15 Example Mission Statements, Visions, and Values

Reading Time: 12 Minutes

Your guiding beliefs should be simple, authentic, and customer focused. We’ve selected 15 companies that exemplify these characteristics.

No matter your industry or company structure, you too can benefit from writing a thoughtful mission statement, vision, and list of values.

We hope these examples will inspire you!

  1. Airbnb
  2. Amazon
  3. Facebook
  4. Google
  5. Harley-Davidson
  6. IKEA
  7. Invisible Children
  8. Jamba Juice
  9. Southwest Airlines
  10. Squarespace
  11. Starbucks
  12. Target
  13. Tesla
  14. Toyota
  15. Warby Parker

As you read each example, imagine you’re an employee.

  • What mission motivates you?
  • What vision excites you?
  • What values resonate with you?

To help you write your own mission statement, at the bottom you’ll find:

Airbnb Mission, Vision, and Values

Airbnb’s mission speaks to a timeless and universal human need: belonging. Simultaneously, the mission offers specifics that focus the brand: local, authentic, diverse, inclusive and sustainable.

Airbnb’s mission of helping people belong can transcend centuries. By looking beyond its present business model toward a larger purpose, Airbnb provides future company leaders with a purpose that they can use to make decisions even when the business environment eventually changes.

Mission

To create a world where people can belong through healthy travel that is local, authentic, diverse, inclusive and sustainable.

Vision

Tapping into the universal human yearning to belong—the desire to feel welcomed, respected, and appreciated for who you are, no matter where you might be.

Values

Read more about Airbnb’s values.

Amazon Mission, Vision, and Values

“Customer obsession” is Amazon’s first value. This probably isn’t surprising to anyone who uses Amazon’s services. Everything from their user interfaces, to their customer service, to the new products they develop, is designed to provide a delightful customer experience with (as their mission puts it) the “utmost convenience.”

Mission

We strive to offer our customers the lowest possible prices, the best available selection, and the utmost convenience.

Vision

To be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online.

Values

  • Customer obsession
  • Ownership
  • Invent and simplify
  • Are right, a lot
  • Learn and be curious
  • Hire and develop the best
  • Insist on the highest standards
  • Think big
  • Bias for action
  • Frugality
  • Earn trust
  • Dive deep
  • Have backbone; disagree and commit
  • Deliver results

Read more about Amazon’s values.

Facebook Mission, Vision, and Values

What companies should we acquire? What investments should we make? What investments should we not make? Facebook’s leadership uses their mission statement to make all of these decisions.

Whether you look at the thriving social network Instagram, or Facebook’s investments in instant messaging and virtual reality, each of Facebooks’ projects are designed to “bring the world closer together.”

Mission

To give people the power to build community and bring the world closer together.

Vision

People use Facebook to stay connected with friends and family, to discover what’s going on in the world, and to share and express what matters to them.

Values

  • Focus on impact
  • Move fast
  • Be bold
  • Be open
  • Build social value

Read more about Facebook’s values.

Google Mission, Vision, and Values

Google’s leadership team solved a challenge that not many companies face. Google owned 90% market share in its main business (online search). This massive success made it hard to grow without investing in projects outside of its mission and vision.

Larry Page decided to restructure Google by creating a holding company, Alphabet, and making Google a company within this larger structure.

With Alphabet, Page is now free to invest in innovations like driverless vehicles, robots, smart home devices, renewable energy, and disease fighting technology. Meanwhile, Alphabet’s largest company (Google) is still able to hold onto the identity and purpose that made it the leader in the online search market.

Mission

To organize the world’s information and make it universally accessible and useful.

Vision

To provide access to the world’s information in one click.

Values

  • Focus on the user and all else will follow.
  • It’s best to do one thing really, really well.
  • Fast is better than slow.
  • Democracy on the web works.
  • You don’t need to be at your desk to need an answer.
  • You can make money without doing evil.
  • There’s always more information out there.
  • The need for information crosses all borders.
  • You can be serious without a suit.
  • Great just isn’t good enough.

Read more about Google’s values.

Harley-Davidson Mission, Vision, and Values

Good mission and vision statements look outward to focus on customers, rather than inward to focus on shareholders. Harley could have said that its mission was to increase shareholder value by selling motorcycles. Instead, Harley’s leadership  made “dream fulfillment” the key to their mission.

Harley’s customer-focused mission statement gives the company’s leadership team permission and direction to invest in strengthening motorcycling culture. This, in turn, helps retain old customers and attract new ones. 

Another important benefit of Harley’s mission is its impact on employee morale. Telling your employees that they are “fulfilling dreams” is far more motivational than telling employees that they’re “selling great products.” Harley’s mission inspires employees by showing them what Harley motorcycles mean to their customers and proving that their work has a positive impact on the world.

Mission

We fulfill dreams through the experiences 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.

Vision

To continuously improve our mutually beneficial relationships with stakeholders.

Values

  • Tell the truth.
  • Be fair.
  • Keep your promises.
  • Respect the individual.
  • Encourage intellectual curiosity.

Read more about Harley-Davidson’s values.

IKEA Mission, Vision, and Values

How should your furniture company design, transport, store, and sell your products? A mission statement can provide a unifying answer to all of these questions.

IKEA declared in its mission statement that products must be well designed, functional, and affordable. They executed on this by working with world class designers, developing a modern furniture aesthetic, stressing ergonomics, making smart-home devices, saving costs with innovations like flat-packed furniture, placing stores in out-of-town locations, and letting customers pick up their own furniture from in-store warehouses.

Mission

To offer a wide range of well-designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them.

Vision

To create a better everyday life for many people.

Values

  • Leadership by example
  • Constant desire for renewal
  • Togetherness and enthusiasm
  • Cost-consciousness
  • Striving to meet reality
  • Humbleness and willpower
  • Daring to be different
  • Accept and delegate responsibility
  • Simplicity
  • Constantly being “on the way”

Invisible Children Mission, Vision, and Values

Invisible Children places their values directly on their website’s homepage. Each value is accompanied with a 2-4 sentence explanation. These explanations show how the organization views their values as essential to accomplishing Invisible Children’s mission.

Mission

To end violence and exploitation facing our world’s most isolated and vulnerable communities.

Vision

A world that celebrates the intrinsic value and interconnection of all life and works together to protect it.

Values

  • Interconnection
  • Solidarity
  • Resilience
  • Grit
  • Justice
  • Idealism
  • Story

Read more about Invisible Children’s values.

Jamba Juice Mission, Vision, and Values

Every company must strike a balance between providing direction and leaving room for growth.

Jamba Juice found such a balance in their mission statement. Rather than stipulating that the company sell smoothies in stores, Jamba’s mission welcomes opportunities to sell inside and outside of stores. Because so many products could “inspire and simplify healthy living,” Jamba also leaves room to sell foods beyond just smoothies.

Mission

To be the leading healthy lifestyle brand offering consumers great tasting and differentiated products inside and outside our stores.

Vision

To inspire and simplify healthy living.

Values

  • Have FUN!
  • Act with INTEGRITY!
  • BELIEVE in yourself and Jamba!
  • Achieve EXCELLENCE in everything you do!
  • Deliver great RESULTS!

Read more about Jamba Juice’s values.

Southwest Airlines Mission, Vision, and Values

Southwest differentiates itself from other airlines with warmth and friendliness, which is places at the center of its mission statement.

Southwest’s vision shows its commitment to customers (“most loved”), employees (“most flown”), and shareholders (“most profitable”).

Southwest supplemented these with values that guide employees in spirit (“Live the Southwest Way”) and in the serious responsibilities of operating a commercial airline (“Work the Southwest Way”).

Mission

Dedication to the highest quality of customer service delivered with a sense of warmth, friendliness, individual pride, and company spirit.

Vision

To become the world’s most loved, most flown, and most profitable airline.

Values

Live the Southwest Way:

  • Warrior Spirit
  • Servant’s Heart
  • Fun-LUVing Attitude

Work the Southwest Way:

  • Safety and Reliability
  • Friendly Customer Service
  • Low Costs

Read more about Southwest’s values.

Squarespace Mission, Vision, and Values

Squarespace has a broad mission and focused vision befitting a startup. As Squarespace grows, its likely their leaders will expand the company’s vision so that they can develop products and services that compliment their web publishing platform. For now though, Squarespace accurately defines who they are and what they’re aiming to accomplish.

Mission

To provide creative tools that power the future of the web.

Vision

To provide a simple, stylish web publishing platform.

Values

  • Be your own customer
  • Empower individuals
  • Design is not a luxury
  • Good work takes time
  • Optimize towards ideals
  • Simplify

Read more about Squarespace’s values.

Starbucks Mission, Vision, and Values

Starbucks faced a public relations crisis in the summer of 2018 when a store manager asked a group of black visitors to leave, believing that the visitors didn’t intend to buy anything.

Starbucks recognized that the incident was in direct contradiction to their stated mission of “nurturing the human spirit” and their values of “creating a culture of warmth and belonging.”

Starbucks quickly took action. Their CEO apologized in person to the visitors and made up for their humiliation by offering them money and a free college education. Finally, Starbucks made a bold promise that their restaurants would be free and open to anyone regardless of whether they bought drinks or food.

Since then, Starbucks sales and stock have increased. This outcome shows how adhering to your company’s mission and brand values can drive customer loyalty and enthusiasm. When Starbucks stuck to their mission and values, even to the point of adopting an unusual restaurant policy, customers noticed and showed their appreciation with continued patronage.

Mission

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

Vision

To establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow.

Values

  • Creating a culture of warmth and belonging, where everyone is welcome.
  • Acting with courage, challenging the status quo and finding new ways to grow our company and each other.
  • Being present, connecting with transparency, dignity and respect.
  • Delivering our very best in all we do, holding ourselves accountable for results.

Read more about Starbucks’ values.

Target Mission, Vision, and Values

Your mission should indicate what makes your company special, why someone might choose you over your competitors. Target’s mission hints at this with its focus on “innovation” and “exceptional experiences.”

Target customers often say that they love the experience of shopping at Target more than the experience of shopping at Walmart. Target markets this difference with their brand promise, “Expect more. Pay less.” They deliver on their promise with better service, warmer lighting, more finished interiors, inviting store layouts, and even smoother shopping carts.

Mission

To make Target your preferred shopping destination in all channels by delivering outstanding value, continuous innovation and exceptional experiences—consistently fulfilling our Expect More. Pay Less.® brand promise.

Vision

We fulfill the needs and fuel the potential of our guests.

Values

  • Great shopping, anytime, anywhere
  • Celebrating diversity & inclusion
  • Design for all
  • Community support & engagement
  • More for your money
  • A fun and rewarding place to work

Read more about Target’s values.

Tesla Mission, Vision, and Values

Tesla’s mission tackles perhaps the greatest challenge of the 21st century—removing the world’s dependence on fossil fuel in order to protect the environment for generations to come.

Tesla’s vision states that the company is working to accomplish this mission by “driving the transition to electric vehicles.”

Together, these two sentences (and the action that Tesla takes to fulfill their promises) have proven so powerful that hundreds of thousands of customers have bought substantially pricey vehicles and become brand evangelists.

Elon Musk’s enthusiasm for his company’s mission is so infectious that Tesla car owners regularly offer to volunteer at Tesla delivery centers to help the company move its products faster.

Mission

To accelerate the world’s transition to sustainable energy.

Vision

To create the most compelling car company of the 21st century by driving the world’s transition to electric vehicles.

Values

  • Built around the driver
  • A clean start
  • Committed to electric
  • Sparking the evolution

Read more about Tesla’s mission.

Toyota Mission, Vision, and Values

Toyota fulfills its mission statement with extreme quality control and exceptional customer service.

Many Toyota owners swear that they will only buy Toyota cars, showing that Toyota is on the path toward its vision of being “the most respected car company in America.”

Mission

To attract and attain customers with high-valued products and services and the most satisfying ownership experience in America.

Vision

To be the most successful and respected car company in America.

Values

  • We believe everyday’s an opportunity to improve.
  • We believe that if you can dream it you can do it.
  • We believe a better tomorrow starts today.
  • We believe in respecting others.
  • We believe in trying to make a difference.
  • We believe in working together.
  • We believe good things stand the test of time.
  • We believe in going the extra mile.

Read more about Toyota’s values.

Warby Parker Mission, Vision, and Values

Warby Parker exemplifies how a for-profit company can also strive to accomplish good in the world. With its vision to “give everyone the right to see,” Warby Parker endears itself to customers, employees, and investors.

Mission

To offer designer eyewear at a revolutionary price, while leading the way for socially conscious businesses.

Vision

To give everyone the right to see.

Values

  • Treat customers the way we’d like to be treated.
  • Create an environment where employees can think big, have fun, and do good.
  • Get out there.
  • Green is good.

Read more about Warby Parker’s values.

14 Mission Statement Templates

Writing a mission statement doesn’t need to be hard. Try using one of these templates to get started.

Just avoid writing a mission statement that is too long or unconventional. Remember, a good mission statement is brief and clear.

Artisan Business

“We [celebrate craftsmanship and creativity] by [creating unique, handmade products] for [art lovers and discerning customers] to [enrich their lives with artistry and authenticity].”

or

“We empower [art enthusiasts and gift seekers] to [decorate their spaces and lives with unique art] by creating [handcrafted items that tell a story].”

Beauty Services

“We [enhance natural beauty] by [providing personalized beauty treatments and services] for [individuals looking for self-care and rejuvenation] to [boost confidence and promote wellness].”

or

“We help [individuals looking for self-care] to [feel rejuvenated and confident] by providing [personalized beauty services and wellness treatments].”

Charity

“We [address critical issues] by [mobilizing resources and community support] for [underserved populations] to [improve lives and foster sustainable change].”

or

We empower [communities facing adversity] to [achieve stability and growth] by providing [essential resources, education, and support programs].”

Coaching

“We [empower individuals to reach their full potential] by [offering personalized coaching and support] for [those seeking personal or professional growth] to [achieve their goals and enhance their quality of life].”

or

“We equip [individuals seeking personal or professional development] to [overcome challenges and reach their full potential] by offering [targeted coaching programs and support].”

Consulting

“We [drive business success] by [delivering expert advice and strategic solutions] for [companies and entrepreneurs] to [overcome challenges and capitalize on opportunities].”

or

“We empower [businesses facing strategic challenges] to [achieve growth and operational excellence] by providing [expert consulting services and actionable insights].”

Event Planning

“We [create memorable events] by [providing comprehensive planning and execution] for [clients celebrating significant occasions] to [ensure a seamless and unforgettable experience].”

or

“We help [clients dreaming of a perfect event] to [realize their vision without stress] by creating [customized event plans and seamless coordination].”

Fitness Training

“We [promote health and wellness] by [offering customized fitness programs and guidance] for [individuals committed to improving their physical health] to [achieve their fitness goals and lead a healthier lifestyle].”

or

“We equip [individuals committed to improving their fitness] to [achieve their health goals] by providing [personalized training regimes and motivational support].”

Home Services

“We [improve and maintain homes] by [providing reliable and high-quality home services] for [homeowners seeking convenience and peace of mind] to [enhance their living spaces and quality of life].”

or

“We help [homeowners] to [maintain and enhance their living spaces] by offering [reliable home improvement and maintenance services].”

Marketing Agency

“We [elevate brands and connect with audiences] by [crafting compelling marketing strategies and creative content] for [businesses looking to grow their presence] to [drive engagement and achieve business goals].”

or

“We empower [brands seeking to expand their reach] to [connect with their audience and grow] by creating [strategic marketing campaigns and content].”

Professional Services

“We [deliver excellence in our field] by [providing specialized services] for [clients requiring expert assistance] to [solve complex issues and advance their objectives].”

or

“We help [clients requiring specialized expertise] to [solve specific problems and advance their goals] by providing [professional services tailored to their needs].”

Real Estate

“We [facilitate successful real estate transactions] by [leveraging market insights and personalized service] for [buyers, sellers, and investors] to [find their perfect property or investment opportunity].”

or

“We equip [buyers and sellers] to [navigate the real estate market confidently] by offering [expert advice, market analysis, and personalized service].”

Restaurant / Café

“We [offer culinary delights] by [sourcing local and fresh ingredients] for [foodies and casual diners] to [enjoy delicious meals in a welcoming atmosphere].”

or

“We help [food lovers] to [experience culinary delight] by providing [a diverse menu of freshly prepared meals in a cozy atmosphere].”

Retail Store

“We [provide a curated shopping experience] by [offering a selection of quality goods and personalized service] for [consumers looking for unique products] to [satisfy their needs and desires].”

or

We empower [shoppers looking for something special] to [find exactly what they need] by offering [a curated selection of products and personalized shopping assistance].”

Tech Startup

“We [innovate in the tech industry] by [developing cutting-edge technology solutions] for [businesses and individuals] to [enhance efficiency, connectivity, and life quality].”

or

“We help [users and businesses] to [solve problems using technology] by creating [innovative software solutions and products].”

Dynamic Words to Use in Your Mission Statement

Nouns

  • Access
  • Balance
  • Belong
  • Community
  • Creativity
  • Dreams
  • Experiences
  • Healthy lifestyle brand
  • Highest quality of customer service
  • Isolated and vulnerable communities
  • Lowest possible prices
  • Power
  • Preferred shopping destination
  • Transition
  • Utmost convenience
  • Violence and exploitation

Verbs

  • Accelerate
  • Attract
  • Build
  • Bring
  • Bridge the gap
  • Create
  • Defend
  • Empower
  • Encourage
  • End
  • Equip
  • Experiment
  • Explore
  • Express
  • Improve
  • Inspire
  • Intersect
  • Make it easy for
  • Nurture
  • Organize
  • Provide
  • Simplify

Adjectives

  • Authentic
  • Best available selection
  • Branded products and services
  • Continuous innovation
  • Creative tools
  • Differentiated products
  • Diverse
  • Exceptional experiences
  • Functional
  • Great tasting
  • Healthy
  • High-valued products and services
  • Inclusive
  • Individual pride
  • Local
  • Outstanding value
  • Revolutionary price
  • Socially conscious
  • Sustainable
  • Universal/universally accessible
  • Well-designed

10 Tips for Writing a Compelling Mission Statement

Writing a compelling mission statement will help you find a core identity. This is true whether you’re writing one for yourself or your organization.

  1. Start with why. Authenticity resonates. So be honest: why did you start your business? Harley Davidson says their business exists to fulfill dreams through motorcycling. Your “why” is the heart of your mission. 
  2. Be specific. As part of your prewriting, outline your internal goals and how you aim to reach them. This clarity shows commitment, not just to your business but to the value you offer.
  3. Identify your customers. To get a foothold in competitive landscape, you need to understand your most viable market. Clearly stating who you serve will help you tailor your message, product selection, and service offerings.
  4. Keep it simple. Use straightforward language. An eigthh grader should understand your mission.
  5. Highlight your unique value. What sets you apart? What do you help your customers achieve? If you’re a voice-call app, explain why and how you make communication better.
  6. Think big. The best mission statements go beyond transactions. They speak to larger impacts, like improving access to information or fighting poverty.
  7. Use emotions. Many first-time entrepreneurs think about features. Experienced entrepreneurs know that product features are temporary. Serving customers’ emotional needs is more lasting.
  8. Evolve your mission. Your mission shouldn’t change every year. But when you grow significantly or adapt to a new market, you may want to revisit your mission.
  9. Make it a mantra.  Celebrate actions that align with your mission to embed it into your organization’s culture.
  10. Focus on the problem you solve. Check out the Heilmeier Catechism. It’s a structured way to think about what your customers need and how you can fill the gap.

What's Next?

A good mission statement will:

  • define your business
  • connect with your audience
  • articulate your unique value
  • inspire your team, and
  • empower you to thrive.

Now that you’ve seen examples, it’s time to write your company’s mission, vision and values! For step-by-step advice, check out our guide to writing and implementing guiding principles.

I'm Allison Dunn,

Your Business Executive Coach

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