The 17 Greatest Mission Assertion Examples (+Templates to Write Yours)


Each enterprise sells one thing. Each enterprise is exclusive. And each enterprise needs to place its finest foot ahead each within the bodily world and on-line. Sure, your social media posts, web site content material, paid adverts, emails ought to mirror that. However it’s additionally essential to have one central assertion that brings all the pieces collectively.

That’s the place what you are promoting mission assertion is available in. This highly effective blurb describes the essence of your organization and provides clients and staff a transparent picture of what it’s all about.

mission statement vs vision vs values vs goals

However despite the fact that it’s a brief blurb, distilling what you are promoting into one or two sentences will not be straightforward. And that’s what we’ve set out that can assist you accomplish. On this article, we’re going to indicate you precisely tips on how to just do that.

Desk of contents

What’s a mission assertion?

A very good enterprise mission assertion defines your group in a nutshell. It boils down the rationale in your existence and delivers it to the general public in a approach that’s straightforward to digest. This consists of:

  • What merchandise/companies you present
  • For whom
  • The place
  • The way you make it attainable
  • The final word worth/constructive end result of these merchandise/companies.

That final bullet is vital. As a result of whereas your mission assertion is factual, it must be delivered in a approach that communicates authenticity and inspiration. Let’s check out two examples so you’ll be able to see what I imply:

An uninspiring mission assertion instance:

We construct Class A industrial workplace buildings for high-end tenants within the Larger Boston space, utilizing our proprietary administration system to ship initiatives to specs on time and on funds. 
generic example of a business mission statement

All the data is captured right here, however with no emotion.

An inspiring mission assertion instance:

This mission assertion from Davids Tea, however, is filled with interesting words and phrases that convey feeling:

We’re on the bottom worldwide seeking well-crafted, single-origin unfastened leaf teas to share with our North American neighborhood. We’re pushing limits in new tea frontiers with our blends. We would like it to be as straightforward as attainable to find, discover and really feel higher by means of tea.
business mission statement example-david's tea

Mission assertion vs imaginative and prescient assertion vs values

Mission statements usually get confused with different features of a brand’s identity, so let’s separate them out:

  • Mission assertion: That is what you do, why you do it, the way you do it, and what worth you convey.
  • Imaginative and prescient assertion: Your imaginative and prescient assertion is what you hope to be by doing all your mission.
  • Targets: Your objectives are tangible outcomes that may fulfill your mission.
  • Core values: Your core values unite your crew to gas all the above. As a result of what you are promoting achieves your objectives by means of the lens of your core values, you fulfill your mission which fuels your imaginative and prescient.

See the way it all connects? Right here’s an instance of a mission, imaginative and prescient, and core values:

business mission vs vision vs values

  • Instance mission assertion: We empower people to save cash whereas saving the planet by intersecting inventive, sustainable packaging with wearable know-how that educates, evokes, and drives Earth-friendly motion.
  • Instance imaginative and prescient assertion: To vary the way in which we take into consideration saving the planet.
  • Instance values: Tomorrow-minded, data is energy, assume finest intentions, sustainability.

It’s value noting that not all enterprise have a separate imaginative and prescient and mission assertion—typically they’re blended collectively.

How lengthy ought to a mission assertion be?

A enterprise mission assertion must be between one and three sentences, round 100 phrases. So, not an essay describing how the corporate acquired began and the place the imaginative and prescient got here from. Save that descriptive content material in your “about us” web page. It must be direct, purposeful content material that acts as a type of subheading for your company.

Consider your mission assertion as a branding software—sum up the aim of your organization in just a few memorable sentences or much less.

chargify business mission statement example
Chargify combines nice know-how, subscription experience, and a customer support ethos to unravel real-world issues, and is dedicated to turning into the working system in your subscription-based enterprise.”

Easy methods to write a mission assertion for enterprise

Distilling what you are promoting down right into a matter of sentences is difficult work, however we’ve acquired a six-step course of that can assist you write your company’s mission statement:

  1. Take stock
  2. Reply the important thing questions
  3. Widdle it down
  4. Add shade
  5. Make it public
  6. Alter as wanted

1. Take stock

First begin broad. Sit down along with your crew (or your self) and take a list of the next:

  • What’s your core enterprise kind?
  • What are your tangible deliverables?
  • What makes your deliverables completely different?
  • What issues do your deliverables remedy?
  • What advantages do your deliverables present?
  • What’s your unique value proposition?
  • What’s your brand personality?
  • What’s your secret sauce?
  • What benefits do you might have over rivals?
  • What are your crew members’ strengths and secret weapons?
  • Who’re your target customers?
  • What are your common viewers segments or personas?
  • Do they exist in a selected location or area?

2. Reply the important thing questions freely

Collect collectively your solutions to those questions and use them to reply the 5 key questions under:

  1. What you do
  2. The way you do it
  3. Who you do it for
  4. The place you do it
  5. What final profit/worth you obtain

Write freely—that is the inventive writing a part of the train. You’ll discover that typically, components of the listing are blended collectively or not included. There isn’t any proper or unsuitable mission assertion.

3. Widdle it down

Now it’s time to distill every reply down right into a phrase or two for every of the above parts. Within the course of, you’ve probably landed on phrases and phrases that you just actually like, so this half must be straightforward.

Now, plug them into the components under:

We [what you do] by [how you do it] for [target customers] to [ultimate value you provide].

You’ll be able to change the order any approach you see match.

We [provide this value] to [target customers] by [what you do] by means of [how you do it].

Let’s check out AnyClip’s mission statement for example:

AnyClip’s mission is to intensify viewer engagement, using its metadata experience to supply a customized viewer expertise.
anyclip's business mission statement example

  • What they do: present a customized viewer expertise.
  • How they do it: by means of metadata experience.
  • Final profit: heighten viewer engagement.

4. Add shade

Keep away from flowery and pointless adjectives and adverbs that may take away from readability, however see if the addition or substitution of any phrase can assist add extra emotional really feel, like Campaign Monitor does with “ship,” “complicated,” and “fantastically uncomplicated.”

“We ship know-how that solves complicated issues in a fantastically uncomplicated approach.”

campaign monitor's business mission statement example

3. Make it public

Now it’s time to make your mission identified! Listed below are a number of the some ways to do it:

  • Create a web page devoted to your mission, imaginative and prescient, objectives, and values.
  • If it’s quick sufficient, use it as your homepage headline.
  • Use it in your Fb or LinkedIn firm web page.
  • Hyperlink to it in job postings.

4. Alter as wanted

Change occurs. New leaders come on board. Companies rebrand or merge. Goals and methods shift. Tradition evolves. So you’ll want to revisit your mission assertion annually and make changes if wanted.

Enterprise mission assertion templates

As said above, here’s a primary mission assertion template:

We [what you do] by [how you do it] for [target customers] to [ultimate value you provide].

And you’ll re-order the weather:

For extra inspirational wording, you should use this template

We assist/empower/equip [target customer] to attain/attain/eradicate [desire/painpoint] by offering/constructing/creating [tangible deliverables].

One of the best enterprise mission assertion examples

Let’s discover some instance mission statements for present companies and the completely different approaches they take.

1. Clarks—domesticate model loyalty

Creating model loyalty begins with creating an emotional connection along with your supreme shoppers (and staff) by means of a profitable mission assertion. This retains the values and objectives of your organization on the forefront within the minds of consumers and staff.

Clarks’ mission assertion reads: “Our ardour is to take heed to our clients and ship a product that permits the buyer to really feel the satisfaction, respect and belief of everybody on the Clarks Firms N.A.”
clarks business mission statement

2. Swarvoski—appeal to and retain high expertise

Having a mission assertion can also be essential with regards to attracting the correct of expertise to your organization. Individuals who determine with an organization’s mission assertion are motivated by extra than simply work and cash.

They’re additionally motivated by their shared mission. Employees who’re mission-driven are extra probably to stick with an organization and turn out to be excessive performers, which considerably contributes to the general success of a enterprise.

Swarovski’s mission assertion reads: Swarovski provides sparkle to on a regular basis life with high-quality services and products that exceed our clients’ wishes. We encourage our colleagues with innovation and reward their achievements whereas striving to develop our market management.
swarovski's business mission statement

3. Patagonia—stand out from the competitors

If you find yourself first beginning out, it’s very important that your organization finds methods to face out from different firms with comparable services and products. A very good enterprise mission assertion can assist your organization construct belief with clients and create a connection along with your audience.

Patagonia’s mission assertion reads:

Construct the very best product trigger no pointless hurt, use enterprise to encourage and implement options to the environmental disaster.”

patagonia's business mission statement

4. Full Forged Audio—compete with the massive manufacturers

Whereas it might at instances really feel like “the massive guys” are arduous to compete with, a properly crafted mission assertion can inform clients of the ways in which your model matches them higher. There isn’t any motive why you’ll be able to’t construct your model recognition like massive firms do. There are nearly 4 billion people on social media, and you may share with them what you are promoting mission by means of focused digital advertising methods.

Full Cast Audio’s mission statement reads:

“We’re a small firm with an enormous mission: to create nice recordings of great books utilizing a full solid off actors relatively than a single narrator. We actually consider that we’re pioneering in a brand new artwork type, a brand new strategy to expertise, extra totally than ever, an creator’s intent.”
full cast audio's business mission statement

5. Cisco—deal with the broader neighborhood you’re part of

Many firms have a number of layers made up of merchandise, companies, and companions that contribute various things to the market. A unified enterprise mission assertion helps to clarify your company’s purpose to traders, shoppers, and candidates. Resolve on the character of your model as an entire, and ship that message by means of a well-defined mission assertion.

Cisco’s mission statement reads:

“Form the way forward for the Web by creating unprecedented worth and alternative for our clients, staff, traders, and ecosystem companions.”
cisco's business mission statement

6. Walmart—hold it quick and candy

Walmart’s mission assertion is just one sentence, which makes it straightforward to know and keep in mind. They clearly clarify their motive for being and why they’re essential to the lives of their clients.

Walmart’s mission statement reads:

“To avoid wasting individuals cash to allow them to reside higher.”
walmart's mission statement

7. Shopify—state your perception

A easy phrase like “we consider” adopted by a novel perspective can assist differentiate the “why” behind your model.

Shopify’s mission statement reads:

“We assist individuals obtain independence by making it simpler to begin, run, and develop a enterprise. We consider the way forward for commerce has extra voices, not fewer, so we’re decreasing the obstacles to enterprise possession to make commerce higher for everybody.”
shopify's mission statement

8. Nike—make it inclusive

Nike’s mission statement is obvious, concise, and inclusive. Their objectives are easy, and their messaging implies that everybody deserves to be impressed and profit from their innovation.

It reads:

“Too convey inspiration and innovation to each athlete* on this planet.

*When you have a physique, you might be an athlete.”
nike's business mission statement

9. Virgin America—place your self as an business chief

Virgin America’s mission statement tells you the place they’re situated and precisely how they plan on undertaking their objectives. In addition they place themselves as an business chief in home air journey.


It reads:

“Virgin America is a California-based airline that’s on a mission to make flying good once more, with model new planes, enticing fares, top-notch service, and a number of enjoyable, revolutionary facilities which can be reinventing home air journey.”
virgin america's business mission statement

10. Complete Meals—reveal your character

Complete Meals Market mentions each usually and particularly who they want to assist with their enterprise mission assertion. This exhibits that their character is targeted on goodwill, they usually clearly clarify how they intend to enhance the world with their enterprise.

The Whole Foods mission statement reads:

“Our deepest goal as a company helps assist the well being, well-being, and therapeutic of each individuals—clients, Crew Members, and enterprise organizations usually—and the planet.”
whole foods business mission statement

11. WordStream by LOCALiQ

And final however not least, our mission assertion right here at WordStream by LOCALiQ is:

To be the go-to useful resource for digital entrepreneurs and native enterprise house owners, offering the instruments, methods, knowledge, and inventive concepts they should be taught, develop, and succeed.

Our mission assertion has a contact of imaginative and prescient assertion in it because it captures what we do now and the place we attempt to be. Quick and candy.

Phrases to make use of in your mission assertion

We’ll end off with some phrases and phrases you should use in your mission assertion. For a extra full listing, try these 350+ power words!

  • Entry
  • Steadiness
  • Imagine
  • Bridge the hole
  • Carry
  • Construct
  • Complicated
  • Create
  • Creativity
  • Defend
  • Empower
  • Encourage
  • Equip
  • Exemplify
  • Experiment
  • Discover
  • Categorical
  • Enhance
  • Enhance
  • Intersect
  • Make it straightforward for
  • Present
  • Simplify

Get began with writing what you are promoting mission assertion

As you’ll be able to see from these examples, an excellent mission assertion doesn’t must be prolonged or extremely detailed. Your mission assertion ought to concisely talk your organization’s goal and permit clients to see themselves inside a model. Comply with these easy steps to create your personal enterprise mission assertion that may affect your staff, traders, and clients alike.

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