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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)



Your vision conveys the future picture of success for your business and why someone should work with your organization.  The time horizon is as long as the business strategy period and longer.   Your vision statement should

  • Be inspirational and motivational.
  • Create a mental picture of success.
  • Provide clarity of purpose.
  • Guide behavior.

Here are some Vision statement examples:

  • McDonald’s vision is to be the world’s best quick service restaurant experience.  Being the best means providing outstanding quality, service, cleanliness, and value, so that we make every customer in every restaurant smile.
  • Within the next five years, the Women’s Centre will have helped create a safer, more harmonious community by helping women acquire the education, skills and resources necessary to build self-sufficient prosperous lives.
  • Sears.  To be the preferred and most trusted resource for the products and services that enhance home and family life.
  • Bowling, Inc.  More people, bowling more often, having more fun.

More examples can be found at:

Business Strategy Sample

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> Values


“Company cultures are like country cultures. Never try to change one. Try, instead, to work with what you’ve got.” – Peter Drucker

Once your culture is established, it is difficult to change, however the formulation and communication of your core values will help create the culture in your organization.

Core values are the basic principles that guide behavior and establish the company culture.  Many management experts will say that the establishment of your company’s core values is the most important thing you can do to ensure the success of your business.  Core values will guide the behavior of your organization with all stakeholders at all times, even when you are not there. 

Company values should

  • Establish an expected level of service
  • Outline the importance of a particular activity
  • Establish standards of behavior and guide this behavior
  • Communicate the importance of customers, community and other stakeholders

For example, Merck, a company that produces pharmaceutical products and provides insurance for pharmacy benefits, publicly states the following values:

  • Corporate social responsibility
  • Unequivocal excellence in all aspects of the company
  • Science-based innovation
  • Honesty & integrity
  • Profit, but profit from work that benefits humanity

And Walt Disney, an entertainment business states their values as follows:

  • No cynicism
  • Nurturing and promulgation of “wholesome American values”
  • Creativity, dreams and imagination
  • Fanatical attention to consistency and detail
  • Preservation and control of the Disney “magic”

Home Depot.  We are a values-driven company and our eight core values include the following:

  • Excellent customer service
  • Taking care of our people
  • Giving back
  • Doing the “right” thing
  • Creating shareholder value
  • Respect for all people
  • Entrepreneurial spirit
  • Building strong relationships


  • Dedication to every client’s success
  • Innovation that matters, for our company and for the world
  • Trust and personal responsibility in all relationships

Business Strategy Sample

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> Business Strategy Goals