How To Write a Mission Statement

How To Write a Mission Statement

A mission statement is a vital component of any business. It serves as a compass, guiding your entrepreneurial journey, and helping you maintain your focus amidst the chaos and distractions. It’s especially crucial in those early startup days when it’s all too easy to veer off-course. Think of your mission statement as your North Star, a beacon shining bright, directing you toward your ultimate business goals.

And crafting that statement? It’s both an art and a science. Sure, you can use a mission statement template, but crafting your own mission statement from scratch allows you to authentically express your organization’s unique values, goals, and vision, making it a more meaningful and impactful statement.

In the following sections, we’ll break down the process into manageable steps, aiming to help you write a mission statement that truly reflects your business ethos and aspirations.

What is Mission Statement in Business?

A mission statement is a simple and concise declaration that outlines the purpose of your company, as well as the objectives and organizational approach. It is the raison d’être of your business – the reason why it exists. A mission statement isn’t just words; it encapsulates the core values and guiding principles that drive your business.

It is often aimed at both internal stakeholders, such as employees, to inspire and guide their daily actions, as well as external stakeholders, such as customers, to communicate what the business stands for. A mission statement can provide a competitive edge, as a study by Corporate Culture Pros found that 63% of customers prefer to purchase from purpose-driven brands.

Crafting a powerful mission statement is an art – it should be precise yet inspiring, clear yet compelling, and above all, it should reflect the authentic essence of your business.

Mission statement, 3 parts

What are The 3 Parts of a Mission Statement?

1. Purpose

The first integral part of your company’s mission statement is the ‘Purpose’. This is the heart and soul of your mission statement, providing the ‘why’ behind your business. It’s not about what you do, it’s about why you do it. Your purpose should be a reflection of the values and impact that your business strives to create in the world.

It should inspire employees, align stakeholders, and attract customers and employees who share the same values. For instance, the purpose of Google’s mission statement is ‘to organize the world’s information and make it universally accessible and useful.’ This clearly communicates why they exist and what they aim to do for their users.

2. Vision

The second component of a mission statement is the ‘Vision’. A clear vision conveys your company’s long-term aspirations – where you want to be in the future. It embodies the ultimate aim and sets a clear direction for the journey your business intends to embark upon.

A vision should be ambitious yet achievable, pushing your company towards growth and innovation. For example, Microsoft’s vision is “to help people and businesses throughout the world realize their full potential.” This statement shows their aspiration to be an instrumental global force in enabling growth and potential.

3. Values

The third and final component of a mission statement is the ‘Values’. The company values act as the guiding principles that shape the culture and character of your organization. They reflect what your company stands for and believes in, and they set standards for how your business operates and behaves ethically.

Whether it’s integrity, customer-first, innovation, sustainability, or any other core belief, your values should be a true representation of your organization’s ethos. For instance, Amazon’s leadership principles, which include ‘Customer Obsession’ and ‘Bias for Action’, clearly delineate their organizational values and provide a behavioral framework for employees.

Why do Businesses Need a Mission Statement?

Businesses need a mission statement for a multitude of reasons. First and foremost, a mission statement defines a clear path, providing clarity and direction amidst the complexities of the business world. It anchors your entrepreneurial journey, reminding you of your purpose even in turbulent times.

Moreover, a company mission statement shapes your organizational culture and values, influencing everything from decision-making to team collaboration. This statement can help act as a moral compass, aligning your team’s actions with the company’s raison d’être and encouraging ethical business practices. According to a report by the Corporate Executive Board, companies with a strong sense of purpose are more likely to be innovative and experience high levels of customer satisfaction.

Furthermore, a mission statement communicates your brand story to your customers and stakeholders, allowing them to connect with your brand on a deeper level. It differentiates you from the competition, positioning your brand in the market by showcasing what truly sets you apart. Not having a mission statement doesn’t just miss an opportunity; it potentially leaves your brand adrift in a sea of competition. As per a Nielsen study, 56% of consumers are more likely to buy from a company they believe shares their values.

How to Write an Effective Mission Statement

Crafting a compelling mission statement requires introspection, clarity, and focus. Here are some key steps to guide you through the process:

  1. Identify your Purpose: Begin by pondering on the fundamental reason your business exists. What problem does it solve? How does it add value to your customers? What positive change do you wish to bring about through your business?
  2. Define your Vision: Once you’ve established a clear purpose, envision the future of your business. What long-term goals do you aspire to achieve? Where do you see your business in the next 10, 20, or even 50 years? Create a vision that is both ambitious and inspiring.
  3. Establish your Values: Determine what principles will guide your business operations and interactions. These values should resonate with your stakeholders and be reflected in every aspect of your business.
  4. Keep it Authentic: Aim to keep your mission statement genuine. Avoid jargon and aim for a simple yet powerful statement that your team and customers can connect with.
  5. Make it Inspiring and Actionable: A great mission statement not only describes your business but also motivates you. It should inspire your team to work towards your vision and encourage customers to support your business.
  6. Review and Refine: Don’t expect to get it perfect the first time. Be prepared to revise and refine your mission statement until it accurately represents your business and its goals.

mission statement

The 5 Key Elements of a Mission Statement

1. Clarity

Clarity is the cornerstone of a good mission statement. It means that the statement is easy to understand and communicates your business purpose, vision, and values unambiguously. A clear mission statement helps guide decision-making processes and serves as a roadmap for strategic planning.

It leaves no room for misinterpretation, ensuring that all stakeholders – from employees to customers – understand the company’s direction and purpose. An example of a company with a clear mission statement is TED: “Spread ideas.” This statement is simple, easily understood, and communicates the organization’s main aim to disseminate knowledge and inspire through their talks.

2. Compelling Perspective

A compelling perspective is the second pivotal element of a mission statement. This infuses your mission statement with a distinct voice and a unique point of view, setting your business apart in the marketplace. It’s what makes your mission statement not just informative, but also intriguing and inspiring. A compelling perspective could be your unique approach to solving a problem, your innovative business model, or the unique value you bring to your customers.

For instance, Google’s mission “to organize the world’s information and make it universally accessible and useful” not only states what the company does but also conveys a compelling perspective of democratizing information. A mission statement with a compelling perspective ignites passion, motivates the team, and attracts customers who share the same viewpoint.

3. Values and Personas

Values and personas are the third integral element of a mission statement. Your business values are the guiding principles that shape your behavior and decision-making processes. They embody the essence of your company’s identity – the beliefs, philosophies, and norms. Including these in your mission statement helps to enforce company culture, inspire employee action, and promote cohesion.

On the other hand, personas refer to the representation of your ideal customer based on market research and data. Understanding your target audience’s behavior, needs, and motivations is crucial in creating a mission statement that resonates and appeals to them. By aligning your mission statement with your audience personas, you ensure that your message hits home and fosters a deeper connection between your brand and its customers.

For example, a company that values sustainability and targets environmentally-conscious consumers might have a mission statement like: “To produce high-quality, eco-friendly products that help our customers lead a more sustainable lifestyle.” This statement not only reflects the company’s values but also addresses the needs and motivations of its target personas.

4. Emotional Appeal

Emotional appeal is the fourth crucial element of a well-written mission statement. This essentially means crafting your mission statement in a way that elicits an emotional response from your audience. Whether it’s hope, excitement, trust, or a sense of belonging, by touching upon emotions, you can build a stronger and more meaningful connection with your audience, encouraging them to engage with your brand on a deeper level.

For instance, a non-profit organization might have a mission statement like “To empower underprivileged children with education, helping them to break the cycle of poverty and envision a brighter future.” This statement not only states the company’s purpose but also sparks empathy and a desire to contribute to the cause. It’s important to remember that people make decisions based on emotions, not just logic. Thus, infusing your mission statement with emotional appeal can significantly elevate its impact and effectiveness.

5. Longevity

Longevity is the fifth crucial element of an effective mission statement. A well-constructed mission statement is not just about the present moment, but it speaks to the enduring aspirations of a business. It should be timeless, reflecting the long-term vision and the enduring principles that your organization stands for.

This is not to say that it cannot be revised as your business evolves, but its core message should remain stable and relevant, guiding your business even as it grows and adapts to changes in the market. For instance, a company that aims to promote wellness might have a mission statement like: “To inspire and enable people to live healthier lives, now and for generations to come.” Here, the statement not only communicates the company’s current intent but also its enduring commitment to health and wellness.

This timeless approach instills a sense of stability and fosters trust among stakeholders, making them more likely to buy into your vision and support your business in the long run. All in all, the element of longevity ensures that your mission statement stands the test of time, serving as a guiding star for your business journey.

What is a Good Mission Statement Example?

Let’s take a look at several good company mission statements to provide clear direction and serve as examples to help guide the organizations towards their respective goals and objectives.


Let’s delve into a notable example of a solid mission statement – that of the global furniture retailer, IKEA: “creating a better everyday life for many people”. It is clear, stating IKEA’s purpose of enhance daily life for its customers. It offers a compelling perspective, signifying its commitment to affordability and accessibility. The company’s values of simplicity and cost-effectiveness resonate in this statement, appealing to its persona – the budget-conscious, practical consumer.

The statement has an emotional appeal, promising to make everyday life better, and it demonstrates longevity, with a timeless commitment to its customers’ well-being. This mission statement has guided IKEA to maintain a consistent brand identity, drive its strategies, and enhance customer loyalty – showcasing the power of a well-crafted mission statement.


Starbucks’ mission statement is clear and concise: “To inspire and nurture the human spirit—one person, one cup, and one neighborhood at a time.” This mission statement is a marketing example that not only defines Starbucks’ core purpose but also emphasizes its commitment to both individual experiences and community engagement. It clearly communicates the brand’s focus on coffee, customer connections, and social responsibility.


Walmart’s mission is to save people money so they can live better. Although Walmart does not have an official mission statement in the traditional sense, this slogan has long served as a guiding principle for the company.

Walmart’s mission is evident in its everyday operations and business model, focusing on offering affordable products and services to improve the lives of its customers. This is a practical example to help demonstrate how a mission can be woven into a company’s ethos without a lengthy statement.

Mission Statement vs. Vision Statement

While both vision and mission statements serve as guiding lights in your business journey, they serve distinct purposes and convey different aspects of your business.

A mission statement focuses on the business purpose, and the reason why it exists. It outlines what your company does, for whom, and how, providing a clear direction for daily operations and strategic decisions. It communicates your business’s core function and serves as an operational guide, reminding everyone involved – from employees to stakeholders, what your business is all about.

On the other hand, a vision statement is a forward-looking declaration of your business’s long-term goals and aspirations. It paints a vivid picture of what your company strives to achieve in the future or the ideal state it hopes to realize. A vision statement is more aspirational, aiming to inspire and motivate. It serves as a beacon, leading your business toward its highest aspirations.

To draw a parallel between mission and vision statement, consider a journey. If your business is a journey, your mission statement is the road map, detailing the course you must follow to reach your destination. In contrast, your vision statement is the destination itself – a vivid image of the ultimate goal that you strive to reach.

How to Avoid the Pitfalls of Mission Statements

Creating a compelling and effective mission statement can be a challenging endeavor. In order to write the best version of your mission statement, here are the most common pitfalls and strategies to avoid them:

  1. Avoid Vagueness: Your mission statement should be clear and specific. Avoid using jargon or generic terms that do not clearly communicate your business’s purpose. Instead, use plain and simple language that your audience can easily comprehend and resonate with.
  2. Steer Clear of Over-promising: While it’s essential for your mission statement to be aspirational, beware of over-promising and under-delivering. Ensure that what you communicate in your mission statement aligns with what you can realistically deliver. An inflated mission that doesn’t match the reality will only lead to disillusionment among your stakeholders.
  3. Avoid Lengthy Statements: A common mistake is making the mission statement too long and convoluted. A good mission statement is concise and impactful. It should encapsulate your business’s essence in a sentence or two, without losing clarity or meaning.
  4. Do Not Neglect Stakeholder Input: Crafting a mission statement in isolation, without considering the perspectives of your key stakeholders, can result in a statement that lacks relevance. Involve your employees, customers, and other key stakeholders in the process to ensure that the mission statement reflects their expectations and aspirations.
  5. Avoid Inconsistency: Ensure the mission statement is consistent with your brand values, culture, and business strategy. Any inconsistencies can confuse your audience and undermine your credibility.


Should a mission statement be industry-specific?

Yes, a mission statement should be industry-specific because it conveys the unique purpose and value proposition of your business within your particular industry. It highlights the specific ways in which your company intends to serve its market and make a difference. While the essence of a mission statement – defining the company’s purpose – is universal, the specifics of how that mission is carried out will vary depending on the industry the company operates in.

Thus, your mission statement should reflect the nuances of your industry and the unique challenges and opportunities it presents. This helps stakeholders understand your distinct role and significance in your industry landscape.

How does a mission statement relate to an organization’s values and objectives?

A mission statement is intrinsically tied to an organization’s values and objectives. It encapsulates the core principles that guide an organization’s actions — its values — and proclaims the precise, overarching goals it aims to achieve — its objectives. Essentially, a mission statement is a manifestation of the organization’s values in action, driving toward its objectives.

The connection between the three elements is symbiotic and dynamic, with each one informing and influencing the other. For instance, a company’s values may inspire its mission and shape its objectives, while its objectives might also reflect the aspirations embedded in its mission and values. Meanwhile, the mission statement serves as a blueprint to achieve these objectives while adhering to the company’s values.

How long should a mission statement be?

A mission statement is typically one to two sentences long. It needs to be succinct enough to be easily memorized and recited, but comprehensive enough to encapsulate the essence of your business’s purpose, its target audience, and how it operates. While there’s no hard and fast rule about length, a mission statement that is too long can be challenging to recall and may lack impact.

On the other hand, a very short statement may not adequately convey your business’s mission. Striking the right balance is key — ensure it is concise, direct, and effectively communicates your business’s core purpose and function.

How do I ensure clarity and brevity in my mission statement?

To ensure clarity and brevity in your mission statement, start by defining the core purpose of your business. This should be the fundamental reason your business exists beyond just making a profit.

Next, identify your key stakeholders – these could be your customers, employees, or the community you serve. Describe how your business creates value for these stakeholders, ensuring that you use simple, unambiguous language.

Following that, specify what makes your business unique. This could be your unique approach to solving problems, your innovative products and services, or your exceptional customer service.

As you write, keep your sentences short and direct, avoiding jargon and complex sentence structures. Remember that your mission statement should be easily understood by anyone who reads it, so keep the language simple and straightforward.

Finally, review your mission statement regularly. As your business evolves, you might need to refine your mission statement to reflect these changes. Constant evaluation ensures that your mission statement remains relevant and aligned with your business’s current state and future aspirations.

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