Have you ever tried looking for mission statement examples? It can be tiring work.
But looking at a collection of mission statements across a variety of industries can teach us a lot about creating purposeful companies.
Whether you’re the CEO of your own company or a business leader, the art of writing a purposeful mission statement is a valuable skill.
I was so curious about mission statements I collated 51 mission statement examples from the world’s most successful companies. I hope this is useful for others exploring this subject.
If you find this post useful please consider adding to the leaving a comment -below already on this page or sharing this post with others.
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Social Networks and eCommerce
Mission Statements
“To empower creators to make their best work and get it in front of the audience they deserve.”
“To connect the world’s professionals to make them more productive and successful.”
“To give people the power to share and make the world more open and connected.”
“To give everyone the power to create and share ideas and information instantly, without barriers.”
“To reimagine commerce in ways that build a more fulfilling and lasting world. We are building a human, authentic and community-centric global and local marketplace.”
“To become the number 1 fashion destination for 20-somethings globally.”
“To make it easy to do business anywhere.”
“To build the Web’s most convenient, secure, cost-effective payment solution.”
Innovation & Media Mission Statement Examples
“Uber is evolving the way the world moves. By seamlessly connecting riders to drivers through our apps, we make cities more accessible, opening up more possibilities for riders and more business for drivers.”
“Our goal when we created Tesla a decade ago was the same as it is today: to accelerate the advent of sustainable transport by bringing compelling mass market electric cars to market as soon as possible.”
“To help bring creative projects to life.”
“To help humanity thrive by enabling all teams to work together effortlessly.”
“To enrich people’s lives with programmes and services that inform, educate and entertain.”
“To deliver information on the people, ideas and technologies changing the world to our community of affluent business decision makers.”
“To be one of the world’s leading producers and providers of entertainment and information, using its portfolio of brands to differentiate its content, services and consumer products.”
“To be a company that inspires and fulfils your curiosity.”
Technology Mission Statement Examples
“To enable people and businesses throughout the world to realize their full potential.”
“To organize the world’s information and make it universally accessible and useful.”
“Utilize the power of Moore’s Law to bring smart, connected devices to every person on earth.”
“To move the web forward and give web designers and developers the best tools and services in the world.”
“Shape the future of the Internet by creating unprecedented value and opportunity for our customers, employees, investors, and ecosystem partners.”
“To be the catalyst in communities of customers, contributors, and partners creating better technology the open source way.”
“To improve its customers’ financial lives so profoundly, they couldn’t imagine going back to the old way.”
“Improving people’s lives through meaningful innovation.”
Retail
“To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.“
“To refresh the world…To inspire moments of optimism and happiness…To create value and make a difference.”
“Our deepest purpose as an organization is helping support the health, well-being, and healing of both people — customers, Team Members, and business organizations in general — and the planet.”
“The Home Depot is in the home improvement business and our goal is to provide the highest level of service, the broadest selection of products and the most competitive prices.”
“We save people money so they can live better.”
“To develop drugs to address significant unmet medical needs.”
“To enable economic growth through infrastructure and energy development, and to provide solutions that support communities and protect the planet.”
“To Improve Every Life through Innovative Giving in Education, Community and the Environment.”
“To discover, develop and commercialize therapeutics that advance patient care, while challenging employees to make a difference and building a thriving worldwide enterprise.”
“To create shareholder and societal value while reducing the environmental footprint along the value chains in which we operate.”
“We will provide branded products and services of superior quality and value that improve the lives of the world’s consumers.”
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Humanitarian Mission Statement Examples
“The maintenance of international peace and security.”
“To prevent and alleviate human suffering in the face of emergencies by mobilizing the power of volunteers and the generosity of donors.”
“To follow our Lord and Saviour Jesus Christ in working with the poor and oppressed to promote human transformation, seek justice and bear witness to the good news of the Kingdom of God.”
“Greenpeace is an independent campaigning organisation, which uses non-violent, creative confrontation to expose global environmental problems, and to force the solutions which are essential to a green and peaceful future.”
“To help people worldwide where the need is greatest, delivering emergency medical aid to people affected by conflict, epidemics, disasters or exclusion from health care.”
“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.”
Travel & Accomodation Mission Statements
“Dedication to the highest quality of Customer Service delivered with a sense of warmth, friendliness, individual pride, and Company Spirit.”
“To provide authentic hospitality by making a difference in the lives of the people we touch every day”
“Virgin America is a California-based airline that is on a mission to make flying good again, with brand new planes, attractive fares, top-notch service, and a host of fun, innovative amenities that are reinventing domestic air travel.”
“To help people around the world plan and have the perfect trip.”
Other Global Brands
“To make unique sports cars that represent the finest in Italian design and craftsmanship, both on the track and on the road.”
“Bring inspiration and innovation to every athlete in the world.*
If you have a body, you are an athlete.”
“Offering all women and men worldwide the best of cosmetics innovation in terms of quality, efficacy and safety”
“To help our clients create such high levels of economic value that together we set new standards of excellence in our respective industries.”
“To attract and attain customers with high-valued products and services and the most satisfying ownership experience in America.”
“To facilitate the financial security of its members, associates, and their families through provision of a full range of highly competitive financial products and services; in so doing, USAA seeks to be the provider of choice for the military community.”
More On Strategy
As well as the mission statement examples above, you may like this articles:
What’s The Difference Between A Mission Statement & Vision Statement
What Makes A Great Mission Statement
Digital Disruption: How Continuous Evolution Is Reshaping Industries And Brands
7 Steps To Build A Digital Strategy
How To Think Like A Strategist
85 comments
The mission statement you have listed for Starbucks is not correct not when this article was written or currently. Their mission is to inspire and nurture the human spirit, one person, one cup, one neighborhood at a time.
Thanks for pointing out this error so I could correct it. The mission statement I had listed here – “establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles as we grow” was current until 2008, at which time, Starbucks changed their mission statement to the one you kindly referred me to. The story of this changes is listed here – https://archive.starbucks.com/record/our-mission.
Hey,
Excellent and helpful mission statements for new startups and entrepreneurs.
Thanks
Mark
Excellent information. Thank you so much for sharing.
You just saved me HOURS of work. I am a leadership development consultant designing a course in mission, vision, and values. This is an amazing list of mission statements. Thank you!!
That’s great! Thanks for letting me know. Best of luck with your course 🙂
I think the best statements is “Improving people’s lives through meaningful innovation”. I think these are all good mission statements because they are short and specific.
I was searching something else but accidentally landed in this page but found it so concise and usefull.
Appreciate Alessio Bresciani for his wonderful structured work.
Alessio,
I have used your article on 51 Best Mission Statements with many of my college student mentees to help them develop their personal brand and brand value and plan their career and strategy for success. It is the single best resource I have ever found in my 40 year career as a management consultant to global corporations and emerging technology companies.
If you ever wanted to write a followup article on the subject of mission statements, consider the following elements of a mission statement that I use to formulate missions for companies or any organization:
1. Who you are
2. What you offer/deliver
3. Why you exist. your purpose(s)
4. How you will accomplish your mission
5. For whom, i.e. who will benefit (key stakeholders)
6. Where you operate i.e. market, geographic such as globally, …
7. Will the mission statement INSPIRE your key stakeholders — employees, managers, customers, suppliers, others to want to join and adopt your mission
Collectively, the 51 missions you documented do all that, but most fall short of communicating all those elements that make for a more complete mission statement. For example, Walmart’s mission is very inspiring, easy to read and comprehend and simply and effectively communicates the value it strives to create for its customers and how it expects to accomplish that goal. It is missing references to other stakeholders such as its employees as being key to delivering on that mission. Walmart not only creates value for consumers, but also traing and creating jobs for its many employees and creating value for the communities it servess. That omission may explain why Costco, as a competitor, is so much more highly respected as an employer, more productive, more profitable and respected as a brand many critics including its customers.
Your article is a real treasure.
Fred Brachman
Semi-Retired Managing Partner and Founder
Brachman Associates
Raleigh, NC
Thank you very much Fred for your kind feedback and sharing your expertise in this area. The suggestions you offer for crafting mission statements are excellent and I’m sure have benefited many companies you’ve worked with. This is brilliant checklist to test statements against. I also appreciate your perspective on specific statements, such as Walmart and Costco. Thank you again.
Thank you for this wonderful information.
thanks this is helpful thank u so much
This is a great article including mission statements from these companies. Thank you.
Hello Alessio,
I am so much thrilled by your level of expertise and the rich knowledge you share with up coming business personnel like myself.
I have a clarification i will need your input. This is about Amazons mission statement which states thus: “To be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online, and endeavors to offer its customers the lowest possible prices.”Why do you think this statement is more market oriented than production oriented?
Second, why and under what circumstances can a company change its Corporate mission statement?
I have an a presentation so, i thought i can borrow from your world of expertise
Regards
David
Hi David. It’s hard to say why one company’s mission statement is more customer oriented than another. In Amazon’s case, I know only what I’ve read about the company, but I’ve always been impressed how their leader writes an ‘annual letter to shareholders’ and how building a customer-oriented culture is at the heart of these letters and the business. If we look at the mission statement, this clearly reflects the value the company places on customers. Other companies, in contrast, may focus on product, the network they run, or even engineering ingenuity. This is one of the great things about mission statements – they often tell us not only how the company will compete, but what’s important to its culture and purpose. I hope this helps! Good luck with your presentation.
Excellent companies covering by you. I am planing for my mission statement and got genuine information after reaching 15 to 20 sites.
Am starting up a financial company in Uganda and I was worried how to come up with a good vision and mission statement but it’s so interesting through the examples given above I have managed to create one, so thanks
Thank you! This is so helpful! ♥
Just what I was looking for! Thanks 🙂
Thanks so much, Alessio. This helped me get through my assignment.
Best compilation I have ever seen. Truly useful Thanks
Thank you very much 😀
Thanks for your sharing
Great Compilation of good real examples! =D
GREAT ressource! Rare to find. Thanks
Thanks very much for the feedback. Great you enjoyed it 🙂
GREAT ressource! Rare to find.
Thank you. This has been most helpful.
I get pleasure from, lead to I discovered just what I
was taking a look for. You have ended my four day long hunt!
God Bless you man. Have a nice day. Bye
Fantastic and thanks for letting me know. So pleased you found this article educational.
it was really helpful for my business class ! 🙂
Hello Alessio,
I am working on a task assignment about a corn and potato company and I need to update their mission and vision statement about . Would you mind suggesting or guiding me how to start? Thank you so much.
Hi. I hope this response is still in time to be useful? I would suggest you look at a couple of other posts on this blog. For example, “What’s the Difference Between a Mission Statement and Vision Statement” gives some useful tips and directions which may be helpful as you consider how to write mission and vision statements for your company. And “7 Rules of a Vision Statement That Lasts” gives a few tests to apply to any vision statement that you create. Beyond these articles, I recommend starting with an analysis of the company, that might include: i) what are the current statements it uses and how long have they been in use, ii) what are the competitive forces in its industry (who are the main competitors, is the industry growing or contracting), iii) what makes this company different (or, ‘what do its customers love about its services / product), iv) what does the company stand for (put another way, what does it aspire to be and for who?), v) how does the company see it succeeding in 5, 10 and 15 years. These questions could be used for your own analysis, they’re also good to ask to people who work within the company to seek views from its people. I hope this is useful and best of luck.
Very Helpful. Thanks for putting it together and sharing.
Moeen
thank you really helpful
Such a great compilation.Thank you so much!
This is awesome! Not only did I get educated on various versions of a mission statement, I was inspired to a new level of appreciation for some of these entities based on their individual mission statements. Thank you.
The mission statements that I think are the best are “We save people money so they can live better”, “Bring inspiration and innovation to every athlete in the world.”, and “To be a company that inspires and fulfills your curiosity.” I think these are all good mission statements because they are short and specific. These statements get straight to the point which makes it easier to understand the companies purpose.
I thought the Kick Starter mission statement was one of the best because it was simple, short, and easy to understand their main goal. I also liked Nike´s mission statement because it sent the message that anyone can be an athlete. Lastly, I liked the Starbucks mission statement because it shows that they want their coffee to taste the best and be the best quality.
1. “We save people money so they can live better.”
This is a good quote because businesses might make money but if they don’t profit enough, the business owners might not get enough money for themselves. So this quote is saying we that they can save their money and get more money without having to put it all back into the business.
2. “To enrich people’s lives with programmers and services that inform, educate and entertain.”
This is important because you have to teach your employees about your business and it makes your lives so much better as well
3.“To build the Web’s most convenient, secure, cost-effective payment solution.”
This is important because you need a good online website to be successful.
“We save people money so they can live better.” Walmart’s statement is interesting. It doesn’t say the consumer will save money to have better lives. “People” is interruptive, and therefore somewhat clever too.
1. “To help people worldwide where the need is greatest, delivering emergency medical aid to people affected by conflict, epidemics, disasters or exclusion from health care.
I think it’s important for everyone to have health care around the work and have medical aid if they need it.
2. “To Improve Every Life through Innovative Giving in Education, Community, and the Environment.”
I think it’s important for everyone to have an education and a good community and a healthy environment
3. “To give everyone the power to create and share ideas and information instantly, without barriers.”
I think it’s important for people to be able to share their ideas and communicate without barriers.
I really enjoyed Toyota’s mission statement because they made it clear that they were located in America.
I also enjoyed the Nike mission statement because it’s inspirational and applies to everyone
My favorite one of them all was the USAA mission statement because it made it clear that they are here to help the members of our armed forces
“Dedication to the highest quality of Customer Service delivered with a sense of warmth, friendliness, individual pride, and Company Spirit.”
This is my favorite because I see it happen every time I walk into a store.
“To help bring creative projects to life.”
I think this one is good because you have to bring the projects to life in order to be successful.
“To give people the power to share and make the world more open and connected.”
I liked this one because you cant have a business be successful if you don’t advertise and share.
“Our goal when we created Tesla a decade ago was the same as it is today: to accelerate the advent of sustainable transport by bringing compelling mass market electric cars to market as soon as possible.”
This is a good mission statement because it shows their original goal and how it has never changed. They are working towards one thing.
The mission statements I like best are “To refresh the world…To inspire moments of optimism and happiness…To create value and make a difference.”, “We save people money so they can live better.” and “Bring inspiration and innovation to every athlete in the world. If you have a body, you are an athlete.”
I like these mission statements the best because they tell a lot about the company and are specific. They are not too long but give you a good grasp of what the companies are all about and what they do.
“The Home Depot is in the home improvement business and our goal is to provide the highest level of service, the broadest selection of products and the most competitive prices.”
think this is a good mission statement because it shows the customers that home depot is trying to help them out.
I really enjoyed reading this collection of mission statements! Thanks for putting this together!
thanks
It is very useful for my new chapter opening and thank you so much.
Best compilation I have ever seen. Truly useful
Thanks so much for the feedback! 🙂
Hi Alessio. Thank you so much for this; it has provided me with an excellent resource for a corporate leadership session. One aside however, if I may. The list of statements you’ve provided are primarily all vision statements with a few mission statements; a common mistake to mix them up. Vision statements describe the “what”, the desired future state whereas a mission statement describes the “how”.
The best example of both is from Cisco “Shape the future of the Internet (the vision, the “what”) by creating unprecedented value and opportunity for our customers, employees, investors, and ecosystem partners. (the mission, the “how”)”.
Thank you for your detailed comments. So glad this info was useful to your for you leadership session. I agree with you that many of these examples merge mission and vision statements. Just recently I added a post on the difference between mission and vision statements, which you might find relevant. That post is very aligned with your comments. Thanks again and hope your session went went.
Very good post young man x
inspiring article thank you for this information.
Thanks very much for letting me know and have a great day!
You have provided a quality collection of mission statements that can help business leaders think beyond what they do day to day! Thank you.
Thank you very much for the feedback and so glad this information was a help to you 🙂
Thanks.. very good job
So helpful. Thanks a bunch.
THANKS A LOT FOR INSPIRING ME IN IMPROVING MY CONTENT WRITING SKILLS. HATS OFF!!!
Thanks a lot!
Thanks, very useful
so inspiring,educative and enjoyable,keep it going
Great List!
Thank you a million times … your piece is so enriching and educactive.
Thanks for your sharing
Thank you for this compilation; I am using it for a course I am writing for my employer on vision, mission, and values statements. Some of the statements are truly inspiring — I found tears rolling down my cheeks as I read them! Thank you!
Great to hear your feedback and that you found it an enjoyable (and valuable) read 🙂
Just landed here looking for mission statements. Nice post Alessio! 😉
Hope it was a pleasant landing and glad you found it :).
very very very helpful thank you I used this info for a school project!
That’s great and so pleased the post was helpful 🙂
my project got an A+, I just wanted to thank you for all the effort definitely could’ve done it without this post thanks!
That’s awesome you did well with your project! Well done to you 🙂 Thanks also for letting me know.
“Establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow.” Is it me, or does it sound like Starbucks wants to make a monopoly? I mean, seriously, “Establish Starbucks as the premier purveyor”…
Very helpful. Thanks!
Thank for all of the information! It was very helpful!
You’re most welcome and thanks for the feedback 🙂
Excellent work!
Nice work. Thank you !
Good job.
Thanks
Thank you for the compilation.
The very best mission statements can be used as a compass for every daily to do list, budgeting meeting and interaction with customers. My personal favorites on this list (for having most clarity of vision) are Intuit, PayPal, Kickstarter, and Trip Advisor. The most generic and disappointing on this list (which was a surprise to me) was Walt Disney Corp.
Thank you for compiling this list. Well done!