Mission Statements - Convey a Professional Image
Nearly every company and business has a
Mission Statement. But Mission Statements can be very difficult to
write - they should short, clear, vivid, inspiring and concise
without using jargon, complicated words or concepts. Mission
Statements are generally included in documents such as Strategic
Planning reports, Business Plans, Staff Handbooks and on Company
websites. Mission Statements can be described as a cross between a
company or corporate slogan, or tagline, and an executive summary!
Highly successful Mission Statements are both memorable and
They are also extremely important to strategic Planning and
the future success of the business.
A combination of both a company's mission and vision of the future may be
included in a Mission Statement. Click a link on the left menu bar
for access to famous examples and samples of Mission Statements or
the link below to discover how to write a Mission Statement.
Mission Statements are also extremely important to strategic Planning
and the on-going success of the business. A combination of both
a company's mission and vision of the future may be
included in a business statement.
Mission Statements vs Vision
What is the difference between
Mission and Mission Statements?
Definition of a Mission
A good definition for a Mission
Statement is a sentence or short paragraph which is written by a
company or business which reflects its core purpose, identity,
values and main business aims. A Mission is defined as
'Purpose, reason for being'. Simple definition: "Who we are and what we
Definition of a Vision
The definition of a Vision
Statement is a sentence or short paragraph providing a broad,
inspirational image of the future. A Vision statement is defined as 'An Image
of the future we seek to create'.
The Purpose of a Mission
The basic purpose of a
mission statement is to define the function of a business and the
measures of the company's success. It should make a reference to the
customers, the products and the services that are provided. Many
also include the geographical location in which the business
operates - it could be global or a local description.
Mission Statements contain important information about a company
- in a nutshell. Don't make it too 'wordy', don't use jargon and
keep the message as short and friendly as possible. It
should include what the company does, its
products, its services and its customers. These types of Statements
focus on today, what's happening now. The successes and innovations,
the great achievements. The message is important to all the staff in
the company. Everyone needs to 'buy in' to the message, it's
extremely important to get the staff involved.
and Strategic Planning
Emphasizing the importance of a
mission statement to employees clarifies the purpose and main,
measurable objectives of the business. Businesses often encapsulate
their goals and objectives into a Mission statement. However, the
message and focus of the company often changes over time. They are
short term messages which are changed about every three years. The process of
appraises the full potential of a business or company and
clearly links the goals and objectives of the business or
organization to the
actions and resources required to achieve them. Strategic
plans may therefore involve changing the mission statement to
reflect a new direction of the organization. This might be due to
new ideas and innovations, new technology, changes in the market,
new risks posed by the competition. Highlighting the benefits of any
changes will help staff and the customers buy into the change.
Strategic planning is part of a business's process of determining
its current direction, analyzing risks, assessing
ideas and resources and making decisions to follow their strategies.
usually deals with at least one of three key questions:
"What do we do?"
"Who do we do it
"How do we excel?"
How long are Mission
A good Mission statement is a
sentence or short paragraph consisting of two to four sentences.
They are usually reviewed every three to five years, or when a
specific goal has been achieved.
Who are Mission Statements
They are written for customers, employees of
corporations, suppliers, the media and the shareholders.
Every opportunity should be taken
to publish the message. Personal statements are
written for prospective employees to reflect the achievements,
successes and values of a person. A Personal statement might also be
used when applying for membership of
Examples of Famous Mission
The following are samples and
examples of statements used by famous companies - can you identify
which company created which?
"We will prepare and sell quick
service food to fulfil our guest's needs more accurately, quickly,
courteously, and in a cleaner environment than our competitors. We
will conduct all our business affairs ethically, and with the best
employees in the mid-south. We will continue to grow profitably and
responsibly, and provide career advancement opportunities for every
willing member of our organization."
"To make the world's information universally accessible and useful"
"To experience the joy of advancing and applying technology for the
benefit of the public"
"To build a place where people can come to find and discover
anything they might want to buy online."
"To enhance and integrate our supplier diversity programs into all
of our procurement practices and to be an advocate for minority- and
"To produce high-quality, low cost, easy to use products that
incorporate high technology for the individual. We are proving that
high technology does not have to be intimidating for non-computer
"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."
How to Write Mission
Samples and Examples
of Mission Statements
Easy techniques for
writing a Statement
Improve your skills -
Content, Ideas and Format
Difference between Mission
& Vision Statement
Mission Statements vs
Strategic Planning - Examples
How to Write Mission
Statements - Watch the Video! We have provided a
short video on a simple
step-by-step guide on writing effective Mission Statements.
How to Write
Mission Statements - Watch the Video!
How to Write Mission
Watch the Video!
Writing a report or
business plan? Need to find out how to write Mission
Samples and Examples Help! Our video provides a good
example of how to complete this undertaking. The short video is designed to provide
some inspiration to approaching this important business task. Save yourself
some time and look at the example for help and inspiration.