Mission Statement
Walt Disney’s ‘to make people happy’ is an example of a mission statement.
Other examples of mission statements from well-known organisations include:-
‘To fight poverty and related injustice around the world.’ Oxfam
‘To dedicate our business to the pursuit of social and environmental change.’ The Body Shop
‘To Refresh the World … in body, mind, and spirit.’ Coca Cola
‘To be the consumer’s first choice for food.’ Sainsburys
Not to be confused with a vision statement which defines an organisation’s future aims and prospective direction, a mission statement provides a brief and distinctive description of organisation’s purpose, values and motivation for being in business.
In essence, a mission statement should be unique, inspirational and motivating. It should announce to those within an organisation and to members of the public who the organisation is, what the organisation stands for, what the organisation does and why it does it.
