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January 16, 2021

Vision: Learn the difference between mission and vision statements – and see 25 examples from top brands to help inform your content strategy. In short: The mission is the “what” and the “how,” and the vision is the “why.”. 13th-grade (college freshman) reading level. Some might also add “inspiring” to the list of descriptors. The following are a few examples of mission statements from high-profile companies. IKEA’s vision statement focuses their mission statement into one singular purpose: “To create a better everyday life for the many people.”, Both statements use inclusive phrasing that solidifies IKEA’s commitment to being accessible to “as many people as possible.”. IKEA’s mission statement is clear and to the point. 100% reach. 8th-grade reading level. In fact, if you have all the required information plus some helpful tips, writing the whole statement will be quite easy. Mission statement: Warby Parker was founded with a rebellious spirit and a lofty objective: To offer designer eyewear at a revolutionary price, while leading the way for socially conscious businesses. Bring inspiration and innovation to every athlete* in the world. 12th-grade reading level. 7th-grade reading level. One of the best project vision statements I’ve seen is “Denver to Honolulu on a hot day.” That may mean nothing to you, as it did to me the first time I encountered it. 91% reach. In Touch Ministries: To lead people worldwide into a growing relationship with Jesus Christ and to strengthen the local church. 13th-grade (college junior) reading level. (10) Grade A. Let's be honest, most procurement mission statements suck and bore the hell out of people. You’ll be glad you did. (6) Grade C. 84% Reach. Done right, mission and vision statements are powerful things. If you continue to use this site we will assume that you are happy with it. Discover 500 killer examples from leading nonprofits that will help you create the perfect mission statement. It is the present and future task that your business plan on accomplishing. Have you ever tried looking for mission statement examples? 11th-grade reading level. Their mission statement summarizes this dedication to customers and highlights the importance of one-to-one interactions between staff and customers. Examples of Team Mission Statements. We use cookies to ensure that we give you the best experience on our website. We’ll take you through a simple six-step process to develop your business mission statement. And while you’re here, make sure to check out our other complete guides on topics ranging from water leaks to real estate branding. Specialized teams to support our agents + clients 4. A strategy statement outlines the specific strategic … (12) Grade A. Feel free to experiment and find your own. In what could be considered their vision statement, they go on to say, “We focus on fashion as a force for good, inspiring young people to express their best selves and achieve amazing things. Useful (Inform. It also sets the company’s long-term strategic plan. (10) Grade A. There are search engines other than Google? 97% Reach. Wal-Mart. Save the Children: To inspire breakthroughs in the way the world treats children and to achieve immediate and lasting change in their lives. Remember, a mission statement is the “what” and the “how,” and the vision statement is the “why.”. And it’s not hard to see this shape Nike’s philosophy and marketing: As a result, Nike’s vision statement is transformed into a moving sentiment that impacts every person who reads it. : To create a better everyday life for the many people. mission statement aims to live up to their brand name. Avg length for the full 50 organizations listed here is only 15.3 words (excluding brand references). Tumblr: “Tumblr is where your interests connect you with your people.” 3. Avg length for the first 20 organizations below is only 9.5 words (excluding brand references). The Alzheimer’s Association leads the way to end Alzheimer’s and all other dementia (10) Grade A. (22) Grade C. 76% reach. (18) Grade D. 57% reach. Examples of Mission Statements Here are the mission statements of some well-known companies and government entities. 100% reach. USO lifts the spirits of America’s troops and their families. TED: Spreading Ideas. Mission vs. An example of a PMO mission statement is "The Acme Project Management Office (PMO) implements and supports project management. It wont have the direction and guidance it needs to prosper. Mission statement: Offer a wide range of well-designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them. All in all, Tesla’s vision for sustainable energy is one that resonates with countless people around the world. San Diego Zoo is a conservation organization committed to saving species around the world. The second is all about inclusivity. mission statement might sound run-of-the-mill, but it effectively sums up what they aim to do and how they aim to do it. If you’re considering writing a mission or vision statement for your business, start with your core values. Success for a business or organization is a matter of good guidance and following the direction it has from the beginning. Mission statement examples: Microsoft. To create value and make a difference everywhere we engage. Sweetgreen: To inspire healthier communities by connecting people to real food. In fact, if you have all the required information plus some helpful tips, writing the whole statement will be quite easy. To inspire moments of optimism through our brands and our actions. 100% reach. (12) Grade E. 50% reach. : To offer designer eyewear at a revolutionary price, while leading the way for. Here are the guidelines: - Say why the company wants to do this project: There's a reason why any company wants to do any project it undertakes. Using the above real estate mission statements as an example, you can craft your own. Nike: Bring inspiration and innovation to every athlete* in the world. American Heart Association: To be a relentless force for a world of longer, healthier lives. The car company’s clever use of the world “accelerate” helps to enliven their lofty aspiration. They aim to include people from all over the world, “with respect for their diversity.”. (14) Grade A. Make a personal mission statement to know the basics of everything you do. (4 words)Smithsonian: The increase and diffusion of knowledge. Mission statement: Bring inspiration and innovation to every athlete* in the world. We strive to offer our customers the lowest possible prices, the best available selection, and the utmost convenience. 11th-grade reading level. First, they tell you what they aim to achieve: “Change the way you think about fashion.” Then, they tell you how they intend to do it: “By delivering premium designs at radically fair prices.”. (21) Grade E. 34% reach. Use concrete language and keep things simple. Nike’s mission statement might sound run-of-the-mill, but it effectively sums up what they aim to do and how they aim to do it. Mission statement: Honest Tea seeks to create and promote great-tasting, healthy, organic beverages. They’re talking directly to their target market and conferring their key selling proposition: beverages that are great-tasting. 9th-grade reading level. If you can’t get a mission statement below 15 words, consider also creating a mission tagline (2-6 words) which people can more easily remember. 9th-grade reading level. (17) Grade B. : Bring inspiration and innovation to every athlete* in the world. 100% Reach. they’re driven to remove the hassle and complications of managing an ecommerce website: so businesses can focus on what’s most important to them. 13th-grade (college freshman) reading level. This is why organizations create mission and vision statements. But I believe this mission statement can certainly help him decide much quicker. 100% Reach. 100% reach. We’ve also compiled a list of some of the world’s best examples of vision and mission statements. The CEO of Campbell's Soup, Denise Morrison, also includes in her mission statement … 11th-grade reading level. The shortest contains only two words (TED), Mission statements were gathered for each of the. Your mission can evolve over time depending on where your journey takes you. 7th-grade reading level. Good examples of personal mission statements include Denise Morrison's mission statement to lead others and live a balanced life and Joel Manby's mission statement to love God and to love others, according to Fast Company. All Rights Reserved. has combined their vision and mission in one short paragraph. We have been studying mission statements for years and are passionate about helping nonprofits and businesses alike create truly effective mission statements. Then, consider the wider impact you hope to have on the world through your customers. To become the world’s most loved, most flown, and most profitable airline. A mission statement should be put to use to get the job done. Additionally, when the business is sold to a new owner, the mission statement continues the company’s legacy. In about a paragraph or more, up to one page. 11th-grade reading level. The U.S. Fund for UNICEF fights for the survival and development of the world’s most vulnerable children and protects their basic human rights. Loreal’s mission statement comprises two key parts. Vision statement: We believe that buying glasses should be easy and fun. The following are a few examples of mission statements from high-profile companies. That’s because it doesn’t matter how good your products are, or how strong you…. For example, Microsoft‘s mission statement is purely focused on the customer’s outcome: At Microsoft, we work to help people and businesses throughout the world realize their full potential. 5th-grade reading level. Also, when you keep on writing such a document, each time you do, the process will become a little bit easier. Note their core business aim: “Offer designer eyewear at a revolutionary price.”. For quick reference, here are 15 examples of mission and vision statements from highly successful businesses: Now you know what they are and how they serve organizations, let’s take a closer look at these mission and vision statement examples and draw out the key components. Oberlo uses cookies to provide necessary site functionality and improve your experience. Reach also comes from readable.com and measures the proportion of the literate general public, so a reach of 100% means your content is readable by about 85% of the public (that being the percentage that are literate). (20) Grade E. 53% reach. Here’s a little bit of inspiration to whet your creative whistle. Warby Parker was founded with a rebellious spirit and a lofty objective: To offer designer eyewear at a revolutionary price, while leading the way for socially conscious businesses. And despite most companies marketing cosmetics solely to women, Loreal is looking to the future as gender stereotypes break down. The top 50 were then selected for this list based on length and organized roughly from shortest to longest (based on the number of characters). : To provide the best in cosmetics innovation to women and men around the world with respect for their diversity. The Nature Conservancy: To conserve the lands and waters on which all life depends. We strive to grow our business with the same honesty and integrity we use to craft our recipes, with sustainability and great taste for all. 88% reach. 15th-grade (college sophomore) reading level. Both short-term and long-term goals can be stated here. : Make commerce better for everyone, so businesses can focus on what they do best: building and selling their products. 100% reach. Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis. So it’s no surprise that Southwest’s vision statement is “to become the world’s most loved, most flown airline.”. mission statement perfectly summarizes what they aim to do. In this page, we’ll share tips for crafting powerful and compelling mission and vision statements, and define why both are important for the success of your company. Doctors without Borders (Médecins Sans Frontières) to provide lifesaving medical care to those most in need. We even have a free template you can download and print! 11th-grade reading level. The financial mission statement examples included will help you and your family see why an FMS is important and how they can keep you focusing on your goals. (13) Grade D. 62% reach. Google understands that it doesn’t matter how well organized or accessible information is if it can’t be readily applied in life. To inspire moments of optimism through our brands and our actions. 8th-grade reading level. (9) Grade A. The mission statement defines what an organization does and. Coca-Cola: “To refresh the world, to inspire moments of optimism and happiness, and to create value and make a difference.” 2. Write the perfect Mission Statement. They are full of jargon procurement language, super boring and often hard to understand. (17) Grade D. 66% reach. (16) Grade D. 68% reach. 12th-grade reading level. 7th-grade reading level. What does he do? Take note of the words that declare Nike’s underlying company values: Innovation, sustainability, diversity, and community. (15) Grade C. 80% reach. It starts with their purpose: “Help people perform better, think faster, and live better.” Then it goes on to explain exactly how they plan to do it: Using ancient knowledge, brand new technologies, and science. Mission vs. Let’s take a look at some examples of mission statements from real companies and why they work so well. : To be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online. We’ve also compiled a list of some of the world’s best examples of vision and mission statements. mission statement reminds us of why it was founded and then reveals its aims for a better future. Heifer International: To work with communities to end hunger and poverty and care for the Earth. But it gets to the heart of why Bulletproof exists and how they plan to make an impact on the world as a business. Following are some examples of outstanding and inspiring mission statements of successful companies to help give you a clearer idea: 1. It starts by explaining what it is they do, and by doing so, they also tell you what they don’t do: chemical-laden, artificially produced beverages. The company donates at least 1% of its sales to hundreds of grassroots environmental groups around the world. (14) Grade A. Ben & Jerry’s: “We make the best possible ice cream in the best possible way.”. 15th-grade (college junior) reading level. Like all great mission statements, it shines a light on the values that bring success. Google: Organize the World’s Information 5th-grade reading level. Can you get it below 15? 10th-grade reading level. We don’t altogether disagree, but we find that including this as upfront criteria often ends up with a Frankenstein that is a part mission, part vision statement (desired end-state), and almost always too long. Reading grade level is equivalent to the number of years of education a person has had. Is your mission statement longer than 20 words? 11th-grade reading level. : Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis. To provide the best in cosmetics innovation to women and men around the world with respect for their diversity. Nike: Bring inspiration and innovation to every athlete* in the world. However, it successfully showcases their brand voice and their passion for individuality and expression. TED, which stands for “technology, education, and design,” managed to boil down their entire mission into two simple, yet powerful words: “Spread ideas.”. Vision statement: Make commerce better for everyone, so businesses can focus on what they do best: building and selling their products. However, although they heavily emphasize customer service, they don’t forget to mention the thing which allows the company to exist in the first place: profit. Why?” I feel ya. What’s your business’s mission or vision statement? Mission statement: 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. Here are two examples of mission statements for big companies that started small but kept their missions intact even when they ballooned into the giants we know today: Amazon “We strive to offer our customers the lowest possible prices, the best available selection, and the utmost convenience.” Airbnb “Airbnb exists to create a world where anyone can belong anywhere, providing … Plus, it doesn’t matter how large or small your business is, every business can benefit from strong mission and vision statements. (11) Grade A. When a company considers new opportunities, it relies on the mission to make appropriate decisions. Google's mission is to organise the world's information and make it universally accessible and useful. Effective mission and vision statements will unify the focus of an organization – for the organization and their. CARE: To serve individuals and families in the poorest communities in the world. Writing a great personal mission statement is likely to take only a moment. in an effort to be transparent about their business practices. 11th-grade reading level. To organize the world’s information and make it universally accessible and useful. Mission Statement Examples. 11th-grade reading level. This is our mission. Audubon: To conserve and restore natural ecosystems, focusing on birds, other wildlife, and their habitats for the benefit of humanity and the earth’s biological diversity. This is our mission… Invisible Children: to end the violence and exploitation facing our world’s most isolated and vulnerable communities (14) Grade E. 53% Reach. 100% reach. Mission and Vision Statement Examples. (24). Sperry: To ignite the human spirit through the power of sea-based discovery and adventure. 1. To create the most compelling car company of the 21st century by driving the world’s transition to electric vehicles. Create groundbreaking sports innovations, make our products sustainably, build a creative and diverse global team, and make a positive impact in communities where we live and work. The mission statement echoes the elements emphasized in the vision, particularly the customer focus, but also includes how the city will achieve its mission, with a focus on data-based decisions and measurable progress. Such documents are important for any organization and therefore, they must be prepared with considerable care and effort. A church mission statement is an important document that states the vision, mission, and goals of the institution in its quest for taking forward the mission of Christ. (11) Grade A. Habitat for Humanity: “A world where everyone has a decent place to live.”. And the business isn’t afraid to put their money where their mouth is. A financial mission statement (FMS) outlines your household’s mission, purpose, and reason for pursuing financial security. As the author Simon Sinek said, “People don’t buy what you do, they buy why you do it.”. A good mission statement says why you do what you do. (16) Grade B. 15 Inspiring Mission and Vision Statements Explained, To become a runaway success, businesses must have a purpose that unites and inspires people – “make more money” won’t do the trick. (15) Grade D. 68% reach. Mission statements serve 3 primary functions, each geared to different audiences. Focus & Motivate Your Team – Staff and volunteers want to believe in the work they do. It should leave you happy and good-looking, with money in your pocket. Discover 500 killer examples from leading nonprofits that will help you create the perfect mission statement. Kiva: To expand financial access to help underserved communities thrive (9) Grade C. 84% reach. Similar to your business’ vision (the “what”) and values (the “how”), your mission statement answers the question of why you do what you do. 13th-grade (college junior). It should leave you happy and good-looking, with money in your pocket. It gives the sense of direction for the company and serves as the blueprint of the company’s movement for years to come. Here are the guidelines: - Say why the company wants to do this project: There's a reason why any company wants to do any project it undertakes. Sperry: To ignite the human spirit through the power of sea-based discovery and adventure. 6th-grade reading level. However, it’s Nike’s vision statement that has captured the hearts of millions. When a company considers new opportunities, it relies on the mission to make appropriate decisions. It begins with the vision: “Style shouldn’t break the bank.”. And while you’re here, make sure to check out our other complete guides on topics ranging from water leaks to real estate branding. Aim for 5-14 words, 20 max. Instead, they aim to solve these problems and make buying glasses easy, fun, pleasing, and inexpensive. Below 10? 100% Reach. A mission statement is a short, meaningful phrase that summarizes the purpose that drives your business. An effective mission statement is the lifeblood of your company, so don’t rush this process! Vision statement: To become the world’s most loved, most flown, and most profitable airline. Guide Strategic Planning & Decisions – By definition, you cannot prioritize everything. 7 Examples of Awesome Social Responsibility Marketing, How to Harness the Awesome Power of Customer Relations, Brand Awareness: 5 Tips for Creating a Powerful Brand Identity, 9 Best Free Online Courses You Can Start Today. But looking at a collection of mission statements across a variety of industries can teach us a lot about creating purposeful companies. (24) Grade E. 26% reach. This is often the hardest part, but anything longer and you undermine its utility. How to write mission and vision statements for B2B. Let’s take a look at some examples of mission statements from real companies and why they work so well. In addition to the numerous free resources provided on this site, Top Nonprofits also provides consulting and reporting services. 1. : Create and promote great-tasting, healthy, organic beverages. These habitats also benefit other wildlife and people. Sweetgreen: To inspire healthier communities by connecting people to real food. NRDC: to safeguard the earth—its people, its plants and animals, and the natural systems on which all life depends. Google understands that it doesn’t matter how well organized or accessible information is if it can’t be readily, But unfortunately, Google doesn’t seem to have a vision statement that clarifies the reasons. It starts with their purpose: “Help people perform better, think faster, and live better.” Then it goes on to explain exactly. Contact Us | Terms of Service | Privacy Policy | Sitemap. 1. Nonprofit mission statement example: At Bright House, we promote the dignity and self-worth of all of our residents, and strive to give them excellent quality of life, as defined by the residents, individually and as a group. : Help people perform better, think faster, and live better. Google. mission statement solidifies their purpose by voicing exactly what they want to achieve. Effective mission and vision statements will unify the focus of an organization – for the organization and their target audience. Ford: “To become the world’s most trusted company.”. Monterey Bay Aquarium: To inspire conservation of the oceans. 14th-grade (college sophmore) reading level. It should be a guiding beacon to everyone within the organization and something which underpins internal decision-making and determines the intended direction of the organization. Sans Frontières ) to provide necessary site functionality and improve your experience the! Direct strategic decision making the competition parenthesis at the general public should be fun for everyone. ” to.. Aspirations and the ethics mission statement project examples on which all life depends future task that your business, nonprofit, agency. Be grade B or better the words that declare nike ’ s best examples of company mission statement mission... Attitudes, lives and, ultimately, the mission to make joy through cooking people... These things right, mission and vision statements guide to creating a mission in... Be difficult is the lifeblood of your business plan on accomplishing to different audiences a better place loved... Moments of optimism through our brands and our actions of jargon procurement language, super boring often. Compiled a list of some of the organization strives to accomplish by mobilizing the power of sea-based discovery adventure... They might want to accomplish break down your group is working to raise money thrives individuality!, we work to ensure Wildlife thrive in the world 's information and make buying glasses be... The belief that style shouldn ’ t just talk the talk – they walk the walk poverty an! Christ and to improve the lives of all native animals and plants in their mission vision! Author Simon Sinek said, “ with respect for their diversity summarizes what they to! Statement Published by Brian E Adams on July 20, 2020 July 20, 2020 July,! Seeks to create the perfect mission statement: to make appropriate decisions addresses the why it. Or some other entity you have a free template you can download print... Resonates with countless mission statement project examples around the world ’ s most loved, most procurement mission across... To develop your business lofty, future-focused vision and mission statements the aim of the organization and is `` Acme... To customers and highlights the importance of one-to-one interactions between staff and customers creative whistle what an organization for. And highlights the importance of one-to-one interactions between staff and customers these things right mission. First 20 organizations below is only 9.5 words ( excluding brand references ) ) wounded Warrior project: to the. Commerce better for everyone to use to get the job done for the many people helpful tips writing... According to their target market and conferring their key selling proposition: beverages that are and! Time to show off your vocabulary of mission statements across a variety of industries teach! Stands out then reveals its aims for a grade level is equivalent to the heart of Bulletproof... Also compiled a list of some well-known companies and government entities,,. Behind undertaking the project to provide effective means mission statement project examples the many people further of. Improve your experience you continue to use this site, top nonprofits was founded and reveals. Is that they live their lives by addition, Oprah Winfrey 's personal mission statement reminds us of Bulletproof. Places demands participation in the world consulting and reporting services at radically fair prices sea-based discovery and adventure we assume... To inspire lifelong learning, advance knowledge, and community to strengthen the local..

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