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Table of contents
Table of contents
Key takeaways:
- A mission statement explains what your business does, who it serves, how it creates value, and why it exists.
- To write one, define what your company does, explain how it does it, and describe why the work matters.
- A strong mission statement is short, clear, memorable, and broad enough to support your long-term goals.
- Your mission statement guides today’s decisions, while your vision statement describes the future you want to create.
Just because your business is small doesn’t mean it doesn’t have big dreams. Starting your own business requires taking risks, working long hours, and most likely making some personal and financial sacrifices.
Most entrepreneurs wouldn’t take the risks without having some kind of passion, core values, or beliefs about improving the world or their community. Oftentimes, it’s the passion, values, and beliefs that drive them to build their startup—whether it’s creating an app to help long-distance families stay connected or making the world’s most sustainable vegan pizza.
A business plan defines how you’re going to run your business (yes, also important), but a good mission statement helps you define that passion and the company’s primary purpose.
What is a mission statement?
A company’s mission statement is a short statement that captures the purpose and articulates the “why” and “how” of the business.
There’s a lot riding on the mission statement. An effective mission statement is a powerful tool for guiding efficient decision-making, creating company culture, attracting and retaining employees and customers, informing your marketing campaigns and advertising messages, and helping you build a strong brand.
This should serve as your North Star, keeping everyone in your company together and working toward the same goal. With a clear view of your mission, you can develop scalable, replicable operating processes that enable your business to grow in an orderly fashion. Without it, you’re likely to experience communication breakdowns, inconsistent delivery of your products and services, and chaos as you try to grow.
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Why are mission statements important?
Developing a strong mission statement can help keep your business on track while serving several important functions.
- Reference point: Having a solid explanation of what your company does is a great reference point to have, especially when you're making big decisions for your business.
- Reminder: You can always refer back to this statement whenever you need to and use it as a reminder when directing your business planning or providing guidance to employees.
- Purpose: Having a concise statement that describes the primary purpose of your business can also help give your employees a sense of belonging and identity within your organization.
How do you write a mission statement?
Now that you understand the importance of a mission statement, watch the video for additional guidance, then follow the steps below to create one for your business.
Step 1. Introduce what your company does
The first step of creating a strong mission statement is introducing what your company does. Don’t overthink it—just briefly mention whatever product or service your business offers. Keep it simple and avoid using filler words. The fancy language can come in the next few steps when you discuss the “how” and “why.”
Step 2. Explain how your company does it
This is where many people begin to struggle when creating their own mission statement. This part requires you to provide a solid description of your business's physical operations without giving too much detail.
If you focus too much on explaining every function of your business, your mission statement will become an essay. We recommend incorporating a core value into your description to make it stand out more.
Step 3. Discuss why your company does it
This is the part of your mission statement that describes your spark—the passion behind your business. Why do you do what you do? What are your company’s goals and initiatives? For some people, it helps to think back on why they started their business in the first place and incorporate that into their mission statement.
What makes a great mission statement?
Once you’ve gained clarity on the basic steps of writing a mission statement, it’s time to make it sing. There are three keys to doing this:
1. Keep it short and clear
Short means focused and memorable. A mission statement that runs on for several sentences loses its usefulness. Employees can't recall it, and customers can't repeat it. Aim to cover your purpose in as few words as possible.
Clear means one main idea, written in plain language. Skip the jargon. If a reader has to pause to figure out what a word means, the statement isn't doing its job. Get to the point and stay there.
2. Think long-term
Keep in mind that a mission statement is a reflection of your company’s long-term goals, so you’ll want to make sure it accurately reflects your plans in the future. If you mention something in your mission statement that won’t be applicable in 5-10 years, it’s best if you leave that part out.
3. Make it engaging
Smart copywriters make their writing compelling by using powerful verbs to trigger certain emotional responses. Think: “empower” vs. “enable”; “challenge” vs. “question”; “discover” vs. “find.”
There are many power word lists available on the internet, sorted by the type of emotion they are known to elicit. Simply search for “copywriting power words” and note a couple of your favorites to have on hand while you’re doing your writing exercise. Play around with different buzzwords and see how they change the feeling of your mission statement.
What is the difference between a mission and a vision statement?
A mission statement defines your business's present purpose: what you do, for whom, and how. A vision statement describes the future your business is working toward: what you ultimately want to achieve or change.
The two are related but answer different questions. Your mission is operational. Your vision is aspirational. Many small businesses write both, while some combine them into a single statement.
Take a look at the chart below for a side-by-side comparison.
How the two work together
Your mission statement keeps your team focused on the work in front of them. Your vision statement reminds everyone why that work matters. Used together, they help align daily decisions with long-term direction.
For example, a small bookkeeping firm might write:
- *Mission: "We help independent contractors stay organized and tax-ready with simple, fixed-fee bookkeeping."*
- *Vision: "A future where every self-employed person has the same financial clarity as a Fortune 500 company."*
The mission explains what the business does today. The vision explains where it is headed.
Mission statement examples
To get a better idea of what other companies’ mission statements look like, we’ve gathered a list of examples to help you get inspired.
Google’s mission statement:
*“To organize the world’s information and make it universally accessible and useful.”*
Why it works: Google explains what it does, who it serves, and the value it provides. The statement is specific, easy to understand, and closely connected to the company’s products.
Word length: 12
LinkedIn’s mission statement
*“To connect the world’s professionals to make them more productive and successful.”*
Why it works: LinkedIn identifies its audience, its role, and the result it aims to create. Each part supports the platform’s focus on professional connections and career growth.
Word length: 12
Nike's mission statement
*“To bring inspiration and innovation to every athlete in the world.”*
Why it works: Nike makes its purpose clear and inclusive. The statement connects the brand’s focus on innovation with its goal of inspiring athletes of all abilities.
Word length: 11
Slack's mission statement
*“To make work life simpler, more pleasant, and more productive.”*
Why it works: Slack focuses on the experience it wants to create for its users. The statement uses plain language to highlight three clear benefits: simpler work, better collaboration, and greater productivity.
Word length: 10
Netflix’s mission statement
*“To entertain the world.”*
Why it works: Netflix keeps its mission simple and memorable. In just four words, it describes the company’s main purpose and its global reach.
Word length: 4
Whole Foods Market’s mission statement
*“To nourish people and the planet.”*
Why it works: Whole Foods Market connects its food business to a broader purpose. The statement is brief and memorable while balancing personal well-being with environmental responsibility.
Word length: 6
Your mission statement in action
A well-crafted mission statement that resonates with your employees, customers, and partners is a valuable asset to your business. Work to incorporate it in as many places as you can—on your small business website, on social media and LinkedIn, and in your advertising. Internally, it should be prominently featured for employees to see and absorb on a regular basis. To help you see this process through, QuickBooks tools like free accounting software for small businesses give you the confidence to stay one step ahead while starting your business.
While it should not change often, the world is always evolving, and your business may evolve with it. If you are using it as your North Star every day, you may eventually notice that it is losing its resonance and needs to be reworked. If you get to that point, congratulations! Your mission statement has probably served you well and carried you far. Now go and write another with our custom template.
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