Defining your company mission statement

A mission statement is an integral part of your company. Where a vision statement describes what you want to achieve in the future, and the purpose describes the why, the mission statement describes the all important how?

Unlike a vision statement, which gives a broad view of how your company wants to make an impact, an effective mission statement is a clear, concise declaration about your business strategy. Your mission statement explains what your business must do day-to-day to make your vision statement a reality.


There are multiple benefits to having a clear mission statement:

  • Measuring success – by setting out a clear mission statement, business leaders will be able to have a clear goal and outline by which to measure any successes.
  • Guiding decisions – any future business decisions can now be aligned to the mission statement, ensuring that employees and business leaders are working towards the same goals.
  • Encouraging employees – employees will be on the same page around a common goal for the organisation, they will be clear about how the organisation will grow and achieve the vision.
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How do we write a mission statement?

There are 4 key questions your company’s mission statement should answer:

  • What do we do?
  • How do we do it?
  • Whom do we do it for?
  • What value are we bringing?

So how do you actually go about writing the statement? First of all, you should have your vision statement to hand. Ask yourself, ‘what must I do to make this happen?’, your mission is describing your visible, tangible work in the world. Following the format of the 4 questions:

1) Describe what your company does – mission statements are usually not very long, so there is no need to go into a lot of detail, just say it simply. Does your company produce a product or provide a service? Get down to the bare basics e.g

  • Sell IT supplies
  • Design phone apps

2) Describe how your company does this – again, we are not looking for a detailed description of operations, but rather a description of how your business generally operates. This could also include your core values – e.g.

  • Provide superior customer service
  • Encourage innovation
  • Provide highest quality products

Another important part of the how, is setting out a clear time frame for your business goals. This way you can easily measure your successes in future.


3) Describe who your company does it for – this could just be a short description that mentions your target demographic, which puts the mission statement in reality and gives it important scope. – e.g.

  • Small to medium sized business
  • The everyday consumer

4) Describe what value you are bringing – show how your company adds value over competitors, what sets you apart and would lead a consumer to choose you.

  • Sustainable and environmentally friendly
  • Customer service centric
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Examples of mission statements

Even with all of the descriptions, it can be hard to understand what a mission statement is without examples. Below we have some examples of some successful company’s mission statements along with their vision statements so you can see the difference between the two.


Vision: To create a better everyday life for the many people.

Mission: 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.


Vision: To be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online.

Mission: We strive to offer our customers the lowest possible prices, the best available selection, and the utmost convenience.


Vision: To accelerate the world’s transition to sustainable energy

Mission: To create the most compelling car company of the 21st century by driving the world’s transition to electric vehicles.


Vision: Bring inspiration and innovation to every athlete* in the world. *If you have a body, you are an athlete.

Mission: 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.

Finally, we’ll leave you with ecruit’s own vision and mission.

Vision: A world where businesses are empowered to grow great teams without using recruitment agencies.

Mission: To combine people, technology and advertising to fill 3000 vacancies by 2023.

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