Core values, working principles and corporate responsibility frameworks, all contribute to telling employees and customers what you stand for. However, nothing quite captures an organization’s current mindset like a mission statement.

What is a mission statement?

Mission statements set the tone and direction of an organization, be they a company, charity, government or indeed a project – such as the moon landing. They have nothing to do with turning a profit or being successful. As Simon Sinek would describe, it’s a company’s ‘why’. Why does it exist? What is its belief and cause?

How does it differ from a vision statement?

Easy to confuse as they often sit alongside each other, there’s a big difference between mission and vision statements. Put simply, mission applies to what and why a company is doing what it is doing right now, whereas vision focuses on where that company wants to be in the future – once it’s completed its mission.

A good example of the difference between the two is from the Alzheimer’s Association:

Mission statement: The Alzheimer’s Association leads the way to end Alzheimer’s and all other dementia — by accelerating global research, driving risk reduction and early detection, and maximizing quality care and support.
Vision statement: A world without Alzheimer’s disease.

Another example from history could be JFK and his desire to put an American astronaut on the moon:

Mission: To lead the world in space exploration and rocket technology through investing in research, development and testing.
Vision: To put a man on the moon and return him safely to Earth.

Writing a good mission statement

So now we know what a mission statement is and why they’re important, someone still has the unenviable job of encapsulating an entire organizations mission in just a few well-chosen words. When it comes to mission statements, less is definitely more.

In recognition of all the copywriters who have had many a sleepless night trying to compile a masterpiece in less than 20 words, we have put together a list of perfectly formed mission statements. Copywriters, we applaud you.

Amazon

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

Arla

To secure the highest value for our farmers’ milk while creating opportunities for their growth.

Asana

To help humanity thrive by enabling all teams to work together effortlessly.

ASOS

Become the world’s number-one destination for fashion-loving 20-somethings.

Automattic

To democratize publishing so that anyone with a story can tell it, regardless of income, gender, politics, language, or where they live in the world.

Bacardi

To provide our customer with the finest tasting rum ever established.

BBC

To act in the public interest, serving all audiences through the provision of impartial, high-quality and distinctive output and services which inform, educate and entertain.

Ben & Jerry’s

To make, distribute and sell the finest quality all-natural ice cream and euphoric concoctions with a continued commitment to incorporating nutritious, natural ingredients and promoting business practices that respect the Earth and the Environment.

CenturyLink

To enable millions of customers to transform their businesses and their lives through innovative technology solutions.

Coca-Cola

To refresh the world. To inspire moments of optimism and happiness. To create value and make a difference.

Disney

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.

eBay

To provide a global online marketplace where practically anyone can trade practically anything, enabling economic opportunity around the world.

Facebook

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

Ford

To make our cars better, our employees happier and our planet a better place to be.

Google

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

H&M

To drive long-lasting positive change and improve living conditions by investing in people, communities and innovative ideas.

Heineken

We delight consumers, day in day out, with perfect cider and beer brand experiences!

Innocent Drinks

Supply health-conscious adults and children worldwide with 100% natural, delicious, healthy and sustainable food.

International Olympic Committee

To not only ensure the celebration of the Olympic Games, but to also encourage the regular practice of sport by all people in society, regardless of sex, age, social background or economic status.

JetBlue

To inspire humanity – both in the air and on the ground.

Kickstarter

To help bring creative projects to life.

LinkedIn

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

Manchester United

To be the best football club in the world, both on and off the pitch.

McDonald’s

To Be Our Customers’ Favorite Place

Microsoft

Our mission is to empower every person and organization on the planet to achieve more.

Monsanto

We will deliver high-quality products that are beneficial to our customers and for the environment, through sound and innovative science, thoughtful and effective stewardship, and a commitment to safety and health in everything we do.

National Wildlife Federation

Inspiring Americans to protect wildlife for our children’s future.

Netflix

We promise our customers stellar service, our suppliers a valuable partner, our investors the prospects of sustained profitable growth, and our employees the allure of huge impact.

New York Times

We seek the truth and help people understand the world.

Nike

Bring inspiration and innovation to every athlete in the world. If you have a body, you are an athlete.

Oxfam

To create lasting solutions to poverty, hunger, and social injustice.

Patagonia

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

PayPal

To build the Web’s most convenient, secure, cost-effective payment solution.

Philips

Improving people’s lives through meaningful innovation.

Pinterest

Help people discover things they love and inspire them to go do those things in real life.

Royal Institution

Building on our heritage to create opportunities for everyone to discover, discuss and critically examine science and how it shapes the world around us.

Save the Children

To inspire breakthroughs in the way the world treats children and to achieve immediate and lasting change in their lives.

Shell

To safely market and distribute energy and petrochemical products while offering innovative value added services.

Slack

We’re on a mission to make your working life simpler, more pleasant, and more productive.

Sony

To be a company that inspires and fulfils your curiosity.

Squarespace

Squarespace empowers people with creative ideas to succeed.

Starbucks

To inspire and nurture the human spirit – one person, one cup and one neighbourhood at a time.

TED

Spread ideas.

Tesla

To accelerate the world’s transition to sustainable energy.

Twitter

To give everyone the power to create and share ideas and information instantly without barriers. Our business and revenue will always follow that mission in ways that improve – and do not detract from – a free and global conversation.

Uber

To bring transportation — for everyone, everywhere. Transportation that’s safer, cheaper, and more reliable; transportation that creates more job opportunities and higher incomes for drivers.

Walmart

We save people money so they can live better.

Wayfair

To make home a reality for more of the many people in need of safe shelter and basic household items that help make a home.

WeWork

To create a world where people work to make a life, not just a living.

WWF

To stop the degradation of the planet’s natural environment and to build a future in which humans live in harmony with nature.