27 Mission Statement Examples – Small Business Trends


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What drives your business? What is its main objective and what are the core values ​​of the company? If you can summarize a few examples of your small business goals, your business services, and your business culture, you are already on your way to writing an effective mission statement. With such a mission statement in hand, a small business can implement solutions and make informed decisions that will benefit the business, its employees, and its customers.

What is a mission statement?

What is a mission statement? Simply put: a mission statement describes the purpose or mission of an organization. For example, the Small Business Administration has a mission they call the 3 Cs. It refers to the SBA’s mission to provide small businesses with capital, contracts, and advice.

A mission statement is an actionable statement of an organization’s purpose to its audience. In the case of a small business, a mission statement details the function that a business performs for its clients. Why does the company exist?

Now what makes a good mission statement? The question is more difficult to answer. After all, anyone can bundle a few goals together, associate them with a business name, and call it a mission statement. But an effective mission statement is bold, direct, and action-oriented. It states the purpose of a business in an inspiring way that encompasses the current potential of the organization. Many of the best mission statements are short, sweet, and to the point.

It is important to note exactly what the difference is between mission and vision statements. While a mission statement describes what a company’s goals are today, a vision statement describes what an organization is about to become in the future. A mission and vision statement are both important to an organization, but a mission statement focuses on the present, while vision statements deal with the overall vision of the potential future.

Sometimes, it’s easier to craft your own mission statement after reviewing examples of effective and memorable mission statements from other business organizations. What do socially conscious businesses use for their mission statements? What mission statements work best for some of the world’s largest producers, financial services leaders, and successful businesses who have established the ideal relationship with their target audience?

Why your business mission statement is so important

An effective mission statement is seen as the foundation of a successful organization. A powerful mission statement serves as a leadership navigation tool when a business is faced with important decisions. Which path will best lead the company towards its main objective? By understanding this goal, you can better determine other goals that will help your small business succeed.

Mission statements don’t just benefit corporate leadership. A strong mission statement helps employees by making sure teams know their function and purpose and how this relates to the overall goals of a business. A mission statement even helps clients by promoting a company’s core values, which can then inspire trust, respect, and admiration in the eyes of target audiences.

How to write a mission statement for your business?

How to write a mission statement? Defining a business purpose in a way that inspires leadership, employees, and customers probably seems like a daunting task. How do you sum up the entire existence of an organization in a few bold words?

Fortunately, you can write a strong and effective mission statement with careful thought and thought. The following steps will help you write a great mission statement for your small business:

  1. Define your goal. Write a basic sentence that describes what your business does. What function does it perform in the market and in the world? Use as simple language as possible in this step.
  2. List some of the main fundamental values. What do you advocate? What ideals does your business represent to your customers?
  3. Describe How? ‘Or’ What your business is achieving its goals. Considering your core values, how is your business fulfilling its purpose? Write a sentence that connects steps 1 and 2.
  4. Finally, set Why your business does what it does. How does the company’s raison d’être impact its fundamental values? Write a sentence that explains why the business is serving its purpose.
  5. Look at the sentences you have written. This is the message you want to convey in your mission statement. Now, combine and condense the language of sentences in one or two strong sentences that express the same ideas in a memorable way.
  6. Look at examples great mission statements from successful companies for more ideas on how to write your own mission statement.

Examples of a company mission statement to use as a guide

Almost all successful companies have their own mission statement, and the biggest brands invest heavily in defining their ideal missions. Finding examples of successful mission statements can help you write your own.

1. Tesla

Tesla’s mission statement is simple but bold: “to accelerate the world’s transition to sustainable energy”.

2. Southwest Airlines

Southwest Airlines ‘mission statement focuses on its status as a customer-centric company: “Southwest Airlines’ mission is to be dedicated to the highest standard of customer service, with a sense of warmth, friendliness, individual pride and entrepreneurship. “

3. Disney

In its memorable mission statement, The Walt Disney Company focuses on the company’s overarching goal: “To entertain, inform and inspire people around the world with the power of unparalleled storytelling; reflecting the iconic brands, creative minds and innovative technologies that make us the world’s leading entertainment company.

4. Virgin Airways

Virgin Airways’ mission statement is simple yet deep: “Our mission statement is simple, but the foundation of everything we do here at Virgin Atlantic Airways… to embrace the human spirit and let it fly. “

5. Starbucks

Starbucks’ mission statement speaks of inspiration and growth: “To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.” “

6. Caterpillar

Caterpillar describes its function in a good mission statement: “Enabling economic growth through infrastructure and energy development, and providing solutions that support communities and protect the planet.” “

7. LinkedIn

In its mission statement, LinkedIn describes the company’s goal: “To connect professionals around the world to make them more productive and successful.”

8. Google

Google uses a bold mission statement: “Organize the world’s information and make it universally accessible and useful.”

9. Nike

The company addresses a broad audience in Nike’s mission statement, “Bringing inspiration and innovation to every athlete * in the world”, and it adds additional emphasis by adding an additional statement with an asterisk: “* If you have a body, you are an athlete.

10. Sony

Sony’s mission statement describes the company’s passion: “To be a company that inspires and satisfies your curiosity. Our limitless passion for technology, content, services and the relentless pursuit of innovation drives us to deliver revolutionary new entertainment and excitement in a way only Sony can. “

11. Verizon

Verizon talks about innovation in its mission statement: “We deliver the promise of the digital world to our customers. We make their innovative lifestyles possible. We do this through the most reliable network and the latest technology.

12. IKEA

In its mission statement, IKEA focuses on its products: “To offer a wide range of functional and well-designed furniture products at prices so low that the greatest number can afford them. “

13. Mary Kay

Mary Kay’s well-crafted mission statement relates to Enriching the Lives of its Clients and Consultants: “To enrich the lives of women and their families around the world, with unprecedented business opportunity.” “

14. Harley-Davidson

Harley-Davidson’s mission statement defines motorcyclist dreams: “We make dreams come true through motorcycle experiences by providing motorcyclists and the general public with a growing range of motorcycles and branded products and services in segments. selected markets. “

15. Chobani

In his mission statement, Chobani states two fundamental goals: “To bring high quality yogurt to more people and to create a positive change in the food culture of our country.” “

16. eBay

eBay uses a simple mission statement: “To be the world’s favorite destination for great value and unique selection.” “

17. Loréal

In the company’s mission statement, Loreal responds to the needs of its customers: “To provide the best in cosmetic innovation to women and men around the world while respecting their diversity.” “

18. Honest tea

Honest Tea’s grand mission statement lists its obvious goals: “To Create and Promote Tasty, Healthy, and Organic Beverages.”

19. JetBlue

JetBlue has crafted a simple and straightforward mission statement: “To inspire humanity, both in the air and on the ground.” “

20. PayPal

In its short and sweet mission statement, PayPal defines its overall goal: “To create the most convenient, secure, and cost-effective payment solution on the web.” “

21. Nordstrom

Nordstrom describes its desire for its customers in its mission statement: “To provide customers with the most compelling shopping experience possible.” “

22. American Express

Like other major mission statements, American Express sums up its overall purpose for its brand: “We work hard every day to make American Express the most respected service brand in the world.

23. From cradles to pencils

In one of the best mission statements, Cradles to Crayons uses a detailed, business-oriented description of its goals to provide better lives for children every day: “Provides children from birth to 12 years old, living in homeless situations or the items they need to thrive – at home, at school and at play.

24. Patagonia

Patagonia also uses a short and sweet mission statement: “We are in business to save our home planet. “

25. Universal Health Services, Inc.

In its unique mission statement, Universal Health Services, Inc., outlines its most important points: “To provide the high quality health services that: PATIENTS Recommend to family and friends, PHYSICIANS prefer for their patients , BUYERS select for their clients, and INVESTORS seek long-term returns.

Examples of short trade mission statements

Some of the best mission statements are the shortest and most direct. Most mission statements are longer, but companies don’t need a lot of words to expertly write mission statements.

26. TED

You couldn’t get any simpler than TED’s mission statement, a straightforward two-word mission statement: “Spread the Ideas”.

27. McDonald’s

McDonald’s mission statement is short, concise and concise: “To be the preferred place and way of eating and drinking for our customers.” “

Image: Depositphotos

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