Writing Your Company's Mission Statement
It’s time to create your company’s mission statement. Remember, it doesn’t have to be perfect, but it needs to accurately reflect your business. You can tweak or update it down the road. Some of the best advice we’ve heard about crafting a company mission statement is from legendary entrepreneur Richard Branson. “You need to explain your company’s purpose and outline expectations for internal and external clients alike,” he says. “Make it unique to your company, make it memorable, keep it real, and, just for fun, imagine it on the bottom of a coat of arms.”
What is your mission? Think for a moment about your product or service and what you aim to do with it. Who are you making it for and why? Now try to put it into words. This is called your mission.
To start, ask yourself the following questions:
• What is the purpose of my business?
• Who are my customers?
• Why are you making this product or service?
• How do I differ from the competition?
• What are the company’s core values (things you stand behind to be true for your company and your customers)?
Now, write your mission statement in one sentence.
Examples of Business Mission Statements:
Starbucks: To inspire and nurture the human spirit—one person, one cup and one neighborhood at a time.
Chick-fil-A: To glorify God by being a faithful steward of all that is entrusted to us.
Nordstrom to provide outstanding service every day, one customer at a time.
Honest Tea seeks to create and promote great tasting, healthier, organic beverages. We strive to grow our business with the same honesty and integrity we use to craft our products, with sustainability and great taste for all.
Airbnb aims to connect millions of people in real life all over the world, through a community marketplace—so that you can Belong Anywhere.
Marriott To be the #1 hospitality company in the world.
The mission of Southwest Airlines is dedication to the highest quality of customer service delivered with a sense of warmth, friendliness, individual pride and company spirit.
Twitter: To give everyone the power to create and share ideas and information instantly, without barriers.
Walt Disney: To be one of the world's leading producers and providers of entertainment and information
Hobby Lobby: To provide a return on the family's investment, sharing the Lord's blessings with our employees, and investing in our community.
Microsoft: Our mission is to empower every person and every organization on the planet to achieve more.
---- Key Words -----
Still stuck on that final draft? Here are some of the most popular words used by more than 300 American companies in their mission statements.
Accelerate • Best • Build • Care • Work • Champion • Value Communicate • Customers • Employees • Engage • Environment • Guide Growth • Leader • Make • Profit • Quality • Service • Solve • Transcend