How to write a Mission Statement

A mission statement is more than just words.
It's a commitment to what makes your business significant. It guides actions, attracts customers, and provides a clear sense of direction.
Crafting a meaningful mission statement can significantly impact your brand's identity and success.

Mission Statements - a Motivator ... and more

What drove you to get up this morning?

Was it the prospect of another day at the compelling coalface of commerce and industry?
Was it the sudden realisation that the unfinished client project that’s been festering untouched on your desk was due three days ago?
Or was it a hefty nudge in the kidneys, reminding you that it was your turn to put the bins out?

Look at this in business terms. Let's re-phrase the question –
What’s your prime motivator at work?
The question famously addressed by Simon Sinek in ‘Find Your Why’.

This is a question we should all ask of ourselves – regularly. If we can answer it – clearly and concisely, we’ve got ourselves a mission statement. No bad thing!

So … let’s take a look at Mission Statements – what they are, why they matter and how to write them.


What is a Mission Statement?

Your mission statement defines your company's purpose – clearly and simply.

Here’s a beauty.

“The increase and diffusion of knowledge.” – The Smithsonian.

Simple yet profound - setting clear objectives for everyone associated with the organisation.

Your mission statement will clarify your business's purpose to employees and customers. It will distinguish your company from your rivals without boxing it into too narrow a scope.


Why Mission Statements Matter

With a well-crafted mission statement, you’ll give yourself and your people focus.
Your mission statement will act as a foundation for brand development.
It will give your people direction and tell customers what sets you apart.



Mission Statement goals – what should they achieve?

Your mission statement should shine a light on two principle elements -

  1. Why your business exists – What need or problem does your business address?
  2. What makes it different -  What’s special or unique about your approach to resolving it?


How to write the Perfect Mission Statement

The trick is to find the right balance between realism and optimism.

A mission statement should highlight your business's unique value and vision without sounding generic or unattainable.


And the key elements to include in your Mission Statement?

Value - What benefit does your business offer?

Inspiration - Why is your business such a great place to work?

Plausibility - Keep it realistic.

Specificity - Link it back to what the company does.


Tips for writing an Effective Mission Statement

When you craft your mission statement, remember

  1. Keep it short - Aim for a concise summary.
  2. Don't write an essay – Make it memorable and tied to the brand.
  3. Think long-term – Make it reflect future goals.
  4. Don't make it too narrow - Avoid limiting your business's scope.
  5. Consult your team – Their input can provide valuable insights.
  6. Don't be afraid to update – Your business will evolve - so should your mission statements.


A mission statement is more than just words - it's a commitment to what makes your business significant.

It guides actions, attracts customers, and provides a clear sense of direction.

Crafting a meaningful mission statement can significantly impact your brand's identity and success.


Some great Mission Statements

Here are examples of effective mission statements.

You might have heard of one or two of the companies.


To accelerate the world's transition to sustainable energy. - Tesla

This statement captures Tesla’s commitment to environmental sustainability and innovation in the energy and automotive sectors.

To bring inspiration and innovation to every athlete in the world. If you have a body, you are an athlete. - Nike

Nike’s mission goes beyond selling sportswear; it’s about empowering and inspiring every individual.


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

LinkedIn’s mission focuses on the professional growth and connectivity of its users, highlighting the platform's role in career development.


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

Amazon’s mission emphasises its goal to serve customers' needs comprehensively and conveniently, highlighting its focus on customer satisfaction.


To organize the world's information and make it universally accessible and useful. – Google

Google’s mission statement reflects its core function as a search engine, but it broadens the company’s scope beyond being just a search engine. It allows room for growth into the tech giant it has become today.


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

Patagonia sets itself apart with a mission focused on environmental conservation, showing that their goals transcend mere profitability.


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

Starbucks’ mission goes beyond selling coffee; it’s about creating community and enriching people’s lives.


To entertain, inform, and inspire people around the globe through the power of unparalleled storytelling. - Disney

Disney’s mission emphasises its role in providing high-quality entertainment and storytelling, aiming to impact audiences worldwide.

To refresh the world in mind, body and spirit. To inspire moments of optimism and happiness through our brands and actions. - Coca Cola

Coca-Cola’s mission focuses on uplifting and bringing joy to consumers, highlighting the experiential aspect of the brand.


And finally ... the Mission Statement of a little known SEO Copywriter -

To help businesses to achieve their goals by delivering exceptional writing services that resonate with their audience and communicate their company message with clarity and distinction.


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Feb 29, 2024
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