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Mission statement examples: 16 of the best to inspire you

• 15 Jun 2021

More than just a planning exercise, a mission statement focuses your leadership team, inspires employees, and communicates your core values to the larger world.

All in a single sentence. Magic.

A mission statement is one of the most important documents in your company’s arsenal, but it’s also one of the most difficult to craft. We’ve gathered 16 of the best company mission statement examples to help get your creativity flowing.

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What is a mission statement?

A mission statement sums up the core of who your company is and why it exists. It’s  raison d’etre , if you want to get fancy and speak a little French.

Company mission statements are typically short and sweet, only a sentence or two. And the best mission statements are anything but boring.

When done right, your company’s mission statement acts as a powerful driver that informs every aspect of your organization, from daily operations, to customer loyalty, to employee satisfaction. When done wrong, a mission statement is just another line of jargon everyone pretty much ignores.

Take the Starbucks company mission statement as an example:  To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.

Starbucks could have said:  To challenge the predominant infrastructure of coffee culture and develop a network of coffeehouses in every major market.

Did your eyes glaze over on that second one? Ours too. While technically true, our made-up example of a company mission statement is full of dreaded corporate-speak. It belongs deep in the bowels of a strategic plan, not as it’s headline.

On the other hand, the real Starbucks mission statement makes us want to be a part of it all. And even more than that, it conveys a sense of the beating heart behind the company.

The best mission statements do just this — clearly convey a company’s reason for existing, in language that is exceedingly human.

Mission statements vs. vision statements — what’s the diff?

It’s easy to confuse vision statements and mission statements. But there are a few important differences.

A vision statement is aspirational. It outlines where your company strives to be in the future — whether that is one year from now or ten. In contrast, a mission statement spells out where your company is right now.

Think of your company’s vision statement as a long-term goal post. The end point towards which you are working. If your vision statement is a goal post, then your mission statement is what drives you toward that goal post.

Why your company mission statement is important

You’ll probably write your company mission statement during your strategic planning because it’s a valuable tool that helps your leadership team make big-picture decisions. Chances are, you’ll even look at examples of other company mission statements to help you craft your own.

But the purpose of a mission statement goes far beyond strategic planning.

Consumers value mission-driven companies

It’s no secret that today’s consumer values a company with, well, values. These values don’t have to be centered around saving the world. But they do need to be clear, focused, and genuine.

A 2020 study  by global communications agency Zeno Group found that if consumers think a company has a strong purpose, they are:

• 4 times  more likely to purchase from the company
• 4.5 times  more likely to recommend the company to family and friends
• 6 times  more likely to defend the company in the wake of public criticism

Think about this in terms of your personal life. The more you connect with a person, the more likely you are to invite them over for coffee, introduce them to your other friends, and come to their defense. The same is true for the companies we buy from.

We humans value connection and a shared sense of purpose. All things equal, your company’s mission statement can be a powerful differentiator.

Employees want a sense of purpose

Just as your company mission statement makes an impact on consumer sentiment, the same can be said about employee sentiment.

According to a recent Gallup poll  Gen Z and millennials (who make up nearly half of the full-time workforce in the US) value belonging to a company with a strong moral compass. They appreciate ethical leadership, and they want to know that their own work has a positive impact on the world at large.

The more effectively human resources and the rest of the leadership team communicates the company’s mission to rank and file employees, the better.

But it doesn’t stop there. It is equally important to put your money where your mouth is, so to speak. If your company mission places value on the environment, do you give your employees opportunities to act upon these values in their everyday work life?

The most effective company mission statements are clear and actionable, from the products a company makes all the way down to the food in the employee cafeteria.

How to write an effective mission statement without a lot of headache

Understanding mission statements is one thing. Actually sitting down to write your company’s own mission statement is quite another.

But if you take the time to do it right, the process is a really useful exercise. Think of this as a chance to clarify and fine tune your purpose so you can point the company in the right direction for years to come.

Brainstorming your company mission statement

To get started, gather your leadership team and brainstorm answers to these four questions. If you are the solo founder of a fledgling company, gather key stakeholders or a handful of your professional mentors instead.

Aim for a short paragraph on each question.

• Why does our company exist?
• What value do our products or services bring to consumers?
• What core beliefs guide our work?
• What makes our company different, better, or more inspiring than our competitors?

After you brainstorm answers to these questions, review your answers and highlight the concepts that are central to your company. You might also pick a few company mission statement examples from businesses you admire and use those to help guide you.

If this brainstorming discussion took place with a group of people, now’s the time to send one or two individuals off to winnow the answers down to a couple of sentences.

Task this pair with writing several drafts of a mission statement, so the final decision makers have choices to work with.

This group process might seem cumbersome, but remember, your company mission statement is a core document. It should reflect the thought processes of as many stakeholders as possible.

Finalizing your work

After you land on a mission statement, do one final check to make sure it meets these criteria:

Plausibility:  Your mission statement is big-picture, but it should ultimately tie back to your everyday business operations. At least in a broad sense.

Readability:  No corporate speak or jargon. Avoid unnecessarily big words or complex sentences. Keep it simple.

• Voice:  Now isn’t the time to be dry and boring. Use language that’s active and compelling. Your mission statement should reflect the unique voice and culture of your company.

Pro-tip:  Give your mission statement more reach by creating both a text and video version. The video can be simple, just an eye-catching background, animated text, and a soundtrack.

Include your mission statement video as part of hiring announcements or other  HR video communications . Or send it over to your marketing team to use as a Facebook cover, website content, and more.

Company mission statement examples: 16 of the best

How do other leading companies tackle their mission statements? We searched far and wide for the best company mission statement examples.

1. Starbucks: Inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.

The Seattle-based coffee giant originated in 1971 and has since become ubiquitous around the world.

Starbucks mission statement :   Inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.

Why it works:  We touched on the Starbucks mission statement earlier, but we’ll elaborate more here. We included this example of the Starbucks company mission statement because it works well for two reasons: it’s ambitious without being overreaching, and it uses down-to-earth language.

Inspiring and nurturing the human spirit isn’t directly related to coffee. But considering the role the company played in reviving coffee house culture in the US, the human spirit and a sense of community doesn’t seem like too big of a stretch. The second part of the statement is exceedingly tangible. It paints a small-scale picture of the company and its work.

2. Honest Company: Meaningful transparency and thoughtful design. We’re on a mission to change the world, one product at a time.

Honest Company made headlines when it went public in mid-2021, with founder Jessica Alba as the youngest-ever Latina to list a company on the New York Stock Exchange.

Honest Company mission statement :   Meaningful transparency and thoughtful design. We’re on a mission to change the world, one product at a time.

Why it works:  As a company committed to creating “clean” baby products, a mission of meaningful transparency and thoughtful design is two-fold. It’s a necessary part of their business practices, and it also speaks to consumers looking for a higher standard in their products.

Being on a “mission to change the world” might be a bit of a stretch. But considering the  baby products market  is projected to be worth $88.72 billion US dollars worldwide by 2026, maybe it isn’t such a huge stretch after all.

3. Patagonia: We’re in business to save our home planet

The outdoor apparel and equipment company is known for its social and environmental activism.

Patagonia mission statement :   We’re in business to save our home planet.

Why it works:  Patagonia is often used as a good company mission statement example, and for a reason. Although it’s wildly lofty, the company really does put their money where their mouth is.

Patagonia originally began as a scrappy company specializing in steel pitons for rock climbing. But when the founders realized their gear damaged the rock face they so loved, they pivoted to low-impact aluminum chocks.

From the moment Patagonia pivoted to aluminum chocks, it became an environment-first company with far-reaching efforts built into every aspect of their business practices.

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

The software giant is currently valued at  approaching $2 trillion .

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

Why it works:  Notice, Microsoft’s company mission statement makes no mention of software, or PCs, or technology at any level.

This isn’t to say the company is focused on something other than tech. But by concentrating on the “why” not the “what” of the business, this mission statement example remains flexible and agile. No matter where the market moves, Microsoft aims to increase productivity with it’s products.

5. Square: Everyone should be able to participate and thrive in the economy.

Square’s point-of-sale and online payment platforms came out on top during the pandemic. But even before that time, the company was a leader in POS products.

Square mission statement :   Everyone should be able to participate and thrive in the economy.

Why it works:  The company’s extended mission statement goes on to say: No one should be left out of the economy because the cost is too great or the technology too complex.

Similar to Microsoft’s mission statement, Square leaves room for agility here. It aims to produce simple, low-cost payment products, regardless of where the market takes it. We also appreciate Square’s focus on who the company serves and why.

6. Pinterest: Bring everyone the inspiration to create a life they love.

Ah, Pinterest. Inspiration central for crafters everywhere, but also a valuable tool for businesses looking for new marketing platforms.

Pinterest mission statement :   Bring everyone the inspiration to create a life they love.

Why it works:  More than the words it uses, we appreciate how Pinterest discusses the ways its mission evolved along with the company.

According to Pinterest, the platform was originally conceived as “a tool to help people collect the things they were passionate about online.” It quickly became clear that people most enjoy using the site to get inspiration from others. And with this, Pinterest’s current mission was born.

7. Target: Help all families discover the joy of everyday life

Fun fact: According to Target’s website, 75% of the US population lives within 10 miles of a store. And why not? Everyone loves a trip to good old Target.

Target mission statement :   Help all families discover the joy of everyday life.

Why it works:  This company mission statement example is equal parts broad and super-specific, depending on how you look at it.

It speaks to Target’s affordable products, geared toward everyday people. But this mission statement can also easily extend to the company’s focus on community giving, corporate responsibility, and creating a positive employee experience.

8. Southwest Airlines: Connect people to what’s important in their lives through friendly, reliable, and low-cost air travel

The smallest of the “big four” US airlines, Southwest is known for its friendly crew and affordable ticket prices.

Southwest Airlines mission statement :   Connect people to what’s important in their lives through friendly, reliable, and low-cost air travel.

Why it works:  Maybe you can chalk it up to the company’s southern roots, but Southwest consistently ranks high for customer service. Its mission of connecting people to what’s important in their lives touches on this value.

Southwest sees itself as doing more than just moving people from point A to point B.

9. Spotify: To unlock the potential of human creativity — by giving a million creative artists the opportunity to live off their art and billions of fans the opportunity to enjoy and be inspired by it

The Swedish audio streaming platform currently has 356 million users across 178 markets.

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

Why it works:  We included this example because, technically speaking, this is a mission statement and a vision statement combined into one.

When you write your mission statement, it’s important not to confuse the two. But for marketing purposes, wrapping a mission statement and a vision statement up into one shiny package sometimes works very well.

10. Google: Organize the world’s information and make it universally accessible and useful

This one needs no introduction. After all, to Google is officially listed in Merriam-Webster as a transitive verb. If that isn’t a sign of a powerful company, we don’t know what is.

Google mission statement :   Organize the world’s information and make it universally accessible and useful.

Why it works:  Google’s effectiveness is centered around its algorithms. At its heart, an algorithm is a system for organizing information. So Google pretty much nailed it here.

We also appreciate the focus on making information “universally accessible and useful.” Google is arguably the most powerful search engine in the world, yet it’s simple enough for anyone to use. Universally accessible and useful sums that up nicely.

11. Nike: Bring inspiration and innovation to every athlete in the world. If you have a body, you are an athlete

The Oregon-based footwear, apparel, and sports equipment company was founded in 1964 and is now synonymous with athletics.

Nike mission statement :   Bring inspiration and innovation to every athlete in the world. If you have a body, you are an athlete.

Why it works:  We admit, we like the asterisk more than we like the actual mission statement. Nike outfits some of the biggest names in professional sports, but its mission specifies “if you have a body, you are an athlete.” The word “inclusion” doesn’t appear in the company’s mission statement, but it says it — and then some — in so many words.

12. CVS: Helping people on their path to better health

Founded as a drugstore in 1963 by brothers Stanley and Sidney Goldstein and partner Ralph Hoagland, CVS bills itself as a “health care innovation company that is reinventing pharmacy.”

CVS mission statement :   Helping people on their path to better health.

Why it works:  This isn’t one of the most inventive examples of a company mission statement, and it also seems somewhat obvious for a drugstore. But CVS embodies its mission in some pretty bold ways. In 2014, it became the  first national pharmacy in the US  to stop selling cigarettes and tobacco products.

13. Harley Davidson: More than building machines, we stand for the timeless pursuit of adventure. Freedom for the soul

Harley-Davidson was founded in Milwaukee in 1903, and it remains one of the most popular motorcycle brands.

Harley Davidson mission statement :   More than building machines, we stand for the timeless pursuit of adventure. Freedom for the soul.

Why it works:  Harley-Davidson is known not only for its iconic design and distinctive engine sound, but also for the unique subculture of Harley riders.

Although Harley enthusiasts might balk at the idea, the company is as much a lifestyle brand as it is a motorcycle manufacturer. And that lifestyle delivers just what is promised in the company’s mission statement: adventure and freedom. And a whole lot of leather.

14. Dove: Help women everywhere develop a positive relationship with the way they look, helping them raise their self-esteem and realize their full potential

What started as a single product — the Dove Beauty Bar — grew into a major line of personal care products used by women around the world.

Dove mission statement :   Help women everywhere develop a positive relationship with the way they look, helping them raise their self-esteem and realize their full potential.

Why it works:  The company’s mission statement combines seamlessly with their vision statement, which says, “We believe beauty should be a source of confidence, and not anxiety.”

Dove delivers on this promise with its far-reaching body positivity campaigns, research initiatives, and self-esteem projects.

15. Livestrong: Which everyday cancer problem will we fix today?

Livestrong is a nonprofit organization that supports people living with or affected by cancer.

Livestrong mission statement :   Which everyday cancer problem will we fix today?

Why it works:  Because selling products and services to consumers isn’t part of the equation, nonprofit mission statements differ from those of their for-profit counterparts. But we included Livestrong here, because it has such a unique mission statement.

Very few mission statements are in the form of a question. This was very intentional on the part of Livestrong. As the company puts it on their mission page, “We have a Mission Question, not a Mission Statement, because we believe that we can only achieve the best solutions through asking the right questions.”

16. TED: Spread ideas.

The media company solicits keynote-style talks from some of the best minds and makes these available, for free, via video and through their podcast,

Ted mission statement :   Spread ideas.

Why it works:  This is another company mission statement example that makes the rounds on the best-of lists. You can almost imagine the lengthy thought process that transpired as TED execs winnowed their mission statement down to just two words. Two words! But that’s all they need.

This mission statement doesn’t say they are “creating opportunities for…” or “gathering the brightest minds to…” They do all of these things as well. But at the very core of the organization, their mission is to spread ideas.

In those two words, they say it all.

FAQs about company mission statements

These company mission statement examples are just a sample of what’s possible when a company really takes the time to craft a thoughtful mission statement. To help you write yours, here are answers to some of the most frequently asked questions about mission statements.

What should a company mission statement include?

A company mission statement should include one or two strong, well-written sentences that talk about why a company exists, the value it brings to its customers, the core beliefs that drive its work, and what sets it apart from other companies doing similar work.

What are the 3 parts of a mission statement?

The three parts of a mission statement are:

• Mission and purpose:  the main reason a company exists. Its purpose in a broad sense.
• Values:  the core values that drive everyday decisions and behavior in the company.
• Goals:  what the company hopes to achieve by sticking close to its mission and values.

What is a strong mission statement?

A strong mission statement is short and actionable. The strongest company mission statements are written in accessible language (no corporate speak) that reflects a company’s unique culture and voice. A good mission statement is lofty, but also ties back to a company’s everyday business practices.

What is Coca Cola’s mission statement?

Coca Cola’s mission statement is  “to refresh the world in mind, body, and spirit, to inspire moments of optimism and happiness through our brands and actions, and to create value and make a difference.”

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How to Write a Mission Statement + 10 Great Examples

16 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.

See why 1.2 million entrepreneurs have written their business plans with LivePlan

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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35 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.”

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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52 mission statement examples that rock + free mission guide.

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

What is a mission statement and its purpose?

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

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

What are the benefits of a mission statement?

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

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

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

What makes a great mission statement?

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Anatomy of an Effective Mission Statement

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

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

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

Every mission statement must have these five basic elements:

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

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

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

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

Vision statement.

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

Mission Statements

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

Values Statements

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

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

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

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

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

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

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

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

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

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

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

52 Mission Statement Examples

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

Example Mission Statements for For-Profit Companies

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Example mission statements for non-profits.

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

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

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

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

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

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

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

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

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

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

Mission Statement Examples for Software Companies

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

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

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

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

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

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

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

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

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

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

Example Mission Statements for Healthcare Organizations

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

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

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

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

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

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

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

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

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

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

Mission Statement Examples for Governments and/or Government Entities

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

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

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

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

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

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

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

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

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

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

What are the 5 components of a mission statement?

What is the purpose of a mission statement?

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

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Small Business Trends

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

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

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

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

Table of Contents

30 Amazing Mission Statement Examples

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

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

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

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

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

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

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

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

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

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

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

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

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

The Walt Disney Company

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

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

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

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

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

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

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

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

Ben & Jerry’s

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

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

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

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

“To drive human progress through freedom of movement.”

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

General Electric

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

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

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

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

Procter & Gamble

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

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

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

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

Southwest Airlines

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

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

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

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

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

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

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

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

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

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

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

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

American Express

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

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

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

Universal Health Services, Inc.

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

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

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

What is a Mission Statement?

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

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

Why Your Company’s Mission Statement is So Important

A mission statement is essential for businesses for several reasons:

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

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

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

How to Write a Good Mission Statement

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

Determine Your Company’s Purpose

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

Identify Your Target Audience

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

Define Your Company’s Core Values

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

 Summarize Your Mission Statement

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

Common Mistakes to Avoid Writing Your Company’s Mission Statement

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

Being too Broad or Generic

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

Focusing too Much on Profits

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

Being too Long or Complex

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

Benefits of Having a Mission Statement

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

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

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

Challenges of Developing a Mission Statement

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

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

Mission Statements vs. Vision Statements

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

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

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

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

Use this Mission Statement Template to Create Your Own

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

Define Your Company’s Purpose

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

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

Consider Your Values

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

Draft a Statement

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

Revise and Refine

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

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

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

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

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

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

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

The Template in Action

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

Target audience

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

We value creativity, professionalism, and exceptional customer service.

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

The final version of a mission statement

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

Integrating Your Mission Statement into Business Operations

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

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

Start Writing Your Mission Statement Today!

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

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

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

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

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

Image: Envato Elements, Depositphotos

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35 Vision And Mission Statement Examples That Will Inspire Your Buyers

Published: February 28, 2024

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

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

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

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

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

Table of Contents

What is a mission statement?

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

• Mission vs Vision Statements

Mission and Vision Statement Template

Best mission statement examples.

• Best Vision Statements Examples

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

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

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

What makes a good mission statement?

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

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

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

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

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

A memorable company mission makes your product more noteworthy.

What are the three parts of a mission statement?

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

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

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

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

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

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

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

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

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

2. Identify the company’s core values.

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

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

• Empathetic.
• Remarkable.
• Transparent.

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

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

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

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

4. Condense these statements into one.

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

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

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

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

5. Refine your mission statement.

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

• Free of fluff.

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

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

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

What makes a good vision statement?

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

What are the three parts of a vision statement?

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

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

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

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

Mission Statement vs. Vision Statement

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

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

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

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

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

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

100 Mission Statement Examples & Templates

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

• 100 real examples
• 10 industries
• Instructions & guidelines
• 10 free templates

You're all set!

Click this link to access this resource at any time.

10. Cradles to Crayons : Provides children from birth through age 12 living in homeless or low-income situations with the essential items they need to thrive — at home, at school, and at play.

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BUSINESS STRATEGIES

21 powerful mission statement examples that stand out

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

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

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

What is a mission statement?

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

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

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

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

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

Tips for creating a great mission statement

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

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

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

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

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

Mission statement vs. vision statement

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

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

Best mission statement examples

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

American Red Cross

Peace Corps

The Walt Disney Company

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

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

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

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

03. TED : “Spread ideas.”

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Common mission statement mistakes to avoid

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

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

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

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

What to do with your mission statement

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

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

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

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

Does the mission statement still accurately reflect our purpose?

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

Is the mission statement still relevant to our current goals?

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

Mission statement examples FAQ

What is a good mission statement example.

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

Here are some examples of good mission statements:

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

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

Ted: “Spread ideas.”

What are the 3 parts of a mission statement?

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A mission statement serves as a brief, crystal-clear proclamation of what an organization aims to achieve. It’s like a beacon, showing the way and ensuring the organization stays on track. A finely crafted mission statement not only aids in making decisions but also establishes clear expectations. 

Keep reading to discover the elements of a powerful mission statement, learn how to create one, and find real-world mission statement examples for inspiration as you craft your own.

What Is a Mission Statement?

A mission statement is like a concise summary that explains why a company exists, what it wants to achieve, what it sells (products or services), who its main customers are, and where it operates. It’s like a mini roadmap for the company’s direction and purpose and is often part of a business plan .

When you look at a mission statement, you can figure out what the company is all about. It tells you what they’re trying to do, what they’re offering to people, who they’re trying to help or sell to, and where they’re doing it.

For instance, imagine a company that makes eco-friendly cleaning products. Their mission statement might say something like, “We exist to create effective cleaning products that are good for the planet, families, and a healthier future. Our focus is on making natural, non-toxic cleaners for environmentally-conscious consumers in the United States.” This tells you their purpose (eco-friendly products), their target audience (people who care about the environment), and where they’re operating (the U.S.).

What’s the Difference Between a Mission Statement and a Vision Statement?

A mission statement and a vision statement are two distinct but interconnected components that play crucial roles in shaping an organization’s identity and direction.

Mission Statement: This statement outlines the fundamental purpose and goals of an organization. It’s like the company’s present-day “raison d’être,” explaining why it exists and what it aims to accomplish. It provides a clear picture of the organization’s core values, primary activities, target audience, and the products or services it offers. The mission statement is focused on the here and now, describing the company’s identity and primary business activities.

Vision Statement: While the mission statement deals with the present, the vision statement looks to the future. It describes the desired future state or aspirations that the organization is striving to achieve. The vision statement paints a vivid picture of what the organization hopes to become or accomplish in the long term. It serves as a source of inspiration and a guiding light for the organization’s growth and development, giving employees and stakeholders a shared sense of purpose.

Why Is Having a Mission Statement Important?

Having a mission statement is important for several reasons:

• Direction and Focus: A mission statement provides clarity about the organization’s purpose and goals. It helps everyone within the organization understand what they’re working towards, fostering a sense of unity and shared objectives.
• Goal Setting: The mission statement serves as a foundation for setting specific, measurable goals. It helps organizations align their actions with their overarching purpose, ensuring that all efforts contribute to the larger mission.
• Expectations: A well-crafted mission statement sets expectations for the organization’s behavior and activities. It helps stakeholders, including employees, customers, and investors, understand the organization’s values and what it stands for.
• Decision-Making: When faced with important decisions, an organization can refer to its mission statement to ensure that choices align with its core purpose and values. This prevents drifting off course or making choices that don’t fit the organization’s identity.

How Long Should a Mission Statement Be?

A mission statement for your business should be brief, around 100 words or one to three sentences. Avoid lengthy essays about your company’s origin or vision—save that for the “about us” page. Instead, focus on direct, purposeful content that works like a subheading for your company.

View your mission statement as a powerful branding tool . Condense the core purpose of your company into a few memorable sentences or even less. 

How to Write Mission Statement for Your Business?

Writing a mission statement requires careful thought and consideration. Follow these steps to craft an effective mission statement for your business:

• Understand Your Purpose: Clearly define the primary purpose of your organization. What does your business aim to achieve? What problems do you solve or needs do you fulfill for your customers?
• Identify Your Core Values: Think about the fundamental principles that guide your business. What values are essential to your company’s identity and operations?
• Consider Your Audience: Who are your primary customers or stakeholders? Tailor the mission statement to resonate with your target audience.
• Be Clear and Concise: Keep your mission statement brief and easy to understand. Avoid jargon or overly complex language. Use simple and direct wording.
• Focus on Impact: Describe the positive impact you want to make. How will your products or services benefit your customers or society as a whole?
• Make it Inspiring: While the mission statement is grounded in reality, it should also inspire and motivate. Express a sense of purpose that energizes both your team and your customers.
• Draft and Refine: Start by writing a draft of your mission statement. Review and refine it to ensure that every word contributes to its clarity and impact.
• Solicit Feedback: Share the draft with key stakeholders, including employees, partners, or trusted advisors. Gather feedback to make sure the statement resonates with others and accurately represents your business.
• Revise and Finalize: Based on the feedback received, make any necessary revisions to create a final version that encapsulates your organization’s core purpose, values, and impact.
• Use It: Once you have a final mission statement, use it as a guiding light for your business. Make sure it’s prominently displayed on your website, in your marketing materials, and shared with your team. Use it to make strategic decisions that align with your mission.

20 Best Business Mission Statement Examples

Mission Statement: Cultivating brand loyalty through emotional connections and a winning mission statement, making customers and employees proud, respected, and trusted.

Explanation: Clarks understands that creating a strong brand loyalty involves more than just quality products. They emphasize forging emotional connections with customers and employees alike. This connection is reinforced by a compelling mission statement, reflecting shared values, and creating a sense of pride, respect, and trust for everyone associated with Clarks Companies N.A.

2. Swarovski

Mission Statement: Attracting and retaining top talent through high-quality products, exceeding customer desires, inspiring colleagues with innovation, and expanding market leadership.

Explanation: Swarovski recognizes that strong mission statement not only attracts customers but also the best talent. By focusing on delivering high-quality products that surpass customer expectations, they build a reputation that attracts and retains top-tier employees. Their mission also includes fostering a culture of innovation and continually striving to expand their leadership in the market.

3. Patagonia

Mission Statement: Standing out from competitors by building the best products, causing no unnecessary harm, and using business to inspire solutions to the environmental crisis.

Explanation: Patagonia’s mission statement highlights their commitment to environmental responsibility while producing exceptional products. They aim to differentiate themselves by crafting the best products while minimizing their ecological footprint. They also view business as a platform to inspire positive solutions for the environmental challenges we face.

4. Full Cast Audio

Mission Statement: Competing with big brands by creating great recordings of wonderful books with a full cast of actors, pioneering a new way to experience authors’ intent.

Explanation: Full Cast Audio’s mission is to disrupt the traditional audiobook market dominated by single narrators. They use the power of a full cast of actors to bring books to life in an innovative way, providing listeners with an immersive experience. By doing so, they position themselves to compete effectively with larger players in the industry.

Mission Statement: Shaping the future of the Internet by creating unprecedented value and opportunities for customers, employees, investors, and ecosystem partners.

Explanation: Cisco’s mission extends beyond providing network solutions; they aim to have a transformative impact on the future of the Internet. They emphasize creating value and opportunities not only for their customers but also for their employees, investors, and the broader ecosystem of partners, demonstrating their commitment to driving positive change in the digital landscape.

Mission Statement: Saving people money so they can live better.

Explanation: Walmart’s mission is straightforward and customer-centric. By focusing on saving people money, they aim to improve the quality of life for their customers. This approach aligns with their commitment to providing affordable products, contributing to the well-being of their customers and their communities.

Mission Statement: Helping people achieve independence in starting, running, and growing businesses, making commerce better for everyone.

Explanation: Shopify’s mission revolves around empowerment. They provide tools and support to enable individuals to pursue their entrepreneurial dreams and achieve independence in the business world. Additionally, they aspire to elevate the entire commerce landscape, ensuring a positive impact on a broader scale.

Mission Statement: Bringing inspiration and innovation to every athlete* in the world (*If you have a body, you are an athlete).

Explanation: Nike’s mission goes beyond sportswear; it’s about inspiring everyone to tap into their inner athlete. They believe that athleticism isn’t limited to professional athletes but exists in everyone. This inclusive perspective drives them to continuously innovate and create products that inspire people to push their boundaries.

9. Virgin America

Mission Statement: Making flying good again with new planes, attractive fares, top-notch service, and innovative amenities, reinventing domestic air travel.

Explanation: Virgin America’s mission is all about enhancing the flying experience. They aim to reinvent domestic air travel by offering modern aircraft, appealing fares, exceptional service, and innovative amenities. Their goal is to rekindle the joy of flying, making it an enjoyable and memorable experience for passengers.

10. Whole Foods

Mission Statement: Supporting the health, well-being, and healing of both people—customers, team members, and business organizations in general—and the planet.

Explanation: Whole Foods emphasizes a holistic mission. They not only focus on supporting the health and well-being of their customers but also extend this commitment to their team members and the broader business community. Additionally, they highlight their dedication to the planet, demonstrating their belief in sustainable practices and positive environmental impact.

11. WordStream by LOCALiQ

Mission Statement: Being the go-to resource for digital marketers and local business owners, providing the tools, strategies, data, and creative ideas they need to learn, grow, and succeed.

Explanation: WordStream by LOCALiQ’s mission is to empower digital marketers and local business owners with essential resources. They aim to be the trusted go-to source, offering a comprehensive suite of tools, strategies, data, and innovative ideas. Their goal is to facilitate learning, growth, and success in the dynamic world of digital marketing.

Mission Statement: Belong anywhere.

Explanation: Airbnb’s mission statement encapsulates the essence of their platform. They aim to provide a sense of belonging to travelers by offering unique accommodations and experiences around the world. This simple phrase captures the inclusive spirit of Airbnb, where individuals can connect and feel at home no matter where they are.

Mission Statement: Creating a world where people work to make a life, not just a living.

Explanation: WeWork’s mission goes beyond providing office space; it’s about fostering a culture where work is more than just a job. They aim to create an environment where people are empowered to pursue a fulfilling life while also building their careers. This mission aligns with the changing dynamics of work and the desire for meaningful experiences.

Mission Statement: Making commerce easy.

Explanation: Square’s mission centers on simplicity. They strive to streamline the commerce experience, making it easy for businesses and individuals to engage in transactions. This user-friendly approach helps remove barriers, making commerce more accessible and efficient.

15. Toys R Us

Mission Statement: Being the world’s greatest kid’s brand.

Explanation: Toys R Us emphasizes their commitment to being the ultimate destination for children’s products and experiences. They aspire to create a brand that resonates with kids and parents alike, delivering an exceptional and memorable experience.

16. TED 

Mission Statement: Spreading ideas.

Explanation: TED’s mission is succinct and powerful. They are dedicated to spreading ideas that have the potential to create positive changes in the world. Through their conferences and talks, they aim to inspire, inform, and spark conversations on a wide range of topics.

17. Burt’s Bees

Mission Statement: Making people’s lives better every day—naturally.

Explanation: Burt’s Bees focuses on natural products that enhance the daily lives of their customers. They emphasize a commitment to improving well-being while embracing natural solutions, aligning with their belief in the positive impact of natural ingredients.

18. TOMS Shoes

Mission Statement: Improving lives. One for one.

Explanation: TOMS Shoes has a distinctive mission tied to social impact. For every product sold, they give back to those in need, providing a powerful example of business-driven philanthropy. Their mission revolves around improving lives, reflecting their commitment to creating a positive difference.

Mission Statement: Providing the best customer service possible.

Explanation: Zappos’ mission is centered on exceptional customer service. They prioritize providing the best experience for their customers, ensuring satisfaction, and building long-lasting relationships. This approach has been a cornerstone of their success.

Mission Statement: Helping customers improve and maintain their biggest asset – their home.

Explanation: Lowe’s mission is focused on the home, which is a significant part of people’s lives. They aim to support customers in enhancing and maintaining their homes, recognizing the importance of this asset and the role it plays in their overall well-being.

From Words to Power

By applying these principles, you can create a mission statement that truly defines your brand, guiding your team and connecting with your audience. It’s more than a tagline; it’s the heart of your business. Infuse creativity, use the tips we’ve discussed, and craft a statement that stands out, reflects your identity, and drives loyalty.

Now, when it comes to seamless bookkeeping, doola is the solution you need. With an intuitive platform, managing your finances becomes efficient and hassle-free. Let doola handle the complexities, freeing you to focus on growing your business. Trust doola for your bookkeeping needs, and enjoy the convenience of a reliable financial partner by your side.

Are mission statements only for big organizations?

No, mission statements are not exclusive to big organizations. They’re valuable for businesses of all sizes. A mission statement clarifies purpose, direction, and values, guiding decisions and fostering a strong identity. It’s particularly crucial for smaller businesses to establish a clear mission to differentiate themselves in the market.

Can a mission statement change over time?

Yes, mission statements can evolve as organizations grow, adapt, or change focus. They should reflect the current purpose and goals. Revisiting and updating a mission statement periodically ensures it remains relevant, aligning with the organization’s trajectory and aspirations.

Can a mission statement be used in marketing?

Absolutely! A well-crafted mission statement can be a powerful marketing tool. It communicates the essence of your brand, building trust and resonating with customers. It sets the stage for your marketing messages, showcasing your values and purpose, and helping customers connect with your business.

How can you evaluate the effectiveness of a mission statement?

You can evaluate the effectiveness of a mission statement by assessing its alignment with current business activities, its ability to inspire employees and resonate with customers, and its clarity in communicating the company’s unique identity and values.

Are mission statements legally binding?

Generally, mission statements are not legally binding contracts. They express a company’s values and goals, and while they hold significant importance, they are not legally enforceable like contracts or agreements. 

However, a mission statement can be a factor in legal matters if it directly contradicts an action that was expected based on the statement (e.g., claims about product quality that are not met). It’s essential to align your actions with the values expressed in your mission statement to maintain trust and credibility.

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6 Top Mission Statement Examples For Your Business Plan

Free Mission and Vision Statement Templates

Aayushi Mistry

• December 11, 2023

Example 1: A Mission Statement by Hubspot

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

Want to Generate a Mission Statement for your Business?

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

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

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

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

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

Example 2: A Mission Statement by Microsoft

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

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

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

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

Example 3: A Mission Statement from Tesla

To accelerate the world’s transition to sustainable energy.

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

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

Example 4: A Mission Statement by Asos

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

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

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

Example 5: A Mission Statement by Disney

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

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

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

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

Example 6: A Mission Statement by Sony

To be a company that inspires and fulfills your curiosity.

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

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

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About the Author

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

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Popular Templates

How to Write Your Company Mission Statement: 200 Top Examples Analyzed

Do you recognize this mission statement?

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

That’s Google ‘s. What about this one?

To accelerate the advent of sustainable transport by bringing compelling mass market electric cars to market as soon as possible.

Of course, it’s Tesla .

And finally, how about this?

It’s our responsibility to simplify cutting-edge products and continue to progressively promote and future-proof manufactured solutions, all while striving for technical leadership.

I made that one up! Awful, isn’t it? But the thing is, it almost sounds feasible.

Company mission statements can act as strong guidelines that help promote an attitude and culture that works towards your company’s goals. Or, they can mean so little that you might as well have generated them using a joke tool like this .

So, what goes into a great mission statement?

In our usual fashion when presented with a question like this, we turned to data.

We analyzed 200 company mission statements from an equal mix of Fortune 500 companies (big players) and Inc 500 companies (private businesses) so we could get an idea of what the average mission statement looks like.

We found the average length of a mission statement, common words and phrases, and frequently-used constructions. That’s not to say it’s as simple as plopping a few buzzwords into a template, but the data and examples should make a good starting point and give you a flavor.

Here are the key findings from 200 company mission statements:

• 82% of the company mission statements talked about the company’s intentions and said nothing of their actual actions
• The average length of a mission statement is 29 words, with larger companies tending to choose longer statements
• The most common words include “mission”, “value”, “customers”, “services”, “technology”, “help”, “quality”, and “products”.
• 85% talk about the company’s dedication to its customers
• 37% talk about the company’s dedication to its shareholders
• 21% talk about the company’s dedication to its employees
• 3% talk about the company’s dedication to society

Click here to get the dataset we created to write this post.

But first, let’s look at what a mission statement is, and why you should write one.

What’s the point of a company mission statement?

Your company mission statement functions how it sounds — it states the mission of your company.

Your mission might seem like it is “to make as much profit as possible”, but your company’s value to anyone but the owners is more complicated. That’s why a mission statement isn’t so blunt, and will usually include a hint as to how you’re serving whoever you’re serving.

What’s the point of a mission statement? Well, it answers this question: “what’s the point of your company?”.

For example, what’s the point of Ford ? In their mission statement, they say they are “providing personal mobility for people around the world”. In Appian ‘s case, it’s to “connect people and information in a way that revolutionizes business”.

A mission statement contributes to your company’s brand, but it is also a useful internal tool for checking whether business decisions align with your desired outcome. In the words of Chron contributor and marketing professor Neil Kokemuller , a mission statement “offers insight into what company leaders view as the primary purpose for being in business”.

• sum up the company’s objectives, strategy, and values
• demonstrate your organizational values to both your employees and the general public
• convey your targeted customers, position within your market, and quantitative objectives

There’s a lot riding on the carefully-chosen words of a mission statement, but also plenty of benefits to enjoy.

Internally, your mission statement acts as a consistent guideline to refer back to when evaluating every decision, and as an anchor around which to develop new initiatives that help you achieve your goals.

For example, when making a big strategic change, McGraw Hill should ask themselves if it’s in line with their mission:

“To live up to our responsibilities to serve and enhance the communities in which we work and live and the society on which we depend.”

Not serving or enhancing communities? Scrap it!

According to TINYpulse , this is a helpful point of reference — “a mission statement opens [internal] communication and can refocus a team that has been pulled apart in too many directions”, writes Laurel Weibezahn .

A mission statement also helps shape company culture from the very beginning; it could attract the right hires , deter the wrong ones, and help guide existing employees to act in line with your organization’s goals and best interests. In a rapidly growing company, it’s hard to control cultural development if it isn’t rooted in a fixed, unifying statement that gives your decisions evidence and purpose.

A mission statement could be part of the solution to that problem… if only you could write a good one. Based on our analysis, here’s how:

Writing a company mission statement that communicates and inspires

Ask yourself: “What do you do?” or “What will you do?”

Mission statements can describe what your business actually does, or what it intends to do. In this study, we found that 82% of mission statements include no mention of what the company is doing right now , and instead choose to focus on what they hope to achieve in the future. This makes sense because a mission statement acts as a goal rather than a description of reality.

For example, Harley Davidson directly states what it does:

We fulfill dreams through the experience of motorcycling, by providing to motorcyclists and to the general public an expanding line of motorcycles and branded products and services in selected market segments.

CVS , on the other hand, describes its vision:

We will be the easiest pharmacy retailer for customers to use.

A lofty goal is useful as a reference point for internal decisions, but a description of what you’re actively doing — rather than what you hope to do — could be better at communicating immediate value to customers, employees, and shareholders.

Summarize your goals and how you achieve them

Mission statements share internal goals with the public and broadly explain how those goals are to be achieved.

Apple ‘s current mission statement is so dry that it’s barely worth sharing, but Steve Jobs’ original vision in 1980 was both inspirational and functional:

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

Breaking this down, you can see clear goals and methods:

• Goal: to make a contribution to the world
• Goal: advance humankind
• Method: making tools for the mind

The same breakdown is possible with AGCO’s less inspirational statement:

Profitable growth through superior customer service, innovation, quality and commitment.

The methods are murkier, but they’re present:

• Goal : profitable growth
• Method : superior customer service
• Method : innovation, quality, and commitment

What are you company’s goals, and how do you plan on achieving them? Your answer to that will be a core ingredient of your mission statement.

Communicate who you serve, and how

A common aspect of almost every mission statement we analyzed was an indication of who the business serves, and how they do it. Predominantly, this means explaining what you do for:

• Your customers
• Your employees
• Your shareholders

We found that over four fifths of mission statements mention what the company does for its customers. For example, Microsoft ‘s mission statement is purely focused on the customer’s outcome:

At Microsoft, we work to help people and businesses throughout the world realize their full potential. This is our mission. Everything we do reflects this mission and the values that make it possible.

It uses the customer as a constant reference point for decision-making rather than (explicitly) pledging to meet the needs of its shareholders. On the other side of the spectrum, Kerr-McGee didn’t hide its intentions to make its shareholders rich:

Create value for shareholders through the energy business.

While completely devoid of emotion and morality, this mission statement is one of the more honest things the company did . Unlike Kerr-McGee, some companies make pledges that acknowledge a wide range of interests and responsibilities. Take, for example, Owens & Minor :

Our mission is to create consistent value for our customers and supply chain partners that will maximize shareholder value and long-term earnings growth: we will do this by managing our business with integrity and the highest ethical standards, while acting in a socially responsible manner with particular emphasis on the well-being of our teammates and the communities we serve.

This is the only mission statement in the dataset that is a quadruple threat, tipping its hat to customers, shareholders, employees, and society.

In conclusion

A company mission statement isn’t to be taken lightly; it affects your brand, internal direction, and your core values as a company. For some, it’s a pledge to turn a profit for shareholders. For others, it’s a declaration of the company’s intent to make a monumental positive change to the world we live in.

So, when writing your company mission statement, consider the following:

• What does your company do, or strive to do, that makes it unique?
• Who’s interests do you serve, and how?
• Do you seek to impact society, create a first-class environment for your employees, provide value to shareholders, or are customers the most important asset?

Figuring out the answers to these questions isn’t just useful for coming up with a mission statement — these are the core principles which will anchor you as your business flourishes.

How did you come up with your mission statement? What’s the best (or worst) mission statement you’ve found? Let’s chat in the comments.

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Benjamin Brandall

Benjamin Brandall is a content marketer at Process Street .

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Home » Business Plans

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

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

What is a Mission and Vision Statement?

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

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

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

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

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

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

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

Why Your Business needs a Mission Statement

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

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

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

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

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

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

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

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

3 Components of a Mission and Vision Statement

1.  a vision.

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

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

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

2.  A mission statement

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

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

Here’s another example of a mission statement:

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

3. Core values

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

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

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

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

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

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

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

2.  Ask yourself how best you can serve your customers

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

3. Brainstorm for your vision statement

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

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

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

4.  Get down your mission statement

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

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

5.  List your core values

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

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

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

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

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

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

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

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

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

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

Table of contents:

How to write a mission statement

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

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

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

A great mission statement includes the following elements: 

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

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

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

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

Who is a mission statement for?

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

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

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

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

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

Mission statement vs. vision statement

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

A mission statement explains "What do we do?" 

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

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

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

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

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

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

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

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

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

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

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

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

1. Passionfruit

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

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

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

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

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

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

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

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

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

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

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

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

3. Magic Spoon

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

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

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

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

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

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

4. Dunkin'

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

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

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

Stay true to your brand's existing values.

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

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

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

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

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

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

6. Caterpillar

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

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

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

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

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

7. Stanley 1913

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

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

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

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

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

Position your brand as your customers' partner. 

8. The Honest Company

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

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

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

Choose words that show you know your customers. 

Empathize with your target audience.

"To inspire confidence."

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

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

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

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

10. Butterr 

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

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

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

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

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

11. Culver's 

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

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

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

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

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

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

12. Frenshe

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

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

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

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

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

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

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

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

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

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

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

14. Copper Cow Coffee

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Commit to providing what your customer needs. 

Embrace your differences from the competition .

17. Red Hat

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

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

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

A mission statement benefits from collaboration.

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

18. Cadence

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

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

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

Challenge the norm to capture the attention of discerning customers. 

Explain the ways your brand disrupts your industry. 

19. Lasagna Love

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

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

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

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

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

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

20. Smart Charge America

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

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

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

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

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

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

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

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

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

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

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

22. Uncle Bobbie's Coffee & Books

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

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

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

Convey the vibe your business provides for its patrons. 

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

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

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

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

Inclusive language can communicate your beliefs for you.

Broad language opens the door for scaling in the future.

Mission statement FAQ

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

How long should a mission statement be?

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

Why is a mission statement important?

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

What are the components of a mission statement?

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

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

Related reading:

The role your customers should play in your business

Business startup checklist: launching a startup step by step

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

5 ways to cut out busywork with automation

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Cecilia Gillen

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

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

Table of Contents

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

• How to Write a Mission Statement

25 Best Mission Statement Examples

Mission statements faq.

• ProjectManager & Mission Statements

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

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

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

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

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

How to Write a Mission Statement in 6 Steps

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

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

1. Define your Company Culture

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

Related: Free Team Charter Template

2. Set Goals

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

3. Define your Ideal Customer Profile

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

4. Create a Value Proposition

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

5. Select a Type of Mission Statement

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

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

6. Add the Mission Statement to Your Business Plan

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

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

1. Microsoft

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

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

3. Facebook

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

4. Southwest Airlines

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

5. LinkedIn

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

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

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

8. Patagonia

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

9. Life is Good

“To spread the power of optimism”

10. Coca-Cola

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

11. The Humane Society

“Creating animals, confronting cruelty.”

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

13. Smithsonian

“The increase and diffusion of knowledge.”

14. American Express

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

15. Nordstrom

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

16. JetBlue

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

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

18. Kickstarter

“To help bring creative projects to life.”

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

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

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

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

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

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

1. How long Should a Mission Statement be?

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

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

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

ProjectManager Turns Your Mission Statement Into a Reality

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

Build Action Plans with Gantt Charts

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

Track Progress with Dashboards & Reports

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

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

Deliver your projects on time and under budget

Start planning your projects.

Starting a Business | Tip List

16 Small Business Mission Statement Examples & Why They Inspire

Published April 17, 2023

Published Apr 17, 2023

REVIEWED BY: Elizabeth Kraus

WRITTEN BY: Audrey Rawnie Rico

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Starting A Business?

• 1 Asimi Studio
• 2 Rumble Coffee
• 3 Curbside Landscape
• 6 Ocean House
• 7 Ivory & Deene
• 8 Mermaid Car Wash
• 9 Mission Pawsible
• 10 Axiology
• 11 Studio 7 Interior Design
• 12 Naturepedic
• 13 Courtney Carolyn Photography
• 15 Ventana Surfboards & Supplies
• 16 Grounds & Greens
• 17 Mission Statement Best Practices
• 18 Frequently Asked Questions

A mission statement is a short, meaningful summary of the primary purpose of your business; in other words, why you do what you do. The best examples showcase a brand’s identity, resonate with the target audience, and can even be used to guide business decisions. We rounded up over a dozen of the best small business mission statement examples to inspire you and explain why they work.

1. Asimi Studio

Mission statement: “Curating timeless pieces that empower and fill you with confidence.” Why it works : It taps into human emotions.

Asimi Studio’s mission statement (Source: Asimi Studio )

Independent jewelry brand Asimi Jewellery designs jewelry pieces, but the company’s mission goes beyond just creating accessories. As their website states, the brand’s mission is to create pieces that empower their customers and bring them confidence.

It works because it taps into fundamental human emotions. This is especially helpful for products like jewelry, which often carry sentimental value. As a creative enterprise, it can also help guide everything from jewelry creation to how the brand communicates with customers. On a public-facing level, it also influences the brand story and supports its marketing strategies.

2. Rumble Coffee

Mission statement: “Creating a sustainable future for coffee.” Why it works: It’s concise, ambitious, and altruistic.

Rumble Coffee’s mission statement (Source: Rumble Coffee )

This small business mission statement example above acts as the guiding principle for the entire organization at Rumble Coffee. It’s straightforward but ambitious and altruistic in the intent to support earth-friendly coffee-growing practices. This also serves as the company’s central grounding principle, guiding the rest of the business’ traits, ethics, and standards of operation.

It works by keeping things simple and clear while setting a long-term goal to motivate employees. It creates a strong identity for the brand, helping it stand out from other coffee businesses while attracting team members and customers who align with the brand’s mission and driving principles.

3. Curbside Landscape

Mission statement: “To be recognized for quality, creativity, and, above all, fairness in the delivery of professional service.” Why it works : It sets expectations for the customer experience.

Curbside Landscape’s mission statement (Source: Curbside Landscape )

For service-based businesses, the best company mission statement examples clearly show the top-notch services customers can expect. This is demonstrated in the landscaping business Curbside Landscape’s value-driven goal: to be recognized for quality, creativity, and fairness.

This precise statement sets a clear goal for how the company performs its services. Similarly, it gives customers an equally clear expectation of the outcome they can expect from the business, which helps build brand recognition and affinity.

Mission statement: We take everyday boring items and—with a bit of magic and extreme imagination—turn them into lifestyle & fashion accessories you’ll be psyched to wear. Why it works: It creates anticipation with the customer.

Burga’s mission statement (Source: Burga )

Burga has one of the best small business mission statement examples as far as a conversational language that paints a picture. It explains that the company can take otherwise mundane gadgets and accessories and turn them into products customers are excited to use and wear.

The tone reflects the company’s fun, youthful brand voice, directly appealing to its target audience of young adults. Overall, Burga’s mission statement is an excellent combination of company description, business goal, and brand personality, all in a single, memorable sentence.

Mission statement : “To provide a “Next Level” superior brand of functional, healthy, natural tea-based products crafted to appeal to and to assist today’s health-conscious, on-the-go consumer in achieving the healthy body” Why it works: It clearly defines the target audience.

FitTea’s mission statement (Source: FitTea )

If you have a product that caters to a specific customer persona , identifying them in your branding can help you connect with them more easily, like with FitTea’s example. FitTea’s target consumers are health-conscious individuals looking for products to create a healthier diet and lifestyle, and this is clearly reflected in the company’s mission statement.

Beyond clearly defining who the business’ products are aimed at, the mission statement also demonstrates that the company cares about its customers first and foremost. This makes the mission statement extra useful when crafting marketing strategies.

6. Ocean House

Mission statement: “ Ocean House, with its unique sense of history and place, is devoted to creating enduring relationships with our guests and members by providing highly personalized service and gracious hospitality in an informally elegant setting.” Why it works: It outlines the business’ unique selling points (USPs).

Ocean House’s mission statement (Source: Ocean House )

Your mission is an integral part of your brand identity that can help your business stand out from the competition. This is especially true for service businesses, like the Rhode Island-based Ocean House hotel. The area has hundreds of hotels and resorts, so Ocean House distinctly outlines the company’s goal: to create enduring relationships with guests via personalized service.

As with all good mission statement examples, Ocean House’s statement applies to both their staff members and customers. It provides a clear guideline for their team’s service quality and gives customers an overview of what they can expect from the establishment.

Not sure what your brand’s unique selling point is? Read our guide with examples and a free template to help you develop a unique selling proposition for your small business.

7. Ivory & Deene

Mission statement: “Collaborating with you to curate beautiful spaces for your people. Rooms where memories are woven, ideas are birthed, and joy is deepened.” Why it works: It speaks directly to customers’ aspirations for beautiful, distinctive home furnishings and decor.

Ivory & Deene’s mission statement (Source: Ivory & Deene )

Furniture and decor store Ivory & Deene showcases another example of how to bring out the human-relatable aspects of a company. Essentially, the company curates affordable luxury home furniture, and its mission illustrates why this is meaningful—to create beautiful spaces where families can connect and share memories.

This taps into relatable human experiences, keeping customers interested in their brand. It also speaks directly to readers, allowing them to connect easier with site visitors and convert them into potential leads . Finally, it’s also action-oriented and aspirational in tone, giving customers a glimpse into the dream lifestyle they can achieve with the brand.

8. Mermaid Car Wash

Mission statement: “To provide the best car wash experience at the best value possible” Why it works: It communicates the product provides a high value for the cost.

Mermaid Car Wash’s mission statement (Source: Mermaid Car Wash )

As the saying goes, “money talks.” Value-oriented statements can be seen in many of the best company mission statement examples. Mermaid Car Wash is a prime instance of communicating a clear and attainable goal that the company can easily follow and operate on to provide the best possible product for the money.

Not only does it serve as a clear driving purpose for employees, but it’s also helpful as a grounding principle to guide business decisions. It’s simple, no-frills, and easy to remember—which also boosts the service’s credibility and trustworthiness to customers.

9. Mission Pawsible

Mission statement: “ To create beautifully hand-crafted pet products that support the local community through employment and ethical supply chains and animals in need. “ Why it works: It emphasizes community impact and corporate social responsibility.

Mission Pawsible’s mission statement (Source: Mission Pawsible )

Your mission is also a great place to communicate your brand’s community impact and social responsibility. It demonstrates that your business is principled, follows best practices, and is willing to invest in the well-being of the community served as well as the industry overall.

Like many of the best company mission statement examples, Mission Pawsible says what it does in a concise way: creating handcrafted pet products. However, it stands out by emphasizing its ethical and social responsibility, which underlines the brand’s relevance to its community.

10. Axiology

Mission statement: “ To end plastic waste in beauty” Why it works: It’s anchored in eco-friendly advocacy.

Axiology’s mission statement (Source: Axiology )

As with highlighting community impact, your small business mission statement can also be anchored on wider advocacy, as with the sustainable beauty brand Axiology. With today’s customers growing more eco-conscious than ever in their buying habits— 44% of consumers are more likely to buy from brands committed to sustainability—more brands are shifting toward an environmentally-friendly approach to business.

If you have an underlying advocacy behind your small business, leading with it in your mission statement accentuates your social relevance and differentiates you from others in the market. Finally, it also helps connect you with similar-minded consumers who can act as ambassadors for your brand and your advocacy.

11. Studio 7 Interior Design

Mission statement: “Studio 7 Interior Design is dedicated to creating interiors that reflect our client’s personality and lifestyle, by capturing their design dreams and making them a reality.” Why it works: It provides a bridge that gets the customer from where they are to where they want to be.

Studio 7 Interior Design’s mission statement (Source: Studio 7 Interior design )

Good mission statements are instantly understandable and relatable to a brand’s target audience, especially for small businesses. Because it’s a significant part of your brand’s public identity, it must immediately relate to your target customers. One of the best company mission statement examples that exemplify this is that of Studio 7 Interior Design.

Their mission statement is straightforward and comprehensive. However, it stands out by directly addressing their target clients’ desires and ambitions and centers on them as the brand’s driving purpose. It can help potential customers achieve the vision they want for interior spaces or results the customer wants but knows they can’t achieve on their own.

12. Naturepedic

Mission statement: “To transform the lives of our customers through safer, healthier sleep.” Why it works: It speaks to improving a fundamental and universal aspect of health and well-being.

Naturepedic’s mission statement (Source: Naturepedic )

Naturepedic offers a good example of how to outline the essential benefits customers get with your product. The Naturepedic company produces organic mattresses, which is a niche product; however, the brand’s mission talks about how it benefits people—in this case, by improving the safety and health of the customer.

With this, the brand appeals to everyday people by demonstrating how their lives can improve with the product, which is also how it captures people’s interests. Internally, it also serves as a guiding principle for the company’s operations and product standards.

13. Courtney Carolyn Photography

Mission statement: “To provide tangible evidence of the love that exists in people’s lives through beautiful imagery.” Why it works: It gives the personal brand a unique identity.

Courtney Carolyn Photography’s mission statement (Source: Courtney Carolyn Photography )

For personal brands like photographers, having a distinctive goal behind the work communicates what they can do and what makes their work special. An example of this is photographer Courtney Carolyn. As a photographer, customers are already familiar with the services they can expect; however, with a mission statement, she can build a unique identity for her brand.

The idea that you can capture the “true love” of a family, couple, or friends in imagery and turn it into lasting proof is a powerful one. For those just launching out together in life or celebrating important milestones, it’s a compelling reason to choose this photographer over other options.

Mission statement: “We want to give people with kinky, curly hair gentle, effective solutions for dry scalp and brittle hair.” Why it works: It calls out the customer’s pain point and offers a solution.

LivSo’s mission statement (Source: LivSo )

People like to feel seen and understood by the brands they buy from. If your brand serves a niche market, you can speak directly to them in your corporate and product messaging. This is another example of how you can call out human aspects of your brand that will be the most relatable part of the business to customers.

Haircare brand LivSo’s mission statement is an excellent example of this. It directly attracts the target audience by identifying specific pain points and then offering attainable solutions. It’s a value proposition that’s instantly empathetic and accessible to customers. Plus, it shows the brand places high value on delivering a good customer experience.

15. Ventana Surfboards & Supplies

Mission statement: “To be the most environmentally responsible surf company on the planet” Why it works: It identifies its niche and sticks to it.

Ventana Surfboards & Supplies mission statement (Source: Ventana Surfboards & Supplies )

Staying ahead of the competition is tough for any small business, but identifying what makes yours unique in marketing slogans is a guaranteed way to stand out. This is precisely what makes Ventana Surfboards a perfect addition to this list of the best small business mission statement examples.

It’s concise and stands out by identifying its specific niche audience—environmentally responsible surfers—and strives to be the best in it. This makes it easy to remember while giving the company a substantive and relevant goal to work toward. It also gives customers a clear idea of the company’s identity, purpose, and values.

16. Grounds & Greens

Mission statement: Dedicated to building a community that will embrace a plant-based lifestyle Why it works: It defines a specific aspirational lifestyle.

Grounds & Greens’ mission statement (Source: Grounds & Greens )

While it doesn’t explicitly mention dietary designations like Vegans and Vegetarians, Grounds & Greens’ mission still effectively speaks to a specific audience. It does this by defining a specific kind of aspirational lifestyle—in this case, those looking to live a plant-based lifestyle.

This differs from other brand slogans that directly mention the target market, in the sense that it’s more inclusive. Instead of identifying particular traits, the brand projects a particular aspirational way of living that customers can align themselves to and therefore become part of their target market.

Your mission statement is just one of the guiding principles you’ll need to write as you build your brand. Check out the others you’ll have to complete, as well:

• Vision Statement :  an aspirational goal you and your employees strive towards
• Brand Positioning Statement :  the summary of how your brand stands out in the market, including your unique selling position

Mission Statement Example Takeaways

Your mission should play an influential role in shaping your business identity, both internally and in public. As illustrated by the small business mission statement examples above, you can use some specific takeaways to craft a compelling one for your brand:

• Keep it straightforward and brief: Readers should be able to understand your mission at first read. Stick to your one overarching goal, use simple, clear language, and don’t crowd it with unnecessary details.
• Highlight relevance: Whether your business’ relevance applies to your target audience, your local community, or the environment, include it in your statement. This tells the reader “what’s in it” for them.
• Help your audience self-identify: If your audience is a specific one, identifying them directly in your mission makes it easier for them to know they’ve found the right brand to do business with.
• Identify what makes you unique: If your business has unique traits that help you stand out from others, such as specialty services or particular advocacies, including them in your mission statement helps you build a stronger brand and identity for your business.
• Be action-oriented: Your mission should motivate your team to pursue a particular goal. Make it action-oriented and include at least one action word, e.g., “to create,” “to change,” “to provide,” and so on.
• Keep it specific: Even if your mission is ambitious and long term, keep it as specific as possible. The more specific your mission statement is, the more influential it becomes and the more attainable it is to your team members.
• Make it aspirational: Conveying a non-business purpose for your company’s existence can be powerful in persuading prospects to choose you over your competitors. Examples include motivations like sustainability, givebacks, social responsibility, eco or earth-friendliness, and so on.

Pro tip: Don’t have a clear mission statement for your business yet? Check out our guide on how to write a mission statement , along with a free template you can download and use.

Frequently Asked Questions

What makes a good mission statement.

A good mission statement conveys a clear and achievable goal, why it matters, a sense of action, and compelling motivation—all wrapped up in a concise, memorable phrase. Other characteristics often reflected in good company mission statement examples include a defined target audience, a human or emotional aspect, or socially relevant advocacy, among others.

What are the parts of a mission statement?

The parts of a mission statement are the business’ purpose or overarching goal, what it does to achieve that goal, and its relevance to others (e.g., customers, community, society, industry, nation, world, and so on). While mission statements can also include other parts and characteristics, these three components are the most essential to craft an effective business mission statement.

How do I write a mission statement?

To write a mission statement, identify your driving purpose by answering questions and gathering ideas about your business. Then, create a draft of your statement that includes your purpose, as well as your business’ actions and its relevance. Gather feedback and edit your statement until it’s polished, then share it with your team members and the public. Follow more detailed steps on how to write a mission statement with our step-by-step guide and template.

Bottom Line

A mission statement is a must-have for any small business. They are essential components of your brand’s identity and can help guide everything from internal operations to how you interact with customers and your company’s short and long-term business decisions. The examples above exemplify all these to inspire you as you write your own.

About the Author

Find Audrey Rawnie On LinkedIn

Audrey Rawnie Rico

Audrey is always thrilled to help small businesses in their marketing efforts. She has spent the past five years doing content marketing, content writing, and video production for startups and small businesses around the globe. She’s passionate about helping small businesses grow their online brand presence through digital marketing.

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65 Practical Startup Business Goals Examples To Craft Success in 2024

Sudarshan Somanathan

Head of Content

May 3, 2024

Launching a startup is an exciting prospect but comes with its fair share of challenges. Unlike established businesses with access to several resources, startups operate in an environment of constraints. As a result, they have to adapt and innovate constantly to stay ahead of the curve.

Navigating challenges becomes easier if you have a goal in mind. It is a marker of success and lines the path to the overarching business objective. We’re about to share a blueprint of startup goal-setting, along with real-world startup business goals examples to inspire you and illustrate their application.

Are you ready to chart a clear course for your startup’s success?

What’s a Business Goal?

Gives a sense of direction, helps measure progress, creates accountability, sustains team motivation, guides resource allocation, aids in risk mitigation, attracts investors and partners, supports strategic planning.

• Define your mission and vision

Assess your current state

• Define and prioritize business goals
• Convert goals into actionable tasks

Track, monitor, and recalibrate progress

Celebrate milestones and achievements, learn and improve continuously, financial goals, employee retention goals, productivity goals, brand awareness and reputation goals, marketing strategy goals, sales and revenue goals, customer satisfaction and retention goals.

• Project management software

Customer Relationship Management (CRM) platform

• Process mapping tool

Marketing and sales analytics

• Financial management systems

ClickUp: Helping Startups Become Enterprises

Get, set, go(als), frequently asked questions (faq).

Every business kickstarts in the pursuit of success.

A business goal is a marker or milestone on the road to this success.

It is a specific target or an outcome that organizations aim to achieve. It reflects a company’s vision and understanding of “success” in the short or the long term.

Although the concept of business goals is common across enterprises, its definition varies significantly.

For instance, an eCommerce store may view success through metrics like average order value or sales revenue. On the other hand, a social enterprise dedicated to safe drinking water accessibility may view success as the number of water filtration plants installed.

You might argue that such variation is obvious since these startup business goal examples concern two highly diverse sectors. However, even businesses operating in the same sector may employ different scales to mark their business goals.

For example, an online retailer focuses on web traffic, while brick-and-mortar stores are busy counting footfall. A SaaS-based startup may define business goals regarding customer acquisition, while an established counterpart may analyze subscription renewals!

Even though business goals differ, their primary function remains consistent—to serve as a guiding principle for informed decision-making.

The Importance of Setting Startup Business Goals

Your business goal is a North Star to guide your startup journey. Here’s how it contributes to the overall success and sustainability of your startup:

The business goal or objective outlines the company’s aspirations. While the objective is more short-term, the long-term business goal governs every business decision and strategy so that you don’t lose sight of the bigger picture. Naturally, the short-term objectives tie up to the overarching goal. For instance, increasing revenue through sales could help with long-term business objectives of growth and expansion.

Having such clarity of the short and long-term expectations offers a sense of direction to the team. Using this as their focus, they can plan key tasks or activities to realize such goals. It fuels concerted efforts through effective time, effort, and resource management.

Organizations can use SMART business goals as a measure of success. SMART goals are Specific, Measurable, Achievable, Relevant, and Time-Bound. They convert goals from vague entities into quantifiable metrics to track progress.

Say your basic business goal is to increase website traffic. Then, as a SMART framework, it would read as ‘Increase organic website traffic by 30% within the next six months. ‘ Notice the difference? SMART business goals turn generic ideas into specific, measurable outcomes . They help you objectively assess your startup’s performance and tweak strategies using data-driven insights!

Given a startup’s dynamic environment, it is easier for priorities to shift. Similarly, daily tasks can eclipse the bigger picture and detract from the larger goal.

Startup business goals shield you from distractions and recenter your ideas, strategies, and actions. They cultivate a sense of accountability by acting as a yardstick for performance. At the same time, we’ve seen how they serve as quantifiable benchmarks to track progress toward achieving the broader vision. 

You may review your goals occasionally to get an idea of your startup’s growth while also identifying areas for improvement. Such a holistic overview allows you to prioritize impact-based activities and foster a greater sense of ownership and responsibility .

Business goals are a source of motivation for startup founders and team members. Having a clear shared objective to work towards and clarity on how it ties up with the larger goals drives collaboration and motivation. Plus, publicly shared goals promote transparency, which instills accountability . 

And when goals are reached, recognizing personal and organizational achievements improves team morale.

Setting business goals also involves task prioritization. Entrepreneurs may prioritize based on importance, impact, and urgency. Such weighted distribution of focus enables the smart allocation of limited resources , which is fairly common in a startup setup. 

With clearly articulated and prioritized business goals, you can effectively allocate resources like time, money, and staff to activate success.

This ensures that your startup can meet critical business objectives and launch minimum viable products (MVPs) that can kick-start growth while you secure funding for resource reinforcements!

Startups are highly vulnerable to risks. Identifying potential risks or challenges early on and addressing them or mitigating their impact is instrumental in a startup’s success.

To anticipate hurdles, goal-setting strategies often employ analytical tools and frameworks like SWOT analysis, risk matrices, etc. Knowing these beforehand allows entrepreneurs to prepare holistic risk management strategies and contingency plans that help navigate these challenges in a hands-on manner. This level of preparedness minimizes risks or, if not outright, eliminates them.

While a strong mission statement lays the foundation for your startup, the goals guide your journey. Goals transcend brand building and market positioning and illustrate your understanding of success. Well-defined goals showcase your understanding of the market, target audience, and value proposition.

Imagine two startups: one laser-focused on explosive business growth with a series of fast-paced goals. Another that prioritizes scalability and sustainability through long-term goals spaced out over a considerable duration. In both cases, clear goals paint a picture for investors and partners.

Partners can evaluate if your startup is a good fit for a strategic partnership , while investors can calculate their anticipated return on investment (ROI). They can also adjudge whether the startup’s mission, vision, and values align with theirs. This alignment will attract meaningful partnerships and investor relations for mutual benefit.

Clear startup goals are pillars of strategic planning. They define your desired outcomes , establish a roadmap for success, and help you navigate the journey. Use them to devise short-term and long-term strategic plans. The cumulative and concentrated result of individualistic strategic plans will enable your startup to take on big, hairy, audacious goals that may have felt unsurmountable at one point. 

How to Set Effective Startup Business Goals: A Step-by-Step Guide

Now that you understand the mission-critical role of business goals, especially in the context of startups, let’s learn how to set these. Below is a step-by-step guide to setting a business goal:

If you haven’t done it already, start by defining your startup’s mission and vision statement. 

The vision statement demonstrates the long-term aspirations of your business. On the other hand, the mission statement describes the driving force and guiding principles of your startup’s activities. The mission statement is a roadmap to the vision statement; think of the former as your business objectives and the latter as the goal.

Ensure that the two align with your company’s offerings and core values. 

For example, here’s how Amazon weaves its mission statement through its introduction:

Amazon’s goal of becoming the Earth’s most customer-centric company is evident from its trailblazing effort in personalizing the eCommerce sector and its expansive product range.

On the other hand, Apple showcases its workplace culture through personalized stories and anecdotes from its team members:

Apple’s mission statement, ‘We’re committed to leaving the world better than we found it,’ will attract talent that aligns with this goal.

In this way, mission and vision statements reflect the company’s business model, aspirations, and culture.

Along these lines, articulate what stirs your passion and frame it as your mission and vision statements.

Once you’ve done the groundwork, analyze your current state. You may use any business analysis framework for a comprehensive and cross-sectional evaluation. We find the SWOT analysis to be a great starting point.

A SWOT analysis template highlights your startup’s strengths, weaknesses, opportunities, and threats (SWOT). It sheds light on your internal strengths and weaknesses, such as team collaboration, skill or talent gaps, resource availability, etc. At the same time, you can visualize external opportunities and threats, such as target market conditions, customer demands, competitors, etc. 

Keeping all of this in mind, the ClickUp Small Business SWOT Analysis template is designed to help you strategize, plan, and make informed decisions. Such a well-rounded and holistic analysis helps set realistic and attainable business goals. It also lets you divide your analysis into different categories, such as Marketing, Operations, Finance, etc., to assess each aspect of your business.

You now see your destination. You know where you currently stand. It’s time to bridge the two!

Identify the key focus areas to accelerate your journey to success. It could be through product innovation, brand recognition, operational efficiency, increasing market share, retaining customers, or a blend of all of these.

You might eventually come up with four or five desired goals. However, you may not have the resources and capacity to achieve these together. Hence, you should set priorities for your business goals and define them along SMART parameters.

Each goal must be clear, quantifiable, and time-bound to align with your startup’s business objectives. Be as specific as possible with your SMART goals, as granularity will improve your chances of achieving the goal.

To make this task easier, leverage readily available resources, such as goal-setting templates . 

The previous step may lead you to believe that your job is done. However, goal-setting is more than just documenting business goals—it is part planning and part implementation.

So, once you have your business goals ready, break them down into smaller, actionable steps. Continue this division until you reach the smallest task, activity, and timeline required to achieve each goal. Doing so will help you create a comprehensive and actionable roadmap for goal execution.

When the work breakdown structure is ready, assign these tasks to specific departments, managers, or team members. Clearly defining roles, responsibilities, and expectations will keep your team accountable and focused on goal achievement.

Business goals are your marker of success. So, use them for measuring progress.

Track the appropriate goals or their underlying metrics and key performance indicators (KPIs). Most project management tools, including ClickUp, feature an interactive dashboard that helps you visualize progress in real time. Map all the metrics and KPIs you wish to track onto this dashboard and view their progress and any deviations so you can take action in a time-bound manner.

These dashboards also allow you to review your business goals and update them instantly. Your business goal may have changed due to evolving priorities, shifting market conditions, customer feedback, new opportunities, etc. Update them on the fly to run a highly responsive, adaptable, and resilient startup!

We’ve already discussed how celebrating milestones and achievements helps improve team morale. It is also a tangible indicator of success and motivates the team to move on to the next item on the checklist.

Acknowledging individual or team efforts contributing to business objective attainment promotes a sense of belonging and community. The resulting engagement improves team cohesiveness. Therefore, celebrating milestones and achievements should be a part of your goal-setting strategy.

Finally, business goal setting is not a ‘set it and forget it’ job. Embracing a culture of continuous learning and improvement will help startups refine the business model with each cycle.

So, treat goal setting as a continuous process that considers internal and external stakeholder feedback, product improvement and innovation, and experimentation to drive business growth.

This positive feedback loop will improve business goal-setting iteratively.

Setting goals for your startup:

• Assess the current state
• Track, monitor, recalibrate
• Celebrate milestones
• Learn and improve

65 Real-World Startup Business Goals Examples

This brings us to the end of all the theoretical aspects of business goal setting. Let’s now delve into some real-world examples to solidify your understanding of business goals and to inspire you. From financial to customer satisfaction goals, we’re about to discuss all the different types of business goals for startups, along with appropriate examples. And yes, we will describe each example as SMART goals as far as possible.

On that note, here’s a detailed list of business goals to add to your startup business plan template :

Financial business goals revolve around plans to boost revenue, improve profit margins, reduce costs, and acquire funding. They describe the desired financial performance or health of the company. Use this business objective to maximize revenue and minimize expenses to run a sustainable startup.

Here are some business goals examples to manage your finances better:

• Increase net profit margins by 10% through effective cost-cutting measures
• Improve cash flows by reducing outstanding AR (accounts receivable) by 30% in the next six months
• Increase shareholder value by achieving an ROI (return on investment) of 20%
• Secure funding of $1 billion from venture capital and angel investors in the next three months
• Renegotiate terms with vendors to increase profit margins by 25%
• Achieve financial stability with a 1:1 debt-to-equity ratio
• Get to your startup’s break-even point within the first two years of operations
• Reduce wasteful expenditure by 10% through smart, data-driven inventory management

Pro Tip : Track your startup’s financial goals using metrics like:

• Profit margins
• Cash outflow
• Customer Acquisition Cost (CAC)
• Quick ratio

As the name suggests, these business goals look to improve employee retention. Your employees are the target audience for these goals, so you should focus on driving employee satisfaction, engagement, and loyalty. Earning your employees’ goodwill reduces turnover rates and ensures continuity in workforce expertise.

Consider the following team goals to improve employee retention:

• Cut down employee turnover rates by 30% within the next year by introducing attractive benefits and incentives
• Employ regular feedback mechanisms and engagement initiatives to improve employee satisfaction rates by 20%
• Establish a 6-month buddy system after onboarding fresh hires to maintain engagement and clarify expectations from day one
• Offer 2 online skill development courses and 1 internal workshop per quarter
• Organize monthly team-building exercises with a focus on activities that have more than 70% enrollment and participation rates
• Launch a hybrid work policy in the next 2 months, allowing 3 days remote and 3 days in-office schedule post manager approval
• Increase paid time off (PTO) allowance by an additional 3 days per year across all employee levels
• Offer high-performing individuals a 40% appraisal by the end of the financial year
• Build a work environment imbibing the DEI (Diversity, Equity, and Inclusion) principles to foster a sense of belonging
• Conduct exit interviews to understand the main reasons behind employee churn
• Conduct regular performance reviews to identify areas of improvement and mentorship to employees

Pro Tip : Track your startup’s employee retention goals using metrics like:

• Employee turnover rate
• Employee satisfaction surveys
• Retention rate
• Time to Hire
• Employee Net Promoter Score (eNPS)
• Absenteeism Rate

While the employee retention goal aims to retain talent, productivity business goals seek to enhance operational efficiency and output. As such, they revolve around day-to-day activities that can streamline productivity levels. You may set targets to optimize workflows, reduce waste, eliminate inefficiency, and increase per-employee output across the company.

Here are some examples of business goals that help achieve success by nurturing a highly productive workforce:

• Introducing process optimization and automation to drive up productivity by 30% in a few months (3-6)
• Streamline product development processes to reduce time-to-market by 30% for new products and 70% for product enhancements
• Reducing server downtimes by 98% to improve the availability of online tools and resources
• Implement project management software to enhance team collaboration, task management, and deadline adherence
• Document SOPs (Standard Operating Procedures) to standardize business workflows and processes to introduce consistency, eliminate errors, and minimize rework
• Share employee handbooks to define employee roles, responsibilities, and expectations clearly

Pro Tip : Track your startup’s employee productivity goals using metrics like:

• Sales quota attainment
• Tasks/projects completed
• Bug fixes or code commits
• Customer satisfaction scores
• Employee engagement
• Meeting durations
• Utilization rate

Remember to tweak this according to the employees’ department and expected deliverables.

Startups can grow by generating brand awareness and earning a solid reputation. This strategy focuses on forging a positive brand perception in the target audience’s minds. Businesses can achieve this by increasing brand visibility, earning trust and credibility, and running brand loyalty programs. 

Below are a few business goals examples to increase brand awareness and reputation:

• Conduct market research to assess brand perception and generate awareness by 20% within 3 months by tracking social media imprints
• Increase brand recognition and recall by 30% within a year among the target demographics
• Invest in brand storytelling to communicate the startup’s values and identity
• Obtain 20 positive customer testimonials and reviews on Google and G2 by Q2 to increase brand reputation
• Partner with 12 industry experts and influencers to expand brand reach by 40% across LinkedIn, Instagram, and X within 6 months
• Publish 8 blog posts on the company website to establish a reputable and credible digital presence
• Use social listening and reputation management strategies to monitor, manage, and mold brand narrative and online chatter
• Participate in 4 industry events, 8 conferences and webinars, and 2 trade shows to raise brand visibility and awareness in Q3 and Q4
• Establish and standardize brand guidelines for a consistent and branded customer experience across all touchpoints
• Launch a brand ambassador program with 40 loyal customers recruited as brand ambassadors in the first month to catalyze word-of-mouth marketing and increase advocacy by 12%

Pro Tip : Track your startup’s brand awareness and reputation goals using metrics like:

• Impressions
• Online traffic
• Search volume
• Customer reviews
• Sentiment analysis
• Brand mentions
• Social media chatter

Business goals about marketing strategies explore ways to promote products or services, generate more leads, drive customer engagement, and forward highly qualified leads to sales. They guide marketing efforts by specifying outcomes such as boosting conversion rates, increasing brand awareness, unlocking web traffic, etc., to match the larger business goals.

Some examples of marketing strategy goals include:

• Implement content marketing and SEO (search engine optimization) to drive website traffic by 50% in the next 12 months
• Generate 1,000 new leads per month through targeted paid advertising
• Boost email open and click-through rates by 20% and 15% by data-driven optimization of email marketing campaigns
• Increase social media engagement by 25% and earn 3000 new followers in a month through carefully curated content and social media community management
• Launch an attractive referral program to encourage existing customers and loyalists to refer new business
• Optimize your marketing strategies using automation to nurture leads and drive conversions
• Conduct focus group meetings and customer surveys to understand target audience preferences and needs
• Form strategic partnerships with complementary businesses to break into new audiences
• Increase marketing ROI by analyzing and optimizing marketing expenditure across various channels
• Use segmentation and targeted marketing campaigns for a personalized customer experience

Pro Tip : Track your startup’s marketing goals using metrics like:

• Website traffic
• Lead generation rate
• Conversion rate
• Social media follower growth
• Social media engagement rate
• Email open rate
• Click-Through Rate (CTR)
• Return on Ad Spend (ROAS)

Sales and revenue goals are an extension of the marketing goals. They focus on attracting more sales or revenue in a time-bound fashion. The sales team may work on acquiring new customers, upselling and cross-selling activities, and other revenue-generating initiatives to infuse sustainability and profitability into your startup’s growth.

Here are a few examples of sales goals to get more sales:

• Achieve $2 million in annual sales revenue by the end of the fiscal year
• Bump up AOV (average order value) by 15% using product bundling
• Drive conversion rates up by 20% through sales process optimization, automation, and training
• Increase your customer base by acquiring 1200 new customers in the next six months
• Improve customer lifetime value by 25% through upselling and cross-selling strategies
• Expand market share by 20% by entering a new geographic or demographic segment
• Launch an attractive sales incentive program to motivate and reward your sales team and their performance
• Accelerate sales cycle by reducing timelines by 20% through improved lead qualification, workflow automation, and timely follow-ups
• Enable the sales team with a CRM (Customer Relationship Management) tool to track and quantify sales activities across various channels
• Leverage AI-powered predictive models to enhance sales forecasting accuracy, effective resource allocation, and sharp inventory management
• Introduce dynamic pricing to maximize profitability while also staying competitive

ClickUp Smart Tips : Track your startup’s sales and revenue goals using metrics like:

• Total revenue
• Average Revenue Per User (ARPU)
• Customer Acquisition Costs (CAC)
• Sales cycle length
• Sales conversion rate

These business goals focus on enhancing customer satisfaction and delivering memorable customer experiences to cultivate long-term customer relationships. Startups may aim to improve customer retention through various strategies, from loyalty programs to exceptional customer service to improving product quality.

Here are some goals that you can set to improve customer satisfaction:

• Increase customer satisfaction scores by 30% through enhanced customer service and support
• Improve customer retention rates by 20% through personalized re-engagement strategies and customer loyalty programs
• Implement a customer feedback system to capture actionable first-hand insights and address customer pain points
• Leverage proactive communication across preferred channels to share updates and notifications to increase trust and transparency
• Address customer concerns and issues within a prescribed timeline and in the appropriate manner to improve customer satisfaction
• Measure and track NPS (Net Promoter Score) and CSAT (Customer Satisfaction) score to get a realistic idea of customer satisfaction levels
• Identify the KPIs to measure customer satisfaction and measure progress goals using them
• Invest in training and development of customer-facing teams to improve service quality and add value to customer interactions
• Offer perks or value-added services to incentivize repeat purchases and customer loyalty

Pro Tip : Track your startup’s customer satisfaction and retention goals using metrics like:

• Customer Satisfaction Score (CSAT)
• Net Promoter Score (NPS)
• Customer Effort Score (CES)
• Repeat Purchase Rate (RPR) 
• Customer Lifetime Value (CLTV)
• Customer churn rate
• Customer engagement

Digital Tools To Help Meet Your Startup’s Business Goals

They say a goal is just a wish without a plan. In other words, you must cement your business goals with actionable plans and strategies to make them work.

To develop and execute a solid business plan, you will require the right tools, platforms, software solutions, and systems. These add structure to your plan and help you reach your goals faster .

Here is an overview of the various solutions you can use to meet the different types of business goals:

The project management software is the Swiss Army Knife of setting business goals.

Project management software helps set attainable goals by acting as a centralized platform dedicated to the efficient planning, organization, and execution of projects. To meet this objective, these platforms offer features for task management, project scheduling, collaborative working, team communication, etc.

These enable startups to logically break down long-term business goals into smaller, manageable objectives so that teams can prioritize work tasks . Such hands-on project management improves transparency and accountability, helps track progress, and manages risks and resources to deliver results per specification, timeline, and budget.

We’ll talk more about how you can use ClickUp for Startups in the later section to grant you practical exposure.

CRM tools allow businesses to foster meaningful and enriching customer relationships to drive organizational growth.

CRM platforms centralize all customer data, communication channels, and interactions to offer you a well-rounded view of customer demands, preferences, and behaviors.

Using these insights, startups can curate personalized experiences to improve customer satisfaction and drive brand loyalty. Personalization could be achieved through unique marketing experiences, targeted sales campaigns, or improved customer service to delight customers throughout their journey.

Additionally, its pipeline management features allow startups to track leads, opportunities, and deals to enhance conversions and revenue.

ClickUp functions as both a project management software and CRM, an all-in-one platform designed to streamline various workflows. 

Visualize and manage sales pipelines with over 15+ ClickUp Views , benefit from email integrations, build a customer database, analyze customer data, and much more— all on ClickUp. 

So, if your business goals revolve around acquiring new customers or retaining existing ones, then investing in a CRM platform like ClickUp is a smart move.

Whether it is through the loss of employee productivity or by eating into revenues—inefficient processes cost businesses. While established businesses might be able to absorb some cost overheads, the same could be disastrous for startups. After all, they are often resource-strapped as it is!

Startups may turn to process mapping tools to mitigate risks . Use them to visualize, analyze, and optimize business processes and workflows. They allow you to conduct a thorough analysis of the current processes to identify bottlenecks, inefficiency, and areas of improvement. Understanding these hurdles helps formulate effective solutions and optimization initiatives . They also standardize processes to maintain consistency, quality, and compliance across teams and departments.

Pro Tip : Leverage ClickUp as your process mapping tool. ClickUp Whiteboards and mind maps help visualize business processes.

Such a dynamic approach to optimizing processes drives operational excellence and increases profit margins.

You will require a robust data analytics tool to analyze your marketing and sales performance.  They make these two mission-critical activities measurable and more accurate. Most importantly, they are compatible with high volumes of data to help you manage campaigns on the fly.

Leverage these tools to gain insights into market trends, campaign effectiveness, customer behavior, and conversion rates. Tracking these variables helps identify untapped opportunities, recalibrate strategies, and allocate resources effectively to achieve sales and marketing business goals. From personalizing business messaging to benchmarking performance, marketing and sales analytics tools help startups achieve their growth goals . 

Pro Tip : Use ClickUp Dashboards to track sales and marketing metrics in real time, implement strategies, and benchmark performance.

Financial management systems are crucial for startups to meet their financial goals. It helps startups manage budgets and finances effectively, improve shareholder value, maintain healthy profit margins, and ensure compliance. They may even come equipped with AI tools that help with revenue forecasting, demand-supply prediction, and budget utilization with heightened accuracy.

They help maintain accurate financial records and reports. Such well-documented insights fuel informed decisions while managing cash flows, tracking and controlling costs, and optimizing resources. Additionally, they help maintain legal and regulatory compliance by maintaining an auditable log of all financial decisions. 

By improving financial visibility , these systems maintain transparency and accountability while maintaining financial stability.

Pro Tip : Deploy ClickUp as your account and finance management software to stay ahead of your financial goals.

ClickUp is every startup’s friend. After all, we’re a startup ourselves, and we know how challenging—and exhilarating—the startup journey can be. ClickUp is our attempt to make this journey less stressful for innovative startups.

So, here’s a look at how ClickUp helps in setting business goals:

• Goal tracking : ClickUp Goals help create SMART goals that align with your project requirements. Apart from setting specific and measurable goals along a timeline, ClickUp allows you to track their progress in real time so that you always know where you stand

• Strategic task management : Achievable goals must be broken down into specific projects and tasks. Entrepreneurs can use ClickUp to organize, prioritize, and monitor these tasks. You can even dig in deeper to divide tasks into subtasks. Organize tasks in task lists, filter by priorities, owner, and due dates, set up reminders and notifications, and add task dependencies to ensure that every task is completed on time
• Dynamic resource allocation : ClickUp supports dynamic resource allocation by offering a one-stop view of all activities. Plus, you have workload management and time-tracking features to help you understand how resources are utilized. Having such an overview makes it easier for managers to assign or redistribute resources based on the priority, impact, and urgency of any task or activity

• Collaboration and communication : ClickUp is the ultimate hub for collaborative working. From an assortment of synchronous and asynchronous communication channels to live editing of shared documents—teams can use ClickUp to stay in touch and on track. Use the ClickUp Chat View to exchange messages in real time, assign comments to escalate issues or draw attention, and create, edit, and manage documents collaboratively using ClickUp Docs .  Share ideas, brainstorm, and work together to meet your business goals 
• Interactive dashboards : ClickUp Dashboards possess potent data analytics and reporting capabilities that allow startups to monitor KPIs, track progress, and analyze performance. These dashboards share data-driven insights on the current state of the project, which allows you to develop strategic plans, corrective measures, and informed decisions to get to your desired state 

• Integration ecosystem : Use ClickUp with various third-party tools, apps, and platforms to build a value-loaded interconnected network. Whether it is incorporating file storage platforms like Google Drive or customer support solutions like Zendesk, you can integrate these into the ClickUp ecosystem to build a comprehensive, one-stop platform for all your startup needs

• Rich templates : With ClickUp, you get a rich library of highly configurable templates to help you work smart. From detailed Standard Operating Procedures to the Business Plan Template on ClickUp ensures faster time-to-market as you don’t have to build things from scratch

One of ClickUp’s greatest USPs is that it is highly customizable to meet your specific needs. You can use it as a project management platform, a task management tool for HR and other teams, and a campaign and customer management platform for marketing and customer support—the possibilities are endless.

So, leverage its versatility to meet your different business goals without spreading them across multiple tools and platforms. As we often say, one is all you need!

Startup business goals are your compass for venturing into the seas of entrepreneurship.

 Goals give a sense of direction, act as a marker of progress, generate accountability, motivate teams, support strategic planning, and attract investors and partners. Each of these benefits propels your startup one step closer to success.

We highly recommend the startup business goal examples above, as they will inspire you to set SMART goals for your company. All that remains is to use suitable tools and platforms to execute and track these goals. You can choose from various solutions ranging from CRM to process mapping tools and beyond.

On the other hand, you can select ClickUp and replace the disparate tech stack with a centralized one. ClickUp promises flexibility and scalability that will grow along with your startup.

Sign up for free and explore!

How do I prioritize business goals?

Setting priorities for your business goals involves assessing the importance, urgency, and impact of these goals on your startup’s core objectives. Identify those that tightly couple with the mission, vision, and strategic priorities of your startup and place them first. Then, consider factors like potential risks or setbacks, dependencies, and resource availability to meet these goals. Finally, use prioritization techniques like the MoSCoW method or the Eisenhower matrix to assign weighted priorities to your goals.

How often should I review and update my startup’s business goals?

Review and update your startup’s business goals to keep up with evolving priorities, emerging opportunities, and shifting market conditions. Since startups are more dynamic, you may review your business goals every 3-6 months to stay responsive to volatility. Upon business consolidation, you can perform this exercise annually.

Which tools can help me achieve my business goals?

You can achieve your business goals using the following tools:

• CRM (Customer Relationship Management) platform
• Marketing and analytics solutions

What happens when we don’t achieve all of our startup business goals?

Don’t treat falling short of your startup business goals as a failure. On the contrary, think of it as a learning opportunity through which you can:

• Analyze the reasons why you couldn’t meet specific goals
• Optimize your strategies to facilitate goal attainment
• Celebrate the goals or milestones that you managed to achieve
• Identify areas where your startup performed beyond expectations and templatize such success
• Recalibrate your goals to make them more realistic and in line with external factors

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Agriculture Business Plan

It has been raining enough times, and the sun is high up in the sky. It’s almost growing season. Most farmers count off the days and look forward to this time. Despite that, there is another essential thing that you should prepare ahead of time. It has nothing to do about crops, chickens, or cattle and has everything to do with business documents. That said, compose an agriculture business plan before that season kicks off.

10+ Agriculture Business Plan Examples

1. agriculture business plan.

• Google Docs

2. Agriculture Sector Business Plan

3. Agriculture Farms Business Plan

Size: 767 KB

4. Agriculture Business Marketing Plan

Size: 270 KB

5. Organic Agriculture Business Plan

Size: 724 KB

6. Agriculture Business Plan Template

Size: 604 KB

7. Agriculture Vegetable Business Plan

Size: 259 KB

8. Value Added Agriculture Business Plan

Size: 812 KB

9. Agency Agriculture Business Plan

Size: 656 KB

10. Agriculture Water Management Business Plan

Size: 447 KB

11. Agriculture Management Business Plan

Size: 501 KB

What Is an Agriculture Business Plan?

An agriculture business plan is a necessary document that farmers write to increase the success rate of their business. This form details both their short-term and long-term  business goals . As well as the methods they will employ to attain their desired results. Most business ventures, especially the new ones, mostly have a business plan at their disposal.

How to Generate a Dependable Agriculture Business Plan

Planning is a process. It involves several steps that require you to brainstorm about a lot of items. The farming business has a lot of factors that can positively and negatively affect its profitability. That said, in composing this plan, you need to think about the essential elements that make up an impressive business plan.

1. Compose Your Mission and Vision Statement

When business professionals make decisions regarding their business, they use their organization’s mission and vision as a guide. This procedure will help them in setting the direction of their business goal setting . These statements will also convey the purpose and the objectives of your business venture to your prospects. In addition, it will also reflect your organization and the staff involved. 

2. Devise a Marketing Strategy

To maximize the gains of your business, you need to devise a marketing strategy . This process will help you spread awareness and reach a wider variety of clients. There are multiple ways to promote your services and organic vegetables and livestock products. If you want to implement the traditional tactics, you can print then post or hand out business flyers and posters. On the other hand, if you opt to employ a digital marketing strategy, you should look into effective social media strategies.

3. Research Your Target Market and Competitors

Running a target market analysis will give you an idea of the current trends of your clients. This activity could help you tailor your business techniques to fit your market’s demands. Another thing is to conduct a competitor SWOT analysis . By doing this, you can gain data that would be useful in strategizing on tactics to make your agriculture business stand out amongst them. 

4. Set Your Price List

Setting your price list for your services and products will include a lot of calculations of the financial costs and other factors that contributed to the process of growing and taking care of your crops and livestock. This task is a critical step because if you make your agricultural products too expensive or too cheap, they can directly impact your farm budget and the health of your business. 

Why is the agriculture business important?

Agriculture business or agribusiness, in short, is essential in maintaining the economy of various countries. It is because it serves as one of the sources of food. Aside from that, it also provides raw materials to people and other businesses. In addition, this business venture also offers employment to several people. The number comprises more of the workers in the rural areas.

What are examples of careers in agriculture?

People who took up the agriculture program have a lot of business and opportunities they can explore. Considering that people in agriculture have several skill sets, they can work on labor jobs, engineering jobs, and selling products. Aside from that, they can work as the operator of agriculture equipment and crop growers. In addition, they can also get a job as an agent that purchases farm products.

What is a farm SWOT analysis?

When you get into the agriculture business, you will need to generate a farm SWOT analysis . This framework will provide you with the details regarding your strengths, weaknesses, opportunities, and possible threats to your farm. This data will help you in constructing and tailoring your action plan for various circumstances.

You plant seeds and get fully grown crops after nurturing them. The same applies when doing business. You make a business plan ahead of time and get a booming business in return. People with green thumbs like you have a natural talent for growing plants, but you can make your life greener by earning plenty of dollar bills. Craft your agriculture business plan well and be the cream of the crop in the agribusiness.

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