27 Inspiring Mission and Vision Statement Examples for Your Online Store

What is a Mission Statement?

A mission statement is a concise statement that defines a company's overall purpose and fundamental reason for being. It is the foundation that guides a business's decision-making process.

What makes a good mission statement?

A good mission statement should be clear, concise, and memorable. It should be actionable, focused, and inspire both the employees and the customers. A well-crafted mission statement defines the purpose and values of the business, and helps align all stakeholders toward achieving its goals.

What are the 3 parts of a mission statement?

A mission statement typically consists of three parts: what the company does, how it does it, and who it serves. It should answer the questions, 'What do we do?', 'How do we do it?', and 'Who do we do it for?'

How to Write a Mission Statement

If you're writing a mission statement for the first time, here are a few pointers:

1. Explain your company's product or service offering.

Describe what you offer and how you deliver it. This may include specific products or services, or more broadly, what industry or sector you operate in.

2. Identify the company's core values.

Your core values define the principles that motivate and guide your company, and help distinguish you from your competitors. They are your non-negotiables and should stand the test of time.

3. Connect how your company's offering aligns with your values.

Show how your products and services support your values, and why your company and its offerings are unique.

4. Condense these statements into one.

Your mission statement should be short and sweet, ideally one sentence, but not more than two.

5. Make sure it's clear, concise, and free of fluff.

Your mission statement will be the foundation of your brand identity, so make sure it's impactful and resonates with your audience.

Vision Statement

A vision statement is an aspirational statement that paints a picture of what the future looks like if the company achieves its goals. It is a guidepost that sets the direction for the company, its decisions, and operations, and inspires its stakeholders toward a common purpose.

What makes a good vision statement?

A good vision statement is clear, ambitious, and inspiring. It should be futuristic and forward-thinking, but still achievable. It should also be memorable and easy to understand.

What are the 3 parts of a vision statement?

A vision statement typically consists of three parts: what the company aims to achieve, how it will achieve it, and by when. It should answer the questions, 'What will we achieve?', 'How will we achieve it?', and 'By when will we achieve it?'

Mission Statement vs. Vision Statement

A mission statement describes an organization's purpose and values, whereas a vision statement describes the organization's aspirations and what it hopes to achieve in the future. The two statements complement each other, with the mission statement guiding the day-to-day operations, and the vision statement providing a long-term direction.

Mission and Vision Statement Template

Here's a template that you can use to write your own mission and vision statement:

  • Our mission is to [what your company does] by [how your company does it], for [who your company serves].
  • Our vision is to [what your company aims to achieve], by [how your company will achieve it], by [when your company will achieve it].

Best Mission Statement Examples

Here are 15 inspiring mission statement examples that can inspire your online store:

  • 'To empower every person and every organization on the planet to achieve more' - Microsoft
  • 'To inspire and nurture the human spirit—one person, one cup, and one neighborhood at a time' - Starbucks
  • 'To organize the world's information and make it universally accessible and useful' - Google
  • 'To give people the power to build community and bring the world closer together' - Facebook
  • 'To bring inspiration and innovation to every athlete in the world' - Nike
  • 'To share our passion for cooking and fresh food with as many people as possible' - HelloFresh
  • 'To be the most engaging retailer in America' - J.Crew
  • 'To make it easy to do business anywhere' - Alibaba Group
  • 'To become the world's most loved, most flown, and most profitable airline' - Southwest Airlines
  • 'To build economic wealth and independence in historically marginalized communities' - Black-owned Businesses Matter
  • 'To facilitate the trading and investing of digital currencies in a trusted environment' - Coinbase
  • 'To become the world's most customer-centric company' - Amazon
  • 'To provide the highest quality products, education, and community experience to inspire your journey of self-improvement' - Mindvalley
  • 'To be the go-to source for all your beauty needs, delivering happiness worldwide' - ColourPop Cosmetics
  • 'To be a company that inspires and fulfills curiosity' - The Walt Disney Company

Vision Statement Example

Here's a vision statement example from Nike:

'To create groundbreaking sport innovations, by making products more sustainable, creating a diverse global team, and making a positive impact in communities where we live and work.'

Inspire Through Brand Values

Your mission and vision statement should be a reflection of your brand values and speak to your target audience. A powerful statement can help to guide your decision-making process, while also inspiring and connecting with your customers. Use these examples to help you get started on crafting a statement that resonates with your unique business and audience.