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How to Write a Business Plan Mission and Vision Statement [Sample Template]

Are you currently writing a business plan? If YES, here’s an in-depth guide and sample template on how to write a workable mission & vision statement for a business. A vision and mission statement are some of the most important requisite for business success and sustainability, but unfortunately, most entrepreneurs and small business owners run their business without these two thing out of ignorance.

What is a Mission and Vision Statement?

A mission and vision statement ( more commonly called a mission statement or a vision statement ) is a brief sentence that declares the goals that a business plans to achieve in the future. Like a compass guides a ship, it guides a business to success by providing continuously inspiring its stakeholders in their daily operations and strategic moves.

A mission statement helps you plan your business effectively. It provides the destination for your journey to business success. Of course, without a destination, you can’t plan a route. Before we discuss the steps involved in developing a mission statement for your business, let’s look at the components of a mission statement and why you really need a mission statement for your business.

Today, I will be sharing with you an underground secret to building a business from scratch. This secret is one of the contributing factors to the success of any business; yet, it’s often ignored. This secret is nothing more than a “ Business Mission Statement. ”

“The thing I really care about is the mission; making the world open.” – Mark Zuckerberg

The importance of a mission statement can never be over emphasized. I have seen so many startups without a mission; even some established firms also make the mistake of operating without a mission.

“Being an entrepreneur, I have come to realize that all successful businesses are driven by three fundamentals. One is the cash flow, two is the team and three is the mission. Of these three, the mission is the most important.” – Ajaero Tony Martins

Now what has a mission statement got to do with building a business? What’s the impact of a mission statement on an entrepreneur undergoing the entrepreneurial process? Is a mission statement a source of ? While I am not going to answer these questions directly, the following points will help you further understand why you need to develop a mission statement for your business?

Why Your Business needs a Mission Statement

1. The mission is the foundation on which your business will be built. It’s the true purpose of your business and that purpose is reflected in the mission statement. Without a strong mission statement, you don’t have a true business. All you have is just a profit making venture that will soon be wiped out with time.

“To turn really interesting ideas and fledging ideas into a company that can continue to innovate for years, it requires a lot of disciplines.” – Steve Jobs

2. The entrepreneurial spirit is found in the mission statement. When I look at the mission statement of any business, I get a peep into the life of the entrepreneur that founded that business. The entrepreneurial spirit is what drives the entrepreneur forward. If the mission is strong, your spirit will be strong towards the pursuit of your goal.

“The IKEA spirit is strong and living reality. Simplicity in our behavior gives us strength. Simplicity and humbleness characterize us in our relations with each others, our suppliers and our customers.” – Ingvar Kamprad

3. Your mission statement is the bond binding you, your team, employees and your customers to the business. Take away the mission and other key elements will fall apart. Your mission also has the power to attract other like-minded individuals and entities to your cause. The reason is that people with the same mission align together; more like birds of the same feather flocking together.

4. With a strong mission, your business will weather any storm. Take a look at businesses that has been around for over 100 years and you will see businesses with a strong mission. As an example:

• General Electric has stood the test of time because the spirit of its founder “ Thomas Edison ” continues to guide the company through its mission.
• Henry Ford’s mission statement was: “ To democratize the automobile ” and that mission has kept the Ford Motor Company going.
• Aliko Dangote’s mission statement goes: “ Providing your basic need ” and this mission drives the Dangote Group to dominate the commodities market of
• The Rich Dad Company; founded by Robert Kiyosaki keeps waxing strong because of its mission, which is “ To elevate the financial well being of humanity .”

By contrast; I have come to observe that when a company forgets its mission, its starts to lose its relevance. The bond holding the business will be broken and good customers will leave, employees will resign and the business will dwindle. Just as the case of the Dot com burst, many profitable Dot com companies went under because they forgot their mission.

3 Components of a Mission and Vision Statement

1.  a vision.

This, simply put, states the impact you envision your business having on the world in years to come. You can have more than a single statement in here, but don’t go beyond three. Gloss it over to make sure anyone who reads it feels at least one of inspiration, hope, commitment, and awe.

In addition, your vision statement must be compelling, detailed, and reflective of the intended end outcome. Avoid one that is bland, generic, uninspiring, or unreasonable. An example of a good vision statement is that of Amazon:

“Our vision is to be earth’s most customer centric company; to build a place where people can come to find and discover anything they might want to buy online.”

2.  A mission statement

This is a brief statement that states the important goal or purpose that your business is poised to achieve. In other words, it’s a single sentence stating why your business exists in a convincing manner. Keep your mission statement specific and concise ( the shorter it is, the better ), make it connect with both employees and stakeholders, and make it highlight your value proposition. Don’t make it too long, generic, or confusing. An example of a good mission statement is that of Nike:

“To bring inspiration and innovation to every athlete in the world.”

Here’s another example of a mission statement:

“To contribute to development of value-added agricultural businesses . ”

3. Core values

These outline the principles and values that the stakeholders in a business will follow in their bid to achieve their vision. They also specify the bounds or limits that the stakeholders must watch while trying to actualize the mission. The following are examples of core values:

• Respect and protect the environment
• Offer high quality products that are safe for consumers
• Meet the ever-changing needs of consumers
• Practice highly ethical business standards

If your business is going to stand the test of time, then you will have to build it upon a strong mission. With the above in mind, let’s now look at the steps involved in developing a mission and visions statement.

How to Write a Mission and Vision Statement for a Business Plan

Please bear in mind that you are learning as much of yourself each day as you are about your customer. So, don’t feel that anything you state here is etched in stone and cannot be changed. The more you understand your customer and the market, the more necessary it would become for you to shift grounds accordingly. But you need to state here what you have to offer at the moment. This will be a starting point for any changes you may need to effect later ( as your business grows ).

1.  Sit down in a quiet spot and reflect upon your thoughts

Ask yourself what drives you forward? What keeps you motivated? When you have figured out the answer to these questions, put it down in writing.

2.  Ask yourself how best you can serve your customers

What will your business stand for in the heart of your customers? What will be the ultimate benefit your customers can derive from your business? When you figure the answer to these questions out, put it down in writing.

3. Brainstorm for your vision statement

The vision is the most important component of your mission statement. Simply put, this is a picture or idea of what you plan to achieve in future . A vision statement is always concise and easy to remember, and for this reason, every stakeholder in a business can easily focus on it; and their decisions and activities are directed towards achieving the vision. Here is a good example of a vision statement:

“ Creating a vibrant rural economy driven by value-added agriculture. “

Once you get one down, then getting other components becomes very easy. To find the best vision statement for your business, simply ask yourself the question, “Why does this business exist?” Present answers from various angles, and you will find your mission statement among them.

4.  Get down your mission statement

As stated earlier, your mission statement is that action sentence that describes how you will achieve your vision. Finding this is much easier once you have found your vision statement. If you are stuck, just do it this way: If your vision is “A diabetes-free society” , then simply add the word “ To ” and another suitable verb to convert it to an action sentence. And there you will have your mission statement.

Using the same vision, you will get “To bring about a diabetes-free society .” You can go further by tweaking it, so that you will have something like: “To manufacture products that can cure diabetes effectively and permanently.” You get it now?

5.  List your core values

First off, you need to clarify your values. This means taking into account all the various stakeholders that your business is ( or will be ) accountable to—including investors, customers, employees, and suppliers. Now, consider how you would like to ideally conduct business with each of these stakeholders. Start making a list and your core values should start to emerge.

These are the various steps you will follow in your quest to achieve your vision. Brainstorm for as many as possible, list them down, and the prune your list down to as few as possible without leaving out any important ones. Now, let’s look at some additional tips that you will need to keep in mind when preparing your mission and vision statement.

4 Extra Success Tips for Developing a Business Plan Mission and Vision Statement

• Your mission statement must be brief and simple. Being succinct as demanded by a mission statement isn’t easy. And you may need to go through several hours of tweaking and editing before arriving at the perfect sentence. Though short, your mission statement must capture the very essence of what your business plans to achieve. The fewer words the better. Use just only the few words needed to pass the message without leaving out any vital details.
• Your mission statement must be in tune with your vision, and both sentences must blend to form a single thought.
• There’s no rule that says you must get it perfectly at once. You can keep review your mission statement later, if necessary.
• Your mission and vision statements must give the reader an insight, a covert one, at least into what you offer. This is more important if the name of your business doesn’t suggest what products or services you’re offering.

If you follow the guidelines I shared in this post, you will prepare a perfect vision and mission statement that will drive your business to success. Now I want you to know that no one can help you develop a mission statement. You alone can develop your mission and as a final note, it’s worthwhile you know that of the entire business system, the mission is the most important.

• Go to Chapter 8 Part C: Writing your Business Plans Goals and Objectives
• Go Back to Chapter 7 : H ow to Write a Business Plan Executive Summary
• Go Back to Introduction and Table of Content

More on Business Plans

35 Vision And Mission Statement Examples That Will Inspire Your Buyers

Published: February 28, 2024

Why do you choose to buy products and services from certain brands even when cheaper options exist? It often comes down to a compelling brand mission — like these 35 mission statement examples.

Brands use a mission statement to express their values. As consumers, we like to patronize businesses that have values we believe in.

A strong mission statement makes it easy for consumers to understand your values and feel confident purchasing from you.

Still, loyalty doesn’t happen overnight. Building brand loyalty, like creating mission and vision statements, takes time. You may just find the inspiration that you need in someone else’s mission statement, so we’ve gathered 35 example mission statements to help make your research easy.

If you’re in a bit of a time crunch, use this table of contents to find precisely what you’re looking for to inspire the development of your company’s mission.

Table of Contents

What is a mission statement?

How to write a mission statement, what is a vision statement.

• Mission vs Vision Statements

Mission and Vision Statement Template

Best mission statement examples.

• Best Vision Statements Examples

A mission statement is a simple statement about the goals, values, and objectives of an organization. A mission statement summarizes why a business exists and helps a company respond to change and make decisions that align with its vision.

This brief description helps customers, employees, and leadership understand the organization’s top priorities.

An effective mission statement will naturally change over time. As a company grows, it may reach its early goals, and they’ll change. It’s important to revise mission statements as needed to reflect the business’s new culture as it achieves its goals and develops new targets.

What makes a good mission statement?

A great mission statement combines physical, emotional, and logical elements into one exceptional customer (and employee) experience that you value as much as they do. A good mission statement will not only explain your brand’s purpose but will also foster a connection with customers.

When your brand creates a genuine connection with customers and employees, they’ll stay loyal to your company, thereby increasing your overall profitability.

Mission statements also help you stand out in the marketplace, differentiating your brand from the competition.

I’ve personally observed that there’s more brand recognition for companies when consumers think they have an important mission.

When wearing a pair of TOMS shoes, I’ve noticed that people comment more on my shoes than when I’m wearing Converse or Nike shoes (which are both more well-known brands). TOMS famously created the One for One® model, where they vowed to donate one pair of shoes for every one purchased.

A memorable company mission makes your product more noteworthy.

What are the three parts of a mission statement?

Your mission statement should clearly express what your brand does, how it does it, and why the brand does it. You can quickly sum this up in your mission statement by providing the following:

• Brand purpose. What does your product or service do or aim to offer and for whom?
• Brand values. What does your company stand for? For example, are you environmentally conscious and provide a more sustainable solution to solve a problem? Values are what make your company unique.
• Brand goals. What does your company accomplish for customers? Why should they purchase from you instead of other competitors?

With these three components, you can create a mission that is unique to your brand and resonates with potential customers. Next, we’ll guide you step by step on how to write a proper mission statement to build on as your company evolves.

You understand the importance of a well-crafted mission statement that effectively summarizes a company’s purpose, but how do you write one? Let’s look at the steps to write a good mission statement, and then we’ll dive into mission statement examples to inspire your creativity.

• Explain your company’s product or service offering.
• Identify the company’s core values.
• Connect how your company’s offering aligns with your values.
• Condense these statements into one.
• Refine your mission statement.

1. Explain your company’s product or service offering.

A good mission statement helps prospects understand what your company does in a literal sense. This means explaining your offering in basic, clear terms. Your explanation should answer the most basic questions like:

• Are you selling a product or service?
• Why would customers buy it?
• How does your offering solve for the customer?

Record your answers and focus on how your product or service brings value to your buyer personas , otherwise known as your target audience.

2. Identify the company’s core values.

Now, this is where you can start thinking bigger. You didn’t just make a product or service at random. Instead, you’re most likely motivated by a set of core values . This is particularly important for socially conscious businesses and brands that care about well-being.

Core values are deeply ingrained principles that guide a company’s actions. Take HubSpot’s culture code, HEART , for example:

• Empathetic.
• Remarkable.
• Transparent.

These are principles that not only company employees respect but are principles that our customers appreciate as well. By identifying core values that hold meaning on personal and organizational levels, you’ll have an appealing set to add to your mission statement.

3. Connect how your company’s offering aligns with your values.

So, how can your company offering serve your core values? You need to draw a connection between the two in a way that makes sense to the public.

For example, if one of your core values centers on innovation, you want to frame your product or service as pushing boundaries and explaining how it helps customers innovate their lives or business practices. Essentially, you’re taking the literal benefit of the offering and expanding it to serve a higher purpose.

4. Condense these statements into one.

A mission statement can be as short as a single sentence or as long as a paragraph, but it’s meant to be a short summary of your company’s purpose. You need to state the what, who, and why of your company:

• What — The company offering.
• Who — Who you’re selling to.
• Why — The core values you do it for.

Condense this to be between one and three sentences long. At this stage of development, it’s often helpful to write several mission statement drafts to help process ideas and experiment.

Once you have successfully conveyed your brand’s message, it’s time to refine and perfect your mission statement.

5. Refine your mission statement.

Above all, your mission statement stands as a marketing asset that is meant to be:

• Free of fluff.

Your mission statement should clearly outline the purpose of your company offering, capture the company spirit, and show the common goals the company is working to achieve.

Have other team members or advisors read your mission statement draft and make adjustments if needed according to their recommendations. This is normally a slow process for brands, and I’ll share ideas and company mission statement examples in a moment to help inspire creativity in the writing process.

A vision statement is aspirational and expresses your brand’s plan or “vision” for the future and potential impact on the world. They often serve as a guide for a brand’s future goals and explain why customers and employees should stick around for the long haul.

What makes a good vision statement?

A good vision statement should be bold and ambitious. It’s meant to be an inspirational, big-picture declaration of what your company strives to be in the future. It gives customers a peek into your company’s trajectory and builds customer loyalty by allowing them to align their support with your vision because they believe in the future of your brand as well.

What are the three parts of a vision statement?

Your company vision is meant to be inspirational while also aligning with the company’s mission. A vision statement should have the following characteristics:

• Aspirational and ambitious. Have a lofty outlook for what you want your business to accomplish? Here’s the place to put it. Your vision statement should be aspirational and showcase how your business will grow in the future.
• Practical and achievable. While your statement should be ambitious, it shouldn’t be impossible. Set a goal that is both challenging and practical.
• General. Your vision should be broad enough to encompass all of your brand’s overall goals. Think of it as an umbrella for your mission statement and company objectives to nest under.

Both mission and vision statements are often combined into one comprehensive “mission statement” to define the organization’s reason for existing and its outlook for internal and external audiences — like employees, partners, board members, consumers, and shareholders.

The difference between mission and vision statements lies in the purpose they serve.

Mission Statement vs. Vision Statement

A mission statement clarifies what the company wants to achieve, who they want to support, and why they want to support them. On the other hand, a vision statement describes where the company wants a community, or the world, to be as a result of the company’s services.

Thus, a mission statement is a roadmap for the company’s vision statement.

A mission statement is a literal quote stating what a brand or company is setting out to do. This lets the public know the product and service it offers, who it makes it for, and why it’s doing it. A vision statement is a brand looking toward the future and saying what it hopes to achieve through its mission statement. This is more conceptual, as it’s a glimpse into what the brand can become in the eyes of the consumer and the value it will bring in the long term.

In summary, the main differences between a mission statement and a vision statement are:

• Mission statements describe the current purpose a company serves. The company’s function, target audience, and key offerings are elements that are often mentioned in a mission statement.
• Vision statements are a look into a company’s future or what its overarching vision is. The same elements from the mission statement can be included in a vision statement, but they’ll be described in the future tense.

Now that we know what they are, let’s dive into some useful examples of each across different industries.

100 Mission Statement Examples & Templates

Mission statements from 100 companies and templates to create one for your business.

• 100 real examples
• 10 industries
• Instructions & guidelines
• 10 free templates

You're all set!

Click this link to access this resource at any time.

10. Cradles to Crayons : Provides children from birth through age 12 living in homeless or low-income situations with the essential items they need to thrive — at home, at school, and at play.

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100 examples and templates of mission statements to help you build your own.

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How to Write a Mission Statement + 10 Great Examples

16 min. read

Updated March 20, 2024

Why is an effective mission statement so valuable? It’s worth taking a minute to ask what it is about certain brands that keep us coming back. What is it about them that makes us spend more time, money, or effort over other options? Is it the price? Maybe the convenience? Or is it something more?

The brands and businesses that we really connect with do more than just supply a product or service . They showcase a purpose, a mission that we can get behind. This can be displayed in how they interact with customers, the organizations and communities they support, and even the way they develop their products.

And there’s no better way for a business owner to showcase this purpose, than through a well-written mission statement.

On this page

• What is a mission statement?

Mission statement or vision statement?

• Why write a mission statement?
• How to write a great mission statement
• 10 Examples of Great Mission Statements

A mission statement is a simple action-oriented statement that explains your company’s purpose. It summarizes what your company does for customers, employees, and owners, and typically includes general descriptions of your organization, its core function, and its goals. In short, you’re explaining what you do and why you do it within a mission statement.

Depending on the focus of your business, your mission statement may be even broader. Explaining not just how you serve your customers and employees, but your community and the world at large. Some businesses even opt to separate this larger aspiration into what’s known as a vision statement.

A vision statement is exactly what it sounds like. It’s a vision for the direction of your company and what it aspires to be. 

These two statements aren’t really interchangeable. They both reflect the purpose and goals of your business, but serve completely different purposes. Your mission statement is the roadmap to achieve your vision. Your vision statement is a much broader picture of the aspirations for your business. 

These can be completely separate written statements for your business, or they can be combined into a more comprehensive mission statement. Having all three does allow you to utilize them for different business purposes, so it may be worth developing variations over time.

Speaking of variations, it’s important to note that your mission statement will likely evolve over time as your business grows and changes. So, don’t be afraid to make adjustments when it seems necessary, and avoid looking for the perfect version of your mission statement. 

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I’ve had a 30-year love-hate relationship with mission statements. I’ve read thousands. I love it when a mission statement defines a business so well that it feels like strategy—which does happen—and I hate it when a mission statement is generic, stale, and completely useless. 

Just because a traditional business plan often includes a mission statement isn’t a reason to do one. If it’s not going to be useful for you and help guide your business, don’t bother. The vast majority of the mission statements are just meaningless hype that could be used to describe any business.

Don’t fall into the trap of writing a mission statement just because some checklist or expert said you had to. There are actually sites that poke fun at how most mission statements use vague, high-sounding phrases to say nothing. You should write a mission statement if you want to add clarity to your business goals and you want to get your employees, investors, and customers to understand what your organization is all about. 

Developing your company’s first mission statement, or writing a new or revised one, is your opportunity to define the company’s goals, ethics, culture, and norms for decision-making. The daily routine of business gets in the way sometimes, and a quick refresh with the mission statement helps you take a step back and remember what’s most important: the organization has a purpose. 

So how do you make a useful mission statement? Over the decades I’ve spent reading, writing, and evaluating business plans , I’ve come up with a process for developing a useful mission statement, and it boils down to these five steps.

1. Start with a market-defining story

A really good market-defining story explains the need, or the want, or—if you like jargon—the so-called “why to buy.” It defines the target customer or “buyer persona .” And it defines how your business is different from most others, or even unique. It simplifies thinking about what a business isn’t, what it doesn’t do.

Imagine a real person making the actual decision to buy what you sell. Why do they want it? How did they find your business? What does it do for them? The more concrete the story, the better. And keep that in mind for the actual mission statement wording: “The more concrete, the better.”

This isn’t literally part of the mission statement. Rather, it’s an important thing to have in your head while you write the mission statement. It’s in the background, between the words. If you’re having trouble getting started, make a quick list of what your company does and doesn’t do.

2. Define what your business does for its customers

Start your mission statement with the good you do. Use your market-defining story to suss out whatever it is that makes your business special for your target customer .

Don’t undervalue your business: You don’t have to cure cancer or stop global climate change to be doing good. Offering trustworthy auto repair, for example, narrowed down to your specialty in your neighborhood with your unique policies, is doing something good. So is offering excellent slow food in your neighborhood, with emphasis on organic and local, at a price premium.

This is a part of your mission statement, and a pretty crucial part at that—write it down.

If your business is good for the world, incorporate that here too. But claims about being good for the world need to be meaningful, and distinguishable from all the other businesses. Add the words “clean” or “green” if that’s really true and you keep to it rigorously. Don’t just say it, especially if it isn’t important or always true.

For example, Apple Computer’s 2020 mission statement is:

“Apple revolutionized personal technology with the introduction of the Macintosh in 1984. Today, Apple leads the world in innovation with iPhone, iPad, Mac, Apple Watch, and Apple TV. Apple’s four software platforms—iOS, macOS, watchOS, and tvOS—provide seamless experiences across all Apple devices and empower people with breakthrough services including the App Store, Apple Music, Apple Pay, and iCloud. Apple’s more than 100,000 employees are dedicated to making the best products on earth, and to leaving the world better than we found it..”

That one obviously passes the test of defining the company with flying colors. Nobody could mistake that mission for generic hype. And it’s an interesting change from the early mission as defined by founder Steve Jobs:

“To make a contribution to the world by making tools for the mind that advance humankind.”

Ikea, on the other hand, starts its mission statement with something that could be any company anywhere. “Our vision is to create a better everyday life for the [sic] many people.” To its credit, it goes on to define a “rest of the mission” that could only be IKEA:

“We make this possible by offering a wide range of well-designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them.”

And note, in this mission statement, how Sweetgreen incorporates a world vision into a product-oriented mission statement:

“Founded in 2007, Sweetgreen is a destination for delicious food that’s both healthy for you and aligned with your values. We source local and organic ingredients from farmers we know and partners we trust, supporting our communities, and creating meaningful relationships with those around us. We exist to create experiences where passion and purpose come together.”

3. Define what your business does for its employees

Good businesses are good for their employees too or they don’t last. Keeping employees is better for the bottom line than turnover. Company culture matters. Rewarding and motivating people matters. A mission statement can define what your business offers its employees.

My recommendation is that you don’t simply assert how the business is good for employees—you define it here and then forever after make it true.

Qualities like fairness, diversity, respect for ideas and creativity, training, tools, empowerment, and the like, actually really matter. However, since every business in existence at least says that it prioritizes those things, strive for a differentiator and a way to make the general goals feel more concrete and specific.

Don’t worry about being fully unique

With this part of the mission statement, there’s a built-in dilemma. On the one hand, it’s good for everybody involved to use the mission statement to establish what you want for employees in your business. On the other hand, it’s hard to do that without falling into the trap of saying what every other business says.

Stating that you value fair compensation, room to grow, training, a healthy, creative work environment, and respect for diversity is probably a good idea, even if that part of your mission statement isn’t unique. That’s because the mission statement can serve as a reminder—for owners, supervisors, and workers—and as a lever for self-enforcement.

If you have a special view on your relationship with employees, write it into the mission statement. If your business is friendly to families, or to remote virtual workplaces, put that into your mission.

You may not need to focus on employees

And this is rare in mission statements. The vast majority are focused on messaging for customers. My recommendation here is not the norm. I include it because it’s good practice, even though not common.

While I consulted for Apple Computer, for example, that business differentiated its goals of training and empowering employees by making a point of bringing in very high-quality educators and presenters to help employees’ business expertise grow. That was part of the culture and, to my mind, part of the mission; but it wasn’t part of the mission statement. It could have been.

American Express, however, includes the team in its mission:

“We have a mission to be the world’s most respected service brand. To do this, we have established a culture that supports our team members, so they can provide exceptional service to our customers.”

4. Add what the business does for its owners

In business school, they taught us that the mission of management is to enhance the value of the stock. And shares of stock are ownership. Some would say that it goes without saying that a business exists to enhance the financial position of its owners, and maybe it does. However, only a small subset of all businesses are about the business buzzwords of “share value” and “return on investment.”

In the early years of my business, I wanted peace of mind about cash flow more than I wanted growth, and I wanted growth more than I wanted profits. So I wrote that into my mission statement. And at one point I realized I was also building a business that was a place where I was happy to be working, with people I wanted to work with; so I wrote that into my mission statement, too.

However, this element too, as with the suggestion about including employees, is unusual. Few mission statements do it. That’s understandable, since most mission statements are outward-facing only, aimed at customers and nobody else.

Still, some of the best mission statements incorporate a much broader sense of mission that includes, or at least implies, the mission of ownership.

Warby Parker, an eyewear company, does a great job at voicing a higher mission that includes customers, employees, and owners.

“Warby Parker was founded with a rebellious spirit and a lofty objective: to offer designer eyewear at a revolutionary price while leading the way for socially-conscious business.”

5. Discuss, digest, cut, polish, review, and revise

Good mission statements serve multiple functions, define objectives, and live for a long time. So, edit. This step is worth it.

Start by considering developing a full mission statement for internal use and using a customer-facing subset for general publication. That’s common. Many companies have segmented mission statements, with sections set aside and categorized by type or goal. Use bullet points or sections if that works for you. Part of the reason people confuse mission with mantra and vision is that many businesses use them together, and many others also redefine them to fit their context. So what a company does for customers is often called vision, despite the formal definition.

Remember, form follows function, in mission statements, as in all business writing. Make it work for your business. Or don’t do it at all. If you want to call it a vision, and that works for employees and customers, then do that.

Cut out general terms

As you edit, keep a sharp eye out for the buzzwords and hype that everybody claims. Cut as much as you can that doesn’t apply specifically to your business, except for the occasional special elements that—unique or not—can serve as long-term rules and reminders. Unique itself, the word, means literally, the only one in the world. Use it sparingly. Phrases such as “being the best possible,” “world-class,” and “great customer service” mean little because everybody uses them. Having great customer service is way harder than writing that into a mission statement.

Read other companies’ mission statements, but write a statement that is about you and not some other company. Make sure you actually believe in what you’re writing—your customers and your employees will soon spot a lie.

Then, listen. Show drafts to others, ask their opinions and really listen. Don’t argue, don’t convince them, just listen. And then edit again.

And, for the rest of your business’s life, review and revise it as needed. As with everything in a business plan, your mission statement should never get written in stone, and, much less, stashed in a drawer. Use it or lose it. Review and revise as necessary, because change is constant.

• Great Mission Statements: 10 Examples

If you’re looking for some inspiration to get you started on your own mission statement, here are a few of my favorites.

1. Southwest Airlines

“The mission of Southwest Airlines is dedication to the highest quality of customer service delivered with a sense of warmth, friendliness, individual pride, and company spirit.”

What’s most interesting about Southwest’s mission statement is that they don’t mention anything about getting from point A to point B. Their mission is all about how they differentiate what, these days, can be seen as a commodity experience. They also focus on their own employees and the “spirit of the company”, not just the customer experience.

2. Urban Outfitters

“A lifestyle retailer dedicated to inspiring customers through a unique combination of product, creativity and cultural understanding. Founded in 1970 in a small space across the street from the University of Pennsylvania, Urban Outfitters now operates over 200 stores in the United States, Canada, and Europe, offering experiential retail environments and a well-curated mix of women’s, men’s, accessories and home product assortments.”

Urban Outfitters focuses on the experience that they deliver and the focus on what they do. Their mission drives what their stores look like and what their goal is: to inspire. They also nod to their heritage of starting small and growing.

“At Recreational Equipment, Inc. (REI) we believe a life outdoors is a life well-lived. We believe that it’s in the wild, untamed and natural places that we find our best selves, so our purpose is to awaken a lifelong love of the outdoors, for all.”

REI’s mission focuses mostly on what it wants to do for its customers, but hidden in the mission statement is a mission to preserve the environment as well. Their focus on “getting outside” is what creates a connection between them and their customers.

4. Starbucks

“To inspire and nurture the human spirit – one person, one cup, and one neighborhood at a time.”

Starbucks expands on its mission statement by stating its core values. This is really an extension of the mission statement and explains how they focus on their customers, how they grow their company, and how they work with employees. You can read their values here .

5. Walgreens

“Walgreens’ mission is to be America’s most-loved pharmacy-led health, well-being, and beauty retailer. Its purpose is to champion everyone’s right to be happy and healthy.”

Walgreen’s mission really defines their goals: what they want to achieve and in what product categories they want to achieve it in. They also bring in their broader purpose when they talk about “everyone’s right to be happy and healthy.”

“Make work-life simpler, more pleasant, and more productive.”

While Slack’s mission statement is short, it implies a lot. “Work” doesn’t just mean their customer’s work, it means their own work at their company. Their mission statement serves them both internally and externally.

7. The Coca Cola Company

“Refresh the world. Make a difference.”

Coca Cola takes a slightly different approach with a statement of purpose and then a vision statement. Their purpose is essentially their mission statement and says a lot for being so short. They want to refresh people in both body and spirit while making a positive impact on the world. Their vision also implies their goal of serving the entire world’s population which hits on their corporate and shareholder goals.

8. Patagonia

“We’re in business to save our home planet.”

Another short mission statement that says so much more than you would think at first glance. First and foremost, Patagonia doesn’t say that they are a non-profit – they state that they’re a business. And, this implies that they need to be a strong, healthy business to meet their goal of saving the planet. Their mission applies to their employees, their customers, their products, and their activism.

9. charity: water

“charity: water is a nonprofit organization bringing clean and safe drinking water to people in developing countries.”

charity: water’s mission statement is clear and to the point – it simply describes what it does and who it does it for. For most non-profit mission statements, this is enough.

 10. Asana

“Asana’s mission is to help humanity thrive by enabling the world’s teams to work together effortlessly.”

Similar to other mission statements, Asana blends a message about what they do with a higher goal of enhancing the world outside of their company. Yet, they still hint at their target market and goals of being a world-wide company, thus improving the lives of their employees and shareholders.

See why 1.2 million entrepreneurs have written their business plans with LivePlan

Tim Berry is the founder and chairman of Palo Alto Software , a co-founder of Borland International, and a recognized expert in business planning. He has an MBA from Stanford and degrees with honors from the University of Oregon and the University of Notre Dame. Today, Tim dedicates most of his time to blogging, teaching and evangelizing for business planning.

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17 Seriously Inspiring Mission and Vision Statement Examples (2024)

Money is a by-product of value .

So, to thrive in the long run, businesses must remain focused on producing value.

However, it’s easy to lose sight of value creation and get sidetracked by other things like profit margins, expanding your product catalogs , or competitors.

To become a runaway success, businesses must have a purpose that unites and inspires people – “make more money” won’t do the trick. As the author Simon Sinek said , “People don’t buy what you do, they buy why you do it.”

This is why organizations create mission and vision statements.

These statements unify the organization and keep everyone focused on what really matters – because if you get these things right, the profits will follow.

This post will give you an introduction to the two statements. Plus, we’ll share some great mission and vision statement examples to help inspire your own. 

Now, let’s dive in.

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What is a Mission Statement?

A mission statement is a short summary of an organization’s core purpose, focus, and aims. This usually includes a brief description of what the organization does and its key objectives.

What is a Vision Statement?

A vision statement is a short description of an organization’s aspirations and the wider impact it aims to create. It should be a guiding beacon to everyone within the organization and something which underpins internal decision-making and determines the intended direction of the organization.

Mission Statement vs Vision Statement: What’s The Difference?

In short: The mission is the “ what ” and the “ how ,” and the vision is the “ why .”

The mission statement defines what an organization does and includes tangible goals which the organization strives to accomplish. The vision statement, meanwhile, should clarify the aspirations of the organization and define the direction it’s heading in.

Many organizations combine the two statements to form one clearly defined reason for existing that unites the efforts of everyone involved.

Does Your Business Need Mission and Vision Statements?

Mission and vision statements are signposts.

Effective mission and vision statements will unify the focus of an organization – for the organization and their target audience .

Okay, but what if you’re only just starting a business ?

Well, whether you’re a massive corporation or a solopreneur , you can use mission and vision statements to gain clarity and ensure that you consistently make decisions in line with your ultimate goals.

These statements also help you develop a stronger brand that differentiates you from the competition.

Now, let’s look at some examples.

Mission and Vision Statement Examples

For quick reference, here are 17 examples of mission and vision statements from highly successful businesses:

• Tesla : To accelerate the world’s transition to sustainable energy.
• Nike : Bring inspiration and innovation to every athlete* in the world. *If you have a body, you are an athlete.
• MVMT : Style shouldn’t break the bank.
• Warby Parker : To offer designer eyewear at a revolutionary price, while leading the way for socially conscious businesses.
• Shopify : Make commerce better for everyone, so businesses can focus on what they do best: building and selling their products.
• Patagonia : Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.
• IKEA : To create a better everyday life for the many people.
• TED : Spread ideas.
• Amazon : To be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online.
• Southwest Airlines : To become the world’s most loved, most flown, and most profitable airline.
• Google : To organize the world’s information and make it universally accessible and useful.
• Asos : Become the world’s number-one destination for fashion-loving 20-somethings.
• Loreal : To provide the best in cosmetics innovation to women and men around the world with respect for their diversity.
• Bulletproof : Help people perform better, think faster, and live better.
• Honest Tea : Create and promote great-tasting, healthy, organic beverages.
• Starbucks: To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.
• Passionfruit: Create inclusive clothing and accessories that enable you to show your pride all year round while giving back to our community.

17 Inspiring Mission and Vision Statements Explained

Now you know what they are and how they serve organizations, let’s take a closer look at these mission and vision statement examples and draw out the key components.

Mission statement: To create the most compelling car company of the 21st century by driving the world’s transition to electric vehicles.

Vision statement: To accelerate the world’s transition to sustainable energy.

Tesla’s mission and vision statements are a class act.

Their mission statement clearly defines their core goal: “To create the most compelling car company of the 21st century.” Then it tells you how they intend to accomplish that goal: “By driving the world’s transition to electric vehicles.”

It’s simple and it works.

However, it’s Tesla’s vision statement that stands out.

The car company’s clever use of the world “accelerate” helps to enliven their lofty aspiration. This vision statement also showcases their drive (pun intended) for sustainable energy and how it steers (pun intended) the business.

It also allows them room to explore and develop their other set of energy solutions, Powerwall, Powerpack and Solar Roof.

All in all, Tesla’s vision for sustainable energy is one that resonates with countless people around the world.

Mission statement: Create groundbreaking sports innovations, make our products sustainably, build a creative and diverse global team, and make a positive impact in communities where we live and work.

Vision statement: Bring inspiration and innovation to every athlete* in the world.

*If you have a body, you are an athlete.

Nike’s mission statement might sound run-of-the-mill, but it effectively sums up what they aim to do and how they aim to do it.

Take note of the words that declare Nike’s underlying company values: Innovation, sustainability, diversity, and community.

However, it’s Nike’s vision statement that has captured the hearts of millions.

“To bring inspiration and innovation to every athlete in the world” sounds a little vague at first. It’s Nike co-founder Bill Bowerman’s addition that hits you right in the feels: “If you have a body, you are an athlete.”

Bowerman’s statement staunchly stands up against body-shaming and is a powerful call for inclusion. And it’s not hard to see this shape Nike’s philosophy and marketing:

As a result, Nike’s vision statement is transformed into a moving sentiment that impacts every person who reads it. It’s also one of the best vision statement examples for business owners to use for inspiration.

Mission and vision statement: We were founded on the belief that style shouldn’t break the bank. Our goal is to change the way you think about fashion by delivering premium designs at radically fair prices.

MVMT have combined their company mission statement and vision statement and addressed it directly to customers.

It begins with the vision: “Style shouldn’t break the bank.”

This business vision statement cuts straight to the point and perfectly sums up MVMT’s key selling proposition of high-quality fashion watches at low prices.

The statement then goes on to explain the mission.

First, they tell you what they aim to achieve: “Change the way you think about fashion.” Then, they tell you how they intend to do it: “By delivering premium designs at radically fair prices.”

It’s short, punchy, and music to customers’ ears.

4.  Warby Parker

Mission statement: Warby Parker was founded with a rebellious spirit and a lofty objective: To offer designer eyewear at a revolutionary price, while leading the way for socially conscious businesses.

Vision statement: We believe that buying glasses should be easy and fun. It should leave you happy and good-looking, with money in your pocket. We also believe that everyone has the right to see.

Warby Parker’s mission statement reminds us of why it was founded and then reveals its aims for a better future.

Note their core business aim: “Offer designer eyewear at a revolutionary price.”

In the vision statement, they address the core problems consumers face when purchasing glasses: It can be annoying, boring, costly, and still leave you anxious about whether or not they look good.

Instead, they aim to solve these problems and make buying glasses easy, fun, pleasing, and inexpensive.

Both statements also mention Warby Parker's dedication to providing glasses to people in need around the world.

Vision statement: Make commerce better for everyone, so businesses can focus on what they do best: building and selling their products.

Shopify’s vision statement begins with their overarching vision: to make commerce better for everyone.

Then they promote the reason why they’re driven to remove the hassle and complications of managing an ecommerce website: so businesses can focus on what’s most important to them.

Shopify’s business mission statement and vision are clear: empower businesses.

6. Patagonia

Mission and vision statement: Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.

Patagonia starts with the basis of their success in business: high-quality products .

Then they explain their environmental stance in three points which explain their aim to make their business as environmentally friendly as possible and actively combat the environmental crisis.

Patagonia goes on to say, “a love of wild and beautiful places demands participation in the fight to save them.”

And the business isn’t afraid to put their money where their mouth is. The company donates at least 1% of its sales to hundreds of grassroots environmental groups around the world.

If you’re looking for vision and statement examples that clearly articulate a company’s values and goals, this is one right here.

Mission statement: Offer a wide range of well-designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them.

Vision statement: To create a better everyday life for the many people.

IKEA’s mission statement is clear and to the point.

Note the use of the words, “wide range,” “well-designed,” “functional,” and “prices so low.” If you’ve ever been to IKEA you’ll know how well they’ve managed to embody these attributes.

IKEA’s vision statement focuses their mission statement into one singular purpose: “To create a better everyday life for the many people.”

Both statements use inclusive phrasing that solidifies IKEA’s commitment to being accessible to “as many people as possible.”

Mission statement: Spread ideas.

Vision statement: We believe passionately in the power of ideas to change attitudes, lives and, ultimately, the world.

TED , which stands for “technology, education, and design,” managed to boil down their entire mission into two simple, yet powerful words: “Spread ideas.”

With such a simple, highly focused mission, it’s easy to see how the TED brand has become a global phenomenon in recent years.

It’s a truly great mission statement that focuses all of their efforts.

“Everything we do – from our Conferences to our TED Talks to the projects sparked by The Audacious Project, from the global TEDx community to the TED-Ed lesson series – is driven by this goal: How can we best spread great ideas?”

In what could be considered their vision statement, TED goes on to explain that they “believe passionately in the power of ideas to change attitudes, lives and, ultimately, the world.”

Mission statement: We strive to offer our customers the lowest possible prices, the best available selection, and the utmost convenience.

Vision statement: To be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online.

Amazon ’s mission statement sums up the three things that have made them loved by millions: low prices, a huge selection, and incredible convenience.

Like all great mission statements, it shines a light on the values that bring success.

Amazon’s vision statement brings these elements together into one unified goal: “To be Earth’s most customer-centric company.”

10. Southwest Airlines

Mission statement: The mission of Southwest Airlines is dedication to the highest quality of customer service delivered with a sense of warmth, friendliness, individual pride, and company spirit.

Vision statement: To become the world’s most loved, most flown, and most profitable airline.

Southwest Airlines is all about customer service .

Their mission statement summarizes this dedication to customers and highlights the importance of one-to-one interactions between staff and customers.

So it’s no surprise that Southwest’s vision statement is “to become the world’s most loved, most flown airline.”

However, although they heavily emphasize customer service , they don’t forget to mention the thing which allows the company to exist in the first place: profit.

Google’s mission statement perfectly summarizes what they aim to do.

Take note of the last word: “useful.”

Google understands that it doesn’t matter how well organized or accessible information is if it can’t be readily applied in life.

Their mission statement is brilliant.

But unfortunately, Google doesn’t seem to have a vision statement that clarifies the reasons why they want to organize the world’s information for everyone to use.

Mission statement: Become the world’s number-one destination for fashion-loving 20-somethings.

Asos’ mission statement solidifies their purpose by voicing exactly what they want to achieve.

In what could be considered their vision statement, they go on to say, “We focus on fashion as a force for good, inspiring young people to express their best selves and achieve amazing things. We believe fashion thrives on individuality and should be fun for everyone.”

The addition gets a little vague in places, such as wanting young people to “achieve amazing things” – I mean, don’t we all?

However, it successfully showcases their brand image and their passion for individuality and expression .

Mission statement: To provide the best in cosmetics innovation to women and men around the world with respect for their diversity.

Loreal’s mission statement comprises two key parts.

The first lays out their dedication to providing the best in cosmetics innovation. The second is all about inclusivity.

This is key.

They aim to include people from all over the world, “with respect for their diversity.”

And despite most companies marketing cosmetics solely to women, Loreal is looking to the future as gender stereotypes break down.

This type of sensitivity and awareness will position Loreal for long-term success.

14. Bulletproof

Mission and vision statement: “Help people perform better, think faster, and live better using a proven blend of ancient knowledge and brand new technologies, tempered by research, science, and measured results from our customers, top athletes, and medical professionals.”

Bulletproof has combined their vision and mission in one short paragraph.

It starts with their purpose: “Help people perform better, think faster, and live better.” Then it goes on to explain exactly how they plan to do it: Using ancient knowledge, brand new technologies, and science.

Sure, it’s a little wordy.

But it gets to the heart of why Bulletproof exists and how they plan to make an impact on the world as a business.

As a result, Bulletproof’s mission and vision statement is well-suited to unify everyone in the company and guide their decisions.

15. Honest Tea

Mission statement: Honest Tea seeks to create and promote great-tasting, healthy, organic beverages. We strive to grow our business with the same honesty and integrity we use to craft our recipes, with sustainability and great taste for all.

Honest Tea’s mission statement aims to live up to their brand name.

It starts by explaining what it is they do, and by doing so, they also tell you what they don’t do: chemical-laden, artificially produced beverages.

They’re talking directly to their target market and conferring their key selling proposition: beverages that are great-tasting and healthy.

They go on to showcase their values by using words like honesty, integrity, and sustainability.

And this brand doesn’t just talk the talk – they walk the walk.

Each year, the company publishes a Mission Report in an effort to be transparent about their business practices.

16. Starbucks

Mission statement: To inspire and nurture the human spirit—one person, one cup, and one neighborhood at a time.

Another short and sweet mission statement that tells a lot about the company.

Starbucks doesn’t use big sentences or fancy words to communicate its goals. It uses clear, simple, and direct language to express what the company wants to be and for whom.  

They aspire to be known for more than just coffee by creating a culture of warmth and exclusivity.

In other words, Starbucks wants to ensure that anyone who comes through its doors feels welcomed and at home.

17. Passionfruit

Mission statement : We strive to create inclusive clothing and accessories that enable you to show your pride all year round while giving back to our community.

The folks at Passionfruit strive to promote the idea that pride is not just a one-day event.

Rather than making their mission statement about trendy clothes for the LBGTQ+ community, they promote the idea that pride is an everyday expression of oneself.

And by doing so, they remind people that the brand is aligned with LBGTQ+ values and supports the community by giving back.

All in all, it’s clear that Passionfruit wants everyone to recognize the truth for the queer community and spread inspiration – we’ll take it.

Done right, mission and vision statements are powerful things.

They can unify an entire organization’s efforts and be the signpost that continually focuses everyone’s efforts on the things that truly matter.

The key to great mission and vision statements is clarity.

Remember, a mission statement is the “ what ” and the “ how ,” and the vision statement is the “ why .”

Plus, it doesn’t matter how large or small your business is, every business can benefit from strong mission and vision statements.

If you’re considering writing a mission or vision statement for your business, start with your core values. Then, consider the wider impact you hope to have on the world through your customers.

What’s your business’s mission or vision statement? Let us know in the comments below!

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• Business strategy |
• How to write an effective mission state ...

How to write an effective mission statement (with free template)

A mission statement explains your company’s purpose. You should write a mission statement when starting a business so you have a clear idea of what you stand for. Read on to learn how to write an effective mission statement that can help you tackle company goals.

It’s natural to face challenges when leading teams and managing projects, and one way to push forward despite the hard times is to remember your “why.” Your company mission defines why you do what you do, who you do it for, and the impact you’ll create by doing it. When you know your mission, you’ll feel good about where your company is going, even through ups and downs. 

What is a mission statement?

A mission statement is a brief declaration of your company’s what, who, and why. You should share this statement with everyone in your organization so team members understand your collective goals. While a mission statement isn’t specifically for marketing, you’ll likely share it externally as well. This is why it’s important to write it eloquently.

Your mission statement is a foundational piece of content you can use as a jumping-off point for various other materials, including:

Value propositions

Business plans

Company vision statement

Once you’ve solidified your core values and initiatives, you’ll have an easier time expanding on those ideas and getting the message out to your audience.

5 steps to write a mission statement

Your mission statement isn’t something you can craft by yourself. Before you sit down to draft it, recruit other senior and executive leaders at your company who have a sense of what you’re aiming for. Together, use the steps below to get to the root of what your company stands for and the message you want to spread.

1. Answer fundamental questions

To figure out what your mission statement should say, you’ll need to answer fundamental questions about your business. 

What do we do?

What do we create?

Who is our audience?

How do we make a difference?

Once you’ve answered the basics, consider questions that can help you craft a strong mission statement.

How do we differ from others in the industry?

How can we make our mission statement stand out from our competitors?

Can we use other mission statements for inspiration?

Consider having each member of your mission statement tiger team answer these questions separately, then pool your answers together. Your mission statement should be evergreen, so think about it in a way that incorporates business growth. It’s important to consider what your company’s purpose is in the context of what your future might be. 

2. Use your answers to brainstorm copy

Now that you have the ideas for your mission statement, you need the right words. Use brainstorming techniques to help you and the other leaders at your company come with creative ways to express yourselves. The goal is to inspire your team without sounding cliché or overly complex.

Some helpful brainstorming techniques include:

Mind-mapping: Mind mapping is a visual brainstorming technique you can use on your own or with your team. Start with one word or idea and use it to inspire other ideas. You’ll need a large piece of paper or whiteboard to write down a topic. Then, draw lines connecting tangential words or ideas to it.

Brain-netting: Brain-netting is great for remote collaboration , and it involves brain dumping ideas virtually, whether on a Slack channel, Google Doc, or through your project management tool . Team members can add ideas whenever inspiration strikes, and the list will be ever-evolving. 

3. Write your first draft

Now that you have solid ideas about what to put in your mission statement and creative ways to express those ideas, you can start experimenting with what sounds best. The following formulas can help you get started:

To [contribution/goal] so [impact] .

Our mission is to [contribution/goal] by [what you offer/how you do it] for [target audience] so [impact] .

To build/offer [what you offer/how you do it] for [target audience] to [contribution/goal] and [impact] .

For example, if you work for a content marketing company, here’s how your first draft might look:

To increase the value and visibility of content so companies can build strong relationships with their audiences . 

Our mission is to increase the value and visibility of content by offering content marketing services for companies so they can build strong relationships with their audiences . 

To offer content marketing services for companies to increase the value and visibility of their content and help them build strong relationships with their audiences. 

4. Ask for feedback

Draft a few versions of your mission statement so you can ask for feedback from current team members. Because the mission statement applies to everyone, it’s nice to include everyone in the feedback process—even if executive feedback gets slightly more weight. Don’t rush through the writing process. Take your time and get your mission statement to a place everyone is comfortable with.

Collaborate with your team by holding a Q&A session or by sending out surveys to ask which version of the mission statement resonates with them most. That way, once you complete your statement, you’ll feel confident that the result was a team effort. 

5. Revise and share

After collecting feedback, revise your mission statement as needed. Then, finalize it and share it with the rest of the organization. You can also include it in your business plan and share it on your website. 

Your mission statement explains your company’s purpose to those working for the company, stakeholders who may get involved with the company, and customers or clients who may spend money at the company. While you shouldn’t craft your mission statement for selling, it’s something you should be proud of and will likely want to display.

Examples of mission statements

Most companies share their mission statements with the public, either front and center on their websites, or in an easily searchable location. By making your mission statement visible to the clients and customers, companies show what they stand for and what they strive to achieve—both as an internal workforce and with the products or services they sell.

“To help humanity thrive by enabling the world’s teams to work together effortlessly.” 

At Asana , our mission statement explains who we serve and what we want our impact to be on the world. While we have various goals we work toward as a company, our mission statement is our guiding principle among all others. 

Let's do great things together. Join our team.

“To build the web’s most convenient, secure, cost-effective payment solution.” 

PayPal’s statement is more product-focused, but it’s still effective. Businesses may imply the impact they hope to make by explaining the unique features of their product offering. PayPal’s mission is to create the best product possible for customers because doing so will improve lives.

3. Patagonia

“Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.” 

Patagonia’s mission statement is complex, but it shows that their company has many layers beyond the clothing they sell. While on the surface, Patagonia offers outdoor gear, they set themselves apart from other companies by keeping the environment front of mind in all they do. 

Free mission statement template

Using a mission statement template can help you centralize your company’s most important information. Below, you’ll see how a content marketing company would’ve answered fundamental questions about their business and used those answers to design their mission statement with the provided formula.

Use the free mission statement template below to answer relevant questions about your company’s values and goals.

Why is a mission statement important?

Your mission statement is a building block for everything your team does. When you get it right, it leads to a stronger team dynamic in the workplace , more successful projects, and happier customers. Your mission statement should:

Define your brand to team members: Give your team clarity on what product you’re creating, why you’re creating it, and who you’re creating it for.

Present your brand to others: Tell others outside of your company what your team strives for everyday. 

Uphold values and objectives: Refer to your mission statement when you need to hold yourself and your team accountable to your ultimate goals.

Mission statement vs. vision statement

Many people use a mission statement and vision statement interchangeably, and while some companies combine the two, they have different meanings. A mission statement is your company’s “why” statement—in other words, your company’s purpose. Consider your mission statement as what you’re currently trying to achieve.

A vision statement can be a “how” statement or a future-focused statement. It should paint a broad picture of how you want to achieve your mission. Sometimes, companies incorporate the vision statement within their mission statement so they can state and explain their mission simultaneously. 

For example, Google's combined mission and vision statement is:

“To organize the world’s information and make it universally accessible and useful.” 

Mission statement: To organize the world’s information…

Vision statement: ...and make it universally accessible and useful.

While LinkedIn has separate mission and vision statements:

Mission statement: Connect the world’s professionals to make them more productive and successful.

Vision statement: Create economic opportunity for every member of the global workforce.

Use a mission statement to drive company success

Your mission statement is the launchpad for your company’s success. It states what you want to achieve and serves as a constant reminder of your purpose. But the only way to accomplish your mission is with small, everyday actions. A goal is just a dream until you put a process in place.

With work management software , you can set up workflows , schedules, and tasks that align with your mission statement and make your purpose a reality. Asana helps you create a purposeful and productive work experience for all your team members by giving them the clarity they need to achieve their goals.

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Grow Your Business

Vision and mission examples: inspiring statements for success, share this article.

If someone asks, “Why do people start businesses?”, the first answer that comes to mind might be, “To make money”. 

On the surface, that’s true. But making money isn’t all there is to a successful business.  

In business, there’s no guarantee you’ll make money just because you have a product or service to sell. Instead, you make money when people actually buy your product(s) or hire you to perform a service for them.  However, no one will buy a product or service unless they stand to gain something valuable from it — be it a smoother workflow, lighter workload, or a better way of living.  

And that right there is the bedrock of a successful business — value. Without offering value to your customers and employees, you can’t have a successful business. But then, how can you show people the value that your brand offers? 

Short answer: Vision and mission statements. 

Organizations use vision and mission statements to communicate their goals and aspirations to internal and external stakeholders. Well-crafted mission and vision statements provide internal teams with clarity, direction, and focus on their goals. On the other hand, external stakeholders, use these statements to gauge if a brand aligns with their personal values and is worth supporting.

In this article, we’ll explore what vision and mission statements are, the differences between them, the key components of both statements, and great statement examples that can inspire your own. 

Skip ahead:

Understanding Vision and Mission Statements

Key components of vision statements, examples of inspiring vision statements, key components of mission statements, examples of impactful mission statements, crafting your vision and mission statements, inspire your stakeholders with impactful vision and mission statements, vision statement .

A vision statement is one that expresses your brand’s meaning and plans for the future to stakeholders, especially employees and customers. It serves as a reminder — and a roadmap of sorts — of how you want your business to impact the world, which prevents you from losing sight of the big picture even as you’re inundated with your day-to-day activities. A great example is Microsoft’s early vision of putting “a computer on every desk and in every home.”  

A good vision statement gives customers and employees a glimpse into the direction your business is taking, and shows them why your end goal is worth their time and investment. This is especially important as 82% of consumers now prefer to buy from brands that align with their values. 

A vision statement is important because it outlines the shared goal of everyone in the company — from the C-suite to the receptionists. This plays a huge role in figuring out which new hires are a culture fit because anyone who applies to work at your company will know exactly what goal their efforts will be contributing to. And when employees know what their collective efforts are leading up to, they’re more inclined to stay and see it through.

The same goes for people who share similar values as your company — they’ll be more interested in buying from you and helping you achieve your goals. 

Mission statement

A mission statement is a concise declaration of the present goals and core values of an organization. It helps your employees and customers immediately understand what your company is about, your top priorities, and how you differ from your competitors. 

The best mission statements are a combination of physical, logical, and emotional elements that not only explains their companies’ purpose , but also fosters a connection with customers and employees. This connection helps build customer loyalty, which will eventually increase your overall profitability. 

Since a mission statement is primarily about a company’s present goals, it should be revised as the company’s goals change. This way, the mission statement will always reflect the business’ current culture as it achieves its objectives and sets bigger goals.

Differences between vision and mission statements 

Sometimes, the terms “vision statement” and “mission statement” are used interchangeably, but they’re actually different. The difference between them lies in the purpose they serve.

Simply put, a vision statement describes how a company plans to improve its immediate community, or the world at large, while a mission statement clarifies what your company wants to achieve, the product (or service) it offers, the audience it caters to , and why it’s doing it. Thus, a mission statement is a roadmap for a company’s vision. 

It’s a case of “where you are right now” versus “where you’re going.” 

For example, if someone asks you, “What do you do?” , you might answer, “I’m a content writer at a new software startup” or “I’m a barista at a nearby Starbucks shop.” 

But if they ask you, “Where do you see yourself five years from now?” , you won’t give the same answer, will you? You’d probably say, “My goal in five years is to occupy a management position where create the company’s marketing strategy and oversee its execution” or “I want to own my own coffee company, selling locally-sourced coffee beans.” 

The first scenario symbolizes a mission statement — the current purpose a company serves. And the latter scenario represents a vision statement — a glimpse into a company’s future.

To craft a great vision statement, here are some key components you should keep in mind: 

• Ambitious: The purpose of a vision statement is to inspire stakeholders — customers, employees, and investors — to believe in your company. Having a lofty vision statement showcases how much impact you want your business to have in the world as it grows. It also conveys to people your passion for making a positive difference in others, far and wide. 
• Practical: While your company’s vision should be aspirational, it shouldn’t feel impossible. You want to craft something that your company can work towards, so be careful not to make it so far out of reach that it feels unattainable. It’s a vision, after all — not a fantasy. 
• Broad: A vision statement shows the correlation between your mission and your goals — but it isn’t a goal itself, so it shouldn’t feel too finite. Instead, it should be broad enough to cover all your brand’s overall goals and objectives.

Here are some examples of vision statements to inspire yours: 

Vision statement: “Create economic opportunity for every member of the global workforce” 

LinkedIn is the world’s largest online professional network with over 900 million members across 200 countries worldwide . With LinkedIn, these individuals and businesses are connected with one another, which enables them to find jobs, hire qualified candidates, find investors, expand their investment portfolio, get speaking gigs, increase the creator economy, and more. 

LinkedIn’s vision statement clearly shows why the company is doing what it’s doing: to create economic opportunity for every working person, regardless of their background or level. And one look at the community on LinkedIn and you’ll see that the company takes its vision statement seriously. 

The statement itself is concise. It’s one sentence that encompasses what LinkedIn is doing (creating opportunities), why it’s doing it, and who it’s catering to (members of the global workforce).

Vision statement: “To make our oceans as rich, healthy, and abundant as they once were”

Right off the bat, Oceana’s vision statement makes anyone who reads it envision bodies of water filled with plastic, which makes up 80% of all marine debris found in oceans. This appeals to their emotions — sadness and shame for all the ways they might have contributed to polluting the world’s oceans and encouraging environmental crises. 

However, Oceana’s vision also gives people hope that there’s an organization that’s working hard to fix the situation and renew the health of these oceans.

Vision statement: “ To be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online, and endeavors to offer its customers the lowest possible prices”

Customers are at the center of what Amazon does — and their customers know it. There’s nary a thing you can’t find on Amazon — from books to kitchen appliances to clothing to skincare. And these items are affordable, too. 

Amazon’s vision statement encapsulates everything it wants to offer: a huge selection of everything, low prices, and convenience. All of that merges into one ultimate goal: to become Earth’s most customer-centric company. 

This vision statement is succinct and memorable, and clearly shows the values that Amazon upholds.

When formulating your mission statement, here are some important things to remember:

• Purpose : Ask yourself: “Why does this business exist?” What does your product or service do, how does it do it, and who is it created to help? A mission that summarizes your purpose gives everyone who reads it a high-level overview of the essence of your brand. 
• Values: A mission statement is a way to communicate your values and core beliefs to stakeholders. What does your company stand for? What do you believe in that sets you apart from competitors? Perhaps your products are environment-friendly or you donate part of your annual revenue to a charity your customers choose. Whatever your values are, include them in your mission statement. 
• Clarity: Always write your mission statement in simple language that people can easily understand, interpret, and remember. You also need to keep the statement to a sensible length — not too short that it excludes important information, and not too long that it becomes forgettable and unwieldy.
• Emotional appeal: A mission statement isn’t just a quick rundown of what your company does; it’s a reflection of who you are. So as you write it, focus on appealing to people’s emotions and inspiring them to think (and act) differently. Doing this will increase the chances of your mission resonating with people and building customer loyalty. 

Below are some real-life examples of mission statements that positively impact the stakeholders of the companies: 

Mission statement: “To offer a wide range of well-designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them” 

IKEA is known as a company where people can get very cheap, but functional, furniture. So IKEA’s mission statement clearly states what it already does. But you may notice that the statement isn’t about offering beautiful furniture; instead, it’s about making life better for their customers . 

Ingvar Kamprad, the founder of IKEA, states, “I KEA is not the work of one person alone, it is the result of many minds and many souls working together through many years of joy and hard work. ” The phrase “many minds and many souls” conveys a sense of teamwork, togetherness, and inclusion that helps IKEA meet the needs of its customers. 

Mission statement: “To entertain, inform and inspire people around the globe through the power of unparalleled storytelling”

With classics like The Lion King, The Adventures of Aladdin, and Frozen, Disney’s storytelling is immaculate. Thankfully, Disney’s mission statement accurately portrays how central storytelling is to the work Disney does. 

Disney’s mission goes beyond simply entertaining kids and tweens; it intends to put out high-qualities stories that inspire other people’s creativity, increase personal growth, and enact positive change in the world. This mission statement is impeccable because it portrays Disney’s desire to inspire others to channel their own creativity to make their communities better. 

Cradles to Crayons 

Mission statement: “To provide children from birth through age 12, living in homeless or low-income situations, with the essential items they need to thrive – at home, at school, and at play” 

Cradles to Crayons is a non-profit organization that is trying to eradicate a popular economic issue in the United States (and the world): child poverty. This organization’s mission statement appeals to the humanity in people by showing how dedicated it is to give young children who live in poverty the basic things they need to survive and thrive. 

This inspires people to donate items and money to support Cradles to Crayons’ mission to equal the playing field for children all over the country, regardless of background. The more people who donate, the more children the non-profit will be able to help.

Here are some tips for creating compelling vision and mission statements: 

Think about your “why” 

Your “why” is the heartbeat of your mission and vision statements. Why are you here? What problems do you solve? What ultimate impact do you want your business to have in your industry, your community, and the world at large? 

For Thinkific, it’s to “revolutionize the way people learn and earn online by giving them the tools they need to turn their expertise into a sustainable business that impacts both them and their audience.”

Before writing your mission and vision statements, think about what drove you to start your business. It doesn’t have to be some lofty goal to save the world from imminent destruction, but there has to be a reason for every action you take and product (or service) you offer that goes beyond simply making money. 

Involve your stakeholders 

Great mission statements are almost always a result of the collaboration of a company’s stakeholders. So, work with your stakeholders — including leadership, employees, customers, and investors — to bounce off ideas and get their perspectives on your company’s purpose. 

Speaking to customers is especially important because, without them, you have no business. Your mission statement should encompass the views of your internal team, as well as external stakeholders to explain what you have to offer, the problems you’re solving, and why your business is the right consumer choice.

Pro tip: If you don’t have a team just yet, you can get your friends and family to help you out.

Don’t fixate on what you do

Your mission and vision statements are quite different from your unique selling proposition (USP). So, with your mission and vision statements, don’t fixate on the products (or services) you offer and why they’re so awesome. Instead, look at your offers from your customers’ point of view and communicate how your offers will improve their way of life. 

For example, you mightn’t be excited about shoes in general, but if a shoe company says that they’ll donate a pair of shoes per purchase to people who have no shoes in certain parts of the world, that’ll pique your interest, right? 

Connect your statements with your brand goals and objectives 

Your mission and vision statements should be more than a catchy tagline. Instead, they should be reflective of the goals, objectives, and values your brand is working toward. These three elements play a significant role in building brand loyalty, because they show that you’re not just running a brand to get rich. You actually want to make a positive difference in the world, and seeing this can appeal to people on an emotional level and influence their decision to support you, be it through their hard work or their money. 

Use plain language

If your mission and vision statements were only used for internal purposes, then there’d be nothing wrong with using buzzwords and complicated industry terms to describe your company. 

However, individuals who probably have no idea what “agile manifesto” and “decentralized blockchain applications” mean still need those statements to gauge whether your company aligns with their personal values or not. So your best bet to converting these people is to use plain, simple language for your mission and vision statements. 

Get rid of any corporate speak or industry jargon, replace complex words with plain language, and be specific. Not only does this help people interpret your words correctly and easily, but it also makes your statements feel authentic and genuine.  

Keep them at optimal lengths

While most agree that mission and vision statements should be concise and succinct, things aren’t that cut and dry. You want your statements to be short enough that people can remember them and repeat them quickly, but long enough to contain the main thing(s) you want people to know about your brand. 

So, the lengths of your statements are completely up to you. If it’s too long, only the writers may use it. But if it’s short enough to be recited, employees can use it as a decision-making and culture-shaping guide . And if it’s memorable, customers will connect with your brand and purchase your products (or services). 

Pro tip: As a rule of thumb, they should be between 1-2 sentences long. Anything longer is probably too long and hard to recall. 

When written well, vision and mission statements can be powerful at attracting customers and driving business growth. They can be a beacon of light that keeps the team focused on the things that actually matter. 

The key to creating the best vision and statement statements is clarity. For your mission statement, clearly define what you do and how you hope to help others with your brand. And for your vision statement, define why your brand exists and the kind of difference you want your business to make in the world. 

When you stay true to your values and show people what matters most to your business, the right audience will resonate with your statements and support you in achieving your goals. 

If you’re currently in the process of crafting a vision and mission statement, the examples outlined above can inspire the direction you take. Try, however, to be as honest and original as possible.

What is the difference between a vision and a mission statement?

Simply put, a mission statement is a concise phrase that outlines what your business is doing right now, while a vision statement is an aspirational sentence that describes what your business hopes to achieve in the future. 

How do I create a compelling vision statement for my organization?

To create a compelling vision statement for your business, work closely with your internal team and customers to define your organization’s purpose, values, and long-term aspirations. Then write a short, aspirational paragraph of no more than two sentences that encapsulates all of these elements in a way that’s memorable and appeals to the emotions of all who read it.

What are some examples of personal mission statements?

A personal mission statement is a statement that describes a person’s values, their goals, and how they define success. Here are some examples of personal mission statements from famous people: 

• Amanda Steinberg: “To use my gifts of intelligence, charisma, and serial optimism to cultivate the self-worth and net worth of women around the world.”  
• Oprah Winfrey: “To be a teacher and to be known for inspiring my students to be more than they thought they could be.”
• Richard Branson: “To have fun in my journey through life and learn from my mistakes.” 
• Maya Angelou:  “ My mission in life is not merely to survive, but to thrive; and to do so with some passion, some compassion, some humor, and some style”

Can I use a vision and mission statement interchangeably?

While some people use the terms “vision statement” and “mission statement” interchangeably, they serve slightly different purposes. Mission statements focus on the “how” and “what” of a company — letting people know everything there is to know about your brand at present. Vision statements, on the other hand, focus on the “why” of a company — letting people know what your brand hopes to achieve in the far future.

Want to learn more about creating your brand? Download our free business brand workbook below!

Althea Storm is a B2B SaaS writer who specializes in creating data-driven content that drives traffic and increases conversions for businesses. She has worked with top companies like AdEspresso, HubSpot, Aura, and Thinkific. When she's not writing web content, she's curled up in a chair reading a crime thriller or solving a Rubik's cube.

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Free Mission and Vision Statement Templates

By Joe Weller | October 23, 2018

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In this article, you’ll find the most useful tips for writing mission and vision statements, examples of mission and vision statements from leading global organizations, and free Word, PDF, and Google Docs templates to get you started.

Mission Statement Worksheet Template

Download Mission Statement Worksheet Template

The mission statement worksheet will help you gather the information, ideas, words, and phrases to generate a mission statement. You can share the template solely within your organization or with clients, customers, directors, suppliers, and others who can help shape your message.

Mission Statement Template

Download Mission Statement Template

Word | Google Docs

This mission statement template presents a series of who, what, why, and how questions to explore your organization’s function, clients, and purpose. It is available in Word and Google Docs formats, so you can easily save it to your Google Drive and share with relevant parties.

Vision Statement Worksheet Template

Download Vision Statement Worksheet Template

Print or share this vision statement worksheet to gather ideas from employees, clients, and other stakeholders about what your organization’s vision should be. This template includes space for users to draw or insert an image of their vision for the organization.

What Is a Mission Statement of a Company?

A mission statement is a quick, succinct, memorable way of communicating a business or nonprofit’s unique purpose, function, and day-to-day goals to employees, clients, and other stakeholders. Mission statements are usually part of the business plan and often form part of the executive summary . Functioning in such capacities, mission statements can become the summation of a business strategy.

What Is a Vision Statement?

A vision statement describes the ultimate goals and overarching purpose of a for-profit or nonprofit organization. A vision statement can serve as the cornerstone of strategic planning, providing an organization with direction and a general destination as well as defining its aspirations and values. Some say that the vision statement is what would remain if an organization could no longer produce a particular product or service.

Mission Statement Examples for Businesses

Following are some examples of mission statements for for-profit companies:

• Warby Parker: Warby Parker was founded with a rebellious spirit and a lofty objective: to offer designer eyewear at a revolutionary price while leading the way for socially conscious businesses.
• American Express: We work hard every day to make American Express the world's most respected service brand.
• Workday: Workday was founded on a disruptive idea: to put people at the center of enterprise software.
• Disney: Our mission is to be one of the world’s leading producers and providers of entertainment and information. Using our portfolio of brands to differentiate our content, services, and consumer products, we seek to develop the most creative, innovative, and profitable entertainment experiences and related products in the world.
• Louis Vuitton: The mission of the LVMH group is to represent the most refined qualities of Western “Art de Vivre” around the world. LVMH must continue to be synonymous with both elegance and creativity. Our products, and the cultural value they embody, blend tradition and innovation and kindle dream and fantasy.
• Tesla: Tesla’s goal is to accelerate the world’s transition to sustainable energy.
• Starbucks: To inspire and nurture the human spirit — one person, one cup, and one neighborhood at a time.

Mission Statement Examples for Nonprofits

• NPR: The mission of NPR is to work in partnership with Member Stations to create a more informed public — one challenged and invigorated by a deeper understanding and appreciation of events, ideas and cultures.
• Doctors Without Borders (Médecins Sans Frontières [MSF]): MSF was created in the belief that all people should have access to healthcare regardless of gender, race, religion, creed, or political affiliation and that people’s medical needs outweigh respect for national boundaries.
• The Leukemia & Lymphoma Society (LLS): Cure leukemia, lymphoma, Hodgkin’s disease, and myeloma, and to improve the quality of life of patients and their families. 
• Heifer International: Heifer International’s mission is to work with communities to end hunger and poverty and to care for the Earth. 
• The New York Public Library: The mission of the New York Public Library is to inspire lifelong learning, advance knowledge, and strengthen our communities. 
• Livestrong: We improve the lives of people affected by cancer, now. 
• Ted Talks: TED is a nonprofit devoted to spreading ideas, usually in the form of short powerful talks (18 minutes or less). 

Example Business Vision Statements

Here are some examples of business vision statements:

• Patagonia: Build the best product, cause no unnecessary harm, and use business to inspire and implement solutions to the environmental crisis.
• IKEA: At IKEA our vision is to create a better everyday life for the many people.
• Boeing: People working together as a global enterprise for aerospace industry leadership.
• BBC: The BBC’s vision is to be the most creative organisation in the world.
• Ben & Jerry’s: Making the best ice cream, in the nicest possible way.
• Progressive: Progressive’s vision is to reduce the human trauma and economic costs associated with automobile accidents.
• ASOS: Our vision is to become the world’s number-one destination for fashion-loving 20-somethings.

Example Nonprofit Vision Statements

Here are some examples of nonprofit vision statements:

• VFW: Our vision is to ensure that veterans are respected for their service, always receive their earned entitlements, and are recognized for the sacrifices they and their loved ones have made on behalf of this great country.
• Amnesty International: Amnesty International’s vision is of a world in which every person enjoys all of the human rights enshrined in the Universal Declaration of Human Rights and other international human rights instruments.
• ASPCA: Our organization was founded on the belief that animals are entitled to kind and respectful treatment at the hands of humans and must be protected under the law.
• Cleveland Clinic: We strive to be the world’s leader in patient experience, clinical outcomes, research, and education.
• Ducks Unlimited: The vision of Ducks Unlimited is wetlands sufficient to fill the skies with waterfowl today, tomorrow and forever.
• Habitat for Humanity: A world where everyone has a decent place to live.
• Human Rights Campaign (HRC): The Human Rights Campaign envisions a world where lesbian, gay, bisexual, transgender, and queer people are embraced as full members of society at home, at work, and in every community.

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What Is the Difference Between a Mission Statement and a Vision Statement?

A mission statement describes the purpose and day-to-day effort of an organization. A vision statement describes an organization’s ultimate goal or future outcome. But the two work in tandem: A vision statement expresses what you ultimately want to achieve; a mission statement articulates what you will do to get there.

Together, the mission and vision statements provide direction and destination. (You outline the actual specifics of how to achieve a mission or vision when discussing goals and objectives.) The terms mission statement and vision statement are sometimes used interchangeably. In addition, people sometimes substitute the word mantra for the term mission statement. However, strictly speaking, a mantra refers to a value-loaded slogan.

Senior managers usually craft mission and vision statements for an organization. Managers at other levels may prepare mission or vision statements for specific departments or programs.

What Are the Benefits of Mission and Vision Statements?

Mission and vision statements chart a path for pursuing consistent quality and values (i.e., the things that will keep your core clients loyal over the years). A mission statement provides a guidepost for your employees, helping them to prioritize efforts, especially in times of crisis or indecision. A mission statement even gives them a way to promote your organization, including to future employees. A mission statement also becomes part of your branding and advertising, offering a quick, clear message for social media and other platforms. Therefore, it’s crucial to be precise in creating a message so that it isn’t vulnerable to interpretation. To craft an effective mission statement, you must view it as a living reference and not merely as a dusty printout on a cubicle wall.

Vision statements provide a common goal for all organization members and stakeholders. They supply a strategic framework for management and inspire employees, guiding them toward ethical operational decisions. Along with mission statements, vision statements also arm employees with a communication tool for reaching stakeholders outside the organization. But mission and vision statements aren’t just for the cafeteria and the boardroom — consider sharing them with clients and potential clients on social media, on packaging, on company swag, and elsewhere.

Should Mission and Vision Statements Ever Change?

Opinions vary widely on whether you should ever change mission or vision statements. Because both of these statements define an organization’s purpose, goals, culture, ethics, and decision-making framework, some experts say they should never change — they believe that although goals may change as you achieve them, mission and vision statements (if written properly) should remain the same. Other sources suggest that a mission statement should cover a limited time (two to 10 years), but that a vision statement, capturing the values of an organization, should remain the same. Still, others feel that a vision statement should change because, ideally, a company should ultimately achieve its long-term goals. Of course, if your organization undergoes radical changes, you will, undoubtedly, want to update either or both statements.

What Needs to Be in a Mission Statement?

A mission statement should include a description of what your organization does, who your clients are, how you fulfill the company’s purpose, and what that purpose is. Ideally, in 30 seconds or less, your readers should understand what the organization offers customers, clients, employees, managers, owners, and potentially even the community and the planet. The statement should also communicate how the company achieves this.

When crafting a mission statement, consider focusing on one or two key functions that can define the organization for employees, external stakeholders, and the public. A mission statement must be as short as possible while still being memorable and lucid in communicating your organization’s purpose. Some experts advise creating a two to six-word tagline, along with mission statements that are longer than 15 words. You may have a longer version for internal use and a shorter, customer-facing version. You may also have bullet points for each area of focus.

Once you’ve created a draft, ask yourself if it could apply to any business or non-profit or if it successfully captures your organization’s uniqueness. Define the essence of your organization and what makes it distinctive.

Buzzwords and Jargon to Cut from Your Mission and Vision Statements

Anybody can throw a lofty sentiment into a statement and then forget about it, or speak in obscure technical terms. Avoid these pitfalls and communicate your organization’s uniqueness directly and clearly. Eliminate phrases such as the following from your copy, and focus on concrete descriptions and aspirations:

• World class
• Superior customer service
• Be the best possible
• To maximize investor returns
• Highly valued

Look for other bloated, generic words and phrases that you can delete from your message.

How Do You Create an Effective Mission Statement?

Depending on the nature of your organization, you may start researching and drafting a mission statement on your own or with a small group of team members. Remember that if you begin on your own, the development process should not continue in isolation. You’ll get the best result if you both include at least a few stakeholders in the drafting and review process and get buy-in from all those concerned. Here are steps for creating an effective mission statement:

Consider reviewing mission statements from organizations similar to yours to see what you like and what approaches are relevant for you.

Sit down and write or brainstorm as a group. Make a list of keywords and phrases that describe your organization. Or, you can do the following:

• Write down your organization’s main purpose and function as well as its unique strengths. What is it that we do? What do we create? Why does it matter? How does it make a difference?
• List by type your organization’s main clients, or target buyer personas , internal or external. Detail what good the organization provides for each type of client.
• Describe how the organization treats employees, but only if you intend to pursue respectful and unique treatment.
• Describe the returns and advantages for business owners or non-profit managers and directors. What do you want to gain from the organization? Profits? A happy, productive workforce?

List these characteristics in order of importance to your organization.

Use these characteristics to create a short paragraph of no more than five or six sentences.

Get feedback on this paragraph, not only from employees and other internal stakeholders, but from suppliers, clients, and customers. Will your employees support this statement? Do outsiders believe it accurately reflects your organization?

Consolidate your paragraphs into one concise statement. Although the ideal mission statement is 20 or fewer words, keep in mind that a longer message (anywhere from 50 to 250 words) is perfectly acceptable as long as it is impactful. Remember that you can always make it shorter and punchier at some point in the future.

Share the final product with everyone. Post it on the wall in the lobby. Tweet it. Add it to your webpage. Consider all the ways you can publish your new mission statement.

As one final step, consider noting every place that your mission statement is published. That way, if you have to update your message, you can disseminate it everywhere simultaneously and include an explanation as to why.

What to Include in a Vision Statement?

Vision statements should be short (usually no longer than two sentences), memorable, aspirational, and compelling. The average length ranges from 10 to 15 words (a vision statement of 30 words would be considered long). Aim for fewer than 20 words, and then see if you can pare down the statement even further.

A vision statement should describe your organization’s unique aspirations and should, therefore, be precise. It should also align with your values. Because a vision statement depicts the broad, long-term vision, it should present optimistic, but realistic expectations — that is, ones that your employees can reasonably work with. Above all, the values that you convey must be relatable for your employees, directors, investors, and customers. Here’s what to include in a vision statement:

• Focus on the Future: Describe your aspirations for how the organization should look and feel in the future and what it should accomplish.
• Specify a Clear Vision: Provide direction that’s clear and focused enough to shape decision making. Make the statement concise and easy to read and remember. Some sources suggest focusing on one objective. If you must elaborate, do it in an additional document.
• Make the Scope Broad: At the same time, a vision should be general enough to encompass changing possibilities.
• Make It Achievable: A vision shouldn’t be so abstract and lofty as to never be attainable.
• Make It Inspiring: Members of your organization and outside stakeholders should be inspired to extend themselves and organization resources in order to achieve a greater goal.
• Find Something Stable: Your vision statement should define a goal that has a reasonable expectation of success despite economic, technological, or other shifts.
• Pinpoint a Date: Specify the future date by which the company should have achieved the goal.
• Include Relevant Goals and Values: Ensure that the statement applies to current and foreseeable efforts and challenges.

What Makes Your Organization Unique? Define what differentiates your company from all other organizations and why that quality is crucial to both internal stakeholders and clients.

How Do You Create a Compelling Vision Statement?

Just as you might collaborate to create a mission statement, consider working as a group to research and draft a vision statement. And, ask your internal and external stakeholders to review the draft statement before you commit to a final version. Here are the steps to creating a compelling vision statement:

Write down your organization’s main purpose and function. Convey how you help clients or customers.

List keywords and phrases that describe your vision for your organization.

Describe what is unique about your organization’s approach to its primary purpose.

Send your draft out for review.

Publish the final version.

Vision Statement Template

Are you holding back from drafting a vision statement? This template gives you a sentence format, so you can simply add the words that best sum up your vision for your organization. But don’t write just one — use the template to write several iterations until you hone in on the words and ideas that work best.

Download Vision Statement Template

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Mission & Vision Statement: Simple Steps, Examples & Templates

Use this template to create a truly inspiring mission and vision statement.

People are drawn to personalities, not faceless brands. When you think of great companies, you probably imagine Apple and Nike. However, behind the brand is a mission you connect with on an emotional level. A mission statement humanizes a brand and makes it attractive to investors, potential employees, and customers.

Your mission and vision statement is the driving force of your organization. It’s the foundation that shapes and influences everything you do, from internal communications to marketing. It’s why your employees show up in the morning.

A vision statement acts as a north star for your organization. It’s a lofty, audacious statement that defines what you stand for and the reason you exist. 

In the famous words of Simon Sinek, “Customers will never love a company until the employees love it first.” Likewise, a mission statement instills a passion for your company’s purpose in employees, leading to increased performance and profitability.

In this guide, we’ll explain how to write the perfect mission statement and share some of the best examples we’ve seen.

What is a business mission statement?

A business mission statement is a concise and memorable way to communicate your business goals to clients, employees, and stakeholders. Mission statements are usually within a paragraph or sentence length. 

Yours answers:

• What your company does for employees
• What your company does for customers
• What your company does for the owners and stakeholders

Include your mission statement as part of a business plan under the executive summary . You could also post your mission statement on your company website for external and internal stakeholders to read.

What is a non-profit mission statement?

A non-profit mission statement communicates your nonprofit’s fundamental purposes. It’s a brief explanation of:

• Why you exist
• Who you serve
• How you serve them

It’s important to note that a mission and vision statement are not the same. The vision statement describes the goals you want to achieve in the future, while the mission statement explains how you plan to achieve the vision.

What are the benefits of mission and vision statements? 

Provides direction.

A mission statement gives your organization a focus target. It provides a strong sense of direction that influences decisions, strategies, and future plans. Everything you do aligns with your overarching goals. As a result, you’re focused on the bigger picture instead of getting caught up in short-term business performance.

Measures success  

A mission statement is the main criterion you use to measure business progress. You know you’re succeeding when your product, services, and actions align with your mission.

Aids recruitment  

When a potential employee is trying to learn about your company, they navigate to the about us section of your organization’s website. The mission statement tells them about your culture, values, and beliefs. Candidates are more likely to gravitate towards your organization when they see your team living your company mission. 

A Gallup research of nearly 50,000 businesses showed that mission-driven leadership encourages employees to:

• View their organizational contributions more broadly
• Have higher productivity
• Stay with their current employer
• Be proactive in creating a safe workplace
• Build connections with customers

Unifies teams

Your organization’s purpose Is essential to employees. A Deloitte survey revealed much higher levels of employee engagement (73%) in a purpose-driven company. A mission statement keeps your employees united, committed, and driven towards a common goal.

Ensures accountability

A public mission statement keeps you accountable for the goals you’ve set out to achieve. Your customers know the claims you’ve made, and they hold you to that standard. The same applies to your in-house teams and partners who feel encouraged to strive for the company goals in all they do. 

Improves internal branding

Internal branding is the process of communicating your mission and vision to your employees. It helps employees understand how they fit into your company’s long-term goals. In addition, employees develop an emotional connection to your company when you have a strong internal brand.

A few ways to improve internal branding include:

• Defining your company mission
• Explaining your core values
• Featuring your core values and mission statement on your company website
• Include internal branding as part of the employee onboarding process to personalize the employee experience from day one
• Using your company’s knowledgebase software   to share updates to your branding
• Publicly recognizing employees who live the company mission
• Making internal branding a priority

8 tips for writing a company mission statement

1. ask questions.

For this step, gather the founders and stakeholders in a room. You may include your business coach or top managers in this session. Your goal is to establish a clear purpose of your mission statement by answering the following questions:

• What do we do?
• Why does it matter?
• Who is our target audience?
• What are our main strengths?
• How does our product or service make a difference?
• What are the most ambitious goals we want to achieve?
• What impact do we want to have on our community and the world at large?

Schedule a meeting or two to answer these questions in detail; review mission statements from other organizations to draw inspiration. 

2. Identify themes from your interviews   

Next, you’ll want to answer these questions:

• What is our key differentiator?
• From what we’ve reviewed, which mission statements resonate with us?
• Which descriptions feel right?
• What common themes emerged?

From the answers, you’ll notice several words, sentences, or phrases that keep coming up. As you develop ideas from these themes, remember the following:

• While your mission statement is lofty and audacious, it should also be attainable. 
• Your mission statement should be clear enough for anyone to understand.
• It should inspire management and employees to live the core values.
• It should encourage buy-in from stakeholders.

3. Create the first draft

Invite employees from public relations, marketing, and the content department to participate in the writing process. 

Use the recurring words or themes from the answers to form the base of the mission statement. Then, ask everyone involved to say what comes to mind based on the theme. Some will sound great; others not so much—but that’s okay!

Write down as many ideas as possible without editing or rewording the ideas. Then, use the ideas you’ve gathered to write a few drafts. 

Remember those mission statements from other companies you liked? Take a second look at the structure of their mission statement to see how you can replicate it in yours.

Pro tip: Looking for a way to save time? Use the mission statement templates we’ve provided in this article to speed up the process.

4. Keep it short

A long mission statement is hard to remember. If nobody remembers the mission statement, then it has no impact. Limit sentences to 10-20 words. Avoid words longer than four syllables or 12 letters. Don’t use more than a one-word string (A, B, and C).

5. Ask for feedback

A mission statement that inspires you isn’t necessarily going to inspire others. Hence, asking for feedback ensures that everyone understands your message. 

Get feedback from employees, customers, and even board members. Questions you want to answer in the feedback include:

• How does the mission statement make you feel?
• What part of the mission statement doesn’t work for you?
• What would you change?
• Is it missing something?

6. Finalize and share

Use the feedback to improve the mission statement. Once you’ve arrived at the final version, update all company materials to reflect the new mission statement. When sharing your mission statement, remember you have two audiences:

• Your customers and partners
• Your employees

7. Employee-facing documents

Living your mission starts with the onboarding process. First, include your mission in the employee handbook and onboarding documents. Next, add the mission statement to your careers page, workplace posters, paycheck stubs, offer letters, and internal communications platform.

Asana’s CEO, Justin Rosenstein , has an interesting process for reinforcing the company’s mission to employees. First, he walks up to an employee and asks what they’re working on. The answer is usually related to a current project. Again, he asks why they’re working on the project, and when they respond, he asks why again. He follows this chain until the answer leads to the company’s mission statement.

At Guru, we use a reward-based system to encourage employees to live the company’s values . We ask employees to nominate colleagues who exemplify the company’s values. CEO Rick Nucci reads out these names during company calls and shares stories of employees who are great examples of value in action.

If you’re using Guru as your internal communication tool , you can share updates to your company mission using announcements. These ensure that everyone in the organization sees it and you can see who read critical information.

8. Customer-facing documents

A few ways to share your mission statement on external-facing documents include:

• Product brochures
• Business cards
• Extranet software with partners and vendors
• Company website
• Company vehicle
• Press releases

Mistakes to avoid when writing a mission statement

✅jargon and buzzwords.

When it comes to writing a mission statement, the best way to have an impact is to make it unique and powerful. Every organization wants to be a leader, but using the term in your mission statement is simply too common and tends to fall flat. 

Here are the most common buzzwords and jargon to avoid:

• The best possible
• World-class
• Maximize investor returns
• Superior customer service
• Outcome focused
• Professionally competent
• Quality assured
• Efficient and effective
• Leader/leading
• Highly valued

‍ ✅Replacing a mission statement with a tagline

Some readers may confuse a tagline with a mission statement. A tagline is usually a few words that describe your organization, but it doesn’t replace your mission statement.

Examples include:

Nike - Just do it

Wendy’s – Where’s the beef?

Coca-Cola – Open Happiness

L’Oréal – Because you’re worth it

You can’t tell much about an organization by reading the tagline, but your mission statement clarifies what makes your company unique.

✅Lacking personality and reading like a fact sheet

Factsheets are great for information. But nobody ever read a factsheet and came away feeling inspired to do more. So, avoid being passive or descriptive with your mission statement. Instead, think of the bigger picture of what guides your company strategy and motivates your employees.

Don’t take yourself too seriously or give in to the trap to sound serious and professional. The best mission statement is infused with humanity and reflects your company’s personality.

The 7 most inspiring mission and vision statement examples for business

When Rick Nucci and Mitch Stewart built Guru, they had one goal in mind: To create a product that gives people the knowledge they needed to do their jobs right inside the tools they already work with. The mission statement perfectly encapsulates the overarching goal of Guru which is to make knowledge easily accessible. We are also guided by these core values listed on our about us page .

2. American Express

There are several core values that American Express promotes in its mission and vision statement: 

• American Express is building a respected service brand that prioritizes customer services and offers unique products and services
• There’s an emphasis on teamwork, so employees are in the best position to help customers

Spotify is giving all musicians a platform to release their music and get paid simultaneously. In addition, they’re removing the constraints of traditional record labels and providing artists with direct access to their fans through Spotify’s global presence.

If you love green energy and care about the environment, then Tesla’s mission and vision statement will resonate with you. Tesla’s goal is perhaps one of the most ambitious you’ll see in this list. They wanted to revolutionize the automobile industry through electric vehicles that are safe to drive without sacrificing performance.

And they’ve done it! Tesla attained its first full year of profit in 2020 and delivered nearly 500,000 electric cars to customers. They’re currently worth over $500 billion, which is more than the nine largest automobile companies combined. 

But it’s not just about money. Tesla identified a real problem and built an entire company to reduce air pollution. 

Where competitors were adamant that fuel-based cars were the only way to guarantee performance, Tesla transitioned the transport sector from polluted engines to eco-friendly energy sources. Everything they’ve achieved goes back to their corporate vision to drive the world’s transition to electric vehicles.

If you’ve watched a Nike commercial, then you’ve seen them living their mission. For Nike, an athlete isn’t just a professional with a sports career. It’s the teenager in the Middle East playing soccer while wearing her hijab. It’s the young, Black kid who loves basketball and dreams of going pro one day. 

Nike believes everyone is an athlete. They promote individualism and inclusion through sports. You don’t need a six-pack or a young body to be an athlete. With the right motivation, anyone can do it.

Interestingly, there’s no mention of apparel or sneakers in their mission statement. It’s clever because it doesn’t limit Nike. Instead, it allows them to expand and evolve with consumer needs.

A few ways that Nike achieves their mission include:

• Designing the Vaporfly Next% shoes helped Kenya runner Eliud Kipchoge become the first human to run 26.2 miles under 2 hours. It remains one of the greatest achievements in sports.
• Fostering an environment where inclusion, respect, and empowerment are practiced daily. For example, Nike recruited several LGBT and Black sports icons to lead the 2020 equality campaign. Famous names include Megan Rapinoe, Serena Williams, and LeBron James.
• Giving back to communities by investing over $81 million in the Made to Play program. As a result, over 100,000 coaches and 15 million kids have benefited from the program.

6. Microsoft

The mission and vision statements show that Microsoft focuses on empowering people and organizations to reach their full potential.

The first component is empowering customers. We see this in the affordable products Microsoft makes to help students unlock their learning potentials with software like OneDrive and Microsoft Office.

The second component is empowering customers. Again, we see this in Microsoft products such as Microsoft 365, Microsoft Power Platform, and Microsoft Azure.

The third component, “on the planet,” shows that Microsoft is a global brand, and everyone who comes in contact with a product can benefit. They live their company mission by fostering an innovative culture that encourages employees and customers to reach their full potential.

According to Asana , the first half of the statement “help humanity thrive” is the mission statement, and the second half, “enabling the world’s teams,” is the vision statement.

The goal of enabling the world’s teams is what drives company goals and product development at Asana. They’ve cracked the code on helping teams of any size manage projects and workflows through user-friendly applications.

Asana is one of the best examples of living a company’s mission. They treat culture as a product, and they’re committed to empowering their employees to thrive. Asana values teamwork, co-creation, and doing things fast. 

Through a distributed workflow where each employee focuses on their core expertise, everyone has the right structure to reach their personal and professional goals.

Mission statement examples for nonprofits

Alzheimer’s association.

There are several elements here to unpack:

• Accelerate global research
• Drive risk reduction and early detection
• Maximize quality care and support
• Find a cure for Alzheimer’s

The Alzheimer’s Association achieves its mission in the following ways:

• All care and support services are focused on providing timely and accurate diagnoses as well as increasing the quality of care for people living with Alzheimer’s
• Collaborate with community-based providers, volunteers, and health systems to increase access to diagnosis and quality care

The Women’s Center

The Women’s Center’s mission statement is comprehensive and direct. They clearly state their desired impact on improving the mental health and well-being of all members. They also show the how through education, counseling, and support.

The Women’s Center achieves its mission and vision in the following ways:

• Therapy and support groups
• Legal and financial advising
• Domestic violence and sexual assault advocacy
• Family, individual, couple, and adolescent counseling
• Awareness, advocacy, and community programs
• Teaching institution for mental health professionals

American Red Cross

The mission statement of the American Red Cross is easy to understand. They aim to alleviate human suffering during emergencies through the support of donors and volunteers.

A few ways the Red Cross achieves its mission include:

• Community of volunteers are ready and prepared to act in an emergency
• People affected by disasters access lifesaving blood products, shelter, and care
• Prioritizes the most urgent cases of distress without regard for race, nationality, or religious beliefs

The Trevor Project

A few ways the Trevor Project achieves its mission include:

• Free and confidential suicide prevention support via chat, phone lifeline, and text
• TrevorSpace, a safe social networking site for LGBTQ youth
• Trevor Research, a program that brings new knowledge and clinical implications to the field of suicidology
• Trevor Advocacy to support policy change at state and federal levels. The goal is to improve the mental health and well-being of young LGTBQ young people through interventions that address the risk factors for suicide.

Streamline your mission and vision statement templates with Guru 

A mission drives the most successful organizations. It’s how your employees and customers know what you believe in or stand for. 

Whether you’re writing your first draft or updating your mission statement, our mission and vision templates give you an easy format to simplify the process.

Make your templates accessible for everyone by storing and managing them on Guru. In addition, you can download a range of mission, vision, and business templates and customize them to fit your organization’s needs.

Frequently asked questions about mission and vision statement

What if my mission statement changes? 

As your organization grows, your objectives and mission can (and should) change. Think of all the places you shared your old statement, from internal resources to external-facing documents. If you’ve documented the placement, it’s easy to make changes at once. Start with a press release to promote your updated mission. Next, send an email to your customer base and stakeholders informing them of the updated mission. Finally, use Guru to share new changes with your employees and partners.

What is the difference between a mission statement and a vision statement?

A mission statement defines the goals of your organization and how you plan to reach those objectives. The vision statement is where you hope to be in the future.

What are the three parts of a mission statement?

The three parts of a mission statement are:

• Your target audience
• Your product or service
• The distinctive quality that sets you apart from competitors

22 vision statem ...

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22 vision statement examples to help you write your own.

When launching a startup, founders typically have an idea of what they want to achieve — a vision of what success will look like. During the strategic planning process, it’s important to put this vision into concrete terms. Not only does a vision statement clarify your thoughts, but it helps employees and stakeholders understand what the business has set out to accomplish. No matter what the business, a good mission and vision statement can inspire and motivate employees to make that vision a reality.

Whether it’s your first or fifth business, writing a compelling vision statement can be challenging. Below, we'll share how to write a vision statement — one that inspires your employees and positively impacts your business — and we'll look at a few vision statement examples to help you get started. 

What is a vision statement? 

A personal mission statement and personal vision statement can be used to guide our decision-making and help us stay focused to meet our long-term goals. Company statements are no different. A company vision statement is one of your most important business documents, along with your mission statement and core values. Although it’s easy to confuse the three, each one is unique and serves its own purpose. 

Core values are the organization’s long-term beliefs and principles that guide employee behavior. A mission statement deals with “why” an organization exists, while a vision statement outlines “what” that existence will eventually look like. A mission statement has to do with what the organization is doing in the present, while a vision statement focuses on the future. Mission statement examples include L’Oreal’s “Offering all women and men worldwide the best of cosmetics innovation in terms of quality, efficacy, and safety.” Conversely, Disney’s vision for itself is “to be one of the world’s leading producers and providers of entertainment and information.”

Primarily intended for internal employees and shareholders, a vision statement describes what an organization aspires to be. It helps to think of a vision statement as part roadmap, part inspiration. By outlining a long-term vision, rather than just short-term goals, a vision statement helps give the organization shape and purpose. 

Why it’s important to have a vision statement.

Despite the importance of a vision statement, many companies choose to operate without one. Some simply combine their mission and vision into one general document. Others do away with the idea altogether, thinking that corporate visions are vague statements that serve no actual purpose. 

Furthermore, studies show that highly aligned organizations grow revenue 58% faster, and are 72% more profitable than ones that are unaligned. If an organization doesn’t have a vision or a clear idea of what it wants, it will greatly limit its opportunities and have a difficult time inspiring employees to stay committed.  

How to write a vision statement.

Writing a vision statement may seem like a daunting task. It’s read by every employee and shareholder, and greatly impacts the success of the organization. And a vision statement takes time and thought. When done well, a vision statement can provide the encouragement your company needs to achieve its goals. To streamline the process, keep the following steps in mind while crafting your vision statement:

1. Determine who will help write your vision statement.

When starting out, it’s likely you and your partners will be responsible for writing your company’s vision statement. Once you start hiring, you can ask managers and employees to contribute additional insights. Interviewing a range of individuals will help create a vision statement that integrates and speaks directly to the entire organization. 

2. Project your goals for the future.

Imagine your company five or ten years down the line. The outcome you envision — your dream for the future, your success as a company — should be captured in the vision statement. Keep in mind that the statement should only include the vision, not an actual step-by-step plan for implementing solutions. 

The following questions can help you clarify your vision: 

• Where do we want the organization to go? 
• What can we realistically achieve?
• What problem does the organization intend to solve?
• What are the changes we believe the organization can make for individuals? For the industry? 
• How will things be different if the vision is realized?
• What phrases or keywords describe the type of organization and outcome we want?

3. Stick to the specifics.

A generic vision statement — one that sounds like it could apply to any company — will not be enough to motivate your team. Vision works best when it’s specific and describes an end goal only your organization can provide. Don’t be afraid to dream big. A lukewarm vision will only yield lukewarm results. So it’s important to be bold, and even risky, when writing your vision statement. 

4. Keep it short and simple.

While it should be specific, a vision statement shouldn’t be overly detailed. It should be concise. Start by jotting down all of your ideas, and then pare those down to the essentials. Keeping just one or two key points helps create a clear vision that’s easy for everyone to focus on and fulfill. Stay away from technical terms and jargon, and use the present tense. Rather than trying to write something catchy, aim for clarity. A great vision statement works best when it’s simple, memorable, and inspirational. 

Revisit your vision often as your company evolves.

A vision statement sets an organization’s sights on the future. However, once that future is reached, the vision needs to continue moving forward. Your vision statement is a living document, not a set of static sentences. It plays an important part in your overall strategic plan for a certain time frame. It should therefore be regularly updated to reflect your organization’s current purpose. 

Brex is trusted by 1 in 3 startups for credit cards and spend management — are you next?

Constantly communicate your vision.

Once you have a vision statement that articulates your end goal, make sure it’s clearly communicated. A vision is more effective when your entire organization takes it to heart. Commit the proper resources and time toward realizing the vision you’ve set. This can mean investing in seminars and training or launching a new product. It can also include offering the lowest possible prices, entering new markets, or exploring other areas of opportunity. A good way to help everyone align with a company's vision statement is by inviting them into the process. Ask for employees’ input, and suggest ways to incorporate the vision into their work. Then, make sure to recognize or reward individuals for their standout contributions.

Vision statement examples.

Sometimes, seeing what works for notable companies is just the inspiration you need to create your own vision statement. Below are some inspiring vision statements from today’s top companies:

Concept-based vision statements.

Some vision statements are based on concepts of what the company hopes to be or achieve in the future. This can be a general statement focused on customers, or a position the company wants to hold within the industry. Below are a few examples of concept-based vision statements:

• BBC: “To be the most creative organization in the world”
• Disney: “To make people happy.”
• Google: “To provide access to the world’s information in one click”
• IKEA: “To create a better everyday life for the many people”
• Instagram: “Capture and share the world’s moments”
• LinkedIn: "Create economic opportunity for every member of the global workforce”
• Microsoft: “To help people throughout the world realize their full potential”
• Nike: “To bring inspiration and innovation to every athlete in the world”
• Oxfam: “A just world without poverty”
• Shopify: “To make commerce better for everyone”
• Sony: "To be a company that inspires and fulfills your curiosity.”
• TED: “Spread ideas”
• Tesla: “To accelerate the world’s transition to sustainable energy”
• Uber: “We ignite opportunity by setting the world in motion”
• Whole Foods : “To nourish people and the planet.”

Quality-based vision statements.

Other common vision statements are focused on internal goals. These include the type of products and services the company hopes to provide as they grow. Quality-based vision statements can also relate to company culture and operations. The following are some examples from actual United States companies in different industries:

• Amazon: “Our vision is to be earth’s most customer-centric company, where customers can find and discover anything they might want to buy online.”
• Avon: “ To be the company that best understands and satisfies the product, service, and self-fulfillment needs of women—globally.”
• Ben & Jerry’s: “Making the best ice cream in the nicest possible way”
• Ford: “People working together as a lean, global enterprise to make people’s lives better through automotive and mobility leadership.” 
• IBM: “To be the world’s most successful and important information technology company. Successful in helping our customers apply technology to solve their problems. Successful in introducing this extraordinary technology to new customers. Important because we will continue to be the basic resource of much of what is invested in this industry.”
• McDonald’s: “To move with velocity to drive profitable growth and become an even better McDonald’s serving more customers delicious food each day around the world.”
• Nordstrom: “To serve our customers better, to always be relevant in their lives, and to form lifelong relationships”
• Starbucks: “To establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow.” 
• Warby Parker: “We believe that buying glasses should be easy and fun. It should leave you happy and good-looking, with money in your pocket. We also believe that everyone has the right to see.”
• Zappos: “To provide the best customer service possible. Deliver 'WOW' through service”

Keep a clear vision.

Even if it’s just a few sentences, a vision statement provides a lot of value. Not only does it outline the company’s desired outcome, but it can communicate intentions and hopes for the future. The best part is that a vision statement changes with your organization. When a vision is reached or updated, it’s time to create a new vision statement. This encourages everyone toward greater goals, and opens your company to more possibilities.

Ready to bring your vision to life? Brex can help.

11 Inspiring Vision Statement Examples (+How to Craft Your Own)

Your company sells a product or an offering, but your branding communicates so much more than this. It communicates the value your product provides. The way your offering is different from your competitors’. The personality you display in your content and embody in your company culture.

Your vision statement is a key piece of this branding that helps to communicates all this and more.

Here, we’re going over everything you need to know to get started crafting your company’s vision statement and how to put it to use.

We’ll cover:

• What a vision statement is
• How a mission statement and vision statement are different

How to write a vision statement

Plus, we’ll include some of our favorite vision statement examples to help you get inspired to create your own bigger-picture company impact.

What is a vision statement?

A vision statement outlines your company’s long-term goals. A good vision statement describes the bigger-picture impact of the work you’re doing day-to-day. A great vision statement includes all of this and inspires your employees, your customers, and your community to join you in realizing this vision.

You want to make sure you’re creating a great vision statement—and we’ll break down how to do that.

What’s the difference between a mission vs vision statement?

The difference between your mission statement and your vision statement is important but simple: Your vision is the result of your mission. 

Your vision statement fits into a larger part of your brand identity that also includes your mission statement and your company values. Here’s a quick overview:

• Your mission statement defines what you do, who you do it for, how you do it, and why it matters.
• Your vision statement outlines your long-term goals, the impact of achieving this mission.
• Your values are the guiding principles and beliefs that your brand embodies.

Your vision statement then should be the result of your mission statement. By working towards your mission, your company will achieve the long-term, bigger-picture vision for your brand, your customers, and sometimes even society.

This distinction is good to remember, especially considering how often mission and vision statements get confused. When you’re presenting this to your employees and your customers, make sure you’re being as clear as possible.

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Now that we’re clear on what a vision statement is and why it’s important, it’s time to get started drafting your own. Here’s how.

1. Think big

You want to draft a great vision statement that describes your company’s long-term goals and the impact of achieving them to inspire your customers, your employees, and your community. That means thinking big during a brainstorm before narrowing your ideas and messages down.

Here are some questions to start with:

• What do you want your business to change for your customers? For the world?
• How does your product or offering help your customers? How would it change the industry if everyone was your customer?
• How does that value you provide your customers change their lives? How does that change society?
• What does the success of your business look like in 10 years? What does that success look like for your customers?

Go through and answer these questions to start identifying the bigger impact of your business. And remember not to edit yourself just yet—giant goals like solving the housing crisis or improving access to healthcare are on the table. This is your vision for the long term, not exactly your promise to deliver right now.

2. Connect to your mission

Even though your vision statement should be future-looking, it should still be logically connected to what your company is working on today. That’s where connecting your mission statement comes in.

Once you have a few big ideas that you want to cover, pair these up with your mission statement. Does achieving your mission accomplish these big ideas?

Let’s consider an example. LinkedIn’s vision is to create economic opportunity for every member of the global workforce. Its mission is to connect the world’s professionals to make them more productive and successful.

Even though the vision is an expansive and aspirational one, it’s still connected to the mission. If you can connect all professionals and enable productivity and success, then you can create economic opportunities for the workforce globally.

Remember, it shouldn’t be the next step result of your mission, but it should be related.

3. Make sure you’re including emotion

The scope of your vision should be inspiring, but that doesn’t mean you’re off the hook with copywriting . Once you have the ideas down—the long terms goal or goals and the impact of achieving these—it’s time to start fine-tuning.

When you’re determining which words to use in your vision statement, remember you want to evoke an emotional reaction.

Image source

The emotional reaction should be positive, and it should be motivating. Other than this, though, it depends on your brand whether you’re hoping to inspire joy, action, peacefulness, or anything else. Once you determine how you want people to feel in reaction to your vision statement, make sure to choose your words accordingly.

4. Keep it short

Your vision statement should be one or two sentences at most. If it’s helpful to create a longer document that breaks down the vision for your company for your leadership team or board, that’s a worthwhile exercise. But that shouldn’t be the marketing copy that you’re using in your branding.

Keep it short, simple, and straightforward. That’s the best way for everyone to understand, remember, and most importantly connect with your vision.

5. Share it widely

Your vision statement is foundational marketing copy, and you should make the most of it—-for your company culture, your customer marketing, and even your prospective employees.

You should be sure to include your vision statement in your employer branding, whether that’s on your career page or in your company descriptions. In fact, LinkedIn found that a strong corporate brand can reduce cost per hire by more than 50% .

And be sure not to focus only on sharing with people outside of the company. Your employees are working towards your company’s mission each day, but that’s still on the path of your vision. Make sure to communicate that clearly.

11 inspiring vision statement examples

I don’t know about you, but I hate starting from a blank page. There are too many options, not enough guidance. That’s why examples are so helpful to start a brainstorm or a copywriting session.

Here are 11 exceptional vision statement examples to use as models, guides, and sources of inspiration to write your own.

Shopify’s vision statement is succinct and straightforward: “Make commerce better for everyone, so businesses can focus on what they do best: building and selling their products.”

Even though it’s straightforward (and directly builds on its mission statement to “Make commerce better for everyone”), the statement still communicates a big appealing goal. Who hasn’t had a clunky process with commerce, whether it’s a transaction that doesn’t go through or a return process that’s impossible to complete?

That’s why this structure is great for a template: Make [blank] better for [blank], so that [blank].

You can fill in the blanks to use this for your own vision statement—even just to get started.

Zoom has a strong vision statement: “Communications empowering people to accomplish more.”

The ubiquitous video meeting platform does an excellent job of sharing how its vision fits squarely into its brand identity.

No surprises that a company focused on communication expresses this so effectively.

Lego’s vision statement is simple and joyful: “A global force of learning through play.”

The toy company uses its vision statement to frame its impact reporting. The Lego Foundation is “reaching more children with learning through play,” and the company shares the progress on this goal.

I love how consistent and playful Lego’s branding is, and using the vision statement in action is an extension of this. Plus, it’s good to show that a vision statement isn’t just an aspirational goal—it really is the effect of achieving your mission.

Drift’s vision is clear: “A world where people are free to have a conversation with any business, at any time, on their terms.”

Drift’s chatbots allow businesses to field incoming questions and connect with customers or potential customers at any time. The vision statement shifts the perspective. Instead of focusing on the value to businesses, it highlights the value to all of us as customers. No more waiting to call with questions during business hours again.

Labster is an educational platform for virtual labs and scientific simulations. The company’s vision: “To make science education accessible to any student with an internet connection and a laptop. To help teachers educate and empower the next generation of scientists to change the world.”

This statement appeals to both key user audiences for Labster—students and teachers. Even more, it presents the unlimited potential impact for all of us if we provide future generations with critical science education. Inspiring.

6. Coded Minds

Coded Minds is an edtech startup with a concise but impressive vision statement: “To be the revolutionary platform of choice for educating the next generation of leaders in the 21st century.”

I like this visual because it outlines that company’s long-term goals clearly: The mission is what the company does, the vision is what the company will achieve, and the values speak to why it’s important to achieve it.

This exemplifies the simple significance of the mission, vision, and values exercises.

Zendesk’s slogan positions the company as the champion of customer service. Zendesk’s vision is the bigger-picture result of championing customer service for everyone: a global economy powered by lifelong customers.

One of Zendesk’s core brand beliefs is that customer service is so important because it impacts all of us. Like Drift, Zendesk is aware that we are all consumers who work with businesses and often need support when we’re doing so. By championing customer service, Zendesk helps businesses help customers—and by ultimately improving consumer experiences, the company is building the economy. The vision is a grand one, but the logic follows nicely.

Alltech develops agricultural products to help farmers raise livestock and crops to feed the world. The company shares why in its vision statement: “We firmly believe agriculture has the greatest potential to shape the future of our planet.”

This is an inspiring vision that’s particularly motivating for mission-driven employees. It’s a reminder that the day-to-day office and lab work is contributing not only to feeding the world but shaping the future of our planet. That’s a reason to join a company.

Nike’s marketing copy is always crisp and energetic. Their vision statement is no different: “We see a world where everybody is an athlete—united in the joy of movement.”

The key idea that everyone is an athlete resonates with the rest of Nike’s branding. The second part of this statement emphasizes the power of claiming and recognizing this shared identity: Unity.

Bille outlines its vision for the company that goes beyond razors and presents a more important purpose: “We want to undo the unfair social pressures women face, starting with double standards around shaving and bodycare, and celebrate the infinite ways women can look, feel, and be in the world.”

The best part is that this purpose appears throughout the website and product copy, too. The company not only announces its long-term goals, but it references them consistently.

Ikea might be known for its flat-pack bookshelves and beds, but its vision statement doesn’t mention furniture or furnishings at all: “To create a better everyday life for the many people.”

This sounds vague, but really it’s big. Ikea’s vision statement captures the impressive impact that accessible, quality furniture can have on people. It makes life better.

Plus, this leaves the future of the company open to expand beyond furniture—something that would be good to use in your own vision statement, too.

Get started writing the vision statement for your business

You can see from the examples that your vision statement doesn’t need to be complicated or lengthy. Instead, it needs to communicate the long-term purpose of your business and what you’re hoping to achieve. Now, use these examples for inspiration and work through the step-by-step to get started drafting your own vision statement. Good luck!

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Meet The Author

Céillie clark-keane.

Céillie is Head of Marketing for Building Ventures , a VC firm focused on funding and mentoring early-stage startups in the built environment space. Previously, Ceillie led content strategy for Unstack and managed the award-winning blog at WordStream.

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How to create a business plan: examples & free template.

This is the ultimate guide to creating a comprehensive and effective plan to start a business . In today’s dynamic business landscape, having a well-crafted business plan is an important first step to securing funding, attracting partners, and navigating the challenges of entrepreneurship.

This guide has been designed to help you create a winning plan that stands out in the ever-evolving marketplace. U sing real-world examples and a free downloadable template, it will walk you through each step of the process.

Whether you’re a seasoned entrepreneur or launching your very first startup, the guide will give you the insights, tools, and confidence you need to create a solid foundation for your business.

Table of Contents

How to Write a Business Plan

Embarking on the journey of creating a successful business requires a solid foundation, and a well-crafted business plan is the cornerstone. Here is the process of writing a comprehensive business plan and the main parts of a winning business plan . From setting objectives to conducting market research, this guide will have everything you need.

Executive Summary

The Executive Summary serves as the gateway to your business plan, offering a snapshot of your venture’s core aspects. This section should captivate and inform, succinctly summarizing the essence of your plan.

It’s crucial to include a clear mission statement, a brief description of your primary products or services, an overview of your target market, and key financial projections or achievements.

Think of it as an elevator pitch in written form: it should be compelling enough to engage potential investors or stakeholders and provide them with a clear understanding of what your business is about, its goals, and why it’s a promising investment.

Example: EcoTech is a technology company specializing in eco-friendly and sustainable products designed to reduce energy consumption and minimize waste. Our mission is to create innovative solutions that contribute to a cleaner, greener environment.

Our target market includes environmentally conscious consumers and businesses seeking to reduce their carbon footprint. We project a 200% increase in revenue within the first three years of operation.

Overview and Business Objectives

In the Overview and Business Objectives section, outline your business’s core goals and the strategic approaches you plan to use to achieve them. This section should set forth clear, specific objectives that are attainable and time-bound, providing a roadmap for your business’s growth and success.

It’s important to detail how these objectives align with your company’s overall mission and vision. Discuss the milestones you aim to achieve and the timeframe you’ve set for these accomplishments.

This part of the plan demonstrates to investors and stakeholders your vision for growth and the practical steps you’ll take to get there.

Example: EcoTech’s primary objective is to become a market leader in sustainable technology products within the next five years. Our key objectives include:

• Introducing three new products within the first two years of operation.
• Achieving annual revenue growth of 30%.
• Expanding our customer base to over 10,000 clients by the end of the third year.

Company Description

The Company Description section is your opportunity to delve into the details of your business. Provide a comprehensive overview that includes your company’s history, its mission statement, and its vision for the future.

Highlight your unique selling proposition (USP) – what makes your business stand out in the market. Explain the problems your company solves and how it benefits your customers.

Include information about the company’s founders, their expertise, and why they are suited to lead the business to success. This section should paint a vivid picture of your business, its values, and its place in the industry.

Example: EcoTech is committed to developing cutting-edge sustainable technology products that benefit both the environment and our customers. Our unique combination of innovative solutions and eco-friendly design sets us apart from the competition. We envision a future where technology and sustainability go hand in hand, leading to a greener planet.

Define Your Target Market

Defining Your Target Market is critical for tailoring your business strategy effectively. This section should describe your ideal customer base in detail, including demographic information (such as age, gender, income level, and location) and psychographic data (like interests, values, and lifestyle).

Elucidate on the specific needs or pain points of your target audience and how your product or service addresses these. This information will help you know your target market and develop targeted marketing strategies.

Example: Our target market comprises environmentally conscious consumers and businesses looking for innovative solutions to reduce their carbon footprint. Our ideal customers are those who prioritize sustainability and are willing to invest in eco-friendly products.

Market Analysis

The Market Analysis section requires thorough research and a keen understanding of the industry. It involves examining the current trends within your industry, understanding the needs and preferences of your customers, and analyzing the strengths and weaknesses of your competitors.

This analysis will enable you to spot market opportunities and anticipate potential challenges. Include data and statistics to back up your claims, and use graphs or charts to illustrate market trends.

This section should demonstrate that you have a deep understanding of the market in which you operate and that your business is well-positioned to capitalize on its opportunities.

Example: The market for eco-friendly technology products has experienced significant growth in recent years, with an estimated annual growth rate of 10%. As consumers become increasingly aware of environmental issues, the demand for sustainable solutions continues to rise.

Our research indicates a gap in the market for high-quality, innovative eco-friendly technology products that cater to both individual and business clients.

SWOT Analysis

A SWOT analysis in your business plan offers a comprehensive examination of your company’s internal and external factors. By assessing Strengths, you showcase what your business does best and where your capabilities lie.

Weaknesses involve an honest introspection of areas where your business may be lacking or could improve. Opportunities can be external factors that your business could capitalize on, such as market gaps or emerging trends.

Threats include external challenges your business may face, like competition or market changes. This analysis is crucial for strategic planning, as it helps in recognizing and leveraging your strengths, addressing weaknesses, seizing opportunities, and preparing for potential threats.

Including a SWOT analysis demonstrates to stakeholders that you have a balanced and realistic understanding of your business in its operational context.

• Innovative and eco-friendly product offerings.
• Strong commitment to sustainability and environmental responsibility.
• Skilled and experienced team with expertise in technology and sustainability.

Weaknesses:

• Limited brand recognition compared to established competitors.
• Reliance on third-party manufacturers for product development.

Opportunities:

• Growing consumer interest in sustainable products.
• Partnerships with environmentally-focused organizations and influencers.
• Expansion into international markets.
• Intense competition from established technology companies.
• Regulatory changes could impact the sustainable technology market.

Competitive Analysis

In this section, you’ll analyze your competitors in-depth, examining their products, services, market positioning, and pricing strategies. Understanding your competition allows you to identify gaps in the market and tailor your offerings to outperform them.

By conducting a thorough competitive analysis, you can gain insights into your competitors’ strengths and weaknesses, enabling you to develop strategies to differentiate your business and gain a competitive advantage in the marketplace.

Example: Key competitors include:

GreenTech: A well-known brand offering eco-friendly technology products, but with a narrower focus on energy-saving devices.

EarthSolutions: A direct competitor specializing in sustainable technology, but with a limited product range and higher prices.

By offering a diverse product portfolio, competitive pricing, and continuous innovation, we believe we can capture a significant share of the growing sustainable technology market.

Organization and Management Team

Provide an overview of your company’s organizational structure, including key roles and responsibilities. Introduce your management team, highlighting their expertise and experience to demonstrate that your team is capable of executing the business plan successfully.

Showcasing your team’s background, skills, and accomplishments instills confidence in investors and other stakeholders, proving that your business has the leadership and talent necessary to achieve its objectives and manage growth effectively.

Example: EcoTech’s organizational structure comprises the following key roles: CEO, CTO, CFO, Sales Director, Marketing Director, and R&D Manager. Our management team has extensive experience in technology, sustainability, and business development, ensuring that we are well-equipped to execute our business plan successfully.

Products and Services Offered

Describe the products or services your business offers, focusing on their unique features and benefits. Explain how your offerings solve customer pain points and why they will choose your products or services over the competition.

This section should emphasize the value you provide to customers, demonstrating that your business has a deep understanding of customer needs and is well-positioned to deliver innovative solutions that address those needs and set your company apart from competitors.

Example: EcoTech offers a range of eco-friendly technology products, including energy-efficient lighting solutions, solar chargers, and smart home devices that optimize energy usage. Our products are designed to help customers reduce energy consumption, minimize waste, and contribute to a cleaner environment.

Marketing and Sales Strategy

In this section, articulate your comprehensive strategy for reaching your target market and driving sales. Detail the specific marketing channels you plan to use, such as social media, email marketing, SEO, or traditional advertising.

Describe the nature of your advertising campaigns and promotional activities, explaining how they will capture the attention of your target audience and convey the value of your products or services. Outline your sales strategy, including your sales process, team structure, and sales targets.

Discuss how these marketing and sales efforts will work together to attract and retain customers, generate leads, and ultimately contribute to achieving your business’s revenue goals.

This section is critical to convey to investors and stakeholders that you have a well-thought-out approach to market your business effectively and drive sales growth.

Example: Our marketing strategy includes digital advertising, content marketing, social media promotion, and influencer partnerships. We will also attend trade shows and conferences to showcase our products and connect with potential clients. Our sales strategy involves both direct sales and partnerships with retail stores, as well as online sales through our website and e-commerce platforms.

Logistics and Operations Plan

The Logistics and Operations Plan is a critical component that outlines the inner workings of your business. It encompasses the management of your supply chain, detailing how you acquire raw materials and manage vendor relationships.

Inventory control is another crucial aspect, where you explain strategies for inventory management to ensure efficiency and reduce wastage. The section should also describe your production processes, emphasizing scalability and adaptability to meet changing market demands.

Quality control measures are essential to maintain product standards and customer satisfaction. This plan assures investors and stakeholders of your operational competency and readiness to meet business demands.

Highlighting your commitment to operational efficiency and customer satisfaction underlines your business’s capability to maintain smooth, effective operations even as it scales.

Example: EcoTech partners with reliable third-party manufacturers to produce our eco-friendly technology products. Our operations involve maintaining strong relationships with suppliers, ensuring quality control, and managing inventory.

We also prioritize efficient distribution through various channels, including online platforms and retail partners, to deliver products to our customers in a timely manner.

Financial Projections Plan

In the Financial Projections Plan, lay out a clear and realistic financial future for your business. This should include detailed projections for revenue, costs, and profitability over the next three to five years.

Ground these projections in solid assumptions based on your market analysis, industry benchmarks, and realistic growth scenarios. Break down revenue streams and include an analysis of the cost of goods sold, operating expenses, and potential investments.

This section should also discuss your break-even analysis, cash flow projections, and any assumptions about external funding requirements.

By presenting a thorough and data-backed financial forecast, you instill confidence in potential investors and lenders, showcasing your business’s potential for profitability and financial stability.

This forward-looking financial plan is crucial for demonstrating that you have a firm grasp of the financial nuances of your business and are prepared to manage its financial health effectively.

Example: Over the next three years, we expect to see significant growth in revenue, driven by new product launches and market expansion. Our financial projections include:

• Year 1: $1.5 million in revenue, with a net profit of $200,000.
• Year 2: $3 million in revenue, with a net profit of $500,000.
• Year 3: $4.5 million in revenue, with a net profit of $1 million.

These projections are based on realistic market analysis, growth rates, and product pricing.

Income Statement

The income statement , also known as the profit and loss statement, provides a summary of your company’s revenues and expenses over a specified period. It helps you track your business’s financial performance and identify trends, ensuring you stay on track to achieve your financial goals.

Regularly reviewing and analyzing your income statement allows you to monitor the health of your business, evaluate the effectiveness of your strategies, and make data-driven decisions to optimize profitability and growth.

Example: The income statement for EcoTech’s first year of operation is as follows:

• Revenue: $1,500,000
• Cost of Goods Sold: $800,000
• Gross Profit: $700,000
• Operating Expenses: $450,000
• Net Income: $250,000

This statement highlights our company’s profitability and overall financial health during the first year of operation.

Cash Flow Statement

A cash flow statement is a crucial part of a financial business plan that shows the inflows and outflows of cash within your business. It helps you monitor your company’s liquidity, ensuring you have enough cash on hand to cover operating expenses, pay debts, and invest in growth opportunities.

By including a cash flow statement in your business plan, you demonstrate your ability to manage your company’s finances effectively.

Example:  The cash flow statement for EcoTech’s first year of operation is as follows:

Operating Activities:

• Depreciation: $10,000
• Changes in Working Capital: -$50,000
• Net Cash from Operating Activities: $210,000

Investing Activities:

•  Capital Expenditures: -$100,000
• Net Cash from Investing Activities: -$100,000

Financing Activities:

• Proceeds from Loans: $150,000
• Loan Repayments: -$50,000
• Net Cash from Financing Activities: $100,000
• Net Increase in Cash: $210,000

This statement demonstrates EcoTech’s ability to generate positive cash flow from operations, maintain sufficient liquidity, and invest in growth opportunities.

Tips on Writing a Business Plan

1. Be clear and concise: Keep your language simple and straightforward. Avoid jargon and overly technical terms. A clear and concise business plan is easier for investors and stakeholders to understand and demonstrates your ability to communicate effectively.

2. Conduct thorough research: Before writing your business plan, gather as much information as possible about your industry, competitors, and target market. Use reliable sources and industry reports to inform your analysis and make data-driven decisions.

3. Set realistic goals: Your business plan should outline achievable objectives that are specific, measurable, attainable, relevant, and time-bound (SMART). Setting realistic goals demonstrates your understanding of the market and increases the likelihood of success.

4. Focus on your unique selling proposition (USP): Clearly articulate what sets your business apart from the competition. Emphasize your USP throughout your business plan to showcase your company’s value and potential for success.

5. Be flexible and adaptable: A business plan is a living document that should evolve as your business grows and changes. Be prepared to update and revise your plan as you gather new information and learn from your experiences.

6. Use visuals to enhance understanding: Include charts, graphs, and other visuals to help convey complex data and ideas. Visuals can make your business plan more engaging and easier to digest, especially for those who prefer visual learning.

7. Seek feedback from trusted sources: Share your business plan with mentors, industry experts, or colleagues and ask for their feedback. Their insights can help you identify areas for improvement and strengthen your plan before presenting it to potential investors or partners.

FREE Business Plan Template

To help you get started on your business plan, we have created a template that includes all the essential components discussed in the “How to Write a Business Plan” section. This easy-to-use template will guide you through each step of the process, ensuring you don’t miss any critical details.

The template is divided into the following sections:

• Mission statement
• Business Overview
• Key products or services
• Target market
• Financial highlights
• Company goals
• Strategies to achieve goals
• Measurable, time-bound objectives
• Company History
• Mission and vision
• Unique selling proposition
• Demographics
• Psychographics
• Pain points
• Industry trends
• Customer needs
• Competitor strengths and weaknesses
• Opportunities
• Competitor products and services
• Market positioning
• Pricing strategies
• Organizational structure
• Key roles and responsibilities
• Management team backgrounds
• Product or service features
• Competitive advantages
• Marketing channels
• Advertising campaigns
• Promotional activities
• Sales strategies
• Supply chain management
• Inventory control
• Production processes
• Quality control measures
• Projected revenue
• Assumptions
• Cash inflows
• Cash outflows
• Net cash flow

What is a Business Plan?

A business plan is a strategic document that outlines an organization’s goals, objectives, and the steps required to achieve them. It serves as a roadmap as you start a business , guiding the company’s direction and growth while identifying potential obstacles and opportunities.

Typically, a business plan covers areas such as market analysis, financial projections, marketing strategies, and organizational structure. It not only helps in securing funding from investors and lenders but also provides clarity and focus to the management team.

A well-crafted business plan is a very important part of your business startup checklist because it fosters informed decision-making and long-term success.

Why You Should Write a Business Plan

Understanding the importance of a business plan in today’s competitive environment is crucial for entrepreneurs and business owners. Here are five compelling reasons to write a business plan:

• Attract Investors and Secure Funding : A well-written business plan demonstrates your venture’s potential and profitability, making it easier to attract investors and secure the necessary funding for growth and development. It provides a detailed overview of your business model, target market, financial projections, and growth strategies, instilling confidence in potential investors and lenders that your company is a worthy investment.
• Clarify Business Objectives and Strategies : Crafting a business plan forces you to think critically about your goals and the strategies you’ll employ to achieve them, providing a clear roadmap for success. This process helps you refine your vision and prioritize the most critical objectives, ensuring that your efforts are focused on achieving the desired results.
• Identify Potential Risks and Opportunities : Analyzing the market, competition, and industry trends within your business plan helps identify potential risks and uncover untapped opportunities for growth and expansion. This insight enables you to develop proactive strategies to mitigate risks and capitalize on opportunities, positioning your business for long-term success.
• Improve Decision-Making : A business plan serves as a reference point so you can make informed decisions that align with your company’s overall objectives and long-term vision. By consistently referring to your plan and adjusting it as needed, you can ensure that your business remains on track and adapts to changes in the market, industry, or internal operations.
• Foster Team Alignment and Communication : A shared business plan helps ensure that all team members are on the same page, promoting clear communication, collaboration, and a unified approach to achieving the company’s goals. By involving your team in the planning process and regularly reviewing the plan together, you can foster a sense of ownership, commitment, and accountability that drives success.

What are the Different Types of Business Plans?

In today’s fast-paced business world, having a well-structured roadmap is more important than ever. A traditional business plan provides a comprehensive overview of your company’s goals and strategies, helping you make informed decisions and achieve long-term success. There are various types of business plans, each designed to suit different needs and purposes. Let’s explore the main types:

• Startup Business Plan: Tailored for new ventures, a startup business plan outlines the company’s mission, objectives, target market, competition, marketing strategies, and financial projections. It helps entrepreneurs clarify their vision, secure funding from investors, and create a roadmap for their business’s future. Additionally, this plan identifies potential challenges and opportunities, which are crucial for making informed decisions and adapting to changing market conditions.
• Internal Business Plan: This type of plan is intended for internal use, focusing on strategies, milestones, deadlines, and resource allocation. It serves as a management tool for guiding the company’s growth, evaluating its progress, and ensuring that all departments are aligned with the overall vision. The internal business plan also helps identify areas of improvement, fosters collaboration among team members, and provides a reference point for measuring performance.
• Strategic Business Plan: A strategic business plan outlines long-term goals and the steps to achieve them, providing a clear roadmap for the company’s direction. It typically includes a SWOT analysis, market research, and competitive analysis. This plan allows businesses to align their resources with their objectives, anticipate changes in the market, and develop contingency plans. By focusing on the big picture, a strategic business plan fosters long-term success and stability.
• Feasibility Business Plan: This plan is designed to assess the viability of a business idea, examining factors such as market demand, competition, and financial projections. It is often used to decide whether or not to pursue a particular venture. By conducting a thorough feasibility analysis, entrepreneurs can avoid investing time and resources into an unviable business concept. This plan also helps refine the business idea, identify potential obstacles, and determine the necessary resources for success.
• Growth Business Plan: Also known as an expansion plan, a growth business plan focuses on strategies for scaling up an existing business. It includes market analysis, new product or service offerings, and financial projections to support expansion plans. This type of plan is essential for businesses looking to enter new markets, increase their customer base, or launch new products or services. By outlining clear growth strategies, the plan helps ensure that expansion efforts are well-coordinated and sustainable.
• Operational Business Plan: This type of plan outlines the company’s day-to-day operations, detailing the processes, procedures, and organizational structure. It is an essential tool for managing resources, streamlining workflows, and ensuring smooth operations. The operational business plan also helps identify inefficiencies, implement best practices, and establish a strong foundation for future growth. By providing a clear understanding of daily operations, this plan enables businesses to optimize their resources and enhance productivity.
• Lean Business Plan: A lean business plan is a simplified, agile version of a traditional plan, focusing on key elements such as value proposition, customer segments, revenue streams, and cost structure. It is perfect for startups looking for a flexible, adaptable planning approach. The lean business plan allows for rapid iteration and continuous improvement, enabling businesses to pivot and adapt to changing market conditions. This streamlined approach is particularly beneficial for businesses in fast-paced or uncertain industries.
• One-Page Business Plan: As the name suggests, a one-page business plan is a concise summary of your company’s key objectives, strategies, and milestones. It serves as a quick reference guide and is ideal for pitching to potential investors or partners. This plan helps keep teams focused on essential goals and priorities, fosters clear communication, and provides a snapshot of the company’s progress. While not as comprehensive as other plans, a one-page business plan is an effective tool for maintaining clarity and direction.
• Nonprofit Business Plan: Specifically designed for nonprofit organizations, this plan outlines the mission, goals, target audience, fundraising strategies, and budget allocation. It helps secure grants and donations while ensuring the organization stays on track with its objectives. The nonprofit business plan also helps attract volunteers, board members, and community support. By demonstrating the organization’s impact and plans for the future, this plan is essential for maintaining transparency, accountability, and long-term sustainability within the nonprofit sector.
• Franchise Business Plan: For entrepreneurs seeking to open a franchise, this type of plan focuses on the franchisor’s requirements, as well as the franchisee’s goals, strategies, and financial projections. It is crucial for securing a franchise agreement and ensuring the business’s success within the franchise system. This plan outlines the franchisee’s commitment to brand standards, marketing efforts, and operational procedures, while also addressing local market conditions and opportunities. By creating a solid franchise business plan, entrepreneurs can demonstrate their ability to effectively manage and grow their franchise, increasing the likelihood of a successful partnership with the franchisor.

Using Business Plan Software

Creating a comprehensive business plan can be intimidating, but business plan software can streamline the process and help you produce a professional document. These tools offer a number of benefits, including guided step-by-step instructions, financial projections, and industry-specific templates. Here are the top 5 business plan software options available to help you craft a great business plan.

1. LivePlan

LivePlan is a popular choice for its user-friendly interface and comprehensive features. It offers over 500 sample plans, financial forecasting tools, and the ability to track your progress against key performance indicators. With LivePlan, you can create visually appealing, professional business plans that will impress investors and stakeholders.

2. Upmetrics

Upmetrics provides a simple and intuitive platform for creating a well-structured business plan. It features customizable templates, financial forecasting tools, and collaboration capabilities, allowing you to work with team members and advisors. Upmetrics also offers a library of resources to guide you through the business planning process.

Bizplan is designed to simplify the business planning process with a drag-and-drop builder and modular sections. It offers financial forecasting tools, progress tracking, and a visually appealing interface. With Bizplan, you can create a business plan that is both easy to understand and visually engaging.

Enloop is a robust business plan software that automatically generates a tailored plan based on your inputs. It provides industry-specific templates, financial forecasting, and a unique performance score that updates as you make changes to your plan. Enloop also offers a free version, making it accessible for businesses on a budget.

5. Tarkenton GoSmallBiz

Developed by NFL Hall of Famer Fran Tarkenton, GoSmallBiz is tailored for small businesses and startups. It features a guided business plan builder, customizable templates, and financial projection tools. GoSmallBiz also offers additional resources, such as CRM tools and legal document templates, to support your business beyond the planning stage.

Business Plan FAQs

What is a good business plan.

A good business plan is a well-researched, clear, and concise document that outlines a company’s goals, strategies, target market, competitive advantages, and financial projections. It should be adaptable to change and provide a roadmap for achieving success.

What are the 3 main purposes of a business plan?

The three main purposes of a business plan are to guide the company’s strategy, attract investment, and evaluate performance against objectives. Here’s a closer look at each of these:

• It outlines the company’s purpose and core values to ensure that all activities align with its mission and vision.
• It provides an in-depth analysis of the market, including trends, customer needs, and competition, helping the company tailor its products and services to meet market demands.
• It defines the company’s marketing and sales strategies, guiding how the company will attract and retain customers.
• It describes the company’s organizational structure and management team, outlining roles and responsibilities to ensure effective operation and leadership.
• It sets measurable, time-bound objectives, allowing the company to plan its activities effectively and make strategic decisions to achieve these goals.
• It provides a comprehensive overview of the company and its business model, demonstrating its uniqueness and potential for success.
• It presents the company’s financial projections, showing its potential for profitability and return on investment.
• It demonstrates the company’s understanding of the market, including its target customers and competition, convincing investors that the company is capable of gaining a significant market share.
• It showcases the management team’s expertise and experience, instilling confidence in investors that the team is capable of executing the business plan successfully.
• It establishes clear, measurable objectives that serve as performance benchmarks.
• It provides a basis for regular performance reviews, allowing the company to monitor its progress and identify areas for improvement.
• It enables the company to assess the effectiveness of its strategies and make adjustments as needed to achieve its objectives.
• It helps the company identify potential risks and challenges, enabling it to develop contingency plans and manage risks effectively.
• It provides a mechanism for evaluating the company’s financial performance, including revenue, expenses, profitability, and cash flow.

Can I write a business plan by myself?

Yes, you can write a business plan by yourself, but it can be helpful to consult with mentors, colleagues, or industry experts to gather feedback and insights. There are also many creative business plan templates and business plan examples available online, including those above.

We also have examples for specific industries, including a using food truck business plan , salon business plan , farm business plan , daycare business plan , and restaurant business plan .

Is it possible to create a one-page business plan?

Yes, a one-page business plan is a condensed version that highlights the most essential elements, including the company’s mission, target market, unique selling proposition, and financial goals.

How long should a business plan be?

A typical business plan ranges from 20 to 50 pages, but the length may vary depending on the complexity and needs of the business.

What is a business plan outline?

A business plan outline is a structured framework that organizes the content of a business plan into sections, such as the executive summary, company description, market analysis, and financial projections.

What are the 5 most common business plan mistakes?

The five most common business plan mistakes include inadequate research, unrealistic financial projections, lack of focus on the unique selling proposition, poor organization and structure, and failure to update the plan as circumstances change.

What questions should be asked in a business plan?

A business plan should address questions such as: What problem does the business solve? Who is the specific target market ? What is the unique selling proposition? What are the company’s objectives? How will it achieve those objectives?

What’s the difference between a business plan and a strategic plan?

A business plan focuses on the overall vision, goals, and tactics of a company, while a strategic plan outlines the specific strategies, action steps, and performance measures necessary to achieve the company’s objectives.

How is business planning for a nonprofit different?

Nonprofit business planning focuses on the organization’s mission, social impact, and resource management, rather than profit generation. The financial section typically includes funding sources, expenses, and projected budgets for programs and operations.

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Business tips

23 mission statement examples (and how to create your own)

When I was job hunting, the first thing I would scope out on a company's website was its mission statement. Not only would it tell me what the company did, but it would also highlight the company's values, so I could sniff out any red flags pretty quickly.

But your mission statement isn't just for attracting talent: your company's mission statement can be the difference between attracting a large set of loyal customers or people telling their friends to avoid supporting you at all costs. 

I've compiled a list of great mission statement examples that exhibit an understanding of their target audience—and their own brand. These examples come from companies I've loved for a long time and from others I fell in love with from perusing loads of brand pages.

Table of contents:

How to write a mission statement

23 mission statement examples done right, what is a mission statement.

A mission statement is a short statement that captures the essence of an organization's existence, including its values and goals. It's like the superhero origin story of the business world, with fewer radioactive spiders and more buzzwords.

Its purpose is to serve as a guiding principle, providing direction and clarity for your company's actions and decisions. In just a few sentences, a mission statement answers what you do, why you do it, and who you do it for.

A great mission statement includes the following elements: 

Clarity and conciseness. Leave jargon for internal meetings. Straightforward language lets stakeholders quickly understand and remember what your company stands for.

Acknowledgment of audience challenges. A great mission statement articulates how the organization plans to meet the needs of its customers and employees.

Summary of goals, purpose, and values. These key elements unify and align employees toward a common objective and a shared understanding of an organization's core identity. In this scenario, goals are what you want to accomplish, purpose is why you exist, and values are what you believe in.

Distinction from competitors. This is your chance to quickly explain what makes you different and better than your competitors. 

Who is a mission statement for?

When creating your mission statement, you should be speaking to the following relevant audiences and their needs:

Company leaders. A mission statement is a north star that helps leaders define strategy and make decisions.

Employees and contributors. The values and goals outlined will point all your employees in the same direction, giving them core tenets to keep in mind with their work.

Potential candidates. You're conveying the kind of business you are to potential employees, so they know what you stand for and whether or not you have shared values.

Customers. Your mission statement expresses what's unique about your business to prospective customers and tells them why they should buy from you.

Mission statement vs. vision statement

It's easy to confuse mission statements and vision statements because they're both important parts of the strategic planning process for a business, but they serve totally different purposes. 

A mission statement explains "What do we do?" 

A vision statement explains "Where do we want to go ?" 

Imagine a mission statement as the foundation of your company, and the vision statement as the blueprint for the rest of the build.

How do you possibly encapsulate everything your business does in just 1-2 lines? You can't. But you can do your best. Here's how you should go about writing a mission statement, step by step.

Connect with stakeholders. Chat with executives, customers, and investors and ask them to explain what your company does in their own words. 

List out your core values . Write down and define everything your company stands for in one place.

Consider your audience. Look through any market research or interviews you have from your target audience to identify their needs that your company exists to meet.

Write a rough draft. Take your stakeholder notes, values, and target audience research, and smash them all together in a rough draft. Don't worry about length at this point, just try to connect the dots.

Edit for conciseness. Refine that rough draft into a more succinct statement of what your company does and why , keeping your audience in mind.

Seek feedback. Present your draft to stakeholders, and ask for feedback. This will probably be a long (and potentially painful) process. It might help to include your notes on how you came up with your final product.

Revise. Address the edits you receive, keeping your values, goals, purpose, and audience in mind. Don't lose sight of your research just because Dave from sales thinks it should have more "zing." 

Communicate and integrate. Once you have a final product, it's time to push it out internally and externally and take a nice big sigh of relief.

For some inspiration before you write your own mission statement, here are some examples from companies doing great things (with great mission statements to guide them).

1. Passionfruit

"To create inclusive clothing and accessories that enable you to show your pride all year round while giving back to our community."

While some companies only create clothing that celebrates the LGBTQ+ community during Pride Month, Passionfruit makes it a yearlong commitment. It's also not a company mindlessly slapping rainbows on stuff—this is clothing designed by Queer people for Queer people, which is clear in the mission statement with the simple phrase "our community." 

In one sentence, Passionfruit masterfully conveys its what , why , and who . What? "Create inclusive clothing and accessories." Why? "To enable you to show your pride all year round and give back." Who? "Our community."

Better yet, "giving back" isn't just a fluffy marketing phrase. Passionfruit donates a portion of its profits to The Trevor Project, a nonprofit that provides counseling and support to young Queer people.

A what, why, who methodology doesn't have to sound methodical. 

A mission statement shouldn't have empty promises—be sure to follow through.

" To awaken the potential of a well-rested world"

Casper's mission statement is almost as good as their pillows (I own four). By setting out to solve its target audience's common challenge of getting crappy sleep, Casper immediately connects to the customer in its mission statement. 

Even in its action verb choice, "awaken," it's clear that this company knows its unique value proposition . The brand could have chosen a generic action verb, but instead, it chose one related to its industry and brand for a greater impact.

Switch out the action verb in your mission statement for something related to your industry to stand out. 

Incorporate your brand voice for a mission statement that aligns with the rest of your marketing materials.

Don't say more than you need to—you can count the words for this one on two hands.

3. Magic Spoon

"To transform the cereal industry by building a new category of nutritious and flavorful cereal." 

Finding healthy breakfasts that don't take five hours to meal prep has been one of the biggest cruxes of my adult life. The people at Magic Spoon apparently had the same problem and created healthy cereal options. You're telling me I can get in some protein and avoid a sugar crash in the afternoon? Sold.

The statement's biggest strength is its clear and specific language. They could have said, "We make healthy cereal." But instead, they said they've built a " new category of nutritious and flavorful cereal." 

That word choice lets you know that this product didn't exist before Magic Spoon, and the nutritional value doesn't compromise the flavor. You get all that from one little sentence.

Clearly define your brand's niche—the more specific you can get about what you do, the better.

Be mindful of your word choice, so you can pack a punch in just one sentence.

4. Dunkin'

" We strive to keep you at your best, and we remain loyal to you, your tastes and your time."

Dunkin' keeps its mission statement customer-centric with "you" and "your" language. It gives a personable feel without actually being personalized at all. At the same time, Dunkin' stays true to its value and brand identity of valuing the customer's time.

You'll notice Dunkin' doesn't say anything about coffee or donuts. The closest they get to hinting at the products they serve is the verb "tastes." Because Dunkin' is a household name brand, it doesn't need to use precious space in its mission statement explicitly explaining the what of its brand. Instead, Dunkin' can focus on selling the why and who . 

Stay true to your brand's existing values.

Make your audience feel seen with "you" and "your" language.

"Make work life simpler, more pleasant and more productive."

Other than needing an Oxford comma, Slack's mission statement hits all the right points. It has a clear purpose, and it uses aspirational language like "simpler," "more pleasant," and "more productive," which makes sense for a workplace audience.

And if you think those three aspirational elements couldn't possibly encompass an entire company's goals and values—think again. By recognizing that these elements are interconnected and that improving one aspect can positively impact others, Slack demonstrates a holistic understanding of the complexities of work and, as a result, the complexities of its audience.

A short mission statement doesn't have to miss any vital information—it should just mean you're getting to the meat of it quicker.

Take the challenges your audience faces and flip them into positive solution words. If "complex systems" is the problem, the word "simplicity" should be in your statement. 

6. Caterpillar

"We help our customers build a better, more sustainable world."

Caterpillar's mission statement serves as a source of inspiration for its employees while simultaneously demonstrating the value it provides to its customers. 

The broad scope works well here because Caterpillar couldn't possibly list the ways it builds "a better, more sustainable world" in one sentence. Instead, it paints a picture larger than just construction equipment—one that extends to economic, social, and environmental factors. And if you look deeper into the company's infrastructure and restoration work, you'll see that this brand is more than machinery. 

Focus on your company's "why," not just the product you sell.

Speak to your customers and your employees in your mission statement, as it guides both groups.

7. Stanley 1913

"We're built on invention, innovation and inspiration with a timeless spirit that complements your wild imagination."

Yes, Stanley is more than just the new water bottle trend. And yes, I own two of those 40 oz. handled beauties. 

In fact, its mission statement lets you know it's not just a fad with the callout to "a timeless spirit." The brand was founded in 1913. This reference implies its products and innovations have stood the test of time and will continue to do so, instilling confidence. 

Stanley also establishes itself as complementary to its audience's needs with the wording, "complements your wild imagination." Not only does it acknowledge the customer's aspirations—it also highlights the brand as the enabler of those aspirations.

You can subtly highlight overarching themes of your brand to remind your audience of what sets you apart.

Position your brand as your customers' partner. 

8. The Honest Company

"To create safe, effective products for our families and yours."

The attention to detail is everything in this mission statement. By clarifying its audience is "our families and yours," The Honest Company establishes a sense of inclusivity and unity, fostering a strong connection between the company and its customers. 

The wording of "safe, effective products" also matters in a landscape where safe products don't always equal effective ones. And when you're a parent, you need effective ones. This wording shows The Honest Company knows its audience to the core, allowing the organization to speak directly to its customers.

Choose words that show you know your customers. 

Empathize with your target audience.

"To inspire confidence."

A three-word mission statement can be more effective than you'd think. The straightforward nature of Tula's mission statement makes it easy to remember and communicate. 

It's also versatile, so it can apply to various aspects of Tula's business. It encompasses skin care and beauty products that enhance natural beauty but also educational resources that promote self-care and community initiatives. Its broad application makes it inclusive and adaptable to different brand activities. 

The delete button is your friend when writing impactful mission statements.

Consider broadening your mission statement to encompass multiple facets of your business. 

10. Butterr 

"To embrace sustainable motherhood and continue to create timeless, ethically made, intentional products that are free from chemicals and toxic materials."

Because Butterr only sells a few products, it's especially important it focuses on the why of what the company does. There are also a lot of baby products on the market, so they need a clear message to cut through the noise and differentiate their brand from the competition.

That's where Butterr shines—it narrows down its target market to mothers who care about sustainability. The company isn't trying to appeal to just anyone, so it can get hyper-specific in the mission statement.

Don't be afraid to get really specific about what you do and who your audience is. 

Your mission statement has to be unique in a crowded market. 

11. Culver's 

"We genuinely care, so every guest who chooses Culver's leaves happy."

Culver's mission statement could be "To make the most delicious fast food burger," and that would've gotten my stamp of approval. But this one works, too.

The emotional appeal here is important, particularly for a company that operates mainly in the Midwest. We like our warm and fuzzies, so phrases like "genuinely care" and "leaves happy" makes Culver's more akin to Grandma's house than a fast-food joint. 

Plus, Culver's lays out a pretty clear, measurable goal of ensuring every guest leaves happy. It's specific but also covers a lot of ground when it comes to customer satisfaction. 

Don't shy away from an emotional appeal to connect to your target audience.

Adapt your mission statement to appeal to the culture where you operate.

12. Frenshe

"Our goal is to uncomplicate wellness and empower our audience to be their best, authentic selves."

If there's a prize for addressing a challenge with the utmost sophistication, this mission statement would win it. Wellness often seems like such an inaccessible thing, from influencers with unrealistic routines to all the expensive products and services associated with the topic. 

Frenshe taps into that challenge and faces it head-on with the goal of uncomplicating it. And with products you can purchase at Target and easily integrate into your everyday life, Frenshe lives up to that goal. 

Sure, a body wash isn't going to turn you into a total health guru, but that's not the point. The brand embraces losing that "all or nothing" mindset and instead focuses on incorporating small acts of self-care to help its customers be their "best, authentic selves."

If your mission statement isn't authentic, scrap it.

Break down barriers to your niche, so people don't feel like the product or lifestyle you're selling is inaccessible.

"We believe everyone should have access to period care—full stop. So, with each Cora purchase, we provide period products and body literacy resources to people who might otherwise go without."

This is a bold mission statement, but what's best about it is it doesn't just state a bold opinion and leave it there. It follows up with exactly how Cora is making a tangible impact and addressing inequity by donating period products and other resources to people who need them. 

And in an extremely personal and habitual product space, it takes a bold statement (with the commitment to follow it up) to break through the well-known brand names. 

Get loud about what you believe in with your mission statement, but make sure to back it up with what you're going to do about it. 

If you're in a tough-to-break-into industry, it might take a bold statement to get attention.

14. Copper Cow Coffee

"To sustainably support and share the vibrant heritage of Vietnamese coffee."

Once you try Vietnamese coffee, consider yourself ruined for all other coffee. It's an especially painful love affair because Vietnamese is hard to find, a struggle that Copper Cow Coffee is solving and acknowledging in its mission statement.

By tapping into the increasing interest in specialty and origin-specific coffee, as well as the growing demand for sustainable and ethically sourced products, Copper Coffee Cow appeals to customers who seek a meaningful and conscious coffee experience. 

And it's not all talk. Copper Coffee Cow works with sustainable and organic farms in Vietnam and pays its farmers two times the market rate.

If you're gonna talk the talk, you better walk the walk. 

Stay true to your values in your mission statement because they're also the values of your ideal customer.

"NAMI provides advocacy, education, support and public awareness so that all individuals and families affected by mental illness can build better lives."

You may think advocacy, education, support, and public awareness are all pretty similar components, but they each serve a distinct purpose within NAMI . From public policy to education programs, NAMI has a wide sweep of ways they empower individuals with tools and resources. 

And not only does the organization support individuals with mental illness, but it also helps affected families. This inclusivity ensures no one is left behind, plus its DEI initiatives back it up.

Call out the pillars of your organization if they serve different purposes.

If your brand is inclusive, your mission statement should be too.

"We encourage integrity, kindness, equality, confidence, and respect during all stages of any relationship — whether online or offline."

If you know anything about how Whitney Wolfe Herd founded Bumble , you'd know that this mission statement makes total sense. Bumble is different from other dating platforms, and that's emphasized here. 

Where other tech companies might shy away from declarations of kindness and equality, Bumble commits to making its app a safe space. It also perfectly aligns with user needs, especially in an era where online dating horror stories are common party fodder. 

Commit to providing what your customer needs. 

Embrace your differences from the competition .

17. Red Hat

"To be the catalyst in communities of customers, contributors, and partners creating better technology the open source way."

You know this mission statement is meaningful because one person didn't just throw it together in an afternoon—over 400 Red Hatters put their heads together to clearly define the software's role. 

And you have to admire the tip of the hat (sorry) to the software's open source technology reflected both in the wording and the sheer number of contributors to the mission statement.

A mission statement benefits from collaboration.

Clever nods to what your company does can create a unified, branded experience.

18. Cadence

"To reset people's expectations of their products."

You ever spend a ridiculous amount of money on travel-sized products just to have them leak in your bag? Like many other people, I thought that was just how it was. But Cadence challenges that expectation with its product and mission statement. 

The company's magnetic, leakproof travel containers are really cool, but its mission statement expands beyond this one product with a message of innovation and pushing the boundaries of what's considered normal. Not only does this let the brand grow, but it also disrupts the status quo. 

Challenge the norm to capture the attention of discerning customers. 

Explain the ways your brand disrupts your industry. 

19. Lasagna Love

"Feed families, spread kindness, and strengthen communities."

It's not all about speaking to the customer with mission statements. Sometimes you need to speak to potential volunteers or donors, like Lasagna Love does. 

By embodying values like kindness and community building, the mission statement attracts volunteers and donors who align with Lasagna Love's purpose, leading to a more engaged and supportive network. 

It's also clear and concise by getting straight to the point while still hitting on the values that matter. 

Appeals to your values work well when speaking to a non-consumer audience.

Break your mission statement down until it gets straight to the point.

20. Smart Charge America

"To make the entire process of purchasing, installing and servicing your new home charging station as seamless and effortless as possible."

The process of switching to an electric car is overwhelming. Sure, you can buy an electric car from a dealer, but then what? Smart Charge America answers that question with its business model and mission statement.

Smart Charge America addresses each stage of the home charging station process and assures its customers that they'll be supported throughout their journey. It puts customers at ease and establishes the brand as a one-stop shop. This branding appeals to the convenience and efficiency the target market is looking for in the space.

If the buying journey is a stressful one, reassure the customer in your mission statement. 

You don't have to explicitly state your values for them to come through.

"To give everyone the opportunity to pack up their stuff and hit the road with bags and accessories that wouldn't break the bank."

A lot of bags remind me of women's jeans—where are the pockets? BÉIS's products are the exception. 

Even better, this isn't a "collect them all" brand. One duffle bag can go from a work bag to a gym bag to a carry-on. Their products are truly designed to be multifunctional, making it super easy to pack your stuff up and hit the road like the mission statement suggests. 

And since their products are so versatile and affordable, they stay true to the promise of not breaking the bank either. 

Take what's great about your product and conceptualize it into a lifestyle. 

If you're filling a gap in the market, let that be known.

22. Uncle Bobbie's Coffee & Books

"To provide underserved communities with access to books and a space where everyone feels valued."

I have a soft spot for bookstores, and this one has a special hold on me with its ability to cultivate a welcoming space in one little mission statement. In combination with the name, this mission statement lets you imagine a place where you can go to gather and belong (in the presence of some good books too). 

And with events like author talks and weekly story time, Uncle Bobbie's Coffee & Books is just that kind of place. Its mission statement also conveys the community impact it makes on underserved communities with the who and how outlined. 

Convey the vibe your business provides for its patrons. 

If you make a community impact, make it clear who and how you impact.

"We're on a mission to make automation work for everyone."

Zapier's inclusive language of making automation work for everyone does two things. First, it communicates the belief that automation should be accessible and beneficial for individuals and businesses of all sizes, regardless of technical expertise or resources. 

Secondly, it has a scalable impact. By striving for broad adoption and usage, Zapier has the potential to transform entire industries, leveling the playing field and allowing businesses of every shape and size to reap the rewards of automation.

Inclusive language can communicate your beliefs for you.

Broad language opens the door for scaling in the future.

Mission statement FAQ

Have a few more burning questions about mission statements? Check out these answers to the most common ones.

How long should a mission statement be?

A mission statement should be somewhere around one to three sentences. This ensures it's concise and focused, making it memorable and impactful.

Why is a mission statement important?

A mission statement is important because it's a compass for an organization, defining its purpose and values. A well-crafted mission statement communicates your unique value proposition to customers and aligns employees toward a common goal.

What are the components of a mission statement?

The components of a mission statement include your purpose, values, and target audience. In other words, you want to break down the what, why, and who of your business. 

These mission statement examples aren't the end-all-be-all of how you can craft your own, but they're a great place to start. To make your actions speak louder than words, learn how to make your brand more socially responsible . 

Related reading:

The role your customers should play in your business

Business startup checklist: launching a startup step by step

How to start an eCommerce business: A step-by-step guide

5 ways to cut out busywork with automation

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Cecilia Gillen

Cecilia is a content marketer with a degree in Media and Journalism from the University of South Dakota. After graduating, Cecilia moved to Omaha, Nebraska where she enjoys reading (almost as much as book buying), decor hunting at garage sales, and spending time with her two cats.

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The perfect mission statement template to guide your company

You may have a clear vision of your company’s mission and vision, but your employees and clients need to see it, too. Whether you run a fresh startup or an established business, a mission statement serves as a central message to help employees rally around a common goal and excite consumers about investing with your brand. Using a mission statement template gives you a simple framework to ensure you incorporate key elements into your statement.

This article walks you through mission statement templates to help you write an effective company mission statement. We’ll also provide a mission statement template to get you started with this unifying task. Before we jump into examples, we’ll start from the beginning and outline the purpose of a mission statement and the value it can bring.

Get the template

What is a mission statement template?

A mission statement template is a customizable framework that lets you break down the key elements of a mission statement. It helps you think of ideas you might not consider and brainstorm keywords to include in your mission statement. Every mission statement is unique, representing what sets each organization apart, but they all include concise ideas that condense the company’s overall purpose into a simple statement that’s easy to include in elevator pitches, about us pages, or social media profiles.

It includes sections for information such as your company’s purpose, products, and services to help you pull out key ideas and phrases.

Though it’s more obvious why companies need a mission statement, it may feel less clear how a template is a stronger alternative to pen and paper, a whiteboard, or an online doc. To help ascertain a template’s value, we’ll quickly go over some of its benefits.

The benefits creating your mission statement from a template

A mission statement template helps focus your attention on the important elements and ideas you should include in a company mission. The structured format keeps those ideas organized and makes them easier to reference as you refine your statement.

With the data saved in the template, you can revisit it as your company grows or shifts directions to update your mission statement.

A template can also provide an opportunity for every member of your team to provide input as you write a mission statement.

They can follow your thought process and understand how you arrived at the concepts included in a mission statement draft. That collaboration lets others expand on your ideas to create an accurate mission statement that encompasses the core ideals of your organization.

Your business structure and purpose can affect the way you create your mission statement. Looking into a variety of existing templates helps you choose the best one for your needs. To make it even simpler to understand what to include in your mission statement, we’ll provide a few ideas.

What are some examples of mission statement templates?

When choosing a mission statement template, consider what type of organization you run and your goals for creating the mission statement. Mission statements can be as important for nonprofits or individuals as they are for businesses, which is why templates exist for various scenarios. Let’s check out a few examples.

Business mission statement template

Business mission statement templates help you explain your company, breaking down what it does and helping teams articulate the why behind the products or services it provides. The resulting statement can help you attract new employees, inspire current employees, and connect with potential customers.

Nonprofit mission statement template

A nonprofit mission statement template focuses on how your nonprofit helps the community. It encourages you to explore the purpose of your nonprofit organization with a focus on the group or groups it serves and what you do for them. Completing a nonprofit mission statement template helps you create messaging that aligns employees with your target population’s needs or engage in fundraising or awareness campaigns.

Personal mission statement template

Personal mission statement templates focus on an individual’s mission, helping them define professional values and goals. As a leader, completing a personal mission statement can help you better understand your leadership style and align your personal mission to your organization’s mission. This type of template also works as an exercise for individuals at all levels to encourage them to think about their goals and values and how they relate to career paths or current life situations.

Of course, setting your mission down in writing is only the first step in pointing yourself or your organization toward the right goals and efforts. Creating and working on your mission statement on a Work OS can help you maintain alignment with goals at all levels and in every task. To help you start creating your mission statement right away, monday.com has a template that helps small companies, enterprises, and freelancers alike form their statement. Let’s check out how the template can specifically help you.

What makes the monday.com mission statement template different

monday.com’s free mission statement template helps you create a unified message about your mission by:

• Providing a framework: A clear format guides you through each step of creating your mission statement. This takes the guesswork out of compiling useful information that might be important for your company’s mission.
• Encouraging collaboration: With all of your mission statement information in one location that’s easy to share, you can collaborate and brainstorm as a team to think through the mission statement carefully.
• Saving ideas in one spot: Company missions can evolve over time, so consolidating the information into one template makes it easy to look back on when you want to review your mission statement.

Monday.com offers customizable templates that work seamlessly with Google Sheets to give you more control over your data. Once you add your mission statement data to the templates, you can share it among your team members through monday.com’s Work OS, who can then access that data whenever they need it.

Your mission statement guides your company’s direction and activities, but it focuses only on a high-level view of what you do. Pairing it with other tools and templates to drill down to the details can help you develop a well-rounded strategy for making decisions and growing your company.

Templates you can use alongside the mission statement template

Your mission statement is one part of your overall strategy for running and growing your business. Related templates help you expand upon the mission statement, creating more detailed guidance and plans of action.

Strategic plan template

A strategic plan template helps you define your goals and identify specific actions to help achieve those goals. It’s an internal document that helps employees understand how to help the company achieve its goals. Your company’s mission statement is an integral part of developing goals that align with your overall direction.

Business plan template

Our business plan template lets you enter vision statements and objectives, overviews of products and services, marketing strategies, and other crucial parts of a business plan. While a mission statement provides a general overview of the company’s purpose, a business plan goes into more detail to guide operational decisions and help your company grow.

Statement of work template

With our statement of work template , you can document details of a specific project. A statement of work typically includes the scope, timeline, deliverables, activities, and other key details about a project. A standard template offers consistency across all projects — ensuring better communication that can drive efficiencies. The detailed documentation also helps you evaluate projects to ensure they align with your mission statement.

We’ve gone over its definition, why mission statement templates are helpful, and provided some example templates to help you get started, but to provide even more insight into mission statements, we’ll address a few commonly asked questions.

Mission statement FAQs

What is an example of a mission statement.

An example mission statement for a fictional salon could look something like this: “Main Street Salon’s mission is to provide trendy, customized cut and color services and stellar customer service for men and women. We use high-quality natural products to help our clients achieve healthy hair without sacrificing style.”

What are three things a mission statement should have?

A mission statement explains:

• What your company does
• How you do what you do
• Why it’s important — or who it helps

How do you write a powerful mission statement?

An effective mission statement should set your company apart from competitors that offer similar products or services. Use best practices when ideating and writing your mission statement, including:

• Gathering feedback and ideas from other
• Choosing your words carefully to reflect core values and personality
• Considering emotional elements that may resonate with your target audience
• Being concise without limiting the scope of what you want to do

Clarify your company’s mission with monday.com

A mission statement helps guide your company with a core message for employees and consumers. Our mission statement template breaks down the process into easier steps so you can quickly develop a powerful statement and refer back to it as you’re planning, making changes, or growing.

Whether you’re a startup, nonprofit, or established business, monday.com makes it easy to tune into your mission with our customizable mission statement template.

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5 Top Vision Statement Examples For Your Business Plan

Free Mission and Vision Statement Templates

Aayushi Mistry

• October 25, 2023

Example 1: A vision statement by Microsoft

To help people and businesses throughout the world realize their full potential.

Microsoft Corporation is an American multinational technology company with headquarters in Redmond, Washington. It develops, manufactures, licenses supports, and sells computer software, consumer electronics, personal computers, and related services. Its best-known software products are the Microsoft Windows line of operating systems, the Microsoft Office suite, and the Internet Explorer and Edge web browsers. Its flagship hardware products are the Xbox video game consoles and the Microsoft Surface lineup of touchscreen personal computers. Microsoft ranked No. 21 in the 2020 Fortune 500 rankings of the largest United States corporations by total revenue; It was the world’s largest software maker by revenue as of 2016. It is considered one of the Big Five companies in the U.S. information technology industry, along with Google, Apple, Amazon, and Facebook.

Information Courtesy: Wikipedia

Ratings by experts: 4 / 5

• This mission statement communicates the intention of the empowerment of people and organizations.
• It also indicates the vision of catering to the world’s unity and productivity.
• However, the [How] is missing.

Example 2: A vision statement by Harley Davidson

Harley-Davidson, Inc. is an action-oriented, international company, a leader in its commitment to continuously improve our mutually beneficial relationships with stakeholders (customers, suppliers, employees, shareholders, government, and society). Harley-Davidson believes the key to success is to balance stakeholders’ interests through the empowerment of all employees to focus on value-added activities.

Harley Davidson , Inc. is the fifth-biggest motorcycle manufacturer of heavyweight motorcycles in the world.

• The mission statement shows the company is looking forward to expanding its business. Moreover, they have shown interest in the stakeholder’s leadership.
• No user benefit is shown.

Example 3: A vision statement by Google LLC

To organize the world’s information and make it universally accessible and useful.

Google LLC is an American multinational technology company that specializes in Internet-related services and products, which include online advertising technologies, a search engine, cloud computing, software, and hardware. It is considered one of the Big Five technology companies in the U.S. information technology industry, alongside Amazon, Facebook, Apple, and Microsoft.

Ratings by experts: 5 / 5

• Clear communication on the intention.
• Short, simple, and catchy.
• Relevant to the audience and their services.

Example 4: A vision statement by KFC in the year 2013

To sell food in a fast, friendly environment that appeals to price-conscious, health-minded consumers…

KFC stands for Kentucky Fried Chicken. It is an American fast-food restaurant chain headquartered in Louisville, Kentucky, that specializes in fried chicken. It is the world’s second-largest restaurant chain after McDonald’s

Ratings by experts: 3 / 5

• Clear mention of the target customer.
• Can’t be used for branding purposes.
• The reason why the statements fall back is that their actions as a brand did not completely align with their mission.

Example 5: A vision statement by Unilever

To make sustainable living commonplace. We believe this is the best long-term way for our business to grow.

Unilever plc is a British multinational consumer goods company headquartered in London, England. Unilever products include food, confections, energy drinks, baby food, soft drinks, cheese, ice cream, tea, cleaning agents, coffee, pet food, bottled water, toothpaste, chewing gum, frozen pizza, pregnancy tests, juice, margarine (Upfield), beauty products, personal care, breakfast cereals, pharmaceutical, and consumer healthcare products. Unilever is the largest producer of soap in the world. Unilever’s products are available in around 190 countries.

Information courtesy: Wikipedia

• This statement targets the current requirement of the world community. Which is very relevant to the industry in which the company serves.
• This is a long-term vision and can even concrete vision statement
• Good use of vocabulary.

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About the Author

Since childhood, I was in awe of the magic that words bring. But while studying computer science in college, my world turned upside down. I found my calling in being a copywriter and I plunged into a world of words. Since then, there is no looking back. Even today, nothing excites me to find out the wonders the words can bring!

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Mission vs. vision statements: definitions & examples

The lowdown on mission and vision statements (with definitions and examples)

Browse topics

What are mission and vision statements? A mission statement defines the organization’s business, its objectives, and how it will reach these objectives. A vision statement details where the organization aspires to go. Why does your company exist? What do you hope to accomplish in the next several years?

On the surface, those questions seem pretty straightforward. But if you’ve ever had to respond with something concise and powerful, you know that it’s way more challenging than it seems.

This is where your mission and vision statements come in. To craft them, you need to put in the work to understand what your company is all about, as well as where you’re headed in the future.

And once you’ve invested the elbow grease to do so, you’ll be prepared to respond to questions about your reason for being with something impressive – rather than silence and a deadpan expression.

So, let’s dig into everything you need to know about mission and vision statements, shall we?

Mission statements vs. vision statements

Sometimes the terms “mission statement” and “vision statement” are used interchangeably or even combined into a single statement.

But they mean two very different things. Your mission statement is what your company is doing right now, while your vision statement is what you hope to achieve in the future – where you are in this moment versus where you’re going. 

Let’s bring this home: if someone asks you, “So, what do you do?” you might say, “I’m a software developer at a mid-size software company” or “I’m a circus clown.”

But, what if they asked you, “What do you want to be doing five or 10 years from now?” Your answer might be a bit different, right?

Maybe you’d say, “My goal is to move into a management position where I oversee all of the company’s developers” or “Ultimately, I’d like to be a world-famous clown and the choice entertainer at birthday parties for celebrities’ kids.”

Mission statement examples

We’ve put together a mini list of inspiration to help you get started. Below are some winning mission statements from a few well-known companies. We know it’s tempting, but no, you cannot copy them. 

sweetgreen : “Our mission is to inspire healthier communities by connecting people to real food.”

Nike : “Bring inspiration and innovation to every athlete* in the world. *If you have a body, you are an athlete.” 

Etsy : “Our mission is to Keep Commerce Human.” 

LinkedIn : “Connect the world’s professionals to make them more productive and successful.”

How to write a mission statement

Alright, now the real work begins: rolling up your sleeves and pulling together your own mission statement.

Let’s mention one more thing about what a mission is not – a slogan. A slogan (think “Just do it” or “Like a good neighbor, State Farm is there”) is a catchy marketing line that customers can immediately associate with a brand. Your mission statement is more than that. It captures the heart of your organization and explains why you do what you do and why you exist in the first place. 

A solid mission statement calls for you to dig deep, beyond just “Do a good job” or “Delight our customers”, which can make writing your mission statement tough. Fortunately, we’ve broken it down into three (kind of) easy steps.

1. Start with the basics

Mission statements run the gamut from one sentence to several paragraphs, and there’s a lot that they can include. Some mission statements even go into detail about how a company not only serves their customers, but also their employees and communities.

But, let’s just keep this simple for now. In its most basic form, your mission statement should capture: 

• What your company offers your customers (why do you exist?)
• Who your company serves (who are your target customers?)
• Why your company stands out (what makes you different from your competitors?)

Grab your favorite pen (we know you have one!) and a notepad and write a short (just a single sentence fragment will work) response to each of those prompts.

For example, imagine that you work for a software company that developed an app that uses highly tailored personality tests to match candidates with dream jobs. You might come up with something like this: 

• What your company offers your customers An easy solution to finding a dream job
• Who your company serves Young professionals who feel lost about their next career steps
• Why your company stands out Your personality assessments are patented and highly rated

Got your own answers scribbled down? Great! Let’s move to the next step.

2. Piece it together

You have the nuts and bolts of your mission statement figured out, but, let’s be honest, it’s still a hot mess. It’s time to tape them together into a more readable statement.

Begin rearranging the pieces, swapping in different words, and making other changes to come up with a few potential statements. 

Don’t feel like you’re married to the very first version you come up with. It’s all about trial and error here. Plus, the more options you come up with, the more flexibility you have to land on something that sings. 

Sticking with our personality test company example, you might develop these potential mission statements: 

• Helping young professionals find careers where they can thrive with patented and effective personality assessments.
• Growing tomorrow’s leaders through targeted personality assessments that match young professionals with careers.
• Forging career pathways for today’s professionals through effective personality assessments.
• Using patented and customized personality assessments to help young professionals find their perfect careers. 

They’re all pretty solid choices, right? Don’t worry. The next step will help us narrow these down.

3. Collect feedback and refine

Your mission statement captures your company as a whole, which means you can’t write it in a vacuum. Make sure it really does your organization justice by welcoming other viewpoints in the process. 

Collect feedback from your teammates, leaders, board of directors, and loyal customers. You can gather their thoughts through a formal survey, focus groups, or just casual one-on-one chats. 

Pull together all of the mission statements that you came up with (that you think are good options, of course), and ask questions like:

• Which of these statements do you like the most? Why?
• Which of these statements do you like the least? Why?
• Is there anything that you think these statements are missing?
• Do you have any other ideas for mission statements?

The trick here is that you can’t just collect that feedback – you should actually think about and work with it.  

Imagine that in response to the personality test mission statement options, most people agreed that they wanted to see something shorter and snappier. You take that in and end up with a final mission statement like this:

Building better careers through customized personality assessments.

Bam! You have your mission statement. It seems easy peasy laid out like this, right? But don’t fret if it’s not done in a snap for you. 

It might take some time and many rounds of revisions to nail it. That’s totally normal. Take it as a sign that you’re giving your mission statement the effort and consideration it deserves. 

Vision statement examples

Forecasting the future of your company – and with such bravado – makes creating a vision statement a strange (and somewhat braggy and therefore slightly uncomfortable) task. But, seriously, that’s what a vision is all about. See below for examples of companies who have taken this task and owned it.

Habitat for Humanity : “A world where everyone has a decent place to live.” 

Ford : “To become the world’s most trusted company.”

Ben & Jerry’s : “We make the best possible ice cream in the best possible way.” 

Dow : “We want to become the most innovative, customer-centric, inclusive, and sustainable materials science company in the world. Our goal is to deliver value growth and best-in-class performance.”

You’ll notice that nonprofits tend to describe an ideal world while for-profit companies describe their place in an ideal world.

How to write a vision statement

You probably don’t have a crystal ball that will help you foresee the future of your company (although, if you do, are you willing to share?). 

So, coming up with your vision statement can be a challenge for someone without psychic abilities, since it makes you think super big. Zoom out and ask yourself, “What’s the ultimate purpose I’m serving?”

Have no fear, we’ve boiled this vital project into three approachable steps.

1. Define your end game

Start by understanding why your product or service matters. What does it help people do? How does it better their lives? 

Think about our career personality test example for a moment. What’s the end result there? Nope, it’s not the app itself. The ultimate result (and value!) is a match with a career that seems like a perfect fit.

Think of it this way: Your company is the road on which your customers are running a race. Once they cross the finish line, what do they get? This can help you see how what you’re doing makes a difference for your customers, your community, or even the world.

2. Pinpoint when you know you’ve made it

When you look five or 10 years down the road (let’s stop there for now), what fills out your win column? Jot down everything that comes to mind. 

Turning back to our personality test scenario, do you want to become the world’s most trusted resource for career exploration? Do you want to create a world where nobody hates their jobs? Do you want every person to have confidence in their next career step?

Remember, this is your chance to be ambitious and be bold, so don’t be timid. Find your swagger and go big!

3. Pull together your vision

Ok, you’re almost there. You have two elements locked down: 

• What you ultimately produce and why it matters
• How you’ll know when you’re successful

Now, similarly to what you did with your mission statement, it’s time to start piecing them together using different combinations and wording to see what you come up with. 

Sticking with our running career test example, your vision statement could be any one of the following (among many other gazillion options you come up with, of course).

• Position ourselves as the most trusted partner in career exploration.
• Build a world where absolutely nobody dreads heading to work.
• Create a career landscape where Monday is just as great as Friday.

Again, this is a game of trial and error until you’re happy with a near-final product that you can run by other people for feedback.

At the end of that, you’ll have a vision statement that sums up your goals for the future of your organization.

Purpose of vision and mission statements

We won’t be offended if you’re wondering, “What’s the point of all this?”

Trust us: creating these statements is worth the sweat. They’re far more than formalities and really can be useful for your organization.

Your mission statement highlights your company’s core values and helps everybody – from your customers to your employees – immediately understand what your business is about and how you’re different from your competitors.

Your vision statement serves as a roadmap of sorts. It’s an inspiring reminder of what you’re working toward, which is easy to lose sight of when you’re bombarded with the day to day.

But here’s the thing: you can’t stop at just creating them. In order for them to do their job, you need to actively promote and live them. 

That doesn’t just mean slapping them up on your website or printing them on a poster that hangs in your break room. You need to integrate them as core parts of your culture by always acting and making decisions with those statements in mind.

Plus, you need to educate your employees about what your mission and vision are, and what they really mean. One survey found that a whopping 61% of employees didn’t know their company’s mission statement. You can’t really expect your team to help you achieve your mission and vision if they don’t know what they are.

So, give new employees the message on day one. Make your company mission and vision part of the onboarding process for new hires, and return to these statements whenever you’re launching new projects, problem-solving, brainstorming, or making big decisions.

Do that, and your mission and vision statements won’t be a formality. They’ll be fundamental to the way you do business.

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