27 Mission Statement Examples That Define Companies and Inspire Customers

how to write an 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.”

how to write an mission statement

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 We are bringing change to an industry that has been held back by outdated technology and complicated financial incentives that solve for the needs of middlemen instead of providing the best experience to users.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 Logo

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.”

how to write an mission statement

Mission Statement:  “At Trupanion , we’re on a mission to help loving, responsible pet owners budget and care for their pets.”

how to write an mission statement

Mission Statement :  “We’re on a mission to simplify the complexities of payments to help you grow.”

how to write an mission statement

Mission Statement : “Our mission is to bring the best user experience to customers through innovative hardware, software and services.”

Asana logo

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

how to write an mission statement

Mission Statement : “To be the most trusted and convenient destination for pet parents (and partners), everywhere.”

how to write an mission statement

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.”

how to write an mission statement

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.”

how to write an mission statement

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.”

how to write an mission statement

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.”

how to write an mission statement

EFFECT Photonics

Mission Statement : “To interconnect humanity through fast, affordable, sustainable, and effective communication technologies.”

how to write an mission statement

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.”

how to write an mission statement

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.”

how to write an mission statement

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.”

how to write an mission statement

Intel Corporation

Mission Statement : “We create world-changing technology that improves the life of every person on the planet.”

how to write an mission statement

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

how to write an mission statement

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.”

how to write an mission statement

NBCUniversal

Mission Statement : “To be the premier content provider for television and digital platforms, spanning all television.”

how to write an mission statement

Mission Statement : “To bring inspiration and innovation to every athlete* in the world.

*If you have a body, you are an athlete.”

how to write an mission statement

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!”

how to write an mission statement

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.”

how to write an mission statement

Mission Statement : “Our mission is to bring community and belonging to everyone in the world.”

how to write an mission statement

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.”

how to write an mission statement

Mission Statement : “At Smartsheet, our mission is to empower anyone to drive meaningful change — for themselves, their businesses and even for the world.”

how to write an mission statement

Warby Parker

Mission Statement : “To inspire and impact the world with vision, purpose, and style.”

how to write an mission statement

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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How to write an effective mission statement (with free template)

Team Asana contributor image

A mission statement explains your company’s purpose. You should write a mission statement when starting a business so you have a clear idea of what you stand for. Read on to learn how to write an effective mission statement that can help you tackle company goals.

It’s natural to face challenges when leading teams and managing projects, and one way to push forward despite the hard times is to remember your “why.” Your company mission defines why you do what you do, who you do it for, and the impact you’ll create by doing it. When you know your mission, you’ll feel good about where your company is going, even through ups and downs. 

What is a mission statement?

A mission statement is a brief declaration of your company’s what, who, and why. You should share this statement with everyone in your organization so team members understand your collective goals. While a mission statement isn’t specifically for marketing, you’ll likely share it externally as well. This is why it’s important to write it eloquently.

Your mission statement is a foundational piece of content you can use as a jumping-off point for various other materials, including:

Value propositions

Business plans

Company vision statement

Once you’ve solidified your core values and initiatives, you’ll have an easier time expanding on those ideas and getting the message out to your audience.

5 steps to write a mission statement

Your mission statement isn’t something you can craft by yourself. Before you sit down to draft it, recruit other senior and executive leaders at your company who have a sense of what you’re aiming for. Together, use the steps below to get to the root of what your company stands for and the message you want to spread.

[Inline illustration] how to write a mission statement (Infographic)

1. Answer fundamental questions

To figure out what your mission statement should say, you’ll need to answer fundamental questions about your business. 

What do we do?

What do we create?

Who is our audience?

How do we make a difference?

Once you’ve answered the basics, consider questions that can help you craft a strong mission statement.

How do we differ from others in the industry?

How can we make our mission statement stand out from our competitors?

Can we use other mission statements for inspiration?

Consider having each member of your mission statement tiger team answer these questions separately, then pool your answers together. Your mission statement should be evergreen, so think about it in a way that incorporates business growth. It’s important to consider what your company’s purpose is in the context of what your future might be. 

2. Use your answers to brainstorm copy

Now that you have the ideas for your mission statement, you need the right words. Use brainstorming techniques to help you and the other leaders at your company come with creative ways to express yourselves. The goal is to inspire your team without sounding cliché or overly complex.

Some helpful brainstorming techniques include:

Mind-mapping: Mind mapping is a visual brainstorming technique you can use on your own or with your team. Start with one word or idea and use it to inspire other ideas. You’ll need a large piece of paper or whiteboard to write down a topic. Then, draw lines connecting tangential words or ideas to it.

Brain-netting: Brain-netting is great for remote collaboration , and it involves brain dumping ideas virtually, whether on a Slack channel, Google Doc, or through your project management tool . Team members can add ideas whenever inspiration strikes, and the list will be ever-evolving. 

3. Write your first draft

Now that you have solid ideas about what to put in your mission statement and creative ways to express those ideas, you can start experimenting with what sounds best. The following formulas can help you get started:

To [contribution/goal] so [impact] .

Our mission is to [contribution/goal] by [what you offer/how you do it] for [target audience] so [impact] .

To build/offer [what you offer/how you do it] for [target audience] to [contribution/goal] and [impact] .

For example, if you work for a content marketing company, here’s how your first draft might look:

To increase the value and visibility of content so companies can build strong relationships with their audiences . 

Our mission is to increase the value and visibility of content by offering content marketing services for companies so they can build strong relationships with their audiences . 

To offer content marketing services for companies to increase the value and visibility of their content and help them build strong relationships with their audiences. 

4. Ask for feedback

Draft a few versions of your mission statement so you can ask for feedback from current team members. Because the mission statement applies to everyone, it’s nice to include everyone in the feedback process—even if executive feedback gets slightly more weight. Don’t rush through the writing process. Take your time and get your mission statement to a place everyone is comfortable with.

Collaborate with your team by holding a Q&A session or by sending out surveys to ask which version of the mission statement resonates with them most. That way, once you complete your statement, you’ll feel confident that the result was a team effort. 

5. Revise and share

After collecting feedback, revise your mission statement as needed. Then, finalize it and share it with the rest of the organization. You can also include it in your business plan and share it on your website. 

Your mission statement explains your company’s purpose to those working for the company, stakeholders who may get involved with the company, and customers or clients who may spend money at the company. While you shouldn’t craft your mission statement for selling, it’s something you should be proud of and will likely want to display.

Examples of mission statements

Most companies share their mission statements with the public, either front and center on their websites, or in an easily searchable location. By making your mission statement visible to the clients and customers, companies show what they stand for and what they strive to achieve—both as an internal workforce and with the products or services they sell.

[Inline illustration] Mission statement examples: Asana, Paypal, Patagonia (Example)

“To help humanity thrive by enabling the world’s teams to work together effortlessly.” 

At Asana , our mission statement explains who we serve and what we want our impact to be on the world. While we have various goals we work toward as a company, our mission statement is our guiding principle among all others. 

Let's do great things together. Join our team.

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

PayPal’s statement is more product-focused, but it’s still effective. Businesses may imply the impact they hope to make by explaining the unique features of their product offering. PayPal’s mission is to create the best product possible for customers because doing so will improve lives.

3. Patagonia

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

Patagonia’s mission statement is complex, but it shows that their company has many layers beyond the clothing they sell. While on the surface, Patagonia offers outdoor gear, they set themselves apart from other companies by keeping the environment front of mind in all they do. 

Free mission statement template

Using a mission statement template can help you centralize your company’s most important information. Below, you’ll see how a content marketing company would’ve answered fundamental questions about their business and used those answers to design their mission statement with the provided formula.

[Inline illustration] Mission statement example: Content marketing company (Example)

Use the free mission statement template below to answer relevant questions about your company’s values and goals.

Why is a mission statement important?

Your mission statement is a building block for everything your team does. When you get it right, it leads to a stronger team dynamic in the workplace , more successful projects, and happier customers. Your mission statement should:

Define your brand to team members: Give your team clarity on what product you’re creating, why you’re creating it, and who you’re creating it for.

Present your brand to others: Tell others outside of your company what your team strives for everyday. 

Uphold values and objectives: Refer to your mission statement when you need to hold yourself and your team accountable to your ultimate goals.

Mission statement vs. vision statement

Many people use a mission statement and vision statement interchangeably, and while some companies combine the two, they have different meanings. A mission statement is your company’s “why” statement—in other words, your company’s purpose. Consider your mission statement as what you’re currently trying to achieve.

A vision statement can be a “how” statement or a future-focused statement. It should paint a broad picture of how you want to achieve your mission. Sometimes, companies incorporate the vision statement within their mission statement so they can state and explain their mission simultaneously. 

For example, Google's combined mission and vision statement is:

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

Mission statement: To organize the world’s information…

Vision statement: ...and make it universally accessible and useful.

While LinkedIn has separate mission and vision statements:

Mission statement: Connect the world’s professionals to make them more productive and successful.

Vision statement: Create economic opportunity for every member of the global workforce.

Use a mission statement to drive company success

Your mission statement is the launchpad for your company’s success. It states what you want to achieve and serves as a constant reminder of your purpose. But the only way to accomplish your mission is with small, everyday actions. A goal is just a dream until you put a process in place.

With work management software , you can set up workflows , schedules, and tasks that align with your mission statement and make your purpose a reality. Asana helps you create a purposeful and productive work experience for all your team members by giving them the clarity they need to achieve their goals.

BUSINESS STRATEGIES

How to write a mission statement in 5 steps

  • Joanna Kramer
  • Feb 19, 2019

how to write a mission statement for your business

A mission statement is one of the most powerful tools you have for leading your business or organization to success. The trick is knowing how to craft the perfect one, before you start posting it around your office or on your business website . There are a few tips and tricks to nailing exactly the right wording to articulate your vision and values - to yourself, to your employees, and to your target audience. Let’s jump in and review what makes an effective mission statement and how to write one for your business or organization regardless of whether you're just starting your business or scaling. Plus, we’ve included seven excellent mission statement examples at the end for your very own inspiration.

What is a mission statement?

Let’s start with the basics. You’ve probably heard that a mission statement is the lifeblood of your business. But what really is it? A mission statement takes the ‘why’ of what you do and consolidates it into about one to two sentences (and no, a run-on sentence that’s the length of a paragraph does not qualify). This abbreviated expression of your values and purpose helps everyone who encounters your work to immediately understand what you’re all about (much like your elevator pitch ). It's different from an executive summary but still important to your business. And it serves to remind you and your employees why you continue walking in the door each morning.

A strong mission statement will contain four key elements:

Inspiration

Plausibility

Specificity

As in, readers will walk away understanding the value your works adds to the world or to their lives, feeling inspired to join your mission, convinced that your goal is achievable, and crystal clear on the nature of your business or organization. Once these four components are present, you’ve got yourself a mission statement that is dressed to impress.

Why your business needs a mission statement

The mission statement ingredients sound all well and good, but why exactly is it important for you to adopt one? There are both inward and outward-facing reasons. Internally, it acts as a guiding statement to frame all of your strategic business decisions. It’s easy to reference every time you need a reminder of the values you embody as a company, or the vision you are pursuing. Furthermore, it becomes an important contributor to workplace morale, serving up a dose of inspiration every time your declared purpose starts fading behind administrative emails and fundraising campaigns. Those are the moments when you write your mission statement down on a little sticky note and post it on your computer screen.

Externally, this expression is a critical figure in the landscape of brand identity . Readers will associate your tone and register key words you select, and values you highlight with the larger persona of your company. The mission statement, then, communicates to outsiders who you are, and what you will do to guarantee quality business to your clients. In its concise form, its task is to explain how to foster a connection with the curious minds viewing its several sentences, and explain why yours should be the right business or organization for them to choose.

How to write a mission statement for your business in 5 steps

1. Ask yourself three fundamental questions

2. Hold a brainstorming session

3. Narrow down your choices

4. Refine your words into sentences

5. Review what you've written

01. Ask yourself three fundamental questions

What does your business do? How does it do it? And why? With the first question, evaluate your response through the lenses of your customers or beneficiaries, your employees, and - of course - yourself. When relevant, you can widen the perspectives to also define what your business does for your community, or even for the world. The exercise of answering these three questions will help you tease out your purpose, clarify the value you offer, and reconnect to your motivating passion.

02. Hold a brainstorming session

Either by yourself or with your team, throw around words and phrases that convey the answers you generated in the previous step. Of course, we know each of those questions could give way to an essay - sometimes even a book. Yet, here, brevity comes above all. Try instead for “snapshot words” that capture the sentiment of your business’ value and purpose. Don’t hold back here: All ideas are acceptable at this point, and you never know when a phrase that’s slightly off can spark the suggestion of the phrase that’s exactly right.

03. Narrow down your choices

Either through a group voting process or by soliciting the feedback of a few people you trust, whittle down the list you generated in step two. At the end of this step, you should emerge with a curated list of your favorite words and phrases that are fitting and truly reflect your brand.

04. Refine your words into sentences

Set aside a few hours, a quiet area, and put on your best ‘eureka moment’ playlist. It’s time to start massaging your list of chosen words and phrases into one to two complete sentences, keeping in mind all the key elements we reviewed earlier. Check in frequently with those four criteria to ensure you’re on the right track. Finally, remember to write in the present tense. This an active proclamation of what you do - not what you hope to do someday.

05. Review what you’ve written

The editing stage is best done with fresh eyes, after you’ve had some time away from your first draft. Notice points where you can tighten the phrasing, or make your wording even more precise. Run through potential future developments for your business. Will the statement you’re crafting now stand the test of time and an evolving business strategy? Take care to build some of this flexibility into your final version (without losing sight of the specificity, of course). Lastly, cut out the fluff. Big words that sound fancy but don’t add much value or clarity for your readers should be directed straight to the trash can. What survives your editing annotations will be the strong, durable, and exact material that quality missions statement examples are made of.

5 steps about how to write a mission statement for your business

Where to display your mission statement

Once you have your mission statement polished and gleaming, it’s time to debut it to your colleagues and target audience . Find a place to print and proudly display it in your workplace so you and all of your team members can look to it as a source of guidance whenever a big decision is in front of you, or you need an inspirational boost.

Additionally, your new mission statement should appear across all of your marketing and promotional materials, from printed brochures to your beautiful website. Due to its short length, it also makes for an excellent bio lines on your social media channels. It’s a snappy answer to people’s initial question of ‘What is this?!’ after they stumble across your profile - and on the Internet, it’s important to keep information flowing fast to keep a web visitor’s attention engaged. Your mission statement makes your point quickly and succinctly, giving your online traffic a reason to stick around. Now, that’s good for business!

P.S. One little hint from us to you: Keep a note of all places where you feature your mission statement. In the event you update it, you will want to be able to make an easy sweep of your office and your online presence to implement the new edits across the board.

Get inspired by these mission statement examples

Enjoy some of these examples of great mission statements that have hit the ball out of the park with their bold precision:

Amp’d: “To provide people with limb loss/difference resources that allow them to live to their fullest potential.”

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.

Honest Tea: Honest Tea seeks to create and promote great-tasting, healthy, organic beverages. We strive to grow our business with the same honesty and integrity we use to craft our recipes, with sustainability and great taste for all.

S’well: It’s S’well’s ongoing mission to create products that are both beautiful and eco-friendly, that infuse innovation with inspiration, and that continue to give back to communities in need.

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

Snap Inc.: Snap Inc. is a camera company. We believe that reinventing the camera represents our greatest opportunity to improve the way people live and communicate. We contribute to human progress by empowering people to express themselves, live in the moment, learn about the world, and have fun together.

The New York Times: We seek the truth and help people understand the world. This mission is rooted in our belief that great journalism has the power to make each reader’s life richer and more fulfilling, and all of society stronger and more just.

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How to Write a Mission Statement

Focus your company in 3 easy steps with examples

Susan Ward wrote about small businesses for The Balance for 18 years. She has run an IT consulting firm and designed and presented courses on how to promote small businesses.

how to write an mission statement

© The Balance, 2018

A mission statement articulates a company's purpose. It announces to the world at large why your company exists. Every business should have a mission statement as a way of unifying the organization.

You can think of a mission statement as a combination of what your business or nonprofit does and how and why it does it, expressed in a way that encapsulates the values that are important to you. It can be a challenge to clearly and concisely bring these ideas together, though. Here is a simple guide—along with some examples—for writing your own company mission statement.

Describe What Your Company Does

There's no need to be fancy here. Just say it simply for the moment. What product or service does your business produce or provide? Get down to the bare basics and don't add any filler. You will elaborate on this purpose in the next steps.

My company's purpose is to:

  • Provide educational services
  • Grow market vegetables
  • Design phone apps 
  • Provide financial advice
  • Sell women's clothing
  • Provide pet sitting services

Describe How Your Company Does What It Does

This is the tricky part, because we're not looking for a detailed description of your business' physical operations here. Instead, we're looking for a description of how your business generally operates. This usually means incorporating one or more of your core values into your description.

So take a moment to list the core values that are important to express in your business. Here are some sample values that you may want to use when you write a mission statement:

  • Provide high product quality
  • Provide superior customer service
  • Protect the quality of the environment
  • Ensure equal access to resources
  • Encourage innovation /creativity
  • Practice sustainable development

It might be helpful to focus on your business' core competencies when you're considering which values are worthy of including in your mission statement. Zero in on one (or two at the most) to add to your description of what your company does.

Mission Statement Examples

Here's what the first three examples from step one might look like when you add values to them. 

  • Sell shoes of the highest quality.
  • Provide educational services that allow all children to experience learning success.
  • Grow market vegetables using organic, sustainable farming practices.

Remember, these are not finished yet. There's one step to go before your mission statement is complete.

Add Why Your Company Does What It Does

This is the part of your mission statement that describes your spark—the passion behind your business.

Why does your business do what it does? For some people, it helps to think back on why they started their business in the first place.

This is what our three mission statement examples might look like when you add "why" to them: 

  • Sell shoes of the highest quality so every customer can find a pair of shoes they actually love to wear.
  • Provide educational services that allow all children to experience learning success and become life-long learners and contributing members of our community.
  • Grow market vegetables using organic, sustainable farming practices to give people safe and healthy food choices.

When you're finished, have another look at your mission statement and see if it captures what you want to say or if there's a better way of phrasing it. Be sure to change the phrase "my company's purpose" to the name of your company.

"My company's purpose is to grow market vegetables using organic, sustainable farming practices to give people safe and healthy food choices,"

might become:

"At Earth's Bounty, we grow market vegetables in a way that's good for the earth and good for the table."

And, "Our company's purpose is to provide educational services that allow all children to experience learning success and become life-long learners and contributing members of our community,"

could be better phrased as:

"Our company, Hopscotch Learning, exists to provide educational services that allow all children to experience success in learning and success in life."

Put Your New Mission Statement to Work

Once you've crafted your business's new mission statement, you'll want to put it to work right away.

Besides directing your business planning , you want your mission statement to be front and center in the minds of everyone who works in or interacts with your business. As the statement of why your business exists, it also explains to them why they would want to do business with you.

Some businesses go so far as to make their mission statements the themes of their advertising campaigns. If you do nothing else, you should make sure your mission statement is highly visible on your business premises, website, and all your marketing materials.

A good mission statement isn't just a slogan; it's the foundation of your operations manual—and it can't provide guidance if people aren't familiar with it.

Besides having mission statements to communicate who they are and what they do, successful small businesses also have vision statements to describe their ultimate achievements. You can follow a similar process to create your own vision statement.

Examples of Famous Mission Statements

  Justin Sullivan  / Staff / Getty Images

Virgin Airways : "Our mission statement is simple, yet the foundation of everything we do here at Virgin Atlantic Airways... to embrace the human spirit and let it fly."

Tesla : "Tesla’s mission is to accelerate the world’s transition to sustainable energy."

Facebook : "Founded in 2004, Facebook's mission is to give people the power to build community and bring the world closer together. People use Facebook to stay connected with friends and family, to discover what's going on in the world, and to share and express what matters to them."

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

How to Write the Perfect Mission Statement (With Examples)

Table of contents.

Ross Mudrick

Developing a mission statement is a lengthy process that involves the input of team members who fully understand your business, employees, customers, industry, and the products and services your company provides.

Once completed, your organization can share its mission statement so consumers, employees, investors and other stakeholders know precisely what your organization does (or doesn’t do), what it values and why it exists. Often a mission statement can help clarify an owner’s ideas about their business’s “whats” and “whys.”

We’ll explore mission statements, why companies need them, and how to craft the perfect mission statement for your organization. 

Establishing a company mission can create a better culture and increase employee engagement as everyone works toward a common goal.

What is a mission statement?

A mission statement is a declaration of what your company does and why it exists. This message is designed for internal and external audiences; it should ignite interest in the organization as it builds its brand .

The best mission statements have two primary objectives: 

  • Educate: Mission statements educate by sharing what the organization does, how it does it and why.
  • Inspire: If it’s a well-written mission statement, its second objective is to inspire. The best mission statements energize people to learn more about the brand and become supporters.

How to create a mission statement

When creating your mission statement, you’ll need to understand its essential components and ask probing questions to define precisely what your organization does and how. Finally, you’ll need to outline your organizational mission so it’s clear to everyone reading it. 

1. Include three essential components. 

According to Chris Bart, a retired professor of strategy and governance at McMaster University, a well-written mission statement has three essential components. Address each of these components when creating your mission statement:

  • The business’s key market: Who is your customer base ? What industry does your business serve?
  • The company’s contribution, or “what”: What product or service does your business offer? How does it better your local community or humanity?
  • Distinctions between your solution and competing ones: What makes your product or service unique? Why should your audience buy your product over the competition’s?

2. Dig deeper to uniquely portray your business. 

While incorporating the essential elements, ask yourself – and your team – probing questions to truly understand who your business serves, what your organization does and how it works. Here are some questions to start with:  

  • Why do we exist?
  • What do we do?
  • How do we use our products – or services – to achieve our goals?
  • Who do we serve?
  • How do we serve them?
  • What do we do better than anyone else?
  • What differentiates us from our competitors?
  • How do our customers describe us?

3. Define your organizational mission. 

Creating an accurate, inspiring mission statement isn’t purely a philosophical exercise. It has to be practical, too. A mission statement must make sense to those who read it, whether they know about your organization or not.

Keep these four tips in mind as you define your organizational mission:

  • Make the connection obvious: People unfamiliar with your company who read your mission statement should come away with a clear, concise understanding of what your organization does and why it exists.
  • Be brief, yet informative: Keep the statement under 25 words. If it’s longer, people won’t read it or remember your company.
  • Talk to stakeholders: Before finalizing your mission statement, speak to as many stakeholders as possible to see if it makes sense to them. Encourage feedback by seeking out board members’, long-time customers’ and trusted vendors’ opinions.
  • Develop a long-term mission: This may be one of the more challenging aspects of writing a mission statement because defining what your organization is about today can be easier than providing predictions. However, you can update your long-term goals as  events and changes occur. 

Avoid common mission statement mistakes

Since your mission statement helps define your business, getting it right is crucial. Avoid these typical mistakes: 

  • Using elaborate language: Avoid the pitfalls of “fancy” writing and using ambiguous words. Aim for clarity and brevity, and don’t make your mission statement overly formal. You want people to relate to it, not misunderstand it.
  • Failing to update your statement as your business evolves . Revisit your mission statement over time to ensure it still resonates with your company’s current purpose. While it may seem like a clear, concise mission statement should cover all your bases – like any business-defining feature – it must also evolve as your business grows.

What do effective mission statements have in common? 

Effective mission statements are succinct and thoughtful.  

  • Succinct: The more succinct your mission statement, the more likely it will resonate with audiences. A lengthy mission statement that’s challenging to remember can fall flat. A good test to see if your mission statement hits the mark is if your employees can recite it. For example, the mission statement of media organization TED, famous for its TED Talks, is “Spread ideas.” In two short words, TED outlines what it does and why people might be interested in learning more about it.
  • Thoughtful: Other companies take a more creative, thoughtful approach. LEGO, whose mission statement, “Inspire and develop the builders of tomorrow,” clearly defines what the company does – inspire and develop – and who its target customers are – the builders of tomorrow. In 2009, LEGO’s CEO Jørgen Vig Knudstorp said, “We make very clear the values we promise everyone we interact with – whether they are colleagues, partners in retail, the wider community, or – most important of all, of course – the children we deeply care for.” Its mission is woven through the entire organization, which is when mission statements come to life.

When companies don’t have well-constructed mission statements (or any mission statement), customers, potential customers and the public are forced to identify for themselves what the company is and why it exists.

When a strong, compelling mission statement resonates with the entire organization, you give employees motivation that goes beyond money .

What’s the difference between mission and vision statements?

Mission statements and vision statements are both crucial, but they have different objectives. A mission statement is focused on today, while a vision statement is focused on the future – what you want to become and how you want to impact people. 

Here are some questions that will define your vision statement:

  • What are the organization’s goals and dreams?
  • What will the world look like if we are successful?
  • What problem(s) is the organization solving for the greater good?
  • Who and what are we inspiring to change over the long term?

To help understand how mission statements and vision statements differ, compare Airbnb’s mission and vision statements.

  • Airbnb’s mission statement: “Belong anywhere.” This mission statement is short and to the point. The message conveys that you can stay anywhere in the world and feel included when doing business with Airbnb.
  • Airbnb’s vision statement: “Tapping into the universal human yearning to belong – the desire to feel welcomed, respected, and appreciated for who you are, no matter where you might be.” This message taps into a larger picture of what a future could look like when the global community imbues Airbnb’s philosophy.

Examples of effective mission statements

Here are examples of effective mission statements from well-known brands. These mission statements briefly define the organization, its purpose and its impact on humanity:

  • Nike: “To bring inspiration and innovation to every athlete in the world. If you have a body, you are an athlete.”
  • JetBlue: “To inspire humanity – both in the air and on the ground.”
  • Warby Parker: “To offer designer eyewear at a revolutionary price while leading the way for socially conscious business.”
  • Tesla: “To accelerate the world’s transition to sustainable energy.”
  • LinkedIn: “Connect the world’s professionals to make them more productive and successful.”
  • Microsoft: Early days: “A computer on every desk and in every home.” Now: “To empower every person and every organization on the planet to achieve more.”
  • Disney: “To entertain, inform, and inspire people around the globe through the power of unparalleled storytelling.”
  • Ford: “To help build a better world, where every person is free to move and pursue their dreams.”

Many effective mission statements focus on corporate social responsibility , appealing to their customers as they try to make the world a better place.

Finding your mission statement language

To get started, start tossing around words with trusted stakeholders. However, remember that you’re not looking for what “sounds good” as much as gaining clarity about what your business does. Brainstorm with others in low-stake sessions and see what language resonates with your brand. 

Remember that sounding good is important, but first you must define yourself. If your mission statement includes a nod to your business’s philosophy, values and culture of ethical behavior , the more benefits you’ll reap.

As with any other business plan or project, you may need to explore dozens of ideas before landing on your best fit. 

Patrick Proctor contributed to the writing and reporting in this article.

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

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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.

kanban board in projectmanager

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.

ProjectManager Gantt chart

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’s dashboard view, which shows six key metrics on a project

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 .

Click here to browse ProjectManager's free templates

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How to Write a Mission Statement

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When you’re first starting a business, writing a mission statement may seem like a challenge, but it can be pretty simple. Your mission statement is a critical component of your business plan . It articulates why you started your company and what you hope to achieve. And when written well, your mission statement serves as an invaluable marketing tool for your business.

In this article, we’ll show you how to craft an authentic mission statement that resonates with your customers, employees and business peers. Also, be sure to review our mission statement template infographic at the end of this guide — it will help you dive into the writing process with greater clarity and confidence.

how to write an mission statement

What is a mission statement?

Your mission statement explains, briefly and concisely, the mission you first set out to accomplish when you started your business. Your mission statement should also make clear how you’re unique to your competition, hint at your business strategy, reflect your core values and ethics and take your universal or longer-term business goals into account.

If you’re starting a daycare , for instance, your mission might be to provide safe, flexible and affordable child care and children’s education for parents in your community. If you’re starting a wedding planning business , your mission may be to provide hands-on, personalized support to busy spouses-to-be who don’t have the bandwidth to deal with crazy wedding logistics. Your mission statement is simply a polished and cohesive version of your business's essential purpose.

You will usually feature your mission statement on your website in the “About” section or company overview section, and in job postings, marketing supplements and your business plan. It’s one of the business fundamentals that you’ll find will have many uses as you grow your business.

Why you need a mission statement

In his Ted Talk about effective leadership, Simon Sinek says that business leaders should be able to answer these questions: “What’s your purpose? What’s your cause? What’s your belief? Why does your organization exist? Why do you get out of bed in the morning? And why should anyone care?”

When you encapsulate your answers in a cohesive mission statement, you tell everybody:

Who you are.

Why you matter.

What you stand for.

This is critical because your mission statement should affect every future business decision — from hiring your first employee to how your brand yourself. Every choice you make should align with your company’s core purpose and beliefs.

Now, let’s move on to the nuts and bolts of writing your mission statement. It will help you create a comprehensive business plan that will guide you in launching, running and growing your business.

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We’ll start with a brief questionnaire to better understand the unique needs of your business.

Once we uncover your personalized matches, our team will consult you on the process moving forward.

How to write a mission statement in 5 steps

Now that you understand why a mission statement is essential, we’ll dive into the details about how to write a mission statement.

1. Free write about starting your company

Don’t expect to produce a polished and publishable mission statement as soon as you put pen to paper (or fingers to keys). To overcome any stress or writer's block, try “free writing” about your business instead.

As we’ve mentioned, your mission statement conveys your business’s “why.” What problem did you seek to solve when you started your business? Why was this particular problem important for you to take on? What inspired you to start your business? And how does your product or service solve that problem better than your competition does?

If you have or plan on hiring employees, touch on the vision of the working environment you aim to provide for them, as well. What kinds of people comprise your team, and how do they align with your business’s overall values?

At this stage, you’re simply gathering your thoughts and pointing yourself in the direction of a complete mission statement. The most important thing is to generate the raw material; you can hone and edit from there.

2. Explain what your company does

Next, you can get a little more granular and explain precisely what product or service your company provides, focusing on how your particular product or service offers value for your target customer. This explanation should touch on your broader mission and how your business differs from others like yours, either explicitly or implicitly. Keep this short, concise and specific.

For example, let’s take a look at our hypothetical wedding consultant example. If that’s you, you could write that you provide couples with wedding consulting and planning services, as well as day-of coordination. Personalize your services according to the couple’s particular needs and wishes. This thoughtful, bespoke level of service puts busy couples without the time or desire to handle planning and logistics at ease, so they can truly enjoy their big day.

3. Describe your ideal customer

Learning how to write a mission statement is a critical component of customer-facing marketing material; it must articulate who your business serves, why someone should choose to work with you, and what you can do for your customers.

Start by describing your ideal customer: What are their general demographics? What do their professional and personal lives look like? What problems or challenges are they facing? How do they find new businesses or products (i.e., Instagram, word of mouth, or another marketing tactic)? How do you want your customers to feel when they use your product or service?

On the flip side, you can consider the types of customers your business wouldn’t be best suited for. This is also known as creating a buyer persona, and it’ll help you hone in on who your target market is and how to fashion your mission statement so that it resonates with their particular needs and desires.

This probably won’t appear verbatim in your final mission statement, but it’ll help you hone in on what you do, why you do it and the unique value you bring to your customers’ lives.

4. Define your core values

Your mission statement should convey your business’s values and ethics as much as it does your literal product or service.

Let’s return to our daycare center owner example. Your business’s core values might:

Flexibility.

An accessible price point for parents with demanding or unusual working hours.

Providing children with a creative, nurturing and cooperative environment.

Specializing or focusing on a particular subject, such as art, music, or group projects.

This is as important for your customers to understand as it is for your current and prospective employees, as well as key stakeholders like lenders, investors and other owners. Those core values shape your company culture, offer your current employees both an ethical and goal-oriented guidepost and attract the right employees. You will also help lenders and investors understand your larger, longer-term goals (and why they should invest in your business).

5. Revise and condense your mission statement

We’ve noted that your mission statement should reflect your business’s purpose and goals and that you should be authentic — but don’t mistake your mission statement for an essay, op-ed, or journal entry. At its core, your mission statement is a marketing asset. That means it should be relatively short and concise.

Once you’ve written to your heart’s content, try to cut your statement down to a few paragraphs. Then, try to condense it even further so you can easily use this one- or two-liner in your marketing materials; think of this as the elevator pitch version of a more comprehensive mission statement.

Get some readers on board, too. If you have employees, run your mission statement by them to gauge their opinion (after all, this is as much for them as it is for you and your customers). Also, consider sharing your mission statement with your advisors and even trusted customers to ensure that your statement accurately portrays your business and reflects your long-term goals.

Mission statement examples

If reading about how to write a mission statement still leaves you feeling stuck or lost, you can always consult the brands you admire to get a sense of how they approached their statements. Typically, brands include their mission statements on the “About,” “Our Story” or “Our Mission” page of their websites.

Here are just a few mission statement examples we collected from successful brands. Note that some of these mission statement examples are longer than what we’ve included here, so if one resonates with you, we’d recommend heading directly to their website to read the full statement.

Glossier: “You have now entered a people-powered beauty ecosystem. Here you’ll find products inspired by the people who use them, along with people to be inspired by, and for you to inspire. Glossier was founded on the fact that beauty isn’t made in a boardroom — it happens when the individual is celebrated. Personal choice is the most important decision a brand can never make.”

Spotify: “With Spotify, it’s easy to find the right music or podcast for every moment — on your phone, your computer, your tablet and more. There are millions of tracks and episodes on Spotify. So whether you’re behind the wheel, working out, partying, or relaxing, the right music or podcast is always at your fingertips.”

Patagonia: “At Patagonia, we appreciate that all life on earth is under threat of extinction. We aim to use the resources we have — our business, our investments, our voice and our imaginations — to do something about it.”

SoulCycle: “Our mission is to bring Soul to the people. Our one-of-a-kind, rockstar instructors guide riders through an inspirational, meditative fitness experience that’s designed to benefit the body, mind and soul. Set in a dark candlelit room to high-energy music, our riders move in unison as a pack to the beat and follow the signature choreography of our instructors. The experience is tribal. It's primal. It's fun.”

Casper: “We believe sleep is the superpower that charges everything people do. We’ve spent years studying the magic and science of sleep. The more we learn, the more we’re sure: Great sleep changes everything. It makes us friendlier, faster, smarter… even warmer-and-fuzzier. If we all got great sleep, the world would be brighter.”

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The bottom line

In the beginning, you may be tempted to bump learning how to write a mission statement to the bottom of your very, very long starting-a-business checklist. But the very start of your venture is arguably the most auspicious time to write your mission statement. Right now, you’re deeply in touch with your business’s “why” — otherwise, you wouldn’t be putting in the hard work of starting your business at all. That motivating purpose underlies your mission statement.

As you grow and evolve, you’ll be grateful that you took the time to put that passion and energy into words. Use it as a kind of ethical guidepost as you and your team face increasingly challenging decisions over your business’s lifetime. Plus, your mission statement will be an essential marketing tool that you’ll use both to draw in potential customers and employees.

And keep in mind that your mission statement isn’t an essay — it should be the opposite. Your finished mission statement should be a few paragraphs at most. As you get to work drafting your mission statement, be sure to craft an authentic and memorable story about your company.

This article originally appeared on JustBusiness, a subsidiary of NerdWallet.

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How to Write a Mission Statement (+ Examples)

If you want a solid foundation for your business, writing an impactful mission statement is probably on your list...

By Mighty Team

December 27, 2023

IN THIS ARTICLE

In any business, having a mission functions as a centering “why” and helps leaders, employees, and customers remember the reason it started in the first place. That’s where a mission statement comes in — it explains your business’s existence in a short summary and can reignite the passion you have for your business.

Whether your business has one or one hundred employees, you need a mission statement. Here’s what we’ll cover in this article:

  • What a mission statement is.
  • Why a mission statement matters.
  • Tips for writing a mission statement.
  • How to craft the perfect mission statement.

What is a mission statement?

Mission statement definition

A mission statement is a one- or two-sentence summary of what your company does, for whom, and the impact your company has. This big purpose is the driving force behind the work and brand and is a commitment to stakeholders, employees, and customers about where the focus lies and what kind of business it will be. Every entrepreneur and organization needs a mission statement because it reiterates its purpose.

There are different approaches to writing a mission statement, but most mission statements will include some combination of the company’s goals, values, and purpose.

Here are some of the mission statements behind the world’s top brands.

Examples of famous mission statements:

  • “Google’s mission is to organize the world’s information and make it universally accessible and useful.” – Google
  • “To be Earth’s most customer-centric company” – Amazon
  • “To save people money so they can live better” – Walmart
  • “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.” – Shopify *

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Why is a mission statement important?

Here are some of the reasons why a mission statement matters:

  • A mission statement can help you clarify your business’s goals.
  • It helps employees or contractors understand how their work contributes to the business’s success.
  • A mission statement acts as a guide for the company culture since it ties in the values, norms, and beliefs of a company to guide the workplace environment and employee actions.
  • It can help attract top talent by communicating, in a single sentence, why your business exists.
  • Lastly, a mission statement distinguishes the business from competitors.

But isn’t it just corporate jargon?

“We treat others as we would like to be treated ourselves. We do not tolerate abusive or disrespectful treatment. Ruthlessness, callousness, and arrogance don’t belong here.”

How about this mission statement? We might imagine a company with this mission statement would be a wonderful place to work, right?

Enron

Actually, that’s the mission statement for a little company called Enron. It applied for bankruptcy in 2001 after a series of scandals that cost shareholders $11 billion.

So a skeptical person might ask why mission statements even matter. Aren’t they just a product of high-priced consultants and CEO weekend retreats?

If they aren’t acted on, then absolutely yes.

But look at the mission statements of some of the most successful companies and you’ll see missions that–for the most part–are being acted out.

For example:

  • Amazon’s mission statement of being “earth’s most customer-centric company” isn’t an empty flex. Research shows that customers pick them because of easy use, tons of choices, and lightning-fast shipping. That’s why they’re growing–because they give customers what they want.
  • Walmart’s mission statement– “to save people money so they can live better”--reflects what customers believe about the brand. 41% of customers choose Walmart for its lower prices. And don’t forget Walmart’s easy return policy–for budget-conscious shoppers, knowing you can bring something back helps you know you won’t waste money.

Vision vs. mission statement

What’s the difference between vision and mission?

Often, mission and vision are used interchangeably or seen as the same when the two are actually distinct. While both act as a guide for a business, here’s the difference:

A vision is future-focused A vision is what a business aspires to. It’s a business’s North Star. It’s what leadership wants to achieve in the next couple of years (e.g. what are the hopes and dreams for the company?).

A mission statement is here and now Whereas the mission is why a business exists today. Instead of being future-focused, the mission statement covers the present — what a business is currently doing and essentially how it plans to achieve its vision.

Examples of vision vs mission statements

TED

For example, the brand TED (Technology, Education, and Design)’s mission statement is “Spread ideas,” and their vision statement is “We believe passionately in the power of ideas to change attitudes, lives, and ultimately, the world.”

LinkedIn Mission Statement

Another example is LinkedIn. Their mission statement is “To connect the world’s professionals to make them more productive and successful.” Their vision statement is “To create economic opportunity for every member of the global workforce.” Their mission clearly states what they do and for whom, with an ambitious vision to help every working person around the world.

How to craft a mission statement

If you’re ready to craft a great mission statement, here are some steps to do it. If you’re just starting out, you might be on your own. If you have an existing business, get your employees together and brainstorm through these steps. You might even survey your customers to find out what’s important to them.

1. Describe the business’s purpose

Let’s first start with your “why.” Write about the purpose of the company’s existence, or why you started this company in the first place. What’s the problem you solve?

For example, a stationery company might say that they started their business because they wanted to produce high-quality products to help their customers stay organized and spark creativity. Every time they wanted to buy a planner for themselves, they never found one that spoke to them — every planner they saw was boring and unimaginative, which is why they decided to start their own company — to solve a need in the market.

Create a word cloud or brainstorm some words and phrases around your purpose. Since this is a fuzzy concept, here are some questions to get you started:

  • Why would our customers say we exist?
  • What would our customers/potential customers say they like the most about us?
  • What problems do we help our customers solve?
  • What needs do we meet for our customers? (e.g. the stationary company above isn’t just delivering planners. It’s creating an inspirational organization.)

2. Outline what the business does

Part of your mission statement is about what the business does. Here are some questions to help you turn this into a mission statement:

  • What products or services do you provide?

Next, outline what the business provides, whether it’s product or service-based. For example, the stationery company might say that they create one-of-a-kind notebooks, journals, planners, and calendars.

  • What niche do you serve?

Once you have the basics down, be more specific so you can differentiate your company from your competitors. Perhaps you serve a certain niche (e.g. stay-at-home parents, freelancers, or graphic designers), or maybe it’s the material you use that’s unique, or even the service you provide is different from your competitors’.

  • What values help you deliver these?

That same stationery company, for example, might say that they use recycled paper to create one-of-kind notebooks, journals, planners, and calendars to help business owners stay organized. By stating these details, the company is highlighting what makes them unique, along with who they serve, helping them stand out from the sea of competition.

3. Consider what you value most

After writing about the purpose of the company’s existence and what they provide, you’ll want to outline the process (how they do what they do). This will involve listing the company’s core values. Some examples of core values include:

  • Respect and authenticity
  • Collaboration
  • Purpose and impact
  • Forward-thinking
  • Providing equal opportunity
  • Delivering excellent customer service
  • Protecting the environment
  • Sustainability
  • Creating high-quality products and services

Going back to our stationery company, they might say that they value creativity and highlight local talent by commissioning artists every month to design one-of-a-kind prints used on their products. They also value sustainability and protecting the environment since they use recycled material.

4. Refine and revise the mission statement

After writing out a few iterations of the mission statement, pick the one you like the best. A mission statement is crucial for the foundation of your business, so take your time. You can even come back to it after a few hours or even a few days with a set of fresh eyes. See if the wording makes sense and that your audience can easily understand it.

It’s also normal for companies to pivot over time so it’s important to revisit your mission statement to ensure it still rings true. But try to choose something that can serve as your north star for a while.

Tips to keep in mind when writing your mission statement

Be clear and concise.

The examples of mission statements above show that a great mission statement can be short. Be clear and direct about the impact your company wants to make in just one or two sentences. Remove anything that feels out of place or doesn’t add value.

Avoid using jargon

Don’t use overly technical language or jargon in your mission statement. You want it to be comprehensible, not confusing.

Find balance

Try and strike a balance between realism and optimism. Be realistic about what your company does, but be optimistic about the impact you want to make.

Get feedback

Make sure to ask other stakeholders and employees about the mission statement. See if they resonate with it and what they’d change.

Mission statement examples

Here are some examples of generic mission statements that you can use for inspiration:

Example 1 Providing women with ethically sourced clothing made by American designers so they look stylish while feeling comfortable.

Example 2 Providing freelancers with a brand strategy so they’re positioned as experts who attract the right clients.

Example 3 Helping small business owners become more visible and seen as an authority in their field by creating captivating videos.

Example 4 Creating gourmet chocolate for the food connoisseur, using sustainable ingredients.

Example 5 Developing actionable financial solutions for parents, allowing them to achieve their investment goals and retire earlier in life.

Example 6 Helping CEOs create workplaces where conflicts dissipate into opportunities for growth.

Example 7 Spreading the power of optimism to widowers through creative programs.

Example 8 Helping businesses reinvent themselves by seizing opportunities and embracing change.

Example 9 Transforming women’s bodies and lives through holistic nutrition so they can live their lives to the fullest.

Example 10 Creating stunning, one-of-a-kind jewelry that’s as unique as our customers.

Now that you have a powerful mission statement, don’t forget to use it! You can use it in your marketing, like in your company’s social media bio and on your website. You can even print it out and hang it in front of your desk so you remember why you started your business in the first place.

Big Purpose- New Image

Here at Mighty, we encourage creators to develop their Big Purpose (our equivalent of a mission statement). A Big Purpose is the motivation for creating a community . It’s something that can only be accomplished by the members coming together to answer the call. It’s why a community exists in the first place.

If you want to scale your business to totally new heights by creating a community and having a space for courses, content, and events, Mighty is your go-to platform.

Don’t take our word for it, you can try it totally free for 14 days. No credit card required!

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

Hero image with an icon representing a mission statement

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.

Five illustrations of a diamond, a projector, mountains with a flag, and olympic podium representing what makes a great mission statement

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.

Eight steps to write a mission statement in a circular pattern with icons for each: connect with stakeholders, list core values, consider your audience, write a rough draft, edit for conciseness, seek feedback, revise, and communicate and integrate.

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."

Passionfruit's mission statement with the who, what, and why identified.

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.

Call to action from the Passionfruit site on a purple background that says, "Being proud shouldn't be an annual affair. Help provide counselling to the LGBTQ+ community by wearing your pride with us, all year round."

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.

An image of a man's hand pressing down on foam mattress material with the text: "For the love of sleep. From disrupting the mattress industry to innovating new technology that helps you rest uninterrupted, everything we do at Casper is for the love of sleep." The CTA button says "Explore Casper Labs."

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.

A screenshot of the Magic Spoon website, with a person's hand grabbing a Magic Spoon cereal box, with the text: "High protein cereal to power your days."

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 . 

A screenshot of the About page on the Dunkin website and its mission statement: "Everything we do is about you. From chefs who create exciting new flavors, to crew members who know exactly how you want your drink-we prioritize what you need to get you on your way. We strive to keep you at your best, and we remain loyal to you your tastes and your time. That's what America runs on."

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.

Beige background with a purple shape on the left and a green shape on the right and Slack's tagline: "Make work life simpler, more pleasant and more productive."

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. 

Four rectangles that describe Caterpillar's mission with photos for each: improving, powering, restoring, and inspiring

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.

Friends holding Stanley cups and smiling with the text: "Introducing Stanley Create. Built by Stanley. Created by You. Bring your imagination—customize your favorite Stanley bottles, tumblers and barware."

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.

A screenshot from the Honest Company website with Step 1: Ingredient and Material Assessment

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. 

Screenshot showcasing Tula's mission statement geared toward embracing your skin

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.

Screenshot showcasing Butterr's sustainability focused mission statement for mothers and babies

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. 

Screenshot of three light blue colored illustrations representing Culver's mission statements geared towards putting people first

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."

Screenshot of Ashley Tisdale and a note from her on the right explaining why she founded Frenshe

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. 

Three images of Cora's products and explanatory copy around how they divert products from landfills and give to BIPOC communities

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.

Screenshot of Copper Cow Coffee's values and mission statement

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.

Screenshot of Nami's website describing what they do and their mission statement geared at educating, supporting and improving the lives of people with mental illnesses

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. 

Screenshot of Bumble's website with a section explaining why Bumble matters in front of an image of a couple holding hands

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.

Screenshot of Red Hat's promise

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. 

Image of Cadence's CEO and founder Steph packaging their travel sized products

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. 

Screenshot of Lasagna Love's "Who we are" section of their website with accompanying red icons

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.

Screenshot of Smart Charge America's home charging station process

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. 

Image of a person using a Beis passport containing product with explanatory copy about Beis' mission

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.

Three picture's of Uncle Bobbie's Coffee & Books store and their mission statement

"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.

Screenshot of Zapier's mission at a glance and a photo of the company at an outside event

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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The Beginner’s Guide to Vision and Mission Statements

Running a successful business involves careful planning and focus. Part of the process includes setting goals and determining a clear-cut purpose.

Two elements critical in defining your business objectives are your vision statement and mission statement. These documents state and summarize your short-term and long-term goals, which is also why the lines get blurry with them. 

Each statement serves a different purpose: a mission statement describes what a company wants to do now ; a vision statement outlines what it wants to do in the future .

Let’s dive deeper into vision and mission statements to understand why they’re crucial for your business and discuss how you can create these documents for your own business.

Quicksprout.com's complete beginner's guide to vision and mission statements.

What Are Vision and Mission Statements?

Before decoding the similarities and differences, let’s define each of them further.

What is a Vision Statement?

A vision statement is a brief, clear, and definitive description of a company‘s aspirations and the kind of impact it aims to create. Think of it as a guiding beacon that tells people within the organization what the business wants to accomplish and what will happen once they achieve that vision. 

It helps facilitate internal decision-making and determines the intended direction of the organization. You can also use it to describe the future of the business while simultaneously emphasizing its overall purpose.

To put things into perspective, a vision statement tells you what you want to become and then gives you a sense of direction to achieve it. 

  • What are your hopes and dreams and goals for your business?
  • Are there any problems your business can solve for the greater good?
  • What kind of change are you trying to bring?

As you may have realized, vision statements are future-oriented. But because it has a direct and transcendent nature, they are written in the present tense. It tries to encapsulate the strategic goals for a company and informs everyone what the company values most.

What is a Mission Statement?

A mission statement explains an organization’s core objectives, values, and aims concisely and descriptively. It’s a declaration that defines the daily activities of an organization and how every person working within it will contribute to that overall mission.

The primary purpose of a mission statement is to drive a company toward its goals. In addition to outlining what you do and the core components of your business, it tries to clarify objectives and how you can fulfill them. The idea here is to motivate and inspire a team to consistently advance toward a common goal.

Consider the following questions when writing your mission statement:

  • What do you do?
  • Who do you do it for?
  • How do you serve them?

A mission statement is affirmative, so they typically start with “We provide…” or “We offer…“. You can also use it as a performance standard to help employees make better decisions.

The Basics of Vision and Mission Statements

This section will detail the basics—differences, similarities, and other nuances—of vision and mission statements. Knowing this will help you better understand what goes into making a good vision and mission statement.

Vision Statement vs. Mission Statement

Vision and mission statements are essential documents with different objectives.

A vision statement outlines what you want to become and how you want to impact society and its people. Whereas a mission statement is more present-focused and summarizes the primary goals, purposes, and values of an organization.

Put simply, a mission statement speaks to today, while a vision statement speaks to the future. Let’s take a look at Google‘s vision and mission statements to highlight this difference.

The company‘s vision statement is: “ To provide access to the world’s information in one click. ” 

Despite being short and to the point, Google effectively puts forward its ambitious long-term aspiration to provide people with the world’s information as quickly and efficiently as possible (“in one click”).

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

This statement aims to guide the company’s daily operations and inform everyone that Google’s primary job is to organize information to make it accessible and useful. Notice how it also complements the vision statement.

As you can see, while the vision statement is aspirational and more focused on the “why,” the mission statement is actionable and outlines the “what” and “how.” That’s how the documents differ from each other.

Collaborative Working 

Companies need vision and mission statements to define their purpose and stand out from their competitors. But before they develop them, they must know and be able to articulate their long-term and short-term objectives.

Both documents work together to keep a company focused on meeting pre-established goals and play a significant role in strategic planning. 

Every component of a vision and mission statement encourages involved parties to take productive efforts to boost efficiency while simultaneously aligning them to work toward achieving the same purpose. They also help attract the right talent, create an appropriate work culture, and increase productivity levels to achieve success.

On the contrary, a poorly written vision and mission statement present various challenges and setbacks. It’s because they lack detailed insights that are otherwise necessary to guide employees during operations and decision-making. 

Drafting A Vision Statement

As a vision statement is your end goal, you must clearly lay out your vision of the future you’re trying to build. It’s also why it makes sense to write your vision statement before your mission statement.

To write a vision statement, start by revisiting the different components of your business or marketing plan, including your elevator pitch, business goals, company values, SWOT analysis, business story, and brand identity.

Once you have it all together, distill everything into one sentence to create the vision statement and show the world what your company is working toward. 

Fitting everything in a single line is going to be difficult, but it isn’t impossible. A good way to start is by answering the following questions:

  • What is the ultimate purpose of your business?
  • What kind of problems do you want to solve through your product or service?
  • How does your business aim to make the world better?
  • How would you describe your hopes and dreams for the business’s impact?
  • What change do you inspire to bring?

Next, work on distilling your answers down to the essentials. Remember, use clear language and concrete wording—similar to an elevator pitch.

The thought process is similar when writing a mission statement.

Drafting A Mission Statement

A mission statement is the core of all your operations that lists everything you must do to reach your vision—which you established in your vision statement. When done right, this document can become the driving force for your company, giving your team a common goal.

Essentially, your mission statement should define your plan of attack, drawing the route to your destination. To do this, consider the following:

  • What conditions must be met to make your vision a reality?
  • What do you have to do in your day-to-day to fulfill those conditions?
  • Who do you serve, and how do you do it?
  • How does your business help to make your vision real for your customers?

If you find it difficult to answer these questions, go through your target audience and buyer personas, buying cycle, and so on. Once that’s done, condense all your answers down into a single strong statement.

Again, cut out any jargon and use simple, meaningful language. The mission statement should be one to three sentences maximum, and never more than 100 words. Ideally, the shorter the better.

3 Tools to Improve Your Vision and Mission Statement

Since vision and mission statements answer crucial questions—why, how, and what—these documents are also a crucial component of your business plan. Read on as we discuss some of the best tools you can use to improve these documents.

Market and Vision Statement Templates

The internet is filled with vision and mission worksheet templates. All you need to do is answer various questions to discover details related to your business and then structure the answers to create the documents.

Take a look at Smartsheet’s mission statement template, for instance. It has two columns that explain what you need to consider and then an empty column to jot down answers—pretty straightforward, making it easier for you to create an effective one.

Smartsheet's mission statement template example.

Vision and Mission Statement Generators

Vision and mission statement generators are tools designed to provide you with the necessary assistance to write good statements. However, most of them can’t produce truly useful statements because they don’t have the relevant information.

HoneyBook generator is one such tool.

HoneyBook generator vision and mission statement generator tool page.

While they cannot capture the true essence of how unique your vision and mission statement should be, they aren’t entirely useless. You can use these generators to get a better understanding of the tone and wording of these documents. Plus, use it for inspiration to get out of your head and see some new ideas that may spark something for you.

Business Plan Services

Remember how we mentioned a vision statement and mission statement are a vital part of a business plan? This is why online business plan services like LivePlan and Bizplan offer services to write these documents.

LivePlan online business services example and page.

These services are similar to business plan software. The only difference is that they offer business and legal specialists who can help you gain a better understanding of the more complex aspects of your business, which, in turn, will make it easier for you to draft your vision and mission statements.

5 Tricks for Writing a Good Vision and Mission Statement

Let’s take a look at a few vision and mission statements best practices to help you create amazing ones for your business.

Clearly Define Your Future

Set up a meeting with your team and ask everyone to define the perfect state of being for your organization—why the company exists and its purpose. Write it down and find words that truly articulate your future goals and plans.

Remain in Sync

Ensure your vision and mission statements are in sync and connected by using words that resonate with your employees as well as third parties. It’s best to write your vision statement first and then use it as a guide when writing your mission statement.

Make Them Memorable and Achievable

Your vision and mission should be a stretch but always within reach. Draft them in a way that makes them to the point and easy to remember. Try to think of something that gives the reader goosebumps and encourages them to take immediate action without making them sound impossible or fanciful.

Align Them With Your Goals

Although this goes without saying, make sure you write statements that align with your goals. Whenever you change your goals and objectives, revisit your vision and mission and make the necessary changes. You may find yourself tweaking your mission statement more often than your vision statement.

Think About the Future 

Imagining your future five or ten years down the line is particularly important for your vision statement. But knowing your end goal will also help you draft a better mission statement to outline what steps you should take immediately to get there. 

We highly recommend conducting a gap analysis to compare current performance to desired performance. The end result will give you a better understanding of how or where your organization is struggling—and where there are opportunities to grow.

What to Do Next

After writing your vision and mission statement, your next step should focus on developing specific objectives to help you achieve your mission and vision. These objectives include specific measurable results, fulfilling which will help you accomplish your broad goals.

Create an action plan or a business plan that details how you plan on implementing the strategies and what actionable steps you’ll take to bring about changes in all the relevant sectors.

You can read these Quicksprout blogs to get a better understanding of how to go about things:

  • How to Write a Business Plan for Your Startup
  • How To Create Your Personal Brand Vision

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Dana Hall: Funding a Mission (D)

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The LPGA's Long Drive Toward Gender Equity

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How to Write a Team Vision Statement [Template Included]

A vision statement is a guide for your team’s goals, aspirations, and intentions. It provides direction and insights into:

  • Where the team is headed in the future
  • A clear picture of being in a better place
  • What success and what winning looks like for the team

Writing a vision statement is a powerful and effective way to create shared purpose, provide direction, and promote accountability among your team members. Below is a step-by-step guide that will help you formulate an effective team vision and provide a tangible document for the team to return to and seek direction from.

How to Write a Team Vision Statement

Consider these four steps when crafting a team vision statement:

1. Gather qualitative or quantitative input from all team members.

According to Gallup , most business leaders neglect to include workforce members when shaping team vision. This lack of inclusion actually works against the purpose of the vision because, while the hope is that everyone will eventually embrace the vision, it is rarely the case when leaders try to do this quickly and in isolation.

Therefore, gathering qualitative and quantitative input from all team members is critical. This data should center on values, purpose, and performance.

Qualitative Data

Initiate regular team and one-on-one conversations with team members. These discussions will help identify overarching themes that the prospective vision statement may want to illuminate.

Here are the questions that will get you started:

  • What purpose does your role serve? How might this contribute to the team’s overall success?
  • Where do you see our team in five years?
  • What areas must we prioritize or focus on?
  • What types of wins have we achieved this past year? How do these wins fulfill our team and organizational purpose and goals?
  • What do we represent or stand for?
  • What are some values that are important to you?

Quantitative Data

Encourage team members to tap into tangible performance data to help answer the questions above. Acquiring concrete data will help:

  • Support and add credibility to the vision statement.
  • Provide team members with a better understanding of the organization’s current challenges, and opportunities, and thus help form a vision closely aligned with the organization’s needs and overall strategic goals.

2. Connect data to current initiatives.

A vision statement looks toward the future, and this future must have a link to the organization’s present state and where it is today. This connection of present and future is critical to driving alignment and ensuring the success of the team’s vision. CMOE describes this as “opening” the gap between current state and the future state. After the vision has been created, the team can then formulate an action plan to close the gap and achieve the vision or strategic intent.

Have team members reflect on what they discussed in step #1. Ask them to complete two steps:

  • Write down some discussion points that deeply resonated with them in step #1. 
  • Explain how these discussion points connect to specific team and organizational initiatives. 

3. Determine aspirations and goals.

A proper vision statement encompasses an aspirational and a long-term goal. Ask the team to reflect on the discussion points in step #2 to craft an aspirational goal along with ideas, tactics, and initiatives that will enable the team to achieve the overall vision.

Assign team members two questions:

From our discussions, please write down what you believe to be our team’s aspiration and long-term goals. 

  • Example: Be in the top 5 manufacturing suppliers of choice in our industry.

Long-Term Goal

  • Example: Create a production technique that sources raw materials ethically and produces higher-quality products.

4. Craft a vision statement.

Now’s the time to take the elements discussed in step #3 and transform them into a vision statement.

Have all team members share their aspirations and goals during a team meeting. Take this time to discuss them and identify commonalities. You can even use this opportunity to combine aspirations and goals as appropriate.

Craft a vision statement without worrying about the length just yet. Step back and evaluate. Give the team time to reflect (e.g., one week) upon the vision statement options.

After the given time, have the team vote on a vision statement and edit your statement together to make it concise.

Team Vision Statement Examples

A vision statement depends on the team’s industry and needs, but these examples provide insight on how to craft a simple statement. You’ll notice each one indicates the long-term aspirations each team would like to accomplish.

  • To be the world’s most loved, most efficient, and most profitable airline. – Southwest
  • To be the leader and partner of choice in managing care in a value-based system, we must continuously create clinical value for our patients and payors that translates to economic value for all of us. – Fersenius Medical
  • A customer focused green energy provider connecting responsibly produced energy for local and regional markets. – Solar Energy Assets
  • Our vision is to be the regions first choice for integrated technology solutions while maximizing shareholder value – OfficeTech Solutions

What Is the Difference between a Vision Statement and a Mission Statement?

A vision statement provides teams with direction. It offers teams a picture of the ideal future result they would like to accomplish.

A vision statement can be thought of as the future based statement or outcome of achieving the mission statement. Whereas a mission statement leans more on present-day initiatives and describes the purpose of the team (or company), its core business, and defines why the business exists.

Why Is It Critical to Have a Team Vision Statement?

A team vision statement is essential for the following reasons:

1. Aligns teams: A vision statement is a highly effective tool to keep your team on track toward their objectives and collective purpose. These components foster morale as well as inspire and motivate team members to give discretionary effort do their best.

2. Guides strategy and execution: Challenges are inevitable in the workplace. A solid vision statement helps co-workers stay focused on an end-goal and chart a strategy to achieve that goal.

3. Attracts and retains talent: A clear and resonating vision statement provides purpose to the work that people do, which helps to attract and retain skilled team members. Research illustrates that team members who say their company’s vision and values align with their own are:

  • More likely to recommend their organization as a positive employer
  • Less likely to leave their organization or consider a career change
  • Are more committed and purposeful about the work they do

Leverage Customized Teamwork Solutions with CMOE

Learning how to write a team vision statement is essential for successful leadership, high-performance teamwork, and improved business results. CMOE dedicates itself to providing leaders with effective teamwork strategies via its Team Development Products & Services to help leaders overcome team management challenges. Contact us for more information.

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How to Write a Cleaning Service Business Plan + Free Sample Plan PDF

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Elon Glucklich

7 min. read

Updated February 17, 2024

Free Download: Cleaning Service Business Plan Template

With busy schedules and job demands, not everyone has time to clean up after themselves. 

That’s why nearly 10 percent of Americans hired residential cleaning services as of 2020, and the demand for cleaners is rising. And despite a resistance to return to the office, commercial cleaning remains a $100 billion industry . Building owners still need pristine spaces if a lease or sale opportunity arises.

If you’re getting into the cleaning industry, or trying to grow your existing business, you’ll need to do some upfront work. That’s where a business plan comes in. This article will help you ensure that you’re meeting the right market opportunity, and that your business brings in enough revenue to be profitable long-term. If you need a bank loan or investment , a business plan will be crucial.

Are you looking for a free, downloadable cleaning service sample business plan PDF to help start your own business plan, Bplans has you covered.

  • What should you include in a cleaning service business plan?

Keep your plan concise, and focus only on the most important sections for your business. Your plan will likely include some or all of these sections:

  • Executive summary
  • Market analysis
  • Products and services
  • Marketing and sales strategy
  • Company overview
  • Financial plan

It’s especially important for a cleaning service business plan to consider the wide range of services and related products you may offer. Your business might provide specialized cleaning services, or sell eco-friendly cleaning products along with cleaning homes or office spaces.

You’ll need to detail your strategies for promoting each of these products and services to maximize the revenue you generate from each client.

Here’s an example of a cleaning service business plan outline.

A sample outline for a cleaning service business plan.

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  • The 8 elements of an effective cleaning service business plan

1. Executive summary

The executive summary is a broad overview of your plan. Without going over one to two pages, outline all of the components of your cleaning service business. 

Include a mission statement in your executive summary. This simple, action-oriented statement explains your company’s purpose. Maybe your goal is to grow into your area’s leading residential cleaning service. Or to expand the market for eco-friendly cleaning solutions. It summarizes what your company does for customers, employees, and owners. It also helps someone reading your business understand in greater detail what sets your business apart from competitors, and how it will be profitable.

If you’re writing your plan for a bank or investor, they will start with the executive summary. So it’s where you’ll want to make a good first impression. Try to draw them in right away by showing you have a clear value proposition.

2. Market analysis

The market analysis section is where you make the case that your business can generate enough demand to be successful. To do that, you’ll need to thoroughly assess your market, identifying key trends in the region’s home or commercial real estate sectors that might indicate a need for your services.

Evaluate the size of your potential market , including residential and commercial segments. You should also analyze the competition . Start by identifying the number of existing providers and their service offerings, and highlight any gaps you observe in the market that your business can fill.

3. Cleaning services and products

This section should detail the cleaning services and products you offer. These may include various residential and commercial cleaning services, like standard cleaning, deep cleaning, specialized disinfection services, or eco-friendly cleaning options.

If you plan to use specific cleaning products or specialized equipment, also detail these. Emphasize any services or products that set your business apart from the competition, like allergen-free cleaning services for homes or exclusively green cleaning products.

4 . Marketing and sales strategy

Your marketing and sales strategy is how you put your market research into action to attract and retain customers for your cleaning service.

Start by identifying the most effective marketing channels for reaching your target market, such as online advertising, social media , local flyers, or partnerships with real estate agencies.

To reach the broadest customer base possible, outline your digital and traditional marketing strategies. Discuss the importance of a strong online presence, including a user-friendly website and active social media profiles to build brand awareness and credibility. 

You should also provide information about your pricing strategy , and whether you’ll offer special promotions or loyalty programs to encourage repeat business and referrals.

5. Milestones

The milestones section is where you outline the key objectives for your business and timelines for achieving them. This section can be short, with individual milestones listed as bullet points.

Milestones could include securing initial funding, acquiring necessary licenses, launching your marketing campaign, reaching a certain number of clients, or hitting revenue targets. Be sure to list when you expect to achieve each milestone, and which members of your team will be responsible for reaching them.

6. Company overview

The company summary gives a brief overview of your cleaning business. Include the legal structure , target service area, and history of your business if it already exists.

If you’re writing your plan because you’re seeking funding for your business from a bank, clearly state how much you’ll need, how you plan to use it, and how it will benefit the business. Funding uses could include purchasing new equipment to expand your services, or hiring additional staff to widen your service area.

You can also include a brief management team section covering your key employees, their roles, responsibilities, qualifications, and experience. 

If you plan to contract with cleaning crews instead of hiring employees, describe how this arrangement will work and why you think it will benefit your business.

7. Financial plan and forecasts

Your financial plan should present detailed financial projections, including revenue , costs , and profitability .

If you’re a new business, list your startup costs , including initial equipment, supplies, licensing, and marketing investments. Also, outline your funding sources, such as loans, investments, or personal savings going into the business.

Include a cash flow statement , income statement , and balance sheet . The financial statements and projections should demonstrate your cleaning service’s potential to generate sustainable profits over the long term.

8. Appendix

The appendix is an optional section for you to add supporting information or documents that don’t fit within the plan. This could include market research data, lease agreements, employee contracts, or licensing and permit documents.

  • Writing an effective cleaning service business plan: Key considerations

When writing your cleaning service business plan, focus on these areas to increase your likelihood of success.

1. Offer diverse service offerings

The cleaning industry caters to a wide array of customer needs, from residential homes with regular upkeep, to commercial spaces that need specialized sanitation. Offering services to the broadest customer base you can manage will help you expand your share of the market .

2. Pricing strategy  

Your pricing strategy is vital to balance attracting and retaining customers to ensure your business remains profitable. 

Extensive market research into competitors should help you understand what represents a competitive pricing structure in your target area. Offering flexible pricing models, like flat rates for certain services or discounts for recurring appointments, can also appeal to a broader customer base. Just make sure your forecasts show that you’ll generate more revenue from repeat business through any discounts you decide to offer.

3. Protect your reputation

Trust and reputation are crucial in the cleaning service industry, where small mistakes can cost you customers. Consider in your marketing plan whether your branding and customer feedback policies emphasize your commitment to quality work and reliable service. And make sure to check how your business is being reviewed online.

4. Professional training and standards

To achieve a reputation as a high-quality cleaning service, your standards as a business owner need to trickle down to your employees. The operations section of your plan should include training your workers on the latest cleaning techniques, customer service best practices, and safety protocols to ensure your team meets those high standards you’ve set.

5. Online marketing and presence

We touched on this in the marketing and sales strategy section, but strong online and social media presences are fairly low-cost tactics for reaching new customers. Consider how much a professionally designed website that’s search engine optimized, active social media engagement, and strategic online advertising might increase your visibility.

  • Download your cleaning service sample business plan PDF

Download this cleaning service sample business plan PDF for free right now, or visit Bplans’ gallery of more than 550 sample business plans if you want more options.

Don’t get hung up on finding a sample business plan that exactly matches your cleaning service. Whether you’re setting up a boutique eco-friendly cleaning service or a broad-scale commercial cleaning operation, the core elements of your business plan will largely be consistent.

There are plenty of reasons cleaning service business owners can benefit from writing a business plan — you’ll need one if you’re seeking a loan or investment.

Even if you’re not seeking funding, thinking through every aspect of your business will help you ensure you’re not overlooking anything critical as you grow.

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

Content Author: Elon Glucklich

Elon is a marketing specialist at Palo Alto Software, working with consultants, accountants, business instructors and others who use LivePlan at scale. He has a bachelor's degree in journalism and an MBA from the University of Oregon.

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How to Write a Top MBA Personal Statement (With Examples)

how to write an mba personal statement with examples

Working on your MBA application? You aren’t alone. In 2021, over 200,000 students graduated with an MBA degree making it the number one choice for graduate students for the 10th year in a row. And there’s good reason for this. According to the National Center for Education Statistics , post-MBA, grads can earn significantly more at work—experts estimate an additional $20,000 each year depending on the industry. 

During the application process, you’ll want to stand out. A well-crafted personal statement will help distinguish you from other applicants. It serves as a powerful tool to showcase your unique experiences, skills, and aspirations to admissions committees. To make a lasting impression, tailor your personal statement to each MBA program you’re applying to, highlighting how your background aligns with their values and goals. For additional support, keep reading for some MBA personal statement examples and guidance. 

Understanding the Foundations – Word Count, Templates, and Pricing

When you start your personal statement, keep the word count in mind. Make sure to write your statement succinctly. Templates can give crucial structure to a first draft and make sure you hit necessary points. Finally: is it worth it to hire a professional proofreader? We break down the pros and cons. 

Word Count Considerations

A well-written personal statement is often the deciding factor in the business school admissions process. Conveying your thoughts concisely is a crucial skill in the business world, and future peers will be grateful for your brevity.

One strategy is to start with a longer draft and edit it down when revising. Remove unnecessary details and tighten wordy language. Focus on improving the quality of your content over meeting the maximum word count. 

Templates as a Starting Point

Templates can help to organize your thoughts. Use them to provide structure and give your writing direction. By planning ahead, you can decide how much space you want to dedicate to each element—this can also help you meet the word count.

Remember: popular templates are popular for a reason, and following them too strictly can make your statement feel rigid and unoriginal. To avoid that pitfall, personalization is key. Your individual experiences, goals, and perspectives are all unique. What would a Master’s in Business Administration mean to you? Don’t be afraid to customize any template to fit your voice. 

Professional Proofreading

Graduate schools know what a well-written personal statement looks like—and so do professional proofreaders. Experts can help catch small grammatical errors and improve clarity in your writing. It can be challenging to review personal writing from an objective standpoint. A good proofreader will streamline your writing and ensure overall coherence, improving your odds with your preferred school of business. 

Unfortunately, this can be expensive. Pricing for these services can easily cost hundreds of dollars. If hiring one isn’t in the budget, here are some alternatives: 

  • Find writing groups online or in person. Not only will you receive feedback, you’ll get a better idea of what other personal statements look like. Be prepared to help edit other statements.
  • Reach out to peers and mentors. Turn to people who know your voice and can tell when your writing is authentic. Make sure they aren’t afraid to give negative feedback.
  • Utilize free online resources. Writing tools like Grammarly or Hemingway help check grammar and sentence structure. They won’t help with essay format and aren’t infallible; double-check any changes they might suggest.
  • Read your statement out loud. This can help make sure your statement has a good rhythm and flows naturally.
  • Take breaks. Be your own set of fresh eyes. When you’re in the thick of writing, you might glaze over easy-to-spot details while you’re thinking of the big picture. Allow yourself to recharge and clear your head before you get back to it. 

proofreading mba personal statement

Tailoring Your Personal Statement to Top MBA Programs

Make sure to personalize your essays to specific MBA programs . Include details about specific classes and faculty, unique opportunities, and the strengths that make this program stand out. 

Then, tie yourself into the narrative. What role would you fill as a graduate student or an alumnus? Consider your own strengths and where they align with this specific program. What career goals could this opportunity help you achieve? 

Remember to mention your soft skills and other details that may not show up elsewhere on your application. Finally, shine a spotlight on your unique contributions in past roles. 

Write a Captivating Introduction

A beautiful personal statement will be overlooked unless the introduction captivates the audience. You can begin with compelling anecdotes, personal stories, or influential quotes. Tie this introduction into your reason for pursuing an MBA. Make the reader care before launching into your achievements. Then, clearly state why you’re pursuing an MBA. Example: “From the dynamic intersections of global markets to the intricate strategies driving corporate success, the realm of business has always beckoned to me as a realm of boundless opportunity and perpetual evolution..” 

Discuss Academic and Professional Background

Now it’s time to discuss what you’re bringing to the table. It’s okay to brag! Think about any key achievements or acquired skills that are transferable to an MBA program. What motivated you to apply? Example : “As a project manager at XYZ Corp, I navigated intricate challenges, demonstrating resilience and strategic thinking – skills I am eager to refine in a top-tier MBA program.” 

Answer the Questions: Why an MBA? Why Now? 

What does an MBA mean for your career goals ? Break down your short and long-term goals to answer this essay question. How do the skills you gain from earning an MBA connect to your plan? Research the program you’re applying for and use examples from the curriculum. Example : “My immediate goal is to transition from project management to strategic consulting, and Crummer’s MBA program’s focus on experiential learning and global business strategy perfectly complements my aspirations.” 

Emphasize Soft Skills

Think about moments you demonstrated personal growth or teamwork. Are there any moments you stepped up to lead a project or team? Your past experiences will influence your habits in a graduate school setting. Example :  “Leading a cross-functional team on a high-stakes project not only honed my leadership skills but also taught me the importance of collaborative problem-solving, a cornerstone of Crummer’s MBA program. “

Spotlight Unique Contributions

What sets you apart from other applicants? Moreover, what impact will your unique perspective bring to the MBA cohort? Explain how your background will enrich the learning environment. Detail personal qualities and experiences that showcase your value. 

how to make an mba personal statement engaging

Key Elements for a Powerful Personal Statement

Take a holistic approach to strike the right chord in your personal statement. Give admissions committees a more concrete impression of you. Weave in your qualifications, experiences, and aspirations. Don’t just mention your professional achievements—detail all of your positive qualities. 

Showcase Work Experience 

Be strategic when discussing your real-world work experience. If you can, including measurable results is a great way to show your professional impact. Earnings numbers, statistics, and other metrics will show off your professional experiences. 

Articulate Career Goals and Aspirations

When discussing career goals for an MBA application, detail your short and long-term objectives clearly. Ambiguity can weaken your statement’s impact. Whether you’re joining a family business, starting your own business, or looking to go abroad for international business you should discuss how you see yourself navigating the business world. Connect these career aspirations to the MBA program. 

Incorporate Extracurricular and Real-World Experiences

Touch on any extracurricular experiences like internships or entrepreneurship. Explain how these real-world experiences impacted your analytical skills, business acumen, and decision-making. If you’re an entrepreneur, touch on your journey or discuss the vision for your next startup. 

You can also talk about moments where you demonstrated leadership and communication skills. Teamwork is critical to business leaders. Reflect on your leadership experience—the successes you’ve won and the lessons you learned. 

writing an mba personal statement internships

Maintain Authenticity

Write authentically. Admissions officers want genuine stories. Give readers a reason to empathize with you. Overly formal and generic language can depersonalize your statement and keep readers at arm’s length. 

Also, use conversational language. If something sounds clunky or unnatural, it probably also reads that way. Plus, the way you speak naturally showcases your personality. While you should always use proper grammar, don’t suck the life out of your statement in the name of sounding more “academic.” Use this opportunity to demonstrate your communication skills. 

Navigating Common Challenges

Crafting your personal statements can be challenging! Let’s answer some FAQs. 

How Do I Balance the Personal and Professional Aspects?

Be intentional about what you choose to mention from your personal life. Use elements that either contrast or emphasize your professional experience. How does your background influence your business philosophy? Make sure to keep a professional tone and align your statement with the admissions committee’s expectations and be prepared for any questions the interviewer could ask.

How Do I Handle Sensitive Topics?

If you’re writing about a sensitive topic, do so thoughtfully. You don’t know what type of people will be reading your statement, so be considerate and intentional about any details you choose to share. 

However, your application essay should be a reflection of you. Sensitive subjects often play a major role in personal growth and development. Discuss what you learned from this challenging experience and how it influenced you. 

How Do I Make My Writing Stand Out? 

We’ve touched on all of the story elements you need—now trim the fat. Avoid common clichés and generic statements. Common phrases will dilute the unique perspectives in your personal statement. Make sure the language aligns with you. Avoid language that could apply to everyone when possible. 

Other MBA Application Process Essentials – GMAT Score, GPA, and Statement of Purpose

The MBA application process is multifaceted and holistic. Alongside your statement, admissions committees also consider your GMAT scores and GPA. GMAT scores are used to gauge applicants’ aptitude for business studies, while GPA showcases your readiness for MBA rigor. If you have a lower score in either category, address these challenges by highlighting your other strengths, relevant experience, and resiliency. Remember: committees consider the entire application, not just scores. 

The other factor in the application process is your Statement of Purpose or SOP. This will complement your personal statement. Make sure your SOP articulates your academic and career goals without echoing your other application essay. Avoid redundancy. Focus on the future: link the MBA program to your long-term plan. Take a forward-looking perspective and demonstrate how the MBA will work as a natural progression in your life. 

Your personal statement should be as unique as you are. Start with a compelling narrative and a plan. Proofread your essay, and don’t be afraid to seek help from peers or professionals. Explain how your personal and professional life gives you the necessary skills to thrive at your desired program and be specific about what you want to do there. This is your chance to differentiate yourself from other applicants—take advantage!

Crummer is the #1 ranked MBA program in Florida. You can learn more about what we offer and when you’re ready, start working on your application . 

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how to write an mission statement

IMAGES

  1. Mission Statement Examples: How To Write A Mission Statement

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  2. 37 Inspiring Mission Statement Templates (Business or Personal) ᐅ

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  3. How to Write a Mission Statement

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  4. The Ultimate Guide to Creating a Mission Statement

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  6. What Is Mission Statement? Definition, Importance, Characteristics

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  2. Create our mission statement with Ai

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COMMENTS

  1. How To Write a Mission Statement (With Template and Examples)

    1. Identify the key audience Identifying your key audience first can help you draft a mission statement that resonates with potential customers and investors. Define an ideal customer or target audience for the company's products or services. You might identify their age, location, occupation or other criteria.

  2. How to Write an Effective Mission Statement in 3 Steps

    Business How to Write an Effective Mission Statement in 3 Steps Written by MasterClass Last updated: Sep 22, 2021 • 3 min read Whether you're a small business owner or the chairman of a Fortune 500 company, you've probably thought about why you do what you do. If you're serious about your business, it's because you have a sense of mission.

  3. The 28 Best Mission Statement Examples (+Templates to Write Yours)

    How to write a business mission statement Business mission statement template Business mission statement examples Words to use in your mission statement What is a mission statement? A good business mission statement defines your organization in a nutshell.

  4. How To Write a Good Mission Statement (With Examples)

    Here's a list of steps for creating an effective mission statement: 1. State what the company does A company's mission statement can open with a simple sentence. There's no need to get too detailed at this point, as there are ample opportunities to expand on the statement in the following sections.

  5. How to Write a Mission Statement (With 27 Examples)

    Mission statement: "Our mission is to rebuild the infrastructure of the travel industry in order to bring freedom, simplicity, and trust to travelers everywhere.

  6. How to Write a Strong Mission Statement

    Lindsay Kramer Updated on March 10, 2023 Professionals When you visit an organization's website, you can almost always find its mission statement. This is a short explanation of why the organization exists and what it aims to achieve.

  7. How to write an effective mission statement (with free template)

    5 steps to write a mission statement Your mission statement isn't something you can craft by yourself. Before you sit down to draft it, recruit other senior and executive leaders at your company who have a sense of what you're aiming for.

  8. How to Write a Mission Statement in 5 Steps

    A mission statement is one of the most powerful tools you have for leading your business or organization to success. The trick is knowing how to craft the perfect one, before you start posting it around your office or on your business website.There are a few tips and tricks to nailing exactly the right wording to articulate your vision and values - to yourself, to your employees, and to your ...

  9. How To Write an Effective Mission Statement (With Examples)

    Here are steps for writing an effective mission statement: 1. Define the company's purpose. Start by stating the reason for the company's existence. For example, a retail store's purpose may be to sell shoes and apparel to customers. Besides listing the company's purpose, it's important for a mission statement to emphasize how it differs from ...

  10. How to Write a Mission Statement With Examples

    How to Write a Mission Statement Focus your company in 3 easy steps with examples By Susan Ward Updated on January 2, 2020 Photo: © The Balance, 2018 A mission statement articulates a company's purpose. It announces to the world at large why your company exists. Every business should have a mission statement as a way of unifying the organization.

  11. How to Write a Mission Statement + 10 Great Examples

    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.

  12. How to Write the Perfect Mission Statement (With Examples)

    1. Include three essential components. According to Chris Bart, a retired professor of strategy and governance at McMaster University, a well-written mission statement has three essential...

  13. How to Write an Unforgettable Mission Statement (With Examples)

    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.

  14. How to Write a Mission Statement (Infographic)

    Follow the writer MORE LIKE THIS Small-Business Taxes Small-Business Loans Small Business When you're first starting a business, writing a mission statement may seem like a challenge, but it...

  15. 23 Killer Mission Statement Examples (& How to Make Your Own)

    Let's look at some examples to see what makes a killer mission statement. Clear: Google's mission "to organize the world's information and make it universally accessible and useful" is very easy to understand. It doesn't use any fancy buzzwords or jargon, unlike Weird Al Yankovic's "Mission Statement.". Video unavailable.

  16. How to Write a Mission Statement for Your Business

    Here's a step-by-step process that can help you create a mission statement: Write a sentence that explains what your company does, in basic terms. List some of your core values. Keeping those core values in mind, write a sentence that explains how your company does what it does.

  17. How to Write a Mission Statement (+ Examples)

    Here are some of the mission statements behind the world's top brands. Examples of famous mission statements: "Google's mission is to organize the world's information and make it universally accessible and useful.". - Google. "To be Earth's most customer-centric company" - Amazon.

  18. 15 Mission Statement Examples For Your Business

    How Do You Write a Mission Statement? When creating an outline for your mission statement, there are four steps to follow, each of which will help you craft the strongest, clearest...

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    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."

  20. The Beginner's Guide to Vision and Mission Statements

    The thought process is similar when writing a mission statement. Drafting A Mission Statement. A mission statement is the core of all your operations that lists everything you must do to reach your vision—which you established in your vision statement. When done right, this document can become the driving force for your company, giving your ...

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    Getting the budget right is critical because it Defining your values in a mission statement is a powerful basis for team collaboration. ... purpose remains a confusing topic," the authors write. A ...

  22. 54 Powerful Mission Statement Examples

    Remote jobs View more jobs on Indeed What is a mission statement? A mission statement is a declaration of the purpose and function of your organization. Effective mission statements are brief yet powerful and state your company's ultimate goal for doing business.

  23. How to Write a Team Vision Statement [Template Included]

    A vision statement can be thought of as the future based statement or outcome of achieving the mission statement. Whereas a mission statement leans more on present-day initiatives and describes the purpose of the team (or company), its core business, and defines why the business exists. Why Is It Critical to Have a Team Vision Statement? A team ...

  24. How to Write a Cleaning Service Business Plan

    Include a mission statement in your executive summary. This simple, action-oriented statement explains your company's purpose. Maybe your goal is to grow into your area's leading residential cleaning service. Or to expand the market for eco-friendly cleaning solutions. It summarizes what your company does for customers, employees, and owners.

  25. How to Write a Top MBA Personal Statement (With Examples)

    Read your statement out loud. This can help make sure your statement has a good rhythm and flows naturally. Take breaks. Be your own set of fresh eyes. When you're in the thick of writing, you might glaze over easy-to-spot details while you're thinking of the big picture. Allow yourself to recharge and clear your head before you get back to it.

  26. How To Write a Personal Mission Statement (40 Examples)

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