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You may ask why you should spend the time and energy on mission and vision statements. I believe that every business, small, medium or large, benefits from a clear mission statement and an inspiring vision statement. It’s important to take the time to develop these statements in such a way that they are authentic and truly represent your business. They shouldn’t be just filed away, but need to be prominently displayed and read often so that you and your team stay on track. Your mission statement is your North Star (ancient navigators used the North Star to make sure they stayed on course). Your vision statement speaks to your goals and dreams.

Mission Statement vs. Vision Statement

There is sometimes confusion between a Mission Statement and a Vision Statement. For purposes of this paper, we’ll define a Mission Statement as an answer to the question, “Why do we exist?” A Vision Statement is more directional, answering a question such as, “Where do we want to be?”

Why a Mission Statement?

You, as the founder and/or owner of the business, should create the Mission Statement. The Mission Statement should come from your heart. It should elicit inspiration, excitement and passion. Of course, you are in business to make money and provide a living for you and your family. However, making money isn’t always enough of a reason to get out of bed every morning and face the challenges of the day.

A Mission Statement provides:

  • A guide for you and your team to make sure that your decisions and actions each day are aligned with your purpose.
  • A way to attract team members who are in alignment with you and your mission. A Mission Statement provides an emotional connection for prospective and current team members.
  • An emotional connection for your customers. When a customer has an emotional connection with a business, pricing becomes secondary and loyalty is enhanced.

Mission Statement Process

The process to create a Mission Statement can take consideration and time. You may write several draft versions before landing on one that resonates. Start by answering the following questions:

  • Who are your customers?
  • What are your major products or services?
  • What is your market space?
  • What are your core values?
  • What is your major strength or competitive advantage?
  • What is your commitment to your employees?
  • What is your commitment to the community and the environment?

A good Mission Statement should answer some or all of these questions. It’s best to be concise and keep the statement to one or two sentences.

Sample Mission Statements


To exploit technical innovation for the benefit of AT&T and its customers by implementing next generation technologies and network advancements in AT&T’s service and operations.


We provide expert care and innovative solutions in pharmacy and healthcare that are effective and easy for our customers.

Ford Motor

We are a global family with a proud heritage passionately committed to providing personal mobility for people around the world. We anticipate consumer need and deliver outstanding products and services that improve people’s lives.

General Motors

GM is a multinational corporation engaged in socially responsible operations, worldwide. It is dedicated to provide products and services of such quality that our customers will receive superior value while our employees and business partners will share in our success and our stockholders will receive a sustained superior return on their investment.


Toyota seeks to create a more prosperous society through automotive manufacturing


To help people save money so they can live better