30 Mission Statement Examples to Kickstart Your Business Journey + Templates

30 Mission Statement Examples

The important part of each business’s success is the foundation of that business. One of the most fundamental elements that built that foundation is the mission statement.

Let me tell you a story.

I was just starting my own business, and I wanted to create a foundation that would guide my company’s purpose and values. I stumbled upon Starbucks’ mission statement, “to inspire and nurture the human spirit – one person, one cup, and one neighborhood at a time.” It was like a lightbulb moment – I realized that a good mission statement could truly capture the essence of a company and set the stage for success.

Your mission statement is not for your marketing purposes, but the primary goal is for you and your business to continue building one by one block until success.

Now, I’m excited to share with you 30 unforgettable mission statement examples that can kickstart your startup journey. These examples come from diverse industries and showcase a range of company missions.

As we explore these inspiring examples, I’ll also offer insights on how to craft your own unique mission statement that stands out, captivates your target audience, and reflects your company’s spirit.

So, let’s dive into the world of mission statements – and who knows, maybe you’ll find the perfect inspiration to help your startup thrive!

Understanding Mission Statements

What makes a mission statement so essential for a business?

In one of the previous posts (What is your mission statement?), I write about this and have mentioned some of the problems when the mission does not reflect the reality of your business.

That statement will tell you who your customers are and what you make in order to satisfy them. It will be the driving force of your business that will show you the right path every time when you leave that path.

Through my experience, I’ve learned that a mission statement is a concise, powerful declaration that highlights a company’s purpose, its target audience, and the value it provides. It’s like a company’s “elevator pitch” that sums up what the company is all about in just a few sentences.

Related: The Difference Between Your Value Proposition and Positioning Statement

Mission VS Vision Statements

It’s easy to get mission and vision statements mixed up, so let me break it down for you. While both mission and vision statements are vital for a company, they serve different purposes.

Now, you might be wondering, “What’s the difference between a mission and vision statement?”

Great question!

Let’s start with the mission statement.

Mission statement

A mission statement focuses on the present, describing what the company does, who it serves, and its core values. It’s like a compass that helps the entire company navigate toward a common goal. It answers the question, “Why does the company exist?” and guides the company’s day-to-day operations.

Vision statement

In contrast, a vision statement describes the future, illustrating where the company is heading and what it aspires to achieve. Think of it as a snapshot of the future your company wants to create.

It’s like a guiding star that helps the company stay focused on its ultimate destination, painting a picture of what the company aims to achieve in the future. A good vision statement is inspiring, ambitious, and sets the direction for the company’s growth.

🚀 Kickstart your business journey with 30 inspiring mission statement examples + templates! Define your purpose & vision 🌟Click to Post
mission statement vs vision statement

They are Complementary Concepts

Think of mission and vision statements as complementary concepts. The mission statement is the foundation that supports the company’s daily activities, while the vision statement is the guiding light that leads the company toward its future goals.

I’ve seen firsthand how an impactful mission statement can inspire not only the company’s employees but also its customers. It’s like that time when I bought a pair of Nike sneakers, and their mission statement, “to bring inspiration and innovation to every athlete in the world,” gave me that extra boost of motivation to hit the gym!

RelatedUncovering the Psychologists’ Theories of Motivation: What Drives Human Behavior?

Let’s take, for example, the mission and vision statements of the new entertainment company. Their mission statement might be “to create magical experiences for families and people of all ages,” while their vision statement could be “to become the world’s leading provider of family entertainment and experiences.

When I first read TED’s mission statement, “to spread ideas,” I could instantly understand their purpose – to share knowledge and spark curiosity. Their vision statement, on the other hand, paints a picture of a future where “a million creative artists” are sharing their ideas with the world.

The Role of Mission Statements in Defining Company Culture

The beauty of a well-crafted mission statement lies in its ability to inspire and shape company culture. A company’s mission statement serves as its guiding star, influencing decisions and actions and reminding everyone of the guiding principles that define the company’s spirit.

Now that you have a clearer understanding of mission statements, it’s time to start thinking about crafting one for your startup. Whether you’re focused on sustainable energy, alleviating human suffering, or creating the most compelling shopping experience, a powerful mission statement can set the stage for your company’s success and growth.

Need a mission statement that stands out? 🌟 Check out these 30 examples & templates to help you craft the perfect one! 💼Click to Post

How to write a mission statement for your business

Crafting an effective mission statement can feel like a daunting task, but I promise, it’s worth the effort!

I remember when I was working on my own startup’s mission statement, and I was unsure where to start. So, I did my research, learned from the best mission statements out there, and came up with a process that I’m excited to share with you.

What are the 3 Elements of Great Mission Statements?

First, let’s talk about the elements of a well-crafted mission statement.

This statement typically consists of three main parts that succinctly convey the essence of a company:

3 elements of a mission statement

1. Purpose:

The purpose part outlines the primary reason for the company’s existence.

It answers the question, “Why does the company exist?”

The purpose should clearly describe the company’s goals and its value proposition to its customers, employees, and stakeholders.

2. Target audience:

The mission statements should identify the primary audience that the company aims to serve. This helps to establish the company’s focus and ensures that its products or services meet the needs of that specific group.

3. Core values or guiding principles

The core values or guiding principles the company stands for and operates by are the third part that must be incorporated.

These values provide a framework for the company’s culture, decision-making processes, and overall operations, helping to create a consistent experience for customers, employees, and stakeholders.

Related: Real-life Organizational Decision-Making Examples

So, a strong mission statement should be clear, concise, and memorable. It should express your company’s purpose, describe who you serve, and highlight your guiding principles.

Think of it as a snapshot of your company’s spirit that inspires and also motivates your entire team.

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5 Tips to Write Great Mission Statements

Now, let’s dive into some tips for crafting a strong and impactful company’s mission statement:

  1. Keep it short. Aim for a mission statement that’s no longer than one or two sentences. This will make it easier for people to remember and understand.
  2. Be specific. Avoid using generic or buzzword-filled language. Instead, use concrete and descriptive words that truly capture your company’s purpose and values.
  3. Make it actionable. A great mission statement should inspire action. Think about how your mission statement can motivate your team and customers to engage with your company and its products or services.
  4. Align with your company culture. Ensure that your mission statement reflects your company’s unique culture and values. This will make it more authentic and also relatable.
  5. Test it out. Share your mission statement with your team, customers, or even friends and family. Ask for feedback, and be open to making revisions as needed.

As you work on your mission statement, draw inspiration from some of the best examples out there. In the next paragraphs, I will cover 30 inspiring mission statement examples.

Remember, a good mission statement can truly make a difference in your company’s success. Also, it can inspire your entire team, attract customers and partners, and help you stay focused on your company’s purpose and values in everyday life.

30 Unforgettable Mission Statement Examples

When I first started looking for good mission statement inspiration, I was amazed by the diverse range of examples I found.

To help you kickstart your own startup journey, I’ve curated a list of 30 unforgettable mission statement examples grouped by industry or theme. Let’s dive into these inspiring examples and learn what makes them so effective.

1. Retail & E-commerce

1. Amazon: “To be Earth’s most customer-centric company.

Amazon’s mission statement clearly emphasizes its focus on customer satisfaction and delivering exceptional service, making it a powerful example of a customer-centric company.

2. Etsy: “To keep commerce human.

Etsy’s mission statement is concise, unique, and also reflects its focus on supporting small businesses, artisans, and crafters in a world increasingly dominated by large corporations.

3. Walmart: “We save people money so they can live better.

Walmart’s mission statement is centered around offering low-cost products and helping customers save money, which in turn, allows them to live better. The statement is concise and straightforward and also focuses on the guiding principles that drive the company’s business strategy.

2. Food & Beverage

4. Starbucks: “With every cup, with every conversation, with every community – we nurture the limitless possibilities of human connections.

Starbucks’ mission statement highlights their commitment to not only delivering quality coffee but also fostering a sense of community and human connection.

5. Ben & Jerry’s: “To make, distribute, and sell the finest quality 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.

Ben & Jerry’s mission statement balances product quality with environmental responsibility, accordingly emphasizing their commitment to sustainability and social impact.

6. Coca-Cola: “To refresh the world. To inspire moments of optimism and happiness. To create value and make a difference.

The statement reflects the company’s commitment to providing enjoyable beverages and also fostering a positive impact on the world.

Coca-Cola mission statement example

7. McDonald’s: “To make delicious feel-good moments easy for everyone.

By focusing on making feel-good moments easy for everyone, McDonald’s positions itself as a brand that values customer satisfaction and also aims to exceed expectations in all aspects of its service.

3. Technology & Innovation

8. Google: “To organize the world’s information and make it universally accessible and useful.

Google’s mission statement is ambitious, also focusing on making the vast wealth of information accessible and valuable for everyone.

9. Tesla: “To accelerate the world’s transition to sustainable energy.

Tesla’s mission statement showcases their commitment to a cleaner, more sustainable future, positioning their products and services as catalysts for change.

10. Apple:To bring the best user experience to its customers through its innovative hardware, software, and services.

Apple’s mission statement is centered around providing the best user experience possible through its innovative and integrated approach to hardware, software, and services. The statement clearly communicates Apple’s commitment to innovation and exceptional user experiences, which also drive the company’s business strategy and help maintain its position as a market leader.

11. FacebookTo give people the power to build community and bring the world closer together.

Facebook’s mission statement revolves around empowering people to create communities and connect with each other, ultimately fostering a more connected world. The statement underscores the company’s commitment to providing a platform for communication, collaboration, and sharing, which has made it one of the most popular social media platforms globally.

Facebook mission statement example

12. Microsoft: “To empower every person and every organization on the planet to achieve more.

This mission statement is concise and clear, but also conveys a powerful message about the company’s dedication to providing technology solutions that enable people and organizations to accomplish more. By emphasizing empowerment and achievement, Microsoft positions itself as a company committed to making a positive impact on the world and also helping its users reach their goals.

Microsoft mission

13. YouTube: “To give everyone a voice and show them the world.

By highlighting its commitment to giving everyone a voice and showing them the world, YouTube positions itself as a brand that values creativity, diversity, and also global connection.

YouTube mission

4. Entertainment & Media

14. Disney: “To entertain, inform and inspire people around the globe through the power of unparalleled storytelling.

Disney’s mission statement highlights their focus on storytelling while emphasizing their desire to connect with audiences and inspire them through engaging content.

15. Netflix: “To entertain the world.

Netflix’s mission statement is short but powerful, encapsulating their goal of providing entertainment to a global audience.

5. Nonprofit & Social Impact

16. World Wildlife Fund: “To build a future in which people live in harmony with nature. To deliver this mission, we work to conserve biodiversity, the web that supports all life on Earth; reduce humanity’s ecological footprint; and ensure the sustainable use of natural resources to support current and future generations.

WWF’s mission statement clearly communicates their dedication to environmental conservation and biodiversity but also focuses on urgent issues that require immediate action.

World Wildlife Fund mission statement example

17. Doctors Without Borders: “We’re committed to providing the highest quality medical care possible—no matter where we’re working—and to acting in our patient’s best interests, respecting their rights to dignity, confidentiality, informed consent, and to make their own decisions.”

Doctors Without Borders’ mission statement is direct and impactful, emphasizing their commitment to alleviating human suffering and especially in crisis situations.

6. Health & Wellness Mission Statement Examples

18. Johnson & Johnson: “We believe our first responsibility is to the patients, doctors and nurses, to mothers and fathers and all others who use our products and services. In meeting their needs everything we do must be of high quality. We must constantly strive to provide value, reduce our costs and maintain reasonable prices. Customers’ orders must be serviced promptly and accurately. Our business partners must have an opportunity to make a fair profit.

This is only a part of Johnson & Johnson’s mission statement (they call it “credo”) that combines their responsibilities with what they need to do to achieve them. Interestingly, they have a short-term mission statement that is focused on a specific problem. When I was writing these words, it was: “Help improve sight for more than 40 million people around the world.

Where to start with your mission statement? Explore 30 examples & templates for a powerful message that resonates 📝Click to Post

7. Education

19. Khan Academy: “To provide a free, world-class education to anyone, anywhere.

Khan Academy’s mission statement is inclusive, ambitious, and also focuses on breaking down barriers to education.

20. TED: “To spread ideas, foster community and create impact.

This mission statement example is simple and direct and secondly showcasing their dedication to sharing knowledge and inspiring thought.

TED mission

8. Finance/Fintech

21. PayPal: “To democratize financial services to ensure that everyone, regardless of background or economic standing, has access to affordable, convenient, and secure products and services to take control of their financial lives.

PayPal’s mission statement focuses on the democratization of financial services to ensure anyone in the world can have control of their financial lives.

22. Visa: “To uplift everyone, everywhere, by being the best way to pay and be paid.

Visa’s mission statement emphasizes innovation, reliability, and also security in their payment network.

9. Travel & Hospitality

23. Airbnb: “To create a world where anyone can belong anywhere, and we are focused on creating an end-to-end travel platform that will handle every part of your trip.

Airbnb’s mission statement highlights inclusivity, sustainability, and authentic travel experiences through their travel platform.

24. Southwest Airlines: “To connect people to what’s important in their lives through friendly, reliable, and low-cost air travel.”

Southwest’s mission statement emphasizes affordability, reliability, and a friendly customer experience.

10. Personal & Professional Development

25. LinkedIn: “To connect the world’s professionals to make them more productive and successful.”

This mission statement example focuses on empowering professionals and fostering connections to boost productivity.

26. Skillshare: “Reunite learning with education and make it accessible to every single person on this planet. Anyone can learn anything, at any age, at an affordable cost, anywhere in the world.

Skillshare’s mission statement highlights their dedication to helping anyone educate themselves affordably to develop creative skills.

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11. Fashion & Apparel

27. Nike: “To bring inspiration and innovation to every athlete* in the world. (*If you have a body, you are an athlete).

Nike’s mission statement is inclusive, inspiring, and also highlights their commitment to innovation. It cleverly appeals to a wide audience by redefining what it means to be an athlete.

28. Warby Parker: “to inspire and impact the world with vision, purpose, and style.”

Warby Parker’s mission statement combines inspiration and impact with their vision, purpose, and style.

12. Telecommunications

29. AT&T: “Live true. Think big. Pursue excellence. Be there. Stand for equality. Make a difference.

AT&T’s mission statement showcases their dedication to doing the right things, fostering connection, innovation, and also human advancement.

AT&T mission statement

30. T-Mobile: “To redefine the way consumers and businesses buy wireless services through leading product and service innovation.

T-Mobile’s mission statement emphasizes innovation and reimagining the wireless service industry.

Integrate Your Mission Statement into Company Culture: Making It Real

When I first started my company, our mission statement was all about bringing inspiration and innovation to every customer interaction.

At first, it was just words on paper, but soon, we found ways to make it a part of our everyday lives at the company.

Here are some tips I’ve gathered to help you involve your entire company in embracing and embodying your mission statement.

1. Communicate your mission statement clearly and consistently

You must ensure that everyone in your organization knows and understands the company’s mission statement.

You can achieve this through regular meetings, emails, or also visual reminders like posters or screensavers. Make it a point to highlight how the company’s purpose connects with everyday tasks and goals.

2. Lead by example

As a leader, it’s also essential to show your commitment to the mission statement in everything you do.

Demonstrate how the mission statement influences your decisions and actions, and encourage others to follow you. This will help you create a company spirit where everyone is aligned and motivated by the same values.

3. Incorporate the mission statement into your hiring process

Ensure that new employees share the same values and goals outlined in the mission statement. This can be done by crafting interview questions that focus on the company’s purpose and guiding principles.

By doing so, you’ll create a strong team that is committed to fulfilling the company’s mission.

4. Make the mission statement actionable

Break down the mission statement into smaller, achievable goals that can be integrated into employees’ daily tasks.

For example, if your mission statement emphasizes exceptional customer service, set specific targets for response times or customer satisfaction scores. This will help your employees see the direct impact of their work on the company’s mission.

5. Encourage employee input

Empower your team members to suggest ideas and solutions that align with the mission statement. This could include brainstorming sessions, suggestion boxes, or open-door policies.

By involving employees in the process, they’ll feel more connected to the company’s purpose and be more likely to embody the mission statement in their work.

6. Celebrate and reward mission-driven behavior

Recognize and reward employees who go above and beyond in bringing the mission statement to life. This could include sharing success stories during team meetings, providing incentives, or offering public recognition for exceptional work.

By celebrating mission-driven achievements, you’ll inspire others to strive for similar accomplishments.

7. Continuously evaluate and refine

Regularly assess how well your company is living up to its mission statement. Be open to feedback from employees and customers, and use this information to make adjustments as needed.

As your company evolves, so too might your mission statement.

Keeping it relevant and impactful will ensure that it continues to guide your company culture and inspire your team.

Incorporating your mission statement into everyday life is crucial for building a strong company culture that reflects your organization’s guiding principles.

By actively involving your entire company in embracing and embodying your mission statement, you’ll create an environment where everyone is working together towards a common goal, making your company a more successful and inspiring place to work.

Templates to Write Mission Statements

mission accomplished panda

1. Template: Purpose + Action + Impact

The first template I want to share is when you use purpose, actions, and impacts inside your mission statement. These mission statements show the reason why your company exists, what action it takes to achieve the purpose, and what impact it makes on customers.

[Your Company Name] exists to [core purpose] by [primary actions or strategies], ultimately [positive impact or outcome for customers, society, or the environment].

Example: GreenCleanXYZ company exists to promote eco-friendly living by providing sustainable cleaning products, ultimately reducing environmental pollution and fostering healthier homes.

2. Template: Target Audience + Unique Value Proposition + Core Values

The second template I want to share is when you use your target market, unique value proposition, and guiding principles inside your mission statement.

These mission statements show who the company serves, how it serves through its unique value proposition,s and what are guiding principles of the company.

At [Company Name], we serve [target audience] by offering [unique value proposition], always staying true to our guiding principles of [list core values].

Example: At FitLife GymXYZ, we serve fitness enthusiasts by offering a supportive, inclusive, and motivating environment, always staying true to our guiding principles of health, well-being, and personal growth.

3. Template: Inspiring Vision + Specific Goals + Commitment

The third template I want to share is when you use your vision, specific goals and your commitment inside your mission statement.

These mission statements show how you look into the future, what are your goals and what is the commitment of the company to achieve those goals and make a dream a reality.

[Company Name] envisions a world where [inspiring vision]. To achieve this, we [specific goals] while remaining committed to [core principles or values].

Example: TechCare envisions a world where cutting-edge technology enhances the quality of life for all. To achieve this, we design user-friendly, accessible, and innovative products while remaining committed to affordability and inclusivity.

4. Template: Problem + Solution + Result

The last mission statement template I want to share is when you use the customer’s problem, your solution, and the results your customers will achieve inside your mission statement.

These mission statements show the problems you solve for the customers, how you solve them, and what your customer will achieve using your solutions.

[Company Name] recognizes the challenge of [problem or issue], and we are dedicated to [solution], leading to [positive result or impact].

Example: FoodShare recognizes the challenge of food insecurity, and we are dedicated to redistributing surplus food to those in need, leading to stronger, healthier communities.


In conclusion, crafting an effective mission statement is essential for shaping a company’s purpose, values, and direction.

Throughout this blog, we’ve explored various mission statement examples from renowned companies. These examples demonstrate the power of a well-crafted mission statement in driving success, growth, and customer satisfaction.

As you embark on your entrepreneurial journey or seek to refine your company’s mission statement, remember to stay true to your company’s spirit, culture, and purpose. Don’t be afraid to draw inspiration from the examples we’ve discussed, but also remember to make your mission statement unique and personal to your brand.

A strong mission statement serves as a compass, guiding your company toward its goals and helping you stay focused on the guiding principles that matter most. From fostering a customer-centric culture to driving innovation and environmental sustainability, your mission statement should inspire your entire company to strive for greatness.

So, whether you’re just starting a new venture or looking to redefine your company’s mission, take the time to craft a mission statement that reflects your company’s true essence. With a clear, concise, and inspiring mission statement in place, you’ll be well on your way to making a meaningful impact in your industry and the world. Remember, your mission statement is not just a collection of words—it’s the heart and soul of your company, shaping its future and fostering a culture of success.