Mission Statement : How It works and example

Think of a mission statement as the heartbeat of your organisation. It is steady, purposeful, and essential. It’s not just a line on your website or a slide in a pitch deck; it’s the compass that guides everyone in the right direction. In a world full of noise and changing priorities, a clear mission statement stands out. It shows the world who you are, what you believe in, and why you exist—all in a few strong words. Whether you’re starting from scratch or adjusting your course, your mission is where clarity begins.

What is a mission statement?

A mission statement is a concise and clear declaration that defines an organisation’s primary purpose, key objectives, and the strategies it plans to employ to achieve them. It explains why the organisation exists, what it does, who it serves, and how it provides value.

In short, a mission statement answers the question:
“What do we do, for whom, and why?”

What makes a good mission statement?

A good mission statement is concise, clear, and impactful. It reflects an organisation’s purpose in a way that motivates and directs both internal teams and outside audiences. Here are the key qualities that make a mission statement effective:

1. Clarity

• It should be easy to understand, free of jargon, vague language, or buzzwords.

• Avoid overly complex sentences. Simplicity is powerful.

2. Purpose-Driven

• Clearly explains why the organisation exists and what it wants to achieve.

• Shows the organisation’s core values and the basic reason for its existence.

3. Audience-Focused

• Identifies the people the organisation serves, such as customers, communities, and stakeholders.

• Demonstrates an understanding of the needs or problems the organisation tackles.

4. Action-Oriented

• Describes what the organisation does and how it provides value.

• Often includes verbs that show action, service, or commitment.

5. Inspiring

• Motivates employees, attracts customers, and engages stakeholders.

• Connects emotionally to people both inside and outside the organisation.

6. Short and Memorable

• Typically, it is one to two sentences long.

• It is easy to remember and repeat, which makes it useful for both branding and culture.

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

What are the three parts of a mission statement?

A strong mission statement usually has three main parts that together define an organisation’s purpose and direction:

1. Purpose (Why)

This section explains why the organisation exists, its primary purpose. It shows the overall goal or the effect the organisation wants to have on its customers, community, or the world.

      Example: “To improve people’s lives…”

2. Business (What)

This component describes what the organisation does. It covers its main products, services, or activities. It explains the organisation’s function or area of operation.

     Example: “…by providing high-quality healthcare services…”

3. Values or Approach (How)

This section explains how the organisation achieves its goals and runs its operations. It may mention guiding principles, values, or specific strategies that make the organisation different.

     Example: “…through compassionate care and innovation.”

How to Write a Mission Statement

Writing a mission statement means considering your organisation’s primary purpose, target audience, and distinctive approach. A solid mission statement guides decision-making, brings your team together, and expresses your identity to the world. Here’s a simple process to help you create a clear and compelling mission statement:

Step 1: Define Your Purpose (Why You Exist)

• Ask: Why did we start this organisation? What problem are we solving?

• Focus on the impact or difference you want to make in the world or in people’s lives.

Step 2: Identify What You Do (Your Core Business or Service)

• Clearly describe the main activities, products, or services your organisation provides.

• Be specific enough for clarity, but also broad enough to support future growth.

Step 3: Describe How You Do It (Your Values or Approach)

• What principles or methods guide your work?
• Emphasise what makes your approach unique or interesting.

Step 4: Know Your Audience

• Consider who the mission statement is for: employees, customers, investors, or the public.

• Use language that resonates with your audience and reflects your brand’s voice.

Step 5: Keep It Short and Simple

• Aim for one or two sentences, ideally under 30 words.

• Skip buzzwords and vague terms. Be clear, genuine, and memorable.

Step 6: Revise and Refine

• Test it with team members and stakeholders to get their feedback.

• Ensure it aligns with your organisation’s goals, values, and vision.

• Read it aloud. Is it inspiring, straightforward, and easy to remember?

Example: “To empower small businesses to grow by providing innovative marketing tools and personalised support.”

Mission Statement vs. Vision Statement

While both a mission statement and a vision statement are essential components of a company’s identity and strategy, they serve different purposes and focus on distinct periods.

1. Purpose

• Mission Statement: This explains the current purpose of the organisation, what it does, who it serves, and how it provides value.

• Vision Statement: This outlines the future goals or aspirations of the organisation, what it hopes to become or achieve in the long term.

2. Time Focus

• Mission: Focused on the present.

• Vision: Focused on the future.

3. Function

• Mission: It guides daily operations and decision-making. It also helps align teams.

• Vision: It offers long-term inspiration and direction. This is often used to motivate and unite employees.

4. Content

• Mission: Defines what the organisation does, who it serves, and how it operates.

• Vision: Describes a future where the organization is successful—what the world or industry looks like in that success.

5. Length and Style

• Mission: It is typically concise and actionable, often comprising one or two sentences.

• Vision: It can be more aspirational or broad, and may be a bit longer.

Example: Tesla

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

• Vision: “To create the most compelling car company of the 21st century by driving the world’s transition to electric vehicles.”

Example: Google

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

• Vision: “To provide access to the world’s information in one click.”

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