Mission statement should include

There's no need to be fancy here. Just say it simply for the moment. What product or service does your business produce or provide? Get down to the bare basics and don't add any filler.

You will elaborate on this purpose in the next steps. My company's purpose is to:. This is the tricky part, because we're not looking for a detailed description of your business' physical operations here. Instead, we're looking for a description of how your business generally operates. This usually means incorporating one or more of your core values into your description. So take a moment to list the core values that are important to express in your business.

Here are some sample values that you may want to use when you write a mission statement:. It might be helpful to focus on your business' core competencies when you're considering which values are worthy of including in your mission statement. Zero in on one or two at the most to add to your description of what your company does. Mission Statement Examples.

Here's what the first three examples from step one might look like when you add values to them. Remember, these are not finished yet. There's one step to go before your mission statement is complete.

This is the part of your mission statement that describes your spark—the passion behind your business. Why does your business do what it does? For some people, it helps to think back on why they started their business in the first place.

This is what our three mission statement examples might look like when you add "why" to them:. When you're finished, have another look at your mission statement and see if it captures what you want to say or if there's a better way of phrasing it.

JetBlue aimed wide with their mission statement, proving that not all mission statements have to be tailored specifically to what a company does. This self-awareness that their market is still relatively young sets Tesla apart as having one of the best mission statements. While you might find it ironic that a media organization that hosts hours of content would stick to a two word mission statement, it actually fits with their branding. TED exists to share ideas online for free, and talks are usually limited to only 18 minutes.

This kind of rapid-fire idea sharing is what makes TED such a lasting presence in American and global culture. Amazon is one of the largest global companies in existence and has grown to include millions of consumers and sellers. While this mission statement might be vague, they narrow their focus just enough to make their mission statement feel personalized to their company.

Nike stands out among the best mission statements for a lot of reasons, but our favorite is the style and tone of this mission statement. The use of the asterisk is unique and gives the audience something to think about. Furthermore, their message is inclusive, which follows notable trends in marketing when reaching millennial and Gen Z audiences.

In an ever-changing world, Nordstrom has maintained one constant: their commitment to customer service. Nordstrom has been in business for over years, and their mission statement has evolved with the industry. However, each iteration of their mission statement focuses on the customer experience due to their emphasis on quality and style, not just buying clothes.

American Express has differentiated itself from other credit card vendors by constantly emphasizing their commitment to customer service. By putting employees and customers first, American Express has established itself as a respected brand throughout the globe. This mission statement is great because it combines all the elements that make Patagonia successful: their high-quality products and their core value of putting the environment first.

Patagonia is a company focused on selling products and giving back, which is why their core value is a perfectly balanced hybrid of what makes their business stand out from the rest.

Plus, their emphasis on their product keeps their mission statement grounded and actionable. Simultaneously, it takes a look at the HR software industry as a whole, making a pointed statement that, ironically, even in the HR space, people are often at the wayside.

After you have created your mission statement, be sure to communicate it to your workforce. Neither one of those statements makes the company stand out, but combined they are stronger. What is it about your business that is better than the other guys, though? That is where adding the key elements come into play. Inspiration — To grow our business with the same honesty and integrity we use to craft our products. In their mission statement, Honest Tea is not promising to cure cancer , only to make a healthy product.

They also point out they create organic beverages that taste great, tying the statement back to the business brand. A mission statement is a declaration of what makes the business important. By design, it guides the actions of the employees and draws in customers by creating direction by explaining what the company intends to accomplish. Start your free trial High-volume or established business? Request a demo.