How to write a mission statement that isn’t boring

Mission statements are a standard marketing tool for businesses, but a lot of mission statements are vague and boring.

What are mission statements?

Mission statements encapsulate why you’re in business. They’re usually 1-2 sentences and quickly convey the core tenets of your organization. Most importantly, your mission statement should illustrate the guiding principle behind everything your business does.

What NOT to do

Mission statements have gotten a bad reputation in the marketing world because so many of them are boring and vague. To see some examples of these boring mission statements, check out this funny mission statement generator that will spit out a generic mission statement at the click of a button.

Many companies don’t take the time to make their mission statement meaningful, and are boring because they don’t actually tell the reader anything about the company.

What to do instead

Great mission statements are:

  1. Service-oriented – Who are you working for? What are you giving your clients, shareholders, employees or community?
  2. Concise – if your mission statement is longer than 1 or 2 sentences, you can bet that no one will be reading it.
  3. Specific – your mission statement should highlight what’s unique about your organization, that’s what will make it interesting.
  4. Inspirational – how is your business making the world, or even just your community, a better place?

Mission statement examples

The best way to grasp what a great mission statement looks like is to see it in action. Here are a few examples from some of our member businesses.

  • WeWork: “Create a world where people work to make a life, not just a living.” Why it’s great: the play on words is memorable while also being meaningful about changing the way people work.
  • Tractor Supply Company: “To work hard, have fun and make money by providing legendary service and great products at everyday low prices.” Why it’s great: acknowledges six core business tenets, hard work, employee benefits, profit, customer service, great product offerings and value to the customer, in just 19 words.
  • HCA: “Above all else, we are committed to the care and improvement of human life.” Why it’s great: inspirational and shows that while the company may have other goals, their mission informs all their actions and offerings.
  • BlueCross BlueShield of Tennessee: “Peace of mind through better health.” Why it’s great: conveys company’s goal of improving clients’ lives without unnecessary exposition.
  • Schermerhorn Symphony Center: “The Nashville Symphony inspires, entertains, and educates through excellence in musical performance.” Why it’s great: outline the core functions of the symphony including educational programs, community involvement and performances.

All in all, your mission statement should reflect why your organization is operating. Work with your team and think carefully about what ideas are at the core of your business. If you can identify that, your mission statement will almost write itself.

For more marketing tips, check out other articles from our blog.

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