A mission statement is defined as an action-based statement that declares the purpose of an

organization and how they serve their customers. This sometimes includes a description of the
company, what it does, and its objectives.

A mission statement provides perfect clarity behind the “what,” the “who,” and the “why,” of your
company. The best mission statements are guidelines by which a company operates. Everything you do
as a company should work toward your mission statement.

Most mission statements are between one and three sentences, never exceeding 100 words. The best
mission statements are typically a single succinct sentence, so keep this in mind when crafting yours.

Your company’s mission statement should be communicated to employees before their first day
on the job. It should be highlighted on all your recruiting and onboarding materials, and
employees should know it by heart. After all, this is the mission your employees should be
aligned with every day. Otherwise, they’ll come into work feeling aimless and struggling to
understand their purpose.

1) Jet Blue : “To inspire humanity — both in the air and on the ground.”

JetBlue aimed wide with their mission statement, proving that not all mission statements
have to be tailored specifically to what a company does. This inspirational statement
focuses on their audience, creating an immediate connection with readers, which isn’t
surprising considering their history of creative and personal marketing. JetBlue promotes
themselves as a group of service-oriented people dedicated to “bringing humanity back to
air travel,” so this mission statement works well to reflect their branding and company
personality.

2) Tesla : “To accelerate the world’s transition to sustainable energy.”

Tesla focuses on enhancing the use of sustainable energy throughout the globe, so it’s no
surprise that their mission statement reflects this. Plus, we love their use of “accelerate” right in
the mission statement: it’s a great play on words that reflects their industry. This mission
statement narrows the focus down to Tesla’s core purpose: to provide clean energy electric
vehicles to the public, while still acknowledging the ongoing transition between fossil fuels and
sustainable energy. This self-awareness that their market is still relatively young sets Tesla apart
as having one of the best mission statements.

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

LinkedIn’s mission statement is succinct and descriptive, encapsulating exactly what the
social media powerhouse does: connect professionals from all around the world. Their
mission statement stands out as one of the best because it quickly and effectively captures
the fundamental function of LinkedIn while placing an important emphasis on the users
of the platform, who are always the focus of LinkedIn’s design strategies.
 4) PayPal : “To build the web’s most convenient, secure, cost-effective payment
solution.”

PayPal’s values center around being a leader in FinTech to democratize financial services for all.
This message is apparent in their mission statement, especially because of the emphasis on being
a “cost-effective solution.” Merging security with cost effectiveness accurately sums up PayPal’s
central mission of providing affordable services that advance the global economy while
protecting people.

5) Amazon “To be Earth’s most customer-centric company, where customers can find
and discover anything they might want to buy online, and endeavors to offer its
customers the lowest possible prices.”

Amazon is one of the largest global companies in existence and has grown to include millions of
consumers and sellers. This mission statement’s emphasis on customer service and low prices
truly encapsulates exactly what Amazon provides to its customers, all while highlighting just
how large Amazon is and how far it reaches.

6) The Coca-Cola mission statement is: To refresh the world in mind, body, and spirit.
To inspire moments of optimism and happiness through our brands and actions. To create
value for making a difference.

Other Notes :

A mission statement articulates a company's purpose. It announces to the world at large why
your company exists. Every business should have a mission statement as a way of unifying the
organization.

You can think of a mission statement as a combination of what your business or nonprofit does
and how and why it does it, expressed in a way that encapsulates the values that are important to
you. It can be a challenge to clearly and concisely bring these ideas together, though. Here is a
simple guide—along with some examples—for writing your own company mission statement.

Step 1 : Describe What Your Company Does

here'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:

 Sell shoes
 Provide educational services
 Grow market vegetables
 Design phone apps
 Provide financial advice
  Sell women's clothing
 Provide pet sitting services

Step 2 : Describe How Your Company Does What It Does

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:

 Provide high product quality

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.

My company's purpose is to:

 Sell shoes of the highest quality.

Remember, these are not finished yet. There's one step to go before your mission statement is
complete.

Step 3 : Add Why Your Company Does What It Does

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.

Mission Statement Examples

My company's purpose is to:

 Sell shoes of the highest quality so every customer can find a pair of shoes they actually
love to wear.
 Provide educational services that allow all children to experience learning success and
become life-long learners and contributing members of our community.
 Grow market vegetables using organic, sustainable farming practices to give people safe
and healthy food choices.

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. Be sure to change the phrase "my
company's purpose" to the name of your company.

Sample :

"My company's purpose is to grow market vegetables using organic, sustainable farming
practices to give people safe and healthy food choices,"

might become:

"At Earth's Bounty, we grow market vegetables in a way that's good for the earth and good for
the table."

And, "Our company's purpose is to provide educational services that allow all children to
experience learning success and become life-long learners and contributing members of our
community,"

could be better phrased as:

"Our company, Hopscotch Learning, exists to provide educational services that allow all
children to experience success in learning and success in life."

Step 4 : Put your New Mission Statement to Work

Once you've crafted your business's new mission statement, you'll want to put it to work right
away.

Besides directing your business planning, you want your mission statement to be front and center
in the minds of everyone who works in or interacts with your business. As the statement of why
your business exists, it also explains to them why they would want to do business with you.
Some businesses go so far as to make their mission statements the themes of their advertising
campaigns. If you do nothing else, you should make sure your mission statement is highly visible
on your business premises, website, and all your marketing materials.

A good mission statement isn't just a slogan; it's the foundation of your operations manual—and
it can't provide guidance if people aren't familiar with it.

Besides having mission statements to communicate who they are and what they do, successful
small businesses also have vision statements to describe their ultimate achievements. You can
follow a similar process to create your own vision statement.

POINT A – YOUR SITUATION RIGHT NOW

POINT B - YOU WANT TO REACH ( VISION ) -> Will be of more than one Years

MISSION MEANS WHY ?? VISION MEANS WHERE ???

MISSION IS PURPOSE ? WHAT YOUR ARE DOING ??

PROFIT IS OUTCOME ?

TO REACH POINT A to B ? WHAT WOULD YOU DO ? OBJECTIVES , STRATEGY And

HOW YOU BEHAVE IS VALUES ? CORE VALUES ? CORE VALUES MAKES CULTURE
IS THE COMPANY ?

CLARITY IS POWER .

VISION -> WHERE DO YOU WANT TO GO ?

MISSION -> WHY YOU WANT TO GO ?

ACTION PLAN -> HOW WILL YOU GET THERE ?

BELIEFS & BEHAVIOUR -> CORE VALUES ?