# Mission Statement Template: How to Write + Examples > Download a free mission statement template PDF and follow 5 steps to write yours. Plus key components and real examples from Asana, PayPal, and Patagonia. Source: https://asana.com/resources/mission-statement-template ## Mission Statement Template: How to Write + Examples #### Summary A mission statement explains your company's purpose, who you serve, and the impact you want to create. This comprehensive guide walks you through the key components of an effective mission statement, provides a step-by-step process for writing yours, and includes real-world examples from companies like Asana, PayPal, and Patagonia to inspire your own.A mission statement explains your company's purpose, who you serve, and the impact you want to create. Use this guide to learn the key components of an effective mission statement, follow a step-by-step process to write yours, and download a free template to get started. It's natural to face challenges when leading teams and managing projects, and one way to push forward despite the hard times is to remember your "why." Your company mission defines why you do what you do, who you do it for, and the impact you'll create by doing it. When you know your mission, you'll feel good about where your company is going, even through ups and downs. Typically, you'll write a mission statement when you start a business so you have a clear idea of what you stand for. A mission statement rarely changes unless the company changes directions or rebrands. Read on to learn how to write an effective mission statement that can help you tackle your [business goals](/resources/business-goals-examples). #### How to build a transformational AI strategy from the ground up The journey of AI adoption is no longer uncharted territory. Supported by research from our Work Innovation Lab in partnership with frontier AI safety and research company, Anthropic, this guide offers a how-to for navigating the journey of AI adoption. - [Download the guide](/resources/how-to-build-a-transformational-strategy-ebook?utm_source=article-banner&utm_medium=web&utm_campaign=ai_blueprint) ## What is a mission statement? A mission statement is a short, powerful declaration that explains what your company does, who it serves, and why it exists. It acts as a guiding principle for your team and communicates your purpose to external audiences like customers and [stakeholders](/resources/stakeholder-vs-shareholder). Your mission statement is a foundational piece of content you can use as a jumping-off point for various other materials, including: - [Value propositions](/resources/value-proposition-template)**:** Communicate your unique benefits to customers. - **Business plans:** Anchor your strategy around a clear purpose. - [Company vision statement](/resources/vision-statement)**:** Define where your organization is headed. Once you've solidified your [core values](/resources/company-values-examples) and initiatives, you'll have an easier time getting the message out to your audience. ## Key components of a mission statement A strong mission statement includes several essential elements that work together to communicate your company's purpose. When crafting yours, make sure to address each of these components: - **Purpose:** Your fundamental reason for existing beyond making money. This is your company's "why." - [Target audience](/resources/target-audience)**:** The people you serve, whether customers, clients, or communities. - **Products or services:** What you offer to fulfill your purpose and serve your audience. - **Values and philosophy:** The principles that guide how you operate and make decisions. - **Unique differentiator:** What sets you apart from competitors in your industry. - **Impact:** The change or benefit you create for your audience and the world. Not every mission statement will explicitly state all six components, but the best ones weave these elements together authentically. Use these components as a checklist when drafting your statement. ## Why is a mission statement important? Your mission statement is a building block for everything your team does. When you get it right, it leads to a stronger [team dynamic in the workplace](/resources/improving-group-dynamics), more successful projects, and happier customers. Your mission statement should: - **Define your brand to team members:** Give your team clarity on what product you're creating, why you're creating it, and who you're creating it for. - **Present your brand to others:** Tell others outside of your company what your team strives for everyday. - **Uphold values and goals:** Refer to your mission statement when you need to hold yourself and your team accountable to your ultimate [business objectives](/resources/business-objectives-examples). ## 5 steps to write a mission statement Your mission statement isn't something you can craft by yourself. Before you sit down to draft it, recruit other senior and executive leaders at your company who have a sense of what you're aiming for. Together, use the steps below to get to the root of what your company stands for and the message you want to spread. ### 1. Answer fundamental questions To figure out what your mission statement should say, you'll need to answer fundamental questions about your business. **Start with the basics:** - What do we do? - What do we create? - Who is our audience? - How do we make a difference? **Then go deeper:** - How do we differ from others in the industry? - How can we make our mission statement stand out from our competitors? - Can we use other mission statements for inspiration? Consider having each member of your mission statement [tiger team](/resources/tiger-team) answer these questions separately, then pool your answers together. Your mission statement should be evergreen, so think about it in a way that incorporates business growth. It's important to consider what your company's purpose is in the context of what your future might be. ### 2. Use your answers to brainstorm copy Now that you have the ideas for your mission statement, you need the right words. Use [brainstorming techniques](/resources/brainstorming-techniques) to help you and the other leaders at your company come up with creative ways to express yourselves. The goal is to inspire your team without sounding cliché or overly complex. Some helpful brainstorming techniques include: - **Mind-mapping:** Mind mapping is a visual brainstorming technique you can use on your own or with your team. Start with one word or idea and use it to inspire other ideas. Then, draw lines connecting tangential words or ideas to it. - **Brain-netting:** Brain-netting is great for [remote collaboration](/resources/remote-collaboration), and it involves brain dumping ideas virtually, whether on a Slack channel, Google Doc, or through your [project management tool](/uses/project-management). Team members can add ideas whenever inspiration strikes. - **Brain dumping:** Use a [brain dump template](/templates/brain-dump) to quickly capture every idea in one place before organizing or refining. Brain dumping helps clear mental clutter and makes it easier to spot themes for your mission statement copy. ### 3. Write your first draft Now that you have solid ideas about what to put in your mission statement and creative ways to express those ideas, you can start experimenting with what sounds best. The following formulas can help you get started: - To **[contribution/goal]** so **[impact]**. - Our mission is to **[contribution/goal]** by **[what you offer/how you do it]** for **[target audience]** so **[impact]**. - To build/offer **[what you offer/how you do it]** for **[target audience]** to **[contribution/goal]** and **[impact]**. For example, if you work for a [content marketing company](/resources/content-marketing), here's how your first draft might look: - To **increase the value and visibility of content** so **companies can build strong relationships with their audiences**. - Our mission is to **increase the value and visibility of content** by **offering content marketing services** for **companies** so **they can build strong relationships with their audiences**. - To offer **content marketing services** for **companies** to **increase the value and visibility of their content** and **help them build strong relationships with their audiences.** ### 4. Ask for feedback Draft a few versions of your mission statement so you can ask for feedback from current team members. Because the mission statement applies to everyone, include everyone in the feedback process, even if executive feedback gets slightly more weight. Don't rush the writing process. Take your time and get your mission statement to a place everyone is comfortable with. [Collaborate with your team](/resources/collaboration-in-the-workplace) by holding a Q&A session or by sending out surveys to ask which version of the mission statement resonates with them most. That way, once you complete your statement, you'll feel confident that the result was a team effort. ### 5. Revise and share After collecting feedback, revise your mission statement as needed. Then, finalize it and share it with the rest of the organization. You can also include it in your [business plan](/templates/business-plan) and share it on your website. Your mission statement explains your company's purpose to those working for the company, [stakeholders](/resources/project-stakeholder) who may get involved with the company, and customers or clients who may spend money at the company. While you shouldn't craft your mission statement for selling, it's something you should be proud of and will likely want to display. - [Read: Client management: How to attract and retain happy clients](/resources/client-management) ## Free mission statement template Using a mission statement template can help you centralize your company's most important information. Below, you'll see how a content marketing company would've answered fundamental questions about their business and used those answers to design their mission statement with the provided formula. Use the free mission statement template below to answer relevant questions about your company's values and goals. - [Free mission statement template](https://assets.asana.biz/m/5e1f517ccbb51917/original/mission-statement-template.pdf) ## Examples of mission statements Most companies share their mission statements with the public, either front and center on their websites, or in an easily searchable location. By making your mission statement visible, companies show what they stand for and what they strive to achieve. ### 1. Asana **"To help humanity thrive by enabling the world's teams to work together effortlessly."** At [Asana](/company), our mission statement explains who we serve and what we want our impact to be on the world. While we have various goals we work toward as a company, our mission statement is our guiding principle among all others. Start with heart. Join our team. ### 2. PayPal **"To build the web's most convenient, secure, cost-effective payment solution."** PayPal's statement is more product-focused, but it's still effective. Businesses may imply the impact they hope to make by explaining the unique features of their product offering. PayPal's mission is to create the best product possible for customers because doing so will improve lives. ### 3. Patagonia **"Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis."** Patagonia's mission statement is complex, but it shows that their company has many layers beyond the clothing they sell. They set themselves apart from other companies by keeping the environment front of mind in all they do. ## Mission statement vs. vision statement Many people use a mission statement and [vision statement](/resources/vision-statement) interchangeably, but they serve different purposes. Here's how they compare: Aspect Mission statement Vision statement **Focus** Present purpose Future aspiration **Question answered** Why do we exist? Where are we going? **Timeframe** Current Long-term **Audience** Internal teams and external stakeholders Internal teams and investors Some companies combine both into a single statement. Others keep them separate to provide more clarity on their purpose and direction. For example, Google's combined mission and vision statement is: "To organize the world's information and make it universally accessible and useful." **Mission statement:** To organize the world's information… **Vision statement:** ...and make it universally accessible and useful. While LinkedIn has separate mission and vision statements: **Mission statement:** Connect the world's professionals to make them more productive and successful. **Vision statement:** Create economic opportunity for every member of the global workforce. ## Turn your mission statement into action Your mission statement is the launchpad for your company's success, stating the [strategic goals and objectives](/resources/strategic-goals-objectives) you want to achieve and serving as a constant reminder of your purpose. But the only way to accomplish your mission is with small, everyday actions and a clear process in place. With [work management software](/uses/work-management), you can set up [workflows](/resources/workflow-examples), schedules, and tasks that align with your mission statement and make your purpose a reality. [Asana](/product) helps you create a purposeful and productive work experience for all your team members by giving them the clarity they need to achieve their goals.[Get started](/create-account) and connect your mission to the work your team does every day. ## Frequently asked questions about mission statements #### What are the 5 W's of a mission statement? The 5 W's are Who (your audience), What (your offering), When (your timeframe), Where (your market), and Why (your purpose). Answering these questions helps you build a clear, comprehensive mission statement. #### How long should a mission statement be? Most effective mission statements are one to three sentences long. The goal is to be concise enough to be memorable while still capturing your company's purpose, audience, and impact. #### How often should you update your mission statement? Revisit your mission statement during major business changes like rebrands, mergers, or strategic pivots. Many companies review it annually to ensure it still reflects their direction. #### Can a small business benefit from a mission statement? Absolutely. A mission statement helps businesses of any size stay focused on their purpose and communicate their value to customers, employees, and partners. 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