What Is It?

The mission statement outlines your organization’s purpose. Why does your company exist? What are its core activities?

 

A mission statement should be well-known and easily articulated by every employee. It needs to be credible and should resonate with your customers. Avoid crafting mission statements that are hard for most employees and customers to understand; instead, use language that is relatable. If necessary, consider adding a phrase that connects with people, such as a motto or slogan.

When reviewing various mission statements, you’ll notice some are very clear and concise, while others may be longer but still effectively convey the mission. Some may incorporate elements of the strategic plan, company values, and vision. However, for the sake of clarity, we will focus on creating a standalone mission statement.

Keep these elements in mind as you create a mission statement:

  • The company’s public image
  • Your shareholders
  • Your target market
  • Your plans for growth
  • Influences for the business
  • Your moral and ethical beliefs

Examples

Here are some examples that we thought might help you as you design your mission statement.

 

McDonald’s

Our mission is to be our customers’ favorite place and way to eat. (http://www.aboutmcdonalds.com/mcd/our_company/mission_and_values.html)

 

Nike

To bring inspiration and innovation to every athlete in the world. (http://nikeinc.com/pages/about-nike-inc)

 

Bristol-Myers Squibb Company

To discover, develop and deliver innovative medicines that help patients prevail over serious diseases. (http://www.bmscanada.ca/en/company/mission)

 

Darden Restaurants

To nourish and delight everyone we serve. (http://www.missionstatements.com/fortune_500_mission_statements.html)

 

The Dow Chemical Company

To passionately innovate what is essential to human progress by providing sustainable solutions to our customers. (http://www.dow.com/about/aboutdow/vision.htm)

 

NOTE: This information and the related Internet links were accurate at the time of printing. We take no responsibility for the content of these sites, whether by inclusion or omission. We are not affiliated with nor endorse any organization mentioned in its courseware.

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