Mission Statement and Vision Statement
This page accompanies the chapter, The Mission of the Vision (Creating a Relevant Mission Statement and Vision Statement), in the book, Hire Your Job, Fire Yourself. Here on this web page, you’ll find a brief recap of the chapter, additional information, and some valuable sources.
Excerpts from the Chapter
“Mission statements and visions statements are powerful tools for a business, especially a startup business where there are frequent distractions of “shiny objects” that cause you to lose focus on the important task of stabilizing your business and growing it to the point of profitability. These statements are often at the center of your company culture, and strategic decisions should be measured up against these statements to ensure they fit. If you are a startup and don’t have a company culture yet, this is an opportunity to design one that you can grow into.”
The chapter has the following sections:
- Reap What You Sow with the Right Team
- What is Your Why?
- Gather Kindling Before Starting the Fire
- Mission Statement
- Examples of Mission Statements
- Vision Statement
- How to Create a Quality Vision Statement
- Examples of Vision Statements
Quick Legal Notice: You are free to use these for your business, but you may NOT sell them, give them away, or use them any purpose other than your own business needs. See the fine print for details.
If you found this web page through means other than the book, you should consider obtaining the book. It has tons more information!
Below is a list of resources to help you beyond what the chapter teaches and provides. If you ever notice that any of these links no longer exist, please contact us and let us know which broken link you found and be sure to mention this web page so we can easily find it.
- The Top Nonprofits website displays a list of their top nonprofit vision and mission statements. This same website also has a handy nonprofit worksheet to help you in the development of your nonprofit mission statement and vision statement.
- The author wrote a 3-part series in the Business section of the Press Tribune that contained material taken directly from this chapter. Here is a link to the first article and you can find the links to part 2 and 3 on that page.
Examples of Mission Statements
As per the book: “The mission statement is an overarching, timeless expression of your purpose and aspiration (your why), addressing both what you do, what you strive to accomplish, and the manner in which the organization strives to accomplish it. It is a declaration of why you exist as an organization. Be realistic. You also need to avoid falling into the trap of making it a vision statement.”
Just as a team of mountain climbers focus on their mission of working together for the purpose of reaching their vision of standing on the peak of the mountain, your company needs to have a clear mission that defines your purpose in order to reach your goal of that vision statement.
“The mission statement should be tied to the vision statement, almost a road map to the vision. It is who you are and what you are doing to help you eventually accomplish that vision statement.”
The book provides several examples of company mission statements (with footnotes to their online sources). It is possible, of course, that some of these mission statements might change over time. If you notice that we have a old version below, please contact us and let us know where you found an updated version.
- Naked Pizza: We intend to launch the world’s largest grassroots health movement. We’ll do that by making a delicious, affordable, all-natural pizza and delivering it to your home hot in about 25 minutes. Our mission is delivering great tasting pizza that’s actually good for you.
- Safeway: We earn the loyalty of the people we serve by first anticipating, then fulfilling their needs with our superior-quality products, a unique shopping experience, customer-focused service and continuous innovation, while generating long-term profitable growth for our shareholders.
- Hershey’s: Continuing Milton Hershey’s legacy of commitment to consumers, community and children, we provide high-quality HERSHEY’S products while conducting our business in a socially responsible and environmentally sustainable manner. Although this new mission statement does have the company name in all caps, it is certainly a huge improvement over their previous mission statement which consisted of only Undisputed Marketplace Leadership, which drew some heavy criticism.
- Advance Auto Parts: to provide personal vehicle owners and enthusiasts with the vehicle related products and knowledge that fulfill their wants and needs at the right price. Our friendly, knowledgeable and professional staff will help inspire, educate and problem-solve for our customers.
- O’Reilly: O’Reilly Automotive intends to be the dominant supplier of auto parts in our market areas by offering our retail customers, professional installers, and jobbers the best combination of price and quality provided with the highest possible service level. In order to accomplish this mission, O’Reilly will provide a benefit and compensation plan that will attract and keep the kind of people that will enable the company to reach its goals of growth and success.
- Microsoft: to help people and businesses throughout the world realize their full potential.9
- Harley-Davidson, Inc.: We fulfill dreams through the experience of motorcycling, by providing to motorcyclists and to the general public an expanding line of motorcycles and branded products and services in selected market segments.
- The Walt Disney Company: The mission of The Walt Disney Company is to be one of the world’s leading producers and providers of entertainment and information. Using our portfolio of brands to differentiate our content, services and consumer products, we seek to develop the most creative, innovative and profitable entertainment experiences and related products in the world.
- Pennsylvania State University: Penn State is a multicampus public research university that educates students from Pennsylvania, the nation and the world, and improves the well being and health of individuals and communities through integrated programs of teaching, research, and service.
Our instructional mission includes undergraduate, graduate, professional, and continuing education offered through both resident instruction and online delivery. Our educational programs are enriched by the cutting edge knowledge, diversity, and creativity of our faculty, students, and staff.
Our research, scholarship, and creative activity promote human and economic development, global understanding, and progress in professional practice through the expansion of knowledge and its applications in the natural and applied sciences, social sciences, arts, humanities, and the professions.
As Pennsylvania’s land-grant university, we provide unparalleled access and public service to support the citizens of the Commonwealth. We engage in collaborative activities with industrial, educational, and agricultural partners here and abroad to generate, disseminate, integrate, and apply knowledge that is valuable to society.
- The Coca-Cola Company: Our Roadmap starts with our mission, which is enduring. It declares our purpose as a company and serves as the standard against which we weigh our actions and decisions.
– To refresh the world…
– To inspire moments of optimism and happiness…
– To create value and make a difference.
- Starbucks: to inspire and nurture the human spirit – one person, one cup, and one neighborhood at a time.
- Boy Scouts of America: The mission of the Boy Scouts of America is to prepare young people to make ethical and moral choices over their lifetimes by instilling in them the values of the Scout Oath and Law.
- In-N-Out Burger: Give customers the freshest, highest quality foods you can buy and provide them with friendly service in a sparkling clean environment.
“This short, usually concise statement of the organization’s future answers the question of what the company will look like in five or more years. On occasion, they might describe what their community will look like because of their mission. … Other companies summarize it and use other strategic planning documents to manage the specifics. This vision enables the company to develop business strategies to achieve the stated goals. It puts everyone on the same page and with the same goal.”
Some examples of vision statements include (footnotes for some are listed in the book):
- Alzheimer’s Association: Our vision is a world without Alzheimer’s.
- Amazon.com: 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.
- Teach for America: One day, all children in this nation will have the opportunity to attain an excellent education.
- Heinz: To be the best food company, growing a better world.
- Starbucks: To establish Starbucks as the most recognized and respected brand in the world.
- Boy Scouts of America: To prepare every eligible youth in America to become a responsible, participating citizen and leader who is guided by the Scout Oath and Law.
- The Coca-Cola Company: Our vision serves as the framework for our Roadmap and guides every aspect of our business by describing what we need to accomplish in order to continue achieving sustainable, quality growth.
– People: Be a great place to work where people are inspired to be the best they can be.
– Portfolio: Bring to the world a portfolio of quality beverage brands that anticipate and satisfy people’s desires and needs.
– Partners: Nurture a winning network of customers and suppliers, together we create mutual, enduring value.
– Planet: Be a responsible citizen that makes a difference by helping build and support sustainable communities.
– Profit: Maximize long-term return to shareowners while being mindful of our overall responsibilities.
– Productivity: Be a highly effective, lean and fast-moving organization.
- John F. Kennedy (for America): I believe that this nation should commit itself to achieving the goal, before this decade is out, of landing a man on the Moon and returning him safely to Earth.