27 Best Mission Statement Examples For Business

mission statement examples

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A powerful mission statement is a key part of any company’s success. It serves as a guiding light to help the company move forward and reach its goals. Its primary purpose is to define the highest quality of customer service that the company strives to deliver.

Many companies set as inspiring mission statement examples to help them focus on delivering quality customer service with a sense of purpose and passion.

The statement focuses on company’s mission which is to empower every employee and customer through their products and services, creating a positive experience for all involved.

By creating an inspiring mission statement, companies can ensure that they are meeting their goals and providing the best possible customer service experience.

Online, you can find examples of inspiring mission statements that can help businesses figure out how to write their own mission statements.

What is a Mission Statement?

Crafting a new mission statement involves understanding your company’s identity, its driving force, and what it aspires to achieve. It should communicate to the world who you are, why you exist, and how you stand out from other companies.

In just a few words, it should articulate your brand’s purpose, core mission, and ambitions.

A mission statement is designed to direct and inform the actions taken by your business. Every decision should be made with the understanding that it moves your company towards a predetermined goal or set of values.

By using this as a framework, your organization can ensure that your decisions are connected to a larger purpose and that they always work towards the intended outcome.

mission, values and vision

Best Mission Statement Examples You Need To See

A company’s mission statement is an important part of any business, as it serves to explain the purpose of the company and its objectives.

However, a mission statement doesn’t have to be complicated or long-winded. Some of the best examples of mission statements are short and succinct.

It is important to note that a vision statement describes what a company hopes to achieve in the future while a mission statement vs explains how it will work towards achieving those goals.

By having both a vision and mission statement, companies can ensure that they stay focused on their objectives and remain motivated towards achieving them.

So, let’s have a glance at the inspiring mission statement examples to help you.

1. Yeti’s compelling mission statement

yeti logo

Mission statement: “Ensure that each YETI product delivers exceptional performance and durability in any environment.”

Yeti is a company that makes premium coolers and outdoor accessories. Their mission statement emphasizes the value their products bring to customers because the founders wanted to create something better than what was available before.

The goal of Yeti is to make sure their customers no longer have to worry about unreliable coolers and outdoor gear.

2. Google, good business mission statement

google logo

Mission Statement: “To organize the world’s information and make it universally accessible and useful.”

Google has the incredible goal of collecting all the knowledge in the world and making it available for free. They are constantly innovating to make sure that you get the answer you need quickly and easily.

They also strive to make their platform accessible to everyone who wants to search for something.

3. Clarks

clarks logo

Clarks Mission statement: “Championing people. Inspiring for change.”

Establishing loyalty to your brand starts with forming an emotional link between your desired customers (and staff) and your mission statement.

This will keep the aims and ideals of your company in the forefront of their minds, reminding customers and employees why they are loyal to you.

4. Life is Good, effective mission statement

LG logo

Mission statement: “To spread the power of optimism.”

LG, Life is Good is an amazing company that has a goal to spread optimism through its clothing. When you wear one of the uplifting slogans like “Seas The Day” and “Forecast: Mostly Sunny” on its T-shirts, you can’t help but smile!

In addition to selling fun clothes, this company also runs a public charity that helps to spread optimism in even bigger ways. To learn more about their mission, check out the video and links on their website.

Life is Good’s mission statement is very inspiring and it shows how much work they do to make sure everyone has something positive to look forward to.

5. Passionfruit

Mission statement: “To create inclusive clothing and accessories that enable you to show your pride all year round while giving back to our community.”

Passionfruit is committed to the idea that pride should be a daily part of life. This mission is essential for LGBTQ+ individuals and those who support them.

Pride should not just be celebrated one day out of the year. It is a continual, meaningful expression of identity.

Passionfruit encourages customers to be themselves by wearing clothing and accessories. The brand also supports the LGBTQ+ community by donating to related programs and causes.

With every purchase, you are helping to spread this message of inclusion and acceptance.

6. TED


Mission statement: “Spread ideas.”

TED is an organization that believes in the power of ideas. They strive to promote a better understanding through their mission: “Spread ideas.”

By using technology, education, and design, TED provides a platform for people from all walks of life to share their knowledge and experiences.

Through their innovative talks, films, and blog posts, TED is a leader in spreading meaningful ideas and inspiring conversations.

7. Patagonia, creating a great mission statement


Mission Statement: “We’re in business to save our home planet.”

Patagonia is focused on doing what it can to help the planet. Their mission is to create long-lasting and recyclable products so that materials can be reused instead of wasted.

By promoting sustainability, they aim to reduce the environmental impacts of production and consumption.

Patagonia gives 1% of their profits to environmental groups around the world and encourages other businesses to be environmentally conscious too. They show how companies can both help customers and support a bigger cause.

If your company has a focus on helping customers while also contributing to society, you should communicate this double purpose in your mission statement.

It should describe how you are improving people’s lives through your business and the meaningful impact you are striving to make in the world.

8. Old Guys Rule, enticing company mission statement

Mission statement: “To embrace a new breed of guys who have incredible energy, a passion for life, wisdom gained from years of experience and the time to spend doing the activities they enjoy. Old Guys Rule should be worn as a badge of honor for a life well spent but not nearly over.”

Old Guys Rule has a unique mission: to make older people proud of their age and all they have achieved. It wants its customers to wear its clothes as a “badge of honor”, so that they can feel empowered and happy about getting older.

As well as providing fashionable clothing, Old Guys Rule is dedicated to giving its customers a sense of pride in their age and accomplishments.

9. LinkedIn


Mission Statement: “Connect the world’s professionals to make them more productive and successful.”

LinkedIn is a helpful tool for professionals who want to advance their career and make meaningful connections. It was created in 2003 and has since become a must-have for anyone looking to further their career.

Some of the most successful people have used LinkedIn to grow their network and become influential thought leaders in their fields.

10. Asana

asana logo

Mission Statement: “To help humanity thrive by enabling the world’s teams to work together effortlessly.”

Asana‘s mission is to provide tools that let teams of any size work better together. They strive to empower the world’s team, creating inclusive productivity solutions that everyone can take advantage of.

With their personalized approach, they hope to make collaboration and communication easier for everyone.

11. Tesla

tesla logo

Mission Statement: “To accelerate the world’s transition to sustainable energy.”

Tesla is a company dedicated to helping the world make the transition from traditional, pollution-causing energy sources to clean, sustainable alternatives.

Their mission statement reflects their goal to make this shift by providing electric vehicles powered by renewable energy. It also shows their awareness of how slowly the transition has been going and that they want to help speed it up.

With their clever use of language, they make it clear they are focused on making this environmental change as quickly and effectively as possible.

12. Forbes

Forbes logo

Mission Statement: “To convene, curate, and cover the most influential leaders and entrepreneurs who are driving change, transforming business, and making a significant impact on the world.”

Forbes is more than just a magazine; it’s an important brand that helps to show successful business people, leaders, and entrepreneurs as role models for the rest of us.

Keeping up with Forbes is important because our world is changing so quickly. It’s vital to stay informed if we want to stay ahead.

13. PayPal

paypal logo

Mission Statement: “To build the web’s most convenient, secure, and cost-effective payment solution.”

PayPal‘s mission is to be a leader in providing financial services to everyone. They want to offer a secure and cost-effective way to make online payments, helping to advance the global economy while protecting people.

Their goal is to ensure that no one is denied access to the same kinds of financial services that are available to others.

14. Microsoft

microsoft logo

Mission Statement: “To empower every person and every organization on the planet to achieve more.”

Microsoft‘s mission statement emphasizes the importance of self-improvement, collaboration, and open communication. This commitment to a more idealistic shared future is reflected in the company’s dedication to empowering individuals and inspiring organizations.

Microsoft believes that by investing in its customers and partners, it can contribute to the development of a better world.

15. IKEA

ikea logo

Mission Statement: “To offer a wide range of well-designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them.”

IKEA has a mission to make life better for its customers. It provides furniture deals from all over the world and allows customers to choose and pick them up at their warehouse.

IKEA works hard to ensure that many people can afford their furniture. By using phrases like “as many people as possible,” IKEA makes it easier for customers to access their products.

16. Starbucks


Mission Statement: “To inspire and nurture the human spirit—one person, one cup, and one neighbourhood at a time.”

Starbucks promises to bring the best coffee experience to its customers by providing quality coffee and exceptional service. They also strive to create a positive impact in the communities they are part of.

Whether it’s the start of your day with a freshly brewed cup of coffee or simply enjoying an afternoon pick-me-up, Starbucks makes sure you always have the perfect cup to enjoy.

17. Nike

nike logo

Mission statement: “Bring inspiration and innovation to every athlete* in the world.” “If you have a body, you are an athlete.”

Nike is a company that helps people reach their athletic goals. They have a mission statement that emphasizes their commitment to offering everyone, regardless of ability, the chance to become an athlete.

Nike offers a huge selection of sportswear so that customers can have the necessary tools for meeting these ambitions. Their message is clear: anyone can become an athlete with the right support and dedication.

18. Full Cast Audio

Mission statement: “We are a small company with a big mission: to create great recordings of wonderful books using a full cast of actors rather than a single narrator. We truly believe that we are pioneering in a new art form, a new way to experience, more fully than ever, an author’s intent.”

If you’re feeling like your company is too small to compete with larger corporations, a powerful mission statement can show customers why your business is the best fit for them.

It’s possible to build brand awareness like the big guys do even though you’re smaller. With over 4 billion people on social media, use digital marketing strategies to share what makes your business special.

19. JetBlue

jetblue airways

Mission statement: “To inspire humanity—both in the air and on the ground.”

JetBlue‘s mission statement is different from other companies’ because it focuses on its customers instead of the services they provide. Its goal is to make traveling by air more enjoyable and personal by putting people first.

This mission statement reflects the company’s commitment to customer service, which is what makes them stand out in the industry.

The brand is dedicated to its original goal, which it achieves through engaging marketing, charitable organizations, and progressive initiatives. One example is their “Soar With Reading” program, which works to promote literacy among children.

They partnered with KaBOOM to create playgrounds for communities in need and have a JetBlue Foundation to promote environmental and social awareness.

They provide easy-to-understand information on all of these programs, including big headers, pictures, and links people can use to learn more. Lastly, JetBlue encourages visitors to donate and volunteer their TrueBlue points.

20. MoMA

Mission statement: “To share great modern and contemporary art with the public.”

The Museum of Modern Art (MoMA) is a great place to explore and appreciate art. Located in Midtown, New York, it is a popular destination for artists and art lovers.

MoMA’s mission is to make sure that art is accessible and enjoyed by everyone. So whether you’re an experienced collector or someone who’s just beginning their art journey, MoMA is the perfect place to visit.

21. Magic Spoon

magic spoon logo

Mission statement: “To transform the cereal industry by building a new category of nutritious and flavorful cereal.”

Magic Spoon is changing the cereal industry by providing delicious and healthy versions of your favourite cereals from your childhood.

Its cereals are made with low carbohydrates, high protein, and almost no sugar, allowing you to enjoy a delicious breakfast without sacrificing health or taste.

Magic Spoon’s mission statement emphasizes its commitment to revolutionizing the cereal industry by combining nutrition and nostalgia in one bite.

With its clear goals, the company’s dedication to bringing joy and health together is evident from its packaging and mission statement.

22. Walmart

walmart logo

Mission statement: “To save people money so they can live better.”

Walmart‘s mission statement is short and simple. It outlines what their purpose is and why they are essential for those who shop with them. Their vision is to save people money so that they can live better lives.

23. Invisible Children

Mission statement: “To end violence and exploitation facing our world’s most isolated and vulnerable communities.”

Invisible Children is an organization that works to bring attention to the violence occurring in Central Africa. Their mission is to put an end to this violence and create a safe environment for families.

This goal is what makes their mission statement admirable, as it provides a clear objective and sends a message of hope. All businesses can benefit from understanding Invisible Children’s mission and using it as motivation when speaking to customers.

24. American Express

American express logo

Mission Statement: “Become essential to our customers by providing differentiated products and services to help them achieve their aspirations.”

It’s important to take care of your employees so that they can in turn take care of your customers.

American Express stands out by making sure their staff is well taken care of with values that focus on excellent customer service and teamwork. That way, employees are able to provide the best service possible for customers.

American Express provides excellent customer service. This commitment is expressed in their mission statement and is a major part of the reason why they stand out from other credit companies.

By putting the people first, American Express has built a solid reputation around the world.

25. The Walt Disney Company

the walt disney company

Mission statement: “To entertain, inform, and inspire people around the globe through the power of unparalleled storytelling, reflecting the iconic brands, creative minds, and innovative technologies that make ours the world’s premier entertainment company.”

The Walt Disney Company has a long mission statement that outlines the major values of the organization and its plans for growth.

It includes details about their products and services, such as storytelling and iconic brands, and how they want to be seen as the world’s premier entertainment company.

Thanks to their focus on these core principles and goals, The Walt Disney Company is now a global powerhouse.

26. Shopify

Shopify logo

Shopify Mission statement: “We help people achieve independence by making it easier to start, run, and grow a business. We believe the future of commerce has more voices, not fewer, so we’re reducing the barriers to business ownership to make commerce better for everyone.”

When we include a statement of belief in our brand, it helps us stand out from the crowd. This is because it shows why we’re different and gives customers a sense of what makes us special.

A simple phrase like “we believe” followed by a unique point of view, can help us communicate our uniqueness and create a connection with our customers.

27. Prezi

prezi logo

Mission statement: “To reinvent how people share knowledge, tell stories, and inspire their audiences to act.”

Prezi is a great tool for spicing up any business presentation. It adds an extra layer of fun and engagement with its slide animations and 3D experience. But these features are not just for show.

Everything Prezi does is about helping you tell your story in the most effective way for your audience.

Which is a Good Mission Statement?

With a well-crafted mission statement, you can show everyone who interacts with your business what you’re all about and what matters to you.

It’s the key to setting yourself apart from the competition, as it defines your purpose and helps keep everyone on the same page.

Crafting an effective mission statement isn’t easy, but it’s worth it when you get it right. 

Your mission statement should show your customers how your values align with theirs and set you apart from the competition.

It’s important to create an action-based statement that reflects the brand’s personality, incorporating core values as well as giving you, your employees, investors, and customers something to strive for in every decision.

Crafting an effective mission statement is essential for success. It should leave a lasting impression on those who see it.

Mission and Vision Statement: What’s the Difference?

A vision statement is a big-picture goal for an organization or individual. It expresses what success looks like in the long term, usually ranging from 5 to 10 years from now or longer.

Crafting a clear and concise vision statement ensures focus on the bigger picture –- ultimately where you aspire to eventually be.

Your mission statement is like a compass, guiding the direction of your retail business. It defines what you do, who you serve, and why you exist—your purpose.

Ensure that your mission and vision statements are clear and concise so that readers can immediately understand how determined you are in your endeavors.

The Ideal Length of a Mission Statement

Your mission statement should be a concise, memorable summary of your company’s purpose. Keep it between one and three sentences, around 100 words, to make the most impact.

Craft it using branding language that brilliantly explains what makes your business unique.

Business Mission Statement Tips

1. Keep it simple: Avoid using jargon or complex language that would be difficult to comprehend. Focus on using straightforward grammar and vocabulary that could be easily understood by someone who has just completed eighth grade. Use a conversational tone when discussing your core values.

2. Be unique: Let your prospects know why you stand out from the crowd, what unique value you bring, and how you can help them achieve their goals. Let them see that working with you is the best decision they can make in order to reach success. 

3. Celebrate it: Celebrate your mission statement! Reward behaviours that are in line with it to help instill it as part of your culture.

Encourage your employees and customers to repeat your mission statement regularly, so they can be mindful of the values and beliefs that define your company.

4. Look at the bigger picture: Businesses exist to create positive change in the world. Their mission statements should focus on a larger purpose beyond profitability—accessibility, sustainability, equity, and alleviating suffering.

In doing so, they can inspire team members and drive growth while achieving their goals.

Writing a Mission Statement

Creating a company mission statement can be tricky. You want to be concise and ensure you express who you are, what you do, and why.

Crafting a short, but powerful message will give your business focus and clarity – all while giving customers a reason to care.

Understanding your business’s mission is essential for success. Ask yourself:

  • What your business does? 
  • Why are you involved?
  • Who your customers are? 
  • How do you stand out from the competition?
  • What you’d like the public image of your brand to be? 

With this information, you can create a strong mission statement that reflects the core values of your organization and sets you on the path to success.

If you’re focused solely on generating profit, this won’t likely lead to long-term success. A more viable solution is creating a mission statement that resonates with customers and investors.

One that demonstrates your genuineness, thoughtfulness and dedication. With this approach, you will be able to foster trust, loyalty, and commitment from those invested in your business.

Creating a strong mission statement is essential for any business. The VIPS method offers an easy way to do this:

  • Value: What value does your business bring to customers, staff, and society in general?
  • Inspiration: How can people be encouraged to get involved with your business?
  • Plausibility: Is it realistic to achieve the goals you outline in your mission statement?
  • Specifics: Make sure your mission statement reflects your business’s particular values and ambitions.

By using these four criteria, you will set yourself on a path toward success.

What are the Important Parts to Craft a Mission Statement?

Your mission statement should clearly communicate the purpose of your brand. Explain what it does, how it does it, and why it does it.

Showcase the values that drive your brand forward and embody its goals in this meaningful statement. With a clear mission statement, you can quickly share the heart of your business with the world.

1. Brand Purpose: Understanding the purpose of your brand is key. What does your product or service offer and to whom? Knowing this can help you craft a meaningful message for your audience.

2. Brand Values: As a company, it is essential to consider what values your business stands for. Do you strive to provide environmentally-friendly solutions? Are you devoted to offering a more sustainable approach to addressing issues?

It is these values that set your organization apart from the competition. By remaining true to your core beliefs, you can ensure your services and products remain unique.

3. Brand Goals: Discover what your company provides for customers and why it stands apart from the competition! 

Writing a mission statement for your brand should be approached with care. By keeping these three things in mind, you can create something that captures the essence of what your brand stands for.


Thus, the mission statement describes the purpose of a company and its goals. Mission statements are typically crafted to reflect the values and aspirations of the business.

Crafting mission statements can be difficult, but with some thought and careful consideration, a mission statement is simple to create.

A mission statement might set out an overall goal for the company, or it could focus on specific areas such as customer service or innovation.

A great mission statement is one that captures all the key elements of what makes a business unique; this could include values, products or services, and processes.

A well-crafted mission statement is a powerful tool for directing strategic decision making and guiding day-to-day operations within a company.

Ultimately, crafting a successful mission statement is great because it provides an effective way to communicate a company’s vision to its employees, customers, and other stakeholders.

Good Luck!

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