mission statement essay format

How to Write a Mission Statement: Your Complete Guide

Did you know that 80% of consumers are more likely to trust and engage with brands that have a clear mission? This statistic highlights the immense impact a well-defined mission statement can have on your business. It’s not just a collection of words; it is a powerful tool that communicates your business's purpose, values, and aspirations. When crafted thoughtfully, it establishes an emotional connection with your target audience, showcasing your commitment to making a difference in their lives. By expressing your company's core beliefs and goals, writing a mission statement creates a sense of trust and loyalty among customers. It sets you apart from competitors and resonates deeply with individuals who align with your values, fostering long-term relationships.

How to Write a Mission Statement: Short Description

In this article, we will delve into the importance of how to create a mission statement that captivates your audience, inspires your team, and propels your business toward success. Not only will you gain valuable insights into the importance of a well-defined mission, but you'll also discover a sample mission statement and expert tips to help you craft your own. Prepare to witness the transformative power of a well-crafted piece as we unlock its potential together.

What Is a Mission Statement: Unraveling the Meaning and Purpose

A mission statement is a concise yet powerful statement that captures the essence of what an organization aims to achieve. Think of it as the heart and soul of a company, outlining its purpose and direction in a meaningful way. A well-crafted statement not only serves as a beacon for the organization's actions and decisions but also communicates its values and aspirations to its stakeholders.

Compared to a vision statement that outlines the company's future aspirations and long-term goals, a business's mission statement answers the fundamental question, 'Why does this organization exist?' It goes beyond the mere pursuit of profit and delves into the deeper impact the organization wants to make in the world. It reflects the organization's unique identity, its target audience, and the value it seeks to provide. Whether it's a multinational corporation, a non-profit organization, or a small start-up, this statement defines its identity and shapes its strategic choices.

As our essay writing service suggests, an effective mission statement is memorable and inspiring. It should resonate with both employees and customers, creating a sense of purpose and unity. When employees understand and believe in the mission, they become more engaged and motivated, working towards a common goal. For customers and stakeholders, a compelling statement establishes trust and loyalty, as they can align themselves with the organization's values and aspirations.

Why is Mission Statement Important: Illuminating the Value

One key reason why writing a mission statement is important is that it establishes a strong sense of purpose. It goes beyond the surface-level goals and objectives and delves into the deeper meaning behind the organization's existence. A well-crafted statement communicates the organization's core values, its unique contribution to society, and the positive impact it aims to make. This sense of purpose fosters a greater sense of motivation and dedication among employees, as they can connect their individual roles to the larger mission.

Furthermore, it serves as a unifying force within the organization. It brings together individuals with diverse backgrounds, experiences, and skills under a common vision. By aligning everyone towards a shared goal, it promotes collaboration, teamwork, and a sense of belonging. Employees understand the organization's mission and values, which helps create a cohesive culture that drives performance and success.

According to our paper writing service online , such statements also play a crucial role in building trust and loyalty among customers and stakeholders. In today's competitive landscape, consumers are increasingly seeking out organizations that align with their own values and beliefs. A clear and authentic mission statement allows customers to connect with the organization on a deeper level, fostering trust and loyalty. Stakeholders, such as investors and partners, are also more likely to engage with organizations that have a well-defined mission, as it demonstrates a clear direction and purpose.

Lastly, this piece provides a framework for decision-making. When faced with strategic choices, organizations can refer back to their mission statement to ensure their actions align with their core values and long-term objectives. It acts as a guiding principle, helping organizations stay focused and make informed decisions that are in line with their overall mission.

Sample Mission Statement

Here, we have prepared a sample mission statement to showcase what a proper and impactful piece looks like.

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How to Write a Mission Statement: Simple Guide

Crafting a company's mission statement is a crucial step in defining its purpose and direction, so we've put together a simple guide to help you navigate the process. Experts from our dissertation writing services will walk you through the key elements to consider, from capturing your unique identity to creating a concise yet compelling statement.

• Discover Your Company's Purpose and Services

To create a meaningful mission statement, take the time to delve deep into your organization's purpose. Reflect on the core values and beliefs that drive your company. Consider the services or products you offer and the impact they have on customers. What sets your organization apart? By understanding your purpose and services, you can articulate a statement that captures the essence of your business and resonates with your target audience.

• Unveil the Company's Winning Methods for Achieving Its Goals

Identify the unique approaches and strategies that contribute to your organization's success. These winning methods can be related to your company's operations, marketing, customer service, or any other aspect that sets you apart from competitors. It could be your commitment to innovation, your focus on customer satisfaction or your dedication to continuous improvement. By highlighting these winning methods, you showcase your organization's strengths and reinforce your commitment to achieving your goals.

• Explain How Your Business Serves Its Customers

When crafting your mission statement, it is essential to focus on how to write a mission statement that clearly communicates how your business serves its customers. Highlight the value you provide and the specific problems you help solve for your target audience. Emphasize the benefits customers can expect from your products or services, showcasing how your organization goes above and beyond to understand and meet their needs. By effectively articulating how you serve your customers, you demonstrate your dedication to their success, which ultimately builds trust and fosters long-term loyalty. Additionally, exploring various business essay topics can provide valuable inspiration and insights for refining your statement and enhancing your overall business strategy.

• Explain How Your Business Serves Its Employees

In addition to customers, the statement can address how your business serves its employees. Highlight the company culture and values that shape your organization. Consider the support, opportunities, and benefits you provide to your team members. Showcase your commitment to their growth, well-being, and job satisfaction. By recognizing and valuing your employees, you create a positive work environment, foster loyalty, and attract top talent.

• Revise the Mission Statement for Improved Impact

Once you have a draft of the statement for your assignment on business management , take the time to review and revise it for improved impact. Ensure that it is concise, clear, and easy to understand. Remove any unnecessary jargon or technical terms that may alienate or confuse readers, keeping in mind that your audience may not be familiar with industry-specific language. Aim for simplicity and clarity to make your mission statement accessible to all. Seek feedback from key stakeholders, such as employees and customers, to gain different perspectives and make necessary revisions.

Tips for Writing a Mission Statement

By following the unique tips below, you can create a mission statement that captures the essence of your organization and resonates with your audience, setting the stage for success.

• Be Authentic : Craft a statement that reflects the true essence of your organization. Focus on your unique strengths, values, and purpose rather than trying to imitate others.
• Think Long-Term : Consider the long-term vision of your organization when writing your mission statement. Look beyond immediate goals and aim to capture the enduring impact and legacy you aspire to create.
• Involve Stakeholders : Seek input from key stakeholders, including employees, customers, and partners, to gain diverse perspectives and ensure your statement resonates with those it impacts.
• Use Clear and Concise Language : Aim for clarity and simplicity in your mission statement. Use language that is easily understood by a wide audience and avoid unnecessary jargon or complex terms.
• Focus on the 'Why' : Articulate the core purpose and driving force as to why your business exists. Explain why you do what you do and the positive impact you aim to make in the world.
• Highlight Your Unique Value Proposition : Clearly communicate what sets your organization apart from others in your industry. Showcase the unique value and benefits you provide to customers or stakeholders.
• Make It Action-Oriented : Use dynamic and action-oriented language in your mission statement. Convey a sense of determination and commitment to achieving your goals and making a difference.
• Inspire Emotion : Craft a statement that evokes emotion and resonates with your target audience. Appeal to their aspirations, values, and desires, making them feel connected to your organization's purpose.
• Consider Visual and Verbal Branding : Align it with your brand identity. Consider incorporating visual and verbal elements that reflect your brand, making it instantly recognizable and memorable.
• Continuously Evaluate and Evolve : For writing a good mission statement, regularly review and assess it to ensure it remains relevant and aligned with your organization's growth and changing circumstances. Adapt it as needed to reflect new goals, values, or market trends.

Mission Statement Examples

Here are the short introductions and examples of mission statements for additional companies:

• Amazon 'To be Earth's most customer-centric company, where customers can find and discover anything they might want to buy online.'

Amazon's statement highlights its dedication to customer satisfaction. They strive to provide a wide selection of products and a seamless online shopping experience, with a strong focus on meeting customer needs and preferences.

• Google 'To organize the world's information and make it universally accessible and useful.'

Google's statement emphasizes its commitment to organizing and providing access to information globally. They aim to make information universally available and useful to users worldwide through their search engines and other digital services.

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

Nike's statement emphasizes its dedication to inspiring and innovating in the realm of athletics. They strive to encourage everyone, regardless of their abilities, to embrace a sporting mindset and achieve their full potential.

• Patagonia 'Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.'

Patagonia's statement highlights its commitment to producing high-quality products while minimizing its environmental impact. They aim to leverage their business to not only inspire change but also actively contribute to finding solutions for environmental challenges.

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

Microsoft places its mission statement focus on empowerment through technology. They aim to provide individuals and organizations with the tools and resources they need to accomplish their goals and unlock their full potential.

Personal Mission Statement: Paving the Way for Effective Leadership

Creating a personal mission statement goes beyond mere goal-setting. It delves into the deeper motivations behind your aspirations, answering fundamental questions such as 'Who am I?', 'What do I stand for?' and 'What impact do I want to make in the world?'. It encapsulates your unique identity and vision, offering a sense of purpose and meaning to guide your journey.

Writing a personal mission statement involves self-reflection and introspection. It requires an introspective exploration of your values, strengths, and long-term goals. By examining your passions, talents, and the positive contributions you want to make, you can articulate a statement that resonates with your authentic self.

A well-crafted personal statement serves several purposes. It provides clarity and focus, reminding you of your priorities and guiding your choices. It acts as a source of motivation and inspiration, fueling your drive and determination to overcome obstacles and achieve your goals. It also serves as a tool for self-accountability, helping you stay true to your values and principles.

While a personal mission statement is highly personal and unique to each individual, it can evolve over time as you gain new experiences, insights, and perspectives. Regularly revisiting and refining your piece ensures that it remains aligned with your evolving self and continues to guide your growth and fulfillment.

How to Write a Personal Mission Statement: Effortless Steps

In this section, we will walk you through the effortless steps on how to write a personal essay with a mission statement that resonates with your true self and propels you towards a life of fulfillment and achievement, even amidst the demands of tackling economics essay topics .

• Reflect on your life purpose : Start creating a personal mission statement reflecting on your life purpose and what gives your everyday life meaning. Consider the overarching reason for your existence and the impact you want to make in the world. Explore the values and principles that guide your choices and actions, and identify how you can align your personal mission with your life purpose.
• Assess your strengths and weaknesses : Take an inventory of your strengths, talents, and skills. Identify the areas where you excel and the unique qualities that set you apart. Similarly, acknowledge your weaknesses and areas for improvement. Understanding your strengths and weaknesses helps you create a statement that leverages your strengths and addresses areas that need growth.
• Clarify your long-term vision : Envision your ideal future and the person you want to become. Define your long-term goals and aspirations across various aspects of your life, such as career, relationships, personal growth, and contribution to society. Your personal statement should align with this long-term vision and guide you toward its realization.
• Consider your passions and interests : Explore your passions, hobbies, and areas of genuine interest. Identify the activities or causes that truly ignite your enthusiasm and bring you joy. Integrating your passions into your piece ensures that you lead a purposeful and fulfilling life driven by activities that align with your authentic self. ‍
• Identify your core values : Reflect on the values that are most important to you. These are the principles that shape your decisions, behaviors, and interactions. Determine the values that define who you are and that you want to embody in your personal mission. Your statement should reflect your commitment to living a life in alignment with your core values. ‍
• Define your unique contribution : Consider how you can make a unique contribution to the world. Identify the specific ways in which you can utilize your strengths, passions, and values to create a positive impact. Think about how your skills and interests can be harnessed to help others or make a difference in your community or industry. ‍
• Write your mission statement : With the above steps in mind, start writing your personal mission statement. Craft a concise, clear, and inspiring statement that encompasses your purpose, values, strengths, passions, and desired impact. Keep it authentic and true to yourself, expressing your unique aspirations and goals. Revise and refine your statement until it feels genuine and resonates deeply with you. ‍
• Live your mission statement : Once you have finalized writing a personal mission statement, use it as a guiding compass for your daily life. Refer to it regularly to stay focused, make decisions aligned with your values, and pursue actions that contribute to your mission. Continually strive to live in accordance with your mission statement, embracing personal growth and making a positive impact in the world.

By embracing the power of purpose, businesses can set a clear direction, inspire their team members, and engage their customers on a deeper level. Remember, a great mission statement goes beyond a mere string of words; it becomes the guiding force that shapes every decision and action. So, take the time to dig deep, articulate your core values, and envision the impact you want to make in the world. With well-crafted mission statement examples, you have the opportunity to transform your organization into a purpose-driven powerhouse.

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Daniel Parker

is a seasoned educational writer focusing on scholarship guidance, research papers, and various forms of academic essays including reflective and narrative essays. His expertise also extends to detailed case studies. A scholar with a background in English Literature and Education, Daniel’s work on EssayPro blog aims to support students in achieving academic excellence and securing scholarships. His hobbies include reading classic literature and participating in academic forums.

is an expert in nursing and healthcare, with a strong background in history, law, and literature. Holding advanced degrees in nursing and public health, his analytical approach and comprehensive knowledge help students navigate complex topics. On EssayPro blog, Adam provides insightful articles on everything from historical analysis to the intricacies of healthcare policies. In his downtime, he enjoys historical documentaries and volunteering at local clinics.

70 Mission Statement Examples That Define Companies and Inspire Customers

Plus a guide on how to write a mission statement.

Some skeptics are eager to criticize mission statements. They see them as generic and platitudinous , another startup box that founders need to check.

 Turns out, though, a mission statement’s success depends on how it’s written.

What Is a Mission Statement?

In his influential 1998 research article , consultant and business professor Chris Bart found “a significant and positive correlation” between organizational performance and mission statements when managers were satisfied with those statements . He also found a correlation between performance and the process used to develop statements. Simply having a mission statement was a non-factor, but one created with real buy-in delivered the goods.

Related Reading Tips for Effective Business Storytelling

Mission Statement Examples

Later, we’ll tease out what exactly makes a mission statement effective and explore tips for writing one. But first, here are some examples to fuel your inspiration.

• Apple: “To bring the best user experience to customers through innovative hardware, software and services.”
• Procter & Gamble: “To provide branded products and services of superior quality and value that improve the lives of the world’s consumers, now and for generations to come.”
• Reddit: “To bring community and belonging to everyone in the world.”
• Nike: “To bring inspiration and innovation to every athlete in the world. If you have a body, you are an athlete.”

Mission statement: “Humanizing brands to move people.”

Bectran, Inc

Mission statement: “Our mission is to reshape the credit industry and disrupt traditional processes. We believe in leading our business partners into the digital age to adapt to the tools and technologies that will allow them to remain at the forefront of their industries. Here at Bectran, we are committed to helping businesses leverage the power of SaaS solutions to save time and money and actualize their full growth potential through innovated, automated software.”

Mission statement:  “To save lives and minimize loss by identifying active threats globally and facilitating timely communications when an emergency situation threatens personal safety and business continuity.”

Mission statement: “We help people secure their future and protect the ones they love.”

Mission statement:  Make a difference: Improve community health and safety through the power of data.

Mission statement: “We’ve built the nation’s leading social care network with a clear focus on our mission — to connect people to the help they need with dignity and ease.”

Mission statement: “In a world rife with complex relationships and hidden risk, we stand as torchbearers of corporate transparency, aiming to illuminate the intricate connections that exist between businesses, people, supply chains and the inner workings of a globalized economy.”

Mission statement: “Our mission is simple: To provide employers with a uniquely fair, predictive, and easy-to-use assessment that helps them identify the candidates most likely to succeed in all their open roles.”

Mission statement: “Our mission is to make the best care possible for all pets.”

Mission statement: “Our mission is to help financial institutions win and keep customers by delivering flawless customer experiences. Pinwheel’s activation and lifecycle management solutions remove friction, increase transparency, and help create a fairer financial ecosystem for all.”

Mission statement: “Founded on the mission to simplify healthcare and improve outcomes.”

Mission statement: “Our mission: deliver powerfully-simple email marketing software for small businesses that does 90 percent of the work for you. We leave the last 10 percent for you to have fun!”

Bridge Legal

Mission statement: “At Bridge Legal, our mission is simple: To improve access to legal services in America.”

Mission statement:  “At Personio, our mission is to help HR focus on what matters most: people.”

GrayMatter Robotics

Mission statement: “Our mission is to help your people and your industrial assets become smarter and more visible.”

Inspira Financial

Mission statement: “We solve complex problems for countless strategic partners and thousands of employers. We help millions of individuals to thrive today, tomorrow and into retirement.”

Scythe Robotics

Mission statement: “To provide the most advanced and sustainable autonomous technology for maintaining off-road environments safely, effectively, and responsibly.”

Biz2Credit Inc.

Mission statement: “Our mission is to provide small businesses with the best funding options for each and every project or capital need, with technology that makes business financing easy to understand and easy to access.”

Gradient AI

Mission statement: “Gradient AI is on a mission to increase precision and automation throughout the insurance industry.”

Mission statement: “At Inato, we’re on a mission to bring clinical research to each and every patient, regardless of who they are and where they live.”

Formation Bio

Mission statement: “Our mission is to bring new treatments to patients faster and more efficiently. We are a tech-driven, AI-native pharma company changing the way drug development is done.”

Mission statement: “Our mission is to empower every homeowner. We’re creating a world where home ownership comes with ease, security, and financial know-how.”

Bilt Rewards

Mission statement: “Renting should be rewarding.”

Mission statement: “FPFX Tech delivers technology solutions that bridge the gap between what brokers offer and what traders want, with innovative products and applications that create points of differentiation and client loyalty.”

Mission statement: “Our mission is to make authentication and authorization simple and secure for every developer.”

Mission statement: “Our mission is to place the right person in the right shift, every time.”

Invoice Home

Mission statement: “We strive to maximize business efficiency with an affordable and easy-to-use billing and invoicing service. We cater to time-strapped small businesses and freelancers who seek to grow their business and build their brand.”

LoanStreet Inc.

Mission statement: “Our mission is to provide the most efficient, transparent and robust tools for financial institutions to manage their balance sheets, connect with partners and effectively share risk.

Mission statement: “Meetup’s mission is to help people grow and achieve their goals through real-life, human connections. From professional networking to craft brewery crawls to coding workshops, people use Meetup to get out of their comfort zones, meet new people, learn new things, pursue passions, and find supportive communities that will help them thrive.

Gogo Business Aviation

Mission statement: “To keep your passengers, pilots and planes seamlessly and continually connected worldwide.”

Snap! Mobile

Mission: “To empower coaches and educators in their dedication to develop the leaders of tomorrow. Our vision is to strengthen developing programs through technology-driven, community-first solutions that support dedicated leaders and champion the next generation.” 

VelocityEHS

Mission statement: “Making the world’s best workplaces safer and more sustainable.”

OTR Solutions

Mission statement: “OTR’s mission is to create exceptional value for our clients by providing industry leading financing and back-office solutions. Three pillars that are crucial to supporting that mission are outstanding customer service, technology that creates efficiency for ourselves and our customers and a culture that provides the opportunity for employees to achieve greatness.”

Mission statement: “To be a trusted partner in providing homeowners and their families safety, enjoyment, convenience, and peace of mind through innovative, professionally installed solutions that protect the condition and grow the value of their homes.”

GameChanger

Mission statement:  “Help families elevate the next generation through sports.”

Mission statement:  “We exist to advance the economic power of people living and working in the real world.”

Mission statement: “Always with you, building a more confident future. MetLife contributes to a more confident future as an employer, an investor and a provider of financial solutions and expertise. Our purpose is at the heart of our virtuous circle of delivering for our colleagues, our communities, our customers and our shareholders.”

Mission statement:  “We bring together brands and their audience to make connections that matter.”

Mission statement:  “For over a decade, we’ve been building tech for food people, so restaurant owners can save money, staff members can save time, and diners can order better. Because when restaurants thrive, they can keep serving food that gives your community its unique flavor. We want to keep it that way.”

MobilityWare

Mission statement: “Bringing joy to others one game at a time.”

Mission statement:  “We empower everyday people to move forward on the path to a better financial future.”

First Entertainment Credit Union

Mission statement:  “We build lifelong financial relationships with the people in entertainment based on a deep understanding of how they live and work.”

Mission statement: “Our mission is to rebuild the infrastructure of the travel industry in order to bring freedom, simplicity, and trust to travelers everywhere. We are bringing change to an industry that has been held back by outdated technology and complicated financial incentives that solve for the needs of middlemen instead of providing the best experience to users. Travel matters when communication is essential to building trust, commitment, and a shared sense of purpose. In essence, business travel is a necessity any time success depends on the strength of human connections.”

PatientPoint

Mission statement:  “ PatientPoint is on a mission to make every doctor-patient engagement better, and that goal is at the core of everything we do. We are the patient engagement platform for every point of care. Our digital solutions impact 750 million patient visits every year, helping drive better health outcomes that enable people to live longer, healthier lives.”

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

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

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

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

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

Mission Statement : “Our mission is to increase economic freedom in the world. Everyone deserves access to financial services that can help empower them to create a better life for themselves and their families. If the world economy ran on a common set of standards that could not be manipulated by any company or country, the world would be a more fair and free place, and human progress would accelerate.”

Mission Statement : “DoorDash is a technology company that connects people with the best of their neighborhoods across the US, Canada, Australia, Japan, and Germany. We enable local businesses to meet consumers’ needs of ease and convenience, and, in turn, generate new ways for people to earn, work, and live. By building the last-mile logistics infrastructure for local commerce, we’re fulfilling our mission to grow and empower local economies.”

Mission Statement : “Our mission is to design a more enlightened way of working. Dropbox helps people be organized, stay focused and get in sync with their teams.”

Bright Horizons

Mission Statement :  “Dedicated to the highest quality education and care; making a lasting difference, one child, one student, one teacher, one family, and one employer at a time.”

EFFECT Photonics

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

Mission Statement:  “Our mission is to build the most popular car subscription platform. Our aim is to help anyone who loves driving a car of their own but fears the struggle, commitment, and intransparent costs associated with ownership to get behind the wheel.”

Mission Statement : “The Fivetran mission is to make access to data as simple and reliable as electricity. The invention of the lightbulb spawned generations to change the world through electricity, creating millions of new products, devices and services. We’re empowering future ‘Thomas Edison’s’ to transform the way the world makes decisions through our always-on access to accurate data. This helps drive better data-driven decisions in pursuits like discovering new drugs, serving humanity in ways big and small (think: banking the underbanked, keeping hospital records up to date, and more!), and enabling social good organizations to do what they do best by improving lives everywhere.”

Mission Statement : “It is GitLab’s mission to make it so that everyone can contribute. When everyone can contribute, users become contributors and we greatly increase the rate of innovation.”

Intel Corporation

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

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

Mission Statement : “Our mission is to ensure the Internet is a global public resource, open and accessible to all. An Internet that truly puts people first, where individuals can shape their own experience and are empowered, safe and independent.”

NBCUniversal

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

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

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

The Pokémon Company International

Mission Statement : “At Pokémon, our mission is to become an entertainment leader and bring the fun of Pokémon to people around the world!”

Procter & Gamble

Mission Statement : “We will provide branded products and services of superior quality and value that improve the lives of the world’s consumers, now and for generations to come. As a result, consumers will reward us with leadership sales, profit and value creation, allowing our people, our shareholders and the communities in which we live and work to prosper.”

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

Mission Statement : “We help people achieve independence by making it easier to start, run, and grow a business. We believe the future of commerce has more voices, not fewer, so we’re reducing the barriers to business ownership to make commerce better for everyone.”

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

Warby Parker

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

Mission Statement : “We’re empowering everyone to create for the web — and leading impactful, fulfilling lives while we do it.”

How to Write a Mission Statement

When it comes time to draft your company’s mission statement, consider the following:

Tips for Writing a Mission Statement

• Make it simple, aspirational and memorable.
• Direct it toward stakeholders, but don’t prioritize shareholders.
• Keep employees — current and future — top of mind.
• Avoid saying you’re “the best.”
• Leave room for the mission to evolve.

Make it Simple, Aspirational and Memorable

A successful mission statement has three important traits, according to Jeffrey Abrahams, author of 101 Mission Statements From Top Companies . They are simplicity, aspiration and memorability.

There’s no magic word count, but experts agree that concision is best. Abrahams recommends aiming for a single-sentence statement. “That has greater impact and can be communicated easily, both within the company and to the target audience,” he said.

Bart, meanwhile, recommends capping at around 70 words. And Inés Alegre, a professor at the business school of the University of Navarra who led a 2018 review of mission-statement research, told Built In that three sentences or so is appropriate.

Your precise mileage may vary, but the “KISS” recommendation put forward by Bart in his 1998 paper still seems appropriate: Keep it simple and straightforward.

It’s common to find an organization’s mission statement posted on an “About” page, but it doesn’t have to be merely descriptive; incorporate some ambition, Abrahams suggested. He invoked Microsoft’s statement: “Our mission is to empower every person and every organization on the planet to achieve more.”

Memorability

Action verbs, wariness of jargon and bizspeak — these are a CEO’s allies when drafting a statement. It should be organization-specific, too. 

“If the mission statement could be used by a number of companies, especially competitors, it’s not going to be either memorable or serve the company very well,” said Abrahams. “You want it to be distinctive.”

Direct It Toward Stakeholders

“Missions describe why an organization exists, but in particular, they should describe the relationships that the organization wants to have with the stakeholders upon whom it depends for survival, growth and sustainability,” Bart said.

According to him, an effective mission statement should at least speak to two audiences: customers and employees. He cited Southwest Airlines as an illustrative example:

“The mission of Southwest Airlines is dedication to the highest quality of customer service delivered with a sense of warmth, friendliness, individual pride and company spirit.   To our employees: We are committed to provide our employees a stable work environment with equal opportunity for learning and personal growth. Creativity and innovation are encouraged for improving the effectiveness of Southwest Airlines. Above all, employees will be provided the same concern, respect and caring attitude within the organization that they are expected to share externally with every Southwest customer.”

In addition to customers and employees, a strong statement will also often address shareholders and the community at large, Bart said. Here’s one he helped draft for a casino resort that directly targets all four groups:

“Our mission is to provide every guest with a ‘blow away experience’ that is inspired by a celebration of the sea and the myth of a lost civilization. We accomplish this by bringing the myth of Atlantis to life by offering warm, positive, engaging service.   At Atlantis, we are a team of individuals who are passionate and committed in everything that we do. We continuously strive for perfection. We are proud to work at Atlantis because we are a caring and learning organization, which rewards accomplishment and promotes teamwork, respect and innovation.   At Atlantis, we are the pride of our community while providing enduring value for our shareholders. When Atlantis succeeds, we succeed as individuals, and we contribute to the success of the Bahamas.”

… But Avoid Prioritizing Shareholders

It may be more obvious today — after the rise of sustainable investing , office-perk culture that caters to employee happiness and the fact that we’re in the midst of a job seekers’ market — but the thrust of the mission can’t simply be shareholder yield.

Statements that center the returns of the investor class will align approximately zero employees to an organization’s mission. “Shareholder value was the typical mission in the nineties — not anymore,” said Alegre.

One possible symptom of such misalignment? Jargon creep. “When buzzwords and platitudes happen, they usually happen when the focus of the company moves from customer to shareholder,” wrote entrepreneur and Built In expert contributor Joe Procopio.

Read Next 3 Reasons to Prioritize Mission Over Profit in Tech

Resist the Superlatives

As mentioned, mission statements should have an air of the aspirational. But, especially in this era of superlative fatigue , beware of “the biggest,” “the boldest” and “the best.” They’ll inspire more shrugs than hearts, especially when unsupported.

“When a company says its mission statement is to be the best [category here] company in the world — the best steel company in the world or the best clothing company in the world, it’s too general,” said Abrahams. “It needs to be backed up by strongly worded core values, a vision, and guiding principles and beliefs.”

Think of It as a Management Tool

Even though mission statements address multiple audiences, they shouldn’t pretend to think each audience is listening with equal attention.

“There’s a question of prioritization of stakeholders — is it the clients, employees, suppliers, investors? You probably cannot satisfy all at the same level,” said Alegre.

That begs a question: Should companies think of mission statements more as an internal compass for culture and strategy, or an external branding — or even recruiting — element? That is, are they management or marketing? 

“My answer is yes,” said Abrahams. 

Ideally, it can serve as both, experts told Built In, but it should be considered first and foremost a management tool. (Indeed, most research on the topic is published in management, not marketing, journals.) “My impression is that it’s much more useful as an internal alignment tool than external branding,” said Alegre.

Think of the statement primarily as something for employees, Bart said, a true north against which the workforce can always orient itself.

Reinforce the Mission Statement in All Your Communications

Once the statement is finalized, think of it as a muscle: Exercise it often to prevent it from losing definition. Reference the mission during onboardings, training, team meetings, board reviews of key projects and wherever else reinforcement makes sense. Post it on your website, of course, but also your wall. “I work in a business school where the first thing you see after the entrance is the mission,” Alegre said.

Mission statements are especially important during times of uncertainty, such as early in an organization’s life or during growth pushes, Alegre said. Still, lean on them in times of greater stability, too. That provides room for the mission to organically evolve.

Recent Founders + Entrepreneurship Articles

How to Write a Personal Mission Statement (20 Examples)

By Status.net Editorial Team on May 3, 2023 — 6 minutes to read

How to Write a Personal Mission Statement: 20 Inspiring Examples

A personal mission statement is a declaration of your guiding principles, goals, and aspirations in life. It helps you articulate your purpose, clarify your values, and make better decisions, both personally and professionally.

Having a personal mission statement is important for staying grounded and focused, especially when faced with difficult choices or setbacks in your life. By clearly defining your mission, you can:

• Gain a sense of direction
• Set priorities
• Align actions with core values
• Improve decision-making
• Motivate yourself
• Enhance personal growth and development

Key Components

In order to craft an effective personal mission statement, it’s important to consider three key components:

• Purpose: Reflect on your passions, what motivates you, and what you believe you were meant to do in this world.
• Core values: What are the principles that govern your behavior and decision-making? Think about the qualities you value most, such as integrity, kindness, or perseverance. Learn more: Core Values List: 150+ Awesome Examples of Personal Values
• Goals: What do you hope to achieve in life, both personally and professionally? Determine what kind of impact you want to make in the world and set specific, measurable objectives that will help you reach that goal.

As you work on these components, be honest with yourself and choose elements that truly resonate with you, rather than adopting someone else’s beliefs or expectations. If your mission statement reflects your authentic self, it will be a far more effective tool for personal growth and fulfillment.

Creating Your Personal Mission Statement

Identifying your values.

Understanding your core values is essential in creating a personal mission statement. These values should reflect what is most important to you, and they will be the foundation of your mission statement. To help you identify your values, consider the following steps:

• Reflect on your past experiences and the values that were demonstrated in those situations.
• Ask yourself what values you hold most dear and which ones guide your decisions.

Learn more: Core Values List: 150+ Awesome Examples of Personal Values

Once you have a list of potential values, narrow it down to the top 3-5 that resonate with you the most. These will serve as the basis for your personal mission statement.

Setting Your Goals

Now that you have identified your values, it’s time to set your personal and professional goals. These goals should align with your values and form the framework of your mission statement. Here are some steps to assist you in setting your goals:

• Break your life into categories (such as career, relationships, and personal growth).
• Consider both short-term and long-term goals within each category.
• Be specific and realistic about what you want to achieve.

With clearly defined goals, you will be better equipped to create a mission statement that is focused and actionable.

Writing Your Statement

Now that you have defined your values and goals, you can begin crafting your personal mission statement. Keep the following tips in mind while writing your statement:

• Begin with a powerful opening sentence that encapsulates your values and aspirations.
• Be clear in expressing your goals and how they align with your values.
• Write in the present tense and use positive language to project confidence.

Your personal mission statement should be a reflection of who you are and what you hope to achieve. Revise and refine your statement until you feel it accurately represents your values, goals, and aspirations.

Examples of Personal Mission Statements

In this section, you’ll find a variety of personal mission statement examples tailored to different roles, lifestyles, and aspirations. Take inspiration from these examples and use them as a starting point for your own unique mission statement.

Example 1: Student

As a student, your mission might be to excel academically and develop meaningful relationships. Example: “To achieve academic excellence, cultivate lifelong friendships, and make a positive impact on my university community.”

Example 2: Career Professional

Your mission as a career professional could be to advance in your industry, exemplify integrity, and balance work and personal life. Example: “To grow professionally, maintain a high level of integrity, and achieve a healthy work-life balance.”

Example 3: Parent

As a parent, your mission could be to nurture, teach, and support your children, preparing them for the future. Example: “To provide a loving, enriching environment for my children, empowering them with the tools to succeed and grow.”

Example 4: Retiree

Your mission as a retiree can be to enjoy your golden years, staying healthy, and remaining active in your community. Example: “To maintain my health, engage in fulfilling hobbies, and contribute positively to my community.”

Example 5: Entrepreneur

“To create innovative solutions and provide exceptional value to my customers and my community.”

Example 6: Freelancer

“To deliver outstanding work to my clients while maintaining flexibility and work-life balance.”

Example 7: Community Volunteer

“To dedicate my time and skills to causes that make a meaningful impact in my community.”

Example 8: Environmentalist

“To contribute to a sustainable future through conscious choices and meaningful actions.”

Example 9: Artist

“To express my creativity, tell compelling stories, and touch the lives of others through my art.”

Example 10: Innovator

“To think critically, explore new possibilities, and develop groundbreaking solutions for the future.”

Top-20 Examples of Personal Mission Statements:

• To live a life of purpose and make a positive impact on the world around me.
• To constantly learn and grow, both personally and professionally, and inspire others to do the same.
• To be a compassionate and empathetic listener, and provide support to those who need it.
• To live a life of integrity and honesty, and always act with kindness and respect towards others.
• To use my creativity and innovation to solve problems and bring new ideas to the table.
• To make a difference in my community and give back to those in need.
• To be a role model for others, especially young people, and inspire them to pursue their dreams.
• To live a life of balance, and prioritize my relationships, hobbies, and passions alongside my work.
• To be a leader who empowers others and helps them reach their full potential.
• To embrace challenges and failures as opportunities for growth and learning.
• To live a life of mindfulness and presence, and appreciate the beauty of the world around me.
• To be a responsible and ethical citizen, and contribute to the betterment of society.
• To be a lifelong advocate for social justice and equality.
• To be a positive force in the lives of those around me, and spread joy and positivity wherever I go.
• To be a lifelong learner and teacher, sharing my knowledge and experiences with others.
• To be a steward of the environment, and work towards a more sustainable and equitable future.
• To be a supportive and loving partner, parent, and friend.
• To prioritize my physical and mental health, and encourage others to do the same.
• To be a lifelong learner and seeker of truth, always questioning and challenging my own beliefs.
• To be a champion for diversity and inclusion, and celebrate the unique qualities of every individual.

As you embark on this journey of self-discovery and reflection, it’s important to remember that a great mission statement should resonate deeply within you and help to shape your decisions and actions. Keep in mind these key points when crafting your statement:

• Be genuine and authentic
• Keep it concise and focused
• Reflect your core values and purpose
• Use clear and inspiring language

As you work on your statement, be open to revising it over time. Your life experiences and evolving goals may call for adjustments, so ensure that it remains a relevant reflection of your aspirations. With your personal mission statement in hand, you can now approach your life and decisions with a sense of purpose and direction.

• Effective Nonverbal Communication in the Workplace (Examples)
• Core Values List: 150+ Awesome Examples of Personal Values

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• Inspiration , Operations

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.

Level up with a mission statement video:  Deliver your mission statement with the most engaging communication medium — video. Turn your company’s mission statement into a video with Biteable. Start with a brandable  mission statement video template  and let Biteable’s smart editing features do all the heavy lifting for you.

Create videos that drive action

Activate your audience with impactful, on-brand videos. Create them simply and collaboratively with Biteable.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.”

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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More Like this

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.

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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How to Write a Mission Statement

Focus your company in 3 easy steps with examples

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

© The Balance, 2018

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

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

Describe What Your Company Does

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

My company's purpose is to:

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

Describe How Your Company Does What It Does

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

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

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

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

Mission Statement Examples

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

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

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

Add Why Your Company Does What It Does

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

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

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

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

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

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

might become:

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

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

could be better phrased as:

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

Put Your New Mission Statement to Work

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

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

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

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

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

Examples of Famous Mission Statements

  Justin Sullivan  / Staff / Getty Images

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

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

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

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

55 Personal Mission Statement Examples

Chris Drew (PhD)

Dr. Chris Drew is the founder of the Helpful Professor. He holds a PhD in education and has published over 20 articles in scholarly journals. He is the former editor of the Journal of Learning Development in Higher Education. [Image Descriptor: Photo of Chris]

Learn about our Editorial Process

A personal mission statement defines your purpose. It explains what you want to achieve in your life, career, personal relationships, and so on.

It differs from a career or educational mission statement because it’s more holistic: it’s not just about your job or school. It’s about what you want to achieve with your life overall. and what your personal philosophy is in life .

Here is my personal mission statement:

“I will be generous with my time both with family and strangers. I will consciously and intentionally spend quality time with my parents, my wife, and my children. I will pass-on love of life and self-belief to my children by living as a positive example. I will commit my career to working on projects that are meaningful to me. And I will be responsible with my health and finances for the longevity of my life and to ensure I can care for my family for many years to come.”

When I was asked to write a personal mission statement for applying for my job as a teacher, I tweaked it to focus more on my career:

“My personal mission statement as a teacher is to inspire and support my students, help them see their own potential, and build them up each and every day. I will commit my time to letting each student know they are capable of success, and I will help show them the path to personal and academic success.”

Below is a range of ideas for a personal mission statement. As the mission statement is personal, I recommend using these ideas as inspiration, but make sure you pick and choose the sentiments that are meaningful to you, and write your own.

Personal Mission Statement Examples

The following examples can be used as stimuli for you to think about what you want to include in your own mission statement. But, as the word suggests, a personal mission statement should be personal and unique to you . So, pick and choose key ideas from below, while coming up with your own mission statement that reflects your uniqueness.

• Live a life that aligns with my core values : “I will strive to live a life that is consistent with my own values and ethics. To achieve this, I will ensure I reflect every day on how my daily actions and interactions with others will reflect upon me, and whether they’re consistent with who I strive to be.”
• Seek to be a catalyst for change: “I will dedicate my life to being a catalyst for change in my world. The change I want to see is change toward greater social equality, fairness, and prosperity. To achieve this, I will advocate for the disadvantaged, seek career opportunities for supporting the underprivileged, and donate generously to causes I care about.”
• Commit to a journey of self-discovery: “My daily mission is to embark on an ongoing journey of self-improvement and self-discovery, always on track to find my deeper purpose in life.”
• Empower myself and others: “I will always strive to empower myself and others through positive affirmation, constructive feedback, and making smart choices. I will remove barriers to self-determination and always respect people’s choices in life.”
• Seek opportunities to give back to the community: “I am grateful first and foremost to my community for their support and nourishment, and my personal mission from here on out is to find opportunities where I can give back to my community in both my career and volunteerism.”
• Strive for excellence in all endeavors: “ My credo is to always hold myself to a high standard. To me, this means always putting in maximum effort and trying to be the best I can be each and every day.”
• Always have a growth mindset: “My core mission is to always maintain a growth mindset each and every day. For me, this means embracing challenges rather than shying away from them, having persistence and resilience when I face setbacks, and viewing effort as a pathway to mastery. “

• Aim to leave a meaningful legacy: “At the end of my life, I want to be able to look back and know that I’ve left a legacy for the world and my family. To achieve this, my mission will be to always give more to the world than I take, so I leave the world better off. I will leave a legacy of kindness and a spirit of service and community.”
• Continually redefine personal goals and aspirations: “I believe that a person is most successful when they self-reflect to achieve ongoing improvement. So, in my personal mission, I am committed to the ongoing process of personal evolution that will help me continue to refine myself over time. “
• Seek the silver lining: “The silver lining is the positive that we can extract out of every situation, even our failures. With this in mind, my mission is to cultivate optimism and to focus on what can be learned from every situation. This approach will both enhance my personal resilience and inspire others to adopt a similar perspective.”
• Develop resilience, adaptability, and grit in the face of adversity: “My mission is to develop and embody qualities of resilience, adaptability, and grit. I am determined to approach adversity as an opportunity for growth, learning to navigate through challenges with grace and tenacity. In doing so, I will become stronger and more capable.”
• To be generous with my time: “I will be generous with my time because I believe my time is the greatest gift I can give to others. This means I will commit to quality time with my friends and family and make sure I maintain a work-life balance so I can commit my time to the people who deserve it.”
• Empowering people around me: “My mission is to empower the people around me, including my colleagues at work, my friends, and my family. By empowering others, I can bring out the best in my community, and leave my community a better place.”
• Living with gratitude: “I will commit to expressing gratitude each and every day of my life. To do this, I will commit to meditating, reflecting on what I have, and being grateful for my health, wealth, and family.”
• Develop wisdom : “My mission is to continue to develop wisdom. To me, wisdom is knowledge, intelligence, and insight developed through experience and humbly listening to people who have knowledge and experiences beyond mine.”
• Seek authentic self-expression: “My mission is to express myself authentically , reflecting every day on how my words, actions, and creations align with my core values. This journey towards authenticity is ongoing and evolving, helping me understand and articulate who I truly am.”
• Change what’s in my control: “I pledge to focus my energies on what I can control in my life. I will strive to change my circumstances when possible, and adapt my attitude when it isn’t. By understanding and accepting this distinction, I will bring about the most positive outcomes for myself and those around me.”
• Creating harmony between mind-body-soul: “I am committed to fostering harmony between my mind, body, and soul. This means balancing mental challenges with physical exercise and spiritual nourishment, nurturing every part of my being, and achieving a healthier and more balanced life.”
• Cultivate emotional intelligence : “I am committed to nurturing my emotional intelligence. This involves understanding my own emotions, demonstrating empathy, and adapting my attitude when necessary, leading to stronger and more effective personal and professional relationships.”
• Foster innovative thinking: “My mission is to foster innovative thinking. I will strive to always question, explore, and reimagine the world around me, aiming to leave a legacy of creativity and change.”
• Live sustainably and promote environmental consciousness: “I pledge to live sustainably, focusing my energies on what I can control to reduce my environmental impact. Moreover, I will advocate for environmental consciousness within my community, contributing to a healthier planet.”
• Encourage diversity and inclusivity in my surroundings: “My mission is to promote diversity and inclusivity. I will strive to empower all voices and create an environment where everyone feels respected and valued, thereby fostering a sense of community and belonging.”
• Be a mentor and guide to others: “I will dedicate my time to mentoring and guiding others. By sharing my wisdom and experiences, I can help others navigate their own journeys, leaving a legacy of kindness and service.”
• Lead with integrity and honesty: “I am committed to leading with integrity and honesty in all endeavors. I will hold myself to a high standard, aligning my actions with my core values and striving for transparency in every interaction.”
• Cultivate a balanced and peaceful lifestyle: “My mission is to cultivate a lifestyle that is peaceful and balanced. I will practice mindfulness, express gratitude for my blessings, and strive to find harmony between my personal, professional, and spiritual life.”
• Maintain physical fitness and promote healthy living: “I pledge to maintain my physical fitness and promote healthy living in my community. I will strive to make smart choices regarding diet, exercise, and self-care, thereby embodying and promoting a vision of holistic health.”
• A lifelong learning mindset: “With a commitment to growth and a spirit of exploration, I will always seek to broaden my knowledge and perspectives. Embracing challenges and viewing effort as a pathway to mastery, I believe learning is an ongoing journey, not a destination.”
• Advocate for social justice and equality: “I am committed to advocating for social justice and equality. I will dedicate myself to being a catalyst for change, promoting fairness, and empowering the disadvantaged, contributing to a more equitable society.”
• Practice mindfulness and presence in daily life: “My mission is to cultivate mindfulness and presence in my daily life. By committing to this practice, I will enhance my emotional intelligence, develop resilience, and foster a deeper connection to the world around me.”
• Enhance personal and professional relationships: “I pledge to improve and deepen my personal and professional relationships. By demonstrating empathy, respect, and honesty, I will foster meaningful connections and contribute to a vibrant, supportive community.”
• Invest in self-care and well-being: “My mission is to invest time and energy in self-care and well-being. Through this practice, I will ensure a balanced life, promote a positive mindset, and prepare myself to better serve others.”
• Strive for financial independence and stability: “I am dedicated to achieving financial independence and stability. By making smart and informed decisions, I aim to create a secure foundation that enables personal growth , adventure, and service to my community.”
• Foster a spirit of exploration and adventure: “I commit to embracing a spirit of exploration and adventure. By welcoming new experiences and fostering curiosity, I will maintain a lifelong learning mindset, and continually evolve as an individual.”
• Practice empathy towards all: “My mission is to cultivate empathy in all my interactions. By striving to understand others’ perspectives, I will empower those around me and contribute to a community rooted in kindness and mutual understanding.”
• Embrace change and maintain flexibility: “I am dedicated to embracing change and demonstrating flexibility. I see change as an opportunity for growth, and I will cultivate resilience, adaptability, and a positive attitude in the face of evolving circumstances.”
• Nurture a positive and optimistic mindset: “My mission is to cultivate a positive and optimistic mindset. By seeking the silver lining in every situation, I aim to inspire myself and those around me to embrace challenges as opportunities for growth.”
• Advocate for the welfare and rights of animals: “My mission is to advocate for the welfare and rights of animals. I will use my voice and actions to promote humane treatment of animals, contributing to a more compassionate and ethical world.”
• Make informed and responsible choices: “I pledge to make informed and responsible choices that align with my values and the greater good. I am committed to reflecting on the implications of my decisions and acting in a way that contributes positively to my community and the environment.”
• Create meaningful connections with people: “I strive to create meaningful connections with people. Through empathy, open-mindedness, and genuine engagement, I aim to nurture relationships that enrich my life and the lives of others.”
• Develop and demonstrate leadership skills : “My mission is to develop and demonstrate effective leadership skills. I strive to lead with integrity, empathy, and resilience, inspiring others to achieve their best and fostering a spirit of teamwork and mutual respect.”
• Seek to understand and respect differing perspectives: “I pledge to understand and respect differing perspectives. I believe that diversity of thought enriches our society, and I strive to promote inclusivity and mutual respect in all my interactions.”
• Foster creativity in myself and others: “My mission is to cultivate creativity in myself and others. I will continually explore new ideas, foster an environment that encourages innovation, and inspire those around me to express their unique perspectives and talents.”
• Commit to the pursuit of knowledge: “I commit to the continuous pursuit of knowledge. By maintaining a curious and open mind, I strive to learn from every experience, deepen my understanding, and contribute to my personal and professional growth.”
• Seek to find joy in the everyday : “My mission is to find joy in everyday moments. I commit to practicing mindfulness, expressing gratitude for the simple things, and cherishing each day as a unique gift.”
• Be a source of encouragement and positivity: “I strive to be a source of encouragement and positivity for those around me. By uplifting others, celebrating their achievements, and offering supportive words, I aim to foster a more compassionate and optimistic community.”
• Pursue a path of continuous learning and development: “I am dedicated to pursuing a path of continuous learning and development. By always seeking to improve, learn, and grow, I aim to better myself and contribute more effectively to my community and the world at large.”
• Prioritize balance in all aspects of life: “I commit to prioritizing balance in all aspects of life. This includes fostering harmony between work and personal time, mental and physical health, and personal desires and community responsibilities, to cultivate a peaceful and fulfilling lifestyle.”
• Strive to be a good listener and communicator: “I aim to be a good listener and communicator. By practicing active listening and clear, empathetic communication, I will strengthen my relationships and foster mutual understanding and respect.”
• Cultivate and express artistic talents: “My mission is to cultivate and express my artistic talents. Through this creative exploration, I aim to express my unique perspectives, contribute to the cultural richness of my community, and inspire others to express their creativity.”
• Strive to make a positive impact on the environment: “I am committed to making a positive impact on the environment. By living sustainably, advocating for environmental consciousness, and influencing positive change, I hope to leave a meaningful environmental legacy.”
• Seek simplicity and contentment: “My mission is to seek simplicity and contentment in life. By valuing the essential, expressing gratitude for what I have, and finding joy in simple pleasures, I aim to cultivate a lifestyle of peace and fulfillment.”
• Develop and foster a spirit of entrepreneurship: “I am dedicated to fostering a spirit of entrepreneurship. By embracing innovation, taking informed risks, and learning from both success and failure, I aim to contribute to economic growth and social impact.”
• Strive for integrity in actions and communication: “I strive to uphold integrity in my actions and communication. By aligning my actions with my values, being transparent, and communicating honestly, I aim to build trust and respect in my personal and professional relationships.”
• Embrace new technologies and innovation: “My mission is to embrace new technologies and innovation. By staying informed about technological advances and integrating them into my work and life, I aim to enhance productivity, creativity, and the quality of life for myself and my community.”
• Cultivate and foster peace and harmony in relationships: “I am committed to fostering peace and harmony in my relationships. By promoting understanding, showing empathy, and resolving conflicts with grace, I aim to create strong, fulfilling, and respectful relationships.”
• Advocate for responsible consumerism: “I pledge to advocate for responsible consumerism. By making informed choices, promoting sustainability, and encouraging others to do the same, I aim to contribute to a healthier planet and a more equitable economy.”
• Care and provide for my family: “My mission is to care for and provide for my family. By being present, offering support, and ensuring their needs are met, I aim to create a nurturing and secure environment for my loved ones.”
• Cultivate self-discipline and good habits: “I commit to cultivating self-discipline and good habits . By maintaining focus, setting realistic goals, and consistently pursuing them, I aim to achieve personal and professional growth.”
• Influence others by my deeds: “I strive to influence others positively through my deeds. By acting with kindness, integrity, and respect, I aim to inspire others to do the same and contribute to a more compassionate and respectful community.”

See Also: How to Write a Values Statement

A personal mission statement for a resume needs to be personalized to you and your unique values and moral, goals, and life circumstances. You may also want to adjust it depending on the context in which you’re using it – i.e. if you’re asked to make a personal mission for work, then it’d likely incorporate elements of your job into it.

Also note that you’re always free to adjust your personal mission statement over time, so create one that’s true to you right now, but be willing to adjust it every few months.

• Chris Drew (PhD) https://helpfulprofessor.com/author/chris-drew-phd/ 19 Top Cognitive Psychology Theories (Explained)
• Chris Drew (PhD) https://helpfulprofessor.com/author/chris-drew-phd/ 119 Bloom’s Taxonomy Examples
• Chris Drew (PhD) https://helpfulprofessor.com/author/chris-drew-phd/ All 6 Levels of Understanding (on Bloom’s Taxonomy)
• Chris Drew (PhD) https://helpfulprofessor.com/author/chris-drew-phd/ 15 Self-Actualization Examples (Maslow's Hierarchy)

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How To Write A Personal Mission Statement (And 28 Mission Statement Examples)

Do you have a personal mission statement ?

If not, you should.

Early in my career, I was inspired to create one when I worked in public relations for the JCPenney Company.

James Cash Penney, the founder of the once giant retailer, based his business philosophy on one simple personal mission statement: “Do unto others as you would have others do unto you” — the Golden Rule.

In fact, his first store was called The Golden Rule.

This mission statement permeated every aspect of how Mr. Penney ran his business.

He asked for a “fair remuneration and not all the profits the traffic will bear,” and was the first to call employees “associates,” and he treated them like family.

During the stock market crash in the 1920's, Mr. Penney lost his personal fortune and took a loan against his life insurance in order to pay the associates' salaries.

What Is a Personal Mission Statement?

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One of my favorite quotes from Mr. Penney is this:

“Give me a stock clerk with a goal, and I'll give you a man who will make history. Give me a man with no goals, and I'll give you a stock clerk.”

Mr. Penney understood the value of having goals that reflect your mission and how they can change the course of your life.

His goals for himself and his company were grounded in his personal mission statement of the Golden Rule.

Knowing his mission statement, it was much easier to build his business and remain focused.

Businesses create mission statements to provide purpose and direction for the organization.

But it's as vital for individuals to have a personal mission and a vision for themselves as it is for any business.

A personal mission statement is:

• A tool for making difficult decisions.
• A framework for how you want to live your life and express your life mission.
• A beacon to those around you about the kind of person you are.
• A declaration that motivates and inspires you to stay the course.
• A statement of your values and life priorities.

Creating a personal mission statement forces clarity, helps you define a plan of action, and serves as the foundation for your life goals.

It also helps you identify the underlying reasons for your choices and behaviors and what truly motivates you to make positive change.

As the author of The 7 Habits of Highly Effective People , Stephen Covey, says your mission statement is about “defining the personal, moral and ethical guidelines within which you can most happily express and fulfill yourself.”

Writing down your mission statement on paper makes it real.

Your personal mission statement becomes your own personalized constitution — the basis for life-directing decisions, as well as making daily choices that impact you and those around you.

We put together a mission statement template (pdf) for you to download and print. 

Use the personal mission statement template to write your own clear and concise personal vision for yourself .

Click here to download the template now.

How To Write a Personal Mission Statement

Think of a person in history or in your life whom you admire.

What are the qualities of that person that you would like to emulate?

These qualities can relate to their character , values, achievements, personality , or simply the way they live their lives. 

Consider the specific reasons you admire the person and list those qualities in detail.

Define the type of person you want to become, not just what you want to have or achieve.

This ideal should reflect your core values and your definition of living with integrity.

Consider all areas of your life, as a spouse, friend, employee, parent, etc. and who you want to be in each of those roles.

I find it helpful to write down the phrase, “As an ideal spouse (or friend, parent, etc.), I want to . . . .” Then fill in the end of the sentence with as many outcomes as you wish to become.

For example, you might write: As an ideal spouse, I want to:

• Express my love daily in words, affection, and action;
• Be supportive and attentive to my spouse's needs;
• Work through conflict calmly and in the spirit of compromise;
• Be fully present and emotionally intimate.

This exercise may take some time, but it is well worth the effort beyond its usefulness for your mission statement.

It helps you clarify your personal operating system and reminds you of what you are capable of becoming.

Determine all of your life roles (career, family, community, etc.), and write down a short statement of how you would like to be described in each of those roles.

Think about how you would like the important people in your life to remember you and talk about you.

For example, you might want your boss to say, “He was a man of character and integrity who was a compassionate and inspiring leader and a visionary for our organization.”

This exercise may feel awkward, but no one else has to see it.

It is to help you decide how you want to step into each of the roles in your life and to clarify in concise words how you want others to perceive you.

Write down a personal mission statement for the four fundamental elements of who you are: physical, mental, emotional and spiritual.

In each of these areas, what is the most important way you want to express yourself?

This may seem confusing, but it's really simple. We tend to go about our lives without considering our goals for our essential being and how we want to direct that ambition.

So with this exercise, see yourself as CEO of each of these four areas. As CEO of your physical life, your purpose might be to treat your body as sacred by practicing fitness, healthy eating, daily affection, and pleasurable physical experiences.

Your plan for your mental life might be to become a life-long learner by expanding your skills, problem-solving, and challenging yourself.

What are the talents and skills you possess that are most important to you and that you actually enjoy?

Part of your personal mission statement should reflect your best aptitudes and strengths, these are what create joy and energy in our lives.

When we spend our time on what we do well and enjoy, our lives not only have meaning but also it has vibrancy.

Make a list of all of your personal and professional talents, aptitudes, and skills — even those you may take for granted, like being a good friend or having the ability to organize well.

Then circle the skills you enjoy or find fulfilling. Focus on these.

Based on everything you outlined above, what are some related goals you want to achieve in your life? Goals are specific, measurable, achievable, results-focused, and time-bound.

As you look at the people who inspired you, the ideal self you've defined, the legacy you want to leave, the aspirations you have for the elements of your life, and the aptitudes you want to enjoy, what are the outcomes you want to achieve for your life?

You might want to create goals for various areas of your life — from your relationships to your hobbies.

Taking into account steps 1-6, begin to write a personal mission statement.

Keep it simple, clear and relatively brief — from a few sentences to a couple of paragraphs.

You can write it as a statement that flows or with bullet points. How you craft it is less important than what you want to express.

The point is you want a statement that will guide you in your day to day actions and decisions, as well as your long-term goals. Try to keep your words positive and affirmative . Focus on what you want rather than what you don't want.

Creating a mission statement is not something you do in a day. It does require introspection, self-analysis, clarity of mind, and often several drafts before you produce it in a final form.

It might take several weeks or even months before you feel really comfortable with your life mission statement. Feeling like your personal mission statement is complete and a concise expression of your innermost values and directions may take a few iterations.

Once you complete it, put it where you can review it daily so it motivates you to honor it in all of your actions and decisions.

You might need to revise it every few years as your life priorities change.

Personal Mission Statement Examples

Here are some personal mission statement examples from around the web. (Sources:  www.d.umn.edu , missionstatements.com , and  msb.franklincovey.com )

My mission is to act as an instrument of positive change in my family, my work and my community. I will utilize all of the talents that God has given me and will participate in all aspects of my life with energy, purpose and gratitude. I will utilize my talents in strategy and administration to ensure that my home is loving and calm, my workplace is productive and positive and my community is responsive and growing. Through this focus I will give more than I take and will provide a positive role model for my children.

My mission in life is to have my own family. I need to remember that what I do now in my life will affect them. Because of this, I try my best to do the right things that will benefit my future. I would someday like to have a large farm with horses where I can help handicapped children. I'd like to work with animals, perhaps even be a veterinarian. Most of all, I want to have time for my family. So today, I will study hard and stay away from things that may hinder my dream from happening .

To find happiness, fulfillment, and value in living, I will seek out and experience all of the pleasures and joys that life has to offer. My core values are not limitations restraining me on this hedonistic quest for fun. Rather, they provide a framework for identifying, pursuing, and achieving those pleasures that last the longest and are the most satisfying. The greatest joy of all is being worthy of the respect and admiration of family, friends, and business associates. 

To remember where I have been and where I will go through maintaining positive relationships with family and friends. To choose the ethical way by making a personal commitment to honesty and integrity. To find peacefulness within myself by looking inward while using my heart to guide my dreams and desires, and my mind to pursue knowledge, creating balance among all of my obligations. To content myself in my surroundings so I will always know where security lies within my life. To build a reputation of being dedicated to every goal I choose to pursue while having successes in both my personal and professional life. To enjoy every moment along this journey finding laughter, love, and happiness with each day that passes. 

To be humble. To say thanks to God in some way, every day. To never react to abuse by passing it on. To find the self within that does and can look at all sides without loss. I believe in treating all people with kindness and respect. I believe by knowing what I value, I truly know what I want. To be driven by values and beliefs. I want to experience life’s passions with the newness of a child’s love, the sweetness and joy of young love, and the respect and reverence of mature love. Finally, to go through life with a smile on my face and a twinkle in my eye.

Here are some additional mission statement examples we've crafted for you:

My mission is to live a life without resentment. I will use my mind and all my talents and skills to keep my life focused on gratitude, love, and forgiveness — to live my best life and to help others do the same. I have no room in my life for negative self-talk, grudges, or for pointless regret. Every morning, my goal is to take another step forward, keeping my mind and heart trained on the present and on the words, “Thank you,” I want everyone in my life to know exactly how they’ve made it better.

My mission in life is to exercise my freedom to think as I choose to think. I choose to see the good in every person and every situation, however painful. No one makes me think or feel anything; I am responsible for my thoughts and feelings, and I choose to remain free, no matter what happens to me. I choose gratitude over resentment and compassion over criticism. I choose hope over despair. I choose to make my life count for something far greater than the space and time it occupies.

My mission in life is to bring joy to others, whether by word or action. I’ll do whatever it takes to make my place in the world better for those I share it with. My life will continue a chain reaction that someone else started and that somehow (for some reason) reached me. I won’t be where it stops, and I'll show others how to keep it going. From me, the chain reaction will reach even more people, who will make it their mission to bring joy and compassion to as many souls as possible.

Here are some examples of short mission statements from famous people and organizations.

9. “My mission in life is not merely to survive, but to thrive; and to do so with some passion, some compassion, some humor, and some style.” — Maya Angelou

10. “To be a teacher. And to be known for inspiring my students to be more than they thought they could be.” — Oprah Winfrey, Founder of OWN: the Oprah Winfrey Network

11. “I want to serve the people. And I want every girl, every child to be educated.” — Malala Yousafzai, Nobel Prize laureate and activist

12. “Improve lives. The concept of improving lives runs through the center of everything I do.” — Wil Smith, actor 

13. “To use my gifts of intelligence, charisma, and serial optimism to cultivate the self-worth and net-worth of women around the world.” — Amanda Steinberg, Dailyworth.com

14. “Our mission is to organize the world’s information and make it universally accessible and useful.” — Google

15. “Build the best product. Cause no unnecessary harm. Use business to inspire and implement solutions to the environmental crisis.” — Patagonia

16. “To accelerate the world’s transition to sustainable energy.” — Tesla

17. “Help people perform better, think faster, and live better.” — Bulletproof

18. “Be the world’s favorite destination for discovering great value and unique selection.” — eBay

Here are some additional short mission statement examples we've created:

19. To create music that helps people struggling with mental illness to feel calm, loved, and in control. I will use my talent and skills to create medicine people can hear and feel. 

20. To write books that help others struggling with the same challenges to know they’re not alone and to know what actions to take to change their lives for the better. 

21. To open a shop that encourages every patron to bring more magic into their lives and to share it with others, with thoughtful and spirit-loving gift ideas.

22. To work as an inspired chef and to prepare meals that help the people in my community explore new flavors, new cultural recipes, and new perspectives.

23. To plant as many new, healthy trees as I can with the time I have and to inspire everyone to be responsible and loving stewards of the earth’s resources. 

24. To create a place where unwanted cats and dogs will be loved and cared for and where they can bring love to patrons who come in for a soothing drink or comfort food. 

25. To create a social media platform that runs on gratitude and compassion — with no room for negative attitudes , narrow mindedness, and self-centered criticism.

26. To be a therapist who makes my clients feel safe and strong enough to say anything, to dig deeper into their own thinking, and to love themselves just as they are.

27. To be a parent who helps my children love themselves, ask for help when they need it, and know what actions and words will help them reach their goals. 

28. To build a legacy that will benefit my children, grandchildren, and beyond and give each of them something good to build on when creating their own. 

Personal Mission Statement Generators

If you’re a fan of online quizzes, you might enjoy using a personal mission statement generator. Answer key questions and the generator uses them to create a clear and cohesive statement that reflects your highest values and goals. 

It’s similar to a mission statement template but is automated and available as either an internet-based tool (or mobile app) or a software download. 

Templates can be overwhelming because you see all the fields you need to fill out. And the thought of then gathering up your answers and distilling them into a powerful sentence or two is daunting enough without considering the time it’ll take to fill in all the blanks. 

A mission statement generator uses a gentler, more interactive approach to engage the user and get them through all the questions as painlessly as possible. 

• The FranklinCovey Mission Statement Builder can help you create the following types — personal, family, team, and values-focused — with its free online tool. 
• LifeCoachesToolbox.com has a Mission Statement & Elevator Speech Generator to help you establish your brand identity and clarify your goals. Choose between the free online version (with ads) or the ad-free download for $39. 

More Related Articles:

Positive Affirmations: 101 Life-Changing Thoughts To Practice Daily

9 Keystone Habits To Get Big Results

List Of 100 Life Goals To Achieve Before You Die

I hope this article motivates you to get started on your own mission statement.

Crafting this essential document can truly change your life, as it gives you self-defined boundaries and goals that set you on a course for success as you see it to be.

A personal mission statement is something everyone needs but only a few take the time to create — mostly because they don't know how.

Please take a moment to share this post on your preferred social media platform with family and friends who will definitely benefit from this information.

Your good deed can impact thousands of people around the world!

5 thoughts on “How To Write A Personal Mission Statement (And 28 Mission Statement Examples)”

How do I get a copy of Eight Steps to creating You Mission Statement?

Hello Barrie I wonder if you could help me. My daughter is a qaulified doctor, and the most gorgeous girl who has wonderful relationships with friends and family however since she met her boyfriend 4 years ago she has become a shadow of herself. Questioning who she is and deciding that she is the problem in their relationship and she is constantly changing to suit him however it doesn;t seem to be getting any better. She blames her past, not having a significant male figure in her life ; The problem is that her boyfriend is pushing her buttons and making her believe that he loves her and is reasonable and she is ending up the wreck. any advice on what I can do to help her. She says that he cried the other day and said he cant take her outbursts any longer. She got angry cause he stayed out all night and returned home in the morning. his excuse was that he didnt want to disturb her. Please help

Hi Deirdre, I’m so sorry your daughter is in such a difficult relationship. I know you are suffering for her as well. The problem isn’t her past, it’s her current decision to stay with someone who is emotionally abusive. You might suggest she read this post: https://liveboldandbloom.com/11/relationships/signs-of-emotional-abuse She also needs to meet with a counselor to discuss why she is staying in this relationship when it isn’t happy or healthy and how she can get strong again.

This is such a neat idea, and so very helpful. The one that truly got my attention is Consider Your Legacy. That really helps to re-frame our life’s picture, no? Thank you for this!

This is very helpful. Thank you for sharing.

Comments are closed.

How to Write a Personal Mission Statement

Tips for writing a declaration of your unique direction or purpose..

Posted June 23, 2021 | Reviewed by Chloe Williams

• A personal mission statement makes clear what one wants to do and how to do it, which can provide clarity on how to live a fulfilling life.
• To gain clarity on their mission, people can ask themselves questions, such as what impact they want to have and what makes them feel alive.
• People can also reflect on the values that drive them and their goals in the shorter and longer term, which should align with their mission.

A personal mission statement is a written declaration of our unique direction or purpose. This statement makes it clear not just what you intend to do in this world, but how you intend to do it. It's sometimes just one sentence, but it can be as long as you want.

Each of us has our own unique core values , purpose, and desired direction, but often we don’t know exactly what they are. That’s why we can benefit from having a mission statement—something that gives us clarity about how we want to live our lives and ultimately achieve personal fulfillment and well-being. Writing a mission statement can help us get clear on our values and better understand whether we are spending our time in the best ways. It can also provide a sense of inner stability during times of change (Searight & Searight, 2011).

What’s Your Personal Mission?

Many of us have spent little time thinking about our personal mission in life. We're too busy dealing with immediate, urgent tasks to think about what we want to do in this life and where we want to end up. As a result, we might feel this low level of discontent—we know the way we are living our lives is not making us happy, but we’re not sure why. Thinking about our mission can be one way to begin to resolve this discontent.

Here are a few questions to ask yourself to explore your mission:

• What impact do you want to have in the world?
• How do you want to make an impact?
• Who do you want to have an impact on?
• What makes you feel most happy and alive?

Answering these questions can help you gain more clarity on your life’s mission. ​

Tip: Think of the End and Work Backward

Another way to gain more clarity on what you want to do in life is to think about the end of your life and what you hope to have accomplished. Then, work backward. Some people have suggested that we could imagine attending our own funeral. Think about what would be said in the eulogy and whether it reflects your values and personal goals (Searight & Searight, 2011). If you find that the eulogy of today's version of you isn't what you really want, clarify for yourself what you do want and consider how your mission statement may guide you to that end goal.

What Are Your Values?

Next, ask yourself, what are your values? That is, what are the underlying personality traits , beliefs, or experiences that drive you and make you feel like you?

Some values might be love, freedom, creativity , kindness , adventure, loyalty, etc...

Make sure that your mission reflects these values so that you don’t end up pursuing a goal in ways that are not a good fit for your values. This way, you'll have a better chance of feeling more fulfilled as you strive to achieve your mission.

What Are Your Goals?

In addition to your values, it can be helpful to get even more clear on your goals. It can be easy to focus on short-term goals, but thinking about medium-term and long-term goals can help you make sure your short-term goals don’t lead you astray.

Ask yourself a few quick questions about your goals:

• What do you want to have accomplished in one year? Five years? Ten years? Twenty years?
• Where do you want to be in one year? Five years? Ten years? Twenty years?
• How do you want to be spending your time in one year? Five years? Ten years? Twenty years?

Take a moment to think about your short-term, medium-term, and long-term goals like a pathway. Ask yourself, how will your current goals lead to medium-term goals, and how will those lead to your longer-term goals?

Write Your Personal Mission Statement

Sometimes a personal mission statement is just one sentence. In that case, it could be:

To do [X Action] for [Y group of people] to [have Z impact] with [optional: other details].

It’s okay to revise, rewrite, or make it longer. For most of us, creating a personal mission statement takes some work. This process doesn't have to be a "one and done." In fact, it is quite common for personal mission statements to change and evolve over time, just as we do (Li, Frohna, & Bostwick, 2017).

Adapted from an article published by The Berkeley Well-Being Institute .

Tchiki Davis, Ph.D. , is a consultant, writer, and expert on well-being technology.

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15 Mission Statement Examples For Your Business

Updated: May 31, 2024, 8:28pm

Table of Contents

What is a mission statement, examples of mission statements, bottom line, frequently asked questions.

When buying new shoes, choosing a birthday gift or deciding what podcast to listen to, most of us reach for the same brands over and over. Why? Because in addition to offering quality products, they also have a compelling story that resonates with us and feels meaningful. That’s the power behind a strong mission statement—the ability to influence consumers to support certain brands because they feel a connection. We’re looking at some of the best mission statements and why they work so well.

A brand is the sum of how a product or business is perceived by those who experience it: customers, employees, investors and media. Creating a mission statement that explains the purpose of your business allows you to shape that perception and provide an almost instant connection. A mission statement not only explains what your company does, but also the why behind it.

How Do You Write a Mission Statement?

When creating an outline for your mission statement, there are four steps to follow, each of which will help you craft the strongest, clearest statement for sharing the “why” behind your business.

1. Explain what your business does In simple terms, write down exactly what your business does, offers or provides. Include how you solve a problem and why you bring value.

2. Describe how you do it Sourcing local supplies? Capturing customers’ demographics accurately? The next step is to list out your business processes and what makes them stand out from the competition.

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 swayed to support it.

4. Bring everything together Taking everything from the first three steps, find the common threads and link everything together. You want to have the most concise mission statement possible, so drop anything that feels out of place or doesn’t add value. There’s no hard and fast rule about the length of a mission statement, but sticking with one memorable phrase or sentence is usually the best option.

“To inspire, educate and outfit for a lifetime of outdoor adventure and stewardship.”

Recreational Equipment Incorporated (REI) is known for not only its high-quality outdoor products, but also for being a steward of the environment. The customer-centric co-op sums up its values and addresses its target audience, while also sharing what it sells.

2. American Express

“To become essential to our customers by providing differentiated products and services to help them achieve their aspirations.”

With a wide range of potential and current customers, American Express manages to help everyone feel included in its mission statement. It is offering products and services for all, no matter what your income level, elite status or dreams may be.

“To keep human connection at the heart of commerce.”

Etsy is all about less automation and more personalization. The global marketplace for creative products seeks to offer unique items and services that buyers can’t find anywhere else. Via its mission statement, the company is speaking directly to consumers who are seeking a personal experience.

4. audiochuck

“Creating top-of-the-line content that drives advocacy and change.”

With thousands of podcasts to choose from, having a mission that goes above and beyond profit is a smart way to differentiate yourself. The audiochuck brand shares that it is not only offering high-quality content, but that it also seeks to make a difference in the world.

5. Life is Good

“To spread the power of optimism.”

With its signature logo splashed all over shirts and hats, Life is Good wants its goals to be heard loud and clear. The quick phrase is all about spreading positivity, as evidenced not only through its mission statement, but also by the fun phrases and graphics that accompany its products.

“To inspire and develop the builders of tomorrow.”

With such a simple concept—small bricks that join together to form creations—LEGO wants its customers to know that it understands what they are hoping for. Building is for everyone and it is going to keep offering products that provoke imagination for builders of all ages.

7. Dunkin’ Donuts

“We strive to keep you at your best, and we remain loyal to you, your tastes and your time. That’s what America runs on.”

Consistency is key, especially when it comes to food and beverages. Dunkin’ makes it clear that it knows how people want their products to taste, how fast they need a coffee and that you can count on it to deliver on both counts.

8. Norwegian Cruise Line

“Provide exceptional vacation experiences, delivered by passionate team members committed to world-class hospitality and innovation.”

When investing in travel, consumers love knowing they will receive heightened service and extraordinary adventures. Norwegian’s mission statement assures travelers that they will get more than their money’s worth on an NCL cruise, and that it will be an experience like no other.

9. No Kid Hungry

“We believe that every child in the United States needs—and deserves—healthy food in order to grow and thrive.”

No Kid Hungry is straight and to the point, and that is exactly why its mission statement works so well. “They believe that every child deserves access to healthy food? I do too!” Speaking directly to people’s beliefs makes them all the more likely to click on the donation button.

“Spread ideas, foster community and create impact.”

TED smartly integrates several keywords that instantly draw people in and motivate them to learn more about the company. It is directing its statement towards people who are curious to discover, hope to connect with other like-minded individuals and activate change.

11. The Hartford

“Underwriting human achievement.”

With an excellent play on words, the property and casualty insurance group establishes what it does, both literally and figuratively. The Hartford wants its customers to achieve greatness, and it is here to support them through both services and loyalty.

12. Warby Parker

“To offer designer eyewear at a revolutionary price while leading the way for socially conscious businesses.”

Want cool glasses at a great price? Also want to support a business that is socially conscious? Warby Parker checks both boxes with a mission statement that sums up its desire to be a profitable business that offers customers quality products while simultaneously seeking to do good.

“To offer a wide range of well-designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them.”

IKEA’s mission statement doesn’t bother with lofty goals or veiled innuendos. It offers completely honest, transparent verbiage that outlines exactly what it does and whom it does it for.

“Maintaining a global viewpoint, we are dedicated to supplying products of the highest quality, yet at a reasonable price for worldwide customer satisfaction.”

Honda makes it crystal clear that it is a global company, offering products for everyone, no matter where they live. It also wants you to know that it understands that high quality doesn’t always necessarily mean high prices, so you should definitely consider it when looking for your next vehicle.

15. LG Electronics

“We wish to maintain our hard-earned reputation for bringing added value to the lives of consumers.”

LG wants customers to know two things right away: it has a solid reputation and its products add value to your life. Sharing a mission statement that manages to brag a little while offering peace of mind at the same time is a wise strategy to help the company stand out.

Mission statements are an important part of a business’s strategic planning process, as they provide a summation of the “why” behind a brand. When sitting down to create one, companies need to be thoughtful not only about what they include, but also about what they don’t mention. With more choices than ever, consumers desperately want to feel a connection with the business they are supporting. The best mission statements help establish that connection by sharing why they exist and how their offerings can help.

What is a mission statement?

A mission statement uses anywhere from a few words to a full paragraph to describe not only what your company does, but also why and how. It provides a way to connect quickly and authentically with customers, employees, investors and the media.

How do you write a mission statement?

When writing a mission statement, start by writing down what your business does, as well as your why and your how. Narrow the focus as much as possible to get rid of the extra fluff that isn’t necessary and doesn’t help draw attention.

How is a brand’s mission statement different from its values?

Mission statements focus on explaining the “why,” while a brand’s values describe what the business believes in and stands for.

Should a mission statement be included in an executive summary?

The executive summary is found at the start of the business plan, and one of its first components should be the mission statement, where you provide a few sentences on what the company’s purpose is. Read our guide for some assistance in creating a comprehensive executive summary for your business plan .

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Laura is a freelance writer specializing in small business, ecommerce and lifestyle content. As a small business owner, she is passionate about supporting other entrepreneurs and sharing information that will help them thrive. Her work has been featured on Angi, Scary Mommy and Cubby.

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Mission Statement Essay Examples

Staying focus on values: mission statement in an organization.

A mission statement is a statement of an organization's purpose, defining the organization's goals and objectives, its approach to achieving those goals, and its values and principles. Here is an example of a mission statement essay which defines the meaning of mission statement, its importance...

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