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What Is a Mission Statement?

• How It Works

Drafting a Mission Statement

Displaying a mission statement.

• Advantages and Disadvantages
• Other Statements

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Mission Statement: How It Works and Examples

Investopedia / Joules Garcia

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

Key Takeaways

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

How a Mission Statement Works

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

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

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

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

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

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

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

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

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

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

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

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

Advantages and Disadvantages of Mission Statements

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

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

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

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

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

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

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

Mission Statement Examples

Mission statements vary considerably from company to company. The following examples are the mission statements of some of the world's largest companies:

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

Mission Statements vs. Other Statements

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

Mission Statement vs. Vision Statement

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

Mission Statement vs. Value Statement

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

Mission Statement vs. Company Goals

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

Mission Statement vs. Brand

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

Mission Statement vs. Slogan

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

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

What Is an Example of a Mission Statement?

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

What Is in a Good Mission Statement?

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

How Do You Write a Mission Statement?

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

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

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

Nike. " What is Nike's Mission? "

Walmart. " History ."

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

Tesla. " About Tesla ."

JP Morgan. " About Us ."

Microsoft. " About Us. "

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20 Inspiring Examples: How to Write a Personal Mission Statement

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

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.

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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.

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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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78 Mission Statement Examples That Define Companies and Inspire Customers

Plus a guide on how to write a mission statement.

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

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

What Is a Mission Statement?

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

Related Reading Tips for Effective Business Storytelling

Mission Statement Examples

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

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

Scaled Agile, Inc.

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

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

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

Geode Capital Management

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

Piaggio Fast Forward

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

Supernova Technology

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

Jabra Hearing

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

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

Mission statement: “Humanizing brands to move people.”

Bectran, Inc

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

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

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

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

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

Mission statement: “In a world rife with complex relationships and hidden risk, we stand as torchbearers of corporate transparency, aiming to illuminate the intricate connections that exist between businesses, people, supply chains and the inner workings of a globalized economy.”

Mission statement: “Our mission is simple: To provide employers with a uniquely fair, predictive, and easy-to-use assessment that helps them identify the candidates most likely to succeed in all their open roles.”

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

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

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

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

Bridge Legal

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

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

GrayMatter Robotics

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

Inspira Financial

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

Scythe Robotics

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

Biz2Credit Inc.

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

Gradient AI

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

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

Formation Bio

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

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

Bilt Rewards

Mission statement: “Renting should be rewarding.”

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

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

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

Invoice Home

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

LoanStreet Inc.

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

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

Gogo Business Aviation

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

Snap! Mobile

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

VelocityEHS

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

OTR Solutions

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

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

GameChanger

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

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

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

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

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

MobilityWare

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

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

First Entertainment Credit Union

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

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

PatientPoint

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

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

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

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

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

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

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

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

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

Bright Horizons

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

EFFECT Photonics

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

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

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

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

Intel Corporation

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

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

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

NBCUniversal

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

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

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

The Pokémon Company International

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

Procter & Gamble

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

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

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

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

Warby Parker

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

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

How to Write a Mission Statement

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

Tips for Writing a Mission Statement

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

Make it Simple, Aspirational and Memorable

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

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

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

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

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

Memorability

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

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

Direct It Toward Stakeholders

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

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

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

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

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

… But Avoid Prioritizing Shareholders

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

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

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

Read Next 3 Reasons to Prioritize Mission Over Profit in Tech

Resist the Superlatives

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

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

Think of It as a Management Tool

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

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

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

“My answer is yes,” said Abrahams. 

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

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

Reinforce the Mission Statement in All Your Communications

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

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

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More Like this

Mission statements, what is a mission statement.

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

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

Free Canvas & Guide to Creating a Mission Statement

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

Why Are Mission Statements Important in Strategic Planning?

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

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

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

Mission Statements Versus Vision Statements – The Differences

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

Mission Statement – Why You Exist

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

Vision Statement – Where You’re Going

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

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

How Your Vision and Mission Statement Informs & Creates Strategy

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

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

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

Mission Statement Versus Core Values Statement

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

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

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

Mission Statements – Why You Exist

• Are usually written in the present tense.

Values Statements – How You’ll Live Out Your Mission

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

How Your Mission and Value Statements Complement Each Other

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

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

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

Mistakes to Avoid When Drafting Your Mission Statement

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

Being Too Vague or Generic

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

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

Focusing Solely on Profits

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

Forgetting to Consider Stakeholder Input

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

Neglecting to Update the Mission Statement as the Organization Evolves

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

Not Reflecting Your Company’s Values

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

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

What Makes Mission Statements Powerful?

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

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

Video Transcript – Video Title XYZ

Hi, my name is Erica Olsen.

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

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

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

So let’s jump in.

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

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

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

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

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

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

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

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

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

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

A Good Mission Statement the Following Elements:

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

Mission Statements Answer At least One of These Core Questions

What is our organization’s reason for existing.

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

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

Why Is It Special to Work for This Organization?

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

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

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

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

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

More mission statement examples can be found here.

Checklist for Good Mission Statements

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

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

Other Mission Statement Tips

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

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

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

A Great Mission Statement Can Be Easily Recited at a Party

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

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

Get Started on Creating Your Mission Statement

Mission Statement FAQs

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

Answering these three questions will help create a mission statement:

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

What are the 5 elements of a mission statement?

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

What is a mission statement?

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

How are mission statements and vision statements different?

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

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

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

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How to Write a Personal Mission Statement

Tips for writing a declaration of your unique direction or purpose..

Posted June 23, 2021 | Reviewed by Chloe Williams

• A personal mission statement makes clear what one wants to do and how to do it, which can provide clarity on how to live a fulfilling life.
• To gain clarity on their mission, people can ask themselves questions, such as what impact they want to have and what makes them feel alive.
• People can also reflect on the values that drive them and their goals in the shorter and longer term, which should align with their mission.

A personal mission statement is a written declaration of our unique direction or purpose. This statement makes it clear not just what you intend to do in this world, but how you intend to do it. It's sometimes just one sentence, but it can be as long as you want.

Each of us has our own unique core values , purpose, and desired direction, but often we don’t know exactly what they are. That’s why we can benefit from having a mission statement—something that gives us clarity about how we want to live our lives and ultimately achieve personal fulfillment and well-being. Writing a mission statement can help us get clear on our values and better understand whether we are spending our time in the best ways. It can also provide a sense of inner stability during times of change (Searight & Searight, 2011).

What’s Your Personal Mission?

Many of us have spent little time thinking about our personal mission in life. We're too busy dealing with immediate, urgent tasks to think about what we want to do in this life and where we want to end up. As a result, we might feel this low level of discontent—we know the way we are living our lives is not making us happy, but we’re not sure why. Thinking about our mission can be one way to begin to resolve this discontent.

Here are a few questions to ask yourself to explore your mission:

• What impact do you want to have in the world?
• How do you want to make an impact?
• Who do you want to have an impact on?
• What makes you feel most happy and alive?

Answering these questions can help you gain more clarity on your life’s mission. ​

Tip: Think of the End and Work Backward

Another way to gain more clarity on what you want to do in life is to think about the end of your life and what you hope to have accomplished. Then, work backward. Some people have suggested that we could imagine attending our own funeral. Think about what would be said in the eulogy and whether it reflects your values and personal goals (Searight & Searight, 2011). If you find that the eulogy of today's version of you isn't what you really want, clarify for yourself what you do want and consider how your mission statement may guide you to that end goal.

What Are Your Values?

Next, ask yourself, what are your values? That is, what are the underlying personality traits , beliefs, or experiences that drive you and make you feel like you?

Some values might be love, freedom, creativity , kindness , adventure, loyalty, etc...

Make sure that your mission reflects these values so that you don’t end up pursuing a goal in ways that are not a good fit for your values. This way, you'll have a better chance of feeling more fulfilled as you strive to achieve your mission.

What Are Your Goals?

In addition to your values, it can be helpful to get even more clear on your goals. It can be easy to focus on short-term goals, but thinking about medium-term and long-term goals can help you make sure your short-term goals don’t lead you astray.

Ask yourself a few quick questions about your goals:

• What do you want to have accomplished in one year? Five years? Ten years? Twenty years?
• Where do you want to be in one year? Five years? Ten years? Twenty years?
• How do you want to be spending your time in one year? Five years? Ten years? Twenty years?

Take a moment to think about your short-term, medium-term, and long-term goals like a pathway. Ask yourself, how will your current goals lead to medium-term goals, and how will those lead to your longer-term goals?

Write Your Personal Mission Statement

Sometimes a personal mission statement is just one sentence. In that case, it could be:

To do [X Action] for [Y group of people] to [have Z impact] with [optional: other details].

It’s okay to revise, rewrite, or make it longer. For most of us, creating a personal mission statement takes some work. This process doesn't have to be a "one and done." In fact, it is quite common for personal mission statements to change and evolve over time, just as we do (Li, Frohna, & Bostwick, 2017).

Adapted from an article published by The Berkeley Well-Being Institute .

Tchiki Davis, Ph.D. , is a consultant, writer, and expert on well-being technology.

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How to Write the Perfect Mission Statement (With Examples)

Learn what a mission statement is, why you need one and how to write the perfect one for your business.

Table of Contents

Developing a mission statement is a lengthy process that involves the input of team members who fully understand your business, employees, customers, industry, and the products and services your company provides.

Once completed, your organization can share its mission statement so consumers, employees, investors and other stakeholders know precisely what your organization does (or doesn’t do), what it values and why it exists. Often a mission statement can help clarify an owner’s ideas about their business’s “whats” and “whys.”

We’ll explore mission statements, why companies need them, and how to craft the perfect mission statement for your organization. 

What is a mission statement?

A mission statement is a declaration of what your company does and why it exists. This message is designed for internal and external audiences; it should ignite interest in the organization as it builds its brand .

The best mission statements have two primary objectives: 

• Educate: Mission statements educate by sharing what the organization does, how it does it and why.
• Inspire: If it’s a well-written mission statement, its second objective is to inspire. The best mission statements energize people to learn more about the brand and become supporters.

How to create a mission statement

When creating your mission statement, you’ll need to understand its essential components and ask probing questions to define precisely what your organization does and how. Finally, you’ll need to outline your organizational mission so it’s clear to everyone reading it. 

1. Include three essential components. 

According to Chris Bart, a retired professor of strategy and governance at McMaster University, a well-written mission statement has three essential components. Address each of these components when creating your mission statement:

• The business’s key market: Who is your customer base ? What industry does your business serve?
• The company’s contribution, or “what”: What product or service does your business offer? How does it better your local community or humanity?
• Distinctions between your solution and competing ones: What makes your product or service unique? Why should your audience buy your product over the competition’s?

2. Dig deeper to uniquely portray your business. 

While incorporating the essential elements, ask yourself – and your team – probing questions to truly understand who your business serves, what your organization does and how it works. Here are some questions to start with:  

• Why do we exist?
• What do we do?
• How do we use our products – or services – to achieve our goals?
• Who do we serve?
• How do we serve them?
• What do we do better than anyone else?
• What differentiates us from our competitors?
• How do our customers describe us?

3. Define your organizational mission. 

Creating an accurate, inspiring mission statement isn’t purely a philosophical exercise. It has to be practical, too. A mission statement must make sense to those who read it, whether they know about your organization or not.

Keep these four tips in mind as you define your organizational mission:

• Make the connection obvious: People unfamiliar with your company who read your mission statement should come away with a clear, concise understanding of what your organization does and why it exists.
• Be brief, yet informative: Keep the statement under 25 words. If it’s longer, people won’t read it or remember your company.
• Talk to stakeholders: Before finalizing your mission statement, speak to as many stakeholders as possible to see if it makes sense to them. Encourage feedback by seeking out board members’, long-time customers’ and trusted vendors’ opinions.
• Develop a long-term mission: This may be one of the more challenging aspects of writing a mission statement because defining what your organization is about today can be easier than providing predictions. However, you can update your long-term goals as  events and changes occur. 

Avoid common mission statement mistakes

Since your mission statement helps define your business, getting it right is crucial. Avoid these typical mistakes: 

• Using elaborate language: Avoid the pitfalls of “fancy” writing and using ambiguous words. Aim for clarity and brevity, and don’t make your mission statement overly formal. You want people to relate to it, not misunderstand it.
• Failing to update your statement as your business evolves . Revisit your mission statement over time to ensure it still resonates with your company’s current purpose. While it may seem like a clear, concise mission statement should cover all your bases – like any business-defining feature – it must also evolve as your business grows.

What do effective mission statements have in common? 

Effective mission statements are succinct and thoughtful.  

• Succinct: The more succinct your mission statement, the more likely it will resonate with audiences. A lengthy mission statement that’s challenging to remember can fall flat. A good test to see if your mission statement hits the mark is if your employees can recite it. For example, the mission statement of media organization TED, famous for its TED Talks, is “Spread ideas.” In two short words, TED outlines what it does and why people might be interested in learning more about it.
• Thoughtful: Other companies take a more creative, thoughtful approach. LEGO, whose mission statement, “Inspire and develop the builders of tomorrow,” clearly defines what the company does – inspire and develop – and who its target customers are – the builders of tomorrow. In 2009, LEGO’s CEO Jørgen Vig Knudstorp said, “We make very clear the values we promise everyone we interact with – whether they are colleagues, partners in retail, the wider community, or – most important of all, of course – the children we deeply care for.” Its mission is woven through the entire organization, which is when mission statements come to life.

When companies don’t have well-constructed mission statements (or any mission statement), customers, potential customers and the public are forced to identify for themselves what the company is and why it exists.

What’s the difference between mission and vision statements?

Mission statements and vision statements are both crucial, but they have different objectives. A mission statement is focused on today, while a vision statement is focused on the future – what you want to become and how you want to impact people. 

Here are some questions that will define your vision statement:

• What are the organization’s goals and dreams?
• What will the world look like if we are successful?
• What problem(s) is the organization solving for the greater good?
• Who and what are we inspiring to change over the long term?

To help understand how mission statements and vision statements differ, compare Airbnb’s mission and vision statements.

• Airbnb’s mission statement: “Belong anywhere.” This mission statement is short and to the point. The message conveys that you can stay anywhere in the world and feel included when doing business with Airbnb.
• Airbnb’s vision statement: “Tapping into the universal human yearning to belong – the desire to feel welcomed, respected, and appreciated for who you are, no matter where you might be.” This message taps into a larger picture of what a future could look like when the global community imbues Airbnb’s philosophy.

Examples of effective mission statements

Here are examples of effective mission statements from well-known brands. These mission statements briefly define the organization, its purpose and its impact on humanity:

• Nike: “To bring inspiration and innovation to every athlete in the world. If you have a body, you are an athlete.”
• JetBlue: “To inspire humanity – both in the air and on the ground.”
• Warby Parker: “To offer designer eyewear at a revolutionary price while leading the way for socially conscious business.”
• Tesla: “To accelerate the world’s transition to sustainable energy.”
• LinkedIn: “Connect the world’s professionals to make them more productive and successful.”
• Microsoft: Early days: “A computer on every desk and in every home.” Now: “To empower every person and every organization on the planet to achieve more.”
• Disney: “To entertain, inform, and inspire people around the globe through the power of unparalleled storytelling.”
• Ford: “To help build a better world, where every person is free to move and pursue their dreams.”

Finding your mission statement language

To get started, start tossing around words with trusted stakeholders. However, remember that you’re not looking for what “sounds good” as much as gaining clarity about what your business does. Brainstorm with others in low-stake sessions and see what language resonates with your brand. 

Remember that sounding good is important, but first you must define yourself. If your mission statement includes a nod to your business’s philosophy, values and culture of ethical behavior , the more benefits you’ll reap.

As with any other business plan or project, you may need to explore dozens of ideas before landing on your best fit. 

Patrick Proctor contributed to the writing and reporting in this article.

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A mission statement is a concise declaration that outlines an organization's reason for existence, its values, and its aspirations. It serves as a foundational document, encapsulating the essence of what the organization seeks to achieve and how it intends to accomplish its goals.

What is a mission statement?

A mission statement is a concise declaration of an organization's purpose, goals, and values. It outlines what the organization does, who it serves, and why it exists.

What is a personal mission statement?

A personal mission statement is similar to an organizational mission statement but applies to an individual. It articulates one's core values, aspirations, and goals in life.

What is a mission statement in business?

In business, a mission statement defines the purpose of the company, its primary objectives, and the values that guide its operations. It serves as a guiding principle for decision-making and strategy development.

What is a company mission statement?

A company mission statement is a declaration of an organization's purpose, goals, and values. It communicates what the company aims to achieve and how it intends to do so.

What is the purpose of a mission statement?

The purpose of a mission statement is to provide clarity and direction to an organization or individual. It serves as a guiding principle for decision-making, goal-setting, and strategy development. Additionally, it communicates the organization's identity and values to stakeholders.

What is an example of a good mission statement?

A good mission statement is one that is clear, concise, and reflective of the organization's purpose and values. For example, Google's mission statement is: "To organize the world's information and make it universally accessible and useful."

What are the 3 parts of a mission statement?

A typical mission statement consists of three parts:

• Purpose: Describes why the organization exists.
• Objectives: Outlines the organization's goals and what it aims to achieve.
• Values: Identifies the core principles and beliefs that guide the organization's actions.

What is mission and vision?

Mission and vision are both important components of an organization's strategic planning:

• Mission: Defines the organization's purpose, objectives, and values. ‍
• Vision: Describes the desired future state or long-term goals of the organization.

What is a mission in business?

In business, a mission refers to the fundamental purpose or reason for the existence of the organization. It outlines what the company does, who it serves, and why it operates.

What is the importance of a mission statement?

A mission statement holds immense significance for an organization:

• Identifying the purpose: A mission statement clarifies the purpose and identity of the organization, providing stakeholders with a clear understanding of its raison d'être.
• Clarifying goals: It helps in clarifying the overarching goals and objectives that the organization aims to achieve, aligning efforts towards a common vision.
• Guiding organizational direction : By providing a roadmap for decision-making and strategic planning, a mission statement ensures coherence and consistency in organizational direction.

What does a mission statement entail?

A mission statement typically comprises several key components:

1. Core values

• Defining fundamental beliefs: Articulating the core values that underpin the organization's culture and operations.
• Shaping decision-making: Demonstrating how these values guide decision-making processes and actions.
• Desired future state: Describing the envisioned future state of the organization.
• Compelling picture of success: Painting a vivid and inspiring picture of what success looks like.
• Identifying reason for existence: Clarifying the overarching reason for the organization's existence. ‍
• Articulating impact: Expressing the desired impact the organization seeks to make on its stakeholders and society.

What are the characteristics of a strong mission statement?

A robust mission statement exhibits several key characteristics:

• Clear and understandable language: Ensuring the statement is easily comprehensible to all stakeholders.
• Avoiding ambiguity: Steer clear of jargon and ambiguity to convey the message effectively.

2. Conciseness

• Brevity: Keeping the statement succinct while capturing the essence of the organization's mission.
• Highlighting essence : Articulating the core purpose and values without unnecessary elaboration.

3. Inspirational

• Motivational: Inspiring stakeholders and employees, fostering a sense of purpose and pride.
• Instilling purpose : Cultivating a shared sense of meaning and direction among all stakeholders.

4. Specificity

• Unique differentiation: Addressing the distinctive aspects that set the organization apart from competitors.
• Clear differentiation: Clearly articulating what makes the organization unique and valuable.

How to craft an effective mission statement?

Crafting an effective mission statement involves a deliberate and collaborative process:

1. Involving key stakeholders

• Engagement: Engaging employees, leadership, and other stakeholders in the formulation process.
• Alignment: Ensuring alignment with organizational values and goals throughout the crafting process.

2. Brainstorming and drafting

• Collaborative ideation: Generating ideas collaboratively to capture diverse perspectives.
• Refinement: Iterating and refining the statement to enhance clarity and resonance.

3. Review and revision

• Seeking feedback: Soliciting feedback from various stakeholders to ensure inclusivity and relevance. ‍
• Continuous improvement: Making iterative adjustments to enhance the statement's effectiveness over time.

How to write a mission statement?

To write a mission statement, one should:

• Identify the organization's purpose.
• Define its primary objectives.
• Consider the organization's values and principles.
• Keep it concise and clear.
• Involve stakeholders in the process.

How long should a mission statement be?

Ideally, a mission statement should be brief, typically ranging from one sentence to a short paragraph. It should be succinct yet comprehensive enough to capture the essence of the organization's purpose.

Employee pulse surveys:

These are short surveys that can be sent frequently to check what your employees think about an issue quickly. The survey comprises fewer questions (not more than 10) to get the information quickly. These can be administered at regular intervals (monthly/weekly/quarterly).

One-on-one meetings:

Having periodic, hour-long meetings for an informal chat with every team member is an excellent way to get a true sense of what’s happening with them. Since it is a safe and private conversation, it helps you get better details about an issue.

eNPS (employee Net Promoter score) is one of the simplest yet effective ways to assess your employee's opinion of your company. It includes one intriguing question that gauges loyalty. An example of eNPS questions include: How likely are you to recommend our company to others? Employees respond to the eNPS survey on a scale of 1-10, where 10 denotes they are ‘highly likely’ to recommend the company and 1 signifies they are ‘highly unlikely’ to recommend it.

Based on the responses, employees can be placed in three different categories:

• Promoters Employees who have responded positively or agreed.
• Detractors Employees who have reacted negatively or disagreed.
• Passives Employees who have stayed neutral with their responses.

How to create a mission statement?

To create a mission statement, an individual or organization should:

• Reflect on their purpose and values.
• Identify their long-term objectives.
• Draft a concise statement that encapsulates these elements.
• Seek feedback from relevant stakeholders.
• Revise and refine as necessary.

How to implement the mission statement?

Implementation is crucial for ensuring the mission statement's efficacy:

1. Communication

• Internal and external communication: Sharing the statement with employees and stakeholders, integrating it into organizational communications.
• Consistent messaging: Ensuring alignment between internal and external messaging to reinforce organizational identity.

2. Integration

• Decision-making : Using the mission as a guiding principle for strategic decisions and initiatives.
• Alignment: Ensuring that all organizational activities and projects are aligned with the mission's objectives.

3. Evaluation and revision

• Monitoring alignment: Regularly assessing the organization's alignment with the mission statement. ‍
• Adaptation: Making necessary adjustments to the statement as the organization evolves and grows.

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55 Personal Mission Statement Examples

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]

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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) https://helpfulprofessor.com/author/chris-drew-phd-2/ 25 Number Games for Kids (Free and Easy)
• Chris Drew (PhD) https://helpfulprofessor.com/author/chris-drew-phd-2/ 25 Word Games for Kids (Free and Easy)
• Chris Drew (PhD) https://helpfulprofessor.com/author/chris-drew-phd-2/ 25 Outdoor Games for Kids
• Chris Drew (PhD) https://helpfulprofessor.com/author/chris-drew-phd-2/ 50 Incentives to Give to Students

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What is a Mission Statement?

Examples of a mission statement.

• Microsoft's mission statement
• Corporate Finance Institute's mission statement

Why is a Mission Statement Important?

Creating a mission statement, difference between a vision and mission statement, rise of a purpose statement, additional resources, mission statement.

A mission statement is a precise statement that defines what a company does and what purpose it serves

Microsoft’s mission statement

Microsoft is an American multinational company that develops, manufactures, licenses, and sells technology products, including computer software, electronics, and personal computers. It is also one of the largest corporations in the world, alongside companies such as Apple, Inc. and Amazon.com, Inc.

Microsoft’s current mission in 2023 is:

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

The statement above is an example of a mission statement that provides a broad enough scale of scope to explain what the company does, and it is also inspirational and aspirational. It also defines Microsoft’s strategy, which is reaching out to the world and empowering all individuals and organizations.

Corporate Finance Institute’s mission statement

Our mission statement at CFI is to enhance the skills, knowledge and productivity of finance & banking professionals. This describes what we do. Our vision describes what we are aspiring to achieve, which is to be an enduring resource for finance & banking professionals.

The combination of a mission, vision , and values helps provide context about business and defines things that matter to the company. These serve a business in two important ways:

• Guiding the management team in defining & implementing strategies that reinforce the company’s identity and achieve its goals.
• Helping key stakeholders such as customers, investors, media, and employees to understand what the business does, what it is striving to achieve, why it exists, and the manner in which the company works.

A great mission statement uses simple, clear, memorable language. Complicated, long, jargon-filled statements should be avoided, as it will make it harder for people to understand the mission and feel connected to it.

When creating a mission statement for a company, it can be helpful to create answers to these questions about the business:

• What do we do?
• Why do we do it?
• Who do we do it for?
• What would happen if we did not do this?
• Why is this work important? Why does it matter?

While mission statements should be written to be as timeless and enduring as possible, it’s not uncommon to revise a mission statement as the company evolves over time. A business will review its statement periodically to ensure it captures the current mission of the company.

A vision statement describes an ideal, aspirational future state that a company wants to achieve, whereas a mission statement describes an organization’s purpose and what it does today. While there is a difference, as you look at examples, you will notice that many “vision statements” sound like “mission statements,” and the terms are sometimes even used interchangeably.

A simple way to define the difference is that a mission statement describes what a company does, and a vision statement describes the company’s highest long-term aspirational goal.

The mission statement, vision, and values are traditionally the three most common business descriptions that explain what a company does and what it aspires to achieve. In recent years, a purpose statement has also emerged in the business world and is gaining more popularity.

A purpose statement conveys a company’s reason for existence, just as the mission statement and vision do, and it also shows the connection between the brand identity and workplace culture of the company. It combines the components of a mission statement, vision, and values into a single statement to answer the question, “Why do we exist as a company?”

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What is a Mission & Why is it Important?

By Anthony Taylor - June 14, 2021

Have you ever wondered what a mission statement is and why it's important for your organization? A mission statement defines your company's purpose, guiding its decision-making and direction. Learn why having a mission statement is crucial for your organization's success. My name is Anthony Taylor, I'm the managing partner at SME Strategy.  Today I'm going to share with you what the mission is and why it's important, as it relates to your organization and your strategic planning process. As strategic planning consultants , We help organizations create and implement their strategic plans, build high performing teams and at the heart of that, is a mission or a mission statement, and I'm going to explain what it is and why it's important in this article.

Download our free Strategic Planning Workbook and get the help you need to structure your strategic planning process

So, what is a mission.

A mission or mission statement very simply is who you are. It explains what you do and who you do it for, and that's it. A mission statement explains who you are, what you do, and what you do it for. One thing you want to watch out for when creating your mission is to use words that are not  open to interpretation. So when we create a mission statement, typically during an organization's 3 day offsite facilitation , we really make sure that we focus on avoiding buzzwords and getting to the core outcomes of what your organization provides, versus using buzzwords or things that look like features. So as you look at your mission, is it similar to every other organization, could it be interpreted as any other organization's or does your mission have a word that not everybody agrees on the definition? If you don't agree on the definition of keywords in your mission, people are going to be working on different things to different degrees, and I'll get into that shortly.

Related Content: Strategic Planning Process (What is it?) The Cost of Developing a Strategic Plan (3 Tiers) 

Why is it important?

Your mission or mission statement aligns with your people and aligns your organization, and it is what will help you accomplish your vision. Your mission statement, along with other components of your strategic plan, plays a crucial role in fostering team alignment . It helps your team understand what they need to work on and what they can let go of, as the strategy involves making choices. Without alignment around the mission, your team may struggle to achieve the vision in the most efficient manner.

Having a clear mission or purpose is essential for any organization. It helps to prioritize tasks, focus energy, and maximize impact on target customers. This is especially critical for nonprofit or mission-based organizations where the mission defines the organization's values and objectives.

However, having a clear mission statement is not enough. Ensuring that everyone in the organization understands and embodies the mission is equally important. This is where stakeholder engagement comes into play. Engaging with stakeholders, such as employees, volunteers, donors, and community members, is crucial to ensure that everyone is on the same page and working towards the same goals.

In for-profit organizations, a clear mission or purpose is also important as it helps to determine where to focus energy and value creation. Without a clear mission, it can be difficult to drive the most amount of value for the customer and achieve the organization's vision.

Within your strategic plan, your mission statement is critical to everything you do as an organization. So your mission, or mission statement, is why you exist, written on paper. Use your mission to guide your people, to guide your strategy, and to guide your decision-making. Ultimately, your mission statement helps you focus on where you need to deliver maximum value and maximum impact. So you might be in a place where you totally know your mission, you know what to do, and you know how to do it - which is great. If you do have any questions about how to create a mission statement or any other part of your strategic plan.

Get a free consultation to discuss your mission planning & strategic planning needs:

So I hope this helped you better understand why you need a mission, what a mission is, and how you can use it. Be sure to subscribe to our YouTube channel if you'd like to follow more information on strategic planning facilitation and how to move it forward successfully.

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How to Write a Mission Statement + 10 Great Examples

17 min. read

Updated May 10, 2024

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

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

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

On this page

• What is a mission statement?

Mission statement or vision statement?

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

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

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

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

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

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

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

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

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

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

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

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

1. Start with a market-defining story

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

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

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

2. Define what your business does for its customers

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

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

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

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

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

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

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

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

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

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

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

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

3. Define what your business does for its employees

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

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

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

Don’t worry about being fully unique

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

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

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

You may not need to focus on employees

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

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

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

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

4. Add what the business does for its owners

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

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

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

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

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

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

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

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

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

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

Cut out general terms

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

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

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

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

• Great Mission Statements: 10 Examples

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

1. Southwest Airlines

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

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

2. Urban Outfitters

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

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

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

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

4. Starbucks

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

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

5. Walgreens

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

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

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

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

7. The Coca Cola Company

“Refresh the world. Make a difference.”

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

8. Patagonia

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

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

9. charity: water

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

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

 10. Asana

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

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

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

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