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Mission statement examples: 16 of the best to inspire you

Mission statement examples 16 of the best to inspire you

  • 15 Jun 2021

More than just a planning exercise, a mission statement focuses your leadership team, inspires employees, and communicates your core values to the larger world.

All in a single sentence. Magic.

A mission statement is one of the most important documents in your company’s arsenal, but it’s also one of the most difficult to craft. We’ve gathered 16 of the best company mission statement examples to help get your creativity flowing.

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What is a mission statement?

A mission statement sums up the core of who your company is and why it exists. It’s  raison d’etre , if you want to get fancy and speak a little French.

Company mission statements are typically short and sweet, only a sentence or two. And the best mission statements are anything but boring.

When done right, your company’s mission statement acts as a powerful driver that informs every aspect of your organization, from daily operations, to customer loyalty, to employee satisfaction. When done wrong, a mission statement is just another line of jargon everyone pretty much ignores.

Take the Starbucks company mission statement as an example:  To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.

Starbucks could have said:  To challenge the predominant infrastructure of coffee culture and develop a network of coffeehouses in every major market.

Did your eyes glaze over on that second one? Ours too. While technically true, our made-up example of a company mission statement is full of dreaded corporate-speak. It belongs deep in the bowels of a strategic plan, not as it’s headline.

On the other hand, the real Starbucks mission statement makes us want to be a part of it all. And even more than that, it conveys a sense of the beating heart behind the company.

The best mission statements do just this — clearly convey a company’s reason for existing, in language that is exceedingly human.

Mission statements vs. vision statements — what’s the diff?

It’s easy to confuse vision statements and mission statements. But there are a few important differences.

A vision statement is aspirational. It outlines where your company strives to be in the future — whether that is one year from now or ten. In contrast, a mission statement spells out where your company is right now.

Think of your company’s vision statement as a long-term goal post. The end point towards which you are working. If your vision statement is a goal post, then your mission statement is what drives you toward that goal post.

Why your company mission statement is important

You’ll probably write your company mission statement during your strategic planning because it’s a valuable tool that helps your leadership team make big-picture decisions. Chances are, you’ll even look at examples of other company mission statements to help you craft your own.

But the purpose of a mission statement goes far beyond strategic planning.

Consumers value mission-driven companies

It’s no secret that today’s consumer values a company with, well, values. These values don’t have to be centered around saving the world. But they do need to be clear, focused, and genuine.

A 2020 study  by global communications agency Zeno Group found that if consumers think a company has a strong purpose, they are:

  • 4 times  more likely to purchase from the company
  • 4.5 times  more likely to recommend the company to family and friends
  • 6 times  more likely to defend the company in the wake of public criticism

Think about this in terms of your personal life. The more you connect with a person, the more likely you are to invite them over for coffee, introduce them to your other friends, and come to their defense. The same is true for the companies we buy from.

We humans value connection and a shared sense of purpose. All things equal, your company’s mission statement can be a powerful differentiator.

Employees want a sense of purpose

Just as your company mission statement makes an impact on consumer sentiment, the same can be said about employee sentiment.

According to a recent Gallup poll  Gen Z and millennials (who make up nearly half of the full-time workforce in the US) value belonging to a company with a strong moral compass. They appreciate ethical leadership, and they want to know that their own work has a positive impact on the world at large.

The more effectively human resources and the rest of the leadership team communicates the company’s mission to rank and file employees, the better.

But it doesn’t stop there. It is equally important to put your money where your mouth is, so to speak. If your company mission places value on the environment, do you give your employees opportunities to act upon these values in their everyday work life?

The most effective company mission statements are clear and actionable, from the products a company makes all the way down to the food in the employee cafeteria.

How to write an effective mission statement without a lot of headache

Understanding mission statements is one thing. Actually sitting down to write your company’s own mission statement is quite another.

But if you take the time to do it right, the process is a really useful exercise. Think of this as a chance to clarify and fine tune your purpose so you can point the company in the right direction for years to come.

Brainstorming your company mission statement

To get started, gather your leadership team and brainstorm answers to these four questions. If you are the solo founder of a fledgling company, gather key stakeholders or a handful of your professional mentors instead.

Aim for a short paragraph on each question.

  • Why does our company exist?
  • What value do our products or services bring to consumers?
  • What core beliefs guide our work?
  • What makes our company different, better, or more inspiring than our competitors?

After you brainstorm answers to these questions, review your answers and highlight the concepts that are central to your company. You might also pick a few company mission statement examples from businesses you admire and use those to help guide you.

If this brainstorming discussion took place with a group of people, now’s the time to send one or two individuals off to winnow the answers down to a couple of sentences.

Task this pair with writing several drafts of a mission statement, so the final decision makers have choices to work with.

This group process might seem cumbersome, but remember, your company mission statement is a core document. It should reflect the thought processes of as many stakeholders as possible.

Finalizing your work

After you land on a mission statement, do one final check to make sure it meets these criteria:

Plausibility:  Your mission statement is big-picture, but it should ultimately tie back to your everyday business operations. At least in a broad sense.

Readability:  No corporate speak or jargon. Avoid unnecessarily big words or complex sentences. Keep it simple.

  • Voice:  Now isn’t the time to be dry and boring. Use language that’s active and compelling. Your mission statement should reflect the unique voice and culture of your company.

Pro-tip:  Give your mission statement more reach by creating both a text and video version. The video can be simple, just an eye-catching background, animated text, and a soundtrack.

Include your mission statement video as part of hiring announcements or other  HR video communications . Or send it over to your marketing team to use as a Facebook cover, website content, and more.

Company mission statement examples: 16 of the best

How do other leading companies tackle their mission statements? We searched far and wide for the best company mission statement examples.

Starbucks Mission Statement Example

1. Starbucks: Inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.

The Seattle-based coffee giant originated in 1971 and has since become ubiquitous around the world.

Starbucks mission statement :   Inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.

Why it works:  We touched on the Starbucks mission statement earlier, but we’ll elaborate more here. We included this example of the Starbucks company mission statement because it works well for two reasons: it’s ambitious without being overreaching, and it uses down-to-earth language.

Inspiring and nurturing the human spirit isn’t directly related to coffee. But considering the role the company played in reviving coffee house culture in the US, the human spirit and a sense of community doesn’t seem like too big of a stretch. The second part of the statement is exceedingly tangible. It paints a small-scale picture of the company and its work.

The Honest Co - Mission Statement Example

2. Honest Company: Meaningful transparency and thoughtful design. We’re on a mission to change the world, one product at a time.

Honest Company made headlines when it went public in mid-2021, with founder Jessica Alba as the youngest-ever Latina to list a company on the New York Stock Exchange.

Honest Company mission statement :   Meaningful transparency and thoughtful design. We’re on a mission to change the world, one product at a time.

Why it works:  As a company committed to creating “clean” baby products, a mission of meaningful transparency and thoughtful design is two-fold. It’s a necessary part of their business practices, and it also speaks to consumers looking for a higher standard in their products.

Being on a “mission to change the world” might be a bit of a stretch. But considering the  baby products market  is projected to be worth $88.72 billion US dollars worldwide by 2026, maybe it isn’t such a huge stretch after all.

Patagonia - Mission Statement Example

3. Patagonia: We’re in business to save our home planet

The outdoor apparel and equipment company is known for its social and environmental activism.

Patagonia mission statement :   We’re in business to save our home planet.

Why it works:  Patagonia is often used as a good company mission statement example, and for a reason. Although it’s wildly lofty, the company really does put their money where their mouth is.

Patagonia originally began as a scrappy company specializing in steel pitons for rock climbing. But when the founders realized their gear damaged the rock face they so loved, they pivoted to low-impact aluminum chocks.

From the moment Patagonia pivoted to aluminum chocks, it became an environment-first company with far-reaching efforts built into every aspect of their business practices.

Microsoft - Mission Statement Example

4. Microsoft: To empower every person and every organization on the planet to achieve more

The software giant is currently valued at  approaching $2 trillion .

Microsoft mission statement :   To empower every person and every organization on the planet to achieve more.

Why it works:  Notice, Microsoft’s company mission statement makes no mention of software, or PCs, or technology at any level.

This isn’t to say the company is focused on something other than tech. But by concentrating on the “why” not the “what” of the business, this mission statement example remains flexible and agile. No matter where the market moves, Microsoft aims to increase productivity with it’s products.

Square - Mission Statement Example

5. Square: Everyone should be able to participate and thrive in the economy.

Square’s point-of-sale and online payment platforms came out on top during the pandemic. But even before that time, the company was a leader in POS products.

Square mission statement :   Everyone should be able to participate and thrive in the economy.

Why it works:  The company’s extended mission statement goes on to say: No one should be left out of the economy because the cost is too great or the technology too complex.

Similar to Microsoft’s mission statement, Square leaves room for agility here. It aims to produce simple, low-cost payment products, regardless of where the market takes it. We also appreciate Square’s focus on who the company serves and why.

Pinterest - Mission Statement Example

6. Pinterest: Bring everyone the inspiration to create a life they love.

Ah, Pinterest. Inspiration central for crafters everywhere, but also a valuable tool for businesses looking for new marketing platforms.

Pinterest mission statement :   Bring everyone the inspiration to create a life they love.

Why it works:  More than the words it uses, we appreciate how Pinterest discusses the ways its mission evolved along with the company.

According to Pinterest, the platform was originally conceived as “a tool to help people collect the things they were passionate about online.” It quickly became clear that people most enjoy using the site to get inspiration from others. And with this, Pinterest’s current mission was born.

Target - Mission Statement Example

7. Target: Help all families discover the joy of everyday life

Fun fact: According to Target’s website, 75% of the US population lives within 10 miles of a store. And why not? Everyone loves a trip to good old Target.

Target mission statement :   Help all families discover the joy of everyday life.

Why it works:  This company mission statement example is equal parts broad and super-specific, depending on how you look at it.

It speaks to Target’s affordable products, geared toward everyday people. But this mission statement can also easily extend to the company’s focus on community giving, corporate responsibility, and creating a positive employee experience.

Southwest Airlines - Mission Statement Example

8. Southwest Airlines: Connect people to what’s important in their lives through friendly, reliable, and low-cost air travel

The smallest of the “big four” US airlines, Southwest is known for its friendly crew and affordable ticket prices.

Southwest Airlines mission statement :   Connect people to what’s important in their lives through friendly, reliable, and low-cost air travel.

Why it works:  Maybe you can chalk it up to the company’s southern roots, but Southwest consistently ranks high for customer service. Its mission of connecting people to what’s important in their lives touches on this value.

Southwest sees itself as doing more than just moving people from point A to point B.

Spotify - Mission Statement Example

9. Spotify: To unlock the potential of human creativity — by giving a million creative artists the opportunity to live off their art and billions of fans the opportunity to enjoy and be inspired by it

The Swedish audio streaming platform currently has 356 million users across 178 markets.

Spotify mission statement :   To unlock the potential of human creativity — by giving a million creative artists the opportunity to live off their art and billions of fans the opportunity to enjoy and be inspired by it.

Why it works:  We included this example because, technically speaking, this is a mission statement and a vision statement combined into one.

When you write your mission statement, it’s important not to confuse the two. But for marketing purposes, wrapping a mission statement and a vision statement up into one shiny package sometimes works very well.

Google - Mission Statement Example

10. Google: Organize the world’s information and make it universally accessible and useful

This one needs no introduction. After all, to Google is officially listed in Merriam-Webster as a transitive verb. If that isn’t a sign of a powerful company, we don’t know what is.

Google mission statement :   Organize the world’s information and make it universally accessible and useful.

Why it works:  Google’s effectiveness is centered around its algorithms. At its heart, an algorithm is a system for organizing information. So Google pretty much nailed it here.

We also appreciate the focus on making information “universally accessible and useful.” Google is arguably the most powerful search engine in the world, yet it’s simple enough for anyone to use. Universally accessible and useful sums that up nicely.

Nike - Mission Statement Example

11. Nike: Bring inspiration and innovation to every athlete in the world. If you have a body, you are an athlete

The Oregon-based footwear, apparel, and sports equipment company was founded in 1964 and is now synonymous with athletics.

Nike mission statement :   Bring inspiration and innovation to every athlete in the world. If you have a body, you are an athlete.

Why it works:  We admit, we like the asterisk more than we like the actual mission statement. Nike outfits some of the biggest names in professional sports, but its mission specifies “if you have a body, you are an athlete.” The word “inclusion” doesn’t appear in the company’s mission statement, but it says it — and then some — in so many words.

CVS - Mission Statement Example

12. CVS: Helping people on their path to better health

Founded as a drugstore in 1963 by brothers Stanley and Sidney Goldstein and partner Ralph Hoagland, CVS bills itself as a “health care innovation company that is reinventing pharmacy.”

CVS mission statement :   Helping people on their path to better health.

Why it works:  This isn’t one of the most inventive examples of a company mission statement, and it also seems somewhat obvious for a drugstore. But CVS embodies its mission in some pretty bold ways. In 2014, it became the  first national pharmacy in the US  to stop selling cigarettes and tobacco products.

Harley Davidson - Mission Statement Example

13. Harley Davidson: More than building machines, we stand for the timeless pursuit of adventure. Freedom for the soul

Harley-Davidson was founded in Milwaukee in 1903, and it remains one of the most popular motorcycle brands.

Harley Davidson mission statement :   More than building machines, we stand for the timeless pursuit of adventure. Freedom for the soul.

Why it works:  Harley-Davidson is known not only for its iconic design and distinctive engine sound, but also for the unique subculture of Harley riders.

Although Harley enthusiasts might balk at the idea, the company is as much a lifestyle brand as it is a motorcycle manufacturer. And that lifestyle delivers just what is promised in the company’s mission statement: adventure and freedom. And a whole lot of leather.

Dove - Mission Statement Example

14. Dove: Help women everywhere develop a positive relationship with the way they look, helping them raise their self-esteem and realize their full potential

What started as a single product — the Dove Beauty Bar — grew into a major line of personal care products used by women around the world.

Dove mission statement :   Help women everywhere develop a positive relationship with the way they look, helping them raise their self-esteem and realize their full potential.

Why it works:  The company’s mission statement combines seamlessly with their vision statement, which says, “We believe beauty should be a source of confidence, and not anxiety.”

Dove delivers on this promise with its far-reaching body positivity campaigns, research initiatives, and self-esteem projects.

Livestrong - Mission Statement Example

15. Livestrong: Which everyday cancer problem will we fix today?

Livestrong is a nonprofit organization that supports people living with or affected by cancer.

Livestrong mission statement :   Which everyday cancer problem will we fix today?

Why it works:  Because selling products and services to consumers isn’t part of the equation, nonprofit mission statements differ from those of their for-profit counterparts. But we included Livestrong here, because it has such a unique mission statement.

Very few mission statements are in the form of a question. This was very intentional on the part of Livestrong. As the company puts it on their mission page, “We have a Mission Question, not a Mission Statement, because we believe that we can only achieve the best solutions through asking the right questions.”

TED - Mission Statement Example

16. TED: Spread ideas.

The media company solicits keynote-style talks from some of the best minds and makes these available, for free, via video and through their podcast,

Ted mission statement :   Spread ideas.

Why it works:  This is another company mission statement example that makes the rounds on the best-of lists. You can almost imagine the lengthy thought process that transpired as TED execs winnowed their mission statement down to just two words. Two words! But that’s all they need.

This mission statement doesn’t say they are “creating opportunities for…” or “gathering the brightest minds to…” They do all of these things as well. But at the very core of the organization, their mission is to spread ideas.

In those two words, they say it all.

FAQs about company mission statements

These company mission statement examples are just a sample of what’s possible when a company really takes the time to craft a thoughtful mission statement. To help you write yours, here are answers to some of the most frequently asked questions about mission statements.

What should a company mission statement include?

A company mission statement should include one or two strong, well-written sentences that talk about why a company exists, the value it brings to its customers, the core beliefs that drive its work, and what sets it apart from other companies doing similar work.

What are the 3 parts of a mission statement?

The three parts of a mission statement are:

  • Mission and purpose:  the main reason a company exists. Its purpose in a broad sense.
  • Values:  the core values that drive everyday decisions and behavior in the company.
  • Goals:  what the company hopes to achieve by sticking close to its mission and values.

What is a strong mission statement?

A strong mission statement is short and actionable. The strongest company mission statements are written in accessible language (no corporate speak) that reflects a company’s unique culture and voice. A good mission statement is lofty, but also ties back to a company’s everyday business practices.

What is Coca Cola’s mission statement?

Coca Cola’s mission statement is  “to refresh the world in mind, body, and spirit, to inspire moments of optimism and happiness through our brands and actions, and to create value and make a difference.”

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  • What is Strategy?
  • Business Models
  • Developing a Strategy
  • Strategic Planning
  • Competitive Advantage
  • Growth Strategy
  • Market Strategy
  • Customer Strategy
  • Geographic Strategy
  • Product Strategy
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  • Pricing Strategy
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  • Sales Strategy
  • Marketing Strategy
  • Digital Marketing Strategy
  • Organizational Strategy
  • HR Strategy – Organizational Design
  • HR Strategy – Employee Journey & Culture
  • Process Strategy
  • Procurement Strategy
  • Cost and Capital Strategy
  • Business Value
  • Market Analysis
  • Problem Solving Skills
  • Strategic Options
  • Business Analytics
  • Strategic Decision Making
  • Process Improvement
  • Project Planning
  • Team Leadership
  • Personal Development
  • Leadership Maturity Model
  • Leadership Team Strategy
  • The Leadership Team
  • Leadership Mindset
  • Communication & Collaboration
  • Problem Solving
  • Decision Making
  • People Leadership
  • Strategic Execution
  • OnDemand Coaching


Learn everything you need to know about business models. This guide on business models was created by an ex-McKinsey consultant and includes frameworks, case studies, examples, a step-by-step design guide, and an 18-page business model PowerPoint template.


1. To Grow, Get All of the Elements Right

If you think through, analyze , and correctly solve each element of the business model, your company will grow.

2. Sequentially Solve the Business Model

Strategic planning should always start with the mission , then flow through the targets, value proposition , go to market, and finally the organization .

3. Understand the Role of Each Business Model Element

Once you understand each business model element, then it is much easier to solve for the right strategies to grow.

4. Strategic Alignment is the Key to Execution

Strategic alignment is when an organization is laser-focused on developing and delivering a killer value proposition and go-to-market that beats the competition .


There are five major components to any business model:

1. The Mission   2. Targets  3. Customer Value Proposition  4. Go-to-Market  5. The Organization

The way a business model works is: " The organization efficiently & effectively develops and delivers the customer value proposition and go-to-market to fulfill the needs of the target customers better than competitors , all for the purpose of achieving the mission ."

The horizontal graphic below translates the flow of elements in a business model.

How a business model works


We can take the horizontal business model graphic and make it vertical, which is the graphic we use throughout the site.

Business Model Questions

Let's go over the big picture of the business model.

We start at the top with the "true north" representing a business' mission , vision, and values , which ultimately gives purpose and provides the "why" the company exists. An inspiring and enduring mission, vision, and values serve as a guide to align strategies, and help all employees make the   right decisions , however big or small the decisions .

We next move down to the   targets.   These include the   markets   and   geographies   ("where") the company competes in, for the business of the target   customers  ("who"). Companies that clearly define and deeply understand their targets, develop focused and aligned business models.

Next is the  value proposition , which is the "what" and the core of any business model, composed of the  business's products ,  services ,  and  pricing . Then, there is the  go-to-market , comprised of the  business's distribution ,  sales ,  and  marketing . The purpose of go-to-market is to amplify the value proposition to drive customer acquisition and loyalty.

Finally, the  organization  is organized into  functions  (e.g., sales, ops, finance). Everything the organization does is a  process  (whether defined as one or not) executed by  team members ,  partners , and  infrastructure . The organization is the execution machine and the "how" things get done in a business model. And as stated before, the organization's purpose is to efficiently and effectively develop and deliver the value proposition and go-to-market to fulfill customers' needs better than competitors, all for the purpose of achieving the mission, vision, and values.


Let's go over a few things about business models. First, look below to see all the  different types of strategy , which are just the tip of the iceberg. Second, most companies make the mistake of solving their strategy from the bottom up, starting with functional strategies. The conversation goes something like this, "We've got our board meeting coming up. Bob, I need your ops strategy. Jane, I need your marketing strategy . Helen, I need your sales plan and strategy. Nate, give me a readout on the HR strategy ."

I equate it to trying to design a car, with the chassis, brakes, engine, and electronics team independently designing their part. In the end, it won't work. Now, let's get into a simple case study to understand better how a business model works.


Finding a better example of a well-tuned business model than Southwest Airlines is hard. Starting in 1967, Southwest Airlines has grown to be the largest domestic airline in the U.S., with $20 billion in annual sales and 50,000 employees. With a deep history of award-winning service, Southwest has amassed 43 straight years of  profitability . If you were lucky enough to buy $10,000 worth of Southwest stock in 1971, it would be worth over $20,000,000 today.


The true north of a company includes the organization's mission, vision, and values, which provide the foundation for aligning strategies, decisions, actions, and culture . A compelling mission gives the team and organization the inspiration and the focus they need to make mission-based decisions and align their strategies. A strong vision of strategic pillars and ambitious goals provides the next level of focus for aligning the organization's strategies. And values are the foundation of expected norms and behaviors that foster a company's culture. Without a compelling mission, vision, and values, management teams often struggle with strategic focus since they try to navigate without understanding the direction of true north.

Back in 1971, Southwest's mission was so simple and effective, “Charge the lowest possible fare. And provide the highest quality service.”

Over the past 45+ years, Southwest's strategic and day-to-day decisions reinforced how they could charge the lowest possible fare and provide the highest quality service. You'll see Southwest's mission throughout Southwest's business model.

Today, Southwest's true north is encapsulated below in its purpose, vision, mission, and values.


A business model has three primary targets:  1. Markets , 2. Customers, 3. Geographies.  The targets define the "who" and "where" of a business model. A  market  establishes the solution space a business competes in for customers. If a  leadership team  truly understands its market dynamics, it can navigate its way to a leadership position. A defined  target customer  enables an organization to tailor their value proposition better to exceed the target customers' needs. While  target geographies  focus on the execution of a business and add to economies of scale.

Well-defined targets provide an organization clarity to make better decisions and execute at a higher level. Expanding into new markets, customer segments, and geographies can lead to explosive growth when a business already has a winning value proposition in existing markets, customer segments, and geographies. However, suppose a company expands into new target markets, customers, and geographies before the value proposition and organization are ready. In that case, it can fragment focus, create shoddy execution, and overextend the business into financial distress.

Let's better understand Southwest's target market, customer segments, and geographies.

Southwest's Target Market

The output of a market strategy is a differentiated positioning within the market. Southwest competes in the highly competitive commuter airline market, which, as an industry, lost $50 billion from 2001-2012.

The idea of Southwest was born on a napkin with lines connecting the three dots titled Dallas, San Antonio, and Houston. Back in 1967, the founders of Southwest saw a hole in the commuter airline market. While the big airlines were built around national and regional hub and spoke route models, Southwest focused on intrastate point-to-point routes (initially Dallas, Houston & San Antonio). Since then, Southwest has stuck to this point-to-point route market positioning, while most other airlines relied on their hub and spoke models.

Southwest's Target Customers

You start a business to fulfill a customer's need. Southwest started a regional point-to-point airline for customers who wanted an hour-long flight rather than waste 3.5 to 4.5 hours in a car to drive from Dallas to Houston or San Antonio. Instead of spending 7 to 9 hours behind the car windshield for a day round trip, customers could be pampered by  "the best service and the most beautiful girls in the sky."  Southwest had a unique perspective on how they defined the needs of their  target customers , as stated in their 1975 Annual Report,

"We believe that in short-haul markets of up to 500 miles, the private automobile is a worthy competitor for those consumers representing the great majority of us who cannot logically place a value on time commensurate with the airfares now charged in those markets. Except for the businessman and woman market, a fare that does not compete with the cost of personal automobile travel will not permit any air market to reach its potential.

By focusing on this unmet customer need to substitute a flight for a car drive, Southwest was one of the key influencers in driving astronomical growth in U.S. domestic air travel. They attracted business customers with low fares, convenience, and service, and leisure travelers with ultra-discounted weekend tickets to drive up their plane utilization. At the time, the ultra-discounted weekend fares opened up a whole new segment of travel customers who wanted to fly for pleasure, to visit family, recreation, and to explore new destinations.

Over the past 45+ years, Southwest has continued its focus on the business and leisure customer segments, tailoring its value proposition and go-to-market to these two segments.

Southwest's Target Geographies

While Southwest Airlines now serves over 100 destinations, its deliberate geographic expansion strategy was one of the keys to Southwest's growth. In keeping with its low-cost provider mission, Southwest has always pursued a geographic density strategy to drive cost and capital synergies and utilization.

Over the six years after their 1971 launch, Southwest expanded just in Texas with routes to the Rio Grande Valley, Austin, Corpus Christi, El Paso, Lubbock, and Midland/Odessa. In 1977, Southwest's fleet of 12 737s carried 2.4 million customers, which equals 200,000 passengers per plane, or 548 passengers per plane per day. Considering the population of Texas was only 13 million people in 1977, the word-of-mouth of the new, cool, and cheap Southwest Airlines was unavoidable. This geographic focus also enabled Southwest to leverage its fixed costs related to airports, personnel, maintenance facilities, and advertising .

Southwest has always taken a highly deliberate geographic expansion strategy, choosing routes that are natural extensions of the existing route network, leading to 40 years of steady, profitable growth. Southwest has continuously focused on driving the economies of scale that a dense geographic strategy provides. Furthermore, Southwest has been extremely opportunistic with their airport selection, often focusing on lower-cost second-tier airports in a region such as Dallas Love Field, Houston Hobby, Chicago Midway, Baltimore-Washington International, Oakland, San Jose, Burbank, Manchester, Providence, Ft-Lauderdale-Hollywood.

And, when Southwest expanded internationally, they made the strategic acquisition of AirTran, which had few overlapping routes but did have a robust business to the Caribbean, Mexico, and select Central American cities.

The Strategic Takeaway on Targets

Understanding, defining, and executing against target markets, customers, and geographies is core to building a killer business model. If you create a  differentiated market position,  you have a long-term vision of what you need to execute against. If you define the right target customers, you can tailor a differentiated value proposition to drive more customer value than competitors while also narrowing the scope of your go-to-market strategies. If you develop geographic density, then you reap economies of scale.

Keep your targets focused until your business and economic model are ready to scale into new markets, customer segments, and geographies. New markets, customer segments, and geographies can provide explosive growth, but only if your value proposition and economics are ready to beat the competitors in the new targets. The downfall of too many businesses is they overextend themselves by trying to expand into too many new targets, fragmenting the focus and execution of the organization.


Southwest's value proposition.

Let's return to the original Southwest mission:  "Charge the lowest possible fare. And provide the highest quality service."  Frankly, it sounds like their value proposition, which is what you want in a mission statement .

Herb Kelleher, the co-founder and former CEO of Southwest, understood the customer value equation from the beginning, as he highlighted in an interview with  Strategy + Business, after being honored as a "Lifetime Strategist,"

One of the things that people, I think, didn't understand is that we started out saying we're going to give you more for less, not less for less. We're going to give you new airplanes, not old airplanes. We're going to give you the best on-time performance. We're going to give you the people who are most hospitable."

1970s Southwest Ad

Southwest's Service - Rational Benefits

In evaluating a value proposition, start with the rational benefits of the  products  and  services . Southwest's rational benefits are getting customers and their bags from point A to B through the air, which they do efficiently and competently.

They have the highest frequency of point-to-point routes, providing customers convenience and reduced travel time versus hub and spoke airlines. Southwest has the best historical on-time and baggage performance. They have a fast and convenient check-in process. In the event of a change, they have no change penalties and make it easy to book another flight. They also have the richest and easiest-to-redeem rewards program, averaging 9.5% of passenger miles flown on Rapid Rewards flights versus ~7% on other airlines.

By consistently and efficiently getting passengers and their bags from point A to B, Southwest consistently ranks as one of the top airlines in customer satisfaction.

Southwest's Service - Emotional Benefits

If you fly Southwest, you understand the difference in the emotional experience versus other airlines. It always starts with the people, and Southwest's employees have a fun, caring, and go-the-extra-mile attitude.

Then there is Southwest's physical experience of newer planes, with leather seats and extra legroom compared to other airlines in the same fare class.

Then there are the perks of free live TV, free snacks, drinks, and affordable $5 wifi and alcoholic beverages. If you're a frequent flier, they periodically send you free alcoholic beverage coupons.

There is also the emotional lift of not being taken advantage of with bag and change fees.

Southwest's service is so good, and their emotional connection with customers is so strong that they can pull off marketing campaigns centered around "Love." Imagine what a bad joke it would be if other airlines tried incorporating "love" into their  marketing .

Southwest Pricing

In 1993, the U.S. Department of Transportation coined the term the "Southwest Effect" for the rapid growth in total air travel in a city-to-city route once Southwest started to fly the route. The "Southwest Effect" is driven by their value equation, which equals benefits - price. While we've gone through the customer benefits of Southwest, let's flip to the other side of the coin:  pricing .

Historically, Southwest has been the price leader in the airline industry. With the growth of ultra-discount airlines (e.g., Frontier, Spirit), they may no longer be the ticket price leader. However, they are probably still the leader in the total cost of flying when you factor in the extra cost of bags, seat selection, change fees and the other charges of ultra-discount airlines.

Southwest utilizes its simple pricing in its #FeesDontFly  marketing campaign . While the competitive herd goes one way, Southwest goes the other way, which is the essence of  competitive differentiation .

The Strategic Takeaways on Value Propositions

A business's value proposition comprises its products, services, and pricing. The goal of a value proposition is to drive better customer value (benefits - price) than competitors. Over the past 45+ years, Southwest has consistently delivered superior customer value, leading them to grow into the largest U.S. domestic airline.

For struggling companies, the first thing to look at is the customer value proposition, which is most likely deficient versus the competition . Even for successful companies, the bottom line is to continuously focus on differentiating the value proposition to improve benefits while driving down costs, which can translate into enhanced profit or price improvement. The Customer Value Wedge is a nice visual to understand this concept better.


The go-to-market strategy of a business model is how a company drives and fulfills the demand for products and services to customers. The three components of go-to-market include  distribution ,  sales , and  marketing . Powerful go-to-market strategies effectively and efficiently amplify the value proposition to the defined target customers.

The big strategic choice with distribution is whether to go direct, indirect, or a hybrid model of both direct and indirect channels. The big strategic goal with sales and marketing is to drive campaigns and activities to increase the size of the customer funnel and accelerate customers through the funnel.

Southwest Direct Distribution

With the rise of digital channels, distribution is currently a hotbed of disruption and innovation . Thousands of companies have cut out significant distribution costs from their value chain, by going directly to customers through digital channels .

Given Southwest's mission of low fares, in the late 90s, as Expedia, Priceline, Orbitz, and other travel websites grew, Southwest decided not to partner with third-party websites and only utilize Southwest.com as their online distribution.  At the time it was a risky move as many airline analysts said Southwest was going to suffer. However, given the strength of Southwest's value proposition and loyalty, the direct distribution strategy paid off.

For Southwest, the estimated savings are ~$700 million a year by not using the travel sites. Southwest can split the $700 million between higher profits and lower fares for customers. It is an example of driving the customer value wedge.

Distribution strategy is a critical element of any go-to-market strategy, and getting it right can be the difference between winning and losing.

Southwest Sales & Marketing

Southwest's marketing, encapsulated in their "Tranfarency" and "Love" campaigns, reflects their low fares and high-quality service mission. "Transfarency" amplifies the rational benefits of Southwest's value proposition, while "Love" amplifies the emotional benefits.

One of the main outputs of any marketing strategy is a campaign, simply a combination of messages and media. There are three media meta-channels:  advocacy, owned, and paid . The beauty of Southwest is how consistent they are in driving its brand messages across all three of these media meta-channels.

With Southwest and most B2C companies, there isn't a "Sales" element to their business model, as in most B2B business models.

Too often, companies blame marketing for their growth woes instead of addressing the lack of value in their value proposition. Two of the most successful retailers, Costco and Trader Joe's, spend almost nothing on marketing but continue to grow through the strength of their value proposition and word-of-mouth advocacy. From 2010 to 2013, Southwest kept its advertising spending almost flat but increased revenues by 46%.

The Strategic Takeaways on Go-to-Market

Too often, executives blame distribution, marketing, and sales strategies for growth woes. They usually replace their sales and marketing leaders or spend more on advertising and salespeople when they need to improve their value proposition.

Go-to-market strategies amplify a value proposition. If the value proposition is inferior to the competition, improve the value proposition and then amplify the value proposition through bigger and better go-to-market strategies.

If your business has a strong value proposition, add growth fuel by heavily investing in distribution, sales, and marketing. And align the go-to-market strategies to the target customer and their typical purchasing journey. Lastly, get the brand messaging right to tap into the rational and emotional benefits of the value proposition.


The purpose of an organization is to efficiently and effectively develop and deliver the customer value proposition and go-to-market. Reflect on this for a minute. Is your role and everyone in the company focused on developing and delivering the customer value proposition and go-to-market?

Organizations are simply a collection of processes executed by a combination of people, infrastructure, and partners . The  processes are organized into functions .

There are two types of functions: 1. value chain functions and 2. support functions. Value chain functions create the value proposition and deliver and service the value proposition (i.e., logistics, product development , manufacturing, sales, marketing, and service operations). Support functions support the efficiency and effectiveness of other functions (i.e., procurement , IT, finance, HR, legal).

Solve the Top Before Getting to the Bottom

From a strategic perspective, the better the management team defines the top part of the business model, the easier it is for them to define strong organizational and functional strategies. Strategically aligning the value proposition, go-to-market, and organizational strategies to the targets and "true north" is one of the easiest ways to drive the efficiency and effectiveness of the organization.

Another critical component of organizational strategy is  core competencies , which are those capabilities that a business needs to be world-class at to develop and deliver the competitive differentiation and advantage of the business model.

Now, let's dive into how Southwest reinforces its business model through its organizational strategies. Southwest's mission and value proposition of low cost, high service is accomplished through Southwest's strategies related to  Team Members, Infrastructure, Partners, & Processes .

Southwest's Enduring Focus on People

People are the heart and soul of any organization. Southwest's mantra is "employees first, customers second, shareholders third. As co-founder of Southwest, Herb Kelleher said,  "If the employees serve the customer well, the customer comes back, and that makes the shareholders happy. It's simple, it's not a conflict, it's a chain."

Southwest has one of the most passionate and loyal workforces. They were named  the best company for work-life balance . They've ranked as high as  #13 in the Forbes Best Employer list . They've never had a layoff or cut pay.  Voluntary turnover is less than 2%.  With over 50,000 employees, Southwest does an incredible job keeping its  team members  happy, productive, and passionate. So, the question is how?

There are three main elements to a holistic people strategy :  1. org design ,  2. employee journey, and 3. culture . Let's dig into Southwest's employee journey and culture to understand how they elevate and  realize the potential of their team .

Southwest's Culture

A company's culture starts with its  values , which are reinforced by norms and the environment. Benefits and compensation are also critical to a company's culture.

It is hard to beat Southwest's culture. What other companies  celebrate their culture in their recruiting materials ? And, what other companies have a Culture Services Department and Local and Companywide Culture Committees?

It all starts with Southwest's values, which are broken up into "Live the Southwest Way" (Warrior Spirit, Servant's Heart, Fun-LUVing Attitude) and "Work the Southwest Way" (Safety and Reliability, Friendly Customer Service, and Low Costs).

Southwest norms, which define how Southwest team members interact with each other, reinforce the values. Southwest's environment (offices, planes, gates, etc.) celebrates employees, travel, and Southwest. Southwest also reinforces its values and norms with spirit parties, chili cook-offs, and Luvlines (their employee magazine).

Though Southwest is a low-price airline, its compensation is some of the highest in the industry. And they align all team members to their mission and financial performance through a generous profit-sharing plan. In 2015, Southwest paid out $620 million in profit-sharing, which amounted to over $12,000 per employee. This plan reinforces the Work the Southwest Way values. Southwest's benefits are numerous and generous. There are too many to list, but you should glance at them on  Southwest's website .

While culture may seem squishy and nebulous, a solid and enduring culture can take root in any company if you get the values right and reinforce them with norms, the environment, benefits, and compensation.

Southwest's Employee Journey

Strong companies infuse their mission and values into their  employee journey , including recruiting, hiring, onboarding , development, evaluation, and advancement. Some companies do it better than others, but great companies like Southwest are deliberate and thoughtful in their employee journey strategy.

Southwest leadership knows that starting with the right people, who inherently embody Southwest's values, is paramount to realizing its mission and preserving its culture. Southwest hires less than 2% of applicants and 6% of interviewees. Their interview process is rigorous, with group interviews, fit interviews, and a profile guide.

New hires go through a 4-week training program that trains them on the ins and outs of the job and enculturates them in the Southwest values with fun activities such as egg balancing relays and scavenger hunts. Once a team member begins to work, they are assigned a team member sponsor and participate in new hire parties and luncheons to reinforce the Southwest norms and culture.

Evaluation and advancement are based not only on a team member's skills but also on their demonstration of living the Southwest values. Team member development is reinforced through SWA University's extensive leadership and management development programs, along with continuous feedback and coaching.

There is also a continuous celebration of Southwest team members. Customers see it in the Southwest magazine with monthly articles on team members who have gone above and beyond. Southwest advertisements use team members instead of actors. Team members can give each other SWAG (Southwest Airlines Gratitude) points, utilizing an online platform that allows team members to recognize other team members for their Warrior Spirit, Servant's Heart, or Fun-LUVing Attitude.  Team members can turn their points in for gift cards and merchandise . There are also numerous employee awards, such as the Spirit Award.

Southwest has thoughtfully optimized its employee journey to elevate and realize the potential of its 50,000+ person team.

Southwest's Infrastructure

Infrastructure includes the equipment, information technology, facilities, machinery, and other physical assets a business uses. Infrastructure strategy and decisions are challenging, given the typical significant investment, sometimes long and complex implementations, against the backdrop of a continuously changing future.

In Southwest's case, its infrastructure strategy reinforces its low-cost mission. In 1971, Southwest began service with four Boeing 737s, which were introduced into the market a mere four years earlier. While competitors used 15-25 seat commuter jets for the same type of routes, Southwest's 737s seated 112 passengers, ensuring Southwest a superior cost structure once the planes were fully utilized (which took a few years). Still to this day, Southwest's fleet of 700+ planes is all Boeing 737s, compared to United Airlines, which utilizes  over 20 types of aircraft .

As stated in  Southwest's 10-K ,  "The Company's low-cost structure has historically been facilitated by Southwest's use of a single aircraft type, the Boeing 737, an operationally efficient point-to-point route structure, and highly productive employees. Southwest's use of a single aircraft type has allowed for simplified scheduling, maintenance, flight operations, and training activities."

Southwest's no-seat assignments policy massively simplifies its systems and processes, with no need to track seats and seat assignments for every plane for every flight for an entire year out.

Then there is the decision, back in the early 2000s, not to install in-flight entertainment, which would have cost multiple millions of dollars per plane and led to installation downtime. The weight of each in-seat display unit can be upwards of 13 pounds. Every pound of extra weight adds ~$1,400 per year per plane in extra fuel. 13 pounds per seat adds ~$3 million in additional operating costs per year per aircraft. In-flight entertainment didn't align with their low-cost mission. Fast forward a decade, and now Southwest has arguably the best in-flight entertainment with free live TV with BYOD (bring your own device).

Southwest has always aligned its infrastructure strategy with its mission and value proposition, leading to its unit cost leadership of 4.4 cents per available seat mile versus 5.4 to 5.8 cents for other airlines.

Southwest's Partners

Partners are all those companies that support a business. To understand the breadth of partners in a company, simply look at the accounts payable list to see all the partners. Now, while many partners are transactional, in most businesses, a few strategic partners can support the success of a business model.

In the case of Southwest, Boeing is a strong and important strategic partner. Here is an excellent quote from a  nice history of the Boeing / Southwest partnership,

"Our relationship with Southwest is about more than just delivering great airplanes," said Carolyn Corvi, vice president and general manager of the Boeing 737/757 Programs. "It's about understanding their business, trusting each other, and working together to achieve solutions. We know that while they have a lot of fun and play hard, they also run a business model that the entire industry emulates and admires. We are delighted and honored to have such a wonderful partner."

And you can see the benefits of this partnership, with Southwest often being the launch partner on Boeing's new 737 and customizing them to meet the needs of Southwest's customers. Take a look at the  737-800 MAX as an example .

Southwest's Processes

Every action in a business is a process, whether acknowledged as one or not. The key to processes is that they are lean and efficient by reducing non-value-added actions and inventory, otherwise known as waste. For Southwest, the foundation of processes is great people, infrastructure, and partners, which enables them to have super lean & low-cost processes and high plane utilization.

Just think about Southwest's quick gate turnaround, which originated as a 10-minute turnaround challenge,  which you can read about here . They only use 737s, so their turnaround teams and training are optimized on one type of plane. They don't have food carts, and they have customers and stewards clean up during deplaning. Through the profit-sharing plan, their team members are incentivized to get planes out on time and turn them around quickly.

Or, think about their no-seat assignments, which help them lean out many processes. Customer service interactions about seat assignments are non-existent, which also lowers IT costs by eliminating the complexity of seat assignments. Furthermore, the first customers to check in are the first to get their boarding number, which drives earlier check-in and better over / under-booking  metrics , eliminating the need to kick paying customers off an overbooked flight.

Southwest's lean processes also make it the historical leader in on-time and baggage performance. The collective focus on lean processes helps Southwest's team members realize their mission of being a low-cost airline.

Strategic Takeaways on Organizations

Southwest's organization efficiently and effectively develops and delivers its value proposition and go-to-market. Southwest's alignment of its entire business model from the mission to the targets to the value proposition, go-to-market, and the organization is extremely rare. So is their phenomenal revenue growth and 45 years of profitability.


If a company doesn't have a mission or has a weak mission, fix that first. If the target markets, customers, and geographies are too broad, then focus them on the most lucrative. If the value proposition doesn't drive better customer value than the competition, then solve that. If the value proposition is strong, then focus on scaling through an improved go-to-market strategy. The more focused the top part of the business model, the easier it is to develop great organizational and functional strategies. If the business model is robust and working, then, and only then, think about expanding into new markets, customer segments, or geographies.

Every company has the potential to grow for decades, but it all comes down to strategy and execution.

If you need to develop a business model strategy, I encourage you to read  developing a strategy  or  set up some time with me  to start figuring it out.


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32 Mission and Vision Statement Examples That Will Inspire Your Buyers

Lindsay Kolowich Cox

Published: May 11, 2023

100 Mission Statement Examples & Templates

business model mission statement

Mission statements from 100 companies and templates to create one for your business.

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Think about the brands you purchase from over and over. Why do you choose to buy products and or services from them even when cheaper options exist?

mission and vision statement examples

Well, there's a good reason for it — because of their values which are expressed in their mission statement. As consumers, we like to patronize businesses that have values we believe in.

Still, Loyalty doesn’t happen overnight. Building brand loyalty , like creating mission and vision statements, takes time. If you’re in a bit of a time crunch, use this table of contents to find precisely what you’re looking for to inspire the development of your company’s mission:

What is a mission statement?

Mission vs Vision Statements

Best Mission Statement Examples

Best Vision Statements Examples

Fill out this form to access the guide

A mission statement is a simple statement about the goals, values, and objectives of an organization. It helps a company respond to change and make decisions that align with its vision.

This brief description helps customers, employees, and leadership understand the organization's top priorities.

As a company grows, it may reach its early goals, and they'll change. So, it's important to revise mission statements as needed to reflect the business's new culture as it achieves its goals and develops new targets.

business model mission statement

  • 100 real examples
  • 10 industries
  • Instructions & guidelines
  • 10 free templates

You're all set!

Click this link to access this resource at any time.

What makes a good mission statement?

The best brands combine physical, emotional, and logical elements into one exceptional customer (and employee) experience that you value as much as they do. A good mission statement will not only explain your brand’s purpose, but will also foster a connection with customers.

When your brand creates a genuine connection with customers and employees, they'll stay loyal to your company, thereby increasing your overall profitability.

Mission statements also help you stand out in the marketplace, differentiating your brand from the competition.

What are the 3 parts of a mission statement?

Your mission statement should clearly express what your brand does, how it does it, and why the brand does it. You can quickly sum this up in your mission statement by providing the following:

  • Brand Purpose: What does your product or service do, or aim to offer and for whom?
  • Brand Values: What does your company stand for? For example, are you environmentally conscious and provide a more sustainable solution to solve a problem? Values are what make your company unique.
  • Brand Goals: What does your company accomplish for customers? Why should they purchase from you instead of other competitors?

With these three components, you can create a mission that is unique to your brand and resonates with potential customers. Next, we’ll guide you step by step on how to write a proper mission statement to build on as your company evolves.

How to Write a Mission Statement

  • Explain your company’s product or service offering.
  • Identify the company’s core values.
  • Connect how your company's offering aligns with your values.
  • Condense these statements into one.
  • Make sure it’s clear, concise, and free of fluff.

1. Explain your company’s product or service offering.

You want prospects to understand what your company does in a literal sense. This means explaining your offering in basic, clear terms. Your explanation should answer the most basic questions like:

  • Are you selling a product or service?
  • Why would customers buy it?
  • How does your offering solve for the customer?

Record your answers and focus on how your product or service brings value to your buyer personas , otherwise known as your target audience.

2. Identify the company’s core values.

Now, this is where you can start thinking bigger. You didn’t just make a product or service at random. Instead, you’re most likely motivated by a set of core values .

Core values are deeply ingrained principles that guide a company’s actions. Take HubSpot’s culture code, HEART , for example:

  • Transparent

These are principles that not only company employees respect, but are principles that our customers appreciate as well. By identifying core values that hold meaning on personal and organizational levels, you’ll have an appealing set to add to your mission statement.

3. Connect how your company's offering aligns with your values.

So how can your company offering serve your core values? You need to draw a connection between the two in a way that makes sense to the public.

For example, if one of your core values centers on innovation, you want to frame your product or service as pushing boundaries and explaining how it helps customers innovate their lives or business practices. Essentially, you’re taking the literal benefit of the offering and expanding it to serve a higher purpose.

4. Condense these statements into one.

A mission statement can be as short as a single sentence, or as long as a paragraph, but it’s meant to be a short summary of your company’s purpose. You need to state the what, who, and why of your company:

  • What: The company offering
  • Who: Who you’re selling to
  • Why: The core values you do it for

Once you have successfully conveyed your message, it’s time to refine and perfect your statement.

5. Make sure it’s clear, concise, and free of fluff.

Above all, your mission statement is a marketing asset that is meant to be clear, concise, and free of fluff. It should clearly outline the purpose of your company offering and show the common goals the company is working to achieve. You should also have other team members or advisors read the mission statement and make adjustments if needed according to their recommendations.

Vision Statement

A vision statement is aspirational and expresses your brand’s plan or “vision” for the future and potential impact on the world. They often serve as a guide for a brand’s future goals and explain why customers and employees should stick around for the long haul.

What makes a good vision statement?

A good vision statement should be bold and ambitious. They’re meant to be inspirational, big-picture declarations of what your company strives to be in the future. They give customers a peek into your company’s trajectory and build customer loyalty by allowing them to align their support with your vision because they believe in the future of your brand as well.

What are the 3 parts of a vision statement?

Your company vision is meant to be inspirational while also aligning with the company’s mission. A vision statement should have the following characteristics:

  • Aspirational and Ambitious: Have a lofty outlook for what you want your business to accomplish? Here’s the place to put it. Your vision statement should be aspirational and showcase how your business will grow in the future.
  • Practical and Achievable: While your statement should be ambitious, it shouldn’t be impossible. Set a goal that is both challenging and practical.
  • General: Your vision should be broad enough to encompass all of your brand’s overall goals. Think of it as umbrella for your mission statement and company objectives to nest under.

Both mission and vision statements are often combined into one comprehensive "mission statement" to define the organization's reason for existing and its outlook for internal and external audiences — like employees, partners, board members, consumers, and shareholders.

The difference between mission and vision statements lies in the purpose they serve.

Mission Statement vs. Vision Statement

A mission statement clarifies what the company wants to achieve, who they want to support, and why they want to support them. On the other hand, a vision statement describes where the company wants a community, or the world, to be as a result of the company's services. Thus, a mission statement is a roadmap for the company's vision statement.

A mission statement is a literal quote stating what a brand or company is setting out to do. This lets the public know the product and service it offers, who it makes it for, and why it’s doing it. A vision statement is a brand looking toward the future and saying what it hopes to achieve through its mission statement. This is more conceptual, as it’s a glimpse into what the brand can become in the eyes of the consumer and the value it will bring in longevity.

In summary, the main differences between a mission statement and a vision statement are:

  • Mission statements describe the current purpose a company serves. The company's function, target audience, and key offerings are elements that are often mentioned in a mission statement.
  • Vision statements are a look into a company’s future or what its overarching vision is. The same elements from the mission statement can be included in a vision statement, but they'll be described in the future tense.

Now that we know what they are, let’s dive into some useful examples of each across different industries.

Mission and Vision Statement Template

Free Guide: 100 Mission Statement Templates & Examples

100-mission-statements examples

Need more examples to build your mission statement? Download our free overview of mission statements – complete with 100 templates and examples to help you develop a stand-out mission statement.

Create a mission statement with these useful templates , like this example below:

Create a mission statement example: HubSpot Nonprofit Mission Statement Template

  • Life Is Good: To spread the power of optimism.
  • sweetgreen: Building healthier communities by connecting people to real food.
  • Patagonia: Build the best product, Cause no unnecessary harm, Use business to protect nature, Not bound by convention.
  • American Express: Become essential to our customers by providing differentiated products and services to help them achieve their aspirations.
  • Warby Parker: To inspire and impact the world with vision, purpose, and style.
  • InvisionApp: Transform the way people work together by helping them collaborate better. Faster. On everything. From anywhere.
  • Honest Tea: To create and promote great-tasting, healthy, organic beverages.
  • 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
  • Nordstrom: Offering customers the very best service, selection, quality, and value.
  • Cradles to Crayons: Provides children from birth through age 12, living in homeless or low-income situations, with the essential items they need to thrive – at home, at school, and at play.
  • Universal Health Services, Inc.: To provide superior quality healthcare services that: PATIENTS recommend to family and friends, PHYSICIANS prefer for their patients, PURCHASERS select for their clients, EMPLOYEES are proud of, and INVESTORS seek for long-term returns.
  • JetBlue: To inspire humanity – both in the air and on the ground.
  • Workday: Our core values guide everything we do — Employees, Customer Service, Innovation, Integrity, Fun, Profitability.
  • Lowe's: Together, deliver the right home improvement products, with the best service and value, across every channel and community we serve.
  • Tesla: Accelerating the world's transition to sustainable energy.
  • Invisible Children: Partners with local peacebuilders across central Africa to end violent conflict through locally-led solutions.
  • TED: Spread ideas, foster community and create impact.
  • Microsoft: 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.
  • Meta: Giving people the power to build community and bring the world closer together.
  • Vista Equity Partners: By providing technology expertise, operational guidance and capital for sustainable growth, we empower organizations across all industries to stay ahead in the digital economy.
  • Dunkin': Everything we do is about you. 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.

1. Life Is Good : To spread the power of optimism.

Best Missions Statement Examples: Life is Good

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The Life is Good brand is about more than spreading optimism — although, with uplifting T-shirt slogans like "Seas The Day" and "Forecast: Mostly Sunny," it's hard not to crack a smile.

There are tons of T-shirt companies in the world, but Life is Good's mission sets itself apart with a mission statement that goes beyond fun clothing: to spread the power of optimism.

This mission is perhaps a little unexpected if you're not familiar with the company's public charity: How will a T-shirt company help spread optimism? Life is Good answers that question below the fold, where the mission is explained in more detail using a video and with links to the company’s community and the Life is Good Playmaker Project page . We really like how lofty yet specific this mission statement is — it's a hard-to-balance combination.

2. sweetgreen : Building healthier communities by connecting people to real food.

Best Missions Statement Examples: sweetgreen's

Notice that sweetgreen's mission is positioned to align with your values — not just written as something the brand believes. We love the inclusive language used in its statement.

The language lets us know the company is all about connecting its growing network of farmers growing healthy, local ingredients with us — the customer — because we're the ones who want more locally grown, healthy food options.

The mission to connect people is what makes this statement so strong. And, that promise has gone beyond sweetgreen's website and walls of its food shops: The team has made strides in the communities where it's opened stores as well. Primarily, it offers education to young kids on healthy eating, fitness, sustainability, and where food comes from.

3. Patagonia : Build the best product, Cause no unnecessary harm, Use business to protect nature, Not bound by convention.

Best Missions Statement Examples: Patagonia

Patagonia's mission statement spotlights the company’s commitment to help the environment and save the earth. The people behind the brand believe that among the most direct ways to limit ecological impacts is with goods that last for generations or can be recycled so the materials in them stay in use.

In the name of this cause, the company donates time, services, and at least 1% of its sales to hundreds of environmental groups worldwide.

If your company has a similar focus on growing your business and giving back, think about talking about both the benefit you bring to customers and the value you want to bring to a greater cause in your mission statement.

4. American Express : Become essential to our customers by providing differentiated products and services to help them achieve their aspirations.

Best Missions Statement Examples: American Express

Customers will never love a company until the employees love it first.

— Simon Sinek (@simonsinek)

The tweet above is from Simon Sinek , and it's one that we repeat here at HubSpot all the time. American Express sets itself apart from other credit card companies in its list of values, with an ode to excellent customer service, which is something it’s famous for.

We especially love the emphasis on teamwork and supporting employees so that the people inside the organization can be in the best position to support their customers.

5. Warby Parker : To inspire and impact the world with vision, purpose, and style.

Best Missions Statement Examples: Warby Parker

In one sentence, the brand takes us to the root of why it was founded while also revealing its vision for a better future.

The longer-form version of the mission reads: "We're constantly asking ourselves how we can do more and make a greater impact—and that starts by reimagining everything that a company and industry can be. We want to demonstrate that a business can scale, be profitable, and do good in the world—without charging a premium for it. And we've learned that it takes creativity, empathy, and innovation to achieve that goal." This further shows how Warby Parker doesn't hold back on letting its unique personality shine through. Here, the mission statement's success all comes down to spot-on word choice.

6. InvisionApp : Transform the way people work together by helping them collaborate better. Faster. On everything. From anywhere.

Company mission statement examples: InvisionApp

We love the way this statement is emphasized by bringing it back to InVision’s customers — top brands like Google, Zillow, and Slack — and linking to those stories. This mission statement is brief, authentic, and business babble-free — which makes the folks at InvisionApp seem trustworthy and genuine.

7. Honest Tea : To create and promote great-tasting, healthy, organic beverages.

Best Missions Statement Examples: Honest Tea's

Honest Tea's mission statement begins with a simple punch line connoting its tea is real, pure, and therefore not full of artificial chemicals. The brand is speaking to an audience that's tired of finding ingredients in its tea that can't be pronounced and has been searching for a tea that's exactly what it says it is.

Not only does Honest Tea have a punny name, but it also centers its mission around the name. For some time, the company even published a Mission Report each year in an effort to be "transparent about our business practices and live up to our mission to seek to create and promote great-tasting, healthier, organic beverages."

8. 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

The folks at IKEA dream big. The vision-based mission statement could have been one of beautiful, affordable furniture, but instead, it's to make everyday life better for its customers. It's a partnership: IKEA finds deals all over the world and buys in bulk, then we choose the furniture and pick it up at a self-service warehouse.

"Our business idea supports this vision ... so [that] as many people as possible will be able to afford them," the brand states .

Using words like "as many people as possible" makes a huge company like IKEA much more accessible and appealing to customers.

9. Nordstrom : Offering customers the very best service, selection, quality, and value.

Best Missions Statement Examples: Nordstrom

When it comes to customer commitment, few companies are as hyper-focused as Nordstrom is. Although clothing selection, quality, and value all have a place in the company's mission statement, it’s clear that it’s all about the customer: "Nordstrom works relentlessly to give customers the most compelling shopping experience possible."

If you've ever shopped at a Nordstrom, you'll know the brand will uphold the high standard for customer service mentioned in its mission statement, as associates are always roaming the sales floors, asking customers whether they've been helped, and doing everything they can to make the shopping experience a memorable one.

10. Cradles to Crayons : Provides children from birth through age 12, living in homeless or low-income situations, with the essential items they need to thrive – at home, at school, and at play.

Best Missions Statement Examples: Cradles to Crayons

Cradles to Crayons divided its mission and model into three sections that read like a game plan: The Need, The Mission, and The Model. The "rule of three" is a powerful rhetorical device called a tricolon that's usually used in speechwriting to help make an idea more memorable. A tricolon is a series of three parallel elements of roughly the same length — think "I came; I saw; I conquered."

11. Universal Health Services, Inc. : To provide superior quality healthcare services that: PATIENTS recommend to family and friends, PHYSICIANS prefer for their patients, PURCHASERS select for their clients, EMPLOYEES are proud of, and INVESTORS seek for long-term returns.

Best Missions Statement Examples: Universal Health Services

A company thrives when it pleases its customers, its employees, its partners, and its investors — and Universal Health Services endeavors to do just that, according to its mission statement. As a healthcare service, it specifically strives to please its patients, physicians, purchasers, employees, and investors. We love the emphasis on each facet of the organization by capitalizing the font and making it red for easy skimming.

12. JetBlue : To inspire humanity – both in the air and on the ground.

Best Missions Statement Examples: JetBlue

JetBlue's committed to its founding mission through lovable marketing, charitable partnerships, and influential programs — and we love the approachable language used to describe these endeavors. For example, the brand writes how it "set out in 2000 to bring humanity back to the skies."

For those of us who want to learn more about any of its specific efforts, JetBlue offers details on the Soar With Reading program, its partnership with KaBOOM!, the JetBlue Foundation, environmental and social reporting, and so on. It breaks down all these initiatives really well with big headers, bullet points, pictures, and links to other web pages visitors can click to learn more. JetBlue also encourages visitors to volunteer or donate their TrueBlue points.

13. Workday : Our core values guide everything we do — Employees, Customer Service, Innovation, Integrity, Fun, Profitability.

Best Missions Statement Examples: Workday

Workday, a human resources (HR) task automation service, doesn't use its mission statement to highlight the features of its product or how it intends to help HR professionals improve in such-and-such a way.

Instead, the business takes a stance on values. There's a lot of great tech out there. But at Workday, it revolves around the people. We love how confident yet kind this mission statement is. It observes the state of its industry — which Workday believes lacks a human touch — and builds company values around it.

14. Lowe's : Together, deliver the right home improvement products, with the best service and value, across every channel and community we serve.

Sometimes the best way to communicate is direct. Lowe's mission statement hones in on the who, how, what, and why behind this powerful home improvement brand.

It's also a great lesson in how the words and phrases you choose show your audience the force behind your mission. This mission statement begins with the word "together." So, no matter what location, products, or channel, the top priority of its mission is that it happens as a team.

That focus on togetherness also creates a foundation for the volunteer, scholarship, and charitable work that this organization does.

15. Tesla : Accelerating the world's transition to sustainable energy.

Best Missions Statement Examples: Tesla

A car company's punny use of the word "accelerating" is just one reason this mission statement sticks out. But Tesla makes this list because of how its mission statement describes the industry.

It may be a car company, but Tesla's primary interest isn't just automobiles — it's promoting sustainable energy. And, sustainable energy still has a "long road" ahead of it (pun intended) — hence the world's "transition" into this market.

Ultimately, a mission statement that can admit to the industry's immaturity is exactly what gets customers to root for it — and Tesla does that nicely.

16. Invisible Children : Partners with local peacebuilders across central Africa to end violent conflict through locally-led solutions.

Best Missions Statement Examples: Invisible Children

Invisible Children is a non-profit that raises awareness around the violence affecting communities across Central Africa, and the company takes quite a confident tone in its mission.

The most valuable quality of this mission statement is that it has an end goal. Many companies' visions and missions are intentionally left open-ended so that the business might always be needed by the community. But Invisible Children wants to "end" violent conflict facing African families with local solutions. It's an admirable mission that all businesses — not just nonprofits — can learn from when motivating customers.

17. TED : Spread ideas, foster community and create impact.

Best Missions Statement Examples: TED

We've all seen TED Talks online before. Well, the company happens to have one of the most concise mission statements out there.

TED, which stands for "Technology Education and Design," has a succinct mission statement that shines through in every Talk you've seen the company publish on the internet. That mission statement starts with "Spread ideas." Sometimes, the best way to get an audience to remember you is to zoom out as far as your business's vision can go. What do you really care about? TED has recorded some of the most famous presentations globally. Then, it hones in on what great ideas can do — foster community and create impact.

18. Microsoft : To empower every person and every organization on the planet to achieve more.


Microsoft is one of the most well-known technology companies in the world. It makes gadgets for work, play, and creative purposes on a worldwide scale, and its mission statement reflects that. Through its product offering and pricing, it can empower every person and organization.

19. Disney : To entertain, inform and inspire people around the globe through the power of unparalleled storytelling.

business model mission statement

Disney’s mission statement goes beyond providing ordinary entertainment. It intends to tell stories and drive creativity that inspires future generations through its work. This is an exceptional mission statement because it goes beyond giving consumers programs to watch, but ones that excite and change the way people see them and the world around them.

20. Meta : Giving people the power to build community and bring the world closer together.

Company mission statement examples: Metaa

Meta, formerly known as Facebook, is a major social media platform with a concise vision statement. It provides a platform to stay in touch with loved ones and potentially connect to people around the world.

21. Vista Equity Partners : By providing technology expertise, operational guidance and capital for sustainable growth, we empower organizations across all industries to stay ahead in the digital economy.

Company mission statement examples: Vista Equity Partners

Some businesses sell a clear and easy-to-understand product or service. But many companies need to combine branding with product education. This means that some mission statements need to not only communicate how a brand does business but also make it easy to see what it's selling.

Vista Equity Partners is a leading technology brand that supports a wide range of people, technologies, and products. In its mission statement, it clarifies what its company offers and why. It does this using the terms its audience uses most often to describe how it can help.

22. Dunkin' : Everything we do is about you. 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.

Best Vision Statement Examples: Dunkin'

Dunkin’s mission goes beyond remaining a large coffee chain. Rather, the brand wants to be the consummate leader in the coffee and donut industry. It wants to become a place known for fun, food, and recreation.

Now that we’ve gone over successful mission statements, what does a good vision statement look like? Check out some of the following company vision statements — and get inspired to write one for your brand.

Vision Statement Example

“Our vision is to improve sustainable farming practices across the globe.” This vision statement is ambitious and broad enough to be an umbrella statement in line with a brand's mission.

1. Alzheimer's Association : A world without Alzheimer's and all other dementia.

Best Vision Statement Examples: Alzheimer's Association

The Alzheimer’s Association conducts global research and gives quality care and support to people with dementia. This vision statement looks into the future where people won’t have to battle this now incurable disease. With the work that it's doing in the present, both employees and consumers can see how the organization achieves its vision by helping those in need.

2. Teach for America : One day, all children in this nation will have the opportunity to attain an excellent education.

Best Vision Statement Examples: Teach for America

Teach for America creates a network of leaders to provide equal education opportunities to children in need. This organization’s day-to-day work includes helping marginalized students receive the proper education they otherwise wouldn’t have access to. Its vision statement is what it hopes to see through its efforts — a nation where no child is left behind.

3. Creative Commons : Help others realize the full potential of the internet.

Best Vision Statement Examples: Creative Commons

This nonprofit’s vision statement is broad. It helps overcome legal obstacles to share knowledge and creativity around the world. By working closely with major institutions, its vision is an innovative internet that isn’t barred by paywalls.

4. Chipotle : We believe that food has the power to change the world.

Delicious tacos, burritos, and bowls aren't the only things that Chipotle is passionate about. Many fast food brands differentiate with products. But Chipotle offers a belief instead. This idea fuels practices like using local and organic produce, using responsibly raised meat, and cutting greenhouse emissions. Chipotle’s vision statement makes it clear what inspires and drives the actions of this international brand.

5. Australia Department of Health : Better health and wellbeing for all Australians, now and for future generations.

Best Vision Statement Examples: Australia Department of Health

This government department has a clear vision for its country. Through health policies, programs, and regulations, it has the means to improve the healthcare of Australian citizens.

6. LinkedIn : Create economic opportunity for every member of the global workforce.


LinkedIn is a professional networking service that gives people the opportunity to seek employment. Its vision statement intends to give employees of every level a chance to get the job they need.

7. Purely Elizabeth : We believe that food can heal.

Purely Elizabeth is a food brand selling granola, oatmeal, and cereal products. Its extended vision statement reads: "When you eat better, you feel better. It’s that simple. That's why we use superfoods with vibrant flavors and rich textures to create delicious foods to help you thrive on your wellness journey."

Food brands have a lot of competition, and this brand's broad and inspiring vision offers a chance to connect more deeply with customers. Its podcast, blog, and recipe resources offer useful tools and tips for anyone looking to heal their bodies with their food choices.

8. AllHere : Connecting All Families with the Right Support at the Right Time

Attendance is a big challenge for schools and families, especially with students in middle and high school. AllHere offers AI services like mobile messaging to overcome administrative and communication challenges. This helps students, parents, and teachers get the support they need for student success.

This vision statement emphasizes that this challenge is bigger than individual habits. It's an empowering vision of an educational system that works for everyone.

9. Southwest : To be the world's most loved, most efficient, and most profitable airline.

Best Vision Statement Examples: Southwest

Southwest Airlines is an international airline that strives to serve its flyers with a smile. Its vision statement is unique because it sees itself not just excelling in profit but outstanding customer service, too. Its vision is possible through its strategy and can lead its employees to be at the level they work toward.

10. Supergoop! : Change the way the world thinks about sunscreen.

For a vision statement to excite, but not overwhelm, it should be both broad and specific. Company mission statement examples like the one above from Supergoop! show that it may be tricky, but it's also possible to balance those two extremes.

This vision says that sunscreen is important AND that sunscreen is more than sunscreen. This simple statement helps the audience think more about what its products are and what they should expect from those products. It's about education, awareness, and quality. And this vision statement keeps the tone positive, bright, and direct.

Inspire Through Brand Values

Brand values play a much more significant role in customer loyalty than you think. Showing that your business understands its audience — and can appeal to them on an emotional level — could be the decision point for a customer’s next purchase. We hope you found some insight in this post that can help you brainstorm your inspiring vision and mission statements for your business.

Editor's note: This post was originally published in August 2014 and has been updated for comprehensiveness.

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100 examples and templates of mission statements to help you build your own.

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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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What Is a Mission Statement?

How a mission statement works, drafting a mission statement, displaying a mission statement.

  • Advantages and Disadvantages
  • Other Statements

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Mission Statement Explained: How It Works and Examples

business model mission statement

Investopedia / Joules Garcia

A mission statement is used by a company to explain, in simple and concise terms, its purpose(s) for being. The statement is generally short, either a single sentence or a short paragraph.

Key Takeaways

  • A mission statement is used by a company to explain, in simple and concise terms, its purpose(s) for being.
  • It is usually one sentence or a short paragraph, explaining a company's culture, values, and ethics.
  • Mission statements serve several purposes, including motivating employees and reassuring investors of the company's future.
  • To craft a mission statement, consider how your company impacts customers, donors, investors, or your community and why you strive to help these parties.
  • A mission statement might slightly overlap other marketing content, but it is different from a vision statement, value statement, brand, or slogan.

Mission statements serve a dual purpose by helping employees remain focused on the tasks at hand, and encouraging them to find innovative ways of moving toward increasing their productivity with the eye to achieving company goals.

A company’s mission statement defines its culture, values, ethics, fundamental goals, and agenda. Furthermore, it defines how each of these applies to the company's stakeholders —its employees, distributors, suppliers, shareholders, and the community at large. These entities can use this statement to align their goals with that of the company.

The statement reveals what the company does, how it does it, and why it does it. Prospective investors may also refer to the mission statement to see if the values of the company align with theirs. For example, an ethical investor against tobacco products would probably not invest in a company whose mission is to be the largest global manufacturer of cigarettes.

It is not uncommon for large companies to spend many years and millions of dollars to develop and refine their mission statements. In some cases, mission statements eventually become household phrases.

Mission statements aren't just for small or large companies. Many successful individuals, professionals, and investors have taken the time to craft a personal mission statement. These personal mission statements often incorporate the financial, professional, spiritual, and relational aspects of life. This, in turn, helps an individual maintain a healthy work/life balance that increases their personal achievement in all of these areas.

While it may be difficult to narrow down the focus of your company in a single statement, here are some tips to help you write a good mission statement.

  • First, outline what your company does. This may be a good you produce or a service you provide to your customers —whatever makes your business run.
  • Next, describe the way in which your company does what it does. Instead of being technical—that's not the point here—think of what values go into the core of your business. Maybe you value quality, customer service, or being sustainable. Alternatively, you may foster creativity and innovation in your business. These are key points to outline in your mission statement.
  • Finally, include why you do what you do in your mission statement. This is key. It helps you stand out as a business, highlighting what sets you apart from the others in your industry. Remember to keep the mission statement short and to the point.

After you've drafted it, remember to look it over, edit it, and have someone else give it a once over. After you've approved it, you'll need to find a way to incorporate it wherever you can. In addition, be mindful to periodically review your mission statement. Although it's never ideal to constantly pivot your image and change your mission statement, your company may outgrow or shift directions resulting in the need of a new statement.

A company’s mission is its identity, and its vision is its journey to accomplishing its mission. A company should take as long as it needs to craft the right statement to describe its mission.

Once a mission statement is crafted, it's up to the company to make it publicly known. A mission statement only holds value if it is shared with existing and potential customers, vendors , donors, or employees.

Because a company's mission statement is often pretty short, it is easy to incorporate into marketing material. A mission statement should always be found somewhere on a company's website. In addition, it can also be used in marketing documents. A company may solicit employees to incorporate adding its mission statement as part of a company-wide standard e-mail signature block.

A mission statement is also a perfect "elevator pitch" sentence that key members of your company should know. Because it's so brief, it is easy to memorize. In addition, it's a perfect introduction for someone who has never heard of your company or wants to know more. Whether it's at a networking event, social gathering, or bus ride to work, a mission statement is an easy way to captivate a stranger's interest in your company should they ask what your company does.

Advantages and Disadvantages of Mission Statements

Companies can benefit from having a mission statement. First, it outlines a company's goals and position in the industry for its customers, competitors, and other stakeholders. It also helps the organization focus and stay on track to make the right decisions about its future.

Furthermore, the mission statement helps clarify a company's purpose. With a mission statement, a company's customers and investors can rest assured that the company is fully committed to achieving its goals and maintaining its values. It is also useful to guide and motivate employees, keeping them in line with the company's values.

Last, a mission statement adds validity to an organization. From the outside looking in, a mission statement demonstrates that a company has considered the big picture and the major goals it wants to accomplish. It demonstrates thoughtful leadership, reputability, and inspiration to potential investors, employees, or donors.

There are drawbacks to having a mission statement. Mission statements may sometimes be very lofty and far too unrealistic, which can distract employees from the company's goals. Management may become too distracted with high-level targets that shorter-term, necessary steps to get there become neglected.

Even though a mission statement is short and concise, it may take a lot of time and money to develop. The resources spent on a bad mission statement could be better spent elsewhere, creating an opportunity loss . The difficulty of crafting such a concise statement is many parties often have ideas, and there's not room for many of them. After the bulk of the work has been done, companies may struggle with "wordsmithing" or simply rearranging words instead of trying to generate value.

Last, by publicly announcing to the world the company's mission, some people on the outside (or even the inside) may disagree with the mission. In the examples below, some individuals may be skeptical of alternative sources of energy and may be scared away when learning of Tesla's mission statement. A mission statement doesn't give much opportunity for a rebuttal to clarify or further explain what a company is all about.

A mission statement is not required, though it may be a grant application for a nonprofit or asked for by an interested investor of a company.

Mission Statement Examples

Mission statements vary considerably from company to company. The following examples are the mission statements of some of the trending companies as of 2022:

  • Nike ( NKE ): "To bring inspiration and innovation to every athlete* in the world."
  • Walmart ( WMT ): "We save people money so they can live better."
  • Starbucks ( SBUX ): "With every cup, with every conversation, with every community - We nurture the limitless possibilities of human connection."
  • Tesla ( TSLA ): "To accelerate the world's transition to sustainable energy."
  • JP Morgan ( JPM ): "We aim to be the most respected financial services firm in the world."

Mission Statements vs. Other Statements

A mission statement is often confused or grouped with other types of organizational statements. Here are some other types of content and how they vary from a mission statement.

Mission Statement vs. Vision Statement

A company’s mission statement differs from its vision statement. While the mission statement remains unchanged for the most part and represents who the company is or aspires to be for the entirety of its existence, the vision statement can change. The latter outlines what the company needs to do to remain the way it has presented itself to be. In effect, a company’s mission is its identity, and the vision is its journey to accomplishing its mission.

Mission Statement vs. Value Statement

A company's value statement is also centered around a company's core principles and philosophy. However, it is more direct in guiding how decisions will be made and what will impact the daily culture of the organization. A value statement often includes actionable direction such as "taking ownership", "acting ethically", "doing what is right", or "being transparent." Whereas a mission statement describes the highest level of purpose, a vision statement starts to describe how that purpose will be achieved.

Mission Statement vs. Company Goals

A company's goals or business plan may be publicly disclosed or kept private/internal. In general, a company's goals are often even more specific, potentially referring to specific business lines, growth percentages, geographical regions, or new initiatives. While a mission statement often does not mention a specific aspect of the business, company goals are often measurable relating to departments or products so a company can track progress. A company's mission statement should drive the goals that are set.

Mission Statement vs. Brand

A brand is an suite of elements that encompasses a company's identity. This includes its marketing materials, engagement in community events, reviews from current and former employees, and its logo presence. A company's brand is also shaped by its mission statement. Though a small component, a mission statement helps customers, employees, and investors form an opinion of a company.

Mission Statement vs. Slogan

A slogan is a very brief, often memorable phrase that people primarily outside of your company can remember. Utter a great slogan such as "Just Do It" can invoke memories, commercials, logos, brand ambassadors, and emotions through a successful ad campaign . Although a mission statement is brief, it is longer and relatively more detailed compared to a slogan. A mission statement isn't meant to necessarily be catchy; it's meant to be informative and useful for guiding high-level decisions. Alternatively, a slogan is a very pointed marketing phrase used to be memorable even if it is less informative.

A mission statement is a brief description of the overarching meaning of the company or nonprofit. A mission statement does not explain what a company does or how it does it. It attempts to succinctly explain why a company exists and what its purpose is.

What Is an Example of a Mission Statement?

Microsoft's mission statement is: "Our mission is to empower every person and every organization on the planet to achieve more."

What Is in a Good Mission Statement?

A good mission statement is concise. It should be limited to one sentence, though it shouldn't be too limiting as it should encompass the entire company's purpose. A good mission statement also focuses on the long-term goal it wishes to deliver to customers.

How Do You Write a Mission Statement?

There's no single best way to come up with a mission statement. In general, the mission statement writing process should start with considering what a business does for the customers, employees, and general public. It's often best to begin by collecting more content than needed, then later refining the mission statement into a single sentence.

One method of brainstorming ideas of a mission statement is to think about personal experiences from the company. This could also include soliciting ideas or memories from employees. Instead of focusing directly on the narrow business element of your company, embrace the broader aspect. For example, Microsoft did not craft its mission statement around delivering Windows '98. Rather, it crafted its mission statement around the possibilities it presented through its product.

A mission statement is a simple and brief description that encompasses the purpose of a company defining its culture, goals, and values. It helps customers, employees, and investors have a clear vision of the company's top priorities. A good mission statement can also motivate employees and help them stay focused, as well as reassure investors of the company's future.


Walmart. " History ."

Starbucks. " Message from Starbucks ceo: A Revitalized Mission for Our Limitless Future ."

Tesla. " About Tesla ."

JP Morgan. " About Us ."

Microsoft. " About Us. "

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How to Write a Mission Statement + 10 Great Examples

Gym owner assisting a client with exercising and reminded of what his mission is.

17 min. read

Updated November 30, 2023

Why is an effective mission statement so valuable? It’s worth taking a minute to ask what it is about certain brands that keep us coming back. What is it about them that makes us spend more time, money, or effort over other options? Is it the price? Maybe the convenience? Or is it something more?

The brands and businesses that we really connect with do more than just supply a product or service . They showcase a purpose, a mission that we can get behind. This can be displayed in how they interact with customers, the organizations and communities they support, and even the way they develop their products.

And there’s no better way for a business owner to showcase this purpose, than through a well-written mission statement.

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  • What is a mission statement?

Mission statement or vision statement?

  • Why write a mission statement?
  • How to write a great mission statement
  • 10 Examples of Great Mission Statements

A mission statement is a simple action-oriented statement that explains your company’s purpose. It summarizes what your company does for customers, employees, and owners, and typically includes general descriptions of your organization, its core function, and its goals. In short, you’re explaining what you do and why you do it within a mission statement.

Depending on the focus of your business, your mission statement may be even broader. Explaining not just how you serve your customers and employees, but your community and the world at large. Some businesses even opt to separate this larger aspiration into what’s known as a vision statement.

A vision statement is exactly what it sounds like. It’s a vision for the direction of your company and what it aspires to be. 

These two statements aren’t really interchangeable. They both reflect the purpose and goals of your business, but serve completely different purposes. Your mission statement is the roadmap to achieve your vision. Your vision statement is a much broader picture of the aspirations for your business. 

These can be completely separate written statements for your business, or they can be combined into a more comprehensive mission statement. Having all three does allow you to utilize them for different business purposes, so it may be worth developing variations over time.

Speaking of variations, it’s important to note that your mission statement will likely evolve over time as your business grows and changes. So, don’t be afraid to make adjustments when it seems necessary, and avoid looking for the perfect version of your mission statement. 

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I’ve had a 30-year love-hate relationship with mission statements. I’ve read thousands. I love it when a mission statement defines a business so well that it feels like strategy—which does happen—and I hate it when a mission statement is generic, stale, and completely useless. 

Just because a traditional business plan often includes a mission statement isn’t a reason to do one. If it’s not going to be useful for you and help guide your business, don’t bother. The vast majority of the mission statements are just meaningless hype that could be used to describe any business.

Don’t fall into the trap of writing a mission statement just because some checklist or expert said you had to. There are actually sites that poke fun at how most mission statements use vague, high-sounding phrases to say nothing. You should write a mission statement if you want to add clarity to your business goals and you want to get your employees, investors, and customers to understand what your organization is all about. 

Developing your company’s first mission statement, or writing a new or revised one, is your opportunity to define the company’s goals, ethics, culture, and norms for decision-making. The daily routine of business gets in the way sometimes, and a quick refresh with the mission statement helps you take a step back and remember what’s most important: the organization has a purpose. 

So how do you make a useful mission statement? Over the decades I’ve spent reading, writing, and evaluating business plans , I’ve come up with a process for developing a useful mission statement, and it boils down to these five steps.

1. Start with a market-defining story

A really good market-defining story explains the need, or the want, or—if you like jargon—the so-called “why to buy.” It defines the target customer or “buyer persona .” And it defines how your business is different from most others, or even unique. It simplifies thinking about what a business isn’t, what it doesn’t do.

Imagine a real person making the actual decision to buy what you sell. Why do they want it? How did they find your business? What does it do for them? The more concrete the story, the better. And keep that in mind for the actual mission statement wording: “The more concrete, the better.”

This isn’t literally part of the mission statement. Rather, it’s an important thing to have in your head while you write the mission statement. It’s in the background, between the words. If you’re having trouble getting started, make a quick list of what your company does and doesn’t do.

2. Define what your business does for its customers

Start your mission statement with the good you do. Use your market-defining story to suss out whatever it is that makes your business special for your target customer .

Don’t undervalue your business: You don’t have to cure cancer or stop global climate change to be doing good. Offering trustworthy auto repair, for example, narrowed down to your specialty in your neighborhood with your unique policies, is doing something good. So is offering excellent slow food in your neighborhood, with emphasis on organic and local, at a price premium.

This is a part of your mission statement, and a pretty crucial part at that—write it down.

If your business is good for the world, incorporate that here too. But claims about being good for the world need to be meaningful, and distinguishable from all the other businesses. 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. Today, Apple leads the world in innovation with iPhone, iPad, Mac, Apple Watch, and Apple TV. Apple’s four software platforms—iOS, macOS, watchOS, and tvOS—provide seamless experiences across all Apple devices and empower people with breakthrough services including the App Store, Apple Music, Apple Pay, and iCloud. Apple’s more than 100,000 employees are dedicated to making the best products on earth, and to leaving the world better than we found it..”

That one obviously passes the test of defining the company with flying colors. Nobody could mistake that mission for generic hype. And it’s an interesting change from the early mission as defined by founder Steve Jobs:

“To make a contribution to the world by making tools for the mind that advance humankind.”

Ikea, on the other hand, starts its mission statement with something that could be any company anywhere. “Our vision is to create a better everyday life for the [sic] many people.” To its credit, it goes on to define a “rest of the mission” that could only be IKEA:

“We make this possible by offering 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.”

And note, in this mission statement, how Sweetgreen incorporates a world vision into a product-oriented mission statement:

“Founded in 2007, Sweetgreen is a destination for delicious food that’s both healthy for you and aligned with your values. We source local and organic ingredients from farmers we know and partners we trust, supporting our communities, and creating meaningful relationships with those around us. We exist to create experiences where passion and purpose come together.”

3. Define what your business does for its employees

Good businesses are good for their employees too or they don’t last. Keeping employees is better for the bottom line than turnover. Company culture matters. Rewarding and motivating people matters. A mission statement can define what your business offers its employees.

My recommendation is that you don’t simply assert how the business is good for employees—you define it here and then forever after make it true.

Qualities like fairness, diversity, respect for ideas and creativity, training, tools, empowerment, and the like, actually really matter. However, since every business in existence at least says that it prioritizes those things, strive for a differentiator and a way to make the general goals feel more concrete and specific.

Don’t worry about being fully unique

With this part of the mission statement, there’s a built-in dilemma. On the one hand, it’s good for everybody involved to use the mission statement to establish what you want for employees in your business. On the other hand, it’s hard to do that without falling into the trap of saying what every other business says.

Stating that you value fair compensation, room to grow, training, a healthy, creative work environment, and respect for diversity is probably a good idea, even if that part of your mission statement isn’t unique. That’s because the mission statement can serve as a reminder—for owners, supervisors, and workers—and as a lever for self-enforcement.

If you have a special view on your relationship with employees, write it into the mission statement. If your business is friendly to families, or to remote virtual workplaces, put that into your mission.

You may not need to focus on employees

And this is rare in mission statements. The vast majority are focused on messaging for customers. My recommendation here is not the norm. I include it because it’s good practice, even though not common.

While I consulted for Apple Computer, for example, that business differentiated its goals of training and empowering employees by making a point of bringing in very high-quality educators and presenters to help employees’ business expertise grow. That was part of the culture and, to my mind, part of the mission; but it wasn’t part of the mission statement. It could have been.

American Express, however, includes the team in its mission:

“We have a mission to be the world’s most respected service brand. To do this, we have established a culture that supports our team members, so they can provide exceptional service to our customers.”

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4. Add what the business does for its owners

In business school, they taught us that the mission of management is to enhance the value of the stock. And shares of stock are ownership. Some would say that it goes without saying that a business exists to enhance the financial position of its owners, and maybe it does. However, only a small subset of all businesses are about the business buzzwords of “share value” and “return on investment.”

In the early years of my business, I wanted peace of mind about cash flow more than I wanted growth, and I wanted growth more than I wanted profits. So I wrote that into my mission statement. And at one point I realized I was also building a business that was a place where I was happy to be working, with people I wanted to work with; so I wrote that into my mission statement, too.

However, this element too, as with the suggestion about including employees, is unusual. Few mission statements do it. That’s understandable, since most mission statements are outward-facing only, aimed at customers and nobody else.

Still, some of the best mission statements incorporate a much broader sense of mission that includes, or at least implies, the mission of ownership.

Warby Parker, an eyewear company, does a great job at voicing a higher mission that includes customers, employees, and owners.

“Warby Parker was founded with a rebellious spirit and a lofty objective: to offer designer eyewear at a revolutionary price while leading the way for socially-conscious business.”

5. Discuss, digest, cut, polish, review, and revise

Good mission statements serve multiple functions, define objectives, and live for a long time. So, edit. This step is worth it.

Start by considering developing a full mission statement for internal use and using a customer-facing subset for general publication. That’s common. Many companies have segmented mission statements, with sections set aside and categorized by type or goal. Use bullet points or sections if that works for you. Part of the reason people confuse mission with mantra and vision is that many businesses use them together, and many others also redefine them to fit their context. So what a company does for customers is often called vision, despite the formal definition.

Remember, form follows function, in mission statements, as in all business writing. Make it work for your business. Or don’t do it at all. If you want to call it a vision, and that works for employees and customers, then do that.

Cut out general terms

As you edit, keep a sharp eye out for the buzzwords and hype that everybody claims. Cut as much as you can that doesn’t apply specifically to your business, except for the occasional special elements that—unique or not—can serve as long-term rules and reminders. Unique itself, the word, means literally, the only one in the world. Use it sparingly. Phrases such as “being the best possible,” “world-class,” and “great customer service” mean little because everybody uses them. Having great customer service is way harder than writing that into a mission statement.

Read other companies’ mission statements, but write a statement that is about you and not some other company. Make sure you actually believe in what you’re writing—your customers and your employees will soon spot a lie.

Then, listen. Show drafts to others, ask their opinions and really listen. Don’t argue, don’t convince them, just listen. And then edit again.

And, for the rest of your business’s life, review and revise it as needed. As with everything in a business plan, your mission statement should never get written in stone, and, much less, stashed in a drawer. Use it or lose it. Review and revise as necessary, because change is constant.

  • Great Mission Statements: 10 Examples

If you’re looking for some inspiration to get you started on your own mission statement, here are a few of my favorites.

1. 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.”

What’s most interesting about Southwest’s mission statement is that they don’t mention anything about getting from point A to point B. Their mission is all about how they differentiate what, these days, can be seen as a commodity experience. They also focus on their own employees and the “spirit of the company”, not just the customer experience.

2. Urban Outfitters

“A lifestyle retailer dedicated to inspiring customers through a unique combination of product, creativity and cultural understanding. Founded in 1970 in a small space across the street from the University of Pennsylvania, Urban Outfitters now operates over 200 stores in the United States, Canada, and Europe, offering experiential retail environments and a well-curated mix of women’s, men’s, accessories and home product assortments.”

Urban Outfitters focuses on the experience that they deliver and the focus on what they do. Their mission drives what their stores look like and what their goal is: to inspire. They also nod to their heritage of starting small and growing.

“At Recreational Equipment, Inc. (REI) we believe a life outdoors is a life well-lived. We believe that it’s in the wild, untamed and natural places that we find our best selves, so our purpose is to awaken a lifelong love of the outdoors, for all.”

REI’s mission focuses mostly on what it wants to do for its customers, but hidden in the mission statement is a mission to preserve the environment as well. Their focus on “getting outside” is what creates a connection between them and their customers.

4. Starbucks

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

Starbucks expands on its mission statement by stating its core values. This is really an extension of the mission statement and explains how they focus on their customers, how they grow their company, and how they work with employees. You can read their values here .

5. Walgreens

“Walgreens’ mission is to be America’s most-loved pharmacy-led health, well-being, and beauty retailer. Its purpose is to champion everyone’s right to be happy and healthy.”

Walgreen’s mission really defines their goals: what they want to achieve and in what product categories they want to achieve it in. They also bring in their broader purpose when they talk about “everyone’s right to be happy and healthy.”

“Make work-life simpler, more pleasant, and more productive.”

While Slack’s mission statement is short, it implies a lot. “Work” doesn’t just mean their customer’s work, it means their own work at their company. Their mission statement serves them both internally and externally.

7. The Coca Cola Company

“Refresh the world. Make a difference.”

Coca Cola takes a slightly different approach with a statement of purpose and then a vision statement. Their purpose is essentially their mission statement and says a lot for being so short. They want to refresh people in both body and spirit while making a positive impact on the world. Their vision also implies their goal of serving the entire world’s population which hits on their corporate and shareholder goals.

8. Patagonia

“We’re in business to save our home planet.”

Another short mission statement that says so much more than you would think at first glance. First and foremost, Patagonia doesn’t say that they are a non-profit – they state that they’re a business. And, this implies that they need to be a strong, healthy business to meet their goal of saving the planet. Their mission applies to their employees, their customers, their products, and their activism.

9. charity: water

“charity: water is a nonprofit organization bringing clean and safe drinking water to people in developing countries.”

charity: water’s mission statement is clear and to the point – it simply describes what it does and who it does it for. For most non-profit mission statements, this is enough.

 10. Asana

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

Similar to other mission statements, Asana blends a message about what they do with a higher goal of enhancing the world outside of their company. Yet, they still hint at their target market and goals of being a world-wide company, thus improving the lives of their employees and shareholders.

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Content Author: Tim Berry

Tim Berry is the founder and chairman of Palo Alto Software , a co-founder of Borland International, and a recognized expert in business planning. He has an MBA from Stanford and degrees with honors from the University of Oregon and the University of Notre Dame. Today, Tim dedicates most of his time to blogging, teaching and evangelizing for business planning.

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Mission Statement Examples: How To Write A Mission Statement

A mission statement helps an organization define its purpose and communicate it to its stakeholders. That is why a good mission statement has to be concise, and clear to able to articulate what’s unique about an organization, thus building trust and rapport with an audience.

Table of Contents

Mission Statement Examples

In this article, we’ll look at a few mission statement examples, which you will find below: 

Amazon Mission Statement

Apple mission statement, coca-cola mission statement, doordash mission statement, google mission statement, instacart mission statement, microsoft mission statement, netflix mission statement, nike mission statement, starbucks mission statement, tesla mission statement, uber mission statement, udemy mission statement, walmart mission statement, wework mission statement.

Or, if you like, you can continue reading from scratch. 

Why does a mission statement matter?

Business isn’t done for the sake of it. Of course, making money is a crucial element of making business, but an organization also exists to create a culture and push its core values and beliefs into the world.

Therefore, a company’s purpose is as important, if not more as how it decides to make money.

Therefore a mission statement is a great way to define a brand purpose and communicate it outside the organization, although the brand purpose and mission statement are not the same things.

The 2018 Deloitte Millennial Survey Report shows that millennials (people born in 1981 and who become adults at the turn of the 21st century), in particular, have lost faith in business.

As highlighted in the report, “there continues to be a stark mismatch between what millennials believe responsible businesses should achieve and what they perceive businesses’ actual priorities to be,” and if that is not enough, three-quarters of the responders “see businesses around the world focusing on their own agendas rather than considering the wider society.”

This brings us back to why a mission-oriented organization has become so important.

As the same report shows, “good pay and positive cultures are most likely to attract both millennials and Gen Z, but diversity/inclusion and flexibility are important keys to keeping them happy. “

Therefore, a company’s purpose can help the organization better alight with its customers, and employees, but also with its other main stakeholders (owners, and suppliers).

Do you need to have a mission statement?

As the mission statement helps define and communicate the goals of the organization, it also helps align its interests with those of employees and customers.

While a larger an organization the more it might need a mission statement. A mission statement can help startups and small organizations create a strong identity.

Therefore there might be three key elements that make a mission statement important:

Mission statement vs. vision statement

It is important not to confuse a mission with a vision statement . In a vision statement, an organization can set its long-term goals.

For instance, in BHAG (big hairy audacious goal),  Jim Collins points out:

Like the moon mission, a trueBHAGis clear and compelling and serves as a unifying focal point of effort– often creating immense team spirit.  It has a clear finish line, so the organization can know when it has achieved the goal; people like to shoot for finish lines. ABHAGengages people– it reaches out and grabs them in the gut.  It is tangible, energizing, highly focused.  People “get it” right away; it takes little or no explanation.

Thus a well-drafted vision reflects a long-term – seemingly unachievable – goal.

At Google, they call it Moonshot Thinking . As it is so far into the future, it might also be easier to draft.

A mission statement instead has to be specific, actionable, and easy to understand to anyone within the organization and from the outside world! It is a way to set the stage for action in the present moment. 

Simple, isn’t it?

SMART: How to draft objectives from a mission statement


The objective of a well-crafted mission statement is to set goals that need to be achieved in the short and medium term.

Those goals need to be communicated clearly to the key stakeholders.

That’s why a good mission statement is clear, concise, and able to communicate the organization’s uniqueness in the marketplace.

Drafting a good mission statement isn’t a simple exercise, as you need to go deep and define your purpose.

You need to ask questions like: what do we do? Why do we do it? How do we do it differently? Whom do we do it for? And what key values do we bring that others don’t?

Therefore, from a well-crafted mission statement key objectives, can be derived.

You can use several frameworks to draft a mission statement’s objectives. For the sake of this discussion, we’ll use the S.M.A.R.T. method.

As pointed out by George T. Doran in a paper entitled “There is a S.M.A.R.T. way to write management’s goals and objective: “

A characteristic of management excellence is a climate in which company officers and managers talk in terms of objectives.

He defined objectives as:

Quantitative support and expression to management’s beliefs.

He recognized that objectives enabled organizations to “focus on problems, and give the company a sense of direction.”

Yet he also recognized executives couldn’t define meaningful objectives.

For that matter, it went on to create a framework on how to define meaningful objectives. It had to be:

  • Specific  – target a specific area for improvement.
  • Measurable  – quantify or at least suggest an indicator of progress.
  • Achievable  – specify who will do it.
  • Realistic  – state what results can realistically be achieved, given available resources.
  • Time-related  – specify when the result(s) can be achieved.

In defining the objectives for your mission statement, also a tool like the OKR can be a good companion:


Read : OKR Goal-Setting System

How to draft your mission statement

Not everyone agrees on what a great mission statement should look like. I believe that a good mission statement has to have five key elements:

  • Focused : it needs to get you toward your vision
  • Actionable : it needs to set things in motion
  • Achievable : it has to be actionable, but also don’t lose sight of the long-term vision
  • Motivational : it has to motivate people to take action
  • Unique : you need to be able to distinguish your organization from the others

In other words, while you define a key and actionable objective. This objective is what in the now will get you going to get you closer to achieving the vision set 10 ahead from now. 

Therefore, it is important to ask what actions you’re doing today will bring you closer to your vision .

You also need to make it achievable. Indeed, most people think that to make people act; you have to set reasonable goals.

That isn’t always the case.

Indeed, the so-called 10X goal-setting might make your organization more successful than a regular goal-setting schedule.

However, we’ll leave the big hairy audacious goal to the vision statement. While, we’ll let the mission statement be more realistic, as it needs to set things in motion.

In other words, where a vision statement has to be inspirational, a mission statement has to be motivational.

In terms of structure, an opener like “Our mission is to…” followed by an adverb or a verb that makes it actionable “build the …” an adjective and noun that indicate the uniqueness of that mission, “leading product…” and a closer that defines its uniqueness might work pretty well.

Of course, this is one example; let’s look at some of the mission statements out there.

Mission statement examples

Let’s analyze some of the mission statements of companies that influence our daily lives.

It is important to remark that in no way I’m trying to say that a mission statement correlates with a company’s success.

A mission statement is a tool that well-drafted can serve as a way to focus on the actions of groups of people within the organization. It also helps in creating an identity and culture within the organization.

Whether or not that determines the success of a company it’s not possible to determine, in my opinion.

Indeed, we’ll see how very successful companies set out mission statements that, on paper, might seem entirely off, and we’ll start with Google’s mission statement .


While Amazon’s mission statement is to “serve consumers through online and physical stores and focus on selection, price, and convenience” and its vision is “to be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online, and endeavors to offer its customers the lowest possible prices.”

In reality, this applies to Amazon intended as an e-commerce company. Yet Amazon has a sort of multi-business model where in the same company we have a few parts of the business that have completely different features.

You can grasp the complexity of Amazon’s business model in this map:


In short, while the core of Amazon’s business is still its e-commerce platform. Amazon also has other parts (like Amazon AWS ) that have different logic.

For instance, AWS isn’t a B2C business but rather a B2B/Enterprise Cloud Platform , driven by a community of developers, building AI tools, and SMBs and enterprise companies as paying customers ( Netflix, for instance, is an AWS customer ).

In short, Amazon has a suite of value propositions , each serving several key players that sustain the business: 

Amazon Value Proposition

Read : Amazon Mission Statement


Apple’s mission is “to bring the best user experience to its customers through its innovative hardware, software, and services.” In a manifesto dated 2009, Tim Cook set the vision specified as “We believe that we are on the face of the earth to make great products, and that’s not changing.”


Just like Amazon, Apple is a tech giant, and as such, it encompasses a set of value propositions that make Apple’s brand recognized.

Read : Apple Mission Statement


Coca-Cola is very good at marketing itself. By setting up its product as delivering a specific positive emotion for people that consume it has two effects, I argue

  • Empower its employees by making them feel they are making a difference in people’s lives, thus offering them a different perspective of just a company “selling sugary water” (remember when Steve Jobs said to Pepsi executive  John Sculley  “Do you want to sell sugar water for the rest of your life, or do you want to come with me and change the world?”)
  • Allowing its consumers to align with this view of the Coca-Cola brand

Chipotle Mission Statement

Chipotle is an American chain of fast-food restaurants with an additional presence in Canada, Germany, France, and the United Kingdom.

The company, which is formally known as Chipotle Mexican Grill, was founded in 1993 by Steve Ells.  

Chipotle has a short and succinct mission statement: “ To provide food with integrity. ” How the company delivers on this promise will be the subject of the rest of this article.

Real food that can change the world

One of the words that stands out on the webpage espousing the company’s core values is “real”. The word has an obvious connection to the mission statement, but how is this realness embodied in practice?

For one, Chipotle understands the relationship between the taste of food and how it was raised and prepared. When food is “real”, it is better for the customer and also the planet – even if this option is more difficult or expensive than alternative means of production.

Being real also means the company freshly prepares the food it needs daily. It does not use artificial colors, flavors, or preservatives.

Nor does it use any food item that is frozen or requires a can opener to consume.

In a subtle reference to its fresh, natural, non-chemical ingredients, Chipotle uses a selection of 53 sustainably sourced foods whose names consumers can actually pronounce.  

Aside from supporting its mission statement, this commitment to fresh and natural food sets Chipotle apart from its competitors and redefines familiar notions of a fast food company.

Commitment to the environment

Integrity for Chipotle also means sourcing food and operating in a way that is sensitive to the environment. Within its 2021 sustainability report are various initiatives, such as:

  • Composting programs launched at 31% of all restaurants.
  • An increase in renewable energy usage to 23.6%, up from 22% in 2020.
  • The diversion of 2.6 million cubic yards of waste via measures such as recycling, composting, and waste to energy.

These initiatives and many others position Chipotle as a brand that environmentally conscious consumers can relate to.

Commitment to animal welfare

Chipotle also treats animal welfare seriously.

All of its chicken meat is sourced from suppliers who meet stipulated animal welfare standards and the company is working to improve stocking density, natural lighting, and environmental enrichments on its chicken farms.

What’s more, cheese is sourced from pasture-fed cows who have access to outdoor areas and pork comes from pigs who are free from harmful growth hormones.

Commitment to people

Chipotle supports passionate employees who embody its core values. It does this by providing career growth , culinary training opportunities, physical and mental health schemes, and a debt-free university degree program.

The company has also made significant investments in the agricultural industry, with 5% of its profits from certain beverages donated to scholarships, grants, and education for those who want to start a career in farming.

This commitment also extends to improving food accessibility for the general public. Accessibility means that the company’s menu items are reasonably priced to enable more people to be able to afford healthy food.

Key takeaways from Chipotle mission statement:

  • Chipotle has a short and succinct mission statement: “ To provide food with integrity. ” This integrity is reinforced by what the company calls “real” food and a belief that it can change the world.
  • Supporting this belief is a commitment to sourcing healthier food that is free from artificial preservatives and colors. Integrity here means that Chipotle is committed to sourcing natural ingredients even if the alternatives are cheaper or easier.
  • Chipotle’s mission statement is also underpinned by a commitment to animal welfare, employees, and the environment.  

Costco’s mission statement analysis

Costco is a membership-only big box retail chain that was founded in Seattle, Washington, by James Sinegal and Jeffrey Brotman in 1983.

According to its official website, Costco has a simple but very important mission: “ To continually provide our members with quality goods and services at the lowest possible prices. ”

For Costco to achieve its mission and reward shareholders, the company must respect a code of ethics comprised of these four factors:

  • Take care of our members.
  • Take care of our employees.
  • Respect our suppliers, and
  • Obey the law.

Let’s take a look at each of these facets in the sections below.

Taking care of members

Costco’s members – which include individuals and other business owners – are the key to its success.

The company recognizes that if it does not maintain member satisfaction in the competitive retail industry, anything else it does is a waste of time.

Satisfaction is related to trust and that members will continue to pay money to shop at Costco so long as the company takes trust seriously.

Some of the trust-building initiatives that support Costco’s mission statement include:

  • Providing safe, wholesome, premium quality foods via stringent supplier and employee standards.
  • Providing members with the best customer service in the industry, and
  • A 100% satisfaction guarantee on all products, services, and the membership itself.

Taking care of employees

For Costco, employees are its most important asset. It understands the link between employee talent and challenges or opportunities that promote personal and career growth .

The company prefers to promote internally with the majority of its management team comprised of “ home grown” talent.

Some of the ways Costco takes care of its employees include:

  • Competitive wages and attractive benefits.
  • A culture free of harassment and discrimination.
  • An Open Door Policy where employees can access ascending levels of management to resolve problems.

Respecting suppliers

Costco considers its suppliers to be its business partners and believes that both parties must thrive for the relationship to be sustainable.

To that end, it has created four principles that guide all supplier interactions:

  • Treat all suppliers and representatives in the same way that Costco would expect to be treated if visiting their premises.
  • Ensure all commitments are honored.
  • Protect any supplier property in Costco’s care as if it were the property of the company.
  • Not accept any gratuity whatsoever from a supplier.

Obeying the law

Costco understands that the law is irrefutable.

Therefore, it must act in accordance with the laws of any community, state, or country in which it does business.

Costco’s pledge to obey the law includes:

  • Respect for all public officials.
  • Compliance with product safety and security standards.
  • Compliance with relevant wage, hour, and antitrust laws.
  • The conduct of business in the USA and foreign markets in a way that is legal and proper.

Key takeaways from Costco mission statement:

  • According to its official website, warehouse retail chain Costco has a simple but very important mission: “ To continually provide our members with quality goods and services at the lowest possible prices. ”
  • For Costco to achieve its mission and reward shareholders, it must respect a code of ethics with the following components: taking care of members, taking care of employees, obeying the law, and respecting suppliers.
  • Costco believes its members are the key to its success. If these entities are not satisfied, little else the company does will make a difference. The company’s mission statement is also supported by a belief that employees are its most valuable asset and that supplier relationships must be mutually beneficial to prosper.

Adidas Mission Statement


Read Next: Adidas Mission Statement


DoorDash’s mission is to grow and empower local economies. It does that through its business model. 

Read next : DoorDash Business Model


Google’s mission statement doesn’t sound too far from a vision statement. Indeed, Google is the leading source of the world’s information. However, this same mission was set out by Google’s founders back in the days when Google was still a small startup.

I think at the time when people did read this mission, they thought of it as too ambitious for a company that at the time was not a key player in the search industry. Yet this is at the core of Google’s Moonshot Thinking . 

And this mission helped for sure the company to focus on a key long-term objective, that they indeed achieved!

I’m sure out there is plenty of organizations, now dead, that had very ambitious goals. However, I do think that a very ambitious goal is part of a good mission statement.

Read : Google’s Mission Statement

IBM mission statement analysis

While the technology underpinning IBM is in a constant state of flux, the company’s overarching purpose has remained more or less the same over the past century.

Founded in 1911 by Charles Ranlett Flint to advance the world via technology, the multinational tech company honors this tradition today with a diverse product and service line-up.  

IBM does not have an official mission statement, but it once clarified its raison d’être in the following quote:

“ To lead in the creation, development, and manufacture of the industry’s most advanced information technologies, including computer systems, software, networking systems, storage devices, and microelectronics. And our worldwide network of IBM solutions and services professionals translates these advanced technologies into business value for our customers. We translate these advanced technologies into value for our customers through our professional solutions, services, and consulting businesses worldwide. ”

Deconstructing IBM’s mission statement

While the above may be construed as somewhat verbose, the essence of what IBM does and what it hopes to achieve can be distilled into three components.

To become the leader in the creation and manufacture of the most advanced information technologies.  

IBM’s world-renowned culture of innovation has enabled it to develop breakthrough technologies capable of transforming numerous industries.

These include financial services, energy, telecommunications, retail, government, and consumer goods.  

The company’s innovative prowess in personal computing is well known, but it is also a leader in technologies that will impact future generations.

IBM is a pioneer of quantum computing and is also using AI to develop robot microscopes that will clean the world’s water supply.

To establish a worldwide network of advanced technologies that provides customer value.

The second component of IBM’s mission statement references its global network of employees who are responsible for creating customer value.

The company’s workforce totals around 282,000 with 33% of those stationed in India – more than any other country.

IBM has chosen to establish an Indian hub to enable it to carry out its mission in a more cost-effective way. Indian teams work on products that span the entire spectrum of IBM products.

Some are working on vision for autonomous vehicles, while others handle the tech needs for corporate clients such as Shell and AT&T.

The creation of global professional services, solutions, and consulting businesses .

The sheer breadth and depth of IBM’s capacity as a consultancy business is impressive to behold. It has, for example, worked with Coca-Cola in Europe to accelerate the migration of mission-critical workloads to the cloud.  

IBM has also partnered with the State Bank of India to develop a comprehensive banking platform for citizens under 35 who are more accustomed to conducting their business online.

IBM values that support its corporate mission  

IBM has intertwined its mission, vision , and purpose into three short sentences that represent three of its core values:

  • Dedication to every client’s success.
  • Innovation that matters – for our company and the world.
  • Trust and responsibility in all relationships.

These sentences underpin IBM’s corporate culture and brand while also serving as a guide for the tasks, roles, responsibilities, and decisions of employees.  

Key takeaways for IMB’s mission statement:

  • IBM’s mission to advance the world with technology was instituted by founder Charles Ranlett Flint in 1911. As technology has advanced over the past century, the company’s mission remains unchanged.
  • In short, IBM seeks to become a world leader in advanced technologies across multiple industries. It also strives to maintain a worldwide workforce that creates customer value and reinforces IBM’s services, solutions, and consulting business.
  • IBM’s mission is also supported by three core values which also include subtle references to its vision . These relate to a focus on customer success, innovation that solves real-world problems, and relationships characterized by trust and responsibility.

Lyft Mission Statement


Read: Lyft Mission Statement


Microsoft’s mission statement is also very generic (every person and every organization on the planet) and it didn’t set a specific goal (achieve more of what?). I don’t think that is a good example.

By itself the verb “empower” doesn’t mean much if not specified for whom. One thing is to say, “empower young men wanting to advance their careers.” Another is to say “empower every person.”

Read : Microsoft Mission Statement

McDonald’s Mission Statement


This is a great mission statement. It is specific, it defines well its goal, and it also identifies a plan to get there through the five Ps:

  • And promotion

It is not time-constrained as this is an ongoing objective.


Instacart mission is to “create a world where everyone has access to the food they love and more time to enjoy it together.”

Instacart has structured its business model to cover the so-called last-mile delivery , thus enabling anyone to become a delivery person, and on the other end, to customers to get the food they want straight to their doors. 

Read next : Instacart Business Model

Linkedin Mission Statement


Read: LinkedIn Mission Statement


Read : Netflix Mission Statement


Read next : Nike Mission Statement

Slack Mission Statement


Starbucks highlights its mission as “to inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.” And its vision is to “treat people like family, and they will be loyal and give their all.”


Starbucks is a global consumer brand with direct distribution , recognized brands, and products that make it a viable business. Its reliance on the Americas as a primary operating segment makes it a weakness. At the same time, Starbucks faces risks related to coffee beans price volatility. Yet the company still has global expansion opportunities.


Starbucks is a retail company that sells beverages (primarily consisting of coffee-related drinks) and food. In 2018, Starbucks had 52% of company-operated stores vs. 48% of licensed stores. The revenues for company-operated stores accounted for 80% of total revenues, thus making Starbucks a chain business model.

Read : Starbucks Mission Statement


Read : Tesla Mission Statement


Our mission is to ignite opportunity by setting the world in motion.

The ambition of Uber’s   business strategy   emphasized first on creating a whole new market (ridesharing). And then to take over the mobility market itself.

As pointed out in its financial prospectus Uber “just got started” with only 2% of the population in the 63 countries where it operates the company looks to expand further.

Several factors drove the Uber phenomenon. In the letter to shareholders in 2019, CEO Dara Khosrowsha pointed out how Uber got there and where’s going next!


Udemy mission is to “make quality education more accessible and improve lives through learning.” 

Read more : Udemy Business Model


Walmart’smission can be summarized as “helping people around the world save money and live better – anytime and anywhere – in retail stores and through eCommerce.” While its vision is to “make every day easier for busy families.” Walmart defines “busy families” as the bull’s eye of its business strategy .

Read : Walmart Mission Statement


WeWork’s mission is “to elevate the world’s consciousness.” 

Read : WeWork Mission Statement

Personal Mission Statement


Some personal mission statement examples: 

  • Elon Musk, CEO of Tesla – “ If something is important enough you should try, even if the probable outcome is failure. “
  • Oprah Winfrey, founder of the Oprah Winfrey Network – “ To be a teacher. And to be known for inspiring my students to be more than they thought they could be. “
  • Richard Branson, founder of Virgin Group – “ To have fun in my journey through life and learn from my mistakes. “
  • Denise Morrison, CEO of Campbell Soup Company – “ To serve as a leader, live a balanced life, and apply ethical principles to make a significant difference. “

Summary and conclusions

Key highlihgts.

Amazon : To serve consumers through online and physical stores and focus on selection, price, and convenience.

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

Coca-Cola : To provide quality beverages that improve people’s lives and refresh the world.

Google : To organize the world’s information and make it universally accessible and useful.

Microsoft : To empower every person and every organization on the planet to achieve more.

McDonald’s: To be our customers’ favorite place and way to eat and drink.

Lyft : Improving people’s lives with the world’s best transportation.

Netflix : To improve its members’ experience by expanding the streaming content with a focus on a programming mix that delights and attracts.

Nike : To bring inspiration and innovation to every athlete in the world.

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

Tesla : To accelerate the advent of sustainable transport by bringing compelling mass-market electric cars to market as soon as possible.

Uber : To ignite opportunity by setting the world in motion.

Case Studies

Read next: 

  • Amazon Mission Statement and Vision Statement In A Nutshell
  • Apple Mission Statement and Vision Statement In A Nutshell
  • Google Mission Statement and Vision Statement In A Nutshell
  • A Quick Glance At Uber Mission Statement
  • Walmart Mission Statement and Vision Statement In A Nutshell
  • Nike Mission Statement and Vision Statement In A Nutshell
  • Microsoft Mission Statement In A Nutshell

Other resources:

  • Successful Types of Business Models You Need to Know
  • Business Strategy Examples
  • Business Strategy: Definition, Examples, And Case Studies
  • Business Model Canvas Explained
  • Blitzscaling Business Model Innovation Canvas In A Nutshell
  • What Is a Value Proposition? Value Proposition Canvas Explained
  • What Is a Lean Startup Canvas? Lean Startup Canvas Explained
  • What Is Market Segmentation? the Ultimate Guide to Market Segmentation
  • Marketing Strategy: Definition, Types, And Examples

What is a good mission statement?

A mission statement helps an organization to define its purpose in the now and communicate it to its stakeholders. That is why a good mission statement has to be concise, clear and able to articulate what’s unique about an organization.

What is Alphabet's mission statement?

Google mission statement is to “organize the world’s information and make it universally accessible and useful.” Its vision statement is to “provide an important service to the world-instantly delivering relevant information on virtually any topic.” In 2019, Sundar Pichai emphasized a renewed mission to allow people “to get things done!”

What is Starbucks mission statement?

Starbucks highlights its mission as “to inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.” And its vision is to “treat people like family, and they will be loyal and give their all.”

What is Apple mission statement?

Apple’s Mission is “to bring the best user experience to its customers through its innovative hardware, software, and services.” And in a manifesto dated 2009, Tim Cook set the vision specified as “We believe that we are on the face of the earth to make great products, and that’s not changing.”

What is Nike mission statement?

Nike’s vision is “to bring inspiration and innovation  to every athlete in the world.” At the same time, its mission statement is to “do everything possible to expand human potential. We do that by creating groundbreaking sports innovations, by making our products more sustainably, by building a creative and diverse global team, and by making a positive impact in communities where we live and work.”

What is Amazon mission statement?

Amazon’s mission statement is to “serve consumers through online and physical stores and focus on selection, price, and convenience.” Amazon’s vision statement is “to be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online, and endeavors to offer its customers the lowest possible prices.” 

More Resources


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Starting a Business | Tip List

16 Small Business Mission Statement Examples & Why They Inspire

Published April 17, 2023

Published Apr 17, 2023

Elizabeth Kraus

REVIEWED BY: Elizabeth Kraus

Audrey Rawnie Rico

WRITTEN BY: Audrey Rawnie Rico

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  • 1 Asimi Studio
  • 2 Rumble Coffee
  • 3 Curbside Landscape
  • 6 Ocean House
  • 7 Ivory & Deene
  • 8 Mermaid Car Wash
  • 9 Mission Pawsible
  • 10 Axiology
  • 11 Studio 7 Interior Design
  • 12 Naturepedic
  • 13 Courtney Carolyn Photography
  • 15 Ventana Surfboards & Supplies
  • 16 Grounds & Greens
  • 17 Mission Statement Best Practices
  • 18 Frequently Asked Questions

A mission statement is a short, meaningful summary of the primary purpose of your business; in other words, why you do what you do. The best examples showcase a brand’s identity, resonate with the target audience, and can even be used to guide business decisions. We rounded up over a dozen of the best small business mission statement examples to inspire you and explain why they work.

1. Asimi Studio

Mission statement: “Curating timeless pieces that empower and fill you with confidence.” Why it works : It taps into human emotions.

Asimi Studio's mission statement taken from their website.

Asimi Studio’s mission statement (Source: Asimi Studio )

Independent jewelry brand Asimi Jewellery designs jewelry pieces, but the company’s mission goes beyond just creating accessories. As their website states, the brand’s mission is to create pieces that empower their customers and bring them confidence.

It works because it taps into fundamental human emotions. This is especially helpful for products like jewelry, which often carry sentimental value. As a creative enterprise, it can also help guide everything from jewelry creation to how the brand communicates with customers. On a public-facing level, it also influences the brand story and supports its marketing strategies.

2. Rumble Coffee

Mission statement: “Creating a sustainable future for coffee.” Why it works: It’s concise, ambitious, and altruistic.

Rumble Coffee mission statement taken from their website.

Rumble Coffee’s mission statement (Source: Rumble Coffee )

This small business mission statement example above acts as the guiding principle for the entire organization at Rumble Coffee. It’s straightforward but ambitious and altruistic in the intent to support earth-friendly coffee-growing practices. This also serves as the company’s central grounding principle, guiding the rest of the business’ traits, ethics, and standards of operation.

It works by keeping things simple and clear while setting a long-term goal to motivate employees. It creates a strong identity for the brand, helping it stand out from other coffee businesses while attracting team members and customers who align with the brand’s mission and driving principles.

3. Curbside Landscape

Mission statement: “To be recognized for quality, creativity, and, above all, fairness in the delivery of professional service.” Why it works : It sets expectations for the customer experience.

Curbside Landscape mission statement taken from their website.

Curbside Landscape’s mission statement (Source: Curbside Landscape )

For service-based businesses, the best company mission statement examples clearly show the top-notch services customers can expect. This is demonstrated in the landscaping business Curbside Landscape’s value-driven goal: to be recognized for quality, creativity, and fairness.

This precise statement sets a clear goal for how the company performs its services. Similarly, it gives customers an equally clear expectation of the outcome they can expect from the business, which helps build brand recognition and affinity.

Mission statement: We take everyday boring items and—with a bit of magic and extreme imagination—turn them into lifestyle & fashion accessories you’ll be psyched to wear. Why it works: It creates anticipation with the customer.

Burga's mission statement taken from their website.

Burga’s mission statement (Source: Burga )

Burga has one of the best small business mission statement examples as far as a conversational language that paints a picture. It explains that the company can take otherwise mundane gadgets and accessories and turn them into products customers are excited to use and wear.

The tone reflects the company’s fun, youthful brand voice, directly appealing to its target audience of young adults. Overall, Burga’s mission statement is an excellent combination of company description, business goal, and brand personality, all in a single, memorable sentence.

Mission statement : “To provide a “Next Level” superior brand of functional, healthy, natural tea-based products crafted to appeal to and to assist today’s health-conscious, on-the-go consumer in achieving the healthy body” Why it works: It clearly defines the target audience.

FitTea's mission statement taken from their website.

FitTea’s mission statement (Source: FitTea )

If you have a product that caters to a specific customer persona , identifying them in your branding can help you connect with them more easily, like with FitTea’s example. FitTea’s target consumers are health-conscious individuals looking for products to create a healthier diet and lifestyle, and this is clearly reflected in the company’s mission statement.

Beyond clearly defining who the business’ products are aimed at, the mission statement also demonstrates that the company cares about its customers first and foremost. This makes the mission statement extra useful when crafting marketing strategies.

6. Ocean House

Mission statement: “ Ocean House, with its unique sense of history and place, is devoted to creating enduring relationships with our guests and members by providing highly personalized service and gracious hospitality in an informally elegant setting.” Why it works: It outlines the business’ unique selling points (USPs).

Ocean House's mission statement taken from their website.

Ocean House’s mission statement (Source: Ocean House )

Your mission is an integral part of your brand identity that can help your business stand out from the competition. This is especially true for service businesses, like the Rhode Island-based Ocean House hotel. The area has hundreds of hotels and resorts, so Ocean House distinctly outlines the company’s goal: to create enduring relationships with guests via personalized service.

As with all good mission statement examples, Ocean House’s statement applies to both their staff members and customers. It provides a clear guideline for their team’s service quality and gives customers an overview of what they can expect from the establishment.

Not sure what your brand’s unique selling point is? Read our guide with examples and a free template to help you develop a unique selling proposition for your small business.

7. Ivory & Deene

Mission statement: “Collaborating with you to curate beautiful spaces for your people. Rooms where memories are woven, ideas are birthed, and joy is deepened.” Why it works: It speaks directly to customers’ aspirations for beautiful, distinctive home furnishings and decor.

Ivory & Deene's mission statement taken from their website.

Ivory & Deene’s mission statement (Source: Ivory & Deene )

Furniture and decor store Ivory & Deene showcases another example of how to bring out the human-relatable aspects of a company. Essentially, the company curates affordable luxury home furniture, and its mission illustrates why this is meaningful—to create beautiful spaces where families can connect and share memories.

This taps into relatable human experiences, keeping customers interested in their brand. It also speaks directly to readers, allowing them to connect easier with site visitors and convert them into potential leads . Finally, it’s also action-oriented and aspirational in tone, giving customers a glimpse into the dream lifestyle they can achieve with the brand.

8. Mermaid Car Wash

Mission statement: “To provide the best car wash experience at the best value possible” Why it works: It communicates the product provides a high value for the cost.

Mermaid Car Wash's mission statement taken from their website.

Mermaid Car Wash’s mission statement (Source: Mermaid Car Wash )

As the saying goes, “money talks.” Value-oriented statements can be seen in many of the best company mission statement examples. Mermaid Car Wash is a prime instance of communicating a clear and attainable goal that the company can easily follow and operate on to provide the best possible product for the money.

Not only does it serve as a clear driving purpose for employees, but it’s also helpful as a grounding principle to guide business decisions. It’s simple, no-frills, and easy to remember—which also boosts the service’s credibility and trustworthiness to customers.

9. Mission Pawsible

Mission statement: “ To create beautifully hand-crafted pet products that support the local community through employment and ethical supply chains and animals in need. “ Why it works: It emphasizes community impact and corporate social responsibility.

Mission Pawsible's mission statement taken from their website.

Mission Pawsible’s mission statement (Source: Mission Pawsible )

Your mission is also a great place to communicate your brand’s community impact and social responsibility. It demonstrates that your business is principled, follows best practices, and is willing to invest in the well-being of the community served as well as the industry overall.

Like many of the best company mission statement examples, Mission Pawsible says what it does in a concise way: creating handcrafted pet products. However, it stands out by emphasizing its ethical and social responsibility, which underlines the brand’s relevance to its community.

10. Axiology

Mission statement: “ To end plastic waste in beauty” Why it works: It’s anchored in eco-friendly advocacy.

Axiology's mission statement taken from their website.

Axiology’s mission statement (Source: Axiology )

As with highlighting community impact, your small business mission statement can also be anchored on wider advocacy, as with the sustainable beauty brand Axiology. With today’s customers growing more eco-conscious than ever in their buying habits— 44% of consumers are more likely to buy from brands committed to sustainability—more brands are shifting toward an environmentally-friendly approach to business.

If you have an underlying advocacy behind your small business, leading with it in your mission statement accentuates your social relevance and differentiates you from others in the market. Finally, it also helps connect you with similar-minded consumers who can act as ambassadors for your brand and your advocacy.

11. Studio 7 Interior Design

Mission statement: “Studio 7 Interior Design is dedicated to creating interiors that reflect our client’s personality and lifestyle, by capturing their design dreams and making them a reality.” Why it works: It provides a bridge that gets the customer from where they are to where they want to be.

Studio 7 Interior Design's mission statement taken from their website.

Studio 7 Interior Design’s mission statement (Source: Studio 7 Interior design )

Good mission statements are instantly understandable and relatable to a brand’s target audience, especially for small businesses. Because it’s a significant part of your brand’s public identity, it must immediately relate to your target customers. One of the best company mission statement examples that exemplify this is that of Studio 7 Interior Design.

Their mission statement is straightforward and comprehensive. However, it stands out by directly addressing their target clients’ desires and ambitions and centers on them as the brand’s driving purpose. It can help potential customers achieve the vision they want for interior spaces or results the customer wants but knows they can’t achieve on their own.

12. Naturepedic

Mission statement: “To transform the lives of our customers through safer, healthier sleep.” Why it works: It speaks to improving a fundamental and universal aspect of health and well-being.

Naturepedic's mission statement taken from their website.

Naturepedic’s mission statement (Source: Naturepedic )

Naturepedic offers a good example of how to outline the essential benefits customers get with your product. The Naturepedic company produces organic mattresses, which is a niche product; however, the brand’s mission talks about how it benefits people—in this case, by improving the safety and health of the customer.

With this, the brand appeals to everyday people by demonstrating how their lives can improve with the product, which is also how it captures people’s interests. Internally, it also serves as a guiding principle for the company’s operations and product standards.

13. Courtney Carolyn Photography

Mission statement: “To provide tangible evidence of the love that exists in people’s lives through beautiful imagery.” Why it works: It gives the personal brand a unique identity.

Courtney Carolyn Photography's mission statement taken from their website.

Courtney Carolyn Photography’s mission statement (Source: Courtney Carolyn Photography )

For personal brands like photographers, having a distinctive goal behind the work communicates what they can do and what makes their work special. An example of this is photographer Courtney Carolyn. As a photographer, customers are already familiar with the services they can expect; however, with a mission statement, she can build a unique identity for her brand.

The idea that you can capture the “true love” of a family, couple, or friends in imagery and turn it into lasting proof is a powerful one. For those just launching out together in life or celebrating important milestones, it’s a compelling reason to choose this photographer over other options.

Mission statement: “We want to give people with kinky, curly hair gentle, effective solutions for dry scalp and brittle hair.” Why it works: It calls out the customer’s pain point and offers a solution.

LivSo's mission statement taken from their website.

LivSo’s mission statement (Source: LivSo )

People like to feel seen and understood by the brands they buy from. If your brand serves a niche market, you can speak directly to them in your corporate and product messaging. This is another example of how you can call out human aspects of your brand that will be the most relatable part of the business to customers.

Haircare brand LivSo’s mission statement is an excellent example of this. It directly attracts the target audience by identifying specific pain points and then offering attainable solutions. It’s a value proposition that’s instantly empathetic and accessible to customers. Plus, it shows the brand places high value on delivering a good customer experience.

15. Ventana Surfboards & Supplies

Mission statement: “To be the most environmentally responsible surf company on the planet” Why it works: It identifies its niche and sticks to it.

Ventana Surfboards & Supplies' mission statement taken from their website.

Ventana Surfboards & Supplies mission statement (Source: Ventana Surfboards & Supplies )

Staying ahead of the competition is tough for any small business, but identifying what makes yours unique in marketing slogans is a guaranteed way to stand out. This is precisely what makes Ventana Surfboards a perfect addition to this list of the best small business mission statement examples.

It’s concise and stands out by identifying its specific niche audience—environmentally responsible surfers—and strives to be the best in it. This makes it easy to remember while giving the company a substantive and relevant goal to work toward. It also gives customers a clear idea of the company’s identity, purpose, and values.

16. Grounds & Greens

Mission statement: Dedicated to building a community that will embrace a plant-based lifestyle Why it works: It defines a specific aspirational lifestyle.

Grounds & Greens' mission statement taken from their website.

Grounds & Greens’ mission statement (Source: Grounds & Greens )

While it doesn’t explicitly mention dietary designations like Vegans and Vegetarians, Grounds & Greens’ mission still effectively speaks to a specific audience. It does this by defining a specific kind of aspirational lifestyle—in this case, those looking to live a plant-based lifestyle.

This differs from other brand slogans that directly mention the target market, in the sense that it’s more inclusive. Instead of identifying particular traits, the brand projects a particular aspirational way of living that customers can align themselves to and therefore become part of their target market.

Your mission statement is just one of the guiding principles you’ll need to write as you build your brand. Check out the others you’ll have to complete, as well:

  • Vision Statement :  an aspirational goal you and your employees strive towards
  • Brand Positioning Statement :  the summary of how your brand stands out in the market, including your unique selling position

Mission Statement Example Takeaways

Your mission should play an influential role in shaping your business identity, both internally and in public. As illustrated by the small business mission statement examples above, you can use some specific takeaways to craft a compelling one for your brand:

  • Keep it straightforward and brief: Readers should be able to understand your mission at first read. Stick to your one overarching goal, use simple, clear language, and don’t crowd it with unnecessary details.
  • Highlight relevance: Whether your business’ relevance applies to your target audience, your local community, or the environment, include it in your statement. This tells the reader “what’s in it” for them.
  • Help your audience self-identify: If your audience is a specific one, identifying them directly in your mission makes it easier for them to know they’ve found the right brand to do business with.
  • Identify what makes you unique: If your business has unique traits that help you stand out from others, such as specialty services or particular advocacies, including them in your mission statement helps you build a stronger brand and identity for your business.
  • Be action-oriented: Your mission should motivate your team to pursue a particular goal. Make it action-oriented and include at least one action word, e.g., “to create,” “to change,” “to provide,” and so on.
  • Keep it specific: Even if your mission is ambitious and long term, keep it as specific as possible. The more specific your mission statement is, the more influential it becomes and the more attainable it is to your team members.
  • Make it aspirational: Conveying a non-business purpose for your company’s existence can be powerful in persuading prospects to choose you over your competitors. Examples include motivations like sustainability, givebacks, social responsibility, eco or earth-friendliness, and so on.

Pro tip: Don’t have a clear mission statement for your business yet? Check out our guide on how to write a mission statement , along with a free template you can download and use.

Frequently Asked Questions

What makes a good mission statement.

A good mission statement conveys a clear and achievable goal, why it matters, a sense of action, and compelling motivation—all wrapped up in a concise, memorable phrase. Other characteristics often reflected in good company mission statement examples include a defined target audience, a human or emotional aspect, or socially relevant advocacy, among others.

What are the parts of a mission statement?

The parts of a mission statement are the business’ purpose or overarching goal, what it does to achieve that goal, and its relevance to others (e.g., customers, community, society, industry, nation, world, and so on). While mission statements can also include other parts and characteristics, these three components are the most essential to craft an effective business mission statement.

How do I write a mission statement?

To write a mission statement, identify your driving purpose by answering questions and gathering ideas about your business. Then, create a draft of your statement that includes your purpose, as well as your business’ actions and its relevance. Gather feedback and edit your statement until it’s polished, then share it with your team members and the public. Follow more detailed steps on how to write a mission statement with our step-by-step guide and template.

Bottom Line

A mission statement is a must-have for any small business. They are essential components of your brand’s identity and can help guide everything from internal operations to how you interact with customers and your company’s short and long-term business decisions. The examples above exemplify all these to inspire you as you write your own.

About the Author

Audrey Rawnie Rico

Find Audrey Rawnie On LinkedIn

Audrey Rawnie Rico

Audrey is always thrilled to help small businesses in their marketing efforts. She has spent the past five years doing content marketing, content writing, and video production for startups and small businesses around the globe. She’s passionate about helping small businesses grow their online brand presence through digital marketing.

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Nonprofit Business Model Statements

Like a mission statement, a business model statement acts as a touchstone: A reminder and guide for the organization’s focus and strategies.

Nonprofit Business Model Statements

How to create a brief summary that spells out your nonprofit’s economic drivers.

Although every nonprofit has a mission statement that defines the organization’s core purpose and work, many are unaware of its useful companion, the business model statement: A brief summary that spells out the organization’s economic drivers. Like a mission statement, a business model statement acts as a touchstone: A reminder and a guide for the organization’s focus and strategies.

Nonprofit executives and board members usually have a good sense of the various types of funding that support the organization, but they may have a harder time explaining the organization’s business model. Let’s imagine a childcare center with the following mission statement: “We provide high quality child care in a cross-cultural setting.” A first draft of their business model statement might read: “Our funding comes from government, parent fees, and fundraising.”

This statement lists all the types of funding, but doesn’t speak to the strategy for financial sustainability of the center. A second draft may come out this way: “We provide high quality child care for children with diverse racial, cultural and economic backgrounds, by combining government subsidies for low-income children with full-pay tuitions, supplemented with some parent fundraising.”

Although this statement lacks graceful wording, it does explain the organization’s strategy for financial sustainability, and it links that financial strategy with its program strategy. While mission statements are meant to be external messages as well as internal guides, a business model statement is primarily for internal use.

A Latino theater offers another example of a business model statement: Their first draft stated, “We produce plays and conduct youth workshops, sustained through a mixture of ticket sales, foundation grants, workshop fees, and an annual benefit.”

Similar to the childcare center’s model, this descriptive statement contains all the elements of the business model — the methods by which the organization accomplishes its mission and generates revenue. But while it lists the programs and revenue streams, it’s not specific about the drivers for either the programs or finances. The business model statement should help focus the leadership’s attention on what keeps this organization sustainable. A more focused business model statement was developed: “We produce Spanish and English plays supported by ticket sales and foundation grants, and supplemented by net income from youth workshops and an annual gala.”

This straightforward sentence describes how the theater is sustained financially. It states bluntly that youth workshops and the gala are supplemental to the production of plays, the central purpose of the organization. It can serve as a reference point for staff and board when making choices, just as a mission statement does.

Let’s look at two other pairings of mission and business model statements:

  • Coalition mission statement: “We are a coalition of faith-based and other institutions working to improve life in the Cranberry River Neighborhood.”
  • Coalition business model statement: “Our focus is to return financial and policy value to the congregations and nonprofits in the coalition. We are member-funded, supplemented with foundation grants for special initiatives.”
  • Education reform mission statement: “Our mission is to apply current learning theory and best management practices to improve outcomes for K-12 students in the District.”
  • Education reform business model statement: “We bring current learning theory and best management practices to the district, led and supported by a few committed individual and foundation donors who share the same vision for education reform.”

In the spirit of learning by example, here are some additional business model statements:

Food bank business model statement: “We obtain donated food from businesses (85%) and individuals (15%), sorted and distributed largely by volunteers, and financially supported by individual donors and the community foundation.”

Comment: This internal statement reminds the organization of the importance of in-kind (non-cash) donations of both food and labor, and keeps people on track when thinking about the organization’s major donor strategy.

Affordable housing: “We build affordable housing for low-income people where government and developer fees are available.”

Comment: This statement clearly articulates the conditions necessary in order for the organization to act.

Following is an example of how two organizations might share similar mission statements, but employ very different business models:

Mission statement for both Organizations A and B: “Our mission is to develop and implement evaluation tools that help nonprofits identify, understand, and increase their impact.”

  • Organization A’s business model statement: “Foundations contract with us to conduct evaluations with their grantees.”
  • Organization’s B’s business model statement: “We develop and promote evaluation tools and processes that are affordable — and therefore can be purchased directly by nonprofits.”

One way to begin developing a business model statement is to solicit ideas at a management team meeting. Start by asking each person to write down the answer to this question: “What is our organization’s business model?” Collect those statements, then ask for written replies to the follow-up question: “What is our organization’s strategy for financial sustainability?”

A wide array of answers will typically surface to both questions, an array that itself will be illuminating to the group. Presenting several of these statements to the board is an effective way of engaging the board in thinking through the organization’s financial strategy. Remember that a business model statement need not be wordsmithed into a document that needs to be shared with the public.

When considering starting a new program, nonprofit managers and boards often ask themselves, “Would this program help drive the delivery of our mission?” In a similar way, when managers and boards consider where to invest time, attention and resources, another touchstone question should be: “Does investing in this project strengthen the success of our business model?”

This article is adapted from a section in a forthcoming book, Nonprofit Sustainability , by Jeanne Bell, Jan Masaoka, and Steve Zimmerman.

About the Author

business model mission statement

Jan Masaoka

Jan is a former editor of Blue Avocado, former executive director of  CompassPoint Nonprofit Services , and has sat in on dozens of budget discussions as a board member of several nonprofits. With Jeanne Bell and Steve Zimmerman, she co-authored  Nonprofit Sustainability: Making Strategic Decisions for Financial Viability , which looks at nonprofit business models.

  • Jan Masaoka https://blueavocado.org/author/jan-masaoka/ Everything We've Been Taught About Major Gifts is Wrong
  • Jan Masaoka https://blueavocado.org/author/jan-masaoka/ From Black Panther to Nonprofit CFO
  • Jan Masaoka https://blueavocado.org/author/jan-masaoka/ A Board Member's Guide to Nonprofit Overhead
  • Jan Masaoka https://blueavocado.org/author/jan-masaoka/ Who's the Boss? The Board or the Executive?

Articles on Blue Avocado do not provide legal representation or legal advice and should not be used as a substitute for advice or legal counsel. Blue Avocado provides space for the nonprofit sector to express new ideas. Views represented in Blue Avocado do not necessarily express the opinion of the publication or its publisher.

21 thoughts on “ Nonprofit Business Model Statements ”

A very helpful article on an often-neglected aspect of planning in the nonprofits.

Very helpful and well thought out article.

This is an interesting concept, but what is the process by which community benefit organizations determine what their business model should be, rather than what its revenue streams currently are?What is not articulated in the article is the framing of any assessment of business models by identifying and aiming the organization at a vision for the community. What is the end goal that sets the context for defining mission and business models? What potential exists for a food bank if it sees its work within the context of improved nutrition, health, and empowerment of its community rather than supplying food paid for by various streams of revenue? What new forms of revenue, collaboration, and energy might accrue to the food bank that first aims at the highest potential that it can contribute to its community? Bill Musick – Tower Hill Resources – Honolulu, HI

Thanks for writing, Bill. If there were space in this one article, I would certainly have addressed some of these topics as part of the article. In fact, the whole book that I’ve just written with Jeanne Bell and Steve Zimmerman (out fall of 2010) is exactly about how to define a business model for an organization that is about mission and mission impact. I do think that while few community nonprofits define themselves by their business models, they also know that a business model for sustainability is important, and that such a business model is a tool in support of mission impact. Thanks again, Bill, Jan

I want to know when that book comes out. My work is in the church which is sadly lacking in this particular statement. (When book comes out, please contact me at: [email protected]) Ours would currently be; "We support ourselves through plate, projects, and then the miracle." Blue Avocado has lately been scoring at least one major useful article each issue lately. Dan

Really good and helpful. I agree with Dan–Blue Avocado has invaluable suggestions!

This is a very helpful article: I’m about to facilitate a strategic planning retreat, and I will certainly incorporate this exercise into the activity. I think every organization’s leadership team needs to think about this concept.

I am currently leading a restructure of a local United Way organization. While some mission and vision tweaking are in order a business model statement will now be a priority. One of the major issues is sustainability. The volunteers leading this initiative will be better able to base their financial restructuring in reality when using this model and incorporating BIll Musick’s suggestions. Thank you!

As a followup-remark, I would only add that I incorporated the Business Model statment into a strategic planning session for a non-profit, and it was a great tool for shifting the focus of the discussion from a pie-in-the-sky glittering vision to a more real examination of sustainability. It was a very helpful tool for me to use. Thanks!

How great to hear this! Please consider sharing the business model statement you develop either with Blue Avocado readers here, or just with me and my co-authors, Jeanne and Steve. Thank you so much for letting us know! Jan

This is a great article and one that I will be able to pull points from with recognition of your work, of course to use in my various training pieces with organizations. Thanks for sharing this. p.s. I use your The Best of the Board Café a lot as a reference in my training to non-profits.

Thank you! Even though many organizations don't go all the way to creating a Business Model Statement, the idea is exciting and appealing to be able to communicate a business model concept! Jan

I am in the very VERY early stages of starting a nonprofit in my community.The farthest I have gone so far is to speak with my local United Way, writing a Mission Statement, writing a Vision Statement, and possibly have selected a name for the organization. I am right now going through a Business Plan and that’s how I found this article. Jan, is there any advice that you have? Is The Best of the Board Cafe something I should be looking into?

I am experiencing the exact same thing. Wish I could be more helpfull.

Hello Josi,

It seems it has been a while since you posted any updates. I’m in the arena of looking to make a non-profit home development. Would love to connect. Here is my email: [email protected]. Please send me an email and we can chit chat. Hope to hear from you soon.

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What Is the Purpose of a Business Model?

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The Relationship Between the Business Model and Strategy

What is the importance of "garbage in garbage out" in developing a financial model, concepts of business planning.

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Shorter than a business plan and longer than a mission statement, a business model is high-level plan for how a company is going to make money. A core component of a business model is your company's value proposition, which describes what your company offers to customers and why they would buy from you rather than the competition.

The purpose of a business model is threefold. First, it is used as a tool to describe your business venture in about one page, which can then be developed into a complete business plan. Secondly, it serves as a summary of your company's focus, which can be shared with potential investors, employees, and can even serve as a reminder for yourself to prevent you from losing sight of your company's direction while managing daily tasks.

Determining Your Company's Business Model

In addition to your company's value proposition, a business model should also include things like your company's key objectives and your market. If your venture requires capital to get it up and running, the business model should also include costs and financing sources.

The software company Aha! has developed a 10-point roadmap for developing a business model:

  • Vision: an executive summary of your company's mission and business model.
  • Key objectives: your main business goals
  • Target customers: who you will sell to and their pain points.
  • Solution: how your company will solve the target customers' pain points.
  • Value Proposition: key differentiators of your solution compared to the competition.
  • Pricing: how much your solution will cost and how it will be sold.
  • Message: an explanation of how your solution will help your customers.
  • Market: how you will reach your target customers to sell to them.
  • Investment: the costs required to get your solution to market and financing sources.
  • Opportunities: specific ways how your business will grow.

Examples of Traditional Business Models

While the specifics of a business model vary from one company to another, most can be categorized into one of several types. Maryland University , for example, describes four types of traditional business models.

​ Manufacturer: ​ creates products from components or raw materials. It can sell directly to consumers (B2C) or directly to business clients (B2B). It can also use distribution channels, such as a distributor or wholesaler, who then sells the products to customers.

​ Distributor: ​ buys products from a manufacturer to resell to retailers or other businesses. A clothing distributor, for example, may sell clothing to retail stores, while a distributor of hydraulic equipment might sell its products to manufacturers.

​ Retailer: ​ buys products from manufacturers, wholesalers or distributors and then sells directly to consumers. Retailers may have brick-and-mortar stores, or sell online.

​ Franchise: ​ a business that sells its business model. This could be in addition to any other business model, and can be a combination of the three other models. A retail franchise, for example, can sell its business model to franchisees across the country, then manufacture and distribute its products to those stores.

Business Models and Innovation

Regardless of what market your small business is in, taking an innovative approach to your business model can pay huge dividends. As innovation experts at Northeastern University point out, Amazon was just a small online bookstore back in 1995. By taking an innovative approach to their business models over the years, it's now a trillion-dollar organization: a leader in cloud computing, web hosting services, grocery retailer, delivery service and a movie production company.

As technology continues to change, creating changes in societal norms, and as unexpected events cause massive changes across the world, most companies are in a perpetual state of adapt-or-die. It's often a good idea to look at changes in other markets to see how new ideas can apply to your market.

  • Northeastern University: Business Model Innovation: What It Is and Why It’s Important
  • Aha! What Are Some Business Model Examples?
  • Maryville University: Traditional Types of Business Models

A published author and professional speaker, David Weedmark has advised businesses on technology, media and marketing for more than 20 years. He has taught computer science at Algonquin College, has started three successful businesses, and has written hundreds of articles for newspapers and magazines and online publications including About.com, Re/Max and American Express.

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