Are you at the point where you are asking yourself how to write a mission statement that is powerful?
A company’s mission statement describes what a business does and what its purpose is. This ranges from practical information to the ethics and values underpinning a company’s decision making.
Let’s take a close look at what makes an effective mission statement, why it’s important, and how to construct one.
What Makes an Effective Mission Statement?: Ten Great Examples
To fully understand how to write a mission statement, let’s look at a few examples. Keep in mind while reading these that they are designed to inform the audience about what each business does and is hoping to do in the future.
- Google: “To Organize the world’s information and make it universally accessible and useful.”
- SpaceX: “To revolutionize space technology, with the ultimate goal of enabling people to live on other planets.”
- Apple: “Apple is dedicated to the empowerment of man – to making personal computing accessible to each and every individual so as to help change the way we think, work, learn, and communicate.”
- Mastercard: “Every day, everywhere, we use our technology and expertise to make payments safe, simple, and smart.”
- Simon & Schuster: “Our mission is to publish authors who have a purpose, a story to tell, and an unusual talent for making readers care about it.”
- Airbus: “Airbus is an international pioneer in the aerospace industry. We are a leader in designing, manufacturing, and delivering aerospace products, services, and solutions to customers on a global scale. We aim for a better-connected, safer, and more prosperous world.”
- Paypal: “We believe that now is the time to reimagine money, to democratize financial services so that managing and moving money is a right for all citizens, not just the affluent.”
- Uber: “Transportation as reliable as running water, everywhere for everyone.”
- Linkedin: “To connect the world’s professionals to make them more productive and successful.”
- Gilead: “To discover, develop, and commercialize therapeutics that advance patient care, while challenging employees to make a difference and building a thriving worldwide enterprise.”
Each of these mission statements describes the goals of the organization which states them. Some are more focused on the vision of their company, while others specifically state the aim of their products, but each statement explains what a company is trying to do in an articulate way.
A note here – a mission statement is separate from a value statement, though many companies blur the lines. Technically, a value statement explains the ideals and values behind a business, but many successful companies include an aspect of this in their mission statement.
Why Does My Business Need a Mission Statement?
Your mission statement is a powerful tool allowing you to accomplish several goals at once. These include:
- Increasing your own understanding of your business by definitively explaining its purpose.
- Keeping you and your team members on track and veering away from decisions that are counterproductive in achieving your mission objective.
- Conveying concisely to potential investors what you are looking to achieve.
- Helping customers and the general public understand the type of products/services you develop.
Without a good mission statement, investors and others will be confused about what your business does and what you are hoping to achieve through its activities. This can lead to misunderstandings and crossed wires that can permanently damage your business’s reputation.
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