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Mission Statement Components Explained

Mission Statement Components Explained

Are you having trouble crafting an effective mission statement? Crafting a powerful mission statement is essential for any business. In this blog, you’ll learn how to create a mission statement that reflects your company’s values and goals. With these guidelines, you can create a unique mission statement that will set your business apart.


A mission statement is a statement of purpose that underlies an organization’s services, activities and operations. In essence, it is a declaration of why your business exists, who you serve and how you achieve your goals. A mission statement also plays an important role in distinguishing your business from its competition and defines the shared purpose that unites all stakeholders in the organization.

When coming up with a mission statement for your business, it’s important to keep the following components in mind:

  1. Core Values: Core values help define what matters most to the company and should be reflected in everything from decisions to customer service.
  2. Vision Statement: The vision statement provides direction for the company’s activities and should clearly communicate where the company wants to be at some future point in time.
  3. Goals: Goals are objectives that can be reached within a certain period of time – such as completing a specific project or advancing up the ladder of success.
  4. Focus Areas: Focus areas help define what problem or challenge you are trying to solve or what need you are trying to meet within your industry or market segment.
  5. Positioning Statement: A positioning statement explains how your company is different from its competitors, which should give customers an incentive to choose it over others in the market space.

What is a Mission Statement?

A mission statement is a brief explanation of a company’s purpose, intended to guide its internal decision-making and to send the message that it wants the public and its stakeholders to understand. It is typically short, taking up only one or two sentences, and is often included in business plans and on websites.

A mission statement should encompass the organization’s overall purpose and objectives, and convey the answers to these questions: Who are we? What exactly do we do? How do we plan to accomplish our goals?

Mission statements have traditionally been used by for-profit businesses but may also be appropriate for nonprofit organizations. Even individuals can craft their own mission statements as a way of guiding their personal decision making. Regardless of whether your mission statement belongs to a company or an individual, it should describe why the organization exists (its purpose) as well as the strategies that will be used to achieve its goals (its concept).

Why is a Mission Statement Important?

A mission statement is a declaration of the purpose, objectives, and goals of an organization. It communicates the reason why the organization exists and defines the type of impact it strives to make in the world. Beyond setting up a sense of purpose and direction, mission statements are vital to success because they:

  • Help clarify values and shape culture: A mission statement shapes how a company interacts with both its customers and employees. It is highly influential in driving attitudes toward customer service, employee roles, employer-employee relationships, teamwork, strategic planning, and leadership characteristics–all crucial components for an organization’s success.
  • Define organizational scope: Mission statements are used to differentiate companies from their competitors. By outlining what makes your company unique or premier over others, you can provide customers with a reason to prefer your services or products. This specific focus also helps management by emphasizing what falls within the scope of daily activities in order for them to accomplish overall objectives.
  • Guide decision-making process: Crafted carefully from company values and customer/market needs analysis, mission statements help managers make decisions that best support organizational strategy towards achieving its vision for future growth and prosperity by providing practical boundary lines for acceptable vs unacceptable behaviors or actions within their organizations. This guide strengthens accountability since decisions become more defined when criteria are established upfront to Judge whether they comply with the entire team’s objectives or not.

Components of a Mission Statement

A mission statement is an expression of your organization’s purpose, unique identity and core values. Every organization – from startups to international corporations – should have a mission statement that communicates its goal and objectives.

The following are the five components that make up a comprehensive mission statement:

  1. Vision: The vision component paints the picture of what success looks like for your organization into the future. It sets the tone of how you want to be perceived and offers guidance on how operations should be conducted.
  2. Values: Values drive decisions and define internal culture, so they should form an essential part of every mission statement. Examples include ethics, respect, accountability, equity, quality and customer satisfaction.
  3. Purposes: A purpose outlines why your organization exists and what you strive to accomplish with every action you take or product you produce. The aim of this component is to help keep everyone in the company focused on its ultimate goal in difficult times or when there are competing priorities present in business operations or decisions-making processes.
  4. Objectives: Goals are concrete results produced by measurable action within a certain time frame that can transform strategic objectives into reality through day-to-day strategies and activities. Your objectives could include revenue targets or employee engagement levels set out at regular intervals over a year or multiple years.
  5. Strategies: Strategies are continuing methods drawn from each component of your mission statement used to realize specific goals within predetermined timelines. Strategies will inform all decision making processes as well as ensure alignment between management and workforce throughout periods of growth, stagnation or decline.

Crafting a Mission Statement

A mission statement serves as an action plan to guide a business throughout its operation. This condensed yet effective statement communicates the company’s purpose, values, strategy and market position as it relates to customers and other stakeholders. It should act as a beacon, sustaining the business through storms and guiding its team in conquering unpredictable changes such as times of expansion or crisis. Crafting an effective mission statement requires understanding of five core components:

  1. Vision – What is your company’s vision for the future? It should be broad and ambitious, inspiring those involved in its success by setting clear goals that outline their objectives over time.
  2. Purpose – What does your company do for stakeholders? A concise yet striking declaration of purpose helps communicate why the business exists to potential customers and investors who need clear reasons to invest in or use your services or products.
  3. Values – What drives your decision making? Listing out values helps form a culture that has ethical decision making processes at its core, allowing employees to innovate with confidence in their destination regardless of their decisions throughout the journey.
  4. Market Position – Is there something unique about how your business operates within its sector? Outlining how you are different from competitors illustrates why people should choose you over others; align this answer with customer needs to attract a dedicated following of loyal users or investors who want what you have to offer them above anyone else’s services/products in the market.
  5. Strategy – How will you achieve specific goals being set by the vision laid out by this statement? Laying out tactics or methods that align with execution plans helps ensure success on larger scale projects, while also accounting for smaller symptoms that can prevent future success if not adequately addressed when first pursuing commercial dreams.

Examples of Mission Statements

Examples of effective mission statements can be found in a wide range of industries. Depending on the type of business, the scope and length of the statement will vary. Generally, mission statements describe why an organization exists – its purpose – and who it serves. The best mission statements include values that often guide decision-making.

Some examples of effective mission statements may include:

  • A manufacturing company’s mission statement might read “We are committed to providing high quality, innovative products while encouraging employee growth and protecting the environment.”
  • A restaurant’s mission statement may look something like “Our goal is to exceed customers’ expectations by providing delicious meals, exceptional service, and friendly atmosphere.”
  • An educational institution’s goal might be stated as “We seek to empower our students to reach their highest potential by providing a rigorous academic program along with enriching extracurricular activities.”
  • A healthcare organization might say “Our vision is to provide quality healthcare services while promoting wellness education and patient experience in our community.”

The more specific an organization is in its mission statement, the clearer it can identify the organization’s purpose and define its shared values. These principles will consistently give direction to any decisions made within an organization. Examples of effective mission statements help organizations communicate their purpose in a meaningful way that resonates with stakeholders internal and external to the business.

How to Implement a Mission Statement

Creating and implementing a successful mission statement is an essential part of a business’s long-term success. A mission statement should clearly state the company’s core values, it’s purpose and its goals. It will set the tone for how employees should operate and contribute to the company.

When developing a mission statement for your business, there are four key elements to keep in mind:

  1. Vision: A vision is an inspirational goal that defines what the future of your business will look like. It gives direction to efforts and provides focus when making decisions. Your vision should reflect the values of your organization, while inspiring people with what can be achieved in the future.
  2. Values: The best mission statements include values that define a standard of behavior and inform day-to-day operations at your company. These standards should relate directly to creating an environment where everyone is respected, trust exists between colleagues and individuals take pride in their work together as part of a team effort.
  3. Goals: You also need to include specific goals that reflect quantitative measurements or objectives that can be easily assessed to determine whether or not they have been met in order for you to track progress towards achieving the mission statement’s overall vision or purpose over time. This helps evaluate which strategies have been successful in helping you reach them over time–and which areas need more focus or need improvement for the business to reach its full potential.
  4. Action plan: A well-crafted mission statement isn’t complete without an action plan outline how this diversity can be achieved over time detailing milestones that stakeholders should aim towards along with relevant strategies and measures needed as resources are allocated according to targeting milestones/goals established by leadership at each stage during this process as stipulated by original business plans designed and developed before any “official launch date” of current products or services set by CEO’s management team when originally presented entrepreneurial pitch deck prior official launch date execution timeline deemed necessary before venture was officially funded thus allowing companies initial start up capital metrics “get idea off ground” move forward into market.


When creating a mission statement, it’s important to review and consider all components before writing it. The final product should focus on the vision for the future of your organization, and it should clearly explain the values and goals of the business.

It’s also essential to ensure that the mission statement reflects how your organization wants to be perceived. Before publishing a mission statement, consider having members of your organization review it to make sure that all aspects are accurately addressed. If the mission statement is embraced by employees and management alike, there is a greater chance for success.

The key takeaway from this discussion is that crafting a compelling mission statement requires ongoing work, but can ultimately provide a clear direction for an organization as long as everyone involved in its creation commits to maintaining its purpose and upholds its values. With all components carefully considered and fully understood, any organization can have a successful mission statement in place that will allow them to unlock new levels of growth potential.

Frequently Asked Questions

Q: What components should be included in a mission statement?

A: A mission statement should include a description of the company’s purpose, values, goals, and objectives.

Q: How can a mission statement help a business?

A: A mission statement can help a business define its goals and objectives, provide guidance and direction, and help to focus the organization on its core values and beliefs.

Q: How often should a mission statement be reviewed?

A: A mission statement should be reviewed on a regular basis to ensure that it is still relevant and in line with the company’s goals and objectives. It should also be reviewed whenever the company’s goals and objectives change.