The Art Of Writing An Effective Mission Statement + Form

The Shift Spot


Have you ever read a great mission statement for a company that immediately swayed your opinion or made you want to work with them? Have you worked for a company with a mission statement you were proud of? A well-thought-out, proper mission statement is a way to communicate who you are as a company and what you hope to accomplish. 

So how do you properly convey what you need to in a short statement? Let’s dive into effective mission statement formulas.

As we explained above, a mission statement is a short, specific statement that outlines a company’s or organization’s goals. A simple, concise mission statement provides enough information to give the reader an understanding of what the company does and its goals. A good mission statement will be easy to remember and can help keep the company focused on its goals.

A mission statement is usually just one or two sentences long and can be used across all of your marketing initiatives to become part of your branding eventually. Some companies even choose to display their mission statement prominently in their office space.

While the mission statement is designed to be brief, it should still give internal and external consumers an understanding of the company's main purpose. The mission statement is ever-evolving, just as your company is. It should be reviewed periodically to reflect the company’s visions accurately. As the company grows and changes, its mission statement may also need to be updated.

Mission Statement Blog


While the names may be similar, there are major differences between a vision statement and a mission statement. A vision statement is a statement of an organization's overarching aspirations and dreams, while a mission statement is a statement of the organization's current doings and purpose.

A vision statement is what an organization would like to achieve in the future. It is a long-term goal that is not specific about how it will be achieved. A mission statement briefly describes what an organization does. It defines the company's customers, products, and services.

The two statements are often used interchangeably. However, a vision statement is more about where an organization wants to be, while a mission statement is more about where an organization is now.

For reference, here is an example of a vision statement: "To be the world's leading provider of innovative products and services. "While a mission statement would look more like this: "To provide our customers with the best possible products and services."


There are a few key components to include in your mission statement formula. First, your mission statement should be to the point. It should explain what your company does and why you do it. Second, your mission statement should be inspiring. It should motivate your team to achieve your company's goals or for a consumer to want to learn more. Finally, your mission statement should be unique to your company. It should reflect your company's values and culture. 

With those factors in mind, here are a few things to consider when writing your company's mission statement: 
1. What is the purpose of your business? 
2. What are your core values? 
3. What sets your business apart from others in your industry?


A strong mission statement can inspire employees and customers alike. Beyond that, there are many ways it can be effective for your business:

Better Understanding Of Priorities

Because the mission statement lays out the company’s priorities in a clear, organized way, it makes it easier for employees and potential consumers to understand where the organization’s priorities are.

Spark New Ideas
Getting everyone on board to curate your mission statement is a great way to spark new ideas among your team. Often times helping to create the mission statement shifts perspective on the workplace.

Boost Performance
Mission statements often motivate employees and are a constant reminder of the business’s purpose. Remembering all the main goals will keep your team motivated and efficient.

Find Meaning
Coming together and creating a mission statement reminds everyone in the organization of the true meaning or purpose of the company. The motivation behind the company can get lost in the day-to-day but creating and revisiting the mission statement is a great reminder of your “why.


There are several different ways to write a mission statement and important terms to include in your mission statement formula. The most important thing to remember is to make it concise while capturing the essence of your business. Here is a simple mission statement formula you can use to write your own mission statement:

"We help/serve/provide (target market) with (unique product/service) so that they can (achieve the desired result)." For example, our mission at The Content Factory is "to help businesses with their content marketing to attract more clients and grow their businesses." Keep your mission statement short, sweet, and to the point. Make sure it is something you can easily remember and recite when necessary.

(What) + (Who) + (Why) + (How)

Remember to include these four components in your mission statement formula - what you are doing, who you are doing it for, why you are doing it, and how you plan to do it.


Here are some examples of some well-known brands' mission statements. Did you know the mission statement of your favorite companies? Take a look and see if you feel the brand's reputation matches its mission statement:

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

L.L. Bean

“To sell high-quality products that inspire and enable people to enjoy the outdoors.”

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


“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.”


Coming up with a mission statement formula that reflects who you are as a business is a crucial step in your marketing strategy and business success. If you feel stuck with creating your mission statement, The Shift Spot is a great resource to connect with like-minded business owners who can help guide you.