1. How to write a successful mission statement
by Monika Maciejewska
December 2013

2. STEP 1:
Mission statement is a declaration of organisation’s core purpose and focus in
product and market terms.
> You can develop a mission statement for the business as a
whole or to support delivery of strategy in a particular
area of your operations, for example you could have
 Sales Mission Statement
 Sustainability Mission Statement
>What is the purpose of your organisation
> What was the reason behind starting you business
>What product or service do you deliver
>What is the market you are aiming for
>What are the objectives for your project
Take a look at these examples from Starbucks , RSPCA, Amazon
Kindle and Adidas

3.  Starbucks
To inspire and nurture the human spirit – one person,
one cup and one neighbourhood at a time
 RSPCA
The RSPCA as a charity will, by all lawful means,
prevent cruelty, promote kindness to and alleviate
suffering of all animals
 Kindle
Every book ever printed, in any language, all available
in less than 60 seconds
 Adidas
We are a global organisation that is socially and
environmentally responsible, that embraces creativity
and diversity and is financially rewarding for our
employees and shareholders

4. STEP 2:
Best mission statements are no longer than 1-2 sentences
> Keep it short and sweet
> Avoid jargon that is industry specific
> Steer clear from generalisation e.g. ‘we aim to save the planet’
> Your new mission statement should also double as a commercial slogan
Remember to incorporate:
VALUES
Why your company exists / Why
you are undertaking the project
INSPIRATION
Encourage & inspire employees
PLAUSIBILITY
Be reasonable
SPECIFITY
Be specific
 Take a look at Nike’s Mission Statement
“To bring inspiration and innovation to every athlete* in the world”
*The legendary University of Oregon track and field coach and Nike co-founder Bill Bowerman said, “If you have , you are an athlete.”

5. STEP 3:
>Now you have your mission ready don’t let it
get covered with dust.
>Use it as an integral part of business strategy
or project communications
>Make sure your mission statement is visible
to your clients and employees:
 Publish it on your website
 Include it in marketing materials
 Build it into company’s policies

6. Our Mission
To provide our clients with support
allowing them to grow their
business in an ethical way

7. Monika Maciejewska
Sustainability & CSR Strategist
e: info@monikamaciejewska.com
w: www.monikamaciejewska.com
t: @majooski
in: www.linkedin.com/in/mmaciejewska