How to Write a Mission Statement (with Inspiring Examples)
A strong mission statement explains who you are, what you do and why it matters. Here's how to write one, plus well-known examples and what makes each of them work.
In this article
A mission statement is a guiding light for a company. It keeps everyone focused on the same purpose, informs decisions and tells customers what you stand for. The best ones are short, memorable and genuinely reflect how the business operates.
This guide explains what a mission statement is, how it differs from a vision statement, and how to write your own, followed by examples from well-known brands.
What is a mission statement?
A mission statement communicates who your company is, why it exists and what sets it apart. In just a few words, it should capture your brand's purpose and ambitions.
It's also a practical tool. Your mission statement should inform the decisions your business makes, so every choice moves the company towards its purpose and stays connected to its values.
What makes a good mission statement?
A well-crafted mission statement shows everyone who interacts with your business what you're about and what matters to you. It helps set you apart from competitors and keeps your team aligned.
The best mission statements:
- show customers how your values align with theirs;
- are action-oriented and reflect your brand's personality;
- incorporate your core values;
- give employees, investors and customers something to strive for.
Mission vs vision statement: what's the difference?
A vision statement describes the big-picture future an organisation is working towards, usually looking five to ten years ahead or longer. It's where you aspire to be.
A mission statement is more like a compass for today. It defines what you do, who you serve and why you exist. The vision is the destination; the mission explains how you're travelling there. Both should be clear and concise.
How long should a mission statement be?
Keep it short: usually one to three sentences. Many of the most memorable mission statements are a single line. If people can't remember it, it's unlikely to guide their decisions.
Tips for writing a mission statement
- Keep it simple. Avoid jargon and complicated language. Aim for wording that someone with an eighth-grade reading level could easily understand, in a natural, conversational tone.
- Be unique. Explain what makes you different and the value you bring, so prospects understand why you're the right choice.
- Celebrate it. Make your mission part of your culture. Recognise and reward behaviour that reflects it, and refer to it often so employees and customers remember what defines your company.
- Look at the bigger picture. Great businesses create positive change. A mission that goes beyond profit, whether through accessibility, sustainability, equity or solving real problems, inspires teams and attracts customers.
How to write a mission statement
Start by answering these questions:
- What does your business do?
- Why are you in business?
- Who are your customers?
- How do you stand out from competitors?
- How would you like the public to see your brand?
A mission focused only on profit is unlikely to inspire anyone. Aim for a statement that shows customers and investors you're genuine, thoughtful and committed. That's what builds trust and loyalty.
The VIPS method
The VIPS framework is a simple way to test your draft:
- Value. What value does your business bring to customers, employees and society?
- Inspiration. How does your mission encourage people to get involved with your business?
- Plausibility. Are the goals in your mission statement realistic?
- Specifics. Does it reflect your business's particular values and ambitions, rather than something any company could say?
The three essential ingredients
Every mission statement should communicate:
- Brand purpose. What your product or service offers, and to whom.
- Brand values. What your business stands for, such as sustainability, affordability or inclusivity. These are what set you apart.
- Brand goals. What you aim to achieve for customers and how you'll do it differently from competitors.
Mission statement examples from well-known brands
Some of the best mission statements are remarkably short. Here are examples from companies and organisations around the world, and what makes each one work. Companies revise their statements from time to time, so check a brand's own website for its current wording.
"To organize the world's information and make it universally accessible and useful."
Google's mission is ambitious yet simple. It explains exactly what the company does and why it matters, and it guides products from Search to Maps.
TED
"Spread ideas."
Just two words. TED shares talks from people in every field through its events, videos and other content, and its mission captures that purpose perfectly.
Patagonia
"We're in business to save our home planet."
Patagonia's mission puts environmental responsibility at the centre of everything it does, from durable, repairable products to its long-standing commitment to donate a share of its sales to environmental causes. If your business aims to help customers and support a bigger cause, your mission statement should communicate that double purpose.
"Connect the world's professionals to make them more productive and successful."
Launched in 2003, LinkedIn has become essential for professionals who want to build their network and advance their careers. Its mission clearly states who it serves and the benefit it provides.
Asana
"To help humanity thrive by enabling the world's teams to work together effortlessly."
Asana links its practical purpose, making teamwork easier, to a much bigger ambition.
Tesla
"To accelerate the world's transition to sustainable energy."
The word "accelerate" does a lot of work here. It acknowledges that the transition is already underway and positions Tesla as the company speeding it up.
Microsoft
"To empower every person and every organization on the planet to achieve more."
Microsoft's mission focuses on what its customers can achieve rather than on its products, which makes it broad, inclusive and inspiring.
IKEA
"To offer a wide range of well-designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them."
IKEA describes this as its business idea, and it clearly spells out the company's promise: good design and affordability for "as many people as possible".
Nike
"Bring inspiration and innovation to every athlete* in the world. (*If you have a body, you are an athlete.)"
The asterisk is what makes this memorable. Nike instantly broadens its audience to everyone, reinforcing the idea that anyone can be an athlete.
Walmart
"We save people money so they can live better."
Short and simple, Walmart's mission states its purpose and the benefit to shoppers in one line.
The Walt Disney Company
"To entertain, inform and inspire people around the globe through the power of unparalleled storytelling, reflecting the iconic brands, creative minds and innovative technologies that make ours the world's premier entertainment company."
Disney's statement is longer than most, but it covers what the company does (storytelling), what it's built on (iconic brands, creative minds and technology) and its ambition to be the world's premier entertainment company.
Shopify
"Making commerce better for everyone."
Shopify's mission reflects its belief that the future of commerce should have more voices, not fewer, which is why it focuses on lowering the barriers to starting and running a business. Including a statement of belief is a powerful way to show what makes your brand different.
JetBlue
"To inspire humanity – both in the air and on the ground."
JetBlue's mission focuses on people rather than flights. It reflects the airline's emphasis on customer experience and its community and charitable programmes.
Life is Good
"To spread the power of optimism."
Life is Good expresses its mission through upbeat designs on its clothing and through its charitable work, which brings optimism to children facing difficult circumstances. It proves a mission can be both joyful and meaningful.
Conclusion
A mission statement describes your company's purpose and goals, and reflects its values and aspirations. Writing one takes careful thought, but the result is worth it. A great mission statement captures what makes your business unique, guides strategic decisions and day-to-day operations, and communicates your purpose to employees, customers and everyone else who matters to your business.
