Best Mission Statements: 12 Examples You Need to See
Sep 20, †Ј A good mission statement can surprise, inspire, and transform your business. They provide a clearly stated purpose of your business and the goals you have for succeeding. The best mission statements go hand-in-hand with corporate philosophy and culture and help guide a company from the present into the future. Jan 02, †Ј A good mission statement isn't just a slogan; it's the foundation of your operations manualЧand 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.
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This article is part of a larger series on Starting a Business. A mission statement is a short, meaningful sentence or several sentences that summarizes the purpose that drives your business. A good mission statement says why you do what you do. When a company considers new opportunities, it relies on the mission to make appropriate decisions. Google changed their mission statement in to reflect a more positive tone. Information must be organized. This worldly approach makes Google consider every country.
Additionally, how Google what is it like being a dentist information must be available to everyone regardless of their background.
Starbucks is a coffee company and coffeehouse chain. It starts its mission statement with a vague statement, followed by specifics on how it will act. Starbucks wants to create an environment for people to grow. Working with one person could be any interaction with another employee or customer.
One cup keeps the focus on the quality of the coffee. Nike uses an asterisk as an innovative way to provide clarity to its mission statement. Nike is a sports apparel and shoe manufacturer and retail store. Puma is a shoe and clothing retailer with an athletic focus. Its mission statement is more vague than the typical mission statement. Fastest could also be a reminder for employees to work fast and get new products released to the what your kindergartener needs to know quickly.
Puma may also want to act the fastest on clothing trends. This global focus may give Puma employees the encouragement to think about apparel trends around the world, not just what are good mission statements U. Our unlimited passion for technology, content, services, and relentless pursuit of innovation drives us to deliver ground-breaking new excitement and entertainment in ways that only Sony can.
Sony is a multinational conglomerate that runs businesses in electronics, gaming, entertainment, and financial services. Sony operates in several industries, so its mission statement is more vague and centers around ideals. Regarding customers, Sony wants to inspire and fulfill curiosity. Sony wants its products and services to not only fulfill a need, but go beyond and be inspirational.
Facebook starts its mission statement by focusing on its users. Providing water is much different than bringing water to someone in need. This phrase can include services like sanitizing water, not just bringing safe water. We make their innovative lifestyles possible. We do it all through the most reliable network and the latest technology. Verizon is a telecommunications, technology, and entertainment how much are airsoft pistols. Verizon brings its creations to customers through retail stores.
Verizon wants to create a deeper meaning with its customers by changing and improving how they live through innovation. Southwest Airlines uses unique words such as warmth and friendliness to indicate how its employees should treat customers. IKEA relies on a quote from one of its initial founders to create its mission statement. IKEA is a manufacturer that sells low-priced furniture online and at retail locations. Its mission statement stems from a quote by one of its founders, Ingvar Kamprad shown above.
This is evident in its stores, which are aboutsquare feet five football fields. It wraps up the mission statement with a clear mention of low prices. Patagonia uses a positive statement, followed by a negative statement to show employees what to do and not to do. Cause no unnecessary harm. Use business what are good mission statements inspire and implement solutions to the environmental crisis.
Patagonia is a clothing company specializing in outdoor wear. This sentence ensures employees think about the consequences of their actions. Regarding the last sentence, Patagonia knows it cannot solve every environmental crisis in the world.
Fit Small Business keeps its mission statement broad so that it can expand into non-small business-related questions. Fit Small Business is an online resource for business owners.
There is a lot of information packed into its short mission statement. Long term, this may steer the company to pursue different content strategies based on where the small business reader is spending time online. Mary Kay focuses not only on its customers, but something its customers hold dear: family.
Mary Kay is a multilevel marketing company that sells beauty-related products. Tesla is an automotive and energy company specializing in the electric car. Any transition may get messy and people may not like it at first.
Transition is a temporary word with change built into it. Harley-Davidson expands its mission statement to include the general public in addition to paying customers. Harley-Davidson is a motorcycle manufacturer and retailer. The idea of riding and traveling on a motorcycle is a fantasy for millions of its customers. These market segments may provide direction for the type of products it creates, how what are good mission statements markets those products, and how it interacts with customers.
Men vs women, older vs younger, and city vs rural may all be demographics that are interested in different Harley-Davidson products, and each may contain different marketing strategies. Philips places the focus on customers and their needs in its mission statement.
Philips is one of the largest electronics companies in the world, with a focus on healthcare and lighting. In its mission statement, the company has a focus on both of its largest businesses.
It wraps up the mission statement to include both food and beverages. The beverages is a nod to the coffee portion of the fast food business. Chobani starts its mission statement discussing yogurt and ends with a broad phrase about food consumption.
Chobani is a dairy processor specializing in Greek yogurt. Chobani chooses to focus on the product in the beginning of its mission statement. TED stands for technology, entertainment, and design.
It needs to earn revenue for its organization, but it also wants to provide talks that are affordable to everyone in the world. To give a TED talk, you must have an idea worth sharing. Automattic includes the name of its popular name brand in its mission statement.
Automattic is a web development corporation and creator of the website platform WordPress. Something unique with its mission statement is that Automattic incorporates its better-known brand with the name of its company. That may be a solid strategy for a public-facing mission statement for a company name that is not well-known. The mission statement is a must-have for any growing organization. Learn from the above mission statement examples to shape your own unique statement.
As your business evolves or acquires additional companies, your mission statement may evolve as well. Blake Stockton is a staff writer at Fit Small Business focusing on how to start brick-and-mortar and online businesses.
Prior to joining Fit Small Business, Blake consulted with over small biz owners and assisted with starting and growing their businesses. Excellent representative examples, revealing the current emphasis on a clever statement of consumer promotion i. Looking ahead, this might be more important, powerful, and profitable than statements focused on consumers, whose impression of a company i.
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Learn More. Here are 21 powerful company mission statement examples: 1. Blake Stockton Blake Stockton is a staff writer at Fit Small Business focusing on how to start brick-and-mortar and online businesses. User reviews and comments are contributions from independent users not affiliated with FitSmallBusiness.
Baylor Cherry September 20, Mission Statement 19 min read. Every business strives toward something Ч one common goal that unifies your organization and keeps each individual focused on the number one priority. And, one of the best ways to push for this goal is to put it in writing, plaster it on your website, and let it resonate through your office in your day-to-day efforts.
A mission statement is a concise description of your company's purpose, your goals, and the kinds of products or services you provide to help your audience find solutions to their pain points.
A good mission statement that is effective will present this information in a powerful, simple declaration. Effective mission statements act as a guiding light for the company culture, informing big picture strategies. A good mission statement can surprise, inspire, and transform your business.
They provide a clearly stated purpose of your business and the goals you have for succeeding. The best mission statements go hand-in-hand with corporate philosophy and culture and help guide a company from the present into the future. A mission statement defines the cause behind your brand, whereas a vision statement describes what you're going to pursue to contribute to your cause. Simply put, a good mission statement declares what you do currently, and a good vision statement is future oriented, detailing your aspirations and defining what you want your business to look like in the future.
They also define a vision statement as "an aspirational description of what an organization would like to achieve or accomplish in the mid-term or long-term future. It is intended to serve as a clear guide for choosing current and future courses of action.
Basically, a mission statement defines your cause Ч something you want to accomplish. A vision statement defines what you want to pursue for your cause Ч it represents the future aspirations of your efforts.
Get it? Here are a few examples of mission statements vs. The average length of a mission statement is 29 words, but there is no correct answer. As a general rule of thumb, keep your mission statement between two and four sentences and less than words total.
Most mission statements fall between two and four sentences and are not more than words. Ultimately, your mission statement should be just the right length to get your point across, and it should be designed to be an internal document that tells how you inspire your team to achieve your company goals.
The art of writing a purposeful mission statement is a valuable skill. Because they are internal documents, finding examples can be challenging.
But, the best way to understand effective mission statements is to look at a collection of them from across a variety of industries. You can learn a lot about writing an effective mission statement by reading some from the most successful companies.
So, how do you write a comprehensive mission statement for your business? A good pre-cursor for writing your own is to study other companies' to give you a basic understanding of the language and impact.
Then, you should ask and answer some key questions to define the fundamental purpose of your brand, business, and goals. A few great questions to start with include:. What do you want for your company, your employees, and your customers? What was your primary purpose for starting your business? Branching off of the first question, be sure to identify who your business serves. Think about your main audience and what you want them to take away from your company.
Differentiation is an important element when building a business and developing a brand. What makes you different than your competitors? Defining your brand means thinking about its impact on the rest of the world. Therefore, identifying how you do business can help to clearly define your mission.
Once you've answered these questions, sit down with your team to discuss the main points you made and draft it up into a shorter, more targeted statement. Your final statement should encompass the three characteristics of a great mission statement: concise, outcome-oriented, and inclusive. Once you've done your research, your team should work together to distill all of the information into a concise description of who you are, what you do, and why you do it.
Review your statement, send it to your employees for suggestions, and make necessary edits to remove jargon, fluff, and buzzwords to create the most concise, impactful mission statement. Great mission statements aren't just written in a day; it takes time, experience, and trial and error to create a mission statement that represents and motivates your brand.
Mission statements inspire others to act. They are the driving force of your business and keep your organization focused on accomplishing something greater in the long term.
Here are 18 companies you probably know and the mission statements that keep their business going. You wouldn't expect a mission statement like this coming from a technology company, would you? But Microsoft believes they can be more than that. Beyond making top-of-the-line products for consumers, they strive to lead the way in sustainability, promote diversity and inclusion, and encourage transparency in the workplace.
Microsoft's mission statement expresses their belief in what people make possible. These beliefs and values are translated directly into their products and corporate culture. When you step into Nordstrom, the employees want to give you the best experience possible with excellent service, selection, quality, and value.
This philosophy of superior customer service came from founder John W. But it doesn't stop there. They continue to work on improving their customer service efforts daily to give customers the best compelling experience possible Ч the mission statement really does motivate their accomplishments.
As written perfectly on their about us page : "Fashion changes. Shopping changes. Our commitment to happy customers doesn't. Southwest believes that their employees are what makes them different. I mean, I've never been on a Southwest flight I didn't enjoy! Therefore, they made sure their mission statement reflected their team philosophy down to the core. They strive for top-quality customer service by being friendly and showing off their company spirit with a smile. Even more, the company logically follows their mission statement with a commitment to their own employees:.
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. Squarespace's mission statement encompasses every part of a "perfect" mission statement: The what, the how, and the why. What do they strive to do? Empower millions of people. How do they do it? Offer a platform where customers can share and distribute their innovative ideas.
Why do they do it? To help these creative individuals build a successful online presence. In eight simple words, you completely understand Squarespace's intentions and their purpose.
And, since their launch in , millions of websites have been created through their platform Ч I'd say mission accomplished. Uber is a popular rideshare app where users request a ride, get picked up from wherever they are, and get dropped off wherever they want. Yet their mission goes beyond getting people from point A to point B: With their technology, they hope to bring about new opportunities for their passengers, helping them meet new people and explore new places.
It's quite simple, really: They want to set the world in motion. Think about it: Google gets over 63, search queries a second. Honestly, I don't know the last time I had a question Google couldn't answer. Well, because it's easy to search and find the answers you're looking for. It seems that everything Google does revolves around its mission statement Ч they want to put all the information in the world into one useable platform so that people can find the information they need.
There's a lot Ч I mean a lot Ч of information that gets put out onto the internet every day. And, somehow, Google is able to gather every single piece of information and provide them to us when we're looking for something related.
Google, I want to personally thank you for this. You've made my shopping experiences much more pleasant. Kickstarter is the world's largest crowdfunding platform that has helped tens of thousands of projects come to life through community support and donations.
The company not only lives by its mission, but it measures its success based on accomplishing the mission, not just making money. In , they became a Benefit Corporation, which is a for-profit company that considers "the impact of their decisions on society, not only shareholders. We should all know the word Tesla by now Ч it's those fancy-looking cars that practically have computer screens attached to the dashboard.
By the way, you can set the screen as a moving fireplace to create a nice ambience. But Tesla's mission isn't just to create rocket ship cars Ч they put the environment first by creating top-notch electric vehicles.
Every model they've released thus far which, funny enough, spells out S3XY with a three in place of an E brings them a step closer to creating a sustainable energy ecosystem. To inspire moments of optimism and happiness through our brands and actions. I can't help but think of the movie previews where they show the cashier pouring Coke into a cup full of ice Ч they always make sure to get a close-up of the carbonation bubbles spilling over the edge.
But beyond a refreshment brand, The Coca-Cola Company wants you to know how a Coke should make you feel. They aim to bring happiness and positivity to their audience, and they treat their mission and vision as a roadmap for their company's success.
As the world's leading manufacturer of construction and mining equipment, Caterpillar hopes to make sustainability possible and drive positive change in the world. Caterpillar's mission statement explains what they do and why they do it Ч ultimately, they want to protect the planet.
And, to foster transparency with their customers, the company posted their goals on their website , which includes:. We're a purpose-driven company that aims to set the standards of excellence for food retailers.