How to write a mission statement
Clip source: In 5 Simple Steps, how to write a mission statement
How to use 5 simple steps to write a mission statement
I had a 30-year love-hate relationship with declarations of purpose. I have read thousands of it. I love it when a mission statement describes an organisation so well that it sounds like a plan, and I hate it when a mission statement is bland, outdated, and utterly useless. Which often occurs, but not almost as often.
What's a Statement of Mission?
A statement of mission is a simple statement which explains the goals of your organisation. It's a rundown of what your business does with its clients, staff, and owners. It explains exactly how you are doing what you are doing. And, it concentrates on why the organisation does what it does. The fourth and fifth dimensions are also found in some of the best mission statements: what the organisation does for its society and for the world.
Developing the first mission statement of your organisation, or writing a new or updated one, is your chance to describe the company's decision-making priorities, ethics, culture , and values. Often the everyday business activity gets in the way, and a fast refresh of the mission statement lets you take a step back and realise what's most important: there is a reason for the company.
Don't waste your time with a mediocre mission declaration
That a conventional business plan always contains a declaration about the task is not a justification to do one. Don't bother if it isn't going to be helpful to you and help direct your business. The vast majority of statements on the mission are just pointless hype that could be used to characterise any company.
Don't fall into the pit of writing a mission statement merely because you were informed by some checklist or expert. In fact, there are sites that make fun of how most mission statements use vague, high-sounding sentences to say nothing. The "Dilbert" comic strip has had a field day making fun of them:
Image: Scott Adams DILBERT ©. Used with UNIVERSAL UCLICK 's permission. All rights reserved.
If you want to bring consistency to your company goals and want to get your staff, investors and customers to understand what your organisation is all about, you should write a mission statement.
If you already have a statement of purpose and want to see if it really adds meaning to your company, try to have it pass this basic Purpose, Mantra or Vision test:
If your company has a mission statement, measure it by asking yourself, frankly, if your rivals will use exactly the same statement.
Does it differentiate you from any other company? If you gave a blind screening test to an employee or client, ask her to read your statement of mission and four others without specifying which one is, will she be able to say which statement was yours?
HTTPS:/cta-cms2.hubspot-service.com/ctas/v2/public/cs/c/? Cta guid=66493308-8477-48c5-9ec9-30e9fa02db59&placement guid=8d6d5f23-963f-4803-9c4a-f21af367ca9d&portal id=467363&canon = https percentage 3A percent 2F percent 2Farticles.bplans.com percentage 2Fwriting-a-mission-statement percentage 2F&redirect url = APefjpHX96jJbwjyJCHkzeFHwww6jVmKnbZG845sTGJ9LgaZdvMO9x
How to write a perfect Statement of Mission
So how can you make a useful comment on the mission? I have come up with a framework for creating a useful mission statement over the decades that I have spent reading , writing, and reviewing business plans, and it boils down to five stages.
1. Begin with a market-defining tale
You don't really have to write the storey — it's obviously not included in the statement about the mission — but do think through it because it will direct how you write your statement about the mission:
Imagine a real individual making the real decision to buy what you are offering. Use the imagination to see why she needs it, how she will find you, and what she can buy for her from you. The more the tale becomes tangible, the stronger. And for the actual wording of the mission statement keep that in mind: "the more concrete, the better."
A very good market-defining storey describes the need, or desire, or the so-called "why to buy" if you like jargon. It identifies the target customer or "buyer image," and it identifies how your company is different or even distinct from most others. It simplifies thinking about what an organisation is not, what it's not doing.
That is literally not part of the statement about the task. Instead, getting in your mind when you're writing the mission statement is an important thing. It's between the words, in the background. If you have trouble getting started, make a short list of what your business is doing, and not doing.
2. Defines what the company does for its customers
Start with the good you do with your mission statement. To suss out whatever it is that makes your company unique for your target client, use your market-defining storey.
Don't underestimate your business: to do well, you don't have to cure cancer or stop global climate change. For instance, providing trustworthy auto repair, narrowed down to your neighbourhood specialty with your specific policies, is doing something good. So, in your town, offering excellent slow food, with focus on organic and local, at a price premium.
This is part of your mission statement, and a very critical part of it. Write it down.
If your company is good for the world, take it on board here too. But promises to be good for the environment must be meaningful, and distinguishable from all the other firms. If that's real, add the words "clean" or "green" and you stick to it with rigour. Don't just say it, particularly if it doesn't matter, or is always real.
The 2020 mission statement by Apple Computer , for example, is:
"Having launched the Macintosh in 1984 , Apple revolutionised personal technology. Today , Apple is leading 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 experience across all Apple devices and empower customers with breakthrough services like the App Store, Apple Music, Apple Pay, and iCloud. About 100,000 employees of Apple are committed to producing the best goods on earth and leaving the planet better than we find it.
That one evidently passes the test of defining flying colours for the company. No one might mistake generic hype for that mission. And this is an interesting change from the early task, as Creator Steve Jobs described it:
"By making instruments for the mind that advance humanity, to make a contribution to the universe."
Ikea, on the other hand, is starting its mission statement with something that any organisation might be anywhere. "Our vision for the [sic] many people is to create a better daily life." To its credit, it goes on to describe a "rest of the project" that could only be IKEA:
"We 're making this possible by providing a wide variety of well-designed, practical home furnishing items at such low prices that as many customers as possible can afford it."
And remember, how Sweetgreen integrates a world-view into a product-oriented mission statement in this statement:
"Sweetgreen was founded in 2007, and is a delicious food destination that is both safe for you and consistent with your values. We supply producers we know and partners we trust with local and organic products, promoting our neighbourhoods, and building positive relationships with those around us. Where passion and intention come together, we live to build experiences.
3. Defines what the company does for its workers
Good businesses are good for their employees too or they don’t last. It's safer for the bottom line to retain the workers than for attrition. It matters to business culture. It is necessary to make people rewarded and inspired. What your company provides its employees can be described by a mission statement.
My suggestion is that you don't just claim how good the company is for workers, you describe it here and then render it real forever.
In reality, qualities such as fairness, diversity, appreciation for ideas and innovation, preparation, tools, empowerment and the like matter. However, like any established company at least claims it prioritises certain things, it looks for a differentiator and a way to make the overall objectives sound more tangible and precise.
There's a built-in problem with this section of the mission statement. On the one hand, using the mission statement to determine what you want for workers in your company is beneficial for everyone involved. In the other hand, without falling into the pit of doing what any other organisation does, it's difficult to do so.
It is probably a good idea to state that you value equal pay, space to develop, training, a safe, innovative working atmosphere, and appreciation for diversity, even if that part of your mission statement is not special. That's because the statement of mission will act as a reminder — for owners, managers , and workers — and as a lever for self-enforcing.
If you have a clear viewpoint on your relationship with workers, write it in the mission statement. Put that into your mission if your company is nice to families, or to remote virtual workplaces.
And that's unusual in statements on mission. The vast majority of them are based on client communications. My suggestion is not the rule here. I include it, because it's nice, if not standard practise.
For example, when I was consulting for Apple Computer that business differentiated its training goals and motivated employees by making a point of bringing in high-quality educators and presenters
4. Add what the company does for its owners
They taught us in business school that management 's mission is to increase the stock's value. And stock shares are land. Some would argue that it goes without saying that a corporation exists to boost its owners' financial status, and maybe it does. But the company buzzwords of "fair worth" and "return on investment" are just for a small subset of all companies.
I needed peace of mind about cash flow in the early years of my company more than I needed growth, and I wanted growth more than I wanted income. So I wrote that into my statement about mission. And I realised at one point that I was also creating a company that was a place where I was able to work with people with whom I wanted to work; so I also wrote that in my mission statement.
However, as with the proposal to include workers, this aspect is also unique. Few comments regarding mission do this. That is understandable, since most mission statements are only outward-facing, targeted at clients and no one else.
Even, some of the strongest mission statements have a much wider definition of mission that includes the goal of ownership, or at least suggests it.
An eyewear business, Warby Parker does a better job of voicing a higher mission that involves clients, staff, and owners.
With a defiant spirit and a high mission, Warby Parker was founded: to sell designer eyewear at a revolutionary price while leading the way for socially-conscious enterprise.'
5. Discuss, digest, cut, polish, redesign, analysis
Whatever you've written above for points two through four, go back and take the wordiness down.
Good mission statements serve many purposes, set targets, and live long. So, just edit. It's worth this move.
Begin by considering the creation of a full internal mission statement and the use of a customer-facing subset for general publication. This is commonplace. Many firms have segmented mission statements, with sections being set aside and classified by form or goal. If that works for you use the bullet points or parts. Part of the reason people confuse mission with motto and vision is that they are used by many organisations together, and many others redefine them to suit their meaning as well. So despite the formal concept, what an organisation does for consumers is also called vision.
Note, in mission statements, form follows intent, as in all business writing. Make that work for your business. Or don't at all do it. If you want to call it a vision, and that works with staff and clients, then do it.
Keep a close eye out for the buzzwords and hype that everyone says while you edit. Cut as much as you can that doesn't directly apply to your company, except for the occasional special elements that can function as long-term rules and reminders — unique or not. The word itself, which is special, means, literally, the only one in the world. Using them sparingly. Phrases like "being the best possible," "world-class," and "great customer service" mean nothing because they are used by everyone. It's far harder to provide excellent customer support than to compose it into a mission statement.
Read the mission statements of other organisations but compose a message about you rather than any other organisation. Make sure that you truly believe in what you write-your clients and your staff will soon spot a lie.
Listen, then. Display draughts to others and really listen to their thoughts. Don't argue, don't reassure them; just listen. And then again, edit.
And, updating and revising it as required for the rest of your company life. Your mission statement can never be written in stone, like anything in a business plan, and far less stashed in a cabinet. Using it or just lose it. Review and revise as needed, because change is constant.
10 Examples of Brilliant Statements on Mission
Here are a couple of my favourites if you're looking for some inspiration to get you started on your own mission statement.
1. Südwest Airlines
"Southwest Airlines' mission is commitment to the highest quality customer service provided with a sense of comfort, friendliness, individual pride and entrepreneurial spirit."
What is most surprising about the mission statement from Southwest is that there is nothing they say about going from point A to point B. Their mission is all about how they distinguish what can be used as a commodity experience these days. They also focus on their own staff and the "business spirit," not just the experience with the customers.
2. Outfitters from Metropolitan
A luxury retailer committed to a unique mix of product, imagination and cultural awareness to inspire customers. Established in 1970, Urban Outfitters now operates over 200 stores in the United States, Canada , and Europe in a small space across the street from the University of Pennsylvania, providing experiential shopping experiences and a well-curated mix of ranges of women's, men's, accessories and home products.
Urban Outfitters is based on the experience they have and on what they do. Their mission guides the looks of their stores and what their aim is: to inspire. They also nod to beginning small and rising at their heritage.
3. REI WHERE
We at Recreational Equipment, Inc. (REI) agree that life outside is a well-lived life. We believe that we find our best selves in the wild, untamed and natural places, so our goal is to awaken a lifelong love of the outdoors, for all.
The mission of REI focuses more on what it needs to do with its clients, but a mission to protect the world is concealed in the mission statement as well. What establishes a bond between them and their clients is their emphasis on "moving outside".
4. From Starbucks
"One person, one cup and one neighbourhood at a time to encourage and nurture the human spirit."
By specifying its core principles, Starbucks enhances its mission statement. It is just an extension of the mission statement which describes how they are focused on their clients, how they are growing their business which how they are interacting with staff. Here you can read their beliefs.
5. From Walgreens
The goal of Walgreens is to be the most-loved pharmacy-led fitness, well-being, and beauty retailer in America. His goal is to champion the right of all to be happy and safe.
Walgreen 's mission really outlines its goals: what they want to accomplish and in what types of goods they want to accomplish it. When they speak about "everyone's right to be happy and safe," they also put about their wider meaning.
6. Slack Slack
"Make the work-life easier, better and more profitable."
While the statement of Slack 's mission is short, that implies a lot. "Work" does not simply mean the work of their clients, it means their own work at their business. Their declaration of mission works both internally and externally.
7. The Business of Coca Cola
"Restore the earth. Make a difference to them.
Coca Cola takes a slightly different approach, with an intent statement and then a statement of vision. Their intent is basically their statement of mission and says a lot to be so short. They want people to be refreshed both in body and spirit while having a positive effect on the planet. Their vision also means their desire to represent the entire population of the world that is reaching their corporate and shareholder targets.
8. In Patagonia
"To save our home world, we're in company."
Another short statement on the mission which says so much more than you would think at first glance. First and foremost, Patagonia doesn't claim it's a non-profit-they claim it's a company. And, this means that to achieve their aim of saving the world they need to be a big, safe company. Their mission involves their staff, their clients, their goods and their advocacy.
9. Charity: Water: Water
"Charity: water is a non-profit organisation that provides people in developing countries with clean and healthy drinking water"
Charity: The mission statement of water is straightforward and it clearly explains what it does and for whom it does it, to the stage. That is enough for most claims on a non-profit task.
Uh. 10. Asana White
"The aim of Asana is to help humanity prosper by allowing teams in the world to work together effortlessly."
Asana combines a message about what they do with a higher purpose of improving the world outside of their business, similar to other mission statements. Nonetheless, they also point to their target market and ambitions of becoming a multinational corporation, thereby enhancing the lives of their workers and shareholders.
How to use 5 simple steps to write a mission statement
I had a 30-year love-hate relationship with declarations of purpose. I have read thousands of it. I love it when a mission statement describes an organisation so well that it sounds like a plan, and I hate it when a mission statement is bland, outdated, and utterly useless. Which often occurs, but not almost as often.
What's a Statement of Mission?
A statement of mission is a simple statement which explains the goals of your organisation. It's a rundown of what your business does with its clients, staff, and owners. It explains exactly how you are doing what you are doing. And, it concentrates on why the organisation does what it does. The fourth and fifth dimensions are also found in some of the best mission statements: what the organisation does for its society and for the world.
Developing the first mission statement of your organisation, or writing a new or updated one, is your chance to describe the company's decision-making priorities, ethics, culture , and values. Often the everyday business activity gets in the way, and a fast refresh of the mission statement lets you take a step back and realise what's most important: there is a reason for the company.
Don't waste your time with a mediocre mission declaration
That a conventional business plan always contains a declaration about the task is not a justification to do one. Don't bother if it isn't going to be helpful to you and help direct your business. The vast majority of statements on the mission are just pointless hype that could be used to characterise any company.
Don't fall into the pit of writing a mission statement merely because you were informed by some checklist or expert. In fact, there are sites that make fun of how most mission statements use vague, high-sounding sentences to say nothing. The "Dilbert" comic strip has had a field day making fun of them:
Image: Scott Adams DILBERT ©. Used with UNIVERSAL UCLICK 's permission. All rights reserved.
If you want to bring consistency to your company goals and want to get your staff, investors and customers to understand what your organisation is all about, you should write a mission statement.
If you already have a statement of purpose and want to see if it really adds meaning to your company, try to have it pass this basic Purpose, Mantra or Vision test:
If your company has a mission statement, measure it by asking yourself, frankly, if your rivals will use exactly the same statement.
Does it differentiate you from any other company? If you gave a blind screening test to an employee or client, ask her to read your statement of mission and four others without specifying which one is, will she be able to say which statement was yours?
HTTPS:/cta-cms2.hubspot-service.com/ctas/v2/public/cs/c/? Cta guid=66493308-8477-48c5-9ec9-30e9fa02db59&placement guid=8d6d5f23-963f-4803-9c4a-f21af367ca9d&portal id=467363&canon = https percentage 3A percent 2F percent 2Farticles.bplans.com percentage 2Fwriting-a-mission-statement percentage 2F&redirect url = APefjpHX96jJbwjyJCHkzeFHwww6jVmKnbZG845sTGJ9LgaZdvMO9x
How to write a perfect Statement of Mission
So how can you make a useful comment on the mission? I have come up with a framework for creating a useful mission statement over the decades that I have spent reading , writing, and reviewing business plans, and it boils down to five stages.
1. Begin with a market-defining tale
You don't really have to write the storey — it's obviously not included in the statement about the mission — but do think through it because it will direct how you write your statement about the mission:
Imagine a real individual making the real decision to buy what you are offering. Use the imagination to see why she needs it, how she will find you, and what she can buy for her from you. The more the tale becomes tangible, the stronger. And for the actual wording of the mission statement keep that in mind: "the more concrete, the better."
A very good market-defining storey describes the need, or desire, or the so-called "why to buy" if you like jargon. It identifies the target customer or "buyer image," and it identifies how your company is different or even distinct from most others. It simplifies thinking about what an organisation is not, what it's not doing.
That is literally not part of the statement about the task. Instead, getting in your mind when you're writing the mission statement is an important thing. It's between the words, in the background. If you have trouble getting started, make a short list of what your business is doing, and not doing.
2. Defines what the company does for its customers
Start with the good you do with your mission statement. To suss out whatever it is that makes your company unique for your target client, use your market-defining storey.
Don't underestimate your business: to do well, you don't have to cure cancer or stop global climate change. For instance, providing trustworthy auto repair, narrowed down to your neighbourhood specialty with your specific policies, is doing something good. So, in your town, offering excellent slow food, with focus on organic and local, at a price premium.
This is part of your mission statement, and a very critical part of it. Write it down.
If your company is good for the world, take it on board here too. But promises to be good for the environment must be meaningful, and distinguishable from all the other firms. If that's real, add the words "clean" or "green" and you stick to it with rigour. Don't just say it, particularly if it doesn't matter, or is always real.
The 2020 mission statement by Apple Computer , for example, is:
"Having launched the Macintosh in 1984 , Apple revolutionised personal technology. Today , Apple is leading 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 experience across all Apple devices and empower customers with breakthrough services like the App Store, Apple Music, Apple Pay, and iCloud. About 100,000 employees of Apple are committed to producing the best goods on earth and leaving the planet better than we find it.
That one evidently passes the test of defining flying colours for the company. No one might mistake generic hype for that mission. And this is an interesting change from the early task, as Creator Steve Jobs described it:
"By making instruments for the mind that advance humanity, to make a contribution to the universe."
Ikea, on the other hand, is starting its mission statement with something that any organisation might be anywhere. "Our vision for the [sic] many people is to create a better daily life." To its credit, it goes on to describe a "rest of the project" that could only be IKEA:
"We 're making this possible by providing a wide variety of well-designed, practical home furnishing items at such low prices that as many customers as possible can afford it."
And remember, how Sweetgreen integrates a world-view into a product-oriented mission statement in this statement:
"Sweetgreen was founded in 2007, and is a delicious food destination that is both safe for you and consistent with your values. We supply producers we know and partners we trust with local and organic products, promoting our neighbourhoods, and building positive relationships with those around us. Where passion and intention come together, we live to build experiences.
3. Defines what the company does for its workers
Good businesses are good for their employees too or they don’t last. It's safer for the bottom line to retain the workers than for attrition. It matters to business culture. It is necessary to make people rewarded and inspired. What your company provides its employees can be described by a mission statement.
My suggestion is that you don't just claim how good the company is for workers, you describe it here and then render it real forever.
In reality, qualities such as fairness, diversity, appreciation for ideas and innovation, preparation, tools, empowerment and the like matter. However, like any established company at least claims it prioritises certain things, it looks for a differentiator and a way to make the overall objectives sound more tangible and precise.
There's a built-in problem with this section of the mission statement. On the one hand, using the mission statement to determine what you want for workers in your company is beneficial for everyone involved. In the other hand, without falling into the pit of doing what any other organisation does, it's difficult to do so.
It is probably a good idea to state that you value equal pay, space to develop, training, a safe, innovative working atmosphere, and appreciation for diversity, even if that part of your mission statement is not special. That's because the statement of mission will act as a reminder — for owners, managers , and workers — and as a lever for self-enforcing.
If you have a clear viewpoint on your relationship with workers, write it in the mission statement. Put that into your mission if your company is nice to families, or to remote virtual workplaces.
And that's unusual in statements on mission. The vast majority of them are based on client communications. My suggestion is not the rule here. I include it, because it's nice, if not standard practise.
For example, when I was consulting for Apple Computer that business differentiated its training goals and motivated employees by making a point of bringing in high-quality educators and presenters
4. Add what the company does for its owners
They taught us in business school that management 's mission is to increase the stock's value. And stock shares are land. Some would argue that it goes without saying that a corporation exists to boost its owners' financial status, and maybe it does. But the company buzzwords of "fair worth" and "return on investment" are just for a small subset of all companies.
I needed peace of mind about cash flow in the early years of my company more than I needed growth, and I wanted growth more than I wanted income. So I wrote that into my statement about mission. And I realised at one point that I was also creating a company that was a place where I was able to work with people with whom I wanted to work; so I also wrote that in my mission statement.
However, as with the proposal to include workers, this aspect is also unique. Few comments regarding mission do this. That is understandable, since most mission statements are only outward-facing, targeted at clients and no one else.
Even, some of the strongest mission statements have a much wider definition of mission that includes the goal of ownership, or at least suggests it.
An eyewear business, Warby Parker does a better job of voicing a higher mission that involves clients, staff, and owners.
With a defiant spirit and a high mission, Warby Parker was founded: to sell designer eyewear at a revolutionary price while leading the way for socially-conscious enterprise.'
5. Discuss, digest, cut, polish, redesign, analysis
Whatever you've written above for points two through four, go back and take the wordiness down.
Good mission statements serve many purposes, set targets, and live long. So, just edit. It's worth this move.
Begin by considering the creation of a full internal mission statement and the use of a customer-facing subset for general publication. This is commonplace. Many firms have segmented mission statements, with sections being set aside and classified by form or goal. If that works for you use the bullet points or parts. Part of the reason people confuse mission with motto and vision is that they are used by many organisations together, and many others redefine them to suit their meaning as well. So despite the formal concept, what an organisation does for consumers is also called vision.
Note, in mission statements, form follows intent, as in all business writing. Make that work for your business. Or don't at all do it. If you want to call it a vision, and that works with staff and clients, then do it.
Keep a close eye out for the buzzwords and hype that everyone says while you edit. Cut as much as you can that doesn't directly apply to your company, except for the occasional special elements that can function as long-term rules and reminders — unique or not. The word itself, which is special, means, literally, the only one in the world. Using them sparingly. Phrases like "being the best possible," "world-class," and "great customer service" mean nothing because they are used by everyone. It's far harder to provide excellent customer support than to compose it into a mission statement.
Read the mission statements of other organisations but compose a message about you rather than any other organisation. Make sure that you truly believe in what you write-your clients and your staff will soon spot a lie.
Listen, then. Display draughts to others and really listen to their thoughts. Don't argue, don't reassure them; just listen. And then again, edit.
And, updating and revising it as required for the rest of your company life. Your mission statement can never be written in stone, like anything in a business plan, and far less stashed in a cabinet. Using it or just lose it. Review and revise as needed, because change is constant.
10 Examples of Brilliant Statements on Mission
Here are a couple of my favourites if you're looking for some inspiration to get you started on your own mission statement.
1. Südwest Airlines
"Southwest Airlines' mission is commitment to the highest quality customer service provided with a sense of comfort, friendliness, individual pride and entrepreneurial spirit."
What is most surprising about the mission statement from Southwest is that there is nothing they say about going from point A to point B. Their mission is all about how they distinguish what can be used as a commodity experience these days. They also focus on their own staff and the "business spirit," not just the experience with the customers.
2. Outfitters from Metropolitan
A luxury retailer committed to a unique mix of product, imagination and cultural awareness to inspire customers. Established in 1970, Urban Outfitters now operates over 200 stores in the United States, Canada , and Europe in a small space across the street from the University of Pennsylvania, providing experiential shopping experiences and a well-curated mix of ranges of women's, men's, accessories and home products.
Urban Outfitters is based on the experience they have and on what they do. Their mission guides the looks of their stores and what their aim is: to inspire. They also nod to beginning small and rising at their heritage.
3. REI WHERE
We at Recreational Equipment, Inc. (REI) agree that life outside is a well-lived life. We believe that we find our best selves in the wild, untamed and natural places, so our goal is to awaken a lifelong love of the outdoors, for all.
The mission of REI focuses more on what it needs to do with its clients, but a mission to protect the world is concealed in the mission statement as well. What establishes a bond between them and their clients is their emphasis on "moving outside".
4. From Starbucks
"One person, one cup and one neighbourhood at a time to encourage and nurture the human spirit."
By specifying its core principles, Starbucks enhances its mission statement. It is just an extension of the mission statement which describes how they are focused on their clients, how they are growing their business which how they are interacting with staff. Here you can read their beliefs.
5. From Walgreens
The goal of Walgreens is to be the most-loved pharmacy-led fitness, well-being, and beauty retailer in America. His goal is to champion the right of all to be happy and safe.
Walgreen 's mission really outlines its goals: what they want to accomplish and in what types of goods they want to accomplish it. When they speak about "everyone's right to be happy and safe," they also put about their wider meaning.
6. Slack Slack
"Make the work-life easier, better and more profitable."
While the statement of Slack 's mission is short, that implies a lot. "Work" does not simply mean the work of their clients, it means their own work at their business. Their declaration of mission works both internally and externally.
7. The Business of Coca Cola
"Restore the earth. Make a difference to them.
Coca Cola takes a slightly different approach, with an intent statement and then a statement of vision. Their intent is basically their statement of mission and says a lot to be so short. They want people to be refreshed both in body and spirit while having a positive effect on the planet. Their vision also means their desire to represent the entire population of the world that is reaching their corporate and shareholder targets.
8. In Patagonia
"To save our home world, we're in company."
Another short statement on the mission which says so much more than you would think at first glance. First and foremost, Patagonia doesn't claim it's a non-profit-they claim it's a company. And, this means that to achieve their aim of saving the world they need to be a big, safe company. Their mission involves their staff, their clients, their goods and their advocacy.
9. Charity: Water: Water
"Charity: water is a non-profit organisation that provides people in developing countries with clean and healthy drinking water"
Charity: The mission statement of water is straightforward and it clearly explains what it does and for whom it does it, to the stage. That is enough for most claims on a non-profit task.
Uh. 10. Asana White
"The aim of Asana is to help humanity prosper by allowing teams in the world to work together effortlessly."
Asana combines a message about what they do with a higher purpose of improving the world outside of their business, similar to other mission statements. Nonetheless, they also point to their target market and ambitions of becoming a multinational corporation, thereby enhancing the lives of their workers and shareholders.
