55 Mission Statement Examples

A mission statement is a powerful tool for defining organization core purpose, values, and objectives. It communicates why a business exists and what it aims to achieve, serving as a guiding star for decision-making and strategic planning.

In this article, we will explore mission statement examples from some of the world’s largest companies, providing insights into how they convey their goals and values. Additionally, we will discuss the differences between mission, vision, and value statements, and provide guidance on how to craft an effective mission statement for your organization.

What Is a Mission Statement?

A mission statement is a concise declaration that outlines the goals, values, and purpose of an organization. It explains why the company exists and what it aims to achieve, serving as a guiding star for decision-making and strategic planning. 

A well-crafted mission statement helps align employees, customers, and stakeholders with the company’s primary objectives and priorities. 

Over time, as the organization grows and evolves, its mission statement may be updated to reflect new goals and a changing vision.

How Do You Write a Mission Statement?

An effective business mission statement is one of the most important tools for any organization. It acts as a guiding light, succinctly expressing your organization’s core purpose, values, and goals.

 A well-crafted mission statement should be clear, actionable, and inspiring, providing a sense of direction while aligning stakeholders with the organization’s long-term vision.

Below is a step-by-step guide on how to write a mission statement that effectively communicates your organization’s purpose:

Step 1: Begin with a Clear Label

The first step in writing an impactful mission statement is to start with a simple and direct label, such as “Our mission is…” or “We aim to…” This label acts as the foundation for your statement, clearly establishing its purpose. 

The simplicity of this label ensures that your mission is immediately identifiable and sets the tone for the rest of the statement. By starting with a clear introduction, you provide structure and clarity, making it easy for readers to understand what follows.

Step 2: Choose a Strong, Action-Oriented Verb

The verb you select should convey a sense of action, energy, and immediacy. A present-tense verb makes the mission feel dynamic and alive, emphasizing what the organization is currently doing or working towards. Examples include verbs like “empower,” “provide,” “create,” “inspire,” or “deliver.” 

These verbs imply that the organization is actively contributing to positive change, rather than simply hoping for it. The choice of verb should resonate with the organization’s goals and align with its broader vision. An active verb adds weight to the statement, making it not only more engaging but also easier to understand and connect with.

Step 3: Identify Who Benefits from Your Mission

Clarifying who benefits from your efforts is an essential component of your mission statement. Whether it’s your customers, employees, the broader community, or other specific stakeholders, naming your target audience ensures that the mission feels relevant and focused. By defining your audience, you provide context for the statement, making it clear who the mission serves and why it matters. 

This step also helps prevent your statement from becoming too vague or generalized, ensuring it reflects your company identity and organization’s true focus. For example, stating “We aim to empower small businesses…” provides clarity about who your mission serves.

Step 4: State the Desired Outcome or Benefit

Now that you’ve identified your audience, the next step is to specify the outcome or benefit that your organization seeks to achieve. This is where you answer the critical questions like: “What is the result of our efforts?” The outcome should reflect the value your organization provides to its target audience. 

This could range from tangible goals, such as “increasing revenue” or “enhancing productivity,” to more intangible benefits like “inspiring creativity” or “improving quality of life.” By focusing on the end result, you give your audience a clear understanding of why your organization exists and what you strive to accomplish.

Step 5: Explain How You Achieve It

A mission statement should not only describe what you aim to achieve but also how you plan to achieve it. This is where you add depth and insight into your organization’s approach, methods, and guiding principles. What unique strategies, values, or innovations set your organization apart in fulfilling its mission? 

For example, you might highlight your commitment to collaboration, innovation, sustainability, or community engagement as core elements of your approach. This section helps provide context, giving your audience a better understanding of how your organization operates and why it is positioned to achieve success.

Step 6: Review and Refine

Once you’ve drafted your mission statement, it’s important to review it critically. Ensure that it’s clear, concise, and compelling. Avoid jargon or complex language that could dilute the message. The goal is to create a statement that is easily understood by a wide audience, including employees, customers, and other stakeholders. 

Ask yourself if the statement reflects your organization’s true values and purpose. Does it inspire action? Does it align with your broader strategic vision? Take the time to refine the language, ensuring it communicates your mission effectively.

Final Step: Bring It All Together

Now that you’ve gone through each step, the final task is to combine all the elements into a cohesive, powerful statement. The result should be a mission statement that is not only succinct and actionable but also memorable and inspiring. 

It should act as a touchstone for all decisions and strategies within the organization, ensuring alignment across all levels of operations. By clearly articulating your purpose, desired outcomes, and methods, your mission statement becomes a beacon that guides your organization toward its long-term goals.

A business mission isn’t just words on paper. It shapes perceptions, strengthens profile alignment, and influences hiring decisions. A strong statement describes and reflects your image, offering clarity and a sense of direction to parties involved from employees to stakeholders as they navigate jobs or strategies. A mission statement ensures alignment with values and long-term success.

55 Mission Statement Examples

Mission Statements for Retail & E-commerce Companies

Retail and e-commerce companies focus on making products easily accessible, affordable, and appealing to a broad range of customers. Their mission statements often emphasize customer satisfaction, value, and innovation in shopping experiences.

Amazon’s mission statement: “To be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online, and endeavors to offer its customers the lowest possible prices.”

Costco’s mission statement: “To continually provide our members with quality goods and services at the lowest possible prices.”

Walmart’s mission statement: “To save people money so they can live better.”

Target’s mission statement: “To help all families discover the joy of everyday life.”

IKEA’s mission statement: “To create a better everyday life for the many people.”

Nordstrom’s mission statement: “To provide outstanding service every day, one customer at a time.”

Whole Foods Market’s mission statement: “To nourish people and the planet.”

Etsy’s mission statement: “To keep commerce human.”

Warby Parker’s mission statement: “To offer designer eyewear at a revolutionary price, while leading the way for socially conscious businesses.”

Mission Statements for Technology Companies

Tech companies thrive on innovation, problem-solving, and improving everyday life through digital solutions. Their mission statements usually reflect their commitment to accessibility, connectivity, and advancement through technology.

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

Apple’s mission statement: “To bring the best user experience to its customers through its innovative hardware, software, and services.”

IBM’s mission statement: “To lead in the creation, development, and manufacture of the industry’s most advanced information technologies.”

Samsung’s mission statement: “Inspire the world, create the future.”

Slack’s mission statement: “Make work life simpler, more pleasant, and more productive.”

LG Electronics’ mission statement: “To create a better life through innovation and technology.”

Mission Statements for Social Media & Entertainment Companies

These companies aim to inspire, entertain, and connect people around the world. Their mission statements often highlight creativity, enjoyment, and the power of storytelling.

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

Netflix’s mission statement: “To entertain the world.”

Audiochuck’s mission statement: “To deliver high-quality, compelling audio content that keeps listeners engaged and entertained.”

Spotify’s 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.”

Mission Statements for Food & Beverage Companies

Brands in this sector focus on quality, taste, and experience. Their mission statements often highlight customer delight, nourishment, and sustainability.

McDonald’s mission statement: “To be our customers’ favorite place and way to eat and drink.”

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

Dunkin’ Donuts’ mission statement: “To make and serve the freshest, most delicious coffee and donuts quickly and courteously in modern, well-merchandised stores.”

Red Bull’s mission statement: “To give wings to people and ideas.”

Chick-fil-A’s mission statement: “To glorify God by being a faithful steward of all that is entrusted to us and to have a positive influence on all who come in contact with Chick-fil-A.”

Chipotle’s mission statement: “To cultivate a better world by serving responsibly sourced, classically-cooked, real food with wholesome ingredients without artificial colors, flavors, or preservatives.”

PepsiCo’s mission statement: “To create more smiles with every sip and every bite.”

Mission Statements for Apparel & Lifestyle Companies

These companies promote self-expression, confidence, and personal growth through fashion and lifestyle products. Their missions often speak to inspiration, empowerment, and community.

Nike’s mission statement: “To bring inspiration and innovation to every athlete in the world. (If you have a body, you are an athlete.)”

Lululemon’s mission statement: “To elevate the world from mediocrity to greatness.”

Adidas’ mission statement: “To be the best sports company in the world.”

Mission Statements for Travel, Transportation & Hospitality Companies

Centered on exploration, comfort, and connection, these companies focus their missions on making travel more accessible, enjoyable, and memorable.

Airbnb’s mission statement: “To create a world where anyone can belong anywhere.”

Marriott’s mission statement: “To enhance the lives of our customers by creating and enabling unsurpassed vacation and leisure experiences.”

Uber’s mission statement: “We ignite opportunity by setting the world in motion.”

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

Norwegian Cruise Line’s mission statement: “To provide the highest quality cruise product, ensuring that our passengers experience the vacation of a lifetime.”

Mission Statements for Automotive & Mobility Companies

These companies focus on innovation, safety, sustainability, and freedom of movement. Their mission statements highlight how they empower individuals and reshape mobility.

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

Honda’s mission statement: “To maintain a global viewpoint, with the dedication to supply products of the highest quality, yet at a reasonable price for worldwide customer satisfaction.”

Ford’s mission statement: “To help build a better world, where every person is free to move and pursue their dreams.”

Mission Statements for Aerospace & Space Companies

Pushing boundaries beyond Earth, these companies are driven by exploration, innovation, and global connectivity.

SpaceX’s mission statement: “To make life multiplanetary.”

Boeing’s mission statement: “To protect, connect, and explore our world and beyond.”

Mission Statements for Health & Wellness Companies

Focused on improving well-being and advancing healthcare, these companies aim to impact lives positively through science, innovation, and compassion.

Pfizer’s mission statement: “Breakthroughs that change patients’ lives.”

Johnson & Johnson’s mission statement: “To profoundly change the trajectory of health for humanity.”

CVS Health mission statement: “Bringing our heart to every moment of your health.”

Mayo Clinic mission statement: “To inspire hope and contribute to health and well-being by providing the best care to every patient through integrated clinical practice, education and research.”

Kaiser Permanente: “To provide high-quality, affordable health care services and to improve the health of our members and the communities we serve.”

Peloton mission statement: “To use technology and design to connect the world through fitness, empowering people to be the best version of themselves anywhere, anytime.”

Mission Statements for Finance & Insurance Companies

Companies in this space focus on trust, support, and financial empowerment. Their missions often reflect service, security, and long-term relationships.

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

American Express’s mission statement: “To provide the world’s best customer experience every day.”

The Hartford’s mission statement: “To protect and support the aspirations of our customers by delivering tailored insurance solutions with exceptional service.”

Deloitte’s mission statement: “To make an impact that matters by creating trust and confidence in a more equitable society.”

Mission Statements for Non-profit & Education Companies

Life is Good’s mission statement: “To spread the power of optimism.”

No Kid Hungry’s mission statement: “To end childhood hunger in America by ensuring all children get the healthy food they need every day to thrive.”

TED (TED Talks) mission statement: “Spread ideas.”

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

Alzheimer’s Association: “To lead the way to end Alzheimer’s and all other dementia — by accelerating global research, driving risk reduction and early detection, and maximizing quality care and support.”

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

The Structure of an Effective Mission Statement

An effective mission statement is succinct, clear, and actionable. It encapsulates the essence of your organization’s purpose and guides strategic decisions. Here’s how to structure a compelling mission statement:

Start with a simple label, such as “Our mission is…” This helps to clearly define the statement’s purpose and sets the stage for what follows. Use a strong verb in the present tense, conveying action and immediacy, such as “provide,” “create,” “inspire,” or “deliver.”

Identify who benefits from your mission, such as customers, employees, communities, or other stakeholders. Specifying the audience ensures the statement is relevant and focused. Describe the key outcome or benefit of your organization’s efforts, highlighting the value you provide and the impact of your work. This should answer the question, “What is the end result of our efforts?”

Conclude with a brief explanation of how your organization achieves its mission, reflecting your core values and unique approach. This provides context and insight into the methods or principles guiding your work.

Example Mission Statement Structure

To illustrate, let’s break down an example mission statement:

“Our mission is to make our clients successful by merging remarkable digital design and goal-focused usability.”

• Label: “Our mission is”
• Verb: “to make”
• Audience: “our clients”
• Result: “successful”
• How: “by merging remarkable digital design and goal-focused usability”

By following this structure, you can create a mission statement that clearly communicates your organization’s purpose and values. This structured approach ensures your mission statement is not only informative but also inspiring and memorable.

An effective mission statement should be timeless, guiding your organization now and in the future. Keep it concise, actionable, and aligned with your core values to ensure it resonates with all stakeholders.

Mission Statement Creation Template

Below are steps to help you in creating a compelling mission statement that communicates your organization’s purpose and values:

1. Label: Begin with a clear introduction, such as:

“Our mission is…”

2. Verb: Choose a strong, present-tense action verb that conveys action and purpose (e.g., “to provide,” “to inspire,” “to deliver”).

3. Audience: Identify who benefits from your mission (e.g., customers, employees, communities, or stakeholders).

4. Result: Highlight the primary outcome or benefit your organization strives to achieve. Focus on the value and impact of your efforts.

5. How: End with a brief explanation of your approach, methods, or core values that guide your work.

Mission Statement Vs. Vision Statement Vs. Values Statement: What’s the difference?

When it comes to defining an organization’s identity and guiding its strategic direction, mission, vision, and value statements are key components. While they might seem similar, each statement serves a unique purpose in outlining what the company stands for, where it aims to go, and the principles it upholds.

Mission Statement

A mission statement defines the organization’s purpose and primary objectives. It answers the question, “Why do we exist?” and provides a clear description of the company’s core goals and the value it aims to deliver to its customers and stakeholders. The mission statement is often action-oriented, focusing on what the organization does and how it intends to achieve its goals.

Vision Statement

A vision statement outlines the organization’s long-term aspirations and desired future state. It answers the question, “Where do we want to go?” and serves as a source of inspiration and motivation for employees and stakeholders. The vision statement is forward-looking and describes what the organization hopes to achieve in the future, often in a more abstract and idealistic manner than the mission statement.

Value Statement

A value statement articulates the core principles and beliefs that guide the organization’s actions and decision-making processes. It answers the question, “What do we stand for?” and provides a framework for ethical behavior and organizational culture. The value statement reflects the organization’s commitment to certain standards and helps to shape its identity and reputation.

In summary, while the mission statement focuses on the present and the company’s primary objectives, the vision statement looks to the future and outlines the company’s long-term goals. The value statement, on the other hand, defines the fundamental principles that guide the organization’s behavior and decision-making. Together, these statements provide a comprehensive understanding of the organization’s purpose, aspirations, and ethical framework.

Conclusion

Mission statements are crucial for articulating an organization’s core purpose and guiding its strategic direction. They help align employees, customers, and stakeholders with the company’s goals and values, ensuring everyone works towards a common objective. 

By understanding the company mission and the structure and key elements of a mission statement, you can craft a compelling and effective declaration that resonates with your audience and drives your organization forward. 

Remember, a well-crafted personal mission statement is not only informative but also inspiring, providing a clear path to achieving your company’s vision and upholding its values.

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