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The best example of a
mission statement will deﬁne your company and its purpose in 30 seconds or less. Great ones avoid buzz words, empty phrases, or mission statements that are so general they could apply to many different companies. It’s a challenge, but you want to capture what your company stands for in a brief and memorable way.
With your mission statement, be
sure to cover what the goals of your business are for three primary components: customers, employees, and owners. Be clear and speciﬁc, and you’ll highlight the core of what makes your venture unique and worthwhile.
Sometimes it helps to look
at the mission statements of other companies to get a better idea of how to write your own mission statement. Gathered below are the mission statements of the world’s 25 most valuable brands in 2015. We’ve also graded each mission statement to demonstrate how effective they are.
APPLE Mission Statement: Apple designs
Macs, the best personal computers in the world, along with OS X, iLife, iWork and professional software. Apple leads the digital music revolution with its iPods and iTunes online store. Apple has reinvented the mobile phone with its revolutionary iPhone and App Store, and is deﬁning the future of mobile media and computing devices with iPad.
MICROSOFT Mission Statement: At Microsoft,
our mission is to enable people and businesses throughout the world to realize their full potential. We consider our mission statement a commitment to our customers. We deliver on that commitment by striving to create technology that is accessible to everyone—of all ages and abilities. Microsoft is one of the industry leaders in accessibility innovation and in building products that are safer and easier to use.
MCDONALD’S Mission Statement: We are
focused on delivering great tasting, high-quality food to our customers and providing a world-class experience that makes them feel welcome and valued.
SAMSUNG Mission Statement: Dedicated to
making a better world through diverse businesses that today span advanced technology, semiconductors, skyscraper and plant construction, petrochemicals, fashion, medicine, ﬁnance, hotels, and more.
DISNEY Mission Statement: Be one
of the world's leading producers and providers of entertainment and information. Using our portfolio of brands to differentiate our content, services and consumer products, we seek to develop the most creative, innovative and proﬁtable entertainment experiences and related products in the world.
LOUIS VUITTON Mission Statement: Create
products that embody unique savoir-faire, a carefully preserved heritage and a dynamic engagement with modernity. These creations make our Houses ambassadors of a distinctively reﬁned art de vivre.
CISCO Mission Statement: Shape the
future of the Internet by creating unprecedented value and opportunity for our customers, employees, investors, and ecosystem partners.
ORACLE Mission Statement: We help
you simplify your IT environment so that you can free up money, time, and resources to invest in innovation. We do this by providing a comprehensive and fully integrated stack of cloud applications, platform services, and engineered systems.
MERCEDES-BENZ Mission Statement: To delight
our customers in everything we are doing. To continually improve the effectiveness of our Quality Management System and our business processes. To continually improve the quality of our products and services. To have a team-oriented and open minded corporate culture involving employees through leadership and individual acceptance of delegated responsibility To be aware of our environment. To have a professional relationship with our business partners.