Examples of mission statements for domestic enterprises. How to create a working mission in a company? Make a plan and write the mission of your enterprise

The business camp is divided into 2 groups: some believe that writing a company mission is an empty formality, others see special power in a small text. My opinion: it all depends on how exactly the mission statement for your company was written.

If you need such text for the sake of a tick, which will be similar to thousands of faceless examples on the Internet, then, of course, there will be no sense. When the goals are taken from the air and the mission itself is blurred, it's easy.

If your mission is a strong rope, which pulls the entire company along with it and which actually reflects the meaning of the company’s existence, then it is worth writing. Such texts are remembered at the level of ideas and meanings; they often say even more than texts, for example.

Today I will tell you how to write a company mission that would actually work and become part of your strategy. You don't need much for this. You don't even need to be a great copywriter to do this. It is enough to approach the matter responsibly once, and then everything will work out.

About the general concept of “company mission”

When you write a mission statement for a company, you must answer the question:

Why was the company created?

This is all. This is the main idea and the skeleton of the mission. In one or several paragraphs (no need to imitate Leo Tolstoy and create multi-volume books), you very clearly and specifically talk about why exactly the company was created and what its motives are.

It is clear that in 95% of cases the goal of creating and growing a company is money. I mean something more, going beyond these boundaries. We don’t mention money, it’s “by default,” but we immediately talk about what’s “behind the money.”

For example, here are several mission statements of different companies:

• Manufacturing environmentally friendly vehicles that do not pollute the environment;
• Creation of a segment of inexpensive stores where you can buy only natural products;
• , in which you can get serious professional knowledge for very little money;
• A disk exchange network for set-top boxes in every district of the city, so you don’t have to travel far away;

Unfortunately, when creating a company mission, it is often confused with strategy, vision and values. This is fundamentally wrong. Of course, no one forbids modernizing the mission by weaving into it part of the vision or strategy, but still, in the classical sense, it has limits beyond which it is not worth going.

To avoid confusion, I will try to explain how the mission for a company differs from the vision, strategy and values ​​of the company.

Company's mission answers the question “What are we created for?”

Example of a company mission:

Copywriting University, where you can get serious professional knowledge for very little money;

Company vision answers the question “Where does our company see itself in the future?” Unlike a mission, a vision can change over time and does not have a specific deadline. Essentially, this is a dream, the desire of the company to become such and such in N years.

Example of a company vision:

In the next 5 years, we want to become the largest centralized website for teaching copywriting in Europe, where every teacher is a successful practitioner.

Company strategy answers the question “How are we going to achieve our vision?” Strategy is a more complete decoding of the path to achieving the company's vision.

Example strategy:

In the next 5 years, we want to become the largest centralized website for teaching copywriting in Europe, where every teacher is a successful practitioner. To do this, we will create financial and reputational conditions under which the best copywriters on the Runet will benefit from working with us.

Company values answer the question “What is important to us?” That is, we voice our main values ​​in our work.

Example of company values:

We clearly separate copywriting from any information business. Copywriting University is a place of professional systems training, where the best practices of the Runet are taught. It is important to us that you receive real knowledge, and not beautiful dummies from “coaches”.

The best solution for the company would be to separate the texts point by point. That is, first we write a good mission of the company, then the subtitle “Vision”, then “Strategy” and “Values”. And under each of them, accordingly, there is a little meaningful text with specifics. This will make it clearer and simpler.

The first question we answered was “What are we created for?” Now we ask the second question, namely:

Does your company actually need a mission?

The fact is that not everyone really needs a mission. Of course, even the Curtains & Socks company, which rents a couple of pavilions on the market, has the right to write a full-fledged version, but does it really need it?

The problem is not how to write a good mission statement for a company, the problem is that there are companies for which it is impossible to write a good enough mission statement.

If the purpose of your company’s existence is only to make a profit and get rich, if there is no clear course of development, then the mission can be neglected.

Example when a mission fails:

If you buy toys in China and then resell them for twice the price in your own country, then it’s difficult to write something like that here. Sure, you could say something like, “We're here to make the toy market accessible to everyone.”

In fact, you know, it’s nonsense. Doesn't sound. An overly utilitarian direction of development “swallows” any attempts to create a mission for the company.

An example when the mission succeeds:

You create toys for the domestic market, certifying each one according to the standards of your country. Then you can say:

“We live in this country and we want our children to play with safe toys made from safe materials. Toys created in accordance with the cultural heritage of our country.”

This already sounds. Here, which is clear and truthful. Yes, of course, you still do your job and for profit too, but there is already a motive that you can cling to.

Summary:

Those companies that have already reached some minimum socially significant level should write their mission. If you really want to, but don’t have much to say yet, you can combine mission and vision (dream).

We have already answered two questions, the last one remains:

How to correctly write a mission statement for a company?

There is no need to look for a single universal rule. Maybe this is posted somewhere on the Internet, but it will be of no use for one simple reason: all companies are unique and their missions are also unique. So here, rather, you need to rely on general rules. But I will give them to you in full.

Before we start learning the rules, here's some advice again:

If the company’s mission is so vague and “generalized” that if the name is changed it can be applied to any other company, then this is a very weak option. This is garbage, not a mission.

A good company mission is always unique and specific. It cannot be limited to a bunch of empty phrases, the sole purpose of which is to somehow fill up space. Specifics are important. There is no need for pearls like “We are always the best and for world peace.”

Template for creating a strong company mission

To write a decent mission text, answer 5 questions:

• What does your company do?(produces children's bicycles)
• Your target buyer - who is he?(mothers, fathers, grandmothers, grandfathers)
• What client needs do we cover?(we make inexpensive, but high-quality and safe children's bicycles)
• How do we help this world?(we make bicycles that parents are not afraid to give to their children)
• Why do we consider ourselves?(because 10% of Russian families have our bicycles).

With these inputs in hand, we can quickly create a first draft. Let's say this:

We are proud that our products have become synonymous with safety and reliability. We exist so that a young and strong generation who sincerely loves cycling grows up in Russia .

As you noticed, not all points from the template were used. This is quite normal, the idea should not be too cumbersome. It is very important that the company's mission is filled with your true aspirations and spirit, and not a bunch of random words.

It's time to talk about mission size:

It is recommended to write a company mission statement of no more than 4-8 sentences. If you look at examples of Western companies, you will see that even world-class giants get by with one or a few proposals.

Trying to create a company mission statement on several sheets of paper is tantamount to teaching a first-grader descriptive geometry. Do you want effect? Write succinctly and to the point!

Analysis of your company's mission

Below are the main criteria for analyzing the company's mission, which will help us check it for compliance with GOST requirements and common sense.

Availability of specifics. A mission consisting of “friendly teams”, “flexible discounts” and “dynamic companies” will not work. Only specific and unique texts.

Ease of perception. Probably, words like “eschatological” and the like have every right to exist. I don't know, I'm not sure. Still, they should not be used in the company’s mission.

The text should be such that even a schoolchild can understand it. The same applies to sentences: there is no need to construct complex forms of 30-50 words.

Realism of the picture. When reading a text, a person must believe what it says. Or at least admit the possibility of implementing what is written. Completely fantastic versions only cause laughter and bewilderment.

Memorability. The mission statement for the company should be written so briefly and clearly that the reader will not forget it after 3 seconds.

Motivation. The mission should not only tell you how wonderful you are, but it should also be called upon. Ideally, it is known to every employee in the organization. This is normal and even good. When a person has an understanding of the goal, it is always easier for him.

This concludes the brief story about how to write a mission statement for a company. You now have all the necessary knowledge and tools to get started. If you have any questions or would like to show an example of a company mission statement that you wrote, comments are always open.

Good for you!

Nobody is perfect. We also make typos. If you find an error, please highlight a piece of text and click Ctrl+Enter. Thanks for the help!

The article is a detailed step-by-step guide to analyzing, developing and formulating an effective mission and goals of an organization. Our guide will help you analyze the existing mission of the organization, quickly identify key areas for its development, correctly and succinctly formulate and write a mission for any company. How to write and correctly formulate the mission of the company? Follow our instructions and the mission development process will not take much time. At the end of the article, you can download a ready-made template that will help in defining the mission and goals of your organization.

Preliminary stage: analysis of the existing mission

Before you begin developing a strategic vision and business values, conduct an analysis of the company's existing mission. To do this, take your current mission statement and evaluate it against the following criteria:

• Answers the question: How does a company's product improve the life of a customer or client?
• The mission of the organization is based on the distinctive characteristics of the product
• Includes product strengths
• The mission statement is understood unambiguously, and any employee, as well as ordinary consumers, can convey the mission statement in their own words without distorting the meaning.
• Easy to remember
• Corresponds to the actual characteristics of the product
• Built on benefits that are important to the consumer

If you answered “no” to one or more of the criteria, then you need to take a few minutes to update your current mission or create a new strategic vision for the organization.

Step One: Answer Five Questions

Forming the right mission begins with answering the following 5 questions:

• What does our company do, what do we sell? (business market)
• For whom does our company exist?()
• The key ones we are aiming to solve?
• What determines our success or what will make us successful in the future?
• How do we achieve this success?

Write down detailed answers to each question, do not be afraid of unnecessary words. Then, look at each detailed answer you wrote down and shorten it to just the key words.

Step Two: Generalization

Summarize the resulting answers into 1-2 sentences: underline the necessary words and put them separately; combine synonyms and words with similar meaning; Make up a whole sentence or several phrases from the remaining words.

A good example

The following example shows the described process of analyzing and developing a company mission:

Formulation of the final mission after all transformations

To provide every mother with the widest access to modern children's products in order to make the life of every baby more diverse and provide an opportunity for early development.

Ready solutions

Use the sample to develop the mission of your organization or product

The question of developing a company Mission is increasingly encountered among Russian enterprises. Owners and managers are beginning to realize that “hard” management tools - KPI and budgeting, working time tracking and reporting control, profiling positions and assessing their presence on a lie detector test and through numerous tests, etc., etc. - do not allow fully create a company of like-minded people with a strong corporate culture. People, if they do not share your values, will always find loopholes to bypass all the fences and bells and whistles of your smart management system.

Only engaged and committed employees are ready to work to the maximum of their capabilities without external additional incentives and restrictions.

The mission and Values ​​of the company are just the tool that allows you to identify “your people” at the start, and to stick to the right course in your work without expensive systems of carrots and sticks.

Below I offer a list of 50 missions of well-known companies, on the basis of which you can formulate your own.

(!!!) Warning: IT IS HARMFUL TO DEVELOP A MISSION WITHOUT COMPANY EMPLOYEES

so, let's go!

Google: “Organize the world’s information and make it universally accessible and useful.”

Facebook: “Empowering people to connect and making the world a more open and connected place.”

Kodak: "We help the world create memories and make money."

Yandex: “Helping people solve problems and achieve their goals in life.”

Disneyland: “We work to ensure that adults and children spend more time together.”

Castorama: “We help buyers make their homes more perfect and comfortable, transform the labor-intensive and costly process of repair and improvement into an interesting hobby that is accessible to everyone.”

The Ritz-Carlton: "Unrelenting care and providing the utmost comfort to every guest."

Mary Kay: “To enrich the lives of women around the world by offering customers quality products, opening new horizons for independent beauty consultants and providing them with unlimited career opportunities, ensuring that the women who encounter Mary Kay can realize their true potential.”

IKEA: “To make a difference in the everyday lives of ordinary people.”

XEROX: "Sharing knowledge through documents."

The Bank of New York: “We strive to be recognized as a global leader and partner of choice in helping our clients succeed in a world of rapidly evolving financial markets.”

Harley-Davidson: "We make people's dreams come true by leveraging our expertise in building the very best motorcycles."

Apple: “Apple makes Macs the best personal computers in the world, along with OS X, iLife, iWork and professional software. Apple continues the digital music revolution with its iPod and iTunes. Apple has reinvented the mobile phone with its revolutionary iPhone and App Store and is defining the future of mobile media and computing devices with iPad."

Zappos: “Provide the best customer service possible.”

Amazon: To be “the most customer-conscious company on Earth.”

Samsung: “We use the company's human and technological resources to create superior products and services, thereby contributing to the improvement of global society.”

Twitter: “Empowering everyone to share ideas and information instantly, without barriers.”

Sberbank: “We give people confidence and reliability, we make their lives better by helping them realize their aspirations and dreams.”

Enter: “We give time for the present. Honestly. With love. As for myself."

Citibank: “Citi works tirelessly to benefit citizens, communities, organizations and nations. Using 200 years of global experience in solving complex problems and realizing existing opportunities, we strive to deliver the best economic results for our clients by offering simple, creative and responsible financial solutions. We unite more than 1,000 cities, 160 countries and millions of people. We are your global bank. We are Citi."

Best Friends Animal Society: “A better world through kindness to animals.”

JTI Tobacco Company: “Our mission is to create a strong global tobacco company that provides maximum benefit to its shareholders, employees, consumers and society as a whole, and strives to achieve a leading position in its industry.”

New York Public Library: "Inspire lifelong learning, advance knowledge, and strengthen our communities."

Walmart: "We save people money so they can live better."

McDonald's: “To be our customers' favorite place to eat and drink. And the formula for achieving this goal is one old McDonald’s formula: KKCH and D, which means Quality, Service Culture, Cleanliness and Availability.”

BMW: “The BMW Group is the world's leading supplier of premium products and premium services for individual mobility.”

Valio: “To feel good.”

Lukoil: “We were created to use the energy of natural resources for the benefit of people.”

Polaroid: “Advancing the instant photography and digital market to meet people's growing need to capture the faces of friends and family, places dear to their hearts, and life's funny moments.”

Daria: “To free up consumers’ time for a full life by producing high-quality, easy-to-cook products.”

Levi-Strauss: “We will bring to market the most beautiful and popular casual clothing in the world. We will dress the whole world."

Toyota: “To give our customers the pleasure of high-quality Toyota vehicles. We are responsible for every car we sell. We create an atmosphere in which Toyota professionals use their many years of experience, as well as knowledge of advanced Toyota technologies, to meet the interests of our discerning customers. The Company’s mission is to maximize customer satisfaction by providing reliable and safe TOYOTA products and providing a network of high-quality service and qualified maintenance.”

Gazprom: OJSC Gazprom Gazenergoset, as a specialized operator of OJSC Gazprom, sees its mission as ensuring effective uninterrupted supplies to consumers of products from gas and oil refining enterprises of the Gazprom Group, while maintaining a high level of safety and consistently developing activities related to the sale and use of these products.

Sportsmaster: “We make sports accessible! To develop a successful and efficient business, offering Clients an optimal range of quality goods for sports and active recreation with an optimal level of service. To promote the health of the population in the countries where we operate, promoting the values ​​of a healthy lifestyle, sports and active recreation, improving the quality of life of our clients.”

ChTPZ-KTS: “Comprehensive satisfaction of the needs of builders and operators of main and process pipelines in connecting parts, pipeline fittings, process equipment and other components.”

Adidas: “Our mission is to be a leader among the world's sports brands. We achieve leadership based on our vision - our passion for sport makes the world a better place. All our work is inspired by the passion for sport that drives us to improve ourselves and the world around us.”

Sony Corporation: “We are a group of young people who are endowed with sufficient energy for endless creative exploration.”

Unilever: “Our mission is to energize life. We meet people's daily food and hygiene needs. Our brands help you feel great, look great and enjoy life more.”

Coca-Cola is based on 3 principles, which are formed as follows: Refresh the world, body, mind and spirit; Promote optimism through our drinks and our deeds; Bring meaning to everything we do. Our vision is based on five words that reflect our values! Each of them is based on a word that, coincidentally, begins with the letter “P.” This is what the five Ps sound like: Personnel, Planet, Products, Partners, Profit!

Megafon: MegaFon will unite Russia by breaking down barriers and developing communications to become everyone's obvious choice. "MegaFon proceeds from a special attitude towards the company's social mission, which is to create conditions for people to communicate, without regard to borders and distances."

Microsoft: “At Microsoft, our mission is to help people and business organizations around the world realize their full potential. Achieving this goal requires talented, energetic, bright and creative people with the following virtues: integrity and honesty, enthusiasm, openness and respect, willingness to solve complex problems, self-criticism and responsibility.”

Youtube video hosting mission: “To provide quick and easy video access and the ability to share videos frequently.”

Lenovo (Lenovo): “For those who do! For those who do! (alternatively, “For those who act!”). Our vision is that Lenovo will create personal devices that inspire more people, inspired by our own culture, and through which we build a business respected around the world. This Vision guides us in achieving our mission to become one of the world's greatest technology companies. We will do this through: Personal Computing, Convergence and Culture."

MTS: “We are working to make MTS the best operator for its customers. We want every person who comes to an MTS salon, calls our call center, or uses the company’s services to enjoy being an MTS client. Thanks to reliable communications, MTS provides customers with the opportunity to build and improve their lives and constantly develop. All MTS resources are aimed at ensuring that, thanks to the company’s services, the lives of MTS clients become more rich, interesting and filled with new opportunities.”

RZD (Russian Railways) is to meet market demand for transportation, increase operational efficiency, quality of services and deep integration into the Euro-Asian transport system. Russian Railways brand mission: We are the most important part of the global system of movement of people, goods and technologies. We work for clients, contribute to the unification of peoples, and integrate Russia into a single economic space. Our solutions are based on a unique infrastructure, the skill of a team of high-level professionals and innovative technologies.

Aeroflot: “We work so that our clients can quickly and comfortably travel vast distances, which means they can be mobile, meet more often, work successfully and see the world in all its diversity. Vision: Our goal is to remain the undisputed leader in domestic and international air transportation in Russia and to be among the best airlines in the world, combining dynamic development and high reliability with quality service.”

Nike: “Bringing inspiration and innovation to every athlete* in the world” (“If you have a body, then you are an athlete,” so said the legendary track coach at the University of Oregon, and one of the founders of Nike, Bill Bowerman) "

Yota: “To be a leading developer and provider of innovative mobile services that will change, at least one iota, people’s perceptions and experiences in the field of communication, entertainment and information consumption.”

Messenger: “We work with people and for people. We create an exciting world of mobile communications and new offers that are understandable and accessible to everyone. We provide simplicity, convenience and attractive choice.”

Canon is committed to helping people realize the full potential of images (Power of Image). The European brand slogan "You Can" was launched in 2002 and aims to inspire customers to realize the potential of images.

Mission development algorithm

The Mission is developed according to the following algorithm:

Formulating the meaning of the organization’s existence (for what?);

Formulating “messages” to each group of stakeholders (clients, staff, owners, partners);

Understanding the above and combining it in one to three succinct sentences, taking into account the meanings of all phrases as much as possible.

Staff Engagement

It is important not just to formulate a beautiful Mission and Values, but to do it in the management team, and then discuss it together with all employees (some companies immediately involve the entire staff in developing the Mission).

To do this you can use the following order:

Send 50 Famous Company Missions to your team for preview.

Gather for 3-4 hours and answer the questions: “what is the meaning of the company’s existence?”, “to satisfy what needs of society (target groups) was it created?”, “what do we want to convey to our clients, partners, employees, owners?” , “how do we differ from similar companies and competitors?”

Draw up the results of your brainstorming on separate A1 sheets and hang them in the meeting room. Let the team members look at the materials and think (each separately) in which phrase can combine all the accumulated meanings.

Then meet for another 3-4 hours and have everyone present their version.

Discuss (without criticism or evaluation) the options and vote for the most suitable ones for your company (2-3 options).

Complete the selected options and present them to the team.

Ask employees to give feedback on your work - “to what extent does this or that option accurately reflect the essence of your company?”, “which option more accurately reflects the messages to clients, staff, partners and owners?”, “what important meanings were not reflected in the presented options? etc.

Based on employee feedback, select the final version, design it and hang it in a prominent place in the company (stand, reception, etc.), post it on the company portal, website.

Ask HR to set up selection, motivation, training and development tools in accordance with the developed Mission and Values.

Make decisions based on this Mission and Values ​​and demand the same from your colleagues. Otherwise it's all in vain.

• Corporate culture

Keywords:

1 -1

A lot of materials have been written about such a concept as “company mission” - from books on marketing and branding to articles and posts on social networks.

Quite often, these publications look more like a scientific dissertation than clear and easy-to-follow step-by-step instructions.

Questions still remain open:

• Does every company, business, expert necessarily need a formulated mission?
• What should be understood by the “mission of the organization”?
• How to formulate the working mission of a brand, and what examples to focus on?

Let's first understand the terminology.

What is meant by “organizational mission”?

In classical management, the definition of the term “mission” is as follows - this is a statement that reveals the philosophy of the organization’s existence and the difference between a given company and similar ones.

This is a very broad understanding of the mission, in which it is quite easy to get confused. Let's try to bring specificity to its essence and content.

The company's mission should answer a simple question - why was the organization created? Usually the first answer that comes up is to make a profit.

This is logical, but let's look at the question from a different angle: what is wrong in the world around you, and how does your company (or you personally, as an expert) intend to fix it?

Much clearer and gives more room to the imagination, right?

Another important concept that is often confused with a company’s mission is brand vision. It answers the question: what kind of company do you see in the future? Or, if we start from the paraphrased mission question, what will the world around us be like when you finish changing it.

Does every company need a mission?

Certainly not. It all depends on your scale, goals and ambitions - this is your personal choice.

For the owner of a single stand selling hot dogs, the mission is unlikely to significantly help in business. But if you are an Internet entrepreneur and are striving to create a successful and systematic digital business, you should think about developing a brand platform and start with the company’s mission.

This, at first glance, philosophical concept is a powerful tool for promotion, ensuring loyalty of the target audience, a platform for setting strategic goals and prioritizing, and an indicator of the strengths of the brand.

It is important to note that there is simply no single rule on how to formulate the mission of an organization. But this process is quite simple, and below we will try to outline its basic principles step by step.

6 Essential Elements of an Organization's Mission

When starting to formulate the mission text, be sure to take into account the presence of at least 5 out of 6 attributes in it. You can sacrifice memorability, but keep it in moderation and respect the people who will read your mission. For example, Avon's full mission statement consists of 307 words.

Stages of developing an organization's mission

Despite all the apparent complexity of the process of writing a mission, fundamentally only 3 stages can be distinguished.

Stage 1. Creating a Mission Skeleton

For clarity, we present all 5 key questions in a table with answers using the example of a nanny agency for children.

Do not hesitate to answer in detail - this way you will definitely be able to cover all the important points.

Stage 2. Reduction and generalization

The goal of the second stage is to cut off all unnecessary things, leaving only key words, and then summarize them into one sentence.

Stage 3. Verification

We return to the table above and check whether all 6 elements of a successful mission are taken into account. You can also discuss the final version of the brand mission with company employees, show it to your friends and listen to their opinion. If there are any shortcomings, we correct them.

The final version of the agency’s mission for nannies after all the transformations is as follows:

“Surround children with care, provide them with professional care and reliable supervision, so that the kids feel comfortable and the parents feel calm.”

Agree, creating a brand mission is quite simple. And so that you can be convinced of this and always have a sample for inspiration at hand, we will present several options for the mission of organizations.

Examples of missions of famous companies

Why did we decide to focus on those companies that are on everyone's lips? We could take several internet business niches and develop examples specifically for this article. But the mission of a company whose product features are unknown to you will be just a beautiful phrase, nothing more.

Therefore, let’s look at examples of several of the most successful missions formulated by marketers of famous brands and startups.

Apple's mission is an example of a respectful attitude towards the brand's customers and is aimed at understanding them:

“We offer high quality products that free people's lives and work from hard and tedious work, make the world a more comfortable place to live, and ensure the respect and loyalty of consumers.”

Dropbox is a startup that few people believed in in its early days. Today the company is worth more than a billion dollars, and their mission is:

“We create easy-to-use products based on trust. When people store their files in Dropbox, they can be sure that they are safe. User privacy has always been and will remain our top priority."

Marketers of the oil concern Lukoil have created a fairly brief and succinct mission, which, nevertheless, reflects the purpose of the company’s existence in the market:

“We were created to use the energy of natural resources for the benefit of people.”

The mission of the famous Japanese car manufacturer Toyota is more focused on the customer than on the achievements of the company itself:

“Our mission is to maximize customer satisfaction by providing reliable and safe TOYOTA products and providing a network of high-quality service and qualified service.”

Mission of the Svyaznoy company:

“We work with people and for people. We create an exciting world of mobile communications and new offers that are understandable and accessible to everyone. We provide simplicity, convenience and attractive choice.”

And finally, 3 more important tips on how to write a successful brand mission:

1. Don't talk about the company;
2. Don't talk about "process" - how responsibly you approach your business;
3. Focus solely on the result and benefits that your target audience will receive from working with you.

And now that we have step-by-step figured out the pitfalls that may await you when working on an organization’s mission, write in the comments how you would formulate a mission for your business? And like it if the content was useful to you.

In this article we offer you a selection of missions of large well-known companies in the world's leading markets. The given examples of missions of organizations and manufacturing enterprises will help you fully understand the meaning and meaning of this concept and will help you create the right vision for the business.

All examples of missions are divided into key product groups and markets.

Retail brand missions

Wallmart Mission:“We help our customers save money to make their lives better.”

Target Mission:“Become the preferred shopping destination through innovative solutions, exceptional offers, and exceeding customer expectations.”

The Home Depot Mission:“To provide each customer with a high level of service, a wide range and competitive prices”

IKEA Mission:"Improving everyone's daily life"

Amazon's Mission: “Create a space where everyone can buy anything they want online”

CVS Mission:"Helping people improve their health"

Best Buy Mission:“We solve our customers' unmet needs through the ingenuity of our employees.”

Missions of IT and Social brands

Google's mission:“It’s convenient to organize all the information in the world and make it accessible and useful to everyone”

Microsoft Mission:“To give everyone the opportunity to realize their full potential”

Skype Mission:“Become a platform for people to communicate in real time”

YouTube Mission:“Provide quick and easy access to video content and provide the ability to share videos with each other”

Twitter Mission:"Instantly connect people everywhere"

Apple's mission:“To provide students, educators, and creative professionals around the world with the best personal computers through innovative solutions.”

Missions of sportswear brands

Adidas Mission:“To become the best sports brand in the world. Never compare quantity with quality. The athlete always comes first.”

Nike's Mission:"To provide inspiration and innovative solutions to every athlete in the world"

Umbro's Mission:“To excite and inspire. Let everyone fall in love with the wonderful world of football"

Asics Mission:“Becoming number one for sports enthusiasts. To achieve this, we promise to produce the best product, backed by our technological advancements, and to push the boundaries of what the body can do."

Missions of food and beverage brands

Coca-Cola Mission:“Refresh the world, body, mind and spirit; Promote optimism through our drinks and our deeds; Bringing meaning to everything we do."

Pepsi Mission:“To be the world's best food company focused on prepared foods and beverages. In everything we do, we are guided by three principles - honesty, consistency and fairness."

Nestlé Mission:“We believe that research and development will help make food better, thereby improving people's lives.”

Danone Mission:“Provide as many people as possible with healthy food”

Missions of B2B brands

Cisco Mission:“The company's software, hardware and services are used to create secure networks that provide easy access to information anywhere, anytime.”

IBM Mission:“To lead in the invention, development and production of information technologies, including software, computers, information storage systems and microelectronics. And help improve the business of our clients around the world with the help of advanced technologies."

Intel Mission:“Create and improve computer technology to connect and improve the lives of every person on earth”

General Electric's mission:“We exist to solve the problems of everyone on earth, be it a company or an individual.”

British Petroleum's mission:“Promoting human progress through the following qualities: honesty, openness of dealings”

Ready solutions

We have a ready-made template with which you can easily apply the theoretical knowledge of this article in practice. You can download a sample for developing the mission of your organization or product in the section.