Sample Mission Statements




These sample mission statements are organized in alphabetical order.

To properly write a mission statement, take a look at this page: Writing a business mission statement.

Please click here to let me know about mission statements that are not on this page – thanks.

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Number” companies: Sample Mission Statements

3M

3M's commitment is to actively contribute to sustainable development through environmental protection, social responsibility and economic progress. To us, that means meeting the needs of society today, while respecting the ability of future generations to meet their needs.

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A” companies: Sample Mission Statements

Abdul Latif Jameel Poverty Action Lab (J-PAL)

To reduce poverty by ensuring that policy is based on scientific evidence.

Aquaya

To get clean water to poor people.

Anheuser-Busch

Be the world's beer company.
Enrich and entertain a global audience.
Deliver superior returns to our shareholders.

Avaya

Provide the world's best communications solutions that enable businesses to excel.

Avon

The Global Beauty Leader: We will build a unique portfolio of Beauty and related brands, striving to surpass our competitors in quality, innovation and value, and elevating our image to become the Beauty company most women turn to worldwide.

The Women's Choice for Buying: We will become the destination store for women, offering the convenience of multiple brands and channels, and providing a personal high touch shopping experience that helps create lifelong customer relationships.

The Premier Direct Seller: We will expand our presence in direct selling and lead the reinvention of the channel, offering an entrepreneurial opportunity that delivers superior earnings, recognition, service and support, making it easy and rewarding to be affiliated with Avon and elevating the image of our industry.

The Best Place to Work: We will be known for our leadership edge, through our passion for high standards, our respect for diversity and our commitment to create exceptional opportunities for professional growth so that associates can fulfill their highest potential.

The Largest Women's Foundation: We will be a committed global champion for the health and well-being of women through philanthropic efforts that eliminate breast cancer from the face of the earth, and that empower women to achieve economic independence.

The Most Admired Company: We will deliver superior returns to our shareholders by tirelessly pursuing new growth opportunities while continually improving our profitability, a socially responsible, ethical company that is watched and emulated as a model of success.

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B” companies: Sample Mission Statements

Barnes & Noble

Our mission is to operate the best specialty retail business in America, regardless of the product we sell. Because the product we sell is books, our aspirations must be consistent with the promise and the ideals of the volumes which line our shelves. To say that our mission exists independent of the product we sell is to demean the importance and the distinction of being booksellers.

As booksellers we are determined to be the very best in our business, regardless of the size, pedigree or inclinations of our competitors. We will continue to bring our industry nuances of style and approaches to bookselling which are consistent with our evolving aspirations.

Above all, we expect to be a credit to the communities we serve, a valuable resource to our customers, and a place where our dedicated booksellers can grow and prosper. Toward this end we will not only listen to our customers and booksellers but embrace the idea that the Company is at their service.

Ben & Jerry's

Product Mission: To make, distribute & sell the finest quality all natural ice cream & euphoric concoctions with a continued commitment to incorporating wholesome, natural ingredients and promoting business practices that respect the Earth and the Environment.

Economic Mission: To operate the Company on a sustainable financial basis of profitable growth, increasing value for our stakeholders & expanding opportunities for development and career growth for our employees.

Social Mission: To operate the company in a way that actively recognizes the central role that business plays in society by initiating innovative ways to improve the quality of life locally, nationally & internationally.

Central To The Mission Of Ben & Jerry’s is the belief that all three parts must thrive equally in a manner that commands deep respect for individuals in and outside the company and supports the communities of which they are a part.

Bimbo

To produce and market food products by developing the value of our brands. We have committed ourselves to be:

  • Highly productive and people-oriented.
  • Innovative, competitive and dedicated to satisfying our customers and consumers.
  • An international leader in the baking industry, with a long-term vision.

    Border's Group

    To be the best-loved provider of books, music, movies, and other entertainment and informational products and services. To be the world leader in selection, service, innovation, ambiance, community involvement, and shareholder value. We recognize people to be the cornerstone of the Borders experience by building internal and external relationships, one person at a time.

    Bridge International Academies

    To provide a quality education to millions of kids in Africa

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    C” companies: Sample Mission Statements

    Canadian Natural Resources

    To develop people to work together to create value for the Company's shareholders by doing it right with fun and integrity.

    Caterpillar

    Caterpillar will be the leader in providing the best value in machines, engines and support services for customers dedicated to building the world's infrastructure and developing and transporting its resources. We provide the best value to customers.

    Caterpillar people will increase shareholder value by aggressively pursuing growth and profit opportunities that leverage our engineering, manufacturing, distribution, information management and financial services expertise. We grow profitably.

    Caterpillar will provide its worldwide workforce with an environment that stimulates diversity, innovation, teamwork, continuous learning and improvement and rewards individual performance. We develop and reward people.

    Caterpillar is dedicated to improving the quality of life while sustaining the quality of our earth. We encourage social responsibility.

    Charles Schwab

    To help everyone be financially fit.

    Chevron

    Providing energy products and services that are vital to society's quality of life.

    Being known as people with superior capabilities and commitment, both as individuals and as an organization.

    Thinking and behaving globally, and valuing the positive influence this has on our company.

    Being the partner of choice because we best exemplify collaboration.

    Delivering world-class performance.

    Earning the admiration of all our stakeholders—investors, customers, host governments, local communities and our employees—not only for the goals we achieve but how we achieve them.

    Comaco

    Wildlife conservation where farming and conservation collide

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    D” companies: Sample Mission Statements

    Dow Chemical

    To constantly improve what is essential to human progress by mastering science and technology.

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    E” companies: Sample Mission Statements

    Embrace

    Healthier people in developing countries

    Exxon Mobil

    Exxon Mobil Corporation is committed to being the world's premier petroleum and petrochemical company. To that end, we must continuously achieve superior financial and operating results while adhering to the highest standards of business conduct. These unwavering expectations provide the foundation for our commitments to those with whom we interact: shareholders, customers, employees, communities.

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    F” companies: Sample Mission Statements

    Ford

    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.

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    G” companies: Sample Mission Statements

    Gap

    At Gap Inc. we never stop moving. It takes thousands of passionate, dedicated and talented employees around the world to deliver the merchandise and shopping experience our customers expect and deserve.

    Global Micro Clinic Project

    We empower communities to prevent and manage diseases in economically disadvantaged and conflict-ridden areas of our world.

    Google

    To organize the world's information and make it universally accessible and useful.

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    H” companies: Sample Mission Statements

    Hershey Company

    Undisputed Marketplace Leadership.

    Top-tier value creation, driven by superior performance across the business system.

    Organizational capabilities and passion that compete in the present and build for the future.

    Commitment to enabling and encouraging balanced, healthy lives.

    Portfolio of brands that:
    - Delights consumer across multiple segments
    - Delivers superior growth and profitability to retailers
    - Is available everywhere

    Ability to transform consumer and customer desires to marketplace wins.

    Hewlett Packard

    Customer loyalty: To provide products, services and solutions of the highest quality and deliver more value to our customers that earns their respect and loyalty. Underlying beliefs supporting this objective:

  • Our continued success is dependent on increasing the loyalty of our customers.
  • Listening attentively to customers to truly understands their needs, then delivering solutions that translate into customer success is essential to earn customer loyalty.
  • Competitive total cost of ownership, quality, inventiveness, and the way we do business drives customer loyalty.

    Profit: To achieve sufficient profit to finance our company growth, create value for our shareholders and provide the resources we need to achieve our other corporate objectives. Underlying beliefs supporting this objective:

  • Profit is the responsibility of all.
  • Balance of long-term and short-term objectives is key to profitability.
  • Profit allows us to reinvest in new and emerging business opportunities.
  • Profit is highly correlated to generating cash, which brings more flexibility to the business at a lower cost.
  • Profit enables the achievement of our corporate objectives.

    Market leadership: To grow by continually providing useful and significant products, services and solutions to markets we already serve—and to expand into new areas that build on our technologies, competencies and customer interests. Underlying beliefs supporting this objective:

  • There are more places we can contribute than we will be capable of contributing: We must focus.
  • To be average in the marketplace is not good enough, we play to win.
  • We must be No. 1 or No. 2 in our chosen fields.

    Growth: To view change in the market as an opportunity to grow; to use our profits and our ability to develop and produce innovative products, services and solutions that satisfy emerging customer needs. Underlying beliefs supporting this objective:

  • Growth comes from taking smart risks, based on the state of the industry—that requires both a conviction in studying the trends, but also in inducing change in our industry.
  • Our size (and diversity of businesses) gives us an ability to weather economic cycles and turn them to our favor.

    Employee commitment: To help HP employees share in the company's success that they make possible; to provide people with employment opportunities based on performance; to create with them a safe, exciting and inclusive work environment that values their diversity and recognizes individual contributions; and to help them gain a sense of satisfaction and accomplishment from their work. Underlying beliefs supporting this objective:

  • HP's performance starts with motivated employees; their loyalty is key.
  • We trust our employees to do the right thing and to make a difference.
  • Everyone has something to contribute: It's not about title, level or tenure.
  • An exciting, stimulating work environment is critical to invention.
  • A diverse workforce gives us a competitive advantage.
  • Employees are responsible for lifelong learning.

    Leadership capability: To develop leaders at every level who are accountable for achieving business results and exemplifying our values. Underlying beliefs supporting this objective:

  • Leaders inspire, foster collaboration and turn vision and strategies into action—with focused, clear goals.
  • Effective leaders coach, relay good news and bad, and give feedback that works.
  • Leaders demonstrate self-awareness and a willingness to accept feedback and continuously develop.
  • Leaders speak with one voice and act to eliminate busy work.
  • It is important to measure people on the results they achieve against goals they helped to create.

    Global citizenship: Good citizenship is good business. We live up to our responsibility to society by being an economic, intellectual and social asset to each country and community in which we do business. Underlying beliefs supporting this objective:

  • The highest standards of honesty and integrity are critical to developing customer and stakeholder loyalty.
  • The betterment of our society is not a job to be left to a few; it is the responsibility to be shared by all.
  • This objective is essential to delivering on the brand promise.

    HONDA

    Maintaining a global viewpoint, we are dedicated to supplying products of the highest quality, yet at a reasonable price for worldwide customer satisfaction.

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    I” companies: Sample Mission Statements

    IBM

    At IBM, we strive to lead in the invention, development and manufacture of the industry's most advanced information technologies, including computer systems, software, storage systems and microelectronics.

    We translate these advanced technologies into value for our customers through our professional solutions, services and consulting businesses worldwide.

    ING

    We lead Americans back to savings

    Island Conservation

    To save island species and ecosystems

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    J” companies: Sample Mission Statements

    Johnson & Johnson

    At Johnson & Johnson there is no mission statement that hangs on the wall. Instead, for more than 60 years, a simple, one-page document – Our Credo – has guided our actions in fulfilling our responsibilities to our customers, our employees, the community and our stockholders. Our worldwide Family of Companies shares this value system in 36 languages spreading across Africa, Asia/Pacific, Eastern Europe, Europe, Latin America, Middle East and North America. The English version of the Credo is below, or you may choose to view it in another language by selecting a country from the box on the right. You can also learn more about the history of Our Credo and its development.

    Our Credo

    We believe our first responsibility is to the doctors, nurses and patients, to mothers and fathers and all others who use our products and services. In meeting their needs everything we do must be of high quality. We must constantly strive to reduce our costs in order to maintain reasonable prices. Customers' orders must be serviced promptly and accurately. Our suppliers and distributors must have an opportunity to make a fair profit.

    We are responsible to our employees, the men and women who work with us throughout the world. Everyone must be considered as an individual. We must respect their dignity and recognize their merit. They must have a sense of security in their jobs. Compensation must be fair and adequate, and working conditions clean, orderly and safe. We must be mindful of ways to help our employees fulfill their family responsibilities. Employees must feel free to make suggestions and complaints. There must be equal opportunity for employment, development and advancement for those qualified. We must provide competent management, and their actions must be just and ethical.

    We are responsible to the communities in which we live and work and to the world community as well. We must be good citizens – support good works and charities and bear our fair share of taxes. We must encourage civic improvements and better health and education. We must maintain in good order the property we are privileged to use, protecting the environment and natural resources.

    Our final responsibility is to our stockholders. Business must make a sound profit. We must experiment with new ideas. Research must be carried on, innovative programs developed and mistakes paid for. New equipment must be purchased, new facilities provided and new products launched. Reserves must be created to provide for adverse times. When we operate according to these principles, the stockholders should realize a fair return.


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    K” companies: Sample Mission Statements

    Kellogg Company

    We Act With Integrity And Show Respect:

  • Demonstrate a commitment to integrity and ethics
  • Show respect for and value all individuals for their diverse backgrounds, experience, styles, approaches and ideas
  • Speak positively and supportively about team members when apart
  • Listen to others for understanding
  • Assume positive intent

    We Are All Accountable:

  • Accept personal accountability for our own actions and results
  • Focus on finding solutions and achieving results, rather than making excuses or placing blame
  • Actively engage in discussions and support decisions once they are made
  • Involve others in decisions and plans that affect them
  • Keep promises and commitments made to others
  • Personally commit to the success and well being of teammates
  • Improve safety and health for employees, and embrace the belief that all injuries are preventable

    We Are Passionate About Our Business, Our Brands And Our Food:

  • Show pride in our brands and heritage
  • Promote a positive, energizing, optimistic and fun environment
  • Serve our customers and delight our consumers through the quality of our products and services
  • Promote and implement creative and innovative ideas and solutions
  • Aggressively promote and protect our reputation

    We Have The Humility And Hunger To Learn:

  • Display openness and curiosity to learn from anyone, anywhere
  • Solicit and provide honest feedback without regard to position
  • Personally commit to continuous improvement and are willing to change
  • Admit our mistakes and learn from them
  • Never underestimate our competition

    We Strive For Simplicity:

  • Stop processes, procedures and activities that slow us down or do not add value
  • Work across organizational boundaries/levels and break down internal barriers
  • Deal with people and issues directly and avoid hidden agendas
  • Prize results over form

    We Love Success:

  • Achieve results and celebrate when we do
  • Help people to be their best by providing coaching and feedback
  • Work with others as a team to accomplish results and win
  • Have a “can-do” attitude and drive to get the job done
  • Make people feel valued and appreciated
  • Make the tough calls

    (Note: These sample mission statements are long – way too long)

    Ken Blanchard Companies

    To unleash the potential and power of people and organizations for the common good.

    Kickstart

    To get rural families out of poverty

    Komaza

    To bring dryland farmers out of poverty

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    L” companies: Sample Mission Statements

    Lehman Brothers

    Our mission is to build unrivaled partnerships with and value for our clients, through the knowledge, creativity, and dedication of our people, leading to superior results for our shareholders.

    Living Goods

    To defeat diseases of the poor

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    M” companies: Sample Mission Statements

    McGraw-Hill

    To provide essential information and insight that help individuals, markets, and societies perform to their potential.

    Merck

    The mission of Merck is to provide society with superior products and services by developing innovations and solutions that improve the quality of life and satisfy customer needs, and to provide employees with meaningful work and advancement opportunities, and investors with a superior rate of return.

    MicroDreams

    Moving families out of poverty

    Microsoft

    To enable people and businesses throughout the world to realize their full potential.

    Mothers2Mothers

    To prevent mother-to-child transmission of HIV

    Mulago Foundation

    We invest in lasting change that goes to scale

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    N” companies: Sample Mission Statements

    Nike

    To bring inspiration and innovation to every athlete in the world

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    O” companies: Sample Mission Statements

    One Acre Fund

    To get farming families out of extreme poverty

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    P” companies: Sample Mission Statements

    Pfizer

    We dedicate ourselves to humanity's quest for longer, healthier, happier lives through innovation in pharmaceutical, consumer, and animal health products.

    Population Media Center

    Health, development and conservation in developing countries

    Proctor & Gamble

    We will provide branded products and services of superior quality and value that improve the lives of the world's consumers. As a result, consumers will reward us with leadership sales, profit, and value creation, allowing our people, our shareholders, and the communities in which we live and work to prosper.

    Proximity Designs

    To move rural Burmese families out of poverty

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    Q” companies: Sample Mission Statements

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    R” companies: Sample Mission Statements

    Ritz-Carlton

    The Credo:

    The Ritz-Carlton Hotel is a place where the genuine care and comfort of our guests is our highest mission.

    We pledge to provide the finest personal service and facilities for our guests who will always enjoy a warm, relaxed, yet refined ambience.

    The Ritz-Carlton experience enlivens the senses, instills well-being, and fulfills even the unexpressed wishes and needs of our guests.

    Motto:

    At The Ritz-Carlton Hotel Company, L.L.C., "We are ladies and gentlemen serving ladies and gentlemen." This motto exemplifies the anticipatory service provided by all staff members.

    Root Capital

    To build rural prosperity

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    S” companies: Sample Mission Statements

    Samasource

    We bring dignified, computer-based work to women, youth, and refugees living in poverty

    Sears

    To grow our business by providing quality products and services at great value when and where our customers want them, and by building positive, lasting relationships with our customers.

    Skype

    To be destructive but in the cause of making the world a better place.

    Smith International

    Our people and technology make us a world leader in drilling tools and services. We work together to constantly improve customer satisfaction, employee opportunity and shareholder value.

    Sony

    To emotionally touch and excite our customers

    Southwest Airlines

    The mission of Southwest Airlines is dedication to the highest quality of Customer Service delivered with a sense of warmth, friendliness, individual pride, and Company Spirit.

    To Our Employees

    We are committed to provide our Employees a stable work environment with equal opportunity for learning and personal growth. Creativity and innovation are encouraged for improving the effectiveness of Southwest Airlines. Above all, Employees will be provided the same concern, respect, and caring attitude within the organization that they are expected to share externally with every Southwest Customer.

    Starbucks

    Establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow.

    Sunoco

    Our Purpose is to:

  • Be a source of excellence for our customers;
  • Provide a challenging professional experience for our employees;
  • Be a rewarding investment for our shareholders;
  • Be a respected citizen of community and country.

    SurfAid International

    Healthier children in remote island settings

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    T” companies: Sample Mission Statements

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    U” companies: Sample Mission Statements

    Unilever

    At the heart of the corporate purpose, which guides us in our approach to doing business, is the drive to serve consumers in a unique and effective way. This purpose has been communicated to all employees worldwide.

    Unilever's mission is to add Vitality to life. We meet everyday needs for nutrition, hygiene and personal care with brands that help people feel good, look good and get more out of life.

    Our deep roots in local cultures and markets around the world give us our strong relationship with consumers and are the foundation for our future growth. We will bring our wealth of knowledge and international expertise to the service of local consumers – a truly multi-local multinational.

    Our long-term success requires a total commitment to exceptional standards of performance and productivity, to working together effectively, and to a willingness to embrace new ideas and learn continuously.

    To succeed also requires, we believe, the highest standards of corporate behaviour towards everyone we work with, the communities we touch, and the environment on which we have an impact.

    This is our road to sustainable, profitable growth, creating long-term value for our shareholders, our people, and our business partners.

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    V” companies: Sample Mission Statements

    VillageReach

    Healthier people in Sub-Saharan Africa

    Vision Spring

    To get vision-impaired people back to work

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    W” companies: Sample Mission Statements

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    X” companies: Sample Mission Statements

    Xerox

    Our strategic intent is to help people find better ways to do great work -- by constantly leading in document technologies, products and services that improve our customers' work processes and business results.

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    Y” companies: Sample Mission Statements

    Yahoo

    Our mission is to be the most essential global Internet service for consumers and businesses. How we pursue that mission is influenced by a set of core values - the standards that guide interactions with fellow Yahoos, the principles that direct how we service our customers, the ideals that drive what we do and how we do it. Many of our values were put into practice by two guys in a trailer some time ago; others reflect ambitions as our company grows. All of them are what we strive to achieve every day.

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    Z” companies: Sample Mission Statements

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    Conclusion about “Sample Mission Statements”

    Which sample mission statements did you most easily understand?

    Out of all of these sample mission statements, which ones are worded in the best way?

    What sample mission statements do you think are most useful – the longest ones, or the most straightforward, clear and concise statements?

    Did you find some sample mission statements unclear, vague, and difficult to understand?

    Taking all of the above sample mission statements in consideration, which one would you pick as your favorite?

    Sample mission statements are many, but only a few really convey in crystal-clear terms the reason for being and the purpose of the organization.

    It is my hope that you find these sample mission statements useful.

    If you need to brainstorm and write several sample mission statements in order to come up with a final Mission Statement for your organization, I highly suggest you take a look at this page: Writing a business mission statement.

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    If you would also like to take a look at Sample Vision Statements, please click on this link.

    To learn about the skills you need to lead your organization, please click here.

    To learn about the skills you need to manage the performance of your direct reports, click here.

    To learn about other practical skills, please click here.

    If these sample mission statements are an inspiration and you would like to learn more about how to use your Mission as an effective leadership tool through my speaking or consulting services, please click on this link.

    You will find "Leader Newsletter" very practical & useful too.
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