A strong mission statement represents your business’s core values and direction. The best mission statement examples shape everything from a brand’s marketing and hiring to how they connect with the community and beyond. A mission is also an internal motivator, giving everyone on your team a shared sense of “why.”
Still, many small business owners struggle to put their mission into words. Summarizing your business goals, values, and purpose in just a few sentences isn’t always easy.
That’s where this guide comes in. You’ll learn what makes a great mission statement, see real examples from successful brands like Starbucks and Patagonia, and get practical tips to help you write your own, so you can communicate your business’s purpose with confidence and clarity.
What is a mission statement?
A mission statement is usually part of a business plan when starting a business. It identifies a company’s purpose and is a way to publicly share why the company exists. Crafting a mission statement helps unify a business and avoid potential business mistakes by keeping things on track.
Your mission statement should state:
- What your company does. You don’t need to be fancy; simply state whatever it is your retail business produces or provides.
- How your company does what it does. This does not need to be a detailed description of how you operate, just describe generally how your business works, incorporating one or more of your core values.
- Why your company does what it does. Think about why you started your business in the first place—share your passion for starting your company.
A clear mission statement tells potential and existing customers what to expect from your company and provides your employees with direction, inspiration, and focus.
Understanding your mission starts with knowing how it differs from similar ideas. Your mission focuses on what your business does right now and who it serves. This clarity helps you separate your mission from your vision and values, which each serve their own strategic purpose.
Mission vs. vision vs. values: understanding the differences
Your company’s mission statement, vision, and values work together to define your business’s purpose, direction, and guiding principles.
Each serves a distinct role but complements the others to create a strong foundation for your brand.
- Mission statement. Explains what your business does right now, who it serves, and why it exists. It’s present-focused and usually one to three sentences long.
Example: “To make sustainable outdoor clothing and gear that inspires people to explore and protect the planet.”
- Vision statement. Describes where you aspire to be in the next five to 15 years and the kind of world you want to help create. A clear vision gives your team something to work toward.
Example: “A world where every adventure leaves no trace.”
- Values statements. Outline the core principles and beliefs that guide how your team behaves and makes decisions. They’re timeless and reflect what matters most to your business.
Example: “Integrity, innovation, and respect for the planet in everything we do.”
Your mission defines your current path, your vision statement focuses on your destination, and your values shape how you travel the journey.
Together, your vision and mission statements form the foundation of your brand’s identity, while your values guide how you bring that vision to life.
Learn more:Mission vs. Vision Statement: What’s the Difference?
35 mission statement examples by industry
Now that you have an idea of what makes a well-crafted mission statement, let’s look at examples of the best mission statements.
- Ecommerce and DTC brands
- For-profit companies
- Nonprofit organizations
- Technology and software companies
Ecommerce and DTC brands
1. Bombas
Mission statement: Make a Purchase, Make a Difference. Our mission since day one has been to help those experiencing homelessness. That’s why for every item you purchase, we donate an item on your behalf.
Bombas built its entire business around giving back. The founders learned that socks were the most requested item in homeless shelters and created a one-for-one donation model to meet that need.
Why it works: It’s simple, actionable, and aligned with product and purpose (you buy, we give). The mission ties directly to the product and instantly communicates purpose.
2. Glossier
Mission statement: Here at Glossier, beauty is about you. From our formulas to packaging, playful shades to seriously-great skincare—Glossier was built to make beauty accessible and uncomplicated.
Glossier’s mission challenges traditional beauty standards by centering its brand on real people. It’s about empowering customers to define beauty for themselves, supported by simple, effective products.
Why it works: It’s audience-first, emotionally resonant, and aspirational. Glossier’s mission gives customers a role in the story, transforming them from consumers into co-creators of the brand.
3. Bark
Mission statement: Our mission is simple—make all dogs happy. That’s why we’re proud to be Co-Owned by the very pups we serve. It’s a legal nightmare, but we’re running with it.
Bark’s entire business, from toys and treats to subscription boxes, revolves around canine joy. Every product, campaign, and community initiative ladders back to this single, joyful purpose.
Bark’s focus is clearly on dogs (and by extension their owners) and happiness as the outcome.
Why it works: It’s memorable, emotionally resonant, and tightly tied to the brand’s product ecosystem.
4. Pepper
Mission statement: We’re big believers in the fact that when you feel powerful in your own skin, you inspire others to do the same. That’s what Pepper is about—creating space, shifting the standard, and making sure small-chested women are seen the way they should’ve been all along.
Pepper was founded by women who struggled to find bras that fit properly. The brand designs lingerie specifically for smaller cup sizes. Their mission prioritizes comfort alongside representation and self-love.
Why it works: It’s empowering, inclusive, and deeply personal. Pepper connects product innovation to emotional confidence, resonating with an underserved audience.
5. Pela
Mission statement: We want to create a waste-free future. We believe that the technology exists to make our BHAG a reality, it just takes the right company with the right community to make these products the new normal.
Pela’s mission combines practical sustainability with a big-picture vision. The brand develops eco-friendly products like compostable phone cases to help people make small changes that add up.
Why it works: It connects what Pela makes to why it matters. The mission is actionable, inspiring, and scalable across future product lines.
Note:BHAG, pronounced “bee-hag,” stands for Big Hairy Audacious Goal. It’s a term coined in 1994 by authors Jim Collins and Jerry Porras in their book Built to Last: Successful Habits of Visionary Companies.
6. Allbirds
Mission statement: Allbirds exists to make better things in a better way.
Allbirds uses natural materials like merino wool and eucalyptus fiber to create sustainable, minimalist shoes and apparel. The mission highlights a commitment to constant improvement in both product and process.
Why it works: It’s short, flexible, and memorable. The phrase “better things in a better way” reinforces innovation, sustainability, and accountability in just seven words.
7. United by Blue
Mission statement: For every product purchased, United by Blue removes one pound of trash from oceans and waterways.
The brand pairs every sale with tangible environmental action. By organizing community cleanups and partnering with nonprofits, United By Blue makes its mission measurable and transparent.
Why it works: It’s concrete and impact-driven. Customers can immediately see how their purchase contributes to a larger cause—cleaner oceans and a healthier planet.
8. Old Guys Rule
Mission statement: To embrace a new breed of guys who have incredible energy, a passion for life, wisdom gained from years of experience and the time to spend doing the activities they enjoy. Old Guys Rule should be worn as a badge of honor for a life well spent but not nearly over.
Old Guys Rule’s mission statement stands out because it focuses on its target audience. The brand embraces its customers’ strengths of wisdom and experience, with the goal of being a most-loved apparel brand.
Why it works: It makes you feel proud of your age and accomplishments, rather than feeling bad about “getting old.”
9. Magic Spoon
Mission statement: A guilt-free treat that tastes like you remember and you can eat at any time of day.
Magic Spoon is a company bringing back all those nostalgic cereal flavors of your childhood, only healthier. Its cereals are low carb, high protein, and practically sugarless.
Why it works: Magic Spoon’s clear mission statement shows it’s looking to the future. More than offering a simple product, its aim is to revolutionize the cereal industry. It wants to marry health with childhood joy—and from its mission statement to its packaging, the company’s goal is clear.
For-profit companies
10. Patagonia
Mission statement: We’re in business to save our home planet.
Patagonia specializes in creating clothing and gear for outdoor enthusiasts. Its mission statement encompasses its core values.
Why it works: The entire company is built around encouraging people to explore and protect the outdoors—which we can’t do if our planet dies.
11. Tesla
Mission statement: To accelerate the world’s transition to sustainable energy.
Tesla’s mission statement is significant because it speaks to the brand’s commitment to the environment and changing the automobile industry. It also makes customers feel like allies in this endeavor.
Why it works: Tesla uses inspirational language in both its mission and vision statements. By focusing on sustainability, the brand resonates with customers and employees who genuinely care about the environment. It also gives them a platform to expand into other solutions, like energy storage and solar.
12. Nike
Mission statement: To bring inspiration and innovation to every athlete* in the world.
Nike’s mission statement is a classic. The asterisk next to “athlete” leads to a footnote stating, “If you have a body, you are an athlete.”
Why it works: It’s effective because it puts the company’s priorities out in the open. This mission statement example shows customers that anyone can use Nike’s products.
13. Starbucks
Mission statement: To be the premier purveyor of the finest coffee in the world, inspiring and nurturing the human spirit—one person, one cup and one neighborhood at a time.
The statement makes it about more than just coffee—it’s about creating a culture of community and connection, where everyone feels welcomed and at home.
Why it works: This mission statement example is short, sweet, and to the point. It doesn’t use big words or sentences to express its goals. It communicates exactly what Starbucks wants to be and for whom.
14. Nordstrom
Mission statement: Help our customers feel good and look their best.
Nordstrom’s aim is to offer its customers only the best—the best products, the best service, the best experience possible.
Why it works: Its mission statement perfectly describes its company spirit of going above and beyond. It is and always has been a high-end business that prides itself on offering its customers the exceptional.
15. Southwest Airlines
Mission statement: To connect people to what’s important in their lives through friendly, reliable, and low-cost air travel.
Southwest is an airline that has always focused on creating a fun, friendly, inclusive atmosphere for its customers and employees. When it first launched, it created a love-themed marketing campaign. Its emblem is a heart, and its ticker symbol on the stock market is LUV.
Why it works: Southwest’s mission statement perfectly captures the company spirit of care. Vice president of customer CARE James Ashworth says it best: “We believe if we take good care of our employees, they will take good care of our customers. And that commitment drives our culture.”
16. Apple
Mission statement: We believe that business, at its best, serves the public good, empowers people around the world, and binds us together as never before.
Apple’s mission reflects its relentless focus on design and innovation. Every product, from iPhones to Macs, is built around creating an intuitive experience that delights customers and sets new industry standards.
Why it works: It’s focused, measurable, and product-driven while still emphasizing user benefit. It shows how Apple combines technology and creativity to enhance everyday life.
17. Coca-Cola
Mission statement: To refresh the world and make a difference.
Coca-Cola’s mission captures the brand’s goal of spreading positivity and connection through its products. It goes beyond selling drinks, focusing instead on creating moments of connection and joy.
Why it works: It’s warm, simple, and emotionally resonant. The mission focuses on shared experiences, which keeps the brand timeless and relevant across generations.
18. Costco
Mission statement: To continually provide our members with quality goods and services at the lowest possible prices.
Short explanation:Costco’s mission highlights its promise to deliver consistent value to members. It communicates exactly what the company stands for—quality products, fair pricing, and customer loyalty.
Why it works: It’s clear, direct, and trustworthy. The mission reflects Costco’s no-frills approach and commitment to doing right by its customers.
Nonprofit organizations
- Ted
- Khan Academy
- Malala Fund
- Habitat for Humanity
- The Nature Conservancy
- Doctors Without Borders
- National Geographic Society
- Greenpeace
19. TED
Mission statement: Discover and spread ideas that spark conversation, deepen understanding, and drive meaningful change.
TED is a nonprofit organization devoted to spreading ideas in the form of short, powerful TED Talks. TED is building a free library of knowledge both online and in person, composed of the world’s greatest thinkers, to inspire people to engage and share ideas with each other.
Why it works: Its concise mission statement represents the brand’s larger goal to welcome “people from every discipline and culture who seek a deeper understanding of the world.”
20. Khan Academy
Mission statement: To provide a free, world-class education for anyone, anywhere.
Khan Academy’s mission reflects its belief that education should be accessible to everyone, regardless of geography or income. Through free online lessons and learning tools, it makes high-quality education scalable on a global level.
Why it works: It’s inclusive, aspirational, and clear. It makes the purpose of the non-profit easy to understand and share.
21. Malala Fund
Mission statement: We work to ensure all girls can access and complete 12 years of education.
Founded by Nobel laureate Malala Yousafzai, the Malala Fund focuses on education as the foundation for equality and empowerment. The mission balances urgency (advocating for girls most at risk) with optimism (quality education as a path to opportunity).
Why it works: It’s specific, measurable, and emotionally powerful—centered around both advocacy and real-world change.
22. Habitat for Humanity
Mission statement: Seeking to put God’s love into action, Habitat for Humanity brings people together to build homes, communities, and hope.
Habitat for Humanity’s mission connects faith, community, and practical action. It highlights the brand’s core value of collaboration—uniting volunteers, donors, and homeowners to create lasting change through safe, affordable housing.
Why it works: It’s heartfelt and tangible, blending emotional purpose with clear, physical outcomes: homes and hope.
23. The Nature Conservancy
Mission statement: To conserve the lands and waters on which all life depends.
The Nature Conservancy’s mission emphasizes the connection between human well-being and environmental health. It communicates urgency and shared responsibility while staying simple enough for broad appeal.
Why it works: It’s timeless and universal. It reminds readers that protecting nature isn’t optional but essential for survival.
24. Doctors Without Borders (Médecins Sans Frontières)
Mission statement: To offer medical humanitarian assistance to people based solely on need, irrespective of race, religion, gender, or political affiliation.
Doctors Without Borders operates in some of the world’s most dangerous and underserved regions, delivering emergency care where it’s needed most. The mission reinforces its commitment to neutrality and humanity—core principles in conflict and disaster zones.
Why it works: It’s clear, principled, and deeply human. The focus on impartiality builds trust and underscores the organization’s integrity.
25. National Geographic Society
Mission statement: Spark curiosity, empower exploration, inspire change. Science and exploration are our foundation—storytelling and education are our superpowers.
The National Geographic Society’s mission captures curiosity and purpose in equal measure. It positions the organization as both educator and protector, inspiring discovery while driving conservation and cultural understanding.
Why it works: It’s aspirational and simply phrased, uniting exploration and responsibility in a way that inspires action.
26. Greenpeace
Mission statement: A green and peaceful future is our quest. Greenpeace exists because this fragile earth deserves a voice.
Greenpeace’s mission combines environmental preservation with activism. It communicates both care for the planet and a sense of urgency to act against environmental destruction.
Why it works: It’s broad yet passionate, reflecting the organization’s role as both protector and change agent.
Technology and software companies
27. LinkedIn
Mission statement: To connect the world’s professionals to make them more productive and successful.
LinkedIn is a social media platform centered around connecting professionals. Its goal is to make it easier for professionals to network and refer each other, so everyone can be more successful.
Why it works: It’s brief, clear, and uses active words. It also expresses its deep commitment to professionals using the platform. The company’s goals are to help people create and maintain relationships that will assist them in growing in their careers.
28. Microsoft
Mission statement: Empower every person and organization on the planet to achieve more.
Microsoft’s mission statement emphasizes helping people and fostering inclusion. This is reflected in the company’s broader corporate initiatives that promote innovation, diversity, and corporate responsibility.
Why it works: Microsoft demonstrates its commitment to empowering every individual and organization to succeed.
29. Amazon
Mission statement: Make customers’ lives better and easier every day by relentlessly inventing on their behalf.
On its What We Do page, Amazon makes it clear that its mission statement is all about its customers.
Why it works: In its effort to bring the best to its customers at the lowest price, it formed partnerships with companies around the world. This is what’s given Amazon the competitive advantage that’s made it the global powerhouse it is today.
30. Google
Mission statement: To organize the world’s information and make it universally accessible and useful.
Google’s mission describes what it does (organizes information), who it does it for (everyone, globally), and how (making it accessible and useful). It sets a clear purpose that drives its products, including search, maps, cloud, and AI.
Why it works: It’s broad yet clear. The mission positions Google as an essential gateway to knowledge, making it highly relevant to users worldwide.
31. IBM
Mission statement: To be a catalyst that makes the world work better.
IBM’s mission frames its role as an enabler and lays out a broad aim—“make the world work better”—which allows the company to serve across industries, from AI and cloud to hardware and consulting.
Why it works: It’s open-ended but meaningful, giving IBM flexibility while reminding stakeholders of its ambition to use tech for improvement.
32. Oracle Corporation
Mission statement: To help people see data in new ways, discover insights, unlock endless possibilities.
Oracle’s mission explicitly ties to data and insights including key parts of its business in cloud, analytics and enterprise software, and then expands to potential for users and organizations.
Why it works: It’s specific enough to the domain (data/insights) and forward-looking enough to give room for growth and innovation.
33. Zoom
Mission statement: To make video communications frictionless and secure.
Zoom’s mission cuts straight to its product’s value: simplicity and reliability. It captures the brand’s commitment to accessibility and connection in both work and personal settings.
Why it works: It’s clear, product-driven, and practical—communicating exactly what users care about most: ease and trust.
34. Slack
Mission statement: To make work life simpler, more pleasant, and more productive.
Slack’s mission reflects its human-centered approach to workplace software. It connects the product’s purpose—streamlined communication—with emotional benefits like enjoyment and collaboration.
Why it works: It’s relatable and aspirational, turning a B2B software tool into something that genuinely improves people’s day-to-day work experience.
35. Atlassian
Mission statement: To unleash the potential of every team.
Atlassian’s mission is laser-focused on collaboration. It speaks directly to its audience—teams that rely on tools like Jira and Confluence to build, plan, and ship projects faster.
Why it works: It’s short, actionable, and emotionally motivating—perfectly aligned with its product suite and user community.
The 5 elements of an effective mission statement
To write a mission statement that actually resonates, start by focusing on structure. A well-crafted mission statement captures your purpose, intended audience, and impact in just a few lines.
Here’s a simple five-part framework to follow:
1. Label or identifier
Start by defining who you are. This is your brand or business name, the anchor that grounds your mission statement.
Example: “At Glossier, we …” or “Shopify exists to …”
Including your name clarifies the source of the mission and makes it easy for readers to connect your purpose to your brand.
2. Strong verb
Use an action word that shows what you do rather than what you believe. Words like create, empower, connect, inspire, and build make your statement more dynamic.
Example: “Allbirds creates sustainable products that inspire people to live with purpose.”
3. Clear audience
Who are you serving? Define your primary audience so your mission feels personal and specific.
Example: “Pepper empowers women with small chests to feel confident in bras that truly fit.”
Clarity helps readers immediately know whether your business is for them.
4. Specific result or benefit
Explain what outcome your audience can expect from your business. Focus on value—what changes because of your work?
Example: “Khan Academy provides a free, world-class education for anyone, anywhere.”
The benefit of accessible education is clear and measurable.
5. Distinctive method
Finally, describe what makes your approach different. This could be your business model, your materials, or your philosophy.
Example: “Bombas donates an item to someone in need for every item purchased.”
It’s the “how” that sets your mission apart and makes it memorable.
How to write an effective mission statement
Ready to craft a powerful mission statement that connects with customers? Use these nine steps as a guide, not hard rules, to help you shape a statement that reflects your business’s purpose and personality.
- Be brief
- Be unique
- Know your target audience
- Create expectations
- Be memorable
- Keep it positive
- Use active verbs
- Make it adaptable
1. Be brief
Keeping it simple makes it easier to convey the goal and purpose of your business in a way that’s easy to understand, making your mission statement more effective and memorable. However, some companies, like Amazon, use detailed statements effectively, so consider what works best for your brand.
2. Be unique
When you’re drafting your mission statement, focus on what makes your business stand out. Why is your retail brand different from others selling similar products? Your mission should reflect your story, values, and approach—not just describe what you sell.
A good test is to swap your company’s name with a competitor’s. If the statement still makes sense, it’s probably too generic. Refine it until it captures something only your business could say.
3. Know your target audience
When you’re crafting your mission statement, always keep your target audience in mind. Your messaging should speak directly to the people you want to reach and reflect what matters most to them.
Understanding your audience helps you shape every part of your statement—from the language you use to the values you emphasize and the emotional tone you strike. Whether your customers care most about sustainability, affordability, or innovation, your mission should show that you understand their priorities.
4. Create expectations
Strong mission statements set clear expectations, both for what customers will experience and what employees will strive to deliver. They define what your brand stands for just as much as what it doesn’t.
For example, Shopify’s mission to “make commerce better for everyone, so businesses can focus on what they do best: building and selling their products” tells merchants exactly what to expect—tools that simplify entrepreneurship. It also sets an internal standard for employees to focus on empowering merchants, not distracting them with complexity.
Aspirational statements, like Tesla’s mission “to accelerate the world’s transition to sustainable energy,” work the same way. They guide how the company operates today while setting a bold direction for the future.
5. Be memorable
A great mission statement sticks with people. Think about the words, phrasing, and rhythm that can make yours unforgettable. You don’t need customers to memorize every word, but you want them to remember the essence of what you stand for.
Use language intentionally. Techniques like alliteration, repetition, or rhythmic phrasing can make your mission statement more engaging and easier to recall. For example, a line like “better things in a better way” (from Allbirds) uses repetition to drive its message home.
Choose words that sound good aloud, flow naturally, and reflect your brand’s personality. The more pleasant and distinctive your mission statement is to read—or say—the more likely people are to remember it.
6. Keep it positive
Mission statements are all about how your retail business solves a problem, fills a need, or makes an aspect of life easier for your ideal customer. Avoid negative language in your mission statement.
Some mission statements, like Patagonia’s, mention challenges (e.g., protecting the planet). Even in these cases, focus on positive outcomes and solutions when addressing serious issues.
Dr. Barbara Fredrickson, a leading researcher in the science of happiness and positivity, suggests that positive emotions open people up. Positivity can change perspectives and your understanding of possibilities.
7. Use active verbs
Your mission statement should make readers feel like something is happening now versus in the past. Active language brings energy and clarity to your message, helping customers understand exactly what you do and how you make an impact.
For example, write, “[Your company name] creates skin care products that boost confidence every day,” rather than, “Skin care products are created by [your company name] to boost confidence.”The first feels alive and direct, while the second sounds flat and distant.
Strong active verbs add momentum to your mission statement. They show action and intent, rather than simply describing what exists. Some examples include:
- Create
- Empower
- Build
- Deliver
- Connect
- Inspire
- Transform
- Innovate
Avoid passive phrasing because it makes your message feel less confident and personal. The more active your verbs, the more your mission feels like a promise your business is fulfilling right now.
8. Make it adaptable
Once you’ve created a strong mission statement, it’s something to reference for direction and motivation as you scale your business.
A well-crafted mission should evolve with your brand, guiding new products, campaigns, and partnerships without losing its core meaning.
Use key phrases from your mission statement in your marketing, internal communications, and product development. This consistency reinforces what your business stands for, or your brand promise.
At the same time, balance adaptability with specificity. Your mission should be broad enough to grow with your business but focused enough to stay meaningful. For instance, “helping people live healthier lives” applies whether you’re selling fitness gear or expanding into nutrition, while something too narrow may box you in as you scale.
The goal is to create a statement that stays relevant even as your business changes—one that continues to align your team and inspire your customers.
Read more: What Is Product Development? Learn The 7-Step Framework
When to update your mission statement
Your mission statement is the compass for your business. But just like a compass needs recalibration, your mission statement may need updates as your business evolves.
Keep an eye out for major shifts that signal it’s time for a refresh. If you’re pivoting to a new market or expanding your offerings, your old mission may not fit anymore.
Maybe you started as “the best coffee shop in town,” but now you’re opening locations across the state. It’s time to think bigger.
Here are a few other signs it might be time to revisit your mission statement:
- Major business pivots. If your products, services, or business model have significantly changed, your mission should reflect your new direction.
- Significant market expansion. Entering new regions or audiences often means your original mission no longer captures your broader reach.
- Team disengagement. If employees stop connecting with your mission, or can’t easily explain it, it’s a signal that it needs to be reenergized.
- Values drift. When your daily decisions or corporate culture start to deviate from what your mission describes, it’s time to realign.
- Outdated language. Your mission should sound current and relatable, not like something written a decade ago.
- Lack of inspiration. If your team’s eyes glaze over when they hear your mission, it’s no longer motivating.
- Mergers or acquisitions. If you’ve joined forces with another company, your new mission should reflect the shared purpose of the combined organization.
Even if you’re not facing major change, plan to review your mission statement every three to five years. Treat it like a brand health checkup. Gather input from your team, long-time customers, and stakeholders who understand your business best.
Ask questions like:
- Does this still reflect who we are?
- Does it inspire us and our customers?
- Is it aligned with where we’re headed next?
An accurate and current mission statement will guide you through growth, change, and whatever curveballs the business world throws your way.
The update process: evolution vs. revolution
When it’s time to update your mission statement, you don’t always need to start from scratch. Some updates are small, natural shifts, while others call for a complete overhaul.
Understanding whether you’re making an evolution or a revolution helps you focus your efforts and avoid unnecessary rebranding.
Evolution: refining what already works
An evolution update builds on your existing mission. It’s about refreshing language, clarifying intent, or expanding scope without losing your original purpose.
You might choose evolution if your mission still reflects your core values but feels slightly outdated or too narrow for your growth.
Example: A clothing store might evolve “To be the best boutique in town” into “To bring timeless, curated style to our community.” The mission matures without losing its heart.
Revolution: redefining your purpose entirely
A revolution update happens when your business has fundamentally changed—new products, audiences, or goals that make your old mission irrelevant. It’s a clean break from what was, signaling a bold new direction.
Example: A tech startup that began as a software developer might pivot to AI solutions. Its mission could move from “Developing intuitive software for small businesses” to “Empowering businesses through intelligent automation.”
When deciding between evolution and revolution, ask yourself:
- Does our current mission still reflect our values and direction?
- Are we adjusting our expression, or redefining our entire purpose?
Clarity on this distinction keeps your update focused, intentional, and aligned with where your business is headed next.
Mission statements for different business stages
Whether you’re setting up a brand new business or your decades-old family-run store needs an update, here’s how to approach writing a mission statement based on your business stage.
Startups and early-stage businesses
In the beginning, your mission statement helps define why you exist and who you serve. It’s a rallying point for your founding team and your first customers. At this stage, clarity and energy matter more than perfect polish:
- Simple and focused: one or two sentences that describe what you do and why
- Centered on your problem statement: what gap you’re filling or need you’re solving
- Aspirational yet achievable, giving your team direction without overpromising
- Authentic and founder-led, often inspired by a personal story or insight
- Flexible enough to evolve as your business model solidifies
Example:
“To make premium skin care accessible to everyone, not just a luxury few.”
Tip: Keep your mission visible in your daily decision-making, pin it to your workspace or include it in investor decks to keep everyone aligned.
Growing and scaling businesses
As your business expands, your mission should guide consistency and cohesion. Growth introduces new teams, markets, and challenges, so your mission needs to unify people and decisions around a shared purpose.
Characteristics of effective scaling-stage mission statements:
- Broader in scope but still connected to your original “why”
- Define the value you deliver rather than just your product or service
- Begins to include customers, employees, and partners as shared stakeholders
- Grounded in measurable impact—what success looks like as you scale
- Clear enough to guide marketing, hiring, and operations
Example: “To empower small businesses to grow online through tools that make commerce simple.”
Tip: Use your mission as a checkpoint for growth decisions. When you enter a new market or launch a new product, ask: Does this move us closer to our mission or away from it?
Established and enterprise businesses
For established brands, a mission statement becomes a North Star for innovation and culture. The mission statement is about more than growth. It also includes legacy, relevance, and long-term impact.
Characteristics of effective enterprise-level mission statements:
- Timeless and principle-driven, emphasizing purpose beyond profit
- Reflective of broader social or environmental commitments
- Clear enough for global audiences but flexible across divisions or regions
- Serves as an internal compass for culture and leadership
- Reinforces credibility and brand trust through consistent action
Example: “To create sustainable products that improve everyday life for people around the world.”
Tip: Revisit your mission during major transitions whether it’s new leadership, acquisitions, or shifts in consumer expectations, to keep it relevant and inspiring.
Write your business mission statement today
Whether you’re writing a personal mission statement or one for your business, there’s no doubt it’s a key part of any winning strategy for achieving your goals. Using the mission statement examples above, you’ll be well on your way to crafting a solid mission statement.
All in all, writing a mission statement is easy with the right knowledge, tools, and a little bit of time.
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Mission statement examples FAQ
What is a good example of a mission statement?
A good mission statement is a clear, concise statement about why your business exists, what its overall goals are, what products or services it provides, its target market, and where it operates.
What makes a strong mission statement?
A strong mission statement is clear, specific, and action-oriented. It explains what your business does, who it serves, and why it exists, in one or two sentences. The best ones feel authentic, inspire both customers and employees, and guide decisions as your business grows.
How long should a mission statement be?
A mission statement should be short, usually one to three sentences. Aim for clarity over detail. It needs to be long enough to express your purpose and values, but brief enough that your team and customers can easily remember and repeat it.
What is the difference between mission and vision statements?
A mission statement focuses on the present. It explains what your business does, who it serves, and why it exists right now.
A vision statement looks to the future. It describes where you want your business (or the world) to be as a result of your work.
Can mission statements change over time?
Yes. As your business grows or your goals evolve, your mission statement should evolve too. Major shifts including entering new markets, changing your product focus, or redefining your values, are good opportunities to update your mission statement so it stays relevant and true to your purpose.
