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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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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.”

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Example mission statements for non-profits.

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

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

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

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

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

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

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

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

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

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

Mission Statement Examples for Software Companies

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

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

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

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

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

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

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

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

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

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

Example Mission Statements for Healthcare Organizations

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

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

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

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

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

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

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

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

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

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

Mission Statement Examples for Governments and/or Government Entities

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

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

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

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

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

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

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

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

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

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

What are the 5 components of a mission statement?

What is the purpose of a mission statement?

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

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33 Mission Statement Examples That Define Companies and Inspire Customers

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

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

What Is a Mission Statement?

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

Related Reading Tips for Effective Business Storytelling

Mission Statement Examples

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

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

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

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

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

MobilityWare

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

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

First Entertainment Credit Union

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

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

PatientPoint

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

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

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

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

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

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

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

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

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

Bright Horizons

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

EFFECT Photonics

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

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

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

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

Intel Corporation

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

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

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

NBCUniversal

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

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

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

The Pokémon Company International

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

Procter & Gamble

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

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

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

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

Warby Parker

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

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

How to Write a Mission Statement

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

Tips for Writing a Mission Statement

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

Make it Simple, Aspirational and Memorable

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

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

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

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

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

Memorability

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

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

Direct It Toward Stakeholders

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

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

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

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

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

… But Avoid Prioritizing Shareholders

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

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

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

Read Next 3 Reasons to Prioritize Mission Over Profit in Tech

Resist the Superlatives

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

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

Think of It as a Management Tool

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

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

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

“My answer is yes,” said Abrahams. 

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

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

Reinforce the Mission Statement in All Your Communications

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

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

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

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

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

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

Table of contents:

How to write a mission statement

23 mission statement examples done right, what is a mission statement.

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

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

A great mission statement includes the following elements: 

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

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

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

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

Who is a mission statement for?

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

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

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

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

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

Mission statement vs. vision statement

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

A mission statement explains "What do we do?" 

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

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

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

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

List out your core values . Write down and define everything your company stands for in one place.

Consider your audience. Look through any market research or interviews you have from your target audience to identify their needs that your company exists to meet.

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

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

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

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

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

For some inspiration before you write your own mission statement, here are some examples from companies doing great things (with great mission statements to guide them).

1. Passionfruit

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

While some companies only create clothing that celebrates the LGBTQ+ community during Pride Month, Passionfruit makes it a yearlong commitment. It's also not a company mindlessly slapping rainbows on stuff—this is clothing designed by Queer people for Queer people, which is clear in the mission statement with the simple phrase "our community." 

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

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

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

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

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

Casper's mission statement is almost as good as their pillows (I own four). By setting out to solve its target audience's common challenge of getting crappy sleep, Casper immediately connects to the customer in its mission statement. 

Even in its action verb choice, "awaken," it's clear that this company knows its unique value proposition . The brand could have chosen a generic action verb, but instead, it chose one related to its industry and brand for a greater impact.

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

Incorporate your brand voice for a mission statement that aligns with the rest of your marketing materials.

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

3. Magic Spoon

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

Finding healthy breakfasts that don't take five hours to meal prep has been one of the biggest cruxes of my adult life. The people at Magic Spoon apparently had the same problem and created healthy cereal options. You're telling me I can get in some protein and avoid a sugar crash in the afternoon? Sold.

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

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

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

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

4. Dunkin'

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

Dunkin' keeps its mission statement customer-centric with "you" and "your" language. It gives a personable feel without actually being personalized at all. At the same time, Dunkin' stays true to its value and brand identity of valuing the customer's time.

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

Stay true to your brand's existing values.

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

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

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

And if you think those three aspirational elements couldn't possibly encompass an entire company's goals and values—think again. By recognizing that these elements are interconnected and that improving one aspect can positively impact others, Slack demonstrates a holistic understanding of the complexities of work and, as a result, the complexities of its audience.

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

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

6. Caterpillar

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

Caterpillar's mission statement serves as a source of inspiration for its employees while simultaneously demonstrating the value it provides to its customers. 

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

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

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

7. Stanley 1913

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

Yes, Stanley is more than just the new water bottle trend. And yes, I own two of those 40 oz. handled beauties. 

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

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

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

Position your brand as your customers' partner. 

8. The Honest Company

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

The attention to detail is everything in this mission statement. By clarifying its audience is "our families and yours," The Honest Company establishes a sense of inclusivity and unity, fostering a strong connection between the company and its customers. 

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

Choose words that show you know your customers. 

Empathize with your target audience.

"To inspire confidence."

A three-word mission statement can be more effective than you'd think. The straightforward nature of Tula's mission statement makes it easy to remember and communicate. 

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

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

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

10. Butterr 

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

Because Butterr only sells a few products, it's especially important it focuses on the why of what the company does. There are also a lot of baby products on the market, so they need a clear message to cut through the noise and differentiate their brand from the competition.

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

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

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

11. Culver's 

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

Culver's mission statement could be "To make the most delicious fast food burger," and that would've gotten my stamp of approval. But this one works, too.

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

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

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

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

12. Frenshe

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

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

Frenshe taps into that challenge and faces it head-on with the goal of uncomplicating it. And with products you can purchase at Target and easily integrate into your everyday life, Frenshe lives up to that goal. 

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

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

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

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

This is a bold mission statement, but what's best about it is it doesn't just state a bold opinion and leave it there. It follows up with exactly how Cora is making a tangible impact and addressing inequity by donating period products and other resources to people who need them. 

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

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

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

14. Copper Cow Coffee

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

Once you try Vietnamese coffee, consider yourself ruined for all other coffee. It's an especially painful love affair because Vietnamese is hard to find, a struggle that Copper Cow Coffee is solving and acknowledging in its mission statement.

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

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

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

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

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

You may think advocacy, education, support, and public awareness are all pretty similar components, but they each serve a distinct purpose within NAMI . From public policy to education programs, NAMI has a wide sweep of ways they empower individuals with tools and resources. 

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

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

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

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

If you know anything about how Whitney Wolfe Herd founded Bumble , you'd know that this mission statement makes total sense. Bumble is different from other dating platforms, and that's emphasized here. 

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

Commit to providing what your customer needs. 

Embrace your differences from the competition .

17. Red Hat

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

You know this mission statement is meaningful because one person didn't just throw it together in an afternoon—over 400 Red Hatters put their heads together to clearly define the software's role. 

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

A mission statement benefits from collaboration.

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

18. Cadence

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

You ever spend a ridiculous amount of money on travel-sized products just to have them leak in your bag? Like many other people, I thought that was just how it was. But Cadence challenges that expectation with its product and mission statement. 

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

Challenge the norm to capture the attention of discerning customers. 

Explain the ways your brand disrupts your industry. 

19. Lasagna Love

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

It's not all about speaking to the customer with mission statements. Sometimes you need to speak to potential volunteers or donors, like Lasagna Love does. 

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

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

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

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

20. Smart Charge America

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

The process of switching to an electric car is overwhelming. Sure, you can buy an electric car from a dealer, but then what? Smart Charge America answers that question with its business model and mission statement.

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

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

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

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

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

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

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

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

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

22. Uncle Bobbie's Coffee & Books

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

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

And with events like author talks and weekly story time, Uncle Bobbie's Coffee & Books is just that kind of place. Its mission statement also conveys the community impact it makes on underserved communities with the who and how outlined. 

Convey the vibe your business provides for its patrons. 

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

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

Zapier's inclusive language of making automation work for everyone does two things. First, it communicates the belief that automation should be accessible and beneficial for individuals and businesses of all sizes, regardless of technical expertise or resources. 

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

Inclusive language can communicate your beliefs for you.

Broad language opens the door for scaling in the future.

Mission statement FAQ

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

How long should a mission statement be?

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

Why is a mission statement important?

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

What are the components of a mission statement?

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

These mission statement examples aren't the end-all-be-all of how you can craft your own, but they're a great place to start. To make your actions speak louder than words, learn how to make your brand more socially responsible . 

Related reading:

The role your customers should play in your business

Business startup checklist: launching a startup step by step

How to start an eCommerce business: A step-by-step guide

5 ways to cut out busywork with automation

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Cecilia Gillen

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

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• How to write an effective mission state ...

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

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

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

What is a mission statement?

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

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

Value propositions

Business plans

Company vision statement

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

5 steps to write a mission statement

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

1. Answer fundamental questions

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

What do we do?

What do we create?

Who is our audience?

How do we make a difference?

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

How do we differ from others in the industry?

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

Can we use other mission statements for inspiration?

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

2. Use your answers to brainstorm copy

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

Some helpful brainstorming techniques include:

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

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

3. Write your first draft

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

To [contribution/goal] so [impact] .

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

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

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

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

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

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

4. Ask for feedback

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

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

5. Revise and share

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

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

Examples of mission statements

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

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

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

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

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

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

3. Patagonia

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

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

Free mission statement template

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

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

Why is a mission statement important?

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

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

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

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

Mission statement vs. vision statement

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

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

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

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

Mission statement: To organize the world’s information…

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

While LinkedIn has separate mission and vision statements:

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

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

Use a mission statement to drive company success

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

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

Related resources

Solve your tech overload with an intelligent transformation

9 steps to craft a successful go-to-market (GTM) strategy

Unmanaged business goals don’t work. Here’s what does.

How Asana uses work management to effectively manage goals

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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 under budget

Start planning your projects.

BUSINESS STRATEGIES

21 powerful mission statement examples that stand out

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

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

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

What is a mission statement?

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

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

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

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

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

Tips for creating a great mission statement

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

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

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

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

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

Mission statement vs. vision statement

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

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

Best mission statement examples

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

American Red Cross

Peace Corps

The Walt Disney Company

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

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

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

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

03. TED : “Spread ideas.”

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Common mission statement mistakes to avoid

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

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

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

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

What to do with your mission statement

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

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

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

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

Does the mission statement still accurately reflect our purpose?

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

Is the mission statement still relevant to our current goals?

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

Mission statement examples FAQ

What is a good mission statement example.

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

Here are some examples of good mission statements:

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

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

Ted: “Spread ideas.”

What are the 3 parts of a mission statement?

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14 mission statement examples to inspire

by Achievers

Updated on November 9, 2021

Create a culture that means business™

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With the Great Recession in full swing, employers need to do everything they can to retain and attract the best talent. Leadership and HR must offer what employees really want 一 the feeling that they’re making a real difference in the world. The best workplaces make employees excited to go to work every day, knowing they’re making a positive impact.

Explore the power of a mission-focused culture where everyone belongs with the 2021 Culture Report

Generating this level of enthusiasm starts with an inspiring mission statement. Mission statements provide a framework for making important company decisions, influence employee behavior, and even affect customer loyalty. The challenge is creating a mission statement that truly captures what your organization is about.

What is a mission statement?

A mission statement is a concise, meaningful sentence (or two) that represents the purpose of your organization. Mission statements are often action-based, explaining how the company’s objectives serve both employees and customers. It’s critical that your mission statement accurately reflects what your company stands for, as it serves as the foundation for all company-wide decisions and operations. Although it’s tough to fit all this into one or two sentences, it’s essential to keep your mission statement short and clear so team members can easily put it into practice.

Mission statements vs. vision statements vs. company values

Mission statements, vision statements, and company values relate to each other but serve distinct purposes. Mission statements focus on an organization’s purpose and goals, while vision statements focus on where a company wants to go or what it wants to become. Company values instead represent the philosophies that underlie everything about the organization and its culture. All three help a company define what they do, how they do it, and who they do it for.

14 inspiring mission statements

Before creating or updating your organization’s mission statement, take a look at these 14 exceptional mission statements to get your creative juices flowing.

1. LinkedIn

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

LinkedIn’s succinct mission statement packs a punch. Not only does LinkedIn want to connect the world’s professionals, it wants to enable them to excel in their careers. Who wouldn’t want to help people do that?

Reading this statement makes employees hopeful and lays out what customers can expect from investing in LinkedIn. Making the mission statement more about the end user, rather than the company itself, underscores LinkedIn’s focus on customer service and customer success.

2. Patagonia

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

Patagonia subscribes to a triple bottom line 一 they’re just as committed to their employees and environmental concerns as profits 一 and this shines through in their mission statement. This mission statement effectively entices candidates passionate about doing good by doing well to apply. They can then guide the company towards sustainable practices, products, and partners who can catapult its growth while making the world a better place.

3. Warby Parker

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

Warby Parker emphasizes corporate social responsibility in their mission statement while making it clear that they also value creativity and quality. By producing great eyewear ethically and selling it for an affordable price, they hope to pave the way for other retail companies to do the same. This unique, inspiring mission encourages employees to be a part of Warby Parker’s journey.

“To inspire humanity – both in the air and on the ground. We are committed to giving back in meaningful ways in the communities we serve and to inspire others to do the same.”

JetBlue’s mission statement manages to express an expansive sentiment while remaining clear: they want to make an impact on their travelling customers and in the places their customers and employees live. JetBlue made a name for itself as a more service-oriented airline, bringing humanity back to air travel. The hospitality slant to their branding has distinguished them from other airlines, so adding this part of their personality to their mission statement ensures that it’s part of everything they do.

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

The use of the word “accelerate” in Tesla’s mission statement is a perfect way to encapsulate their incredible growth over the past several years. Another unique element of this mission statement is Tesla’s self-awareness. Although its clean energy vehicles are out on the market, the company knows that there will be a long road shifting towards sustainable energy. Their mission statement makes the scale of this transition clear while also exciting customers and employees about being a part of change.

“Spread ideas.”

TED’s mission statement can’t get any shorter or sweeter. In just two words, TED sums up exactly what they are about as a media organization. The signature quick and impactful style that made TED a household name is captured perfectly in their mission statement. Like the mission statement, TED talks are short, sharing ideas in 18 minutes or less. And the openness of the statement makes it feel like anyone can and should share their ideas 一 a central element of TED’s culture.

“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.”

With so many aspects to their business, it’s no wonder that Disney’s mission statement is a little on the long side. But no matter whether you’re on a Disney cruise, at a Disney theme park, watching a Disney movie, or staying at a Disney resort, you get a theatrical, iconic, entertaining experience. Disney’s whole ethos is about finding new ways to impart moving stories and deliver moments of magic 一 and they’ve accomplished that year after year for decades.

8. Microsoft

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

Many of today’s organizations are tech companies to some degree. But Microsoft isn’t just any tech company, and they’ve got a bold mission statement to prove it. Microsoft has powered innovation for over nearly fifty years, developing platforms that people use day in and day out to achieve their personal and professional aspirations. Their mission statement reflects Microsoft’s belief that innovation can act as a force for good and transform the entire world.

“To act in the public interest, serving all audiences through the provision of impartial, high-quality and distinctive output and services which inform, educate and entertain.”

The BBC is one of the most widely read and viewed media companies in the United Kingdom and has enormous sway over how the public perceives the world around them. It’s no surprise that their mission statement focuses on providing objective information to teach and inspire their audience. And, of course, they couldn’t leave out entertainment. The BBC has created some of the world’s most beloved TV shows and movies, highlighting the diverse communities within the United Kingdom and showcasing the UK’s unique culture and values.

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

One of Intel’s co-founders, Gordon Moore, still has a huge influence on the company, as well as on the entire technology industry. While forming Intel, he observed patterns in chip manufacturing that became the foundation for every tech giant’s supply chain and product strategy: the number of transistors on a microchip doubles every two years, while the cost of computers gets cut in half. Today, Intel remains guided by Moore’s Law. With a specific focus on creating the most cost-effective, advanced devices, Intel has attracted top talent, fine-tuned its operations, and turned into a global powerhouse.

11. Starbucks

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

If you like coffee, you probably know where the nearest Starbucks is at all times. The sweet aroma of coffee greets you at the door, while the friendly baristas and jazz music create an ambiance that’s hard to beat. And that’s not by accident. Starbucks puts individual customers at the center of its business and, as a result, has become a staple for coffee lovers all over the world. Starbucks also strives to create a sense of community. Starbucks’ mission statement stresses the importance of warmth and connection, and it shines through in the staff members that memorize your order, give out puppuccinos , and ask you about your day.

12. American Red Cross

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

For the past 140 years, the American Red Cross has been a symbol of hope and safety, providing disaster relief, biomedical services, first aid training, and more. It should come as no surprise that its mission statement alludes to the myriad ways it addresses humanitarian issues at home and abroad. But it can’t accomplish these life-saving feats without the help of volunteers and donors. The American Red Cross’ mission statement not only underscores the need for emergency services across the globe, it also recognizes that its work wouldn’t be possible without the contributions of others. This bold, appreciative mission statement drives both donors and team members to serve and protect those in need.

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

Toyota is known for its durable, reliable vehicles, and, judging from the mission statement of its American branch, they plan to keep it that way. Besides implying that they take great pride in producing top-tier cars, Toyota’s mission statement also hints that they are in the business of creating life-long customers. They want to guide clients through every stage of their car-buying journey, serving as a trusted advisor. This strategy has paid off — with so many different cars to choose from and excellent service to boot, Toyotas have become a solid option for customers at any life stage or price point.

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

IKEA’s goal is to sell a wide range of products to a wide range of people. Its modular designs and signature styles are a staple of college dorms, family homes, Airbnbs, and more. But IKEA’s products aren’t the only thing getting and keeping them ahead. They distinguish themselves from other furniture stores with their extremely competitive prices. Each of these unique elements is featured prominently in their mission statement, reminding employees and customers that IKEA continues to stay true to its vision.

How to create your own great mission statement

Now that you’ve seen a few fantastic mission statements, it’s time to write your own. Doing so can be daunting, but luckily, there are similarities between all great mission statements that you can keep in mind.

The best mission statements are short and punchy . Because mission statements are designed to inspire your employees and move customers, they shouldn’t be hard to remember. And they shouldn’t include jargon that’s difficult to understand.

To maximize the statement’s impact, start with an action verb. After “to,” you’ll often see words like “offer,” “prevent,” “empower,” and “entertain,” demonstrating the organization’s commitment to actually put their vision into practice.

Superb mission statements are specific as well, detailing exactly what the company does and how they do it while connecting to its core values . They address the company’s internal and external impacts, bringing staff, stakeholders, and customers into the equation.

Finally, mission statements aren’t set in stone. The best ones get updated every few years to ensure they accurately represent the company’s current goals and values.

Put your mission statement into practice

Developing a powerful mission statement is key to creating a phenomenal organizational culture and employee experience. Team members and customers yearn to feel connected to what your company does. They want to feel like they’re making a positive impact on the world just by working with or buying from your business.

But just writing a great mission statement doesn’t immediately bring about a sense of connection. You need to recognize the staff who follow through on each part of your mission, and listen to employees when they feel that your company and its mission aren’t aligned.

The Achievers Employee Experience Platform empowers your organization to do just that. Its ecosystem of products make employees feel valued and heard, fostering a feeling of belonging and supporting a winning culture. It comes with Achievers Recognize , enabling your entire workforce to provide frequent, meaningful recognition to reinforce behavior that aligns with your mission. Recognize even allows employees to redeem hard-earned recognition points for rewards of their choice. Meanwhile, Achievers Listen , a state-of-the-art employee engagement platform, uses pulse surveys and and always-on feedback channels to surface and help address problems before they impact your business and its mission.

Find out more about how Achievers can help your organization make its mission a reality by scheduling a free demo today .

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20 Inspiring Mission Statement Examples and How you can write one too.

• February 4, 2022

Table of Contents

What exactly is a mission statement? And why should you write one?

A mission statement is a short document that describes your company or organization. It helps define who you are and what you stand for. Writing a mission statement can help you clarify your vision, values, goals, and purpose.

Mission statements are often written at the beginning of a new project or initiative; they provide a clear direction for the future.

The most common types of mission statements include:

• Mission Statement Examples: These are very brief statements that describe an entire business strategy in just a few sentences.

• Corporate Mission Statements: These are longer than mission statements, but they still only contain 15-25 words per sentence.

• Vision and Values Statements: This type of statement’s focuses on how you want your employees to behave and act towards each other and towards society.

• Purpose Statements: A purpose statement defines your core competencies and identifies the services/products that will be offered by your business.

What is so great about writing a mission statement? 

First, it is easy to create a high-level overview of your organization without getting too detailed. Second, once you have your mission statement drafted, you can use it as reference material when making decisions about your business. For example, if you need to explain your decision to clients, you can simply point them back to your mission statement.

Now, let’s look at some mission statement examples that are sure to leave you inspired.

Here are some mission statement examples of leading companies:

1. american express: , “ we work hard every day to make american express the world’s most respected service brand. “, 2. southwest airlines: , “connect people to what’s important in their lives through friendly, reliable, and low-cost air travel .”, 3. virgin airlines:  , “to grow a profitable airline, that people love to fly and where people love to work. “, 4. amazon:  , “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. “.

“To reimagine commerce in ways that build a more fulfilling and lasting world. We are building a human, authentic and community-centric global and local marketplace. “

“to make it easy to do business anywhere.”, 8. kickstarter :, “to help bring creative projects to life. “, “to be a company that inspires and fulfils your curiosity.”, 10. cocacola :, “to refresh the world…to inspire moments of optimism and happiness…to create value and make a difference.”.

11. Walmart:

“we save people money so they can live better.”, 12. american redcross:, “to prevent and alleviate human suffering in the face of emergencies by mobilizing the power of volunteers and the generosity of donors.”, 13. tripadvisor:, “to help people around the world plan and have the perfect trip.”, “bring inspiration and innovation to every athlete in the world.* if you have a body, you are an athlete.”, “spread ideas.”, “to accelerate the world’s transition to sustainable energy.”.

17. Starbucks:  

“to inspire and nurture the human spirit – one person, one cup, and one neighborhood at a time.”, “make work-life simpler, more pleasant, and more productive”, 19. uber: , “we ignite opportunity by setting the world in motion”, “to create a better everyday life for the many people.” .

All of these mission statement examples speak directly to their customers. It gives them an idea of who tehy are, what they stand for, and how they plan to differentiate themself from other businesses.

Their mission statement act as a powerful tool for communicating their brand goals and values to their employees, partners, clients, and prospects.

Writing Your Mission Statement:

After reading all of these amazing mission statement examples here’s how you can draft a successful mission statement:

1. Find out where your competition stands: If you don’t know where you’re going, then any road will take you there!

2. Use a word processor to brainstorm ideas: You may find yourself having trouble coming up with a good idea if you try to come up with one right away. Brainstorming works best when you allow time between sessions.

3. Start with the result in mind: Before you begin drafting your mission statement, make sure you know what you hope to achieve. Once you do this, you’ll be able to keep your thoughts focused on crafting a message that reflects your desired outcome.

4. Keep it simple: Don’t overthink things. The fewer details you include, the better. Make sure you highlight the main points first. Then, add supporting details later.

5. Write an outline before starting to draft your final copy: Having an outline will help you stay organized and ensure that all of the important points are included. Also, get inspired by other mission statement examples in your niche to write an outline that suits you.

6. Add keywords: What words would people search for online if looking for information about you? Think about your target audience and what terms they might use to address your products or services. Be sure to include these keywords wherever possible.

7. Proofread: When you’re done polishing your text, read through it again to catch spelling errors or grammatical mistakes.

8. Consider using multimedia elements: People love to learn from images, videos, infographics, and more. Try adding these elements into your final copy to enhance its effectiveness.

9. Use short paragraphs: Longer paragraphs tend to confuse readers. Short paragraphs work much better.

10. Provide a call to action: To get people interested in learning more about your company’s offerings, you must provide something compelling that encourages them to click through to the website.

11. Choose a format: There are many different formats available for creating effective mission statements. Some options include:

a) A bulleted list – Lists are very popular as they concisely present information. They also work well when combined with headlines.

b) An executive summary – This is similar to a mission statement but focuses on highlighting key points rather than providing a comprehensive description.

c) A bullet-pointed list – This type of format emphasizes specific actions instead of summarizing broad topics.

d) A paragraph – This style of formatting lets you focus on a single topic at a time.

e) An infographic – These graphics are often used to illustrate complex concepts. Infographics can be used effectively as part of a marketing strategy.

13. Create multiple versions: By making multiple revisions, you’ll have a chance to fine-tune each section until it feels perfect.

14. Save drafts regularly: Sometimes we forget to save our changes to a document. If this happens, you’ll lose any progress you’ve made. To avoid losing valuable time, create a backup version of your document every once in a while.

15. Test your messages: After you’ve written your final copy, test it out on friends and family members. Ask them to share their feedback with you so that you can tweak the wording accordingly.

16. Evaluate your results: Are you getting positive reactions? Do you feel like people want to learn more about your business? If not, then you may need to go back to step one and start over.

17. Share your successes: Your mission statement should reflect your brand identity; however, don’t overlook the fact that it needs to be useful too. Once you’ve created a strong message, make sure that everyone knows about it. Post it on social media sites such as Facebook, Twitter, LinkedIn, and Google+.

Are you thinking, “I am not a writer, so, how do I come up with a good mission statement?”

Don’t worry we have got you covered. Click Here for the best AI Copywriting Tools on the market to help you out!

I hope your mission statement will help set you up for success. Make sure you take some time to write down all of your goals and objectives before starting your new venture. You’ll find it much easier to achieve your goals with a clear vision of where you’re heading.

Best wishes for success!

If you enjoyed this article and all the mission statement examples, please consider sharing it on your favorite social site. 

Debashis Konger

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How to Write a Mission Statement: Your Complete Guide

Did you know that 80% of consumers are more likely to trust and engage with brands that have a clear mission? This statistic highlights the immense impact a well-defined mission statement can have on your business. It’s not just a collection of words; it is a powerful tool that communicates your business's purpose, values, and aspirations. When crafted thoughtfully, it establishes an emotional connection with your target audience, showcasing your commitment to making a difference in their lives. By expressing your company's core beliefs and goals, writing a mission statement creates a sense of trust and loyalty among customers. It sets you apart from competitors and resonates deeply with individuals who align with your values, fostering long-term relationships.

How to Write a Mission Statement: Short Description

In this article, we will delve into the importance of how to create a mission statement that captivates your audience, inspires your team, and propels your business toward success. Not only will you gain valuable insights into the importance of a well-defined mission, but you'll also discover a sample mission statement and expert tips to help you craft your own. Prepare to witness the transformative power of a well-crafted piece as we unlock its potential together.

What Is a Mission Statement: Unraveling the Meaning and Purpose

A mission statement is a concise yet powerful statement that captures the essence of what an organization aims to achieve. Think of it as the heart and soul of a company, outlining its purpose and direction in a meaningful way. A well-crafted statement not only serves as a beacon for the organization's actions and decisions but also communicates its values and aspirations to its stakeholders.

Compared to a vision statement that outlines the company's future aspirations and long-term goals, a business's mission statement answers the fundamental question, 'Why does this organization exist?' It goes beyond the mere pursuit of profit and delves into the deeper impact the organization wants to make in the world. It reflects the organization's unique identity, its target audience, and the value it seeks to provide. Whether it's a multinational corporation, a non-profit organization, or a small start-up, this statement defines its identity and shapes its strategic choices.

As our essay writing service suggests, an effective mission statement is memorable and inspiring. It should resonate with both employees and customers, creating a sense of purpose and unity. When employees understand and believe in the mission, they become more engaged and motivated, working towards a common goal. For customers and stakeholders, a compelling statement establishes trust and loyalty, as they can align themselves with the organization's values and aspirations.

Why is Mission Statement Important: Illuminating the Value

One key reason why writing a mission statement is important is that it establishes a strong sense of purpose. It goes beyond the surface-level goals and objectives and delves into the deeper meaning behind the organization's existence. A well-crafted statement communicates the organization's core values, its unique contribution to society, and the positive impact it aims to make. This sense of purpose fosters a greater sense of motivation and dedication among employees, as they can connect their individual roles to the larger mission.

Furthermore, it serves as a unifying force within the organization. It brings together individuals with diverse backgrounds, experiences, and skills under a common vision. By aligning everyone towards a shared goal, it promotes collaboration, teamwork, and a sense of belonging. Employees understand the organization's mission and values, which helps create a cohesive culture that drives performance and success.

According to our paper writing service online , such statements also play a crucial role in building trust and loyalty among customers and stakeholders. In today's competitive landscape, consumers are increasingly seeking out organizations that align with their own values and beliefs. A clear and authentic mission statement allows customers to connect with the organization on a deeper level, fostering trust and loyalty. Stakeholders, such as investors and partners, are also more likely to engage with organizations that have a well-defined mission, as it demonstrates a clear direction and purpose.

Lastly, this piece provides a framework for decision-making. When faced with strategic choices, organizations can refer back to their mission statement to ensure their actions align with their core values and long-term objectives. It acts as a guiding principle, helping organizations stay focused and make informed decisions that are in line with their overall mission.

Sample Mission Statement

Here, we have prepared a sample mission statement to showcase what a proper and impactful piece looks like.

Tired of Mission Statements That Put Your Audience to Sleep?

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How to Write a Mission Statement: Simple Guide

Crafting a company's mission statement is a crucial step in defining its purpose and direction, so we've put together a simple guide to help you navigate the process. Experts from our dissertation writing services will walk you through the key elements to consider, from capturing your unique identity to creating a concise yet compelling statement.

• Discover Your Company's Purpose and Services

To create a meaningful mission statement, take the time to delve deep into your organization's purpose. Reflect on the core values and beliefs that drive your company. Consider the services or products you offer and the impact they have on customers. What sets your organization apart? By understanding your purpose and services, you can articulate a statement that captures the essence of your business and resonates with your target audience.

• Unveil the Company's Winning Methods for Achieving Its Goals

Identify the unique approaches and strategies that contribute to your organization's success. These winning methods can be related to your company's operations, marketing, customer service, or any other aspect that sets you apart from competitors. It could be your commitment to innovation, your focus on customer satisfaction or your dedication to continuous improvement. By highlighting these winning methods, you showcase your organization's strengths and reinforce your commitment to achieving your goals.

• Explain How Your Business Serves Its Customers

When crafting your mission statement, it is essential to focus on how to write a mission statement that clearly communicates how your business serves its customers. Highlight the value you provide and the specific problems you help solve for your target audience. Emphasize the benefits customers can expect from your products or services, showcasing how your organization goes above and beyond to understand and meet their needs. By effectively articulating how you serve your customers, you demonstrate your dedication to their success, which ultimately builds trust and fosters long-term loyalty. Additionally, exploring various business essay topics can provide valuable inspiration and insights for refining your statement and enhancing your overall business strategy.

• Explain How Your Business Serves Its Employees

In addition to customers, the statement can address how your business serves its employees. Highlight the company culture and values that shape your organization. Consider the support, opportunities, and benefits you provide to your team members. Showcase your commitment to their growth, well-being, and job satisfaction. By recognizing and valuing your employees, you create a positive work environment, foster loyalty, and attract top talent.

• Revise the Mission Statement for Improved Impact

Once you have a draft of the statement for your assignment on business management , take the time to review and revise it for improved impact. Ensure that it is concise, clear, and easy to understand. Remove any unnecessary jargon or technical terms that may alienate or confuse readers, keeping in mind that your audience may not be familiar with industry-specific language. Aim for simplicity and clarity to make your mission statement accessible to all. Seek feedback from key stakeholders, such as employees and customers, to gain different perspectives and make necessary revisions.

Tips for Writing a Mission Statement

By following the unique tips below, you can create a mission statement that captures the essence of your organization and resonates with your audience, setting the stage for success.

• Be Authentic : Craft a statement that reflects the true essence of your organization. Focus on your unique strengths, values, and purpose rather than trying to imitate others.
• Think Long-Term : Consider the long-term vision of your organization when writing your mission statement. Look beyond immediate goals and aim to capture the enduring impact and legacy you aspire to create.
• Involve Stakeholders : Seek input from key stakeholders, including employees, customers, and partners, to gain diverse perspectives and ensure your statement resonates with those it impacts.
• Use Clear and Concise Language : Aim for clarity and simplicity in your mission statement. Use language that is easily understood by a wide audience and avoid unnecessary jargon or complex terms.
• Focus on the 'Why' : Articulate the core purpose and driving force as to why your business exists. Explain why you do what you do and the positive impact you aim to make in the world.
• Highlight Your Unique Value Proposition : Clearly communicate what sets your organization apart from others in your industry. Showcase the unique value and benefits you provide to customers or stakeholders.
• Make It Action-Oriented : Use dynamic and action-oriented language in your mission statement. Convey a sense of determination and commitment to achieving your goals and making a difference.
• Inspire Emotion : Craft a statement that evokes emotion and resonates with your target audience. Appeal to their aspirations, values, and desires, making them feel connected to your organization's purpose.
• Consider Visual and Verbal Branding : Align it with your brand identity. Consider incorporating visual and verbal elements that reflect your brand, making it instantly recognizable and memorable.
• Continuously Evaluate and Evolve : For writing a good mission statement, regularly review and assess it to ensure it remains relevant and aligned with your organization's growth and changing circumstances. Adapt it as needed to reflect new goals, values, or market trends.

Mission Statement Examples

Here are the short introductions and examples of mission statements for additional companies:

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

Amazon's statement highlights its dedication to customer satisfaction. They strive to provide a wide selection of products and a seamless online shopping experience, with a strong focus on meeting customer needs and preferences.

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

Google's statement emphasizes its commitment to organizing and providing access to information globally. They aim to make information universally available and useful to users worldwide through their search engines and other digital services.

• Nike 'To bring inspiration and innovation to every athlete* in the world. (*If you have a body, you are an athlete.)'

Nike's statement emphasizes its dedication to inspiring and innovating in the realm of athletics. They strive to encourage everyone, regardless of their abilities, to embrace a sporting mindset and achieve their full potential.

• Patagonia 'Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.'

Patagonia's statement highlights its commitment to producing high-quality products while minimizing its environmental impact. They aim to leverage their business to not only inspire change but also actively contribute to finding solutions for environmental challenges.

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

Microsoft places its mission statement focus on empowerment through technology. They aim to provide individuals and organizations with the tools and resources they need to accomplish their goals and unlock their full potential.

Personal Mission Statement: Paving the Way for Effective Leadership

Creating a personal mission statement goes beyond mere goal-setting. It delves into the deeper motivations behind your aspirations, answering fundamental questions such as 'Who am I?', 'What do I stand for?' and 'What impact do I want to make in the world?'. It encapsulates your unique identity and vision, offering a sense of purpose and meaning to guide your journey.

Writing a personal mission statement involves self-reflection and introspection. It requires an introspective exploration of your values, strengths, and long-term goals. By examining your passions, talents, and the positive contributions you want to make, you can articulate a statement that resonates with your authentic self.

A well-crafted personal statement serves several purposes. It provides clarity and focus, reminding you of your priorities and guiding your choices. It acts as a source of motivation and inspiration, fueling your drive and determination to overcome obstacles and achieve your goals. It also serves as a tool for self-accountability, helping you stay true to your values and principles.

While a personal mission statement is highly personal and unique to each individual, it can evolve over time as you gain new experiences, insights, and perspectives. Regularly revisiting and refining your piece ensures that it remains aligned with your evolving self and continues to guide your growth and fulfillment.

How to Write a Personal Mission Statement: Effortless Steps

In this section, we will walk you through the effortless steps on how to write a personal essay with a mission statement that resonates with your true self and propels you towards a life of fulfillment and achievement, even amidst the demands of tackling economics essay topics .

• Reflect on your life purpose : Start creating a personal mission statement reflecting on your life purpose and what gives your everyday life meaning. Consider the overarching reason for your existence and the impact you want to make in the world. Explore the values and principles that guide your choices and actions, and identify how you can align your personal mission with your life purpose.
• Assess your strengths and weaknesses : Take an inventory of your strengths, talents, and skills. Identify the areas where you excel and the unique qualities that set you apart. Similarly, acknowledge your weaknesses and areas for improvement. Understanding your strengths and weaknesses helps you create a statement that leverages your strengths and addresses areas that need growth.
• Clarify your long-term vision : Envision your ideal future and the person you want to become. Define your long-term goals and aspirations across various aspects of your life, such as career, relationships, personal growth, and contribution to society. Your personal statement should align with this long-term vision and guide you toward its realization.
• Consider your passions and interests : Explore your passions, hobbies, and areas of genuine interest. Identify the activities or causes that truly ignite your enthusiasm and bring you joy. Integrating your passions into your piece ensures that you lead a purposeful and fulfilling life driven by activities that align with your authentic self. ‍
• Identify your core values : Reflect on the values that are most important to you. These are the principles that shape your decisions, behaviors, and interactions. Determine the values that define who you are and that you want to embody in your personal mission. Your statement should reflect your commitment to living a life in alignment with your core values. ‍
• Define your unique contribution : Consider how you can make a unique contribution to the world. Identify the specific ways in which you can utilize your strengths, passions, and values to create a positive impact. Think about how your skills and interests can be harnessed to help others or make a difference in your community or industry. ‍
• Write your mission statement : With the above steps in mind, start writing your personal mission statement. Craft a concise, clear, and inspiring statement that encompasses your purpose, values, strengths, passions, and desired impact. Keep it authentic and true to yourself, expressing your unique aspirations and goals. Revise and refine your statement until it feels genuine and resonates deeply with you. ‍
• Live your mission statement : Once you have finalized writing a personal mission statement, use it as a guiding compass for your daily life. Refer to it regularly to stay focused, make decisions aligned with your values, and pursue actions that contribute to your mission. Continually strive to live in accordance with your mission statement, embracing personal growth and making a positive impact in the world.

By embracing the power of purpose, businesses can set a clear direction, inspire their team members, and engage their customers on a deeper level. Remember, a great mission statement goes beyond a mere string of words; it becomes the guiding force that shapes every decision and action. So, take the time to dig deep, articulate your core values, and envision the impact you want to make in the world. With well-crafted mission statement examples, you have the opportunity to transform your organization into a purpose-driven powerhouse.

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26 Mission Statement Examples That Inspire (+ Template)

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

Quick Links

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

Mission Statement Examples

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

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

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

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

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

What Is a Mission Statement?

What is a good mission statement.

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

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

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

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

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

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

Mission Statements vs. Vision Statements (+ Examples)

Vision statements vs. mission statements.

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

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

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

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

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

Mission and Vision Statement Examples

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

Make-A-Wish

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

Feeding America

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

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

How long should a mission statement be.

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

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

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

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

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

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

How to Write a Mission Statement

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

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

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

Why Are You in Business?

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

Who Are Your Customers?

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

What Makes Your Business Stand Out From the Competition?

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

What Is Your Brand's Public Image?

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

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

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

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

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

Common Mission Statement Mistakes to Avoid

Making it too long.

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

Making It Too General

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

Using Jargon or Buzzwords

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

Not Being Concise

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

It's Boring

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

The 26 Best Mission Statement Examples

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

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

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

1. Microsoft

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

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

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

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

2. Nordstrom

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

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

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

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

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

3. Southwest Airlines

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

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

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

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

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

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

4. Squarespace

"Squarespace empowers people with creative ideas to succeed."

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

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

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

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

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

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

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

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

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

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

7. Kickstarter

"To help bring creative projects to life."

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

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

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

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

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

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

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

9. The Coca-Cola Company

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

Ah, the refreshing taste of a Coke.

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

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

10. Caterpillar

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

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

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

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

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

11. Whole Foods Market

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

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

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

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

12. American Red Cross

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

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

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

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

13. Life is Good

"To spread the power of optimism."

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

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

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

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

"Spread ideas."

Two words, but a powerful impact.

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

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

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

15. Starbucks

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

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

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

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

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

16. LinkedIn

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

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

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

"Fulfilling Lives, Every Day."

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

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

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

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

18. Spotify

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

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

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

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

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

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

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

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

20. Facebook

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

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

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

21. Zappos 

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

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

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

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

22. American Express

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

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

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

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

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

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

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

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

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

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

25. Warby Parker

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

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

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

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

26. Girl Scouts of America

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

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

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

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

Let Your Mission Statement Guide Your Growth

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

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

General FAQ

What is a mission statement.

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

How Is a Mission Statement Different From a Vision Statement?

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

What is an Example of a Mission Statement?

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

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

Kathryn Bouchard

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

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How to Write a Personal Mission Statement (20 Examples)

By Status.net Editorial Team on May 3, 2023 — 6 minutes to read

How to Write a Personal Mission Statement: 20 Inspiring Examples

A personal mission statement is a declaration of your guiding principles, goals, and aspirations in life. It helps you articulate your purpose, clarify your values, and make better decisions, both personally and professionally.

Having a personal mission statement is important for staying grounded and focused, especially when faced with difficult choices or setbacks in your life. By clearly defining your mission, you can:

• Gain a sense of direction
• Set priorities
• Align actions with core values
• Improve decision-making
• Motivate yourself
• Enhance personal growth and development

Key Components

In order to craft an effective personal mission statement, it’s important to consider three key components:

• Purpose: Reflect on your passions, what motivates you, and what you believe you were meant to do in this world.
• Core values: What are the principles that govern your behavior and decision-making? Think about the qualities you value most, such as integrity, kindness, or perseverance. Learn more: Core Values List: 150+ Awesome Examples of Personal Values
• Goals: What do you hope to achieve in life, both personally and professionally? Determine what kind of impact you want to make in the world and set specific, measurable objectives that will help you reach that goal.

As you work on these components, be honest with yourself and choose elements that truly resonate with you, rather than adopting someone else’s beliefs or expectations. If your mission statement reflects your authentic self, it will be a far more effective tool for personal growth and fulfillment.

Creating Your Personal Mission Statement

Identifying your values.

Understanding your core values is essential in creating a personal mission statement. These values should reflect what is most important to you, and they will be the foundation of your mission statement. To help you identify your values, consider the following steps:

• Reflect on your past experiences and the values that were demonstrated in those situations.
• Ask yourself what values you hold most dear and which ones guide your decisions.

Learn more: Core Values List: 150+ Awesome Examples of Personal Values

Once you have a list of potential values, narrow it down to the top 3-5 that resonate with you the most. These will serve as the basis for your personal mission statement.

Setting Your Goals

Now that you have identified your values, it’s time to set your personal and professional goals. These goals should align with your values and form the framework of your mission statement. Here are some steps to assist you in setting your goals:

• Break your life into categories (such as career, relationships, and personal growth).
• Consider both short-term and long-term goals within each category.
• Be specific and realistic about what you want to achieve.

With clearly defined goals, you will be better equipped to create a mission statement that is focused and actionable.

Writing Your Statement

Now that you have defined your values and goals, you can begin crafting your personal mission statement. Keep the following tips in mind while writing your statement:

• Begin with a powerful opening sentence that encapsulates your values and aspirations.
• Be clear in expressing your goals and how they align with your values.
• Write in the present tense and use positive language to project confidence.

Your personal mission statement should be a reflection of who you are and what you hope to achieve. Revise and refine your statement until you feel it accurately represents your values, goals, and aspirations.

Examples of Personal Mission Statements

In this section, you’ll find a variety of personal mission statement examples tailored to different roles, lifestyles, and aspirations. Take inspiration from these examples and use them as a starting point for your own unique mission statement.

Example 1: Student

As a student, your mission might be to excel academically and develop meaningful relationships. Example: “To achieve academic excellence, cultivate lifelong friendships, and make a positive impact on my university community.”

Example 2: Career Professional

Your mission as a career professional could be to advance in your industry, exemplify integrity, and balance work and personal life. Example: “To grow professionally, maintain a high level of integrity, and achieve a healthy work-life balance.”

Example 3: Parent

As a parent, your mission could be to nurture, teach, and support your children, preparing them for the future. Example: “To provide a loving, enriching environment for my children, empowering them with the tools to succeed and grow.”

Example 4: Retiree

Your mission as a retiree can be to enjoy your golden years, staying healthy, and remaining active in your community. Example: “To maintain my health, engage in fulfilling hobbies, and contribute positively to my community.”

Example 5: Entrepreneur

“To create innovative solutions and provide exceptional value to my customers and my community.”

Example 6: Freelancer

“To deliver outstanding work to my clients while maintaining flexibility and work-life balance.”

Example 7: Community Volunteer

“To dedicate my time and skills to causes that make a meaningful impact in my community.”

Example 8: Environmentalist

“To contribute to a sustainable future through conscious choices and meaningful actions.”

Example 9: Artist

“To express my creativity, tell compelling stories, and touch the lives of others through my art.”

Example 10: Innovator

“To think critically, explore new possibilities, and develop groundbreaking solutions for the future.”

Top-20 Examples of Personal Mission Statements:

• To live a life of purpose and make a positive impact on the world around me.
• To constantly learn and grow, both personally and professionally, and inspire others to do the same.
• To be a compassionate and empathetic listener, and provide support to those who need it.
• To live a life of integrity and honesty, and always act with kindness and respect towards others.
• To use my creativity and innovation to solve problems and bring new ideas to the table.
• To make a difference in my community and give back to those in need.
• To be a role model for others, especially young people, and inspire them to pursue their dreams.
• To live a life of balance, and prioritize my relationships, hobbies, and passions alongside my work.
• To be a leader who empowers others and helps them reach their full potential.
• To embrace challenges and failures as opportunities for growth and learning.
• To live a life of mindfulness and presence, and appreciate the beauty of the world around me.
• To be a responsible and ethical citizen, and contribute to the betterment of society.
• To be a lifelong advocate for social justice and equality.
• To be a positive force in the lives of those around me, and spread joy and positivity wherever I go.
• To be a lifelong learner and teacher, sharing my knowledge and experiences with others.
• To be a steward of the environment, and work towards a more sustainable and equitable future.
• To be a supportive and loving partner, parent, and friend.
• To prioritize my physical and mental health, and encourage others to do the same.
• To be a lifelong learner and seeker of truth, always questioning and challenging my own beliefs.
• To be a champion for diversity and inclusion, and celebrate the unique qualities of every individual.

As you embark on this journey of self-discovery and reflection, it’s important to remember that a great mission statement should resonate deeply within you and help to shape your decisions and actions. Keep in mind these key points when crafting your statement:

• Be genuine and authentic
• Keep it concise and focused
• Reflect your core values and purpose
• Use clear and inspiring language

As you work on your statement, be open to revising it over time. Your life experiences and evolving goals may call for adjustments, so ensure that it remains a relevant reflection of your aspirations. With your personal mission statement in hand, you can now approach your life and decisions with a sense of purpose and direction.

• Effective Nonverbal Communication in the Workplace (Examples)
• Core Values List: 150+ Awesome Examples of Personal Values

Small Business Trends

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

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

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

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

Table of Contents

30 Amazing Mission Statement Examples

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

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

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

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

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

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

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

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

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

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

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

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

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

The Walt Disney Company

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

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

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

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

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

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

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

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

Ben & Jerry’s

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

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

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

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

“To drive human progress through freedom of movement.”

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

General Electric

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

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

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

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

Procter & Gamble

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

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

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

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

Southwest Airlines

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

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

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

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

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

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

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

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

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

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

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

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

American Express

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

American Express’s mission statement reflects its commitment to excellence in service and brand reputation. It communicates the company’s values and purpose in a clear and concise way.

“To improve every life through innovative solutions.” 3M’s mission statement reflects its focus on innovation and technology, while also emphasizing its commitment to improving people’s lives. It communicates the company’s values and purpose in a memorable and inspiring way.

Universal Health Services, Inc.

“To provide superior quality healthcare services that: PATIENTS recommend to family and friends, PHYSICIANS prefer for their patients, PURCHASERS select for their clients, EMPLOYEES are proud of, and INVESTORS seek for long-term returns.”

Universal Health Services, Inc.’s mission statement reflects its commitment to providing quality healthcare services that meet the needs of patients, physicians, purchasers, employees, and investors. It communicates the company’s values and purpose in

While the mission statement examples in the list can be inspiring, you need to look at your small business and what it is looking to achieve and deliver. These are huge companies so take that into consideration as you craft your mission and vision statements.

What is a Mission Statement?

A mission statement defines the purpose, values, and objectives of a company with a concise and clear statement. It communicates the company’s core identity and serves as a guide for decision-making and goal-setting.

A mission statement that is well-crafted should reflect the company’s vision, goals, and values, and inspire employees, customers, and stakeholders to align with the company’s purpose. A mission statement can also help establish its brand identity by differentiating the company from its competitors.

Why Your Company’s Mission Statement is So Important

A mission statement is essential for businesses for several reasons:

• Sets Direction: A clear mission statement sets the direction for your company by outlining its goals, values, and purpose. It helps employees understand what the company stands for and where it is heading, providing a roadmap for decision-making.
• Guides Decision-Making: A well-crafted mission statement guides decision-making by providing a framework for evaluating potential actions and initiatives. It helps ensure that all decisions are aligned with the company’s goals and values, promoting consistency and clarity across the organization.
• Communicates Purpose: A mission statement communicates the purpose and identity of your company to stakeholders, including employees, customers, and investors. It helps create a shared sense of purpose and fosters a sense of belonging, encouraging stakeholders to engage with the company’s vision and goals.
• Differentiates From Competitors: A unique and compelling mission statement can differentiate your company from competitors by highlighting its distinctive values, vision, and purpose. It can help attract customers who share your values and create a sense of loyalty among employees who are committed to the company’s mission.

Just like a mission statement, a business needs to establish a process for putting down plans on paper to make sure they are carried out. Creating a one-page marketing plan and even conducting a SWOT analysis are all part of this process. If you establish these disciplines early, you will continue to improve your business and better chance of ensuring the success of your business.

After reading, be sure to check out OnStrategy | Virtual Strategist’s whiteboard session on how to create a mission statement. It will give you another fresh take on the topic, along with some tricks and tips:

How to Write a Good Mission Statement

Creating a mission statement requires careful consideration and thought. Here are some steps to help you create an effective mission statement:

Determine Your Company’s Purpose

The first step in crafting a great mission statement is to determine your company’s purpose. This purpose describes what your company does, why it exists, and the impact it seeks to have on the world. The mission statement should be aligned with your company’s vision statement and guide your overall strategy.

Identify Your Target Audience

A company mission statement should be crafted with your target audience in mind. Consider who your company serves and what problem you’re solving for them. Your mission statement should be clear and concise, using language that resonates with your target audience.

Define Your Company’s Core Values

Core values are the principles that guide your company’s behavior and decision-making. A great mission statement reflects your company’s core values, articulating the beliefs that drive your company’s culture and identity.

 Summarize Your Mission Statement

A good mission statement should be concise and memorable. It should summarize your company’s purpose, target audience, and core values in a clear and compelling way. A great mission statement inspires and motivates stakeholders to align with your company’s purpose and goals.

Common Mistakes to Avoid Writing Your Company’s Mission Statement

When creating your company’s mission statement, it’s important to avoid common mistakes that can undermine its effectiveness. Here are some common mistakes to avoid:

Being too Broad or Generic

One common mistake when writing a company’s mission statement is being too broad or generic. A mission statement that is too general or lacks specificity may fail to communicate the unique value proposition of the company, and may not inspire or motivate stakeholders.

Focusing too Much on Profits

Another mistake is focusing too much on profits. While profits are important, a mission statement that emphasizes them too much may come across as self-serving and fail to inspire a sense of purpose or shared values among stakeholders.

Being too Long or Complex

A mission statement that is too long or complex is also a common mistake to avoid. A mission statement that is difficult to understand or remember may fail to resonate with stakeholders and may not effectively guide decision-making or inspire action. A concise and memorable mission statement is key.

Benefits of Having a Mission Statement

Having a mission statement could make it easier to improve your business . A good mission statement can inspire you and your employees and get everyone working toward a similar goal.

Check out the reasons why mission statements are an essential exercise for developing a great business idea.

• Inspiring and motivating employees: A clear mission statement inspires and motivates employees by giving them a sense of purpose and direction. It helps them understand how their work contributes to the company’s goals and values, creating a shared sense of mission and fostering a sense of belonging and engagement.
• Building brand identity: A well-crafted mission statement is an essential part of building a strong brand identity. It communicates the company’s purpose, values, and goals to stakeholders, differentiating it from competitors and creating a distinctive brand image.
• Guiding decision-making: A mission statement guides decision-making by providing a framework for evaluating potential actions and initiatives. It helps ensure that all decisions are aligned with the company’s goals and values, promoting consistency and clarity across the organization.
• Attracting customers: A compelling mission statement can attract customers who share the company’s values and beliefs. It helps establish an emotional connection with customers and creates a sense of loyalty and trust, leading to increased customer engagement and loyalty.

Challenges of Developing a Mission Statement

Developing a mission statement can be challenging, particularly for small businesses or startups. Here are some challenges to consider:

• Defining your company’s purpose: It can be difficult to clearly articulate your company’s reason for existing and the impact it seeks to have on the world.
• Identifying your target audience: Crafting a mission statement that resonates with your intended audience requires a deep understanding of their needs and motivations.
• Articulating your company’s values: Defining the core values that guide your company’s behavior and decision-making can be a complex process that requires careful consideration.
• Balancing specificity and flexibility: A mission statement that is too narrow can limit your company’s potential, while one that is too broad can lack focus and direction. Finding the right balance is key.

Mission Statements vs. Vision Statements

Mission and vision statements are essential components of any company’s identity and strategic direction. While both are designed to guide decision-making and communicate the company’s values and goals, there are distinct differences between the two. Here are some key differences between mission statements and vision statements:

• Purpose: A mission statement describes the purpose and reason for the company’s existence. It defines what the company does, who it serves, and how it serves them. A vision statement describes the future state of the company, defining where it wants to go and what it hopes to achieve.
• Focus: A mission statement is focused on the present, outlining the company’s current activities and goals. It provides a framework for decision-making and day-to-day operations. A vision statement is focused on the future, providing a long-term direction and inspiring stakeholders to work towards a shared goal.
• Audience: A mission statement is primarily focused on the company’s internal audience, including employees, management, and stakeholders. It communicates the company’s values, purpose, and goals to these stakeholders. A vision statement is focused on the external audience, including customers, investors, and the wider community. It communicates the company’s aspirations and goals to these stakeholders.
• Specificity: A mission statement is usually more specific and detailed than a vision statement. It outlines the company’s purpose, values, and goals in a clear and concise way, providing a roadmap for decision-making. A vision statement is usually more broad and open-ended, providing a general direction for the company to work towards.
• Timeframe: A mission statement is usually focused on the short to medium term, defining the company’s purpose and goals for the next few years. A vision statement is focused on the long term, defining the company’s aspirations and goals for the next 5-10 years or more.
• Flexibility: A mission statement is usually less flexible than a vision statement. It provides a clear framework for decision-making and day-to-day operations, and changes to it are usually made only after careful consideration. A vision statement is usually more flexible, allowing the company to adapt to changes in the market, technology, or other external factors.

While vision and mission statements are both important tools for defining a company’s identity and strategic direction, they serve different purposes and are focused on different audiences.

Mission statements define the company’s purpose and values in the short to medium term, while a vision statement defines its aspirations and goals in the long term. Understanding the differences between the two is essential for creating effective vision and mission statements that inspire and motivate stakeholders to work towards a shared goal.

Use this Mission Statement Template to Create Your Own

Creating a mission statement can be a challenging task for small business owners. To help simplify the process, here’s a template that you can follow:

Define Your Company’s Purpose

The first step in creating a mission statement is to define your company’s purpose. This includes what your company does, why it exists, and the impact it seeks to have on the world. A clear understanding of your purpose is essential for crafting an effective mission statement.

A mission statement should be crafted with your target audience in mind. Consider who your company serves and what problem you’re solving for them. Your mission statement should be clear and concise, using language that resonates with your target audience.

Consider Your Values

Core values are the principles that guide your company’s behavior and decision-making. Consider your company’s values when crafting your mission statement. What beliefs drive your company’s culture and identity? A great mission statement reflects your company’s core values.

Draft a Statement

Using the information gathered in the previous steps, draft a mission statement. It should be clear, concise, and memorable. It should summarize your company’s purpose, target audience, and core values in a way that inspires and motivates stakeholders to align with your company’s purpose and goals.

Revise and Refine

After drafting your mission statement, review it carefully and seek feedback from stakeholders. Revise and refine as necessary, ensuring that it accurately reflects your company’s purpose, target audience, and values. A well-crafted mission statement is an essential tool for communicating your company’s identity and inspiring stakeholders to work towards a shared goal.

Here’s an example of a mission statement template in action:

Purpose: [The purpose of your organization/business/brand, what you aim to achieve]

Target Audience: [The audience that your organization/business/brand serves or caters to]

Values: [The core values and principles that guide your organization/business/brand]

Statement: [A concise, memorable statement that captures the essence of your organization/business/brand’s mission and purpose]

Below is a comparison table outlining the essential steps to create a mission statement for your business.

The Template in Action

Our company provides high-quality, affordable web design services to small businesses.

Target audience

Our target customers are small business owners who need an effective online presence to compete in today’s digital marketplace.

We value creativity, professionalism, and exceptional customer service.

Our mission is to help small businesses succeed by providing them with the web design services they need to effectively market themselves online. We are committed to delivering high-quality work, exceptional customer service, and affordable pricing.

The final version of a mission statement

Our mission is to empower small businesses to succeed in the digital age by providing them with high-quality, affordable web design services. We believe that every small business deserves an effective online presence and we are committed to delivering exceptional work, outstanding customer service, and unbeatable value.

Integrating Your Mission Statement into Business Operations

For a mission statement to be truly effective, it needs to transcend being just a set of words on paper and become a guiding force in the day-to-day operations of your business. Here’s how you can embed your mission statement into your business’s operational fabric:

• Align Business Goals with the Mission : Ensure that your short-term and long-term business goals are in sync with the mission statement. This alignment helps in making strategic decisions that reflect the company’s core values and purpose.
• Employee Onboarding and Training : Incorporate the mission statement into your employee onboarding and training programs. Employees who understand and connect with the mission are more likely to embody it in their work and interactions with customers.
• Decision-Making Framework : Use the mission statement as a benchmark for decision-making. Whether it’s choosing a new supplier, developing a product, or planning a marketing campaign, ask how each decision aligns with the mission.
• Performance Metrics and Incentives : Develop performance metrics and incentive programs that reward behaviors and outcomes that reinforce the mission. This encourages employees to act in ways that are consistent with the company’s core values.
• Internal Communication : Regularly communicate the mission statement within the organization. Use it in internal meetings, newsletters, and corporate events to keep it at the forefront of everyone’s mind.
• Customer Engagement : Make your mission statement visible to your customers. Share it on your website, in marketing materials, and in your physical spaces. Let your customers know what you stand for and how it influences the way you do business.
• Review and Feedback : Continuously review how well your business practices are aligned with your mission statement. Encourage feedback from employees and customers to understand where improvements can be made.

Start Writing Your Mission Statement Today!

A compelling mission statement is a defining piece of a business plan, articulating the company’s purpose, values, and goals. It sets the direction for the organization, guides decision-making processes, and communicates its purpose to stakeholders.

Creating an effective mission statement requires careful consideration and thought, but the benefits of having a mission statement are significant. In a nutshell, it is a vital step toward defining its identity, purpose, and long-term vision.

Additionally, a well-crafted mission statement not only guides decision-making and sets the course for your company’s growth but also communicates your values to stakeholders and differentiates your brand in a competitive market.

By investing time and thought into creating a mission statement that resonates with your team and customers alike, you lay a strong foundation for success and create a roadmap to achieve your business goals.

Remember that a mission statement is a dynamic expression of your company’s ethos, and revisiting and refining it over time can ensure its continued relevance and effectiveness in guiding your business toward a bright and prosperous future.

Image: Envato Elements, Depositphotos

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35 Vision And Mission Statement Examples That Will Inspire Your Buyers

Published: February 28, 2024

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

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

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

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

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

Table of Contents

What is a mission statement?

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

• Mission vs Vision Statements

Mission and Vision Statement Template

Best mission statement examples.

• Best Vision Statements Examples

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

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

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

What makes a good mission statement?

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

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

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

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

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

A memorable company mission makes your product more noteworthy.

What are the three parts of a mission statement?

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

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

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

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

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

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

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

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

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

2. Identify the company’s core values.

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

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

• Empathetic.
• Remarkable.
• Transparent.

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

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

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

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

4. Condense these statements into one.

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

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

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

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

5. Refine your mission statement.

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

• Free of fluff.

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

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

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

What makes a good vision statement?

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

What are the three parts of a vision statement?

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

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

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

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

Mission Statement vs. Vision Statement

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

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

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

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

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

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

100 Mission Statement Examples & Templates

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

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

You're all set!

Click this link to access this resource at any time.

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

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

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55 Personal Mission Statement Examples

A personal mission statement defines your purpose. It explains what you want to achieve in your life, career, personal relationships, and so on.

It differs from a career or educational mission statement because it’s more holistic: it’s not just about your job or school. It’s about what you want to achieve with your life overall. and what your personal philosophy is in life .

Here is my personal mission statement:

“I will be generous with my time both with family and strangers. I will consciously and intentionally spend quality time with my parents, my wife, and my children. I will pass-on love of life and self-belief to my children by living as a positive example. I will commit my career to working on projects that are meaningful to me. And I will be responsible with my health and finances for the longevity of my life and to ensure I can care for my family for many years to come.”

When I was asked to write a personal mission statement for applying for my job as a teacher, I tweaked it to focus more on my career:

“My personal mission statement as a teacher is to inspire and support my students, help them see their own potential, and build them up each and every day. I will commit my time to letting each student know they are capable of success, and I will help show them the path to personal and academic success.”

Below is a range of ideas for a personal mission statement. As the mission statement is personal, I recommend using these ideas as inspiration, but make sure you pick and choose the sentiments that are meaningful to you, and write your own.

Personal Mission Statement Examples

The following examples can be used as stimuli for you to think about what you want to include in your own mission statement. But, as the word suggests, a personal mission statement should be personal and unique to you . So, pick and choose key ideas from below, while coming up with your own mission statement that reflects your uniqueness.

• Live a life that aligns with my core values : “I will strive to live a life that is consistent with my own values and ethics. To achieve this, I will ensure I reflect every day on how my daily actions and interactions with others will reflect upon me, and whether they’re consistent with who I strive to be.”
• Seek to be a catalyst for change: “I will dedicate my life to being a catalyst for change in my world. The change I want to see is change toward greater social equality, fairness, and prosperity. To achieve this, I will advocate for the disadvantaged, seek career opportunities for supporting the underprivileged, and donate generously to causes I care about.”
• Commit to a journey of self-discovery: “My daily mission is to embark on an ongoing journey of self-improvement and self-discovery, always on track to find my deeper purpose in life.”
• Empower myself and others: “I will always strive to empower myself and others through positive affirmation, constructive feedback, and making smart choices. I will remove barriers to self-determination and always respect people’s choices in life.”
• Seek opportunities to give back to the community: “I am grateful first and foremost to my community for their support and nourishment, and my personal mission from here on out is to find opportunities where I can give back to my community in both my career and volunteerism.”
• Strive for excellence in all endeavors: “ My credo is to always hold myself to a high standard. To me, this means always putting in maximum effort and trying to be the best I can be each and every day.”
• Always have a growth mindset: “My core mission is to always maintain a growth mindset each and every day. For me, this means embracing challenges rather than shying away from them, having persistence and resilience when I face setbacks, and viewing effort as a pathway to mastery. “

• Aim to leave a meaningful legacy: “At the end of my life, I want to be able to look back and know that I’ve left a legacy for the world and my family. To achieve this, my mission will be to always give more to the world than I take, so I leave the world better off. I will leave a legacy of kindness and a spirit of service and community.”
• Continually redefine personal goals and aspirations: “I believe that a person is most successful when they self-reflect to achieve ongoing improvement. So, in my personal mission, I am committed to the ongoing process of personal evolution that will help me continue to refine myself over time. “
• Seek the silver lining: “The silver lining is the positive that we can extract out of every situation, even our failures. With this in mind, my mission is to cultivate optimism and to focus on what can be learned from every situation. This approach will both enhance my personal resilience and inspire others to adopt a similar perspective.”
• Develop resilience, adaptability, and grit in the face of adversity: “My mission is to develop and embody qualities of resilience, adaptability, and grit. I am determined to approach adversity as an opportunity for growth, learning to navigate through challenges with grace and tenacity. In doing so, I will become stronger and more capable.”
• To be generous with my time: “I will be generous with my time because I believe my time is the greatest gift I can give to others. This means I will commit to quality time with my friends and family and make sure I maintain a work-life balance so I can commit my time to the people who deserve it.”
• Empowering people around me: “My mission is to empower the people around me, including my colleagues at work, my friends, and my family. By empowering others, I can bring out the best in my community, and leave my community a better place.”
• Living with gratitude: “I will commit to expressing gratitude each and every day of my life. To do this, I will commit to meditating, reflecting on what I have, and being grateful for my health, wealth, and family.”
• Develop wisdom : “My mission is to continue to develop wisdom. To me, wisdom is knowledge, intelligence, and insight developed through experience and humbly listening to people who have knowledge and experiences beyond mine.”
• Seek authentic self-expression: “My mission is to express myself authentically , reflecting every day on how my words, actions, and creations align with my core values. This journey towards authenticity is ongoing and evolving, helping me understand and articulate who I truly am.”
• Change what’s in my control: “I pledge to focus my energies on what I can control in my life. I will strive to change my circumstances when possible, and adapt my attitude when it isn’t. By understanding and accepting this distinction, I will bring about the most positive outcomes for myself and those around me.”
• Creating harmony between mind-body-soul: “I am committed to fostering harmony between my mind, body, and soul. This means balancing mental challenges with physical exercise and spiritual nourishment, nurturing every part of my being, and achieving a healthier and more balanced life.”
• Cultivate emotional intelligence : “I am committed to nurturing my emotional intelligence. This involves understanding my own emotions, demonstrating empathy, and adapting my attitude when necessary, leading to stronger and more effective personal and professional relationships.”
• Foster innovative thinking: “My mission is to foster innovative thinking. I will strive to always question, explore, and reimagine the world around me, aiming to leave a legacy of creativity and change.”
• Live sustainably and promote environmental consciousness: “I pledge to live sustainably, focusing my energies on what I can control to reduce my environmental impact. Moreover, I will advocate for environmental consciousness within my community, contributing to a healthier planet.”
• Encourage diversity and inclusivity in my surroundings: “My mission is to promote diversity and inclusivity. I will strive to empower all voices and create an environment where everyone feels respected and valued, thereby fostering a sense of community and belonging.”
• Be a mentor and guide to others: “I will dedicate my time to mentoring and guiding others. By sharing my wisdom and experiences, I can help others navigate their own journeys, leaving a legacy of kindness and service.”
• Lead with integrity and honesty: “I am committed to leading with integrity and honesty in all endeavors. I will hold myself to a high standard, aligning my actions with my core values and striving for transparency in every interaction.”
• Cultivate a balanced and peaceful lifestyle: “My mission is to cultivate a lifestyle that is peaceful and balanced. I will practice mindfulness, express gratitude for my blessings, and strive to find harmony between my personal, professional, and spiritual life.”
• Maintain physical fitness and promote healthy living: “I pledge to maintain my physical fitness and promote healthy living in my community. I will strive to make smart choices regarding diet, exercise, and self-care, thereby embodying and promoting a vision of holistic health.”
• A lifelong learning mindset: “With a commitment to growth and a spirit of exploration, I will always seek to broaden my knowledge and perspectives. Embracing challenges and viewing effort as a pathway to mastery, I believe learning is an ongoing journey, not a destination.”
• Advocate for social justice and equality: “I am committed to advocating for social justice and equality. I will dedicate myself to being a catalyst for change, promoting fairness, and empowering the disadvantaged, contributing to a more equitable society.”
• Practice mindfulness and presence in daily life: “My mission is to cultivate mindfulness and presence in my daily life. By committing to this practice, I will enhance my emotional intelligence, develop resilience, and foster a deeper connection to the world around me.”
• Enhance personal and professional relationships: “I pledge to improve and deepen my personal and professional relationships. By demonstrating empathy, respect, and honesty, I will foster meaningful connections and contribute to a vibrant, supportive community.”
• Invest in self-care and well-being: “My mission is to invest time and energy in self-care and well-being. Through this practice, I will ensure a balanced life, promote a positive mindset, and prepare myself to better serve others.”
• Strive for financial independence and stability: “I am dedicated to achieving financial independence and stability. By making smart and informed decisions, I aim to create a secure foundation that enables personal growth , adventure, and service to my community.”
• Foster a spirit of exploration and adventure: “I commit to embracing a spirit of exploration and adventure. By welcoming new experiences and fostering curiosity, I will maintain a lifelong learning mindset, and continually evolve as an individual.”
• Practice empathy towards all: “My mission is to cultivate empathy in all my interactions. By striving to understand others’ perspectives, I will empower those around me and contribute to a community rooted in kindness and mutual understanding.”
• Embrace change and maintain flexibility: “I am dedicated to embracing change and demonstrating flexibility. I see change as an opportunity for growth, and I will cultivate resilience, adaptability, and a positive attitude in the face of evolving circumstances.”
• Nurture a positive and optimistic mindset: “My mission is to cultivate a positive and optimistic mindset. By seeking the silver lining in every situation, I aim to inspire myself and those around me to embrace challenges as opportunities for growth.”
• Advocate for the welfare and rights of animals: “My mission is to advocate for the welfare and rights of animals. I will use my voice and actions to promote humane treatment of animals, contributing to a more compassionate and ethical world.”
• Make informed and responsible choices: “I pledge to make informed and responsible choices that align with my values and the greater good. I am committed to reflecting on the implications of my decisions and acting in a way that contributes positively to my community and the environment.”
• Create meaningful connections with people: “I strive to create meaningful connections with people. Through empathy, open-mindedness, and genuine engagement, I aim to nurture relationships that enrich my life and the lives of others.”
• Develop and demonstrate leadership skills : “My mission is to develop and demonstrate effective leadership skills. I strive to lead with integrity, empathy, and resilience, inspiring others to achieve their best and fostering a spirit of teamwork and mutual respect.”
• Seek to understand and respect differing perspectives: “I pledge to understand and respect differing perspectives. I believe that diversity of thought enriches our society, and I strive to promote inclusivity and mutual respect in all my interactions.”
• Foster creativity in myself and others: “My mission is to cultivate creativity in myself and others. I will continually explore new ideas, foster an environment that encourages innovation, and inspire those around me to express their unique perspectives and talents.”
• Commit to the pursuit of knowledge: “I commit to the continuous pursuit of knowledge. By maintaining a curious and open mind, I strive to learn from every experience, deepen my understanding, and contribute to my personal and professional growth.”
• Seek to find joy in the everyday : “My mission is to find joy in everyday moments. I commit to practicing mindfulness, expressing gratitude for the simple things, and cherishing each day as a unique gift.”
• Be a source of encouragement and positivity: “I strive to be a source of encouragement and positivity for those around me. By uplifting others, celebrating their achievements, and offering supportive words, I aim to foster a more compassionate and optimistic community.”
• Pursue a path of continuous learning and development: “I am dedicated to pursuing a path of continuous learning and development. By always seeking to improve, learn, and grow, I aim to better myself and contribute more effectively to my community and the world at large.”
• Prioritize balance in all aspects of life: “I commit to prioritizing balance in all aspects of life. This includes fostering harmony between work and personal time, mental and physical health, and personal desires and community responsibilities, to cultivate a peaceful and fulfilling lifestyle.”
• Strive to be a good listener and communicator: “I aim to be a good listener and communicator. By practicing active listening and clear, empathetic communication, I will strengthen my relationships and foster mutual understanding and respect.”
• Cultivate and express artistic talents: “My mission is to cultivate and express my artistic talents. Through this creative exploration, I aim to express my unique perspectives, contribute to the cultural richness of my community, and inspire others to express their creativity.”
• Strive to make a positive impact on the environment: “I am committed to making a positive impact on the environment. By living sustainably, advocating for environmental consciousness, and influencing positive change, I hope to leave a meaningful environmental legacy.”
• Seek simplicity and contentment: “My mission is to seek simplicity and contentment in life. By valuing the essential, expressing gratitude for what I have, and finding joy in simple pleasures, I aim to cultivate a lifestyle of peace and fulfillment.”
• Develop and foster a spirit of entrepreneurship: “I am dedicated to fostering a spirit of entrepreneurship. By embracing innovation, taking informed risks, and learning from both success and failure, I aim to contribute to economic growth and social impact.”
• Strive for integrity in actions and communication: “I strive to uphold integrity in my actions and communication. By aligning my actions with my values, being transparent, and communicating honestly, I aim to build trust and respect in my personal and professional relationships.”
• Embrace new technologies and innovation: “My mission is to embrace new technologies and innovation. By staying informed about technological advances and integrating them into my work and life, I aim to enhance productivity, creativity, and the quality of life for myself and my community.”
• Cultivate and foster peace and harmony in relationships: “I am committed to fostering peace and harmony in my relationships. By promoting understanding, showing empathy, and resolving conflicts with grace, I aim to create strong, fulfilling, and respectful relationships.”
• Advocate for responsible consumerism: “I pledge to advocate for responsible consumerism. By making informed choices, promoting sustainability, and encouraging others to do the same, I aim to contribute to a healthier planet and a more equitable economy.”
• Care and provide for my family: “My mission is to care for and provide for my family. By being present, offering support, and ensuring their needs are met, I aim to create a nurturing and secure environment for my loved ones.”
• Cultivate self-discipline and good habits: “I commit to cultivating self-discipline and good habits . By maintaining focus, setting realistic goals, and consistently pursuing them, I aim to achieve personal and professional growth.”
• Influence others by my deeds: “I strive to influence others positively through my deeds. By acting with kindness, integrity, and respect, I aim to inspire others to do the same and contribute to a more compassionate and respectful community.”

See Also: How to Write a Values Statement

A personal mission statement for a resume needs to be personalized to you and your unique values and moral, goals, and life circumstances. You may also want to adjust it depending on the context in which you’re using it – i.e. if you’re asked to make a personal mission for work, then it’d likely incorporate elements of your job into it.

Also note that you’re always free to adjust your personal mission statement over time, so create one that’s true to you right now, but be willing to adjust it every few months.

Chris Drew (PhD)

Dr. Chris Drew is the founder of the Helpful Professor. He holds a PhD in education and has published over 20 articles in scholarly journals. He is the former editor of the Journal of Learning Development in Higher Education. [Image Descriptor: Photo of Chris]

• Chris Drew (PhD) https://helpfulprofessor.com/author/chris-drew-phd/ 5 Top Tips for Succeeding at University
• Chris Drew (PhD) https://helpfulprofessor.com/author/chris-drew-phd/ 50 Durable Goods Examples
• Chris Drew (PhD) https://helpfulprofessor.com/author/chris-drew-phd/ 100 Consumer Goods Examples
• Chris Drew (PhD) https://helpfulprofessor.com/author/chris-drew-phd/ 30 Globalization Pros and Cons

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