A mission statement is a purposeful brief description used by the company to explain its existence purpose. It explains what the company does, its values, its customers, norms, values, culture and all of the above, what makes them different to its competitors.
Mission statements serve a dual purpose by helping the employees to remain focused on the tasks and goals, follow the direction set by the company as well as innovate new ideas and processes to remain competitive.
Mission statements are short, clear, concise and meaningful. Few examples are;
JetBlue: To inspire humanity — both in the air and on the ground.
TED: Spread ideas.
Linkedin: To connect the world’s professionals to make them more productive and successful.
Workday: To put people at the center of enterprise software.
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Some excellent nine-component mission statements consist of just two sentences
