15 Inspiring Mission Statement Examples (2024)

We’re here to make it easier for you to get started. Learn the basics of effective mission statements through a variety of mission statement examples that come from real-world established brands. With this guide, you’ll be able to start writing your own business mission statement in no time.

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.
• State how your company does what it does. This does not need to be a detailed description of how you operate your business. You can describe how your business works in more general terms and incorporate one or more of your core values.
• State 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 you and can provide your employees with direction, inspiration, and focus.

Mission statement versus vision statement: what’s the difference?

A vision statement articulates where you aspire to be once you achieve your mission. Often, it describes where you want certain people or the world to be as a result of your mission. Vision statements convey a long-term goal, generally a time range of five to 10 years, or beyond.

Your mission statement is essentially an action-oriented vision statement, declaring the who, what, and why of your retail business. Your mission statement can be the roadmap for your vision statement.

It’s vital for both your mission and vision statements to be concise so you communicate the reasons your business exists.

Learn more: Mission vs. Vision Statement: What’s the Difference?

15 best business mission statement examples

Now that you have an idea of what makes a well-crafted mission statement, let’s look at examples of good retailer mission statements.

1. YETI
2. Passionfruit
3. Old Guys Rule
4. Tesla
5. Nike
6. Starbucks
7. TED
8. LinkedIn
9. Microsoft
10. Amazon
11. Nordstrom
12. Patagonia
13. Southwest Airlines
14. Magic Spoon
15. Pupnaps

1. YETI

Mission statement: Build the cooler we’d use every day if it existed.

YETI’s mission statement is effective because it focuses on its landmark product—premier coolers—and highlights the value it brings to customers. This statement tells customers the product is going to solve their problems, because the founders state how they were frustrated by unreliable coolers and outdoor accessories.

2. Passionfruit

Mission statement: To create inclusive clothing and accessories that enable you to show your pride all year round while giving back to our community.

Passionfruit’s mission statement recognizes a truth for the LGBTQ+ community and allies alike. This statement is useful because it promotes the idea that pride isn’t a single event but an everyday expression of oneself.

This mission statement example focuses on allowing people to express themselves through clothing and apparel. It reminds customers the brand is aligned with LGBTQ+ values and promises to support the community by giving back.

3. 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. It makes you feel proud of your age and accomplishments, rather than feeling bad about “getting old.”

4. Tesla

Mission statement: To accelerate the world’s transition to renewable 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.

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.

5. Nike

Mission statement: Bring inspiration and innovation to every athlete* in the world. (*If you have a body, you are an athlete.)

Nike’s mission statement is a classic. It’s effective because it puts the company’s priorities out in the open. The asterisk next to “athlete” leads to a footnote stating, “If you have a body, you are an athlete.” This mission statement example shows customers that anyone can use Nike’s products.

6. Starbucks

Mission statement: With every cup, with every conversation, with every community—we nurture limitless possibilities of human connection. 

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. 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.

7. TED

Mission statement: Spread ideas.

TED is a nonprofit organization devoted to spreading ideas in the form of short, powerful TED Talks. 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.” 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.

8. 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.

This mission statement example is perfect for the brand. 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 help them grow in their careers.

9. 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. Through driving technological advancements and ensuring accessibility for everyone, Microsoft demonstrates its commitment to empowering every individual and organization to succeed.

10. Amazon

Mission statement: Amazon is guided by four principles: customer obsession rather than competitor focus, passion for invention, commitment to operational excellence, and long-term thinking. Amazon strives to be Earth’s most customer-centric company, Earth’s best employer, and Earth’s safest place to work.

On its Who We Are page, Amazon makes it clear that its mission statement is all about its customers. 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.

11. Nordstrom

Mission statement: To continue our dedication to providing a unique range of products, exceptional customer service, and great experiences.

Nordstrom’s aim is to offer its customers only the best—the best products, the best service, the best experience possible. 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.

12. Patagonia

Mission statement: Build the best product, provide the best service and constantly improve everything we do. Examine our practices openly and honestly, learn from our mistakes and meet our commitments. Protect our home planet. Be just, equitable and antiracist as a company and in our community. Do it our way. 

Patagonia specializes in creating clothing and gear for outdoor enthusiasts. Its mission statement encompasses its core values. The entire company is built around encouraging people to explore and protect the outdoors—which we can’t do if our planet dies.

13. Southwest Airlines

Mission statement: Dedication to the highest quality of customer service delivered with a sense of warmth, friendliness, individual pride, and company spirit. 

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.

Southwest’s mission statement perfectly captures the company spirit of care. Regional director James Ashworth said 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.”

14. Magic Spoon

Mission statement: To transform the cereal industry by building a new category of nutritious and flavorful cereal.

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.

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.

15. Pupnaps

Mission statement: To help your beloved fur-babies have the greatest sleep possible.

Pupnaps is an Australian company that creates products designed to help comfort pets who suffer from anxiety. It specializes in a scientifically designed pet bed proven to have a calming effect for anxious pups.

Its mission statement shows it cares about your dog. On its website, it includes information on dog anxiety and how it affects your pup’s health. And it even offers a quiz to help you pick out the best bed for your dog. 

How to write an effective mission statement

Want to craft a powerful mission statement that connects with customers? Follow these nine steps: 

1. Be brief
2. Be unique
3. Know your target audience
4. Create expectations
5. Be memorable
6. Keep it positive
7. Use active verbs
8. 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, it’s crucial to keep in mind what makes your company different. Why is your retail business unique and special compared to others who sell similar quality products? Share your specific story rather than being general to the point that any other company could use your mission statement as its own.

3. Know your target audience

When you’re crafting your mission statement, always keep your target audience in mind. Your messaging needs to match the wants and needs of these potential customers.

4. Create expectations

Businesses with strong mission statements lean into their target audience’s expectations.

For example, Shopify says its mission is to “make commerce better for everyone, so businesses can focus on what they do best: building and selling their products.” This statement creates the expectation in Shopify merchants that they’ll build successful online businesses using the platform. 

However, aspirational statements like Tesla’s can also be powerful in aligning with broader goals and visions.

5. Be memorable 

Think about the terminology and keywords or phrases you can use in your mission statement to make it unforgettable. You don’t need readers to be able to recite your entire mission statement from memory, but make it catchy enough for people to begin to associate prime aspects of your mission statement with your company. 

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 target customer. It’s essential to avoid negative language in your mission statement. 

Some mission statements, like Patagonia’s, mention challenges (e.g., protecting the planet). Even in these cases, you can 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. 

For example, write, “[Your company name] makes [your products] to enhance your quality of life,” rather than writing, “These [your products] are made by [your company name] to improve your life.” 

Active verbs convey a stronger message about your retail business and how you’re solving a problem or filling a need for your audience.

8. Make it adaptable

Once you’ve created a strong mission statement, it’s something you can always turn back to for direction and motivation as you scale your business. 

Use key phrases for marketing campaigns and when you’re developing new products.

Read more: What Is Product Development? Learn The 7-Step Framework

When to update your mission statement

Your mission statement is like the compass for your business. But just as a compass needs recalibration, your mission statement may need updates. 

Keep an eye out for major changes in your company. If you’re pivoting to a new market or growing, your old mission may not fit anymore. Maybe at the start you wanted to be “the best coffee shop in town,” but now you’re opening locations across the state—time to think bigger!

Consider these other signs that your mission statement may need a refresh:

• Outdated language: A modern mission statement should reflect how people talk and think today. You want your mission to connect with your audience.
• Lack of inspiration: When your team’s eyes glaze over at the mention of your mission, it’s time for a revamp.
• Mergers or acquisitions: Joining forces with another company? Your mission should reflect the newly combined forces.

Even if none of these big changes are happening, it’s healthy to give your mission statement a regular checkup. Set a reminder every few years to read over it with fresh eyes. Ask yourself: Does this still capture what we’re all about? Does it still get us fired up to come to work?

Keep your mission statement current, and it’ll keep you on track through whatever curveballs the business world throws your way.

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. And even if you’re short on time, you can use a free mission statement generator to draft one for you.