Understanding the Mission Statement Structure with Example
💠 UNDERSTAND THE STRUCTURE OF A MISSION STATEMENT 💠
Use the Company Mission Statement Examples on this page to help you understand the structure of a mission statement.
Understanding the Mission Statement Structure with Examples
Use the examples on this page to help you undrstand the basic structure of a Mission Statement.
The purpose of this page is to educate you about the basic structure of a company Mission Statement, through the use of modern-day practical examples.
What you'll realise as we work through this page, is that, apart from some refining & crafting at the end, most Company Mission Statements follow the same basic structure.
What is the Structure of a Mission Statement?
To achieve (this legacy) by/through/while doing (this practical action).
An alternate language format would be:
To achieve (this legacy) to/and do (this practical action).
Legacy
Legacy is your Vision Statement.
Long Term; Lifetime
What legacy will your company leave behind over its full lifespan? What's the long-term, big picture goal?
and / with / through
by / because of / inspired by
Joining the two statements is optional.
You can just have two separate statements.
Watch for grammar changes when using different conjunctions or prepositions, e.g. 'and do' becomes 'by doing'; 'to provide' becomes 'by providing'
Action
Action is your Purpose Statement.
Immediate; Short to Medium Term
What does your company do now to pay the bills? What action does your company take to create its legacy?
The Legacy through Action formula is Copyright © Chemory Gunko & Life Coaches Toolbox.
Below you will find 18 examples of modern day Company Mission Statements. Inside each accordion, you will find the breakdown of the statement, as per the structure above.
Microsoft
Our mission is to empower every person and every organization on the planet to achieve more.
Our mission is to empower every person and every organization on the planet
| to |
achieve more.
Legacy | by/through/while/to/and | Action
To achieve (this legacy) by/through/while doing (this practical action) <-OR-> To achieve (this legacy) to/and do (this practical action).
LEGACY
ACTION
Alternate - Mission Statement reflects Legacy only
LEGACY
UNSPOKEN POSSIBLE ACTION COULD BE
Speaks to a global mission (on the planet)
Assumes a global market (on the planet)
Does not focus on the brand, product or service
Assumes the brand has relevance for individuals & businesses (every person and every organization)
Focus is on what the benefit is for users (empower every person and every organization)
Speaks to & about ALL the potential customers (every person and every organization on the planet)
Assumes the brand can reach a global market (every person and every organization on the planet)
Assumes widespread existing awareness of the brand product & service offering (every person and every organization on the planet)
Assumes the brand has relevance around the world (every person and every organization on the planet)
Assumes the brand is of use to every person (every person)
Assumes the brand can make a difference to the outcome of people's lives (empower...to achieve more)
Nordstrom
To give customers the most compelling shopping experience possible.
Legacy Only
To achieve (this legacy) by/through/while doing (this practical action) <-OR-> To achieve (this legacy) to/and do (this practical action).
LEGACY
UNSPOKEN POSSIBLE ACTION COULD BE
Focused on the core business competency (shopping experience)
Speaks to business strengths, i.e. what they are in control of (give customers)
Tells you what the company does; does not assume you are familiar with the brand offering (shopping experience)
Speaks primarily to existing & returning customers; the compelling shopping experience can only be provided with engagement
Aims to make the brand irresistible to customers (compelling)
Southwest Airlines
The mission of Southwest Airlines is dedication to the highest quality of customer service delivered with a sense of warmth, friendliness, individual pride, and company spirit.
The mission of Southwest Airlines is dedication to the highest quality of customer service
| delivered with |
a sense of warmth, friendliness, individual pride, and company spirit.
Legacy | by/through/while/to/and | Action
To achieve (this legacy) by/through/while doing (this practical action) <-OR-> To achieve (this legacy) to/and do (this practical action).
LEGACY
ACTION
Speaks to the benefit for the customer (highest quality of customer service)
Illustrates the practical values that make the benefit possible (warmth, friendliness, individual pride, and company spirit)
Creates a personality & tone for the brand (warmth, friendliness, individual pride, and company spirit)
Does not presume existing knowledge of the brand or service (Southwest Airlines)
Focuses entirely on the customer experience aspects (highest quality of customer service delivered with a sense of warmth, friendliness, individual pride, and company spirit)
Makes the brand appear relatable & approachable (delivered with a sense of warmth, friendliness, individual pride, and company spirit)
Squarespace
Squarespace empowers people with creative ideas to succeed.
Squarespace empowers people with creative ideas
| to |
succeed.
Legacy | by/through/while/to/and | Action
To achieve (this legacy) by/through/while doing (this practical action) <-OR-> To achieve (this legacy) to/and do (this practical action).
LEGACY
ACTION
Notice the play on words in "Squarespace empowers people with creative ideas".
It could mean that Squarespace gives you creative ideas & that people with creative ideas use Squarespace.
Does not assume familiarity with the brand (Squarespace)
Does not assume familiarity with the service area (creative tools)
Focus on a strength, i.e. what they control (Squarespace empowers)
Speaks to the benefit for the user (empowers people)
Speaks to a general audience (people), and not a specific market (e.g. creatives), making it more relatable
Uber
We ignite opportunity by setting the world in motion.
We ignite opportunity
| by |
setting the world in motion.
Legacy | by/through/while/to/and | Action
To achieve (this legacy) by/through/while doing (this practical action) <-OR-> To achieve (this legacy) to/and do (this practical action).
LEGACY
ACTION
A strong, fiery statement (ignite) that speaks to rapid or large-scale expansion; try reimagine the statement like this: "we drive opportunity"
Statements slows with the word "setting"; reimagined: "we ignite opportunity and drive the world forward"
Assumes some familiarity with the brand (in motion)
Assumes a worldwide market (the world)
Speaks to both markets: drivers (opportunity) & users (world in motion)
To organize the world's information and make it universally accessible and useful.
To organize the world's information
| and |
make it universally accessible and useful.
Legacy | by/through/while/to/and | Action
To achieve (this legacy) by/through/while doing (this practical action) <-OR-> To achieve (this legacy) to/and do (this practical action).
LEGACY
ACTION
Speaks to Goggle's core competencies & what they are in control of (organize the world's information and make it universally accessible and useful)
Speaks to the value to the end user (make it universally accessible and useful)
Addresses the functions & core competencies of the business, and does not assume familiarity with the brand (organize the world's information and make it universally accessible and useful)
Assumes a global audience (universally)
Speaks to size of the business (world's information)
Kickstarter
To help bring creative projects to life.
Legacy Only
To achieve (this legacy) by/through/while doing (this practical action) <-OR-> To achieve (this legacy) to/and do (this practical action).
LEGACY
POSSIBLE UNSPOKEN FUNCTION
Assumes familiarity with the brand (no mention of what they do)
Attaches to a highly-regarded personal & business value (creative)
Places the focus on the dream & not the monet, even though they provide the money (bring creative project to life)
Allows the reader to see themselves as creative (creative)
Favourably positions the crowdfunding projects in potential donors' minds (here you'll find lots of creative projects)
Tesla
To accelerate the world's transition to sustainable energy.
To accelerate the world's transition
| to |
sustainable energy.
Legacy | by/through/while/to/and | Action
To achieve (this legacy) by/through/while doing (this practical action) <-OR-> To achieve (this legacy) to/and do (this practical action).
LEGACY
ACTION
Alternate - Mission Statement reflects Legacy only
LEGACY
UNSPOKEN POSSIBLE ACTION COULD BE
Incorporates mention of the core competencies (sustainable energy)
References environmental or 'green' leaning (sustainable)
Assumes a global market (the world)
Assumes an already-changing changing world (accelerate the world's transition)
Coca-Cola Company
To refresh the world in mind, body and spirit. To inspire moments of optimism and happiness through our brands and actions.
To refresh the world in mind, body and spirit.
To inspire moments of optimism and happiness through our brands and actions.
Legacy | Action
To achieve (this legacy) by/through/while doing (this practical action) <-OR-> To achieve (this legacy) to/and do (this practical action).
LEGACY
ACTION
Assumes a global market (the world)
Speaks to individuals & individual values (mind, body and spirit)
Speaks to personal happiness (moments of optimism and happiness)
Speaks to attributes people are seeking in the world (optimism and happiness)
Assumes the ability to impact the way people feel (refresh the world; inspire...through our brands and actions)
Speaks to core competencies; what they control (through our brands and actions)
Caterpillar
To enable economic growth through infrastructure and energy development, and to provide solutions that support communities and protect the planet.
To enable economic growth
| through |
infrastructure and energy development,
and to provide solutions
| that |
support communities and protect the planet.
Legacy | by/through/while/to/and | Action
To achieve (this legacy) by/through/while doing (this practical action) <-OR-> To achieve (this legacy) to/and do (this practical action).
LEGACY
ACTION
LEGACY
ACTION
Notice the play on words in "enable economic growth".
It could mean that Caterpillar is promoting economic growth in the economy & industry, or that Caterpillar is focused on its own economic growth.
Incorporates core competencies, and does not assume familiarity with the brand (infrastructure and energy development)
Focuses on benefits for the local & global community (communities and the planet)
Whole Foods Market
To nourish people and the planet. We're a purpose-driven company that aims to set the standards of excellence for food retailers. Quality is a state of mind at Whole Foods Market.
To nourish people and the planet. We're a purpose-driven company
| that |
aims to set the standards of excellence for food retailers. Quality is a state of mind at Whole Foods Market.
Legacy | by/through/while/to/and | Action
To achieve (this legacy) by/through/while doing (this practical action) <-OR-> To achieve (this legacy) to/and do (this practical action).
LEGACY
ACTION
Speaks to local & global communities (people and the planet)
Speaks to an important core social value (nourish)
Defines the "standards of excellence" (nourish people)
Does not assume knowledge of the brand (food retailers, Whole Foods Market)
Speaks to customer values & concerns (standards of excellence, quality)
Spotify
Our mission is to unlock the potential of human creativity—by giving a million creative artists the opportunity to live off their art and billions of fans the opportunity to enjoy and be inspired by it.
Legacy
| by/through/while/to/and |
Action
Legacy | by/through/while/to/and | Action
To achieve (this legacy) by/through/while doing (this practical action) <-OR-> To achieve (this legacy) to/and do (this practical action).
LEGACY
ACTION
xxx
xxx
xxx
xxx
xxx
American Red Cross
The American Red Cross prevents and alleviates human suffering in the face of emergencies by mobilizing the power of volunteers and the generosity of donors.
Legacy
| by/through/while/to/and |
Action
Legacy | by/through/while/to/and | Action
To achieve (this legacy) by/through/while doing (this practical action) <-OR-> To achieve (this legacy) to/and do (this practical action).
LEGACY
ACTION
xxx
xxx
xxx
xxx
xxx
Life is Good
To spread the power of optimism.
Legacy
| by/through/while/to/and |
Action
Legacy | by/through/while/to/and | Action
To achieve (this legacy) by/through/while doing (this practical action) <-OR-> To achieve (this legacy) to/and do (this practical action).
LEGACY
UNSPOKEN POSSIBLE FUNCTION
xxx
xxx
xxx
xxx
xxx
TED
Spread ideas.
Legacy
| by/through/while/to/and |
Action
Legacy | by/through/while/to/and | Action
To achieve (this legacy) by/through/while doing (this practical action) <-OR-> To achieve (this legacy) to/and do (this practical action).
LEGACY
ACTION
xxx
xxx
xxx
xxx
xxx
Starbucks
To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.
Legacy
| by/through/while/to/and |
Action
Legacy | by/through/while/to/and | Action
To achieve (this legacy) by/through/while doing (this practical action) <-OR-> To achieve (this legacy) to/and do (this practical action).
LEGACY
ACTION
xxx
xxx
xxx
xxx
xxx
The mission of LinkedIn is simple: connect the world's professionals to make them more productive and successful.
Legacy
| by/through/while/to/and |
Action
Legacy | by/through/while/to/and | Action
To achieve (this legacy) by/through/while doing (this practical action) <-OR-> To achieve (this legacy) to/and do (this practical action).
LEGACY
ACTION
xxx
xxx
xxx
xxx
xxx
Wawa
Fulfilling Lives, Every Day.
Legacy
| by/through/while/to/and |
Action
Legacy | by/through/while/to/and | Action
To achieve (this legacy) by/through/while doing (this practical action) <-OR-> To achieve (this legacy) to/and do (this practical action).
LEGACY
ACTION
xxx
xxx
xxx
xxx
xxx
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