In this ultimate guide you will find:
- 15 examples of mission statements, visions, and core values
- 28 mission statement templates for 14 types of organizations
- 100 dynamic words to help you write your mission statement
- 10 tip for writing a compelling mission statement.
15 Example Mission Statements, Visions, and Values
Your organization’s mission, vision, and values should be simple, authentic, and customer-focused. As you read each example, imagine you’re an employee.
- What mission motivates you?
- What vision excites you?
- What values resonate with you?
Airbnb
Airbnb’s mission speaks to a timeless and universal human need: belonging. Simultaneously, the mission offers specifics that focus the brand: local, authentic, diverse, inclusive, and sustainable.
Airbnb’s mission of helping people belong can transcend centuries. By looking beyond its present business model toward a larger purpose, Airbnb provides future company leaders with a purpose that they can use to make decisions even when the business environment eventually changes.
Mission
To create a world where people can belong through healthy travel that is local, authentic, diverse, inclusive, and sustainable.
Vision
Tapping into the universal human yearning to belong—the desire to feel welcomed, respected, and appreciated for who you are, no matter where you might be.
Values
- Be a host
- Champion the mission
- Be a cereal entrepreneur
- Embrace the adventure
Read more about Airbnb’s values.
Amazon
“Customer obsession” is Amazon’s first value.
This probably isn’t surprising to anyone who uses Amazon’s services. Everything from their user interfaces to their customer service to the new products they develop is designed to provide a delightful customer experience with (as their mission puts it) the “utmost convenience.”
“Putting customers first is a proven strategy for growth,” says Victoria from Everbeam, a third-party seller on the Amazon marketplace.
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.
Values
- Customer obsession
- Ownership
- Invent and simplify
- Are right, a lot
- Learn and be curious
- Hire and develop the best
- Insist on the highest standards
- Think big
- Bias for action
- Frugality
- Earn trust
- Dive deep
- Have backbone; disagree and commit
- Deliver results
Read more about Amazon’s values.
What companies should we acquire? What investments should we make? What investments should we not make? Facebook’s leadership uses their mission statement to make all of these decisions.
Whether you look at the thriving social network Instagram, or Facebook’s investments in instant messaging and virtual reality, each of Facebook’s projects is designed to “bring the world closer together.”
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.
Values
- Focus on impact
- Move fast
- Be bold
- Be open
- Build social value
Read more about Facebook’s values.
Google’s leadership team solved a challenge that not many companies face. Google owned 90% market share in its main business (online search). This massive success made it hard to grow without investing in projects outside of its mission and vision.
Larry Page decided to restructure Google by creating a holding company, Alphabet, and making Google a company within this larger structure.
With Alphabet, Page is now free to invest in innovations like driverless vehicles, robots, smart home devices, renewable energy, and disease-fighting technology. Meanwhile, Alphabet’s largest company (Google) is still able to hold onto the identity and purpose that made it the leader in the online search market.
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.
Values
- Focus on the user and all else will follow.
- It’s best to do one thing really, really well.
- Fast is better than slow.
- Democracy on the web works.
- You don’t need to be at your desk to need an answer.
- You can make money without doing evil.
- There’s always more information out there.
- The need for information crosses all borders.
- You can be serious without a suit.
- Great just isn’t good enough.
Read more about Google’s values.
Harley-Davidson
Good mission and vision statements look outward to focus on customers, rather than inward to focus on shareholders. Harley could have said that its mission was to increase shareholder value by selling motorcycles. Instead, Harley’s leadership made “dream fulfillment” the key to their mission.
Harley’s customer-focused mission statement gives the company’s leadership team permission and direction to invest in strengthening motorcycling culture. This, in turn, helps retain old customers and attract new ones.
Another important benefit of Harley’s mission is its impact on employee morale. Telling your employees that they are “fulfilling dreams” is far more motivational than telling employees that they’re “selling great products.” Harley’s mission inspires employees by showing them what Harley motorcycles mean to their customers and proving that their work has a positive impact on the world.
Mission
We fulfill dreams through the experiences of motorcycling, by providing to motorcyclists and to the general public an expanding line of motorcycles and branded products and services in selected market segments.
Vision
To continuously improve our mutually beneficial relationships with stakeholders.
Values
- Tell the truth.
- Be fair.
- Keep your promises.
- Respect the individual.
- Encourage intellectual curiosity.
Read more about Harley-Davidson’s values.
IKEA
How should your furniture company design, transport, store, and sell your products? A mission statement can provide a unifying answer to all of these questions.
IKEA declared in its mission statement that products must be well designed, functional, and affordable. They executed on this by working with world-class designers, developing a modern furniture aesthetic, stressing ergonomics, making smart-home devices, saving costs with innovations like flat-packed furniture, placing stores in out-of-town locations, and letting customers pick up their own furniture from in-store warehouses.
Mission
To 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.
Values
- Leadership by example
- Constant desire for renewal
- Togetherness and enthusiasm
- Cost-consciousness
- Striving to meet reality
- Humbleness and willpower
- Daring to be different
- Accept and delegate responsibility
- Simplicity
- Constantly being “on the way”
Invisible Children
Invisible Children places their values directly on their website’s homepage. Each value is accompanied with a 2-4 sentence explanation. These explanations show how the organization views their values as essential to accomplishing Invisible Children’s mission.
Mission
To end violence and exploitation facing our world’s most isolated and vulnerable communities.
Vision
A world that celebrates the intrinsic value and interconnection of all life and works together to protect it.
Values
- Interconnection
- Solidarity
- Resilience
- Grit
- Justice
- Idealism
- Story
Read more about Invisible Children’s values.
Jamba Juice
Every company must strike a balance between providing direction and leaving room for growth.
Jamba Juice found such a balance in their mission statement. Rather than stipulating that the company sell smoothies in stores, Jamba’s mission welcomes opportunities to sell inside and outside of stores. Because so many products could “inspire and simplify healthy living,” Jamba also leaves room to sell foods beyond just smoothies.
Mission
To be the leading healthy lifestyle brand offering consumers great tasting and differentiated products inside and outside our stores.
Vision
To inspire and simplify healthy living.
Values
- Have FUN!
- Act with INTEGRITY!
- BELIEVE in yourself and Jamba!
- Achieve EXCELLENCE in everything you do!
- Deliver great RESULTS!
Read more about Jamba Juice’s values.
Southwest Airlines
Southwest differentiates itself from other airlines with warmth and friendliness, which is placed at the center of its mission statement.
Southwest’s vision shows its commitment to customers (“most loved”), employees (“most flown”), and shareholders (“most profitable”).
Southwest supplemented these with values that guide employees in spirit (“Live the Southwest Way”) and in the serious responsibilities of operating a commercial airline (“Work the Southwest Way”).
Mission
Dedication to the highest quality of customer service delivered with a sense of warmth, friendliness, individual pride, and company spirit.
Vision
To become the world’s most loved, most flown, and most profitable airline.
Values
Live the Southwest Way:
- Warrior Spirit
- Servant’s Heart
- Fun-LUVing Attitude
Work the Southwest Way:
- Safety and Reliability
- Friendly Customer Service
- Low Costs
Read more about Southwest’s values.
Squarespace
Squarespace has a broad mission and focused vision befitting a startup.
As Squarespace grows, it’s likely their leaders will expand the company’s vision so that they can develop products and services that complement their web publishing platform.
For now though, Squarespace accurately defines who they are and what they’re aiming to accomplish.
Mission
To provide creative tools that power the future of the web.
Vision
To provide a simple, stylish web publishing platform.
Values
- Be your own customer
- Empower individuals
- Design is not a luxury
- Good work takes time
- Optimize towards ideals
- Simplify
Read more about Squarespace’s values.
Starbucks
Starbucks faced a public relations crisis in the summer of 2018 when a store manager asked a group of black visitors to leave, believing that the visitors didn’t intend to buy anything.
Starbucks recognized that the incident was in direct contradiction to their stated mission of “nurturing the human spirit” and their values of “creating a culture of warmth and belonging.”
Starbucks quickly took action. Their CEO apologized in person to the visitors and made up for their humiliation by offering them money and a free college education. Finally, Starbucks made a bold promise that their restaurants would be free and open to anyone regardless of whether they bought drinks or food.
Since then, Starbucks sales and stock have increased. This outcome shows how adhering to your company’s mission and brand values can drive customer loyalty and enthusiasm. When Starbucks stuck to its mission and values, even to the point of adopting an unusual restaurant policy, customers noticed and showed their appreciation with continued patronage.
Mission
To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.
Vision
To establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow.
Values
- Creating a culture of warmth and belonging, where everyone is welcome.
- Acting with courage, challenging the status quo and finding new ways to grow our company and each other.
- Being present, connecting with transparency, dignity and respect.
- Delivering our very best in all we do, holding ourselves accountable for results.
Read more about Starbucks’ values.
Target
Your mission should indicate what makes your company special, why someone might choose you over your competitors. Target’s mission hints at this with its focus on “innovation” and “exceptional experiences.”
Target customers often say that they love the experience of shopping at Target more than the experience of shopping at Walmart. Target markets this difference with their brand promise, “Expect more. Pay less.” They deliver on their promise with better service, warmer lighting, more finished interiors, inviting store layouts, and even smoother shopping carts.
To make Target your preferred shopping destination in all channels by delivering outstanding value, continuous innovation and exceptional experiences—consistently fulfilling our Expect More. Pay Less.® brand promise.
Mission
Vision
We fulfill the needs and fuel the potential of our guests.
Values
- Great shopping, anytime, anywhere
- Celebrating diversity & inclusion
- Design for all
- Community support & engagement
- More for your money
- A fun and rewarding place to work
Read more about Target’s values.
Tesla
Tesla’s mission tackles perhaps the greatest challenge of the 21st century—removing the world’s dependence on fossil fuels in order to protect the environment for generations to come.
Tesla’s vision states that the company is working to accomplish this mission by “driving the transition to electric vehicles.”
Together, these two sentences (and the action that Tesla takes to fulfill their promises) have proven so powerful that hundreds of thousands of customers have bought substantially pricey vehicles and become brand evangelists.
Elon Musk’s enthusiasm for his company’s mission is so infectious that Tesla car owners regularly offer to volunteer at Tesla delivery centers to help the company move its products faster.
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.
Values
- Built around the driver
- A clean start
- Committed to electric
- Sparking the evolution
Read more about Tesla’s mission.
Toyota
Toyota fulfills its mission statement with extreme quality control and exceptional customer service.
Many Toyota owners swear that they will only buy Toyota cars, showing that Toyota is on the path toward its vision of being “the most respected car company in America.”
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.
Values
- We believe everyday’s an opportunity to improve.
- We believe that if you can dream it you can do it.
- We believe a better tomorrow starts today.
- We believe in respecting others.
- We believe in trying to make a difference.
- We believe in working together.
- We believe good things stand the test of time.
- We believe in going the extra mile.
Read more about Toyota’s values.
Warby Parker
Warby Parker exemplifies how a for-profit company can also strive to accomplish good in the world.
With its vision to “give everyone the right to see,” Warby Parker endears itself to customers, employees, and investors.
Mission
To offer designer eyewear at a revolutionary price, while leading the way for socially conscious businesses.
Vision
To give everyone the right to see.
Values
- Treat customers the way we’d like to be treated.
- Create an environment where employees can think big, have fun, and do good.
- Get out there.
- Green is good.
Read more about Warby Parker’s values.
28 Mission Statement Templates
Writing a mission statement doesn’t need to be hard. Try using one of these templates to get started.
Just avoid writing a mission statement that is too long or unconventional. Remember, a good mission statement is brief and clear.
Artisan Business
“We [celebrate craftsmanship and creativity] by [creating unique, handmade products] for [art lovers and discerning customers] to [enrich their lives with artistry and authenticity].”
or
“We empower [art enthusiasts and gift seekers] to [decorate their spaces and lives with unique art] by creating [handcrafted items that tell a story].”
Beauty Services
“We [enhance natural beauty] by [providing personalized beauty treatments and services] for [individuals looking for self-care and rejuvenation] to [boost confidence and promote wellness].”
or
“We help [individuals looking for self-care] to [feel rejuvenated and confident] by providing [personalized beauty services and wellness treatments].”
Charity
“We [address critical issues] by [mobilizing resources and community support] for [underserved populations] to [improve lives and foster sustainable change].”
or
We empower [communities facing adversity] to [achieve stability and growth] by providing [essential resources, education, and support programs].”
Coaching
“We [empower individuals to reach their full potential] by [offering personalized coaching and support] for [those seeking personal or professional growth] to [achieve their goals and enhance their quality of life].”
or
“We equip [individuals seeking personal or professional development] to [overcome challenges and reach their full potential] by offering [targeted coaching programs and support].”
Consulting
“We [drive business success] by [delivering expert advice and strategic solutions] for [companies and entrepreneurs] to [overcome challenges and capitalize on opportunities].”
or
“We empower [businesses facing strategic challenges] to [achieve growth and operational excellence] by providing [expert consulting services and actionable insights].”
Event Planning
“We [create memorable events] by [providing comprehensive planning and execution] for [clients celebrating significant occasions] to [ensure a seamless and unforgettable experience].”
or
“We help [clients dreaming of a perfect event] to [realize their vision without stress] by creating [customized event plans and seamless coordination].”
Fitness Training
“We [promote health and wellness] by [offering customized fitness programs and guidance] for [individuals committed to improving their physical health] to [achieve their fitness goals and lead a healthier lifestyle].”
or
“We equip [individuals committed to improving their fitness] to [achieve their health goals] by providing [personalized training regimes and motivational support].”
Home Services
“We [improve and maintain homes] by [providing reliable and high-quality home services] for [homeowners seeking convenience and peace of mind] to [enhance their living spaces and quality of life].”
or
“We help [homeowners] to [maintain and enhance their living spaces] by offering [reliable home improvement and maintenance services].”
Marketing Agency
“We [elevate brands and connect with audiences] by [crafting compelling marketing strategies and creative content] for [businesses looking to grow their presence] to [drive engagement and achieve business goals].”
or
“We empower [brands seeking to expand their reach] to [connect with their audience and grow] by creating [strategic marketing campaigns and content].”
Professional Services
“We [deliver excellence in our field] by [providing specialized services] for [clients requiring expert assistance] to [solve complex issues and advance their objectives].”
or
“We help [clients requiring specialized expertise] to [solve specific problems and advance their goals] by providing [professional services tailored to their needs].”
Real Estate
“We [facilitate successful real estate transactions] by [leveraging market insights and personalized service] for [buyers, sellers, and investors] to [find their perfect property or investment opportunity].”
or
“We equip [buyers and sellers] to [navigate the real estate market confidently] by offering [expert advice, market analysis, and personalized service].”
Restaurant / Café
“We [offer culinary delights] by [sourcing local and fresh ingredients] for [foodies and casual diners] to [enjoy delicious meals in a welcoming atmosphere].”
or
“We help [food lovers] to [experience culinary delight] by providing [a diverse menu of freshly prepared meals in a cozy atmosphere].”
Retail Store
“We [provide a curated shopping experience] by [offering a selection of quality goods and personalized service] for [consumers looking for unique products] to [satisfy their needs and desires].”
or
We empower [shoppers looking for something special] to [find exactly what they need] by offering [a curated selection of products and personalized shopping assistance].”
Tech Startup
“We [innovate in the tech industry] by [developing cutting-edge technology solutions] for [businesses and individuals] to [enhance efficiency, connectivity, and life quality].”
or
“We help [users and businesses] to [solve problems using technology] by creating [innovative software solutions and products].”
Dynamic Words for Your Mission Statement
Nouns
- Access
- Balance
- Belong
- Community
- Creativity
- Dreams
- Experiences
- Healthy lifestyle brand
- Highest quality of customer service
- Isolated and vulnerable communities
- Lowest possible prices
- Power
- Preferred shopping destination
- Transition
- Utmost convenience
- Violence and exploitation
Verbs
- Accelerate
- Attract
- Build
- Bring
- Bridge the gap
- Create
- Defend
- Empower
- Encourage
- End
- Equip
- Experiment
- Explore
- Express
- Improve
- Inspire
- Intersect
- Make it easy for
- Nurture
- Organize
- Provide
- Simplify
Adjectives
- Authentic
- Best available selection
- Branded products and services
- Continuous innovation
- Creative tools
- Differentiated products
- Diverse
- Exceptional experiences
- Functional
- Great tasting
- Healthy
- High-valued products and services
- Inclusive
- Individual pride
- Local
- Outstanding value
- Revolutionary price
- Socially conscious
- Sustainable
- Universal/universally accessible
- Well-designed
10 Tips to Write a Compelling Mission Statement
Writing a compelling mission statement will help you find a core identity. This is true whether you’re writing one for yourself or your organization.
- Start with why. Authenticity resonates. So be honest: why did you start your business? Harley Davidson says their business exists to fulfill dreams through motorcycling. Your “why” is the heart of your mission.
- Be specific. As part of your prewriting, outline your internal goals and how you aim to reach them. This clarity shows commitment, not just to your business but to the value you offer.
- Identify your customers. To get a foothold in the competitive landscape, you need to understand your most viable market. Clearly stating who you serve will help you tailor your message, product selection, and service offerings.
- Keep it simple. Use straightforward language. An eighth grader should understand your mission.
- Highlight your unique value. What sets you apart? What do you help your customers achieve? If you’re a voice-call app, explain why and how you make communication better.
- Think big. The best mission statements go beyond transactions. They speak to larger impacts, like improving access to information or fighting poverty.
- Use emotions. Many first-time entrepreneurs think about features. Experienced entrepreneurs know that product features are temporary. Serving customers’ emotional needs is more lasting.
- Evolve your mission. Your mission shouldn’t change every year. But when you grow significantly or adapt to a new market, you may want to revisit your mission.
- Make it a mantra. Celebrate actions that align with your mission to embed it into your organization’s culture.
- Focus on the problem you solve. Check out the Heilmeier Catechism. It’s a structured way to think about what your customers need and how you can fill the gap.
A mission statement is only effective when it’s communicated clearly. One of the best ways to reinforce your message – to employees, leaders, and stakeholders – is through a simple, visually engaging presentation. It helps people understand, remember, and align with your organization’s purpose. To make this easier, you can use a professionally designed Mission Statement PPT that presents your company’s purpose in a polished, easy-to-follow format.
What’s Next?
A good mission statement will:
- define your business
- connect with your audience
- articulate your unique value
- inspire your team, and
- empower you to thrive.
Now that you’ve seen examples, it’s time to write your company’s mission, vision and values! For step-by-step advice, check out our guide to writing and implementing guiding principles.
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