They should be more than a series of buzz words and business jargon strung together. Nor should it be a stiff, bland dictum.
The purpose of a statement is to convey your organization's reason for being to your staff, board, stakeholders and members of the community.
Each statement should be clear, powerful, and broad enough to guide your decision-making and help explain your organization's efforts to potential investors and funders. Some would argue it should be SMARTer, others say they should be aspirational and to ignore the measures.
The time you and your team spend on developing or revising your mission statement is well spent, as long as this becomes a reference document rather than an item to be neatly printed and stuck on the wall.
This can be is a complex activity involving every level of the organization. Here's how to get started.
Goals and objectives are the short-term measures used to get the organization there. Only revise the organization's mission statement when it is no longer appropriate or relevant
A clear, concise statement that indicates who the customer is, what the ultimate outcomes are, what products, services, or relationships the organization provides, and how members of the organization work toward achieving the desired results.
Ideally written in 50 words or less. . . . at 50 words people are more likely to understand what it does and does not mean - too few words and it can be ambiguous.
3M |
Mission
To solve unsolved problems innovatively
|
Amnesty International |
Mission
Our vision is a world in which every person enjoys all the human rights enshrined in the Universal Declaration of Human Rights and other international human rights standards |
Arby |
Mission Statement
To provide an exceptional dining experience that satisfies our guests' grown-up tastes by being "" Cut-Above"" in everything we do. |
Assurant |
Mission Statement
To be the premier provider of targeted specialized insurance products and related services in North America and selected other markets. |
Avery Dennison |
Mission Statement
To be the world leader in products, services and solutions that enable and transform the way consumers and businesses gather, manage, distribute and communicate information |
Avon Products
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Slogan/Motto
The company for women
Mission Statement
The Global Beauty Leader We will build a unique portfolio of Beauty and related brands, striving to surpass our competitors in quality, innovation and value, and elevating our image to become the Beauty company most women turn to worldwide. The Women's Choice for Buying We will become the destination store for women, offering the convenience of multiple brands and channels, and providing a personal high touch shopping experience that helps create lifelong customer relationships. The Premier Direct Seller We will expand our presence in direct selling and lead the reinvention of the channel, offering an entrepreneurial opportunity that delivers superior earnings, recognition, service and support, making it easy and rewarding to be affiliated with Avon and elevating the image of our industry. The Best Place to Work We will be known for our leadership edge, through our passion for high standards, our respect for diversity and our commitment to create exceptional opportunities for professional growth so that associates can fulfil their highest potential. The Largest Women's Foundation We will be a committed global champion for the health and well-being of women through philanthropic efforts that eliminate breast cancer from the face of the earth, and that empower women to achieve economic independence. The Most Admired Company We will deliver superior returns to our shareholders by tirelessly pursuing new growth opportunities while continually improving our profitability, a socially responsible, ethical company that is watched and emulated as a model of success. |
Barnes & Noble |
Slogan/Motto
Booksellers
Mission Statement
Our mission is to operate the best specialty retail business in America, regardless of the product we sell. Because the product we sell is books, our aspirations must be consistent with the promise and the ideals of the volumes which line our shelves. To say that our mission exists independent of the product we sell is to demean the importance and the distinction of being booksellers. As booksellers we are determined to be the very best in our business, regardless of the size, pedigree or inclinations of our competitors. We will continue to bring our industry nuances of style and approaches to book selling which are consistent with our evolving aspirations. Above all, we expect to be a credit to the communities we serve, a valuable resource to our customers, and a place where our dedicated booksellers can grow and prosper. Toward this end we will not only listen to our customers and booksellers but embrace the idea that the Company is at their service |
Bell Labs |
Mission Statement
To be the partner of choice for the world's leading service providers, governments and enterprises by helping them create, build and maintain the most innovative, reliable and cost-effective communications networks and meet their customers' growing needs through the rapid deployment of new communication services. |
| Ben & Jerry’s Ice Cream: |
A product mission stated as:
To make, distribute & sell the finest quality all natural ice cream and euphoric concoctions with a continued commitment to incorporating wholesome, natural ingredients and promoting business practices that respect the Earth and the Environment.
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Boeing
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Mission
To push the leading edge of aviation, taking huge challenges doing what others cannot do
If anyone has seen the documentary or read the story of the Boeing 747 Jumbo Jet, would they doubt this mission statement? Do you think that Boeing's employees or customers doubt this statement? I don't think so. |
Boeing (1950) |
Mission
Become the dominant player in commercial aircraft and bring the world into the jet age |
Brannigans Restaurant |
Mission Statement
To ensure that each guest receives prompt, professional, friendly and courteous service. To maintain a clean, comfortable and well maintained premises for our guests and staff. To provide at a fair price - nutritional, well-prepared meals - using only quality ingredients. To ensure that all guests and staff are treated with the respect and dignity they deserve. To thank each guest for the opportunity to serve them. By maintaining these objectives we shall be assured of a fair profit that will allow us to contribute to the community we serve. |
Bristol-Myers Squibb Company |
Slogan/Motto
extending and enhancing human life
Mission Statement
Our company's mission is to extend and enhance human life by providing the highest-quality pharmaceutical and related health care products. |
Caremark Rx, INC |
Slogan/Motto
It all starts with care
Mission Statement
We will be the premier health management solution provider, enabling individuals and plan sponsors to optimize their health care investment. |
Carillion |
Mission
To make tomorrow a better place |
Chevron |
Slogan/Motto
Human energy
Mission Statement
At the heart of The Chevron Way is our Vision to be the global energy company most admired for its people, partnership and performance. |
Citigroup
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Slogan/Motto
Knowledge is your greatest asset
Mission Statement
Our goal for Citigroup is to be the most respected global financial services company. Like any other public company, we're obligated to deliver profits and growth to our shareholders. Of equal importance is to deliver those profits and generate growth responsibly. |
Diageo |
Mission
We make lips smile |
Disney |
Mission
To make people happy |
Eaton Corporation |
Mission Statement
We are committed to attracting, developing, and keeping a diverse work force that reflects the nature of our global business. |
Ecolab INC |
Slogan/Motto
The Global Leader in Commercial and Sanitizing Solutions
Mission Statement
Our mission is to be the leading global innovator, developer and provider of cleaning, sanitation and maintenance products, systems, and services. As a team, we will achieve aggressive growth and fair return for our shareholders. We will accomplish this by exceeding the expectations of our customers while conserving resources and preserving the quality of the environment. |
Fedex Corporation
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Mission Statement
FedEx will produce superior financial returns for share owners by providing high value-added supply chain, transportation, business and related information services through focused operating companies. Customer requirements will be met in the highest quality manner appropriate to each market segment served. FedEx will strive to develop mutually rewarding relationships with its employees, partners and suppliers. Safety will be the first consideration in all operations. Corporate activities will be conducted to the highest ethical and professional standards. |
Ford Motor Company |
Slogan/Motto
Built for the road ahead
Mission Statement
We are a global family with a proud heritage passionately committed to providing personal mobility for people around the world. |
Ford Motor Company (early 1900's) |
Mission
Ford will democratize the automobile |
Global Gillette |
Slogan/Motto
Welcome to Everyday Solutions
Mission Statement
We will provide branded products and services of superior quality and value that improve the lives of the world's consumers. 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. |
Harley-Davidson, Inc |
Slogan/Motto
Define your world in a whole new way.
Mission Statement
We fulfil dreams through the experience of motorcycling, by providing to motorcyclists and to the general public an expanding line of motorcycles and branded products and services in selected market segments. |
HONDA |
Mission
Originally - "We will crush, squash, and slaughter Yamaha"
Now – “the power of dreams” |
IBM |
Mission
Operating a safe and secure government |
IKON Office Solutions
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Slogan/Motto
Document Efficiency at Work
Mission Statement
Helping our customers manage document work-flow and increase efficiency through best-in-class products and services. Fostering the growth and development of our employees. Providing a distinct advantage to our suppliers as a distribution channel of choice. Growing shareholder value through strong execution of our strategies. |
ITT Industries |
Mission Statement
It is the policy of McDonnell & Miller to provide products and services to the market which meet or exceed the reasonable expectations of our customers. Satisfying our customers with the appropriate level of quality is a primary goal and a fundamental element of our business mission. |
JPMorgan Chase |
Slogan/Motto
Strengthening communities
Mission Statement
The Corporate Governance & Nominating Committee exercises general oversight with respect to the governance of the Board of Directors. |
Kelly Services |
Slogan/Motto
Staffing the World
Mission Statement
To serve our customers, employees, shareholders and society by providing a broad range of staffing services and products. |
Komatsu |
Mission
Maru C
(Japanese for Encircle C. The C was for Caterpillar, a main competitor of Komatsu as makers of heavy machinery |
Levi Strauss
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Mission
People love our clothes.
We will market the most appealing and widely worn casual clothing in the world.
We will clothe the world
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Levi Strauss & Co |
Slogan/Motto
Empathy - originality - integrity – courage
Mission Statement
People love our clothes and trust our company. We will market the most appealing and widely worn casual clothing in the world. We will clothe the world. |
Link Information Technology Ltd |
Slogan/Motto
Combining leading-edge business strategy and IT knowledge, to develop efficient and effective solutions that keep businesses one-step ahead. Mission Statement
To be the providers of I.C.T. strategies and services, which deliver long term commercial benefits, based upon our clients key business requirements. The strategies evolved should be economical, efficient, durable, flexible and allow the organizations to respond rapidly to both market and customer needs. |
Lockheed Martin Corporation |
Slogan/Motto
We Never Forget Who We Are Working For
Mission Statement
We assist LM companies to obtain product sales financing that
(a) fits their customer's economic profiles,
(b) uses financing strategies tailored to each market, and
(c) protects Lockheed Martin Corporation.
We utilize our expertise to develop services that add value at each phase of the LM business development cycle. We evaluate and implement new strategies in response to changing customer profiles and market conditions. |
Manchester United Football Club |
MUFC Mission
Turning fans into customers |
Manpower
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Mission Statement
To be the best worldwide provider of higher-value staffing services and the centre for quality employment opportunities |
Marks and Spencer - M&S |
Mission
To make aspirational quality accessible to all |
Mary Kay Cosmetics |
Mission
To give unlimited opportunity to women.
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Mattel Inc |
Slogan/Motto
The World's Mattel
Mission Statement
Mattel makes a difference in the global community by effectively serving children in need . Partnering with charitable organizations dedicated to directly serving children, Mattel creates joy through the Mattel Children's Foundation, product donations, grant making and the work of employee volunteers. We also enrich the lives of Mattel employees by identifying diverse volunteer opportunities and supporting their personal contributions through the matching gifts program. |
Maxtor |
Slogan/Motto
What Drives You
Mission Statement
To strengthen and grow our leadership position by providing storage products across a range of market segments, including desktop computers, consumer electronics, mid-line and near-line storage systems, and high-performance servers |
MBNA Corporation
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Mission Statement
Our mission is to provide you with an outstanding member/Customer benefit that helps you meet your organization's objectives. We work very hard to understand your objectives, then create a program that can help you meet them. Whether you want to attract new members, retain existing ones, drive incremental sales, or reinforce member or brand loyalty, we will work with you to help you achieve those goals. |
Merck |
Mission
To preserve and improve human life. |
Miami Children's Hospital |
Slogan/Motto
We're here for the children.
Mission Statement
To provide excellent family centred health care to children in an academic environment that meets or exceeds the expectations of those we serve and educate. To collaborate with others in our community to improve the health status of children. |
Micron |
Slogan/Motto
Performance. Power. Reliability
Mission Statement
Be the most efficient and innovative global provider of semiconductor solutions. |
Micron |
Slogan/Motto
Performance. Power. Reliability
Mission Statement
Be the most efficient and innovative global provider of semiconductor solutions |
NEBS |
Mission Statement
To be regarded as experts in awarding management qualifications |
New Zealand’s Post Office |
Mission
Bringing people together |
NIKE |
Mission
Originally "Crush Reebok"
Now “we believe” |
NIKE Inc
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Mission Statement
To Bring Inspiration and innovation to every athlete in the world. |
NWA
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Mission Statement
Workforce diversity gives us access to a world of different ideas and perspectives. Northwest Airlines is committed to maintaining a corporate culture where men and women of all ages, races, physical abilities, preferences and backgrounds are treated with dignity and respect. At Northwest Airlines we recognize that when diversity is valued and respected the results are improved service, customer satisfaction and a positive community image. We believe our employees make a world of difference and work to maintain an environment where diversity and inclusion is a critical component of our success. Our Diversity Vision To build a high performing environment where individual differences and contributions of employees, customers and business partners are respected and valued, the result of which is a business organization where fairness, trust and integrity govern relationships and the way we do business. |
Opera Software |
Slogan/Motto
Simply the best Internet experience
Mission Statement
We strive to develop a superior Internet browser for our users through state-of-the-art technology, innovation, leadership and partnerships. |
Otis Lift Company |
Mission
To rise unnoticed |
PEPSI |
Mission
Originally - "Beat Coke"
Latterly -
"We have absolute clarity about what we do ‘WE SELL HIGH QUALITY FOOD AND BEVERAGE PRODUCTS.’ Our success will ensure: customers will build their business, employees build their futures, and shareholders build their wealth." |
Ritz Carlton Hotels |
Mission/ Purpose
We are Ladies and Gentlemen serving Ladies and Gentlemen |
Ronseal |
Mission Statement
To supply products that Does what it says on the tin |
Sainsburys |
Our mission is to be the consumer’s first choice for food, delivering products of outstanding quality and great service at a competitive cost through working faster, simpler and together |
Sibley Memorial Hospital |
Mission Statement
The mission of Sibley Memorial Hospital is to provide quality health services and facilities for the community, to promote wellness, to relieve suffering, and to restore health as swiftly, safely, and humanely as it can be done, consistent with the best service we can give at the highest value for all concerned. |
Sony (1950's)
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Mission
Become the company most known for changing the worldwide poor-quality image of Japanese products |
St John’s Ambulance Brigade |
Mission
Pro fide. Pro utilitate hominum (For the faith. For the service of mankind) |
Tearfund |
Mission
To see 50 million people released from material and spiritual poverty through a worldwide network of 100,000 local churches |
Tesco |
Our Purpose
Our core purpose is to create value for customers to earn their lifetime loyalty |
The Bank of New York |
Mission Statement
We strive to be the acknowledged global leader and preferred partner in helping our clients succeed in the world's rapidly evolving financial markets. |
The Chubb Corporation |
Mission Statement
We are dedicated to providing excellent underwriting and loss control advice up front, and to ensuring superior customer service through the life of the policy. Our knowledgeable loss prevention experts can help commercial customers reduce losses in the workplace. Our personal appraisers are invaluable in determining accurate replacement value, which is more likely to provide you with the right amount of coverage for your valuable property |
The Dow Chemical Company
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Slogan/Motto
Living. Improved Daily.
Mission Statement
To constantly improve what is essential to human progress by mastering science and technology. |
The Estee Lauder Company |
Slogan/Motto
Bringing the best to everyone we touch
Mission Statement
The guiding vision of The Estee Lauder Companies is "Bringing the best to everyone we touch". By "The best", we mean the best products, the best people and the best ideas. These three pillars have been the hallmarks of our Company since it was founded by Mrs. Estee Lauder in 1946. They remain the foundation upon which we continue to build our success today. |
The Hershey Company |
Mission Statement
Undisputed Marketplace Leadership |
The McGraw-Hill Companies |
Mission Statement
We are dedicated to creating a workplace that respects and values people from diverse backgrounds and enables all employees to do their best work. It is an inclusive environment where the unique combination of talents, experiences, and perspectives of each employee makes our business success possible. Respecting the individual means ensuring that the workplace is free of discrimination and harassment. Our commitment to equal employment and diversity is a global one as we serve customers and employ people around the world. We see it as a business imperative that is essential to thriving in a competitive global marketplace. |
The Samaritans |
Mission
Samaritans is available 24 hours a day to provide confidential emotional support for people who are experiencing feelings of distress or despair, including those which may lead to suicide |
The Walt Disney Company
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Mission Statement
The mission of The Walt Disney Company 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. |
Tomasso's Pizza & Subs - Mission Statement |
Mission
We are Committed to using the finest ingredients in our recipes. No food leaves our kitchen that we ourselves would not eat. |
Transport for London (TFL) |
Mission/ Vision statement
A world class tube for a world class city |
Virgin Holidays |
Mission
To provide the best holidays in the whole wide world |
Vodafone |
Mission Statement
To be the world’s mobile communications leader – enriching customer’s lives, helping individuals, businesses and communities be more connected in a mobile world |
Wal-Mart |
Mission
To give ordinary folk the chance to buy the same thing as rich people. |
Wal-mart (1990) |
Mission
Become a $125 billion company by the year 2000 |
When you write a mission statement - test it with staff, employees, customers etc. They often need refining to ensure understanding.
