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Mission statements are generally brief, compelling statements of an organizations purpose that:

  • Convey internally and externally what you stand for and the organizations objectives
  • Are inspirational, provide an avenue for change and drive the organization in to the future
  • Guide behavior, decision-making and priority-setting and are used on a daily basis
  • Differentiate you in the marketplace

Your mission statement may do some or all of these depending on your business.  Here are some good mission statement examples. 

  • First, I believe that this nation should commit itself to achieving the goal, before this decade is out, of landing a man on the moon and returning him safely to the earth. – JFK
  • Microsoft’s early mission, “A computer on every desk and in every home”
  • Google’s mission is to organize the world’s information and make it universally accessible and useful.
  • NIKE – “Crush Reebok”
  • 3M “To solve unsolved problems innovatively”
  • Walt Disney “To make people happy.”
  • The Home Depot is in the home improvement business and our goal is to provide the highest level of service, the broadest selection of products and the most competitive prices.

More examples can be found at:

 There are also a plethora of books on the topic of creating your mission statement.  I like The Mission Primer by O’Hallaron and O’Hallaron.

Business Strategy Sample

SWOT (Strengths, Weaknesses, Opportunities, Threats)


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