rolex yacht master rhodium for sale

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Model #: 126622 Dark Rhodium Rolex Yacht-Master 40mm Mens Watch

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Rolex is a registered trademark of Rolex USA. Prestige Time LLC is not an authorized dealer for Rolex and is in NO WAY affiliated with Rolex SA or Rolex USA. All Rolex watches sold by Prestige Time LLC are in UNWORN condition.

• Polished finished stainless steel case.
• Patented "Triplock" locking crown crown ensuring that the crown screws down against the Oyster case as securely as a submarine hatch.
• Polished stainless steel.
• Solid 950 platinum bezel.
• Bi-directional rotating bezel.
• Polished beveled corners.
• Ribbed edge for a sure grip.
• Matte finished recessed top with raised polished finished numbers & graduation indexes.
• Dark rhodium (grey) dial with a fine sunray dial.
• Applied polished Everose gold rimmed hour markers with luminous fill.
• Polished 18kt Everose gold hands with luminous fill.
• Fine printed minute/seconds track on the dial perimeter.
• Date window displayed at the 3 o'clock position with a cyclops magnifier.
• Rolex in-house calibre 3235, beats at 28,800 vph, contains 31 Jewels & has an approximate power reserve of 70 hours. Features Rolex's Paramagnetic blue Parachrom hairspring & jigh-performance Paraflex shock absorbers.

Alternate model # m126622-0001

Mens rolex 126622 dark rhodium yacht-master 40mm watch.

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Rolex 126622 Dark Rhodium Yacht-Master 40mm

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Pre-Owned Rolex Yacht-Master Watches

Rumoured to be a replacement for the Submariner that was considered too dramatic a change right at the last minute, the Yacht-Master was designed to be a more elegant imagining of the classic diver's watch. The sculpted cases and sparkling dials are the perfect combination for a summer trip to the Mediterranean.

Rolex Yacht-Master Watches

Since its introduction in 1992, the Rolex Yacht-Master series has become one of the most iconic collections within the luxury sports watch genre. Its blend of timeless design and rich history has elevated the Yacht-Master series to a symbol of sophistication and elegance.

The name Yacht-Master was actually first used on a Rolex watch in the 1960s but this was confined to several prototype chronograph models that closely resembled a Daytona. The name was abandoned, only to resurface decades later on a completely different watch.

Since its release, the Rolex Yacht-Master has undergone several evolutions, each showcasing Rolex's unwavering commitment to innovation and excellence. From the early models adorned with 18k yellow gold and platinum to the latest advancements in materials and technology, the Rolex Yacht-Master continues to redefine luxury watchmaking.

The Rolex Yacht-Master’s close association with the sea and yachting gives it a unique charm. Built to withstand the rigours of the ocean, the Yacht-Master, is the perfect companion for professional sailors and seafaring enthusiasts, offering them a reliable tool watch without compromising on style. Indeed, the watch was conceived as a more luxurious alternative to the trusty Submariner.

The Yacht-Master is a masterpiece that stands out with its unique features and exceptional craftsmanship. One such feature is its graduated bidirectional rotatable bezel, crafted from ceramic, platinum or gold. It enables the wearer to measure elapsed time with ease when navigating the world’s oceans. This not only ensures accurate timekeeping but also adds a touch of elegance to the watch.

Available in three case sizes—37, 40 and 42mm—and in various precious metals from18k yellow, white and Everose gold, to Everose Rolesor and Rolesium versions, the Yacht-Master is unique in the world of Rolex professional watches. An elegant watch with a sporty character, it was the first Rolex to be paired with a rubber Oysterflex bracelet in 2015.

In 2023, Rolex unveiled a new Yacht-Master 42 in RLX titanium. This marked the first time Rolex produced a Yacht-Master in this lightweight corrosion-resistant metal, making it a notable addition to the collection. It was even trialled on hugely successful British sailor and helmsman Sir Ben Ainslie before its release to ensure it was up to scratch.

The Rolex Yacht-Master, a symbol of luxury and sophistication, is a favourite among many celebrities. Hollywood actors Bruce Willis and Mark Wahlberg are among many high-profile personalities who have been spotted wearing one.

At Watchfinder, we offer an extensive range of pre-owned Rolex Yacht-Master models to suit every taste. Discover the perfect Rolex Yacht-Master that mirrors your unique style and personality in our selection today.

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Introduction to the Rolex Yacht-Master

The Yacht-Master debuted in 1992 with a name that had been trialed and prototyped in the late 1960s. It was the first new model introduced by Rolex since the Daytona in 1964 and the nautical-inspired watch has since assumed a position among the world’s most luxurious timepieces.

The Yacht-Master frequently adorns the wrists of high-profile celebrities including Brad Pitt, Bruce Willis, Mark Wahlberg, David Beckham, Russell Crowe, Ellen DeGeneres, Sylvester Stallone, Charlie Sheen and golfer Lorena Ochoa.

A Brief History of the Rolex Yacht-Master

Considerable attention was paid to the original Rolex Yacht-Master (ref. 16628) at launch as Rolex enthusiasts debated its similarities to the Submariner. The 40mm Rolex Yacht-Master gold case was outfitted with a gold Oyster bracelet and the line’s signature bezel – a brushed, bi-directional rotating ring carrying high-polish numbers and markings. It was water resistant to 100 meters despite the use of the same Triplock crown found on the Submariner.

While the Sub was ideal for underwater exploration at depths of 300 meters, the Yacht-Master was perfectly comfortable enjoying the view from the deck of a luxury yacht. Rolex’s automatic calibre 3135 movement powered the Mercedes hands and date. Gold 35mm and 29mm versions, including a blue-dial variant, were introduced in 1994.

In 1999, the 40mm Rolesium model (ref. 16622) combined a steel case with a platinum sandblast bezel, catapulting the Yacht-Master to the top of many Rolex enthusiasts' list of must-have watches. Its monochromatic palate served as a perfect canvas for the varied textures, polishes and lines carried through the bezel, case and Oyster bracelet. It was considered a more versatile design that contrasted well with the flashier yellow gold and two-tone Rolesor versions.

Rolex released several subsequent variations of the Yacht-Master featuring new dial colors and materials. Standouts include:

• The 2005 40mm Rolesor (ref. 16623) which complemented the existing 29mm and 35mm versions
• A blue dial Rolesium (ref.116622)
• Omega Speedmaster Moonwatch

Rolex also reconfigured the Yacht-Master’s case sizes, which today include 42mm, 40mm and 37mm options. The current lineup of Yacht-Master sailing watches features a beautiful 42mm white gold version with a black dial and ref. 116655) ( ref.226659) and the dark rhodium dial with subtle blue highlights on the Rolesium (ref.126622). Also included is the 44mm Yacht-Master II, which debuted in 2007 as a professional sailor’s tool watch. The YM II features an innovative programmable countdown timer controlled by the Ring Command bezel. While it shares the collection’s name, its design and integrated technology differentiate the YM II Chronograph from all other Yacht-Masters.

Rolex Yacht-Master Features

The Oyster Perpetual Yacht-Master exemplifies Rolex luxury. It is the only Professional model available in three sizes. Each model is uniquely crafted through an alchemy of precious metals, Oystersteel and ceramic.

Rolex’s signature Cyclops lens

The water-resistant Oyster case is sealed by a Triplock crown and topped by a sapphire crystal with Rolex’s signature Cyclops lens over the date window positioned at 3 o’clock.

Oysterlock folding clasp and Easylink extension.

Most versions are equipped for comfort with an Oyster bracelet that secures and expands using the Oysterlock folding clasp and Easylink extension.

Large Luminous Geometric Markers on a Chromalite face

Rolex Yacht-Master dials feature large luminous geometric markers on a Chromalite face for outstanding legibility in all light conditions.

Diamond Paved Dials.

A wide range of display colors, materials and gemstone decorations are available from classic white and blue versions to mother of pearl and diamond paved dials.

Rolex uses in-house automatic movements in all Yacht-Masters. 40mm and 42mm models are powered by the calibre 3235 while the 2236 beats inside the 37mm Yacht-Master. Earlier versions were loaded with calibre 3135 and 2135 movements.

Yacht-Master Value and Collectability

When the Yacht-Master debuted, Rolex enthusiasts endured lengthy wait lists and paid premium prices to acquire the watch. Since its introduction, retail prices for new Rolex Yacht-Masters have more than doubled. The market for pre-owned Yacht-Masters has followed suit as these watches continue to hold their value.

While some collectors prefer the more moderately priced non-precious Subs, the Yacht-Master is an investment-grade timepiece with lasting appeal and a fervent base of enthusiastic collectors. Used Rolex Yacht-Masters to consider include the series hallmark steel/platinum Rolesium, the cobalt blue sunray dial edition (ref.116622), both early- and later-edition two-tone Rolesor versions and the Rolex Yacht Master rose gold variants. The original ref. 16628 Rolex Yacht-Master gold case is rare and highly desirable.

Expect pre-owned Yacht-Masters to show signs of wear on the bezel, case and bracelet; some may carry a desirable patina as well. Yacht-Master prices will vary based on model and materials, but always look for pre-owned watches that include original boxes, papers and bracelets.

Watchmaker’s Perspective

Throughout its history, a large number of Rolex Yacht-Master watches used the reliable Caliber 3135 movement. Watchmakers agree that the Caliber 3135 is one of the most successful movements Rolex has ever produced. That success was not just luck—Rolex made many innovations with this movement that led to its widespread popularity.

One of those innovations was the use of screw-nuts on the balance bridge for adjusting endshake of the balance wheel. Endshake is a watchmaking-specific term that relates to the vertical freedom that a wheel has between its jewel bearings. Too little endshake and the wheel will be held too tightly, increasing friction. Too much endshake and the wheel may lose engagement or malfunction in other ways.

Adjusting the endshake of a balance wheel is especially difficult, as the balance wheel is a much more complex component than a simple wheel (gear). This usually involves completely removing the balance wheel from its bridge and using a micrometric tool to make the adjustment—time consuming, to say the least. Getting the perfect amount of endshake will result in better iscochronal performance of the watch, and the screw-nuts in Caliber 3135 make it straightforward to make that adjustment. These screw-nuts on the Caliber 3135 used inside the Rolex Yacht-Master are a welcome improvement for all watchmakers.

Content provided for informational purposes only. eBay is not affiliated with or endorsed by Rolex.

Rolex Yacht-Master 40 Platinum Bezel Men's Watch 126622-0001

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vision and mission statement business plan

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Home » Business Plans

How to Write a Business Plan Mission and Vision Statement [Sample Template]

Are you currently writing a business plan? If YES, here’s an in-depth guide and sample template on how to write a workable mission & vision statement for a business. A vision and mission statement are some of the most important requisite for business success and sustainability, but unfortunately, most entrepreneurs and small business owners run their business without these two thing out of ignorance.

What is a Mission and Vision Statement?

A mission and vision statement ( more commonly called a mission statement or a vision statement ) is a brief sentence that declares the goals that a business plans to achieve in the future. Like a compass guides a ship, it guides a business to success by providing continuously inspiring its stakeholders in their daily operations and strategic moves.

A mission statement helps you plan your business effectively. It provides the destination for your journey to business success. Of course, without a destination, you can’t plan a route. Before we discuss the steps involved in developing a mission statement for your business, let’s look at the components of a mission statement and why you really need a mission statement for your business.

Today, I will be sharing with you an underground secret to building a business from scratch. This secret is one of the contributing factors to the success of any business; yet, it’s often ignored. This secret is nothing more than a “ Business Mission Statement. ”

“The thing I really care about is the mission; making the world open.” – Mark Zuckerberg

The importance of a mission statement can never be over emphasized. I have seen so many startups without a mission; even some established firms also make the mistake of operating without a mission.

“Being an entrepreneur, I have come to realize that all successful businesses are driven by three fundamentals. One is the cash flow, two is the team and three is the mission. Of these three, the mission is the most important.” – Ajaero Tony Martins

Now what has a mission statement got to do with building a business? What’s the impact of a mission statement on an entrepreneur undergoing the entrepreneurial process? Is a mission statement a source of ? While I am not going to answer these questions directly, the following points will help you further understand why you need to develop a mission statement for your business?

Why Your Business needs a Mission Statement

1. The mission is the foundation on which your business will be built. It’s the true purpose of your business and that purpose is reflected in the mission statement. Without a strong mission statement, you don’t have a true business. All you have is just a profit making venture that will soon be wiped out with time.

“To turn really interesting ideas and fledging ideas into a company that can continue to innovate for years, it requires a lot of disciplines.” – Steve Jobs

2. The entrepreneurial spirit is found in the mission statement. When I look at the mission statement of any business, I get a peep into the life of the entrepreneur that founded that business. The entrepreneurial spirit is what drives the entrepreneur forward. If the mission is strong, your spirit will be strong towards the pursuit of your goal.

“The IKEA spirit is strong and living reality. Simplicity in our behavior gives us strength. Simplicity and humbleness characterize us in our relations with each others, our suppliers and our customers.” – Ingvar Kamprad

3. Your mission statement is the bond binding you, your team, employees and your customers to the business. Take away the mission and other key elements will fall apart. Your mission also has the power to attract other like-minded individuals and entities to your cause. The reason is that people with the same mission align together; more like birds of the same feather flocking together.

4. With a strong mission, your business will weather any storm. Take a look at businesses that has been around for over 100 years and you will see businesses with a strong mission. As an example:

• General Electric has stood the test of time because the spirit of its founder “ Thomas Edison ” continues to guide the company through its mission.
• Henry Ford’s mission statement was: “ To democratize the automobile ” and that mission has kept the Ford Motor Company going.
• Aliko Dangote’s mission statement goes: “ Providing your basic need ” and this mission drives the Dangote Group to dominate the commodities market of
• The Rich Dad Company; founded by Robert Kiyosaki keeps waxing strong because of its mission, which is “ To elevate the financial well being of humanity .”

By contrast; I have come to observe that when a company forgets its mission, its starts to lose its relevance. The bond holding the business will be broken and good customers will leave, employees will resign and the business will dwindle. Just as the case of the Dot com burst, many profitable Dot com companies went under because they forgot their mission.

3 Components of a Mission and Vision Statement

1.  a vision.

This, simply put, states the impact you envision your business having on the world in years to come. You can have more than a single statement in here, but don’t go beyond three. Gloss it over to make sure anyone who reads it feels at least one of inspiration, hope, commitment, and awe.

In addition, your vision statement must be compelling, detailed, and reflective of the intended end outcome. Avoid one that is bland, generic, uninspiring, or unreasonable. An example of a good vision statement is that of 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.  A mission statement

This is a brief statement that states the important goal or purpose that your business is poised to achieve. In other words, it’s a single sentence stating why your business exists in a convincing manner. Keep your mission statement specific and concise ( the shorter it is, the better ), make it connect with both employees and stakeholders, and make it highlight your value proposition. Don’t make it too long, generic, or confusing. An example of a good mission statement is that of Nike:

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

Here’s another example of a mission statement:

“To contribute to development of value-added agricultural businesses . ”

3. Core values

These outline the principles and values that the stakeholders in a business will follow in their bid to achieve their vision. They also specify the bounds or limits that the stakeholders must watch while trying to actualize the mission. The following are examples of core values:

• Respect and protect the environment
• Offer high quality products that are safe for consumers
• Meet the ever-changing needs of consumers
• Practice highly ethical business standards

If your business is going to stand the test of time, then you will have to build it upon a strong mission. With the above in mind, let’s now look at the steps involved in developing a mission and visions statement.

How to Write a Mission and Vision Statement for a Business Plan

Please bear in mind that you are learning as much of yourself each day as you are about your customer. So, don’t feel that anything you state here is etched in stone and cannot be changed. The more you understand your customer and the market, the more necessary it would become for you to shift grounds accordingly. But you need to state here what you have to offer at the moment. This will be a starting point for any changes you may need to effect later ( as your business grows ).

1.  Sit down in a quiet spot and reflect upon your thoughts

Ask yourself what drives you forward? What keeps you motivated? When you have figured out the answer to these questions, put it down in writing.

2.  Ask yourself how best you can serve your customers

What will your business stand for in the heart of your customers? What will be the ultimate benefit your customers can derive from your business? When you figure the answer to these questions out, put it down in writing.

3. Brainstorm for your vision statement

The vision is the most important component of your mission statement. Simply put, this is a picture or idea of what you plan to achieve in future . A vision statement is always concise and easy to remember, and for this reason, every stakeholder in a business can easily focus on it; and their decisions and activities are directed towards achieving the vision. Here is a good example of a vision statement:

“ Creating a vibrant rural economy driven by value-added agriculture. “

Once you get one down, then getting other components becomes very easy. To find the best vision statement for your business, simply ask yourself the question, “Why does this business exist?” Present answers from various angles, and you will find your mission statement among them.

4.  Get down your mission statement

As stated earlier, your mission statement is that action sentence that describes how you will achieve your vision. Finding this is much easier once you have found your vision statement. If you are stuck, just do it this way: If your vision is “A diabetes-free society” , then simply add the word “ To ” and another suitable verb to convert it to an action sentence. And there you will have your mission statement.

Using the same vision, you will get “To bring about a diabetes-free society .” You can go further by tweaking it, so that you will have something like: “To manufacture products that can cure diabetes effectively and permanently.” You get it now?

5.  List your core values

First off, you need to clarify your values. This means taking into account all the various stakeholders that your business is ( or will be ) accountable to—including investors, customers, employees, and suppliers. Now, consider how you would like to ideally conduct business with each of these stakeholders. Start making a list and your core values should start to emerge.

These are the various steps you will follow in your quest to achieve your vision. Brainstorm for as many as possible, list them down, and the prune your list down to as few as possible without leaving out any important ones. Now, let’s look at some additional tips that you will need to keep in mind when preparing your mission and vision statement.

4 Extra Success Tips for Developing a Business Plan Mission and Vision Statement

• Your mission statement must be brief and simple. Being succinct as demanded by a mission statement isn’t easy. And you may need to go through several hours of tweaking and editing before arriving at the perfect sentence. Though short, your mission statement must capture the very essence of what your business plans to achieve. The fewer words the better. Use just only the few words needed to pass the message without leaving out any vital details.
• Your mission statement must be in tune with your vision, and both sentences must blend to form a single thought.
• There’s no rule that says you must get it perfectly at once. You can keep review your mission statement later, if necessary.
• Your mission and vision statements must give the reader an insight, a covert one, at least into what you offer. This is more important if the name of your business doesn’t suggest what products or services you’re offering.

If you follow the guidelines I shared in this post, you will prepare a perfect vision and mission statement that will drive your business to success. Now I want you to know that no one can help you develop a mission statement. You alone can develop your mission and as a final note, it’s worthwhile you know that of the entire business system, the mission is the most important.

• Go to Chapter 8 Part C: Writing your Business Plans Goals and Objectives
• Go Back to Chapter 7 : H ow to Write a Business Plan Executive Summary
• Go Back to Introduction and Table of Content

More on Business Plans

35 vision and mission statement examples that will inspire your buyers.

Published: February 28, 2024

Why do you choose to buy products and services from certain brands even when cheaper options exist? It often comes down to a compelling brand mission — like these 35 mission statement examples.

Brands use a mission statement to express their values. As consumers, we like to patronize businesses that have values we believe in.

A strong mission statement makes it easy for consumers to understand your values and feel confident purchasing from you.

Still, loyalty doesn’t happen overnight. Building brand loyalty, like creating mission and vision statements, takes time. You may just find the inspiration that you need in someone else’s mission statement, so we’ve gathered 35 example mission statements to help make your research easy.

If you’re in a bit of a time crunch, use this table of contents to find precisely what you’re looking for to inspire the development of your company’s mission.

100 Mission Statement Examples & Templates

Mission statements from 100 companies and templates to create one for your business.

• 100 real examples
• 10 industries
• Instructions & guidelines
• 10 free templates

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Table of Contents

What is a mission statement.

How to write a mission statement, what is a vision statement.

• Mission vs Vision Statements

Mission and Vision Statement Template

Best mission statement examples.

• Best Vision Statements Examples

A mission statement is a simple statement about the goals, values, and objectives of an organization. A mission statement summarizes why a business exists and helps a company respond to change and make decisions that align with its vision.

This brief description helps customers, employees, and leadership understand the organization’s top priorities.

An effective mission statement will naturally change over time. As a company grows, it may reach its early goals, and they’ll change. It’s important to revise mission statements as needed to reflect the business’s new culture as it achieves its goals and develops new targets.

What makes a good mission statement?

A great mission statement combines physical, emotional, and logical elements into one exceptional customer (and employee) experience that you value as much as they do. A good mission statement will not only explain your brand’s purpose but will also foster a connection with customers.

When your brand creates a genuine connection with customers and employees, they’ll stay loyal to your company, thereby increasing your overall profitability.

Mission statements also help you stand out in the marketplace, differentiating your brand from the competition.

I’ve personally observed that there’s more brand recognition for companies when consumers think they have an important mission.

When wearing a pair of TOMS shoes, I’ve noticed that people comment more on my shoes than when I’m wearing Converse or Nike shoes (which are both more well-known brands). TOMS famously created the One for One® model, where they vowed to donate one pair of shoes for every one purchased.

A memorable company mission makes your product more noteworthy.

What are the three parts of a mission statement?

Your mission statement should clearly express what your brand does, how it does it, and why the brand does it. You can quickly sum this up in your mission statement by providing the following:

• Brand purpose. What does your product or service do or aim to offer and for whom?
• Brand values. What does your company stand for? For example, are you environmentally conscious and provide a more sustainable solution to solve a problem? Values are what make your company unique.
• Brand goals. What does your company accomplish for customers? Why should they purchase from you instead of other competitors?

With these three components, you can create a mission that is unique to your brand and resonates with potential customers. Next, we’ll guide you step by step on how to write a proper mission statement to build on as your company evolves.

You understand the importance of a well-crafted mission statement that effectively summarizes a company’s purpose, but how do you write one? Let’s look at the steps to write a good mission statement, and then we’ll dive into mission statement examples to inspire your creativity.

• Explain your company’s product or service offering.
• Identify the company’s core values.
• Connect how your company’s offering aligns with your values.
• Condense these statements into one.
• Refine your mission statement.

1. Explain your company’s product or service offering.

A good mission statement helps prospects understand what your company does in a literal sense. This means explaining your offering in basic, clear terms. Your explanation should answer the most basic questions like:

• Are you selling a product or service?
• Why would customers buy it?
• How does your offering solve for the customer?

Record your answers and focus on how your product or service brings value to your buyer personas , otherwise known as your target audience.

2. Identify the company’s core values.

Now, this is where you can start thinking bigger. You didn’t just make a product or service at random. Instead, you’re most likely motivated by a set of core values . This is particularly important for socially conscious businesses and brands that care about well-being.

Core values are deeply ingrained principles that guide a company’s actions. Take HubSpot’s culture code, HEART , for example:

• Empathetic.
• Remarkable.
• Transparent.

These are principles that not only company employees respect but are principles that our customers appreciate as well. By identifying core values that hold meaning on personal and organizational levels, you’ll have an appealing set to add to your mission statement.

3. Connect how your company’s offering aligns with your values.

So, how can your company offering serve your core values? You need to draw a connection between the two in a way that makes sense to the public.

For example, if one of your core values centers on innovation, you want to frame your product or service as pushing boundaries and explaining how it helps customers innovate their lives or business practices. Essentially, you’re taking the literal benefit of the offering and expanding it to serve a higher purpose.

4. Condense these statements into one.

A mission statement can be as short as a single sentence or as long as a paragraph, but it’s meant to be a short summary of your company’s purpose. You need to state the what, who, and why of your company:

• What — The company offering.
• Who — Who you’re selling to.
• Why — The core values you do it for.

Condense this to be between one and three sentences long. At this stage of development, it’s often helpful to write several mission statement drafts to help process ideas and experiment.

Once you have successfully conveyed your brand’s message, it’s time to refine and perfect your mission statement.

5. Refine your mission statement.

Above all, your mission statement stands as a marketing asset that is meant to be:

• Free of fluff.

Your mission statement should clearly outline the purpose of your company offering, capture the company spirit, and show the common goals the company is working to achieve.

Have other team members or advisors read your mission statement draft and make adjustments if needed according to their recommendations. This is normally a slow process for brands, and I’ll share ideas and company mission statement examples in a moment to help inspire creativity in the writing process.

A vision statement is aspirational and expresses your brand’s plan or “vision” for the future and potential impact on the world. They often serve as a guide for a brand’s future goals and explain why customers and employees should stick around for the long haul.

What makes a good vision statement?

A good vision statement should be bold and ambitious. It’s meant to be an inspirational, big-picture declaration of what your company strives to be in the future. It gives customers a peek into your company’s trajectory and builds customer loyalty by allowing them to align their support with your vision because they believe in the future of your brand as well.

What are the three parts of a vision statement?

Your company vision is meant to be inspirational while also aligning with the company’s mission. A vision statement should have the following characteristics:

• Aspirational and ambitious. Have a lofty outlook for what you want your business to accomplish? Here’s the place to put it. Your vision statement should be aspirational and showcase how your business will grow in the future.
• Practical and achievable. While your statement should be ambitious, it shouldn’t be impossible. Set a goal that is both challenging and practical.
• General. Your vision should be broad enough to encompass all of your brand’s overall goals. Think of it as an umbrella for your mission statement and company objectives to nest under.

Both mission and vision statements are often combined into one comprehensive “mission statement” to define the organization’s reason for existing and its outlook for internal and external audiences — like employees, partners, board members, consumers, and shareholders.

The difference between mission and vision statements lies in the purpose they serve.

Mission Statement vs. Vision Statement

A mission statement clarifies what the company wants to achieve, who they want to support, and why they want to support them. On the other hand, a vision statement describes where the company wants a community, or the world, to be as a result of the company’s services.

Thus, a mission statement is a roadmap for the company’s vision statement.

A mission statement is a literal quote stating what a brand or company is setting out to do. This lets the public know the product and service it offers, who it makes it for, and why it’s doing it. A vision statement is a brand looking toward the future and saying what it hopes to achieve through its mission statement. This is more conceptual, as it’s a glimpse into what the brand can become in the eyes of the consumer and the value it will bring in the long term.

In summary, the main differences between a mission statement and a vision statement are:

• Mission statements describe the current purpose a company serves. The company’s function, target audience, and key offerings are elements that are often mentioned in a mission statement.
• Vision statements are a look into a company’s future or what its overarching vision is. The same elements from the mission statement can be included in a vision statement, but they’ll be described in the future tense.

Now that we know what they are, let’s dive into some useful examples of each across different industries.

Need more examples to build your mission statement? Download our free overview of mission statements — complete with 100 templates and examples to help you develop a stand-out mission statement.

Write a mission statement with these useful templates , like the example below:

• Life Is Good: To spread the power of optimism.
• sweetgreen: Building healthier communities by connecting people to real food.
• Patagonia: Patagonia is in business to save our home planet.
• American Express: Become essential to our customers by providing differentiated products and services to help them achieve their aspirations.
• Warby Parker: To inspire and impact the world with vision, purpose, and style.
• InvisionApp: Transform the way people work together by helping them collaborate better. Faster. On everything. From anywhere.
• Honest Tea: To create and promote great-tasting, healthy, organic beverages.
• IKEA: 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.
• Nordstrom: Our mission is to continue our dedication to providing a unique range of products, exceptional customer service, and great experiences.
• Cradles to Crayons: Provides children from birth through age 12, living in homeless or low-income situations, with the essential items they need to thrive — at home, at school, and at play.
• Universal Health Services, Inc.: To provide superior quality healthcare services that patients recommend to family and friends, physicians prefer for their patients, purchasers select for their clients, employees are proud of, and investors seek for long-term returns.
• JetBlue: To inspire humanity — both in the air and on the ground.
• Workday: Our core values guide everything we do — employees, customer service, innovation, integrity, fun, and profitability.
• Lowe’s: Together, deliver the right home improvement products, with the best service and value, across every channel and community we serve.
• Tesla: Accelerating the world’s transition to sustainable energy.
• Invisible Children: Invisible Children exists to end violent conflict and foster thriving ecosystems in solidarity with our world’s most at-risk communities.
• TED: Spread ideas, foster community, and create impact.
• Microsoft: To empower every person and every organization on the planet to achieve more.
• Disney: To entertain, inform, and inspire people around the globe through the power of unparalleled storytelling.
• Meta: Giving people the power to build community and bring the world closer together.
• Vista Equity Partners: By providing technology expertise, operational guidance, and capital for sustainable growth, we empower organizations across all industries to stay ahead in the digital economy.
• Dunkin’: Everything we do is about you. We strive to keep you at your best, and we remain loyal to you, your tastes, and your time. That’s what America runs on.
• Nike: To bring inspiration and innovation to every athlete in the world. If you have a body, you are an athlete.
• Starbucks: To inspire and nurture the human spirit — one person, one cup, and one neighborhood at a time.
• Google: Google’s mission is to organize the world’s information and make it universally accessible and useful.

1. Life Is Good : To spread the power of optimism.

Image Source

The Life is Good brand is about more than spreading optimism — although, with uplifting T-shirt slogans like “Seas The Day” and “Forecast: Mostly Sunny,” it’s hard not to crack a smile.

There are tons of T-shirt companies in the world, but Life is Good’s mission sets itself apart with a mission statement that goes beyond fun clothing: to spread the power of optimism.

This mission is perhaps a little unexpected if you’re not familiar with the company’s public charity: How will a T-shirt company help spread optimism? Life is Good answers that question below the fold, where the mission is explained in more detail using a video and with links to the company’s community and the Life is Good Playmaker Project page .

What we like : Life is Good has a lofty, yet specific, mission statement. It’s a hard-to-balance combination.

2. sweetgreen : Building healthier communities by connecting people to real food.

Notice that sweetgreen’s mission is positioned to align with your values — not just written as something the brand believes.

The language lets us know the company is all about connecting its growing network of farmers growing healthy, local ingredients with us — the customer — because we’re the ones who want more locally grown, healthy food options.

The mission to connect people is what makes this statement so strong. And, that promise has gone beyond sweetgreen’s website and walls of its food shops: The team has made strides in the communities where it’s opened stores as well. Primarily, it offers education to young kids on healthy eating, fitness, sustainability, and where food comes from.

What we like : Inclusive language is built into this statement.

3. Patagonia : Patagonia is in business to save our home planet.

A previous vision of Patagonia’s mission statement was “Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.”

Patagonia’s mission statement spotlights the company’s commitment to helping the environment and saving the earth. The people behind the brand believe that among the most direct ways to limit ecological impacts is with goods that last for generations or can be recycled so the materials in them stay in use.

In the name of this cause, the company donates time, services, and at least 1% of its sales to hundreds of environmental groups worldwide.

If your company has a similar focus on growing your business and giving back, think about talking about both the benefits you bring to customers and the value you want to bring to a greater cause in your mission statement.

What we like : This mission statement example from Patagonia succinctly combines their products and activism into one memorable sentence.

4. American Express : Become essential to our customers by providing differentiated products and services to help them achieve their aspirations.

The tweet above is from Simon Sinek , and it’s one that we repeat here at HubSpot all the time. American Express sets itself apart from other credit card companies in its list of values, with an ode to excellent customer service, which is something it’s famous for.

We especially love the emphasis on teamwork and supporting employees so that the people inside the organization can be in the best position to support their customers.

What we like : The emphasis on teamwork and supporting employees so that the people inside the organization can be in the best position to support their customers.

5. Warby Parker : To inspire and impact the world with vision, purpose, and style.

In one sentence, the brand takes us to the root of why it was founded while also revealing its vision for a better future.

The longer-form version of the mission reads: “We’re constantly asking ourselves how we can do more and make a greater impact — and that starts by reimagining everything that a company and industry can be. We want to demonstrate that a business can scale, be profitable, and do good in the world — without charging a premium for it. And we’ve learned that it takes creativity, empathy, and innovation to achieve that goal.”

The mission statement’s success all comes down to spot-on word choice.

What we like : Warby Parker doesn’t hold back on letting its unique personality shine through.

6. InvisionApp : Transform the way people work together by helping them collaborate better. Faster. On everything. From anywhere.

This mission statement from InvisionApp is:

• Business babble-free.

As a result, it makes the folks at InvisionApp seem trustworthy and genuine.

What we like : This mission statement uses short senses and powerful words to be as pointed as possible.

7. Penguin Randomhouse : To ignite a universal passion for reading.

Penguin is speaking to an audience that is excited to expand their horizons and explore new narratives. This mission statement focuses on the power of story and how it can shape lives. With that, the publishing house makes its mission more than just releasing books.

What we like : Penguin creates a mission that everyone can relate to. Who doesn’t love a good story?

8. IKEA : 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.

The folks at IKEA dream big. Their vision-based mission statement communicates their mission of making everyday life better for their customers.

It’s a partnership: IKEA finds deals all over the world and buys in bulk, then we choose the furniture and pick it up at a self-service warehouse.

“Our business idea supports this vision ... so [that] as many people as possible will be able to afford them,” the brand states

What we like : Using terms like “as many people as possible” makes a huge company like IKEA much more accessible and appealing to customers.

9. Nordstrom : Our mission is to continue our dedication to providing a unique range of products, exceptional customer service, and great experiences.

A previous version of Nordstrom’s mission statement was, “Offering customers the very best service, selection, quality, and value.”

When it comes to customer commitment, few companies are as hyper-focused as Nordstrom is. Although clothing selection, quality, and value all have a place in the company’s mission statement, it’s clear that it’s all about the customer: “Nordstrom works relentlessly to give customers the most compelling shopping experience possible.”

If you’ve ever shopped at a Nordstrom, you’ll know the brand will uphold the high standard for customer service mentioned in its mission statement. Associates are always roaming the sales floors, asking customers whether they’ve been helped, and doing everything they can to make the shopping experience a memorable one.

What we like : The use of the term “great experiences” creates the feeling that Nordstrom cares about retaining customers instead of making on-off sales, which breeds customer loyalty.

10. Cradles to Crayons : Provides children from birth through age 12 living in homeless or low-income situations with the essential items they need to thrive — at home, at school, and at play.

Cradles to Crayons divided its mission and model into three sections that read like a game plan:

• The Mission.

The “rule of three” is a powerful rhetorical device called a tricolon that’s usually used in speechwriting to help make an idea more memorable. A tricolon is a series of three parallel elements of roughly the same length — think, “I came; I saw; I conquered.”

What we like : This mission statement begins by feeling very detailed but zooms out to encompass the overall wellbeing of its target audience.

11. Universal Health Services, Inc. : To provide superior quality healthcare services that patients recommend to family and friends, physicians prefer for their patients, purchasers select for their clients, employees are proud of, and investors seek for long-term returns.

A company thrives when it pleases its customers, its employees, its partners, and its investors — and Universal Health Services endeavors to do just that, according to its mission statement.

As a healthcare service, it specifically strives to please its patients, physicians, purchasers, employees, and investors.

What we like : The brand places emphasis on each facet of the organization by capitalizing the font, making it easy to skim and digest.

12. JetBlue : To inspire humanity — both in the air and on the ground.

JetBlue is committed to its founding mission through lovable marketing, charitable partnerships, and influential programs — and we love the approachable language used to describe these endeavors. For example, the brand writes how it “set out in 2000 to bring humanity back to the skies.”

For those of us who want to learn more about any of its specific efforts, JetBlue offers details on the Soar With Reading program, its partnership with KaBOOM!, the JetBlue Foundation, environmental and social reporting, and so on.

On its website, JetBlue breaks down all these initiatives well with big headers, bullet points, pictures, and links to other web pages visitors can click to learn more. JetBlue also encourages visitors to volunteer or donate their TrueBlue points.

What we like : JetBlue has to straddle two sides of its business: the flight experience (in the air) and the entire experience that customers have with buying flights (on the ground). This mission statement is short but manages to encompass both sides of the company.

13. Workday : Our core values guide everything we do — employees, customer service, innovation, integrity, fun, and profitability.

Workday, a human resources (HR) task automation service, doesn’t use its mission statement to highlight the features of its product or how it intends to help HR professionals improve in such-and-such a way.

Instead, the business takes a stance on values.

There’s a lot of great tech out there, but at Workday, it revolves around the people . Their mission statement observes the state of its industry — which Workday believes lacks a human touch — and builds company values around it.

What we like : This mission statement is confident yet kind.

14. Lowe’s : Together, deliver the right home improvement products, with the best service and value, across every channel and community we serve.

Sometimes, the best way to communicate is to be direct. Lowe’s mission statement does this beautifully, and it’s also a great lesson in how the words and phrases you choose show your audience the force behind your mission.

This mission statement begins with the word “together.” So, no matter what location, products, or channel, the top priority of its mission is that it happens as a team.

That focus on togetherness also creates a foundation for the volunteer, scholarship, and charitable work that this organization does.

What we like : This statement hones in on the who, how, what, and why behind this powerful home improvement brand.

15. Tesla : Accelerating the world’s transition to sustainable energy.

A car company’s punny use of the word “accelerating” is just one reason this mission statement sticks out. But, Tesla makes this list because of how its mission statement describes the industry .

It may be a car company, but Tesla’s primary interest isn’t just automobiles — it’s promoting sustainable energy. And, sustainable energy still has a “long road” ahead of it (pun intended) — hence the world’s “transition” into this market.

Ultimately, a mission statement that can admit to the industry’s immaturity is exactly what gets customers to root for it — and Tesla does that nicely.

What we like : The Tesla mission statement uses incredibly well-chosen words to communicate multiple meanings and make customers think about the industry as a whole, not just the company.

16. Invisible Children : Invisible Children exists to end violent conflict and foster thriving ecosystems in solidarity with our world’s most at-risk communities.

A previous version of Invisible Children’s mission statement was “Partners with local peacebuilders across central Africa to end violent conflict through locally-led solutions.”

Invisible Children is a nonprofit organization that raises awareness around the violence affecting communities across Central Africa, and the company takes a confident, decisive tone in its mission.

The most valuable quality of this mission statement is that it has an end goal. Many companies’ visions and missions are intentionally left open-ended so that the business might always be needed by the community. But Invisible Children wants to “end” violent conflict facing African families with local solutions.

It’s an admirable mission that all businesses — not just nonprofits — can learn from when motivating customers.

I’ve personally volunteered for Invisible Children, and I’ve seen firsthand this mission statement isn’t something that sits on their website gathering dust. It’s understood by every individual at every level of the organization, from youth volunteers to leadership.

What we like : You don’t need to ask yourself, “What does Invisible Children do again?” when looking at their work. A clear, visible line can be drawn from every social media post, fundraising effort, and public campaign to this mission statement.

17. TED : Spread ideas, foster community, and create impact.

We’ve all seen TED Talks online before. Well, the company happens to have one of the most concise mission statements out there.

TED, which stands for “Technology Education and Design,” has a succinct mission statement that starts with “Spread ideas.”

Sometimes, the best way to get an audience to remember you is to zoom out as far as your business’s vision can go. What do you really care about?

TED has recorded some of the most famous presentations globally. Then, it hones in on what great ideas can do — foster community and create impact.

What we like : This mission statement shines through in every Talk you’ve seen the company publish on the internet.

18. Microsoft : To empower every person and every organization on the planet to achieve more.

Microsoft is one of the most well-known technology companies in the world. It makes gadgets for work, play, and creative purposes on a worldwide scale, and its mission statement reflects that. Through its product offering and pricing, it can empower every person and organization.

What we like : This statement encompasses both the organizations and the individuals that use Microsoft products.

19. Disney : To entertain, inform, and inspire people around the globe through the power of unparalleled storytelling.

Disney’s mission statement goes beyond providing ordinary entertainment. It intends to tell stories and drive creativity that inspires future generations through its work.

What we like : This is an exceptional mission statement because it goes beyond giving consumers programs to watch, but ones that excite and change the way people see themselves and the world around them.

20. Meta : Giving people the power to build community and bring the world closer together.

Meta, formerly known as Facebook, is a major social media organization with a concise vision statement. It provides a platform to stay in touch with loved ones and potentially connect to people around the world.

What we like : This is a concise mission statement, but it still manages to encompass two enormous points: the company’s origin (Facebook) and the future of the internet.

21. Vista Equity Partners : By providing technology expertise, operational guidance, and capital for sustainable growth, we empower organizations across all industries to stay ahead in the digital economy.

Many businesses sell a clear and easy-to-understand product or service, but other companies need to combine branding with product education. This means that some mission statements need to not only communicate how a brand does business but also make it easy to see what it’s selling.

Vista Equity Partners is a leading technology brand that supports a wide range of people, technologies, and products. In its mission statement, it clarifies what its company offers and why. It does this using the terms its audience uses most often to describe how it can help.

What we like : This mission statement creates a skillful balance of product education and audience identification.

22. Dunkin ’ : Everything we do is about you. We strive to keep you at your best, and we remain loyal to you, your tastes, and your time. That’s what America runs on.

Dunkin’ (previously Dunkin’ Donuts) has a mission that goes beyond remaining a large coffee chain. Rather, the brand wants to be the consummate leader in the coffee and donut industry. It wants to become a place known for fun, food, and recreation.

This example touches on the evolution of the company. Depending on your age, Dunkin’ makes you think of donuts and a “cheat day” from your healthy eating goals. I think of Saturday mornings from my childhood when my parents would occasionally surprise us with donuts for breakfast.

“Donuts” was dropped from the company’s name in 2019, helping Dunkin’ keep up with changing consumer trends and embrace the popularity of their coffee.

What we like : This example looks to the future while also giving a nod to its necessary evolution.

23. Nike : To bring inspiration and innovation to every athlete* in the world. *If you have a body, you are an athlete.

The Nike mission statement includes a unique element: an asterisk and a footnote expanding on their language choice.

It's concise yet answers a question that they know the athletic industry struggles to answer: What defines an athlete? It manages to simultaneously be informative and bring inspiration to their branding.

What we like : This mission statement articulates the target audience with very specific yet inclusive language.

24. Starbucks : To inspire and nurture the human spirit — one person, one cup, and one neighborhood at a time.

While the idea of paying $3 for a cup of coffee seems normal now, Starbucks had to fight to justify its prices when they were a new brand. They positioned themselves on the market as being another place to gather locally, one that didn’t revolve around alcohol.

The Starbucks mission statement touches on this subtly with the use of the word “neighborhood.” It’s a concise statement that speaks to their founding principles and, of course, includes their flagship product: a quality cup of coffee.

What we like : Good mission statements use emotional language, and the Starbucks mission statement does that well with the terms “inspire,” “nurture,” and “human spirit.”

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

Google has become so synonymous with modern life that its brand name has become a verb. It’s estimated that there are 99,000 Google searches every second, and the search engine is only one of its products.

Google has more products than consumers know about, but their mission statement doesn’t go into all of them (and if it tried, no one would ever read the whole thing). Instead, it touches on what we all love about Google: how useful the product is. This company mission statement reminds us of what we love best about the brand.

What we like : Google is a customer-centric company, and consumers feel that immediately when reading its mission statement.

Now that we’ve gone over successful mission statements, what does a good vision statement look like? Check out some of the following company vision statements — and get inspired to write one for your brand.

Best Vision Statement Examples

• Alzheimer’s Association: A world without Alzheimer’s and all other dementia.
• Teach for America: One day, all children in this nation will have the opportunity to attain an excellent education.
• Creative Commons: Help others realize the full potential of the internet.
• Chipotle: We believe that food has the power to change the world.
• Australia Department of Health: Better health and wellbeing for all Australians, now and for future generations.
• LinkedIn: Create economic opportunity for every member of the global workforce.
• Purely Elizabeth: We believe that food can heal.
• AllHere: Connecting All Families with the Right Support at the Right Time.
• Southwest: To be the world’s most loved, most efficient, and most profitable airline.
• Supergoop!: Change the way the world thinks about sunscreen.

1. Alzheimer’s Association : A world without Alzheimer’s and all other dementia.

The Alzheimer’s Association conducts global research and gives quality care and support to people with dementia. This vision statement looks into the future, where people won’t have to battle this currently incurable disease. With the work that it’s doing in the present, both employees and consumers can see how the organization achieves its vision by helping those in need.

What we like: This vision statement is ambitious and broad enough to be an umbrella statement in line with a brand's mission.

2. Teach for America : One day, all children in this nation will have the opportunity to attain an excellent education.

Teach for America creates a network of leaders to provide equal education opportunities to children in need. This organization’s day-to-day work includes helping marginalized students receive the proper education they otherwise wouldn’t have access to. Its vision statement is what it hopes to see through its efforts — a nation where no child is left behind.

What we like: “One day” is an unspecified amount of time, which makes sense for such an ambitious goal, and yet that doesn’t stop it from being their goal.

3. Creative Commons : Help others realize the full potential of the internet.

This nonprofit’s vision statement is broad. It helps overcome legal obstacles to share knowledge and creativity around the world. By working closely with major institutions, its vision is an innovative internet that isn’t barred by paywalls.

What we like: The vision for this brand is limited to the internet, yet “full potential” allows for a lot of creativity.

4. Chipotle : We believe that food has the power to change the world.

Delicious tacos, burritos, and bowls aren’t the only things that Chipotle is passionate about. Many fast food brands differentiate with products. But Chipotle offers a belief instead. This idea fuels practices like using local and organic produce, using responsibly raised meat, and cutting greenhouse emissions.

What we like: Chipotle’s vision statement makes it clear what inspires and drives the actions of this international brand.

5. Australia Department of Health : Better health and wellbeing for all Australians, now and for future generations.

This government department has a clear vision for its country. Through health policies, programs, and regulations, it has the means to improve the healthcare of Australian citizens.

What we like: The phrase “now and for future generations” communicates the long-term commitment of this health department.

6. LinkedIn : Create economic opportunity for every member of the global workforce.

LinkedIn is a professional networking service that gives people the opportunity to seek employment. Its vision statement intends to give employees of every level a chance to get the jobs they need.

What we like: Although “every member of the global workforce” seems like an uncountably large number, having it as their vision keeps LinkedIn always working for improvement and further outreach.

7. Purely Elizabeth : We believe that food can heal.

Purely Elizabeth is a food brand selling granola, oatmeal, and cereal products. Its extended vision statement reads: “When you eat better, you feel better. It’s that simple. That’s why we use superfoods with vibrant flavors and rich textures to create delicious foods to help you thrive on your wellness journey.”

Food brands have a lot of competition, and this brand’s broad and inspiring vision offers a chance to connect more deeply with customers. Its podcast, blog, and recipe resources offer useful tools and tips for anyone looking to heal their bodies with their food choices.

What we like: This vision statement is simple but powerful.

8. AllHere : Connecting All Families with the Right Support at the Right Time.

Attendance is a big challenge for schools and families, especially with students in middle and high school. AllHere offers AI services like mobile messaging to overcome administrative and communication challenges. This helps students, parents, and teachers get the support they need for student success.

What we like: This vision statement emphasizes that this challenge is bigger than individual habits. It’s an empowering vision of an educational system that works for everyone.

9. Southwest : To be the world’s most loved, most efficient, and most profitable airline.

Southwest Airlines is an international airline that strives to serve its flyers with a smile. Its vision statement is unique because it sees itself not just excelling in profit but outstanding customer service, too. Its vision is possible through its strategy and can lead its employees to be at the level they work toward.

What we like: Southwest gets it right — by being well-loved and efficient, they can become the most profitable airline. Putting customers first makes a business successful.

10. Supergoop! : Change the way the world thinks about sunscreen.

For a vision statement to excite, but not overwhelm, it should be both broad and specific. Company mission statement examples like the one above from Supergoop! show that it may be tricky, but it’s also possible to balance those two extremes.

This vision says that sunscreen is important AND that sunscreen is more than sunscreen. This simple statement helps the audience think more about what its products are and what they should expect from those products. It’s about education, awareness, and quality.

What we like: This vision statement keeps the tone positive, bright, and direct.

Inspire Through Brand Values

It was Anna Lappé who said, “Every time you spend money, you’re casting a vote for the kind of world you want.” Conscious consumerism is an economic trend that brands should pay attention to. Consumers are certainly paying attention.

Now that you understand the power of a great mission statement and you have these mission statement examples to learn from, you’re ready to take this step in your own brand.

Brand values play a much more significant role in customer loyalty than you think. Showing that your business understands its audience — and can appeal to them on an emotional level — could be the decision point for a customer’s next purchase.

We hope you found some insight from these mission statement examples and that they help you brainstorm your inspiring vision and mission statements for your business.

Editor’s note: This post was originally published in August 2014 and has been updated for comprehensiveness.

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How To Write A Vision Statement In 4 Steps + Tips & Examples

In this comprehensive guide, we'll cover the basics of a vision statement —what is it, why is it important, what a good one looks like— and provide you with a bullet-proof step-by-step formula and tips on how to write a vision statement. We will also provide inspiring vision statement examples from top organizations.

🎁As a bonus, you can download our free Vision Statement Tookit with all the resources you need to create a great business vision statement that rallies your whole organization towards achieving your ultimate goal.

Here's what you will discover inside:

What Is A Vision Statement?

• Why Is A Vision Statement Important For Company Goals?

Vision Statement Vs Mission Statement: What's The Difference?

Key characteristics of great vision statements, helpful tips for writing your own vision statement, fail-proof formula: how to write a vision statement in 4 simple steps, what to avoid when writing a vision statement, bad vision statement examples (and why), great vision statement examples for inspiration.

• How To Effectively Communicate Your Company Vision?
• Turn Your Vision Into A Strategic Advantage

A company vision statement describes the desired future state of the organization in the long term —generally within a 5 to 10-year timeframe— and guides the direction of the business's efforts. It serves as a guiding framework for the business's strategic efforts being a critical component of a highly effective business strategic plan .

🎥 If you’re more of a visual learner, watch our video on how to write a vision statement for a straightforward, step-by-step guide:

Why Is A Vision Statement Important For Company Goals? 

By clearly defining the long-term aspirations of your business, a vision statement outlines a roadmap for the future. It guides decision-making , aligns efforts, and inspires stakeholders to work towards common goals.

Here’s a detailed look at the critical functions of a vision statement:

Drives strategic decision-making

A well-defined vision statement acts as a filter for strategic initiatives , ensuring that every decision aligns with the company's ultimate goals. This focused approach optimizes r esource allocation and prevents distractions.

Aligns teams and fosters unity

A shared vision statement creates a sense of purpose and belonging among employees enabling organization-wide alignment . When everyone understands the company's direction, collaboration improves, and teams become more effective.

Enhances organizational culture

A strong vision statement contributes to a positive company culture by defining shared company values and aspirations. It inspires employees to go above and beyond, fostering a sense of pride and commitment.

Influences external stakeholders

A clear and compelling vision statement attracts investors, customers, and partners. It communicates the company's ambition and potential, building trust and credibility.

As you can see, a company’s vision statement isn't just a nice-to-have; it's a critical component of every business plan and strategy discussion. Including it in the strategic planning process ensures that the organization and its departments remain aligned with the vision and avoid getting sidetracked.

The most common mistake we see across the internet and with our customers is that most people do not understand the difference between a company's mission and vision statements. Mistaking one for another can prevent an organization from reaching its full potential.

While we covered this a bit more in-depth in this article , here's a short recap: 

• A vision statement describes a long-term, idealistic state of your company’s FUTURE. 
• A mission statement describes a roadmap to a specific destination (your VISION) that explains how will you achieve it.

Let’s see an example from LinkedIn:

• Vision statement : To create economic opportunity for every member of the global workforce.
• Mission statement : To connect the world's professionals to make them more productive and successful.

LinkedIn's mission and vision statements clearly articulate their long-term goals and the practical steps they are taking to achieve those goals, serving as a best practice for distinguishing between the two.

💡Tip from our Cascade strategy experts: If you're in doubt about what is a vision statement and what is a mission statement, do this simple test with two questions. 

• What do they want to achieve? To create the most compelling car company of the 21st century… (vision statement)
• How? … by driving the world's transition to electric vehicles (mission statement)

Crafting your company’s vision statement involves more than just jotting down a few inspiring sentences and sharing them with your teams. A well-constructed vision statement should have several key characteristics to effectively guide and inspire your organization.

Evocative and inspiring

Powerful vision statements stir emotions and ignite imagination. They tap into the human spirit, creating a sense of purpose and excitement that resonates with employees at every level. Think memorable and inspiring—something that leaves a lasting impression.

Customer-centric

An effective vision statement puts the customer first, showing a deep understanding of their needs, desires, and challenges. It should clearly articulate how your organization will create value for customers and build lasting relationships.

Future-oriented

Your vision statement should look beyond the present to imagine a better future. It should challenge the status quo and inspire innovation, providing a clear path toward progress and growth for the entire organization.

Differentiating and unique

A great vision statement sets your organization apart from the competition. It should highlight what makes your company unique, showcasing your value proposition and competitive advantages. What makes your company special and different? Make sure to include that in your vision.

Action-oriented

Vision statements should be more than just a statement of intent; they should inspire action and provide clear direction and motivation for employees, empowering them to contribute to actually achieving that vision. Remember, even if your vision is the best one yet, without effective execution, it remains just words on paper. It's the daily actions, decisions, and strategies driven by that vision that turn it into reality.

By incorporating these characteristics, your vision statement will become a powerful tool for driving growth and success.

Keep in mind that vision creation doesn't begin with sitting behind a desk and writing black on white. Reach out to your stakeholders and team members who will play a role in realizing the company's vision. Organize a workshop, or more if necessary, to brainstorm ideas and gather their feedback.

Our free Vision Statement Toolkit includes a template and workbook designed to guide you through brainstorming exercises and streamline the entire vision creation process.

As a result, including other stakeholders in the vision-creation process will not only yield ideas but also get buy-in from the beginning since it will be their vision too. 

Here are 8 tips to help you write an inspiring vision statement:

Tip #1 Keep it short

Your vision statement should be punchy and easy to remember. Aim for a maximum of two sentences to ensure it is concise and impactful.

Tip #2 Make it specific

Tailor your vision statement to your business and describe a unique outcome that only your organization can provide. This specificity sets your vision apart and makes it more relatable.

Tip #3 Write in the present tense

Craft your vision statement in the present tense to create a sense of immediacy and relevance. This approach makes the vision feel more attainable and actionable.

Tip #4 Avoid ambiguity

Steer clear of words that are open to interpretation. For instance, stating that you will maximize shareholder return in 2022 is vague unless you specify what that means. Be precise in your language to avoid misunderstandings.

Tip #5 Simplicity is key

There is a tendency to overcomplicate vision statements, but clarity is essential. Make your vision clear enough for both internal and external audiences to understand. Avoid jargon, metaphors, and business buzzwords.

Tip #6 Be ambitious yet realistic

Your vision statement should be ambitious enough to inspire excitement, but not so unrealistic that it seems impossible to achieve. Find a balance that motivates without discouraging.

Tip #7 Allow for evolution

A vision statement should evolve with your business. When brainstorming your future vision, consider a five-year timeframe. This period is long enough to set an ambitious goal but short enough to maintain focus and commitment.

Tip #8 Align with core values

Ensure your vision statement aligns with your company's core values. Once you have established your company values, review your vision to confirm that they are in sync. This alignment reinforces your organization's identity and purpose.

💡 If anything, you should memorize these 4 words before you go into crafting your own vision statement: Short, Specific, Simple , and Ambitious

There are hundreds of articles out there that give examples of good and bad vision statements. There are also plenty of articles that give a high-level overview of what to consider when creating your own.

However, what we noticed was lacking was a concrete step-by-step process to go through to help you create one. As such, we've outlined a process that we often use with our customers that might work for you too.

There are plenty of great vision statements out there that will not conform to the process below. But if you're struggling or just need a place to start, then hopefully this will help.

Step 1: Define what you do as an outcome

Start by being exceptionally clear about what it is your organization actually does. Be careful to remain 'outcome focused' rather than 'output focused' .

For example, Microsoft famously had a vision statement to “ Put a Microsoft-powered computer on every desk in the world” (slightly paraphrased).

Strictly speaking, what Microsoft 'does' is make computer software, but for the purposes of their vision, they looked forward to the actual outcome of this process - i.e. computers on desks.

Let's look at some other vision statement examples:

• A bakery makes bread. But the outcome is consumers enjoying that bread.
• A consulting company gives advice. But the outcome is the success of others based on that advice.
• A government department does...lots of things. But the outcome is better lives for the citizens they serve.

Whilst this process may seem obvious, you would be surprised by how rarely organizations actually go through this process in a formal, written way.

Doing so will take you a long way towards creating your vision statement—BUT it's not enough alone. If it was, all bakeries, for example, would have the same vision statement which is hardly inspiring!

💡TIP: If you are not sure where your organization wants to be in the future, you can use different tools, like SWOT or SOAR analysis , that will help you formulate your vision and future-oriented goals.

Step 2: Define what unique twist your organization brings to the above outcome

Very few products or services these days are truly new—most are more like reinventions of something that exists already, but with a different approach, focus, or spin.

At some point in your organization's lifespan, someone will have believed that the reason that THIS organization would be successful where others have failed, was because of.........something.

You need to define that something!

Let's take our bakery example. So far, our vision statement looks pretty generic, along the lines of customers enjoying our bread. But why will they enjoy our bread more than the bread from the place next door?

Is it because we use centuries-old traditions passed through generations of our family? Because we only use premium grade locally sourced ingredients? Whatever your unique selling point is, let it shine through in your vision statement.

Step 3: Apply some high-level quantification

Ironically, a common problem with a vision statement is that it's too visionary. With no possible end in sight (or a totally unrealistic one) the initial inspiration derived from a solid vision statement can quickly turn to frustration or even cynicism among employees and customers.

That said, this doesn't mean you should put numbers or any financial metrics in your vision statement —this will come later in your planning process .

However, you still want to add some high-level quantification to make it achievable.

Sticking with our bakery example, we might want to refine our target audience to 'every customer who walks through the door' . That's fine, or maybe we want to be bolder: 'every customer within walking distance of a store'.

The quantification we apply could also be industry-specific. If you're a B2B, are you shooting for small businesses or multinationals, for example?

Step 4: Add relatable, human, 'real world' aspects

Your vision statement by this point should be getting pretty close to finished. But one final trick you can apply to help make it even more memorable is to add a real-life aspect.

This will allow people to conjure up a solid mental image to associate with your vision statement.

Let's look at two different vision statement examples. Which of the following do you think is likely to be more memorable?

a) To have every working person in the world using Microsoft product

b) A Microsoft-powered computer on every desk

We would argue that (b) is more memorable because as you read this, you're actually visualizing a computer sitting on a wooden desk in a room.

There's nothing wrong with (a), but it's highly conceptual and thus difficult to transform into a mental picture. Let's look at another example:

"Ensure that every customer who leaves our store does so smiling." 

Here, using the word 'smiling' instead of 'happy' is powerful because it conjures a mental image of a person smiling.

It won't always be possible to bring this level of tangibility to a vision statement, but if it is, we strongly encourage you to do so.

Putting it all together

Following our 4-step process, the final vision statement of our bakery would look something like this:

Producing and selling locally sourced cakes and pies that are so delicious and satisfying , that every customer who leaves our store does so with a smile.

If we deconstruct it into the various steps, we can see each at work as follows:

Step 1 - The output Step 2 - The twist Step 3 - The quantification Step 4 - The human connection

Even if yours doesn't look like this at the end, following the process above will help you to bring structure and purpose to your effort.

Final check

Our tip for creating a good vision statement is to use our formula, which we explain below, in conjunction with the 4-step framework. 

Ask yourself the following questions to check if your vision statement checks all the boxes of a good vision: 

• Is it C lear? 
• Is it A mbitious, but not seemingly unattainable? 
• Is it S timulating? 
• Is it C oncise?
• Is it too A bstract? 
• D uration: Is it limited to a specific time range? 
• Does it E ncourage you to take action?

While it’s essential to focus on what makes a vision statement effective, it's equally important to be aware of common pitfalls to avoid.

Here are some key mistakes to steer clear of when writing your vision statement:

Mixing up vision and mission statement

One of the most common errors is confusing the mission statement with the vision statement. Remember, a mission statement outlines what your organization does today and how it plans to achieve its goals, while a vision statement describes where you see your company in the future . Keep these distinct to ensure clarity and effectiveness.

Combining vision and mission statement into one

Avoid the temptation to merge your vision with your mission statement. This can dilute the purpose of each and create confusion. A vision statement should inspire and provide a long-term view, whereas a mission statement should be more action-oriented and focused on the present.

Being too vague or generic

A vision statement that is too broad or generic fails to inspire and guide. Avoid using vague language or clichés that could apply to any organization. As we saw in our step-by-step formula, make your vision statement specific to your company, highlighting what sets you apart and where you aim to be in the future.

So, while keeping all these tips in mind, let's look at some vision statement examples and analyze where they fit so you can either use them as inspiration or use them to avoid making the same mistake when crafting your own vision statement.

Here are some real-life examples of vision statements that, in our opinion, could do with a little tweaking. For each, we will explain what could be done better.

"Provide maximum value for our shareholders whilst helping our customers to fulfill their dreams."

If this was your vision statement → Well, let's hope it isn't. That's a classic mission statement example that describes HOW the company will achieve its vision. 

"Our company vision is to make every brand more inspiring and the world more intelligent by 2023."

If this was your vision statement → You would want to make it more specific and relatable. Is it realistic that 'every brand' will use the services of this company? How about 'making the world more intelligent.' Can you be more specific on which brands? What does it mean to make the world more intelligent? That said, 'making brands more inspiring' has potential—it’s specific and meaningful.

"We aspire to be the most admired and valuable company in the world."

If this was your vision statement → We’d suggest rethinking it. This is too vague and generic.  Which company doesn't want to be the most admired and most valuable? Your vision statement should be more specific than that. 

"We are committed to achieving new standards of excellence by providing superior human capital management services and maximizing the potential of all stakeholders - clients, candidates, and employees - through the delivery of the most reliable, responsive..." [and it goes on, but that's probably enough]...

If this was your vision statement → You’d want to make it clearer and more tangible. Phrases like 'new standards of excellence,' 'superior human capital management,' and 'maximizing potential' are full of buzzwords and vague concepts. A good vision statement should be memorable and inspiring, not filled with jargon.

We know we’re being a bit harsh, but hopefully, these examples highlight some common pitfalls to avoid when creating your own vision statement.

First, let's revisit the bakery vision statement example from the previous sections:

"Producing and selling locally sourced cakes and pies that are so delicious and satisfying, that every customer who leaves our store does so with a smile."

This is a great example that follows our 4-step fail-proof formula, but there are many ways to craft an effective vision statement. Let’s explore some other inspiring vision statements that, while they don’t adhere to our exact formula, still manage to create an engaging and memorable company vision: 

Vision statement: To be Earth's most customer-centric company, Earth's best employer, and Earth's safest place to work. 

Vision statement : To be one of the world's leading producers and providers of entertainment and information.

Vision statement : A global force for Learning-through-Play. 

We love this one because it's short, sweet and easy to remember.

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

📚Want to see more examples of a great vision statement? Check this article with 35 vision statement examples from top companies, such as Patagonia, Microsoft, Netflix, and Starbucks. 

How To Effectively Communicate Your Company Vision? 

Let's say you've finally crafted the perfect vision statement that makes everyone in the C-suite proud. Marketing updated the website, ran a PR campaign, and posted across all company social media and internal channels. The new direction is making waves in the company, but as time passes, everyone forgets about it and gets on with their business-as-usual. 

If you have a vision but take no action, your organization has no future.

In other words, you need to keep the company's vision top of mind 24/7/365 if you want to achieve it. Consistent communication is the key to success.

Cascade is a powerful strategy execution tool designed to help organizations plan, execute, and track their strategy in one central location. Having everything in one place, enables organizations to keep their vision, mission, and company values top of mind.

In Cascade, you can add your vision statement, mission statement, and company values not only at the company level but also at the team level. This flexibility allows different teams to have specific elements tailored to their unique goals and challenges while still aligning with the overall organizational strategy.

Different teams within an organization may have unique functions and objectives that require tailored vision and mission statements. For example, the Marketing team might focus on being the most innovative in brand strategy, while the Sales team might aim to be the most customer-centric in the industry. These specific visions help teams align their daily activities with their broader goals and maintain a strong sense of purpose.

Another best practice is to integrate your vision into daily operations and decision-making processes. Encourage leaders at all levels to reference the vision statement when setting goals , planning projects, and making strategic decisions. This integration helps embed the vision into the organizational fabric, making it a constant guide for all activities.

You can also include your vision in every company-wide meeting. Here at Cascade, we make sure to run the all-hands meeting every week. Here's what our agenda usually looks like: 

• Drive alignment around company vision and overall strategy 
• Communicate the strategy priorities 
• Share updates and progress toward key business goals
• Celebrate our accomplishment 
• Establish two-way communication between employees and executives 

Turn Your Vision Into A Strategic Advantage 

You may have a top-flight board and a great executive team, but the success of your organization depends on your leadership. Your vision for the future needs to be clear and strong so people can understand it and join forces behind it.

In short, unity and a laser-sharp focus are what separate winning businesses from losers these days.

To ensure your vision drives business growth, use Cascade to centralize your strategy so that you can be 100% sure that every team and department aligns with the overarching vision. This focus on strategy execution transforms your vision from a statement into actionable steps that drive business growth.

See Cascade in action! Create a free forever account or schedule a call with our strategy experts for a personalized tour and discover how you can transform your vision into reality.

🎁Don’t forget to download our free Vision Statement Toolkit and our eBook with +100 vision statement examples for inspiration!

Editor's note:

This article is part of our ‘How to Write a Strategy' series:

• How To Write A Strategic Plan: The Cascade Model
• How to Write a Good Vision Statement (This Article)
• How To Create Company Values
• Creating Strategic Focus Areas
• How To Write Strategic Objectives
• How To Create Effective Projects
• How To Write KPIs

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20 Powerful Vision Statement Examples for Success in 2023

Key takeaways.

Starting a business can be an exciting undertaking, reaping many promises of reward and economic benefit. Amidst this motivation and excitement, the temptation to jump right in and get started can be overwhelming. Navigating the new waters of a business successfully, however, requires thoughtful planning and strategy. You can be easily knocked off-course by the waves of uncertainty if you don’t know where you’re going, even if you have some of the finest tools and sailors. 

What Is a Vision Statement?

A vision statement is an organization’s guiding description of future objectives. The vision statement communicates what the organization’s existence strives to accomplish. Goals and strategies outlined within the mission statement lean on the vision statement for direction and alignment.

How Does a Vision Statement Differ From a Mission Statement?

A vision statement communicates future aspirations. Where does the organization want to be in ten years? What is it that the organization is working toward achieving? Rather than providing detailed plans, vision statements serve as a light post that inspires and guides actions. 

Examples of Vision Statements vs. Mission Statements

Vision Statement: “Create economic opportunity for every member of the global workforce.”

Mission Statement: “To connect the world’s professionals to make them more productive and successful.”

Vision Statement: “To make the best products on earth and to leave the world better than we found it.” 

Southwest Airlines

Vision Statement: “To be the world’s most loved, most efficient, and most profitable airline.”

What Are the Key Components of a Good Vision Statement?

The purpose of a vision statement is to communicate an organization’s mission and direction to both internal and external stakeholders. To do this effectively, it must contain several key components.

A good vision statement:

Things to Avoid When Writing a Vision Statement

How to write a vision statement in 5 steps, 1. get clear on your “why”.

Identifying your organization’s “why” for existing is the first step in determining how to create a vision . In Start with Why , leadership and business expert Simon Sinek shares, “Very few people or companies can clearly articulate why they do what they do. By why, I mean your purpose, cause, or belief.” Yet, identifying and articulating your organization’s purpose is critical to its success. This is because people connect—as consumers, partners, clients, or employees—with organizations they trust and understand. Without clarity of purpose, there can be no trust or understanding. 

2. Visualize the Future

Questions to ask yourself while visualizing:

3. Draft Your Statement

The vision statement for Adidas, for example, is “To be the design leaders with a focus on getting the best out of the athletes with performance-guaranteed products in the sports market globally.”

4. Revise for Clarity

5. implement, communicate, and intentionally restate it.

Tips for communicating your vision statement:

5 Best Practices for Writing a Vision Statement

Top 20 vision statement examples, 3. make-a-wish.

“To build Calm into one of the most valuable and meaningful brands of the 21st century.”

9. Facebook

12. netflix, 13. habitat for humanity, 16. pandora music, 18. planet fitness, 19. audible, get started on your vision statement today.

“Business as usual produces predictable results. But if you want something fresh, something new, that takes vision. Greatness only happens by design.” Michael Hyatt , The vision driven leader

22 vision statem ...

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@media(min-width: 1024px){.css-hqxvux{max-width:100%;}} 22 vision statement examples to help you write your own.

When launching a startup, founders typically have an idea of what they want to achieve — a vision of what success will look like. During the strategic planning process, it’s important to put this vision into concrete terms. Not only does a vision statement clarify your thoughts, but it helps employees and stakeholders understand what the business has set out to accomplish. No matter what the business, a good mission and vision statement can inspire and motivate employees to make that vision a reality.

Whether it’s your first or fifth business, writing a compelling vision statement can be challenging. Below, we'll share how to write a vision statement — one that inspires your employees and positively impacts your business — and we'll look at a few vision statement examples to help you get started. 

What is a vision statement? 

A personal mission statement and personal vision statement can be used to guide our decision-making and help us stay focused to meet our long-term goals. Company statements are no different. A company vision statement is one of your most important business documents, along with your mission statement and core values. Although it’s easy to confuse the three, each one is unique and serves its own purpose. 

Core values are the organization’s long-term beliefs and principles that guide employee behavior. A mission statement deals with “why” an organization exists, while a vision statement outlines “what” that existence will eventually look like. A mission statement has to do with what the organization is doing in the present, while a vision statement focuses on the future. Mission statement examples include L’Oreal’s “Offering all women and men worldwide the best of cosmetics innovation in terms of quality, efficacy, and safety.” Conversely, Disney’s vision for itself is “to be one of the world’s leading producers and providers of entertainment and information.”

Primarily intended for internal employees and shareholders, a vision statement describes what an organization aspires to be. It helps to think of a vision statement as part roadmap, part inspiration. By outlining a long-term vision, rather than just short-term goals, a vision statement helps give the organization shape and purpose. 

Why it’s important to have a vision statement.

Despite the importance of a vision statement, many companies choose to operate without one. Some simply combine their mission and vision into one general document. Others do away with the idea altogether, thinking that corporate visions are vague statements that serve no actual purpose. 

Furthermore, studies show that highly aligned organizations grow revenue 58% faster, and are 72% more profitable than ones that are unaligned. If an organization doesn’t have a vision or a clear idea of what it wants, it will greatly limit its opportunities and have a difficult time inspiring employees to stay committed.  

How to write a vision statement.

Writing a vision statement may seem like a daunting task. It’s read by every employee and shareholder, and greatly impacts the success of the organization. And a vision statement takes time and thought. When done well, a vision statement can provide the encouragement your company needs to achieve its goals. To streamline the process, keep the following steps in mind while crafting your vision statement:

1. Determine who will help write your vision statement.

When starting out, it’s likely you and your partners will be responsible for writing your company’s vision statement. Once you start hiring, you can ask managers and employees to contribute additional insights. Interviewing a range of individuals will help create a vision statement that integrates and speaks directly to the entire organization. 

2. Project your goals for the future.

Imagine your company five or ten years down the line. The outcome you envision — your dream for the future, your success as a company — should be captured in the vision statement. Keep in mind that the statement should only include the vision, not an actual step-by-step plan for implementing solutions. 

The following questions can help you clarify your vision: 

• Where do we want the organization to go? 
• What can we realistically achieve?
• What problem does the organization intend to solve?
• What are the changes we believe the organization can make for individuals? For the industry? 
• How will things be different if the vision is realized?
• What phrases or keywords describe the type of organization and outcome we want?

3. Stick to the specifics.

A generic vision statement — one that sounds like it could apply to any company — will not be enough to motivate your team. Vision works best when it’s specific and describes an end goal only your organization can provide. Don’t be afraid to dream big. A lukewarm vision will only yield lukewarm results. So it’s important to be bold, and even risky, when writing your vision statement. 

4. Keep it short and simple.

While it should be specific, a vision statement shouldn’t be overly detailed. It should be concise. Start by jotting down all of your ideas, and then pare those down to the essentials. Keeping just one or two key points helps create a clear vision that’s easy for everyone to focus on and fulfill. Stay away from technical terms and jargon, and use the present tense. Rather than trying to write something catchy, aim for clarity. A great vision statement works best when it’s simple, memorable, and inspirational. 

Revisit your vision often as your company evolves.

A vision statement sets an organization’s sights on the future. However, once that future is reached, the vision needs to continue moving forward. Your vision statement is a living document, not a set of static sentences. It plays an important part in your overall strategic plan for a certain time frame. It should therefore be regularly updated to reflect your organization’s current purpose. 

Constantly communicate your vision.

Once you have a vision statement that articulates your end goal, make sure it’s clearly communicated. A vision is more effective when your entire organization takes it to heart. Commit the proper resources and time toward realizing the vision you’ve set. This can mean investing in seminars and training or launching a new product. It can also include offering the lowest possible prices, entering new markets, or exploring other areas of opportunity. A good way to help everyone align with a company's vision statement is by inviting them into the process. Ask for employees’ input, and suggest ways to incorporate the vision into their work. Then, make sure to recognize or reward individuals for their standout contributions.

Vision statement examples.

Sometimes, seeing what works for notable companies is just the inspiration you need to create your own vision statement. Below are some inspiring vision statements from today’s top companies:

Concept-based vision statements.

Some vision statements are based on concepts of what the company hopes to be or achieve in the future. This can be a general statement focused on customers, or a position the company wants to hold within the industry. Below are a few examples of concept-based vision statements:

• BBC: “To be the most creative organization in the world”
• Disney: “To make people happy.”
• Google: “To provide access to the world’s information in one click”
• IKEA: “To create a better everyday life for the many people”
• Instagram: “Capture and share the world’s moments”
• LinkedIn: "Create economic opportunity for every member of the global workforce”
• Microsoft: “To help people throughout the world realize their full potential”
• Nike: “To bring inspiration and innovation to every athlete in the world”
• Oxfam: “A just world without poverty”
• Shopify: “To make commerce better for everyone”
• Sony: "To be a company that inspires and fulfills your curiosity.”
• TED: “Spread ideas”
• Tesla: “To accelerate the world’s transition to sustainable energy”
• Uber: “We ignite opportunity by setting the world in motion”
• Whole Foods : “To nourish people and the planet.”

Quality-based vision statements.

Other common vision statements are focused on internal goals. These include the type of products and services the company hopes to provide as they grow. Quality-based vision statements can also relate to company culture and operations. The following are some examples from actual United States companies in different industries:

• Amazon: “Our vision is to be earth’s most customer-centric company, where customers can find and discover anything they might want to buy online.”
• Avon: “ To be the company that best understands and satisfies the product, service, and self-fulfillment needs of women—globally.”
• Ben & Jerry’s: “Making the best ice cream in the nicest possible way”
• Ford: “People working together as a lean, global enterprise to make people’s lives better through automotive and mobility leadership.” 
• IBM: “To be the world’s most successful and important information technology company. Successful in helping our customers apply technology to solve their problems. Successful in introducing this extraordinary technology to new customers. Important because we will continue to be the basic resource of much of what is invested in this industry.”
• McDonald’s: “To move with velocity to drive profitable growth and become an even better McDonald’s serving more customers delicious food each day around the world.”
• Nordstrom: “To serve our customers better, to always be relevant in their lives, and to form lifelong relationships”
• Starbucks: “To establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow.” 
• Warby Parker: “We believe that buying glasses should be easy and fun. It should leave you happy and good-looking, with money in your pocket. We also believe that everyone has the right to see.”
• Zappos: “To provide the best customer service possible. Deliver 'WOW' through service”

Keep a clear vision.

Even if it’s just a few sentences, a vision statement provides a lot of value. Not only does it outline the company’s desired outcome, but it can communicate intentions and hopes for the future. The best part is that a vision statement changes with your organization. When a vision is reached or updated, it’s time to create a new vision statement. This encourages everyone toward greater goals, and opens your company to more possibilities.

@media(min-width: 1024px){.css-hqxvux{max-width:100%;}} Ready to bring your vision to life? Brex can help.

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How to write an effective mission statement (with free template)

A mission statement explains your company’s purpose. You should write a mission statement when starting a business so you have a clear idea of what you stand for. Read on to learn how to write an effective mission statement that can help you tackle company goals.

It’s natural to face challenges when leading teams and managing projects, and one way to push forward despite the hard times is to remember your “why.” Your company mission defines why you do what you do, who you do it for, and the impact you’ll create by doing it. When you know your mission, you’ll feel good about where your company is going, even through ups and downs. 

A mission statement is a brief declaration of your company’s what, who, and why. You should share this statement with everyone in your organization so team members understand your collective goals. While a mission statement isn’t specifically for marketing, you’ll likely share it externally as well. This is why it’s important to write it eloquently.

Your mission statement is a foundational piece of content you can use as a jumping-off point for various other materials, including:

Value propositions

Business plans

Company vision statement

Once you’ve solidified your core values and initiatives, you’ll have an easier time expanding on those ideas and getting the message out to your audience.

5 steps to write a mission statement

Your mission statement isn’t something you can craft by yourself. Before you sit down to draft it, recruit other senior and executive leaders at your company who have a sense of what you’re aiming for. Together, use the steps below to get to the root of what your company stands for and the message you want to spread.

1. Answer fundamental questions

To figure out what your mission statement should say, you’ll need to answer fundamental questions about your business. 

What do we do?

What do we create?

Who is our audience?

How do we make a difference?

Once you’ve answered the basics, consider questions that can help you craft a strong mission statement.

How do we differ from others in the industry?

How can we make our mission statement stand out from our competitors?

Can we use other mission statements for inspiration?

Consider having each member of your mission statement tiger team answer these questions separately, then pool your answers together. Your mission statement should be evergreen, so think about it in a way that incorporates business growth. It’s important to consider what your company’s purpose is in the context of what your future might be. 

2. Use your answers to brainstorm copy

Now that you have the ideas for your mission statement, you need the right words. Use brainstorming techniques to help you and the other leaders at your company come with creative ways to express yourselves. The goal is to inspire your team without sounding cliché or overly complex.

Some helpful brainstorming techniques include:

Mind-mapping: Mind mapping is a visual brainstorming technique you can use on your own or with your team. Start with one word or idea and use it to inspire other ideas. You’ll need a large piece of paper or whiteboard to write down a topic. Then, draw lines connecting tangential words or ideas to it.

Brain-netting: Brain-netting is great for remote collaboration , and it involves brain dumping ideas virtually, whether on a Slack channel, Google Doc, or through your project management tool . Team members can add ideas whenever inspiration strikes, and the list will be ever-evolving. 

3. Write your first draft

Now that you have solid ideas about what to put in your mission statement and creative ways to express those ideas, you can start experimenting with what sounds best. The following formulas can help you get started:

To [contribution/goal] so [impact] .

Our mission is to [contribution/goal] by [what you offer/how you do it] for [target audience] so [impact] .

To build/offer [what you offer/how you do it] for [target audience] to [contribution/goal] and [impact] .

For example, if you work for a content marketing company, here’s how your first draft might look:

To increase the value and visibility of content so companies can build strong relationships with their audiences . 

Our mission is to increase the value and visibility of content by offering content marketing services for companies so they can build strong relationships with their audiences . 

To offer content marketing services for companies to increase the value and visibility of their content and help them build strong relationships with their audiences. 

4. Ask for feedback

Draft a few versions of your mission statement so you can ask for feedback from current team members. Because the mission statement applies to everyone, it’s nice to include everyone in the feedback process—even if executive feedback gets slightly more weight. Don’t rush through the writing process. Take your time and get your mission statement to a place everyone is comfortable with.

Collaborate with your team by holding a Q&A session or by sending out surveys to ask which version of the mission statement resonates with them most. That way, once you complete your statement, you’ll feel confident that the result was a team effort. 

5. Revise and share

After collecting feedback, revise your mission statement as needed. Then, finalize it and share it with the rest of the organization. You can also include it in your business plan and share it on your website. 

Your mission statement explains your company’s purpose to those working for the company, stakeholders who may get involved with the company, and customers or clients who may spend money at the company. While you shouldn’t craft your mission statement for selling, it’s something you should be proud of and will likely want to display.

Examples of mission statements

Most companies share their mission statements with the public, either front and center on their websites, or in an easily searchable location. By making your mission statement visible to the clients and customers, companies show what they stand for and what they strive to achieve—both as an internal workforce and with the products or services they sell.

“To help humanity thrive by enabling the world’s teams to work together effortlessly.” 

At Asana , our mission statement explains who we serve and what we want our impact to be on the world. While we have various goals we work toward as a company, our mission statement is our guiding principle among all others. 

Let's do great things together. Join our team.

“To build the web’s most convenient, secure, cost-effective payment solution.” 

PayPal’s statement is more product-focused, but it’s still effective. Businesses may imply the impact they hope to make by explaining the unique features of their product offering. PayPal’s mission is to create the best product possible for customers because doing so will improve lives.

3. Patagonia

“Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.” 

Patagonia’s mission statement is complex, but it shows that their company has many layers beyond the clothing they sell. While on the surface, Patagonia offers outdoor gear, they set themselves apart from other companies by keeping the environment front of mind in all they do. 

Free mission statement template

Using a mission statement template can help you centralize your company’s most important information. Below, you’ll see how a content marketing company would’ve answered fundamental questions about their business and used those answers to design their mission statement with the provided formula.

Use the free mission statement template below to answer relevant questions about your company’s values and goals.

Why is a mission statement important?

Your mission statement is a building block for everything your team does. When you get it right, it leads to a stronger team dynamic in the workplace , more successful projects, and happier customers. Your mission statement should:

Define your brand to team members: Give your team clarity on what product you’re creating, why you’re creating it, and who you’re creating it for.

Present your brand to others: Tell others outside of your company what your team strives for everyday. 

Uphold values and objectives: Refer to your mission statement when you need to hold yourself and your team accountable to your ultimate goals.

Mission statement vs. vision statement

Many people use a mission statement and vision statement interchangeably, and while some companies combine the two, they have different meanings. A mission statement is your company’s “why” statement—in other words, your company’s purpose. Consider your mission statement as what you’re currently trying to achieve.

A vision statement can be a “how” statement or a future-focused statement. It should paint a broad picture of how you want to achieve your mission. Sometimes, companies incorporate the vision statement within their mission statement so they can state and explain their mission simultaneously. 

For example, Google's combined mission and vision statement is:

“To organize the world’s information and make it universally accessible and useful.” 

Mission statement: To organize the world’s information…

Vision statement: ...and make it universally accessible and useful.

While LinkedIn has separate mission and vision statements:

Mission statement: Connect the world’s professionals to make them more productive and successful.

Vision statement: Create economic opportunity for every member of the global workforce.

Use a mission statement to drive company success

Your mission statement is the launchpad for your company’s success. It states what you want to achieve and serves as a constant reminder of your purpose. But the only way to accomplish your mission is with small, everyday actions. A goal is just a dream until you put a process in place.

With work management software , you can set up workflows , schedules, and tasks that align with your mission statement and make your purpose a reality. Asana helps you create a purposeful and productive work experience for all your team members by giving them the clarity they need to achieve their goals.

Related resources

15 creative elevator pitch examples for every scenario

How Asana streamlines strategic planning with work management

How to create a CRM strategy: 6 steps (with examples)

What is management by objectives (MBO)?

How to Write a Mission Statement + 10 Great Examples

17 min. read

Updated May 10, 2024

Why is an effective mission statement so valuable? It’s worth taking a minute to ask what it is about certain brands that keep us coming back. What is it about them that makes us spend more time, money, or effort over other options? Is it the price? Maybe the convenience? Or is it something more?

The brands and businesses that we really connect with do more than just supply a product or service . They showcase a purpose, a mission that we can get behind. This can be displayed in how they interact with customers, the organizations and communities they support, and even the way they develop their products.

And there’s no better way for a business owner to showcase this purpose, than through a well-written mission statement.

On this page

Mission statement or vision statement?

• Why write a mission statement?
• How to write a great mission statement
• 10 Examples of Great Mission Statements

A mission statement is a simple action-oriented statement that explains your company’s purpose. It summarizes what your company does for customers, employees, and owners, and typically includes general descriptions of your organization, its core function, and its goals. In short, you’re explaining what you do and why you do it within a mission statement.

Depending on the focus of your business, your mission statement may be even broader. Explaining not just how you serve your customers and employees, but your community and the world at large. Some businesses even opt to separate this larger aspiration into what’s known as a vision statement.

A vision statement is exactly what it sounds like. It’s a vision for the direction of your company and what it aspires to be. 

These two statements aren’t really interchangeable. They both reflect the purpose and goals of your business, but serve completely different purposes. Your mission statement is the roadmap to achieve your vision. Your vision statement is a much broader picture of the aspirations for your business. 

These can be completely separate written statements for your business, or they can be combined into a more comprehensive mission statement. Having all three does allow you to utilize them for different business purposes, so it may be worth developing variations over time.

Speaking of variations, it’s important to note that your mission statement will likely evolve over time as your business grows and changes. So, don’t be afraid to make adjustments when it seems necessary, and avoid looking for the perfect version of your mission statement. 

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I’ve had a 30-year love-hate relationship with mission statements. I’ve read thousands. I love it when a mission statement defines a business so well that it feels like strategy—which does happen—and I hate it when a mission statement is generic, stale, and completely useless. 

Just because a traditional business plan often includes a mission statement isn’t a reason to do one. If it’s not going to be useful for you and help guide your business, don’t bother. The vast majority of the mission statements are just meaningless hype that could be used to describe any business.

Don’t fall into the trap of writing a mission statement just because some checklist or expert said you had to. There are actually sites that poke fun at how most mission statements use vague, high-sounding phrases to say nothing. You should write a mission statement if you want to add clarity to your business goals and you want to get your employees, investors, and customers to understand what your organization is all about. 

Developing your company’s first mission statement, or writing a new or revised one, is your opportunity to define the company’s goals, ethics, culture, and norms for decision-making. The daily routine of business gets in the way sometimes, and a quick refresh with the mission statement helps you take a step back and remember what’s most important: the organization has a purpose. 

So how do you make a useful mission statement? Over the decades I’ve spent reading, writing, and evaluating business plans , I’ve come up with a process for developing a useful mission statement, and it boils down to these five steps.

1. Start with a market-defining story

A really good market-defining story explains the need, or the want, or—if you like jargon—the so-called “why to buy.” It defines the target customer or “buyer persona .” And it defines how your business is different from most others, or even unique. It simplifies thinking about what a business isn’t, what it doesn’t do.

Imagine a real person making the actual decision to buy what you sell. Why do they want it? How did they find your business? What does it do for them? The more concrete the story, the better. And keep that in mind for the actual mission statement wording: “The more concrete, the better.”

This isn’t literally part of the mission statement. Rather, it’s an important thing to have in your head while you write the mission statement. It’s in the background, between the words. If you’re having trouble getting started, make a quick list of what your company does and doesn’t do.

2. Define what your business does for its customers

Start your mission statement with the good you do. Use your market-defining story to suss out whatever it is that makes your business special for your target customer .

Don’t undervalue your business: You don’t have to cure cancer or stop global climate change to be doing good. Offering trustworthy auto repair, for example, narrowed down to your specialty in your neighborhood with your unique policies, is doing something good. So is offering excellent slow food in your neighborhood, with emphasis on organic and local, at a price premium.

This is a part of your mission statement, and a pretty crucial part at that—write it down.

If your business is good for the world, incorporate that here too. But claims about being good for the world need to be meaningful, and distinguishable from all the other businesses. Add the words “clean” or “green” if that’s really true and you keep to it rigorously. Don’t just say it, especially if it isn’t important or always true.

For example, Apple Computer’s 2020 mission statement is:

“Apple revolutionized personal technology with the introduction of the Macintosh in 1984. Today, Apple leads the world in innovation with iPhone, iPad, Mac, Apple Watch, and Apple TV. Apple’s four software platforms—iOS, macOS, watchOS, and tvOS—provide seamless experiences across all Apple devices and empower people with breakthrough services including the App Store, Apple Music, Apple Pay, and iCloud. Apple’s more than 100,000 employees are dedicated to making the best products on earth, and to leaving the world better than we found it..”

That one obviously passes the test of defining the company with flying colors. Nobody could mistake that mission for generic hype. And it’s an interesting change from the early mission as defined by founder Steve Jobs:

“To make a contribution to the world by making tools for the mind that advance humankind.”

Ikea, on the other hand, starts its mission statement with something that could be any company anywhere. “Our vision is to create a better everyday life for the [sic] many people.” To its credit, it goes on to define a “rest of the mission” that could only be IKEA:

“We make this possible by offering 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.”

And note, in this mission statement, how Sweetgreen incorporates a world vision into a product-oriented mission statement:

“Founded in 2007, Sweetgreen is a destination for delicious food that’s both healthy for you and aligned with your values. We source local and organic ingredients from farmers we know and partners we trust, supporting our communities, and creating meaningful relationships with those around us. We exist to create experiences where passion and purpose come together.”

3. Define what your business does for its employees

Good businesses are good for their employees too or they don’t last. Keeping employees is better for the bottom line than turnover. Company culture matters. Rewarding and motivating people matters. A mission statement can define what your business offers its employees.

My recommendation is that you don’t simply assert how the business is good for employees—you define it here and then forever after make it true.

Qualities like fairness, diversity, respect for ideas and creativity, training, tools, empowerment, and the like, actually really matter. However, since every business in existence at least says that it prioritizes those things, strive for a differentiator and a way to make the general goals feel more concrete and specific.

Don’t worry about being fully unique

With this part of the mission statement, there’s a built-in dilemma. On the one hand, it’s good for everybody involved to use the mission statement to establish what you want for employees in your business. On the other hand, it’s hard to do that without falling into the trap of saying what every other business says.

Stating that you value fair compensation, room to grow, training, a healthy, creative work environment, and respect for diversity is probably a good idea, even if that part of your mission statement isn’t unique. That’s because the mission statement can serve as a reminder—for owners, supervisors, and workers—and as a lever for self-enforcement.

If you have a special view on your relationship with employees, write it into the mission statement. If your business is friendly to families, or to remote virtual workplaces, put that into your mission.

You may not need to focus on employees

And this is rare in mission statements. The vast majority are focused on messaging for customers. My recommendation here is not the norm. I include it because it’s good practice, even though not common.

While I consulted for Apple Computer, for example, that business differentiated its goals of training and empowering employees by making a point of bringing in very high-quality educators and presenters to help employees’ business expertise grow. That was part of the culture and, to my mind, part of the mission; but it wasn’t part of the mission statement. It could have been.

American Express, however, includes the team in its mission:

“We have a mission to be the world’s most respected service brand. To do this, we have established a culture that supports our team members, so they can provide exceptional service to our customers.”

4. Add what the business does for its owners

In business school, they taught us that the mission of management is to enhance the value of the stock. And shares of stock are ownership. Some would say that it goes without saying that a business exists to enhance the financial position of its owners, and maybe it does. However, only a small subset of all businesses are about the business buzzwords of “share value” and “return on investment.”

In the early years of my business, I wanted peace of mind about cash flow more than I wanted growth, and I wanted growth more than I wanted profits. So I wrote that into my mission statement. And at one point I realized I was also building a business that was a place where I was happy to be working, with people I wanted to work with; so I wrote that into my mission statement, too.

However, this element too, as with the suggestion about including employees, is unusual. Few mission statements do it. That’s understandable, since most mission statements are outward-facing only, aimed at customers and nobody else.

Still, some of the best mission statements incorporate a much broader sense of mission that includes, or at least implies, the mission of ownership.

Warby Parker, an eyewear company, does a great job at voicing a higher mission that includes customers, employees, and owners.

“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 business.”

5. Discuss, digest, cut, polish, review, and revise

Good mission statements serve multiple functions, define objectives, and live for a long time. So, edit. This step is worth it.

Start by considering developing a full mission statement for internal use and using a customer-facing subset for general publication. That’s common. Many companies have segmented mission statements, with sections set aside and categorized by type or goal. Use bullet points or sections if that works for you. Part of the reason people confuse mission with mantra and vision is that many businesses use them together, and many others also redefine them to fit their context. So what a company does for customers is often called vision, despite the formal definition.

Remember, form follows function, in mission statements, as in all business writing. Make it work for your business. Or don’t do it at all. If you want to call it a vision, and that works for employees and customers, then do that.

Cut out general terms

As you edit, keep a sharp eye out for the buzzwords and hype that everybody claims. Cut as much as you can that doesn’t apply specifically to your business, except for the occasional special elements that—unique or not—can serve as long-term rules and reminders. Unique itself, the word, means literally, the only one in the world. Use it sparingly. Phrases such as “being the best possible,” “world-class,” and “great customer service” mean little because everybody uses them. Having great customer service is way harder than writing that into a mission statement.

Read other companies’ mission statements, but write a statement that is about you and not some other company. Make sure you actually believe in what you’re writing—your customers and your employees will soon spot a lie.

Then, listen. Show drafts to others, ask their opinions and really listen. Don’t argue, don’t convince them, just listen. And then edit again.

And, for the rest of your business’s life, review and revise it as needed. As with everything in a business plan, your mission statement should never get written in stone, and, much less, stashed in a drawer. Use it or lose it. Review and revise as necessary, because change is constant.

• Great Mission Statements: 10 Examples

If you’re looking for some inspiration to get you started on your own mission statement, here are a few of my favorites.

1. Southwest Airlines

“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.”

What’s most interesting about Southwest’s mission statement is that they don’t mention anything about getting from point A to point B. Their mission is all about how they differentiate what, these days, can be seen as a commodity experience. They also focus on their own employees and the “spirit of the company”, not just the customer experience.

2. Urban Outfitters

“A lifestyle retailer dedicated to inspiring customers through a unique combination of product, creativity and cultural understanding. Founded in 1970 in a small space across the street from the University of Pennsylvania, Urban Outfitters now operates over 200 stores in the United States, Canada, and Europe, offering experiential retail environments and a well-curated mix of women’s, men’s, accessories and home product assortments.”

Urban Outfitters focuses on the experience that they deliver and the focus on what they do. Their mission drives what their stores look like and what their goal is: to inspire. They also nod to their heritage of starting small and growing.

“At Recreational Equipment, Inc. (REI) we believe a life outdoors is a life well-lived. We believe that it’s in the wild, untamed and natural places that we find our best selves, so our purpose is to awaken a lifelong love of the outdoors, for all.”

REI’s mission focuses mostly on what it wants to do for its customers, but hidden in the mission statement is a mission to preserve the environment as well. Their focus on “getting outside” is what creates a connection between them and their customers.

4. Starbucks

“To inspire and nurture the human spirit – one person, one cup, and one neighborhood at a time.”

Starbucks expands on its mission statement by stating its core values. This is really an extension of the mission statement and explains how they focus on their customers, how they grow their company, and how they work with employees. You can read their values here .

5. Walgreens

“Walgreens’ mission is to be America’s most-loved pharmacy-led health, well-being, and beauty retailer. Its purpose is to champion everyone’s right to be happy and healthy.”

Walgreen’s mission really defines their goals: what they want to achieve and in what product categories they want to achieve it in. They also bring in their broader purpose when they talk about “everyone’s right to be happy and healthy.”

“Make work-life simpler, more pleasant, and more productive.”

While Slack’s mission statement is short, it implies a lot. “Work” doesn’t just mean their customer’s work, it means their own work at their company. Their mission statement serves them both internally and externally.

7. The Coca Cola Company

“Refresh the world. Make a difference.”

Coca Cola takes a slightly different approach with a statement of purpose and then a vision statement. Their purpose is essentially their mission statement and says a lot for being so short. They want to refresh people in both body and spirit while making a positive impact on the world. Their vision also implies their goal of serving the entire world’s population which hits on their corporate and shareholder goals.

8. Patagonia

“We’re in business to save our home planet.”

Another short mission statement that says so much more than you would think at first glance. First and foremost, Patagonia doesn’t say that they are a non-profit – they state that they’re a business. And, this implies that they need to be a strong, healthy business to meet their goal of saving the planet. Their mission applies to their employees, their customers, their products, and their activism.

9. charity: water

“charity: water is a nonprofit organization bringing clean and safe drinking water to people in developing countries.”

charity: water’s mission statement is clear and to the point – it simply describes what it does and who it does it for. For most non-profit mission statements, this is enough.

 10. Asana

“Asana’s mission is to help humanity thrive by enabling the world’s teams to work together effortlessly.”

Similar to other mission statements, Asana blends a message about what they do with a higher goal of enhancing the world outside of their company. Yet, they still hint at their target market and goals of being a world-wide company, thus improving the lives of their employees and shareholders.

Tim Berry is the founder and chairman of Palo Alto Software , a co-founder of Borland International, and a recognized expert in business planning. He has an MBA from Stanford and degrees with honors from the University of Oregon and the University of Notre Dame. Today, Tim dedicates most of his time to blogging, teaching and evangelizing for business planning.

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Purpose, Mission, and Vision Statements

Purpose, Mission, and Vision Statements explain why a company exists, how it plans to achieve its goals, and what the business will ultimately achieve.

• January 31, 2023

What Are Purpose, Mission, and Vision Statements?

A Purpose Statement is an explanation of the company’s motivations and reasons for being, and why it works the way it does.

A Mission Statement is a definition of the company’s business, who it serves, what it does, its objectives, and its approach to reaching those objectives.

A Vision Statement is a description of the desired future state of the company. An effective vision inspires the team, showing them how success will look and feel.

Usage and satisfaction among survey respondents

How are purpose, mission, and vision statements implemented.

Typically, senior leaders will write the company’s Purpose, Mission, and Vision Statements with inputs from the broader organization. The development process usually begins by clarifying the purpose, then defining the mission, and then painting the vision. This requires leaders to:

• Clearly identify the corporate culture, values, strategy, and view of the future by interviewing employees, suppliers, and customers
• Address the commitment the firm has to its key stakeholders, including customers, employees, shareholders, and communities
• Ensure that the objectives are measurable, the approach is actionable, and the vision is achievable
• Communicate the message in clear, simple, and precise language
• Develop buy-in and support throughout the organization

Related Topics

Corporate Values Statements

Cultural Transformation

Strategic Planning

What Are Common Uses of Purpose, Mission, and Vision Statements?

Purpose, Mission, and Vision Statements are used both internally and externally.

They are used internally to:

• Guide management’s thinking on strategic issues, especially during times of significant change
• Help define performance standards
• Inspire employees to work more productively by providing focus and common goals
• Guide employee decision making
• Help establish a framework for ethical behavior

They are used externally to:

• Enlist external support
• Create closer linkages and better communication with customers, suppliers, and alliance partners
• Serve as a public relations tool

Abrahams, Jeffrey. 101 Mission Statements from Top Companies: Plus Guidelines for Writing Your Own Mission Statement. Ten Speed Press, 2007

Blount, Sally, and Paul Leinwand. “Why Are We Here?” Harvard Business Review , November/December 2019.

Collins, Jim, and Jerry I. Porras. “Building Your Company’s Vision.” Harvard Business Review , September/October 1996, pp. 65–77.

Kirkpatrick, Shelley A. Build a Better Vision Statement: Extending Research with Practical Advice. Lexington Books, 2016.

Knowles, Jonathan B., Tom Hunsaker, Hannah Grove, and Alison James. “What Is the Purpose of Your Purpose?” Harvard Business Review, March/April 2022.

Kotter, John P., and James L. Heskett. Corporate Culture and Performance . 1992. Reprint. Free Press, 2011.

Nanus, Burt. Visionary Leadership. Jossey-Bass, 1995.

Quinn, Robert E., and Anjan V Thakor. The Economics of Higher Purpose: Eight Counterintuitive Steps for Creating A Purpose-Driven Organization , Berrett-Koehler Publishers, 2019.

Raynor, Michael E. “That Vision Thing: Do We Need It?” Long Range Planning, June 1998, pp. 368–376.

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17 Seriously Inspiring Mission and Vision Statement Examples (2024)

Money is a by-product of value .

So, to thrive in the long run, businesses must remain focused on producing value.

However, it’s easy to lose sight of value creation and get sidetracked by other things like profit margins, expanding your product catalogs , or competitors.

To become a runaway success, businesses must have a purpose that unites and inspires people – “make more money” won’t do the trick. As the author Simon Sinek said , “People don’t buy what you do, they buy why you do it.”

This is why organizations create mission and vision statements.

These statements unify the organization and keep everyone focused on what really matters – because if you get these things right, the profits will follow.

This post will give you an introduction to the two statements. Plus, we’ll share some great mission and vision statement examples to help inspire your own. 

Now, let’s dive in.

What is a Mission Statement?

A mission statement is a short summary of an organization’s core purpose, focus, and aims. This usually includes a brief description of what the organization does and its key objectives.

What is a Vision Statement?

A vision statement is a short description of an organization’s aspirations and the wider impact it aims to create. 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.

Mission Statement vs Vision Statement: What’s The Difference?

In short: The mission is the “ what ” and the “ how ,” and the vision is the “ why .”

The mission statement defines what an organization does and includes tangible goals which the organization strives to accomplish. The vision statement, meanwhile, should clarify the aspirations of the organization and define the direction it’s heading in.

Many organizations combine the two statements to form one clearly defined reason for existing that unites the efforts of everyone involved.

Does Your Business Need Mission and Vision Statements?

Mission and vision statements are signposts.

Effective mission and vision statements will unify the focus of an organization – for the organization and their target audience .

Okay, but what if you’re only just starting a business ?

Well, whether you’re a massive corporation or a solopreneur , you can use mission and vision statements to gain clarity and ensure that you consistently make decisions in line with your ultimate goals.

These statements also help you develop a stronger brand that differentiates you from the competition.

Now, let’s look at some examples.

Mission and Vision Statement Examples

For quick reference, here are 17 examples of mission and vision statements from highly successful businesses:

• Tesla : To accelerate the world’s transition to sustainable energy.
• Nike : Bring inspiration and innovation to every athlete* in the world. *If you have a body, you are an athlete.
• MVMT : Style shouldn’t break the bank.
• Warby Parker : To offer designer eyewear at a revolutionary price, while leading the way for socially conscious businesses.
• Shopify : Make commerce better for everyone, so businesses can focus on what they do best: building and selling their products.
• Patagonia : Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.
• IKEA : To create a better everyday life for the many people.
• TED : Spread ideas.
• Amazon : To be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online.
• Southwest Airlines : To become the world’s most loved, most flown, and most profitable airline.
• Google : To organize the world’s information and make it universally accessible and useful.
• Asos : Become the world’s number-one destination for fashion-loving 20-somethings.
• Loreal : To provide the best in cosmetics innovation to women and men around the world with respect for their diversity.
• Bulletproof : Help people perform better, think faster, and live better.
• Honest Tea : Create and promote great-tasting, healthy, organic beverages.
• Starbucks: To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.
• Passionfruit: Create inclusive clothing and accessories that enable you to show your pride all year round while giving back to our community.

17 Inspiring Mission and Vision Statements Explained

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.

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

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

Tesla’s mission and vision statements are a class act.

Their mission statement clearly defines their core goal: “To create the most compelling car company of the 21st century.” Then it tells you how they intend to accomplish that goal: “By driving the world’s transition to electric vehicles.”

It’s simple and it works.

However, it’s Tesla’s vision statement that stands out.

The car company’s clever use of the world “accelerate” helps to enliven their lofty aspiration. This vision statement also showcases their drive (pun intended) for sustainable energy and how it steers (pun intended) the business.

It also allows them room to explore and develop their other set of energy solutions, Powerwall, Powerpack and Solar Roof.

All in all, Tesla’s vision for sustainable energy is one that resonates with countless people around the world.

Mission statement: 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.

Vision statement: Bring inspiration and innovation to every athlete* in the world.

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

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.

Take note of the words that declare Nike’s underlying company values: Innovation, sustainability, diversity, and community.

However, it’s Nike’s vision statement that has captured the hearts of millions.

“To bring inspiration and innovation to every athlete in the world” sounds a little vague at first. It’s Nike co-founder Bill Bowerman’s addition that hits you right in the feels: “If you have a body, you are an athlete.”

Bowerman’s statement staunchly stands up against body-shaming and is a powerful call for inclusion. 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. It’s also one of the best vision statement examples for business owners to use for inspiration.

Mission and vision statement: We were founded on the belief that style shouldn’t break the bank. Our goal is to change the way you think about fashion by delivering premium designs at radically fair prices.

MVMT have combined their company mission statement and vision statement and addressed it directly to customers.

It begins with the vision: “Style shouldn’t break the bank.”

This business vision statement cuts straight to the point and perfectly sums up MVMT’s key selling proposition of high-quality fashion watches at low prices.

The statement then goes on to explain the mission.

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.”

It’s short, punchy, and music to customers’ ears.

4.  Warby Parker

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.

Vision statement: We believe that buying glasses should be easy and fun. It should leave you happy and good-looking, with money in your pocket. We also believe that everyone has the right to see.

Warby Parker’s mission statement reminds us of why it was founded and then reveals its aims for a better future.

Note their core business aim: “Offer designer eyewear at a revolutionary price.”

In the vision statement, they address the core problems consumers face when purchasing glasses: It can be annoying, boring, costly, and still leave you anxious about whether or not they look good.

Instead, they aim to solve these problems and make buying glasses easy, fun, pleasing, and inexpensive.

Both statements also mention Warby Parker's dedication to providing glasses to people in need around the world.

Vision statement: Make commerce better for everyone, so businesses can focus on what they do best: building and selling their products.

Shopify’s vision statement begins with their overarching vision: to make commerce better for everyone.

Then they promote the reason why 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.

Shopify’s business mission statement and vision are clear: empower businesses.

6. Patagonia

Mission and vision statement: Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.

Patagonia starts with the basis of their success in business: high-quality products .

Then they explain their environmental stance in three points which explain their aim to make their business as environmentally friendly as possible and actively combat the environmental crisis.

Patagonia goes on to say, “a love of wild and beautiful places demands participation in the fight to save them.”

And the business isn’t afraid to put their money where their mouth is. The company donates at least 1% of its sales to hundreds of grassroots environmental groups around the world.

If you’re looking for vision and statement examples that clearly articulate a company’s values and goals, this is one right here.

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.

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

IKEA’s mission statement is clear and to the point.

Note the use of the words, “wide range,” “well-designed,” “functional,” and “prices so low.” If you’ve ever been to IKEA you’ll know how well they’ve managed to embody these attributes.

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.”

Mission statement: Spread ideas.

Vision statement: We believe passionately in the power of ideas to change attitudes, lives and, ultimately, the world.

TED , which stands for “technology, education, and design,” managed to boil down their entire mission into two simple, yet powerful words: “Spread ideas.”

With such a simple, highly focused mission, it’s easy to see how the TED brand has become a global phenomenon in recent years.

It’s a truly great mission statement that focuses all of their efforts.

“Everything we do – from our Conferences to our TED Talks to the projects sparked by The Audacious Project, from the global TEDx community to the TED-Ed lesson series – is driven by this goal: How can we best spread great ideas?”

In what could be considered their vision statement, TED goes on to explain that they “believe passionately in the power of ideas to change attitudes, lives and, ultimately, the world.”

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

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

Amazon ’s mission statement sums up the three things that have made them loved by millions: low prices, a huge selection, and incredible convenience.

Like all great mission statements, it shines a light on the values that bring success.

Amazon’s vision statement brings these elements together into one unified goal: “To be Earth’s most customer-centric company.”

10. Southwest Airlines

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.

Vision statement: To become the world’s most loved, most flown, and most profitable airline.

Southwest Airlines is all about customer service .

Their mission statement summarizes this dedication to customers and highlights the importance of one-to-one interactions between staff and customers.

So it’s no surprise that Southwest’s vision statement is “to become the world’s most loved, most flown airline.”

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.

Google’s mission statement perfectly summarizes what they aim to do.

Take note of the last word: “useful.”

Google understands that it doesn’t matter how well organized or accessible information is if it can’t be readily applied in life.

Their mission statement is brilliant.

But unfortunately, Google doesn’t seem to have a vision statement that clarifies the reasons why they want to organize the world’s information for everyone to use.

Mission statement: Become the world’s number-one destination for fashion-loving 20-somethings.

Asos’ mission statement solidifies their purpose by voicing exactly what they want to achieve.

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. We believe fashion thrives on individuality and should be fun for everyone.”

The addition gets a little vague in places, such as wanting young people to “achieve amazing things” – I mean, don’t we all?

However, it successfully showcases their brand image and their passion for individuality and expression .

Mission statement: To provide the best in cosmetics innovation to women and men around the world with respect for their diversity.

Loreal’s mission statement comprises two key parts.

The first lays out their dedication to providing the best in cosmetics innovation. The second is all about inclusivity.

This is key.

They aim to include people from all over the world, “with respect for their diversity.”

And despite most companies marketing cosmetics solely to women, Loreal is looking to the future as gender stereotypes break down.

This type of sensitivity and awareness will position Loreal for long-term success.

14. Bulletproof

Mission and vision statement: “Help people perform better, think faster, and live better using a proven blend of ancient knowledge and brand new technologies, tempered by research, science, and measured results from our customers, top athletes, and medical professionals.”

Bulletproof has combined their vision and mission in one short paragraph.

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.

Sure, it’s a little wordy.

But it gets to the heart of why Bulletproof exists and how they plan to make an impact on the world as a business.

As a result, Bulletproof’s mission and vision statement is well-suited to unify everyone in the company and guide their decisions.

15. Honest Tea

Mission statement: Honest Tea seeks to create and promote great-tasting, healthy, organic beverages. 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.

Honest Tea’s mission statement aims to live up to their brand name.

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.

They’re talking directly to their target market and conferring their key selling proposition: beverages that are great-tasting and healthy.

They go on to showcase their values by using words like honesty, integrity, and sustainability.

And this brand doesn’t just talk the talk – they walk the walk.

Each year, the company publishes a Mission Report in an effort to be transparent about their business practices.

16. Starbucks

Mission statement: To inspire and nurture the human spirit—one person, one cup, and one neighborhood at a time.

Another short and sweet mission statement that tells a lot about the company.

Starbucks doesn’t use big sentences or fancy words to communicate its goals. It uses clear, simple, and direct language to express what the company wants to be and for whom.  

They aspire to be known for more than just coffee by creating a culture of warmth and exclusivity.

In other words, Starbucks wants to ensure that anyone who comes through its doors feels welcomed and at home.

17. Passionfruit

Mission statement : We strive to create inclusive clothing and accessories that enable you to show your pride all year round while giving back to our community.

The folks at Passionfruit strive to promote the idea that pride is not just a one-day event.

Rather than making their mission statement about trendy clothes for the LBGTQ+ community, they promote the idea that pride is an everyday expression of oneself.

And by doing so, they remind people that the brand is aligned with LBGTQ+ values and supports the community by giving back.

All in all, it’s clear that Passionfruit wants everyone to recognize the truth for the queer community and spread inspiration – we’ll take it.

Done right, mission and vision statements are powerful things.

They can unify an entire organization’s efforts and be the signpost that continually focuses everyone’s efforts on the things that truly matter.

The key to great mission and vision statements is clarity.

Remember, a mission statement is the “ what ” and the “ how ,” and the vision statement is the “ why .”

Plus, it doesn’t matter how large or small your business is, every business can benefit from strong mission and vision statements.

If you’re considering writing a mission or vision statement for your business, start with your core values. Then, consider the wider impact you hope to have on the world through your customers.

What’s your business’s mission or vision statement?

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How to Write a Mission Statement for Business Plan With Examples

Mission and Vision Statement Templates

• December 15, 2023

Every business is as unique as its audience. Each one strives to put its best foot forward, especially when it comes to customers.

While there are countless marketing strategies—social media, content, email—all of the above marketing materials are linked to the business’s common purpose.

This is where a mission statement comes in. A business plan mission statement displays the purpose and values of a business, giving a clear message to customers about what your business is about.

But writing a mission statement that’s catchy and concise is a task. So, in this article, let’s see how to write a mission statement and why you need it.

A mission statement is a short actionable statement that specifies your company’s core purpose, principles, and goals. It states the value your company creates for your customers, employees, stakeholders, and owners.

In short, it’s a snippet representing why your business exists and what it does.

People often use mission and vision statements interchangeably, but they are different. Let’s see how.

Your mission statement focuses on what you do and how you do it. It details the organization’s current purpose, core values, and primary objectives. This provides a framework for the organization’s day-to-day operations.

In contrast, a vision statement describes where you aim to reach in the future. It outlines the long-term goals and the desired future position of the company. A clear vision statement inspires and motivates stakeholders by offering a clear and compelling future direction.

Now that we’ve clarified the difference between a mission statement and a vision statement, let’s dive into why the mission statement is so important.

Mission statements are necessary for any business. They not only guide internal operations but also communicate the company’s purpose to external people.

Here are some of the reasons why you need to have a great mission statement in a business plan:

Gives clear direction

A mission statement outlines the company’s purpose. Thus, it acts as a guiding star for decision-making and strategic planning, ensuring that all actions align with the company’s core values and primary goals.

Inspires and motivates employees

A well-crafted mission statement can inspire and motivate employees by providing them with direction. It also helps them understand how their roles will contribute to the company’s goals, especially the larger ones, encouraging unity among them.

Engages customers

A concise mission statement communicates the business’s values and company’s goals to customers, helping to build trust and loyalty. It tells customers what the organization stands for and why they should choose its products or services over competitors.

Supports marketing efforts

A mission statement can enhance branding and marketing efforts by clearly conveying the business’s identity and purpose. It helps create a strong, recognizable brand that resonates with customers, investors, and other audiences, boosting the business’s market position.

Now that you know the importance of the mission statement, let’s dive deep into learning how to write one.

How to write a mission statement for your business plan?

A company’s mission statement is barely three sentences long. But, ironically, its simplicity makes it so tricky to write.

Here are the following steps that make it easy for you to write a mission statement:

Step 1: Ask the right questions

Before you begin the mission statement writing process, understand your business in its entirety. Articulating the answers to the following questions can be helpful:

• In what industry are you working?
• Who’s your target audience?
• What are your offerings?
• What are your unique selling propositions (USPs)?
• What customer problems do you solve through your offerings?
• What’s the value you deliver through your product or services?
• What’s your brand personality?
• What are your competitive advantages?

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Step 2: Organize the answers

After answering all the above questions, organize them into the following categories:

The value you add to your customers

List down how you make your customers’ lives better. It can be through your products, the methods you use to deliver them, or through non-profit work and community service.

For instance, if you own a green tea brand, you add value to your customers by providing healthy beverages. Additionally, if you support recycling, you provide a sense of ethical consumerism.

The value you add to your employees

Here, write down how you create value for your employees.

These could be the:

• Employee retention strategies you employ
• Benefits and perks you offer
• Work culture in your company
• Training programs you offer

The value you add to your owners

Here’s the thing: Not many mission statements talk about the owners and stakeholders.

However, it can be beneficial to state how your business adds value to them. Why? Doing so can be a subtle indication to prospective investors that they might want to be associated with your company.

For example, “ Our mission is to deliver exceptional value to our customers while ensuring significant returns and growth opportunities for our owners and stakeholders. ”

The impact you want to create

Here, state the mission you want to achieve in the long run through your offerings. State the impact you aim to create via value addition for your target audience, employees, owners, and stakeholders.

Remember the green tea brand example? The goal of such a company could be to promote a healthy lifestyle and advocate for sustainability.

Step 3: Draft, edit, and review

Once you have organized all the answers, start creating drafts of your mission statement. Don’t make it a lengthy essay; remember, a good mission statement is supposed to be short and simple. Below are the components you need to incorporate in your mission statement.

Key elements of a great mission statement

• Core values: Mention how you create and deliver value to your customers, employees, investors, and society at large.
• Inspiration: Define the motive for people to follow you. Why do they want to buy from you, work with you, or invest in you?
• USP: Highlight the unique aspects that make the organization distinct and valuable.
• Target audience: Identify the primary stakeholders or target audience the organization serves. This could include customers, employees, shareholders, or the community.

Without a mission statement, you may get to the top of the ladder and then realize it was leaning against the wrong building. – Dave Ramsey

Step 4: Update when needed

It’s necessary to keep updating your mission statement to align with your company’s current situation.

As your business grows and evolves, so do your company’s goals , target audience, and guiding principles. Therefore, regularly revisiting and revising your mission statement ensures that it reflects the current company’s vision and direction.

A strong and concise statement can keep your investors hooked and inspire your team. Don’t just write buzzwords. A mission statement should be accurate, ambitious, ethical, and achievable.

Make it a practice to review your mission statement frequently—at least once a year or whenever significant changes occur in your business. This proactive approach helps maintain alignment between your mission and your company’s path forward.

Mission statement examples of popular brands

A well-written mission statement tells everything about your company. Here are some examples of well-crafted mission statements by famous companies:

1. Starbucks

To inspire and nurture the human spirit – one person, one cup, and one neighborhood at a time.

In the first part of the statement, Starbucks describes the work culture it promotes and the customer service delivered. The second part points to its mission of growing and expanding.

To provide the best in cosmetics innovation to women and men around the world with respect for their diversity.

L’Oréal’s mission statement is simple and direct focusing on two aspects.

One: Provide the best products.

Two: Promote inclusivity by creating products for a diverse population.

To bring the best personal computing products and support to students, educators, designers, scientists, engineers, businesspersons, and consumers in over 140 countries around the world.

Apple’s mission statement doesn’t have much wordplay and clearly conveys the point. It emphasizes three key aspects: its products, its audience, and its scope of business.

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

Amazon aims to satisfy customers the most by providing a vast selection of products and making shopping easy. This is exactly reflected in the company’s mission statement.

5. Microsoft

To empower every person and every organization on the planet to achieve more.

Microsoft’s mission statement is simple yet powerful. It concentrates on empowering individuals and organizations by providing them with the technology to reach their full potential.

To bring inspiration and innovation to every athlete in the world. If you have a body, you are an athlete.

Nike’s mission statement focuses on inspiring all levels of athletes and the inclusivity of everyone as an athlete. Besides that, they also emphasis innovation in sportswear.

To accelerate the world’s transition to sustainable energy.

This statement is about forward-thinking. It’s all about speeding up the use of sustainable energy solutions.

To entertain, inform, and inspire people around the globe through the power of unparalleled storytelling, reflecting the iconic brands, creative minds, and innovative technologies that make ours the world’s premier entertainment company.

Disney’s mission statement emphasizes its commitment to creating magical experiences for audiences worldwide. Through their iconic brands, creative talents, and innovative technologies, Disney aims to delight and inspire people of all ages, shaping the entertainment world.

To organize the world’s information and make it universally accessible and useful.

Google’s mission statement is loud and clear. It emphasizes organizing all the information available globally and making it accessible to everyone.

To give people the power to build community and bring the world closer together.

Meta’s mission statement is empowering and inclusive. It emphasizes providing people with the tools to build communities and fostering connections to bring the world closer together.

In summary, a mission statement is the essence of a business in under 30-40 words. It shows what your business is all about and why it matters.

However, creating a mission statement along with a solid business plan is necessary yet challenging. Consider using software like Upmetrics to ease your journey of business planning and financial forecasting.

Upmetrics guides you step-by-step, helping you create a clear and effective mission statement with a business plan that sets you up for success.

Start crafting yours today with Upmetrics and see where it takes you!

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Frequently Asked Questions

Who decides the mission statement.

Founders, the CEO, or the chairperson frame a mission statement. Many times, such people even team up to develop a mission statement. This team consists of senior and board members who know the company inside out.

Can we change the mission statement?

Changing a mission statement is uncommon but possible. So yes, if the mission changes over the course of years, companies may change their mission statements. The change could be for rebranding purposes, a change of product or services, a change of target audience, a change of authority, or so on.

If the company changes, does the mission statement change too?

If the company’s mission has changed, then yes. However, the company’s change can mean many things, like:

• Has the product and services changed?
• Has the target audience changed?
• Has the authority changed?

Sometimes, the change of the company also means the presence, absence, or change of a merger and/or association. In any case, the company can change its mission statement.

How important is it to have a mission statement?

An effective mission statement is a necessity. Through it, you answer some of the most important business questions like why does your company exist? What change is it trying to make in society? How does the world benefit from its existence? Answers to such questions keep you and your team on track.

About the Author

Upmetrics Team

Upmetrics is the #1 business planning software that helps entrepreneurs and business owners create investment-ready business plans using AI. We regularly share business planning insights on our blog. Check out the Upmetrics blog for such interesting reads. Read more

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Mission statements, what is a mission statement.

Your mission clearly states why your organization exists. A company’s mission statement helps clearly articulate your core purpose. It is the summation of your organization’s core reason for being, answering the question, “Why are we here?” A mission needs to boldly state why you exist, and what impact you hope your organization has on the world. The best mission statements clearly express these things to your customers in a way that resonates and engages with them.

When developing your strategic plan, it is important to not overlook the foundation of your plan, including your mission statement. Every organization should have one! Crafting a mission statement may be challenging at first, but with the help of our guide, you’ll be well on your way to making your own great mission statement!

Free Canvas & Guide to Creating a Mission Statement

Whether you’re writing a new mission statement or revisiting your old one as part of a strategic planning process, we’ve created a canvas you can use to create a mission statement that inspires your team. Get started on creating your mission statement today, and download our guide for free!

Why Are Mission Statements Important in Strategic Planning?

A good mission statement is a foundational element in any strategic plan because it helps define your organization’s core purpose, serving as a vantage point from which to look down the road. Combined with your vision statement , it helps define why your organization exists and what you stand for.

Mission statements are sometimes confused and grouped with different kinds of foundational statements or forgotten about entirely. Some of the common planning elements that mission statements get mixed up with are vision statements and value statements.

All three are closely linked but serve entirely different functions and roles in your strategic framework. Below, we explain how the vision and values elements compare against a mission statement, and how they can all be used together to complement your mission statement for a strong foundation to your strategic plan.

Mission Statements Versus Vision Statements – The Differences

While a company’s future vision statement describes the organization’s future state, the mission directly relates to the vision by articulating the greater reason why that vision matters. A powerful mission keeps the organization on track and rallies around the direction the organization is headed. Learn how to write your mission statement here .

Mission Statement – Why You Exist

• States why your organization exists and articulates your core purpose.
• Written in the present tense.
• Helps define the area where you play.

Vision Statement – Where You’re Going

• States your organization’s bold vision for the future and why that is important.
• Written in a future tense.
• Helps create the roadmap for the future.

Pro Tip: Language Matters. We always recommend mission statements be written in present tense using concrete language. Writing in present tense allows your mission to be easily deciphered from your vision statement, which is written in future tense . Solid language leaves little room for interpretation of what exactly your mission statement means.

How Your Vision and Mission Statement Informs & Creates Strategy

Mission and vision statements are really two sides of the same coin. Your mission statement tells them where you are and why you exist, while your vision statement describes your desired future state or aspirational impact.

These two elements combine to inform and create your strategy, which is your plan for how to overcome your current and potential future competitors. The mission and vision are essentially your corporate aspirations, and your strategy is your meticulous plan for achieving it. Because these two statements used in tandem define why you exist now and what you aspire to offer in the future, this can make it easier to pinpoint your unique value proposition within the market.

A vision statement also helps you outline the actions and steps you need to take to make your vision a reality. If you can anchor your plan to your mission and vision, you’ll never lose your direction, even if you must pivot your strategy periodically to respond to different market or environmental conditions and customer feedback.

Mission Statement Versus Core Values Statement

As we’ve stated earlier, a business’s mission statement is all about defining the company’s purpose and objectives. It’s a concise statement that outlines what the business is trying to achieve and how it aims to achieve it.

A value statement , on the other hand, is focused on the core values and beliefs that are central to the organization’s culture. While these statements may serve different purposes, they are not in opposition of one another. Ideally, mission and values statements should be created in tandem, as they complement each other quite well.

For example, an organization’s mission statement may be focused on growth and expansion, while its values might include ideals such as honesty and fairness. By combining these two statements, you get a clear picture of what the organization hopes to achieve and how it aims to do so, while also highlighting the values it holds dear.

Mission Statements – Why You Exist

• Are usually written in the present tense.

Values Statements – How You’ll Live Out Your Mission

• Clarifies what your organization stands for, what it believes in, and how you expect your team to behave.
• Are typically written in present tense.

How Your Mission and Value Statements Complement Each Other

Value statements are the guiding principles your organization has chosen to live by, which give direction to the company culture and behaviors. Core values help businesses remain true to their mission and purpose by providing a framework for decision-making and actions.

A mission statement provides a sense of direction, whereas values give employees a sense of pride and purpose in working to achieve that mission. So, while your mission statement helps to guide the direction of your company, your value statement creates the behaviors that keep you in line with your mission.

Together, these statements complement one another and form a solid foundation for any successful organization. The mission statement outlines the company’s primary objectives, while the core values ensure that the company is meeting its goals the right way. By aligning a organization’s mission statement with its core values, everyone involved in the company, from the management down to the customers, can easily understand its objectives and what it stands for.

Mistakes to Avoid When Drafting Your Mission Statement

Crafting the perfect mission statement can be challenging and potentially lead to pitfalls when not approached carefully. Here are some mistakes to avoid when creating a mission statement:

Being Too Vague or Generic

It’s important to make sure you’re writing a mission statement that is unique to your organization and sets you apart from your competitors. Avoid generic and bland statements like “highest standards” or “quality customer service delivered.” Instead, explain what those statements would mean in the context of your organization.

Pro Tip: You may also want to avoid phrases that feel particularly jargon-y or industry specific. Your mission statement is meant to be public-facing, so ensure that your mission statement is understandable to the general public.

Focusing Solely on Profits

We get it. Of course, we all want to make money and ensure that our business or organization is successful and turning a profit. But is that really what your mission is? Your mission should, ideally, be impact driven. Think about the needs you identified that needed to be fulfilled that inspired you to start your organization in the first place. That’s what your mission statement should stem from.

Forgetting to Consider Stakeholder Input

Unless you’re running a one-person operation, your team and stakeholders should have input in the mission. Interview or conduct surveys with your employees to gain their insight and opinions. You can then elect a smaller, more central committee to come together and find consensus on common themes and craft your mission statement from there.

Neglecting to Update the Mission Statement as the Organization Evolves

Your mission statement needs to reflect your organization’s purpose, above all else. Although you wouldn’t change your mission statement yearly or even bi-yearly, don’t be afraid to update or make tweaks on your mission statement. If your organization grows or changes to the point where your original mission statement doesn’t quite fit anymore, don’t be afraid to update!

Not Reflecting Your Company’s Values

This should go without saying, but a mission statement should clearly express and reflect your organization’s values and purpose in a way that resonates with your team and your customers. Make sure your mission statement describes and accurately reflects your company’s identity.

By being mindful of these potential missteps, your organization can create a mission statement that accurately reflects your values and goals while inspiring your team and community.

What Makes Mission Statements Powerful?

Mission statements help your entire organization clearly understand its core purpose and why you do what you do. As a leader, it’s important to have clarity and a cohesive understanding of why your organization exists. Great leadership requires connecting your organization’s core purpose and vision of the future to your team’s day-to-day activities.

As leaders, we are put under a lot of undue stress to generate a perfect, short, sing-songy mission statement. The result is meaningless drivel, leaving everyone irritated and underwhelmed. The goal is to bring inspiration and innovation to the company for the long term. Don’t let being pragmatic get in the way of this important stage of building a strong foundation of consensus for the organization.

Video Transcript – Video Title XYZ

Hi, my name is Erica Olsen.

Today’s whiteboard session is on how to write a mission statement. Mission statements are foundational to any strategic plan. You normally build one after you develop your SWOT. And before you go into the rest of your planning process, it’s foundational because it answers the question, “Why do we exist.”

It clearly explains the space that we play in what’s in and what’s out of what we do. And it’s not where we’re going, which is vision. So, let’s break it down.

We’ll use this example to explain the components of a mission statement. We’ll use this checklist to talk about what makes a good mission statement. And we’ll walk through a simple process to create yours.

So let’s jump in.

The example we have up here is Google’s. And we love using Google’s Google’s examples because they’re, they’re great. And why not borrow from the best.

So, starting with our mission, I like to start with our mission, because it gives us a place to go and keeps us thinking about mission, you might get rid of it later, but start it there. It has a verb with present tense to organize. We explain what we do organize the world’s information for whom, in this case, the world?

And what’s the benefit to us existing, what’s the benefit to the world to make information universally accessible, and useful? Really straightforward. We know mission statements are not that easy to write. So, here’s a checklist to make sure that yours is great.

Starting with, it needs to be original. This is really clearly original to Google; they didn’t rip it off from somebody else. It doesn’t sound like anybody else’s mission statement. It sounds like Google’s mission statement. So, make sure yours is original.

Connect with staff, a great mission statement. And you know, yours is great when every single staff member wakes up in the morning and knows that their purpose and the reason, they come to work every day is expressed in your mission statement.

And to do that, it needs to be memorable. Memorable means short and concise. And of course, that’s the balance to strike with a great mission statement. So, here’s your litmus test. It needs to fit on a t shirt, and your staff would wear it that achieves those two goals, you know, you’ve got a great mission statement.

So how do you write one, sometimes it can be hard. So it’s great to get input or ideas from your organization. So, gather staff input, if you’d like via survey, or maybe focus groups, take all that information, synthesize it down and create a couple of versions, you can do it yourself or use one of those folks in your organization who loves to copyright and have them write a couple of different versions.

Take those versions and either have your planning team pick one or put them out to your organization and have people vote on them. So that simple process will help you not go in all kinds of different directions and spend forever doing mission statement development.

With that, I hope this helps you write yours. Thanks for tuning in.

If time isn’t dedicated to articulating your mission on the front-end before developing strategy, the result will likely be goals and objectives without a crystal-clear strategic direction.

A Good Mission Statement the Following Elements:

• Label: We like to start with “Our mission…”
• Verb: Use an action verb in the present tense.
• For Whom: Describe who you do it for.
• Result: What is the result or benefit of your work?
• What You Do: Briefly state what you do and how.

Mission Statements Answer At least One of These Core Questions

What is our organization’s reason for existing.

A mission helps clearly articulate your organization’s reason for existing. At the absolute minimum, your mission statement should answer this question above all else: What’s your core purpose?

Example: “LinkedIn – To connect the world’s professionals to make them more productive and successful.”

Why Is It Special to Work for This Organization?

The best way to answer this question is to connect to the heart of your employees, customers, or the population you serve. Be compelling, and let people understand and connect with your core purpose. How does your reason for existing impact people in a special way, or why do your employees show up to work every day?

Example: “Tesla – To accelerate the world’s transition to sustainable energy.”

What Is Our Business and What Are We Trying to Accomplish on Behalf of Whom?

Some mission statements benefit from clearly stating who benefits from your business, or what you’re setting out to accomplish on behalf of whom. Who does your purpose impact the most and why?

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

More mission statement examples can be found here.

Checklist for Good Mission Statements

When evaluating the quality of your current or newly drafted mission statement, it’s important your company’s mission statement meets these four simple criteria:

• Your Mission Must Be Foundational: It clearly states why your organization or business exists.
• It’s Original: It’s unique to your organization. If you were to read the mission statements of all the organizations in your industry, yours would be different than your competition.
• It’s Memorable: Memorable = motivating to employees, prospective employees and customers.
• It Fits on a T-Shirt: Peter Drucker famously advised that your mission statement should be short and compelling enough to fit on a t-shirt your staff would actually wear.

Other Mission Statement Tips

If you are refreshing your mission statement, complete your swot first.

Mission statements should be developed after completing the SWOT analysis , and before going into the rest of the planning process. This allows your team to be grounded and in alignment with where your organization is today and what the organization’s strengths and contributions are.

The mission statement motivates and inspires staff. Every single staff member knows that their purpose is defined in the mission statement. (e.g. Starbucks’ mission: To inspire and nurture the human spirit — one person, one cup and one neighborhood at a time.)

A Great Mission Statement Can Be Easily Recited at a Party

Develop the mission statement on a “party level”—it can quickly and briefly be understood by people at a party or on an airplane. The statement gives a profoundly simple focus for everything the team does as an organization. (e.g. Marine Stewardship Council’s mission: To safeguard the world’s seafood supply by promoting the best environmental choices.)

Now that you’ve finished your mission statement, writing your core values and vision is up next.

Get Started on Creating Your Mission Statement

Mission Statement FAQs

What questions do you need to answer to create a mission statement?

Answering these three questions will help create a mission statement:

• What is our organization’s reason for existing?
• Why is it special to work for this organization?
• What is our business and what are we trying to accomplish on behalf of whom?

What are the 5 elements of a mission statement?

The five parts of a mission statement are Label + Verb in Present Tense + Who You Serve + Result You Wish to Achieve or Reason for Existing + What You Do

The definition of a mission statement is a concise description of your organization’s core purpose, answering the question, “why do we exist?”. A mission needs to boldly state why you exist, and why you do what you do. The best mission statements express your core purpose and why you exist with clarity.

How are mission statements and vision statements different?

A mission statement defines why your organization exists. A vision statement expresses where your organization is going in the future. They work together to express your reason for existing and how you’re setting out to change the world.

How do you know if you have a good mission statement?

Patrick Lencioni said that a mission statement should be able to fit on a t-shirt, and that your staff would want to wear that t-shirt.

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How to Write a Mission Statement (Definition & Examples Included)

What is a mission statement, mission statement vs. vision statement.

• How to Write a Mission Statement

25 Best Mission Statement Examples

Mission statements faq.

• ProjectManager & Mission Statements

When you’re creating a company or working on a business plan , the first thing you should do is create a mission statement. Your mission statement is the base for your company values, vision statement, slogan, value proposition and everything else.

A mission statement is a short action-based declaration that describes the purpose of an organization. Mission statements explain what companies do and are a very important part of their culture, along with the core values and vision statement . Mission statements are an internal guide for organizations, but they also need to be appealing to customers.

Before we learn how to write a mission statement, let’s explain the difference between a mission statement and a vision statement, two very important parts of a business plan.

There are several differences between a mission statement and a vision statement. The main difference between them is that a mission statement explains the purpose of a company, while the vision statement indicates where the company wants to accomplish in the future. Mission statements and vision statements are different but they need to complement each other to provide a clear base for strategic planning.

If you need help creating and delivering a plan for your business, then consider a project management software like ProjectManager . ProjectManager helps organizations plan, execute and track projects and tasks across teams. Make a long term plan on a roadmap, then execute the day-to-day tasks on task lists or kanban boards. It’s easy to collaborate, stay aligned and reach your goals. Get started today for free.

How to Write a Mission Statement in 6 Steps

We know that every organization needs a mission statement, but how do you create one? There’s no standardized method to writing a mission statement, but there are some guidelines that you should consider.

Follow these steps to help you with the process of writing a mission statement.

1. Define your Company Culture

The mission and vision statements are elements of your company culture. For this reason, before writing your company mission statement, you’ll need to define the core values or guiding principles of your company culture. Don’t forget to ask yourself what your team members expect from the company too.

Related: Free Team Charter Template

2. Set Goals

Your company mission defines the purpose of your organization, and where it stands now, but that’s only part of the business plan. You’ll also need to define company goals and a long-term company vision.

3. Define your Ideal Customer Profile

It’s impossible to think about a business that doesn’t care about its customers. Before writing a mission statement or a business plan altogether, you need to understand who are your customers and how you can help them. That’s why you must define your ideal customer profile through market research .

4. Create a Value Proposition

Once you have a clear idea of what your ideal customer profile looks like, you need to think about the value proposition that will differentiate you from your competitors.

5. Select a Type of Mission Statement

Every mission statement is unique, but there are some recognizable types of mission statements. The most common ones are:

• Customer-oriented mission statements
• Socially conscious mission statements
• Environmentally conscious mission statements
• Product-oriented mission statements

6. Add the Mission Statement to Your Business Plan

Now that you’ve thought about all these key aspects of your business, you can start drafting a mission statement for your business plan. Remember to think about how that company mission fits with the other elements of your business plan.

You probably know a lot of mission statements without realizing it. We’ve gathered 25 of the best mission statement examples available in the world to help you create a great mission statement for your business plan.

1. Microsoft

“To empower every person and every organization on the planet to achieve more.”

“To organize the world’s information and make it universally accessible and useful.”

3. Facebook

“To give people the power to build community and bring the world closer together.”

4. Southwest Airlines

“Dedication to the highest quality of Customer Service delivered with a sense of warmth, friendliness, individual pride, and Company Spirit.”

5. LinkedIn

“To connect the world’s professionals to make them more productive and successful.”

“To entertain, inform and inspire people around the globe.”

“To continually raise the bar of the customer experience by using the internet and technology to help consumers find, discover and buy anything, and empower businesses and content creators to maximize their success. We aim to be Earth’s most customer-centric company.”

“We’re In Business To Save Our Home Planet.”

9. Life is Good

“To spread the power of optimism”

10. Coca-Cola

“To refresh the world, to inspire moments of optimism and happiness, and to create value and make a difference.”

11. The Humane Society

“Creating animals, confronting cruelty.”

“We reach for new heights and reveal the unknown for the benefit of humankind.”

13. Smithsonian

“The increase and diffusion of knowledge.”

14. American Express

“We work hard every day to make American Express the world’s most respected service brand.”

15. Nordstrom

“To give customers the most compelling shopping experience possible.”

16. JetBlue

“To inspire humanity – both in the air and on the ground.”

“To build the web’s most convenient, secure, cost-effective payment solutions.”

18. Kickstarter

“To help bring creative projects to life.”

“To deliver information on the people, ideas and technologies changing the world to our community of affluent business decision-makers.”

“To be a company that inspires and fulfills your curiosity.”

“Shape the future of the internet by creating unprecedented value and opportunity for our customers, employees, investors and ecosystem partners.”

“To attract and attain customers with high-value products and services and the most satisfying ownership experience in America.”

“To create a better everyday life for the many people.”

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

1. How long Should a Mission Statement be?

A good mission statement is short, to the point and memorable. It’s like a tagline in advertising, something that sticks with a person when they hear or read it. In a true sense, the mission statement is an ad in that it identifies your company as one that a customer would want to work with or support.

2. What Is the Difference Between a Mission Statement and a Vision Statement?

Vision statements are about the future. Mission statements stay firmly in the present: who you are and what’s important to you, now. Be timely, explain who you are today and do so clearly.

ProjectManager Turns Your Mission Statement Into a Reality

A mission statement is an idea, but to get there, you need a plan. ProjectManager  is an award-winning tool that organizes your teams and projects to work more effectively. Use our cloud-based software to get real-time data and make your mission statement a mission accomplished.

Build Action Plans with Gantt Charts

Once you have a project approved, you can use the online Gantt chart to schedule your tasks. It’s a visual tool that creates a timeline that shows you the entire project in one place. Some tasks are dependent on others to start or finish. Use our tool to link these task dependencies and avoid having them cause bottlenecks later on in the project.

Track Progress with Dashboards & Reports

Another way to monitor your progress and performance is with our real-time dashboard. It’s made up of six project metrics displayed in easy-to-read graphs and charts. Our tool automatically calculates time, workload, costs and more and gives you a high-level instant status report to help you meet the goals of your mission statement.

ProjectManager has a company mission too. It’s to deliver reliable project management software that helps managers and their teams plan, monitor and report with ease for high levels of efficiency. Our cloud-based tool has a real-time dashboard for live data reporting,  online Gantt charts for effective scheduling and a collaborative platform that frees teams to work more productively. See how it can help your mission by taking this free 30-day trial .

Deliver your projects on time and on budget

Start planning your projects.

Ready to get started?

• Inspiration , Operations

Mission statement examples: 16 of the best to inspire you

• 15 Jun 2021

More than just a planning exercise, a mission statement focuses your leadership team, inspires employees, and communicates your core values to the larger world.

All in a single sentence. Magic.

A mission statement is one of the most important documents in your company’s arsenal, but it’s also one of the most difficult to craft. We’ve gathered 16 of the best company mission statement examples to help get your creativity flowing.

Level up with a mission statement video:  Deliver your mission statement with the most engaging communication medium — video. Turn your company’s mission statement into a video with Biteable. Start with a brandable  mission statement video template  and let Biteable’s smart editing features do all the heavy lifting for you.

Create videos that drive action

Activate your audience with impactful, on-brand videos. Create them simply and collaboratively with Biteable.

A mission statement sums up the core of who your company is and why it exists. It’s  raison d’etre , if you want to get fancy and speak a little French.

Company mission statements are typically short and sweet, only a sentence or two. And the best mission statements are anything but boring.

When done right, your company’s mission statement acts as a powerful driver that informs every aspect of your organization, from daily operations, to customer loyalty, to employee satisfaction. When done wrong, a mission statement is just another line of jargon everyone pretty much ignores.

Take the Starbucks company mission statement as an example:  To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.

Starbucks could have said:  To challenge the predominant infrastructure of coffee culture and develop a network of coffeehouses in every major market.

Did your eyes glaze over on that second one? Ours too. While technically true, our made-up example of a company mission statement is full of dreaded corporate-speak. It belongs deep in the bowels of a strategic plan, not as it’s headline.

On the other hand, the real Starbucks mission statement makes us want to be a part of it all. And even more than that, it conveys a sense of the beating heart behind the company.

The best mission statements do just this — clearly convey a company’s reason for existing, in language that is exceedingly human.

Mission statements vs. vision statements — what’s the diff?

It’s easy to confuse vision statements and mission statements. But there are a few important differences.

A vision statement is aspirational. It outlines where your company strives to be in the future — whether that is one year from now or ten. In contrast, a mission statement spells out where your company is right now.

Think of your company’s vision statement as a long-term goal post. The end point towards which you are working. If your vision statement is a goal post, then your mission statement is what drives you toward that goal post.

Why your company mission statement is important

You’ll probably write your company mission statement during your strategic planning because it’s a valuable tool that helps your leadership team make big-picture decisions. Chances are, you’ll even look at examples of other company mission statements to help you craft your own.

But the purpose of a mission statement goes far beyond strategic planning.

Consumers value mission-driven companies

It’s no secret that today’s consumer values a company with, well, values. These values don’t have to be centered around saving the world. But they do need to be clear, focused, and genuine.

A 2020 study  by global communications agency Zeno Group found that if consumers think a company has a strong purpose, they are:

• 4 times  more likely to purchase from the company
• 4.5 times  more likely to recommend the company to family and friends
• 6 times  more likely to defend the company in the wake of public criticism

Think about this in terms of your personal life. The more you connect with a person, the more likely you are to invite them over for coffee, introduce them to your other friends, and come to their defense. The same is true for the companies we buy from.

We humans value connection and a shared sense of purpose. All things equal, your company’s mission statement can be a powerful differentiator.

Employees want a sense of purpose

Just as your company mission statement makes an impact on consumer sentiment, the same can be said about employee sentiment.

According to a recent Gallup poll  Gen Z and millennials (who make up nearly half of the full-time workforce in the US) value belonging to a company with a strong moral compass. They appreciate ethical leadership, and they want to know that their own work has a positive impact on the world at large.

The more effectively human resources and the rest of the leadership team communicates the company’s mission to rank and file employees, the better.

But it doesn’t stop there. It is equally important to put your money where your mouth is, so to speak. If your company mission places value on the environment, do you give your employees opportunities to act upon these values in their everyday work life?

The most effective company mission statements are clear and actionable, from the products a company makes all the way down to the food in the employee cafeteria.

How to write an effective mission statement without a lot of headache

Understanding mission statements is one thing. Actually sitting down to write your company’s own mission statement is quite another.

But if you take the time to do it right, the process is a really useful exercise. Think of this as a chance to clarify and fine tune your purpose so you can point the company in the right direction for years to come.

Brainstorming your company mission statement

To get started, gather your leadership team and brainstorm answers to these four questions. If you are the solo founder of a fledgling company, gather key stakeholders or a handful of your professional mentors instead.

Aim for a short paragraph on each question.

• Why does our company exist?
• What value do our products or services bring to consumers?
• What core beliefs guide our work?
• What makes our company different, better, or more inspiring than our competitors?

After you brainstorm answers to these questions, review your answers and highlight the concepts that are central to your company. You might also pick a few company mission statement examples from businesses you admire and use those to help guide you.

If this brainstorming discussion took place with a group of people, now’s the time to send one or two individuals off to winnow the answers down to a couple of sentences.

Task this pair with writing several drafts of a mission statement, so the final decision makers have choices to work with.

This group process might seem cumbersome, but remember, your company mission statement is a core document. It should reflect the thought processes of as many stakeholders as possible.

Finalizing your work

After you land on a mission statement, do one final check to make sure it meets these criteria:

Plausibility:  Your mission statement is big-picture, but it should ultimately tie back to your everyday business operations. At least in a broad sense.

Readability:  No corporate speak or jargon. Avoid unnecessarily big words or complex sentences. Keep it simple.

• Voice:  Now isn’t the time to be dry and boring. Use language that’s active and compelling. Your mission statement should reflect the unique voice and culture of your company.

Pro-tip:  Give your mission statement more reach by creating both a text and video version. The video can be simple, just an eye-catching background, animated text, and a soundtrack.

Include your mission statement video as part of hiring announcements or other  HR video communications . Or send it over to your marketing team to use as a Facebook cover, website content, and more.

Company mission statement examples: 16 of the best

How do other leading companies tackle their mission statements? We searched far and wide for the best company mission statement examples.

1. Starbucks: Inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.

The Seattle-based coffee giant originated in 1971 and has since become ubiquitous around the world.

Starbucks mission statement :   Inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.

Why it works:  We touched on the Starbucks mission statement earlier, but we’ll elaborate more here. We included this example of the Starbucks company mission statement because it works well for two reasons: it’s ambitious without being overreaching, and it uses down-to-earth language.

Inspiring and nurturing the human spirit isn’t directly related to coffee. But considering the role the company played in reviving coffee house culture in the US, the human spirit and a sense of community doesn’t seem like too big of a stretch. The second part of the statement is exceedingly tangible. It paints a small-scale picture of the company and its work.

2. Honest Company: Meaningful transparency and thoughtful design. We’re on a mission to change the world, one product at a time.

Honest Company made headlines when it went public in mid-2021, with founder Jessica Alba as the youngest-ever Latina to list a company on the New York Stock Exchange.

Honest Company mission statement :   Meaningful transparency and thoughtful design. We’re on a mission to change the world, one product at a time.

Why it works:  As a company committed to creating “clean” baby products, a mission of meaningful transparency and thoughtful design is two-fold. It’s a necessary part of their business practices, and it also speaks to consumers looking for a higher standard in their products.

Being on a “mission to change the world” might be a bit of a stretch. But considering the  baby products market  is projected to be worth $88.72 billion US dollars worldwide by 2026, maybe it isn’t such a huge stretch after all.

3. Patagonia: We’re in business to save our home planet

The outdoor apparel and equipment company is known for its social and environmental activism.

Patagonia mission statement :   We’re in business to save our home planet.

Why it works:  Patagonia is often used as a good company mission statement example, and for a reason. Although it’s wildly lofty, the company really does put their money where their mouth is.

Patagonia originally began as a scrappy company specializing in steel pitons for rock climbing. But when the founders realized their gear damaged the rock face they so loved, they pivoted to low-impact aluminum chocks.

From the moment Patagonia pivoted to aluminum chocks, it became an environment-first company with far-reaching efforts built into every aspect of their business practices.

4. Microsoft: To empower every person and every organization on the planet to achieve more

The software giant is currently valued at  approaching $2 trillion .

Microsoft mission statement :   To empower every person and every organization on the planet to achieve more.

Why it works:  Notice, Microsoft’s company mission statement makes no mention of software, or PCs, or technology at any level.

This isn’t to say the company is focused on something other than tech. But by concentrating on the “why” not the “what” of the business, this mission statement example remains flexible and agile. No matter where the market moves, Microsoft aims to increase productivity with it’s products.

5. Square: Everyone should be able to participate and thrive in the economy.

Square’s point-of-sale and online payment platforms came out on top during the pandemic. But even before that time, the company was a leader in POS products.

Square mission statement :   Everyone should be able to participate and thrive in the economy.

Why it works:  The company’s extended mission statement goes on to say: No one should be left out of the economy because the cost is too great or the technology too complex.

Similar to Microsoft’s mission statement, Square leaves room for agility here. It aims to produce simple, low-cost payment products, regardless of where the market takes it. We also appreciate Square’s focus on who the company serves and why.

6. Pinterest: Bring everyone the inspiration to create a life they love.

Ah, Pinterest. Inspiration central for crafters everywhere, but also a valuable tool for businesses looking for new marketing platforms.

Pinterest mission statement :   Bring everyone the inspiration to create a life they love.

Why it works:  More than the words it uses, we appreciate how Pinterest discusses the ways its mission evolved along with the company.

According to Pinterest, the platform was originally conceived as “a tool to help people collect the things they were passionate about online.” It quickly became clear that people most enjoy using the site to get inspiration from others. And with this, Pinterest’s current mission was born.

7. Target: Help all families discover the joy of everyday life

Fun fact: According to Target’s website, 75% of the US population lives within 10 miles of a store. And why not? Everyone loves a trip to good old Target.

Target mission statement :   Help all families discover the joy of everyday life.

Why it works:  This company mission statement example is equal parts broad and super-specific, depending on how you look at it.

It speaks to Target’s affordable products, geared toward everyday people. But this mission statement can also easily extend to the company’s focus on community giving, corporate responsibility, and creating a positive employee experience.

8. Southwest Airlines: Connect people to what’s important in their lives through friendly, reliable, and low-cost air travel

The smallest of the “big four” US airlines, Southwest is known for its friendly crew and affordable ticket prices.

Southwest Airlines mission statement :   Connect people to what’s important in their lives through friendly, reliable, and low-cost air travel.

Why it works:  Maybe you can chalk it up to the company’s southern roots, but Southwest consistently ranks high for customer service. Its mission of connecting people to what’s important in their lives touches on this value.

Southwest sees itself as doing more than just moving people from point A to point B.

9. Spotify: To unlock the potential of human creativity — by giving a million creative artists the opportunity to live off their art and billions of fans the opportunity to enjoy and be inspired by it

The Swedish audio streaming platform currently has 356 million users across 178 markets.

Spotify mission statement :   To unlock the potential of human creativity — by giving a million creative artists the opportunity to live off their art and billions of fans the opportunity to enjoy and be inspired by it.

Why it works:  We included this example because, technically speaking, this is a mission statement and a vision statement combined into one.

When you write your mission statement, it’s important not to confuse the two. But for marketing purposes, wrapping a mission statement and a vision statement up into one shiny package sometimes works very well.

10. Google: Organize the world’s information and make it universally accessible and useful

This one needs no introduction. After all, to Google is officially listed in Merriam-Webster as a transitive verb. If that isn’t a sign of a powerful company, we don’t know what is.

Google mission statement :   Organize the world’s information and make it universally accessible and useful.

Why it works:  Google’s effectiveness is centered around its algorithms. At its heart, an algorithm is a system for organizing information. So Google pretty much nailed it here.

We also appreciate the focus on making information “universally accessible and useful.” Google is arguably the most powerful search engine in the world, yet it’s simple enough for anyone to use. Universally accessible and useful sums that up nicely.

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

The Oregon-based footwear, apparel, and sports equipment company was founded in 1964 and is now synonymous with athletics.

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

Why it works:  We admit, we like the asterisk more than we like the actual mission statement. Nike outfits some of the biggest names in professional sports, but its mission specifies “if you have a body, you are an athlete.” The word “inclusion” doesn’t appear in the company’s mission statement, but it says it — and then some — in so many words.

12. CVS: Helping people on their path to better health

Founded as a drugstore in 1963 by brothers Stanley and Sidney Goldstein and partner Ralph Hoagland, CVS bills itself as a “health care innovation company that is reinventing pharmacy.”

CVS mission statement :   Helping people on their path to better health.

Why it works:  This isn’t one of the most inventive examples of a company mission statement, and it also seems somewhat obvious for a drugstore. But CVS embodies its mission in some pretty bold ways. In 2014, it became the  first national pharmacy in the US  to stop selling cigarettes and tobacco products.

13. Harley Davidson: More than building machines, we stand for the timeless pursuit of adventure. Freedom for the soul

Harley-Davidson was founded in Milwaukee in 1903, and it remains one of the most popular motorcycle brands.

Harley Davidson mission statement :   More than building machines, we stand for the timeless pursuit of adventure. Freedom for the soul.

Why it works:  Harley-Davidson is known not only for its iconic design and distinctive engine sound, but also for the unique subculture of Harley riders.

Although Harley enthusiasts might balk at the idea, the company is as much a lifestyle brand as it is a motorcycle manufacturer. And that lifestyle delivers just what is promised in the company’s mission statement: adventure and freedom. And a whole lot of leather.

14. Dove: Help women everywhere develop a positive relationship with the way they look, helping them raise their self-esteem and realize their full potential

What started as a single product — the Dove Beauty Bar — grew into a major line of personal care products used by women around the world.

Dove mission statement :   Help women everywhere develop a positive relationship with the way they look, helping them raise their self-esteem and realize their full potential.

Why it works:  The company’s mission statement combines seamlessly with their vision statement, which says, “We believe beauty should be a source of confidence, and not anxiety.”

Dove delivers on this promise with its far-reaching body positivity campaigns, research initiatives, and self-esteem projects.

15. Livestrong: Which everyday cancer problem will we fix today?

Livestrong is a nonprofit organization that supports people living with or affected by cancer.

Livestrong mission statement :   Which everyday cancer problem will we fix today?

Why it works:  Because selling products and services to consumers isn’t part of the equation, nonprofit mission statements differ from those of their for-profit counterparts. But we included Livestrong here, because it has such a unique mission statement.

Very few mission statements are in the form of a question. This was very intentional on the part of Livestrong. As the company puts it on their mission page, “We have a Mission Question, not a Mission Statement, because we believe that we can only achieve the best solutions through asking the right questions.”

16. TED: Spread ideas.

The media company solicits keynote-style talks from some of the best minds and makes these available, for free, via video and through their podcast,

Ted mission statement :   Spread ideas.

Why it works:  This is another company mission statement example that makes the rounds on the best-of lists. You can almost imagine the lengthy thought process that transpired as TED execs winnowed their mission statement down to just two words. Two words! But that’s all they need.

This mission statement doesn’t say they are “creating opportunities for…” or “gathering the brightest minds to…” They do all of these things as well. But at the very core of the organization, their mission is to spread ideas.

In those two words, they say it all.

FAQs about company mission statements

These company mission statement examples are just a sample of what’s possible when a company really takes the time to craft a thoughtful mission statement. To help you write yours, here are answers to some of the most frequently asked questions about mission statements.

What should a company mission statement include?

A company mission statement should include one or two strong, well-written sentences that talk about why a company exists, the value it brings to its customers, the core beliefs that drive its work, and what sets it apart from other companies doing similar work.

What are the 3 parts of a mission statement?

The three parts of a mission statement are:

• Mission and purpose:  the main reason a company exists. Its purpose in a broad sense.
• Values:  the core values that drive everyday decisions and behavior in the company.
• Goals:  what the company hopes to achieve by sticking close to its mission and values.

What is a strong mission statement?

A strong mission statement is short and actionable. The strongest company mission statements are written in accessible language (no corporate speak) that reflects a company’s unique culture and voice. A good mission statement is lofty, but also ties back to a company’s everyday business practices.

What is Coca Cola’s mission statement?

Coca Cola’s mission statement is  “to refresh the world in mind, body, and spirit, to inspire moments of optimism and happiness through our brands and actions, and to create value and make a difference.”

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Quick Recap: What’s a Mission Statement?

Difference between mission and vision statements, 30 inspiring mission statement examples, warby parker.

• Hims & Hers Health

Whole Foods

Cheesecake factory, the home depot, charlotte tilbury.

• Ben & Jerry’s

Mission Statement Through Company Leadership Examples

• 1. Grammarly - Brad Hoover
• 2. Tailor Brands - Yari Saar
• 3. Duolingo - Luis Von Ahn
• 4. Campbell Soup Company - Denise Morrison
• 5. OpenAI - Sam Altman

Monitor the sentiments of your customers regarding your company’s mission and vision

35 mission statement examples from successful brands.

Guest Blogger

Aug, 15, 2024

Reading time

Mission statements are no joke‌ — ‌it’s not just the fact that creating them takes a whole lot of time and effort, but the aspect of deciding what your company’s mission should ideally be is what makes it tough. 

💡  Read  Brand Reputation 101: Monitoring, Analysis, and Management Tools However, even still, they’re an important article to create because they serve as a guiding point for companies and company stakeholders. (Not to mention other brilliant use cases of it.) On that note, let’s go ahead and dive into some examples of mission statements from successful brands. (We’ll even look at mission statements from leadership roles that have served as inspiration for many companies.) 

A mission statement is a really brief memo that essentially tells your stakeholders (and your target audience) exactly what your organization stands for. In 2024, mission statements have been extremely crucial, especially considering a majority of customers have started to become more conscious of their purchases and are trying to buy from brands they morally agree with.  Aside from just customers, mission statements are equally important for internal teams (especially leadership roles), as they provide a brief framework of the company’s values and hence prove to be a guiding point when it comes to making major decisions and determining business goals. 

Since mission and vision statements are usually clubbed together (and are written in the same formal speak), it often becomes difficult to identify the difference between the two.  So, here’s a quick table that’ll provide some context on what makes them different and how to write them to appeal to your target audience. 

Without further ado, let’s highlight 30 mission statement examples to inspire your own. The right mission statement can convert potential customers with unparalleled storytelling . 

“To help humanity thrive by enabling the world’s teams to work together effortlessly.”

“We’re in business to save our home planet.”

“Discover and spread ideas that spark conversation, deepen understanding, and drive meaningful change.”

“To unlock the potential of human creativity—by giving a million creative artists the opportunity to live off their art and billions of fans the opportunity to enjoy and be inspired by it.”

“To make the world a better place with a product that supports your health and is truly enjoyable.”

“To entertain the world.”

“To inspire and impact the world with vision, purpose, and style.”

“To prove that comfort, good design and sustainability don’t have to be mutually exclusive.”

“To create software that enables meaningful connections between the CEOs, founders, investors, media, politicians, and cultural figureheads who are reshaping the world.”

“To create smiles through unique entertainment experiences.”

“To empower our worldwide community of 21 million customers — and entrepreneurs everywhere — by giving them all the help and tools they need to grow online.”

“To connect for a better future by enabling inclusive and sustainable digital societies.”

“Giving wiiings to people and ideas.”

“To connect the world’s professionals to make them more productive and successful.”

“To inspire creativity and bring joy.”

Hims & Hers Health

“To help the world feel great through the power of better health.”

“To make great films with great people.”

“To empower creators to make their best work and get it in front of the audience they deserve.”

“To nourish people and the planet.”

“To create an environment where absolute guest satisfaction is our highest priority.”

“To help those experiencing homelessness.”

“To continually provide our members with quality goods and services at the lowest prices.”

“To help all families discover the joy of everyday life.” 

“To provide the highest level of service, the broadest selection of products, and the most competitive prices.”

“To help our customers feel good and look their best.”

“To help everyone feel and look the most confident, beautiful version of themselves.”

Ben & Jerry’s

“To make, distribute, and sell the finest-quality ice cream and euphoric concoctions with a continued commitment to incorporating wholesome, natural ingredients and promoting business practices that respect the Earth and the Environment.

To operate the Company on a sustainable financial basis of profitable growth, increasing value for our stakeholders, and expanding opportunities for development and career growth for our employees.

To operate the Company in a way that actively recognizes the central role that business plays in society by initiating innovative ways to improve the quality of life locally, nationally, and internationally.”

“To connect our world through tea ceremony.”

There have been certain instances where leadership roles of some brands have stepped in and given a mission statement‌ — ‌these mission statements are varied and have been directed to either the brand, to themselves (and their leadership capabilities), to their employees or target audience. 

And the best part is that these effective mission statements often reflect the core values of the leadership. Some are single sentences, while others are a short paragraph. 

Here are some well-crafted mission statements from company leadership: 

1. Grammarly – Brad Hoover

Grammarly’s mission statement was given on behalf of its ex-CEO, Brad Hoover. 

He said, “Grammarly’s mission is to improve lives by improving communication. We help people through all walks of life and all phases of the communication lifecycle.”

During his time at Grammarly, he was a part of multiple interviews and took the conversation about Grammarly’s capabilities and the company’s mission and vision forward. 

2. Tailor Brands – Yari Saar

Yali Saar, serving as the CEO and Co-Founder, has led Tailor Brands to become a pioneering online platform for logo and brand design, where innovative use of machine learning not only fuels creativity but also ensures services are provided with the security and assurance that comes with limited liability protection , catering to over 30 million businesses globally. 

Prior to his work at Tailor Brands, Yali founded Raising the Bar, a worldwide initiative aimed at making education a part of popular culture by creating one-of-a-kind, knowledge-driven events in unusual locations in NYC, SF, Hong Kong, and Sydney.

Yali’s background comes from the intersection of creative marketing and media. He started his way of creating havoc for three years as a conflict correspondent in the Middle East, spent time as a spokesperson for key political figures, and served on different creative teams for ad giant BBDO. 

“Everyone fails. Eventually, everyone has to fail. Every organization in order to succeed has to develop a system that allows it to remain flexible and learn from these failures and find paths to success.”

This perspective highlights a progressive approach to business and personal growth, emphasizing that setbacks aren’t just inevitable but valuable learning opportunities that can drive innovation and success.

3. Duolingo – Luis Von Ahn

We all know and love Duolingo (partly due to its witty online persona), but did you know Duolingo’s mission statement was served in an open letter by their CEO, Luis Von Ahn? 

In the CEO’s letter, Luis said Duolingo’s mission is “To develop the best education in the world and make it universally available.”

4. Campbell Soup Company – Denise Morrison

Denise Morrison, the ex-CEO of Campell Soup, created a personal mission statement for herself when running the company. 

Here’s what her mission statement says: “To serve as a leader, live a balanced life, and apply ethical principles to make a significant difference.”

5. OpenAI – Sam Altman

When Sam Altman, the CEO of OpenAI, was leaving the organization, the board said that they were still following his mission vis-a-vis how to use artificial intelligence. 

“Our mission is to ensure that artificial general intelligence‌ — ‌AI systems that are generally smarter than humans‌ — ‌benefits all of humanity.”

Let’s say you’ve gone ahead and created a successful mission statement (and vision) for your brand. But how do you know if it’s landing well with your audience or if it’s creating any issues with your brand image ? The answer’s simple: You monitor all your brand mentions (and audience sentiments ) in real-time and make the necessary changes when you see any negative mentions. 

To get started, book a demo trial with Determ , and monitor all your social feed mentions with the help of artificial intelligence today! 

Author Bio Gene Tanner has been tagged an eCommerce genius for his contributions to 50+ businesses, leading them from stage 0 to peak performance. He helps with product sourcing, competitor analysis, and marketing.

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Company Description Business Plan Example That Captivates Investors

In today’s highly competitive market, a compelling company description can be the linchpin of a successful business plan. This section serves as the initial touchpoint for potential investors, offering a snapshot of your company’s mission, vision, and unique value proposition. Imagine a company that has not only identified a gap in the market but has crafted an innovative solution that addresses it with unparalleled precision. By clearly articulating your company’s core values, market positioning, and strategic goals, you paint a vivid picture of how your business stands out from the crowd and why it is poised for success.

A captivating company description goes beyond mere facts and figures—it tells a story that resonates with investors . Highlighting key milestones, market opportunities, and the expertise of your leadership team creates a narrative that demonstrates both your company’s potential and its readiness to capitalize on emerging trends. For example, a tech startup that leverages cutting-edge artificial intelligence to revolutionize customer service not only showcases its technological prowess but also its commitment to solving real-world problems. This approach not only grabs attention but also builds investor confidence by clearly presenting the strategic vision and operational excellence that underpin your business.

Company Description Basics

When starting with your company description, the basics form the first pillar of the narrative. These include the company name, the industry it operates in, and its legal structure. Presenting these details concisely from the outset ensures clarity and provides a transparent starting point for readers.

Here’s how you can present this information effectively:

• Company Name: GreenTech Solutions Inc.
• Industry: Renewable Energy
• Legal Structure: Corporation

Including the following fundamental information is essential:

Company Name: The company’s name is often the first piece of information that catches the reader’s attention. It encapsulates the brand identity and can hint at the nature or mission of the business.

Industry: Identifying the industry provides context regarding the type of business activities and market sector the company is involved in. This information helps readers to quickly understand what kind of business they are reading about and the market to which it pertains.

Legal Structure: Knowing a company’s legal structure (such as a Corporation, Limited Liability Company or LLC , Partnership, etc.) is crucial. It defines the legal standing, regulatory requirements, and ownership structure, impacting how the business operates and is perceived by investors and partners.

Adding these basic details into your company description not only establishes a foundation but also sets a professional tone, offering readers a succinct understanding of essential company information.

Crafting Your Mission and Vision Statements

Understanding why your company exists and what it aims to achieve is crucial not only for internal alignment but also for investor confidence. Your mission and vision statements serve as the foundation for your company’s promises and long-term aspirations, providing a roadmap for where you are going and why.

Mission Statement

At GreenTech Solutions Inc., our mission is to:

• Revolutionize the renewable energy sector
• Provide cutting-edge solar and wind power solutions
• Offer affordable and accessible energy options for all

Your mission statement articulates your company’s purpose and core objectives. It should be succinct yet impactful, highlighting what distinguishes your company in a crowded market. This not only explains what you do but also your motivations behind the business, creating a connection with stakeholders.

Vision Statement

We envision a world where:

• Clean energy becomes the standard
• Our innovative solutions drive a sustainable future
• Future generations benefit from our eco-friendly practices

The vision statement is your company’s inspirational goals. It showcases your long-term aspirations and the positive impact you aim to have on the world. By maintaining an optimistic and forward-looking tone, it can inspire both your team and external stakeholders.

These mission and vision statements not only convey your company’s core values and aspirations but also foster confidence and engagement among investors and employees alike. A clear, concise, and inspiring mission and vision serve as a guiding light, aligning your team’s efforts and attracting people who resonate with your company’s purpose.

Company History and Significant Milestones

Understanding a company’s history and its significant milestones is crucial for establishing credibility and showcasing growth. These elements provide context, illustrating how the company has evolved over time and highlighting the achievements that define its journey.

Brief History and Milestones

Below is a timeline table that captures the key dates and events in the history of GreenTech Solutions Inc. This structured presentation will give you a clear picture of the company’s growth trajectory and its impact across different milestones:

This timeline not only showcases the growth of GreenTech Solutions Inc. but also highlights the tangible impact each milestone has created over the years. From the founding of the company to significant recognitions and strategic expansions, these achievements underscore the company’s commitment to advancing environmental technology and expanding its influence globally.

Incorporating such detailed history and milestones into your company description is essential. It helps potential investors, clients, and partners understand the journey of your company, witness its accomplishments, and trust its capacity for future growth and success.

Clarifying Your Company’s Products or Services

Understanding and clearly communicating what products or services your company offers is crucial for a compelling business plan. Potential investors need to grasp the unique selling points and benefits of your offerings to appreciate what sets your company apart in the market. This transparency not only builds credibility but also highlights the potential for success and growth.

Our product lineup at GreenTech Solutions Inc. illustrates this principle effectively:

Product Lineup

Advanced solar panels, wind turbines, smart energy management systems.

Our solar panels are engineered for exceptional efficiency and long-term durability. Their unique design ensures maximum energy absorption, making them perfect for a variety of climates and conditions. Whether homeowners or businesses are looking to reduce their energy bills, our solar panels offer a reliable solution that guarantees performance over time.

Key Benefits:

• High efficiency leads to greater energy production.
• Durability ensures long-lasting usage with minimal maintenance.
• Ideal for diverse climatic conditions and varied installations.

Our wind turbines are specifically designed to operate efficiently even in low wind conditions. This innovative approach allows for a wider range of geographic applications, providing energy solutions where traditional turbines may not suffice. Their streamlined construction also minimizes noise and visual impact.

• Optimal performance in variable wind conditions.
• Suitable for a broad range of locations beyond typical windy areas.
• Reduced noise levels and lower visual footprint.

Our smart energy management systems empower users to monitor and optimize their energy consumption in real-time. This technology goes beyond basic tracking; it actively helps users to identify inefficiencies, forecast energy needs, and adjust their usage accordingly to achieve both cost savings and environmental benefits.

• Real-time monitoring and optimization of energy use.
• Significant cost savings through efficient energy management.
• Environmental benefits from reduced energy wastage.

By clearly describing each product and its unique advantages, investors can easily identify the strengths and competitive edges of your company. This clarity not only aids in decision-making but also positions your business as a thought leader and innovator in your industry. A well-defined product or service offering is a cornerstone of a solid business plan.

Identify Your Target Market and Existing Customer Base

Understanding and clearly identifying your target market and existing customer base is crucial for demonstrating the reach and effectiveness of your products or services. This allows you to highlight who benefits most from what you offer, providing essential insights into market penetration and future potential.

Target Markets

Our primary target markets include a variety of sectors and groups, demonstrating the versatility and wide-reaching impact of our products and services. Below is a detailed list of our key target markets:

• Residential Homeowners
• Commercial Businesses
• Governmental Entities

By clearly listing out our target markets, we can more effectively communicate the scope and adaptability of our services. This approach also makes it easier to tailor our marketing and sales strategies to address the unique needs and preferences of each sector.

Key Customer Demographics, Needs, and Benefits

To further illustrate the benefits and reach of our services, we have summarized the key demographics, needs, and benefits for each type of customer in the table below:

This table effectively visualizes the diverse customer base we serve and underscores the tailored solutions we provide to meet specific needs. Whether they are residential homeowners looking to reduce their energy bills or governmental entities aiming to enhance public goods, our services offer substantial benefits aligned with their needs.

Importance of Knowing and Presenting Your Target Market

Knowing and accurately presenting your target market is a fundamental aspect of a robust company description. It not only showcases your understanding of who you serve but also helps build credibility and trust with potential investors, partners, and customers.

When you define and demonstrate a clear target market, you highlight your company’s strategic focus and market expertise. This information can be vital for fundraising efforts, as investors want to see proven market demand and potential for growth. Equally, it supports better alignment of your marketing and operational strategies to meet the specific needs of your customers, ultimately driving business success.

Showcasing Your Leadership Team

When it comes to securing investments, the people behind your company are just as important as the business idea itself. Investors place significant value on the expertise and experience of your leadership team because a capable team can effectively navigate challenges and seize opportunities. Highlighting the key team members and their qualifications not only builds credibility but also fosters trust among potential investors.

Key Team Members and Their Qualifications

Below is an introduction to the prominent members of our leadership team, detailing their roles and unique qualifications:

• Environmental Engineer
• 15 years of experience in the renewable energy sector
• MBA in Finance
• 10 years of experience in clean tech investments
• Former Senior Manager at a leading energy firm
• Expert in operational efficiency

Presenting a well-rounded and experienced leadership team brings multiple benefits. It reassures investors that the company has the expertise necessary to manage operations effectively and achieve strategic goals. Each highlighted member’s qualifications should confidently reflect their ability to contribute to the company’s success, leveraging their respective fields of expertise to steer the company towards growth and stability.

The emphasis on qualifications and prior experience further demonstrates that your leadership team is well-prepared to drive the company forward, ensuring that investors feel confident in their potential returns. Trust in a capable leadership team is a decisive factor for investors when considering funding opportunities. By showcasing these strengths, you positively influence their decision-making process. “`

Your Business Model and Strategy

Understanding your business model and strategy is crucial for articulating how your company intends to achieve its mission and vision. A well-defined business model lays the foundation for operations, while strategic initiatives ensure sustainable growth and competitiveness in the market.

Example: GreenTech Solutions Inc.

GreenTech Solutions Inc. serves both business-to-business (B2B) and business-to-consumer (B2C) markets by providing innovative renewable energy solutions tailored to diverse client requirements. Our strategy emphasizes innovation, superior customer service, and strategic alliances, enabling us to broaden our reach and amplify our impact.

B2B and B2C Components

The following table delineates the elements of our business-to-business and business-to-consumer models :

This table clearly outlines the distinct approaches we take in our B2B and B2C segments. By customizing our offerings and sales processes, we ensure that we meet the specific needs of each market effectively. Such differentiation is essential for optimizing our resources and maximizing impact.

Specific Strategic Initiatives

To successfully implement our strategy, GreenTech Solutions Inc. has developed several strategic initiatives. Here are some examples:

• Innovation Hub: Establishing an in-house innovation hub to foster new technologies and renewable energy solutions.
• Customer-Centric Services: Launching a 24/7 customer support center and offering personalized energy audits to identify optimal solutions for clients.
• Strategic Partnerships: Forming alliances with sustainability-focused organizations to co-develop projects and broaden our market influence.
• Educational Campaigns: Running educational workshops and webinars to inform and engage consumers about the benefits of renewable energy.
• Market Expansion: Extending our market presence to new geographical regions by establishing satellite offices and distribution centers.

These strategic initiatives demonstrate our commitment to innovation, customer satisfaction, and sustainable growth. By continuously refining our strategy and forming strategic alliances, GreenTech Solutions Inc. is well-positioned to lead the way in the renewable energy sector.

Listing Your Awards and Recognitions

Acknowledging and promoting your company’s awards and recognitions is a powerful way to enhance its reputation and credibility. When potential clients or investors see that your business has been officially recognized for excellence in your field, it establishes a strong foundation of trust and showcases your commitment to quality and innovation. Here are some specific examples of accolades that can significantly boost your company’s credibility.

• Winner of the 2020 Clean Energy Innovator Prize: This award underscores our pioneering advancements and leadership in the clean energy sector, distinguishing us from competitors.
• Certified by the International Renewable Energy Agency: Receiving certification from such a prestigious entity highlights our adherence to global standards and dedication to sustainable practices.
• Featured in the ‘Top 10 Renewable Energy Companies to Watch’ by Green Business Magazine: Being featured in this reputable publication signals to stakeholders that we are an emerging leader in renewable energy, worthy of attention and investment.

Each of these recognitions speaks volumes about our company’s dedication to excellence, innovation, and sustainability. They provide tangible evidence that we are not only meeting but exceeding industry standards. Showcasing honors like these can significantly increase your business’s attractiveness to investors, clients, and partner organizations, cementing your standing as a trusted and forward-thinking player in your industry.

Final Thoughts: A Well-Written Company Description

A well-written company description is a pivotal part of a business plan that has the power to captivate investors. By covering essential aspects such as your mission, history, products, target market, leadership, and accomplishments, you provide a rounded, engaging, and convincing snapshot of your company. Remember, the objective is to inspire confidence and interest, setting the stage for potential investment and growth opportunities. Here are the key aspects to focus on when writing your company description:

• Mission: Clearly articulate the purpose and objectives of your company, highlighting what you aim to achieve in the long run.
• History: Provide an overview of the company’s background, detailing its inception, evolution, and significant milestones.
• Products: Describe your products or services, focusing on their unique features, benefits, and market potential.
• Target Market: Identify and characterize the primary audience for your products or services, emphasizing their needs and how you address them.
• Leadership: Introduce your management team, showcasing their expertise, experience, and roles within the company.
• Accomplishments: Highlight notable achievements, such as awards, recognitions, partnerships, or key projects that underscore your company’s success and credibility.

Each of these elements plays a crucial role in painting a comprehensive and persuasive picture of your company. By systematically addressing these points, you can effectively communicate the strength and potential of your business to investors. A well-rounded company description not only showcases your business acumen but also builds trust and credibility in the eyes of potential stakeholders.

In conclusion, a thoughtfully crafted company description is an invaluable component of your business plan. It encapsulates the essence of your business and sets a compelling narrative, paving the way for investment and growth. Use this guide to create a company description that resonates with your unique story and aligns with your goals, inspiring confidence and interest in your venture.

Having a solid Frequently Asked Questions (FAQ) section is crucial in addressing common queries your audience might have. It not only helps in providing immediate answers but also builds trust and transparency. Below, we have compiled a list of the most common questions we receive, along with detailed answers to guide you through the process.

• Question: Why is a company description important in a business plan? Answer: A well-crafted company description provides investors with a clear and concise overview of your business, its mission, vision, and value proposition. This helps them quickly understand the core aspects and potential of your company.
• Basic company details
• Mission and vision statements
• History and milestones
• Products and services
• Target market
• Leadership team
• Business model and strategy
• Achievements and accolades

Including these elements ensures you cover all essential aspects of your business, giving a full picture to potential investors and stakeholders. By structuring your description this way, you make it easier for interested parties to quickly grasp your company’s identity and strengths.

While detailing your company’s history, focus on key milestones and achievements that illustrate your growth story. Avoid unnecessary fluff and keep the narrative engaging, allowing investors to follow your progress effortlessly and understand your business evolution clearly.

• Focus on clarity
• Highlight unique strengths and achievements
• Provide a compelling narrative around your mission and vision
• Ensure your leadership team’s expertise and strategic planning are well-illustrated

By incorporating these elements, you make your company description not only informative but also compelling. Investors are more likely to be drawn to a well-articulated narrative that showcases your business’s unique value proposition and strategic foresight.

Addressing these frequently asked questions can significantly enhance the effectiveness of your business plan. By focusing on clarity, comprehensiveness, and engaging storytelling, you provide investors with the insights they need to make informed decisions. Make sure each section is detailed enough to be informative yet concise enough to keep the reader’s attention. This balance is key to crafting an impactful business plan.

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USM removed the word ‘diverse’ from its mission statement. Faculty reps weren’t consulted

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The University of Southern Mississippi has removed the word “diverse” from its mission statement and “inclusiveness” from its vision statement, surprising many faculty who did not know an update was in the works until it was approved without public discussion by the university’s governing board last week.

The changes have nothing to do with the political headwinds facing diversity, equity and inclusion initiatives in higher education, a university spokesperson told Mississippi Today.

Instead, the administration made the updates as part of the university’s new strategic plan ahead of re-accreditation, making USM the only public university in Mississippi to not include the word “diverse” in its mission or vision statements, according to a review of strategic plans for all eight institutions.

“The vision and mission statements had not been updated since 2015 and 2017, respectively, and much has changed at Southern Miss since that time,” Nicole Ruhnke, the university’s chief communications officer, wrote in an email.

USM, which has called its student body the most diverse in Mississippi, will still count the following among its updated strategic values: “An inclusive community that embraces the diversity of people and ideas.”

While the administration did take into account a report from a faculty-led strategic planning steering committee, it did not seek campus feedback before submitting the changes to the Institutions of Higher Learning Board of Trustees, the governing board of Mississippi’s eight universities.

The steering committee did not know the administration was working on changes to the university’s mission and vision statements when it wrote the report, according to its co-chair, Eric Powell, a professor in the School of Ocean Science and Engineering.

“We had absolutely nothing to do with that,” Powell said. “It was not part of our mandate, and we did not make any recommendations to the president with respect to it.”

“Whatever happened subsequently after they had our report, that’s the administration’s business,” he added. “They get to use our report in whatever way they wish.”

Jeremy Scott, a physics and astronomy professor who leads USM’s chapter of the American Association of University Professors, said the changes did not seem substantive, though he was concerned about the university becoming a tool for political grandstanding.

More troubling, Scott said, was the process.

“It was an affront to shared governance,” he said, referencing the idea in higher education that faculty and the administration collaborate on significant decisions. “I have to say that as the AAUP president.”

Scott pointed out that the university has agreed to as much in the faculty handbook, which states: “The University recognizes that the faculty should be consulted and with respect to such matters as long-range plans for the institution, the allocation and use of fiscal and physical resources, and the selection of academic officers.”

As of Wednesday, the faculty senate executive committee was still working to learn more about the changes, according to a statement provided by its president, creative writing professor Josh Bernstein.

“The Faculty Senate does maintain that diversity must remain a core value of USM and that any decisions about changes in the mission, vision or values of USM need to be made with faculty, rather than for them, as the traditions and norms of shared governance require,” the statement reads.

It’s rare for faculty to complain about issues like the administration failing to seek feedback on a change to the university mission statement, signaling it doesn’t happen very often, said Mark Criley, a senior program officer in the AAUP’s department of academic freedom, tenure and governance.

“When you’re dealing with an organization that has so many different parts, and people who have different and distinct responsibilities, it just doesn’t lead to good management when any one part of an institution makes decisions without substantially involving the other,” Criley said.

Universities across the state, including USM, have renamed and revamped their DEI offerings over the last year, Mississippi Today has reported. Earlier this summer, USM renamed its diversity office the “Office of Community and Belonging.”

USM’s new mission statement reads: “The University of Southern Mississippi engages students at all levels in the exploration and creation of knowledge. Our hallmark is a fully engaged lifelong learning approach integrating inspired teaching, collaborative research, creative activity, and service to society. Southern Miss produces graduates who are ready for life; ready to succeed professionally and as responsible citizens in a pluralistic society.”

The final sentence used to state: “The University nurtures student success by providing distinctive and competitive educational programs embedded in a welcoming environment, preparing a diverse student population to embark on meaningful life endeavors.”

The vision statement, which previously described USM as a “community distinguished by inclusiveness,” now reads: “The University of Southern Mississippi is distinctive among national research universities in adding value to our students’ experience, uniquely preparing them to be ready for life.”

This story was originally published by Mississippi Today and distributed through a partnership with The Associated Press.

More From Forbes

Business planning: how to craft your vision and mission statement.

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A rudderless ship is vulnerable to the strongest blowing wind. So too is your business if you're focused only on the here and now, and your operation is perpetually reacting instead of proacting. Leading professionals know that looking forward drives growth.

Here, we'll examine how to build a strong foundation. Now that you’ve spent time examining your "why" and the legacy you'd like to leave behind, we'll discuss in detail how to craft your vision and mission statement. With this, you'll have a blueprint for success and a target on the horizon to strive for.

Your mission statement is a set of words that defines and communicates the purpose of your business. It shows how you define success, make business decisions and ensure that everyone involved in the company is on the same, inspired track.

Google ’s mission statement is a great summation of what the company does: “to organize the world’s information and make it universally accessible and useful.” Here's  Microsoft 's: “We believe in what people make possible. Our mission is to empower every person and every organization on the planet to achieve more.”

Step 1: Establish The Framework

Define your purpose. 

• Why did you choose this line of business?

• What is the best part of your business, and what keeps you going?

Who do you serve? 

• Who is your ideal buyer?

• Who are your customers?

• How do you treat your customers and employees, and why is that important to you?

Establish your reputation. 

• What do you do better than anyone else? Why should people buy from you ?

• What do you want your legacy to be? What do you want to be known for?

• What keeps your competition up at night — what’s your “secret sauce?"

• What do you stand for?

Measure your success. 

• What does success look like to you?

• What kind of goals have you established to make your business succeed? How will you measure them and how will you know when you've arrived?

Step 2: Refine Your Mission Statement

Now that you have broad objectives, it’s time to start narrowing them down. Ideally, your mission statement should be three to four sentences that capture your goals, purpose and your "why."

Ask for input from your employees, and make it personal. It should be something everyone can buy into. Go for the big picture; the sky is the limit.

Keep in mind mission statements can evolve over time. Try different combinations until you find one that resonates with you and your employees. Use actionable words. It can be helpful to include goals in your mission statement, like “95% of the time we will …”

Remember, there are no wrong mission statements. If it resonates with you and your employees, your mission statement is complete.

Step 3: Create Your Business Vision

Now that you know what you stand for, it’s time to build the blueprint to get there. Here are key steps to follow:

Start with your history.

You have to look back to move forward -- you can’t know where you’re going if you don’t know where you’ve been.

• When did you start in business, and how many employees did you have?

• Write all your company's significant milestones on a piece of paper with a brief description of each, and turn it into a line graph with peaks and valleys. What are the positive and negative milestones and turning points, and when did they occur?

• What are the achievements you are most proud of to date? Any awards or innovations? Include big and small achievements.

• What are your favorite parts of the business? What are your passions?

• What other details need to be included in the history of your business for a complete picture?

Now, pretend your business history belonged to a third party. What do you notice? What are significant positive or negative business decisions and what was the outcome? What's holding you back from moving forward? What were the obstacles and how did you overcome them?

Look at the present.

• What does your business look like currently?

• What are your strengths, weaknesses, opportunities and threats?

• What is your value proposition?

• What do you need to get to your goals? Resources, finances, income, employees, training, product launches?

• Do you have work-life balance?

• How is the company’s financial health? Sales, payables, loans, inventory?

• Is your technology current? Do you have a website, social media presence, infrastructure?

• Do you have key employees? Do they need development or training? If so, where are you going to obtain it and what is the return on investment?

• If you could make two or three changes to have an immediate impact, what would they be and how would you do it?

Plan for the future.

Picture your business three months, six months, one year, three years, five years and ten years down the line.

• What are your top short- and long-term goals, in order of priority?

• How can you best leverage your top three strengths?

• How do you define short-term and long-term success?

• What impactful ideas do you have that have not yet been implemented? What would it take to act on them? What's holding you back?

• What should you start doing, stop doing or find a different way of doing?

• If you put energy into it, where could your business shine that it isn’t already?

• What three things would make your business a success in the coming year? How can you achieve that?

• What are secondary goals for success? How can you achieve them? What will the business look like if you do? What resources are required?

It's a lot to think about, but it's worth the investment of your time to create a clear vision for your company. Where you are and where do you want it to be?

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Quantasing unveils new mission and vision statements as part of strategic shift.

BEIJING , Aug. 21, 2024 /PRNewswire/ -- QuantaSing Group Limited (NASDAQ: QSG) ("QuantaSing" or the "Company"), a leading lifestyle solution provider empowering adults to live better and longer, today announced the launch of a new mission statement and vision statement. The updated mission and vision statements are the first step in a carefully planned business transformation, which represents a significant evolution in QuantaSing's commitment to enhancing quality of life for middle-aged and senior adults.

QuantaSing's updated mission statement, "Live better, live longer," reflects the Company's dedication to improving well-being for adults across various life stages. This shift is further emphasized in the new vision statement, "Become a long-term partner loved and trusted by adult users," which underscores QuantaSing's goal of addressing the multifaceted needs of adults in their middle and later years.

Mr. Peng Li , Chairman and Chief Executive Officer of QuantaSing, commented, "Our years of experience in personal learning and development have given us profound insights into the evolving needs of adults, particularly those in their middle and later years. We have recognized the opportunity to expand our impact beyond education, addressing a wider range of services that contribute to a fulfilling life. This change in focus represents a carefully planned transition from QuantaSing's roots in education to a more comprehensive service model. This is not just a change in words, but a thoughtful realignment of our entire business model, and we are eager to expand into new offerings that we believe will significantly enhance the lives of our customers."

About QuantaSing Group Limited

QuantaSing is a leading lifestyle solution provider empowering adults to live better and longer. Leveraging its profound understanding of adult users and robust infrastructure, QuantaSing offers easy-to-understand, affordable, and accessible online courses to adult learners, as well as consumer products and services in selected areas to address the senior users' aspirations for wellness.

For more information, please visit: https://ir.quantasing.com .

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This announcement contains forward-looking statements within the meaning of Section 27A of Securities Act of 1933, as amended and Section 21E of the Securities Exchange Act of 1934, as amended and the Private Securities Litigation Reform Act of 1955. All statements other than statements of historical or current fact included in this press release are forward-looking statements, including but not limited to statements regarding QuantaSing's financial outlook, beliefs and expectations. These statements can be identified by terminology such as "will," "expects," "anticipates," "future," "intends," "plans," "believes," "estimates," "potential," "continue," "ongoing," "targets," "guidance" and similar statements. Among other things, the Financial Outlook in this announcement contains forward-looking statements. The Company may also make written or oral forward-looking statements in its periodic reports to the U.S. Securities and Exchange Commission (the "SEC"), in its annual report to shareholders, in press releases, and other written materials and in oral statements made by its officers, directors or employees to third parties. Forward-looking statements involve inherent risks and uncertainties. A number of factors could cause actual results to differ materially from those contained in any forward-looking statement, including but not limited to the following: the Company's growth strategies; its future business development, results of operations and financial condition; its ability to attract and retain new users and learners and to increase the spending and revenues generated from users and learners; its ability to maintain and enhance the recognition and reputation of its brand; its expectations regarding demand for and market acceptance of its services and products; trends and competition in China's adult learning market; changes in its revenues and certain cost or expense items; the expected growth of China's adult learning market; PRC governmental policies and regulations relating to the Company's business and industry, general economic and political conditions in China and globally, and assumptions underlying or related to any of the foregoing. Further information regarding these and other risks, uncertainties, or factors is included in the Company's filings with the SEC, including, without limitation, the final prospectus related to the IPO filed with the SEC dated January 24, 2023 . You are cautioned not to place undue reliance on these forward-looking statements, which speak only as of the date this press release. All forward-looking statements are qualified in their entirety by this cautionary statement, and the Company undertakes no obligation to revise or update any forward-looking statements to reflect events or circumstances after the date hereof.

Contact Investor Relations Leah Guo QuantaSing Group Limited Email: [email protected] Tel: +86 (10) 6493-7857

Robin Yang , Partner ICR, LLC Email: [email protected] Phone: +1 (212) 537-0429

View original content: https://www.prnewswire.com/apac/news-releases/quantasing-unveils-new-mission-and-vision-statements-as-part-of-strategic-shift-302227331.html

SOURCE QuantaSing Group Limited

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Campus Community, Our Strategic Plan makes clear that our mission is to advance this state in all that we do. As I shared in the video message I sent to our campus yesterday, core to that purpose is the idea that we are many people, who together, comprise one special community. I’m deeply appreciative of the time many have taken across the campus recently to provide feedback about how we strive to strengthen and act upon that vision while being responsive to concerns that have been raised about how we honor our values. As I mentioned recently to the campus, universities across the country are grappling with the same questions that we are asking and being asked around diversity, equity and inclusion (DEI). This past spring, legislators in Kentucky considered legislation that would curtail or prohibit efforts around DEI. Kentucky legislators have made clear to me in our conversations that they are exploring these issues again as they prepare for the 2025 legislative session. If we are to be a campus for everyone, we must demonstrate to ourselves and to those who support and invest in us our commitment to the idea that everyone belongs — both in what we say and in what we do. We need to be clear about our values. As we strive to be a community where all people, no matter the background or perspective, feel a sense of belonging, we must seek to foster a sense of mutual respect among members of our community and for all those we serve.  We must do this while also protecting academic freedom — the idea that scholars and all members of the university community must always be free to inquire, to discover, to teach and to evaluate as they gain and impart understanding and knowledge. These core values are foundational to who we are and what we are called to do — by our community, the Commonwealth and all those we serve. After all, in Fayette County alone, there is more than a decade difference in life expectancy between one zip code versus another. In some areas across the state, the gap is even more drastic.  More than 25 percent of our undergraduates — from all different backgrounds — will be the first in their families to cross that stage with a diploma in hand as they earn a college degree. When those students succeed, gaps in graduation rates — regardless of background or income — vanish. We share the value that out of many people, we are one community. We share a promise with Kentucky that all who turn to us should have the same opportunity to live a healthy, long life or cross that stage with a diploma in hand. That is how we honor our shared, common humanity.  But we’ve also listened to policymakers and heard many of their questions about whether we appear partisan or political on the issues of our day and, as a result, narrowly interpret things solely through the lens of identity. In so doing, the concern is that we either intentionally or unintentionally limit discourse. I hear many of those concerns reflected in discussions with some of our students, faculty and staff across our campus. Fulfilling our promise means being responsive to the concerns raised — particularly when they speak to whether as an institution and campus community — we are as welcoming to all perspectives and backgrounds. With this understanding, it is time to make changes that live up to our values and our promise while responding to concerns that we aren’t fully meeting them: We must ensure creating a community of belonging is a responsibility we all share, not the purview of one office or unit. We support the success of all students. We engage with entire communities. We welcome divergent perspectives. We are committed to constructive discourse. Our structure and organization must reflect those commitments.  The Office for Institutional Diversity will be disbanded. Units previously in the Office for Institutional Diversity will be transitioned to other offices that support the entire institution, including a new office — the Office for Community Relations. Examples include:

• The MLK Center will be in the Office for Student Success, which supports all student initiatives.
• UK’s public radio station, WUKY, will be in the Office for Community Relations.
• The university’s lifelong learning programs, such as the Donovan Scholars, will be in the Office for Community Relations.
• The Center for Graduate and Professional Diversity Initiatives will evolve under UK HealthCare.

Colleges and units will work with members of our community whose titles include diversity officer to better recognize what I heard from so many — that their efforts support all members of a college or unit. We have good and dedicated people doing important work. They serve the entire community; their job descriptions and their efforts should reflect that commitment. To be clear, we are not eliminating jobs. There is much to accomplish throughout our institution. On any given day, there are more than 2,000 positions open. We have roles to play and needs to be met. And we must keep that talent and skill, which exists throughout our campus, so that we honor the principle of how we help everyone on this campus — as members of one community — succeed. We will not mandate diversity training centrally or at the college or unit level. We also will not place required diversity statements in hiring and application processes . Many feel that mandatory trainings are not as effective and that diversity statements don’t speak to actions. We will be impartial facilitators as an institution of broad perspectives. When we take a position, as an institution, on a partisan or political issue, we threaten the ability of everyone in our community to feel a sense of belonging and an opportunity to join the debate. Institutional policies will make clear that we will be impartial on current events, reserving official statements for issues that directly and broadly impact our community. Websites will be free of political positions as a way of ensuring impartiality . We will eliminate statements that imply that the institution or unit has an official view on a current event. This should in no way be construed as impinging upon academic freedom. Faculty decide what to teach as part of formal instruction and where discovery should take them as scholars in their areas of expertise. That means both scholar and student encountering difficult and challenging ideas together, pushing each other to toward deeper understanding, while maintaining a sense of mutual respect. At the same time, a campus open to everyone — in how we heal, teach, serve and discover — is how we will advance Kentucky. Where there are barriers to those efforts, or questions about what we do, we must find ways to address them — openly, honestly and transparently. I am confident that we will continue to find ways to make Kentucky stronger by answering simple but profoundly important questions: Did we care? Were we fair? Did we give all a fair shot? Thank you for being a community that always answers yes. Eli Capilouto President

Office of the President 101 Main Building University of Kentucky Lexington, KY 40506-0032

Read: What is a brand voice? Plus, 7 tips to develop one Free business plan template Vision statement vs. mission statement. While both statements help define your company's character and personality, there are some key differences between a vision statement and a mission statement. The mission statement describes what your company does in the ...

1. The mission is the foundation on which your business will be built. It's the true purpose of your business and that purpose is reflected in the mission statement. Without a strong mission statement, you don't have a true business. All you have is just a profit making venture that will soon be wiped out with time.

3. Capture your why. Think about why you started your business in the first place, and what impact you hope to make. Customers want to know the backstory for a brand and why they should feel ...

Starbucks: To inspire and nurture the human spirit — one person, one cup, and one neighborhood at a time. Google: Google's mission is to organize the world's information and make it universally accessible and useful. 1. Life Is Good: To spread the power of optimism.

Vision statement definition. A company vision statement describes the desired future state of the organization in the long term—generally within a 5 to 10-year timeframe—and guides the direction of the business's efforts.It serves as a guiding framework for the business's strategic efforts being a critical component of a highly effective business strategic plan.

The vision statement for Adidas, for example, is "To be the design leaders with a focus on getting the best out of the athletes with performance-guaranteed products in the sports market globally.". The three main points of this vision statement are: "To be leaders in performance design.". "To help athletes perform at their best.".

A mission statement is action-oriented and focuses on how an organization operates in the present. It is grounded in the reality of what the organization is currently doing and is often used as a ...

🌱 Download our free, editable growth strategy template to walk through seven simple steps for creating the right plan to grow your business.. Mission statement vs vision statement vs values. Mission statements often get confused with other aspects of a brand's identity, so let's separate them out:. Mission statement: This is what you do, why you do it, how you do it, and what value you ...

Don't be afraid to dream big. A lukewarm vision will only yield lukewarm results. So it's important to be bold, and even risky, when writing your vision statement. 4. Keep it short and simple. While it should be specific, a vision statement shouldn't be overly detailed. It should be concise.

By making your mission statement visible to the clients and customers, companies show what they stand for and what they strive to achieve—both as an internal workforce and with the products or services they sell. 1. Asana. "To help humanity thrive by enabling the world's teams to work together effortlessly.".

This is really an extension of the mission statement and explains how they focus on their customers, how they grow their company, and how they work with employees. You can read their values here. 5. Walgreens. "Walgreens' mission is to be America's most-loved pharmacy-led health, well-being, and beauty retailer.

Here are 11 exceptional vision statement examples to use as models, guides, and sources of inspiration to write your own. 1. Shopify. Shopify's vision statement is succinct and straightforward: "Make commerce better for everyone, so businesses can focus on what they do best: building and selling their products.".

1) Regular discussions: Host monthly or quarterly meetings focusing on aligning your teams' activities with your mission and vision. 2) Onboarding process: New employees should receive a handbook ...

A Mission Statement is a definition of the company's business, who it serves, what it does, its objectives, and its approach to reaching those objectives. A Vision Statement is a description of the desired future state of the company. An effective vision inspires the team, showing them how success will look and feel.

2. Nike. Mission statement: 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. Vision statement: Bring inspiration and innovation to every athlete* in the world.

Here are some examples of well-crafted mission statements by famous companies: 1. Starbucks. To inspire and nurture the human spirit - one person, one cup, and one neighborhood at a time. In the first part of the statement, Starbucks describes the work culture it promotes and the customer service delivered.

Mission Statement - Why You Exist. States why your organization exists and articulates your core purpose. Written in the present tense. Helps define the area where you play. Vision Statement - Where You're Going. States your organization's bold vision for the future and why that is important. Written in a future tense.

You probably know a lot of mission statements without realizing it. We've gathered 25 of the best mission statement examples available in the world to help you create a great mission statement for your business plan. 1. Microsoft. "To empower every person and every organization on the planet to achieve more.". 2.

Whether your business is brand new or deep in the middle of a strategic plan overhaul, your mission statement matters. Judging by some of the best company mission statement examples out there, a good mission statement speaks volumes. ... It's easy to confuse vision statements and mission statements. But there are a few important differences ...

How to Write an Effective Mission Statement in 3 Steps. Whether you're a small business owner or the chairman of a Fortune 500 company, you've probably thought about why you do what you do. If you're serious about your business, it's because you have a sense of mission. Having that is the first step toward writing a mission statement for ...

30 Inspiring Mission Statement Examples. Without further ado, let's highlight 30 mission statement examples to inspire your own. The right mission statement can convert potential customers with unparalleled storytelling. Asana "To help humanity thrive by enabling the world's teams to work together effortlessly." Asana mission statement ...

These mission and vision statements not only convey your company's core values and aspirations but also foster confidence and engagement among investors and employees alike. A clear, concise, and inspiring mission and vision serve as a guiding light, aligning your team's efforts and attracting people who resonate with your company's purpose.

Instead, the administration made the updates as part of the university's new strategic plan ahead of re-accreditation, making USM the only public university in Mississippi to not include the word "diverse" in its mission or vision statements, according to a review of strategic plans for all eight institutions.

It can be helpful to include goals in your mission statement, like "95% of the time we will …". Remember, there are no wrong mission statements. If it resonates with you and your employees ...

The updated mission and vision statements are the first step in a carefully planned business transformation, which represents a significant evolution in QuantaSing's commitment to enhancing ...

Nike's mission is to bring inspiration and innovation to every athlete* in the world. *If you have a body, you are an athlete. Skip to main content. Find a Store. Help. Help. Order Status. Shipping & Delivery. Returns. Order Cancellation. Size Charts. Contact Us. Membership. Promotions & Discounts. Product Advice. Send Us Feedback.

See why leading organizations rely on MasterClass for learning & development. From small businesses to nonprofits, companies use mission and vision statements to guide their current operations and future goals.

Adobe Workfront is a cloud-based work management solution that helps teams and organizations plan, track, and manage their work efficiently. It is designed to streamline project management, task collaboration, resource management, and portfolio management across various teams and departments.

Campus Community, Our Strategic Plan makes clear that our mission is to advance this state in all that we do. As I shared in the video message I sent to our campus yesterday, core to that purpose is the idea that we are many people, who together, comprise one special community. I'm deeply appreciative of the time many have taken across the campus recently to provide feedback about how we ...

Business Press Release. T-Mobile US, Inc. to Host Capital Markets Day on Sept. 18, 2024. August 05, 2024 | 2 min read. Devices Press Release. T-Mobile Offers New Google Pixels with Exclusive Deals, Free Devices and Faster Speeds. August 13, 2024 | 7 min read. Business Press Release.

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rolex yachtmaster rhodium review

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Rolex Yacht-Master

Yacht-master.

• Yacht-Master II
• Rolex 16622
• Rolex 168622
• $7,000 to $10,000
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• 2010 to Present

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The Rolex Yacht-Master made its debut in 1992, designed specifically for sailors and yachting enthusiasts. With its unique features and striking appearance, the Yacht-Master quickly became a symbol of excellence in the sailing world. Over the years, Rolex has continued to refine and improve the Yacht-Master, introducing new materials, sizes, and complications to meet the evolving needs of sailors and watch aficionados alike. To learn more about the fascinating history of this iconic timepiece, explore our in-depth article on the Rolex Yacht-Master history .

Rolex Yacht-Master Features

The Rolex Yacht-Master boasts an impressive array of features that set it apart from other luxury watches. Our Rolex Yacht-Master review dives into the details that make the Yacht-Master a true icon in the world of horology.

At the heart of the Yacht-Master lies a self-winding mechanical movement, ensuring precise and reliable timekeeping. The Rolex Yacht-Master movement is certified as a Superlative Chronometer, undergoing rigorous testing to guarantee its accuracy and performance. With its rigorous testing and certification, the Rolex Yacht-Master movement stands as a pinnacle of horological excellence, meeting the demands of both luxury and performance.

The Yacht-Master features a distinctive bidirectional rotatable bezel, which allows sailors to measure elapsed time and synchronize with regatta starting times. The Rolex Yacht-Master bezel is crafted from precious metals or Cerachrom, Rolex's proprietary ceramic material, offering durability and resistance to scratches and fading. Crafted from premium materials such as precious metals or Rolex's innovative Cerachrom ceramic, the Yacht-Master bezel not only ensures durability but also maintains its pristine appearance over time, making it a hallmark of both function and luxury.

Whether opting for a more understated or commanding presence, there's a Yacht-Master size to complement every individual style and comfort level. The Rolex Yacht-Master size is available in a range to suit different preferences and wrist sizes:

• Diameter: The Rolex Yacht-Master diameter comes in 37mm, 40mm, and 42mm options 
• Dimensions: The Rolex Yacht-Master dimensions vary based on the model 
• Lug to Lug: The Rolex Yacht-Master lug to lug distance is proportional to the case size 
• Lug Width: The Rolex Yacht-Master lug width is compatible with various strap options 

Complementing its sophisticated design, the Yacht-Master presents a selection of Rolex Yacht-Master band options, ranging from classic Oyster bracelets to supple rubber straps, providing both versatility and refinement to match any occasion or personal style preference. The Yacht-Master offers several Rolex Yacht-Master band options to complement its elegant design:

• Bracelet: Oyster and Oysterflex Rolex Yacht-Master bracelet options provide comfort and durability 
• Leather Band: A Rolex Yacht-Master leather band is a sophisticated choice for a more formal look 
• Rubber Strap: A Rolex Yacht-Master rubber strap is ideal for water activities and a sporty aesthetic 
• NATO Strap: A Rolex Yacht-Master NATO strap is a versatile and trendy option for a casual style 

The Rolex Yacht-Master dial is available in various colors, including white, black, champagne, and mother-of-pearl. Embodying both style and functionality, the Rolex Yacht-Master dial ensures effortless readability in any environment. The dial features luminescent hands and hour markers for optimal legibility in any lighting condition.

Water Resistance

With a Rolex Yacht-Master water resistance of 100 meters (330 feet), the watch is suitable for swimming, snorkeling, and other water activities. Yacht-Master's water resistance adds to its allure as a trusted companion for seaside escapades. Whether cruising the waves or lounging by the pool, this timepiece combines elegance with durability, ensuring style and functionality in every aquatic endeavor. However, it is not recommended for deep-sea diving.

Yacht-Master Rolex Price

Investing in Excellence The price range for Yacht-Master models varies depending on factors such as size, materials, and complications. Pre-owned Rolex Yacht-Master watches offer an excellent opportunity to own a piece of horological history at a more accessible price point. When considering a Yacht-Master, it's essential to familiarize yourself with the Rolex Yacht-Master model numbers, as they can provide valuable information about the watch's features and production year.

disc. = discontinued

Rolex Yacht-Master Models

The Rolex Yacht-Master collection offers a range of models to suit different tastes and preferences. Let's explore the main Yacht-Master models:

Yacht-Master 37

The Yacht-Master 37 is the smallest model in the collection, perfect for those with smaller wrists or those who prefer a more understated look. Ideal for those seeking a more petite option without compromising on performance, the Yacht-Master 37 offers a perfect blend of elegance and functionality in a compact design. Despite its smaller size, the Yacht-Master 37 retains all the impressive features and functionality of its larger counterparts.

Yacht-Master 40

The Yacht-Master 40 is the quintessential model in the collection, offering a balance between presence and wearability. This model is available in a variety of materials, including stainless steel, yellow gold, white gold, and Everose gold, allowing you to choose the perfect combination to suit your style. Whether navigating the open seas or enjoying a leisurely day onshore, this timepiece embodies the spirit of adventure with elegance and ease.

Yacht-Master 42

Crafted with precision and attention to detail, the Yacht-Master 42 combines luxurious aesthetics with rugged durability, embodying the spirit of adventure on both land and sea. As the largest model in the Yacht-Master collection, the Yacht-Master 42 makes a bold statement on the wrist. With its increased size, the Yacht-Master 42 offers enhanced legibility and a more substantial presence, ideal for those who prefer a more prominent timepiece.

Popular Rolex Yacht-Master Comparisons

When considering a Rolex Yacht-Master, it's natural to compare it with other popular Rolex models and even watches from other luxury brands. Comparing the Rolex serial numbers can also be a helpful way to understand the differences between various models. Let's look at some common comparisons:

Rolex Yacht-Master vs. Submariner

When comparing the Rolex Yacht-Master vs Submariner , both are nautical-inspired watches, but the Submariner is designed primarily for diving, while the Yacht-Master is tailored to the needs of sailors and yachting enthusiasts. Both the Yacht-Master and Submariner exemplify Rolex's commitment to excellence in both form and function, offering impeccable performance and timeless style.

Rolex Yacht-Master vs. Yacht-Master II

In the comparison of the Rolex Yacht-Master vs Yacht-Master II , the Yacht-Master II is a more complex timepiece, featuring a programmable countdown with a mechanical memory and on-the-fly synchronization. The Yacht-Master, on the other hand, is a more straightforward and versatile watch, suitable for both on and off the water.

Rolex Yacht-Master vs. Sea-Dweller

When looking at the Rolex Yacht-Master vs Sea-Dweller, the Sea-Dweller is a professional diving watch with a water resistance of up to 4,000 feet (1,220 meters), while the Yacht-Master is designed for sailing and water activities with a water resistance of up to 330 feet (100 meters).

Rolex Yacht-Master vs. Omega Seamaster

When comparing luxury watch brands, the Omega vs. Rolex debate often arises. While both brands offer exceptional timepieces, the Rolex Yacht-Master and the Omega Seamaster cater to different preferences and styles. Ultimately, the choice between the Yacht-Master and Seamaster comes down to personal preference, with Rolex appealing to those who value tradition and prestige, while Omega appeals to enthusiasts seeking innovation and versatility.

Expert Opinion

"The Rolex Yacht-Master is a striking maritime watch that combines high style and functionality in a single package. The collection features a resilient waterproof case, a clean and legible dial, and a rotatable bezel with 60-minute graduations. With its innovative design and phenomenal performance, the Rolex Yacht-Master is a prime investment for anyone looking for a top-of-the-line luxury watch."

- Paul Altieri, Founder and CEO of Bob's Watches

Testimonials

Nathaniel g..

"I had wanted a Yacht-Master for as long as I could remember, but could never justify the high price of buying new. Once I realized that buying pre-owned might be a smarter option, I searched around the internet, but only Bob's Watches made me feel comfortable with making such a large purchase online. I understood their business model, and past customers' reviews were very positive. The prices were competitive as well, and rivaled those of less-trustworthy dealers. Once I made my choice, there was a slight hiccup in the process to wire funds, but when I called in, the problem was quickly resolved.

I received my watch a few days later, and it looked stunning. When the site says "mint condition," it means it! Bob's was also able to tell me when the watch was last serviced, which (in combination with the one-year warranty) gives me peace-of-mind. As I look to expand my collection of watches, I'm sure I'll be a repeat customer of Bob's Watches."

Review originally published on Trustpilot

"I have been shopping for the Rolex Yachtmaster for the better part of a year. I visited multiple jewelers & brokers in my area. Either they were of poor condition or over priced. Then I found Bobs Watches. The staff was expeditious and courteous. They sent me new photos of the watch upon request with no hesitation. The service, price, and condition of the watch was without compare. I am now a lifelong customer of Bobs Watches, I cannot imagine buying from any other source."

Review originally published on Google

Sell Your Rolex

Unlock the value of your treasured timepiece by selling your Rolex with Bob's Watches. Our expert team handles each watch with utmost care and professionalism. With our seamless and trusted process, we ensure your experience is top-notch. Parting with your luxury watch becomes as effortless and rewarding as the moments it has tracked for you. Get started today by visiting our Sell Rolex watch page.

Why Choose Us

Bob's Watches is a trusted and established purveyor of pre-owned Rolex watches with decades of experience. We promise a 100% satisfaction guarantee, ensuring that customers are fully satisfied with their purchase or they can return it for a full refund. With a team of specialists who authenticate and examine each watch, and fair pricing on a large inventory of models, Bob's Watches is a reliable option for those looking to buy a pre-owned Rolex watch.

Frequently Asked Questions

What is a good rolex yacht-master alternative.

While the Yacht-Master is a unique timepiece, some alternatives include the Omega Seamaster Aqua Terra and the Panerai Luminor Yachts Challenge.

How to set date on Rolex Yacht-Master?

To set the date on your Yacht-Master, pull the crown out to the first notch and turn it clockwise until the correct date appears in the window.

How to tell if Rolex Yacht-Master is real?

To ensure the authenticity of your Yacht-Master, it's essential to purchase from a reputable dealer and familiarize yourself with the watch's features. Our guide on how to spot a fake Rolex can help you identify potential red flags.

How to wind a Rolex Yacht-Master?

To wind your Yacht-Master, unscrew the crown and turn it clockwise about 30 times. This will fully wind the mainspring and ensure optimal performance.

Is Rolex Yacht-Master a good investment?

Rolex watches, including the Yacht-Master, have a strong history of holding their value and even appreciating over time, making them a solid investment for watch enthusiasts.

Is Rolex Yacht-Master waterproof?

The Yacht-Master is water-resistant up to 100 meters (330 feet), suitable for swimming and snorkeling but not recommended for deep-sea diving.

Is Rolex Yacht-Master hard to get?

The availability of the Yacht-Master can vary depending on the specific model and demand. Some models may be more readily available than others, but working with a trusted dealer like Bob's Watches can help you find your perfect Yacht-Master.

What is the wait time for a Rolex Yacht-Master?

Wait times for a Yacht-Master can vary depending on the model and availability. However, purchasing a pre-owned Yacht-Master from Bob's Watches can often reduce wait times and provide more immediate access to your desired timepiece.

Pre-Owned Rolex Yacht-Master Watches

Rumoured to be a replacement for the Submariner that was considered too dramatic a change right at the last minute, the Yacht-Master was designed to be a more elegant imagining of the classic diver's watch. The sculpted cases and sparkling dials are the perfect combination for a summer trip to the Mediterranean.

Rolex Yacht-Master Watches

Since its introduction in 1992, the Rolex Yacht-Master series has become one of the most iconic collections within the luxury sports watch genre. Its blend of timeless design and rich history has elevated the Yacht-Master series to a symbol of sophistication and elegance.

The name Yacht-Master was actually first used on a Rolex watch in the 1960s but this was confined to several prototype chronograph models that closely resembled a Daytona. The name was abandoned, only to resurface decades later on a completely different watch.

Since its release, the Rolex Yacht-Master has undergone several evolutions, each showcasing Rolex's unwavering commitment to innovation and excellence. From the early models adorned with 18k yellow gold and platinum to the latest advancements in materials and technology, the Rolex Yacht-Master continues to redefine luxury watchmaking.

The Rolex Yacht-Master’s close association with the sea and yachting gives it a unique charm. Built to withstand the rigours of the ocean, the Yacht-Master, is the perfect companion for professional sailors and seafaring enthusiasts, offering them a reliable tool watch without compromising on style. Indeed, the watch was conceived as a more luxurious alternative to the trusty Submariner.

The Yacht-Master is a masterpiece that stands out with its unique features and exceptional craftsmanship. One such feature is its graduated bidirectional rotatable bezel, crafted from ceramic, platinum or gold. It enables the wearer to measure elapsed time with ease when navigating the world’s oceans. This not only ensures accurate timekeeping but also adds a touch of elegance to the watch.

Available in three case sizes—37, 40 and 42mm—and in various precious metals from18k yellow, white and Everose gold, to Everose Rolesor and Rolesium versions, the Yacht-Master is unique in the world of Rolex professional watches. An elegant watch with a sporty character, it was the first Rolex to be paired with a rubber Oysterflex bracelet in 2015.

In 2023, Rolex unveiled a new Yacht-Master 42 in RLX titanium. This marked the first time Rolex produced a Yacht-Master in this lightweight corrosion-resistant metal, making it a notable addition to the collection. It was even trialled on hugely successful British sailor and helmsman Sir Ben Ainslie before its release to ensure it was up to scratch.

The Rolex Yacht-Master, a symbol of luxury and sophistication, is a favourite among many celebrities. Hollywood actors Bruce Willis and Mark Wahlberg are among many high-profile personalities who have been spotted wearing one.

At Watchfinder, we offer an extensive range of pre-owned Rolex Yacht-Master models to suit every taste. Discover the perfect Rolex Yacht-Master that mirrors your unique style and personality in our selection today.

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Rolex Yacht-Master 37 Rhodium Grey Dial Unisex Watch 268622-0002

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Yacht-Master 37mm

Rolex Yacht-Master 37mm 268622 Dark Rhodium

Rolex Yacht-Master 37mm 268621 Chocolate

Rolex Yacht-Master 37mm 268655

Rolex Yacht-Master 37mm 268655 Pave Diamond

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Rolex Yacht-Master 37 Oyster, 37 mm, Oystersteel and Everose gold M268621-0003

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Therefore, the availability of certain models may be limited. New Rolex watches are exclusively sold by Official Rolex Jewelers, who receive regular deliveries and independently manage the allocation and sales of watches to customers.

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Privilege 37 Beautiful Presentation - Owner's version Just Listed

Used yachts for sale, sail catamarans 35ft > 40ft,        privilege boats for sale, privilege 37 boats for sale.

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31' Albemarle 31 DC 2023

Optional Equipment

Triple Yamaha Engines with warranty until 2028

Yamaha helm master auto pilot

2 – 12in Garmin 1243xsv units

Garmin Fantom 24x dome radar

Garmin 315 vhf with antenna and mount

Airmar B175 thruhull transducer

Gem Lux outriggers

2 – 30amp electrical reel outlets

2 – forward bow speakers under gunnel

White powder coated hardtop frame

Hardtop color underside – Kingston gray

Aft enclosure curtain

Transom mounted rodholders (2)

Lumitec razor light bar

Dash mounted waterproof wireless phone charger

Mase 4KW diesel generator

Reverse cycle AC/Heat (Helm & both consoles)

Cockpit galley package with electric grill, refrigerator & sink

Bow Tonneau cover

Stowable sunshade which can be used in bow or cockpit

Lazarette bucket holder option

Custom color vinyl boot stripe Gray/Gray accent

Yamaha tilt helm

Flexiteak decking for engine bracket Gray with black caulk lines

Multi color overhead LED lighting

LED spreader lights

White/gray exterior cushions

Manufacturer Provided Description

A 24 degree deadrise, hand-laid solid fiberglass hull, one-piece construction, and superior weather protection will ensure a ride worthy of the Albemarle name and allow boating even when the weather is less than ideal.

The 31DC features reliable and efficient Yamaha outboard power with a choice of 300 or 350 horsepower. The bow, helm, and cockpit seating will offer plenty of comfortable space for family and friends. Her cockpit is uncluttered and well laid out for multiple purposes.

The standard boat has everything you need for a day offshore, and with the addition of the optional cockpit galley, she is very capable of onboard dinner cruises as well. The 31 also features our “A” Berth, an innovative full beam berth, making her the first dual console in the class truly capable of comfortable overnighting.

Standard Features

CONSTRUCTION

· Armstrong Custom Engine Bracket

· Bonded and Mechanically Fastened Hull, Deck, and Liners

· Composite, Fiberglass Encapsulated Stringer System

· Hand Laid Solid Fiberglass Construction with Premium Gelcoat Finish and Vinylester Resin

· Molded, One-piece Deck and Cockpit Liner with Non-Skid

· Heavy Duty Vinyl Rub Rail with Stainless Steel Insert

· Solid Fiberglass Hull with 10 Year Structural Warranty

· Aluminum Fuel Tank, Thick Walled with Cold Tar Epoxy Coating

· Bilge Pumps (2) with Indicator Lights, Float Switches (2), and High Water Alarms

· Flanged Bronze Seacocks on All Through-Hull Fittings below Water Line

· Flexible Fuel Lines

· Fuel / Water Separator Filters

· Pressurized Water System

· Stainless Steel Through-Hull Fittings above Waterline

· Trim Tabs with Indicator and Auto Retract

· 12 Volt LED Lighting

· Battery Paralleling Switch

· Bonded Electrical System

· Circuit Breaker Protected Throughout

· Color-Coded Wiring System

· Engine Alarm System

· Heavy-Duty Marine Batteries (3) with Trays

· Horn, Electric

· LED Navigation Lighting

· Lighted Rocker Style Switch Panel, Dimmable

· Pre-Wiring for Electronics

· 110 Volt 30 Amp Dockside Power System

· Battery Charger, 3 Bank, 30 Amp

· Stereo System

· Aft Facing Double Cockpit Seat

· Coaming Pads, Port and Starboard

· Cockpit Shower – Hot/Cold

· Custom Cockpit Upholstery with Dri-Fast Foam

· Drink Holders

· Folding Transom and Port Side Bench Seat

· Freshwater and Raw Water Washdowns

· In-Deck Fishboxes with Macerator Pump-out System

· Indirect LED Cockpit Lighting

· Molded Cabinet with Sink and Storage/Tackle Drawers

· Molded Fiberglass, Self-Bailing Cockpit with Scuppers

· Stainless Steel Flush Mounted Drink / Rod Holders (4)

· Transom Door

· Transom Fish Box / Live Bait Well with “Calming Blue” Gelcoat

· 12 Volt Accessory Outlet / USB (Multiple)

· Dash Designed for Flush Mounted Electronics

· Flush-Mounted Compass with Light

· Footrests, Helm and Companion

· Full Instrumentation with Digital Engine Display and Fuel Management

· Helm Chair and Port Side Double Bench Seat w/Bolsters

· Stainless Steel Steering Wheel

· Weather-protected Switches and Instruments with Backlights

· Windshield with tempered glass and walk-through door

· Windshield Wiper

HARDTOP PACKAGE

· 3 Sided Enclosure with removable 4th side

· Molded-in Outrigger Reviver Pads

· Multi-Color Overhead LED Lighting

· Spreader Lights (LED)

· Rod Holders (2 per side)

· Anchor Locker with Fiberglass Hatch

· Bench Seating, Port and Starboard with Cushions

· Bolster Cushions and Table (Stowable)

· Dry Storage/ Ice Box under Port Side Seat, Insulated

· Stainless Steel Hand Rails

· Stainless Steel Flush Mounted Drink/ Rod Holders

· Wind Break Door

· Anchor Windlass (Thru Stem Anchor Roller, Rode, Stainless Steel Anchor, Helm and Bow Controls)

STARBOARD CONSOLE

· Access to Dash and Electronics Wiring

· A-berth with Cushions

· AC/DC Electrical Panel

· LED Lighting

· Lockable Rod Storage / Deck Hatch

· Hanging Locker Cabinet

· Microwave / Trash can

PORT CONSOLE

· Electric Head with Holding Tank

· Molded Non-Skid Flooring

· Storage / Medicine Cabinets/ Mirror / Towel Rack

· Solid Surface Countertop and Sink

· Deck Hatc

Specifications

• Price USD: $ 499,000

Stuart, Florida, United States

Power yacht.

• LOA: 33 ft 8 in
• Display Length: 31 ft

Dual Console

• Water Capacity: --
• Fuel Capacity: --
• Engine Details: Yamaha F300
• Engine 1: 2023 44.00 HRS 300.00 HP
• Engine 2: 2023 44.00 HRS 300.00 HP
• Engine 3: 2023 44.00 HRS 300.00 HP
• Engine Fuel: Gas/Petrol
• Days on Market: INQUIRE

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Listing MLS by Yachtr.com

Not all boats listed online are listed with United, but we can work on your behalf. For more information on this vessel or to schedule a showing, please contact a United Yacht Sales broker by calling our main headquarters at (772) 463-3131.

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SELL YOUR YACHT WITH UNITED

United is the largest professional yacht brokerage firm in the world with over 200 yacht brokers in our network. By listing your boat or yacht for sale with us, all of our team are immediately notified of your boat and begin working to match your yacht with a buyer. We have many examples where boats have sold through our network and our proprietary broker forum that keeps our team connected 24/7. With hundreds of closings every year, there is no better team than United to help with the listing and sale of your vessel. Find out what your current yacht is worth on today's market!

BUY A YACHT WITH THE UNITED TEAM

The yacht MLS consists of thousands of available brokerage vessels from all over the world and in different conditions. Hiring an experienced yacht broker to help you find the perfect boat makes financial sense, as well as takes the stress out of the process. A United broker starts by listening to your needs, how you plan to use your boat, your potential boating locations, and your budget. We then go to work looking at all of the available yachts that fit your criteria, research their history, provide you with a clear picture of the market, and organizes the showings. We're with you every step of the way from survey to acceptance and our industry-leading support staff will make sure your closing goes smoothly.

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Yacht-master 42.

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Sale yacht in Moscow

37 yachts for sale in moscow, customer reviews, popular destinations.

• Sell yacht in Moscow
• Sell yacht in St Petersburg
• Sell yacht in Vladivostok
• Sell yacht in Samara
• Sell yacht in Saratov

Moscow is the largest city and historical capital of Russia, the country's most popular tourist center and the center of the Russian Orthodox Church. In this metropolis, antiquity and modernity are whimsically combined, numerous cultural and historical sights, viewing platforms and entertainment centers make it a center of attraction for tens of millions of tourists from all over the world.

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• Length 6.90 m
• Beam 2.50 m
• Draft 0.60 m

• Length 6.00 m
• Beam 2.00 m
• Draft 0.00 m

• Length 6.06 m
• Beam 2.36 m
• Draft 0.40 m

• Length 11.80 m
• Beam 3.00 m
• Draft 1.00 m

• Length 8.00 m
• Beam 2.40 m

• Length 8.10 m
• Beam 2.80 m

• Length 10.75 m
• Beam 3.56 m

• Length 8.13 m
• Beam 2.60 m
• Draft 0.90 m

• Length 7.16 m
• Beam 2.58 m

• Length 7.06 m
• Beam 2.55 m

• Length 11.50 m
• Beam 3.50 m
• Draft 0.95 m

• Length 7.05 m
• Beam 2.70 m

• Length 7.01 m
• Beam 2.59 m

• Length 5.81 m
• Beam 2.26 m

• Length 16.20 m
• Beam 7.00 m
• Draft 1.20 m

• Length 9.44 m

• Length 8.03 m

• Length 14.00 m
• Beam 4.80 m
• Draft 1.10 m

• Length 9.99 m

• Length 11.88 m

• Length 9.60 m
• Beam 3.05 m
• Draft 1.45 m

• Length 8.60 m
• Draft 0.50 m

• Length 17.80 m
• Beam 4.90 m
• Draft 1.35 m

• Length 8.25 m
• Beam 2.97 m
• Draft 0.59 m

• Length 18.00 m
• Beam 5.80 m
• Draft 1.40 m

• Length 11.40 m
• Draft 0.80 m

• Length 12.30 m
• Beam 3.95 m

• Beam 4.50 m

• Length 16.00 m
• Draft 1.30 m

• Length 10.00 m
• Draft 0.89 m

• Beam 8.00 m

• Length 9.45 m
• Beam 3.30 m
• Draft 1.98 m

• Length 8.67 m

• Length 10.53 m

When planning to buy a yacht in Moscow , pay attention to the offers of 2yachts - we hope you will find a suitable option among current and profitable ads from direct sellers.

Sights of the Russian capital

On the territory of the largest city in Europe with a 9-century history, there are many interesting places and objects. Some of the best attractions of modern Moscow are:

• The Kremlin and Red Square, with which it is worth starting to get acquainted with the city;
• Arbat - the main tourist artery of Moscow;
• The business center of the city with skyscrapers is Moscow City with viewing platforms, including a 360-degree circular view of the capital;
• The Bolshoi Theater is one of the most significant in Russia and the world;
• Tretyakov Gallery with the world's largest collection of Russian painting;
• Ostankino TV Tower, the country's main television tower 540 m high with 2 viewing platforms - open type and glazed at different levels;
• St. Basil's Cathedral (Cathedral of the Protection of the Holy Virgin);
• The historical district of the capital is Kitay Gorod.

It is also worth visiting the river berths, beaches (in Rublevo, Strogino and Serebryany Bor) of the Moscow River, Kolomenskoye Museum-Reserve, Moskarium Oceanography Center, Novodevichy Convent, Moscow Planetarium, Darwin Museum, Zaryadye Natural Landscape Park and Exhibition of Achievements of National Economy (VDNH).

The best restaurants in Moscow: Pushkin, Balzi rossi, Wine & Crab, Osteria della Piazza Bianca, White Rabbit, Björn, Northerners, Beluga, Lavkalavka and others.

Yachting in Moscow

You can leave your yacht parked in Moscow at the pier of one of the many yacht clubs on the banks of the Moscow River and the Khimki Reservoir - for example, on the territory of the Yacht Port “Estate Port” with 36 berths for vessels up to 15 m long or in CHALET RIVER CLUB yacht club on the border with the Moscow region with 57 berths for vessels up to 17 m long and with a draft of up to 1.7 m. If you are interested in selling yachts in Moscow , we recommend that you use the services of one of the trusted yacht brokers in the region, for example - PRESTIGE YACHTS, ULTRABOATS, IY C or WEST NAUTICAL.

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