Senior Writer: Rohit Rajpal
A mission statement describes what an organization does, its products and service, and where it wants to be in the future. Various purposes are served by mission statements, such as motivating employees and reassuring investors.
What is Mission Statement?
A good mission statement is an action-oriented statement that defines your company’s purpose and objectives and how it will reach them. Since business mission statements inspire your company culture, it is vital to write them carefully.
Why is a Mission Statement Important for your Business?
A mission statement is a guiding principle for your organization. It helps you focus on your business goals and priorities, keeping you from getting sidetracked by things that aren’t as important.
Mission statements also help you communicate these priorities to others, so they can help support these goals. And if something does need to be changed or adjusted, it will be easier for everyone involved in the organization to have a mission statement in place.
How to Write a Mission Statement?
A good mission statement focuses on what your company does, how it does what it does, and why!
That said, here are some features of a well-crafted business mission statement.
- Determine the brand’s core values.
- Explain how your products and services align with your core values.
- Make your explanation as short as possible.
- Make it crisp, concise, and free of fluff.
- Put your customers first. Highlight what’s in it for them because you have no business without them.
- Write in the present tense, use active rather than passive voice verbs, and avoid jargon.
- Be clear. Words like “good,” “better,” and “best” can be confusing. Instead, use actionable verbs like “teach,” “guide,” or “help.” This way, it’s easier for customers to understand what they’ll gain by working with you and how to achieve their goals faster.
Note: A good mission statement should be inspirational. It should motivate people to achieve higher performance and productivity at work, thus creating a better product or service for customers. If you can’t think of anything that inspires you about the company mission statement, it’s time to start brainstorming new ideas.
16 Best Mission Statement Examples
Here are some of the best business mission statement examples by some of the world’s successful companies that you can take inspiration from.
Patagonia’s mission statement is “Patagonia is in business to save our home planet.” This is a great mission statement example as Patagonia wants you to know that they’re dedicated to making their products as durable as possible while keeping them environmentally friendly, using only recycled materials whenever possible. They also want you to know that they firmly commit to their customers and the environment.
The simplicity of this company mission statement helps Patagonia stand out from its competitors because it tells consumers precisely what kind of company they represent at first glance.
Nike’s mission statement is “Bring inspiration and innovation to every athlete in the world.” As a successful company, Nike has a strong business mission statement. In fact, it is a promise to customers that Nike will make products that meet or exceed their expectations and empower them to accomplish their goals.
Nike mission statement also promises its employees that by making meaningful products that help athletes globally achieve their dreams, Nike will give its employees an opportunity for growth and development in their careers. They’ll feel proud about working for such a meaningful company with such noble goals—and so will you!
3. The Walt Disney Company
The Walt Disney Company mission statement is “Entertain, inform and inspire people around the globe through the power of unparalleled storytelling.” The company’s goal is to create experiences that are so compelling and engaging that they will become a part of people’s lives, and this is what makes this a great mission statement example. They want their guests to feel happy and experience wonder, excitement, and joy whenever they enter their theme parks or watch their films or TV shows.
This mission statement highlights that Walt Disney Company wants to do more than just entertain; it wants to make everyone who comes through its doors feel like they have become part of a great adventure.
Starbucks’s mission statement is “To inspire and nurture the human spirit, one person, one cup and one neighborhood at a time.” This is a great example of a company that lives by its mission statement. As a result, Starbucks has become more than just a place to get coffee; but also serves as a gathering place for people worldwide.
Starbucks’ mission statement tells us its goal is to “inspire” others through its products and services. It also says that it wants to provide “nurturing” experiences for customers—and encouraging people to be their best selves is something Starbucks does quite well! In fact, the company mission statement is short, easy to understand, and ties back into its brand by focusing on people.
FedEx’s mission statement is “Customer requirements will be met in the highest quality manner appropriate to each market segment served.” This is clearly a powerful company mission statement. It tells you exactly what FedEx does: they help with international shipping. This means that if you want to hire an international courier service, this would be the one for you!
You can also see that it’s easy to understand because of its short length. The company doesn’t waste time with flowery descriptions or unnecessary adjectives—it gets straight to the point! This makes it easier for anyone who reads its mission statement to remember what FedEx does so they can share their knowledge with others who need its services.
Apple’s mission statement is “To bring the best user experience to customers through innovative hardware, software, and services.” What makes this a perfect mission statement is it highlights what Apple is trying to do. So why is this mission statement good? First, it highlights that they are a customer-centric company that goes above and beyond to ensure they are satisfied and feel valued.
It also shows how they plan on doing this by providing:
- Innovative products which suggest they’re thinking up new ways to do things
- The software implies they are constantly working on design and functionalities
- Services which mean they provide in-store support
Coca-Cola’s mission statement is “Refresh the world. Make a difference.” It is one of the most successful mission statements because it gives the company a clear sense of direction and purpose, and they are making a difference in the world. But, of course, when you think of “Coca-Cola,” you think of the world’s most popular beverage.
This mission statement also implies that Coca-Cola has a global brand identity. But, at the same time, they (want to) positively impact society through corporate social responsibility activities.
Zappos’s mission statement is “To live and deliver WOW.” If you’re looking for an example of a mission statement to inspire you, this is the one.
Zappos is a shoe and clothing retailer based in Las Vegas, Nevada. Founded in 1999, it provides a great shopping experience through innovative technology, fast delivery, and excellent customer service. And that’s a clear reflection of their business mission statement.
What makes this one of the best mission statements is that since the company’s inception, they have been a customer-obsessed company, and that reflects in its statement. When you read their about us, you’ll find this, “We aim to inspire the world by showing it’s possible to simultaneously deliver happiness to customers, employees, vendors, shareholders, and the community in a long-term, sustainable way.” This is just an extension of their mission statement, and they live by it.
Airbnb’s mission statement is “to create a world where anyone can belong anywhere.” Not only does this statement reflect the company’s values and mission, but it also highlights what they are trying to do for their customers. The statement tells you that you can find a place anywhere in the world on Airbnb and book it quickly and easily.
For starters, it’s simple and memorable. This phrase implies that Airbnb wants you to feel at home no matter where you are. So whether traveling or just visiting family during the holidays, everyone will feel like they belong when staying in an Airbnb rental property.
Another reason why this is a compelling mission statement is because it has a clear call to action, i.e., “belong.” If you want people to believe in your brand or company and buy products from them, they need something tangible that they can do immediately after reading your message.
Tesla’s mission statement is “To accelerate the world’s transition to sustainable energy.” What makes this a great business mission statement is that it reflects their commitment to the world. They want to make the world better by leveraging sustainable energy like electricity. And a car company using the word “accelerate” makes sense, doesn’t it?
Besides, it is a clear statement to current and future employees that they play a major role in the world’s transition and making it more sustainable. And when one of the world’s leading producers of electric vehicles has such a mission statement, we can trust it, can’t we?
Uber’s mission statement is “To make transportation as reliable as running water, everywhere for everyone.” This is an unequivocal mission statement, and it’s one that Uber has put into practice. The company has expanded its boundaries worldwide, bringing transportation to people who don’t have access to taxis or public transportation options already available in cities like New York City.
It’s also made getting a ride easy: you can use an app on your phone or computer to order one from wherever you are at any time, day or night—and these vehicles are often cheaper than traditional taxis!
What do you think? Does Uber live by its mission statement?
12. Wells Fargo
Wells Fargo’s mission statement is “Helping customers succeed financially.” This statement is a clear reflection of the company’s purpose, values, and beliefs, as well as its promise to customers. It also shows how Wells Fargo understands that it needs to grow to serve more people and enable economic growth.
The company mission statement also reflects its business strategy, which involves providing financial products and services that are innovative, low-cost solutions for consumers who want to reach their financial goals but don’t know how or have limited resources available for this purpose.
IKEA’s mission statement is “To create a better everyday life for the many people.” This is another one of the more well-known brands on this list, and it’s easy to see why. Their mission statement is straightforward, engaging, and promising.
In fact, it is one of the company’s core values (creating a better everyday life). IKEA wants to make their customers’ lives easier by supplying them with furniture that makes their homes more comfortable and efficient at pocket-friendly prices.
And it is very well sticking to it? What do you think?
Tesco’s mission statement is “Serving our customers, communities, and planet a little better every day.” This is one of the great mission statement examples because it is simple yet powerful and hits all the right notes regarding what a strong mission statement should be: unique, clear, and inspiring.
Besides, this mission statement indicates that Tesco is a customer-centric company and that they’re committed to improving its services every day. They also aim to make the planet a better place by reducing the environmental impact of their operations and supply chain.
They also support communities by creating good jobs, supporting local suppliers and producers, and helping local causes through community programs.
Nordstrom’s mission statement is “To give customers the most compelling shopping experience possible.” Not many Nordstrom offer as outstanding customer service as Nordstrom. Also, this mission statement clearly indicates that Nordstrom puts its customers first. They want the best for their customers and will always strive to deliver a great customer experience in all aspects of business, from product selection and service delivery to how they treat people internally (employees).
This also shows the company’s purpose to create an atmosphere where people enjoy being around each other while shopping at their stores—and ultimately make money because of it!
Ted’s mission statement is “Spread Ideas!” Not only is this a sweet mission statement but also a powerful one. We’re sure you’ve also watched Ted Talks online (or offline). But, unlike most business mission statements, this is a two-word mission statement that shines through every Ted Talk you’ve seen. Ted records its presentations globally and shares them on the internet to spread ideas to viewers worldwide.
Mission statements are an integral part of your brand’s identity. A clear and innovative business mission statement can give your company a distinct competitive advantage. With some of the best mission statement examples mentioned above, you’ve surely got a knack for writing an effective and exquisite mission statement. So pull up your socks, and come up with the best mission statement highlighting your brand’s values and ambitions. We’re rooting for you!
Frequently Asked Questions
A good mission statement is the one that has the guidelines and values by which a company operates.
The three parts of a mission statement are:
- The key market
- Your contribution
Simply put, a mission statement is a description of why a company exists.
JetBlue has the best mission statement.
The three things a mission statement should have are:
- Basic description of the company
- Purpose of the company
- Goals of the company
A mission statement is usually within a hundred words.