A great mission statement isn’t just a collection of feel-good words. It’s a guiding star for any organization. The best mission statements have clarity, purpose, and inspiration. It should define why a company exists in a way that’s easy to understand, align with core values, and ignite passion in employees and customers alike.
What Makes a Great Mission Statement?
A great mission statement has to be clear, to the point, and full of meaning. Remember, your mission statement will define what your company does, why it does it, and who it serves. When crafting your mission statement, be sure to include the following components:
Purpose
You need to clearly define what your company does.
Audience
Be relentlessly focused on who your company helps.
Values
Mention the “why” behind it all.
Why Does Your Mission Statement Matter?
Your mission statement isn’t just for marketing or fluffy company messaging during staff meetings. It’s representative of your core culture and business strategy. Here’s what else it can do:
It provides direction.
Your mission statement keeps your company aligned to its purpose and goals.
It acts as an elevator statement for customers and employees.
Having a clear, concise mission will resonate with the right customers and employees and filter out the wrong ones. Creeds and charter statements are fine, but you need one to two sentences to simply state your mission.
It helps guide decisions.
When it’s time to make big strategic moves, your mission statement can help remind your company of its identity.
It serves as a differentiator for your brand.
In a sea of businesses and particularly saturated industries, your mission statement can help your business stand out and give the market clarity about its place in it.
For more, check out: What Is a Mission Statement?
Mission Statement Examples: Breaking it Down
Nike
“To bring inspiration and innovation to every athlete in the world. If you have a body, you are an athlete.”
Famously indiscriminate, you will notice that Nike’s mission statement is both aspirational and inclusive. Everyone is an athlete they are trying to inspire, which means you are an athlete they are trying to inspire.
Patagonia
“We’re in business to save our home planet.”
Patagonia’s mission statement is as profound as it is clear. It expresses their commitment to sustainable practices, environmental activism, and to their customers.
“To organize the world’s information and make it universally accessible and useful.”
There is infinite data in the world, which makes Google’s mission to organize it feel that much bigger. Despite the magnitude of their work, they keep their customer the central focus of their mission.
Disney
“To entertain, inform, and inspire people around the globe through the power of unparalleled storytelling, reflecting the iconic brands, creative minds, and innovative technologies that make ours the world’s premier entertainment company.”
Disney’s mission statement underscores their original devotion to storytelling and creativity, while emphasizing the future. It’s clear their unwavering commitment to entertaining, informing, and inspiring their audience has cemented them as a leader in their industry.
Amazon
“To be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online.”
This one may feel a little on the nose, but it’s exactly as it should be. Amazon is dedicated to customer experience and convenience, and there’s no denying it based on their mission statement.
Southwest Airlines
“To connect people to what’s important in their lives through friendly, reliable, and low-cost air travel.”
Here Southwest Airlines clearly lays out how they’re going to achieve their goal of connecting people – ”through friendly, reliable, and low-cost air travel.”
Microsoft
“To empower every person and every organization on the planet to achieve more.”
Microsoft has long been a leader in innovation, and here in their mission statement you can see why. They want to bring every person and organization tools to help them succeed.
Starbucks
“To inspire and nurture the human spirit – one person, one cup, and one neighborhood at a time.”
Connection is the underlying theme of Starbucks’ mission statement and one you’ve probably felt or used their coffee shop for, as one of the world’s most popular and convenient coffee chains.
IKEA
“To create a better everyday life for the many people.”
IKEA’s mission statement is centered on their customers, straightforward, and reinforces their commitment to providing affordable and accessible design to as many people as possible.
What Do These Mission Statements Examples Have in Common?
1. Clear and concise messaging. These mission statements don’t waste words, get to the point, and make an impact.
2. Providing inspiration. None of these speak to profit and loss, but more to purpose and longevity, where they fit in the greater scheme of things.
3. Focused on the customer. Who they serve and how they add value to their customer is outlined in most of these.
4. Oriented toward growth. They paint a picture of the future while remaining specific enough to give direction on how they plan to get there.
Examples of More Great Mission Statements
Red Cross: “To prevent and alleviate human suffering in the face of emergencies.”
LinkedIn: “To connect the world’s professionals to make them more productive and successful.”
Apple: “To bring the best user experience to its customers through innovative hardware, software, and services.”
Lululemon: “To elevate the world by unleashing the full potential within every one of us.”
Adobe: “To change the world through digital experiences.”
Intel: “To shape the future of technology to create a better future for everyone on the planet.”
Netflix: “To entertain the world.”
Samsung: “Inspire the world, create the future.”
Spotify: “To unlock the potential of human creativity.”
TED: “Spread ideas.”
Coca-Cola: “To refresh the world in mind, body, and spirit. To inspire moments of optimism and happiness through our brands and actions.”
Ford: “To build a better world, where every person is free to move and pursue their dreams.”
Airbnb: “To create a world where anyone can belong anywhere.”
Uber: “We ignite opportunity by setting the world in motion.”
Whole Foods: “To nourish people and the planet.”
Meta: “To give people the power to build community and bring the world closer together.”
Ben & Jerry’s: “To make the best possible ice cream in the nicest possible way.”
Zappos: “To provide the best customer service possible.”
American Express: “To provide the world’s best customer experience every day.”
T-Mobile: “We deliver outstanding wireless experiences.”
Let us Help You Reach Your Company’s Mission
Having a strong mission statement is key to your business’s identity. It communicates your purpose, defines your audience, and articulates your values. Remember, keep your mission statement concise, inspirational, and representative of your company’s “why.”
Whether you’re looking for help creating your company’s own mission statement or creed, or simply looking for great sales and leadership coaching, Southwestern Consulting is here to help.
Our coaches work with high-performing businesses and professionals looking to increase their income, master time management and reach their goals in life.
Request a free Strategy Session to find out more about how we can help you with your mission.
