Get Focused with A Quick Simple Mission Statement

write a mission statement

Voice your mission when you need direction and focus.

You’re not alone. It can be overwhelming to develop and create your service or product, not to mention spend countless hours learning all the social and technical aspects of doing business online.

You need something to keep you focused. And that’s where the Mission Statement steps in.

Don’t worry! You don’t have to sit down and start drawing plans, calculating figures and making projections and all that boring stuff. Eeek! sounds like a calculus class.

That’s a traditional business plan. Instead, I’m going to discuss quick and easy Mission Statements and how they can help you progress and move forward efficiently in your online business. I’ve also include a slew of mission statement examples of well-known companies below.

What is a Mission Statement?

First of all, a mission statement is a sentence or two (your written elevator speech) that gives the reason why you are in business and at the very least includes your offer (product or service) and the primary customers who will buy it.

Why Bother With Mission Statements?

Both big and small businesses benefit from a mission statement because it keeps them on track with the bigger picture.

For small guys like you and me who get sidetracked and sometimes derailed juggling a lot of hats and dealing with outsourcers, a mission statement really comes in handy because it keeps you and all your contributors focused on the same goal. It also helps you streamline your energy on what’s really important for your business.

In other words, your mission statement is your mission. Like James Bond, everything you do revolves in realizing your mission.

Where The Vision Statement Comes In (Or Blends In)

Now before I go on, I should mention vision statements. According to Lifehack, vision statements resemble its mission cousin, but instead of describing the “why” and the “who”, they target the “where you want to end-up”, after applying what you described in your mission statement every day.

So if your mission statement is:

“to provide a top social media and online publishing services to authors that will help them launch and successfully sell their online books”

Your vision statement could be:

“to become the top recognized name for online book marketing for online authors, satisfying well over 100,000 satisfied customers in the next 3 years”.

It’s probably a good idea to also make a vision statement as it gives you a long term goal to shoot for. But you will notice that many companies blend their vision statement with their mission statement.

The point is it doesn’t matter. Whatever works best for you. Blend it or not, or just stick to a strict mission statement. But take 10 – 20 minutes and do it.

How To Write A Quick Simple Mission/Vision Statement

In Chris Guillebeau’s The $100 Startup, he suggests writing a mission statement that’s no longer than 140 characters — the posting length on Twitter.

  • First you start by identifying your product or service and the customers who want to pay for it. 
  • Then you want to include the primary benefit of your offer.

So with the above online book marketing example, you could rewrite it like this:

to provide a top social media and online publishing services to authors that will help them launch and successfully sell their online books

“Take the worry and work out of launching and selling online books by offering authors top  social and marketing services.”

Just remember to stay away from too much details and lengthy explanations when drawing-up your mission statement. Short and informative rules. Here’s what Lifehack had to say about this:

The best missions and visions become mantras for action; they’re catalysts. The worst ones are those pretty, carefully crafted ones up on the walls in frames that are long and detailed: too much to memorize and remember, too much to bother with at all. No one pays attention to them, and no one lives them.

I tend to agree. I recall reading a few of those when starting a new job. I never remembered a word. Besides who wants to waste time writing lengthy objectives and so on when there’s work to be done and sales to be had?

Below I’ve listed 20 companies that I researched online to find their mission and/or vision statements. I’ve also included the links so you can go view their statements for yourself. Get inspired and get on your mission!

20 Vision/Mission Statement Examples From Top Companies

# 1  Amazon:

Our vision is to be earth’s most customer centric company; to build a place where people can come to find and discover anything they might want to buy online.


#2    Google:

Google’s mission is to organize the world’s information and make it universally accessible and useful.


#3    Franklin Covey

We enable greatness in people and organizations everywhere.


#4    Harley Davidson:

We fulfill dreams inspired by the many roads of the world by providing extraordinary motorcycles and customer experiences. We fuel the passion for freedom in our customers to express their own individuality.

#5    Starbucks:

Our mission: to inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.


#6    Tim Hortons:

Our guiding mission is to deliver superior quality products and services for our guests and communities through leadership, innovation and partnerships. Our vision is to be the quality leader in everything we do.


#7    Crispy Kreme:

Our Mission

To touch and enhance lives through the joy that is Krispy Kreme.

Our Vision

To be the worldwide leader in sharing delicious tastes and creating joyful memories.


#8   IKEA:

The IKEA vision is “To create a better everyday life for the many people.”

Our business idea is (What I consider their mission statement) “To 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.”


#9    National Geographic:

The mission of the National Geographic Society is to inspire people to care about the planet.


#10    Honda:

Maintaining a global viewpoint, we are dedicated to supplying products of the highest quality, yet at a reasonable price for worldwide customer satisfaction.


#11    Zipcar: (car sharing)

Our mission: To enable simple and responsible urban living

[vision]We envision a future where car-sharing members outnumber car owners in major cities around the globe.


#12    Automattic: (makers of and more)

We are passionate about making the web a better place.


#13    Valspar: (paints)

To be the best coatings company in the world as judged by our customers, shareholders, employees, suppliers and the communities in which we operate.


#14    ING

To set the standard in helping our customers manage their financial future. ING aims to deliver financial products and services in the way that our customers want them delivered: with exemplary service, convenience and at competitive prices.


#15    Nintendo:

We are strongly committed to producing and marketing the best products and support services available. We believe it is essential not only to provide products of the highest quality, but to treat every customer with attention, consideration and respect. By listening closely to our customers, we constantly improve our products and services.


#16    Bose:

To reproduce music as true to the original performance as possible. And that involves research, technology and a strong commitment to excellence.


#17    Nike:

To bring inspiration and innovation to every athlete* in the world.

*”If you have a body, you are an athlete.”


#18     The Walt Disney Company:

To be one of the world’s leading producers and providers of entertainment and information, using its portfolio of brands to differentiate its content, services and consumer products.


#19    Bausch and Lomb:

Helping You See Better-To Live Better


#20    Danone:

Economic and social progress go hand-in-hand. Our goal is to help people grow, live better and get more out of life by providing them with better food, a wider variety of flavors, and healthy options.


Go here to see my mission statement. Scroll down to the tasty looking doughnut.

If you find this article helpful, then you might like Chris Guillebeau’s book The $100 Startup, reinvent the way you make a living, do what you love and create a new future.


Love what you do!

Do what you love!




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One Response to Get Focused with A Quick Simple Mission Statement

  1. […] entrepreneurs prefer to write a mission or vision statement on paper or as a creative piece and pin that up within eyesight to keep them on track and […]