60+ Mission Statement examples to help you write your Mission Statement

In this article, we cover 1. How to write a Mission Statement 2. Mission Statements of top companies and 3. Aligning your team's daily work with Mission Statements

What is a mission statement?

A mission statement is an action-based assertion that brings forth the purpose of an organization and how they serve their customers/users/defendants. This occasionally consists of a description of the company, what it does, and its core objectives. It is not only a brief summary of the company’s purpose but also sheds light on the “what”, the “why” and the “who” and most importantly serves as guidelines for all employee and members, whose effort should strive towards the mission statement. A mission statement in short reflects a company’s values, philosophy, and competitive advantages.

​​The finest mission statements are strong messages for different audiences and an important branding statement that can bring together your clients, employees, investors, and other stakeholders under one purpose. A well-articulated mission statement is a good differentiator in a competitive marketplace and shows not just your users but also your employees the direction where your organization is headed.

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How to write a mission statement?


A good mission statement makes an attempt to answer the following four questions:

1. What does the core operation of the business/organization entail?

2. How do we go about the operations and what principles do we hold dear?

3. Who are our target audience/customers/users/beneficiaries?

4. What are the core values that we are not willing to compromise on?

A succinct, well-crafted mission statement always revolves around these four broad questions.

Steps to create a mission statement


1. Answer the Why's: Why are you in this business? What is the core purpose? What is your reason for existence?

2. Who are your customers: Identify whom do you want to serve? Why do you want to serve them? 

3. Come up with a differentiator: What makes your firm stand out from others? Why are you unique in solving these problems? What makes your organization better?

4. What is the Public Image of the brand: How do you coherently map your brand perception to its actual purpose?

5. Talk and understand: Conduct an interview with leadership and employees, likewise to understand what this company means to them?

6. Summarize your learnings: Collate all the feedback and answers to these questions and start constructing a refined summarized version of it

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Pointers to note while writing a gripping mission statement

  1. The mission statement should be credible and relevant.
  2. Your mission statement should not be over ambitious, it should be in the reach.
  3. Your mission statement should be lucid and clear. Even a 5-year-old should be able to understand its meaning.
  4. It should also be inspiring and make the efforts of an employee more meaningful.
  5. It should be unique and different from the rest of the crowd.

Mistakes to avoid while coming up with Mission statements

  1. Don’t make it boring. The mission statement should not be bland and read like a bulletin notice.
  2. Don’t use jargon and make it unnecessarily complicated.
  3. Don’t play it safe. Mission statements should have character, and personality which summarized the culture of the organization.
  4. Don’t make it too long: Stakeholders should get the message within a short duration, it should be like reading a tweet, not a novel.


How to align mission statement to your communication?

Always test out your mission statement with a focus group to make sure that it is easy to understand by everyone. Take constant feedback and don’t be afraid to make changes to the statement if others feel that it is hard to decipher.

Any organization that needs to start talking about its mission statement, needs to put it out there in public and make sure that their customers, employees, investors and all other stakeholders are aware about what they stand for.

Firms should put their mission statements on the website, advertising and marketing drafts, internal memos, and most importantly all employee onboarding training manuals. Employees should be on the same page and should strive to work towards the company’s mission. 

Make sure all your meetings and discussions ultimately revolves around your mission statement. Your aim should be to keep that as the ultimate goal and take actions that helps you fulfill the company mission.

After all, this is the mission your personnel be aligned with every day. Otherwise, they’ll come into work feeling aimless and struggling to recognize their purpose.

Mission statements for some motivation

Mission Statement of Apple
"We bring the best user experience to its customers through its innovative hardware, software, and services."
Mission Statement of Apple
Mission Statement of Nike
"We bring inspiration and innovation to every athlete* in the world. If you have a body, you are an athlete."
Mission Statement of Nike
Mission Statement of Amazon
"We strive to offer our customers the lowest possible prices, the best available selection, and the utmost convenience"
Mission Statement of Amazon
Mission Statement of Google
"Our company mission is to organize the world's information and make it universally accessible and useful."
Mission Statement of Google
Mission Statement of Starbucks
"In everything we do, we are always dedicated to Our Mission: to inspire and nurture the human spirit – one person, one cup, and one neighborhood at a time."
Mission Statement of Starbucks
Mission Statement of Walmart
"We save people money so they can live better."
Mission Statement of Walmart
Mission Statement of Facebook
"We give people the power to build community and bring the world closer together."
Mission Statement of Facebook
Mission Statement of Microsoft
"We empower every person and every organization on the planet to achieve more."
Mission Statement of Microsoft
Mission Statement of Disney
"To entertain, inform and inspire people around the globe through the power of unparalleled storytelling, reflecting the iconic brands, creative minds and innovative technologies"
Mission Statement of Disney
Mission Statement of Netflix
"We want to entertain the world. Whatever your taste, and no matter where you live, we give you access to best-in-class TV shows, movies and documentaries. Our members control what they want to watch, when they want it, with no ads, in one simple subscription."
Mission Statement of Netflix
Mission Statement of Uber
"Transportation as reliable as running water, everywhere for everyone."
Mission Statement of Uber
Mission Statement of McDonald's
"Our aim is to provide a fun and safe environment where our customers can enjoy good food made with quality ingredients at affordable prices."
Mission Statement of McDonald's
Mission Statement of YMCA
"Our mission is to build strong kids, strong families and strong communities by enriching the lives of all people in spirit, mind and body."
Mission Statement of YMCA
Mission Statement of Coca-Cola
"To refresh the world in mind, body, and spirit, to inspire moments of optimism and happiness through our brands and actions, and to create value and make a difference."

Mission Statement of Coca-Cola
Mission Statement of Pepsi
"To provide consumers around the world with delicious, affordable, convenient and complementary foods and beverages from wholesome breakfasts to healthy and fun daytime snacks and beverages to evening treats."
Mission Statement of Pepsi
Mission Statement of Wells Fargo
"We want to satisfy all of our customers' financial needs"
Mission Statement of Wells Fargo
Mission Statement of NASA
"As explores, pioneers, and innovators, we boldly expand frontiers in air and space to inspire and serve America and to benefit the quality of life on Earth."
Mission Statement of NASA
Mission Statement of Johnson and Johnson
"We will delight our consumers, treating each person who contacts us as if they are our only consumer, providing them with a response which is evidence of our interest and that leaves them with the clear understanding that they are important to us."
Mission Statement of Johnson and Johnson
Mission Statement of IBM
"To lead in the creation, development, and manufacture of the industry's most advanced information technologies, including computer systems, software, networking systems, storage devices, and microelectronics."
Mission Statement of IBM
Mission Statement of Deloitte
"Our mission is to help our clients and our people excel. We are one of the world's leading business advisory organizations. Our size, strength and resources will help us carry out our mission now and in the future."
Mission Statement of Deloitte
Mission Statement of FedEx
"Connecting people with goods, services, ideas and technologies creates opportunities that fuel innovation, energize businesses and lift communities to higher standards of living. At FedEx, we believe that a connected world is a better world, and that belief guides everything we do"

Mission Statement of FedEx

Mission Statement of IKEA

"Our business idea supports this vision 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."
Mission Statement of Ikea
Mission Statement of Toyota
"To make ever-better cars, to build a future where everyone has the freedom to move"
Mission Statement of Toyota
Mission of Zara
"Give customers what they want, and get it to them faster than anyone else"
Mission of Zara
Mission of Tesla
"To accelerate the world's transition to sustainable energy."
Mission of Tesla
Mission and Vision of Adidas
"To be the global leader in the sporting goods industry with brands built on a passion for sports and a sporting lifestyle."
Mission and Vision of Adidas
Mission Statement of Tesco
"We make what matters better, together."
Mission Statement of Tesco
Mission Statement of Sony
"To be a company that inspires and fulfils your curiosity. Our unlimited passion for technology, content and services, and relentless pursuit of innovation, drives us to deliver ground-breaking new excitement and entertainment in ways that only Sony can."
Mission Statement of Sony
Mission Statement of Gucci
"To become the leader in luxury market at worldwide level."
Mission Statement of Gucci
Mission Statement of Dell
"To be the most successful computer company in the world at delivering the best customer experience in markets we serve. In doing so, Dell will meet customer expectations of the Highest quality."
Mission Statement of Dell
Mission Statement of Woolworths
"To deliver the best in convenience, value and quality for our customers"
Mission Statement of Woolworths
Mission Statement of LinkedIn
"Connect the world's professionals to make them more productive and successful."
Mission Statement of LinkedIn
Vision and Mission of BMW
"To become the world's leading provider of premium products and premium services for individual mobility."
Vision and Mission of BMW
Mission Statement of Louis Vuitton
"The mission of the LVMH group is to represent the most refined qualities of Western "Art de Vivre" around the world. LVMH must continue to be synonymous with both elegance and creativity"
Mission Statement of Louis Vuitton
Mission Statement of Jet blue
"To inspire humanity — both in the air and on the ground."
Mission Statement of Jet blue
Mission Statement of Ted
"Spread ideas"
Mission Statement of Ted
Mission Statement of PayPal
"To build the web’s most convenient, secure, cost-effective payment solution."
Mission Statement of PayPal
Mission Statement of Asana
"To help humanity thrive by enabling all teams to work together effortlessly."
Mission Statement of Asana
Mission Statement of Nordstrom
"To give customers the most compelling shopping experience possible."
Mission Statement of Nordstrom
Mission Statement of Amex
"We work hard every day to make American Express the world’s most respected service brand."
Mission Statement of Amex
Mission Statement of Patagonia
"Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis."
Mission Statement of Patagonia
Mission Statement of Prezi
"To reinvent how people share knowledge, tell stories, and inspire their audiences to act."
Mission Statement of Prezi
Mission Statement of Alibaba
"To make it easy to do business anywhere."
Mission Statement of Alibaba
Mission Statement of Twitter
"To give everyone the power to create and share ideas and information instantly, without barriers."
Mission Statement of Twitter
Mission Statement of BBC
"To enrich people’s lives with programmes and services that inform, educate and entertain."
Mission Statement of BBC
Mission Statement of Forbes
"To deliver information on the people, ideas and technologies changing the world to our community of affluent business decision makers."
Mission Statement of Forbes
Mission Statement of Intel
"Utilize the power of Moore’s Law to bring smart, connected devices to every person on earth."
Mission Statement of Intel
Mission Statement of Philips
"Improving people’s lives through meaningful innovation."
Mission Statement of Philips
Mission Statement of Adobe
"To move the web forward and give web designers and developers the best tools and services in the world"
Mission Statement of Adobe
Mission Statement of Red Hat
"To be the catalyst in communities of customers, contributors, and partners creating better technology the open source way."
Mission Statement of Red Hat
Mission Statement of 3M
"To Improve Every Life through Innovative Giving in Education, Community and the Environment."
Mission Statement of 3M
Mission Statement of Whole foods
"Our deepest purpose as an organization is helping support the health, well-being, and healing of both people — customers, Team Members, and business organizations in general — and the planet."
Mission Statement of Whole foods
Mission Statement of the United Nations
"The maintenance of international peace and security."
Mission Statement of the United Nations
Mission Statement of Ferrari
"To make unique sports cars that represent the finest in Italian design and craftsmanship, both on the track and on the road."
Mission Statement of Ferrari
Mission Statement of American Red Cross
"The American Red Cross prevents and alleviates human suffering in the face of emergencies by mobilizing the power of volunteers and the generosity of donors."
Mission Statement of American Red Cross
Mission Statement of Spotify
"Our mission is to unlock the potential of human creativity — by giving a million creative artists the opportunity to live off their art and billions of fans the opportunity to enjoy and be inspired by it."
Mission Statement of Spotify
Mission Statement of Zappos
"To provide the best customer service possible. Deliver WOW through service."
Mission Statement of Zappos
Mission Statement of Wix
"Create your own professional web presence—exactly the way you want."
Mission Statement of Wix
Mission Statement of Airbnb
"To create a world where anyone can belong anywhere and we are focused on creating an end-to-end travel platform that will handle every part of your trip."
Mission Statement of Airbnb
Mission Statement of Shopify
"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 of Shopify
Mission Statement of Anheuser – Busch
"We are a company that brings people together for richer conversations, sweeter celebrations and stronger communities. We embody the time-honored traditions of brewing great beer while constantly innovating to drive the industry forward. We strive for excellence in everything we do."
Mission Statement of Anheuser – Busch
Mission Statement of Johnnie Walker
"We are determined to make our whisky, so far as quality is concerned, of such a standard that nothing in the market shall come before it."
Mission Statement of Johnnie Walker
Mission Statement of Lululemon
"To elevate the world from mediocrity to greatness."
Mission Statement of Lululemon
Mission Statement of World Wildlife Fund
"The mission of World Wildlife Fund is to conserve nature and reduce the most pressing threats to the diversity of life on Earth."
Mission Statement of World Wildlife Fund


Conclusion


A quality mission statement is simple yet powerful. It summarizes the what, how and the why? A good mission statement cannot only inspire, but radically change your organization for the good. It supplies a sincere motive for your business and serves as a war cry in hard times. A quality mission statement should be coherent with company philosophy and culture.

FAQs


1. Why are mission statement important?

  1. They give organization a unique purpose and identity
  2. They help build a strong culture around a common set of goals
  3. They motivate employees to look at the bigger picture
  4. It attracts relevant talent who resonate with the purpose of the company
  5. It acts as a guiding principle to novel challenges the organization would face


2. Mission statement vs vision statement?

Mission statement is relevant at present since it summarizes the current purpose -  what the organization does? Where it is today? While the vision statement purports where you’d want to be in the future.

The vision statement is aspirational and answers questions like: What are the dreams of the organization? What are the difficult problems we wish to solve in the future? What are we going to change? Et al.

3. How long should a mission statement be?


While there isn’t exactly a rule that mission statements are supposed to be of certain length, it is ideal to keep it below 150 characters, since the message will be lost if it is too long. Getting the point across is more important and should be given priority.

4. Are mission statements outdated?

Not at all, but their effectiveness has changed. Rather than being a destination, they have become a guide. They have evolved from once being the benchmark of success to simply being a way of communicating goals, helping organizations focus on important aspects and keeping individuals motivated in the effort to fulfil those goals. Mission statements also often refer to the organization's values and may outline different ways of going about achieving its aims. In short, it is accepted that mission statements are essentially directions for organizations or individuals to follow.


5. Can mission statement be changed?

A mission statement doesn't need to be set in stone. In fact, sometimes the mission statement should be changed. For example, if an organization undergoes a change (such as an organizational restructuring or mergers), it may be helpful to modify the existing mission statement to reflect those changes. Mission statement needs to be revised, amended or changed if the business changes. Many organizations change the mission statement at times and try to align the new mission statement with their strategies. They are just guiding principles i.e. your intentions or aims, which can change and reflect with the times.


6. How can mission statement help an organization succeed?

Mission statement serves a very important purpose for any organization. It helps an organization to communicate their mission throughout the organization itself. A well structured, carefully prepared and reviewed mission statement will provide guidance for an organization to become successful and achieve organizational objectives. It’ll also act like a compass on the journey to success. A strong mission statement will give an organization the solid foundation it needs to succeed. It provides a guide to staff and stakeholders that makes everyone’s job easier, and it allows everyone in the organization to work with a common purpose. A well-defined mission statement ensures clarity in actions, goals, and tasks. It even serves as a guiding star for new team members as they orient themselves around the organization’s successes, failures, wants and needs.


7. How mission statement guide the strategy hierarchy?

The mission statement guides and sustains leadership focus on the organization’s reason for existence. The strategic hierarchy continually determines and refines what the organization will do to achieve its mission. The purpose of a mission statement is to allow people to understand clearly how they are tied into the strategic plan, and how their daily activities fit into the grander scheme of things. The mission statement helps people know their role in the organization, and helps them know what they are working towards.


8. What is a personal mission statement?

A personal mission statement is a written record of your mission in life. It states the goals you want to accomplish and how you plan on achieving them. A good personal mission statement will to give you a better understanding of your niche and what it is that makes you unique. It doesn’t need to be complicated and includes everything you want life to be about. This is not only for future professionals, or even current ones, but for anyone who could use some guidance on where to take things next in their life. Most people have dreams that are floating around in the back of their mind but never actually get down on paper or get things moving in the direction they want with that particular goal or task. These can bring your feelings and ideas into perspective when it comes to planning your future and charting a course with regards to all aspects of your life.


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