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Mission statement examples: 16 of the best to inspire you

• 15 Jun 2021

More than just a planning exercise, a mission statement focuses your leadership team, inspires employees, and communicates your core values to the larger world.

All in a single sentence. Magic.

A mission statement is one of the most important documents in your company’s arsenal, but it’s also one of the most difficult to craft. We’ve gathered 16 of the best company mission statement examples to help get your creativity flowing.

Level up with a mission statement video:  Deliver your mission statement with the most engaging communication medium — video. Turn your company’s mission statement into a video with Biteable. Start with a brandable  mission statement video template  and let Biteable’s smart editing features do all the heavy lifting for you.

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What is a mission statement?

A mission statement sums up the core of who your company is and why it exists. It’s  raison d’etre , if you want to get fancy and speak a little French.

Company mission statements are typically short and sweet, only a sentence or two. And the best mission statements are anything but boring.

When done right, your company’s mission statement acts as a powerful driver that informs every aspect of your organization, from daily operations, to customer loyalty, to employee satisfaction. When done wrong, a mission statement is just another line of jargon everyone pretty much ignores.

Take the Starbucks company mission statement as an example:  To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.

Starbucks could have said:  To challenge the predominant infrastructure of coffee culture and develop a network of coffeehouses in every major market.

Did your eyes glaze over on that second one? Ours too. While technically true, our made-up example of a company mission statement is full of dreaded corporate-speak. It belongs deep in the bowels of a strategic plan, not as it’s headline.

On the other hand, the real Starbucks mission statement makes us want to be a part of it all. And even more than that, it conveys a sense of the beating heart behind the company.

The best mission statements do just this — clearly convey a company’s reason for existing, in language that is exceedingly human.

Mission statements vs. vision statements — what’s the diff?

It’s easy to confuse vision statements and mission statements. But there are a few important differences.

A vision statement is aspirational. It outlines where your company strives to be in the future — whether that is one year from now or ten. In contrast, a mission statement spells out where your company is right now.

Think of your company’s vision statement as a long-term goal post. The end point towards which you are working. If your vision statement is a goal post, then your mission statement is what drives you toward that goal post.

Why your company mission statement is important

You’ll probably write your company mission statement during your strategic planning because it’s a valuable tool that helps your leadership team make big-picture decisions. Chances are, you’ll even look at examples of other company mission statements to help you craft your own.

But the purpose of a mission statement goes far beyond strategic planning.

Consumers value mission-driven companies

It’s no secret that today’s consumer values a company with, well, values. These values don’t have to be centered around saving the world. But they do need to be clear, focused, and genuine.

A 2020 study  by global communications agency Zeno Group found that if consumers think a company has a strong purpose, they are:

• 4 times  more likely to purchase from the company
• 4.5 times  more likely to recommend the company to family and friends
• 6 times  more likely to defend the company in the wake of public criticism

Think about this in terms of your personal life. The more you connect with a person, the more likely you are to invite them over for coffee, introduce them to your other friends, and come to their defense. The same is true for the companies we buy from.

We humans value connection and a shared sense of purpose. All things equal, your company’s mission statement can be a powerful differentiator.

Employees want a sense of purpose

Just as your company mission statement makes an impact on consumer sentiment, the same can be said about employee sentiment.

According to a recent Gallup poll  Gen Z and millennials (who make up nearly half of the full-time workforce in the US) value belonging to a company with a strong moral compass. They appreciate ethical leadership, and they want to know that their own work has a positive impact on the world at large.

The more effectively human resources and the rest of the leadership team communicates the company’s mission to rank and file employees, the better.

But it doesn’t stop there. It is equally important to put your money where your mouth is, so to speak. If your company mission places value on the environment, do you give your employees opportunities to act upon these values in their everyday work life?

The most effective company mission statements are clear and actionable, from the products a company makes all the way down to the food in the employee cafeteria.

How to write an effective mission statement without a lot of headache

Understanding mission statements is one thing. Actually sitting down to write your company’s own mission statement is quite another.

But if you take the time to do it right, the process is a really useful exercise. Think of this as a chance to clarify and fine tune your purpose so you can point the company in the right direction for years to come.

Brainstorming your company mission statement

To get started, gather your leadership team and brainstorm answers to these four questions. If you are the solo founder of a fledgling company, gather key stakeholders or a handful of your professional mentors instead.

Aim for a short paragraph on each question.

• Why does our company exist?
• What value do our products or services bring to consumers?
• What core beliefs guide our work?
• What makes our company different, better, or more inspiring than our competitors?

After you brainstorm answers to these questions, review your answers and highlight the concepts that are central to your company. You might also pick a few company mission statement examples from businesses you admire and use those to help guide you.

If this brainstorming discussion took place with a group of people, now’s the time to send one or two individuals off to winnow the answers down to a couple of sentences.

Task this pair with writing several drafts of a mission statement, so the final decision makers have choices to work with.

This group process might seem cumbersome, but remember, your company mission statement is a core document. It should reflect the thought processes of as many stakeholders as possible.

Finalizing your work

After you land on a mission statement, do one final check to make sure it meets these criteria:

Plausibility:  Your mission statement is big-picture, but it should ultimately tie back to your everyday business operations. At least in a broad sense.

Readability:  No corporate speak or jargon. Avoid unnecessarily big words or complex sentences. Keep it simple.

• Voice:  Now isn’t the time to be dry and boring. Use language that’s active and compelling. Your mission statement should reflect the unique voice and culture of your company.

Pro-tip:  Give your mission statement more reach by creating both a text and video version. The video can be simple, just an eye-catching background, animated text, and a soundtrack.

Include your mission statement video as part of hiring announcements or other  HR video communications . Or send it over to your marketing team to use as a Facebook cover, website content, and more.

Company mission statement examples: 16 of the best

How do other leading companies tackle their mission statements? We searched far and wide for the best company mission statement examples.

1. Starbucks: Inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.

The Seattle-based coffee giant originated in 1971 and has since become ubiquitous around the world.

Starbucks mission statement :   Inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.

Why it works:  We touched on the Starbucks mission statement earlier, but we’ll elaborate more here. We included this example of the Starbucks company mission statement because it works well for two reasons: it’s ambitious without being overreaching, and it uses down-to-earth language.

Inspiring and nurturing the human spirit isn’t directly related to coffee. But considering the role the company played in reviving coffee house culture in the US, the human spirit and a sense of community doesn’t seem like too big of a stretch. The second part of the statement is exceedingly tangible. It paints a small-scale picture of the company and its work.

2. Honest Company: Meaningful transparency and thoughtful design. We’re on a mission to change the world, one product at a time.

Honest Company made headlines when it went public in mid-2021, with founder Jessica Alba as the youngest-ever Latina to list a company on the New York Stock Exchange.

Honest Company mission statement :   Meaningful transparency and thoughtful design. We’re on a mission to change the world, one product at a time.

Why it works:  As a company committed to creating “clean” baby products, a mission of meaningful transparency and thoughtful design is two-fold. It’s a necessary part of their business practices, and it also speaks to consumers looking for a higher standard in their products.

Being on a “mission to change the world” might be a bit of a stretch. But considering the  baby products market  is projected to be worth $88.72 billion US dollars worldwide by 2026, maybe it isn’t such a huge stretch after all.

3. Patagonia: We’re in business to save our home planet

The outdoor apparel and equipment company is known for its social and environmental activism.

Patagonia mission statement :   We’re in business to save our home planet.

Why it works:  Patagonia is often used as a good company mission statement example, and for a reason. Although it’s wildly lofty, the company really does put their money where their mouth is.

Patagonia originally began as a scrappy company specializing in steel pitons for rock climbing. But when the founders realized their gear damaged the rock face they so loved, they pivoted to low-impact aluminum chocks.

From the moment Patagonia pivoted to aluminum chocks, it became an environment-first company with far-reaching efforts built into every aspect of their business practices.

4. Microsoft: To empower every person and every organization on the planet to achieve more

The software giant is currently valued at  approaching $2 trillion .

Microsoft mission statement :   To empower every person and every organization on the planet to achieve more.

Why it works:  Notice, Microsoft’s company mission statement makes no mention of software, or PCs, or technology at any level.

This isn’t to say the company is focused on something other than tech. But by concentrating on the “why” not the “what” of the business, this mission statement example remains flexible and agile. No matter where the market moves, Microsoft aims to increase productivity with it’s products.

5. Square: Everyone should be able to participate and thrive in the economy.

Square’s point-of-sale and online payment platforms came out on top during the pandemic. But even before that time, the company was a leader in POS products.

Square mission statement :   Everyone should be able to participate and thrive in the economy.

Why it works:  The company’s extended mission statement goes on to say: No one should be left out of the economy because the cost is too great or the technology too complex.

Similar to Microsoft’s mission statement, Square leaves room for agility here. It aims to produce simple, low-cost payment products, regardless of where the market takes it. We also appreciate Square’s focus on who the company serves and why.

6. Pinterest: Bring everyone the inspiration to create a life they love.

Ah, Pinterest. Inspiration central for crafters everywhere, but also a valuable tool for businesses looking for new marketing platforms.

Pinterest mission statement :   Bring everyone the inspiration to create a life they love.

Why it works:  More than the words it uses, we appreciate how Pinterest discusses the ways its mission evolved along with the company.

According to Pinterest, the platform was originally conceived as “a tool to help people collect the things they were passionate about online.” It quickly became clear that people most enjoy using the site to get inspiration from others. And with this, Pinterest’s current mission was born.

7. Target: Help all families discover the joy of everyday life

Fun fact: According to Target’s website, 75% of the US population lives within 10 miles of a store. And why not? Everyone loves a trip to good old Target.

Target mission statement :   Help all families discover the joy of everyday life.

Why it works:  This company mission statement example is equal parts broad and super-specific, depending on how you look at it.

It speaks to Target’s affordable products, geared toward everyday people. But this mission statement can also easily extend to the company’s focus on community giving, corporate responsibility, and creating a positive employee experience.

8. Southwest Airlines: Connect people to what’s important in their lives through friendly, reliable, and low-cost air travel

The smallest of the “big four” US airlines, Southwest is known for its friendly crew and affordable ticket prices.

Southwest Airlines mission statement :   Connect people to what’s important in their lives through friendly, reliable, and low-cost air travel.

Why it works:  Maybe you can chalk it up to the company’s southern roots, but Southwest consistently ranks high for customer service. Its mission of connecting people to what’s important in their lives touches on this value.

Southwest sees itself as doing more than just moving people from point A to point B.

9. Spotify: To unlock the potential of human creativity — by giving a million creative artists the opportunity to live off their art and billions of fans the opportunity to enjoy and be inspired by it

The Swedish audio streaming platform currently has 356 million users across 178 markets.

Spotify mission statement :   To unlock the potential of human creativity — by giving a million creative artists the opportunity to live off their art and billions of fans the opportunity to enjoy and be inspired by it.

Why it works:  We included this example because, technically speaking, this is a mission statement and a vision statement combined into one.

When you write your mission statement, it’s important not to confuse the two. But for marketing purposes, wrapping a mission statement and a vision statement up into one shiny package sometimes works very well.

10. Google: Organize the world’s information and make it universally accessible and useful

This one needs no introduction. After all, to Google is officially listed in Merriam-Webster as a transitive verb. If that isn’t a sign of a powerful company, we don’t know what is.

Google mission statement :   Organize the world’s information and make it universally accessible and useful.

Why it works:  Google’s effectiveness is centered around its algorithms. At its heart, an algorithm is a system for organizing information. So Google pretty much nailed it here.

We also appreciate the focus on making information “universally accessible and useful.” Google is arguably the most powerful search engine in the world, yet it’s simple enough for anyone to use. Universally accessible and useful sums that up nicely.

11. Nike: Bring inspiration and innovation to every athlete in the world. If you have a body, you are an athlete

The Oregon-based footwear, apparel, and sports equipment company was founded in 1964 and is now synonymous with athletics.

Nike mission statement :   Bring inspiration and innovation to every athlete in the world. If you have a body, you are an athlete.

Why it works:  We admit, we like the asterisk more than we like the actual mission statement. Nike outfits some of the biggest names in professional sports, but its mission specifies “if you have a body, you are an athlete.” The word “inclusion” doesn’t appear in the company’s mission statement, but it says it — and then some — in so many words.

12. CVS: Helping people on their path to better health

Founded as a drugstore in 1963 by brothers Stanley and Sidney Goldstein and partner Ralph Hoagland, CVS bills itself as a “health care innovation company that is reinventing pharmacy.”

CVS mission statement :   Helping people on their path to better health.

Why it works:  This isn’t one of the most inventive examples of a company mission statement, and it also seems somewhat obvious for a drugstore. But CVS embodies its mission in some pretty bold ways. In 2014, it became the  first national pharmacy in the US  to stop selling cigarettes and tobacco products.

13. Harley Davidson: More than building machines, we stand for the timeless pursuit of adventure. Freedom for the soul

Harley-Davidson was founded in Milwaukee in 1903, and it remains one of the most popular motorcycle brands.

Harley Davidson mission statement :   More than building machines, we stand for the timeless pursuit of adventure. Freedom for the soul.

Why it works:  Harley-Davidson is known not only for its iconic design and distinctive engine sound, but also for the unique subculture of Harley riders.

Although Harley enthusiasts might balk at the idea, the company is as much a lifestyle brand as it is a motorcycle manufacturer. And that lifestyle delivers just what is promised in the company’s mission statement: adventure and freedom. And a whole lot of leather.

14. Dove: Help women everywhere develop a positive relationship with the way they look, helping them raise their self-esteem and realize their full potential

What started as a single product — the Dove Beauty Bar — grew into a major line of personal care products used by women around the world.

Dove mission statement :   Help women everywhere develop a positive relationship with the way they look, helping them raise their self-esteem and realize their full potential.

Why it works:  The company’s mission statement combines seamlessly with their vision statement, which says, “We believe beauty should be a source of confidence, and not anxiety.”

Dove delivers on this promise with its far-reaching body positivity campaigns, research initiatives, and self-esteem projects.

15. Livestrong: Which everyday cancer problem will we fix today?

Livestrong is a nonprofit organization that supports people living with or affected by cancer.

Livestrong mission statement :   Which everyday cancer problem will we fix today?

Why it works:  Because selling products and services to consumers isn’t part of the equation, nonprofit mission statements differ from those of their for-profit counterparts. But we included Livestrong here, because it has such a unique mission statement.

Very few mission statements are in the form of a question. This was very intentional on the part of Livestrong. As the company puts it on their mission page, “We have a Mission Question, not a Mission Statement, because we believe that we can only achieve the best solutions through asking the right questions.”

16. TED: Spread ideas.

The media company solicits keynote-style talks from some of the best minds and makes these available, for free, via video and through their podcast,

Ted mission statement :   Spread ideas.

Why it works:  This is another company mission statement example that makes the rounds on the best-of lists. You can almost imagine the lengthy thought process that transpired as TED execs winnowed their mission statement down to just two words. Two words! But that’s all they need.

This mission statement doesn’t say they are “creating opportunities for…” or “gathering the brightest minds to…” They do all of these things as well. But at the very core of the organization, their mission is to spread ideas.

In those two words, they say it all.

FAQs about company mission statements

These company mission statement examples are just a sample of what’s possible when a company really takes the time to craft a thoughtful mission statement. To help you write yours, here are answers to some of the most frequently asked questions about mission statements.

What should a company mission statement include?

A company mission statement should include one or two strong, well-written sentences that talk about why a company exists, the value it brings to its customers, the core beliefs that drive its work, and what sets it apart from other companies doing similar work.

What are the 3 parts of a mission statement?

The three parts of a mission statement are:

• Mission and purpose:  the main reason a company exists. Its purpose in a broad sense.
• Values:  the core values that drive everyday decisions and behavior in the company.
• Goals:  what the company hopes to achieve by sticking close to its mission and values.

What is a strong mission statement?

A strong mission statement is short and actionable. The strongest company mission statements are written in accessible language (no corporate speak) that reflects a company’s unique culture and voice. A good mission statement is lofty, but also ties back to a company’s everyday business practices.

What is Coca Cola’s mission statement?

Coca Cola’s mission statement is  “to refresh the world in mind, body, and spirit, to inspire moments of optimism and happiness through our brands and actions, and to create value and make a difference.”

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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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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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More Like this

52 mission statement examples that rock + free mission guide.

In this article, we will define ‘what is a mission statement’, briefly highlight the essentials of creating a strong mission statement and show you some of the best mission statement examples from top organizations around the world.

What is a mission statement and its purpose?

Remember that a mission statement explains why your organization exists . It is a foundational element of your plan that establishes your core purpose and who you serve! A great mission statement stands the test of time, guiding more temporary and time-specific goals and plans. This, paired with a bold vision statement will serve as a strong foundation to your strategic plan.

For a mission statement to provide clarity, we recommend writing it with concrete language. We recommend avoiding abstract fluff that might sound good on the surface but does not help your team understand the “why” behind their work. We also recommend writing it in the present tense. This differentiates it from a vision statement, which is focused on the future. A mission statement should be timeless (or as close to it as possible). Writing it in the present tense helps capture that.

What are the benefits of a mission statement?

When it comes to strategic planning for your organization, you can’t underestimate the importance of having a clear and concise mission statement. Not only does it help provide direction and focus for your team and tells your customer base and community who you are and what you stand for. A well-crafted mission statement is the foundation for your overall strategy and decision-making.

By outlining your mission statement, you’re laying the groundwork for everything that follows. You’re setting the tone for your vision for your organization and the values you want to uphold. That can be a powerful tool for making decisions and setting priorities for the company’s future.

So, if you haven’t already drafted a mission statement, now is the time to start! It may take some time and thought, but the benefits will be well worth it in the long run.

What makes a great mission statement?

OnStrategy strongly believes in creating a mission statement that speaks to who you are and why you exist as an organization. We believe great mission statements should be audacious, motivating, and memorable.

This is because, as we’ve stated before, your mission statement reflects the best of you and serves as the foundation of your business or organization. Mission statements boldly state why you exist and do what you do – not only for your team and those doing the work but for your community and customers whose support you’re striving to capture.

We’ve crafted a mission statement cheat sheet that outlines the four criteria that every mission statement should meet:

• Your mission statement should be foundational
• Your mission statement should be original
• All mission statements should be memorable
• And bonus points if your mission statement is something you’d want represented on a t-shirt!

Pulling Together Your Mission Statement with the Help of OnStrategy’s Cheat Sheet [With Examples]

Check out our mission statement cheat sheet below for a downloadable guide to build your mission statement.

Video Transcript – How to Write a Mission Statement- The Virtual Strategist

Hi, my name’s Erica Olsen. Today’s whiteboard session is on how to write a mission statement. Mission statements are foundational to any strategic plan. You normally build one after you develop your SWAT and before you go into the rest of your planning process. It’s foundational because it answers the question, why do we exist?

It (a mission statement) clearly explains the space that we play and what’s in and what’s out of what we do, and it’s not where we’re going, which is vision. So let’s break it down. We use this example to explain the components of a mission statement. We use this checklist to talk about what makes a good mission statement, and we’ll walk through a simple process to create yours.

So let’s jump in. The example we have up here is Google’s, and we love using Google’s, Google’s examples because they’re, they’re great and why not [00:01:00] borrow from the best? So starting with our mission, I’d like to start it with our mission cuz it gives us a place to, to go and keeps us thinking about mission.

You might get rid of it later, but start it there. Uh, it has a verb with present tense to organize. We explain what we do, organize the world’s information for whom, in this case, the world, and what’s the benefit to us existing? What’s the benefit to the world to make? Information universally accessible and useful, really straightforward.

We know mission statements are not that easy to write, so here’s a checklist to make sure that yours is great. Starting with it needs to be original. This is really clearly original to Google. They didn’t rip it off from somebody else. It doesn’t sound like anybody else’s mission statement or company vision statement. If it sounds like Google’s mission statement, so make sure yours is original.

It’s foundational. I already mentioned that, but you don’t wanna change it. All the time. Maybe a few word tweaks, but ideally [00:02:00] not. You want a mission statement that sustains over time, so it needs to be foundational. Connect with staff a great mission statement, and you know, yours is great. When every single staff member wakes up in the morning and knows that their purpose and the reason they come to work every day is expressed in your mission statement, and to do that, it needs to be memorable.

Memorable means short and concise, and of course, that’s the balance to strike with a great mission statement. So here’s your litmus test. It needs to fit on a T-shirt, and your staff would wear it if it achieves those two goals. You know, you’ve got a great mission statement, so how do you write one?

Sometimes it can be hard, so it’s great to get input or ideas from your organization. So gather staff input if you’d like, via survey or maybe focus groups. Take all that information, synthesize it down, and create a couple of versions. You can do it yourself. Or use one of those folks in your organization who loves to copyright and have them write a [00:03:00] couple of different versions.

Take those versions and either have your planning team pick one or put them out to your organization and have people vote on them. So that simple process will help you not, uh, go in all kinds of different directions and spend forever doing mission statement development. With that, I hope this helps you write yours. [00:03:21] Thanks for tuning in.

If you want to learn more on determining what is a mission statement that’s effective and how to write a mission statement that inspires, check out our guide!

Anatomy of an Effective Mission Statement

A mission statement is a powerful way to tell your board members, team and your customers who you are and why you exist – ideally in two sentences or less! Your company’s mission statement describes, essentially, your company’s core values and company’s purpose for existing today.

Maybe your organization believes that your business exists to provide outstanding customer service to all who walk through your door. Your employees will now know that your company’s identity revolves around providing the best customer service possible.

This process of creating a compelling mission statement may feel daunting, but don’t worry! By following our simple anatomy of a mission statement, you can easily put one together that truly defines your mission and purpose.

Every mission statement must have these five basic elements:

• A label such as, “Our mission…”
• A verb in the present tense.
• For whom you’re doing this for.
• A result or benefit of the work you do.
• What you do and how you do it.

For example, yours may end up looking like this: “Our mission is to make our clients successful by merging remarkable digital design and goal-focused usability.

Read our free canvas and guide for a deeper dive into the topic!

Mission Statement Versus Vision Statement Versus Values Statement: What’s the difference?

Vision statement.

A vision statement describes your clear vision of the future; your ambitions. Vision statements clearly state what your organization looks like in the future. Vision statement focuses on the big picture outcome, usually 5+ years in the future. [Check out our vision statement examples here. ]

Mission Statements

A good mission statement clearly explains why you exist and what your organization’s purpose for existing is. A company mission statement also expressly states who you serve and how potential customers benefit from your work.

Values Statements

Values statements are an expression about how you expect your team to behave. They explain the values, beliefs, and experiences you expect to create within your organization.

Using Your Mission Statements, Vision Statements, and Values Statements Together

These three important plan elements aren’t meant to live as standalone items. They are designed to be used together! Mission and vision statements help your organization clearly articulate why you exist, who you serve, and where you’re going in the future. Your values statements help support your own mission and vision statment by expressing how you expect your organization to behave along the journey! When in doubt, remember these three tips:

• Mission statement = why you exist.
• Vision statement = where you’re going in the future.
• Values statements = set of behaviors you expect from your team. you expect your team to behave.

When to know it’s time to update your mission statement?

As you move forward on your strategic planning process, maybe you’ve decided to revisit your mission statement. If you read it and thought, “Wait, that doesn’t really align with what we’re doing anymore, ” it may be time for an update. And that’s okay! It happens more often than you might think.

Your company constantly evolves and grows, so your mission statement must reflect those changes. Some signs that it’s time to hit refresh on your mission statement include:

• Huge shifts in your customer or target audience
• Major changes in your organization’s goals and approach
• A total rebrand

Remember, your mission statement should guide and inspire your business, so it’s essential to keep it relevant and meaningful! They have a shelf life of about 10-15 years.

A clear and concise mission statement can give your employees and customers a sense of direction and purpose. So, if you feel like your current mission statement is a little outdated or doesn’t reflect who you are as an organization, it might be time for a refresh.

Check out our 52 mission statement examples from some of the world’s best companies and organizations for inspiration!

52 Mission Statement Examples

Learning general principles for how to write a mission statement is helpful. However, these principles can become clearer by looking at some examples of mission statements. As you check out some of these mission statement examples from various types of organizations, notice how there are various ways to make your mission statement unique while sharing the tried-and-true principles of good mission statements:

Example Mission Statements for For-Profit Companies

Tesla: “Tesla’s mission is to accelerate the world’s transition to renewable energy.”

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

Coca-Cola: “The Coca-Cola Company exists to benefit and refresh everyone who is touched by our business.”

The Home Depot: “The Home Depot is in the home improvement business, and our goal is to provide the highest level of service, the broadest selection of products, and the most competitive prices.”

The Boeing Company, Africa Division: “Our mission is to establish a powerful presence and positive image of The Boeing Company with governments, businesses, and community leaders.”

Nike: “Our mission is to bring inspiration and innovation to every athlete* in the world. *If you have a body, you are an athlete.”

John Deere: “Double and Double Again the John Deere Experience of Genuine Value for Employees, Customers and Shareholders.”

Publix: “Our Mission at Publix is to be the premier quality food retailer in the world.”

Aveda: “Our mission at Aveda is to care for the world we live in, from the products we make to the ways in which we give back to society. At Aveda, we strive to set an example for environmental leadership and responsibility, not just in the world of beauty but around the world.”

General Motors: “General Motors’ corporate mission is to earn customers for life by building brands that inspire passion and loyalty through not only breakthrough technologies but also by serving and improving the communities in which we live and work around the world.”

New Leaf Paper: “The mission of New Leaf Paper is to be the leading national source for environmentally responsible, economically sound paper.”

Nordstrom: “Our mission is to continue our dedication to providing a unique range of products, exceptional customer service, and great experiences.”

Seventh Generation: “Seventh Generation is the nation’s leading brand of non-toxic and environmentally safe household products.”

Get the Free Guide and Canvas to Build a Mission that Sticks

Example mission statements for non-profits.

UNICEF: “UNICEF promotes the rights and well-being of every child, in everything we do.”

ACLU of San Diego: “To protect and expand fairness, equity, and freedom through community engagement, building power, policy advocacy, and impact litigation.”

Red Cross: “To provide compassionate care to victims of disasters.”

TED Talk: “Spread ideas. Make great ideas accessible and spark conversation.”

Girl Scouts of America: “Girl Scouting builds girls of courage, confidence, and character, who make the world a better place.”

Operation Underground Railroad: “We exist to rescue children from sex trafficking and sexual exploitation.”

Goodwill: “To enhance the dignity and quality of life of individuals and families by strengthening communities, eliminating barriers to opportunity, and helping people in need reach their full potential through learning and the power of work.”

Alzheimer’s Association: “Through our many initiatives and worldwide reach, the Alzheimer’s Association leads the charge in Alzheimer’s care, support, research and advocacy.”

Pioneer Center for the Performing Arts: “To cultivate exceptional performing arts experiences in our historic venue and throughout the region.”

ASPCA, The American Society for the Prevention of Cruelty to Animals: “To provide effective means for the prevention of cruelty to animals throughout the United States.”

Mission Statement Examples for Software Companies

OnStrategy: “Our mission is to create strategy that matters and drive the culture to execute it.”

LinkedIn: “To connect the world’s professionals to make them more productive and successful.”

Equifax Business Services: “To serve our customers by utilizing information and technology that provide real-time answers to increasingly complex questions.”

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

Amazon: “We strive to offer our customers the lowest possible prices, the best available selection, and the utmost convenience.”

Duolingo: “We’re here to develop the best education in the world and make it universally available. Our global team works together to make language learning fun, free, and effective for anyone who wants to learn, wherever they are.”

Hulu: “To help people find and enjoy the world’s premium video content when, where and how they want it.”

Microsoft: “Our mission is to empower every person and every organization on the planet to achieve more.”

TikTok “ Our mission is to capture and present the world’s creativity, knowledge, and moments that matter in everyday life.”

Vivint: “Vivint helps families live intelligently in safer, smarter homes.”

Example Mission Statements for Healthcare Organizations

CVS: “Helping people on their path to better health.”

Saint Mary’s Regional Medical Center of Northern Nevada: “To deliver compassionate, quality care to patients and better healthcare to communities.”

Northern Nevada Hopes: “Our mission is to build a healthier community by providing affordable, high-quality medical, behavioral health, and support services for all.”

Pfizer Pharmaceuticals: “We will become the world’s most valued company to patients, customers, colleagues, investors, business partners, and the communities where we work and live.”

The WellPoint Companies: “The WellPoint Companies provide health security by offering a choice of quality branded health and related financial services designed to meet the changing expectations of individuals, families, and their sponsors throughout a lifelong relationship.”

New York-Presbyterian Hospital: “It is the mission of New York-Presbyterian Hospital to be a leader in the provision of world-class patient care, teaching, research, and service to local, state, national, and international communities.”

The Center for Disease Control: “CDC works 24/7 to protect America from health, safety, and security threats, both foreign and in the U.S. Whether diseases start at home or abroad, are chronic or acute, curable or preventable, human error or deliberate attack, CDC fights disease and supports communities and citizens to do the same.”

Valley OB/GYN: “At Valley OBGYN, we strive to provide quality comprehensive patient-centered women’s care here in Spokane Valley.”

The American Psychological Association: “Our mission is to promote the advancement, communication, and application of psychological science and knowledge to benefit society and improve lives.”

Dentistry for Children: “Dentistry for Children believes that good dental health starts in infancy. Our dedicated pediatric dentists and teen dental specialists promote cavity prevention and good dental habits to help create a positive experience at an early age and into their adolescent years.”

Mission Statement Examples for Governments and/or Government Entities

The City of Windsor, Canada: “The City of Windsor, with the involvement of its citizens, will deliver effective and responsive municipal services, and will mobilize innovative community partnerships.”

Cliffside Park, New Jersey Police Department: “The Cliffside Park Police Department is committed to providing a safe and peaceful environment in the Borough of Cliffside Park through effective and impartial law enforcement.”

Fire Department New York: “As first responders to fires, public safety and medical emergencies, disasters, and terrorist acts, FDNY protects the lives and property of New York City residents and visitors. The Department advances public safety through its fire prevention, investigation, and education programs. The timely delivery of these services enables the FDNY to make significant contributions to the safety of New York City and homeland security efforts.”

Municipal Court of Lakeview, Texas: “Our mission is to provide an impartial, unbiased, fair, and respectful forum for the trials of all Class C misdemeanor Penal Code offenses, Health and Safety Code offenses, Alcoholic Beverage Code offenses, City Ordinance offenses, as well as to preside over administrative and civil proceedings, as authorized by state law.”

Albany, Georgia: “The City of Albany delivers fiscally responsible, highly dependable services to the citizens in the community and the region with integrity and professionalism.”

Chicago Public Library: “We welcome and support all people in their enjoyment of reading and pursuit of lifelong learning. Working together, we strive to provide equal access to information, ideas, and knowledge through books, programs, and other resources.”

Seattle, Washington City Clerk: “Provide consistent high-level services which promote and strengthen a world-class government prepared to meet the emerging needs of the 21st century. Ultimately, improving the quality of life for individuals (and the community at large) by being one of the top-tier local government agencies in our nation and by building on our interdisciplinary strengths.”

Michigan Civil Service Commission: “To provide innovative, effective, and timely HR consultation and services to attract, develop, and retain a workforce that is diverse, flexible, creative, and competent to meet the ever-changing needs of state government.”

City of Reno: “Creating a community that people are proud to call home.”

For a deep dive on Mission Statements, check out our post on all things mission.

What are the 5 components of a mission statement?

What is the purpose of a mission statement?

Remember that a mission statement explains why your organization exists. It is a foundational element of your plan that establishes your core purpose and who you serve!

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33 Mission Statement Examples That Define Companies and Inspire Customers

Some skeptics are eager to criticize mission statements. They see them as generic and platitudinous , another startup box that founders need to check.

 Turns out, though, a mission statement’s success depends on how it’s written.

What Is a Mission Statement?

In his influential 1998 research article , consultant and business professor Chris Bart found “a significant and positive correlation” between organizational performance and mission statements when managers were satisfied with those statements . He also found a correlation between performance and the process used to develop statements. Simply having a mission statement was a non-factor, but one created with real buy-in delivered the goods.

Related Reading Tips for Effective Business Storytelling

Mission Statement Examples

Later, we’ll tease out what exactly makes a mission statement effective and explore tips for writing one. But first, here are some examples to fuel your inspiration.

• Apple: “To bring the best user experience to customers through innovative hardware, software and services.”
• Procter & Gamble: “To provide branded products and services of superior quality and value that improve the lives of the world’s consumers, now and for generations to come.”
• Reddit: “To bring community and belonging to everyone in the world.”
• Nike: “To bring inspiration and innovation to every athlete in the world. If you have a body, you are an athlete.”

Mission statement: “Always with you, building a more confident future. MetLife contributes to a more confident future as an employer, an investor and a provider of financial solutions and expertise. Our purpose is at the heart of our virtuous circle of delivering for our colleagues, our communities, our customers and our shareholders.”

Mission statement:  “We bring together brands and their audience to make connections that matter.”

Mission statement:  “For over a decade, we’ve been building tech for food people, so restaurant owners can save money, staff members can save time, and diners can order better. Because when restaurants thrive, they can keep serving food that gives your community its unique flavor. We want to keep it that way.”

MobilityWare

Mission statement: “Bringing joy to others one game at a time.”

Mission statement:  “We empower everyday people to move forward on the path to a better financial future.”

First Entertainment Credit Union

Mission statement:  “We build lifelong financial relationships with the people in entertainment based on a deep understanding of how they live and work.”

Mission statement: “Our mission is to rebuild the infrastructure of the travel industry in order to bring freedom, simplicity, and trust to travelers everywhere. We are bringing change to an industry that has been held back by outdated technology and complicated financial incentives that solve for the needs of middlemen instead of providing the best experience to users. Travel matters when communication is essential to building trust, commitment, and a shared sense of purpose. In essence, business travel is a necessity any time success depends on the strength of human connections.”

PatientPoint

Mission statement:  “ PatientPoint is on a mission to make every doctor-patient engagement better, and that goal is at the core of everything we do. We are the patient engagement platform for every point of care. Our digital solutions impact 750 million patient visits every year, helping drive better health outcomes that enable people to live longer, healthier lives.”

Mission Statement:  “At Trupanion , we’re on a mission to help loving, responsible pet owners budget and care for their pets.”

Mission Statement :  “We’re on a mission to simplify the complexities of payments to help you grow.”

Mission Statement : “Our mission is to bring the best user experience to customers through innovative hardware, software and services.”

Mission Statement : “To help humanity thrive by enabling the world's teams to work together effortlessly.”

Mission Statement : “To be the most trusted and convenient destination for pet parents (and partners), everywhere.”

Mission Statement : “Our mission is to increase economic freedom in the world. Everyone deserves access to financial services that can help empower them to create a better life for themselves and their families. If the world economy ran on a common set of standards that could not be manipulated by any company or country, the world would be a more fair and free place, and human progress would accelerate.”

Mission Statement : “DoorDash is a technology company that connects people with the best of their neighborhoods across the US, Canada, Australia, Japan, and Germany. We enable local businesses to meet consumers’ needs of ease and convenience, and, in turn, generate new ways for people to earn, work, and live. By building the last-mile logistics infrastructure for local commerce, we’re fulfilling our mission to grow and empower local economies.”

Mission Statement : “Our mission is to design a more enlightened way of working. Dropbox helps people be organized, stay focused and get in sync with their teams.”

Bright Horizons

Mission Statement :  “Dedicated to the highest quality education and care; making a lasting difference, one child, one student, one teacher, one family, and one employer at a time.”

EFFECT Photonics

Mission Statement : “To interconnect humanity through fast, affordable, sustainable, and effective communication technologies.”

Mission Statement:  “Our mission is to build the most popular car subscription platform. Our aim is to help anyone who loves driving a car of their own but fears the struggle, commitment, and intransparent costs associated with ownership to get behind the wheel.”

Mission Statement : “The Fivetran mission is to make access to data as simple and reliable as electricity. The invention of the lightbulb spawned generations to change the world through electricity, creating millions of new products, devices and services. We’re empowering future ‘Thomas Edison’s’ to transform the way the world makes decisions through our always-on access to accurate data. This helps drive better data-driven decisions in pursuits like discovering new drugs, serving humanity in ways big and small (think: banking the underbanked, keeping hospital records up to date, and more!), and enabling social good organizations to do what they do best by improving lives everywhere.”

Mission Statement : “It is GitLab’s mission to make it so that everyone can contribute. When everyone can contribute, users become contributors and we greatly increase the rate of innovation.”

Intel Corporation

Mission Statement : “We create world-changing technology that improves the life of every person on the planet.”

Mission Statement : “Our mission is to empower every person and every organization on the planet to achieve more.”

Mission Statement : “Our mission is to ensure the Internet is a global public resource, open and accessible to all. An Internet that truly puts people first, where individuals can shape their own experience and are empowered, safe and independent.”

NBCUniversal

Mission Statement : “To be the premier content provider for television and digital platforms, spanning all television.”

Mission Statement : “To bring inspiration and innovation to every athlete* in the world.

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

The Pokémon Company International

Mission Statement : “At Pokémon, our mission is to become an entertainment leader and bring the fun of Pokémon to people around the world!”

Procter & Gamble

Mission Statement : “We will provide branded products and services of superior quality and value that improve the lives of the world’s consumers, now and for generations to come. As a result, consumers will reward us with leadership sales, profit and value creation, allowing our people, our shareholders and the communities in which we live and work to prosper.”

Mission Statement : “Our mission is to bring community and belonging to everyone in the world.”

Mission Statement : “We help people achieve independence by making it easier to start, run, and grow a business. We believe the future of commerce has more voices, not fewer, so we’re reducing the barriers to business ownership to make commerce better for everyone.”

Mission Statement : “At Smartsheet, our mission is to empower anyone to drive meaningful change — for themselves, their businesses and even for the world.”

Warby Parker

Mission Statement : “To inspire and impact the world with vision, purpose, and style.”

Mission Statement : “We’re empowering everyone to create for the web — and leading impactful, fulfilling lives while we do it.”

How to Write a Mission Statement

When it comes time to draft your company’s mission statement, consider the following:

Tips for Writing a Mission Statement

• Make it simple, aspirational and memorable.
• Direct it toward stakeholders, but don’t prioritize shareholders.
• Keep employees — current and future — top of mind.
• Avoid saying you’re “the best.”
• Leave room for the mission to evolve.

Make it Simple, Aspirational and Memorable

A successful mission statement has three important traits, according to Jeffrey Abrahams, author of 101 Mission Statements From Top Companies . They are simplicity, aspiration and memorability.

There’s no magic word count, but experts agree that concision is best. Abrahams recommends aiming for a single-sentence statement. “That has greater impact and can be communicated easily, both within the company and to the target audience,” he said.

Bart, meanwhile, recommends capping at around 70 words. And Inés Alegre, a professor at the business school of the University of Navarra who led a 2018 review of mission-statement research, told Built In that three sentences or so is appropriate.

Your precise mileage may vary, but the “KISS” recommendation put forward by Bart in his 1998 paper still seems appropriate: Keep it simple and straightforward.

It’s common to find an organization’s mission statement posted on an “About” page, but it doesn’t have to be merely descriptive; incorporate some ambition, Abrahams suggested. He invoked Microsoft’s statement: “Our mission is to empower every person and every organization on the planet to achieve more.”

Memorability

Action verbs, wariness of jargon and bizspeak — these are a CEO’s allies when drafting a statement. It should be organization-specific, too. 

“If the mission statement could be used by a number of companies, especially competitors, it’s not going to be either memorable or serve the company very well,” said Abrahams. “You want it to be distinctive.”

Direct It Toward Stakeholders

“Missions describe why an organization exists, but in particular, they should describe the relationships that the organization wants to have with the stakeholders upon whom it depends for survival, growth and sustainability,” Bart said.

According to him, an effective mission statement should at least speak to two audiences: customers and employees. He cited Southwest Airlines as an illustrative example:

“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.   To our employees: We are committed to provide our employees a stable work environment with equal opportunity for learning and personal growth. Creativity and innovation are encouraged for improving the effectiveness of Southwest Airlines. Above all, employees will be provided the same concern, respect and caring attitude within the organization that they are expected to share externally with every Southwest customer.”

In addition to customers and employees, a strong statement will also often address shareholders and the community at large, Bart said. Here’s one he helped draft for a casino resort that directly targets all four groups:

“Our mission is to provide every guest with a ‘blow away experience’ that is inspired by a celebration of the sea and the myth of a lost civilization. We accomplish this by bringing the myth of Atlantis to life by offering warm, positive, engaging service.   At Atlantis, we are a team of individuals who are passionate and committed in everything that we do. We continuously strive for perfection. We are proud to work at Atlantis because we are a caring and learning organization, which rewards accomplishment and promotes teamwork, respect and innovation.   At Atlantis, we are the pride of our community while providing enduring value for our shareholders. When Atlantis succeeds, we succeed as individuals, and we contribute to the success of the Bahamas.”

… But Avoid Prioritizing Shareholders

It may be more obvious today — after the rise of sustainable investing , office-perk culture that caters to employee happiness and the fact that we’re in the midst of a job seekers’ market — but the thrust of the mission can’t simply be shareholder yield.

Statements that center the returns of the investor class will align approximately zero employees to an organization’s mission. “Shareholder value was the typical mission in the nineties — not anymore,” said Alegre.

One possible symptom of such misalignment? Jargon creep. “When buzzwords and platitudes happen, they usually happen when the focus of the company moves from customer to shareholder,” wrote entrepreneur and Built In expert contributor Joe Procopio.

Read Next 3 Reasons to Prioritize Mission Over Profit in Tech

Resist the Superlatives

As mentioned, mission statements should have an air of the aspirational. But, especially in this era of superlative fatigue , beware of “the biggest,” “the boldest” and “the best.” They’ll inspire more shrugs than hearts, especially when unsupported.

“When a company says its mission statement is to be the best [category here] company in the world — the best steel company in the world or the best clothing company in the world, it’s too general,” said Abrahams. “It needs to be backed up by strongly worded core values, a vision, and guiding principles and beliefs.”

Think of It as a Management Tool

Even though mission statements address multiple audiences, they shouldn’t pretend to think each audience is listening with equal attention.

“There’s a question of prioritization of stakeholders — is it the clients, employees, suppliers, investors? You probably cannot satisfy all at the same level,” said Alegre.

That begs a question: Should companies think of mission statements more as an internal compass for culture and strategy, or an external branding — or even recruiting — element? That is, are they management or marketing? 

“My answer is yes,” said Abrahams. 

Ideally, it can serve as both, experts told Built In, but it should be considered first and foremost a management tool. (Indeed, most research on the topic is published in management, not marketing, journals.) “My impression is that it’s much more useful as an internal alignment tool than external branding,” said Alegre.

Think of the statement primarily as something for employees, Bart said, a true north against which the workforce can always orient itself.

Reinforce the Mission Statement in All Your Communications

Once the statement is finalized, think of it as a muscle: Exercise it often to prevent it from losing definition. Reference the mission during onboardings, training, team meetings, board reviews of key projects and wherever else reinforcement makes sense. Post it on your website, of course, but also your wall. “I work in a business school where the first thing you see after the entrance is the mission,” Alegre said.

Mission statements are especially important during times of uncertainty, such as early in an organization’s life or during growth pushes, Alegre said. Still, lean on them in times of greater stability, too. That provides room for the mission to organically evolve.

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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.

Related resources

Solve your tech overload with an intelligent transformation

9 steps to craft a successful go-to-market (GTM) strategy

Unmanaged business goals don’t work. Here’s what does.

How Asana uses work management to effectively manage goals

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6 Top Mission Statement Examples For Your Business Plan

Free Mission and Vision Statement Templates

Aayushi Mistry

• December 11, 2023

Example 1: A Mission Statement by Hubspot

There’s this notion that to grow a business, you have to be ruthless. But we know there’s a better way to grow. One where what’s good for the bottom line is also good for customers. We believe businesses can grow with a conscience, and succeed with a soul — and that they can do it with inbound. That’s why we’ve created a platform uniting software, education, and community to help businesses grow better every day.

Want to Generate a Mission Statement for your Business?

Craft a strong and purposeful mission statement in minutes with our easy-to-use Free AI Mission Statement Generator .

Hubspot is a company that develops and offers a fully functioning systematic platform for sales, marketing, and CRM management. They also offer the right measures to grow your business through consultations and courses.

Expert’s rating on the mission statement: 4 / 5

• Adding the emotional touch.
• Comparison with the traditional business.
• Clear about what they stand for.
• Clear about what they do.

Some of you might find this statement a little longer than usual. But what’s best is that they managed to add all the values, ethics, and culture with a friendly vocabulary. All of it, in just 4 to 5 sentences. And if you look closely, it’s not so long.

Example 2: A Mission Statement by Microsoft

Empower every person and organization on the planet to achieve more.

Microsoft Corporation is an American multinational technology company. It develops, manufactures, licenses key supports, and sells computer software, consumer electronics, personal computers, and related services.

Expert’s rating on the mission statement: 5 / 5

• It is the simplest and boldest mission statement .
• Very clear in communicating the value and ethics.
• It has a tinge of empowering emotion. It makes you want to know and have Microsoft right away.
• Most importantly, it is a one-liner with the best use of vocabulary. Hence, easy to remember.

Example 3: A Mission Statement from Tesla

To accelerate the world’s transition to sustainable energy.

Tesla, Inc. is an American electric vehicle and clean energy company based in Palo Alto, California. Tesla’s current products include electric cars, battery energy storage from home to grid-scale, solar panels, and solar roof tiles, as well as other related products and services.

• You can already sense the speed and change in the mission statement.
• You can relate the statement to the founder, Elon Musk .
• Clear about what they want to accomplish
• Short, simple, and catchy enough for you to never forget it.

Example 4: A Mission Statement by Asos

To become the number 1 fashion destination for 20-somethings globally.

ASOS plc is a British online fashion and cosmetic retailer. The company was founded in 2000 in London, primarily aimed at young adults. The website sells over 850 brands as well as its own range of clothing and accessories, and ships to all 196 countries from fulfillment centers in the UK, Subcontinent, and Europe.

Their ambition, their service, and their target audience, everything put together in one sentence. The statement can’t get clearer than this!

Example 5: A Mission Statement by Disney

To be one of the world’s leading producers and providers of entertainment and information, using its portfolio of brands to differentiate its content, services and consumer products.

The Walt Disney Company , commonly known as Disney, is an American diversified multinational mass media and entertainment conglomerate headquartered at the Walt Disney Studios complex in Burbank, California.

Expert’s rating on the mission statement: 3 / 5

• The mission statement is longer than required.
• It is not relevant to the grand and creative world of Disney.
• It has no emotional touch.
• It is clear what they do and offers.

Example 6: A Mission Statement by Sony

To be a company that inspires and fulfills your curiosity.

Sony Corporation is a Japanese multinational conglomerate corporation headquartered in Konan, Minato, Tokyo.

• It is not relevant to the grand, colorful sets of Sony
• Unclear with what they do and offer.

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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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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

BUSINESS STRATEGIES

21 powerful mission statement examples that stand out

• Cecilia Lazzaro Blasbalg
• Jul 20, 2023
• 12 min read

Mission statements have come a long way since they were popularized in the 1980s as a way for companies to articulate who they are. Today, these declarations of intent are also likened to a mantra toward professional success, appearing throughout an organization’s most valuable assets, from marketing campaigns and promotional material to its business website .

When starting a business , you'll want to craft your own, unique mission statement. But before you do, we recommend you first review what a mission statement is and some helpful guidelines to writing one. Then, check out our selection of the best mission statement examples, created by some of the most influential companies and corporations many of us swear we could not live without.

What is a mission statement?

A mission statement is a brief description of an organization’s purpose and how it serves audiences through the types of products or services it provides them with. It may also include your core values, philosophies, business ethics or goals, all of which can help to reflect your uniqueness and what sets your business apart from others.

By writing your company mission statement, you're able to define the cause behind your brand. Then, you’ll be able to use it in your business proposal , your elevator pitch and a fundraising website once you start to gather funding for your business. Think of a mission statement as a form of corporate communication, that allows you to establish your transparency and leadership as a brand to both stakeholders and your users or customers.

Furthermore, a good mission statement is effective in acting as a guiding light for the way in which a company conducts itself. This means that the statement should become a key part of your company and corporate culture to make sure everyone is aiming for the same goals. It will help employees understand the value of what they do.

Mission statements and vision statements are often confused because many organizations will use the two terms interchangeably. However, a company statement focuses on the day-to-day activities of the business thus declaring what you’re doing to pursue your cause, while a vision statement describes what your company wants to be in the future. A mission statement is a chance to establish your leadership as a company and as a brand.

A mission statement is also not to be confused with a company slogan, which is often a tagline used in marketing and advertising campaigns. It may end up being more commonly associated with a company or brand than its mission statement however.

Tips for creating a great mission statement

As you start writing a mission statement , you’ll want to first answer some vital questions that will help you define the purpose of your business or brand. These include “What does your business do,” “Who are your customers,” “Why does your company do what it does,” or “What sparks the passion behind it?”

Afterwards, you will be better equipped to sit down - whether with your team or alone - and draft up a mission statement that will motivate your brand and drive your business’s success. Here are some key points you’ll want to consider:

1. Make it plausible and attainable. Your mission statement should be achievable by giving you something tangible to work on, such as having a business plan . It should fall between what you’re already doing and what you can work toward. Something like this one from American Express, "Our mission is to become essential to our customers by providing differentiated products and services to help them achieve their aspirations"

2. Be inspirational. Let your company’s personality shine through your mission statement. It should reflect the ideas that make your company different from others. That said, you’ll want to write yours in a way that not only makes it unique, but identifiable so that it strengthens your brand identity and perception. At this stage you can also ask yourself if you plan to use your mission statement to be not only inspirational, but also to establish your social responsibilities as a company? For some brands this is a priority, for others less so but this is the time to decide for your brand. For non-profits this is often easier, than for profit corporations. Take the Make a Wish foundation's statement as an example, " Together, we create joy, happiness and magical memories through life-changing wishes for children with critical illnesses ." Or UNICEF'S , " UNICEF is mandated by the United Nations General Assembly to advocate for the protection of children's rights, to help meet their basic needs and to expand their opportunities to reach their full potential." Caterpillar also gets it right with this one , "to provide the best value to customers, grow a profitable business, develop and reward people, and encourage social responsibility"

3. Use clear and simple language. Keeping it short and simple will help you convey all the important elements of the mission statement, like core values, to employees and customers alike. In order to make sure there won’t be room for any misinterpretation or misunderstanding, avoid using buzzwords or flowery language. Additionally, aim for 20 words or less to get to the point. Don't neglect the grammatical aspect of your statement, make sure it contains no mistakes and reads properly. Take this example from Pinterest, " Our mission is to give everyone the inspiration to create a life that they love. " It's short, just 15 words long but it creates an inspirational punch that it's hard not to connect with. Another short but impactful one is from Uber, “ We ignite opportunity by setting the world in motion."

Mission statement vs. vision statement

A mission statement and a vision statement are both important for businesses, but they serve different objectives. A mission statement is a brief description of the company's purpose and what it does, whereas a vision statement is a more aspirational document that describes its long-term goals.

A good way to put it is that a mission statement describes the business in the present, whereas a vision statement describes the business in the future, giving employees and customers a sense of what the company is working towards. A good vision statement answers questions like "What do we want to achieve in the future?" "What kind of impact do we want to have on the world?" and "What are our long-term goals?"

Best mission statement examples

So, we’ve gone over the basics of a mission statement, as well as guidelines for crafting a solid one for your business. Now we’re ready to unveil some of the best mission statement examples to use as inspiration for your own.

American Red Cross

Peace Corps

The Walt Disney Company

01. WIX : “Create your own professional web presence—exactly the way you want.”

At first glance, Wix’s mission statement encapsulates what website builders do: help people create an online space for themselves. While this declaration seems simple and to the point, it’s also effective as it places an emphasis on its users who are truly succeeding in building the website of their dreams.

02. Google: “To organize the world's information and make it universally accessible and useful.”

It sounds like an impossible goal to meet, but Google has managed to collect all the information in the world and put it into a free space. As part of its ongoing mission, the company is always working to find new ways that will improve getting the answers you’re looking for in seconds. That also means making the platform accessible to all who come to search their queries.

03. TED : “Spread ideas.”

This concise declaration by TED, which stands for Technology, Education and Design, not only happens to be the shortest mission statement on the list but also one of the most memorable ones to date. For a media organization built on boundless content, TED is able to convey, in two words, the essence of what it does - spreading ideas in the form of discourse.

04. Tesla : “To accelerate the world’s transition to sustainable energy.”

Being completely self-aware in its mission statement, Tesla does not shy away from its core value: to enhance the use of clean energy across the globe. This statement mirrors the hard work Tesla puts in on a daily basis to “accelerate” its mission to bring a culture of sustainability to the automobile industry.

05. LinkedIn : “Connect the world’s professionals to make them more productive and successful.”

LinkedIn wants to help professionals become more successful and efficient by facilitating ways for them to build meaningful connections. This is what the social media platform sets out to pursue since it officially launched in 2003. These days, almost every professional across most fields uses LinkedIn to grow their career, some of whom have flourished to become thought leaders.

06. Asana : “To help humanity thrive by enabling the world's teams to work together effortlessly.”

This personalized mission statement example lets us grasp Asana’s unique approach as a business. It wants to express warm sentiment to its audience, which is kind of unexpected coming from a tech company. It also lays out an inclusive goal to expand its reach to the “world’s team,” leaving no one out.

07. Forbes : “To convene, curate and cover the most influential leaders and entrepreneurs who are driving change, transforming business and making a significant impact on the world.”

Forbes isn’t just a publication, it’s a brand. Its mission statement shines the spotlight on those selected individuals it caters to - influential leaders and entrepreneurs - and what that should mean to the rest of us. If we aren’t paying attention to Forbes, then we should really start doing so, as to not fall behind in this ever changing world.

08. Microsoft : “To empower every person and every organization on the planet to achieve more.”

This sounds more like a motivational poster on high school walls rather than a mission statement brought to you by the multi-billion dollar corporation Microsoft. It conjures up the image of a utopian society promoting unity and transparency. Essentially, Microsoft believes in us so that we can elevate our world to a better position.

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

Personally, this mission statement example hits home. For many, it's impossible to think of a morning without a cup of coffee. Starbucks is not only dedicated to its customers but has the intention to also reach customers’ communities, taking a vow in the people and places it serves.

10. American Red Cross : “To prevent and alleviate human suffering in the face of emergencies by mobilizing the power of volunteers and the generosity of donors.”

American Red Cross has been around for over a century. It’s an established organization that is synonymous with helping people in times of crises. Nonetheless, its mission statement is solid as a rock and resonates with a brighter message of hope, unity and humanity.

11. MoMA : “To share great modern and contemporary art with the public.”

The Museum of Modern Art is an international gem. Artists and art lovers alike flock to its pristine structure in Midtown, New York, but this institution wants its audience to know through its mission statement example that MoMA’s doors are open to all. Art is for everyone.

12. Peace Corps : “To promote world peace and friendship by fulfilling three goals: To help the people of interested countries in meeting their need for trained men and women. To help promote a better understanding of Americans on the part of the peoples served.”

Some organizations don’t just dream big, they act on it. The Peace Corps enjoys an outstanding reputation as being an entity of volunteers who are making a difference through their service and commitment to “world peace.” Its mission statement clearly defines the group’s goals and inspires others to embrace those same values.

13. The Walt Disney Company : “To entertain, inform and inspire people around the globe through the power of unparalleled storytelling, reflecting the iconic brands, creative minds and innovative technologies that make ours the world’s premier entertainment company.”

All of Disney’s core values are on display in this lengthy mission statement. In it, you can also find elements that are typically seen in a business plan, including the different products and services (storytelling and iconic brands) and management and organization (world’s premier entertainment company). This is why The Walt Disney Company is a global powerhouse.

14. Twitter : “To give everyone the power to create and share ideas and information instantly without barriers.”

Presidents can’t seem to go a day without Twitter and neither can we. The social media giant has forever changed our way of communicating with the rest of the world as it has elegantly stated in its mission statement, “share ideas and information… without barriers.”

15. Airbnb : “To create a world where anyone can belong anywhere and we are focused on creating an end-to-end travel platform that will handle every part of your trip.”

Belonging is a big part of Airbnb’s story. The company wants to regain the feeling of a community and rebuild trust in one another that existed hundreds of years ago when “cities used to be villages.” That’s why, when you do business with Airbnb, you’re also being welcomed into an extensive network of other like-minded people with whom you’ll connect.

16. Casper : “To awaken the potential of a well-rested world.”

The use of “awaken” in Casper’s mission statement is a great play on words that reflects what they do: create high-quality mattresses and pillows. Casper is indeed an award-winning sleep company solely focused on a single goal, as highlighted in its mission statement, that supports a “well-rested world.”

17. Ikea: “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.”

Like its products, Ikea tries to be as straightforward with its approach. In its mission statement, we understand that this is a business that wants to be accessible and flexible to just about any budget.

18. Prezi : “To reinvent how people share knowledge, tell stories, and inspire their audiences to act.”

Think about your last presentation and whether it captivated your viewers or not. Prezi wants to push the envelope on the act of presenting. It boldly sets out to change the way we share information in the hope that we can engage our audiences on a whole new level.

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

When you shop at Patagonia, you’re also making an investment in the greater case of environmental protection. This is part of a popular shift where more individuals are concerned with ecological sustainability when it comes to production and consumption. During their shopping experience, Patagonia customers want to know that they are not only receiving but also giving back.

20. Sony : “To fill the world with emotion, through the power of creativity.”

At its core, Sony is a company based on innovation. It has banked on its ability to see things differently than the rest. Yet, Sony also wants to reach and fill our hearts, as it eloquently insinuates in its mission statement.

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

Nike knows that we can’t all be athletes, but this sports company thrives on its ability to inspire us to find the inner athlete in ourselves. Then, Nike adds in its follow-up message, “If you have a body, you are an athlete,” making a definitive call for inclusion in the sports and fitness arena.

Common mission statement mistakes to avoid

When you are coming up with your mission statement, it is important to be aware of potential pitfalls. Make sure to avoid these 3 common mistakes:

Making it too long. Your mission statement should be concise and to the point, no more than a few sentences long. Many people think that the more they write, the clearer their message will be, but the opposite is true. Sometimes less truly is more. Coca Cola , one of the largest brands in the world gets it right with their short but telling statement " refresh the world, make a difference ." Amazon also opted for a very short one, " to be Earth's most consumer-centric company." This sums up their commitment to customer service.

Making it too vague. Your mission statement should be specific and actionable. It should not be so vague that it is impossible to measure your progress. A mission statement like "to make the world a better place", for example, gives you almost no clue what the company is for or what they want to do. A more effective mission statement might be "to provide clean water to people in developing countries."

Not being unique. Your mission statement should be unique, written only with your company in mind. It should never be a copy of someone else's mission statement. This helps you stand out from the competition and make a positive impression on your customers and employees.

What to do with your mission statement

Once you have your mission statement ready, it’s time to debut it to your team. This will ensure that everyone understands your company's purpose and how their work contributes to achieving that purpose.

Your mission statement should also be a guiding force for your decisions. When you are faced with a decision, ask yourself how it aligns what you have already written. For example, if your mission statement is to "provide quality education to all children," you wouldn't make a decision to cut funding for after-school programs. If the decision doesn't align with your mission statement, then it may not be the best use of your time and resources.

As your company grows and changes, it's important to review your mission statement to make sure it's still relevant. If it isn't, then it may not be as effective in guiding your decision-making or motivating your team.

You can review your mission statement on a regular basis, such as once a year or every two years. When you review your mission statement, ask yourself the following questions:

Does the mission statement still accurately reflect our purpose?

Is the mission statement still inspiring and motivating to our team?

Is the mission statement still relevant to our current goals?

If you answer "no" to any of these questions, then you may need to revise your mission statement.

Mission statement examples FAQ

What is a good mission statement example.

A good mission statement is clear, concise, and memorable. It should be specific enough to guide decision-making, but general enough to allow for growth and change. A good mission statement should also be inspiring and aspirational, and should motivate employees, volunteers, and donors to work hard to achieve the organization's goals.

Here are some examples of good mission statements:

Wix: “Create your own professional web presence—exactly the way you want.”

Google: “To organize the world's information and make it universally accessible and useful.”

Ted: “Spread ideas.”

What are the 3 parts of a mission statement?

How do i write a mission statement, what are mission statement mistakes to avoid, related posts.

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Starting a Business | Templates

How to Write a Small Business Mission Statement (+ Template)

Published March 28, 2023

Published Mar 28, 2023

REVIEWED BY: Elizabeth Kraus

WRITTEN BY: Audrey Rawnie Rico

• 1 Mission Statement Template
• 2 How to Write a Mission Statement
• 3 Benefits of a Mission Statement
• 4 Frequently Asked Questions
• 5 Bottom Line

A business mission is a short statement describing the “why” behind your vision. It’s the primary reason your business exists and why you do what you do. Download our free mission statement template and follow the steps below to learn how to write a mission statement for your small business.

Mission Statement Template (Free Download)

The steps for creating a mission statement involve understanding the main components, answering questions about your business, gathering ideas, defining your mission, and creating and finalizing your draft. Download our free mission statement template and use it as you go through the step-by-step process below to write a mission statement for your business.

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1. outline the components of a mission statement.

The first step for writing a mission statement is understanding what it should include and creating an outline. Simply put, a mission statement is a brief sentence or phrase that summarizes your overarching purpose, or the primary reason your business exists. It should communicate the driving force behind your entire company and promote the brand presence you want to achieve.

Powerful mission statements typically have these three main components:

• Business goal as the reason for existing
• Relevance or impact to customers, community, employees, and other stakeholders

Your business vision is a mental image of where you want your organization to be after a certain time, whereas your mission details why you want to achieve those goals. These reasons usually have a human or social aspect attached to them. For example, your product aims to create a safer community, or your service hopes to improve people’s health.

Below are three examples:

Sources: Wix , Caribou Coffee

For more ideas and inspiration, check out our list of the best mission statement examples .

2. Answer Questions About Your Business

Now that you understand the components of a mission statement, you can start drafting yours by first simply answering questions about your business. While you can brainstorm these yourself, it’s best to do so along with the people most knowledgeable about your business, such as your co-founders or team members.

Here are some basic questions you can ask to guide your mission statement:

• What do we do?
• What are we creating?
• Why does it matter?
• To whom does it matter?
• How does it make a difference?
• What words would we use to describe our business?
• How does our business differ from our competitors?

The goal of these questions is to start interrogating the ideas and reasons behind your business. The answers to these will eventually help form your mission statement. In fact, if you’re a small business owner, you might already have answers to some of these questions—you just have to organize them into a single, powerful, all-encompassing sentence.

Here’s an example of how to use these questions. Let’s say you own a tire store—these are the answers you might give to the questions above:

• What is it we do? Install tires
• What do we create? Safer vehicles
• Why does it matter? Fewer accidents
• To whom does it matter? V ehicle owners and their families, like parents of teen drivers
• How does it make a difference? We make traveling within our community safer
• What words would we use to describe our business? Safety, tires, family, local, etc.
• How is our business different from our competitors? We’re locally owned

Keep these in mind as we revisit this example business type in step five. Note that these types of questions and answers don’t reflect anything about how much money you make or how many products you sell. Instead, they relate to what differentiates your business as well as its customers and other beneficiaries, like your community.

3. Gather Ideas Based on Your Answers

The next step is to brainstorm the content of your mission statement. Using the answers to your questions as a guide, think up words and phrases that make the most sense, keeping your business purpose top of mind. It’s important not to limit or edit yourself (or your team members). Keep the ideas flowing, and write down words or phrases that come into mind.

This is only a data-gathering phase—there are no wrong answers, and you can always edit and organize them later. At the end of the brainstorming session, you’ll end up with some common words or short phrases that will start to make sense and feel true to your business.

4. Define Your Mission

After brainstorming, the next step in terms of how to write a mission statement is to edit your ideas and start honing in on your mission. This is where your mission statement will become more defined as you clarify the central, overarching objective that best resonates with your business and brand.

You may have come up with a whole sheet of ideas during your brainstorming session, but remember that good mission statements are concise and easily understandable. From your list of words and phrases, find those that best represent your business’ main objective and why it matters to your target customers.

5. Create a First Draft

With your mission defined, you’re ready to write a first draft of your mission statement. This step is where you’ll start crafting one or more full sentences from your previously defined ideas. Mix and match words and phrases until you find a strong statement that feels most true to your business and is highly relatable to your target audience.

Keep your mission statement compelling, simple, and purposeful. It should be a concise but complete thought that immediately gives readers an idea of your company’s primary, long-term purpose.

Here are sample drafts for a mission statement using the tire company example above.

Organize and refine your ideas until you find a statement that best represents your business’ purpose.

This is a step where it’s easy to get stuck. If you want professional help refining the ideas and concepts you came up with into a concise and compelling mission statement, consider reaching out to a marketing consultant or public relations (PR) expert for assistance. You can hire an affordable PR freelancer on platforms like Fiverr to get help writing a mission statement for as little as $5.

Visit Fiverr

6. Gather Feedback & Polish Your Statement

Feedback is always crucial in any creative process, and your mission statement is no exception. It’s essential because your mission statement is also influential to your overall branding, and you want to be sure that what you mean to say is understood by others.

Have several people, such as team members, advisers, or other business owners, review your mission statement before finalizing it. You can even run your draft by top customers or members of your target market to see whether it’s relatable and understandable to them.

Here are some questions you can ask others to gather feedback about your mission statement:

• What purpose does the mission statement communicate about our company?
• How does this statement make you feel about our company?
• Is the mission statement clear and easy to understand?
• Is it impactful, motivational, or compelling?
• Does the statement align with our vision and values?

Take note of the feedback you receive, and input them into your statement. Your mission statement is as valuable to the public as it is to your internal business—so you want to be sure that it’s clear and impactful to any and all readers.

7. Finalize & Share Your Mission Statement

Once you’ve polished up your mission and undergone feedback and revisions, it’s time to make it official and send it out to the world. Double-check that the statement is concise and that your business purpose is clearly defined. Then, when you’re ready, start using it in company communications.

Places to Use Small Business Mission Statements

There are many ways to share your small business mission statement. Keep in mind that you have multiple audiences, as your mission statement is a fundamental part of your company’s overall identity and branding. Share it with employees, customers, vendors, potential investors, and other stakeholders.

Here are other places to share your business mission statement:

• Company documents: An obvious place to include your company mission is in internal documents. These can be anything from your business plan to your company handbook , intranet, company newsletter, and presentation decks.
• Sales and marketing collateral: Your mission statement is one of the unique aspects of your business, helping you stand out from the competition. Include it on business cards , brochures, direct mail marketing collateral, and other marketing materials .
• Public relations content: Leave a lasting impression on anyone who reads your company’s press releases by including your mission in the boilerplate. In addition, add it to your press kit so that journalists will have access to it when covering stories about your business.
• Recruiting and hiring: Stating your business’ mission in recruiting ads and job descriptions gives candidates a better idea of whether they would be a good fit for your company (and vice versa).
• Digital materials: Add your mission statement to your website’s “About” page or footer to give site visitors a well-rounded impression of your company. The same applies to your social media profiles and other digital assets, including your Google Business page .
• Branded merch: If you plan on having branded company merchandise like T-shirts or coffee mugs, they’re also good places to add your business mission.

Keep track of every place your mission statement is displayed. If you ever modify it, you’ll want to ensure it’s revised consistently everywhere it’s used.

Why Writing a Good Mission Statement Matters

A good mission statement is more than a string of words—it is the central grounding motivation of your entire organization, guiding everything from your business decisions to your team members’ operations. Here are other benefits of having a compelling small business mission statement:

• Connecting with your target market: Having a well-defined brand identity, including a clear mission, can help you reach your target market. In 2022, 82% of consumers were more likely to purchase from a brand that shared their values.
• Attracting top talent: Employees like working for companies whose values align with their personal goals too—it ranks as the 13th top priority when candidates choose companies to work for. This helps you attract motivated employees who align with your mission, and in turn, perform their best.
• Keeping employees engaged: Beyond attracting top talent, having a mission keeps employees motivated and productive. As author Brandon Peele explains, “People who are connected with their purpose are four times as likely to be engaged and five times more productive.”
• Guiding business decisions: You’ll undoubtedly encounter difficult business decisions throughout your small business journey. Your mission can help remind you of your business’ main priorities, helping you make better decisions.
• It helps you stand out: Each company’s mission is unique. While you may share some services or features with a handful of other businesses, your mission makes yours stand out.
• It helps with branding: Your mission is one of the most meaningful, relatable, and human aspects of your company, making it great content for marketing campaigns. Include it in brand promotions, social media campaigns, and community engagement initiatives.

Frequently Asked Questions

What is a good mission statement for small businesses.

A good small business mission statement is concise and easy to understand, instantly communicating a business’ reason for existing. It should also be compelling, action-oriented, audience-relevant, and relatable. For employees, a good mission statement serves as a guiding principle when operating the business, while for customers, it provides a fundamental aspect of your brand identity.

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

Your vision statement communicates the “what” of your business—what your business will become when it fulfills its mission. Meanwhile, your mission statement covers the “why” behind your business, or its primary purpose and reason for existing. Vision statements are goals you want to achieve in the future, while mission statements communicate why you want to achieve those goals.

What’s the difference between a personal vs business mission statement?

A business mission encompasses the overall purpose of the organization. These statements are wide-ranging and long term, usually requiring the combined efforts of multiple people working together. Personal mission statements, on the other hand, describe the driving motivation of an individual, and may or may not be work- or career-related.

Bottom Line

Your mission explains the reason your company exists, what it does, who it serves, and why it matters. It represents the driving force behind your company and why you do what you do. The best corporate mission statements are more than just a string of words—they’re a clear and meaningful representation of your business’ purpose that will guide your company in the long term.

About the Author

Find Audrey Rawnie On LinkedIn

Audrey Rawnie Rico

Audrey is always thrilled to help small businesses in their marketing efforts. She has spent the past five years doing content marketing, content writing, and video production for startups and small businesses around the globe. She’s passionate about helping small businesses grow their online brand presence through digital marketing.

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How to Write a Mission Statement (Definition & Examples Included)

Table of Contents

What is a mission statement, mission statement vs. vision statement.

• How to Write a Mission Statement

25 Best Mission Statement Examples

Mission statements faq.

• ProjectManager & Mission Statements

When you’re creating a company or working on a business plan , the first thing you should do is create a mission statement. Your mission statement is the base for your company values, vision statement, slogan, value proposition and everything else.

A mission statement is a short action-based declaration that describes the purpose of an organization. Mission statements explain what companies do and are a very important part of their culture, along with the core values and vision statement . Mission statements are an internal guide for organizations, but they also need to be appealing to customers.

Before we learn how to write a mission statement, let’s explain the difference between a mission statement and a vision statement, two very important parts of a business plan.

There are several differences between a mission statement and a vision statement. The main difference between them is that a mission statement explains the purpose of a company, while the vision statement indicates where the company wants to accomplish in the future. Mission statements and vision statements are different but they need to complement each other to provide a clear base for strategic planning.

If you need help creating and delivering a plan for your business, then consider a project management software like ProjectManager . ProjectManager helps organizations plan, execute and track projects and tasks across teams. Make a long term plan on a roadmap, then execute the day-to-day tasks on task lists or kanban boards. It’s easy to collaborate, stay aligned and reach your goals. Get started today for free.

How to Write a Mission Statement in 6 Steps

We know that every organization needs a mission statement, but how do you create one? There’s no standardized method to writing a mission statement, but there are some guidelines that you should consider.

Follow these steps to help you with the process of writing a mission statement.

1. Define your Company Culture

The mission and vision statements are elements of your company culture. For this reason, before writing your company mission statement, you’ll need to define the core values or guiding principles of your company culture. Don’t forget to ask yourself what your team members expect from the company too.

Related: Free Team Charter Template

2. Set Goals

Your company mission defines the purpose of your organization, and where it stands now, but that’s only part of the business plan. You’ll also need to define company goals and a long-term company vision.

3. Define your Ideal Customer Profile

It’s impossible to think about a business that doesn’t care about its customers. Before writing a mission statement or a business plan altogether, you need to understand who are your customers and how you can help them. That’s why you must define your ideal customer profile through market research .

4. Create a Value Proposition

Once you have a clear idea of what your ideal customer profile looks like, you need to think about the value proposition that will differentiate you from your competitors.

5. Select a Type of Mission Statement

Every mission statement is unique, but there are some recognizable types of mission statements. The most common ones are:

• Customer-oriented mission statements
• Socially conscious mission statements
• Environmentally conscious mission statements
• Product-oriented mission statements

6. Add the Mission Statement to Your Business Plan

Now that you’ve thought about all these key aspects of your business, you can start drafting a mission statement for your business plan. Remember to think about how that company mission fits with the other elements of your business plan.

You probably know a lot of mission statements without realizing it. We’ve gathered 25 of the best mission statement examples available in the world to help you create a great mission statement for your business plan.

1. Microsoft

“To empower every person and every organization on the planet to achieve more.”

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

3. Facebook

“To give people the power to build community and bring the world closer together.”

4. Southwest Airlines

“Dedication to the highest quality of Customer Service delivered with a sense of warmth, friendliness, individual pride, and Company Spirit.”

5. LinkedIn

“To connect the world’s professionals to make them more productive and successful.”

“To entertain, inform and inspire people around the globe.”

“To continually raise the bar of the customer experience by using the internet and technology to help consumers find, discover and buy anything, and empower businesses and content creators to maximize their success. We aim to be Earth’s most customer-centric company.”

8. Patagonia

“We’re In Business To Save Our Home Planet.”

9. Life is Good

“To spread the power of optimism”

10. Coca-Cola

“To refresh the world, to inspire moments of optimism and happiness, and to create value and make a difference.”

11. The Humane Society

“Creating animals, confronting cruelty.”

“We reach for new heights and reveal the unknown for the benefit of humankind.”

13. Smithsonian

“The increase and diffusion of knowledge.”

14. American Express

“We work hard every day to make American Express the world’s most respected service brand.”

15. Nordstrom

“To give customers the most compelling shopping experience possible.”

16. JetBlue

“To inspire humanity – both in the air and on the ground.”

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

18. Kickstarter

“To help bring creative projects to life.”

“To deliver information on the people, ideas and technologies changing the world to our community of affluent business decision-makers.”

“To be a company that inspires and fulfills your curiosity.”

“Shape the future of the internet by creating unprecedented value and opportunity for our customers, employees, investors and ecosystem partners.”

“To attract and attain customers with high-value products and services and the most satisfying ownership experience in America.”

“To create a better everyday life for the many people.”

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

1. How long Should a Mission Statement be?

A good mission statement is short, to the point and memorable. It’s like a tagline in advertising, something that sticks with a person when they hear or read it. In a true sense, the mission statement is an ad in that it identifies your company as one that a customer would want to work with or support.

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

Vision statements are about the future. Mission statements stay firmly in the present: who you are and what’s important to you, now. Be timely, explain who you are today and do so clearly.

ProjectManager Turns Your Mission Statement Into a Reality

A mission statement is an idea, but to get there, you need a plan. ProjectManager  is an award-winning tool that organizes your teams and projects to work more effectively. Use our cloud-based software to get real-time data and make your mission statement a mission accomplished.

Build Action Plans with Gantt Charts

Once you have a project approved, you can use the online Gantt chart to schedule your tasks. It’s a visual tool that creates a timeline that shows you the entire project in one place. Some tasks are dependent on others to start or finish. Use our tool to link these task dependencies and avoid having them cause bottlenecks later on in the project.

Track Progress with Dashboards & Reports

Another way to monitor your progress and performance is with our real-time dashboard. It’s made up of six project metrics displayed in easy-to-read graphs and charts. Our tool automatically calculates time, workload, costs and more and gives you a high-level instant status report to help you meet the goals of your mission statement.

ProjectManager has a company mission too. It’s to deliver reliable project management software that helps managers and their teams plan, monitor and report with ease for high levels of efficiency. Our cloud-based tool has a real-time dashboard for live data reporting,  online Gantt charts for effective scheduling and a collaborative platform that frees teams to work more productively. See how it can help your mission by taking this free 30-day trial .

Deliver your projects on time and under budget

Start planning your projects.

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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Clear and Concise: Best Business Mission Statement Examples

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A mission statement serves as a brief, crystal-clear proclamation of what an organization aims to achieve. It’s like a beacon, showing the way and ensuring the organization stays on track. A finely crafted mission statement not only aids in making decisions but also establishes clear expectations. 

Keep reading to discover the elements of a powerful mission statement, learn how to create one, and find real-world mission statement examples for inspiration as you craft your own.

What Is a Mission Statement?

A mission statement is like a concise summary that explains why a company exists, what it wants to achieve, what it sells (products or services), who its main customers are, and where it operates. It’s like a mini roadmap for the company’s direction and purpose and is often part of a business plan .

When you look at a mission statement, you can figure out what the company is all about. It tells you what they’re trying to do, what they’re offering to people, who they’re trying to help or sell to, and where they’re doing it.

For instance, imagine a company that makes eco-friendly cleaning products. Their mission statement might say something like, “We exist to create effective cleaning products that are good for the planet, families, and a healthier future. Our focus is on making natural, non-toxic cleaners for environmentally-conscious consumers in the United States.” This tells you their purpose (eco-friendly products), their target audience (people who care about the environment), and where they’re operating (the U.S.).

What’s the Difference Between a Mission Statement and a Vision Statement?

A mission statement and a vision statement are two distinct but interconnected components that play crucial roles in shaping an organization’s identity and direction.

Mission Statement: This statement outlines the fundamental purpose and goals of an organization. It’s like the company’s present-day “raison d’être,” explaining why it exists and what it aims to accomplish. It provides a clear picture of the organization’s core values, primary activities, target audience, and the products or services it offers. The mission statement is focused on the here and now, describing the company’s identity and primary business activities.

Vision Statement: While the mission statement deals with the present, the vision statement looks to the future. It describes the desired future state or aspirations that the organization is striving to achieve. The vision statement paints a vivid picture of what the organization hopes to become or accomplish in the long term. It serves as a source of inspiration and a guiding light for the organization’s growth and development, giving employees and stakeholders a shared sense of purpose.

Why Is Having a Mission Statement Important?

Having a mission statement is important for several reasons:

• Direction and Focus: A mission statement provides clarity about the organization’s purpose and goals. It helps everyone within the organization understand what they’re working towards, fostering a sense of unity and shared objectives.
• Goal Setting: The mission statement serves as a foundation for setting specific, measurable goals. It helps organizations align their actions with their overarching purpose, ensuring that all efforts contribute to the larger mission.
• Expectations: A well-crafted mission statement sets expectations for the organization’s behavior and activities. It helps stakeholders, including employees, customers, and investors, understand the organization’s values and what it stands for.
• Decision-Making: When faced with important decisions, an organization can refer to its mission statement to ensure that choices align with its core purpose and values. This prevents drifting off course or making choices that don’t fit the organization’s identity.

How Long Should a Mission Statement Be?

A mission statement for your business should be brief, around 100 words or one to three sentences. Avoid lengthy essays about your company’s origin or vision—save that for the “about us” page. Instead, focus on direct, purposeful content that works like a subheading for your company.

View your mission statement as a powerful branding tool . Condense the core purpose of your company into a few memorable sentences or even less. 

How to Write Mission Statement for Your Business?

Writing a mission statement requires careful thought and consideration. Follow these steps to craft an effective mission statement for your business:

• Understand Your Purpose: Clearly define the primary purpose of your organization. What does your business aim to achieve? What problems do you solve or needs do you fulfill for your customers?
• Identify Your Core Values: Think about the fundamental principles that guide your business. What values are essential to your company’s identity and operations?
• Consider Your Audience: Who are your primary customers or stakeholders? Tailor the mission statement to resonate with your target audience.
• Be Clear and Concise: Keep your mission statement brief and easy to understand. Avoid jargon or overly complex language. Use simple and direct wording.
• Focus on Impact: Describe the positive impact you want to make. How will your products or services benefit your customers or society as a whole?
• Make it Inspiring: While the mission statement is grounded in reality, it should also inspire and motivate. Express a sense of purpose that energizes both your team and your customers.
• Draft and Refine: Start by writing a draft of your mission statement. Review and refine it to ensure that every word contributes to its clarity and impact.
• Solicit Feedback: Share the draft with key stakeholders, including employees, partners, or trusted advisors. Gather feedback to make sure the statement resonates with others and accurately represents your business.
• Revise and Finalize: Based on the feedback received, make any necessary revisions to create a final version that encapsulates your organization’s core purpose, values, and impact.
• Use It: Once you have a final mission statement, use it as a guiding light for your business. Make sure it’s prominently displayed on your website, in your marketing materials, and shared with your team. Use it to make strategic decisions that align with your mission.

20 Best Business Mission Statement Examples

Mission Statement: Cultivating brand loyalty through emotional connections and a winning mission statement, making customers and employees proud, respected, and trusted.

Explanation: Clarks understands that creating a strong brand loyalty involves more than just quality products. They emphasize forging emotional connections with customers and employees alike. This connection is reinforced by a compelling mission statement, reflecting shared values, and creating a sense of pride, respect, and trust for everyone associated with Clarks Companies N.A.

2. Swarovski

Mission Statement: Attracting and retaining top talent through high-quality products, exceeding customer desires, inspiring colleagues with innovation, and expanding market leadership.

Explanation: Swarovski recognizes that strong mission statement not only attracts customers but also the best talent. By focusing on delivering high-quality products that surpass customer expectations, they build a reputation that attracts and retains top-tier employees. Their mission also includes fostering a culture of innovation and continually striving to expand their leadership in the market.

3. Patagonia

Mission Statement: Standing out from competitors by building the best products, causing no unnecessary harm, and using business to inspire solutions to the environmental crisis.

Explanation: Patagonia’s mission statement highlights their commitment to environmental responsibility while producing exceptional products. They aim to differentiate themselves by crafting the best products while minimizing their ecological footprint. They also view business as a platform to inspire positive solutions for the environmental challenges we face.

4. Full Cast Audio

Mission Statement: Competing with big brands by creating great recordings of wonderful books with a full cast of actors, pioneering a new way to experience authors’ intent.

Explanation: Full Cast Audio’s mission is to disrupt the traditional audiobook market dominated by single narrators. They use the power of a full cast of actors to bring books to life in an innovative way, providing listeners with an immersive experience. By doing so, they position themselves to compete effectively with larger players in the industry.

Mission Statement: Shaping the future of the Internet by creating unprecedented value and opportunities for customers, employees, investors, and ecosystem partners.

Explanation: Cisco’s mission extends beyond providing network solutions; they aim to have a transformative impact on the future of the Internet. They emphasize creating value and opportunities not only for their customers but also for their employees, investors, and the broader ecosystem of partners, demonstrating their commitment to driving positive change in the digital landscape.

Mission Statement: Saving people money so they can live better.

Explanation: Walmart’s mission is straightforward and customer-centric. By focusing on saving people money, they aim to improve the quality of life for their customers. This approach aligns with their commitment to providing affordable products, contributing to the well-being of their customers and their communities.

Mission Statement: Helping people achieve independence in starting, running, and growing businesses, making commerce better for everyone.

Explanation: Shopify’s mission revolves around empowerment. They provide tools and support to enable individuals to pursue their entrepreneurial dreams and achieve independence in the business world. Additionally, they aspire to elevate the entire commerce landscape, ensuring a positive impact on a broader scale.

Mission Statement: Bringing inspiration and innovation to every athlete* in the world (*If you have a body, you are an athlete).

Explanation: Nike’s mission goes beyond sportswear; it’s about inspiring everyone to tap into their inner athlete. They believe that athleticism isn’t limited to professional athletes but exists in everyone. This inclusive perspective drives them to continuously innovate and create products that inspire people to push their boundaries.

9. Virgin America

Mission Statement: Making flying good again with new planes, attractive fares, top-notch service, and innovative amenities, reinventing domestic air travel.

Explanation: Virgin America’s mission is all about enhancing the flying experience. They aim to reinvent domestic air travel by offering modern aircraft, appealing fares, exceptional service, and innovative amenities. Their goal is to rekindle the joy of flying, making it an enjoyable and memorable experience for passengers.

10. Whole Foods

Mission Statement: Supporting the health, well-being, and healing of both people—customers, team members, and business organizations in general—and the planet.

Explanation: Whole Foods emphasizes a holistic mission. They not only focus on supporting the health and well-being of their customers but also extend this commitment to their team members and the broader business community. Additionally, they highlight their dedication to the planet, demonstrating their belief in sustainable practices and positive environmental impact.

11. WordStream by LOCALiQ

Mission Statement: Being the go-to resource for digital marketers and local business owners, providing the tools, strategies, data, and creative ideas they need to learn, grow, and succeed.

Explanation: WordStream by LOCALiQ’s mission is to empower digital marketers and local business owners with essential resources. They aim to be the trusted go-to source, offering a comprehensive suite of tools, strategies, data, and innovative ideas. Their goal is to facilitate learning, growth, and success in the dynamic world of digital marketing.

Mission Statement: Belong anywhere.

Explanation: Airbnb’s mission statement encapsulates the essence of their platform. They aim to provide a sense of belonging to travelers by offering unique accommodations and experiences around the world. This simple phrase captures the inclusive spirit of Airbnb, where individuals can connect and feel at home no matter where they are.

Mission Statement: Creating a world where people work to make a life, not just a living.

Explanation: WeWork’s mission goes beyond providing office space; it’s about fostering a culture where work is more than just a job. They aim to create an environment where people are empowered to pursue a fulfilling life while also building their careers. This mission aligns with the changing dynamics of work and the desire for meaningful experiences.

Mission Statement: Making commerce easy.

Explanation: Square’s mission centers on simplicity. They strive to streamline the commerce experience, making it easy for businesses and individuals to engage in transactions. This user-friendly approach helps remove barriers, making commerce more accessible and efficient.

15. Toys R Us

Mission Statement: Being the world’s greatest kid’s brand.

Explanation: Toys R Us emphasizes their commitment to being the ultimate destination for children’s products and experiences. They aspire to create a brand that resonates with kids and parents alike, delivering an exceptional and memorable experience.

16. TED 

Mission Statement: Spreading ideas.

Explanation: TED’s mission is succinct and powerful. They are dedicated to spreading ideas that have the potential to create positive changes in the world. Through their conferences and talks, they aim to inspire, inform, and spark conversations on a wide range of topics.

17. Burt’s Bees

Mission Statement: Making people’s lives better every day—naturally.

Explanation: Burt’s Bees focuses on natural products that enhance the daily lives of their customers. They emphasize a commitment to improving well-being while embracing natural solutions, aligning with their belief in the positive impact of natural ingredients.

18. TOMS Shoes

Mission Statement: Improving lives. One for one.

Explanation: TOMS Shoes has a distinctive mission tied to social impact. For every product sold, they give back to those in need, providing a powerful example of business-driven philanthropy. Their mission revolves around improving lives, reflecting their commitment to creating a positive difference.

Mission Statement: Providing the best customer service possible.

Explanation: Zappos’ mission is centered on exceptional customer service. They prioritize providing the best experience for their customers, ensuring satisfaction, and building long-lasting relationships. This approach has been a cornerstone of their success.

Mission Statement: Helping customers improve and maintain their biggest asset – their home.

Explanation: Lowe’s mission is focused on the home, which is a significant part of people’s lives. They aim to support customers in enhancing and maintaining their homes, recognizing the importance of this asset and the role it plays in their overall well-being.

From Words to Power

By applying these principles, you can create a mission statement that truly defines your brand, guiding your team and connecting with your audience. It’s more than a tagline; it’s the heart of your business. Infuse creativity, use the tips we’ve discussed, and craft a statement that stands out, reflects your identity, and drives loyalty.

Now, when it comes to seamless bookkeeping, doola is the solution you need. With an intuitive platform, managing your finances becomes efficient and hassle-free. Let doola handle the complexities, freeing you to focus on growing your business. Trust doola for your bookkeeping needs, and enjoy the convenience of a reliable financial partner by your side.

Are mission statements only for big organizations?

No, mission statements are not exclusive to big organizations. They’re valuable for businesses of all sizes. A mission statement clarifies purpose, direction, and values, guiding decisions and fostering a strong identity. It’s particularly crucial for smaller businesses to establish a clear mission to differentiate themselves in the market.

Can a mission statement change over time?

Yes, mission statements can evolve as organizations grow, adapt, or change focus. They should reflect the current purpose and goals. Revisiting and updating a mission statement periodically ensures it remains relevant, aligning with the organization’s trajectory and aspirations.

Can a mission statement be used in marketing?

Absolutely! A well-crafted mission statement can be a powerful marketing tool. It communicates the essence of your brand, building trust and resonating with customers. It sets the stage for your marketing messages, showcasing your values and purpose, and helping customers connect with your business.

How can you evaluate the effectiveness of a mission statement?

You can evaluate the effectiveness of a mission statement by assessing its alignment with current business activities, its ability to inspire employees and resonate with customers, and its clarity in communicating the company’s unique identity and values.

Are mission statements legally binding?

Generally, mission statements are not legally binding contracts. They express a company’s values and goals, and while they hold significant importance, they are not legally enforceable like contracts or agreements. 

However, a mission statement can be a factor in legal matters if it directly contradicts an action that was expected based on the statement (e.g., claims about product quality that are not met). It’s essential to align your actions with the values expressed in your mission statement to maintain trust and credibility.

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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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Small Business Trends

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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Example business plan format

Before you start exploring our library of business plan examples, it's worth taking the time to understand the traditional business plan format . You'll find that the plans in this library and most investor-approved business plans will include the following sections:

Executive summary

The executive summary is an overview of your business and your plans. It comes first in your plan and is ideally only one to two pages. You should also plan to write this section last after you've written your full business plan.

Your executive summary should include a summary of the problem you are solving, a description of your product or service, an overview of your target market, a brief description of your team, a summary of your financials, and your funding requirements (if you are raising money).

Products & services

The products & services chapter of your business plan is where the real meat of your plan lives. It includes information about the problem that you're solving, your solution, and any traction that proves that it truly meets the need you identified.

This is your chance to explain why you're in business and that people care about what you offer. It needs to go beyond a simple product or service description and get to the heart of why your business works and benefits your customers.

Market analysis

Conducting a market analysis ensures that you fully understand the market that you're entering and who you'll be selling to. This section is where you will showcase all of the information about your potential customers. You'll cover your target market as well as information about the growth of your market and your industry. Focus on outlining why the market you're entering is viable and creating a realistic persona for your ideal customer base.

Competition

Part of defining your opportunity is determining what your competitive advantage may be. To do this effectively you need to get to know your competitors just as well as your target customers. Every business will have competition, if you don't then you're either in a very young industry or there's a good reason no one is pursuing this specific venture.

To succeed, you want to be sure you know who your competitors are, how they operate, necessary financial benchmarks, and how you're business will be positioned. Start by identifying who your competitors are or will be during your market research. Then leverage competitive analysis tools like the competitive matrix and positioning map to solidify where your business stands in relation to the competition.

Marketing & sales

The marketing and sales plan section of your business plan details how you plan to reach your target market segments. You'll address how you plan on selling to those target markets, what your pricing plan is, and what types of activities and partnerships you need to make your business a success.

The operations section covers the day-to-day workflows for your business to deliver your product or service. What's included here fully depends on the type of business. Typically you can expect to add details on your business location, sourcing and fulfillment, use of technology, and any partnerships or agreements that are in place.

Milestones & metrics

The milestones section is where you lay out strategic milestones to reach your business goals.

A good milestone clearly lays out the parameters of the task at hand and sets expectations for its execution. You'll want to include a description of the task, a proposed due date, who is responsible, and eventually a budget that's attached. You don't need extensive project planning in this section, just key milestones that you want to hit and when you plan to hit them.

You should also discuss key metrics, which are the numbers you will track to determine your success. Some common data points worth tracking include conversion rates, customer acquisition costs, profit, etc.

Company & team

Use this section to describe your current team and who you need to hire. If you intend to pursue funding, you'll need to highlight the relevant experience of your team members. Basically, this is where you prove that this is the right team to successfully start and grow the business. You will also need to provide a quick overview of your legal structure and history if you're already up and running.

Financial projections

Your financial plan should include a sales and revenue forecast, profit and loss statement, cash flow statement, and a balance sheet. You may not have established financials of any kind at this stage. Not to worry, rather than getting all of the details ironed out, focus on making projections and strategic forecasts for your business. You can always update your financial statements as you begin operations and start bringing in actual accounting data.

Now, if you intend to pitch to investors or submit a loan application, you'll also need a "use of funds" report in this section. This outlines how you intend to leverage any funding for your business and how much you're looking to acquire. Like the rest of your financials, this can always be updated later on.

The appendix isn't a required element of your business plan. However, it is a useful place to add any charts, tables, definitions, legal notes, or other critical information that supports your plan. These are often lengthier or out-of-place information that simply didn't work naturally into the structure of your plan. You'll notice that in these business plan examples, the appendix mainly includes extended financial statements.

Types of business plans explained

While all business plans cover similar categories, the style and function fully depend on how you intend to use your plan. To get the most out of your plan, it's best to find a format that suits your needs. Here are a few common business plan types worth considering.

Traditional business plan

The tried-and-true traditional business plan is a formal document meant to be used for external purposes. Typically this is the type of plan you'll need when applying for funding or pitching to investors. It can also be used when training or hiring employees, working with vendors, or in any other situation where the full details of your business must be understood by another individual.

Business model canvas

The business model canvas is a one-page template designed to demystify the business planning process. It removes the need for a traditional, copy-heavy business plan, in favor of a single-page outline that can help you and outside parties better explore your business idea.

The structure ditches a linear format in favor of a cell-based template. It encourages you to build connections between every element of your business. It's faster to write out and update, and much easier for you, your team, and anyone else to visualize your business operations.

One-page business plan

The true middle ground between the business model canvas and a traditional business plan is the one-page business plan . This format is a simplified version of the traditional plan that focuses on the core aspects of your business.

By starting with a one-page plan , you give yourself a minimal document to build from. You'll typically stick with bullet points and single sentences making it much easier to elaborate or expand sections into a longer-form business plan.

Growth planning

Growth planning is more than a specific type of business plan. It's a methodology. It takes the simplicity and styling of the one-page business plan and turns it into a process for you to continuously plan, forecast, review, and refine based on your performance.

It holds all of the benefits of the single-page plan, including the potential to complete it in as little as 27 minutes . However, it's even easier to convert into a more detailed plan thanks to how heavily it's tied to your financials. The overall goal of growth planning isn't to just produce documents that you use once and shelve. Instead, the growth planning process helps you build a healthier company that thrives in times of growth and remain stable through times of crisis.

It's faster, keeps your plan concise, and ensures that your plan is always up-to-date.

Download a free sample business plan template

Ready to start writing your own plan but aren't sure where to start? Download our free business plan template that's been updated for 2024.

This simple, modern, investor-approved business plan template is designed to make planning easy. It's a proven format that has helped over 1 million businesses write business plans for bank loans, funding pitches, business expansion, and even business sales. It includes additional instructions for how to write each section and is formatted to be SBA-lender approved. All you need to do is fill in the blanks.

How to use an example business plan to help you write your own

How do you know what elements need to be included in your business plan, especially if you've never written one before? Looking at examples can help you visualize what a full, traditional plan looks like, so you know what you're aiming for before you get started. Here's how to get the most out of a sample business plan.

Choose a business plan example from a similar type of company

You don't need to find an example business plan that's an exact fit for your business. Your business location, target market, and even your particular product or service may not match up exactly with the plans in our gallery. But, you don't need an exact match for it to be helpful. Instead, look for a plan that's related to the type of business you're starting.

For example, if you want to start a vegetarian restaurant, a plan for a steakhouse can be a great match. While the specifics of your actual startup will differ, the elements you'd want to include in your restaurant's business plan are likely to be very similar.

Use a business plan example as a guide

Every startup and small business is unique, so you'll want to avoid copying an example business plan word for word. It just won't be as helpful, since each business is unique. You want your plan to be a useful tool for starting a business —and getting funding if you need it.

One of the key benefits of writing a business plan is simply going through the process. When you sit down to write, you'll naturally think through important pieces, like your startup costs, your target market , and any market analysis or research you'll need to do to be successful.

You'll also look at where you stand among your competition (and everyone has competition), and lay out your goals and the milestones you'll need to meet. Looking at an example business plan's financials section can be helpful because you can see what should be included, but take them with a grain of salt. Don't assume that financial projections for a sample company will fit your own small business.

If you're looking for more resources to help you get started, our business planning guide is a good place to start. You can also download our free business plan template .

Think of business planning as a process, instead of a document

Think about business planning as something you do often , rather than a document you create once and never look at again. If you take the time to write a plan that really fits your own company, it will be a better, more useful tool to grow your business. It should also make it easier to share your vision and strategy so everyone on your team is on the same page.

Adjust your plan regularly to use it as a business management tool

Keep in mind that businesses that use their plan as a management tool to help run their business grow 30 percent faster than those businesses that don't. For that to be true for your company, you'll think of a part of your business planning process as tracking your actual results against your financial forecast on a regular basis.

If things are going well, your plan will help you think about how you can re-invest in your business. If you find that you're not meeting goals, you might need to adjust your budgets or your sales forecast. Either way, tracking your progress compared to your plan can help you adjust quickly when you identify challenges and opportunities—it's one of the most powerful things you can do to grow your business.

Prepare to pitch your business

If you're planning to pitch your business to investors or seek out any funding, you'll need a pitch deck to accompany your business plan. A pitch deck is designed to inform people about your business. You want your pitch deck to be short and easy to follow, so it's best to keep your presentation under 20 slides.

Your pitch deck and pitch presentation are likely some of the first things that an investor will see to learn more about your company. So, you need to be informative and pique their interest. Luckily, just like you can leverage an example business plan template to write your plan, we also have a gallery of over 50 pitch decks for you to reference.

With this gallery, you have the option to view specific industry pitches or get inspired by real-world pitch deck examples.

Ready to get started?

Now that you know how to use an example business plan to help you write a plan for your business, it's time to find the right one.

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Nonprofit Organization Business Plan

This essay about creating a business plan for a nonprofit organization outlines the essential components and considerations necessary for success. It emphasizes the importance of a clear mission statement to guide strategic planning and communicate purpose. The essay discusses the need for a market analysis to understand the operational landscape and identify community needs. It highlights the significance of financial planning, focusing on diverse revenue streams and the necessity for transparency to build trust with donors and the public. Additionally, it details the operational plan, including the organization’s structure, governance, and resources needed to achieve its goals. Overall, the essay presents the nonprofit business plan as a multifaceted tool for strategic guidance, funding acquisition, and ensuring accountability and sustainability.

How it works

Developing a strategic blueprint for a not-for-profit entity stands as a pivotal stride in ensuring its prosperity and longevity. Unlike their profit-driven counterparts, nonprofits are driven by a mission-centric ethos rather than the pursuit of monetary gain for proprietors or stakeholders. Nonetheless, the significance of a robust business plan cannot be understated. Such a blueprint delineates the organization’s objectives, methodologies for attaining them, and the yardsticks for gauging achievement. Additionally, it assumes a critical role in procuring funding and establishing credibility with benefactors, volunteers, and the communities they serve.

At the nucleus of any nonprofit business plan lies the entity’s mission statement. This proclamation not only steers the nonprofit’s strategic deliberations but also conveys its raison d’être to external stakeholders. The mission ought to be perspicuous, succinct, and compelling, encapsulating the quintessence of what the organization endeavors to accomplish. Subsequent to the mission statement, the business plan should expound upon the organization’s vision, objectives, and the requisite actions to realize these objectives. This segment sets the groundwork for the remainder of the plan, furnishing a roadmap for the organization’s trajectory.

Another pivotal facet of the nonprofit business plan is the market scrutiny. While nonprofits do not engage in “selling” in the conventional sense, they still necessitate comprehension of the milieu in which they operate. This encompasses identification of the target demographic, understanding community exigencies, and scrutinizing other entities operating in the same domain. A meticulous market analysis aids nonprofits in positioning themselves efficaciously, identifying lacunae in services proffered by the community, and harnessing their distinctive value proposition to distinguish themselves from other entities.

Financial strategizing is where the nonprofit business plan diverges markedly from its profit-driven counterparts. Nonprofits must meticulously delineate their funding blueprint, incorporating diverse revenue streams such as grants, donations, fundraising events, and any income-generating endeavors that bolster their mission. This segment ought to encompass detailed financial budgets, projections, and strategies for financial viability. Transparency and answerability in financial strategizing are imperative, as they foster confidence with donors, grant-disbursing bodies, and the populace at large.

Lastly, an operational plan elucidates how the nonprofit will execute its undertakings. This encompasses descriptions of the entity’s structure, governance, management cadre, and operational protocols. It should also outline the resources requisite to accomplish the nonprofit’s objectives, encompassing personnel, volunteers, equipment, and technology. The operational blueprint furnishes a schema for the day-to-day operations of the organization, ensuring that all endeavors align with the mission and objectives explicated earlier.

In denouement, a nonprofit business plan is a comprehensive dossier serving myriad purposes: it acts as a strategic compass, a mechanism for procuring funding, and a vehicle to ensure answerability and transparency. By articulating the organization’s mission, objectives, market analysis, financial strategy, and operational plan clearly, nonprofits can chart a course towards success. Though the trials of managing a nonprofit can be formidable, a well-crafted business plan constitutes a pivotal initial stride in surmounting these impediments and effectuating enduring impact.

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NASA seeks new ideas for Mars sample return mission due to budget constraints

The current mars sample return plan would cause nasa to take funds from other planned missions. the space agency is seeking an alternate plan for getting mars samples back in the 2030s and for less than $7 billion..

Mars sample return project tested in Utah

FILE VIDEO: Engineers successfully completed a series of Mars Sample Return drops in Utah.

NASA is rethinking how to bring samples from Mars back to Earth after a review found that current budget constraints would delay the Mars sample return mission to 2040 and cost more than $11 billion.

NASA's Mars rover, Perseverance , has been collecting samples on the Red Planet that were to be collected by a later mission and brought back to Earth for analysis. 

NASA and the European Space Agency had an elaborate plan to bring the first samples from Mars back to Earth . The plan involved a fleet of robots, including the Perseverance rover, a new Martian lander, a sample-catching spacecraft and two tiny helicopters. However, an independent review board found last September that the current strategy would not be achievable until 2040 and would cost over $11 billion.

NASA'S MARS ROVER INSTRUMENT MOXIE GENERATES ENOUGH OXYGEN FOR SMALL DOG

"That is unacceptable to wait that long," NASA Administrator Bill Nelson said. "It's the decade of the 2040s that we're going to be landing astronauts on Mars."

NASA’s Perseverance Mars rover looks back at its wheel tracks on March 17, 2022, the 381st Martian day, or sol, of the mission. (Image: NASA/JPL-Caltech)

(NASA/JPL-Caltech / NASA)

On Monday, Nelson said the space agency is seeking new ideas to achieve the sample return for under $7 billion and bring Martian dirt and rocks back by the 2030s.

The space agency is asking the space industry and all NASA centers to devise an alternate plan for getting it back quicker and cheaper. Under the current plan, Nelson said the Mars sample return mission budget would "cannibalize" from other science missions, including to Saturn 's moon Titan and two missions to Venus . 

Nelson said NASA was put in this position because of the budget cuts set by Congress for Fiscal Year 2024. 

"I'm expecting to get everybody in high gear, and we have the answers to this by this fall," Nelson said.

Science Mission Directorate associate administrator Nicky Fox said the agency is seeking "heritage" and "tried and true" technology for the new Mars sample return effort. 

ED DWIGHT, FIRST US BLACK ASTRONAUT CANDIDATE, WILL FINALLY GET TO SPACE WITH BLUE ORIGIN AT 90 YEARS OLD

" We can look at things that we've already used to land things on another planet. Obviously, we've never launched from another planet. And that's actually what makes my sample return such a challenging and interesting mission," Fox said.

The sample return requires launching a capsule from Mars to be intercepted by another spacecraft in orbit.

Fox said it's possible to bring the samples back under the current plan before 2040, but it would require a "much higher annual budget that does not fit with the current environment that we have."

The space agency is asking for new Mars sample return ideas to be submitted by this fall . 

• Earth & Space

NASA says it's revising the Mars Sample Return mission due to cost, long wait time

NASA's mission is to return rock, soil and others samples to Earth for study.

NASA announced Monday it is revising plans for its Mars Sample Return (MSR) mission due to the estimated cost and long wait time for samples to return to Earth.

The mission's goal was to collect samples of rock, soil, atmosphere and loose surface material and deliver them back to Earth via the Mars Perseverance rover. The rover, which landed in 2021, has been collecting and storing samples in specially designed tubes. The mission was a joint effort with the European Space Agency.

During a press conference, NASA administrator Bill Nelson said although the federal space agency is "committed" to retrieving the samples, independent reviews have estimated the project would cost between $8 billion and $11 billion and samples may not return until 2040.

"That is unacceptable to wait that long," Nelson said. "It's the decade of the 2040s that we're going to be landing astronauts on Mars ... the long and short of it then is that the current budget environment doesn't allow us to pursue an $11 billion architecture and 2040 is too long."

MORE: Life on Mars: How volunteers in NASA's Mars simulator will live for a year

To make the mission work, NASA is requesting assistance from the NASA community, including the Jet Propulsion Lab (JPL), to create a new, updated mission design that "has reduced complexity, improve resiliency and risk posture, and well as well as strong accountability and coordination," Nicky Fox, associate administrator for NASA's Science Mission Directorate, said during the press conference.

MORE: NASA seeks volunteers for a paid, yearlong simulated Mars mission

Nelson said he is asking NASA centers and JPL to report back in the fall for alternate plans to make the mission quicker and cheaper to carry out.

The sample retrieval orbiter was scheduled to launch in 2027 and the lander in 2028, the latter carrying a NASA-led Mars rocket and small Mars helicopters. It was scheduled to land in 2030 and Perseverance would bring the samples to the lander, attached to the lightweight rocket.

Next, the rocket -- carrying the samples -- would launch to meet the orbiter, the first to do so from another planet. Lastly, the orbiter would carry the samples the rest of the way to Earth, with plans to originally return in 2033, according to NASA.

The helicopters would be used as backups in case Perseverance is not able to bring the sample tubes to the lander or in case sample tubes are accidentally left on the Mars surface.

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"Collecting compelling science samples that will help scientists understand the geological history of Mars, the evolution of its climate, and prepare for future human explorers," NASA wrote . "The return of the samples will also help NASA's search for signs of ancient life."

Despite the schedule set by NASA, the future of the mission has been in question after an independent review board reviewed the federal space agency's plans and goals for the MSR mission and presented a report in September 2023.

In the report, the mission was described as having "[an] unrealistic budget and schedule expectations from the beginning."

The authors of the report said the program would cost between $8 billion and $11 billion and that "technical issues, risks, and performance-to-date indicate a near zero probability" of the estimated launch dates. The report found the 2027/2028 date was more likely to occur in 2033, delaying the mission by a few years. Additionally, the Decadal Survey, conducted by the National Research Council said samples were unlikely to return until the 2040s.

"Independent review boards like the one we commissioned for Mars Sample Return help review whether we're on the right track to meet our mission goals within the appropriate budget," Sandra Connelly, deputy associate administrator for NASA's Science Mission Directorate, said in a statement after the report's release. "We thank the board for its work, and now our job is to assess the report and address if there are elements of the program that need to change."

Past missions to Mars have confirmed that certain areas of the planet were capable of supporting life in the past, according to NASA . Evidence indicates parts of Mars were warm and wet about three billion years ago, which would be around the same time early life was developing on Earth.

"This commonality raises the prospect that discoveries on Mars can give us important insights about the origin and evolution of life on Earth," NASA stated.

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