25 powerful small business mission statement examples

Use these small business mission statement examples and helpful tips to create one for your business. Use your statement to guide your team and help show clients what makes you unique.

Creating a company mission statement is important for your income, strategic business direction, happiness, and more. It’s one piece many independent business owners forget about. But it’s not just having a mission statement that matters. It’s also the process of sitting down and figuring out (and consistently revisiting) what’s important to you and your business that will propel you forward.

Jump to:

• What is a mission statement?
• What makes a good small business mission statement?
• Differentiating between mission, vision, and values statements
• How to write a mission statement
• Top 25 small business mission statement examples
• How to use your mission statement
• Need a mission statement?

What is a mission statement?

A mission statement is a brief declaration that outlines an organization’s purpose, its aspirations, and its fundamental goals. It reinforces the company’s vision and conveys its mission and direction to employees, customers, suppliers, and other stakeholders. Since a mission statement is typically a short sentence or paragraph, it seems like it would be easy to come up with, but in reality, the less space you have to define something, the more difficult it can be.

Your mission statement should articulate the purpose behind your business, aiming to inspire both customers and employees. It should evoke motivation in your team and instill confidence in your clients about what they can expect from your company in the long term.

Think of the “what” and the “why” behind your business. What do you offer, and why did you decide to create your company? What is your solution? You don’t necessarily need to mention your products and services. Instead, focus on the impact of your products or services on your clients and community rather than listing them directly

When writing your statement, you might be confused about the difference between mission and vision. It’s important to distinguish between a mission and a vision statement. A vision statement outlines your company’s future aspirations, while a mission statement defines the path to achieve them. While your vision may evolve, your mission should remain constant.

Understanding the role of a mission statement

A mission statement plays a crucial role in guiding your business toward success. It serves as a compass, directing your actions and decisions. Here’s why having a clear mission statement is essential:

• Alignment: A mission statement aligns employees with your company’s goals and values, fostering a sense of purpose and direction.
• Attraction: It attracts customers who resonate with your mission, creating a loyal customer base.
• Guidance: It guides decision-making, ensuring that every action is in line with your company’s core values.
• Identity: A mission statement is the foundation of your company’s identity, defining what sets you apart from competitors.

By clearly defining your mission, you not only inspire your team but also establish a strong foundation for your business’s growth and success.

What makes a good small business mission statement?

Crafting a compelling mission statement is a fundamental step for any small business, laying the foundation for its identity, purpose, and direction. It’s not just a few words on paper; it’s a beacon that guides your team and resonates with your clients, showcasing what makes your business truly unique. 

Let’s discuss for a moment the essential elements that contribute to an impactful mission statement. By understanding these components, you can craft a statement that inspires, clarifies, and distinguishes your business from others.

Compelling mission statement example

Crafting a compelling mission statement is an important step for any organization, large or small. It serves as the foundation for your brand identity, guiding your actions and setting the tone for your culture. Below, we’ll explore examples of effective mission statements and discuss why they are compelling.

Compelling Mission Statement (Example 1):

“To create a world where every person has access to clean water, sanitation, and hygiene by providing sustainable solutions and empowering communities.”

• This mission inspires by tackling a critical global issue of water access and sanitation. It resonates with individuals and communities affected by water scarcity, setting a tone of empowerment and environmental stewardship. The statement is clear in its focus on clean water, sanitation, and community empowerment. Its emotional appeal lies in the promise of a healthier, more sustainable future, making it unique and future-oriented.

Compelling Mission Statement (Example 2):

“To empower communities by providing access to affordable housing solutions that foster stability, dignity, and pride of ownership”

• This mission inspires by addressing a fundamental human need for shelter and stability. It resonates with individuals and communities seeking affordable housing options, setting a tone of community support and empowerment. The statement is clear in its focus on affordability, stability, and pride of ownership. Its emotional appeal lies in the promise of stability and dignity through homeownership, making it unique and future-oriented.

Uninspiring mission statement example

Crafting an uninspiring mission statement is a pitfall many organizations face. These statements lack the clarity, purpose, and emotional appeal needed to resonate with their audience and guide their operations. Next, we’ll explore examples of uninspiring mission statements and discuss why they fall short.

Uninspiring Mission Statement (Example 1):

“To be a successful company that delivers high-quality products and services to our customers.”

• This mission lacks inspiration as it focuses solely on the company’s success and the delivery of products and services without addressing a larger purpose or impact. It fails to resonate with customers or employees, lacking a tone that sets it apart or inspires action. The statement lacks clarity in defining what makes the products and services high-quality or how success is measured. It lacks emotional appeal, uniqueness, and future orientation, making it uninspiring.

Uninspiring Mission Statement (Example 2): 

“To be a leading provider of innovative solutions in the technology sector.”

• This mission lacks inspiration as it focuses on being a leader in the technology sector without providing a clear purpose or impact of the solutions. It fails to resonate with customers or employees, lacking a tone that sets it apart or inspires action. The statement lacks clarity in defining what makes the solutions innovative or how they benefit customers. It lacks emotional appeal, uniqueness, and future orientation, making it uninspiring.

Mission statement do’s and don’ts

Many small businesses struggle to articulate their core values and purpose concisely and impactfully. This can lead to mission statements that are vague, uninspiring, or fail to resonate with their audience.

To help you develop a compelling mission statement for your company, we’ve compiled a list of do’s and don’ts. These best practices are designed to steer you away from common pitfalls and towards a mission statement that truly reflects your brand. By following these guidelines, you can craft a mission statement that not only communicates your values and goals but also resonates with your audience, setting you on the path to success.

Mission Statement Do’s and Their Importance:

• Do use language your audience uses. This fosters a sense of familiarity and relatability.
• Do bring on the feels. Emotional connection can drive engagement and loyalty.
• Do communicate “why” and “how.” Understanding motives and methods resonates with stakeholders.
• Do be concise. Brevity ensures your message is clear and memorable.
• Do write a single, powerful statement. A single focus is stronger and more impactful.
• Do be specific. Specificity avoids ambiguity and strengthens your message.
• Do make it unique and memorable. This differentiates you from competitors.
• Do surprise people with your wit and charm. Personality can make your mission statement stand out.
• Do make it actionable. Actionable statements inspire and guide behavior.
• Do make sure it sounds good spoken out loud. This improves the memorability and shareability.

Mission Statement Don’ts and Why to Avoid Them:

• Don’t use jargon. Jargon can alienate those outside your industry.
• Don’t be overly logical or cold. Warmth can be more inviting and persuasive.
• Don’t share just the “what.” Including the “why” provides context and meaning.
• Don’t write a novel. Long statements can dilute the message and lose attention.
• Don’t ramble. Coherence is key to communication.
• Don’t be vague. Clarity prevents misunderstandings.
• Don’t make it generic. A generic statement fails to differentiate your brand.
• Don’t be dull. Excitement and interest help your mission stick in people’s minds.
• Don’t make it hard to act on. An accessible mission encourages participation.
• Don’t write it clunky. A fluid statement is easier to adopt and advocate for.

Differentiating between mission, vision, and values statements

When crafting the foundation of a business, it’s crucial to understand the distinct roles played by mission, vision, and values statements. Each serves a unique purpose in guiding the company’s direction and culture.

• Mission Statement: Defines the company’s purpose and primary objectives, focusing on what it does and why it exists.
• Vision Statement: Describes the company’s future aspirations, outlining where it wants to be and the impact it aims to make.
• Values Statement: Articulates the principles and beliefs that guide the company’s actions and decision-making, shaping its culture and ethics.

A mission statement defines the company’s core purpose and focus. It answers the questions of “What do we do?” and “Why do we exist?” For example, a small business might state, “Our mission is to provide innovative and affordable tech solutions that enhance everyday life.” This statement is direct and concise, communicating the company’s primary goals and the impact it seeks to make.

On the other hand, a vision statement looks to the future, describing where the company aspires to be. It’s a source of inspiration and motivation, painting a picture of the long-term achievements the business aims for. A vision statement might say, “We envision a world where technology seamlessly integrates into daily life, empowering individuals and communities to thrive. “Finally, values statements articulate the principles and beliefs that guide the company’s behavior and decision-making. They reflect the company’s culture and ethics, providing a framework for how employees interact with each other and with stakeholders. For instance, a business might list values such as integrity, innovation, and customer focus.

How to write a mission statement

Crafting a small business mission statement is important in defining your company’s identity and direction. A well-crafted mission statement should only be 1-3 sentences long and around 100 words. To create a concise mission statement, you need to consider questions that are core to your goals and purpose. In the upcoming sections, we’ll explore key steps to help you write a compelling mission statement. We’ll show you how to:

• Assess Your Assets
• Explore Key Questions Openly
• Streamline Your Focus
• Infuse with Personality
• Share Your Mission Publicly
• Fine-Tune as Necessary

1. Assess your assets

This process involves assessing your internal resources, strengths, and unique selling points. By understanding what sets your business apart, you can effectively leverage these assets to create a compelling mission statement that resonates with your audience and guides your business strategy.

When assessing your assets, consider the following questions:

• What are our core competencies and strengths as a business?
• What resources do we have at our disposal, such as talent, technology, and financial resources?
• What makes us unique in the marketplace, and how can we leverage this uniqueness in our mission statement?
• How do our values and beliefs align with our business goals, and how can we communicate this alignment in our mission statement?
• How do our assets contribute to our overall business strategy, and how can we showcase this contribution in our mission statement?

2. Explore key questions openly 

This process allows you to explore and define what truly drives your business and what you want to achieve. By openly exploring these questions, you can craft a mission statement that is authentic, meaningful and aligns with your core beliefs.

When exploring key questions, consider the following:

• What is the purpose of our business, and why do we exist?
• What values are most important to us as a business, and how do these values guide our decisions?
• How can we define our business in terms of what we do, how we do it, who we do it for, and where we do it??
• What impact do we want to have on our customers, community, and industry?
• What ultimate benefit or value do we aim to achieve for our customers, community, and industry through our business?

3. Streamline your focus 

Now that you’ve pinpointed your core strengths, values, and objectives, it’s time to refine your focus and consolidate your insights into a straightforward mission statement. This process entails condensing your critical insights into a concise statement that encapsulates your business’s essence and its purpose. 

Consider using the following formula to streamline your focus: 

We [provide this value] to [target customers] by [what you do] through [how you do it]. 

For example, if your business is focused on providing personalized financial advice to young professionals using innovative technology, your streamlined mission statement could be: 

We empower young professionals to achieve financial success through personalized advice and innovative technology.

Provide this value: Achieve financial success

Target customers: Young professionals

What you do: Provide personalized financial advice 

Through: Innovative technology

4. Infuse with personality

Infusing your mission statement with personality is a key step in making it memorable and impactful. Your mission statement should reflect the unique character and values of your business, setting you apart from competitors and resonating with your audience. 

Here’s how you can infuse personality into your mission statement:

• Be authentic: Your mission statement should genuinely reflect who you are as a business. Avoid clichés and generic statements; instead, focus on what makes your business truly unique.
• Use engaging language: Choose words and phrases that reflect your brand’s personality. Whether you’re playful, professional, or passionate, let your mission statement reflect your voice.
• Show your values: Highlight your core values in your mission statement. This not only adds depth but also helps customers connect with your brand on a deeper level.
• Be inspirational: Your mission statement should inspire both your team and your customers. Use uplifting language that motivates people to be a part of your journey.
• Stay true to your voice: Maintain a consistent tone throughout your mission statement that reflects your brand’s identity, ensuring it resonates authentically with your audience.

By infusing your mission statement with personality, you can create a statement that not only defines your small business but also resonates with your audience on a personal level.

5. Share your mission publicly:

Sharing your mission statement publicly helps with building brand loyalty, attracting like-minded customers, and enticing top talent who align with your values. By making your mission statement known, you create a strong foundation for your business’s identity and purpose.

When sharing your mission publicly, consider the following strategies:

• Incorporate your mission statement into your website: Prominently display it on your homepage or about page.
• Share your mission on social media channels: Use it as a core message in your posts and campaigns.
• Include your mission statement in your marketing materials: Such as brochures, business cards, and advertisements.
• Engage with your audience: By explaining how your mission drives your business decisions and impacts your community.
• Regularly revisit and update your mission statement: Doing so will ensure it remains relevant and resonates with your audience.

By publicly sharing your mission statement, you communicate your values and goals and attract individuals and customers who believe in what you stand for.

6. Fine-tune as necessary

Your mission statement is a living document that should evolve with your business. Regularly reviewing and refining it ensures that it remains relevant, impactful, and aligned with your goals. Here are some tips to help you fine-tune your mission statement:

• Seek feedback from stakeholders: Your employees, customers, and partners can offer valuable insights into how well your mission statement reflects your business values and goals.
• Keep it concise: A mission statement should be clear, concise, and easy to understand. Avoid jargon and complex language.
• Align it with your goals: Make sure your mission statement reflects your current business goals and objectives.
• Stay true to your values: Your mission statement should reflect your core values and what makes your business unique.
• Integrate it into Your Culture: Make your mission statement a central part of your company culture. Recognize and reward behaviors that align with your mission to reinforce its importance.
• Test it out: Try using your mission statement in different contexts to see how well it resonates with your audience.

By regularly fine-tuning your mission statement, you can ensure that it remains a powerful tool that guides your business forward.

Tips for writing a memorable and impactful mission statement

Crafting a compelling mission statement is more than just a task on your to-do list—it’s a powerful tool that can inspire employees, attract customers, and set your business apart from competitors. A well-crafted mission statement serves as a guiding light, aligning your team’s efforts and resonating with your audience. It communicates your core values and purpose, driving your business forward with clarity and conviction. Below are a few key tips that can help you in creating the perfect mission statement for your business:

• Be authentic: Your mission statement should reflect the true essence of your business, showcasing your unique values and beliefs.
• Focus on impact: Clearly define the positive impact your business aims to make, whether it’s on customers, communities, or the world at large.
• Stay concise: Keep your mission statement brief and to the point, focusing on the most essential aspects of your business’s purpose.
• Use action-oriented language: Use verbs that convey action and demonstrate how your business is actively working towards its mission.
• Be inspirational: Use language that inspires and motivates, creating a sense of excitement and purpose for both employees and customers.
• Consider your audience: Tailor your mission statement to resonate with your target audience, using language that speaks to their needs and values.
• Ensure alignment: Make sure your mission statement aligns with your company’s values, goals, and long-term vision.

Review and revise regularly: Regularly review your mission statement to ensure it remains relevant and reflective of your business’s purpose and values.

Top 25 small business mission statement examples

The best way to learn how to write a mission statement is to study strong examples of mission statements. Learning from successful companies can help you better understand what makes up a mission statement and what you feel after reading one. Explore these 25 ideas below for more inspiration. The first five are from independents just like you.

1. Laura Lee Creative – photographer and business consultant

Mission statement: “To give people the tools and business systems they need so they can stop sacrificing their life for the sake of being a business owner”

The mission statement of Laura Lee Creative is impactful and compelling for several reasons:

• Clarity and Focus: The statement clearly defines the purpose of the business, which is to provide tools and systems to help individuals balance their personal and professional lives.
• Value Proposition: It offers a solution to a common pain point among entrepreneurs—sacrificing personal life for business success. This resonates with many potential clients who seek a better work-life balance.
• Inspiration and Motivation: By addressing a significant challenge faced by many business owners, the mission statement inspires and motivates both employees and clients.
• Differentiation:  The focus on work-life balance and personal well-being sets Laura Lee Creative apart from competitors.
• Alignment with Company Values: The mission aligns with the values of work-life balance, personal fulfillment, and holistic success, which can attract like-minded individuals and businesses.

2. Emilie Steinmann – Creative director and copywriter at buoyant design studio

Mission statement: “To support serious CEOs in their quest to gain loyal customers and naturally increase their bottom line by writing captivating copy.”

The mission statement of Emilie Steinmann is impactful and compelling for several reasons:

• Clarity and Focus: The statement is clear and focused on Emilie’s target audience (serious CEOs) and the specific outcome she aims to help them achieve (gain loyal customers and increase their bottom line).
• Value Proposition: It clearly articulates the value Emilie offers—writing captivating copy that helps CEOs achieve their business goals.
• Inspiration and Motivation: The statement is inspirational, as it portrays Emilie as a partner in her clients’ success, which can be motivating for CEOs looking to improve their businesses.
• Differentiation: It differentiates Emilie from other copywriters by highlighting her specialization in serving serious CEOs and her focus on delivering tangible results.
• Alignment with Company Values: It aligns with Emilie’s values of professionalism, excellence, and helping others succeed, which can attract clients who share similar values.

3. Sydney Young – HoneyBook Pro and CEO of Creative Bliss

Mission Statement: “Give you effective strategies to grow your revenue and practical tools to improve your mindset because I know from experience that great businesses are built on both!”

This mission statement of Sydney Young is impactful and compelling for several reasons:

• Clarity and Focus: The statement clearly defines the purpose of the business, which is to provide strategies and tools for revenue growth and mindset improvement.
• Value Proposition: It offers a valuable proposition by emphasizing the importance of both revenue growth strategies and mindset improvement in building great businesses.
• Inspiration and Motivation: It inspires and motivates by offering solutions to common challenges faced by entrepreneurs, such as revenue growth and mindset improvement.
• Differentiation: It sets the business apart by focusing on both revenue growth and mindset improvement, which may not be the primary focus of other business coaches.
• Alignment with Company Values: The mission aligns with values of growth, empowerment, and holistic success, which can attract like-minded individuals and businesses.

4. Christina Scalera – Attorney 

Mission Statement: “Our mission is to preserve and improve the special relationships you work so hard to cultivate as an entrepreneur. We believe a solid definition of these relationships through contracts sets a trustworthy foundation, no matter how much or little experience you have.” 

The mission statement of Christina Scalera is is impactful and compelling for several reasons:

• Clarity and Focus: The statement is clear and focused on the purpose of preserving and improving relationships for entrepreneurs.
• Value Proposition: It emphasizes the value of contracts in establishing trust and reliability, which can resonate with entrepreneurs seeking legal support.
• Inspiration and Motivation: The mission statement inspires entrepreneurs to prioritize relationship building and legal protection, motivating them to seek legal guidance.
• Differentiation: It differentiates Christina from other attorneys by highlighting her focus on relationships and trust.
• Alignment with Company Values: The mission aligns with Christina’s values of trust, integrity, and support for entrepreneurs, attracting clients who share similar values.

5. Candice Coppola – Small Business Coach

Mission Statement: “Encouraging creative entrepreneurs to live and work on purpose.”

The mission statement of Candice Coppola is impactful and compelling for several reasons:

• Clarity and Focus: Candice’s mission is clear and focused on inspiring creative entrepreneurs to live and work with intentionality.
• Value Proposition: By emphasizing living and working on purpose, Candice offers entrepreneurs a holistic approach to business that prioritizes fulfillment and meaning.
• Inspiration and Motivation: Candice’s mission serves as a source of inspiration, motivating entrepreneurs to align their work with their passions and values.
• Differentiation: This mission sets Candice apart by highlighting her focus on the holistic well-being of entrepreneurs, not just their business success.
• Alignment with Company Values: Candice’s mission aligns with her values of purpose, creativity, and personal fulfillment, attracting clients who share these values.5. 

6. Tea Drops – Tea Company

Mission Statement: “We create magical tea moments that connect you to what’s important, whether that be connecting to your friends, community, or even yourself.”

The mission statement of Tea Drops is impactful and compelling for several reasons:.

• Clarity and Focus: Tea Drops’ mission is clear and focused on creating meaningful tea experiences that facilitate connections.
• Value Proposition: By emphasizing the creation of magical tea moments, Tea Drops offers a unique and emotionally resonant tea experience.
• Inspiration and Motivation: Tea Drops’ mission inspires and motivates tea drinkers to cherish moments of connection and reflection.
• Differentiation: This mission sets Tea Drops apart by highlighting its focus on the emotional and social aspects of tea drinking, not just the beverage itself.
• Alignment with Company Values: Tea Drops’ mission aligns with its values of fostering connections and promoting mindfulness, attracting customers who value these principles.

7. Nike – Sportswear Company

Mission Statement: “To bring inspiration and innovation to every athlete in the world. If you have a body, you are an athlete.”

The mission statement of Nike is impactful and compelling for several reasons:

• Clarity and Focus: Nike’s mission is clear and focused on inspiring and innovating for athletes worldwide.
• Value Proposition: By emphasizing inspiration and innovation, Nike offers products and experiences that enhance athletic performance and enjoyment.
• Inspiration and Motivation: Nike’s mission inspires and motivates athletes to push beyond their limits and strive for greatness.
• Differentiation: This mission differentiates Nike by highlighting its commitment to all athletes and its inclusive definition of athleticism.
• Alignment with Company Values: Nike’s mission aligns with its values of innovation, inclusivity, and performance excellence, resonating with customers who share these values.

8. Apple – Technology Company

Mission Statement: “Apple’s more than 100,000 employees are dedicated to making the best products on earth, and to leaving the world better than we found it.”

The mission statement of Apple is impactful and compelling for several reasons:

• Clarity and Focus: Apple’s mission is clear and focused on product excellence and environmental stewardship.
• Value Proposition: By prioritizing product quality and environmental responsibility, Apple offers value to customers who seek high-quality, sustainable products.
• Inspiration and Motivation: Apple’s mission inspires and motivates employees to innovate and create products that make a positive impact.
• Differentiation: This mission differentiates Apple by emphasizing its commitment to product excellence and environmental sustainability.
• Alignment with Company Values: Apple’s mission aligns with its values of innovation, quality, and environmental responsibility, attracting customers who share these values.

9. NASA – Space Agency

Mission Statement: “Drive advances in science, technology, aeronautics, and space exploration to enhance knowledge, education, innovation, economic vitality, and stewardship of Earth.”
The mission statement of NASA is impactful and compelling for several reasons:

• Clarity and Focus: NASA’s mission is clear and focused on advancing various fields for the betterment of society and the planet.
• Value Proposition: By focusing on science, technology, and space exploration, NASA offers value through the advancement of human knowledge and technological capabilities.
• Inspiration and Motivation: NASA’s mission inspires and motivates individuals to push the boundaries of what is possible and explore new frontiers.
• Differentiation: NASA’s mission sets it apart by emphasizing its commitment to advancing knowledge and technology for the benefit of all.
• Alignment with Company Values: NASA’s mission aligns with its values of exploration, discovery, and innovation, attracting individuals and organizations that share these values.

10. Cultivate What Matters® – Women’s Empowerment Company

Mission Statement: “Our mission is to encourage community and provide accountability to help women take action on their meaningful goals. We are better together, friends. Our mission is to help each other cultivate what matters. Powerful goals change lives.”

The mission statement of Cultivate What Matters® is impactful and compelling for several reasons:

• Clarity and Focus: The statement is clear and focused on empowering women to achieve their goals through community and accountability.
• Value Proposition: Cultivate What Matters® offers value by providing support and resources to help women take meaningful action toward their goals.
• Inspiration and Motivation: The mission statement inspires and motivates women to pursue their goals and supports them in their journey.
• Differentiation: Cultivate What Matters® differentiates itself by emphasizing the power of community and accountability in goal achievement.
• Alignment with Company Values: The mission aligns with the company’s values of community, empowerment, and personal growth, attracting women who share these values.

11. Google – Technology Company

Mission Statement: “Organize the world’s information and make it universally accessible and useful.”
The mission statement of Google is impactful and compelling for several reasons:

• Clarity and Focus: The statement is clear and focused on the goal of organizing information and making it accessible and useful.
• Value Proposition: Google offers value by providing access to a vast amount of information that can benefit individuals and society.
• Inspiration and Motivation: The mission statement inspires and motivates employees to innovate and create products that fulfill this mission.
• Differentiation: Google differentiates itself by its commitment to organizing information and making it accessible, setting it apart from other technology companies.
• Alignment with Company Values: The mission aligns with Google’s values of innovation, accessibility, and usefulness, guiding its actions and decisions.

12. Starbucks – Coffeehouse Chain

Mission Statement: “To inspire and nurture the human spirit – one person, one cup, and one neighborhood at a time.”

The mission statement of Starbucks is impactful and compelling for several reasons:

• Clarity and Focus: The statement is clear and concise, focusing on inspiring and nurturing the human spirit. It outlines the company’s goal of making a positive impact on individuals and communities.
• Value Proposition: It articulates Starbucks’ value proposition of not just selling coffee but also creating meaningful connections and experiences. 
• Inspiration and Motivation: The mission statement is inspiring, as it conveys Starbucks’ aspiration to make a difference in people’s lives. It motivates both employees and customers to be part of a larger purpose beyond just buying and selling coffee.
• Differentiation: It differentiates Starbucks from other coffee chains by highlighting its focus on human connection and community involvement. 
• Alignment with Company Values: The mission statement aligns with Starbucks’ core values of creating a positive social impact, promoting diversity and inclusion, and fostering a sense of community. 

13. Target – Retail Company

Mission Statement: “The promise of surprises, fun, ease, and inspiration at every turn, no matter when, where, or how you shop. That quest to bring joy is at the center of every business decision we make.”

The mission statement of Target is impactful and compelling for several reasons:

• Clarity and Focus: The statement is clear and focused on providing a positive shopping experience that includes surprises, fun, ease, and inspiration. It emphasizes the company’s commitment to bringing joy to customers.
• Value Proposition: Target’s value proposition is to offer a unique and enjoyable shopping experience that goes beyond just selling products. It promises to surprise and inspire customers, making shopping more than just a transaction.
• Inspiration and Motivation: The mission statement inspires and motivates employees by highlighting the importance of bringing joy to customers. It encourages creativity and innovation in delivering on this promise.
• Differentiation: Target differentiates itself by focusing on the emotional aspect of shopping, aiming to create a memorable experience that sets it apart from other retailers. This emphasis on joy and inspiration distinguishes Target in the retail landscape.
• Alignment with Company Values: The mission aligns with Target’s values of customer-centricity, creativity, and fun. It reflects the company’s commitment to making every business decision with the goal of bringing joy to its customers.

14. Coca-Cola – Beverage Company

Mission Statement: “To refresh the world in mind, body and spirit. To inspire moments of optimism and happiness through our brands and actions.”

The mission statement of Coca-Cola is impactful and compelling for several reasons:

• Clarity and Focus: Coca-Cola aims to refresh the world and inspire optimism and happiness through its brands and actions, focusing on enhancing people’s overall well-being.
• Value Proposition: Coca-Cola’s promise to refresh and inspire moments of joy differentiates its brands, offering consumers more than just a beverage but also an emotional experience.
• Inspiration and Motivation: The mission statement inspires employees to create products and campaigns that bring joy and optimism to consumers, fostering a positive impact on society.
• Differentiation: Coca-Cola differentiates itself by emphasizing the emotional benefits of its products, aiming to uplift consumers’ spirits and create memorable experiences.
• Alignment with Company Values: The mission aligns with Coca-Cola’s values of happiness, optimism, and refreshment, guiding its efforts to make a positive difference in the world.

15. Amazon – E-Commerce Company

Mission Statement: “To be Earth’s most customer-centric company.”

The mission statement of Amazon is impactful and compelling for several reasons:

• Clarity and Focus: Amazon’s mission is clear and focused on prioritizing the needs and satisfaction of its customers above all else, aiming to be the best in this aspect globally.
• Value Proposition: Amazon’s customer-centric approach differentiates it by emphasizing customer experience and satisfaction as its top priority, offering a wide range of products and services to meet diverse needs.
• Inspiration and Motivation: The mission inspires Amazon employees to continually innovate and improve customer experiences, driving the company’s growth and success.
• Differentiation: Amazon sets itself apart by placing customers at the center of its business model, ensuring that every decision and action is geared towards enhancing customer satisfaction.
• Alignment with Company Values: The mission aligns with Amazon’s values of customer obsession, innovation, and operational excellence, guiding its efforts to continually exceed customer expectations.

16. Microsoft – Technology Company

Mission Statement: “Our mission is to empower every person and every organization on the planet to achieve more.”

The mission statement of Microsoft is impactful and compelling for several reasons:

• Clarity and Focus: Microsoft’s mission is clear and focused on empowering individuals and organizations worldwide, highlighting a broad yet specific goal.
• Value Proposition: Microsoft’s mission emphasizes empowerment, suggesting that its products and services enable users to be more productive and successful.
• Inspiration and Motivation: The mission inspires employees to create innovative solutions that enhance productivity and enable users to achieve more, driving personal and organizational success.
• Differentiation: Microsoft differentiates itself by its commitment to empowering individuals and organizations, positioning itself as a company that enables success and advancement.
• Alignment with Company Values: The mission aligns with Microsoft’s values of empowerment, diversity, and inclusivity, guiding its efforts to create products and services that benefit society as a whole.

17. Adobe – Technology Company

Mission Statement: “Change the world through digital experiences.”

The mission statement of Adobe is impactful and compelling for several reasons:

• Clarity and Focus: Adobe’s mission is clear and focused on leveraging digital experiences to enact positive change, indicating a specific and achievable goal.
• Value Proposition: Adobe’s mission suggests that its digital tools and services are designed to empower individuals and organizations to create meaningful and impactful digital experiences.
• Inspiration and Motivation: The mission inspires employees to develop innovative solutions that enhance digital experiences, driving positive change and creativity.
• Differentiation: Adobe differentiates itself by its commitment to using digital experiences as a catalyst for change, positioning itself as a company that enables transformative digital storytelling.
• Alignment with Company Values: The mission aligns with Adobe’s values of creativity, innovation, and making a difference, guiding its efforts to create technologies that empower individuals and organizations to create impactful digital content.

18. Southwest Airlines – Airline Company

Mission Statement: “To connect People to what’s important in their lives through friendly, reliable, and low-cost air travel.”

The mission statement of Southwest Airlines is impactful and compelling for several reasons:

• Clarity and Focus: Southwest Airlines’ mission is clear and focused on connecting people to what matters to them, emphasizing the importance of friendly, reliable, and low-cost air travel.
• Value Proposition: The mission implies that Southwest Airlines offers value by providing convenient and affordable air travel options that help people stay connected to what is important in their lives.
• Inspiration and Motivation: The mission statement inspires employees to provide excellent customer service and maintain the airline’s reputation for friendly and reliable air travel.
• Differentiation: Southwest Airlines differentiates itself by highlighting its focus on providing low-cost air travel with a friendly and reliable service, setting it apart from other airlines that may prioritize other aspects of air travel.
• Alignment with Company Values: The mission aligns with Southwest Airlines’ values of customer service, affordability, and reliability, guiding its efforts to provide a positive travel experience for its customers.

19. Squarespace – Website Building Platform

Mission Statement: “Squarespace makes beautiful products to help people with creative ideas succeed.”

The mission statement of Squarespace is impactful and compelling for several reasons:

• Clarity and Focus: Squarespace’s mission is clear and focused on creating products that support creative individuals in achieving success, particularly emphasizing the beauty of their products.
• Value Proposition: The mission implies that Squarespace offers value by providing easy-to-use and visually appealing website-building tools that empower creative individuals to succeed.
• Inspiration and Motivation: The mission statement inspires and motivates both employees and customers by suggesting that using Squarespace can lead to success for those with creative ideas.
• Differentiation: Squarespace differentiates itself by highlighting its focus on providing tools for creative individuals, setting it apart from other website building platforms that may not emphasize creativity as strongly.
• Alignment with Company Values: The mission aligns with Squarespace’s values of creativity, design, and empowerment, guiding its efforts to provide innovative tools for its customers.

20. InVision – Collaboration Platform

Mission Statement: “We’re on a mission to transform the way people work together by helping them collaborate better. Faster. On everything. From anywhere.”

The mission statement of InVision is impactful and compelling for several reasons:

• Clarity and Focus: InVision’s mission is clear and focused on transforming collaboration by making it better, faster, and more accessible across all aspects of work and from any location.
• Value Proposition: The mission implies that InVision offers value by providing tools or platforms that enhance collaboration and productivity for teams.
• Inspiration and Motivation: The mission statement inspires and motivates both employees and customers by presenting a vision of improved collaboration and work efficiency.
• Differentiation: InVision differentiates itself by highlighting its focus on collaboration across all aspects of work, suggesting a comprehensive solution compared to more specialized collaboration tools.
• Alignment with Company Values: The mission aligns with InVision’s values of innovation, teamwork, and efficiency, guiding its efforts to develop products that improve collaboration for teams.

21. The Walt Disney Company – Entertainment Company

Mission Statement: “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.”

The mission statement of The Walt Disney Company is impactful and compelling for several reasons:

• Clarity and Focus: The mission is clear and focused on entertaining, informing, and inspiring people worldwide through storytelling, leveraging the company’s iconic brands, creative minds, and innovative technologies.
• Value Proposition: Disney offers value by providing unparalleled storytelling experiences that entertain, inform, and inspire audiences, distinguishing itself as a premier entertainment company.
• Inspiration and Motivation: The mission statement inspires and motivates employees to create and deliver exceptional storytelling experiences that enrich the lives of audiences globally.
• Differentiation: Disney differentiates itself by emphasizing its commitment to storytelling as a means to entertain, inform, and inspire, setting it apart from other entertainment companies.
• Alignment with Company Values: The mission aligns with Disney’s values of creativity, innovation, and storytelling, guiding its efforts to create magical experiences for audiences worldwide.

22. Johnson & Johnson – Healthcare

Mission Statement: “Good health is the foundation of vibrant lives, thriving communities, and forward progress.”

The mission statement of Johnson & Johnson is impactful and compelling for several reasons:

• Clarity and Focus: The mission is clear and focused on promoting good health as a fundamental element for vibrant lives, thriving communities, and progress.
• Value Proposition: Johnson & Johnson offers value by emphasizing the importance of good health in creating vibrant communities and driving progress.
• Inspiration and Motivation: The mission statement inspires and motivates individuals and communities to prioritize health as a means to achieve vibrant lives and progress.
• Differentiation: Johnson & Johnson differentiates itself by highlighting its commitment to health as a foundational element for communities and progress, setting it apart from other companies.
• Alignment with Company Values: The mission aligns with Johnson & Johnson’s values of health, well-being, and progress, guiding its efforts to improve lives globally.

23. Etsy – E-commerce

Mission Statement: “Keep Commerce Human”

The mission statement of Etsy is impactful and compelling for several reasons:

• Clarity and Focus: Etsy’s mission is clear and focused on maintaining a human touch in commerce, emphasizing the importance of people in their ecosystem.
• Value Proposition: Etsy provides a meaningful platform for sellers to showcase their creativity and turn their passions into opportunities while offering buyers a unique selection of carefully crafted items.
• Inspiration and Motivation: The mission statement inspires both sellers and buyers by highlighting the value of creativity, uniqueness, and human connection in commerce.
• Differentiation: Etsy differentiates itself by prioritizing individual sellers and their creative products, offering a marketplace that stands out from more conventional e-commerce platforms.
• Alignment with Company Values: The mission aligns with Etsy’s values of respect, creativity, and uniqueness, reflecting their commitment to supporting a diverse community of sellers and buyers.

24. Hello Alice – Small Business Support

Mission Statement: “Help all small business owners succeed.”

The mission statement of Hello Alice is impactful and compelling for several reasons:

• Clarity and Focus: Hello Alice’s mission is clear and focused on supporting the success of all small business owners, highlighting a broad and inclusive approach.
• Value Proposition: Hello Alice offers valuable support and resources tailored to the needs of small business owners, aiming to help them overcome challenges and thrive.
• Inspiration and Motivation: The mission statement inspires and motivates small business owners by offering them hope and assistance in achieving their goals.
• Differentiation: Hello Alice differentiates itself by its inclusive mission that targets all small business owners, showcasing its commitment to providing support to a wide range of entrepreneurs.
• Alignment with Company Values: The mission aligns with Hello Alice’s values of support, empowerment, and inclusivity, demonstrating its dedication to helping small businesses succeed.

25. HoneyBook – Leading clientflow management platform

Mission Statement: “Empower all who own their independence to build a life of passion and purpose.”

The mission statement of HoneyBook is impactful and compelling for several reasons:

• Clarity and Focus: HoneyBook’s mission is clear and focused on empowering individuals who own their independence, emphasizing the goal of helping them build a fulfilling life.
• Value Proposition: HoneyBook offers valuable tools and resources that support freelancers in their journey to create a life driven by passion and purpose.
• Inspiration and Motivation: The mission statement inspires and motivates freelancers by offering them a platform that encourages and supports them in pursuing their passions and finding purpose in their work.
• Differentiation: HoneyBook differentiates itself by focusing on empowering freelancers specifically, highlighting its dedication to supporting this unique group of independent workers.

Alignment with Company Values: The mission aligns with HoneyBook’s values of empowerment, independence, and purpose, showcasing its commitment to helping freelancers succeed in their endeavors.

How to use your mission statement

Your mission statement is a powerful tool that can be used in various ways to strengthen your brand and align your team. Internally, it serves as a guiding light, helping new employees understand your company’s core values and purpose. It’s also a great way to keep your team motivated and focused on your long-term goals.

Externally, your mission statement can be incorporated into your daily activities to reinforce your brand identity. Use it in your social media profiles, email signatures, and on your website to communicate your values to clients and partners. By consistently showcasing your mission, you can build trust and loyalty among your audience.

Additionally, your mission statement can be a catalyst for building community. Use it when networking or teaching others about your business to create connections and inspire collaboration. The more you integrate your mission into your daily routine, the more impactful it will be in shaping your brand and driving your business forward.

Need a mission statement?

Looking for a little more help writing a mission statement? Create your own with our free mission statement generator. It’s fast, free, and easy. Just follow the prompts (fill-in-the-blank style) and our handy tool will create a unique mission statement just for your independent business.

We also provide helpful tips and more company mission statement examples to ensure yours captures what makes your business unique. Our clientflow management platform for small businesses will propel you forward in your business.

Start your business off with a path to success

If you’re just starting your business, a vision and mission statement will give you focus. There are also more tools you can use to ensure you’re on the path to success. For example, you’ll want to create a business plan that you can use to understand your market and find funding. 

You’ll also need the right tools to manage your clients and projects, such as a clientflow platform. HoneyBook is the leading clientflow platform for independent businesses, so it’s a great option to manage everything in one place. Instead of juggling multiple subscriptions, you can use HoneyBook to capture leads, book clients, manage projects, and view business data. 

By setting up your clientflow platform as you’re starting your business, it’ll be easier to grow and scale.