How to write an inspiring mission statement (plus 36 examples)

“People don’t buy what you do. They buy why you do it,” said Simon Sinek in his famous TED talk “Start with the why.” This, in a nutshell, is what a mission statement is and why you need one. 

A mission statement isn’t as enigmatic as it sounds — it’s a concise declaration that encapsulates your organization’s core purpose. It’s a marketing asset, as well as an inspiring mantra, leading the team through daily tasks and strategic planning alike. It’s also bigger than the sum of its parts: when you get it right, it’s the ‘why’ that fuels your company to success. 

Whether you’re a startup or a giant corporation, a well-written mission statement clarifies why you and the rest of the team get out of bed in the morning. Here’s what you need to know. 

What is a mission statement?

A mission statement is a sentence or two that sums up what your company is about. Not just what it does or how — but why. 

It’s an underlying ethos that underpins every decision, aligning teams, stakeholders, and engaging customers by communicating what sets the organization apart. 

What are the benefits of a mission statement?

A mission statement sets the tone for your organization. It guides your team and keeps your business activities focused. It also helps you communicate your raison d’etre to the outside world, building trust with customers and partners alike.

In a nutshell, a mission statement: 

• Gives clear direction for strategic planning
• Boosts organizational efficiency and consistency
• Motivates and inspires employees
• Strengthens brand identity
• Builds trust and loyalty with customers and partners; and
• Unifies the organization around core values and goals.

TL;DR: A good mission statement pulls everyone together, highlighting what the company stands for and wants to achieve.

Vision statement vs. mission statement: What’s the difference?

A mission statement focuses on the present. A vision statement looks to the future. Specifically, what the company hopes to achieve in the long term.

Like a good mission statement, a top-notch vision statement is concise and compelling, clearly encompassing the hopes and dreams of the company. This visionary outlook acts as a tool for motivating employees, attracting top talent, and reassuring investors by showing you have your eyes on the future.

	Mission statement	Vision statement
Focus	Present	Future
Purpose	Define the company’s current purposes and primary objectives	Articulate future aspirations and long-term goals
Orientation	Practical, Immediate	Aspirational, Long-term
Audience	Employees, customers, partners	Employees, stakeholders, investors
Length	Concise, action-oriented	Concise, inspirational
Role in Strategy	Provides direction for current operations and decision-making	Guides innovation and strategic planning

The anatomy of a mission statement

A good mission statement is equal parts art and science. And by science, we mean it involves a formulaic element. Good news for those who struggle to put pen to paper: this is mission-statement-by-numbers! Let’s take a closer look at the essential components. 

1. The purpose (what you do)

Your mission statement will set out what your company does (its main product or services) and the problem it solves. This is the “what” of your mission. 

2. The audience (who you serve)

You’ll also want it to reflect who your business helps. This is the “who” of your statement. 

3. A verb

This little word carries a heavy load. It expresses the action or process your company does to achieve its purpose. Whether you “build,” “inspire,” “deliver,” “empower,” or “transform,” the verb should be active and dynamic. It needs to give your mission energy and a sense of momentum. 

4. The value (how you do it differently)

This is where you explain why you’re not like the other offerings. It’s the “how” of your business — your unique selling proposition (USP). It can be based on innovation, ethics, quality, a special process, or any defining feature. 

5. The impact (why it matters)

Finally, address the bigger purpose or outcome of your work — this is your “why.” What change or difference do you hope to make? What positive effect does your business have on your audience or the wider world?

6. The binding component

The truly essential element of a mission statement is its brevity. You want to communicate your purpose, audience, value, action, and impact in one zinger of a sentence (or two max). Avoid jargon and long words — it should be easy to grasp and memorable. 

Mission statement template

Try this simple template to help you build your own mission statement from scratch. 

“We [verb] [what you do] for [who you serve] by [how you do it], in order to [why it matters].”

Here’s how you can fill this out:

• Verb: Choose an action verb that aligns with your business’s purpose (e.g., provide, deliver, create, empower).
• What you do: State your main product or service.
• Who you serve: Identify your target audience or customers.
• How you do it: Spotlight what makes your approach unique.
• Why it matters: Define the impact or benefit of what you do, both for your audience and for a broader purpose.

Example 1:
“We empower small businesses through affordable marketing tools and expert advice, helping them thrive in a competitive market.”

Example 2:
“We create eco-friendly packaging for conscious juice consumers using sustainable materials to reduce environmental impact.”

• Which can be shortened to: “We create eco-friendly packaging that helps consumers reduce environmental impact.”

• And the emotions dialed up: “We create eco-friendly packaging that helps consumers save the planet, one juice at a time.”

Remember, brevity is your friend. If you can condense the statement without losing anything important, do it. And look for opportunities to make the statement more emotional, more powerful, and more forward-looking. Play around and see what resonates most, finding the balance between succinctness and emotional clout. 

What makes a great mission statement?

Not all mission statements are created equal. Some are just words, while others are like pockets of exhaust in a company’s meteoric rise to success. So what separates the so-so from the sensational?

1. It’s clear and concise

A great mission statement is easy to understand. It strips away the fluff and gets right to the point. There’s no room for vague language or jargon — it should communicate exactly what your company does and why it matters in a sentence or two. 

Example: Tesla’s mission statement, “To accelerate the world’s transition to sustainable energy,” is a prime example of how to be both clear and concise.

2. It’s specific

Vague mission statements fail to inspire or connect with anyone. Usually, the culprit is buzzwords that are overused and too broad. Innovate, solution, difference — you get the idea.

A great mission statement is specific to your business and audience. It doesn’t just state that you want to “provide great service” or “make the world better” but rather defines how your company will achieve these things and for whom.

Example: TED’s mission, “to discover and spread ideas that spark conversation, deepen understanding, and drive meaningful change,” is specific to what they do.

3. It’s aspirational but realistic

You want people to see beyond their daily grind while remaining grounded in reality. If it’s too grand or out-of-touch with what your business can do, it risks sounding hollow. 

The best statements find the sweet spot between being visionary and achievable.

Example: LinkedIn’s mission, “To connect the world’s professionals to make them more productive and successful,” is aspirational but well within the realm of what the platform can do.

4. It reflects core values

A great mission statement lines up with your company’s core values. These values should shine through, helping your audience grasp the principles that guide your business decisions. This helps you build trust and loyalty. 

Example: Patagonia’s mission, “We’re in business to save our home planet,” reflects their deep commitment to environmental responsibility.

5. It’s memorable

If your statement is too wordy or bland, it won’t stick. A great mission statement is simple enough that people inside and outside your organization get it, and remember it. 

Example: Google’s original mission statement, “To organize the world’s information and make it universally accessible and useful,” is both memorable and aligned with the brand’s global impact.

6. It connects emotionally

Your mission statement should speak to the heart, not just the head, because it’s feelings that move people. Whether it’s a sense of purpose, urgency, or excitement, it needs to click with your audience. 

Example: Warby Parker’s mission, “To offer designer eyewear at a revolutionary price, while leading the way for socially conscious businesses,” connects emotionally by tying their product to a greater social purpose.

7. It’s future-focused

It’s not your vision statement, but your mission statement should still have a future-focus. It hints at what you want to achieve in the long term (which is also where you’re most likely to find that emotional hook, just FYI).

Example: Microsoft’s mission, “To empower every person and every organization on the planet to achieve more,” has a forward-looking vision that focuses on empowerment and global impact.

When should you update your mission statement?

Make sure your mission statement continues to reflect the evolving goals and context of your organization. Consider revisiting and revising things under the following circumstances:

• Big changes: If mergers, acquisitions, or changes in leadership happen, you’ll probably want to revisit your mission statement to make sure it still resonates with the who, what, how, and why of your business. 
• Shifts in market trends: Markets evolve, which means you might need to rejig your mission to address changes in context or consumer needs. 
• New services or products: If you grow your offerings, you’ll probably want to update your mission statement so it reflects this new direction.
• Periodic reviews: Even if no major changes happen, it’s not a bad idea to run regular reviews to make sure your mission statement still resonates with your milestones and objectives. 

36 of the best mission statement examples

Now let’s look at the best around, organized according to industry. Use these to inspire your own.

1. Technology 

1. Apple: “To bring the best user experience to its customers through its innovative hardware, software, and services.”

2. Healthcare 

2. Mayo Clinic: “To inspire hope and contribute to health and well-being by providing the best care to every patient through integrated clinical practice, education, and research.”
3. Johnson & Johnson: “To help people see better, connect better, and live better.”
4. Pfizer: “To be a premier innovative biopharmaceutical company.”

3. Retail 

5. Amazon: “To be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online.”
6. Walmart: “To save people money so they can live better.”
7. Costco: “To continually provide our members with quality goods and services at the lowest possible prices.”

4. Drinks

8. Starbucks: “To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.”
9. Coca-Cola: “To refresh the world in mind, body, and spirit. To inspire moments of optimism and uplift.”
10. PepsiCo: “Creating more smiles with every sip and every bite.”

5. Automotive 

11. Ford: “To help build a better world, where every person is free to move and pursue their dreams.”
12. Toyota: “To attract and attain customers with high-valued services and the most satisfying ownership experience in America.”

6. Financial services

13. American Express: “Provide the world’s best customer experience every day.”
14. Goldman Sachs: “Our mission is to advance sustainable economic growth and financial opportunity.”
15. Visa: “To enable individuals, businesses, and economies to thrive.”

7. Education 

16. Harvard University: “To educate the citizens and citizen-leaders for our society through the transformative power of a liberal arts education.”
17. MIT: “To advance knowledge and educate students in science, technology, and other areas that will best serve the nation and the world.”

8. Non-profit 

18. Red Cross: “The American Red Cross prevents and alleviates human suffering in the face of emergencies by mobilizing the power of volunteers and the generosity of donors.”
19. WWF: “To conserve nature and reduce the most pressing threats to the diversity of life on Earth.”

9. Entertainment 

20. Disney: “To entertain, inform and inspire people around the globe through the power of unparalleled storytelling.”
21. Netflix: “To entertain the world.”
22. Warner Bros: “To be the premier worldwide provider of entertainment.”

10. Transportation 

23. Uber: “We ignite opportunity by setting the world in motion.”
24. Airbnb: “To create a world where anyone can belong anywhere.”

11. Energy 

25. ExxonMobil: “To be a premier petroleum and petrochemical company.”
26. Shell: “Powering progress together by providing more and cleaner energy solutions.”

12. Retail and apparel 

27. Nike: “To bring inspiration and innovation to every athlete* in the world.” (*If you have a body, you are an athlete.)
28. IKEA: “To create a better everyday life for the many people.”
29. Warby Parker: “To offer designer eyewear at a revolutionary price, while leading the way for socially conscious businesses.”
30. Adidas: “To be the best sports company in the world.”

13. Automotive 

31. BMW: “To be the most successful premium manufacturer in the industry.”
32. Harley Davidson: “More than building machines, we stand for the timeless pursuit of adventure. Freedom for the soul.”

14. Non-profit 

33. UNICEF: “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.”

15. Entertainment 

34. 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.”
35. NBC Universal: “To inform, entertain, and empower through a diverse array of impressive brands and properties.”

16. Fashion 

36. Levi Strauss & Co: “To sustain responsible commercial success as a global marketing company of branded apparel.”

Final thoughts

All hail the mighty mission statement. It’s small but powerful and well worth your time. 

Whether you’re starting from scratch or refreshing an old one, remember to be succinct, but think big, and be creative. If you enjoy writing your statement, that will shine through, and it’ll capture the attention of all who read it. 

Speaking of reading it — once you’ve done the hard work of creating your mission statement, don’t just pop it in a folder and forget it. Upload it to your project management software and store it in a prominent place. Regularly revisit it to make sure it still holds true. And, as you tick off key tasks and milestones, remember to link those achievements to the mission so everyone can feel connected to the larger purpose. 

By keeping it front and center, it becomes a foundational part of your culture and the fuel for your success.