“Our mission is to unify and condense your actions into a favourable company essence. “

If a mission statement had a mission statement, it might read something like that. 

A great mission statement should be short, concise and connect with people. It should attract them to say ‘I accept that’, and come aboard.

Creating a mission statement doesn’t always come easy. But it can be distilled into 3 components then merged into 1. 

What – is your business doing

Who – are you, or who is it for

Why – do we do what we do. 

At times people get too focused instead on creating a vision statement. That is more about where you want to be rather than where you’re at now. 

To build a compelling mission statement, draw info from those in the know. Keep distilling the golden information down until you get to the shiny fancy bounty. 


Ask Business leaders for their input. 

Questions such as:

Why did you want to work here?

What do you do?

Who do you help?

How are you different? 


Look for common connections between the sparse knowledge. 

Pool that common knowledge into three sentences; who, what, why. 

Keep distilling those three sentences down. Don’t be afraid to make it fun, lighthearted and stay jargon-free. 

And finally, when there are some ideas in hand, present them to the company’s leaders for input and mission-critical discussion. Just like any important decision, thoughts and opinions will differ, but that’s ok. 


When the simple final sentence is ready, show off that beautiful captivating chunk of prose to employees and stakeholders wherever you can! 


Here’s some example mission statements: 


Sumo Salad

“To make Australia a healthier and happier place.”



“Keep commerce human.”


LJ Hooker

“We are pushing the boundaries, connecting, sharing, learning, creating and doing whatever it takes to be the best in real estate with our customers at the centre of everything we do.”



“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.”



“Jetstar’s mission is to offer low fares to enable more people to fly to more places, more often.”



“Make commerce better for everyone, so businesses can focus on what they do best: building and selling their products.”



“To create a better everyday life for the many people.”



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



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

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