Mission statements are more than just pretty jargon to slap onto your company's website. A mission statement will help clients, customers and other visitors understand what exactly your company stands for — your purpose and your vision.
So, what makes an impactful mission statement? Here's how to write a compelling mission statement, with some excellent examples to inspire your own.
A mission statement very clearly and concisely states your business' intentions — it' describes the business of your business, and how you plan to carry out that business. Your mission statement should, in short, tell your story as quickly as an elevator pitch.
That said, people can have mission statements, too — not only companies. A personal mission statement should define your work, skills and career goals and, like a company's mission statement, it should suggest your aspirations and the ways in which you'll go about accomplishing them.
Every effective mission statement should provide readers clarity, give the company or the person a sense of purpose, help to outline the company or the person's path and hold that company or person accountable.
You might be wondering, what is a mission vs. a vision statement? While a mission statement delves into a company's business, its objectives and its approach to those objectives, a vision statement looks into the desired future of the company.
Many companies combine mission and vision statement elements to offer readers a more holistic understanding of the purposes, goals and values.
Every mission statement should be concise and visionary while, at the same time, answering the who, what, why and how of your organization and three main questions:
In short, your mission statement should state who you are and whom you serve, what you offer and your purpose for offering it, and how you deliver those offerings.
What do you provide? Use literal language to explain exactly what it is that your company does. You want to be as clear and straightforward as possible here since this is going to be the most important part of your mission statement that tells people what it is that you do.
Why do you provide the services or products that you provide? Is there a void your company fills? Was there a need you'd addressed by starting this company? Explain why your company provides a solution to this void or need.
What makes you unique? The chances are that many companies offer similar services or products as you, but what makes your services or products or process of providing those services or products stand out? Perhaps your uniqueness lies in your purpose or your values. Whatever the case, this should tell readers why they want to use your company.
Here are 25 examples of some of the greatest mission statements from thriving companies across a multitude of industries.
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AnnaMarie Houlis is a feminist, a freelance journalist and an adventure aficionado with an affinity for impulsive solo travel. She spends her days writing about women’s empowerment from around the world. You can follow her work on her blog, HerReport.org, and follow her journeys on Instagram @her_report, Twitter @herreportand Facebook.
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