Have you ever noticed how we tie ourselves up in knots and overcomplicate things when we put our business hats on? Your mission statement doesn’t need to be long and complex, it’s simply a promise—your statement of intention.
A mission statement needs to clarify the answers to the following two questions:
What do you do? What happens because you exist?
Your mission statement describes what you do today and what happens because you exist. Your vision statement describes your future impact—the result and effect of executing on your mission. In their simplest form a mission and vision can we summarised in a single sentence.
We do, make, create, serve, empower [ABC], [XYZ] happens because we did [ABC].
Using this model we could describe the Airbnb mission and vision as follows:
Our mission is to build a community-driven hospitality company, that makes travellers all over the world feel like they belong anywhere.
As you can see from the examples of mission statements below you don’t need to be long winded, often a single sentence is enough to say what you need to say.
20 GREAT MISSION STATEMENTS
To create boutique-quality, classically crafted eyewear at a revolutionary price point.
To capture and share the world’s moments.
Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.
Instantly connect people everywhere to what’s most important to them.
Evolving the way the world moves.
Move the web forward and give web designers and developers the best tools and services in the world.
Organize the world’s information and make it universally accessible and useful.
To help people capture and share their lives’ most meaningful experiences with others—to celebrate them together.
Inspire and nurture the human spirit — one person, one cup and one neighbourhood at a time.
To keep people comfortable in their homes while helping them save energy,
To be Earth’s most customer-centric company.
To bring inspiration and innovation to every athlete in the world.
To build a community-driven hospitality company.
We’re here to make it easy for people to do themselves some good (whilst making it taste nice too).
Inspire and develop the builders of tomorrow.
To make the world more open and connected.
Help as many people as possible eat better food and live a better life.
To embrace the human spirit and let it fly.
To establish the first new supermarket in a generation.