What is a Mission Statement?

Learn what makes a Mission Statement unique, and how to write one. Includes frequently asked questions about Mission Statements.

Updated on May 25th, 2020

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A mission statement is a brief description of why a company exists. It states the goal of the organization and describes the nature of the product or service. Every company should have a mission statement to show its purpose. In order to reveal the goals of an organization, the mission statement should articulate what the business does, how it operates, and why the business does what it does.

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How to Write a Mission Statement:

1. Define your business's purpose.

It's crucial for a business to share the value of its products or services. In this step, describe what the company does for its customers, discuss the problems it solves or the needs or wants it fulfills, and how it does this.

For Example:

"The purpose of my business is to provide accounting services to customers in remote areas through our reliable video conferencing and secure file sharing solutions."

This example includes what the business offers, describes its value, and mentions a problem and how the business can solve it.

2. State what the company does for its employees.

A mission statement must incorporate what the business offers to its employees. This step includes a brief outlook of the qualities and culture of the company. Depending on the type of company you have, your company could provide multiple products or services. However, because mission statements are very brief, only include 1-3 qualities.

For Example:

"At [company name], we ensure our employees have access to fair compensation, creative workspaces that encourage teamwork, and a wide variety of growth opportunities."

This example mentions at least three qualities or opportunities provided by the company.

3. Describe the company's goals and objectives.

The whole purpose of a mission statement is to mention what your company strives to achieve and deliver, whether it's excellent customer service or superior quality. This step should reveal what the company desires for its future. It specifies what should be done to achieve the mission. Goals and objectives should be measurable and realistic.

For Example:

"[Company name] strives to always deliver high-end quality products and excellent customer service."

4. Be specific and brief.

Be mindful not to use jargon as it may be ineffective, making it difficult to remember. When writing your mission statement, be concise by keeping it straight to the point.

How many characters should a mission statement have?

This depends on your business. We recommend a character limited of between 140 and 450. However, many medium to large-sized businesses, mainly in the corporate industry, opt for lengthy and more detailed mission statements.

10 Mission Statement Examples:

Company Name

Statement

Apple

To bringing the best user experience to its customers through its innovative hardware, software, and services.

Google

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

Amazon

Serve consumers through online and physical stores and focus on selection, price, and convenience.

Tesla

To accelerate the world's transition to sustainable energy.

Pentagonia

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

Facebook

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

Walmart

To save people money so they can live better.

Nike

Do everything possible to expand human potential.

Starbucks

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

Microsoft

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

Mission Statement vs. Vision Statement:

Businesses often combine their mission and vision statements to create a full statement about the business's long-term objectives, values, and overall purpose. However, the two statements are not the same thing. A mission statement is a concise and short description that defines a business's goals and it's strategy for reaching these goals. A vision statement refers to the business's desired future position in the industry or community it's trying to grow in.

FAQs:

What is a good mission statement?

A good mission statement should be inspiring and reveal the values of the company. The most effective mission statements reflect the company's culture and assist in leading it into the future.

What are the 3 parts of a mission statement?

The three components of a mission statement include the purpose, values, and goals of the company.

What are the 9 components of a mission statement?

  • How the company will benefit customers.
  • Products or services on offer.
  • Geographical markets in which you operate.
  • Commitment to growth and financial survival.
  • Core values of the company.
  • Strengths and competitive advantages.
  • Social and environmental responsibility.
  • Treatment of employees.

How long should a mission statement be?

A mission statement should be between 2 and 4 sentences, and should not exceed 100 words.