Writing a Powerful Mission Statement – Where Do You Want Your Business To Go

First of all, a Mission Statement is not just for businesses. They can also be for the family, individuals, church, human resources, the non-profit, city & town managers, schools, teams and many others.

Right now we will be concentrating on the business Mission Statement.

The company mission statement can be something that drives the business while attracting clients or customers, and brands the service or product.

The mission statement should never be ignored. It should be highly visuable to all staff and customers while remembered and implemented.

The following is an Outline of a great Mission Statement with Title and Slogan for all staff to see and remember. Some prefer to have all listed on one page. While others prefer to only show the actual mission statement on one page.

Once you have yours created, print it out and frame it!

Place it in a highly visible area.


Title or Name of Company


Slogan and Motto Statement

It’s a great idea to have a slogan or motto statement. They are eye catching and add a punch to your mission statement.

For an example: Link Information Technology, Ltd’s slogan is:

“Combining leading-edge business strategy and IT knowledge, to develop efficient and effective solutions that keep businesses one-step ahead.”


Description of Company

Keep this short and sweet. Make sure to only include the location and what the company takes care of, the products and/or service.

Fourth & Most Important:

Mission Statement

First decide who the mission statement is for. For some companies it is primarily for internal use while others use it for publicity.

Write out a list of attributes of your company. Now write the fantastic “vision” of where you see your business going.

Here is the Coca-Cola Company’s Mission Statement as an example:

“The Coca-Cola Promise: The Coca-Cola Company exists to benefit and refresh everyone it touches. The basic proposition of our business is simple, solid, and timeless. When we bring refreshment, value, joy and fun to our stakeholders, then we successfully nurture and protect our brands, particularly Coca-Cola. That is the key to fulfilling our ultimate obligation to provide consistently attractive returns to the owners of our business.”

The above is written for the stakeholder and they show this separate mission statement on their website:

“Everything we do is inspired by our enduring mission:

•To Refresh the World… in body, mind, and spirit.

•To Inspire Moments of Optimism… through our brands and our actions.

•To Create Value and Make a Difference… everywhere we engage.”

I may not necessarily like Coca-Cola, but I love their mission statement. It is informative, enthusiastic, and uplifting. I also like that fact that they have two, one for the stakeholders and then one for the rest of us.

This type of thinking can inspire us all to create the most effective mission statement of our own that we possibly can for our individual businesses.


  1. Bobbi. I do belive that a mission statement is essential to the direction and grow af any organization.
    Kudos to you for this important article.

  2. Michael Johnson says:

    The guiding light of a business is it’s ability to never loose sight of the original purpose. A strong mission can provide that gentle nudge to get back on track.

    I really like your article Bobbi, we ofttimes need to be reminded of the simple tools that help us keep on track. 🙂

  3. Wray says:

    I agree, you have to know where you are going if you ever want to get there.

  4. Stu McLaren says:

    This is actually something we’ve been discussing more and more in our business.

    Often as entrepreneurs, we just “get going” on our idea without taking a step back to look at the “big picture”.

    I credit Tracy because he’s really good at looking at how things will play out in the future.

    With that said, we’ve both realized recently that as you grow, the vision, mission and “purpose” behind what you do as a company becomes more and more important – not only for YOU, but also for anyone who works with YOU (including your customers).

    So a virtual “high five” Bobbi because it’s something that’s definitely top of mind for us 🙂


  5. Having spent 15 yrs in the Navy, and another 15 yrs working with large companies, small companies, my own companies….

    One common thread is that not only do you need to have a clear vision / mission statement of what you want to achieve (both personally and as a company), but you must also have leadership that believes in the vision in order to achieve that vision.

    I think Wishlist has some pretty good leaders guiding the ship.

  6. I’m a big one for goals, objectives,business plans and the like – I have to say that the term ‘mission statement’ makes me shudder. I think it’s a reaction to working in businesses where they spent so much time on the mission statement and then promptly forgot it.

    I love your idea about framing it… I feel it should be a living document that guides you and your staff – and keeps you on track!

  7. Well said Bobbie!
    I also like what Stu and Rodger shared too!

    As a developer I see the opposite of this far too often:

    Potential membership client is totally focused on “how much money” they are going to get when it goes live.

    These people never see success. I made the mistake of working with 2 clients like this: the 1st one launched her site and then it flopped big time! She then decided not to pay me what she owed me.

    The second one I got my money up front – then their site flopped.

    Potential clients often don’t get it – just because I am a certified developer doesn’t mean I will take anyone’s money.

    Part of MY MISSION STMT is working with clients who are passionate about what they are doing – not desperate for money.

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