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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

what is the purpose of the mission statement in a business plan

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.

Nike. " WHAT IS NIKE'S MISSION? "

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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Mission statements, what is a mission statement.

Your mission clearly states why your organization exists. A company’s mission statement helps clearly articulate your core purpose. It is the summation of your organization’s core reason for being, answering the question, “Why are we here?” A mission needs to boldly state why you exist, and what impact you hope your organization has on the world. The best mission statements clearly express these things to your customers in a way that resonates and engages with them.

When developing your strategic plan, it is important to not overlook the foundation of your plan, including your mission statement. Every organization should have one! Crafting a mission statement may be challenging at first, but with the help of our guide, you’ll be well on your way to making your own great mission statement!

Free Canvas & Guide to Creating a Mission Statement

Whether you’re writing a new mission statement or revisiting your old one as part of a strategic planning process, we’ve created a canvas you can use to create a mission statement that inspires your team. Get started on creating your mission statement today, and download our guide for free!

Why Are Mission Statements Important in Strategic Planning?

A good mission statement is a foundational element in any strategic plan because it helps define your organization’s core purpose, serving as a vantage point from which to look down the road. Combined with your vision statement , it helps define why your organization exists and what you stand for.

Mission statements are sometimes confused and grouped with different kinds of foundational statements or forgotten about entirely. Some of the common planning elements that mission statements get mixed up with are vision statements and value statements.

All three are closely linked but serve entirely different functions and roles in your strategic framework. Below, we explain how the vision and values elements compare against a mission statement, and how they can all be used together to complement your mission statement for a strong foundation to your strategic plan.

Mission Statements Versus Vision Statements – The Differences

While a company’s future vision statement describes the organization’s future state, the mission directly relates to the vision by articulating the greater reason why that vision matters. A powerful mission keeps the organization on track and rallies around the direction the organization is headed. Learn how to write your mission statement here .

Mission Statement – Why You Exist

  • States why your organization exists and articulates your core purpose.
  • Written in the present tense.
  • Helps define the area where you play.

Vision Statement – Where You’re Going

  • States your organization’s bold vision for the future and why that is important.
  • Written in a future tense.
  • Helps create the roadmap for the future.
Pro Tip: Language Matters. We always recommend mission statements be written in present tense using concrete language. Writing in present tense allows your mission to be easily deciphered from your vision statement, which is written in future tense . Solid language leaves little room for interpretation of what exactly your mission statement means.

How Your Vision and Mission Statement Informs & Creates Strategy

Mission and vision statements are really two sides of the same coin. Your mission statement tells them where you are and why you exist, while your vision statement describes your desired future state or aspirational impact.

These two elements combine to inform and create your strategy, which is your plan for how to overcome your current and potential future competitors. The mission and vision are essentially your corporate aspirations, and your strategy is your meticulous plan for achieving it. Because these two statements used in tandem define why you exist now and what you aspire to offer in the future, this can make it easier to pinpoint your unique value proposition within the market.

A vision statement also helps you outline the actions and steps you need to take to make your vision a reality. If you can anchor your plan to your mission and vision, you’ll never lose your direction, even if you must pivot your strategy periodically to respond to different market or environmental conditions and customer feedback.

Mission Statement Versus Core Values Statement

As we’ve stated earlier, a business’s mission statement is all about defining the company’s purpose and objectives. It’s a concise statement that outlines what the business is trying to achieve and how it aims to achieve it.

A value statement , on the other hand, is focused on the core values and beliefs that are central to the organization’s culture. While these statements may serve different purposes, they are not in opposition of one another. Ideally, mission and values statements should be created in tandem, as they complement each other quite well.

For example, an organization’s mission statement may be focused on growth and expansion, while its values might include ideals such as honesty and fairness. By combining these two statements, you get a clear picture of what the organization hopes to achieve and how it aims to do so, while also highlighting the values it holds dear.

Mission Statements – Why You Exist

  • Are usually written in the present tense.

Values Statements – How You’ll Live Out Your Mission

  • Clarifies what your organization stands for, what it believes in, and how you expect your team to behave.
  • Are typically written in present tense.

How Your Mission and Value Statements Complement Each Other

Value statements are the guiding principles your organization has chosen to live by, which give direction to the company culture and behaviors. Core values help businesses remain true to their mission and purpose by providing a framework for decision-making and actions.

A mission statement provides a sense of direction, whereas values give employees a sense of pride and purpose in working to achieve that mission. So, while your mission statement helps to guide the direction of your company, your value statement creates the behaviors that keep you in line with your mission.

Together, these statements complement one another and form a solid foundation for any successful organization. The mission statement outlines the company’s primary objectives, while the core values ensure that the company is meeting its goals the right way. By aligning a organization’s mission statement with its core values, everyone involved in the company, from the management down to the customers, can easily understand its objectives and what it stands for.

Mistakes to Avoid When Drafting Your Mission Statement

Crafting the perfect mission statement can be challenging and potentially lead to pitfalls when not approached carefully. Here are some mistakes to avoid when creating a mission statement:

Being Too Vague or Generic

It’s important to make sure you’re writing a mission statement that is unique to your organization and sets you apart from your competitors. Avoid generic and bland statements like “highest standards” or “quality customer service delivered.” Instead, explain what those statements would mean in the context of your organization.

Pro Tip: You may also want to avoid phrases that feel particularly jargon-y or industry specific. Your mission statement is meant to be public-facing, so ensure that your mission statement is understandable to the general public.

Focusing Solely on Profits

We get it. Of course, we all want to make money and ensure that our business or organization is successful and turning a profit. But is that really what your mission is? Your mission should, ideally, be impact driven. Think about the needs you identified that needed to be fulfilled that inspired you to start your organization in the first place. That’s what your mission statement should stem from.

Forgetting to Consider Stakeholder Input

Unless you’re running a one-person operation, your team and stakeholders should have input in the mission. Interview or conduct surveys with your employees to gain their insight and opinions. You can then elect a smaller, more central committee to come together and find consensus on common themes and craft your mission statement from there.

Neglecting to Update the Mission Statement as the Organization Evolves

Your mission statement needs to reflect your organization’s purpose, above all else. Although you wouldn’t change your mission statement yearly or even bi-yearly, don’t be afraid to update or make tweaks on your mission statement. If your organization grows or changes to the point where your original mission statement doesn’t quite fit anymore, don’t be afraid to update!

Not Reflecting Your Company’s Values

This should go without saying, but a mission statement should clearly express and reflect your organization’s values and purpose in a way that resonates with your team and your customers. Make sure your mission statement describes and accurately reflects your company’s identity.

By being mindful of these potential missteps, your organization can create a mission statement that accurately reflects your values and goals while inspiring your team and community.

What Makes Mission Statements Powerful?

Mission statements help your entire organization clearly understand its core purpose and why you do what you do. As a leader, it’s important to have clarity and a cohesive understanding of why your organization exists. Great leadership requires connecting your organization’s core purpose and vision of the future to your team’s day-to-day activities.

As leaders, we are put under a lot of undue stress to generate a perfect, short, sing-songy mission statement. The result is meaningless drivel, leaving everyone irritated and underwhelmed. The goal is to bring inspiration and innovation to the company for the long term. Don’t let being pragmatic get in the way of this important stage of building a strong foundation of consensus for the organization.

Mission Statement

Video Transcript – Video Title XYZ

Hi, my name is Erica Olsen.

Today’s whiteboard session is on how to write a mission statement. Mission statements are foundational to any strategic plan. You normally build one after you develop your SWOT. And before you go into the rest of your planning process, it’s foundational because it answers the question, “Why do we exist.”

It clearly explains the space that we play in what’s in and what’s out of what we do. And it’s not where we’re going, which is vision. So, let’s break it down.

We’ll use this example to explain the components of a mission statement. We’ll use this checklist to talk about what makes a good mission statement. And we’ll walk through a simple process to create yours.

So let’s jump in.

The example we have up here is Google’s. And we love using Google’s Google’s examples because they’re, they’re great. And why not borrow from the best.

So, starting with our mission, I like to start with our mission, because it gives us a place to go and keeps us thinking about mission, you might get rid of it later, but start it there. It has a verb with present tense to organize. We explain what we do organize the world’s information for whom, in this case, the world?

And what’s the benefit to us existing, what’s the benefit to the world to make information universally accessible, and useful? Really straightforward. We know mission statements are not that easy to write. So, here’s a checklist to make sure that yours is great.

Starting with, it needs to be original. This is really clearly original to Google; they didn’t rip it off from somebody else. It doesn’t sound like anybody else’s mission statement. It sounds like Google’s mission statement. So, make sure yours is original.

Connect with staff, a great mission statement. And you know, yours is great when every single staff member wakes up in the morning and knows that their purpose and the reason, they come to work every day is expressed in your mission statement.

And to do that, it needs to be memorable. Memorable means short and concise. And of course, that’s the balance to strike with a great mission statement. So, here’s your litmus test. It needs to fit on a t shirt, and your staff would wear it that achieves those two goals, you know, you’ve got a great mission statement.

So how do you write one, sometimes it can be hard. So it’s great to get input or ideas from your organization. So, gather staff input, if you’d like via survey, or maybe focus groups, take all that information, synthesize it down and create a couple of versions, you can do it yourself or use one of those folks in your organization who loves to copyright and have them write a couple of different versions.

Take those versions and either have your planning team pick one or put them out to your organization and have people vote on them. So that simple process will help you not go in all kinds of different directions and spend forever doing mission statement development.

With that, I hope this helps you write yours. Thanks for tuning in.

If time isn’t dedicated to articulating your mission on the front-end before developing strategy, the result will likely be goals and objectives without a crystal-clear strategic direction.

A Good Mission Statement the Following Elements:

  • Label: We like to start with “Our mission…”
  • Verb: Use an action verb in the present tense.
  • For Whom: Describe who you do it for.
  • Result: What is the result or benefit of your work?
  • What You Do: Briefly state what you do and how.

Mission Statements Answer At least One of These Core Questions

What is our organization’s reason for existing.

A mission helps clearly articulate your organization’s reason for existing. At the absolute minimum, your mission statement should answer this question above all else: What’s your core purpose?

Example: “LinkedIn – To connect the world’s professionals to make them more productive and successful.”

Why Is It Special to Work for This Organization?

The best way to answer this question is to connect to the heart of your employees, customers, or the population you serve. Be compelling, and let people understand and connect with your core purpose. How does your reason for existing impact people in a special way, or why do your employees show up to work every day?

Example: “Tesla – To accelerate the world’s transition to sustainable energy.”

What Is Our Business and What Are We Trying to Accomplish on Behalf of Whom?

Some mission statements benefit from clearly stating who benefits from your business, or what you’re setting out to accomplish on behalf of whom. Who does your purpose impact the most and why?

Example: “Google’s mission is to organize the world’s information and make it universally accessible and useful.”

More mission statement examples can be found here.

Checklist for Good Mission Statements

When evaluating the quality of your current or newly drafted mission statement, it’s important your company’s mission statement meets these four simple criteria:

  • Your Mission Must Be Foundational: It clearly states why your organization or business exists.
  • It’s Original: It’s unique to your organization. If you were to read the mission statements of all the organizations in your industry, yours would be different than your competition.
  • It’s Memorable: Memorable = motivating to employees, prospective employees and customers.
  • It Fits on a T-Shirt: Peter Drucker famously advised that your mission statement should be short and compelling enough to fit on a t-shirt your staff would actually wear.

Other Mission Statement Tips

If you are refreshing your mission statement, complete your swot first.

Mission statements should be developed after completing the SWOT analysis , and before going into the rest of the planning process. This allows your team to be grounded and in alignment with where your organization is today and what the organization’s strengths and contributions are.

The mission statement motivates and inspires staff. Every single staff member knows that their purpose is defined in the mission statement. (e.g. Starbucks’ mission: To inspire and nurture the human spirit — one person, one cup and one neighborhood at a time.)

A Great Mission Statement Can Be Easily Recited at a Party

Develop the mission statement on a “party level”—it can quickly and briefly be understood by people at a party or on an airplane. The statement gives a profoundly simple focus for everything the team does as an organization. (e.g. Marine Stewardship Council’s mission: To safeguard the world’s seafood supply by promoting the best environmental choices.)

Now that you’ve finished your mission statement, writing your core values and vision is up next.

Get Started on Creating Your Mission Statement

Mission Statement FAQs

What questions do you need to answer to create a mission statement?

Answering these three questions will help create a mission statement:

  • What is our organization’s reason for existing?
  • Why is it special to work for this organization?
  • What is our business and what are we trying to accomplish on behalf of whom?

What are the 5 elements of a mission statement?

The five parts of a mission statement are Label + Verb in Present Tense + Who You Serve + Result You Wish to Achieve or Reason for Existing + What You Do

What is a mission statement?

The definition of a mission statement is a concise description of your organization’s core purpose, answering the question, “why do we exist?”. A mission needs to boldly state why you exist, and why you do what you do. The best mission statements express your core purpose and why you exist with clarity.

How are mission statements and vision statements different?

A mission statement defines why your organization exists. A vision statement expresses where your organization is going in the future. They work together to express your reason for existing and how you’re setting out to change the world.

How do you know if you have a good mission statement?

Patrick Lencioni said that a mission statement should be able to fit on a t-shirt, and that your staff would want to wear that t-shirt.

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what is the purpose of the mission statement in a business plan

How to Write a Mission Statement + 10 Great Examples

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

16 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.

On this page

  • 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. 

What’s your biggest business challenge right now?

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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Why Your Company Needs a Mission Statement + Examples and Tips

What is a mission statement purpose and benefits, how to write a mission statement , 21 examples of the best mission statements, mission statement vs. vision statement, mission statement faqs, ways to make your mission statement stronger.

Increased motivation, engagement, loyalty, and performance—these are all qualities leaders are tasked with inspiring, boosting, and maintaining within their companies. Yet, many businesses underperform and wind up failing. According to the U.S. Bureau of Labor Statistics, less than 50% of startups survive through their fifth year. There’s reason to believe that one of the issues standing in their way is the lack of a clear, well-defined mission statement, which is needed to guide a company and its people. 

Research done by McKinsey & Company and the University of Minnesota found that companies with a clear and concise mission statement are more likely to outperform their competitors . Similarly, Harvard Business Review reports that companies with a clearly defined and communicated mission statement have higher levels of employee engagement and loyalty. Additionally, 63% of employees at companies with solid mission statements report being motivated, versus 31% at other companies.

Every business and organization should have a well-crafted mission statement, considering it answers the question , “What do we do?” When you have a great mission statement that leads your organization, it serves as a guiding light that:

  • Clarifies the business’s purpose and goals. 
  • Allows employees to understand how their work contributes to the organization’s success. 
  • Helps customers, investors, and other stakeholders understand what the company does. 
  • Describes why the company exists.
  • Explains how the business is different from competitors.

In this article, learn how companies and entrepreneurs can develop mission statements that effectively guide their organizations and teams so they can increase their impact and success.

Key Takeaways

  • A mission statement communicates an organization’s core values, defines its target audience, and outlines its primary products, services, and activities. 
  • Crafting one is an important step for shaping organizational identity and business culture and for guiding strategic decision-making.
  • A business’s mission statement should first be established when the organization is founded or undergoes a significant change in its purpose or direction. 
  • It can then be updated as needed and treated like a “living document.”
  • In order to be most useful, a mission statement should be specific, measurable, achievable, relevant, and time-bound (SMART). 
  • The best mission statements are concise, clear, realistic, easy to understand, and aligned with the organization’s overall strategy and objectives. 
“A mission statement defines what an organization is, why it exists, its reason for being.” Peter Drucker

A mission statement is a concise statement that describes the fundamental purpose and values of an organization. A company’s mission statement provides a clear, compelling, and memorable description of the reason for the business’s existence , as well as its objectives. Additionally, it aligns employees’ actions and behaviors with the company’s goals. It can also differentiate the organization from its competitors to build a strong brand identity. In other words, it explains why a customer should buy or work with a specific company over others that are similar.

A well-crafted mission statement should answer several important questions about an organization, such as:

  • What does the organization do?
  • Who does it serve?
  • How does it serve them?
  • What are the organization’s core values and principles?
  • What makes this company unique and valuable?
  • What is the organization’s vision for the future?
“A mission statement should be a living, breathing thing that everyone in your organization can embody and strive towards.” SIMON SINEK

Crafting a powerful mission statement into a concise message starts by answering a few basic questions: “Who?” “What?” “Why?” “How?” 

A mission statement should be concise and easy to understand yet comprehensive enough to capture the essence of the organization’s purpose and goals. It should also be aligned with the organization’s overall strategy and key objectives.

Elements to Include in a Mission Statement

  • What problem is being solved: The mission statement should clearly state the organization’s purpose, offerings, products, and the problems it’s trying to solve for its customers.
  • Values: It should reflect the organization’s core values and principles.
  • Customers/target audience: It should identify the target audience or customers that the organization serves.
  • Unique selling proposition: The mission statement should explain what sets the organization apart from its competitors.
  • Goals/objectives: It should outline the organization’s goals and objectives, which should be specific, measurable, achievable, relevant, and time-bound (SMART).
  • Culture: The mission statement should reflect the corporate culture (the shared values and beliefs that exist within a business) and the personality of the organization.
  • Vision: It should express the organization’s vision for the future.

Keeping in mind that mission statements should be concise (typically 40 words or less), you don’t necessarily have to address every element mentioned above in your statement. Overall, try to touch upon at least 2–3 of the points, especially those most important to the company’s goals. 

To understand the components that make up a good mission statement, it helps to look at some examples from companies that do it right. Below are 21 mission statement examples taken from various companies and organizations:

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

Why it’s good: It identifies the service provided, its unique offerings, and is concise.

2. Amazon: “To be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online.”

Why it’s good: It states the unique services provided, mentions the target audience, and explains how it operates. 

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

Why it’s good: It’s unique, memorable, enduring, and inclusive.

4. Nike: “To bring inspiration and innovation to every athlete* in the world. (*If you have a body, you are an athlete.)”

Why it’s good: It inspires, mentions the target audience, and is motivational and memorable.

5. Disney: “To entertain, inform, and inspire people around the globe through the power of unparalleled storytelling, reflecting the iconic brands, creative minds, and innovative technologies that make ours the world’s premier entertainment company.”

Why it’s good: It’s specific, explains the products and services offered, addresses the target audience, and differentiates the brand.

6. Walmart: “To save people money so they can live better.”

Why it’s good: It’s to the point, clear, and understandable.

7. LinkedIn: “To connect the world’s professionals to make them more productive and successful.”

Why it’s good: It’s clear, states the main objectives, and addresses the audience.

8. FedEx: “To enable global commerce through our extensive portfolio of e-commerce, transportation, and business solutions.”

Why it’s good: It’s specific, clear, and states the services offered.

9. IBM: “To be essential to our clients’ success by providing world-class solutions and services that leverage industry and business process expertise, and our global scale, while demonstrating a commitment to sustainability.”

Why it’s good: It’s specific, it mentions the target audience, and it differentiates the company from other brands.

10. Airbnb: “To create a world where anyone can belong anywhere.”

11. Tesla: “To accelerate the world’s transition to sustainable energy.”

12. Ford: “To drive human progress through freedom of movement.”

Why it’s good: It’s concise, it explains key objectives, and it’s motivating and enduring.

13. Etsy: “To keep commerce human, and we’re committed to using the power of business to strengthen communities and empower people.”

Why it’s good: It explains the service provided, mentions the audience, and is enduring.

14. Procter & Gamble: “To provide branded products and services of superior quality and value that improve the lives of the world’s consumers, now and for generations to come.”

Why it’s good: It’s rooted in the company’s values, it’s enduring, and it elevates the brand.

15. The New York Times: “To enhance society by creating, collecting, and distributing high-quality news and information.”

Why it’s good: It’s specific, clear, action-oriented, and timeless.

16. The American Red Cross: “To prevent and alleviate human suffering in the face of emergencies by mobilizing the power of volunteers and the generosity of donors.”

Why it’s good: It states the objectives, mentions the target audience, and is rooted in the organization’s values.

17. Teach for America: “To enlist, develop, and mobilize as many as possible of our nation’s most promising future leaders to grow and strengthen the movement for educational equity and excellence.”

Why it’s good: It’s clear, understandable, motivating, and enduring.

18. Amnesty International: “To conduct research and generate action to prevent and end grave abuses of human rights, and to demand justice for those whose rights have been violated.”

Why it’s good: It’s specific, action-oriented, rooted in core values, and understandable.

19. The Nature Conservancy: “To conserve the lands and waters on which all life depends.”

Why it’s good: It’s concise, action-oriented, and rooted in core values.

20. The World Wildlife Fund: “To conserve nature and reduce the most pressing threats to the diversity of life on Earth.”

21. Doctors Without Borders : “To provide independent, impartial assistance to those in need, irrespective of race, religion, gender, or political affiliation.”

Why it’s good: It’s rooted in core values, explains the target audience, and is memorable and timeless.

“Your mission statement becomes your constitution, the solid expression of your vision and values. It becomes the criterion by which you measure everything else in your life.” Stephen Covey

A mission statement describes what an organization currently does , while a vision statement describes where it wants to go in the future. Both are important for setting the direction of an organization, but they serve different purposes.

Here’s the main difference between the two:

  • A mission statement outlines an organization’s purpose and objectives. It is typically short, concise, and focused on the present , with the goal of explaining what a company currently does.
  • A vision statement, on the other hand, is a statement of an organization’s aspirations for the future. It is typically more inspirational than a mission statement and sometimes longer, although studies suggest that successful companies usually have overall concise vision statements . The vision statement answers the question, “Where do we want to be?” It also outlines the organization’s long-term goals, its desired future state, and its ideal outcomes.

Here is an example of a mission statement vs. vision statement from the same company:

  • Mission: “To provide energy solutions that reduce the world’s carbon footprint.”
  • Vision: “Our vision is to be the world’s leading provider of sustainable energy solutions, empowering individuals and businesses to reduce their carbon footprint and create a cleaner, more sustainable future for all.” 

How can you write an effective mission statement?

A mission statement should be concise and focused. Get to the point explaining what your company offers, for who, and why. Focus on doing this in just 1–2 sentences, if possible, while also including what makes your company unique.

What makes a mission statement bad? 

Avoid certain things when writing a mission statement, such as making it far too long, unrealistic, or unrelated to your company’s values. You don’t want to include information that is irrelevant to the organization’s purpose and values, or that’s too misleading. 

Keep these tips in mind when writing a mission statement:

  • Specific financial goals or performance targets, which should be included in the organization’s strategic plan and financial projections instead.
  • Technical details, jargon, or specific industry terms that may be difficult for non-experts to understand.
  • Generic or cliched language that is overused or doesn’t convey a clear sense of the organization’s purpose.
  • Buzzwords or words that are open to interpretation.
  • Superfluous information that’s not relevant, such as the company’s history, its founders, or its location.
  • Promotional language that is too self-aggrandizing.

When determining the difference between a bad and good mission statement, ask yourself: 

  • Could someone easily recite this back?
  • How will the target audience respond?
  • Does this statement inspire or elicit a positive emotional response?
  • Are the company goals and core values clearly expressed?
  • Is this mission realistically achievable?

Can a mission statement change? 

Yes, they can. While you don’t want to constantly change your mission statement, it’s acceptable and even expected for it to change as the business grows, develops, and has new needs and goals. 

A company may also need to revise or update its mission statement over time to reflect changes in the market, customer needs, or the company’s goals and objectives. For example, if a company expands into new markets or introduces new products or services, its mission statement may need to be updated to reflect these changes.

It is also important to note that a mission statement is not a one-time task, but an ongoing process. A company should regularly review its mission statement to ensure that it still accurately reflects the company’s purpose, values, and goals, and to make updates or revisions as needed.

Overall, a good mission statement should be considered a living document that evolves with the company.

A strong mission statement should be a powerful and memorable statement that concisely communicates the essence of the organization’s purpose. To help make a mission statement more actionable, keep these tips in mind:

  • Get clear on your vision, values, and purpose first: These must be established so that the right information is being conveyed. To gather input, schedule a brainstorming meeting with key players on staff. Ask the team what they believe the company mission is or should be. Create a list of the messages employees convey.
  • What voids are being filled by the organization? 
  • Why is the company valuable to others? 
  • What collective goals does the business work together on? 
  • Why should customers care?
  • Be memorable and authentic: Reflect on the true values of the company and not just its aspirations. Think of what makes the company different from others and include information to represent its uniqueness. 
  • Be relevant but timeless: A strong mission statement should be relevant to the organization’s target and also timeless and enduring. It should reflect the reason that the organization was originally founded, even if the organization evolves and changes over time.
  • Communicate within the organization: Start by communicating the company mission with employees before sharing it with customers. Employees need to understand the new mission statement and any transitions being made within the organization. 
  • Make the statement visible: To be impactful, a mission statement needs to be visible across various brand touchpoints. This includes, but is not limited to, the company’s website, product labels, social media accounts, marketing materials, and promos for community events.

Want to learn more about crafting your personal life’s vision and mission? Check out this article: “ How to Create a Vision for Your Life .”

Leaders Media has established sourcing guidelines and relies on relevant, and credible sources for the data, facts, and expert insights and analysis we reference. You can learn more about our mission, ethics, and how we cite sources in our editorial policy .

  • Small Business Funding. Small business success and failure rates . Retrieved from https://www.smallbusinessfunding.com/small-business-success-and-failure-rates/
  • Robbins, S.P., Coulter, M., & DeCenzo, D.A. (2017). 4.3 The Roles of Mission, Vision, and Values. In Principles of Management. University of Minnesota Libraries Publishing. Retrieved from https://open.lib.umn.edu/principlesmanagement/chapter/4-3-the-roles-of-mission-vision-and-values/
  • Kaplan, R. S., & Mikes, A. (2020). More than a mission statement: How the 5Ps embed purpose to deliver value. McKinsey & Company. Retrieved from https://www.mckinsey.com/capabilities/strategy-and-corporate-finance/our-insights/more-than-a-mission-statement-how-the-5ps-embed-purpose-to-deliver-value .
  • Economist. (2019, November 11). Why are we here? Harvard Business Review. Retrieved from https://hbr.org/2019/11/why-are-we-here
  • Pearce, J. A., & Robinson, R. B. (2019). Vision, mission, and goals . In Strategic management (pp. 26-32). Virginia Tech Libraries. Retrieved from https://pressbooks.lib.vt.edu/strategicmanagement/chapter/2-2-vision-mission-and-goals/
  • Brenner, M. (2021). Chapter 4: Strategy and strategic planning . In Strategic marketing (2nd ed.). Oregon State University Open Textbook Library. Retrieved from https://open.oregonstate.education/strategicmarketing/chapter/chapter-4-strategy-and-strategic-planning/
  • Mohd Isa, N. A., Abu Bakar, N. A., & Baharuddin, A. S. (2021). C ontent analysis on vision and mission statements of selected companies in Malaysia. Journal of Technology and Operations Management , 16(1), 36-47. Retrieved from https://www.researchgate.net/publication/352092142_CONTENT_ANALYSIS_ON_VISION_AND_MISSION_STATEMENTS_OF_SELECTED_COMPANIES_IN_MALAYSIA .
  • University of San Francisco. The importance of a strong mission statement in public administration . OnlineMPA.USFCA.edu. Retrieved from http://onlinempa.usfca.edu/resources/news/the-importance-of-a-strong-mission-statement-in-public-administration/ .
  • SME Strategy. (2018, July 19). What is a mission statement? Why is it important? https://www.smestrategy.net/blog/what-is-a-mission-why-is-it-important .

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How to Write a Business Plan Mission and Vision Statement [Sample Template]

Are you currently writing a business plan? If YES, here’s an in-depth guide and sample template on how to write a workable mission & vision statement for a business. A vision and mission statement are some of the most important requisite for business success and sustainability, but unfortunately, most entrepreneurs and small business owners run their business without these two thing out of ignorance.

What is a Mission and Vision Statement?

A mission and vision statement ( more commonly called a mission statement or a vision statement ) is a brief sentence that declares the goals that a business plans to achieve in the future. Like a compass guides a ship, it guides a business to success by providing continuously inspiring its stakeholders in their daily operations and strategic moves.

A mission statement helps you plan your business effectively. It provides the destination for your journey to business success. Of course, without a destination, you can’t plan a route. Before we discuss the steps involved in developing a mission statement for your business, let’s look at the components of a mission statement and why you really need a mission statement for your business.

Today, I will be sharing with you an underground secret to building a business from scratch. This secret is one of the contributing factors to the success of any business; yet, it’s often ignored. This secret is nothing more than a “ Business Mission Statement. ”

“The thing I really care about is the mission; making the world open.” – Mark Zuckerberg

The importance of a mission statement can never be over emphasized. I have seen so many startups without a mission; even some established firms also make the mistake of operating without a mission.

“Being an entrepreneur, I have come to realize that all successful businesses are driven by three fundamentals. One is the cash flow, two is the team and three is the mission. Of these three, the mission is the most important.” – Ajaero Tony Martins

Now what has a mission statement got to do with building a business? What’s the impact of a mission statement on an entrepreneur undergoing the entrepreneurial process? Is a mission statement a source of ? While I am not going to answer these questions directly, the following points will help you further understand why you need to develop a mission statement for your business?

Why Your Business needs a Mission Statement

1. The mission is the foundation on which your business will be built. It’s the true purpose of your business and that purpose is reflected in the mission statement. Without a strong mission statement, you don’t have a true business. All you have is just a profit making venture that will soon be wiped out with time.

“To turn really interesting ideas and fledging ideas into a company that can continue to innovate for years, it requires a lot of disciplines.” – Steve Jobs

2. The entrepreneurial spirit is found in the mission statement. When I look at the mission statement of any business, I get a peep into the life of the entrepreneur that founded that business. The entrepreneurial spirit is what drives the entrepreneur forward. If the mission is strong, your spirit will be strong towards the pursuit of your goal.

“The IKEA spirit is strong and living reality. Simplicity in our behavior gives us strength. Simplicity and humbleness characterize us in our relations with each others, our suppliers and our customers.” – Ingvar Kamprad

3. Your mission statement is the bond binding you, your team, employees and your customers to the business. Take away the mission and other key elements will fall apart. Your mission also has the power to attract other like-minded individuals and entities to your cause. The reason is that people with the same mission align together; more like birds of the same feather flocking together.

4. With a strong mission, your business will weather any storm. Take a look at businesses that has been around for over 100 years and you will see businesses with a strong mission. As an example:

  • General Electric has stood the test of time because the spirit of its founder “ Thomas Edison ” continues to guide the company through its mission.
  • Henry Ford’s mission statement was: “ To democratize the automobile ” and that mission has kept the Ford Motor Company going.
  • Aliko Dangote’s mission statement goes: “ Providing your basic need ” and this mission drives the Dangote Group to dominate the commodities market of
  • The Rich Dad Company; founded by Robert Kiyosaki keeps waxing strong because of its mission, which is “ To elevate the financial well being of humanity .”

By contrast; I have come to observe that when a company forgets its mission, its starts to lose its relevance. The bond holding the business will be broken and good customers will leave, employees will resign and the business will dwindle. Just as the case of the Dot com burst, many profitable Dot com companies went under because they forgot their mission.

3 Components of a Mission and Vision Statement

1.  a vision.

This, simply put, states the impact you envision your business having on the world in years to come. You can have more than a single statement in here, but don’t go beyond three. Gloss it over to make sure anyone who reads it feels at least one of inspiration, hope, commitment, and awe.

In addition, your vision statement must be compelling, detailed, and reflective of the intended end outcome. Avoid one that is bland, generic, uninspiring, or unreasonable. An example of a good vision statement is that of Amazon:

“Our vision is to be earth’s most customer centric company; to build a place where people can come to find and discover anything they might want to buy online.”

2.  A mission statement

This is a brief statement that states the important goal or purpose that your business is poised to achieve. In other words, it’s a single sentence stating why your business exists in a convincing manner. Keep your mission statement specific and concise ( the shorter it is, the better ), make it connect with both employees and stakeholders, and make it highlight your value proposition. Don’t make it too long, generic, or confusing. An example of a good mission statement is that of Nike:

“To bring inspiration and innovation to every athlete in the world.”

Here’s another example of a mission statement:

“To contribute to development of value-added agricultural businesses . ”

3. Core values

These outline the principles and values that the stakeholders in a business will follow in their bid to achieve their vision. They also specify the bounds or limits that the stakeholders must watch while trying to actualize the mission. The following are examples of core values:

  • Respect and protect the environment
  • Offer high quality products that are safe for consumers
  • Meet the ever-changing needs of consumers
  • Practice highly ethical business standards

If your business is going to stand the test of time, then you will have to build it upon a strong mission. With the above in mind, let’s now look at the steps involved in developing a mission and visions statement.

How to Write a Mission and Vision Statement for a Business Plan

Please bear in mind that you are learning as much of yourself each day as you are about your customer. So, don’t feel that anything you state here is etched in stone and cannot be changed. The more you understand your customer and the market, the more necessary it would become for you to shift grounds accordingly. But you need to state here what you have to offer at the moment. This will be a starting point for any changes you may need to effect later ( as your business grows ).

1.  Sit down in a quiet spot and reflect upon your thoughts

Ask yourself what drives you forward? What keeps you motivated? When you have figured out the answer to these questions, put it down in writing.

2.  Ask yourself how best you can serve your customers

What will your business stand for in the heart of your customers? What will be the ultimate benefit your customers can derive from your business? When you figure the answer to these questions out, put it down in writing.

3. Brainstorm for your vision statement

The vision is the most important component of your mission statement. Simply put, this is a picture or idea of what you plan to achieve in future . A vision statement is always concise and easy to remember, and for this reason, every stakeholder in a business can easily focus on it; and their decisions and activities are directed towards achieving the vision. Here is a good example of a vision statement:

“ Creating a vibrant rural economy driven by value-added agriculture. “

Once you get one down, then getting other components becomes very easy. To find the best vision statement for your business, simply ask yourself the question, “Why does this business exist?” Present answers from various angles, and you will find your mission statement among them.

4.  Get down your mission statement

As stated earlier, your mission statement is that action sentence that describes how you will achieve your vision. Finding this is much easier once you have found your vision statement. If you are stuck, just do it this way: If your vision is “A diabetes-free society” , then simply add the word “ To ” and another suitable verb to convert it to an action sentence. And there you will have your mission statement.

Using the same vision, you will get “To bring about a diabetes-free society .” You can go further by tweaking it, so that you will have something like: “To manufacture products that can cure diabetes effectively and permanently.” You get it now?

5.  List your core values

First off, you need to clarify your values. This means taking into account all the various stakeholders that your business is ( or will be ) accountable to—including investors, customers, employees, and suppliers. Now, consider how you would like to ideally conduct business with each of these stakeholders. Start making a list and your core values should start to emerge.

These are the various steps you will follow in your quest to achieve your vision. Brainstorm for as many as possible, list them down, and the prune your list down to as few as possible without leaving out any important ones. Now, let’s look at some additional tips that you will need to keep in mind when preparing your mission and vision statement.

4 Extra Success Tips for Developing a Business Plan Mission and Vision Statement

  • Your mission statement must be brief and simple. Being succinct as demanded by a mission statement isn’t easy. And you may need to go through several hours of tweaking and editing before arriving at the perfect sentence. Though short, your mission statement must capture the very essence of what your business plans to achieve. The fewer words the better. Use just only the few words needed to pass the message without leaving out any vital details.
  • Your mission statement must be in tune with your vision, and both sentences must blend to form a single thought.
  • There’s no rule that says you must get it perfectly at once. You can keep review your mission statement later, if necessary.
  • Your mission and vision statements must give the reader an insight, a covert one, at least into what you offer. This is more important if the name of your business doesn’t suggest what products or services you’re offering.

If you follow the guidelines I shared in this post, you will prepare a perfect vision and mission statement that will drive your business to success. Now I want you to know that no one can help you develop a mission statement. You alone can develop your mission and as a final note, it’s worthwhile you know that of the entire business system, the mission is the most important.

  • Go to Chapter 8 Part C: Writing your Business Plans Goals and Objectives
  • Go Back to Chapter 7 : H ow to Write a Business Plan Executive Summary
  • Go Back to Introduction and Table of Content

More on Business Plans

How to Write the Perfect Mission Statement (With Examples)

Table of contents.

Ross Mudrick

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

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

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

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

What is a mission statement?

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

The best mission statements have two primary objectives: 

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

How to create a mission statement

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

1. Include three essential components. 

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

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

2. Dig deeper to uniquely portray your business. 

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

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

3. Define your organizational mission. 

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

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

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

Avoid common mission statement mistakes

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

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

What do effective mission statements have in common? 

Effective mission statements are succinct and thoughtful.  

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

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

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

What’s the difference between mission and vision statements?

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

Here are some questions that will define your vision statement:

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

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

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

Examples of effective mission statements

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

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

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

Finding your mission statement language

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

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

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

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

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BUS101: Introduction to Business

what is the purpose of the mission statement in a business plan

The Business Plan

Read this section to see why business plans are essential and what sections should be included.

Mission Statement and Core Values

This portion of the business plan states the company's  mission statement  and  core values . The mission statement describes the purpose or  mission  of your organization - its reason for existence. It tells the reader what the organization is committed to doing. For example, one mission statement reads, "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".

Core values are fundamental beliefs about what's important and what is (and isn't) appropriate in conducting company activities. Core values are not about profits, but rather about ideals. They should help guide the behavior of individuals in the organization. Coca-Cola, for example, intends that its core values - leadership, passion, integrity, collaboration, diversity, quality, and accountability - will let employees know what behaviors are (and aren't) acceptable.

Mission Statement

Executive team creating a mission statement in a board room

A mission statement is a brief description of an organization’s reason for existence. It succinctly outlines your company’s values and vision, communicating your purpose and direction to employees, customers, vendors, and other stakeholders.

This guide will explain the purpose and importance of a clear and concise mission statement, including tips for creating a mission statement of your own.

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What is a mission statement?

A mission statement outlines the motivations of the organization, primarily for employees and internal stakeholders, although mission statements may be public-facing as well. The organization’s strategic objectives,  strategic plan , and business goals should always be aligned with the mission statement, which serves as the organization’s North Star.

What is the purpose of a mission statement?

The goal of a mission statement is to describe, in a sentence or two, what makes your organization distinct and different from its competitors. Essentially, a mission statement should accurately define your organization’s guiding principles and unite employees around a common purpose.

Why are mission statements important?

Mission statements are important for several reasons. As touched on earlier, mission statements give a deeper insight to customers and employees about your organization’s foundation and values. A mission statement explains the essence and underlying philosophies of your company to outsiders.

The benefits of strong mission statements include the following:

  • Companies with mission statements have higher worker engagement .
  • Clear mission statements build trust with employees and the communities they work with.
  • Organizations with mission statements tend to have a more positive work environment.
  • Mission statements help the company develop and move forward since they act as a road map .

Whom should the mission statement address?

A company’s mission statement should address both employees and customers.

Employees with a mission-driven purpose are more likely to believe in what they do, resulting in higher loyalty, greater productivity levels, and a better work experience overall. Ultimately, mission-driven employees can help save a company money because of higher retention rates. Mission-driven employees are 54% more likely to stay for five years at their company.

By creating a brand with a cultural mission, you lay the foundation for a positive environment for your employees and customers. When employees believe their work matters, and they’re happy with their jobs, they produce better products and services.

By addressing customers in your mission statement, you keep them at the forefront of everything you do. And those who are curious enough about what you stand for will appreciate being able to read a succinct statement describing your ultimate purpose.

Elements of a good mission statement and what to avoid.

Now that you understand the benefits of a company mission statement, you may wonder what you can do to build one of your own. Your company’s mission statement should go beyond your company’s short-term objectives and be broad enough to grow into. Every word in your organization’s mission statement should be intentional and well-thought-out.

To be effective, a mission statement should:

  • Be brief and memorable
  • Use vibrant, active language
  • Define your reason for being
  • Align with your brand promise and values
  • Inspire and motivate your team
  • Resonate with leaders, employees (current and future), and customers
  • Avoid jargon and corporate-speak

Are vision statements and mission statements the same thing?

Even though they are easily confused, vision statements and mission statements are not the same thing. While a mission statement clearly defines the organization’s current purpose and reason for being, a vision statement focuses on the future, describing what the organization desires to become one day.

Questions to ask yourself when creating a mission statement.

Some mission statements are to the point, while others speak more broadly. Either way, you should consider a few essential questions as you craft the right mission statement for you. Ask yourself:

  • Why do we do what we do?
  • What needs are we fulfilling?
  • Why are we in this industry?
  • Why did we (or the founders) start this company or organization?
  • What image do we want to portray?
  • How do we serve our customers or clients?
  • What would be lost if this organization did not exist?
  • Why would anyone dedicate their time and energy to this organization?

Mission statement examples.

You’ve probably seen or heard a company’s mission statement without identifying it as such. Keep in mind that a good mission statement speaks to prospective customers as well as internal staff. Reading successful mission statements can help you to form your own.

Here are some examples of mission statements:

  • JetBlue : “To inspire humanity—both in the air and on the ground.”
  • Tesla : “To accelerate the world’s transition to sustainable energy.”
  • TED : “Spread ideas.”
  • Honest Tea : “To create and promote great-tasting, healthy, organic beverages.”
  • American Express : “Become essential to our customers by providing differentiated products and services to help them achieve their aspirations.”

Create an impactful mission statement.

Although a mission statement provides a great foundation for your strategic planning , it’s important to remember that you can change it in the future. Adapting to change and to shifting market forces over time can eventually necessitate a complete rewrite of the mission statement to ensure that it continues to represent your evolving company. You might consider asking your employees how the mission statement impacts them and if they feel it aligns with their values. From there, you can gauge if your ideas for a mission statement accurately depict your company and the individuals who make it up.

The Purpose of Mission and Vision Statements in Strategic Planning

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How to Celebrate Successes in the Workplace

The role of ethics & responsibilities in leading innovation & change, the differences between vision and mission objectives.

  • How to Create Organizational Values Statements
  • Steps of Transformational Leadership

Businesses often make or rewrite their strategic plans when the organizational structure is changing, or as a way to respond to changing market conditions. Change can be a difficult process and employees sometimes require time to get on on board with the decision-making process. One tool that can help is the clear articulation of the company's mission and vision statement. Articulating and repeating the positives of the move toward change in the organization will help employees stay engaged and motivated in the process.

What is Strategic Planning?

Change is an essential component of strategic planning. This involves moving the organization or program forward to create or change something. Some plans are created out of the need for the organization to move in a certain direction, and other plans develop organically. Mission and vision statements will be important to help communicate the goals of the plan to employees and the public.

Role of the Mission Statement

Leaders should emphasize the current mission statement to employees , which clarifies the purpose and primary, measurable objectives of the organization. A mission statement is meant for employees and leaders of the organization. Strategic plans may involve changing the mission statement to reflect a new direction of the organization. Highlighting the benefits of the change and minimizing the deficits will help employees and the public buy into the change.

Another way to look at it is that mission statements describe the company's mission as it is now and for the near future. So if the company is undergoing major changes, it would make sense to revise the mission statement so it is current.

Role of the Vision Statement

Like mission statements, vision statements help to describe the organization's purpose. Vision statements give direction for employee behavior and help provide inspiration. Strategic plans may require a marketing strategy, which could include the vision statement to also help inspire consumers to work with the organization.

A vision statement is a view into the future with hope and a positive outlook. It describes a company's inspirational, long-term plan for what they'll be able to accomplish, who they will help, and how the company will then be perceived. It's often out of reach for now, but not so far out of reach as to be unattainable. The vision statement gives everyone a description of what they're working towards.

Purposes of Strategic Planning

Strategic planning will likely have its successes and failures. Leaders should celebrate the little successes toward meeting objectives, which are part of the mission and vision statement. The mission statement will help measure whether the strategic plan aligns with the overall goals of the agency. The vision statement helps to provide inspiration to employees. Employees who feel invested in the organizational change are more likely to stay motivated and have higher levels of productivity.

Encouraging Continued Engagement

A successful change will involve communicating and repeating mission and vision statements, which helps prevent people from becoming discouraged in the event of small failures along the way. Leaders should continue to highlight the strengths of the strategic plan and involve important stakeholders in the process. Engaging employees and volunteers will help them to recognize and take ownership of the change. Involving employees also helps to provide more minds to prevent possible problems.

Examples to Consider

Many companies have vision and mission statements that don't serve them well. Still, there are companies with outstanding statements. LinkedIn is a good example :

  • Vision:  To create economic opportunity for every member of the global workforce.
  • Mission:  To connect the world’s professionals to make them more productive and successful. 

Notice how LinkedIn's vision statement refers to "every member of the global workforce." That's a huge goal that won't be accomplished in the near future. Maybe never. But it is inspiring and makes employees want to achieve it.

The mission statement, on the other hand, is achievable. By connecting professionals, they give them the contacts they need to make them more productive and successful.

Now consider the example of Southwest airlines :

  • Vision:  To become the world’s most loved, most flown, and most profitable airline.
  • Mission:  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.  

There's no question Southwest's vision statement is for the future. Many people currently love Southwest, but everyone in the world? Hardly. Will they ever be "most loved, most flown, and most profitable"? That's a lot to ask of any business. But by striving for all three, they're encouraging employees to be at their best

Southwest's mission statement is much more down-to-earth, current and achievable. Their employees have the choice to dedicate themselves to having the highest quality service, to be warm and friendly, proud and filled with company spirit.

  • Mind Tools: Mission Statements and Vision Statements
  • Inc.: 6 Principles for Communicating a Powerful Change Vision
  • Entrepreneur: 4 Techniques for Crafting a Mission Statement Worth Remembering
  • ClearVoice: Difference Between Vision and Mission Statements: 25 Examples

Madison Hawthorne holds a bachelor's degree in creative writing, a master's degree in social work and a master's degree in elementary education. She also holds a reading endorsement and two years experience working with ELD students. She has been a writer for more than five years, served as a magazine submission reviewer and secured funding for a federal grant for a nonprofit organization. Hawthorne also swam competitively for 10 years and taught for two years.

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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 Successful Purpose Statements Do Differently

  • Darrell Rigby,
  • Dane Smith,
  • Zach First,
  • Anna Cochemé

what is the purpose of the mission statement in a business plan

Strategies from companies that got their guiding mission right.

Sadly, purpose statements at all too many organizations are just empty words. The companies that issue them don’t live up to their lofty promises. But research by Bain & Company identified some companies that are the exceptions. They employ four methods to turn their statements into reality.

Most large companies like to have purpose statements. They put those statements on websites, in ads, and maybe on the walls of plants and offices. A bold purpose, so their leaders seem to believe, will motivate employees. It will help everyone pull together toward a worthwhile goal.

  • Darrell Rigby is a partner in the Boston office of Bain & Company. He heads the firm’s global agile enterprise practice. He is the author of Winning in Turbulence and a coauthor of Doing Agile Right: Transformation Without Chaos (Harvard Business Review Press, 2020).
  • Dane Smith is a Bain & Company partner with decades of experience in helping companies develop purpose-led business strategies.
  • Zach First is a partner in the Los Angeles office of Bain & Company. He leads the firm’s stakeholder strategy work. From 2016 to 2022 he was the executive director of the Drucker Institute. DrZfirst
  • Anna Cochemé is a Bain & Company partner based in Chicago. She is a leader of the firm’s People & Organization practice.

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International Women’s Day: What is it and why do we need it?

International Women’s Day is observed on 8 March every year.

International Women’s Day is observed on 8 March every year. Image:  Unsplash/ Brooke Cagle

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This article was first published in 2022 and updated.

  • 8 March is International Women’s Day – devoted to celebrating the achievements of women and seeking gender equality.
  • The campaign theme in 2024 is #InspireInclusion , while the official theme of the UN observance of the day is ‘ Invest in women: Accelerate progress ’.
  • It will take another 131 years to reach gender parity, according to the World Economic Forum's Global Gender Gap Report 2023 .

Gender equality is central to the Sustainable Development Goals (SDGs) of the United Nations (UN) – and a perennial item on the Secretary-General's annual priority list.

SDG5 calls for the world to " Achieve gender equality and empower all women and girls " by 2030.

Empowering women can boost economies and help the peace process, believes António Guterres, but it needs to happen faster.

"We are promoting women's full and equal participation and leadership in all sectors of society, as a matter of urgency," he told the UN General Assembly, outlining the agency's priorities on 7 February 2024.

It will take another 131 years to reach gender parity , according to the World Economic Forum's Global Gender Gap Report 2023.

The continued fight for women’s rights is marked each year by International Women’s Day (IWD).

What is International Women’s Day and when did it start?

IWD takes place on 8 March every year.

It began life as National Women’s Day in the United States back in February 1909. The following year, at the second International Conference of Working Women in Copenhagen, Denmark, women’s rights activist Clara Zetkin called for an international women’s day to give women a greater voice to further their demands for equal rights.

It was unanimously approved by the female attendees from 17 countries, including Finland’s first three women MPs. International Women’s Day was marked for the first time in March 1911 – and the date was fixed as 8 March in 1913. The UN celebrated it for the first time in 1975 and in 1996 it announced its first annual theme: "Celebrating the past, Planning for the Future".

How is the day marked around the world?

International Women’s Day is celebrated as a national holiday by countries across the globe, with women often given flowers and gifts – and there are IWD events in major cities worldwide .

On 8 March 1914, there was a women’s suffrage march in London, calling for women’s right to vote, at which high-profile campaigner Sylvia Pankhurst was arrested.

In 2001, the internationalwomensday.com platform was launched to reignite attention for the day, celebrate women’s achievements and continue to call for gender parity.

On the centenary in 2011, sitting US President Barack Obama called for March to be known as Women’s History Month. He said: “History shows that when women and girls have access to opportunity , societies are more just, economies are more likely to prosper, and governments are more likely to serve the needs of all their people.”

The World Economic Forum has been measuring gender gaps since 2006 in the annual Global Gender Gap Report .

The Global Gender Gap Report tracks progress towards closing gender gaps on a national level. To turn these insights into concrete action and national progress, we have developed the Gender Parity Accelerator model for public private collaboration.

These accelerators have been convened in twelve countries across three regions. Accelerators are established in Argentina, Chile, Colombia, Costa Rica, Dominican Republic, Ecuador, Mexico and Panama in partnership with the Inter-American Development Bank in Latin America and the Caribbean, Egypt and Jordan in the Middle East and North Africa, and Japan and Kazakhstan in Asia.

All Country Accelerators, along with Knowledge Partner countries demonstrating global leadership in closing gender gaps, are part of a wider ecosystem, the Global Learning Network, that facilitates exchange of insights and experiences through the Forum’s platform.

Have you read?

In these countries CEOs and ministers are working together in a three-year time frame on policies that help to further close the economic gender gaps in their countries. This includes extended parental leave, subsidized childcare and making recruitment, retention and promotion practices more gender inclusive.

If you are a business in one of the Gender Parity Accelerator countries you can join the local membership base.

If you are a business or government in a country where we currently do not have a Gender Parity Accelerator you can reach out to us to explore opportunities for setting one up.

What is the theme of International Women’s Day in 2024?

Each year, there are effectively two different themes: one proposed as a campaign theme by the IWD website, which this year is #InspireInclusion , and the UN's official, which this year is " Invest in women: Accelerate progress ".

UN Women and the UN's Department of Economic and Social Affairs jointly publish an annual update on the progress towards SDG5.

In the latest – Progress on the Sustainable Development Goals: The gender snapshot 2023 – they reveal there's an "alarming" $360 billion annual deficit in spending on gender-equality measures.

A gender-focused SDG stimulus package to deliver transformational results for women, girls and societies.

UN Women has outlined areas that need joint action to ensure women are not left behind:

Investing in women: A human rights issue

"Gender equality remains the greatest human rights challenge. Investing in women is a human rights imperative and cornerstone for building inclusive societies. Progress for women benefits us all."

Implementing gender-responsive financing

"Due to conflicts and rising fuel and food prices, recent estimates suggest that 75% of countries will curb public spending by 2025 . Austerity negatively impacts women and crowds out public spending on essential public services and social protection."

Shifting to a green and caring economy

"The current economic system exacerbates poverty, inequality, and environmental degradation , disproportionately affecting women and marginalized groups. Advocates for alternative economic models propose a shift towards a green and caring economy that amplifies women’s voices."

Supporting feminist change-makers

"Feminist organizations are leading efforts to tackle women’s poverty and inequality. However, they are running on empty, receiving a meagre 0.13% of total official development assistance ."

What is the state of gender parity globally?

The World Economic Forum’s Global Gender Gap Index 2023 found that, although the global parity score has recovered to pre-pandemic levels, "the overall rate of change has slowed down significantly".

The index benchmarks 146 countries across four key dimensions (Economic Participation and Opportunity, Educational Attainment, Health and Survival and Political Empowerment) and tracks progress towards closing gender gaps over time.

Of the four gaps tracked, Political Empowerment remains the largest, with only 22.1% closed – a 0.1 percentage point increase on 2022.

The gender health gap: It's more than a women’s issue. Here’s why

Why clear job descriptions matter for gender equality, buses are key to fuelling indian women's economic success. here's why, what is the gender pay gap.

The gender gap in Economic Participation and Opportunity remained the second largest of the gaps, with only 60.1% closed so far (up slightly from 58% in 2022). The pandemic and the cost-of-living crisis is having a disproportionate impact on women .

The gender pay gap is the “difference between the average pay of men and women within a particular group or population” according to the Fawcett Society, which campaigns for equal pay in the UK.

Each year, the charity marks Equal Pay Day in the UK, the day of the year at which women stop earning relative to men. In 2023, that date was 22 November.

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License and Republishing

World Economic Forum articles may be republished in accordance with the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International Public License, and in accordance with our Terms of Use.

The views expressed in this article are those of the author alone and not the World Economic Forum.

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Tax Time Guide 2024: What to know before completing a tax return

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IR-2024-45, Feb. 21, 2024

WASHINGTON — During the busiest time of the tax filing season, the Internal Revenue Service kicked off its 2024 Tax Time Guide series to help remind taxpayers of key items they’ll need to file a 2023 tax return.

As part of its four-part, weekly Tax Time Guide series, the IRS continues to provide new and updated resources to help taxpayers file an accurate tax return. Taxpayers can count on IRS.gov for updated resources and tools along with a special free help page available around the clock. Taxpayers are also encouraged to read Publication 17, Your Federal Income Tax (For Individuals) for additional guidance.

Essentials to filing an accurate tax return

The deadline this tax season for filing Form 1040, U.S. Individual Income Tax Return , or 1040-SR, U.S. Tax Return for Seniors , is April 15, 2024. However, those who live in Maine or Massachusetts will have until April 17, 2024, to file due to official holidays observed in those states.

Taxpayers are advised to wait until they receive all their proper tax documents before filing their tax returns. Filing without all the necessary documents could lead to mistakes and potential delays.

It’s important for taxpayers to carefully review their documents for any inaccuracies or missing information. If any issues are found, taxpayers should contact the payer immediately to request a correction or confirm that the payer has their current mailing or email address on file.

Creating an IRS Online Account can provide taxpayers with secure access to information about their federal tax account, including payment history, tax records and other important information.

Having organized tax records can make the process of preparing a complete and accurate tax return easier and may also help taxpayers identify any overlooked deductions or credits .

Taxpayers who have an Individual Taxpayer Identification Number or ITIN may need to renew it if it has expired and is required for a U.S. federal tax return. If an expiring or expired ITIN is not renewed, the IRS can still accept the tax return, but it may result in processing delays or delays in credits owed.

Changes to credits and deductions for tax year 2023

Standard deduction amount increased. For 2023, the standard deduction amount has been increased for all filers. The amounts are:

  • Single or married filing separately — $13,850.
  • Head of household — $20,800.
  • Married filing jointly or qualifying surviving spouse — $27,700.

Additional child tax credit amount increased. The maximum additional child tax credit amount has increased to $1,600 for each qualifying child.

Child tax credit enhancements. Many changes to the Child tax credit (CTC) that had been implemented by the American Rescue Plan Act of 2021 have expired.

However, the IRS continues to closely monitor legislation being considered by Congress affecting the Child Tax Credit. The IRS reminds taxpayers eligible for the Child Tax Credit that they should not wait to file their 2023 tax return this filing season. If Congress changes the CTC guidelines, the IRS will automatically make adjustments for those who have already filed so no additional action will be needed by those eligible taxpayers.

Under current law, for tax year 2023, the following currently apply:

  • The enhanced credit allowed for qualifying children under age 6 and children under age 18 has expired. For 2023, the initial amount of the CTC is $2,000 for each qualifying child. The credit amount begins to phase out where AGI income exceeds $200,000 ($400,000 in the case of a joint return). The amount of the CTC that can be claimed as a refundable credit is limited as it was in 2020 except that the maximum ACTC amount for each qualifying child increased to $1,500.
  • The increased age allowance for a qualifying child has expired. A child must be under age 17 at the end of 2023 to be a qualifying child.

Changes to the Earned Income Tax Credit (EITC). The enhancements for taxpayers without a qualifying child implemented by the American Rescue Plan Act of 2021 will not apply for tax year 2023. To claim the EITC without a qualifying child in 2023, taxpayers must be at least age 25 but under age 65 at the end of 2023. If a taxpayer is married filing a joint return, one spouse must be at least age 25 but under age 65 at the end of 2023.

Taxpayers may find more information on Child tax credits in the Instructions for Schedule 8812 (Form 1040) .

New Clean Vehicle Credit. The credit for new qualified plug-in electric drive motor vehicles has changed. This credit is now known as the Clean Vehicle Credit. The maximum amount of the credit and some of the requirements to claim the credit have changed. The credit is reported on Form 8936, Qualified Plug-In Electric Drive Motor Vehicle Credit , and on Form 1040, Schedule 3.

More information on these and other credit and deduction changes for tax year 2023 may be found in the Publication 17, Your Federal Income Tax (For Individuals) , taxpayer guide.

1099-K reporting requirements have not changed for tax year 2023

Following feedback from taxpayers, tax professionals and payment processors, and to reduce taxpayer confusion, the IRS recently released Notice 2023-74 announcing a delay of the new $600 reporting threshold for tax year 2023 on Form 1099-K, Payment Card and Third-Party Network Transactions . The previous reporting thresholds will remain in place for 2023.

The IRS has published a fact sheet with further information to assist taxpayers concerning changes to 1099-K reporting requirements for tax year 2023.

Form 1099-K reporting requirements

Taxpayers who take direct payment by credit, debit or gift cards for selling goods or providing services by customers or clients should get a Form 1099-K from their payment processor or payment settlement entity no matter how many payments they got or how much they were for.

If they used a payment app or online marketplace and received over $20,000 from over 200 transactions,

the payment app or online marketplace is required to send a Form 1099-K. However, they can send a Form 1099-K with lower amounts. Whether or not the taxpayer receives a Form 1099-K, they must still report any income on their tax return.

What’s taxable? It’s the profit from these activities that’s taxable income. The Form 1099-K shows the gross or total amount of payments received. Taxpayers can use it and other records to figure out the actual taxes they owe on any profits. Remember that all income, no matter the amount, is taxable unless the tax law says it isn’t – even if taxpayers don’t get a Form 1099-K.

What’s not taxable? Taxpayers shouldn’t receive a Form 1099-K for personal payments, including money received as a gift and for repayment of shared expenses. That money isn’t taxable. To prevent getting an inaccurate Form 1099-K, note those payments as “personal,” if possible.

Good recordkeeping is key. Be sure to keep good records because it helps when it’s time to file a tax return. It’s a good idea to keep business and personal transactions separate to make it easier to figure out what a taxpayer owes.

For details on what to do if a taxpayer gets a Form 1099-K in error or the information on their form is incorrect, visit IRS.gov/1099k  or find frequently asked questions at Form 1099-K FAQs .

Direct File pilot program provides a new option this year for some

The IRS launched the Direct File pilot program during the 2024 tax season. The pilot will give eligible taxpayers an option to prepare and electronically file their 2023 tax returns, for free, directly with the IRS.

The Direct File pilot program will be offered to eligible taxpayers in 12 pilot states who have relatively simple tax returns reporting only certain types of income and claiming limited credits and deductions. The 12 states currently participating in the Direct File pilot program are Arizona, California, Florida, Massachusetts, Nevada, New Hampshire, New York, South Dakota, Tennessee, Texas, Washington state and Wyoming. Taxpayers can check their eligibility at directfile.irs.gov .

The Direct File pilot is currently in the internal testing phase and will be more widely available in mid-March. Taxpayers can get the latest news about the pilot at Direct File pilot news and sign up to be notified when Direct File is open to new users.

Finally, for comprehensive information on all these and other changes for tax year 2023, taxpayers and tax professionals are encouraged to read the Publication 17, Your Federal Income Tax (For Individuals) , taxpayer guide, as well as visit other topics of taxpayer interest on IRS.gov.

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Ukraine-Russia war latest: Russia considering putting nuclear power plant on the moon with China

The head of Russia's space agency has said Moscow and Beijing are "seriously considering" putting a nuclear power plant on the moon. Meanwhile, arrest warrants have been issued against two high-ranking Russian military commanders by the International Criminal Court.

Wednesday 6 March 2024 18:05, UK

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  • Russia considering putting nuclear power plant on the moon with China
  • Arrest warrants issued against two Russian military commanders
  • Watch: Macron warns allies not to be 'cowardly'  | Analysis: France might be roaring louder - but it's spending less
  • Ukrainian drone attack 'sinks' Russian patrol ship
  • Caller on leaked German military audio 'dialled in via non-secure line'
  • Explained: What do we know about the leaked recording? | Analysis: What are the ramifications of the leak?
  • Live reporting by Ollie Cooper

We've not been providing rolling coverage of the conflict in Ukraine today, so here is an update on what has been going on. 

Making the headlines today is an attack on the port city of Odesa which has killed five people. 

The Russian strike hit Odesa's port infrastructure while Ukraine's Volodymyr Zelenskyy and Greek Prime Minister Kyriakos Mitsotakis were in the city.

The pair reportedly heard a blast from a strike nearby. 

Russia said it had successfully attacked a hangar housing Ukrainian naval drones in the area. 

Here are more of the top stories:

  • A top Ukrainian military commander said Ukraine is planning to conduct counteroffensive actions this year and will stabilise the battlefield situation shortly
  • The chief of the UN's nuclear watchdog arrived in Russia for talks on nuclear safety in Ukraine
  • Polish farmers protesting over food imports from Ukraine threw paving stones at police and tried to push through barriers around the parliament building in Warsaw
  • The Swedish prime minister and foreign minister are travelling to the US today to complete the process of joining NATO
  • Ukraine's state tourism agency closed deals with several travel companies, including Airbnb and Expedia, to help promote the country as a tourist destination once the war is over
  • Journalist Roman Ivanov, who works for independent Russian news outlet RusNews, has been jailed for seven years for articles he wrote about alleged Russian war crimes in Ukraine.

The Argentinian president has indicated he will visit Ukraine by sharing an article claiming he would head to Kyiv in June.   

Javier Milei shared local outlet Infobae's article  suggesting he would go to Ukraine to show support for Volodymyr Zelenskyy in what it described as a "lightning tour" of Europe.

"The president would arrive in Kyiv in June after receiving the Juan Mariana awards in Madrid and the Hayek Medal in Hamburg, and does not rule out stopping in Paris and Berlin to meet with Macron and Scholz," the report read. 

Mr Milei will be the first Latin American leader to travel to Ukraine in the middle of the conflict, it added. 

Air raid sirens are sounding across Ukraine as many regions brace for a potential night of Russian air attacks. 

A siren tracking service reports their sounding across most eastern and central areas - including the Kyiv Oblast but excluding the capital city itself. 

Several regional governors have issued alerts on social media, and there are reports in Ukrainian media that the southern area of Odesa has seen explosions. 

We'll bring you updates as we get them. 

More from that interview with Russia's Foreign Intelligence Service (SVR) chief now...

Sergei Naryshkin has branded French President Emmanuel Macron's comments on possibly sending NATO soldiers to Ukraine irresponsible, claiming they have put the world on the brink of nuclear war. 

"This shows the high degree of irresponsibility of Europe's leaders today, in this case the president of France," he told a Russian TV channel. 

"This is, of course, sad to see - to observe and to understand that the ability of current elites in Europe and the North Atlantic to negotiate is at a very low level.

"It is more and more rare that they demonstrate any common sense at all. But these statements are extremely dangerous.

"They are already taking us to the brink of nuclear war," he said. 

Very few European countries have indicated a willingness to back Mr Macron's comments publicly, although the Czech president said earlier he was open to bolder ways of supporting Ukraine. 

As we reported earlier, the Russian president has been seen visiting a greenhouse in the Stavropol region of Russia today.

Vladimir Putin hugged residents outside the Solnechniy Dar greenhouse, and also appeared to inspect and taste tomatoes there.

You can watch footage from his trip below... 

Earlier today we reported Ukraine's military as saying its sea drones had damaged a Russian Black Sea Fleet patrol ship off occupied Crimea.

We've been drip-fed further claims throughout the day, including a suggestion that the ship was carrying a helicopter and that it eventually sank - although these are unconfirmed. 

So what did the president have to say about the event? 

Volodymyr Zelenskyy made no direct reference to the reported sinking of the vessel in his nightly video address, but did say Ukraine had "proven what we are capable of, what our strength is capable of." 

"That is shown by the number of downed Russian aircraft and the capabilities of our boys against the Russian fleet. 

"There are no safe havens for Russian terrorists in the Black Sea and nor will there be."

These images show Ukrainian servicemen loading artillery shells into howitzers. 

The photos were taken near the frontline town of Kreminna - in Luhansk. 

Kreminna is an important logistical artery for Russia, supplying its units in the Luhansk region as well as in the north of Donetsk. 

The Czech president says he is open to the possibility of exploring bolder ways to support Kyiv, in the wake of Emmanuel Macron's suggestion that NATO troops could be deployed on Ukrainian soil. 

"I'm in favour of looking for new ways, including a continued discussion about a possible [NATO] presence in Ukraine," Petr Pavlo is cited as saying by Czech outlet Novinky . 

"Let's not limit ourselves where we don't have to," he said after a meeting with the French president. 

"Ukraine, despite being attacked, is still a sovereign country," he said, adding that any potential training mission would not constitute a violation of any international rules.

"It's up to us what form of assistance we choose," he went on.

Ukraine has shared an image showing an example of how it is adapting to equipment and weapons shortages. 

On X, the Defence of Ukraine account shared a picture of what appeared to be a converted pickup truck - having turned it into what it called a "nightmare truck" capable of firing 122mm shells. 

President Volodymyr Zelenskyy has been relentlessly pressing the West for more weapons and ammunition to help aid its fight against Russia.

Kyiv has been widely praised by weapons analysts for its ingenuity by converting what equipment it has to suit its needs - such as making tweaks to land-to-land missiles into land-to-sea projectiles when attacking Russian ships in the Black Sea last year. 

It is not clear how often Kyiv is being forced into these makeshift conversions, but stands as the latest example of Ukrainian battlefield ingenuity. 

Alexei Navalny died of natural causes, according to the director of the Russian foreign intelligence service (SVR), who also accused the West of unethically using his death for political gain.

"I don't think that this was some kind of special plot, but, unfortunately, people have a feature - sooner or later life ends, they die," Sergei Naryshkin told Solovyov TV. 

"Navalny died of natural causes."

Turning to the considerable international reaction, Mr Naryshkin said: "It's very disgusting that in the West, satanist dances are being staged around Navalny's coffin.

"This is immoral, dishonorable, unethical. What else can I say?"

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what is the purpose of the mission statement in a business plan

IMAGES

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

    what is the purpose of the mission statement in a business plan

  2. Business Statement

    what is the purpose of the mission statement in a business plan

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

    what is the purpose of the mission statement in a business plan

  4. Mission should define the organization line/lines of business

    what is the purpose of the mission statement in a business plan

  5. How to Write a Mission Statement in 5 Steps

    what is the purpose of the mission statement in a business plan

  6. A Complete Guide on Mission Statement For Customer Service

    what is the purpose of the mission statement in a business plan

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  6. HOW TO DEVELOP A CLASS MISSION STATEMENT

COMMENTS

  1. Mission Statement Explained: How It Works and Examples

    Mission Statement: A mission statement is a short sentence or paragraph used by a company to explain, in simple and concise terms, its purpose(s) for being. These statements serve a dual purpose ...

  2. 15 Mission Statement Examples For Your Business

    3. Capture your why. Think about why you started your business in the first place, and what impact you hope to make. Customers want to know the backstory for a brand and why they should feel ...

  3. Mission Statement Definition & Examples

    Rise of a Purpose Statement. The mission statement, vision, and values are traditionally the three most common business descriptions that explain what a company does and what it aspires to achieve. In recent years, a purpose statement has also emerged in the business world and is gaining more popularity.

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

    A good business mission statement can help your company build trust with customers and create a connection with your target audience. " Build the best product cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.". 4. Full Cast Audio—compete with the big brands.

  5. What is a Mission Statement? A Must-Use Guide + Cheat Sheet

    Mission Statement - Why You Exist. States why your organization exists and articulates your core purpose. Written in the present tense. Helps define the area where you play. Vision Statement - Where You're Going. States your organization's bold vision for the future and why that is important. Written in a future tense.

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

    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.

  7. What Is a Mission Statement? Basics and Examples for 2024

    Starbucks. This famous coffeehouse chain's mission statement is: "To inspire and nurture the human spirit—one person, one cup, and one neighborhood at a time.". This mission statement makes Starbucks sound welcoming ("nurture"), personal ("one person"), and local ("one neighborhood"). A welcoming attitude is what customers ...

  8. Purpose, Mission, and Vision Statements

    A Mission Statement is a definition of the company's business, who it serves, what it does, its objectives, and its approach to reaching those objectives. A Vision Statement is a description of the desired future state of the company. An effective vision inspires the team, showing them how success will look and feel.

  9. Why Your Company Needs a Mission Statement + Examples and Tips

    A mission statement is a concise statement that describes the fundamental purpose and values of an organization. A company's mission statement provides a clear, compelling, and memorable description of the reason for the business's existence , as well as its objectives.

  10. How to Write a Mission Statement for Your Business

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

  11. Business Plan Mission and Vision Statement [Sample Template for 2022]

    1. The mission is the foundation on which your business will be built. It's the true purpose of your business and that purpose is reflected in the mission statement. Without a strong mission statement, you don't have a true business. All you have is just a profit making venture that will soon be wiped out with time.

  12. Why Mission And Value Statements Matter

    A mission statement should state the purpose of what your business does and how you will do it. The statement should also be simple. An easy formula to remember when crafting this is the famous 5 ...

  13. What Is a Mission Statement? Examples from the Best Companies

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

  14. The Business Plan: Mission Statement and Core Values

    Mission Statement and Core Values. This portion of the business plan states the company's mission statement and core values. The mission statement describes the purpose or mission of your organization - its reason for existence. It tells the reader what the organization is committed to doing. For example, one mission statement reads, "The ...

  15. What is a Mission Statement? Examples & Tips

    A mission statement explains the essence and underlying philosophies of your company to outsiders. The benefits of strong mission statements include the following: Companies with mission statements have higher worker engagement. Clear mission statements build trust with employees and the communities they work with.

  16. The Purpose of Mission and Vision Statements in ...

    The mission statement will help measure whether the strategic plan aligns with the overall goals of the agency. The vision statement helps to provide inspiration to employees. Employees who feel ...

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

    A mission statement is a short message that explains the company's purpose and primary driver. Usually, you can find a company's mission statement included in its business plan, specifically as a part of the executive summary. Many companies publish their mission statements on their websites, so their prospective customers can read them.

  18. What Is a Mission Statement? Definition and Examples

    A mission statement is a single sentence that describes a company's fundamental purpose by explaining why the business exists. It articulates to employees and the public what the company's purpose is. Mission statements are incredibly varied because they are unique to each company. However, they all broadly illustrate the present capabilities ...

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

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

  20. Mission statement examples: 16 of the best to inspire you

    Whether your business is brand new or deep in the middle of a strategic plan overhaul, your mission statement matters. Judging by some of the best company mission statement examples out there, a good mission statement speaks volumes. ... But the purpose of a mission statement goes far beyond strategic planning. ... But by concentrating on the ...

  21. The Difference Between Purpose and Mission

    To answer it, we must define "mission.". Most organizations think of a mission as a way to align everyone in the organization to the same focus. It describes what business the company is in ...

  22. Vision, Mission And Purpose: The Difference

    Vision is the picture. Mission is the road map to get there. Purpose is the feeling that everyone, from the CEO to the janitor, has when you accomplish what you set out to do. Purpose is when the ...

  23. What Successful Purpose Statements Do Differently

    Dane Smith is a Bain & Company partner with decades of experience in helping companies develop purpose-led business strategies. Zach First is a partner in the Los Angeles office of Bain & Company.

  24. How to Write a Personal Mission Statement That Guides Your Career

    A mission or purpose statement is concise and communicates an organization's fundamental purpose, values, and goals. Mission statements serve as a guidepost for big decisions, difficult crossroads, or organizational actions. ... Meet Emily Steele, a successful Iowa-based business owner, who's sharing the 3 things that have had the most ...

  25. Mission Statements: Their Purpose and How to Write One

    Many organizations choose to include one or two of their core values in this section of the mission statement. Some examples of the core values you often see include: 3. Describe the company's motivation. A well-written mission statement should also outline the company's purpose for existing.

  26. Reddit has never turned a profit in nearly 20 years, but it just filed

    Reddit, the message board site known for its chronically online userbase and for originating much internet discourse, filed for its long-anticipated initial public offering on Thursday.

  27. International Women's Day: What is it and why do we need it?

    8 March is International Women's Day - devoted to celebrating the achievements of women and seeking gender equality. The campaign theme in 2024 is #InspireInclusion, while the official theme of the UN observance of the day is 'Invest in women: Accelerate progress'.; It will take another 131 years to reach gender parity, according to the World Economic Forum's Global Gender Gap Report 2023.

  28. Tax Time Guide 2024: What to know before completing a tax return

    The enhancements for taxpayers without a qualifying child implemented by the American Rescue Plan Act of 2021 will not apply for tax year 2023. To claim the EITC without a qualifying child in 2023, taxpayers must be at least age 25 but under age 65 at the end of 2023.

  29. Ukraine-Russia war latest: Russia considering putting nuclear power

    The head of Russia's space agency has said Moscow and Beijing are "seriously considering" putting a nuclear power plant on the moon. Meanwhile, arrest warrants have been issued against two high ...