32 Mission and Vision Statement Examples That Will Inspire Your Buyers

Take into consideration the manufacturers you buy from time and again. Why do you select to purchase merchandise and or providers from them even when cheaper choices exist?

→ Free Resource: 100 Mission Statement Templates & Examples

Nicely, there is a good cause for it — due to their values that are expressed of their mission assertion. As shoppers, we prefer to patronize companies which have values we imagine in.

Nonetheless, Loyalty doesn’t occur in a single day. Constructing model loyalty, like creating mission and imaginative and prescient statements, takes time. For those who’re in a little bit of a time crunch, use this desk of contents to search out exactly what you’re on the lookout for to encourage the event of your organization’s mission:



This transient description helps clients, staff, and management perceive the group’s prime priorities.

As an organization grows, it could attain its early targets, they usually’ll change. So, it is essential to revise mission statements as wanted to mirror the enterprise’s new tradition because it achieves its targets and develops new targets.

What makes an excellent mission assertion?

The perfect manufacturers mix bodily, emotional, and logical components into one distinctive buyer (and worker) expertise that you simply worth as a lot as they do. An excellent mission assertion is not going to solely clarify your model’s function, however may even foster a reference to clients.

When your model creates a real reference to clients and staff, they will keep loyal to your organization, thereby growing your general profitability.

Mission statements additionally assist you stand out within the market, differentiating your model from the competitors.

What are the three components of a mission assertion?

Your mission assertion ought to clearly specific what your model does, the way it does it, and why the model does it. You possibly can shortly sum this up in your mission assertion by offering the next:

  1. Model Objective: What does your services or products do, or goal to supply and for whom?
  2. Model Values: What does your organization stand for? For instance, are you environmentally acutely aware and supply a extra sustainable resolution to unravel an issue? Values are what make your organization distinctive.
  3. Model Targets: What does your organization accomplish for patrons? Why ought to they buy from you rather than different opponents?

With these three elements, you possibly can create a mission that’s distinctive to your model and resonates with potential clients. Subsequent, we’ll information you step-by-step on the best way to write a correct mission assertion to construct on as your organization evolves.

1. Clarify your organization’s services or products providing.

You need prospects to grasp what your organization does in a literal sense. This implies explaining your providing in fundamental, clear phrases. Your clarification ought to reply probably the most fundamental questions like:

  • Are you promoting a services or products?
  • Why would clients purchase it?
  • How does your providing resolve for the shopper?

Document your solutions and deal with how your services or products brings worth to your buyer personas, otherwise known as your target audience.

2. Identify the company’s core values.

Now, this is where you can start thinking bigger. You didn’t just make a product or service at random. Instead, you’re most likely motivated by a set of core values.

Core values are deeply ingrained principles that guide a company’s actions. Take HubSpot’s culture code, HEART, for example:

  • Humble
  • Empathetic
  • Adaptable
  • Remarkable
  • Transparent

These are principles that not only company employees respect, but are principles that our customers appreciate as well. By identifying core values that hold meaning on personal and organizational levels, you’ll have an appealing set to add to your mission statement.

3. Connect how your company’s offering aligns with your values.

So how can your company offering serve your core values? You need to draw a connection between the two in a way that makes sense to the public.

For example, if one of your core values centers on innovation, you want to frame your product or service as pushing boundaries and explaining how it helps customers innovate their lives or business practices. Essentially, you’re taking the literal benefit of the offering and expanding it to serve a higher purpose.

4. Condense these statements into one.

A mission statement can be as short as a single sentence, or as long as a paragraph, but it’s meant to be a short summary of your company’s purpose. You need to state the what, who, and why of your company:

  • What: The company offering
  • Who: Who you’re selling to
  • Why: The core values you do it for

Once you have successfully conveyed your message, it’s time to refine and perfect your statement.

5. Make sure it’s clear, concise, and free of fluff.

Above all, your mission statement is a marketing asset that is meant to be clear, concise, and free of fluff. It should clearly outline the purpose of your company offering and show the common goals the company is working to achieve. You should also have other team members or advisors read the mission statement and make adjustments if needed according to their recommendations.

What makes a good vision statement?

A good vision statement should be bold and ambitious. They’re meant to be inspirational, big-picture declarations of what your company strives to be in the future. They give customers a peek into your company’s trajectory and build customer loyalty by allowing them to align their support with your vision because they believe in the future of your brand as well.

What are the 3 parts of a vision statement?

Your company vision is meant to be inspirational while also aligning with the company’s mission. A vision statement should have the following characteristics:

  1. Aspirational and Ambitious: Have a lofty outlook for what you want your business to accomplish? Here’s the place to put it. Your vision statement should be aspirational and showcase how your business will grow in the future.
  2. Practical and Achievable: While your statement should be ambitious, it shouldn’t be impossible. Set a goal that is both challenging and practical.
  3. General: Your vision should be broad enough to encompass all of your brand’s overall goals. Think of it as umbrella for your mission statement and company objectives to nest under.

Both mission and vision statements are often combined into one comprehensive “mission statement” to define the organization’s reason for existing and its outlook for internal and external audiences — like employees, partners, board members, consumers, and shareholders.

The difference between mission and vision statements lies in the purpose they serve.

A mission statement is a literal quote stating what a brand or company is setting out to do. This lets the public know the product and service it offers, who it makes it for, and why it’s doing it. A vision statement is a brand looking toward the future and saying what it hopes to achieve through its mission statement. This is more conceptual, as it’s a glimpse into what the brand can become in the eyes of the consumer and the value it will bring in longevity.

In summary, the main differences between a mission statement and a vision statement are:

  • Mission statements describe the current purpose a company serves. The company’s function, target audience, and key offerings are elements that are often mentioned in a mission statement.
  • Vision statements are a look into a company’s future or what its overarching vision is. The same elements from the mission statement can be included in a vision statement, but they’ll be described in the future tense.

Now that we know what they are, let’s dive into some useful examples of each across different industries.

Mission and Vision Statement Template

Free Guide: 100 Mission Statement Templates & Examples

100-mission-statements examples

Need more examples to build your mission statement? Download our free overview of mission statements – complete with 100 templates and examples to help you develop a stand-out mission statement.

Create a mission statement with these useful templates, like this example below:

Create a mission statement example: HubSpot Nonprofit Mission Statement Template


1. Life Is Good: To spread the power of optimism.

Best Missions Statement Examples: Life is Good

Image Source

The Life is Good brand is about more than spreading optimism — although, with uplifting T-shirt slogans like “Seas The Day” and “Forecast: Mostly Sunny,” it’s hard not to crack a smile.

There are tons of T-shirt companies in the world, but Life is Good’s mission sets itself apart with a mission statement that goes beyond fun clothing: to spread the power of optimism.

This mission is perhaps a little unexpected if you’re not familiar with the company’s public charity: How will a T-shirt company help spread optimism? Life is Good answers that question below the fold, where the mission is explained in more detail using a video and with links to the company’s community and the Life is Good Playmaker Project page. We really like how lofty yet specific this mission statement is — it’s a hard-to-balance combination.

2. sweetgreen: Building healthier communities by connecting people to real food.

Best Missions Statement Examples: sweetgreen's

Image Source

Notice that sweetgreen’s mission is positioned to align with your values — not just written as something the brand believes. We love the inclusive language used in its statement.

The language lets us know the company is all about connecting its growing network of farmers growing healthy, local ingredients with us — the customer — because we’re the ones who want more locally grown, healthy food options.

The mission to connect people is what makes this statement so strong. And, that promise has gone beyond sweetgreen’s website and walls of its food shops: The team has made strides in the communities where it’s opened stores as well. Primarily, it offers education to young kids on healthy eating, fitness, sustainability, and where food comes from.

3. Patagonia: Build the best product, Cause no unnecessary harm, Use business to protect nature, Not bound by convention.

Best Missions Statement Examples: Patagonia

Image Source

Patagonia’s mission statement spotlights the company’s commitment to help the environment and save the earth. The people behind the brand believe that among the most direct ways to limit ecological impacts is with goods that last for generations or can be recycled so the materials in them stay in use.

In the name of this cause, the company donates time, services, and at least 1% of its sales to hundreds of environmental groups worldwide.

If your company has a similar focus on growing your business and giving back, think about talking about both the benefit you bring to customers and the value you want to bring to a greater cause in your mission statement.

4. American Express: Become essential to our customers by providing differentiated products and services to help them achieve their aspirations.

Best Missions Statement Examples: American Express

Image Source

Customers will never love a company until the employees love it first.

Simon Sinek (@simonsinek)

The tweet above is from Simon Sinek, and it is one which we repeat right here at HubSpot on a regular basis. American Categorical units itself aside from different bank card corporations in its listing of values, with an ode to wonderful customer support, which is one thing it’s well-known for.

We particularly love the emphasis on teamwork and supporting staff in order that the folks contained in the group could be in the perfect place to assist their clients.

5. Warby Parker: To encourage and impression the world with imaginative and prescient, function, and magnificence.

Best Missions Statement Examples: Warby Parker

Picture Supply

In a single sentence, the model takes us to the foundation of why it was based whereas additionally revealing its imaginative and prescient for a greater future.

The longer-form model of the mission reads: “We’re always asking ourselves how we will do extra and make a better impression—and that begins by reimagining every part that an organization and trade could be. We wish to reveal {that a} enterprise can scale, be worthwhile, and do good on this planet—with out charging a premium for it. And we have realized that it takes creativity, empathy, and innovation to attain that aim.” This additional reveals how Warby Parker does not maintain again on letting its distinctive character shine via. Right here, the mission assertion’s success all comes right down to spot-on phrase selection.

6.InvisionApp: Rework the way in which folks work collectively by serving to them collaborate higher. Quicker. On every part. From anyplace.

Company mission statement examples: InvisionApp

Picture Supply

We love the way in which this assertion is emphasised by bringing it again to InVision’s clients — prime manufacturers like Google, Zillow, and Slack — and linking to these tales. This mission assertion is transient, genuine, and enterprise babble-free — which makes the parents at InvisionApp appear reliable and real.

7. Sincere Tea: To create and promote great-tasting, wholesome, natural drinks.

Best Missions Statement Examples: Honest Tea's

Picture Supply

Sincere Tea’s mission assertion begins with a easy punch line connoting its tea is actual, pure, and due to this fact not filled with synthetic chemical compounds. The model is chatting with an viewers that is uninterested in discovering components in its tea that may’t be pronounced and has been looking for a tea that is precisely what it says it’s.

Not solely does Sincere Tea have a punny title, nevertheless it additionally facilities its mission across the title. For a while, the corporate even printed a Mission Report every year in an effort to be “clear about our enterprise practices and reside as much as our mission to hunt to create and promote great-tasting, more healthy, natural drinks.”

8. IKEA: To supply a variety of well-designed, purposeful house furnishing merchandise at costs so low that as many individuals as potential will have the ability to afford them

Best Missions Statement Examples: IKEA

Picture Supply

The parents at IKEA dream huge. The vision-based mission assertion may have been one in all stunning, reasonably priced furnishings, however as an alternative, it is to make on a regular basis life higher for its clients. It is a partnership: IKEA finds offers all around the world and buys in bulk, then we select the furnishings and decide it up at a self-service warehouse.

“Our enterprise thought helps this imaginative and prescient … so [that] as many individuals as potential will have the ability to afford them,” the model states.

Utilizing phrases like “as many individuals as potential” makes an enormous firm like IKEA rather more accessible and interesting to clients.

9. Nordstrom: Providing clients the perfect service, choice, high quality, and worth.

Best Missions Statement Examples: Nordstrom

Picture Supply

With regards to buyer dedication, few corporations are as hyper-focused as Nordstrom is. Though clothes choice, high quality, and worth all have a spot within the firm’s mission assertion, it’s clear that it’s all concerning the buyer: “Nordstrom works relentlessly to provide clients probably the most compelling purchasing expertise potential.”

For those who’ve ever shopped at a Nordstrom, you will know the model will uphold the excessive customary for customer support talked about in its mission assertion, as associates are at all times roaming the gross sales flooring, asking clients whether or not they’ve been helped, and doing every part they will to make the purchasing expertise a memorable one.

10. Cradles to Crayons: Gives youngsters from start via age 12, dwelling in homeless or low-income conditions, with the important objects they should thrive – at house, in school, and at play.

Best Missions Statement Examples: Cradles to Crayons

Picture Supply

Cradles to Crayons divided its mission and mannequin into three sections that learn like a recreation plan: The Want, The Mission, and The Mannequin. The “rule of three” is a robust rhetorical system referred to as a tricolon that is often utilized in speechwriting to assist make an thought extra memorable. A tricolon is a sequence of three parallel components of roughly the identical size — suppose “I got here; I noticed; I conquered.”

11. Common Well being Companies, Inc.: To offer superior high quality healthcare providers that: PATIENTS advocate to household and associates, PHYSICIANS favor for his or her sufferers, PURCHASERS choose for his or her shoppers, EMPLOYEES are pleased with, and INVESTORS look for long-term returns.

Best Missions Statement Examples: Universal Health Services

Picture Supply

An organization thrives when it pleases its clients, its staff, its companions, and its buyers — and Common Well being Companies endeavors to just do that, in line with its mission assertion. As a healthcare service, it particularly strives to please its sufferers, physicians, purchasers, staff, and buyers. We love the emphasis on every aspect of the group by capitalizing the font and making it pink for straightforward skimming.

12. JetBlue: To encourage humanity – each within the air and on the bottom.

Best Missions Statement Examples: JetBlue

Picture Supply

JetBlue’s dedicated to its founding mission via lovable advertising and marketing, charitable partnerships, and influential packages — and we love the approachable language used to explain these endeavors. For instance, the model writes the way it “set out in 2000 to carry humanity again to the skies.”

For these of us who wish to study extra about any of its particular efforts, JetBlue affords particulars on the Soar With Studying program, its partnership with KaBOOM!, the JetBlue Basis, environmental and social reporting, and so forth. It breaks down all these initiatives rather well with huge headers, bullet factors, footage, and hyperlinks to different net pages guests can click on to study extra. JetBlue additionally encourages guests to volunteer or donate their TrueBlue factors.

13. Workday: Our core values information every part we do — Workers, Buyer Service, Innovation, Integrity, Enjoyable, Profitability.

Best Missions Statement Examples: Workday

Picture Supply

Workday, a human sources (HR) activity automation service, does not use its mission assertion to focus on the options of its product or the way it intends to assist HR professionals enhance in such-and-such a method.

As a substitute, the enterprise takes a stance on values. There’s quite a lot of nice tech on the market. However at Workday, it revolves across the folks. We love how assured but form this mission assertion is. It observes the state of its trade — which Workday believes lacks a human contact — and builds firm values round it.

14. Lowe’s: Collectively, ship the precise house enchancment merchandise, with the perfect service and worth, throughout each channel and group we serve.

Company mission statement examples: Lowe’s

Picture Supply

Typically one of the best ways to speak is direct. Lowe’s mission assertion hones in on the who, how, what, and why behind this highly effective house enchancment model.

It is also an important lesson in how the phrases and phrases you select present your viewers the power behind your mission. This mission assertion begins with the phrase “collectively.” So, it doesn’t matter what location, merchandise, or channel, the highest precedence of its mission is that it occurs as a workforce.

That target togetherness additionally creates a basis for the volunteer, scholarship, and charitable work that this group does.

15. Tesla: Accelerating the world’s transition to sustainable vitality.

Best Missions Statement Examples: Tesla

Picture Supply

A automobile firm’s punny use of the phrase “accelerating” is only one cause this mission assertion stands proud. However Tesla makes this listing due to how its mission assertion describes the trade.

It could be a automobile firm, however Tesla’s major curiosity is not simply vehicles — it is selling sustainable vitality. And, sustainable vitality nonetheless has a “lengthy highway” forward of it (pun supposed) — therefore the world’s “transition” into this market.

Finally, a mission assertion that may admit to the trade’s immaturity is strictly what will get clients to root for it — and Tesla does that properly.

16. Invisible Kids: Companions with native peacebuilders throughout central Africa to finish violent battle via locally-led options.

Best Missions Statement Examples: Invisible Children

Picture Supply

Invisible Kids is a non-profit that raises consciousness across the violence affecting communities throughout Central Africa, and the corporate takes fairly a assured tone in its mission.

Essentially the most priceless high quality of this mission assertion is that it has an finish aim. Many corporations’ visions and missions are deliberately left open-ended in order that the enterprise may at all times be wanted by the group. However Invisible Kids needs to “finish” violent battle going through African households with native options. It is an admirable mission that every one companies — not simply nonprofits — can study from when motivating clients.

17. TED: Unfold concepts, foster group and create impression.

Best Missions Statement Examples: TED

Picture Supply

We have all seen TED Talks on-line earlier than. Nicely, the corporate occurs to have probably the most concise mission statements on the market.

TED, which stands for “Expertise Training and Design,” has a succinct mission assertion that shines via in each Discuss you have seen the corporate publish on the web. That mission assertion begins with “Unfold concepts.” Typically, one of the best ways to get an viewers to recollect you is to zoom out so far as your corporation’s imaginative and prescient can go. What do you actually care about? TED has recorded a number of the most well-known shows globally. Then, it hones in on what nice concepts can do — foster group and create impression.

18. Microsoft: To empower each individual and each group on the planet to attain extra.


Picture Supply

Microsoft is without doubt one of the most well-known expertise corporations on this planet. It makes devices for work, play, and artistic functions on a worldwide scale, and its mission assertion displays that. By means of its product providing and pricing, it could empower each individual and group.

19. Disney: To entertain, inform and encourage folks across the globe via the ability of unparalleled storytelling.

Picture Supply

Disney’s mission assertion goes past offering odd leisure. It intends to inform tales and drive creativity that evokes future generations via its work. That is an distinctive mission assertion as a result of it goes past giving shoppers packages to observe, however ones that excite and alter the way in which folks see them and the world round them.

20. Meta: Giving folks the ability to construct group and produce the world nearer collectively.

Company mission statement examples: Metaa

Picture Supply

Meta, previously generally known as Fb, is a significant social media platform with a concise imaginative and prescient assertion. It supplies a platform to remain in contact with family members and probably connect with folks around the globe.

21. Vista Fairness Companions: By offering expertise experience, operational steerage and capital for sustainable development, we empower organizations throughout all industries to remain forward within the digital economic system.

Company mission statement examples: Vista Equity Partners

Picture Supply

Some companies promote a transparent and easy-to-understand services or products. However many corporations want to mix branding with product training. Because of this some mission statements must not solely talk how a model does enterprise but additionally make it straightforward to see what it is promoting.

Vista Fairness Companions is a number one expertise model that helps a variety of individuals, applied sciences, and merchandise. In its mission assertion, it clarifies what its firm affords and why. It does this utilizing the phrases its viewers makes use of most frequently to explain the way it may help.

22. Dunkin’: The whole lot we do is about you. We attempt to maintain you at your greatest, and we stay loyal to you, your tastes and your time. That’s what America runs on.

Best Vision Statement Examples: Dunkin'

Picture Supply

Dunkin’s mission goes past remaining a big espresso chain. Somewhat, the model needs to be the consummate chief within the espresso and donut trade. It needs to turn out to be a spot recognized for enjoyable, meals, and recreation.

Now that we’ve gone over profitable mission statements, what does an excellent imaginative and prescient assertion seem like? Take a look at a number of the following firm imaginative and prescient statements — and get impressed to jot down one on your model.

1. Alzheimer’s Affiliation: A world with out Alzheimer’s and all different dementia.

Best Vision Statement Examples: Alzheimer's Association

Picture Supply

The Alzheimer’s Affiliation conducts international analysis and offers high quality care and assist to folks with dementia. This imaginative and prescient assertion appears into the long run the place folks gained’t must battle this now incurable illness. With the work that it is doing within the current, each staff and shoppers can see how the group achieves its imaginative and prescient by serving to these in want.

2. Train for America: Sooner or later, all youngsters on this nation could have the chance to realize a superb training.

Best Vision Statement Examples: Teach for America

Picture Supply

Train for America creates a community of leaders to supply equal training alternatives to youngsters in want. This group’s day-to-day work contains serving to marginalized college students obtain the right training they in any other case wouldn’t have entry to. Its imaginative and prescient assertion is what it hopes to see via its efforts — a nation the place no little one is left behind.

3. Artistic Commons: Assist others notice the total potential of the web.

Best Vision Statement Examples: Creative Commons

Picture Supply

This nonprofit’s imaginative and prescient assertion is broad. It helps overcome authorized obstacles to share data and creativity around the globe. By working intently with main establishments, its imaginative and prescient is an modern web that isn’t barred by paywalls.

4. Chipotle: We imagine that meals has the ability to alter the world.

Company mission and vision statement examples: Chipotle

Picture Supply

Scrumptious tacos, burritos, and bowls aren’t the one issues that Chipotle is obsessed with. Many quick meals manufacturers differentiate with merchandise. However Chipotle affords a perception as an alternative. This concept fuels practices like utilizing native and natural produce, utilizing responsibly raised meat, and chopping greenhouse emissions. Chipotle’s imaginative and prescient assertion makes it clear what evokes and drives the actions of this worldwide model.

5. Australia Division of Well being: Higher well being and wellbeing for all Australians, now and for future generations.

Best Vision Statement Examples: Australia Department of Health

Picture Supply

This authorities division has a transparent imaginative and prescient for its nation. By means of well being insurance policies, packages, and rules, it has the means to enhance the healthcare of Australian residents.

6. LinkedIn: Create financial alternative for each member of the worldwide workforce.


Picture Supply

LinkedIn is knowledgeable networking service that offers folks the chance to hunt employment. Its imaginative and prescient assertion intends to provide staff of each degree an opportunity to get the job they want.

7. Purely Elizabeth: We imagine that meals can heal.

Company mission statement examples: Purely Elizabetha

Picture Supply

Purely Elizabeth is a meals model promoting granola, oatmeal, and cereal merchandise. Its prolonged imaginative and prescient assertion reads: “While you eat higher, you are feeling higher. It’s that easy. That is why we use superfoods with vibrant flavors and wealthy textures to create scrumptious meals that will help you thrive in your wellness journey.”

Meals manufacturers have quite a lot of competitors, and this model’s broad and provoking imaginative and prescient affords an opportunity to attach extra deeply with clients. Its podcast, weblog, and recipe sources provide helpful instruments and suggestions for anybody seeking to heal their our bodies with their meals decisions.

8. AllHere: Connecting All Households with the Proper Help on the Proper Time

Company vision statement examples: AllHere

Picture Supply

Attendance is an enormous problem for faculties and households, particularly with college students in center and highschool. AllHere affords AI providers like cellular messaging to beat administrative and communication challenges. This helps college students, mother and father, and academics get the assist they want for scholar success.

This imaginative and prescient assertion emphasizes that this problem is greater than particular person habits. It is an empowering imaginative and prescient of an academic system that works for everybody.

9. Southwest: To be the world’s most cherished, most effective, and most worthwhile airline.

Best Vision Statement Examples: Southwest

Picture Supply

Southwest Airways is a world airline that strives to serve its flyers with a smile. Its imaginative and prescient assertion is exclusive as a result of it sees itself not simply excelling in revenue however excellent customer support, too. Its imaginative and prescient is feasible via its technique and might lead its staff to be on the degree they work towards.

10. Supergoop!: Change the way in which the world thinks about sunscreen.

Company vision statement examples: Supergoop!

Picture Supply

For a imaginative and prescient assertion to excite, however not overwhelm, it must be each broad and particular. Firm mission assertion examples just like the one above from Supergoop! present that it could be difficult, nevertheless it’s additionally potential to steadiness these two extremes.

This imaginative and prescient says that sunscreen is essential AND that sunscreen is greater than sunscreen. This straightforward assertion helps the viewers suppose extra about what its merchandise are and what they need to count on from these merchandise. It is about training, consciousness, and high quality. And this imaginative and prescient assertion retains the tone constructive, brilliant, and direct.

Encourage By means of Model Values

Model values play a way more important position in buyer loyalty than you suppose. Exhibiting that your corporation understands its viewers — and might attraction to them on an emotional degree — could possibly be the choice level for a buyer’s subsequent buy. We hope you discovered some perception on this submit that may assist you brainstorm your inspiring imaginative and prescient and mission statements for your corporation.

Editor’s observe: This submit was initially printed in August 2014 and has been up to date for comprehensiveness.

New Call-to-action

Latest news
Related news


Please enter your comment!
Please enter your name here