Mission statement examples: 16 of the best to inspire you
A mission statement is one of the most important documents in your company’s arsenal, but it’s also the most difficult to craft. We’ve gathered 16 of the best company mission statement examples to help get your creativity flowing. A good mission statement speaks volumes and communicates your core values to the larger world.
What should a company mission statement 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.
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.
- Their mission statement is simply “spread ideas”.
- In those two words, they say it all.
Pinterest mission statement: Bring everyone the inspiration to create a life they love.
- According to Pinterest, the platform was originally conceived as a tool to help people collect the things they are passionate about online, but it quickly became clear that people most enjoy using the site to get inspiration from others.
- With this, Pinterest’s current mission was born.
What is a strong mission statement?
Short and actionable
Harley Davidson
More than building machines, they stand for the timeless pursuit of adventure.
- Freedom for the soul
- Harley-Davidson is known for its iconic design and distinctive engine sound, but also for the unique subculture of Harley riders
- As much a lifestyle brand as a motorcycle manufacturer, they deliver adventure and freedom
Southwest Airlines
Connect people to what’s important in their lives through friendly, reliable, and low-cost air travel
- It ranks high for customer service, friendly crew, and affordable ticket prices
- Why it works
- Southwest sees itself as doing more than just moving people from point A to B.
Google: Organize the world’s information and make it universally accessible and useful
Google’s effectiveness is centered around its algorithms
- Its focus is on making information “universally accessible & useful”
- It is the most powerful search engine in the world, yet it is simple enough for anyone to use
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.
Patagonia
We’re in business to save our home planet
- Outdoor apparel and equipment company known for its social and environmental activism
- Pivoted to aluminum chocks after realizing their gear damaged the rock face they loved
- Now an environment-first company with far-reaching efforts
Dove
Help women everywhere develop a positive relationship with the way they look, helping them raise their self-esteem and realize their full potential
- Their mission statement combines seamlessly with their vision statement, which says, “We believe beauty should be a source of confidence, and not anxiety.”
CVS
Helping people on their path to better health
- In 2014, CVS became the first national pharmacy in the US to stop selling cigarettes and tobacco products.
- It bills itself as a “health care innovation company that is reinventing pharmacy.”
- Its mission statement is: “We Help People Helping Themselves.”
Microsoft
To empower every person and every organization on the planet to achieve more
- Focused on the “why” not the “what” of the business
- No matter where the market moves, Microsoft aims to increase productivity with its products
- Still valued at over $2 trillion, Microsoft remains flexible and agile
Consumers value mission-driven companies
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 higher likely to recommend the company to family and friends, and 6 times higher likelihood to defend the company in the wake of criticism
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 an opportunity to enjoy and be inspired by it
- Wrapping a mission statement and a vision statement up into one shiny package can be effective for marketing purposes
Finalizing your work
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
- Readability: No corporate speak or jargon
- Voice: Represents the unique voice and culture of your company
- Reach: Create both a text and video version
Nike
Mission statement: “If you have a body, you are an athlete.”
- Outfits some of the biggest names in professional sports.
- Inclusion is emphasized, and the word “inclusion” does not appear in the company’s mission statement.
What are the 3 parts of a mission statement?
Mission and purpose: the main reason a company exists
Target
Help all families discover the joy of everyday life
- 75% of the US population lives within 10 miles of a Target store
- Target’s affordable products are geared toward everyday people
- Their mission statement can also extend to their focus on community giving, corporate responsibility and creating a positive employee experience
Livestrong
What 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
- Very few mission statements are in the form of a question.
Brainstorming your company mission statement
Gather your leadership team and brainstorm answers to these four questions:
- Why does our company exist?
- What value do our products or services bring to consumers?
- What are our core beliefs and what makes our company different, better, or more inspiring than our competitors?
- Review and highlight concepts that are central to your company
Employees want a sense of purpose
Gen Z and millennials value belonging to a company with a strong moral compass
- The more effectively human resources and the leadership team communicate the company’s mission to rank and file employees, the better
- It is equally important to put your money where your mouth is, so to speak, by giving your employees opportunities to act upon these values
Mission statements vs. vision statements
Vision statements are aspirational
- They outline where your company aims to be in the future
- Mission statements are long-term goals that drive your company toward that end point
- If your vision statement is a goal post, then your mission statement is what drives you toward that goal post
What is a mission statement?
Sums up the core of who your company is and why it exists
- Company mission statements are typically short and sweet, only a sentence or two
- When done right, your company’s mission statement informs every aspect of your organization, from daily operations to customer loyalty, to employee satisfaction, but when done wrong it is just another line of jargon
Honest Company
Meaningful transparency and thoughtful design
- They’re committed to creating “clean” baby products
- Jessica Alba is the youngest-ever Latina to list a company on the New York Stock Exchange
- Being on a mission to change the world, one product at a time, may not seem like a huge stretch
Why Your Company Mission Statement is Important
It’s a valuable tool that helps your leadership team make big-picture decisions.
- The purpose of a mission statement goes far beyond strategic planning and is important for building a company’s culture and understanding its goals and values.
- It has broad applicability across industries.
Square
Everyone should be able to participate and thrive in the economy
- No one should be left out of the economy because the cost is too great or the technology too complex
- It aims to produce simple, low-cost payment products, regardless of where the market takes it
Biteable
Turn mission inspiration into video sensation with hundreds of workplace-ready templates and brandable scenes
Starbucks mission statement
Inspire and nurture the human spirit – one person, one cup and one neighborhood at a time
- It is ambitious without being overreaching
- Uses down-to-earth language
- The human spirit and a sense of community are both tangible aspects of the company