Ultimately, mission statements are not about money, but about meeting the customer’s needs. Businesses must produce a profit, but the enterprise must be balanced in terms of both customer and corporate needs. Unbalanced business will almost always fail.

Often, some of the best mission statements are an integral part of a company’s branding strategy that compels customers to buy. But at the same time, mission statements can and do direct and influence all significant management decisions. Review this list of Mission Statements and ask yourself if these taglines answer the question, “Why does this company exist?”

Amazon.com: “We strive to offer our customers the lowest possible prices, the best available selection, and the utmost convenience.”
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.”
Robinhood: “To democratize finance for all.”
Home Depot: “To provide the highest level of service, the broadest selection of products and the most competitive prices.”
LensCrafters: “Helping people see better one hour at a time”

Here is a quick guide to writing Mission Statements for midsized businesses:

First: ANSWER these questions…
Why does this business exist?
What is our unique selling proposition?
What are we committed to providing to our customers?
What promise are we making to our clients?
What wants, needs, desires, pain, or problems do our product/services solve?

Then: AVOID Poorly Written Mission Statements Like These…
“To deliver high profits to shareholders through providing a broad range of services to customers, thereby enhancing their ability to succeed.”
What does this company do? What do they care about? Why should I buy from them? (Unfortunately, this was a REAL mission statement we found on the firm’s website)

Finally: TIPS for Writing a Great Mission Statement for Business:
• Keep it short
• Describe the WHY customers will buy from you
• Define your product or service clearly
• Define your ideal customer
• What benefits do you offer the customer?
• What makes your product or service different from the competition?

Our One Page Plan Builder will help you write a great mission statements in minutes… not days.