A mission statement states the purpose of your business and how you serve your customers. It’s the “what,” “who,” and “why,” of your company, a guideline by which you operate. Everything you do should work toward your mission statement.
To begin crafting a mission statement,
- Free write about what you do, and how you do it better and different from others
- Free write about who you do it for, their demographics and psychographics, where they are in their journey, and how you want them to feel when they use your product or service
- And why (the problem you solve for them)
From here, revise and condense, edit it to one to three sentences, 100 words or less. (Avoid summarizing your services in a generic sentence. Avoid creating a vision statement that describes what your company aspires to be, as opposed to what it is now.)
The best mission statements are in one succinct sentence:
“To organize the world’s information and make it universally accessible and useful.” Google
“Connect the world’s professionals to make them more productive and successful.” LinkedIn
“To inspire and nurture the human spirit – one person, one cup, and one neighborhood at a time.” Starbucks
“To build the web’s most convenient, secure, cost-effective payment solution.” PayPal
“Dedication to the highest quality of customer service delivered with a sense of warmth, friendliness, individual pride, and company spirit.” Southwest Airlines
“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.” Ikea
Examples from local businesses
“Always provide fresh, high-quality food at an affordable price while taking care of our customers, crew, and community every chance we get.” P.Terry’s
“A platform and community that creates empowering connections in love, life, and work — whether online or offline. We encourage integrity, kindness, equality, confidence, and respect during all stages of any relationship.” Bumble
Our mission is to connect all people in need and the programs that serve them (with dignity and ease). FindHelp
