What is a Mission Statement?
The mission statement is the action-oriented statement of an organization's goals, focus and purposes. It includes the description of the organization's key objectives and what the organization does.
Questions of mission statement look like this:
- What do we do?
- Whom do we serve?
- How do we serve them?
As a business grows its objective and goals may be changed with time, therefore mission statement should be modified as per the business's new culture and goals when previous goals are accomplished.
The vision statement is an inspirational statement made by an organization that convey what they would like to achieve. A vision statement highlighting the company objective gives purpose to the company's existence or company little introduction. Vision guides the efforts of an organization.
A good vision statement is an inspiration in a tough time and set standards for the company's foundation.
Difference between Mission and Vision statement
When it comes to what’s the difference between vision and mission statement there can be some confusion. A vision statement represents tomorrow's goals of an organization, what it wants to become. Whereas, Mission statement focus on the present goals of the organization, who they support and why they support them. It’s important to have both, companies use vision and mission statement conversely. The mission statement is the roadmap of the company’s vision statement.
The mission statement lets the audience know about the product and services, what the company is set to do, why the company doing it and who makes it for. While vision statement is the company looking toward the future and what it wants to achieve through its mission statement.
As a whole the main difference between mission and vision statement are:
Mission statement: It describes the present goals and objectives of the company. Things that are mentioned in the mission statement are services offered by the company, the target audience and the function of the company.
Vision statement: It states the company's future goals and its offering. The vision statement has the same elements as the mission statement but in the future tense.
Mission statement: “Empower every person and organization on the planet to achieve more.”
This mission statement of Microsoft expresses belief in what makes possible by people. Into the corporate cultures and products, their values and belief are translated. For consumers beyond the top of the line products, strive to lead sustainability, promote diversity and uplift transparency in the workplace.
Mission statement: “To accelerate the world’s transition to renewable energy”.
Tesla speaks about the brand’s commitment and changing the automobile industry. In its vision and mission statement Tesla use the inspirational statement. Tesla resonates with employees and customers who care about the environment. Expanding into other solutions such as solar, energy storage gives them the platform to expand.
Mission statement: “Amazon is guided by four principles: customer obsession rather than competitor focus, passion for invention, commitment to operational excellence, and long-term thinking. Amazon strives to be Earth’s most customer-centric company, Earth’s best employer and Earth's safest place to work.”
Amazon has three things that customers loved the most: incredible audience, low prices and huge variety. Its mission statement shines on its values that brings success.
Mission statement: “To connect the world’s professionals to make them more productive and successful.”
It is a platform to build connections and discover. To be successful in the industry we use LinkedIn as through LinkedIn we connect with professionals in a new way and learn new things.
Mission statement: “Apple’s more than 100,000 employees are dedicated to making the best products on earth and to leaving the world better than we found it.”
Apple considers influences the possibilities of what can do and changes in the business landscape. In 2009 Tim Cook set the vision as “We believe that we are on the face of the earth to make great products and that’s not changing.”
Mission statement: “Build the cooler we’d use every day if it existed”.
Yeti focus on its products – premiere coolers, as it highlights the value that it brings to the customers. The mission statement tells the customer the product solves the problem, state how they were disappointed by using unreliable coolers and accessories.
Mission statement: “Bring Inspiration and innovation to every athlete in the world”. (If you have a body, you are an athlete.)
Nike has a classic mission statement as Nike open the company’s priorities. Nike has a footnote stating, “If you have a body, you are an athlete”, this shows that anyone can use Nike’s products. The brand offers a wide selection of sportswear products, Nike's idea is to become an athlete no matter who you are. Nike helps people to motivate them about their goals and reaffirms its dedication.
Mission statement: “To inspire and nurture the human spirit-one person, one cup, and one neighbourhood at a time.
For many coffee lovers, Starbucks is a favourite to many. Starbucks ' mission statement is short and to the point. The statement simply states what Starbucks want to be and for whom. Starbucks promote progress by using its main value and accomplishing its goals.
Mission statement: “Drive advances in science, technology, aeronautics and space exploration to enhance knowledge, education, innovation, economic vitality and stewardship of Earth.”
NASA stands for National Aeronautics and Space Administration started in 1957. NASA specializes in the mission statement that identifies different activities, areas that focuses and leave an impact on lives.
Mission statement: “Spread ideas”.
TED is a non-profit organization that spread ideas in the form of powerful and short talks. TED stands for “Technology Education and Design” as we have seen TED talks online. TED has two words mission statement “Spread ideas” that shine through in every Talk show. TED record some of its lectures and present them globally to spread ideas to its viewers.
Mission statement: “To save our home planet.”
This mission statement highlights the company's commitment to helping the environment and saving the planet. The brand states that the effective way to limit ecological impacts, use those elements that are sustainable and last for a generation, can be recycled and used again. This company donates 1% of its sales to environmental groups globally to work for this cause.
If you are working on the same purpose and want to grow your business, talk about the customers who get to benefit from your company and value this cause in the mission statement.
Mission statement: “To offer a wide range of well-designed functional home furnishing products at prices so slow that as many people as possible will be able to afford them.”
IKEA makes its customer life better, as it has beautiful, affordable furniture. From all around the global IKEA finds deals and buys in bulk, then customers choose the furniture at the self-service warehouse. The brand states that “Our business idea supports the vision so that as many people as possible will be able to afford them.”
IKEA is a huge company, has more accessible customers and using the words “as many people as possible” is very effective in getting attention.
Mission statement: “To offer designer eyewear at a revolutionary price while leading the way for socially conscious businesses.”
This brand reveals its vision for a better future and why it was founded in one sentence. The long form of the mission reads: “We believe that buying glasses should be easy and fun. It should leave you happy and good-looking, with money in your pocket”. Warby Parker objective that’s reflects a young and brave personality: socially conscious”, “revolutionary” and “rebellious”.
Mission statement: “To transform the cereal industry by building a new category of nutritious and flavorful cereal.”
Mission statement: “To continue our dedication to providing a unique range of products, exceptional customer service and great experiences.”
Many companies are not focused on customer commitment but Nordstorm is hyper-focused. In the mission statement, it is crystal clear about the clothing quality, value and selection. “Nordstrom works relentlessly to give customers the most compelling shopping experience possible.”
Nordstrom is set a high standard for the customer, if you ever shopped at Nordstorm you know that. Assistants are roaming the floors to help the customers in the selection, asking customers to make their shopping experience better.
Mission statement: “To help your beloved fur babies have the greatest sleep possible.”
Mission statement: “To fresh the world in mind, body and spirit. To inspire moments of optimism and happiness through our brands and actions.”
As a refreshment brand, this company wants to feel you about coke. In the audience, they aim to bring prosperity and positivity.
Mission statement: “Dedication to the highest quality of customer service delivered with a sense of warmth, friendliness, individual pride and company spirit.”
This mission highlights the interaction among customers and staff, dedication towards its customer. They emphasize customer service and mentions all the things that exist in the company.
Mission statement: “Become essential to our customers by providing differentiated products and services to help them achieve their aspirations.”
Until employees love their company, customers are then attracted to this company. Unlike other credit card companies, American Express sets itself apart in its values list, have spectacular customer services, that is popular worldwide.
Mission statement: “Only Adobe gives everyone, from emerging artists to global brands.”
The mission statement highlights all about the development and transformation of technology through its features and software.
Life is Good
Mission statement: “To spread the power of optimism”.
The brand “Life is Good about” is about spreading optimism. There are many T-shirt companies around the world, but Life is Good sets itself apart as its mission statement beyond fun clothing to spread the power of optimism.
If you are not well aware of the company's public charity, this mission is perhaps unexpected: How T-shirt brands help to spread optimism. Life is Good explained the mission and answered the questions on its website in more detail.
Mission statement: “To inspire healthier communities by connecting people to real food.”
Sweetgreen mission is to align with your values not only written as something the brand believes. The mission statement shows us about the company is connecting with farmers growing network, customers and local ingredients. As everyone wants healthy grown food points.
The mission of this company is to connect people in the communities where stores are open as well. It educates the children about sustainability, healthy food, fitness and where food comes from.
Universal Health Services, Inc.
Mission statement: “To provide superior quality healthcare services that: PATIENTS recommend to family and friends, PHYSICIANS prefer for their patients, PURCHASERS select for their clients, EMPLOYEES are proud of, and INVESTORS seek for long term returns.”
A company grow when it pleases its employees, its investors and its customers. Universal Health Service does the same as its mission statement. It specifically pleases its patients, employees, and investors as a health care system.
Mission statement: “To reinvent how people share knowledge, tell stories and inspire their audiences to act.”
Prezi can make your business presentation looks engaging. It has superficial product features such as a three-dimensional experience and clever slide animations. Prezi is all about the story you tell and the story's effects on the audience.
Mission statement: “To end violence and exploitation facing our world’s most isolated and vulnerable communities.”
The statement states that to help the community end violence and recover from its impact.
Mission statement: “Question Assumptions. Think Deeply. Iterate as a Lifestyle. Details, Details. Design is everywhere. Integrity.”
Nowadays all B2B company pages look familiar but InvisionApp has a cooler interface. Move down to “Our Core Values”, click on any icon you can see a short introduction of the company mission under each option. Under each icon the way the statement appears in a brief, authentic means, it seems InvisionApp trustworthy and original.
Mission statement: “To create and promote great-tasting, healthy, organic beverages.”
Its mission statement begins with the simple punch line that states tea is real, pure and organic. This brand centre its mission on the name. The company published a report about business practices for some time to promote healthy, organic beverages.
Cradles to Crayons
Mission statement: “Provides children from birth through age 12, living in homeless or low-income situations, with the essential items they need to thrive – at home, at school, and play.”
Cradles to crayons divide its mission into three sections: The Need, The Mission and The Model. To make an idea more memorable, the rule of three is helpful that mostly used in speechwriting. The rule of three is a powerful rhetorical device called a tricolon, tricolon is a series of three parallel elements- “I came; I saw; I conquered.”
Mission statement: “To inspire humanity – both in air and on the ground.”
JetBlue is fulfill its mission through influential programs, lovable marketing and charitable partnerships. These endeavours describe in approachable manners. JetBlue provided details if anyone learn about specific efforts like social and environmental reporting, KaBOOM partnership, Foundation of JetBlue and many more. You can learn more just by clicking on other linked web pages, it also has bullet points, headers and pictures linked. TrueBlue Points can be donated by Visitors or volunteers.
Mission statement: “We aim for innovation not only in our development organization but also in the way we approach every aspect of our business.”
The Workday mission statement does not highlight its product or its intention to help HR professionals. In general, the state of enterprise business takes a stance instead. Workday revolves around the people and there is a lot of techs out there.
How to write a Mission Statement?
Keep these things in mind when you design a mission statement for your business.
A good understanding of your company language and impact for writing a comprehensive mission statement. These points help you to right mission statement for your brand:
Brief your company service or product
A short and precise mission statement is easy to put on the business card or for marketing purposes, so eight words or less rule is good for creating a mission statement. The goal of your business conveys simply and easily so everyone can understand it without any difficulty. Explaining answers to the most basic questions related to your business like:
- Do you sell services or products?
- How your product or service can solve customer problems?
- Why do customers choose your offerings?
Write down your answers on how your product or services will be beneficial for customers.
Keep in mind what makes your company different while creating a mission statement. What is the unique thing about your business as compared to those who sell a similar product?
Company’s core values
Core values are deeply fixed principles that guide company activities. Let's suppose the example of HubSpot culture code, HEART
These principles can be appreciated by customers and company employees also respect these. By recognizing company core values you can easily set these values in the mission statement.
Identify target audience
Keep your target audience in mind while writing a mission statement, because your statement matches the needs and wants of the desirable clients.
Businesses with strong mission statements can target audience expectations. For example, Shopify states its mission is to “make commerce better for everyone, so businesses can focus on what they best do: building and selling their products.” This statement creates expectations for their prospects that they use this platform to build an online business successfully.
Connect company offerings with values
You have to make the connection between company offerings with the core value so that the public makes sense. For example: suppose one of your core values is innovation, align your product or services how innovation helps customers’ lives and business.
You can use inspirational words in your mission statement and tells how your business serves your customers. Don’t elaborate so that you lose what your business can realistically achieve.
To make your statement unforgettable, think about the phrases and terminology used in the mission statement. You make your statement catchy so readers can understand prime aspects of your company and don’t need to read the entire statement.
Keep it positive
The mission statement is all about how your business solves the problem, fulfils needs or make life easier for your targeted audience. Create a statement with positive and inspirational words. The positive word can change the perspectives and increase the possibility of understanding.
Active verbs use
Your mission statement should feel like something happening now instead of in the past. Active verbs convey a message about how your company solve your problems, fulfil the needs of your customers.
Condense these declarations into one
A mission statement consists of a single line or paragraph but its main purpose is to state a summary of your company goals. You need to state these main points in the mission statement:
- What: Company offering
- Who: Who you are selling to
- Why: Core values you do
It's time to condense these messages into a statement.
Clear & Concise
The mission statement is an important asset so make sure it is clear and concise. It highlights the company's offering and goals to achieve. The final mission statement should also be read by other advisors or team members so that any changes are needed according to their suggestions.
World’s best companies Inspirational Vision Statement
The top world companies' vision statement helps you to create your company vision statement.
Google’s Vision Statement
The vision statement of Google is “To provide access to the world’s information in one click.”
Microsoft’s Vision Statement
The vision statement of Microsoft is “To help people and businesses throughout the world realize their full potential.”
Amazon’s Vision Statement
The vision Statement of Amazon is “To be Earth’s most customer-centric company, where customers can find and discover anything they want to buy online.”
Tesla’s Vision Statement
The vision statement of Tesla is “To create the most compelling car company of the 21st century by driving the world’s transition to electric vehicles.”
Apple’s Vision Statement
The vision statement of Apple is “We believe that we are on the face of the earth to make great products and that’s not changing.”
The vision statement of Mcdonald’s is “To move with velocity to drive profitable growth and become an even better McDonald’s serving more customers delicious food each day around the world.”
The vision statement of Netflix is “Becoming the best global entertainment distribution service.”
Uber’s Vision Statement
The vision Statement of Uber is “Transportation as reliable as running water, everywhere for everyone.”
The vision statement of IKEA is “To create a better everyday life for the many people.”
SpaceX’s Vision Statement
The vision Statement of SpaceX is “to advance the future.”
The vision statement of Starbucks is “To establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow.”
American Express’s Vision Statement
The vision statement of American Express is “To provide the world’s best customer experience every day.”
The vision statement of Southwest Air is “To be the world’s most loved, most efficient and most profitable airline.”
The vision statement is Feeding America is “To keep America hunger-free.”
The vision statement of FedEx is “Being a dynamic and progressive courier services firm that leverages technology and impacts the lives of all people.”
The Vision statement of Patagonia: “A love of wild beautiful places demands participation in the fight to save them, and to help reverse the steep decline in the overall environmental health of our planet.”
The Vision statement of LinkedIn: “To create economic opportunity for every member of the global workforce.
The vision statement of AirBnB: “Tapping into the universal human yearning to belong – the desire to feel welcomed, respected and appreciated for who you are, no matter where you might be.
The vision statement of Intel: “If it is smart and connected, it is best with Intel.”
The vision statement of Ferrari: “Ferrari, Italian excellence that makes the world dream.”
The vision statement of GoDaddy: “We will radically shift the global economy toward small business by empowering people to easily start, confidently grow and successfully run their ventures.”
The vision statement of Caterpillar: “Our vision is a world in which all people’s basic needs – such as shelter, clean water, sanitation, food and reliable power – are fulfilled in an environmentally sustainable way and a company that improves the quality of the environment and the communities where we live and work.”
The vision statement of Toyota: “To be the most successful and respected car company in America.”
The vision statement of Samsung: “Inspire the world. Create the future.
The vision statement of eBay: “Our vision for commerce is enabled by people, powered by technology and open to everyone.
The vision statement of Facebook: “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.”
The vision statement of Shopify: “Make commerce better for everyone, so businesses can focus on what they do best: building and selling their products.”
The vision statement of Meta: “The metaverse of the next evolution of social connection. Our company’s vision is to help bring the metaverse to life, so we are changing our name to reflect our commitment to this future.”
The vision statement of Wikipedia: “Imagine a world in which every single person on the planet is given free access to the sum of all human knowledge. That’s what we’re doing.”
The vision statement of BBC: “To act in the public interest, serving all audiences through the provisional of impartial, high-quality and distinctive output and services which inform, educate and entertain.”
How to write a vision statement?
A good vision statement should be short, easy to understand, specific to your business and also have some ambition. This guide will help you to write an effective vision statement for your organization.
- As an output define what you do.
- Above outcome what will be the unique twist in your organization happen.
- Apply high-level quantification.
When writing a statement keep in mind what will achieve a company in future, its key objectives, and its offerings.
- The inspirational summary describes the company's existence.
- The goals trying to achieve by the company.
- Set a limiter that helps to rule out the opportunities that do not work.
The mission and vision statement highlights the company objective, key offerings and efforts. Every business can get benefit from a strong mission and vision statement. If you are thinking about writing a mission or vision statement for the company, starts with company core values.