How to Write a Mission Statement that Doesn’t Suck

If you’ve watched the movie Blues Brothers, you should be familiar with the phrase, “We’re on a mission from God.”

In the movie, Jake and Elwood are on a journey to save their childhood orphanage from going into foreclosure. This journey sets forth a zany plot. But ultimately, it gives the storyline a sense of purpose.

Jake and Elwood’s journey is similar to what every business sets out to do.

Bring change to the world.

So what change do you wish to see in the world? What future do you hope to create? In this blog, you’ll learn how to write a mission statement that gives you, your employees, and customers a sense of direction and purpose.

What is a mission statement?

A mission statement is a short written or spoken expression of a fundamental purpose for a company. It is often seen as a kind of “guide” to help keep an organization focused on its core values and goals even as it changes over time.

No matter how complicated or simple you decide to make your mission statement, there are some general guidelines that should be followed.

What does a mission statement include?

  • It should tell others why the business exists.
  • It articulates your brand’s purpose.
  • It should be short enough to remember it easily, but long enough to give a good idea of what your mission is.
  • It should represent the values of the company, not just what it does or plans to do.
  • It inspires a sense of direction for you, your employees, and customers.

Examples of Mission Statements

Jet Blue

To inspire humanity — both in the air and on the ground.


To accelerate the world’s transition to sustainable energy.


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


To help humanity thrive by enabling all teams to work together effortlessly.


Squarespace empowers people with creative ideas to succeed.

Keep This is In Mind When Writing Your Mission Statement

  • Write in present tense.
  • Use action verbs to immediately draw people into what you are doing.
  • Make it timeless.
  • Make sure it supports your vision statement.
  • Don’t be too wordy. Pair it down to a sentence or two.
  • Don’t be self-serving.

Need help with your mission statement?

If you need help developing your mission statement, connect with Woods Creative. With the right tools and insights, you can drive your company’s mission forward.

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