”

Mission Statement Examples for Banks and Financial Institutions

Institutions that manage money, offer loans, and provide other financial services to individuals and businesses.

• “Empowering individuals and businesses by offering innovative, customer-centric financial solutions.”
• “Driving economic prosperity and financial security for our customers through integrity and excellence.”
• “To serve as a trusted partner in achieving financial success and growth.”
• “Providing financial services that enable growth, economic progress, and financial well-being.”
• “Transforming lives and communities through financial empowerment.”

Mission Statement Examples for Pharmacies/Drugstores

Stores that sell prescription medications, over-the-counter drugs, and other health and beauty products.

• “Dedicated to improving patient health by delivering high-quality, cost-effective pharmaceuticals and healthcare products.”
• “Empowering healthier lives through accessible, personalized care, and trusted healthcare solutions.”
• “To be the leading provider in healthcare services, putting patient health first.”
• “Delivering the best health and wellness solutions to our customers.”
• “Making a meaningful difference in patient health through superior pharmaceutical services.”

Mission Statement Examples for Automobile Sales and Service

Businesses that specialize in selling new or used vehicles at the retail level, often providing maintenance services for vehicles.

• “Driving excellence in the automotive industry through innovation, integrity, and dedicated customer service.”
• “Creating exceptional automotive experiences through outstanding service and superior value.”
• “To lead the auto industry by providing unmatched customer experience and sustainable mobility solutions.”
• “Setting the standard for automotive excellence in service and sales.”
• “Committed to moving people safely and sustainably.”

Mission Statement Examples for Hotels and Accommodations

Businesses that provide short-term accommodation services, often along with other amenities.

• “Creating unforgettable experiences through exceptional service, comfort, and hospitality.”
• “To redefine the luxury hotel experience in a unique and personalized way.”
• “Dedicated to enhancing the journey of our guests by providing unparalleled hospitality.”
• “Committed to delivering hospitality at its best, making our guests feel at home.”
• “Creating destinations where everyone is welcomed and inspired.”

Mission Statement Examples for Gas Stations

Establishments where motorists can refill their vehicles with gasoline, often providing services such as car washes and convenience stores.

• “Fueling journeys by providing top-tier gasoline and exceptional service.”
• “Driving customer satisfaction with quality fuels, convenient locations, and fast and friendly service.”
• “To be the first choice in on-the-go convenience, providing a clean, safe, and friendly experience.”
• “Delivering reliable, efficient energy solutions to meet our customers’ on-the-go needs.”
• “Energizing life’s journeys by delivering the best fuels, convenience, and value.”

Mission Statement Examples for Healthcare Services

Organizations that provide medical services, preventive care, and health education to individuals and communities.

• “Improving lives with personalized care and world-class healthcare services.”
• “Dedicated to enhancing the health and well-being of our communities.”
• “Committed to the care and improvement of human life.”
• “Creating healthier communities through the provision of quality, accessible healthcare services.”
• “Serving humanity by advancing health through research, patient care, and community engagement.”

Mission Statement Examples for Construction Companies

Firms that are responsible for constructing, maintaining, and repairing buildings, bridges, roads, and other forms of infrastructure.

• “Building a better world by delivering innovative and sustainable construction solutions.”
• “Dedicated to creating exceptional spaces where our communities can thrive.”
• “To lead the construction industry in quality, safety, and customer satisfaction.”
• “Creating value through innovative, sustainable construction and infrastructure solutions.”
• “Transforming the built environment through exceptional craftsmanship and customer service.”

Mission Statement Examples for Education Services

Organizations that provide instructional services to students, including K-12 schools, colleges, and tutoring centers.

• “To empower students to achieve their potential through transformative education.”
• “Making a difference in the future of our students through quality, inclusive education.”
• “Dedicated to fostering intellectual growth, creativity, and character in tomorrow’s leaders.”
• “Transforming lives through education, empowering students to become global citizens.”
• “Committed to excellence in education, fostering an environment for lifelong learning.”

Mission Statement Examples for Beauty Salons/Barbershops

These establishments offer services that include hair care, skin care, nail care, and makeup application.

• “Enhancing beauty and confidence through personalized care and exceptional service.”
• “Transforming lives by cultivating self-expression and individuality through our beauty services.”
• “Dedicated to inspiring our customers to feel and look their best.”
• “Fostering a culture of creativity, growth, and mutual respect in the beauty industry.”
• “Committed to delivering unique beauty experiences that exceed our clients’ expectations.”

Mission Statement Examples for Real Estate Agencies

Companies that facilitate the selling, buying, and renting of properties.

• “Transforming real estate experiences through service excellence and innovation.”
• “Dedicated to making real estate dreams a reality through professionalism and integrity.”
• “Building trust through transparent, ethical, and professional real estate services.”
• “Delivering unparalleled real estate experiences by putting our clients’ interests first.”
• “To empower clients with information to make smart decisions in their real estate transactions.”

Mission Statement Examples for E-commerce Companies

Businesses that sell goods or services online.

• “To revolutionize online shopping by providing innovative, efficient, and exciting shopping experiences.”
• “Committed to transforming lives through exceptional customer service and superior online shopping experiences.”
• “Building a global e-commerce platform where you can buy with confidence.”
• “To lead the e-commerce industry through innovation, customer satisfaction, and operational excellence.”
• “Dedicated to making online shopping fast, easy, and enjoyable for our global community.”

Mission Statement Examples for Fitness Centers/Gyms

Establishments that provide individuals with the facilities and services they need to maintain their physical health.

• “Inspiring healthier communities by connecting people through fitness.”
• “Transforming lives by promoting wellness, health, and strength through our fitness services.”
• “Dedicated to providing a positive, inclusive, and dynamic fitness environment.”
• “To be the premier fitness center, where the journey to a healthier lifestyle begins.”
• “Committed to empowering individuals to live their best lives through fitness.”

Mission Statement Examples for Professional Services

Firms that provide clients with professional knowledge and skills.

• “Dedicated to providing exceptional, tailored services that drive client success.”
• “To be a trusted partner in professional services by exceeding client expectations.”
• “Committed to delivering innovative solutions and services that empower businesses.”
• “To lead the professional services sector through integrity, expertise, and client satisfaction.”
• “Transforming businesses by delivering superior solutions and professional excellence.”

Mission Statement Examples for Insurance Companies

Organizations that provide individuals and businesses with a variety of insurance policies.

• “To secure futures by providing comprehensive, reliable, and affordable insurance solutions.”
• “Building a safer world by offering personalized insurance services that protect what matters most.”
• “Committed to excellence in protecting our customers against risks and securing their future.”
• “Dedicated to being a trusted and reliable partner in providing insurance services.”
• “Transforming the insurance industry by providing peace of mind, protection, and exceptional service.”

Mission Statement Examples for Information Technology Services

Companies that provide a wide range of IT-related services, such as computer systems design, repair, and IT consulting.

• “Driving business innovation and success through top-tier IT solutions.”
• “To be the partner of choice for businesses seeking IT solutions and services.”
• “Transforming businesses by leveraging the power of technology.”
• “Committed to providing innovative, reliable, and efficient IT services.”
• “Enabling business growth and success through superior IT solutions and customer service.”

Mission Statement Examples for Transportation Services

Companies that move people or goods, including courier services, taxi firms, etc.

• “Moving the world, delivering reliability, efficiency, and high-quality transportation services.”
• “Dedicated to enhancing mobility and enriching lives through safe and reliable transportation.”
• “Committed to providing transportation services that are safe, efficient, and customer-focused.”
• “To lead the transportation industry in innovation, safety, and service.”
• “Driving a connected world by providing superior transportation services to people and businesses.”

Mission Statement Examples for Agriculture and Farming

Businesses involved in the cultivation of land and breeding of animals and plants.

• “Nourishing the world by producing fresh, safe, and sustainable food.”
• “Dedicated to fostering sustainable farming practices for a healthier planet.”
• “To lead in the agricultural sector by providing quality products and innovative farming solutions.”
• “Transforming agriculture by promoting sustainability and growth for the benefit of all.”
• “Committed to preserving our heritage by practicing responsible farming and cultivation.”

Mission Statement Examples for Bakery

Bakeries are establishments that produce and sell flour-based food baked in an oven such as bread, cakes, pastries, and pies.

• “Celebrating life’s sweet moments with delicious, handcrafted baked goods.”
• “To delight taste buds, nourish bodies, and bring joy with our fresh bakery products.”
• “Dedicated to creating the finest bakery products with traditional methods and wholesome ingredients.”
• “Committed to serving freshly baked goods that bring happiness and comfort.”
• “Transforming the art of baking into a memorable and sensory experience.”

Mission Statement Examples for Brewery

Breweries are facilities that produce beer and often allow customers to taste their creation process.

• “Crafting quality beers that inspire and delight the world’s beer community.”
• “To lead the craft brewing industry by creating unforgettable beer experiences.”
• “Committed to brewing innovative, exciting, and high-quality beers.”
• “Dedicated to enriching culture and camaraderie through our craft beers.”
• “Revolutionizing the brewing industry by creating beer that we believe in.”

Mission Statement Examples for Winery

Wineries are buildings or properties that produce wine, or businesses involved in the production of wine.

• “Delivering exceptional wine experiences by embracing tradition and innovation.”
• “Celebrating life’s moments with wines crafted with passion and excellence.”
• “Dedicated to creating high-quality wines that capture the essence of our land.”
• “To lead the wine industry in sustainable farming and artisanal winemaking.”
• “Committed to cultivating relationships and enjoyment through our passion for winemaking.”

Mission Statement Examples for Coffee Shop

Coffee shops are establishments that serve coffee, tea, other hot beverages, and often light meals and pastries.

• “To inspire and nurture the human spirit, one person, one cup, and one neighborhood at a time.”
• “Cultivating a community where everyone can enjoy the best coffee experience.”
• “Dedicated to serving freshly brewed coffee that awakens the senses and warms the soul.”
• “Committed to creating an inviting space where customers can relax and enjoy our specially crafted coffee.”
• “Transforming the coffee industry by creating a culture of quality, integrity, and community.”

Mission Statement Examples for Catering Services

Businesses that provide food service at a remote site or sites like public locations, events, or venues.

• “To create memorable event experiences through creative cuisine, exceptional service, and an atmosphere of warmth and elegance.”
• “Providing a taste of excellence by delivering high-quality, innovative catering services.”
• “Committed to making every event memorable with our professional catering service and delicious food.”
• “Dedicated to turning special occasions into memorable dining experiences.”
• “Transforming the art of catering by offering bespoke services tailored to our client’s needs.”

Mission Statement Examples for Auto Parts Store

Stores that sell parts and accessories for motor vehicles.

• “To drive the automotive industry forward by providing quality parts, services, and knowledge.”
• “Committed to helping customers get the most out of their vehicles by providing top-quality auto parts.”
• “Dedicated to offering high-quality, reliable auto parts and accessories.”
• “Delivering auto parts excellence through a wide range of quality products and exceptional service.”
• “Transforming the auto parts industry by making quality parts accessible and affordable.”

Mission Statement Examples for Motorcycle Sales and Service

Businesses that sell and service motorcycles, and may also sell related accessories.

• “To fuel the passion for riding by providing superior motorcycles and exceptional service.”
• “Dedicated to delivering memorable motorcycle experiences through high-quality products and services.”
• “Committed to serving the motorcycle community with the best products and services.”
• “Enhancing the joy of riding through our high-quality motorcycles and dedicated service.”
• “Driving forward the motorcycle industry through innovation, excellence, and customer satisfaction.”

Mission Statement Examples for Boat Sales and Service

Companies that sell and maintain boats, and often offer related services.

• “Setting sail towards excellence by providing the highest quality boats and services.”
• “Dedicated to enhancing the joy of boating through superior products and services.”
• “To provide the ultimate boating experience through our commitment to quality and service.”
• “Committed to serving the boating community with the best products and customer service.”
• “Transforming the boating experience by offering high-quality boats and exceptional service.”

Mission Statement Examples for Furniture Store

Stores that sell furniture for homes and offices, and may offer design and delivery services.

• “Creating beautiful spaces by providing stylish, high-quality furniture.”
• “Dedicated to enhancing your home with our beautifully crafted furniture.”
• “Transforming living spaces into comfortable homes with our selection of quality furniture.”
• “To provide stylish, affordable furniture that transforms houses into homes.”
• “Committed to offering high-quality furniture and superior customer service.”

Mission Statement Examples for Home Improvement Store

Stores that sell a variety of home improvement and construction products and materials.

• “To inspire and equip homeowners with the tools and confidence to improve their homes.”
• “Dedicated to helping customers create their dream homes with our wide range of products.”
• “Transforming homes by providing high-quality, affordable home improvement products.”
• “Building a better home for you with our vast selection of home improvement items.”
• “Committed to making home improvement accessible and enjoyable with our comprehensive range of products.”

Mission Statement Examples for Electronics Repair

Businesses that offer repair services for various types of electronic devices.

• “Empowering customers by providing reliable, efficient, and quality electronics repair services.”
• “Dedicated to extending the lifespan of your devices through our expert repair services.”
• “Committed to delivering high-quality electronics repair and excellent customer service.”
• “To lead the electronics repair industry in quality, service, and convenience.”
• “Revolutionizing the electronics repair industry by consistently exceeding customer expectations.”

Mission Statement Examples for Plumbing Services

Companies that install and repair pipes and fixtures associated with water distribution and sanitation systems.

• “Committed to providing reliable, high-quality plumbing services that exceed customer expectations.”
• “To lead the industry in providing superior plumbing solutions to homes and businesses.”
• “Transforming the plumbing industry by delivering excellent workmanship and exceptional customer service.”
• “Dedicated to solving all your plumbing problems with efficiency and integrity.”
• “Ensuring comfort and peace of mind through our expert plumbing services.”

Mission Statement Examples for Electrician Services

Businesses that install, maintain and repair electrical systems and equipment.

• “Lighting the way to a safer world through our professional electrical services.”
• “To lead the electrical industry in quality, safety, and customer satisfaction.”
• “Dedicated to providing reliable, efficient, and safe electrical solutions.”
• “Committed to powering a brighter future with our expert electrical services.”
• “Transforming the electrical industry by setting the standard for excellence.”

Mission Statement Examples for HVAC Services

Companies that provide heating, ventilation, and air conditioning services.

• “Enhancing comfort and quality of life through our superior HVAC solutions.”
• “To lead the HVAC industry in quality, innovation, and customer satisfaction.”
• “Dedicated to providing professional, reliable HVAC services that create comfortable environments.”
• “Committed to ensuring your comfort with our high-quality heating and cooling solutions.”
• “Revolutionizing the HVAC industry through our commitment to quality, integrity, and excellence.”

Mission Statement Examples for Landscaping Services

Companies that plan, design, and maintain outdoor spaces, including yards and gardens.

• “Creating beautiful, sustainable spaces that enhance the quality of life.”
• “Dedicated to transforming outdoor spaces through creative, customized landscaping solutions.”
• “To lead the landscaping industry in design, service, and environmental stewardship.”
• “Committed to creating outdoor spaces that inspire, relax, and delight.”
• “Enhancing your outdoor living experience through our professional landscaping services.”

Mission Statement Examples for Pest Control Services

Companies that manage or regulate species defined as pests, usually because they are perceived to be detrimental to a person’s health, the ecology, or the economy.

• “Providing peace of mind by protecting homes and businesses from pests.”
• “Dedicated to creating safe, pest-free environments through our professional pest control services.”
• “Committed to providing reliable, safe, and effective pest management solutions.”
• “To lead the pest control industry in quality, safety, and customer satisfaction.”
• “Transforming the pest control industry through innovation, education, and excellent customer service.”

Mission Statement Examples for Veterinary Clinic

Veterinary clinics provide medical care and treatment for animals.

• “Improving the quality of life for pets and their families through advanced veterinary care.”
• “To lead the veterinary field by providing exceptional care and service to animals and their owners.”
• “Dedicated to the health and well-being of animals through our professional veterinary services.”
• “Committed to providing compassionate, comprehensive health services for pets.”
• “Transforming animal health care by delivering exceptional veterinary services and patient care.”

Mission Statement Examples for Pet Store

Pet stores sell pets and pet-related products including food, toys, and accessories.

• “Enriching the lives of pets and their families through our quality products and services.”
• “Dedicated to providing the best products, services, and information for your pet’s needs.”
• “To lead the pet industry in quality, selection, and customer satisfaction.”
• “Committed to making pet ownership enjoyable and rewarding with our range of products.”
• “Creating a better world for pets by providing top-quality products and services.”

Mission Statement Examples for Dog Grooming Services

Dog grooming services offer pet care services such as bathing, hair trimming, and nail clipping for dogs.

• “Enhancing the well-being of dogs through professional grooming services.”
• “Dedicated to keeping your dogs looking their best through our expert grooming services.”
• “To lead the pet grooming industry in quality, care, and customer satisfaction.”
• “Committed to delivering exceptional grooming services tailored to your pet’s needs.”
• “Transforming the pet grooming industry by setting the highest standards of service and care.”

Mission Statement Examples for Pet Boarding Services

Pet boarding services provide temporary care and accommodation for pets.

• “Providing a home away from home for your pets with our caring boarding services.”
• “To lead the pet boarding industry in quality, safety, and customer satisfaction.”
• “Dedicated to providing a safe, comfortable, and enjoyable environment for your pets.”
• “Committed to offering superior pet boarding services that meet the unique needs of your pet.”
• “Enhancing the pet boarding experience by providing high-quality care and comfort for your pets.”

Mission Statement Examples for Childcare Services

Childcare services provide care and supervision for children usually from infancy to school age.

• “Nurturing children’s growth, development, and learning through our quality childcare services.”
• “Dedicated to providing a safe, nurturing environment that fosters creativity and learning.”
• “To lead the childcare industry in quality, care, and child development.”
• “Committed to creating a supportive, engaging, and safe childcare environment.”
• “Transforming childcare by fostering a love of learning and respect for each child’s individuality.”

Mission Statement Examples for Elderly Care Services

Elderly care services provide care and support for older people who need assistance with daily activities.

• “Enhancing the quality of life for seniors through compassionate, quality care.”
• “To lead the elder care industry in quality, empathy, and respect.”
• “Dedicated to providing professional, reliable care services that meet the unique needs of seniors.”
• “Committed to offering elderly care services that promote independence, dignity, and well-being.”
• “Transforming elderly care by prioritizing comfort, safety, and quality of life for seniors.”

Mission Statement Examples for Counseling Services

These services provide guidance in resolving personal, social, or psychological problems and difficulties.

• “Empowering individuals to navigate life’s challenges through our professional counseling services.”
• “Dedicated to providing compassionate, confidential, and effective mental health counseling.”
• “To lead in the counseling industry by promoting mental health and well-being for all.”
• “Committed to offering individualized counseling services to foster growth and resilience.”
• “Transforming lives through comprehensive mental health services and therapeutic intervention.”

Mission Statement Examples for Physical Therapy Clinics

These clinics provide treatments to individuals to develop, maintain, and restore maximum movement and functional ability.

• “Improving quality of life through individualized physical therapy services.”
• “Dedicated to restoring health, strength, and mobility through our expert physical therapy services.”
• “To lead the physical therapy industry in patient care, satisfaction, and outcomes.”
• “Committed to providing exceptional physical therapy services to help patients reach their full potential.”
• “Transforming physical therapy by providing comprehensive, patient-centered care.”

Mission Statement Examples for Occupational Therapy Clinics

These clinics help people of all ages to fully engage in their daily lives, from their work and recreation to activities of daily living.

• “Enhancing independence and quality of life through our occupational therapy services.”
• “Dedicated to enabling individuals to live life to its fullest through occupational therapy.”
• “To lead the occupational therapy industry in patient-centered care and outcomes.”
• “Committed to providing exceptional occupational therapy that fosters independence and productivity.”
• “Transforming occupational therapy by promoting health and well-being through meaningful occupation.”

Mission Statement Examples for Speech Therapy Clinics

These clinics provide treatment, support, and care for children and adults who have difficulties with communication, or with eating, drinking, and swallowing.

• “Improving lives through the power of communication with our speech therapy services.”
• “Dedicated to enhancing communication skills and quality of life through our expert speech therapy services.”
• “To lead the speech therapy industry by delivering high-quality, personalized care.”
• “Committed to providing exceptional speech therapy services that empower individuals to communicate effectively.”
• “Transforming the field of speech therapy through innovative, comprehensive, and individualized care.”

Mission Statement Examples for Advertising Agency

Advertising agencies create, plan, and manage all aspects of a client’s advertising.

• “Driving business growth by creating compelling, effective advertising strategies.”
• “Dedicated to delivering impactful advertising solutions that elevate brands and engage audiences.”
• “To lead the advertising industry in creativity, innovation, and customer satisfaction.”
• “Committed to providing exceptional advertising services that help our clients reach their goals.”
• “Transforming the advertising industry by crafting captivating campaigns that resonate with audiences.”

Mission Statement Examples for Photography Services

Photography services provide professional photographic services including commercial, portrait, event, and artistic photography.

• “Capturing life’s precious moments with our professional photography services.”
• “Dedicated to creating lasting memories through our exceptional photography services.”
• “To lead the photography industry in creativity, quality, and customer satisfaction.”
• “Committed to providing exceptional photography services that capture the beauty in every moment.”
• “Transforming the art of photography by crafting stunning visuals that tell a story.”

Mission Statement Examples for Graphic Design Services

These services offer visual communication and problem-solving through the use of typography, photography, iconography, and illustration.

• “Transforming ideas into visual stories through our innovative graphic design services.”
• “Dedicated to creating compelling visual designs that drive brand engagement and success.”
• “To lead the graphic design industry in creativity, innovation, and customer satisfaction.”
• “Committed to delivering exceptional graphic design services that inspire, inform, and captivate.”
• “Creating powerful visuals that resonate with audiences and achieve your business objectives.”

Mission Statement Examples for Web Design Services

Web design services involve planning, creating, and updating websites, including the website structure, user interface, website layout, colors, contrasts, fonts, and images, as well as icon design.

• “Creating engaging digital experiences through our professional web design services.”
• “Dedicated to designing intuitive, attractive, and user-friendly websites that drive business growth.”
• “To lead the web design industry in innovation, quality, and customer satisfaction.”
• “Committed to delivering web design solutions that create value and competitive advantage.”
• “Transforming the digital landscape with our innovative and effective web design services.”

Mission Statement Examples for SEO Services

SEO services help businesses improve their visibility online by improving their ranking in search engine results.

• “Driving business growth by improving online visibility through our expert SEO services.”
• “Dedicated to boosting your website’s ranking and driving quality traffic to your site.”
• “To lead the SEO industry by delivering results-driven services and exceptional customer satisfaction.”
• “Committed to providing effective SEO strategies that enhance your online presence.”
• “Transforming online businesses by optimizing your website for maximum visibility.”

Mission Statement Examples for Social Media Management Services

These services involve managing a brand’s social media marketing campaign and day-to-day activities including creating, curating, and managing published content (images, video, written) and the brand’s online presence.

• “Enhancing brand engagement and growth through our expert social media management services.”
• “Dedicated to creating impactful social media strategies that build brand loyalty and drive business growth.”
• “To lead the social media management industry in creativity, strategy, and customer satisfaction.”
• “Committed to delivering effective social media management services that drive results.”
• “Transforming social media strategies by engaging audiences and driving digital growth.”

Mission Statement Examples for Translation Services

Translation services involve converting written material from one language into another.

• “Breaking language barriers and connecting cultures through our professional translation services.”
• “Dedicated to providing accurate, efficient, and reliable translation services.”
• “To lead the translation industry by delivering top-quality, culturally appropriate translations.”
• “Committed to providing comprehensive translation services that meet the unique needs of our clients.”
• “Transforming global communication by offering precise and culturally sensitive translation services.”

Mission Statement Examples for Event Planning Services

Event planning services coordinate all aspects of events, such as meetings, parties, and conventions.

• “Creating unforgettable experiences through our professional event planning services.”
• “Dedicated to delivering exceptional events that exceed your expectations.”
• “To lead the event planning industry by providing innovative, customized, and successful events.”
• “Committed to transforming your vision into a memorable event through our expert planning services.”
• “Making every occasion extraordinary with our meticulous planning and execution.”

Mission Statement Examples for Wedding Planning Services

Wedding planning services oversee all aspects of a wedding, from the venue to the vendors.

• “Creating unforgettable moments by designing and executing the perfect wedding experience.”
• “Dedicated to turning wedding dreams into reality with our personalized planning services.”
• “To lead the wedding planning industry by delivering exceptional experiences and unforgettable memories.”
• “Committed to crafting your unique love story into a beautiful wedding day.”
• “Transforming wedding visions into reality with our meticulous planning and creative design.”

Mission Statement Examples for Funeral Services

Funeral services involve providing interment and funeral services for the dead and their families.

• “Providing respectful and compassionate services to honor the lives of loved ones.”
• “Dedicated to supporting families in their time of need with our professional funeral services.”
• “To lead the funeral services industry by providing dignified, respectful, and compassionate care.”
• “Committed to delivering personalized funeral services that celebrate life and preserve memories.”
• “Helping families honor their loved ones with dignity, respect, and personal attention.”

Mission Statement Examples for Courier Services

Courier services provide specialized delivery of packages, documents, and mail.

• “Delivering your needs swiftly and securely with our reliable courier services.”
• “Dedicated to providing prompt, reliable, and secure courier solutions.”
• “To lead the courier industry by offering fast, reliable, and affordable delivery services.”
• “Committed to ensuring your package arrives safely and on time with our courier services.”
• “Transforming the delivery industry by offering customer-focused courier solutions.”

Mission Statement Examples for Cleaning Services

Cleaning services provide commercial and residential cleaning services.

• “Creating cleaner, healthier environments with our professional cleaning services.”
• “Dedicated to providing superior cleaning services that exceed customer expectations.”
• “To lead the cleaning industry by providing high-quality, reliable, and eco-friendly cleaning solutions.”
• “Committed to making your home or office shine with our thorough cleaning services.”
• “Transforming spaces into spotless sanctuaries with our expert cleaning services.”

Mission Statement Examples for Laundromats

Laundromats provide facilities where clothes can be washed and dried.

• “Keeping your laundry fresh and clean with our convenient and affordable laundromat services.”
• “Dedicated to providing quality, efficient, and reliable laundromat services.”
• “To lead the laundromat industry by offering superior laundry facilities and customer service.”
• “Committed to making laundry day easy and hassle-free with our laundromat services.”
• “Transforming the laundry experience by providing clean, modern, and user-friendly laundromat facilities.”

Mission Statement Examples for Dry Cleaning Services

Dry cleaning services clean clothes and fabrics using a chemical solvent other than water.

• “Preserving the life of your garments with our professional dry cleaning services.”
• “Dedicated to providing superior dry cleaning services that deliver impeccable results.”
• “To lead the dry cleaning industry by providing quality, convenience, and exceptional service.”
• “Committed to taking exceptional care of your garments with our dry cleaning services.”
• “Transforming the dry cleaning industry by offering top-quality, eco-friendly cleaning solutions.”

Mission Statement Examples for Clothing Alteration Services

Clothing alteration services modify the fit of garments to suit individual preferences and body shapes.

• “Perfecting your fit with our professional clothing alteration services.”
• “Dedicated to delivering precision alterations that ensure your garments fit perfectly.”
• “To lead the clothing alteration industry by providing quality workmanship and exceptional service.”
• “Committed to tailoring your clothes to fit you perfectly with our alteration services.”
• “Transforming the way you wear your clothes with our expert alteration services.”

Mission Statement Examples for Tattoo Studio

Tattoo studios design and apply tattoos to clients.

• “Expressing your individuality through our unique and creative tattoo designs.”
• “Dedicated to providing a safe, clean, and comfortable environment for your tattoo experience.”
• “To lead the tattoo industry by delivering exceptional artistry and superior customer service.”
• “Committed to creating tattoos that are as unique and special as our clients.”
• “Transforming bodies into works of art with our professional and artistic tattoo services.”

Mission Statement Examples for Piercing Studio

Piercing studios provide body piercing services.

• “Enhancing your style with our professional and safe piercing services.”
• “Dedicated to providing a clean, safe, and comfortable environment for your piercing experience.”
• “To lead the piercing industry by delivering safe procedures and exceptional customer service.”
• “Committed to offering a variety of high-quality body jewelry and expert piercing services.”
• “Transforming the piercing experience with our professional, safe, and hygienic practices.”

Mission Statement Examples for Art Gallery

Art galleries showcase a variety of artistic works for public viewing and for sale.

• “Showcasing extraordinary works of art from local and international artists.”
• “Dedicated to promoting the appreciation and understanding of art and its role in society.”
• “To lead the art industry by exhibiting innovative and thought-provoking artworks.”
• “Committed to creating a dynamic environment where art and community meet.”
• “Transforming the art scene by fostering the growth of artists and the appreciation of visual arts.”

Mission Statement Examples for Movie Theater

Movie theaters provide a venue for viewing films for entertainment.

• “Creating magical movie experiences that transport audiences to different worlds.”
• “Dedicated to delivering an unforgettable cinematic experience in a comfortable and modern setting.”
• “To lead the movie theater industry by offering high-quality visuals, sound, and customer service.”
• “Committed to providing a diverse selection of films and premium movie-watching experiences.”
• “Transforming the cinema experience with our state-of-the-art facilities and world-class service.”

Mission Statement Examples for Music Venue

Music venues provide a space for musicians to perform and for audiences to enjoy live music.

• “Bringing music to life with our vibrant and acoustically superior music venue.”
• “Dedicated to showcasing the best local and international music talent.”
• “To lead the live music industry by providing unparalleled musical experiences.”
• “Committed to promoting the appreciation of live music in a unique and intimate setting.”
• “Transforming the live music scene with our dynamic venue and exceptional musical lineups.”

Mission Statement Examples for Bookstore

Bookstores offer a range of books in various genres and formats, including new, used, and rare books.

• “Inspiring minds by offering a vast collection of books in a welcoming environment.”
• “Dedicated to fostering a love of reading and promoting lifelong learning.”
• “To lead the bookstore industry by offering a diverse selection and exceptional service.”
• “Committed to being a vital part of the community where ideas and words matter.”
• “Transforming the reading experience by curating titles that inspire, educate, and entertain.”

Mission Statement Examples for Newspaper Publisher

Newspaper publishers oversee the production and distribution of newspapers.

• “Delivering reliable news and informed perspectives to keep our readers knowledgeable.”
• “Dedicated to upholding the principles of journalism by publishing factual, unbiased news.”
• “To lead the newspaper industry by delivering high-quality journalism and exceptional service.”
• “Committed to providing comprehensive news coverage that is accurate, fair, and insightful.”
• “Transforming the news industry by being a trusted source of information for our community.”

Mission Statement Examples for Magazine Publisher

Magazine publishers oversee the production and distribution of magazines, which can be focused on a wide range of topics.

• “Engaging readers with insightful articles and compelling stories in our magazines.”
• “Dedicated to publishing diverse content that entertains, informs, and inspires.”
• “To lead the magazine industry by delivering quality content and exceptional service.”
• “Committed to being a trusted and beloved source of information, inspiration, and entertainment.”
• “Transforming the magazine industry by pushing boundaries and elevating storytelling.”

Mission Statement Examples for TV Broadcasting

TV broadcasting services transmit a and video content to the public through television stations.

• “Enriching lives by broadcasting diverse, high-quality television content.”
• “Dedicated to providing quality programming that educates, entertains, and inspires.”
• “To lead the TV broadcasting industry by delivering superior content and outstanding service.”
• “Committed to being a trusted source of news, information, and entertainment for our viewers.”
• “Transforming the TV broadcasting landscape by pioneering innovative content and technology.”

Mission Statement Examples for Radio Broadcasting

Radio broadcasting services transmit a content to the public through radio stations.

• “Connecting communities through the power of radio broadcasting.”
• “Dedicated to bringing you the best in music, news, and entertainment.”
• “To lead the radio broadcasting industry by delivering compelling content and exceptional service.”
• “Committed to being your trusted companion, informing and entertaining you round the clock.”
• “Transforming the radio experience by embracing digital platforms and diverse programming.”

Mission Statement Examples for Recording Studio

Recording studios provide a controlled environment for recording and mixing a performances.

• “Capturing your unique sound with our state-of-the-art recording equipment and experienced engineers.”
• “Dedicated to providing a creative and inspiring environment for artists to record music.”
• “To lead the recording industry by delivering superior sound quality and exceptional service.”
• “Committed to making your music sound its best with our professional recording services.”
• “Transforming the recording experience by fostering creativity and pushing technological boundaries.”

Mission Statement Examples for Dance Studio

Dance studios provide a space for dance instruction and practice.

• “Inspiring creativity and self-expression through the joy of dance.”
• “Dedicated to providing a nurturing environment where dancers can learn and grow.”
• “To lead the dance industry by offering high-quality instruction and exceptional service.”
• “Committed to teaching dance in a fun, welcoming, and inclusive environment.”
• “Transforming lives through dance by promoting health, confidence, and a sense of community.”

Mission Statement Examples for Martial Arts Studio

Martial arts studios provide a space for martial arts instruction and practice.

• “Empowering individuals through the practice of martial arts.”
• “Dedicated to providing top-quality instruction in a safe and encouraging environment.”
• “To lead the martial arts industry by fostering discipline, respect, and physical fitness.”
• “Committed to teaching valuable life skills through the discipline of martial arts.”
• “Transforming lives through martial arts by promoting self-defense, fitness, and self-confidence.”

Mission Statement Examples for Yoga Studio

Yoga studios offer a space for yoga instruction and practice.

• “Promoting wellness and mindfulness through the practice of yoga.”
• “Dedicated to providing a serene environment for individuals to practice yoga and find balance.”
• “To lead the yoga industry by offering high-quality instruction and a welcoming community.”
• “Committed to helping individuals enhance their physical and mental health through yoga.”
• “Transforming lives through yoga by promoting flexibility, strength, and inner peace.”

Mission Statement Examples for Pilates Studio

Pilates studios provide a space for Pilates instruction and practice.

• “Improving physical strength, flexibility, and well-being through Pilates.”
• “Dedicated to providing high-quality Pilates instruction in a supportive and welcoming environment.”
• “To lead the Pilates industry by delivering a unique and effective fitness experience.”
• “Committed to helping individuals reach their fitness goals through our professional Pilates instruction.”
• “Transforming bodies and minds through the empowering practice of Pilates.”

Mission Statement Examples for Cycling Studio

Cycling studios offer an indoor venue for cycling workouts and training.

• “Driving fitness results through the power of indoor cycling.”
• “Dedicated to providing an immersive, high-energy, and supportive environment for all riders.”
• “To lead the fitness industry by offering top-notch indoor cycling experiences.”
• “Committed to helping individuals achieve their fitness goals through exhilarating cycling workouts.”
• “Transforming lives one ride at a time with our empowering and fun cycling classes.”

Mission Statement Examples for Swim School

Swim schools provide swimming lessons for individuals of all ages and skill levels.

• “Promoting safety, health, and fun through the joy of swimming.”
• “Dedicated to teaching valuable swimming skills in a safe and supportive environment.”
• “To lead the swim instruction industry by providing superior swim lessons and excellent service.”
• “Committed to helping individuals gain confidence, skills, and a love for swimming.”
• “Transforming lives through swimming by promoting water safety, health, and enjoyment.”

Mission Statement Examples for Music School

Music schools provide instruction in music performance and theory.

• “Enriching lives through the power and joy of music.”
• “Dedicated to offering high-quality music instruction for students of all ages and abilities.”
• “To lead the music education industry by nurturing talent and fostering a love of music.”
• “Committed to providing an inspiring environment for students to learn, create, and perform music.”
• “Transforming lives through music education by promoting creativity, discipline, and self-expression.”

Mission Statement Examples for Art School

Art schools offer instruction in various forms of visual art.

• “Fostering creativity and innovation through visual arts education.”
• “Dedicated to nurturing artistic talent and providing a platform for self-expression.”
• “To lead the art education industry by inspiring and educating the artists of tomorrow.”
• “Committed to providing a stimulating environment for students to explore and create art.”
• “Transforming lives through art education by promoting imagination, creativity, and critical thinking.”

Mission Statement Examples for Cooking School

Cooking schools provide instruction in culinary arts.

• “Inspiring culinary creativity and confidence through hands-on cooking instruction.”
• “Dedicated to teaching the skills and techniques necessary for culinary mastery.”
• “To lead the culinary education industry by delivering high-quality instruction and experiences.”
• “Committed to cultivating a love for cooking and a taste for wholesome, homemade meals.”
• “Transforming lives through culinary education by fostering a love for food and cooking.”

Mission Statement Examples for Outdoor Adventure Services

Outdoor adventure services offer thrilling and exciting activities in the great outdoors.

• “Creating unforgettable experiences in the heart of nature.”
• “Dedicated to providing safe, exciting, and eco-friendly outdoor adventures.”
• “To lead the outdoor adventure industry by offering high-quality experiences and exceptional service.”
• “Committed to promoting the outdoors as a venue for adventure, discovery, and inspiration.”
• “Transforming lives by connecting people with nature through thrilling outdoor activities.”

Mission Statement Examples for Travel Agency

Travel agencies provide travel and tourism related services like booking flights, hotels, and tours.

• “Creating unforgettable journeys and connecting people with the world.”
• “Dedicated to providing seamless travel experiences tailored to each traveler’s needs.”
• “To lead the travel industry by delivering outstanding service and memorable travel experiences.”
• “Committed to making travel more accessible, enjoyable, and hassle-free.”
• “Transforming the way people travel by creating personalized, meaningful journeys.”

Mission Statement Examples for Car Rental Services

Car rental services provide temporary use of vehicles for a fee.

• “Driving your journey with reliable, comfortable, and affordable rental cars.”
• “Dedicated to making car rental a convenient and seamless experience.”
• “To lead the car rental industry by offering top-quality vehicles and superior customer service.”
• “Committed to getting you on the road with our efficient and hassle-free car rental service.”
• “Transforming the car rental experience by putting customers’ needs at the forefront of everything we do.”

Mission Statement Examples for Equipment Rental Services

Equipment rental services provide the temporary use of various types of equipment.

• “Empowering your projects with our high-quality equipment rental services.”
• “Dedicated to providing reliable, efficient, and cost-effective equipment rental solutions.”
• “To lead the equipment rental industry by offering superior equipment and exceptional service.”
• “Committed to helping customers achieve their goals with our diverse range of rental equipment.”
• “Transforming the way people rent equipment by prioritizing customer satisfaction and value.”

Mission Statement Examples for Real Estate Development

Real estate developers oversee the purchase of land and the construction of new buildings.

• “Building a better future through innovative real estate development.”
• “Dedicated to creating sustainable, high-quality, and valuable properties.”
• “To lead the real estate development industry by setting new standards of excellence and innovation.”
• “Committed to enhancing communities through thoughtfully designed and well-constructed buildings.”
• “Transforming landscapes by creating properties that enhance quality of life and add value.”

Elements of an Effective Mission Statement for Business

Purpose and Core Values:

A well-crafted mission statement starts with a clear definition of the fundamental purpose of the business and its reason for existence. It should also include the identification of core values that will serve as guiding principles for the organization.

Vision for the Future:

A compelling mission statement should outline the long-term vision and aspirations the company aims to achieve. This vision should be aligned with the business’s strategic goals and objectives.

Target Audience and Market Positioning:

Identifying the target audience and understanding their needs and preferences is crucial for a mission statement. Additionally, the statement should define the business’s unique selling proposition and market positioning.

Clarity and Simplicity:

An effective mission statement should be concise and easy to understand. Avoiding jargon and ambiguity ensures that the message is clear and easily comprehensible to all stakeholders.

Inspiring Language and Tone:

Using motivational and engaging language is essential to inspire stakeholders and employees. Creating an emotional connection through the mission statement instills a sense of purpose and commitment.

How to Create a Mission Statement for Business

Gather input from key stakeholders:.

Involving key stakeholders, including employees, management, and customers, in the process of creating the mission statement ensures that it reflects diverse perspectives and values.

Define the Business’s Purpose and Values:

Reflect on the core purpose and values that drive the organization’s actions. Assess how the business contributes to the well-being of its stakeholders and society at large.

Craft a Clear and Concise Message:

Formulate a succinct statement that effectively communicates the essence of the business. Convey the mission in a few powerful sentences that leave a lasting impact.

Align with Business Goals and Strategies:

Ensure that the mission statement aligns with the company’s strategic objectives. Verify that the mission guides the organization’s decision-making processes.

Seek Feedback and Refine:

Share the mission statement with stakeholders for feedback and input. Refine the statement based on feedback to enhance its clarity and effectiveness.

Implementing and Communicating the Mission Statement

Internal Communication:

Communicate the mission to all employees to foster a shared sense of purpose. Integrate the mission into company culture and daily operations.

External Communication and Marketing:

Incorporate the mission statement in marketing materials and brand communications. Use the mission to enhance the company’s reputation and connect with customers.

Aligning with Business Practices:

Use the mission as a guide for decision-making and strategy formulation. Ensure that the business practices and initiatives are in line with the mission.

Evaluating and Revising the Mission Statement

Regular Assessment of Alignment:

Periodically evaluate the organization’s performance in relation to the mission. Identify any discrepancies and make necessary adjustments.

Responding to Changing Market Conditions:

Adapt the mission statement to align with evolving market trends and customer needs. Ensure that the mission remains relevant and meaningful.

Engaging Stakeholders in Revisions:

Involve stakeholders in the process of revising the mission statement. Seek input and feedback to strengthen the statement’s impact.

Maintaining Consistency and Cohesion:

Ensure that the mission statement aligns with the business’s overall strategy and vision. Maintain consistency in communication and implementation throughout the organization.

A well-crafted mission statement serves as a guiding beacon for a business, outlining its purpose, values, and aspirations. By incorporating the elements of clarity, inspiration, and alignment, businesses can develop a mission statement that resonates with stakeholders and inspires growth and success. Regularly evaluating and revising the mission statement ensures its relevance and continued impact on the organization’s journey towards achieving its goals.

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What is a Mission Statement?

Examples of a mission statement.

• Microsoft's mission statement
• Corporate Finance Institute's mission statement

Why is a Mission Statement Important?

Creating a mission statement, difference between a vision and mission statement, rise of a purpose statement, additional resources, mission statement.

A mission statement is a precise statement that defines what a company does and what purpose it serves

Microsoft’s mission statement

Microsoft is an American multinational company that develops, manufactures, licenses, and sells technology products, including computer software, electronics, and personal computers. It is also one of the largest corporations in the world, alongside companies such as Apple, Inc. and Amazon.com, Inc.

Microsoft’s current mission in 2023 is:

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

The statement above is an example of a mission statement that provides a broad enough scale of scope to explain what the company does, and it is also inspirational and aspirational. It also defines Microsoft’s strategy, which is reaching out to the world and empowering all individuals and organizations.

Corporate Finance Institute’s mission statement

Our mission statement at CFI is to enhance the skills, knowledge and productivity of finance & banking professionals. This describes what we do. Our vision describes what we are aspiring to achieve, which is to be an enduring resource for finance & banking professionals.

The combination of a mission, vision , and values helps provide context about business and defines things that matter to the company. These serve a business in two important ways:

• Guiding the management team in defining & implementing strategies that reinforce the company’s identity and achieve its goals.
• Helping key stakeholders such as customers, investors, media, and employees to understand what the business does, what it is striving to achieve, why it exists, and the manner in which the company works.

A great mission statement uses simple, clear, memorable language. Complicated, long, jargon-filled statements should be avoided, as it will make it harder for people to understand the mission and feel connected to it.

When creating a mission statement for a company, it can be helpful to create answers to these questions about the business:

• What do we do?
• Why do we do it?
• Who do we do it for?
• What would happen if we did not do this?
• Why is this work important? Why does it matter?

While mission statements should be written to be as timeless and enduring as possible, it’s not uncommon to revise a mission statement as the company evolves over time. A business will review its statement periodically to ensure it captures the current mission of the company.

A vision statement describes an ideal, aspirational future state that a company wants to achieve, whereas a mission statement describes an organization’s purpose and what it does today. While there is a difference, as you look at examples, you will notice that many “vision statements” sound like “mission statements,” and the terms are sometimes even used interchangeably.

A simple way to define the difference is that a mission statement describes what a company does, and a vision statement describes the company’s highest long-term aspirational goal.

The mission statement, vision, and values are traditionally the three most common business descriptions that explain what a company does and what it aspires to achieve. In recent years, a purpose statement has also emerged in the business world and is gaining more popularity.

A purpose statement conveys a company’s reason for existence, just as the mission statement and vision do, and it also shows the connection between the brand identity and workplace culture of the company. It combines the components of a mission statement, vision, and values into a single statement to answer the question, “Why do we exist as a company?”

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How to Jumpstart Your Career With a Personal Mission Statement

A little self-reflection goes a long way

Oscar Wong / Moment / Getty

You’ve just graduated college, degree in hand, and are excited to conquer the world. Or, after years of raising a family or caring for a parent, you want to reinvent yourself and your career . Problem is, you’re not exactly sure where to start. As you look to make that next step, a personal mission statement can help you determine your direction and chart your course. 

“A personal mission statement declares your impact and how you will get there. It encapsulates your vision, values and goals and is often focused on who you will serve or help,” explains Linda M. Perry , a Mindset Coach. “A personal mission statement is important because it guides your choices and keeps you connected to your deep why.”

A personal mission statement sounds inspiring, but how do you create one? And how can it help you to jumpstart your career, no matter what phase of life you’re in? Read on to find out more.

Crafting or Refining Your Personal Mission Statement

Before you sit down to plug away at creating a mission statement, you should understand the purpose for having one. It’s not necessarily something you give to others. A personal mission statement is to guide and focus the person who is the most important key to your success—you.

“The biggest reason to create a mission statement is to create clarity and direction for yourself and others to achieve the goals that are most important to you. Your mission should be big-picture, long-term, and meaningful,” states Mary Olson-Menzel , Founder and CEO of MVP Executive Development.

In terms of implementing it in your career, your mission statement will help you further clarify the type of job you want, your desires for how you want your day-to-day interaction to look, and the type of companies you want to work for.

“Crafting a personal mission statement is an introspective process, which means you'll need to do some self-reflection. I know, maybe not the most fun, but it's crucial if you want to use mission statements as a tool for growth,” says Katie Hostasa , Founder, KMH Leadership.

Consider what values matter to you and why, and what are your strengths and weaknesses. Then, it’s time to get started taking steps to put your personal mission statement together following these steps:

• First, be honest about your current situation. “The first thing you want to consider is who you are right now. Do you have clarity about that? What is the essence of who you are as a person? Always start from where you are today. Only then can you design where you want to go from here,” Olson-Menzel notes. What are you good at and what do you like to do?
• Next, clarify your vision for both now and in the future. Of course, your vision can change, develop, and expand over time. But you’re looking at it from the perspective of where you are right now, and where you want to go, in terms of your goals and aspirations .
• Now focus on your core beliefs, your principles, and your values. “Values are the principles that guide your behaviors and what you would like to truly be known for,” Perry says. “Spend two minutes writing as many values that come to mind and then circle the top three that genuinely resonate with you and your vision.”
• Figure out what groups or people you want to serve. How does supporting them align with your vision and purpose? “That may sound something like this: 'I support business owners to move beyond their personal plateaus by moving through their blocks and showing them their hidden strengths!'” says Perry.
• Finally, take each of these components and write it down in a statement. It may take a few tries to get it clear, concise, and focused. But once you refine it, it should give you a sense of direction and purpose on what you want to do with your life and career.

These steps also work if you already have a personal mission statement, and you need to refine or update it. Brush off what you wrote in the past and use the steps above to help you figure out where you’re headed for the future.

“This is a living, breathing document, and you should always be refining as you develop and grow yourself.  As you evolve and change, sure, your truest values may stay the same, but the impact you want to have on the world may shift,” Hostasa says. “Continue to be self-reflective .”

Simple steps like putting your mission statement as a screensaver on your phone can keep it at the forefront of your thinking. That helps you consciously implement it in practical ways, like choosing between two jobs or whether a position works for you. Compare it with your mission statement to see if the two align.

Being Inspired

You may still feel stumped thinking about what your personal mission statement can look like. Individuals and companies have statements to help guide them on a daily basis. These statements can not only be a blueprint for you but can inspire and motivate you to keep plugging away.

“So many people get stuck on a plateau and don’t know how to move forward. [I use] a mindset-first approach to support individuals and teams in tapping into their core motivations and strengths, freeing them from their blocks so they can soar past seven figures,” Perry says of her own personal mission statement.  Another mission statement she lauds is from Netflix. “I love this one because it’s so simple, yet perfect: 'To entertain the world.'”

Boxing champion Lennox Lewis showed what a mission statement looked like in action. His statement became the template for his career: “The mission I set out in the beginning—to become heavyweight champion of the world, undisputed, lineal champion—you could say that mission is complete."

For Hostasa, her personal mission statement is what helps her work today doing something she loves and is passionate about. “To ignite potential by empowering exceptional leadership, simplifying lives, and creating a more impactful and connected world.”

Ultimately, jumpstarting and maintaining a fulfilling career hinges on finding work that you enjoy and that keeps you motivated. Your personal mission statement can help point you in the right direction.

“Creating your personal mission statement is like giving yourself a compass that always points to your true north. It guides you in everything—from career moves to personal relationships. Understanding your purpose gives you clarity on the impact you want to make, and reflecting on your values, passions, and strengths ensures your mission is authentically you,” Hostasa concludes.