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Examples of World-Class Mission Statements

If you don’t already have one, you should develop a mission statement as part of the strategic planning process. Mission statements are as varied as organizations. Here are a handful of mission statements to get your creative juices flowing. (Note: Some of these mission statements are older versions, which are included to provide effective examples from a diverse range of organizations.)

  • Arthur Carhart Wilderness Training Center: To preserve the values and benefits of wilderness for present and future generations by connecting agency employees and the public with their wilderness heritage through training, information, and education.

  • Boy Scouts of America: To prepare young people to make ethical and moral choices over their lifetimes by instilling the values of the Scout Oath and Law.

  • Chitimacha Tribe: We the people of the Sovereign Nation of the Chitimacha, in order to proclaim and perpetuate our vision, hereby embrace these beliefs: We must preserve and protect our natural resources, our people and all Native Americans. We must promote a harmonious and prosperous existence among ourselves and within our community. We must maintain the highest level of integrity, honor and authenticity in all our endeavors, and We must always exist as a Nation by preserving our cultural heritage.

  • Starbucks: To inspire and nurture the human spirit — one person, one cup, and one neighborhood at a time.

  • The Elephant Sanctuary: A natural-habitat refuge where sick, old, and needy elephants can once again walk the earth in peace and dignity.

  • Fannie Mae: To provide liquidity, stability and affordability to the U.S. housing and mortgage markets.

  • Google: To organize the world's information and make it universally accessible and useful.

  • Wal-Mart: We save people money so they can live better.

  • Marine Stewardship Council: To safeguard the world’s seafood supply by promoting the best environmental choices.

  • Marriott Hotels: To make people who are away from home feel they are among friends and really wanted.

  • Merck: To operate a worldwide business that produces meaningful benefits for consumers, our market partners and our community.

  • American Water Works Association, the New Jersey Section (AWWA NJ): Dedicated to the promotion of public health and welfare in the provision of drinking water of unquestionable quality and sufficient quantity; AWWA NJ must be pro-active and effective in advancing the technology, science, management, and government policies relative to the stewardship of water.

  • Rotary International: To provide service to others, promote integrity, and advance world understanding, goodwill, and peace through its fellowship of business, professional, and community leaders.

  • Southwest Airlines: To provide the highest quality of customer service delivered with a sense of warmth, friendliness, individual pride, and company spirit.

  • The Clorox Company: To improve the quality of life in communities where Clorox employees live and work. Community involvement is an integral part of our business and is carried out through a program of grant making, volunteerism, and leadership in community service.

  • University of Phoenix: To provide access to higher education opportunities that enable students to develop knowledge and skills necessary to achieve their professional goals, improve the productivity of their organizations, and provide leadership and service to their communities.

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