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Mission statements, what is a mission statement.

Your mission clearly states why your organization exists. A company’s mission statement helps clearly articulate your core purpose. It is the summation of your organization’s core reason for being, answering the question, “Why are we here?” A mission needs to boldly state why you exist, and what impact you hope your organization has on the world. The best mission statements clearly express these things to your customers in a way that resonates and engages with them.

When developing your strategic plan, it is important to not overlook the foundation of your plan, including your mission statement. Every organization should have one! Crafting a mission statement may be challenging at first, but with the help of our guide, you’ll be well on your way to making your own great mission statement!

Free Canvas & Guide to Creating a Mission Statement

Whether you’re writing a new mission statement or revisiting your old one as part of a strategic planning process, we’ve created a canvas you can use to create a mission statement that inspires your team. Get started on creating your mission statement today, and download our guide for free!

Why Are Mission Statements Important in Strategic Planning?

A good mission statement is a foundational element in any strategic plan because it helps define your organization’s core purpose, serving as a vantage point from which to look down the road. Combined with your vision statement , it helps define why your organization exists and what you stand for.

Mission statements are sometimes confused and grouped with different kinds of foundational statements or forgotten about entirely. Some of the common planning elements that mission statements get mixed up with are vision statements and value statements.

All three are closely linked but serve entirely different functions and roles in your strategic framework. Below, we explain how the vision and values elements compare against a mission statement, and how they can all be used together to complement your mission statement for a strong foundation to your strategic plan.

Mission Statements Versus Vision Statements – The Differences

While a company’s future vision statement describes the organization’s future state, the mission directly relates to the vision by articulating the greater reason why that vision matters. A powerful mission keeps the organization on track and rallies around the direction the organization is headed. Learn how to write your mission statement here .

Mission Statement – Why You Exist

• States why your organization exists and articulates your core purpose.
• Written in the present tense.
• Helps define the area where you play.

Vision Statement – Where You’re Going

• States your organization’s bold vision for the future and why that is important.
• Written in a future tense.
• Helps create the roadmap for the future.

Pro Tip: Language Matters. We always recommend mission statements be written in present tense using concrete language. Writing in present tense allows your mission to be easily deciphered from your vision statement, which is written in future tense . Solid language leaves little room for interpretation of what exactly your mission statement means.

How Your Vision and Mission Statement Informs & Creates Strategy

Mission and vision statements are really two sides of the same coin. Your mission statement tells them where you are and why you exist, while your vision statement describes your desired future state or aspirational impact.

These two elements combine to inform and create your strategy, which is your plan for how to overcome your current and potential future competitors. The mission and vision are essentially your corporate aspirations, and your strategy is your meticulous plan for achieving it. Because these two statements used in tandem define why you exist now and what you aspire to offer in the future, this can make it easier to pinpoint your unique value proposition within the market.

A vision statement also helps you outline the actions and steps you need to take to make your vision a reality. If you can anchor your plan to your mission and vision, you’ll never lose your direction, even if you must pivot your strategy periodically to respond to different market or environmental conditions and customer feedback.

Mission Statement Versus Core Values Statement

As we’ve stated earlier, a business’s mission statement is all about defining the company’s purpose and objectives. It’s a concise statement that outlines what the business is trying to achieve and how it aims to achieve it.

A value statement , on the other hand, is focused on the core values and beliefs that are central to the organization’s culture. While these statements may serve different purposes, they are not in opposition of one another. Ideally, mission and values statements should be created in tandem, as they complement each other quite well.

For example, an organization’s mission statement may be focused on growth and expansion, while its values might include ideals such as honesty and fairness. By combining these two statements, you get a clear picture of what the organization hopes to achieve and how it aims to do so, while also highlighting the values it holds dear.

Mission Statements – Why You Exist

• Are usually written in the present tense.

Values Statements – How You’ll Live Out Your Mission

• Clarifies what your organization stands for, what it believes in, and how you expect your team to behave.
• Are typically written in present tense.

How Your Mission and Value Statements Complement Each Other

Value statements are the guiding principles your organization has chosen to live by, which give direction to the company culture and behaviors. Core values help businesses remain true to their mission and purpose by providing a framework for decision-making and actions.

A mission statement provides a sense of direction, whereas values give employees a sense of pride and purpose in working to achieve that mission. So, while your mission statement helps to guide the direction of your company, your value statement creates the behaviors that keep you in line with your mission.

Together, these statements complement one another and form a solid foundation for any successful organization. The mission statement outlines the company’s primary objectives, while the core values ensure that the company is meeting its goals the right way. By aligning a organization’s mission statement with its core values, everyone involved in the company, from the management down to the customers, can easily understand its objectives and what it stands for.

Mistakes to Avoid When Drafting Your Mission Statement

Crafting the perfect mission statement can be challenging and potentially lead to pitfalls when not approached carefully. Here are some mistakes to avoid when creating a mission statement:

Being Too Vague or Generic

It’s important to make sure you’re writing a mission statement that is unique to your organization and sets you apart from your competitors. Avoid generic and bland statements like “highest standards” or “quality customer service delivered.” Instead, explain what those statements would mean in the context of your organization.

Pro Tip: You may also want to avoid phrases that feel particularly jargon-y or industry specific. Your mission statement is meant to be public-facing, so ensure that your mission statement is understandable to the general public.

Focusing Solely on Profits

We get it. Of course, we all want to make money and ensure that our business or organization is successful and turning a profit. But is that really what your mission is? Your mission should, ideally, be impact driven. Think about the needs you identified that needed to be fulfilled that inspired you to start your organization in the first place. That’s what your mission statement should stem from.

Forgetting to Consider Stakeholder Input

Unless you’re running a one-person operation, your team and stakeholders should have input in the mission. Interview or conduct surveys with your employees to gain their insight and opinions. You can then elect a smaller, more central committee to come together and find consensus on common themes and craft your mission statement from there.

Neglecting to Update the Mission Statement as the Organization Evolves

Your mission statement needs to reflect your organization’s purpose, above all else. Although you wouldn’t change your mission statement yearly or even bi-yearly, don’t be afraid to update or make tweaks on your mission statement. If your organization grows or changes to the point where your original mission statement doesn’t quite fit anymore, don’t be afraid to update!

Not Reflecting Your Company’s Values

This should go without saying, but a mission statement should clearly express and reflect your organization’s values and purpose in a way that resonates with your team and your customers. Make sure your mission statement describes and accurately reflects your company’s identity.

By being mindful of these potential missteps, your organization can create a mission statement that accurately reflects your values and goals while inspiring your team and community.

What Makes Mission Statements Powerful?

Mission statements help your entire organization clearly understand its core purpose and why you do what you do. As a leader, it’s important to have clarity and a cohesive understanding of why your organization exists. Great leadership requires connecting your organization’s core purpose and vision of the future to your team’s day-to-day activities.

As leaders, we are put under a lot of undue stress to generate a perfect, short, sing-songy mission statement. The result is meaningless drivel, leaving everyone irritated and underwhelmed. The goal is to bring inspiration and innovation to the company for the long term. Don’t let being pragmatic get in the way of this important stage of building a strong foundation of consensus for the organization.

Video Transcript – Video Title XYZ

Hi, my name is Erica Olsen.

Today’s whiteboard session is on how to write a mission statement. Mission statements are foundational to any strategic plan. You normally build one after you develop your SWOT. And before you go into the rest of your planning process, it’s foundational because it answers the question, “Why do we exist.”

It clearly explains the space that we play in what’s in and what’s out of what we do. And it’s not where we’re going, which is vision. So, let’s break it down.

We’ll use this example to explain the components of a mission statement. We’ll use this checklist to talk about what makes a good mission statement. And we’ll walk through a simple process to create yours.

So let’s jump in.

The example we have up here is Google’s. And we love using Google’s Google’s examples because they’re, they’re great. And why not borrow from the best.

So, starting with our mission, I like to start with our mission, because it gives us a place to go and keeps us thinking about mission, you might get rid of it later, but start it there. It has a verb with present tense to organize. We explain what we do organize the world’s information for whom, in this case, the world?

And what’s the benefit to us existing, what’s the benefit to the world to make information universally accessible, and useful? Really straightforward. We know mission statements are not that easy to write. So, here’s a checklist to make sure that yours is great.

Starting with, it needs to be original. This is really clearly original to Google; they didn’t rip it off from somebody else. It doesn’t sound like anybody else’s mission statement. It sounds like Google’s mission statement. So, make sure yours is original.

Connect with staff, a great mission statement. And you know, yours is great when every single staff member wakes up in the morning and knows that their purpose and the reason, they come to work every day is expressed in your mission statement.

And to do that, it needs to be memorable. Memorable means short and concise. And of course, that’s the balance to strike with a great mission statement. So, here’s your litmus test. It needs to fit on a t shirt, and your staff would wear it that achieves those two goals, you know, you’ve got a great mission statement.

So how do you write one, sometimes it can be hard. So it’s great to get input or ideas from your organization. So, gather staff input, if you’d like via survey, or maybe focus groups, take all that information, synthesize it down and create a couple of versions, you can do it yourself or use one of those folks in your organization who loves to copyright and have them write a couple of different versions.

Take those versions and either have your planning team pick one or put them out to your organization and have people vote on them. So that simple process will help you not go in all kinds of different directions and spend forever doing mission statement development.

With that, I hope this helps you write yours. Thanks for tuning in.

If time isn’t dedicated to articulating your mission on the front-end before developing strategy, the result will likely be goals and objectives without a crystal-clear strategic direction.

A Good Mission Statement the Following Elements:

• Label: We like to start with “Our mission…”
• Verb: Use an action verb in the present tense.
• For Whom: Describe who you do it for.
• Result: What is the result or benefit of your work?
• What You Do: Briefly state what you do and how.

Mission Statements Answer At least One of These Core Questions

What is our organization’s reason for existing.

A mission helps clearly articulate your organization’s reason for existing. At the absolute minimum, your mission statement should answer this question above all else: What’s your core purpose?

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

Why Is It Special to Work for This Organization?

The best way to answer this question is to connect to the heart of your employees, customers, or the population you serve. Be compelling, and let people understand and connect with your core purpose. How does your reason for existing impact people in a special way, or why do your employees show up to work every day?

Example: “Tesla – To accelerate the world’s transition to sustainable energy.”

What Is Our Business and What Are We Trying to Accomplish on Behalf of Whom?

Some mission statements benefit from clearly stating who benefits from your business, or what you’re setting out to accomplish on behalf of whom. Who does your purpose impact the most and why?

Example: “Google’s mission is to organize the world’s information and make it universally accessible and useful.”

More mission statement examples can be found here.

Checklist for Good Mission Statements

When evaluating the quality of your current or newly drafted mission statement, it’s important your company’s mission statement meets these four simple criteria:

• Your Mission Must Be Foundational: It clearly states why your organization or business exists.
• It’s Original: It’s unique to your organization. If you were to read the mission statements of all the organizations in your industry, yours would be different than your competition.
• It’s Memorable: Memorable = motivating to employees, prospective employees and customers.
• It Fits on a T-Shirt: Peter Drucker famously advised that your mission statement should be short and compelling enough to fit on a t-shirt your staff would actually wear.

Other Mission Statement Tips

If you are refreshing your mission statement, complete your swot first.

Mission statements should be developed after completing the SWOT analysis , and before going into the rest of the planning process. This allows your team to be grounded and in alignment with where your organization is today and what the organization’s strengths and contributions are.

The mission statement motivates and inspires staff. Every single staff member knows that their purpose is defined in the mission statement. (e.g. Starbucks’ mission: To inspire and nurture the human spirit — one person, one cup and one neighborhood at a time.)

A Great Mission Statement Can Be Easily Recited at a Party

Develop the mission statement on a “party level”—it can quickly and briefly be understood by people at a party or on an airplane. The statement gives a profoundly simple focus for everything the team does as an organization. (e.g. Marine Stewardship Council’s mission: To safeguard the world’s seafood supply by promoting the best environmental choices.)

Now that you’ve finished your mission statement, writing your core values and vision is up next.

Get Started on Creating Your Mission Statement

Mission Statement FAQs

What questions do you need to answer to create a mission statement?

Answering these three questions will help create a mission statement:

• What is our organization’s reason for existing?
• Why is it special to work for this organization?
• What is our business and what are we trying to accomplish on behalf of whom?

What are the 5 elements of a mission statement?

The five parts of a mission statement are Label + Verb in Present Tense + Who You Serve + Result You Wish to Achieve or Reason for Existing + What You Do

What is a mission statement?

The definition of a mission statement is a concise description of your organization’s core purpose, answering the question, “why do we exist?”. A mission needs to boldly state why you exist, and why you do what you do. The best mission statements express your core purpose and why you exist with clarity.

How are mission statements and vision statements different?

A mission statement defines why your organization exists. A vision statement expresses where your organization is going in the future. They work together to express your reason for existing and how you’re setting out to change the world.

How do you know if you have a good mission statement?

Patrick Lencioni said that a mission statement should be able to fit on a t-shirt, and that your staff would want to wear that t-shirt.

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How to Write a Mission Statement: Your Complete Guide

Did you know that 80% of consumers are more likely to trust and engage with brands that have a clear mission? This statistic highlights the immense impact a well-defined mission statement can have on your business. It’s not just a collection of words; it is a powerful tool that communicates your business's purpose, values, and aspirations. When crafted thoughtfully, it establishes an emotional connection with your target audience, showcasing your commitment to making a difference in their lives. By expressing your company's core beliefs and goals, writing a mission statement creates a sense of trust and loyalty among customers. It sets you apart from competitors and resonates deeply with individuals who align with your values, fostering long-term relationships.

How to Write a Mission Statement: Short Description

In this article, we will delve into the importance of how to create a mission statement that captivates your audience, inspires your team, and propels your business toward success. Not only will you gain valuable insights into the importance of a well-defined mission, but you'll also discover a sample mission statement and expert tips to help you craft your own. Prepare to witness the transformative power of a well-crafted piece as we unlock its potential together.

What Is a Mission Statement: Unraveling the Meaning and Purpose

A mission statement is a concise yet powerful statement that captures the essence of what an organization aims to achieve. Think of it as the heart and soul of a company, outlining its purpose and direction in a meaningful way. A well-crafted statement not only serves as a beacon for the organization's actions and decisions but also communicates its values and aspirations to its stakeholders.

Compared to a vision statement that outlines the company's future aspirations and long-term goals, a business's mission statement answers the fundamental question, 'Why does this organization exist?' It goes beyond the mere pursuit of profit and delves into the deeper impact the organization wants to make in the world. It reflects the organization's unique identity, its target audience, and the value it seeks to provide. Whether it's a multinational corporation, a non-profit organization, or a small start-up, this statement defines its identity and shapes its strategic choices.

As our essay writing service suggests, an effective mission statement is memorable and inspiring. It should resonate with both employees and customers, creating a sense of purpose and unity. When employees understand and believe in the mission, they become more engaged and motivated, working towards a common goal. For customers and stakeholders, a compelling statement establishes trust and loyalty, as they can align themselves with the organization's values and aspirations.

Why is Mission Statement Important: Illuminating the Value

One key reason why writing a mission statement is important is that it establishes a strong sense of purpose. It goes beyond the surface-level goals and objectives and delves into the deeper meaning behind the organization's existence. A well-crafted statement communicates the organization's core values, its unique contribution to society, and the positive impact it aims to make. This sense of purpose fosters a greater sense of motivation and dedication among employees, as they can connect their individual roles to the larger mission.

Furthermore, it serves as a unifying force within the organization. It brings together individuals with diverse backgrounds, experiences, and skills under a common vision. By aligning everyone towards a shared goal, it promotes collaboration, teamwork, and a sense of belonging. Employees understand the organization's mission and values, which helps create a cohesive culture that drives performance and success.

According to our paper writing service online , such statements also play a crucial role in building trust and loyalty among customers and stakeholders. In today's competitive landscape, consumers are increasingly seeking out organizations that align with their own values and beliefs. A clear and authentic mission statement allows customers to connect with the organization on a deeper level, fostering trust and loyalty. Stakeholders, such as investors and partners, are also more likely to engage with organizations that have a well-defined mission, as it demonstrates a clear direction and purpose.

Lastly, this piece provides a framework for decision-making. When faced with strategic choices, organizations can refer back to their mission statement to ensure their actions align with their core values and long-term objectives. It acts as a guiding principle, helping organizations stay focused and make informed decisions that are in line with their overall mission.

Sample Mission Statement

Here, we have prepared a sample mission statement to showcase what a proper and impactful piece looks like.

Tired of Mission Statements That Put Your Audience to Sleep?

Let's craft a captivating and purpose-driven narrative that will leave your competitors wondering, 'How did they do that?'

How to Write a Mission Statement: Simple Guide

Crafting a company's mission statement is a crucial step in defining its purpose and direction, so we've put together a simple guide to help you navigate the process. Experts from our dissertation writing services will walk you through the key elements to consider, from capturing your unique identity to creating a concise yet compelling statement.

• Discover Your Company's Purpose and Services

To create a meaningful mission statement, take the time to delve deep into your organization's purpose. Reflect on the core values and beliefs that drive your company. Consider the services or products you offer and the impact they have on customers. What sets your organization apart? By understanding your purpose and services, you can articulate a statement that captures the essence of your business and resonates with your target audience.

• Unveil the Company's Winning Methods for Achieving Its Goals

Identify the unique approaches and strategies that contribute to your organization's success. These winning methods can be related to your company's operations, marketing, customer service, or any other aspect that sets you apart from competitors. It could be your commitment to innovation, your focus on customer satisfaction or your dedication to continuous improvement. By highlighting these winning methods, you showcase your organization's strengths and reinforce your commitment to achieving your goals.

• Explain How Your Business Serves Its Customers

When crafting your mission statement, it is essential to focus on how to write a mission statement that clearly communicates how your business serves its customers. Highlight the value you provide and the specific problems you help solve for your target audience. Emphasize the benefits customers can expect from your products or services, showcasing how your organization goes above and beyond to understand and meet their needs. By effectively articulating how you serve your customers, you demonstrate your dedication to their success, which ultimately builds trust and fosters long-term loyalty. Additionally, exploring various business essay topics can provide valuable inspiration and insights for refining your statement and enhancing your overall business strategy.

• Explain How Your Business Serves Its Employees

In addition to customers, the statement can address how your business serves its employees. Highlight the company culture and values that shape your organization. Consider the support, opportunities, and benefits you provide to your team members. Showcase your commitment to their growth, well-being, and job satisfaction. By recognizing and valuing your employees, you create a positive work environment, foster loyalty, and attract top talent.

• Revise the Mission Statement for Improved Impact

Once you have a draft of the statement for your assignment on business management , take the time to review and revise it for improved impact. Ensure that it is concise, clear, and easy to understand. Remove any unnecessary jargon or technical terms that may alienate or confuse readers, keeping in mind that your audience may not be familiar with industry-specific language. Aim for simplicity and clarity to make your mission statement accessible to all. Seek feedback from key stakeholders, such as employees and customers, to gain different perspectives and make necessary revisions.

Tips for Writing a Mission Statement

By following the unique tips below, you can create a mission statement that captures the essence of your organization and resonates with your audience, setting the stage for success.

• Be Authentic : Craft a statement that reflects the true essence of your organization. Focus on your unique strengths, values, and purpose rather than trying to imitate others.
• Think Long-Term : Consider the long-term vision of your organization when writing your mission statement. Look beyond immediate goals and aim to capture the enduring impact and legacy you aspire to create.
• Involve Stakeholders : Seek input from key stakeholders, including employees, customers, and partners, to gain diverse perspectives and ensure your statement resonates with those it impacts.
• Use Clear and Concise Language : Aim for clarity and simplicity in your mission statement. Use language that is easily understood by a wide audience and avoid unnecessary jargon or complex terms.
• Focus on the 'Why' : Articulate the core purpose and driving force as to why your business exists. Explain why you do what you do and the positive impact you aim to make in the world.
• Highlight Your Unique Value Proposition : Clearly communicate what sets your organization apart from others in your industry. Showcase the unique value and benefits you provide to customers or stakeholders.
• Make It Action-Oriented : Use dynamic and action-oriented language in your mission statement. Convey a sense of determination and commitment to achieving your goals and making a difference.
• Inspire Emotion : Craft a statement that evokes emotion and resonates with your target audience. Appeal to their aspirations, values, and desires, making them feel connected to your organization's purpose.
• Consider Visual and Verbal Branding : Align it with your brand identity. Consider incorporating visual and verbal elements that reflect your brand, making it instantly recognizable and memorable.
• Continuously Evaluate and Evolve : For writing a good mission statement, regularly review and assess it to ensure it remains relevant and aligned with your organization's growth and changing circumstances. Adapt it as needed to reflect new goals, values, or market trends.

Mission Statement Examples

Here are the short introductions and examples of mission statements for additional companies:

• Amazon 'To be Earth's most customer-centric company, where customers can find and discover anything they might want to buy online.'

Amazon's statement highlights its dedication to customer satisfaction. They strive to provide a wide selection of products and a seamless online shopping experience, with a strong focus on meeting customer needs and preferences.

• Google 'To organize the world's information and make it universally accessible and useful.'

Google's statement emphasizes its commitment to organizing and providing access to information globally. They aim to make information universally available and useful to users worldwide through their search engines and other digital services.

• Nike 'To bring inspiration and innovation to every athlete* in the world. (*If you have a body, you are an athlete.)'

Nike's statement emphasizes its dedication to inspiring and innovating in the realm of athletics. They strive to encourage everyone, regardless of their abilities, to embrace a sporting mindset and achieve their full potential.

• Patagonia 'Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.'

Patagonia's statement highlights its commitment to producing high-quality products while minimizing its environmental impact. They aim to leverage their business to not only inspire change but also actively contribute to finding solutions for environmental challenges.

• Microsoft 'To empower every person and every organization on the planet to achieve more.'

Microsoft places its mission statement focus on empowerment through technology. They aim to provide individuals and organizations with the tools and resources they need to accomplish their goals and unlock their full potential.

Personal Mission Statement: Paving the Way for Effective Leadership

Creating a personal mission statement goes beyond mere goal-setting. It delves into the deeper motivations behind your aspirations, answering fundamental questions such as 'Who am I?', 'What do I stand for?' and 'What impact do I want to make in the world?'. It encapsulates your unique identity and vision, offering a sense of purpose and meaning to guide your journey.

Writing a personal mission statement involves self-reflection and introspection. It requires an introspective exploration of your values, strengths, and long-term goals. By examining your passions, talents, and the positive contributions you want to make, you can articulate a statement that resonates with your authentic self.

A well-crafted personal statement serves several purposes. It provides clarity and focus, reminding you of your priorities and guiding your choices. It acts as a source of motivation and inspiration, fueling your drive and determination to overcome obstacles and achieve your goals. It also serves as a tool for self-accountability, helping you stay true to your values and principles.

While a personal mission statement is highly personal and unique to each individual, it can evolve over time as you gain new experiences, insights, and perspectives. Regularly revisiting and refining your piece ensures that it remains aligned with your evolving self and continues to guide your growth and fulfillment.

How to Write a Personal Mission Statement: Effortless Steps

In this section, we will walk you through the effortless steps on how to write a personal essay with a mission statement that resonates with your true self and propels you towards a life of fulfillment and achievement, even amidst the demands of tackling economics essay topics .

• Reflect on your life purpose : Start creating a personal mission statement reflecting on your life purpose and what gives your everyday life meaning. Consider the overarching reason for your existence and the impact you want to make in the world. Explore the values and principles that guide your choices and actions, and identify how you can align your personal mission with your life purpose.
• Assess your strengths and weaknesses : Take an inventory of your strengths, talents, and skills. Identify the areas where you excel and the unique qualities that set you apart. Similarly, acknowledge your weaknesses and areas for improvement. Understanding your strengths and weaknesses helps you create a statement that leverages your strengths and addresses areas that need growth.
• Clarify your long-term vision : Envision your ideal future and the person you want to become. Define your long-term goals and aspirations across various aspects of your life, such as career, relationships, personal growth, and contribution to society. Your personal statement should align with this long-term vision and guide you toward its realization.
• Consider your passions and interests : Explore your passions, hobbies, and areas of genuine interest. Identify the activities or causes that truly ignite your enthusiasm and bring you joy. Integrating your passions into your piece ensures that you lead a purposeful and fulfilling life driven by activities that align with your authentic self. ‍
• Identify your core values : Reflect on the values that are most important to you. These are the principles that shape your decisions, behaviors, and interactions. Determine the values that define who you are and that you want to embody in your personal mission. Your statement should reflect your commitment to living a life in alignment with your core values. ‍
• Define your unique contribution : Consider how you can make a unique contribution to the world. Identify the specific ways in which you can utilize your strengths, passions, and values to create a positive impact. Think about how your skills and interests can be harnessed to help others or make a difference in your community or industry. ‍
• Write your mission statement : With the above steps in mind, start writing your personal mission statement. Craft a concise, clear, and inspiring statement that encompasses your purpose, values, strengths, passions, and desired impact. Keep it authentic and true to yourself, expressing your unique aspirations and goals. Revise and refine your statement until it feels genuine and resonates deeply with you. ‍
• Live your mission statement : Once you have finalized writing a personal mission statement, use it as a guiding compass for your daily life. Refer to it regularly to stay focused, make decisions aligned with your values, and pursue actions that contribute to your mission. Continually strive to live in accordance with your mission statement, embracing personal growth and making a positive impact in the world.

By embracing the power of purpose, businesses can set a clear direction, inspire their team members, and engage their customers on a deeper level. Remember, a great mission statement goes beyond a mere string of words; it becomes the guiding force that shapes every decision and action. So, take the time to dig deep, articulate your core values, and envision the impact you want to make in the world. With well-crafted mission statement examples, you have the opportunity to transform your organization into a purpose-driven powerhouse.

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Daniel Parker

is a seasoned educational writer focusing on scholarship guidance, research papers, and various forms of academic essays including reflective and narrative essays. His expertise also extends to detailed case studies. A scholar with a background in English Literature and Education, Daniel’s work on EssayPro blog aims to support students in achieving academic excellence and securing scholarships. His hobbies include reading classic literature and participating in academic forums.

is an expert in nursing and healthcare, with a strong background in history, law, and literature. Holding advanced degrees in nursing and public health, his analytical approach and comprehensive knowledge help students navigate complex topics. On EssayPro blog, Adam provides insightful articles on everything from historical analysis to the intricacies of healthcare policies. In his downtime, he enjoys historical documentaries and volunteering at local clinics.

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4.8 Developing Your Personal Mission and Vision

Learning objectives.

• Determine what mission and vision mean for you.
• Develop some guidelines for developing your mission and vision.

Mission and vision are concepts that can be applied to you, personally, well beyond their broader relevance to the P-O-L-C framework. Personal mission and vision communicate the direction in which you are headed, as well as providing some explanation for why you are choosing one direction or set of objectives over others. Thinking about and writing down mission and vision statements for your life can help provide you with a compass as you work toward your own goals and objectives.

Figure 4.12

Your mission and vision reflect your personal and professional purpose and direction.

Shawn Harquail – Kayak Tour of Mangroves, Lucayan National Park. – CC BY-NC 2.0.

Your Mission and Vision

Note that the development of a personal mission and vision, and then a strategy for achieving them, are exactly the opposite of what most people follow. Most people do not plan further ahead than their next job or activity (if they plan their career at all). They take a job because it looks attractive, and then they see what they can do with it. We advocate looking as far into the future as you can and deciding where you want to end up and what steps will lead you there. In that way, your life and your career fit into some intelligent plan, and you are in control of your own life.

The first step in planning a career is obviously a long-term goal. Where do you want to end up, ultimately? Do you really want to be a CEO or president of the United States, now that you know what it costs to be either one? There are a couple basic parts to this process.

First, set out a bold vision—Jim Collins, author of Good to Great , describes this as a BHAG a big, hairy, audacious goal.

Five guiding criteria for good BHAGs is that they:

• Are set with understanding, not bravado.
• Fit squarely in the three circles of (a) what you are deeply passionate about (including your core values and purpose), (b) what drives your economic logic, and (c) what differentiates you (what you can be the best in the world at).
• Have a long time frame—10 to 30 years.
• Are clear, compelling, and easy to grasp.
• Directly reflect your core values and core purpose.

Second, sketch out your personal values, or “Guiding Philosophy”—a set of core values and principles like your own Declaration of Independence.

Once the vision is set, you have to develop some long-term goal (or goals), then intermediate-term goals, and so on. If you want to be President, what jobs will you have to take first to get there and when do you have to get these jobs? Where should you live? What training do you need? What political connections do you need? Then you have to set up an orderly plan for obtaining the connections and training that you need and getting into these steppingstone jobs.

Finally, you need to establish short-term goals to fit clearly into a coherent plan for your entire career. Your next job (if you are now a fairly young person) should be picked not only for its salary or for its opportunities for advancement but for its chances to provide you with the training and connections you need to reach your long-term goals. The job that is superficially attractive to you because it has a high salary, offers the opportunity for immediate advancement, or is located in a desirable place may be a mistake from the standpoint of your long-term career.

Former business school professor, entrepreneur (founder of www.quintcareers.com), and colleague Randall S. Hansen, PhD, has done a masterful job of assembling resources that aim to help your career, including an excellent five-step plan for creating personal mission statements. With his generous permission, he has allowed us to reproduce his five-step plan—adapted by us to encompass both mission and vision—in this section.

The Five-Step Plan

A large percentage of companies, including most of the Fortune 500, have corporate mission and vision statements (Quint Careers, 2008). Mission and vision statements are designed to provide direction and thrust to an organization, an enduring statement of purpose. A mission and vision statement act as an invisible hand that guides the people in the organization. A mission and vision statement explains the organization’s reason for being and answers the question, “What business are we in?”

A personal mission and vision statement is a bit different from a company mission statement, but the fundamental principles are the same. Writing a personal mission and vision statement offers the opportunity to establish what’s important and perhaps make a decision to stick to it before we even start a career. Or it enables us to chart a new course when we’re at a career crossroads. Steven Covey (in First Things First ) refers to developing a mission and vision statement as “connecting with your own unique purpose and the profound satisfaction that comes from fulfilling it (Covey, 1994).”

A personal mission and vision statement helps job seekers identify their core values and beliefs. Michael Goodman (in The Potato Chip Difference: How to Apply Leading Edge Marketing Strategies to Landing the Job You Want ) states that a personal mission statement is “an articulation of what you’re all about and what success looks like to you (Goodman, 2001).” A personal mission and vision statement also allows job seekers to identify companies that have similar values and beliefs and helps them better assess the costs and benefits of any new career opportunity.

The biggest problem most job seekers face is not in wanting to have a personal mission and vision statement but actually writing it. So, to help you get started on your personal mission and vision statement, here is a five-step mission/vision-building process. Take as much time on each step as you need, and remember to dig deeply to develop a mission and vision statement that is both authentic and honest. To help you better see the process, Professor Hansen included an example of one friend’s process in developing her mission and vision statements.

Sample Personal Mission Statement Development

Past success :

• developed new product features for stagnant product
• part of team that developed new positioning statement for product
• helped child’s school with fundraiser that was wildly successful
• increased turnout for the opening of a new local theater company

Themes: Successes all relate to creative problem solving and execution of a solution.

Core values :

• Hard working
• Industrious
• Problem solving
• Decision maker
• Family-oriented
• Intelligent
• Compassionate
• Contemplative

Most important values:

Most important value:

Identify Contributions :

• the world in general: develop products and services that help people achieve what they want in life. To have a lasting effect on the way people live their lives.
• my family: to be a leader in terms of personal outlook, compassion for others, and maintaining an ethical code; to be a good mother and a loving wife; to leave the world a better place for my children and their children.
• my employer or future employers: to lead by example and demonstrate how innovative and problem-solving products can be both successful in terms of solving a problem and successful in terms of profitability and revenue generation for the organization.
• my friends: to always have a hand held out for my friends; for them to know they can always come to me with any problem.
• my community: to use my talents in such a way as to give back to my community.

Identify Goals :

Short term: To continue my career with a progressive employer that allows me to use my skills, talent, and values to achieve success for the firm.

Long term: To develop other outlets for my talents and develop a longer-term plan for diversifying my life and achieving both professional and personal success.

Mission Statement :

To live life completely, honestly, and compassionately, with a healthy dose of realism mixed with the imagination and dreams that all things are possible if one sets their mind to finding an answer.

Vision Statement :

To be the CEO of a firm that I start, that provides educational exercise experiences to K–6 schools. My company will improve children’s health and fitness, and create a lasting positive impact on their lives, and that of their children.

Step 1: Identify Past Successes. Spend some time identifying four or five examples where you have had personal success in recent years. These successes could be at work, in your community, or at home. Write them down. Try to identify whether there is a common theme—or themes—to these examples. Write them down.

Step 2: Identify Core Values. Develop a list of attributes that you believe identify who you are and what your priorities are. The list can be as long as you need. Once your list is complete, see whether you can narrow your values to five or six most important values. Finally, see whether you can choose the one value that is most important to you. We’ve added “Generating Ideas for Your Mission and Vision” to help jog your memory and brainstorm about what you do well and really like to do.

Step 3: Identify Contributions. Make a list of the ways you could make a difference. In an ideal situation, how could you contribute best to:

• the world in general
• your family
• your employer or future employers
• your friends
• your community

Generating Ideas for Your Mission and Vision

A useful mission and vision statement should include two pieces: what you wish to accomplish and contribute and who you want to be, the character strengths and qualities you wish to develop. While this sounds simple, those pieces of information are not always obvious. Try these tools for generating valuable information about yourself.

• Describe your ideal day. This is not about being practical. It is designed to include as many sides of you and your enthusiasms as possible: creative, competent, artistic, introverted, extraverted, athletic, playful, nurturing, contemplative, and so on.
• Imagine yourself 132 years old and surrounded by your descendants or those descendants of your friends. You are in a warm and relaxed atmosphere (such as around a fireplace). What would you say to them about what is important in life? This exercise is designed to access the values and principles that guide your life.
• Imagine that it is your 70th birthday (or another milestone in your life). You have been asked by national print media to write a press release about your achievements. Consider what you would want your family, friends, coworkers in your profession and in your community to say about you. What difference would you like to have made in their lives? How do you want to be remembered? This is designed to inventory your actions and accomplishments in all areas of your life.

Review your notes for these three exercises. With those responses in mind, reflect on questions 1, 2, and 3 above. Then write a rough draft (a page of any length) of your mission statement. Remember that it should describe what you want to do and who you want to be. This is not a job description. Carry it with you, post copies in visible places at home and work, and revise and evaluate. Be patient with yourself. The process is as important as the outcome. After a few weeks, write another draft. Ask yourself whether your statement was based on proven principles that you believe in, if you feel direction, motivation, and inspiration when you read it. Over time, reviewing and evaluating will keep you abreast of your own development.

Step 4: Identify Goals. Spend some time thinking about your priorities in life and the goals you have for yourself. Make a list of your personal goals, perhaps in the short term (up to three years) and the long term (beyond three years).

Step 5: Write Mission and Vision Statements. On the basis of the first four steps and a better understanding of yourself, begin writing your personal mission and vision statements.

Final thoughts: A personal mission and vision statement is, of course, personal. But if you want to see whether you have been honest in developing your personal mission and vision statement, we suggest sharing the results of this process with one or more people who are close to you. Ask for their feedback. Finally, remember that mission and vision statements are not meant to be written once and blasted into stone. You should set aside some time annually to review your career, job, goals, and mission and vision statements—and make adjustments as necessary.

Key Takeaway

In this section, you learned how to think of mission and vision in terms of your personal circumstances, whether it is your career or other aspects of your life. Just as you might do in developing an organization’s vision statement, you were encouraged to think of a big, hairy audacious goal as a starting point. You also learned a five-step process for developing a personal vision statement.

• How does a personal mission and vision statement differ from one created for an organization?
• What time period should a personal mission and vision statement cover?
• What are the five steps for creating a personal mission and vision statement?
• What type of goals should you start thinking about in creating a personal mission and vision?
• How are your strengths and weaknesses relevant to mission and vision?
• What stakeholders seem relevant to your personal mission and vision?

Covey, S. R. (1994). First Things First . New York: Simon & Schuster.

Goodman, M. (2001). The Potato Chip Difference . New York: Dialogue Press.

Quint Careers, retrieved October 29, 2008, from http://www.quintcareers.com/creating_personal_mission_statements.html . Reproduced and adapted with written permission from Randall S. Hansen. The content of this work is his, and any errors or omissions are our responsibility.

Principles of Management Copyright © 2015 by University of Minnesota is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License , except where otherwise noted.

55 Personal Mission Statement Examples

A personal mission statement defines your purpose. It explains what you want to achieve in your life, career, personal relationships, and so on.

It differs from a career or educational mission statement because it’s more holistic: it’s not just about your job or school. It’s about what you want to achieve with your life overall. and what your personal philosophy is in life .

Here is my personal mission statement:

“I will be generous with my time both with family and strangers. I will consciously and intentionally spend quality time with my parents, my wife, and my children. I will pass-on love of life and self-belief to my children by living as a positive example. I will commit my career to working on projects that are meaningful to me. And I will be responsible with my health and finances for the longevity of my life and to ensure I can care for my family for many years to come.”

When I was asked to write a personal mission statement for applying for my job as a teacher, I tweaked it to focus more on my career:

“My personal mission statement as a teacher is to inspire and support my students, help them see their own potential, and build them up each and every day. I will commit my time to letting each student know they are capable of success, and I will help show them the path to personal and academic success.”

Below is a range of ideas for a personal mission statement. As the mission statement is personal, I recommend using these ideas as inspiration, but make sure you pick and choose the sentiments that are meaningful to you, and write your own.

Personal Mission Statement Examples

The following examples can be used as stimuli for you to think about what you want to include in your own mission statement. But, as the word suggests, a personal mission statement should be personal and unique to you . So, pick and choose key ideas from below, while coming up with your own mission statement that reflects your uniqueness.

• Live a life that aligns with my core values : “I will strive to live a life that is consistent with my own values and ethics. To achieve this, I will ensure I reflect every day on how my daily actions and interactions with others will reflect upon me, and whether they’re consistent with who I strive to be.”
• Seek to be a catalyst for change: “I will dedicate my life to being a catalyst for change in my world. The change I want to see is change toward greater social equality, fairness, and prosperity. To achieve this, I will advocate for the disadvantaged, seek career opportunities for supporting the underprivileged, and donate generously to causes I care about.”
• Commit to a journey of self-discovery: “My daily mission is to embark on an ongoing journey of self-improvement and self-discovery, always on track to find my deeper purpose in life.”
• Empower myself and others: “I will always strive to empower myself and others through positive affirmation, constructive feedback, and making smart choices. I will remove barriers to self-determination and always respect people’s choices in life.”
• Seek opportunities to give back to the community: “I am grateful first and foremost to my community for their support and nourishment, and my personal mission from here on out is to find opportunities where I can give back to my community in both my career and volunteerism.”
• Strive for excellence in all endeavors: “ My credo is to always hold myself to a high standard. To me, this means always putting in maximum effort and trying to be the best I can be each and every day.”
• Always have a growth mindset: “My core mission is to always maintain a growth mindset each and every day. For me, this means embracing challenges rather than shying away from them, having persistence and resilience when I face setbacks, and viewing effort as a pathway to mastery. “

• Aim to leave a meaningful legacy: “At the end of my life, I want to be able to look back and know that I’ve left a legacy for the world and my family. To achieve this, my mission will be to always give more to the world than I take, so I leave the world better off. I will leave a legacy of kindness and a spirit of service and community.”
• Continually redefine personal goals and aspirations: “I believe that a person is most successful when they self-reflect to achieve ongoing improvement. So, in my personal mission, I am committed to the ongoing process of personal evolution that will help me continue to refine myself over time. “
• Seek the silver lining: “The silver lining is the positive that we can extract out of every situation, even our failures. With this in mind, my mission is to cultivate optimism and to focus on what can be learned from every situation. This approach will both enhance my personal resilience and inspire others to adopt a similar perspective.”
• Develop resilience, adaptability, and grit in the face of adversity: “My mission is to develop and embody qualities of resilience, adaptability, and grit. I am determined to approach adversity as an opportunity for growth, learning to navigate through challenges with grace and tenacity. In doing so, I will become stronger and more capable.”
• To be generous with my time: “I will be generous with my time because I believe my time is the greatest gift I can give to others. This means I will commit to quality time with my friends and family and make sure I maintain a work-life balance so I can commit my time to the people who deserve it.”
• Empowering people around me: “My mission is to empower the people around me, including my colleagues at work, my friends, and my family. By empowering others, I can bring out the best in my community, and leave my community a better place.”
• Living with gratitude: “I will commit to expressing gratitude each and every day of my life. To do this, I will commit to meditating, reflecting on what I have, and being grateful for my health, wealth, and family.”
• Develop wisdom : “My mission is to continue to develop wisdom. To me, wisdom is knowledge, intelligence, and insight developed through experience and humbly listening to people who have knowledge and experiences beyond mine.”
• Seek authentic self-expression: “My mission is to express myself authentically , reflecting every day on how my words, actions, and creations align with my core values. This journey towards authenticity is ongoing and evolving, helping me understand and articulate who I truly am.”
• Change what’s in my control: “I pledge to focus my energies on what I can control in my life. I will strive to change my circumstances when possible, and adapt my attitude when it isn’t. By understanding and accepting this distinction, I will bring about the most positive outcomes for myself and those around me.”
• Creating harmony between mind-body-soul: “I am committed to fostering harmony between my mind, body, and soul. This means balancing mental challenges with physical exercise and spiritual nourishment, nurturing every part of my being, and achieving a healthier and more balanced life.”
• Cultivate emotional intelligence : “I am committed to nurturing my emotional intelligence. This involves understanding my own emotions, demonstrating empathy, and adapting my attitude when necessary, leading to stronger and more effective personal and professional relationships.”
• Foster innovative thinking: “My mission is to foster innovative thinking. I will strive to always question, explore, and reimagine the world around me, aiming to leave a legacy of creativity and change.”
• Live sustainably and promote environmental consciousness: “I pledge to live sustainably, focusing my energies on what I can control to reduce my environmental impact. Moreover, I will advocate for environmental consciousness within my community, contributing to a healthier planet.”
• Encourage diversity and inclusivity in my surroundings: “My mission is to promote diversity and inclusivity. I will strive to empower all voices and create an environment where everyone feels respected and valued, thereby fostering a sense of community and belonging.”
• Be a mentor and guide to others: “I will dedicate my time to mentoring and guiding others. By sharing my wisdom and experiences, I can help others navigate their own journeys, leaving a legacy of kindness and service.”
• Lead with integrity and honesty: “I am committed to leading with integrity and honesty in all endeavors. I will hold myself to a high standard, aligning my actions with my core values and striving for transparency in every interaction.”
• Cultivate a balanced and peaceful lifestyle: “My mission is to cultivate a lifestyle that is peaceful and balanced. I will practice mindfulness, express gratitude for my blessings, and strive to find harmony between my personal, professional, and spiritual life.”
• Maintain physical fitness and promote healthy living: “I pledge to maintain my physical fitness and promote healthy living in my community. I will strive to make smart choices regarding diet, exercise, and self-care, thereby embodying and promoting a vision of holistic health.”
• A lifelong learning mindset: “With a commitment to growth and a spirit of exploration, I will always seek to broaden my knowledge and perspectives. Embracing challenges and viewing effort as a pathway to mastery, I believe learning is an ongoing journey, not a destination.”
• Advocate for social justice and equality: “I am committed to advocating for social justice and equality. I will dedicate myself to being a catalyst for change, promoting fairness, and empowering the disadvantaged, contributing to a more equitable society.”
• Practice mindfulness and presence in daily life: “My mission is to cultivate mindfulness and presence in my daily life. By committing to this practice, I will enhance my emotional intelligence, develop resilience, and foster a deeper connection to the world around me.”
• Enhance personal and professional relationships: “I pledge to improve and deepen my personal and professional relationships. By demonstrating empathy, respect, and honesty, I will foster meaningful connections and contribute to a vibrant, supportive community.”
• Invest in self-care and well-being: “My mission is to invest time and energy in self-care and well-being. Through this practice, I will ensure a balanced life, promote a positive mindset, and prepare myself to better serve others.”
• Strive for financial independence and stability: “I am dedicated to achieving financial independence and stability. By making smart and informed decisions, I aim to create a secure foundation that enables personal growth , adventure, and service to my community.”
• Foster a spirit of exploration and adventure: “I commit to embracing a spirit of exploration and adventure. By welcoming new experiences and fostering curiosity, I will maintain a lifelong learning mindset, and continually evolve as an individual.”
• Practice empathy towards all: “My mission is to cultivate empathy in all my interactions. By striving to understand others’ perspectives, I will empower those around me and contribute to a community rooted in kindness and mutual understanding.”
• Embrace change and maintain flexibility: “I am dedicated to embracing change and demonstrating flexibility. I see change as an opportunity for growth, and I will cultivate resilience, adaptability, and a positive attitude in the face of evolving circumstances.”
• Nurture a positive and optimistic mindset: “My mission is to cultivate a positive and optimistic mindset. By seeking the silver lining in every situation, I aim to inspire myself and those around me to embrace challenges as opportunities for growth.”
• Advocate for the welfare and rights of animals: “My mission is to advocate for the welfare and rights of animals. I will use my voice and actions to promote humane treatment of animals, contributing to a more compassionate and ethical world.”
• Make informed and responsible choices: “I pledge to make informed and responsible choices that align with my values and the greater good. I am committed to reflecting on the implications of my decisions and acting in a way that contributes positively to my community and the environment.”
• Create meaningful connections with people: “I strive to create meaningful connections with people. Through empathy, open-mindedness, and genuine engagement, I aim to nurture relationships that enrich my life and the lives of others.”
• Develop and demonstrate leadership skills : “My mission is to develop and demonstrate effective leadership skills. I strive to lead with integrity, empathy, and resilience, inspiring others to achieve their best and fostering a spirit of teamwork and mutual respect.”
• Seek to understand and respect differing perspectives: “I pledge to understand and respect differing perspectives. I believe that diversity of thought enriches our society, and I strive to promote inclusivity and mutual respect in all my interactions.”
• Foster creativity in myself and others: “My mission is to cultivate creativity in myself and others. I will continually explore new ideas, foster an environment that encourages innovation, and inspire those around me to express their unique perspectives and talents.”
• Commit to the pursuit of knowledge: “I commit to the continuous pursuit of knowledge. By maintaining a curious and open mind, I strive to learn from every experience, deepen my understanding, and contribute to my personal and professional growth.”
• Seek to find joy in the everyday : “My mission is to find joy in everyday moments. I commit to practicing mindfulness, expressing gratitude for the simple things, and cherishing each day as a unique gift.”
• Be a source of encouragement and positivity: “I strive to be a source of encouragement and positivity for those around me. By uplifting others, celebrating their achievements, and offering supportive words, I aim to foster a more compassionate and optimistic community.”
• Pursue a path of continuous learning and development: “I am dedicated to pursuing a path of continuous learning and development. By always seeking to improve, learn, and grow, I aim to better myself and contribute more effectively to my community and the world at large.”
• Prioritize balance in all aspects of life: “I commit to prioritizing balance in all aspects of life. This includes fostering harmony between work and personal time, mental and physical health, and personal desires and community responsibilities, to cultivate a peaceful and fulfilling lifestyle.”
• Strive to be a good listener and communicator: “I aim to be a good listener and communicator. By practicing active listening and clear, empathetic communication, I will strengthen my relationships and foster mutual understanding and respect.”
• Cultivate and express artistic talents: “My mission is to cultivate and express my artistic talents. Through this creative exploration, I aim to express my unique perspectives, contribute to the cultural richness of my community, and inspire others to express their creativity.”
• Strive to make a positive impact on the environment: “I am committed to making a positive impact on the environment. By living sustainably, advocating for environmental consciousness, and influencing positive change, I hope to leave a meaningful environmental legacy.”
• Seek simplicity and contentment: “My mission is to seek simplicity and contentment in life. By valuing the essential, expressing gratitude for what I have, and finding joy in simple pleasures, I aim to cultivate a lifestyle of peace and fulfillment.”
• Develop and foster a spirit of entrepreneurship: “I am dedicated to fostering a spirit of entrepreneurship. By embracing innovation, taking informed risks, and learning from both success and failure, I aim to contribute to economic growth and social impact.”
• Strive for integrity in actions and communication: “I strive to uphold integrity in my actions and communication. By aligning my actions with my values, being transparent, and communicating honestly, I aim to build trust and respect in my personal and professional relationships.”
• Embrace new technologies and innovation: “My mission is to embrace new technologies and innovation. By staying informed about technological advances and integrating them into my work and life, I aim to enhance productivity, creativity, and the quality of life for myself and my community.”
• Cultivate and foster peace and harmony in relationships: “I am committed to fostering peace and harmony in my relationships. By promoting understanding, showing empathy, and resolving conflicts with grace, I aim to create strong, fulfilling, and respectful relationships.”
• Advocate for responsible consumerism: “I pledge to advocate for responsible consumerism. By making informed choices, promoting sustainability, and encouraging others to do the same, I aim to contribute to a healthier planet and a more equitable economy.”
• Care and provide for my family: “My mission is to care for and provide for my family. By being present, offering support, and ensuring their needs are met, I aim to create a nurturing and secure environment for my loved ones.”
• Cultivate self-discipline and good habits: “I commit to cultivating self-discipline and good habits . By maintaining focus, setting realistic goals, and consistently pursuing them, I aim to achieve personal and professional growth.”
• Influence others by my deeds: “I strive to influence others positively through my deeds. By acting with kindness, integrity, and respect, I aim to inspire others to do the same and contribute to a more compassionate and respectful community.”

See Also: How to Write a Values Statement

A personal mission statement for a resume needs to be personalized to you and your unique values and moral, goals, and life circumstances. You may also want to adjust it depending on the context in which you’re using it – i.e. if you’re asked to make a personal mission for work, then it’d likely incorporate elements of your job into it.

Also note that you’re always free to adjust your personal mission statement over time, so create one that’s true to you right now, but be willing to adjust it every few months.

Chris Drew (PhD)

Dr. Chris Drew is the founder of the Helpful Professor. He holds a PhD in education and has published over 20 articles in scholarly journals. He is the former editor of the Journal of Learning Development in Higher Education. [Image Descriptor: Photo of Chris]

• Chris Drew (PhD) https://helpfulprofessor.com/author/chris-drew-phd/ 15 Animism Examples
• Chris Drew (PhD) https://helpfulprofessor.com/author/chris-drew-phd/ 10 Magical Thinking Examples
• Chris Drew (PhD) https://helpfulprofessor.com/author/chris-drew-phd/ Social-Emotional Learning (Definition, Examples, Pros & Cons)
• Chris Drew (PhD) https://helpfulprofessor.com/author/chris-drew-phd/ What is Educational Psychology?

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Difference Between Mission and Vision Statements: 25 Examples

• Written By Britt Skrabanek
• Updated: April 18, 2024

Mission. Vision. Values. 

You’ve probably heard that phrase (or something similar) a thousand times. But they’re actually three distinct concepts.

The lines especially blur between mission and vision. It’s essential to know their distinction from one another when it comes to the drive and direction of your company. So what’s the real difference between mission and vision statements?

In this in-depth guide, we’ll compare and contrast mission and vision statements. We’ll break down each one’s definition and then discuss the best 25 brand examples that demonstrate their differences. Through that, you’ll be able to better understand and define your company’s essence and direction with confidence and clarity.

The Difference Between a Mission and Vision Statement

This is the easiest way to break it down:

• The mission statement focuses on today and what the organization does to achieve it.
• The vision statement focuses on tomorrow and what the organization wants to become.

While companies commonly use mission and vision statements interchangeably, it’s important to have both. Because having purpose and meaning is critical for any business, one doesn’t work without the other.

What is a Mission Statement?

Your mission statement drives the company. It is the core of the business. From it stems your company’s objectives and what it takes to reach those objectives. Ultimately, it shapes your company’s entire culture.

Mission statement questions look like:

• What do we do?
• Whom do we serve?
• How do we serve them?

This trickle-down effect of a mission statement confirms its value at any company. A solid mission sets up your content operations for success by starting your team all at the same place and motivating them to work together to reach the same end goal.

On the other hand, a weak mission — or no mission at all — can have the opposite effect. Picture this: silos, miscommunications, flailing, feeling unmotivated. And, imagine what that does to a company. Scary, right?

For content marketers

Your content strategy supports your company’s mission statement — think of it as the HOW of what you do.  It helps keep you on track. Through it, you stay true to your brand and your goals. Every piece of content you create should be rooted in your mission statement, from the tone of voice to the call to action .

What is a Vision Statement?

Your vision statement gives the company direction. It is the future of the business, which then provides the purpose.

The vision statement is aspirational- it’s about what you want to become.

Vision statement questions look like:

• What are our hopes and dreams?
• What problem are we solving for the greater good?
• Who and what are we inspiring to change?

The vision statement promotes growth, both internally and externally. A strong vision helps teams focus on what matters the most for their company. It also invites innovation. A purpose-driven company envisions success as a whole because they know what success means for their company.

On the flip side, a lack of vision is a road to nowhere for a business. Imagine this: stagnation, outdated processes, moving without purpose, feeling uninspired. Can a company even survive without a clear vision? You know the answer to that one.

The content vision supports the company’s vision statement — it’s the WHY of what you do. This helps you stay forward-thinking, true to your beliefs, and true to your purpose. Every piece of content you dream up should fly high with your vision statement, from the inception of an ebook to the lofty blog traffic milestone.

Brands That Get It: 25 Mission and Vision Statement Examples

So, what do great mission and vision statements actually look like? Here are 25 companies that get them right, with the customer loyalty to prove it.

Mission: To accelerate the world’s transition to sustainable energy.

Vision: To create the most compelling car company of the 21st century by driving the world’s transition to electric vehicles.

Why it works:  What better word than “accelerate” in a mission to serve as the driving force behind what Tesla does. While boldly stating “best in the century” reflects loftier dreams in the vision.

Mission:  We strive to offer our customers the lowest possible prices, the best available selection, and the utmost convenience.

Vision:  To be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online.

Why it works:  Amazon’s mission is cut-and-dry about what it offers to customers. The vision takes the offerings further, saying their company will offer “anything” customers want.

Mission:   We’re in business to save our home planet.

Vision: A love of wild and beautiful places demands participation in the fight to save them and to help reverse the steep decline in the overall environmental health of our planet.

Why it works: Patagonia’s mission and vision statements show a deep commitment to improving lives and saving the planet through its products.

Mission:  Spread ideas.

Vision: We believe passionately in the power of ideas to change attitudes, lives, and, ultimately, the world.

Why it works:  The TED mission to “spread ideas” is a simple demonstration of how they serve. The vision is all about impact, and how spreading ideas invokes change in the world.

Mission:  To connect the world’s professionals to make them more productive and successful.

Vision:  To create economic opportunity for every member of the global workforce.

Why it works:  LinkedIn succinctly captures what they do (connect) and who they serve (the world’s professionals) in their mission. While the vision encompasses every working person in the world.

Mission:   To organize the world’s information and make it universally accessible and useful.

Vision:  To provide access to the world’s information in one click.

Why it works:  Google may seem complex, but its mission clarifies that organization and accessibility are what they offer. Their vision statement is about improving accessibility in the future “in one click.”

Mission:  We reimagine the way the world moves for the better.

Vision:  Smarter transportation with fewer cars and greater access. Transportation that’s safer, cheaper, and more reliable; transportation that creates more job opportunities and higher incomes for drivers.

Why it works:  Uber “transports,” so it is the perfect actionable verb for their mission. The vision dives deeper into how their transportation services exist for the greater good of everyone.

Mission: To create a world where anyone can belong anywhere, and we are focused on creating an end-to-end travel platform that will handle every part of your trip.

Vision: Belong everywhere.

Why it works: The Airbnb mission says, “We help you feel at home,” while encapsulating the company’s goals for the future. They explore a deeper sense of belonging in the vision, tapping into the universal human desire their company aims for.

Mission: Delight our customers, employees, and shareholders by relentlessly delivering the platform and technology advancements that become essential to the way we work and live.

Vision:  If it is smart and connected, it is best with Intel.

Why it works: Intel promises to deliver the most technologically advanced products in its mission. Their vision uses more boastful language, illustrating great confidence in the future of their solutions.

Mission:  We build cars, symbols of Italian excellence the world over, and we do so to win on both road and track. Unique creations that fuel the Prancing Horse legend and generate a “World of Dreams and Emotions.”

Vision:  Ferrari, Italian Excellence that makes the world dream.

Why it works:  “We build to win” in Ferrari’s mission focuses on the strength and quality of their product. In this ambitious vision, their cars will reach the pinnacle of “Italian Excellence.”

Mission: Our mission is to empower entrepreneurs everywhere, making opportunities more inclusive for all.

Vision: Our vision is to radically shift the global economy toward independent entrepreneurial ventures.

Why it works: GoDaddy positions itself as the entrepreneur’s champion, making opportunity and success attainable for all.

Caterpillar

Mission: To provide the best value to customers, grow a profitable business, develop and reward people, and encourage social responsibility.

Vision: Be the global leader in customer value.

Why it works: Caterpillar explains both their “how” and their “why” in their mission statement: By providing affordable and high-quality products to customers, they will continue to grow their business, recognize and reward employees, and make a positive impact on the environment. Their vision reaffirms their commitment to providing value.

Mission:  To attract and attain customers with high-valued products and services and the most satisfying ownership experience in America.

Vision:  To be the most successful and respected car company in America.

Why it works:  Toyota’s mission and vision statements demonstrate what they are known for: products and services. Even in a highly competitive industry, their vision states that they will become the best car company in the country.

Mission: We will devote our human resources and technology to creating superior products and services, thereby contributing to a better global society.

Vision: To inspire the world with our innovative technologies, products, and designs that enrich people’s lives and contribute to social prosperity by creating a new future.

Why it works: Samsung wants to improve people’s lives by creating exceptional and innovative products, which they make clear in both their mission and vision statements.

Mission:  To empower and engage people around the world to collect and develop educational content under a free license or in the public domain, and to disseminate it effectively and globally.

Vision:  Imagine a world in which every single human being can freely share in the sum of all knowledge. That’s our commitment.

Why it works:  Wikimedia’s mission motivates its team to move toward a common goal of empowerment and engagement. Their vision paints a future world where their company’s commitment makes a lasting impact.

Mission:  To be the world’s favorite destination for discovering great value and unique selection.

Vision:  Our vision for commerce is one that is enabled by people, powered by technology, and open to everyone.

Why it works: When you break eBay’s mission and vision statements down, you see that eBay’s mission uses “destination” to show their virtual company as a real place people come to. An ongoing focus on people and technology gets into the “why” of their vision.

Mission:  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.

Vision: To create a better everyday life for many people.

Why it Works:  The mission here focuses on the functionality of IKEA’s products and the affordability of their customers. In the vision, the IKEA team has a true sense of purpose in “creating a better everyday life.”

Mission: Shape the future of the internet by creating unprecedented value and opportunity for our customers, employees, investors, and ecosystem partners.

Vision:  Changing the way we work, live, play, and learn.

Why it works:  Cisco decided to blend their mission and vision statements. Language like “shape the future” is more vision-oriented, but the mission talks about the people they serve.

Mission:  A company that inspires and fulfills your curiosity.

Vision: Using our unlimited passion for technology, content, and services to deliver groundbreaking new excitement and entertainment, as only Sony can.

Why it works:  Sony gives a customer-focused touch to its mission by using “your.” The “unlimited passion” and “groundbreaking entertainment” messaging in their vision demonstrate innovation.

Southwest Airlines

Mission: The mission of Southwest Airlines is a dedication to the highest quality of customer service delivered with a sense of warmth, friendliness, individual pride, and company spirit.

Vision: To be the world’s most loved, most efficient, and most profitable airline.

Why it works:  Southwest Airlines tells us right up front that quality customer service is their mission. Their vision is highly aspirational across the board in saying they want to be “the most” of everything.

Mission: Our mission is to provide insightful solutions that drive value and success for our clients by allowing them to focus on their business.

Vision:  Be the world’s authority on helping organizations focus on what matters.

Why it works: ADP puts its clients at the forefront of its mission and vision statements. After all, their clients’ success is what makes them successful.

Kaiser Permanente

Mission: Kaiser Permanente exists to provide high-quality, affordable healthcare services and to improve the health of our members and the communities we serve.

Vision:  We are trusted partners in total health, collaborating with people to help them thrive and creating communities that are among the healthiest in the nation.

Why it works:  Saying “exist” sounds more like a vision statement, but the rest of the mission says what Kaiser Permanente does. In the vision, “thrive” and “healthiest” are big words that show their impact.

Mission:  The mission of Coinbase is to create an open financial system for the world.

Vision:  Digital currency will bring about more innovation, efficiency, and equality of opportunity in the world by creating an open financial system.

Why it works:  Coinbase didn’t sugarcoat what they do in their mission statement, did they? And, in the vision, their message speaks well to the change their company will bring one day.

Mission:  To give people the power to build community and bring the world closer together.

Vision:  People use Facebook to stay connected with friends and family, to discover what’s going on in the world, and to share and express what matters to them.

Why it works:  Facebook’s mission is focused on the community their platform promises. Their vision talks about why community matters, interweaving how they will “bring the world closer together” from the mission.

Whole Foods

Mission: Our purpose is to nourish people and the planet. We’re a purpose-driven company that aims to set the standards of excellence for food retailers. Quality is a state of mind at Whole Foods Market.

Vision: Whole Foods, Whole People, Whole Planet.

Why it works:  This mission uses repetition throughout to reinforce the quality that Whole Foods is known for. Making everything “whole” in their vision binds their company to a set of beliefs that they complete people’s lives.

More Mission Statements From Top Brands:

• Adidas — To be the best sports company in the world.
• CalArts — CalArts is a multidisciplinary community of artists. Our ongoing educational endeavor is grounded in openness, experimentation, critical engagement, and creative freedom. Through artistic practice, we transform ourselves, each other, and the world.
• Coca-Cola — To refresh the world in mind, body, and spirit; to inspire moments of optimism and happiness through our brands and actions; to create value and make a difference.
• Dunkin’ Donuts — Everything we do is about you. From chefs who create exciting new flavors to crew members who know exactly how you want your drink—we prioritize what you need to get you on your way. We strive to keep you at your best, and we remain loyal to you, your tastes, and your time. That’s what America runs on.
• Goodwill — Goodwill works to enhance people’s dignity and quality of life by strengthening their communities, eliminating their barriers to opportunity, and helping them reach their full potential through learning and the power of work.
• L’Oréal — L’Oréal has set itself the mission of offering all women and men worldwide the best of cosmetics innovation in terms of quality, efficacy, and safety. By meeting the infinite diversity of beauty needs and desires all over the world.
• McDonald’s — Our mission is to make delicious feel-good moments easy for everyone.
• The Met — The mission of The Metropolitan Museum of Art is to collect, preserve, study, exhibit, and stimulate appreciation for and advance knowledge of works of art that collectively represent the broadest spectrum of human achievement at the highest level of quality, all in the service of the public and in accordance with the highest professional standards.
• Microsoft — Our mission is to empower every person and organization on the planet to achieve more.
• MIT — The mission of MIT is to advance knowledge and educate students in science, technology, and other areas of scholarship that will best serve the nation and the world in the 21st century.
• NASA (National Aeronautics and Space Administration) — NASA explores the unknown in air and space, innovates for the benefit of humanity, and inspires the world through discovery.
• Nike — Bring inspiration and innovation to every athlete* in the world. *If you have a body, you are an athlete.
• Northwestern University  — Northwestern is committed to excellent teaching, innovative research, and the personal and intellectual growth of its students in a diverse academic community.
• Oprah Winfrey Network — OWN’s mission is to create multiple platforms for women, men, and their families with a purpose and a passion: to celebrate life, inspire and entertain, empower viewers around the world to live their best lives, and by doing so, lift the lives of those around them in ever-widening circles.
• Pepsi — Create more smiles with every sip and every bite.
• Shopify — Making commerce better for everyone.
• Starbucks — To inspire and nurture the human spirit – one person, one cup, and one neighborhood at a time.
• Target — To help all families discover the joy of everyday life.
• Walt Disney Company — The mission of The Walt Disney Company is to entertain, inform and inspire people around the globe through the power of unparalleled storytelling, reflecting the iconic brands, creative minds, and innovative technologies that make ours the world’s premier entertainment company.

Know Who You Are and Where You’re Going

The mission statement focuses on today and what we do, and the vision statement focuses on tomorrow and what we want to become. Both are important to a company’s survival.

Call it the essence, beating heart, or the defining characteristic — whatever you call it, make sure your mission and vision statements are clearly defined and understood for the sake of your content and your company.

Get a content mission and a content vision statement down on paper. Share it with your team members. Then you can measure your future content efforts against the two. Although they are not slogans or taglines themselves , they should definitely help inform them and all your content.

Knowing who you are and where you’re going is the foundation of an organization’s success. So, who are you? And, where are you going?

  Mission and Vision Series

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