A company mission statement defines your core purpose, vision, values, and objectives. This guide provides tips for crafting an impactful mission statement along with effective examples and templates to model.
With a well-written mission statement that resonates with your team and customer base, you can drive engagement and growth. Follow these best practices to get started.
A strong company mission statement provides many benefits, including:
In short, an impactful mission statement is fundamental for building a thriving, purpose-driven company. Let's cover how to write one that delivers results.
Follow these steps to craft an effective company mission statement:
1. Define Your Purpose
Start by asking why your company exists beyond profit. The mission should capture the meaningful impact you aim to make in people's lives or for society.
2. Share Your Vision
Describe the better future state you are working to enable through your products or services. What problem are you solving? Paint an aspirational picture.
3. Convey Your Values
Outline the core values and principles that drive your company. What beliefs guide your team's work and culture?
4. Set Objectives
Summarize the aims your company has in service of customers, employees, shareholders, and community. What goals will you pursue?
5. Refine for Clarity
Edit drafts with a critical eye to ensure your statement is clear, concise, and impactful. Avoid generic platitudes.
Study these company mission statement examples that follow best practices:
"We're in business to save our home planet."
This statement conveys Patagonia's strong environmental values. It positions them as a company dedicated to sustainability and taking action.
"To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time."
Starbucks touches on purpose, vision, and values like community and connection in one concise statement.
"We work to deliver exceptional products, service, and experiences for our customers."
The focus here is on exceeding customer expectations and providing superior experiences.
“We believe that technology can serve humanity’s deepest values and highest aspirations."
This statement highlights Apple's commitment to values like empowerment and progress through technology.
"To offer designer eyewear at a revolutionary price, while leading the way for socially conscious businesses."
Warby Parker combines an objective with values like social responsibility and affordability.
You can follow these structural templates when drafting your own mission statement:
Example: Robin's Bakery exists to spread joy through sharing delicious, artisanal baked goods with our local community through creativity and care.
Example: ClearBoard aims to empower teams to collaborate seamlessly by streamlining task management with intuitive software backed by stellar customer support.
Example: CleanBot is on a mission to create spotless homes by being the most innovative robotic cleaning service in the industry through customer delight and sustainability.
Keep these additional tips in mind as you refine your company mission statement:
An exceptional company mission statement requires time and thoughtful effort to perfect. But the investment pays dividends through increased alignment, motivation, and purpose across your organization.
Use this guide to craft, refine, and integrate a standout mission statement. Keep it top of mind as you make business decisions and develop products and services. When it authentically reflects your core goals and values, your mission statement acts as a north star guiding your company to meaningful success.