Every business should have a mission or vision statement. Missions act as a strategic compass, guiding all areas of the business towards the same aspiration. Without a mission, a business can appear to be unambitious or lacking in purpose. From Fortune 100 companies to small startups, great visions can be found.
Here are seven mission statements from organizations – big and small – located all over the globe. Some are from multinational corporations while others are from smaller non-profits. Regardless, all organization types can benefit from a mission statement.
“McDonald's brand mission is to be our customers' favorite place and way to eat and drink. Our worldwide operations are aligned around a global strategy called the Plan to Win, which center on an exceptional customer experience – People, Products, Place, Price and Promotion. We are committed to continuously improving our operations and enhancing our customers' experience.”
The seventh most powerful brand in the world didn’t get that way by being nonchalant about its ambitions. McDonald’s mission statement captures its philosophical hopes while using specific and strategic language.
“Our mission is to make Target your preferred shopping destination in all channels by delivering outstanding value, continuous innovation and exceptional guest experiences by consistently fulfilling our Expect More. Pay Less.® brand promise.”
Like most retail stores, Target’s mission statement highlights its customer-first mentality and serves as a clear reminder to staff at all levels of the company what to strive for.
“To present the National Football League and its teams at a level that attracts the broadest audience and makes NFL football the best sports entertainment in the world.”
The above statement acknowledges the NFL’s desire to be far-reaching and entertaining. It’s similar to the mission statement of any “regular” business, emphasizing the idea that offering fans/customers a product they like is most important.
“Partnering with a diverse set of clients and an empowered team of employees to deliver innovative digital marketing solutions with a focus on accountability and excellence.”
As a small but 15-year-old digital marketing agency located in Montreal, BAM Strategy uses powerful keywords to convey their approach, but is lacking in an ambitious goal. McDonald’s aims to be it’s “customers' favorite place and way to eat and drink.” The NFL strives to become the “the best sports entertainment in the world.” BAM’s statement, however, is noticeably missing a long-term overarching aspiration.
“We grant the wishes of children with life-threatening medical conditions to enrich the human experience with hope, strength and joy.”
The US non-profit, which grants the wishes of children suffering from terminal illnesses, offers a concise yet powerful statement that guides its operations.
Fun fact: With over 300 wishes, WWE Superstar John Cena has granted the most wishes overall for the Make-A-Wish Foundation.
“Citi works tirelessly to serve individuals, communities, institutions and nations. With 200 years of experience meeting the world's toughest challenges and seizing its greatest opportunities, we strive to create the best outcomes for our clients and customers with financial solutions that are simple, creative and responsible. An institution connecting over 1,000 cities, 160 countries and millions of people, we are your global bank; we are Citi.”
The financial services powerhouse headquartered in New York City has a mission statement that boasts the corporation’s history while also including what it strives to do for its clients. Whether Citi comes close to creating the best possible outcomes for its customers is another story.
“To make important stuff as viral as a video of some idiot surfing off his roof.”
Upworthy is determined to make content that matters as accessible and viral as those less-than-essential FAIL videos that reach millions of views in a matter of days. Short but inspiring, Upworthy’s mission statement effectively conveys that goal.
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