how to write an essay about a mission statement

How to Write a Mission Statement: Your Complete Guide

Did you know that 80% of consumers are more likely to trust and engage with brands that have a clear mission? This statistic highlights the immense impact a well-defined mission statement can have on your business. It’s not just a collection of words; it is a powerful tool that communicates your business's purpose, values, and aspirations. When crafted thoughtfully, it establishes an emotional connection with your target audience, showcasing your commitment to making a difference in their lives. By expressing your company's core beliefs and goals, writing a mission statement creates a sense of trust and loyalty among customers. It sets you apart from competitors and resonates deeply with individuals who align with your values, fostering long-term relationships.

How to Write a Mission Statement: Short Description

In this article, we will delve into the importance of how to create a mission statement that captivates your audience, inspires your team, and propels your business toward success. Not only will you gain valuable insights into the importance of a well-defined mission, but you'll also discover a sample mission statement and expert tips to help you craft your own. Prepare to witness the transformative power of a well-crafted piece as we unlock its potential together.

What Is a Mission Statement: Unraveling the Meaning and Purpose

A mission statement is a concise yet powerful statement that captures the essence of what an organization aims to achieve. Think of it as the heart and soul of a company, outlining its purpose and direction in a meaningful way. A well-crafted statement not only serves as a beacon for the organization's actions and decisions but also communicates its values and aspirations to its stakeholders.

Compared to a vision statement that outlines the company's future aspirations and long-term goals, a business's mission statement answers the fundamental question, 'Why does this organization exist?' It goes beyond the mere pursuit of profit and delves into the deeper impact the organization wants to make in the world. It reflects the organization's unique identity, its target audience, and the value it seeks to provide. Whether it's a multinational corporation, a non-profit organization, or a small start-up, this statement defines its identity and shapes its strategic choices.

As our essay writing service suggests, an effective mission statement is memorable and inspiring. It should resonate with both employees and customers, creating a sense of purpose and unity. When employees understand and believe in the mission, they become more engaged and motivated, working towards a common goal. For customers and stakeholders, a compelling statement establishes trust and loyalty, as they can align themselves with the organization's values and aspirations.

Why is Mission Statement Important: Illuminating the Value

One key reason why writing a mission statement is important is that it establishes a strong sense of purpose. It goes beyond the surface-level goals and objectives and delves into the deeper meaning behind the organization's existence. A well-crafted statement communicates the organization's core values, its unique contribution to society, and the positive impact it aims to make. This sense of purpose fosters a greater sense of motivation and dedication among employees, as they can connect their individual roles to the larger mission.

Furthermore, it serves as a unifying force within the organization. It brings together individuals with diverse backgrounds, experiences, and skills under a common vision. By aligning everyone towards a shared goal, it promotes collaboration, teamwork, and a sense of belonging. Employees understand the organization's mission and values, which helps create a cohesive culture that drives performance and success.

According to our paper writing service online , such statements also play a crucial role in building trust and loyalty among customers and stakeholders. In today's competitive landscape, consumers are increasingly seeking out organizations that align with their own values and beliefs. A clear and authentic mission statement allows customers to connect with the organization on a deeper level, fostering trust and loyalty. Stakeholders, such as investors and partners, are also more likely to engage with organizations that have a well-defined mission, as it demonstrates a clear direction and purpose.

Lastly, this piece provides a framework for decision-making. When faced with strategic choices, organizations can refer back to their mission statement to ensure their actions align with their core values and long-term objectives. It acts as a guiding principle, helping organizations stay focused and make informed decisions that are in line with their overall mission.

Sample Mission Statement

Here, we have prepared a sample mission statement to showcase what a proper and impactful piece looks like.

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How to Write a Mission Statement: Simple Guide

Crafting a company's mission statement is a crucial step in defining its purpose and direction, so we've put together a simple guide to help you navigate the process. Experts from our dissertation writing services will walk you through the key elements to consider, from capturing your unique identity to creating a concise yet compelling statement.

• Discover Your Company's Purpose and Services

To create a meaningful mission statement, take the time to delve deep into your organization's purpose. Reflect on the core values and beliefs that drive your company. Consider the services or products you offer and the impact they have on customers. What sets your organization apart? By understanding your purpose and services, you can articulate a statement that captures the essence of your business and resonates with your target audience.

• Unveil the Company's Winning Methods for Achieving Its Goals

Identify the unique approaches and strategies that contribute to your organization's success. These winning methods can be related to your company's operations, marketing, customer service, or any other aspect that sets you apart from competitors. It could be your commitment to innovation, your focus on customer satisfaction or your dedication to continuous improvement. By highlighting these winning methods, you showcase your organization's strengths and reinforce your commitment to achieving your goals.

• Explain How Your Business Serves Its Customers

When crafting your mission statement, it is essential to focus on how to write a mission statement that clearly communicates how your business serves its customers. Highlight the value you provide and the specific problems you help solve for your target audience. Emphasize the benefits customers can expect from your products or services, showcasing how your organization goes above and beyond to understand and meet their needs. By effectively articulating how you serve your customers, you demonstrate your dedication to their success, which ultimately builds trust and fosters long-term loyalty. Additionally, exploring various business essay topics can provide valuable inspiration and insights for refining your statement and enhancing your overall business strategy.

• Explain How Your Business Serves Its Employees

In addition to customers, the statement can address how your business serves its employees. Highlight the company culture and values that shape your organization. Consider the support, opportunities, and benefits you provide to your team members. Showcase your commitment to their growth, well-being, and job satisfaction. By recognizing and valuing your employees, you create a positive work environment, foster loyalty, and attract top talent.

• Revise the Mission Statement for Improved Impact

Once you have a draft of the statement for your assignment on business management , take the time to review and revise it for improved impact. Ensure that it is concise, clear, and easy to understand. Remove any unnecessary jargon or technical terms that may alienate or confuse readers, keeping in mind that your audience may not be familiar with industry-specific language. Aim for simplicity and clarity to make your mission statement accessible to all. Seek feedback from key stakeholders, such as employees and customers, to gain different perspectives and make necessary revisions.

Tips for Writing a Mission Statement

By following the unique tips below, you can create a mission statement that captures the essence of your organization and resonates with your audience, setting the stage for success.

• Be Authentic : Craft a statement that reflects the true essence of your organization. Focus on your unique strengths, values, and purpose rather than trying to imitate others.
• Think Long-Term : Consider the long-term vision of your organization when writing your mission statement. Look beyond immediate goals and aim to capture the enduring impact and legacy you aspire to create.
• Involve Stakeholders : Seek input from key stakeholders, including employees, customers, and partners, to gain diverse perspectives and ensure your statement resonates with those it impacts.
• Use Clear and Concise Language : Aim for clarity and simplicity in your mission statement. Use language that is easily understood by a wide audience and avoid unnecessary jargon or complex terms.
• Focus on the 'Why' : Articulate the core purpose and driving force as to why your business exists. Explain why you do what you do and the positive impact you aim to make in the world.
• Highlight Your Unique Value Proposition : Clearly communicate what sets your organization apart from others in your industry. Showcase the unique value and benefits you provide to customers or stakeholders.
• Make It Action-Oriented : Use dynamic and action-oriented language in your mission statement. Convey a sense of determination and commitment to achieving your goals and making a difference.
• Inspire Emotion : Craft a statement that evokes emotion and resonates with your target audience. Appeal to their aspirations, values, and desires, making them feel connected to your organization's purpose.
• Consider Visual and Verbal Branding : Align it with your brand identity. Consider incorporating visual and verbal elements that reflect your brand, making it instantly recognizable and memorable.
• Continuously Evaluate and Evolve : For writing a good mission statement, regularly review and assess it to ensure it remains relevant and aligned with your organization's growth and changing circumstances. Adapt it as needed to reflect new goals, values, or market trends.

Mission Statement Examples

Here are the short introductions and examples of mission statements for additional companies:

• Amazon 'To be Earth's most customer-centric company, where customers can find and discover anything they might want to buy online.'

Amazon's statement highlights its dedication to customer satisfaction. They strive to provide a wide selection of products and a seamless online shopping experience, with a strong focus on meeting customer needs and preferences.

• Google 'To organize the world's information and make it universally accessible and useful.'

Google's statement emphasizes its commitment to organizing and providing access to information globally. They aim to make information universally available and useful to users worldwide through their search engines and other digital services.

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

Nike's statement emphasizes its dedication to inspiring and innovating in the realm of athletics. They strive to encourage everyone, regardless of their abilities, to embrace a sporting mindset and achieve their full potential.

• Patagonia 'Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.'

Patagonia's statement highlights its commitment to producing high-quality products while minimizing its environmental impact. They aim to leverage their business to not only inspire change but also actively contribute to finding solutions for environmental challenges.

• Microsoft 'To empower every person and every organization on the planet to achieve more.'

Microsoft places its mission statement focus on empowerment through technology. They aim to provide individuals and organizations with the tools and resources they need to accomplish their goals and unlock their full potential.

Personal Mission Statement: Paving the Way for Effective Leadership

Creating a personal mission statement goes beyond mere goal-setting. It delves into the deeper motivations behind your aspirations, answering fundamental questions such as 'Who am I?', 'What do I stand for?' and 'What impact do I want to make in the world?'. It encapsulates your unique identity and vision, offering a sense of purpose and meaning to guide your journey.

Writing a personal mission statement involves self-reflection and introspection. It requires an introspective exploration of your values, strengths, and long-term goals. By examining your passions, talents, and the positive contributions you want to make, you can articulate a statement that resonates with your authentic self.

A well-crafted personal statement serves several purposes. It provides clarity and focus, reminding you of your priorities and guiding your choices. It acts as a source of motivation and inspiration, fueling your drive and determination to overcome obstacles and achieve your goals. It also serves as a tool for self-accountability, helping you stay true to your values and principles.

While a personal mission statement is highly personal and unique to each individual, it can evolve over time as you gain new experiences, insights, and perspectives. Regularly revisiting and refining your piece ensures that it remains aligned with your evolving self and continues to guide your growth and fulfillment.

How to Write a Personal Mission Statement: Effortless Steps

In this section, we will walk you through the effortless steps on how to write a personal essay with a mission statement that resonates with your true self and propels you towards a life of fulfillment and achievement, even amidst the demands of tackling economics essay topics .

• Reflect on your life purpose : Start creating a personal mission statement reflecting on your life purpose and what gives your everyday life meaning. Consider the overarching reason for your existence and the impact you want to make in the world. Explore the values and principles that guide your choices and actions, and identify how you can align your personal mission with your life purpose.
• Assess your strengths and weaknesses : Take an inventory of your strengths, talents, and skills. Identify the areas where you excel and the unique qualities that set you apart. Similarly, acknowledge your weaknesses and areas for improvement. Understanding your strengths and weaknesses helps you create a statement that leverages your strengths and addresses areas that need growth.
• Clarify your long-term vision : Envision your ideal future and the person you want to become. Define your long-term goals and aspirations across various aspects of your life, such as career, relationships, personal growth, and contribution to society. Your personal statement should align with this long-term vision and guide you toward its realization.
• Consider your passions and interests : Explore your passions, hobbies, and areas of genuine interest. Identify the activities or causes that truly ignite your enthusiasm and bring you joy. Integrating your passions into your piece ensures that you lead a purposeful and fulfilling life driven by activities that align with your authentic self. ‍
• Identify your core values : Reflect on the values that are most important to you. These are the principles that shape your decisions, behaviors, and interactions. Determine the values that define who you are and that you want to embody in your personal mission. Your statement should reflect your commitment to living a life in alignment with your core values. ‍
• Define your unique contribution : Consider how you can make a unique contribution to the world. Identify the specific ways in which you can utilize your strengths, passions, and values to create a positive impact. Think about how your skills and interests can be harnessed to help others or make a difference in your community or industry. ‍
• Write your mission statement : With the above steps in mind, start writing your personal mission statement. Craft a concise, clear, and inspiring statement that encompasses your purpose, values, strengths, passions, and desired impact. Keep it authentic and true to yourself, expressing your unique aspirations and goals. Revise and refine your statement until it feels genuine and resonates deeply with you. ‍
• Live your mission statement : Once you have finalized writing a personal mission statement, use it as a guiding compass for your daily life. Refer to it regularly to stay focused, make decisions aligned with your values, and pursue actions that contribute to your mission. Continually strive to live in accordance with your mission statement, embracing personal growth and making a positive impact in the world.

By embracing the power of purpose, businesses can set a clear direction, inspire their team members, and engage their customers on a deeper level. Remember, a great mission statement goes beyond a mere string of words; it becomes the guiding force that shapes every decision and action. So, take the time to dig deep, articulate your core values, and envision the impact you want to make in the world. With well-crafted mission statement examples, you have the opportunity to transform your organization into a purpose-driven powerhouse.

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Mission statements, what is a mission statement.

Your mission clearly states why your organization exists. A company’s mission statement helps clearly articulate your core purpose. It is the summation of your organization’s core reason for being, answering the question, “Why are we here?” A mission needs to boldly state why you exist, and what impact you hope your organization has on the world. The best mission statements clearly express these things to your customers in a way that resonates and engages with them.

When developing your strategic plan, it is important to not overlook the foundation of your plan, including your mission statement. Every organization should have one! Crafting a mission statement may be challenging at first, but with the help of our guide, you’ll be well on your way to making your own great mission statement!

Free Canvas & Guide to Creating a Mission Statement

Whether you’re writing a new mission statement or revisiting your old one as part of a strategic planning process, we’ve created a canvas you can use to create a mission statement that inspires your team. Get started on creating your mission statement today, and download our guide for free!

Why Are Mission Statements Important in Strategic Planning?

A good mission statement is a foundational element in any strategic plan because it helps define your organization’s core purpose, serving as a vantage point from which to look down the road. Combined with your vision statement , it helps define why your organization exists and what you stand for.

Mission statements are sometimes confused and grouped with different kinds of foundational statements or forgotten about entirely. Some of the common planning elements that mission statements get mixed up with are vision statements and value statements.

All three are closely linked but serve entirely different functions and roles in your strategic framework. Below, we explain how the vision and values elements compare against a mission statement, and how they can all be used together to complement your mission statement for a strong foundation to your strategic plan.

Mission Statements Versus Vision Statements – The Differences

While a company’s future vision statement describes the organization’s future state, the mission directly relates to the vision by articulating the greater reason why that vision matters. A powerful mission keeps the organization on track and rallies around the direction the organization is headed. Learn how to write your mission statement here .

Mission Statement – Why You Exist

• States why your organization exists and articulates your core purpose.
• Written in the present tense.
• Helps define the area where you play.

Vision Statement – Where You’re Going

• States your organization’s bold vision for the future and why that is important.
• Written in a future tense.
• Helps create the roadmap for the future.

Pro Tip: Language Matters. We always recommend mission statements be written in present tense using concrete language. Writing in present tense allows your mission to be easily deciphered from your vision statement, which is written in future tense . Solid language leaves little room for interpretation of what exactly your mission statement means.

How Your Vision and Mission Statement Informs & Creates Strategy

Mission and vision statements are really two sides of the same coin. Your mission statement tells them where you are and why you exist, while your vision statement describes your desired future state or aspirational impact.

These two elements combine to inform and create your strategy, which is your plan for how to overcome your current and potential future competitors. The mission and vision are essentially your corporate aspirations, and your strategy is your meticulous plan for achieving it. Because these two statements used in tandem define why you exist now and what you aspire to offer in the future, this can make it easier to pinpoint your unique value proposition within the market.

A vision statement also helps you outline the actions and steps you need to take to make your vision a reality. If you can anchor your plan to your mission and vision, you’ll never lose your direction, even if you must pivot your strategy periodically to respond to different market or environmental conditions and customer feedback.

Mission Statement Versus Core Values Statement

As we’ve stated earlier, a business’s mission statement is all about defining the company’s purpose and objectives. It’s a concise statement that outlines what the business is trying to achieve and how it aims to achieve it.

A value statement , on the other hand, is focused on the core values and beliefs that are central to the organization’s culture. While these statements may serve different purposes, they are not in opposition of one another. Ideally, mission and values statements should be created in tandem, as they complement each other quite well.

For example, an organization’s mission statement may be focused on growth and expansion, while its values might include ideals such as honesty and fairness. By combining these two statements, you get a clear picture of what the organization hopes to achieve and how it aims to do so, while also highlighting the values it holds dear.

Mission Statements – Why You Exist

• Are usually written in the present tense.

Values Statements – How You’ll Live Out Your Mission

• Clarifies what your organization stands for, what it believes in, and how you expect your team to behave.
• Are typically written in present tense.

How Your Mission and Value Statements Complement Each Other

Value statements are the guiding principles your organization has chosen to live by, which give direction to the company culture and behaviors. Core values help businesses remain true to their mission and purpose by providing a framework for decision-making and actions.

A mission statement provides a sense of direction, whereas values give employees a sense of pride and purpose in working to achieve that mission. So, while your mission statement helps to guide the direction of your company, your value statement creates the behaviors that keep you in line with your mission.

Together, these statements complement one another and form a solid foundation for any successful organization. The mission statement outlines the company’s primary objectives, while the core values ensure that the company is meeting its goals the right way. By aligning a organization’s mission statement with its core values, everyone involved in the company, from the management down to the customers, can easily understand its objectives and what it stands for.

Mistakes to Avoid When Drafting Your Mission Statement

Crafting the perfect mission statement can be challenging and potentially lead to pitfalls when not approached carefully. Here are some mistakes to avoid when creating a mission statement:

Being Too Vague or Generic

It’s important to make sure you’re writing a mission statement that is unique to your organization and sets you apart from your competitors. Avoid generic and bland statements like “highest standards” or “quality customer service delivered.” Instead, explain what those statements would mean in the context of your organization.

Pro Tip: You may also want to avoid phrases that feel particularly jargon-y or industry specific. Your mission statement is meant to be public-facing, so ensure that your mission statement is understandable to the general public.

Focusing Solely on Profits

We get it. Of course, we all want to make money and ensure that our business or organization is successful and turning a profit. But is that really what your mission is? Your mission should, ideally, be impact driven. Think about the needs you identified that needed to be fulfilled that inspired you to start your organization in the first place. That’s what your mission statement should stem from.

Forgetting to Consider Stakeholder Input

Unless you’re running a one-person operation, your team and stakeholders should have input in the mission. Interview or conduct surveys with your employees to gain their insight and opinions. You can then elect a smaller, more central committee to come together and find consensus on common themes and craft your mission statement from there.

Neglecting to Update the Mission Statement as the Organization Evolves

Your mission statement needs to reflect your organization’s purpose, above all else. Although you wouldn’t change your mission statement yearly or even bi-yearly, don’t be afraid to update or make tweaks on your mission statement. If your organization grows or changes to the point where your original mission statement doesn’t quite fit anymore, don’t be afraid to update!

Not Reflecting Your Company’s Values

This should go without saying, but a mission statement should clearly express and reflect your organization’s values and purpose in a way that resonates with your team and your customers. Make sure your mission statement describes and accurately reflects your company’s identity.

By being mindful of these potential missteps, your organization can create a mission statement that accurately reflects your values and goals while inspiring your team and community.

What Makes Mission Statements Powerful?

Mission statements help your entire organization clearly understand its core purpose and why you do what you do. As a leader, it’s important to have clarity and a cohesive understanding of why your organization exists. Great leadership requires connecting your organization’s core purpose and vision of the future to your team’s day-to-day activities.

As leaders, we are put under a lot of undue stress to generate a perfect, short, sing-songy mission statement. The result is meaningless drivel, leaving everyone irritated and underwhelmed. The goal is to bring inspiration and innovation to the company for the long term. Don’t let being pragmatic get in the way of this important stage of building a strong foundation of consensus for the organization.

Video Transcript – Video Title XYZ

Hi, my name is Erica Olsen.

Today’s whiteboard session is on how to write a mission statement. Mission statements are foundational to any strategic plan. You normally build one after you develop your SWOT. And before you go into the rest of your planning process, it’s foundational because it answers the question, “Why do we exist.”

It clearly explains the space that we play in what’s in and what’s out of what we do. And it’s not where we’re going, which is vision. So, let’s break it down.

We’ll use this example to explain the components of a mission statement. We’ll use this checklist to talk about what makes a good mission statement. And we’ll walk through a simple process to create yours.

So let’s jump in.

The example we have up here is Google’s. And we love using Google’s Google’s examples because they’re, they’re great. And why not borrow from the best.

So, starting with our mission, I like to start with our mission, because it gives us a place to go and keeps us thinking about mission, you might get rid of it later, but start it there. It has a verb with present tense to organize. We explain what we do organize the world’s information for whom, in this case, the world?

And what’s the benefit to us existing, what’s the benefit to the world to make information universally accessible, and useful? Really straightforward. We know mission statements are not that easy to write. So, here’s a checklist to make sure that yours is great.

Starting with, it needs to be original. This is really clearly original to Google; they didn’t rip it off from somebody else. It doesn’t sound like anybody else’s mission statement. It sounds like Google’s mission statement. So, make sure yours is original.

Connect with staff, a great mission statement. And you know, yours is great when every single staff member wakes up in the morning and knows that their purpose and the reason, they come to work every day is expressed in your mission statement.

And to do that, it needs to be memorable. Memorable means short and concise. And of course, that’s the balance to strike with a great mission statement. So, here’s your litmus test. It needs to fit on a t shirt, and your staff would wear it that achieves those two goals, you know, you’ve got a great mission statement.

So how do you write one, sometimes it can be hard. So it’s great to get input or ideas from your organization. So, gather staff input, if you’d like via survey, or maybe focus groups, take all that information, synthesize it down and create a couple of versions, you can do it yourself or use one of those folks in your organization who loves to copyright and have them write a couple of different versions.

Take those versions and either have your planning team pick one or put them out to your organization and have people vote on them. So that simple process will help you not go in all kinds of different directions and spend forever doing mission statement development.

With that, I hope this helps you write yours. Thanks for tuning in.

If time isn’t dedicated to articulating your mission on the front-end before developing strategy, the result will likely be goals and objectives without a crystal-clear strategic direction.

A Good Mission Statement the Following Elements:

• Label: We like to start with “Our mission…”
• Verb: Use an action verb in the present tense.
• For Whom: Describe who you do it for.
• Result: What is the result or benefit of your work?
• What You Do: Briefly state what you do and how.

Mission Statements Answer At least One of These Core Questions

What is our organization’s reason for existing.

A mission helps clearly articulate your organization’s reason for existing. At the absolute minimum, your mission statement should answer this question above all else: What’s your core purpose?

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

Why Is It Special to Work for This Organization?

The best way to answer this question is to connect to the heart of your employees, customers, or the population you serve. Be compelling, and let people understand and connect with your core purpose. How does your reason for existing impact people in a special way, or why do your employees show up to work every day?

Example: “Tesla – To accelerate the world’s transition to sustainable energy.”

What Is Our Business and What Are We Trying to Accomplish on Behalf of Whom?

Some mission statements benefit from clearly stating who benefits from your business, or what you’re setting out to accomplish on behalf of whom. Who does your purpose impact the most and why?

Example: “Google’s mission is to organize the world’s information and make it universally accessible and useful.”

More mission statement examples can be found here.

Checklist for Good Mission Statements

When evaluating the quality of your current or newly drafted mission statement, it’s important your company’s mission statement meets these four simple criteria:

• Your Mission Must Be Foundational: It clearly states why your organization or business exists.
• It’s Original: It’s unique to your organization. If you were to read the mission statements of all the organizations in your industry, yours would be different than your competition.
• It’s Memorable: Memorable = motivating to employees, prospective employees and customers.
• It Fits on a T-Shirt: Peter Drucker famously advised that your mission statement should be short and compelling enough to fit on a t-shirt your staff would actually wear.

Other Mission Statement Tips

If you are refreshing your mission statement, complete your swot first.

Mission statements should be developed after completing the SWOT analysis , and before going into the rest of the planning process. This allows your team to be grounded and in alignment with where your organization is today and what the organization’s strengths and contributions are.

The mission statement motivates and inspires staff. Every single staff member knows that their purpose is defined in the mission statement. (e.g. Starbucks’ mission: To inspire and nurture the human spirit — one person, one cup and one neighborhood at a time.)

A Great Mission Statement Can Be Easily Recited at a Party

Develop the mission statement on a “party level”—it can quickly and briefly be understood by people at a party or on an airplane. The statement gives a profoundly simple focus for everything the team does as an organization. (e.g. Marine Stewardship Council’s mission: To safeguard the world’s seafood supply by promoting the best environmental choices.)

Now that you’ve finished your mission statement, writing your core values and vision is up next.

Get Started on Creating Your Mission Statement

Mission Statement FAQs

What questions do you need to answer to create a mission statement?

Answering these three questions will help create a mission statement:

• What is our organization’s reason for existing?
• Why is it special to work for this organization?
• What is our business and what are we trying to accomplish on behalf of whom?

What are the 5 elements of a mission statement?

The five parts of a mission statement are Label + Verb in Present Tense + Who You Serve + Result You Wish to Achieve or Reason for Existing + What You Do

What is a mission statement?

The definition of a mission statement is a concise description of your organization’s core purpose, answering the question, “why do we exist?”. A mission needs to boldly state why you exist, and why you do what you do. The best mission statements express your core purpose and why you exist with clarity.

How are mission statements and vision statements different?

A mission statement defines why your organization exists. A vision statement expresses where your organization is going in the future. They work together to express your reason for existing and how you’re setting out to change the world.

How do you know if you have a good mission statement?

Patrick Lencioni said that a mission statement should be able to fit on a t-shirt, and that your staff would want to wear that t-shirt.

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How to Write a Mission Statement + 10 Great Examples

16 min. read

Updated March 20, 2024

Why is an effective mission statement so valuable? It’s worth taking a minute to ask what it is about certain brands that keep us coming back. What is it about them that makes us spend more time, money, or effort over other options? Is it the price? Maybe the convenience? Or is it something more?

The brands and businesses that we really connect with do more than just supply a product or service . They showcase a purpose, a mission that we can get behind. This can be displayed in how they interact with customers, the organizations and communities they support, and even the way they develop their products.

And there’s no better way for a business owner to showcase this purpose, than through a well-written mission statement.

On this page

• What is a mission statement?

Mission statement or vision statement?

• Why write a mission statement?
• How to write a great mission statement
• 10 Examples of Great Mission Statements

A mission statement is a simple action-oriented statement that explains your company’s purpose. It summarizes what your company does for customers, employees, and owners, and typically includes general descriptions of your organization, its core function, and its goals. In short, you’re explaining what you do and why you do it within a mission statement.

Depending on the focus of your business, your mission statement may be even broader. Explaining not just how you serve your customers and employees, but your community and the world at large. Some businesses even opt to separate this larger aspiration into what’s known as a vision statement.

A vision statement is exactly what it sounds like. It’s a vision for the direction of your company and what it aspires to be. 

These two statements aren’t really interchangeable. They both reflect the purpose and goals of your business, but serve completely different purposes. Your mission statement is the roadmap to achieve your vision. Your vision statement is a much broader picture of the aspirations for your business. 

These can be completely separate written statements for your business, or they can be combined into a more comprehensive mission statement. Having all three does allow you to utilize them for different business purposes, so it may be worth developing variations over time.

Speaking of variations, it’s important to note that your mission statement will likely evolve over time as your business grows and changes. So, don’t be afraid to make adjustments when it seems necessary, and avoid looking for the perfect version of your mission statement. 

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I’ve had a 30-year love-hate relationship with mission statements. I’ve read thousands. I love it when a mission statement defines a business so well that it feels like strategy—which does happen—and I hate it when a mission statement is generic, stale, and completely useless. 

Just because a traditional business plan often includes a mission statement isn’t a reason to do one. If it’s not going to be useful for you and help guide your business, don’t bother. The vast majority of the mission statements are just meaningless hype that could be used to describe any business.

Don’t fall into the trap of writing a mission statement just because some checklist or expert said you had to. There are actually sites that poke fun at how most mission statements use vague, high-sounding phrases to say nothing. You should write a mission statement if you want to add clarity to your business goals and you want to get your employees, investors, and customers to understand what your organization is all about. 

Developing your company’s first mission statement, or writing a new or revised one, is your opportunity to define the company’s goals, ethics, culture, and norms for decision-making. The daily routine of business gets in the way sometimes, and a quick refresh with the mission statement helps you take a step back and remember what’s most important: the organization has a purpose. 

So how do you make a useful mission statement? Over the decades I’ve spent reading, writing, and evaluating business plans , I’ve come up with a process for developing a useful mission statement, and it boils down to these five steps.

1. Start with a market-defining story

A really good market-defining story explains the need, or the want, or—if you like jargon—the so-called “why to buy.” It defines the target customer or “buyer persona .” And it defines how your business is different from most others, or even unique. It simplifies thinking about what a business isn’t, what it doesn’t do.

Imagine a real person making the actual decision to buy what you sell. Why do they want it? How did they find your business? What does it do for them? The more concrete the story, the better. And keep that in mind for the actual mission statement wording: “The more concrete, the better.”

This isn’t literally part of the mission statement. Rather, it’s an important thing to have in your head while you write the mission statement. It’s in the background, between the words. If you’re having trouble getting started, make a quick list of what your company does and doesn’t do.

2. Define what your business does for its customers

Start your mission statement with the good you do. Use your market-defining story to suss out whatever it is that makes your business special for your target customer .

Don’t undervalue your business: You don’t have to cure cancer or stop global climate change to be doing good. Offering trustworthy auto repair, for example, narrowed down to your specialty in your neighborhood with your unique policies, is doing something good. So is offering excellent slow food in your neighborhood, with emphasis on organic and local, at a price premium.

This is a part of your mission statement, and a pretty crucial part at that—write it down.

If your business is good for the world, incorporate that here too. But claims about being good for the world need to be meaningful, and distinguishable from all the other businesses. Add the words “clean” or “green” if that’s really true and you keep to it rigorously. Don’t just say it, especially if it isn’t important or always true.

For example, Apple Computer’s 2020 mission statement is:

“Apple revolutionized personal technology with the introduction of the Macintosh in 1984. Today, Apple leads the world in innovation with iPhone, iPad, Mac, Apple Watch, and Apple TV. Apple’s four software platforms—iOS, macOS, watchOS, and tvOS—provide seamless experiences across all Apple devices and empower people with breakthrough services including the App Store, Apple Music, Apple Pay, and iCloud. Apple’s more than 100,000 employees are dedicated to making the best products on earth, and to leaving the world better than we found it..”

That one obviously passes the test of defining the company with flying colors. Nobody could mistake that mission for generic hype. And it’s an interesting change from the early mission as defined by founder Steve Jobs:

“To make a contribution to the world by making tools for the mind that advance humankind.”

Ikea, on the other hand, starts its mission statement with something that could be any company anywhere. “Our vision is to create a better everyday life for the [sic] many people.” To its credit, it goes on to define a “rest of the mission” that could only be IKEA:

“We make this possible by offering 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.”

And note, in this mission statement, how Sweetgreen incorporates a world vision into a product-oriented mission statement:

“Founded in 2007, Sweetgreen is a destination for delicious food that’s both healthy for you and aligned with your values. We source local and organic ingredients from farmers we know and partners we trust, supporting our communities, and creating meaningful relationships with those around us. We exist to create experiences where passion and purpose come together.”

3. Define what your business does for its employees

Good businesses are good for their employees too or they don’t last. Keeping employees is better for the bottom line than turnover. Company culture matters. Rewarding and motivating people matters. A mission statement can define what your business offers its employees.

My recommendation is that you don’t simply assert how the business is good for employees—you define it here and then forever after make it true.

Qualities like fairness, diversity, respect for ideas and creativity, training, tools, empowerment, and the like, actually really matter. However, since every business in existence at least says that it prioritizes those things, strive for a differentiator and a way to make the general goals feel more concrete and specific.

Don’t worry about being fully unique

With this part of the mission statement, there’s a built-in dilemma. On the one hand, it’s good for everybody involved to use the mission statement to establish what you want for employees in your business. On the other hand, it’s hard to do that without falling into the trap of saying what every other business says.

Stating that you value fair compensation, room to grow, training, a healthy, creative work environment, and respect for diversity is probably a good idea, even if that part of your mission statement isn’t unique. That’s because the mission statement can serve as a reminder—for owners, supervisors, and workers—and as a lever for self-enforcement.

If you have a special view on your relationship with employees, write it into the mission statement. If your business is friendly to families, or to remote virtual workplaces, put that into your mission.

You may not need to focus on employees

And this is rare in mission statements. The vast majority are focused on messaging for customers. My recommendation here is not the norm. I include it because it’s good practice, even though not common.

While I consulted for Apple Computer, for example, that business differentiated its goals of training and empowering employees by making a point of bringing in very high-quality educators and presenters to help employees’ business expertise grow. That was part of the culture and, to my mind, part of the mission; but it wasn’t part of the mission statement. It could have been.

American Express, however, includes the team in its mission:

“We have a mission to be the world’s most respected service brand. To do this, we have established a culture that supports our team members, so they can provide exceptional service to our customers.”

4. Add what the business does for its owners

In business school, they taught us that the mission of management is to enhance the value of the stock. And shares of stock are ownership. Some would say that it goes without saying that a business exists to enhance the financial position of its owners, and maybe it does. However, only a small subset of all businesses are about the business buzzwords of “share value” and “return on investment.”

In the early years of my business, I wanted peace of mind about cash flow more than I wanted growth, and I wanted growth more than I wanted profits. So I wrote that into my mission statement. And at one point I realized I was also building a business that was a place where I was happy to be working, with people I wanted to work with; so I wrote that into my mission statement, too.

However, this element too, as with the suggestion about including employees, is unusual. Few mission statements do it. That’s understandable, since most mission statements are outward-facing only, aimed at customers and nobody else.

Still, some of the best mission statements incorporate a much broader sense of mission that includes, or at least implies, the mission of ownership.

Warby Parker, an eyewear company, does a great job at voicing a higher mission that includes customers, employees, and owners.

“Warby Parker was founded with a rebellious spirit and a lofty objective: to offer designer eyewear at a revolutionary price while leading the way for socially-conscious business.”

5. Discuss, digest, cut, polish, review, and revise

Good mission statements serve multiple functions, define objectives, and live for a long time. So, edit. This step is worth it.

Start by considering developing a full mission statement for internal use and using a customer-facing subset for general publication. That’s common. Many companies have segmented mission statements, with sections set aside and categorized by type or goal. Use bullet points or sections if that works for you. Part of the reason people confuse mission with mantra and vision is that many businesses use them together, and many others also redefine them to fit their context. So what a company does for customers is often called vision, despite the formal definition.

Remember, form follows function, in mission statements, as in all business writing. Make it work for your business. Or don’t do it at all. If you want to call it a vision, and that works for employees and customers, then do that.

Cut out general terms

As you edit, keep a sharp eye out for the buzzwords and hype that everybody claims. Cut as much as you can that doesn’t apply specifically to your business, except for the occasional special elements that—unique or not—can serve as long-term rules and reminders. Unique itself, the word, means literally, the only one in the world. Use it sparingly. Phrases such as “being the best possible,” “world-class,” and “great customer service” mean little because everybody uses them. Having great customer service is way harder than writing that into a mission statement.

Read other companies’ mission statements, but write a statement that is about you and not some other company. Make sure you actually believe in what you’re writing—your customers and your employees will soon spot a lie.

Then, listen. Show drafts to others, ask their opinions and really listen. Don’t argue, don’t convince them, just listen. And then edit again.

And, for the rest of your business’s life, review and revise it as needed. As with everything in a business plan, your mission statement should never get written in stone, and, much less, stashed in a drawer. Use it or lose it. Review and revise as necessary, because change is constant.

• Great Mission Statements: 10 Examples

If you’re looking for some inspiration to get you started on your own mission statement, here are a few of my favorites.

1. Southwest Airlines

“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.”

What’s most interesting about Southwest’s mission statement is that they don’t mention anything about getting from point A to point B. Their mission is all about how they differentiate what, these days, can be seen as a commodity experience. They also focus on their own employees and the “spirit of the company”, not just the customer experience.

2. Urban Outfitters

“A lifestyle retailer dedicated to inspiring customers through a unique combination of product, creativity and cultural understanding. Founded in 1970 in a small space across the street from the University of Pennsylvania, Urban Outfitters now operates over 200 stores in the United States, Canada, and Europe, offering experiential retail environments and a well-curated mix of women’s, men’s, accessories and home product assortments.”

Urban Outfitters focuses on the experience that they deliver and the focus on what they do. Their mission drives what their stores look like and what their goal is: to inspire. They also nod to their heritage of starting small and growing.

“At Recreational Equipment, Inc. (REI) we believe a life outdoors is a life well-lived. We believe that it’s in the wild, untamed and natural places that we find our best selves, so our purpose is to awaken a lifelong love of the outdoors, for all.”

REI’s mission focuses mostly on what it wants to do for its customers, but hidden in the mission statement is a mission to preserve the environment as well. Their focus on “getting outside” is what creates a connection between them and their customers.

4. Starbucks

“To inspire and nurture the human spirit – one person, one cup, and one neighborhood at a time.”

Starbucks expands on its mission statement by stating its core values. This is really an extension of the mission statement and explains how they focus on their customers, how they grow their company, and how they work with employees. You can read their values here .

5. Walgreens

“Walgreens’ mission is to be America’s most-loved pharmacy-led health, well-being, and beauty retailer. Its purpose is to champion everyone’s right to be happy and healthy.”

Walgreen’s mission really defines their goals: what they want to achieve and in what product categories they want to achieve it in. They also bring in their broader purpose when they talk about “everyone’s right to be happy and healthy.”

“Make work-life simpler, more pleasant, and more productive.”

While Slack’s mission statement is short, it implies a lot. “Work” doesn’t just mean their customer’s work, it means their own work at their company. Their mission statement serves them both internally and externally.

7. The Coca Cola Company

“Refresh the world. Make a difference.”

Coca Cola takes a slightly different approach with a statement of purpose and then a vision statement. Their purpose is essentially their mission statement and says a lot for being so short. They want to refresh people in both body and spirit while making a positive impact on the world. Their vision also implies their goal of serving the entire world’s population which hits on their corporate and shareholder goals.

8. Patagonia

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

Another short mission statement that says so much more than you would think at first glance. First and foremost, Patagonia doesn’t say that they are a non-profit – they state that they’re a business. And, this implies that they need to be a strong, healthy business to meet their goal of saving the planet. Their mission applies to their employees, their customers, their products, and their activism.

9. charity: water

“charity: water is a nonprofit organization bringing clean and safe drinking water to people in developing countries.”

charity: water’s mission statement is clear and to the point – it simply describes what it does and who it does it for. For most non-profit mission statements, this is enough.

 10. Asana

“Asana’s mission is to help humanity thrive by enabling the world’s teams to work together effortlessly.”

Similar to other mission statements, Asana blends a message about what they do with a higher goal of enhancing the world outside of their company. Yet, they still hint at their target market and goals of being a world-wide company, thus improving the lives of their employees and shareholders.

See why 1.2 million entrepreneurs have written their business plans with LivePlan

Tim Berry is the founder and chairman of Palo Alto Software , a co-founder of Borland International, and a recognized expert in business planning. He has an MBA from Stanford and degrees with honors from the University of Oregon and the University of Notre Dame. Today, Tim dedicates most of his time to blogging, teaching and evangelizing for business planning.

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BUSINESS STRATEGIES

How to write a mission statement in 5 steps

• Joanna Kramer
• Feb 19, 2019

A mission statement is one of the most powerful tools you have for leading your business or organization to success. The trick is knowing how to craft the perfect one, before you start posting it around your office or on your business website . There are a few tips and tricks to nailing exactly the right wording to articulate your vision and values - to yourself, to your employees, and to your target audience. Let’s jump in and review what makes an effective mission statement and how to write one for your business or organization regardless of whether you're just starting your business or scaling. Plus, we’ve included seven excellent mission statement examples at the end for your very own inspiration.

What is a mission statement?

Let’s start with the basics. You’ve probably heard that a mission statement is the lifeblood of your business. But what really is it? A mission statement takes the ‘why’ of what you do and consolidates it into about one to two sentences (and no, a run-on sentence that’s the length of a paragraph does not qualify). This abbreviated expression of your values and purpose helps everyone who encounters your work to immediately understand what you’re all about (much like your elevator pitch ). It's different from an executive summary but still important to your business. And it serves to remind you and your employees why you continue walking in the door each morning.

A strong mission statement will contain four key elements:

Inspiration

Plausibility

Specificity

As in, readers will walk away understanding the value your works adds to the world or to their lives, feeling inspired to join your mission, convinced that your goal is achievable, and crystal clear on the nature of your business or organization. Once these four components are present, you’ve got yourself a mission statement that is dressed to impress.

Why your business needs a mission statement

The mission statement ingredients sound all well and good, but why exactly is it important for you to adopt one? There are both inward and outward-facing reasons. Internally, it acts as a guiding statement to frame all of your strategic business decisions. It’s easy to reference every time you need a reminder of the values you embody as a company, or the vision you are pursuing. Furthermore, it becomes an important contributor to workplace morale, serving up a dose of inspiration every time your declared purpose starts fading behind administrative emails and fundraising campaigns. Those are the moments when you write your mission statement down on a little sticky note and post it on your computer screen.

Externally, this expression is a critical figure in the landscape of brand identity . Readers will associate your tone and register key words you select, and values you highlight with the larger persona of your company. The mission statement, then, communicates to outsiders who you are, and what you will do to guarantee quality business to your clients. In its concise form, its task is to explain how to foster a connection with the curious minds viewing its several sentences, and explain why yours should be the right business or organization for them to choose.

How to write a mission statement for your business in 5 steps

1. Ask yourself three fundamental questions

2. Hold a brainstorming session

3. Narrow down your choices

4. Refine your words into sentences

5. Review what you've written

01. Ask yourself three fundamental questions

What does your business do? How does it do it? And why? With the first question, evaluate your response through the lenses of your customers or beneficiaries, your employees, and - of course - yourself. When relevant, you can widen the perspectives to also define what your business does for your community, or even for the world. The exercise of answering these three questions will help you tease out your purpose, clarify the value you offer, and reconnect to your motivating passion.

02. Hold a brainstorming session

Either by yourself or with your team, throw around words and phrases that convey the answers you generated in the previous step. Of course, we know each of those questions could give way to an essay - sometimes even a book. Yet, here, brevity comes above all. Try instead for “snapshot words” that capture the sentiment of your business’ value and purpose. Don’t hold back here: All ideas are acceptable at this point, and you never know when a phrase that’s slightly off can spark the suggestion of the phrase that’s exactly right.

03. Narrow down your choices

Either through a group voting process or by soliciting the feedback of a few people you trust, whittle down the list you generated in step two. At the end of this step, you should emerge with a curated list of your favorite words and phrases that are fitting and truly reflect your brand.

04. Refine your words into sentences

Set aside a few hours, a quiet area, and put on your best ‘eureka moment’ playlist. It’s time to start massaging your list of chosen words and phrases into one to two complete sentences, keeping in mind all the key elements we reviewed earlier. Check in frequently with those four criteria to ensure you’re on the right track. Finally, remember to write in the present tense. This an active proclamation of what you do - not what you hope to do someday.

05. Review what you’ve written

The editing stage is best done with fresh eyes, after you’ve had some time away from your first draft. Notice points where you can tighten the phrasing, or make your wording even more precise. Run through potential future developments for your business. Will the statement you’re crafting now stand the test of time and an evolving business strategy? Take care to build some of this flexibility into your final version (without losing sight of the specificity, of course). Lastly, cut out the fluff. Big words that sound fancy but don’t add much value or clarity for your readers should be directed straight to the trash can. What survives your editing annotations will be the strong, durable, and exact material that quality missions statement examples are made of.

Where to display your mission statement

Once you have your mission statement polished and gleaming, it’s time to debut it to your colleagues and target audience . Find a place to print and proudly display it in your workplace so you and all of your team members can look to it as a source of guidance whenever a big decision is in front of you, or you need an inspirational boost.

Additionally, your new mission statement should appear across all of your marketing and promotional materials, from printed brochures to your beautiful website. Due to its short length, it also makes for an excellent bio lines on your social media channels. It’s a snappy answer to people’s initial question of ‘What is this?!’ after they stumble across your profile - and on the Internet, it’s important to keep information flowing fast to keep a web visitor’s attention engaged. Your mission statement makes your point quickly and succinctly, giving your online traffic a reason to stick around. Now, that’s good for business!

P.S. One little hint from us to you: Keep a note of all places where you feature your mission statement. In the event you update it, you will want to be able to make an easy sweep of your office and your online presence to implement the new edits across the board.

Get inspired by these mission statement examples

Enjoy some of these examples of great mission statements that have hit the ball out of the park with their bold precision:

Amp’d: “To provide people with limb loss/difference resources that allow them to live to their fullest potential.”

Southwest Airlines: 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.

Honest Tea: Honest Tea seeks to create and promote great-tasting, healthy, organic beverages. We strive to grow our business with the same honesty and integrity we use to craft our recipes, with sustainability and great taste for all.

S’well: It’s S’well’s ongoing mission to create products that are both beautiful and eco-friendly, that infuse innovation with inspiration, and that continue to give back to communities in need.

Girl Scouts of the United States of America: Girl Scouting builds girls of courage, confidence, and character, who make the world a better place.

Snap Inc.: Snap Inc. is a camera company. We believe that reinventing the camera represents our greatest opportunity to improve the way people live and communicate. We contribute to human progress by empowering people to express themselves, live in the moment, learn about the world, and have fun together.

The New York Times: We seek the truth and help people understand the world. This mission is rooted in our belief that great journalism has the power to make each reader’s life richer and more fulfilling, and all of society stronger and more just.

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How to Write Mission, Vision, and Values Statements - 100 Examples to Help Guide You Through the Process

Mission, vision and values statements serve as the foundation for an organization’s strategic plan. They convey the purpose, direction and underlying values of the organization. When developed and implemented in a thoughtful and deliberate manner, these statements can serve as powerful tools that provide organizations with meaningful guidance, especially under times of rapid change. Consequently, taking the time to craft relevant mission, vision and value statements should be carefully considered.

To get started, please review our tips in the article below on how to write good mission, vision and values statements. To go deeper, download our North Star Leading Practices eBook with 250 example purpose, mission, vision, and values statements. Leading by providing your contact information in the form below. Be sure to check out our how-to video where we walk through the creation process step-by-step!

Mission Statements

The mission statement defines an organization’s purpose or reason for being. It guides the day-to-day operations of the organization, communicates to external stakeholders the core solutions the organization provides in society and motivates employees toward a common near-to-medium term goal. In short, the mission statement paints a picture of who the company is and what the company does.

A good mission statement should only focus on what is most important to the organization. It should be brief, clear, informative, simple and direct. It should avoid elaborate language, clichés, and generalizations and it should emphasize outcomes and the people the organization is serving.

When writing a mission statement, consider the following questions:

• What do we do today?
• Who do we serve?
• What are we trying to accomplish?
• What impact do we want to achieve?
• LinkedIn : To connect the world’s professionals to make them more productive and successful.
• Starbucks : To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.
• Twitter : To give everyone the power to create and share ideas and information, instantly, without barriers.
• TripAdvisor : To help people around the world plan and have the perfect trip.
• Tesla : To accelerate the world's transition to sustainable energy.
• Sweetgreen : To inspire healthier communities by connecting people to real food.

Best Practices Video Bâton Global's shares our secrets learned from helping organizations worldwide write winning Purpose, Mission, Vision and Value statements.

Download 250 Examples

Interested in viewing examples from other organizations? Download our collection of of 250 purpose, mission, vision, and values statements below:

Vision Statements

The vision statement describes the future of the organization. It reveals what the company aspires to be or hopes to achieve in the long-term. The vision statement is inspirational and motivational but also provides direction, mapping out where the organization is headed. In this regard, it serves as a guide for choosing current and future courses of action.

An effective vision statement should be concise, unambiguous, futuristic, realistic, aspirational and inspirational. It shouldn’t be generic but rather focus on outcomes specific to the organization.

 When writing a vision statement, consider these questions:

• Where are we going moving forward?
• What do we want to achieve in the future?
• What kind of future society do we envision?
• LinkedIn : To create economic opportunity for every member of the global workforce.
• GoDaddy : To radically shift the global economy toward independent entrepreneurial ventures.
• Wikimedia Foundation : Imagine a world in which every single human being can freely share in the sum of all knowledge. That’s our commitment.
• Habitat for Humanity : A world where everyone has a decent place to live.
• SouthwestAirlines : To be the world’s most loved, most efficient, and most profitable airline.

Values Statements

The values statement highlights an organization’s core principles and philosophical ideals. It is used to both inform and guide the decisions and behaviors of the people inside the organization and signal to external stakeholders what’s important to the company. An organization’s core values shape daily culture and establish standards of conduct against which actions and decisions can be assessed.

A values statement should be memorable, actionable and timeless. The format of the values statement depends on the organizations; some organizations use one, two or three words to describe their core values while others provide a short phrase.

 When drafting a values statement, some questions to consider include:

• What do we stand for?
• What behaviors do we value over all else?
• How will we conduct our activities to achieve our mission and vision?
• How do we treat members of our own organization and community?
• Ownership mentality.
• Don’t optimize for the short term.
• We are all builders.
• Go the extra mile.
• Do what’s right.
• Be transparent.
• We commit to our craft.
• We minimize waste.
• We embrace differences.
• We dig deeper.
• We lead with optimism.

The mission, vision, and values statements are the guiding forces behind an organization. The mission statement communicates the purpose of the organization. The vision statement provides insight into what the company hopes to achieve or become in the future. The values statement reflects the organization’s core principles and ethics. Together, these statements provide strategic direction for an organization, informing current and future business strategies.

Learn how Bâton Global supports organizations in building lasting and impactful core commitments here .

‍ Download 250 Examples

Other helpful resources.

365 Careers, January 26, 2018, The mission, vision and values statements [video file].

Bain & Company, April 2, 2018, Mission and vision statements .

Diffen LLC, n.d., Mission statement vs. vision statement .

Paula Fernandes, May 4, 2018, What is a vision statement?

Linda Le Phan, April 12, 2018, How to define your company’s core values (37 experts share their advice) [blog].  

William A. Nelson & Paul B. Gardent, March/April 2011, " Organizational values statements ," Healthcare Executive, 56-59 .

Edward L. Powers, 2012, " Organizational mission statement guidelines revisited ," International Journal of Management & Information Systems , 16(4), 281-290.

Britt Skrabanek, August 19, 2018, Difference between vision and mission statements: 25 examples .

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How to Write a Personal Mission Statement

Tips for writing a declaration of your unique direction or purpose..

Posted June 23, 2021 | Reviewed by Chloe Williams

• A personal mission statement makes clear what one wants to do and how to do it, which can provide clarity on how to live a fulfilling life.
• To gain clarity on their mission, people can ask themselves questions, such as what impact they want to have and what makes them feel alive.
• People can also reflect on the values that drive them and their goals in the shorter and longer term, which should align with their mission.

A personal mission statement is a written declaration of our unique direction or purpose. This statement makes it clear not just what you intend to do in this world, but how you intend to do it. It's sometimes just one sentence, but it can be as long as you want.

Each of us has our own unique core values , purpose, and desired direction, but often we don’t know exactly what they are. That’s why we can benefit from having a mission statement—something that gives us clarity about how we want to live our lives and ultimately achieve personal fulfillment and well-being. Writing a mission statement can help us get clear on our values and better understand whether we are spending our time in the best ways. It can also provide a sense of inner stability during times of change (Searight & Searight, 2011).

What’s Your Personal Mission?

Many of us have spent little time thinking about our personal mission in life. We're too busy dealing with immediate, urgent tasks to think about what we want to do in this life and where we want to end up. As a result, we might feel this low level of discontent—we know the way we are living our lives is not making us happy, but we’re not sure why. Thinking about our mission can be one way to begin to resolve this discontent.

Here are a few questions to ask yourself to explore your mission:

• What impact do you want to have in the world?
• How do you want to make an impact?
• Who do you want to have an impact on?
• What makes you feel most happy and alive?

Answering these questions can help you gain more clarity on your life’s mission. ​

Tip: Think of the End and Work Backward

Another way to gain more clarity on what you want to do in life is to think about the end of your life and what you hope to have accomplished. Then, work backward. Some people have suggested that we could imagine attending our own funeral. Think about what would be said in the eulogy and whether it reflects your values and personal goals (Searight & Searight, 2011). If you find that the eulogy of today's version of you isn't what you really want, clarify for yourself what you do want and consider how your mission statement may guide you to that end goal.

What Are Your Values?

Next, ask yourself, what are your values? That is, what are the underlying personality traits , beliefs, or experiences that drive you and make you feel like you?

Some values might be love, freedom, creativity , kindness , adventure, loyalty, etc...

Make sure that your mission reflects these values so that you don’t end up pursuing a goal in ways that are not a good fit for your values. This way, you'll have a better chance of feeling more fulfilled as you strive to achieve your mission.

What Are Your Goals?

In addition to your values, it can be helpful to get even more clear on your goals. It can be easy to focus on short-term goals, but thinking about medium-term and long-term goals can help you make sure your short-term goals don’t lead you astray.

Ask yourself a few quick questions about your goals:

• What do you want to have accomplished in one year? Five years? Ten years? Twenty years?
• Where do you want to be in one year? Five years? Ten years? Twenty years?
• How do you want to be spending your time in one year? Five years? Ten years? Twenty years?

Take a moment to think about your short-term, medium-term, and long-term goals like a pathway. Ask yourself, how will your current goals lead to medium-term goals, and how will those lead to your longer-term goals?

Write Your Personal Mission Statement

Sometimes a personal mission statement is just one sentence. In that case, it could be:

To do [X Action] for [Y group of people] to [have Z impact] with [optional: other details].

It’s okay to revise, rewrite, or make it longer. For most of us, creating a personal mission statement takes some work. This process doesn't have to be a "one and done." In fact, it is quite common for personal mission statements to change and evolve over time, just as we do (Li, Frohna, & Bostwick, 2017).

Adapted from an article published by The Berkeley Well-Being Institute .

Tchiki Davis, Ph.D. , is a consultant, writer, and expert on well-being technology.

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55 Personal Mission Statement Examples

A personal mission statement defines your purpose. It explains what you want to achieve in your life, career, personal relationships, and so on.

It differs from a career or educational mission statement because it’s more holistic: it’s not just about your job or school. It’s about what you want to achieve with your life overall. and what your personal philosophy is in life .

Here is my personal mission statement:

“I will be generous with my time both with family and strangers. I will consciously and intentionally spend quality time with my parents, my wife, and my children. I will pass-on love of life and self-belief to my children by living as a positive example. I will commit my career to working on projects that are meaningful to me. And I will be responsible with my health and finances for the longevity of my life and to ensure I can care for my family for many years to come.”

When I was asked to write a personal mission statement for applying for my job as a teacher, I tweaked it to focus more on my career:

“My personal mission statement as a teacher is to inspire and support my students, help them see their own potential, and build them up each and every day. I will commit my time to letting each student know they are capable of success, and I will help show them the path to personal and academic success.”

Below is a range of ideas for a personal mission statement. As the mission statement is personal, I recommend using these ideas as inspiration, but make sure you pick and choose the sentiments that are meaningful to you, and write your own.

Personal Mission Statement Examples

The following examples can be used as stimuli for you to think about what you want to include in your own mission statement. But, as the word suggests, a personal mission statement should be personal and unique to you . So, pick and choose key ideas from below, while coming up with your own mission statement that reflects your uniqueness.

• Live a life that aligns with my core values : “I will strive to live a life that is consistent with my own values and ethics. To achieve this, I will ensure I reflect every day on how my daily actions and interactions with others will reflect upon me, and whether they’re consistent with who I strive to be.”
• Seek to be a catalyst for change: “I will dedicate my life to being a catalyst for change in my world. The change I want to see is change toward greater social equality, fairness, and prosperity. To achieve this, I will advocate for the disadvantaged, seek career opportunities for supporting the underprivileged, and donate generously to causes I care about.”
• Commit to a journey of self-discovery: “My daily mission is to embark on an ongoing journey of self-improvement and self-discovery, always on track to find my deeper purpose in life.”
• Empower myself and others: “I will always strive to empower myself and others through positive affirmation, constructive feedback, and making smart choices. I will remove barriers to self-determination and always respect people’s choices in life.”
• Seek opportunities to give back to the community: “I am grateful first and foremost to my community for their support and nourishment, and my personal mission from here on out is to find opportunities where I can give back to my community in both my career and volunteerism.”
• Strive for excellence in all endeavors: “ My credo is to always hold myself to a high standard. To me, this means always putting in maximum effort and trying to be the best I can be each and every day.”
• Always have a growth mindset: “My core mission is to always maintain a growth mindset each and every day. For me, this means embracing challenges rather than shying away from them, having persistence and resilience when I face setbacks, and viewing effort as a pathway to mastery. “

• Aim to leave a meaningful legacy: “At the end of my life, I want to be able to look back and know that I’ve left a legacy for the world and my family. To achieve this, my mission will be to always give more to the world than I take, so I leave the world better off. I will leave a legacy of kindness and a spirit of service and community.”
• Continually redefine personal goals and aspirations: “I believe that a person is most successful when they self-reflect to achieve ongoing improvement. So, in my personal mission, I am committed to the ongoing process of personal evolution that will help me continue to refine myself over time. “
• Seek the silver lining: “The silver lining is the positive that we can extract out of every situation, even our failures. With this in mind, my mission is to cultivate optimism and to focus on what can be learned from every situation. This approach will both enhance my personal resilience and inspire others to adopt a similar perspective.”
• Develop resilience, adaptability, and grit in the face of adversity: “My mission is to develop and embody qualities of resilience, adaptability, and grit. I am determined to approach adversity as an opportunity for growth, learning to navigate through challenges with grace and tenacity. In doing so, I will become stronger and more capable.”
• To be generous with my time: “I will be generous with my time because I believe my time is the greatest gift I can give to others. This means I will commit to quality time with my friends and family and make sure I maintain a work-life balance so I can commit my time to the people who deserve it.”
• Empowering people around me: “My mission is to empower the people around me, including my colleagues at work, my friends, and my family. By empowering others, I can bring out the best in my community, and leave my community a better place.”
• Living with gratitude: “I will commit to expressing gratitude each and every day of my life. To do this, I will commit to meditating, reflecting on what I have, and being grateful for my health, wealth, and family.”
• Develop wisdom : “My mission is to continue to develop wisdom. To me, wisdom is knowledge, intelligence, and insight developed through experience and humbly listening to people who have knowledge and experiences beyond mine.”
• Seek authentic self-expression: “My mission is to express myself authentically , reflecting every day on how my words, actions, and creations align with my core values. This journey towards authenticity is ongoing and evolving, helping me understand and articulate who I truly am.”
• Change what’s in my control: “I pledge to focus my energies on what I can control in my life. I will strive to change my circumstances when possible, and adapt my attitude when it isn’t. By understanding and accepting this distinction, I will bring about the most positive outcomes for myself and those around me.”
• Creating harmony between mind-body-soul: “I am committed to fostering harmony between my mind, body, and soul. This means balancing mental challenges with physical exercise and spiritual nourishment, nurturing every part of my being, and achieving a healthier and more balanced life.”
• Cultivate emotional intelligence : “I am committed to nurturing my emotional intelligence. This involves understanding my own emotions, demonstrating empathy, and adapting my attitude when necessary, leading to stronger and more effective personal and professional relationships.”
• Foster innovative thinking: “My mission is to foster innovative thinking. I will strive to always question, explore, and reimagine the world around me, aiming to leave a legacy of creativity and change.”
• Live sustainably and promote environmental consciousness: “I pledge to live sustainably, focusing my energies on what I can control to reduce my environmental impact. Moreover, I will advocate for environmental consciousness within my community, contributing to a healthier planet.”
• Encourage diversity and inclusivity in my surroundings: “My mission is to promote diversity and inclusivity. I will strive to empower all voices and create an environment where everyone feels respected and valued, thereby fostering a sense of community and belonging.”
• Be a mentor and guide to others: “I will dedicate my time to mentoring and guiding others. By sharing my wisdom and experiences, I can help others navigate their own journeys, leaving a legacy of kindness and service.”
• Lead with integrity and honesty: “I am committed to leading with integrity and honesty in all endeavors. I will hold myself to a high standard, aligning my actions with my core values and striving for transparency in every interaction.”
• Cultivate a balanced and peaceful lifestyle: “My mission is to cultivate a lifestyle that is peaceful and balanced. I will practice mindfulness, express gratitude for my blessings, and strive to find harmony between my personal, professional, and spiritual life.”
• Maintain physical fitness and promote healthy living: “I pledge to maintain my physical fitness and promote healthy living in my community. I will strive to make smart choices regarding diet, exercise, and self-care, thereby embodying and promoting a vision of holistic health.”
• A lifelong learning mindset: “With a commitment to growth and a spirit of exploration, I will always seek to broaden my knowledge and perspectives. Embracing challenges and viewing effort as a pathway to mastery, I believe learning is an ongoing journey, not a destination.”
• Advocate for social justice and equality: “I am committed to advocating for social justice and equality. I will dedicate myself to being a catalyst for change, promoting fairness, and empowering the disadvantaged, contributing to a more equitable society.”
• Practice mindfulness and presence in daily life: “My mission is to cultivate mindfulness and presence in my daily life. By committing to this practice, I will enhance my emotional intelligence, develop resilience, and foster a deeper connection to the world around me.”
• Enhance personal and professional relationships: “I pledge to improve and deepen my personal and professional relationships. By demonstrating empathy, respect, and honesty, I will foster meaningful connections and contribute to a vibrant, supportive community.”
• Invest in self-care and well-being: “My mission is to invest time and energy in self-care and well-being. Through this practice, I will ensure a balanced life, promote a positive mindset, and prepare myself to better serve others.”
• Strive for financial independence and stability: “I am dedicated to achieving financial independence and stability. By making smart and informed decisions, I aim to create a secure foundation that enables personal growth , adventure, and service to my community.”
• Foster a spirit of exploration and adventure: “I commit to embracing a spirit of exploration and adventure. By welcoming new experiences and fostering curiosity, I will maintain a lifelong learning mindset, and continually evolve as an individual.”
• Practice empathy towards all: “My mission is to cultivate empathy in all my interactions. By striving to understand others’ perspectives, I will empower those around me and contribute to a community rooted in kindness and mutual understanding.”
• Embrace change and maintain flexibility: “I am dedicated to embracing change and demonstrating flexibility. I see change as an opportunity for growth, and I will cultivate resilience, adaptability, and a positive attitude in the face of evolving circumstances.”
• Nurture a positive and optimistic mindset: “My mission is to cultivate a positive and optimistic mindset. By seeking the silver lining in every situation, I aim to inspire myself and those around me to embrace challenges as opportunities for growth.”
• Advocate for the welfare and rights of animals: “My mission is to advocate for the welfare and rights of animals. I will use my voice and actions to promote humane treatment of animals, contributing to a more compassionate and ethical world.”
• Make informed and responsible choices: “I pledge to make informed and responsible choices that align with my values and the greater good. I am committed to reflecting on the implications of my decisions and acting in a way that contributes positively to my community and the environment.”
• Create meaningful connections with people: “I strive to create meaningful connections with people. Through empathy, open-mindedness, and genuine engagement, I aim to nurture relationships that enrich my life and the lives of others.”
• Develop and demonstrate leadership skills : “My mission is to develop and demonstrate effective leadership skills. I strive to lead with integrity, empathy, and resilience, inspiring others to achieve their best and fostering a spirit of teamwork and mutual respect.”
• Seek to understand and respect differing perspectives: “I pledge to understand and respect differing perspectives. I believe that diversity of thought enriches our society, and I strive to promote inclusivity and mutual respect in all my interactions.”
• Foster creativity in myself and others: “My mission is to cultivate creativity in myself and others. I will continually explore new ideas, foster an environment that encourages innovation, and inspire those around me to express their unique perspectives and talents.”
• Commit to the pursuit of knowledge: “I commit to the continuous pursuit of knowledge. By maintaining a curious and open mind, I strive to learn from every experience, deepen my understanding, and contribute to my personal and professional growth.”
• Seek to find joy in the everyday : “My mission is to find joy in everyday moments. I commit to practicing mindfulness, expressing gratitude for the simple things, and cherishing each day as a unique gift.”
• Be a source of encouragement and positivity: “I strive to be a source of encouragement and positivity for those around me. By uplifting others, celebrating their achievements, and offering supportive words, I aim to foster a more compassionate and optimistic community.”
• Pursue a path of continuous learning and development: “I am dedicated to pursuing a path of continuous learning and development. By always seeking to improve, learn, and grow, I aim to better myself and contribute more effectively to my community and the world at large.”
• Prioritize balance in all aspects of life: “I commit to prioritizing balance in all aspects of life. This includes fostering harmony between work and personal time, mental and physical health, and personal desires and community responsibilities, to cultivate a peaceful and fulfilling lifestyle.”
• Strive to be a good listener and communicator: “I aim to be a good listener and communicator. By practicing active listening and clear, empathetic communication, I will strengthen my relationships and foster mutual understanding and respect.”
• Cultivate and express artistic talents: “My mission is to cultivate and express my artistic talents. Through this creative exploration, I aim to express my unique perspectives, contribute to the cultural richness of my community, and inspire others to express their creativity.”
• Strive to make a positive impact on the environment: “I am committed to making a positive impact on the environment. By living sustainably, advocating for environmental consciousness, and influencing positive change, I hope to leave a meaningful environmental legacy.”
• Seek simplicity and contentment: “My mission is to seek simplicity and contentment in life. By valuing the essential, expressing gratitude for what I have, and finding joy in simple pleasures, I aim to cultivate a lifestyle of peace and fulfillment.”
• Develop and foster a spirit of entrepreneurship: “I am dedicated to fostering a spirit of entrepreneurship. By embracing innovation, taking informed risks, and learning from both success and failure, I aim to contribute to economic growth and social impact.”
• Strive for integrity in actions and communication: “I strive to uphold integrity in my actions and communication. By aligning my actions with my values, being transparent, and communicating honestly, I aim to build trust and respect in my personal and professional relationships.”
• Embrace new technologies and innovation: “My mission is to embrace new technologies and innovation. By staying informed about technological advances and integrating them into my work and life, I aim to enhance productivity, creativity, and the quality of life for myself and my community.”
• Cultivate and foster peace and harmony in relationships: “I am committed to fostering peace and harmony in my relationships. By promoting understanding, showing empathy, and resolving conflicts with grace, I aim to create strong, fulfilling, and respectful relationships.”
• Advocate for responsible consumerism: “I pledge to advocate for responsible consumerism. By making informed choices, promoting sustainability, and encouraging others to do the same, I aim to contribute to a healthier planet and a more equitable economy.”
• Care and provide for my family: “My mission is to care for and provide for my family. By being present, offering support, and ensuring their needs are met, I aim to create a nurturing and secure environment for my loved ones.”
• Cultivate self-discipline and good habits: “I commit to cultivating self-discipline and good habits . By maintaining focus, setting realistic goals, and consistently pursuing them, I aim to achieve personal and professional growth.”
• Influence others by my deeds: “I strive to influence others positively through my deeds. By acting with kindness, integrity, and respect, I aim to inspire others to do the same and contribute to a more compassionate and respectful community.”

See Also: How to Write a Values Statement

A personal mission statement for a resume needs to be personalized to you and your unique values and moral, goals, and life circumstances. You may also want to adjust it depending on the context in which you’re using it – i.e. if you’re asked to make a personal mission for work, then it’d likely incorporate elements of your job into it.

Also note that you’re always free to adjust your personal mission statement over time, so create one that’s true to you right now, but be willing to adjust it every few months.

Chris Drew (PhD)

Dr. Chris Drew is the founder of the Helpful Professor. He holds a PhD in education and has published over 20 articles in scholarly journals. He is the former editor of the Journal of Learning Development in Higher Education. [Image Descriptor: Photo of Chris]

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How to Write a Purpose Statement (Templates, Examples)

By Status.net Editorial Team on September 30, 2023 — 15 minutes to read

• Key Elements of a Purpose Statement Part 1
• How to Write a Purpose Statement Step-by-Step Part 2
• Identifying Your Goals Part 3
• Defining Your Audience Part 4
• Outlining Your Methods Part 5
• Stating the Expected Outcomes Part 6
• Purpose Statement Example for a Research Paper Part 7
• Purpose Statement Example For Personal Goals Part 8
• Purpose Statement Example For Business Objectives Part 9
• Purpose Statement Example For an Essay Part 10
• Purpose Statement Example For a Proposal Part 11
• Purpose Statement Example For a Report Part 12
• Purpose Statement Example For a Project Part 13
• Purpose Statement Templates Part 14

A purpose statement is a vital component of any project, as it sets the tone for the entire piece of work. It tells the reader what the project is about, why it’s important, and what the writer hopes to achieve.

Part 1 Key Elements of a Purpose Statement

When writing a purpose statement, there are several key elements that you should keep in mind. These elements will help you to create a clear, concise, and effective statement that accurately reflects your goals and objectives.

1. The Problem or Opportunity

The first element of a purpose statement is the problem or opportunity that you are addressing. This should be a clear and specific description of the issue that you are trying to solve or the opportunity that you are pursuing.

2. The Target Audience

The second element is the target audience for your purpose statement. This should be a clear and specific description of the group of people who will benefit from your work.

3. The Solution

The third element is the solution that you are proposing. This should be a clear and specific description of the action that you will take to address the problem or pursue the opportunity.

4. The Benefits

The fourth element is the benefits that your solution will provide. This should be a clear and specific description of the positive outcomes that your work will achieve.

5. The Action Plan

The fifth element is the action plan that you will follow to implement your solution. This should be a clear and specific description of the steps that you will take to achieve your goals.

Part 2 How to Write a Purpose Statement Step-by-Step

Writing a purpose statement is an essential part of any research project. It helps to clarify the purpose of your study and provides direction for your research. Here are some steps to follow when writing a purpose statement:

• Start with a clear research question: The first step in writing a purpose statement is to have a clear research question. This question should be specific and focused on the topic you want to research.
• Identify the scope of your study: Once you have a clear research question, you need to identify the scope of your study. This involves determining what you will and will not include in your research.
• Define your research objectives: Your research objectives should be specific, measurable, achievable, relevant, and time-bound. They should also be aligned with your research question and the scope of your study.
• Determine your research design: Your research design will depend on the nature of your research question and the scope of your study. You may choose to use a qualitative, quantitative, or mixed-methods approach.
• Write your purpose statement: Your purpose statement should be a clear and concise statement that summarizes the purpose of your study. It should include your research question, the scope of your study, your research objectives, and your research design.

Research question: What are the effects of social media on teenage mental health?

Scope of study: This study will focus on teenagers aged 13-18 in the United States.

Research objectives: To determine the prevalence of social media use among teenagers, to identify the types of social media used by teenagers, to explore the relationship between social media use and mental health, and to provide recommendations for parents, educators, and mental health professionals.

Research design: This study will use a mixed-methods approach, including a survey and interviews with teenagers and mental health professionals.

Purpose statement: The purpose of this study is to examine the effects of social media on teenage mental health among teenagers aged 13-18 in the United States. The study will use a mixed-methods approach, including a survey and interviews with teenagers and mental health professionals. The research objectives are to determine the prevalence of social media use among teenagers, to identify the types of social media used by teenagers, to explore the relationship between social media use and mental health, and to provide recommendations for parents, educators, and mental health professionals.

Part 3 Section 1: Identifying Your Goals

Before you start writing your purpose statement, it’s important to identify your goals. To do this, ask yourself the following questions:

• What do I want to achieve?
• What problem do I want to solve?
• What impact do I want to make?

Once you have a clear idea of your goals, you can start crafting your purpose statement. Your purpose statement should be a clear and concise statement that outlines the purpose of your work.

For example, if you’re writing a purpose statement for a business, your statement might look something like this:

“Our purpose is to provide high-quality products and services that improve the lives of our customers and contribute to the growth and success of our company.”

If you’re writing a purpose statement for a non-profit organization, your statement might look something like this:

“Our purpose is to improve the lives of underserved communities by providing access to education, healthcare, and other essential services.”

Remember, your purpose statement should be specific, measurable, and achievable. It should also be aligned with your values and goals, and it should inspire and motivate you to take action.

Part 4 Section 2: Defining Your Audience

Once you have established the purpose of your statement, it’s important to consider who your audience is. The audience for your purpose statement will depend on the context in which it will be used. For example, if you’re writing a purpose statement for a research paper, your audience will likely be your professor or academic peers. If you’re writing a purpose statement for a business proposal, your audience may be potential investors or clients.

Defining your audience is important because it will help you tailor your purpose statement to the specific needs and interests of your readers. You want to make sure that your statement is clear, concise, and relevant to your audience.

To define your audience, consider the following questions:

• Who will be reading your purpose statement?
• What is their level of knowledge or expertise on the topic?
• What are their needs and interests?
• What do they hope to gain from reading your purpose statement?

Once you have a clear understanding of your audience, you can begin to craft your purpose statement with their needs and interests in mind. This will help ensure that your statement is effective in communicating your goals and objectives to your readers.

For example, if you’re writing a purpose statement for a research paper on the effects of climate change on agriculture, your audience may be fellow researchers in the field of environmental science. In this case, you would want to make sure that your purpose statement is written in a way that is clear and concise, using technical language that is familiar to your audience.

Or, if you’re writing a purpose statement for a business proposal to potential investors, your audience may be less familiar with the technical aspects of your project. In this case, you would want to make sure that your purpose statement is written in a way that is easy to understand, using clear and concise language that highlights the benefits of your proposal.

The key to defining your audience is to put yourself in their shoes and consider what they need and want from your purpose statement.

Part 5 Section 3: Outlining Your Methods

After you have identified the purpose of your statement, it is time to outline your methods. This section should describe how you plan to achieve your goal and the steps you will take to get there. Here are a few tips to help you outline your methods effectively:

• Start with a general overview: Begin by providing a brief overview of the methods you plan to use. This will give your readers a sense of what to expect in the following paragraphs.
• Break down your methods: Break your methods down into smaller, more manageable steps. This will make it easier for you to stay organized and for your readers to follow along.
• Use bullet points: Bullet points can help you organize your ideas and make your methods easier to read. Use them to list the steps you will take to achieve your goal.
• Be specific: Make sure you are specific about the methods you plan to use. This will help your readers understand exactly what you are doing and why.
• Provide examples: Use examples to illustrate your methods. This will make it easier for your readers to understand what you are trying to accomplish.

Part 6 Section 4: Stating the Expected Outcomes

After defining the problem and the purpose of your research, it’s time to state the expected outcomes. This is where you describe what you hope to achieve by conducting your research. The expected outcomes should be specific and measurable, so you can determine if you have achieved your goals.

It’s important to be realistic when stating your expected outcomes. Don’t make exaggerated or false claims, and don’t promise something that you can’t deliver. Your expected outcomes should be based on your research question and the purpose of your study.

Here are some examples of expected outcomes:

• To identify the factors that contribute to employee turnover in the company.
• To develop a new marketing strategy that will increase sales by 20% within the next year.
• To evaluate the effectiveness of a new training program for improving customer service.
• To determine the impact of social media on consumer behavior.

When stating your expected outcomes, make sure they align with your research question and purpose statement. This will help you stay focused on your goals and ensure that your research is relevant and meaningful.

In addition to stating your expected outcomes, you should also describe how you will measure them. This could involve collecting data through surveys, interviews, or experiments, or analyzing existing data from sources such as government reports or industry publications.

Part 7 Purpose Statement Example for a Research Paper

If you are writing a research paper, your purpose statement should clearly state the objective of your study. Here is an example of a purpose statement for a research paper:

The purpose of this study is to investigate the effects of social media on the mental health of teenagers in the United States.

This purpose statement clearly states the objective of the study and provides a specific focus for the research.

Part 8 Purpose Statement Example For Personal Goals

When writing a purpose statement for your personal goals, it’s important to clearly define what you want to achieve and why. Here’s a template that can help you get started:

“I want to [goal] so that [reason]. I will achieve this by [action].”

Example: “I want to lose 10 pounds so that I can feel more confident in my body. I will achieve this by going to the gym three times a week and cutting out sugary snacks.”

Remember to be specific and realistic when setting your goals and actions, and to regularly review and adjust your purpose statement as needed.

Part 9 Purpose Statement Example For Business Objectives

If you’re writing a purpose statement for a business objective, this template can help you get started:

[Objective] [Action verb] [Target audience] [Outcome or benefit]

Here’s an example using this template:

Increase online sales by creating a more user-friendly website for millennial shoppers.

This purpose statement is clear and concise. It identifies the objective (increase online sales), the action verb (creating), the target audience (millennial shoppers), and the outcome or benefit (a more user-friendly website).

Part 10 Purpose Statement Example For an Essay

“The purpose of this essay is to examine the causes and consequences of climate change, with a focus on the role of human activities, and to propose solutions that can mitigate its impact on the environment and future generations.”

This purpose statement clearly states the subject of the essay (climate change), what aspects will be explored (causes, consequences, human activities), and the intended outcome (proposing solutions). It provides a clear roadmap for the reader and sets the direction for the essay.

Part 11 Purpose Statement Example For a Proposal

“The purpose of this proposal is to secure funding and support for the establishment of a community garden in [Location], aimed at promoting sustainable urban agriculture, fostering community engagement, and improving local access to fresh, healthy produce.”

Why this purpose statement is effective:

• The subject of the proposal is clear: the establishment of a community garden.
• The specific goals of the project are outlined: promoting sustainable urban agriculture, fostering community engagement, and improving local access to fresh produce.
• The overall objective of the proposal is evident: securing funding and support.

Part 12 Purpose Statement Example For a Report

“The purpose of this report is to analyze current market trends in the electric vehicle (EV) industry, assess consumer preferences and buying behaviors, and provide strategic recommendations to guide [Company Name] in entering this growing market segment.”

• The subject of the report is provided: market trends in the electric vehicle industry.
• The specific goals of the report are analysis of market trends, assessment of consumer preferences, and strategic recommendations.
• The overall objective of the report is clear: providing guidance for the company’s entry into the EV market.

Part 13 Purpose Statement Example For a Project

“The purpose of this project is to design and implement a new employee wellness program that promotes physical and mental wellbeing in the workplace.”

This purpose statement clearly outlines the objective of the project, which is to create a new employee wellness program. The program is designed to promote physical and mental wellbeing in the workplace, which is a key concern for many employers. By implementing this program, the company aims to improve employee health, reduce absenteeism, and increase productivity. The purpose statement is concise and specific, providing a clear direction for the project team to follow. It highlights the importance of the project and its potential benefits for the company and its employees.

Part 14 Purpose Statement Templates

When writing a purpose statement, it can be helpful to use a template to ensure that you cover all the necessary components:

Template 1: To [action] [target audience] in order to [outcome]

This template is a straightforward way to outline your purpose statement. Simply fill in the blanks with the appropriate information:

• The purpose of […] is
• To [action]: What action do you want to take?
• [Target audience]: Who is your target audience?
• In order to [outcome]: What outcome do you hope to achieve?

For example:

• The purpose of our marketing campaign is to increase brand awareness among young adults in urban areas, in order to drive sales and revenue growth.
• The purpose of our employee training program is to improve customer service skills among our frontline staff, in order to enhance customer satisfaction and loyalty.
• The purpose of our new product launch is to expand our market share in the healthcare industry, by offering a unique solution to the needs of elderly patients with chronic conditions.

Template 2: This [project/product] is designed to [action] [target audience] by [method] in order to [outcome].

This template is useful for purpose statements that involve a specific project or product. Fill in the blanks with the appropriate information:

• This [project/product]: What is your project or product?
• Is designed to [action]: What action do you want to take?
• By [method]: What method will you use to achieve your goal?
• This app is designed to provide personalized nutrition advice to athletes by analyzing their training data in order to optimize performance.

Frequently Asked Questions

What are the key elements of a purpose statement.

A purpose statement should clearly communicate the main goal or objective of your writing. It should be concise and specific, providing a clear direction for your work. The key elements of a purpose statement include the topic or subject matter, the intended audience, and the overall goal or objective of your writing.

How can a purpose statement benefit your writing?

A purpose statement can help you stay focused and on track when writing. It can also help you to avoid going off-topic or getting bogged down in unnecessary details. By clearly identifying the main goal or objective of your writing, a purpose statement can help you to stay organized and ensure that your writing is effective and impactful.

What are some common mistakes to avoid when writing a purpose statement?

One common mistake is being too vague or general in your purpose statement. Another mistake is making your purpose statement too long or complex, which can make it difficult to understand. Additionally, it’s important to avoid including unnecessary information or details that are not directly relevant to your main goal or objective.

How can you tailor your purpose statement to your audience?

When writing a purpose statement, it’s important to consider your audience and their needs. You should tailor your purpose statement to your audience by using language and terminology that they will understand. You should also consider their level of knowledge or expertise on the subject matter and adjust your purpose statement accordingly.

What are some effective templates for writing a purpose statement?

There are many effective templates for writing a purpose statement, but one common approach is to use the following structure: “The purpose of this writing is to [insert goal or objective] for [insert audience] regarding [insert topic or subject matter].”

Can you provide examples of successful purpose statements?

• “The purpose of this report is to provide an analysis of the current market trends and make recommendations for future growth strategies for our company.”
• “The purpose of this essay is to explore the impact of social media on modern communication and its implications for society.”
• “The purpose of this proposal is to secure funding for a new community center that will provide educational and recreational opportunities for local residents.”
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Mission and Vision Statements Informative Essay

Introduction.

A vision statement outlines the market position that an organization anticipates to acquire in the future. It is often short, concise and offers directions that should be followed by the organization. However, it does not give details of how organizational goals should be achieved.

It helps employees to be focused and also motivates them. A mission statement on the other hand is general and focuses on the overall reason behind the existence of an organization. It states why an organization engages in its current activities and strives to maintain certain qualities that define the organization.

Therefore, it is important for an organization to follow certain criteria as it designs its mission and vision statements in order to portray the true value of the organization .

Criteria for Designing an Appropriate Mission Statement

An appropriate mission statement justifies the existence of an organization. It highlights current activities that the organization carries out and needs of customers it endeavors to meet in future. It also defines the customers and goods and services required to satisfy their needs.

The following are the criteria that an organization should follow in order to design an appropriate mission statement.

• An appropriate mission statement should be straightforward, brief and must have a sharp focus. This is because a mission statement that is stated in generic terms makes it difficult for people to understand it.
• An appropriate mission statement should focus on the market and needs of customers. It should give a clear explanation of how an organization plans to meet the needs of its clients.
• An appropriate mission statement should show the prevailing market environment. This implies that it should not contain information that does not relate to the prevailing market environment because this makes it unpopular.
• An appropriate mission statement should inspire and motivate employees by making them feel valued and respected.
• An appropriate mission statement should be derived from the competitive advantage of an organization. This emanates from good knowledge of outstanding resources and skills of the organization, which cannot be implemented by other organizations.

The above criteria are important in the design of a mission statement because they enable an organization to understand its customers and look for ways of ensuring that the customers are satisfied.

A mission statement designed on the basis of the criteria described above helps an organization to adopt the prevailing market trends. It also assists an organization to reinforce its organizational strengths in order to achieve competitive advantage in the market.

These criteria ensure that organizational activities are clearly outlined in the mission statement, customers are defined and a justification for the existence of the organization is provided. As a result, this increases the focus and commitment of employees .

Criteria for Designing an Appropriate Vision Statement

A mission statement is restricted to an organization’s current activities while a vision statement paints a picture of the future of the organization. A vision statement addresses future customers, markets, competitiveness and performance of the organization.

The Designing of an appropriate vision statement follows the criteria below.

• An appropriate vision statement should exhibit the boldness of an organization in achieving goals that might seem difficult to achieve. It should make employees feel that they own the organization.
• An appropriate vision statement should capture the future by providing a clear picture of where an organization should be in the future. It should outline future plans of the organization and the customer’s needs it intends to address.
• An appropriate vision statement should motivate employees by clarifying the focus of customers as well as the market. It should also identify capabilities that an organization should pursue.
• An appropriate vision statement should inspire employees by portraying an image that excites them. It should also make them enthusiastic and expose them to challenges that make them more committed to organizational activities.
• An appropriate vision statement should be guided by the purpose of an organization. This implies that it should be designed in a manner that portrays employees as the most important assets of the organization, rather than insignificant parties .

The above criteria are important in formulating a vision statement because they strengthen the abilities and competencies of an organization. In addition, they motivate employees to concentrate on increasing their efficiency, which in turn enhances organizational commitment level and initiates positive change among them.

Appropriate criteria enable organizations to design a meaningful vision statement, which facilitates implementation of strategic plans by assessing products, alternatives and services.

The criteria outlined above create a vision statement that increases the competitiveness of an organization after a specified period of time. The vision directs employees and shapes the organization’s overall destination.

Similarities in Criteria for Designing Appropriate Mission and Vision Statements

Both mission and vision statements are designed on the basis of market analysis and concentrate on satisfying the needs of customers, as well as ensuring that an organization does not lose its competitiveness in the market.

Furthermore, the criteria for designing a vision statement puts emphasis on the fact that motivation is important for employees since it increases their productivity and enables an organization to attain competitive advantage.

Differences between Criteria for Designing Mission and Vision Statements

The criteria for designing a good mission statement put emphasis on the present needs that an organization should address. These include satisfaction of customer’s needs, analysis of products and services and strategies of sustaining competitive advantage.

On the other hand, the main focus of a vision statement is the future of an organization, which directs the management with regard to the most important decisions that should be made for the organization to realize its goals.

Furthermore, a mission statement is designed on the basis of the prevailing competitive advantage of an organization, special competencies and resources. On the other hand, a vision statement endeavors to excite employees and trigger their emotions. This encourages them to fully participate in all organizational activities.

Appropriate vision and mission statements enable an organization to attain competitiveness in the market. This implies that mission and vision statements of an organization should be designed following the right criteria for the organization to succeed.

They should focus on the needs of customers and the market since satisfaction of customer’s needs is a critical issue that an organization should focus on. They should motivate employees and treat them as important individuals who contribute towards organizational success.

In addition, mission and vision statements should assist the management to make critical decisions, which play an important role towards achievement of organizational goals.

Healthfield, S. (2009). Build a strategic framework: mission statement, vision, values . Web.

McNamara, C. (2012). Basics of developing mission, vision and values statements . Web.

The business vision and company mission statement . (2007). Web.

Welch, S., & Welch, J. (2008). State Your Business . Web.

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IvyPanda. (2024, March 21). Mission and Vision Statements. https://ivypanda.com/essays/mission-and-vision-statements/

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Difference Between Mission and Vision Statements: 25 Examples

• Written By Britt Skrabanek
• Updated: April 18, 2024

Mission. Vision. Values. 

You’ve probably heard that phrase (or something similar) a thousand times. But they’re actually three distinct concepts.

The lines especially blur between mission and vision. It’s essential to know their distinction from one another when it comes to the drive and direction of your company. So what’s the real difference between mission and vision statements?

In this in-depth guide, we’ll compare and contrast mission and vision statements. We’ll break down each one’s definition and then discuss the best 25 brand examples that demonstrate their differences. Through that, you’ll be able to better understand and define your company’s essence and direction with confidence and clarity.

The Difference Between a Mission and Vision Statement

This is the easiest way to break it down:

• The mission statement focuses on today and what the organization does to achieve it.
• The vision statement focuses on tomorrow and what the organization wants to become.

While companies commonly use mission and vision statements interchangeably, it’s important to have both. Because having purpose and meaning is critical for any business, one doesn’t work without the other.

What is a Mission Statement?

Your mission statement drives the company. It is the core of the business. From it stems your company’s objectives and what it takes to reach those objectives. Ultimately, it shapes your company’s entire culture.

Mission statement questions look like:

• What do we do?
• Whom do we serve?
• How do we serve them?

This trickle-down effect of a mission statement confirms its value at any company. A solid mission sets up your content operations for success by starting your team all at the same place and motivating them to work together to reach the same end goal.

On the other hand, a weak mission — or no mission at all — can have the opposite effect. Picture this: silos, miscommunications, flailing, feeling unmotivated. And, imagine what that does to a company. Scary, right?

For content marketers

Your content strategy supports your company’s mission statement — think of it as the HOW of what you do.  It helps keep you on track. Through it, you stay true to your brand and your goals. Every piece of content you create should be rooted in your mission statement, from the tone of voice to the call to action .

What is a Vision Statement?

Your vision statement gives the company direction. It is the future of the business, which then provides the purpose.

The vision statement is aspirational- it’s about what you want to become.

Vision statement questions look like:

• What are our hopes and dreams?
• What problem are we solving for the greater good?
• Who and what are we inspiring to change?

The vision statement promotes growth, both internally and externally. A strong vision helps teams focus on what matters the most for their company. It also invites innovation. A purpose-driven company envisions success as a whole because they know what success means for their company.

On the flip side, a lack of vision is a road to nowhere for a business. Imagine this: stagnation, outdated processes, moving without purpose, feeling uninspired. Can a company even survive without a clear vision? You know the answer to that one.

The content vision supports the company’s vision statement — it’s the WHY of what you do. This helps you stay forward-thinking, true to your beliefs, and true to your purpose. Every piece of content you dream up should fly high with your vision statement, from the inception of an ebook to the lofty blog traffic milestone.

Brands That Get It: 25 Mission and Vision Statement Examples

So, what do great mission and vision statements actually look like? Here are 25 companies that get them right, with the customer loyalty to prove it.

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.

Why it works:  What better word than “accelerate” in a mission to serve as the driving force behind what Tesla does. While boldly stating “best in the century” reflects loftier dreams in the vision.

Mission:  We strive to offer our customers the lowest possible prices, the best available selection, and the utmost convenience.

Vision:  To be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online.

Why it works:  Amazon’s mission is cut-and-dry about what it offers to customers. The vision takes the offerings further, saying their company will offer “anything” customers want.

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

Vision: A love of wild and beautiful places demands participation in the fight to save them and to help reverse the steep decline in the overall environmental health of our planet.

Why it works: Patagonia’s mission and vision statements show a deep commitment to improving lives and saving the planet through its products.

Mission:  Spread ideas.

Vision: We believe passionately in the power of ideas to change attitudes, lives, and, ultimately, the world.

Why it works:  The TED mission to “spread ideas” is a simple demonstration of how they serve. The vision is all about impact, and how spreading ideas invokes change in the world.

Mission:  To connect the world’s professionals to make them more productive and successful.

Vision:  To create economic opportunity for every member of the global workforce.

Why it works:  LinkedIn succinctly captures what they do (connect) and who they serve (the world’s professionals) in their mission. While the vision encompasses every working person in the world.

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

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

Why it works:  Google may seem complex, but its mission clarifies that organization and accessibility are what they offer. Their vision statement is about improving accessibility in the future “in one click.”

Mission:  We reimagine the way the world moves for the better.

Vision:  Smarter transportation with fewer cars and greater access. Transportation that’s safer, cheaper, and more reliable; transportation that creates more job opportunities and higher incomes for drivers.

Why it works:  Uber “transports,” so it is the perfect actionable verb for their mission. The vision dives deeper into how their transportation services exist for the greater good of everyone.

Mission: 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.

Vision: Belong everywhere.

Why it works: The Airbnb mission says, “We help you feel at home,” while encapsulating the company’s goals for the future. They explore a deeper sense of belonging in the vision, tapping into the universal human desire their company aims for.

Mission: Delight our customers, employees, and shareholders by relentlessly delivering the platform and technology advancements that become essential to the way we work and live.

Vision:  If it is smart and connected, it is best with Intel.

Why it works: Intel promises to deliver the most technologically advanced products in its mission. Their vision uses more boastful language, illustrating great confidence in the future of their solutions.

Mission:  We build cars, symbols of Italian excellence the world over, and we do so to win on both road and track. Unique creations that fuel the Prancing Horse legend and generate a “World of Dreams and Emotions.”

Vision:  Ferrari, Italian Excellence that makes the world dream.

Why it works:  “We build to win” in Ferrari’s mission focuses on the strength and quality of their product. In this ambitious vision, their cars will reach the pinnacle of “Italian Excellence.”

Mission: Our mission is to empower entrepreneurs everywhere, making opportunities more inclusive for all.

Vision: Our vision is to radically shift the global economy toward independent entrepreneurial ventures.

Why it works: GoDaddy positions itself as the entrepreneur’s champion, making opportunity and success attainable for all.

Caterpillar

Mission: To provide the best value to customers, grow a profitable business, develop and reward people, and encourage social responsibility.

Vision: Be the global leader in customer value.

Why it works: Caterpillar explains both their “how” and their “why” in their mission statement: By providing affordable and high-quality products to customers, they will continue to grow their business, recognize and reward employees, and make a positive impact on the environment. Their vision reaffirms their commitment to providing value.

Mission:  To attract and attain customers with high-valued products and services and the most satisfying ownership experience in America.

Vision:  To be the most successful and respected car company in America.

Why it works:  Toyota’s mission and vision statements demonstrate what they are known for: products and services. Even in a highly competitive industry, their vision states that they will become the best car company in the country.

Mission: We will devote our human resources and technology to creating superior products and services, thereby contributing to a better global society.

Vision: To inspire the world with our innovative technologies, products, and designs that enrich people’s lives and contribute to social prosperity by creating a new future.

Why it works: Samsung wants to improve people’s lives by creating exceptional and innovative products, which they make clear in both their mission and vision statements.

Mission:  To empower and engage people around the world to collect and develop educational content under a free license or in the public domain, and to disseminate it effectively and globally.

Vision:  Imagine a world in which every single human being can freely share in the sum of all knowledge. That’s our commitment.

Why it works:  Wikimedia’s mission motivates its team to move toward a common goal of empowerment and engagement. Their vision paints a future world where their company’s commitment makes a lasting impact.

Mission:  To be the world’s favorite destination for discovering great value and unique selection.

Vision:  Our vision for commerce is one that is enabled by people, powered by technology, and open to everyone.

Why it works: When you break eBay’s mission and vision statements down, you see that eBay’s mission uses “destination” to show their virtual company as a real place people come to. An ongoing focus on people and technology gets into the “why” of their vision.

Mission:  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.

Vision: To create a better everyday life for many people.

Why it Works:  The mission here focuses on the functionality of IKEA’s products and the affordability of their customers. In the vision, the IKEA team has a true sense of purpose in “creating a better everyday life.”

Mission: Shape the future of the internet by creating unprecedented value and opportunity for our customers, employees, investors, and ecosystem partners.

Vision:  Changing the way we work, live, play, and learn.

Why it works:  Cisco decided to blend their mission and vision statements. Language like “shape the future” is more vision-oriented, but the mission talks about the people they serve.

Mission:  A company that inspires and fulfills your curiosity.

Vision: Using our unlimited passion for technology, content, and services to deliver groundbreaking new excitement and entertainment, as only Sony can.

Why it works:  Sony gives a customer-focused touch to its mission by using “your.” The “unlimited passion” and “groundbreaking entertainment” messaging in their vision demonstrate innovation.

Southwest Airlines

Mission: The mission of Southwest Airlines is a dedication to the highest quality of customer service delivered with a sense of warmth, friendliness, individual pride, and company spirit.

Vision: To be the world’s most loved, most efficient, and most profitable airline.

Why it works:  Southwest Airlines tells us right up front that quality customer service is their mission. Their vision is highly aspirational across the board in saying they want to be “the most” of everything.

Mission: Our mission is to provide insightful solutions that drive value and success for our clients by allowing them to focus on their business.

Vision:  Be the world’s authority on helping organizations focus on what matters.

Why it works: ADP puts its clients at the forefront of its mission and vision statements. After all, their clients’ success is what makes them successful.

Kaiser Permanente

Mission: Kaiser Permanente exists to provide high-quality, affordable healthcare services and to improve the health of our members and the communities we serve.

Vision:  We are trusted partners in total health, collaborating with people to help them thrive and creating communities that are among the healthiest in the nation.

Why it works:  Saying “exist” sounds more like a vision statement, but the rest of the mission says what Kaiser Permanente does. In the vision, “thrive” and “healthiest” are big words that show their impact.

Mission:  The mission of Coinbase is to create an open financial system for the world.

Vision:  Digital currency will bring about more innovation, efficiency, and equality of opportunity in the world by creating an open financial system.

Why it works:  Coinbase didn’t sugarcoat what they do in their mission statement, did they? And, in the vision, their message speaks well to the change their company will bring one day.

Mission:  To give people the power to build community and bring the world closer together.

Vision:  People use Facebook to stay connected with friends and family, to discover what’s going on in the world, and to share and express what matters to them.

Why it works:  Facebook’s mission is focused on the community their platform promises. Their vision talks about why community matters, interweaving how they will “bring the world closer together” from the mission.

Whole Foods

Mission: Our purpose is to nourish people and the planet. We’re a purpose-driven company that aims to set the standards of excellence for food retailers. Quality is a state of mind at Whole Foods Market.

Vision: Whole Foods, Whole People, Whole Planet.

Why it works:  This mission uses repetition throughout to reinforce the quality that Whole Foods is known for. Making everything “whole” in their vision binds their company to a set of beliefs that they complete people’s lives.

More Mission Statements From Top Brands:

• Adidas — To be the best sports company in the world.
• CalArts — CalArts is a multidisciplinary community of artists. Our ongoing educational endeavor is grounded in openness, experimentation, critical engagement, and creative freedom. Through artistic practice, we transform ourselves, each other, and the world.
• Coca-Cola — To refresh the world in mind, body, and spirit; to inspire moments of optimism and happiness through our brands and actions; to create value and make a difference.
• Dunkin’ Donuts — Everything we do is about you. From chefs who create exciting new flavors to crew members who know exactly how you want your drink—we prioritize what you need to get you on your way. We strive to keep you at your best, and we remain loyal to you, your tastes, and your time. That’s what America runs on.
• Goodwill — Goodwill works to enhance people’s dignity and quality of life by strengthening their communities, eliminating their barriers to opportunity, and helping them reach their full potential through learning and the power of work.
• L’Oréal — L’Oréal has set itself the mission of offering all women and men worldwide the best of cosmetics innovation in terms of quality, efficacy, and safety. By meeting the infinite diversity of beauty needs and desires all over the world.
• McDonald’s — Our mission is to make delicious feel-good moments easy for everyone.
• The Met — The mission of The Metropolitan Museum of Art is to collect, preserve, study, exhibit, and stimulate appreciation for and advance knowledge of works of art that collectively represent the broadest spectrum of human achievement at the highest level of quality, all in the service of the public and in accordance with the highest professional standards.
• Microsoft — Our mission is to empower every person and organization on the planet to achieve more.
• MIT — The mission of MIT is to advance knowledge and educate students in science, technology, and other areas of scholarship that will best serve the nation and the world in the 21st century.
• NASA (National Aeronautics and Space Administration) — NASA explores the unknown in air and space, innovates for the benefit of humanity, and inspires the world through discovery.
• Nike — Bring inspiration and innovation to every athlete* in the world. *If you have a body, you are an athlete.
• Northwestern University  — Northwestern is committed to excellent teaching, innovative research, and the personal and intellectual growth of its students in a diverse academic community.
• Oprah Winfrey Network — OWN’s mission is to create multiple platforms for women, men, and their families with a purpose and a passion: to celebrate life, inspire and entertain, empower viewers around the world to live their best lives, and by doing so, lift the lives of those around them in ever-widening circles.
• Pepsi — Create more smiles with every sip and every bite.
• Shopify — Making commerce better for everyone.
• Starbucks — To inspire and nurture the human spirit – one person, one cup, and one neighborhood at a time.
• Target — To help all families discover the joy of everyday life.
• Walt Disney Company — The mission of The Walt Disney Company is 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.

Know Who You Are and Where You’re Going

The mission statement focuses on today and what we do, and the vision statement focuses on tomorrow and what we want to become. Both are important to a company’s survival.

Call it the essence, beating heart, or the defining characteristic — whatever you call it, make sure your mission and vision statements are clearly defined and understood for the sake of your content and your company.

Get a content mission and a content vision statement down on paper. Share it with your team members. Then you can measure your future content efforts against the two. Although they are not slogans or taglines themselves , they should definitely help inform them and all your content.

Knowing who you are and where you’re going is the foundation of an organization’s success. So, who are you? And, where are you going?

  Mission and Vision Series

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Q. How do you cite an article and mission statement using APA?

• 61 About the Library
• 4 Academic Plaza
• 17 Borrowing
• 7 Checkout - Equipment, Books, etc.
• 19 Citing Sources & Plagiarism
• 38 Computers, Software & Technology
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Answered By: Peace Ossom Williamson Last Updated: Sep 09, 2020     Views: 31488

Part A: Citing an Article

•  Cite it according to APA rules for an article. Here's the general format: Author's Last Name, First Initial. Middle Initial. (Publication Year). Article title.  Journal Title, volume  number (issue number), page number. DOI
• More details about specific differences between articles can be found in the APA manual and on the APA guide:  https://libguides.uta.edu/apa .

Part B: Citing a Mission Statement

• To find the mission statement of a professional organization, this is usually on an "About Us" page or something similar.
• Then cite the mission statement as a webpage according to the APA manual. Here's the general format for webpages with an institutional author: Full Institutional Name. (Publication Year, Month Day).  Title of document.  URL
• The "Last Updated" date is what you use. If that is not present, use the copyright date in the footer. It may just be the year.
• For more info on citing using APA, see the Online page from the APA guide:  https://libguides.uta.edu/apa/online .

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How To Write An Eagle Scout Statement of Ambition & Life Purpose

Before you can begin Eagle Scout rank requirement 7 and hold your final board of review, you’ll be tasked with writing a comprehensive essay that discusses your long-term goals and values. This piece of writing, which must be submitted with your Eagle rank application, is called a Statement of Ambitions and Life Purpose!

What is an Eagle Scout Statement of Ambitions And Life Purpose? An Eagle Scout Statement of Ambitions and Life Purpose is a short essay, written by an Eagle Scout candidate, that describes their goals, values, and mindsets. Often, these statements are about 500 words in length and are broken into 4 parts: Intro, short-term goals, long-term goals, and life purpose.

PS. This article is based on the experiences and research of Eagle Scout, Kevin A and Cole  🙂

While most Eagle Scouts (myself at the time, included!) usually aren’t aware that they even need to write this essay until the last minute, it’s actually an incredibly important thing to do. Why? Well, the Chair of your final Eagle Scout Board of Review will be reading your Statement of Ambitions and Life Purpose and asking you questions, accordingly!

Additionally, writing a Statement of Ambitions and Life Purpose gives you the chance to start thinking about your life’s vision. What do you hope to give to the world? Where do you see yourself in 3 years? These are all very important questions, and this essay might be one of the first times in your life where you’re directly asked to critically think about what you want your future to hold!

Plus, your Statement of Ambitions and Life Purpose is a great foundation upon which you can write an amazing Eagle Scout college application . (Click the link for my ultimate guide to getting Eagle Scout college acceptances) Kill two birds with one stone by using this statement to outline your thoughts for college and beyond! Trust me, my own Eagle Statement of Ambitions really set my sights in the right direction. I promise it’ll help you too if you put a lot of thought into it, dig deep, and keep an open mind.

With all that being said, you’re probably wondering how to write a great essay of your own. Not to fear! In this article, I’ll be using my own Statement of Ambitions and Life Purpose essay as an example to get your writing juices flowing! Then, I’ll give you some questions to reflect on, so you can make your essay even better than mine was. 😉

My Example Statement of Ambitions and Life Purpose Essay

First, take a second to read through my example essay. This is a bit shorter than the typical essay of 500 words (2 double-spaced pages), but it should give you a good idea of what’s required. Then, in the following sections, we’ll be reviewing each component, from the introduction to your life vision, so that you can create an incredible statement of your own!

Without further ado, here’s Kevin and my example Statement of Ambitions and Life Purpose:

1. Introduction: “Reflecting back, as I’m now applying for Eagle, the highest rank in Scouting, I realize just how far I’ve come. Not only have I learned how to light a fire with a single match, tie a bowline around myself with one hand, and sell ungodly amounts of Trail’s End popcorn — no, Scouting had given me much more. Scouting has given me the core values and principles that I now carry with me through my life.”  2. Short Term Goals: “In my high school life, I am planning on taking two Advanced Placement courses: AP Environmental Science and AP English Language and Composition. These courses, though challenging, will hopefully help me expand my knowledge into areas that I may be interested in pursuing while at college.”  “My next big hurdle comes in the form of college applications. Between club responsibilities, AP classes, Scouting, and friends, I’ll be hard-pressed to find the time. However, like earning Eagle, nothing worthwhile comes easy. To achieve my short term goals I’ll set a schedule, make a plan, and check things off one requirement at a time.” 3. Long-Term Goals “Upon graduating from high school, I want to attend a four-year college within the University of California system. I have not decided what studies to pursue in college, but I am leaning towards majoring in the chemistry field.”  “In college, I hope to develop the skills and connections to land a chemical engineering job where I can directly help others. I want a comfortable salary, and the expertise to have my ideas be heard within the workforce. I won’t be satisfied simply remaining a follower in my field and intend to lead others to help bring about breakthroughs that improve human wellbeing.” 4. Life Purpose “My ultimate vision for life is to become an individual who lifts others up. Growing up an only child, I always felt best whenever I was able to contribute to the people around me. Whether it’s making scientific breakthroughs, leading a team, or even teaching scouts, my life’s purpose will always be to do good for others.” “Although my specific goals will probably change as I grow older and experience the world from a different perspective, I know that the values I learned from Scouting will forever remain in my mind and heart. Regardless of what I end up doing, while I’m doing it I’ll be physically strong, mentally awake, and morally straight.” 

If you’ve read through our essay, by now you should have a few ideas bouncing around your head about what to write in your own Statement of Ambitions and Life Purpose. Write them down ASAP! Those ideas will serve as your essay’s foundations. 🙂

Now if you’re like most teens, you might instead be thinking, “I’m worried that I won’t be able to stick to my goals and ambitions that I wrote down because I’m not sure what I truly want to do with my life!” Yup, I’ve been there too. However, if this is something you’re worried about, don’t fret! 

• Firstly, your Eagle Board of Review team won’t be making you promise to fulfill every single goal you set in your essay, as they realize that most Eagle Scout applicants (and most teens in general) don’t have everything figured out in terms of their life goals.
• Secondly, in the following sections, I’ve prepared some questions for you that might give you a better idea of your actual ambitions and life purpose!

Here’s a tip: When reading the questions we pose, take your time. Try to think critically and come up with any answer. Then, ask yourself, “is my answer true, for me?” If it isn’t, question why you thought of it. Ask if it’s true in any way.

Doing this exercise will help you succeed in one of the most important areas of your life: knowing yourself . Now, it’s time to read through a detailed breakdown of our essay and answer the questions we’ve posed so that you can create an amazing statement of your own! Let’s go!

Introducing Your Statement of Ambitions and Life Purpose

Your introductory paragraph should go over some of the most impactful experiences you’ve had in Scouting thus far, as well as what you’ve learned from those experiences. Some experiences you can highlight are times when you acted as a leader, times where you learned an important value, or even things that you learned in Scouting that you’ve applied to a situation outside of Scouting. 

The important part here is to consider what you’ve learned from your Scouting career (Hopefully, a lot). The Eagle Rank is the highest rank in Scouting, and with it comes a wealth of experiences and wisdom that you’ve had to learn along the way. Here is how I chose to tie in what I learned from Scouting: 

“Reflecting back, as I’m now applying for Eagle, the highest rank in Scouting, I realize just how far I’ve come. Not only have I learned how to light a fire with a single match, tie a bowline around myself with one hand, and sell ungodly amounts of Trail’s End popcorn — no, Scouting had given me much more. Scouting has given me the core values and principles that I now carry with me through my life.” 

Your introduction shouldn’t be long-winded, as you’ll have many other parts of your essay to get into more detail. Keeping it brief and to the point will likely be the most effective approach to completing your introduction. When writing your intro, here are a few questions you could ask yourself:

Introductory Questions to Consider

• What part of the Scout Oath and Law means the most to you? How have you lived by it in your Scouting and non-Scouting life? 
• What is a specific Scouting experience you’ve had where you’ve learned something of great value? What did you learn? How did you end up learning it? 
• How have you most changed from when you were a new Scout?  Think back to who you were, as a person, when just entering Scouting.
• When you hear the word “Scouting,” what comes to mind? Why?

Short-Term Goals for High School 

The focus of your next section should be the goals you’d like to complete before finishing high school. These short-term goals can be academic (like getting all A’s), extracurricular (Like making varsity), or even personally-related (such as a hobby, interest, or side-business).

This section can also be used to describe how to plan to achieve these goals. Success comes from making solid plans and then executing on them, so make sure you think about how to achieve your goals. This way they won’t just be dreams! Here’s how I wrote about my high school goals:

“In my high school life, I am planning on taking two Advanced Placement courses: AP Environmental Science and AP English Language and Composition. These courses, though challenging, will hopefully help me expand my knowledge into areas that I may be interested in pursuing while at college.”  “My next big hurdle comes in the form of college applications. Between club responsibilities, AP classes, Scouting, and friends, I’ll be hard-pressed to find the time. However, like earning Eagle, nothing worthwhile comes easy. To achieve my short term goals I’ll set a schedule, make a plan, and check things off one requirement at a time.”

While I highly encourage you to talk about your extracurricular or personal goals as well, I’d highly recommend that you mention your high school academics in some way when writing this section.

Even if you don’t have plans to continue your education after high school, the main point of this part of your life is likely to become educated and graduate with your high school diploma. As such, a portion of this section should be dedicated to discussing your academics (it could even be one sentence stating that you plan on finishing high school!). 

Short-term Questions to Consider 

• Are there any classes you want to take before you graduate, such as any AP or IB classes? Why do you want to take these classes? How do you think they could help in your future?
• Do you have any goals you want to complete in your extracurricular activities? How can you take on more leadership in your teams, clubs, and community service groups?
• Are there any personal interests you’ve developed while in high school that might steer you towards a certain career?  Consider things you’re good at, love doing, and might make you money.

Long-Term Goals For After Graduation

This section focuses on your long-term plans after graduating from high school. There are many avenues you could pursue after your graduation! Will you be going to a trade school? The military? Continuing your education by attending a four-year university or a community college? Heading straight to the workforce? The possibilities are endless! 🙂

I’d recommend considering how you want your life after high school to look (especially since it’ll be happening eventually). Think not just about continued education, but also the values and jobs you’ll be taking on. Here’s how I discussed my own plans in this section of my Statement of Ambitions and Life Purpose:

“Upon graduating from high school, I want to attend a four-year college within the University of California system. I have not decided what studies to pursue in college, but I am leaning towards majoring in the chemistry field.”  “In college, I hope to develop the skills and connections to land a chemical engineering job where I can directly help others. I want a comfortable salary, and the expertise to have my ideas be heard within the workforce. I won’t be satisfied simply remaining a follower in my field and intend to lead others to help bring about breakthroughs that improve human wellbeing.”

This section gives you a lot of freedom to express yourself; you can go into as much detail as you’d like when explaining your post-graduate plans. For example, if you’re sure that you want to enter a trade school, feel free to talk about the steps you’re going to take in order to get trained, certified, and hired for the trade of choice! 

Since you’ll be earning your Eagle Rank soon, it’s vital that you learn how to Properly List Eagle Scout On Your Resume . Not only does this improve your odds of landing a job and getting into a good school, it’ll also help you to more effectively describe your Scouting experiences (and learn from them, too)!

Here’s a Tip: Be realistic, but also dream big! Since in this section you can talk about your desired career, feel free to set a big, hairy, audacious goal (I call this a BHAG). Setting a huge, motivating goal for your future can spur you into action and help you to accomplish anything!

With your BHAG in mind, here are a few questions to consider that can point you in the right direction when writing this section:

Long-term Questions to Consider 

• If you’re planning on entering the workforce, what type of job are you looking for? What steps might you take to increase your chances of being hired for the position you’re interested in? 
• If you’re planning on joining the military, what branch of the military are you interested in joining? Why do you want to join this section of the military? 
• If you’re planning on going to trade school, what type of trade interests you? Do you know any schools that excel in teaching this trade? Do you want to start your own business with this trade or join an existing company? 
• If you’re planning on continuing your education, will you be going to a community college or a four-year university? What do you want to get out of your continued education, and how will you make it happen?
• If none of these options apply to you, what will you be doing? Do you have plans to do one of the previous options eventually or are you planning on sticking to your original plans for a long time? 
• In a perfect world, where do you see yourself in 5 years? What do you want to (and not want to ) be doing?

Your Life’s Purpose and Values

The final section of your Statement of Ambitions and Life Purpose should be used to describe your ultimate life’s vision. What do you really want out of life? Good topics to consider for this section could include plans about a future family, community involvement, and bucket-list experiences.

One thing you should try to mention in this section is how you plan to use the lessons you’ve learned from Scouting when you’re older. You don’t have to promise to return to Scouting in the future (although if you do see yourself volunteering, be sure to mention it), but you should try to discuss how you’ll use what you’ve learned to better the world.

Here is how I chose to describe my life’s purpose and values: 

“My ultimate vision for life is to become an individual who lifts others up. Growing up an only child, I always felt best whenever I was able to contribute to the people around me. Whether it’s making scientific breakthroughs, leading a team, or even teaching Scouts, my life’s vision will always be to do good for others.” “Although my specific goals will probably change as I grow older and experience the world from a different perspective, I know that the values I learned from Scouting will forever remain in my mind and heart. Regardless of what I end up doing, while I’m doing it I’ll be physically strong, mentally awake, and morally straight.” 

If you’re having trouble figuring out how to write this last section, keep in mind that your goals are only half of the question. Consider what values you feel are most important to you as well. What brings purpose and meaning to your life? There’s no right or wrong answer here, so feel free to expand on these points as much as you’d like! 

You can honestly take any direction you’d like when writing about your life’s purpose, but I’d recommend asking yourself the following questions to first gain some clarity:

Life Purpose Questions to Consider 

• Think about when you’ll be 30-40 years old. What do you picture your life will be like at that age? What will you have accomplished? What part of doing that will make you happy?
• How will you stay involved with your family when you’re older? Do you have plans on eventually having a family of your own? 
• What would you most like to do in your free time? Do you plan to travel, volunteer, or maybe even do something else?
• How will you stay involved in your community when you’re older? How close do you want to be with others in your community? Do you want to be a mentor? 
• If you could assign yourself a life ‘theme,’ what would it be? Some ideas include creativity, integrity, resourcefulness, or anything else you can come up with. How will you embody this theme in your life purpose?

Conclusion 

Although the ideas you’ll cover in your Statement of Ambitions and Life Purpose will likely change as you get older, I really encourage you to be as detailed as possible when writing your essay. Believe me, when you’re older you’ll look back on this essay and appreciate the glimpse it gives you into your life right now!

Your Statement of Ambitions and Life Purpose is essentially a time capsule of your teenage self, so it’s vital to do it right. By using the structure we covered in this article, and asking yourself important questions about how you want your life to look, I’m sure you’ll create an awesome essay! 🙂

Chances are this won’t be the last essay you write. In fact, your Statement of Ambitions and Life Purpose may just be the start of an awesome college application essay! To make your college goals a reality, check out my complete guide to Writing An Eagle Scout College Essay That Gets You Accepted .

Congrats on making it to the end of this article, as well as for your upcoming Eagle Rank! Hope to see you back at ScoutSmarts again soon and, until next time, be the best individual you can be!

I'm constantly writing new content because I believe in Scouts like you! Thanks so much for reading, and for making our world a better place. Until next time, I'm wishing you all the best on your journey to Eagle and beyond!

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