How to Write a Mission Statement

How to Write a Mission Statement
Five Parts:
Sample Mission Statements for Organizations
Brainstorming
Crafting the Statement
Sample Business Mission Statements
Finalizing the Statement
A mission statement distills the heart and soul of a company in an engaging,
memorable paragraph or two. Your mission statement is your chance to create a
compelling picture of your company for the rest of the world to see. To get
started, have a brainstorming session about what you want your statement to
include. Look at examples below to get a basic idea of what a mission
statement looks like. Craft the statement, then ask others to help you perfect it.
Read on to learn more about how to write a mission statement.
Ad
BannersOnTheCheap.com
bannersonthecheap.com/OfferEndsSoon
Come Back And Get 10% Off! Discount Applied At
Checkout.
Sample Mission Statements for Organizations
Sample Non Profit Mission
Statement
Sample Mission Statement for
Organization
Sample Business Mission Statements
Sample Business Mission
Statement
wikiHow Mission Statement
Part 1 of 3: Brainstorming
1
Ask yourself why you are in business. This is the core question that will determine
the tone and content of your mission statement. Why did you start this business? What
goals do you hope to achieve?[1] Figure out the main purpose of your business as a way to
get the brainstorming session started. Here are a few related follow-up questions you can
also ask yourself:
Who are your customers, or the people you aim to help?
What role do you play in the industry or field?
Ad
Simple Project Template
smartsheet.com
Yes. It's easy. Nothing to install. Try it Free!
2
Figure out your company's defining characteristics. The tone of your mission
statement should reflect your company's style and culture - its personality, if you will.
Think about how you want your customers and other companies to perceive you, and write
down the traits you believe best represent your company. Think about the following
questions:
Is your company conservative and solid , or are you aiming to be groundbreaking
and cutting edge in terms of style?
Do you want to be seen as a company with a sense of humor and a playful side, or
would that be too unprofessional?
What's your company culture like? Is there a strict dress code and a formality to the
place, or are people allowed to come to work in jeans?
3
Determine what makes your company stand out. Your mission statement doesn't
have to be shocking or "unique" as long as it clearly expresses your goals and style.
However, if you're attempting to do something out of the ordinary with your business, you
should put that in your mission statement. Is there anything that makes your company
special? Write it down.
4
Make a list of your company's concrete goals. Finally, your mission statement
should include one or more solid goals. What's your long-term plan for the company?
What are your short-term plans? What's the most important thing you're trying to do?
Your goals can be centered around customer service, dominating a certain
market, helping make people's lives better with your product, and so on.
Keep your company's personality in mind when you're writing down your goals. The
two should reflect one another.
Part 2 of 3: Crafting the Statement
1
Define your company by way of an actionable goal. Now that you've
brainstormed plenty of ideas, it's time to narrow them down to the best and most
interesting, to get at the heart of your company and what it has to offer. Write a sentence
that captures what your company is and what it aims to do.[2] Here are a few examples:
From Starbucks: "Our Coffee. It has always been, and will always be, about quality.
We’re passionate about ethically sourcing the finest coffee beans, roasting them
with great care, and improving the lives of people who grow them. We care deeply
about all of this; our work is never done."[3]
From Ben and Jerry's: "Product Mission: To make, distribute and sell the finest
quality all natural ice cream and euphoric concoctions with a continued
commitment to incorporating wholesome, natural ingredients and promoting
business practices that respect the Earth and the Environment."[4]
From Facebook: "Facebook’s mission is to give people the power to share and
make the world more open and connected."[5]
2
Add concrete, quantifiable elements. Steer away from writing a mission statement
with a big, idealistic vision that isn't rooted in anything concrete. Mission statements
that sound like they were spewed from a mission statement generator[6] cause people's
eyes to glaze over and totally defeat the purpose.
Instead of saying something like "We aim to make the world a better place," tell
which customers you're aiming to help. Look back at your brainstorming notes for
concrete ideas.
Instead of saying something like "We'll continue to innovate to make our product
the best it can be," say something real about what you're developing. What
constitutes "best" in your field?
3
Add some personality. Play with the language so that it reflects your company's
personality and style. If your company is formal and conservative, your language
should be formulated to match. If your company is playful and fun, you can get creative with
the language to emphasize that side of your company. Look back at your brainstorming
notes for ideas.
World choice is important, but the structure of your mission statement can also
help you make a point. Some companies start with one word that totally
encapsulates the mission of the company, then write a sentence or two
elaborating.
Consider breaking it down into several smaller mission statements. What's your
mission in terms of your product? How about your customer service mission? If you
want to elaborate on a certain area that's important to your company's image, go
ahead.
4
Leave out the fluff. A statement with too many adjectives can end up seeming totally
meaningless. "We collectively aim to synergistically customize multimedia based,
next-generation tools of empowerment." What? As you write your mission statement,
carefully choose words that actually mean something to you and your company. Remember
that the point of a mission statement is to communicate the truth about your company. Write
what you know!
5
Make sure it's not too long. Your mission statement should be clear and concise,
and in most cases, no longer than a short paragraph. This makes it easier to repeat,
copy, and showcase for the world to see. Don't get muddled up in a wordy mission
statement you won't be able to describe to someone when they ask what your mission is.
Best case scenario, your mission statement will become your slogan.
Part 3 of 3: Finalizing the Statement
1
Get other company members involved. If your company has other employees, they
should have a say in the mission statement, too. Make sure it accurately reflects
people's vision for the company. If you read it to other employees and they stare at you
blankly, you might be off track.
That said, it's difficult to write anything, even a mission statement, when a lot of
people are giving their opinion. There's no need to completely alter it unless
people don't think it's accurate or honest.
Have someone proofread your mission statement to clean up spelling and
grammatical errors.
2
Test it out. Put your mission statement on your website, print it on brochures, and find
other ways to share it with those who are interested. What reactions does it elicit? If
you like the feedback you're getting, your mission statement is serving its purpose. If it
seems to confuse people, you might need to revisit it.
A mission statement should lead people to ask intelligent questions. People
should want to know more.
3
Revise it when necessary. As your company evolves, so should your mission
statement. Never let it seem dated or full of information that's no longer relevant to
your company's situation. You should revise it about once a year to keep it fresh. There's no
need to start from scratch, but it's a good idea to continually evaluate whether the statement
still reveals the heart and soul of your company.
Ad
Online CRM
zoho.com/CRM
Go Mobile With CRM & Connect With Your
Customers On The Go. Try Now!
Tips
A school, church, nonprofit organization or foundation needs a clear and
effective mission statement as much as the more commercial
enterprise.
Look at other companies for inspiration but beware of copying – the
statement should be about your company, not someone else's
Make sure you believe in your own statement. If you do not, your
colleagues and customers will soon pick up on that.
Everyone involved with your organization should have some opportunity
to make an input into the mission statement.
Ad
Cold Calling Is Dead
nevercoldcall.com
Learn modern prospecting techniques that
work! Free 37-pg PDF download.
Warnings
Do not become stagnant like buggy and whip companies that went
bankrupt having failed to adjust to steady and rapid change--not
incorporating the new opportunities provided by horseless carriages to
flow into a new purpose, vision and mission.
Try not to state the obvious or boast about how great your company is.
Be sure that the statement is not limiting or too expansive in what it
portrays. It should be realistic but instill a sense of purpose while having
a leading edge toward tomorrow's vision.
Sources and Citations
1. ↑ http://www.entrepreneur.com/article/65230
2. ↑ http://www.fastcompany.com/1400930/how-write-mission-statementisnt-dumb
3. ↑ http://www.starbucks.com/about-us/company-information/missionstatement
4. ↑ http://drdianehamilton.wordpress.com/2011/01/13/top-10-companymission-statements-in-2011/
5. ↑ http://drdianehamilton.wordpress.com/2011/01/13/top-10-companymission-statements-in-2011/
6. ↑ http://cmorse.org/missiongen/
Article Info
Categories: Featured Articles | Business
Recent edits by: BR, Rock20000, Idkitsem
Featured
Article
In other languages:
Español: Cómo hacer una declaración de misión, Deutsch: Wie man ein
Unternehmensleitbild schreibt, Português: Como Escrever uma Declaração de
Missão, Italiano: Come Scrivere una Missione Aziendale, Français: Comment rédiger un
énoncé de mission, 中文: 撰写使命宣言, Русский: Выразить Миссию
Организации, Nederlands: Een mission statement schrijven
Ad
Create Your Online Store
bigcommerce.com
Build Your Shop & Start Selling Online in
Minutes. Try It Free Now!
Thanks to all authors for creating a page that has been read 379,411 times.
Tim Berry (http://articles.bplans.com/author/tim-berry/)
How to Write a Mission
Statement in 5 Easy Steps
49
I’ve had a 30-year love-hate relationship with mission statements. I’ve read
thousands. I love it when a mission statement defines a business so well that it
feels like strategy—and that does happen—and I hate it when a mission statement
is generic, stale, and completely useless.
Your company’s mission statement is your opportunity to define the company’s
goals, ethics, culture, and norms for decision-making. The best mission
statements define a company’s goals in at least three dimensions: what the
company does for its customers, what it does for its employees, and what it does
for its owners. Some of the best mission statements also extend themselves to
include fourth and fifth dimensions: what the company does for its community,
and for the world.
SEE ALSO
▶
The Difference Between Mantras, Mission Statements, and Visions
(http://articles.bplans.com/mantra-mission-statement-or-vision/)
The vast majority of the mission statements are just meaningless hype that could
be used to describe any business in the category. People write them because some
checklist or expert said they had to. There are actually web
(http://www.lotta.se/mission-statement-generator/) apps (http://www.laughing-
buddha.net/toys/mission) that poke fun at how most mission statements use
vague, high-sounding phrases to say nothing. The comic strip Dilbert has had a
field day making fun of them:
(http://pas-wordpressmedia.s3.amazonaws.com/content/uploads/2014/05/dt020402dhc0.jpg)
A well-developed mission statement is a great tool for understanding, developing,
and communicating fundamental business objectives, and should be expressed in
just a paragraph or two. If you read it out loud, it should take about 30 seconds. And
it should answers questions people have about your business, like:
Who is your company?
What do you do? What do you stand for? And why do you do it?
(http://www.liveplan.com/?pasc=mobile-footerbanner-b)
Do you want to make a profit, or is it enough
to just make a living?
What markets are you serving, and what benefits do you offer them?
Do you solve a problem for your customers?
What kind of internal work environment do you want for your
employees?
Unfortunately few mission statements actually do that.
So how do you make sure yours isn’t one of the bad ones? Over the decades I’ve
spent reading, writing, and evaluating business plans, I’ve come up with a process
for developing a useful mission statement, and it boils down to five steps:
1. Start with a market-defining story
You don’t have to actually write the story—it’s definitely not included in the
mission statement—but do think it through: Imagine a real person making the
actual decision to buy what you sell. Use your imagination to see why she wants it,
how she finds you, and what buying from you does for her. The more concrete the
story, the better. (And keep that in mind for the actual mission statement wording:
“The more concrete, the better.”)
A really good market-defining story (http://timberry.bplans.com/2012/08/everybusiness-yours-included-really-needs-a-market-defining-story-really.html)
explains the need, or the want, or—if you like jargon—the so-called “why to buy.”
It defines the target customer, or “buyer persona.”
(http://articles.bplans.com/how-a-buyer-or-user-persona-can-improve-yourbusiness/) And it defines how your business is different from most others, or even
unique. It simplifies thinking about what a business isn’t, what it doesn’t do.
This isn’t literally part of the mission statement. Rather, it’s an important thing to
have in your head while you write the mission statement. It’s in the background,
between the words.
2. Define how your customer’s life is better because your
business exists
Start your mission statement with the good you do. Use your market-defining story
to suss out whatever it is that makes your business special for your target
customer.
Don’t undervalue your business: You don’t have to cure cancer or stop global
climate change to be doing good. Offering trustworthy auto repair, for example,
narrowed down to your specialty in your neighborhood with your unique policies, is
doing something good. So is offering excellent slow food in your neighborhood,
with emphasis on organic and local, at a price premium.
This is a part of your mission statement, and a pretty crucial part at that—write it
down.
SEE ALSO
▶
Your Business Lives and Dies By Its Differentiator (http://articles.bplans.com/yourbusiness-lives-and-dies-by-its-differentiator/)
If your business is good for the world, incorporate that here too. But claims about
being good for the world need to be meaningful, and distinguishable from all the
other businesses. Add the words “clean” or “green” if that’s really true and you
keep to it rigorously. Don’t just say it, especially if it isn’t important or always true.
3. Consider what your business does for employees
These days, good businesses want to be good for their employees. If you’re “hard
numbers”-oriented, keeping employees is better for the bottom line than
turnover. And if you’re interested in culture and employee happiness, then
defining what your business offers its employees is an obvious part of your
strategy.
My recommendation is that you don’t assert how the business is good for
employees—you define it here and then forever after make it true.
Qualities like fairness, diversity, respect for ideas and creativity, training, tools,
empowerment, and the like, actually really matter. However, since every business
in existence at least says that it prioritizes those things, strive for a differentiator
and a way to make the general goals feel more concrete and specific. While I
consulted for Apple Computer, for example, that business differentiated its goals
of training and empowering employees by making a point of bringing in very highquality educators and presenters to help employees’ business expertise grow.
That’s the kind of specificity you should include in your mission statement.
SEE ALSO
▶
How Some of America’s Biggest and Most Innovative Companies Do Culture
(http://articles.bplans.com/top-ceos-reveal-their-secrets-to-innovation-andgrowth-webinar/)
With this part of the mission statement, there’s a built-in dilemma. On the one
hand, it’s good for everybody involved to use the mission statement to establish
what you want for employees in your business. On the other hand, it’s hard to do
that without falling into the trap of saying what every other business says. Stating
that you value fair compensation, room to grow, training, a healthy, creative work
environment, and respect for diversity is probably a good idea, even if that part of
your mission statement isn’t unique. That’s because the mission statement can
serve as a reminder—for owners, supervisors, and workers—and as a lever for
self-enforcement.
If you have a special view on your relationship with employees, write it into the
mission statement. If your business is friendly to families, or to remote virtual
workplaces, put that into your mission.
4. Add what the business does for its owners
In business school they taught us that the mission of management is to enhance
the value of the stock. And shares of stock are ownership. Some would say that it
goes without saying that a business exists to enhance the financial position of its
owners, and maybe it does. However, only a small subset of all businesses are
about the business buzzwords of “share value” and “return on investment.”
In the early years of my business I wanted peace of mind about cash flow more than
I wanted growth, and I wanted growth more than I wanted profits. So I wrote that
into my mission statement. And at one point I realized I was also building a
business that was a place where I was happy to be working, with people I wanted to
work with; so I wrote that into my mission statement, too.
5. Discuss, digest, cut, polish, review, revise
Whatever you wrote for points 2-4 above, go back and cut down the wordiness.
Good mission statements serve multiple functions, define objectives, and live for a
long time. So edit. This step is worth it.
I’ve been writing professionally all of my adult life. I was a foreign correspondent
for a decade, and then I billed more than $2 million in business plan consulting,
and then I wrote books published by Entrepreneur Press, McGraw-Hill, Dow JonesIrwin and others, and thousands of blog posts for this site and a number of highprofile sites; I’ve never written anything that wasn’t better with editing. And most
of what I’ve written was better after I cut it to half its original length.
As you edit, keep a sharp eye out for the buzzwords and hype that everybody
claims. Cut as much as you can that isn’t unique to your business, except for those
special elements that—unique or not—can serve as long-term rules and
reminders.
Read other companies’ mission statements, but write a statement that is about you
and not some other company. Make sure you actually believe in what you’re
writing—your customers and your employees will soon spot a lie.
SEE ALSO
▶
Sample Mission Statements (http://articles.bplans.com/mission-statementexamples/)
Then listen. Show drafts to others, ask their opinions, and really listen. Don’t
argue, don’t convince them, just listen. And then edit again.
And, for the rest of your business’s life, review and revise it as needed. As with
everything in a business plan, your mission statement should never get written in
stone, and, much less, stashed in a drawer. Use it or lose it. Review and revise as
necessary, because change is constant.
Final note: Should I apologize for putting the word “easy” into the title of this
piece? Sometimes I confuse interesting, useful, and important with easy. I always
underestimate tasks I like doing.
(Image: DILBERT © Scott Adams. Used by permission of UNIVERSAL UCLICK. All rights
reserved.)
ABOUT THE AUTHOR Tim Berry is the founder and chairman of Palo Alto
Software (http://www.paloalto.com) and Bplans.com. Follow him on
Twitter @Timberry (http://www.twitter.com/timberry). Follow Tim on
Google+ (https://plus.google.com/117487055481575446300?rel=author)
Read more » (http://articles.bplans.com/author/tim-berry/)
LIKE THIS ARTICLE? PLEASE SHARE IT:
34
Like
10
Tw eet
36
10
495
Share
RATE THIS ARTICLE ▶
VIEW COMMENTS
How LivePlan makes your business more
successful
If you're writing a business plan, you're in luck.
Online business planning software (/liveplan/) makes
it easier than ever before to put together a business
plan for your business.
As you'll see in a moment, LivePlan is more than just
business plan software, though. It's a knowledgable
guide combined with a professional designer
coupled with a financial wizard. It'll help you get over
the three most common business hurdles with ease.
(/liveplan/)
Let's take a look at those common hurdles, and see how producing a top-notch business
plan sets your business up for success.
Click to continue (/liveplan/)
(http://www.liveplan.com?pasc=Sidebar-B-xs)
45 Comments
Bplans Articles
Sort by Best
Login
Share
Favorite
Join the discussion…
rabeel khan
• 4 years ago
Hello,
I am trying to get ideas for my mission statement.
“To be the leading fast food restaurant in the region seeking to improve the quality of food for our
customers. To maintain the position as the best quality and taste producer of delicious and
remarkable food and drinks in the country and at the same time make a strategic transition to
become an international fast food restaurant exploiting food and drinks beyond the borders of
Pakistan, resulting in value addition to shareholder’s investment and to the nation as a whole.”
2
• Reply • Share ›
progress
• 11 days ago
Can you assist me in coming up with the mission and vision of the project planning company in
construction or infrustructure
• Reply • Share ›
Solomon Bediako9
• 2 years ago
the mission statement must focus on the market rather than the product
• Reply • Share ›
Nick Schiralli
• 2 years ago
You are a gifted communicator-thank you!
• Reply • Share ›
Sarah Portman
• 3 years ago
It seems like it would be really hard to own a senior care business or a senior care franchise. I
really want to learn how to start a home care business and hopefully make it work.
• Reply • Share ›
nono
• 3 years ago
mission statement says who you are and what you represent. we need them and never take
such things lightly.
• Reply • Share ›
Emily STefanik
• 3 years ago
What do you think of this mission statement?
Grande Events is an event planning business serving those who need guidence through planning
and implementing for their event with an one-on-one communication baseline.
• Reply • Share ›
vivian sally
• 3 years ago
can you help me to come up with a mission statement for my business plan which is involved
with having a place where one can have their pizza and still watch a movie??/
• Reply • Share ›
Rosa Vargas
• 3 years ago
My sister and I are trying to start up a Child Care for low income women. We are trying to get
ideas to start a Mission statement. We would appreciate it if you could give us some feedback.
Thank you
• Reply • Share ›
Swalehe s. Byarugaba
• 3 years ago
I am interested to start my new company that will be dwelling on educational training services. As
i went through your website, I have gained a lot of benefits that will help me to frame out my
company mission statement. Thank you for this service.
• Reply • Share ›
Tichaona Innocent Mhembere
• 3 years ago
Always go for the business you have a passion for.
be Blessed.
• Reply • Share ›
cadrol bryan
• 3 years ago
interesting plan and out line, i am inspired i would like to continued in this quest
of business start up plans.
• Reply • Share ›
thabo ndhlovana
• 3 years ago
have been struggling to write a business plan but moving through your site
one has been able to get the basics and your advices came in handy, and
thank you.
regards
regards
thabo ndhlovana
• Reply • Share ›
emerly itao
• 3 years ago
hello!
i just wanna need your help and advise in making the mission statement of our business
plan..our proposed study is a souvenir product w/c symbolizes on the different tourist spots in
the philippines. And our mission is like this: "to provide quality souvenirs focusing on the different
tourist spots in the philippines that promote the cultural heritage of the country.
• Reply • Share ›
Stormy
emerly itao • a month ago
I really like that you put the importance of emphasizing the rich cultural heritage over
tourist minutiae. Meaningful reminders will be cherished.
• Reply • Share ›
Tan
• 4 years ago
I will put fame and fortune at risk to breathe life into dreams.
I will help people grow and test their edges of what they know they can achieve.
I will develop as a human being and teach my children by good example.
I will show that putting spirit into my work will unleash the artist within.
Mate and I'm an Aussie builder... stretch yourself a little.(or a lot)
• Reply • Share ›
Andrew Johnson
• 4 years ago
Don't think about making your mission statement sound impressive just be honest and your
thoughts will flow. Also, use words that are simple but compelling when writing your mission
statement.
• Reply • Share ›
Rosa
• 4 years ago
I am trying to start my own business as non profit organization for homeless women. I need
some feed back on your throughts and concern about home women or homeless people in
general.
Your help would be greatly appreicated.
God Bless!!
• Reply • Share ›
Bill Cooper
• 4 years ago
I thought writing a mission statement was a simple thing to do, but I'm finding it really hard and
harder each time I condenm a statement or more. I have spent hours to come up with a precise
mission statement about a vocation I am starting, but not getting the right wordings yet. Does it
matter if I do not have one? O.k. if I must have one, can some help me to put words together that
fit in my plan to help poorer people in communities heavily stricken by poverty in the world. My
organizational title is "Vision Of Hope Itnl." My aim is to restore hope for survival to those whose
hopes and lives have been shattered by their societies and to expand Christian faith through the
power of gifts which signify love and care for others.
This mission is already in effect. I am taking quantities of new and old clothes of all types and
books in English to Sierra Leone in west Africa out of my personal expenses, to offer to a minute
population of about a little over hundred of the poorest people in that country and I want to do
more to many poorer people in the whole world. But I need to make this known to others for
support to be able to help the poor. Therefore I need a precise mission statement. Can you Help?
-----------This article is a couple years old, but I think it would be helpful in your struggles with the mission
statement.
Mantras vs Mission Statements
• Reply • Share ›
Bonnie
• 4 years ago
I am working on a mission statement and have written three so far and I keep going over it
deleting what is not really needed, as I am trying to get it down to at lease four sentance, You
blog here has given me some good ideas thank you for putting this out there.
• Reply • Share ›
Ratul
• 4 years ago
we are looking for a sample of a business plan that will be used in our business plan… can i ask
for a copy just for reference purpose…
we are students of accounting in university of Dhaka. we are start new business of accounting
service and accounting relative consultancy. However, we are benefit, I We need HELP with our
Business Plan and Mission Statement.
---------------------Ratul,
It's important to note that all our business plans are available, in full, for free, on our website. If
you are looking for access to edit the plan, you will need to purchase our business plan software.
• Reply • Share ›
David Leiby
• 5 years ago
I am trying to find out how to get a business startup capita I have absolutely no startup money. I
want to start an automobile inspection place or business. Anybody with any valuable input I would
appreciate it.
• Reply • Share ›
Job madapat
• 5 years ago
"We test what the trainees know"
This is a proposed mission statement for an examining body. Can anybody improve upon it.
Thanx
Job
• Reply • Share ›
John Emmanuel
• 5 years ago
Excellent business support site. Market research need to be emmphasized as it forms a very
critical part of successful business take off and its sustainability especially in a country like
Nigeria where the market is huge with enormous potentials.
• Reply • Share ›
Gamal A. Elbanna
• 5 years ago
I am a Paralegal student who wish to start my own paralegal services and Business Consulting.
Today, we have asked in class as part of the course to write a business paln. I looked hard at
your site and I did not find a templates geared towards my future business. Can you help me
before this coming Monday?
Thanks,
Gamal
• Reply • Share ›
DrivenByReason
• 5 years ago
I did a recent blog on company mission statements. Its really fascinating to see how they are
constructed and what keywords they are using to reinforce their company values - as your article
above points out.
I once worked for a company that refused to produce a mission statement. It eventually turned
out they didn't want one because they were going in a different direction than their employees!
• Reply • Share ›
stephanazs
• 6 years ago
Interesting facts.I have bookmarked this site. stephanazs
• Reply • Share ›
• Reply • Share ›
maria josephine
• 6 years ago
Great contribution...
I believe the creator of any business idea MUST know the purpose (Mission) of his or her
business. In this way we will be able to survive the risks and challenges that will come along our
way. And most importantly it must be SHARED to all not just to impress people but its a kind of
mind setting to both concerned.
All dbest!
• Reply • Share ›
Arthur
• 6 years ago
i am a student of management sciences. i am intersted to know that why mission statements of
any organization(corporation/business)differ from one to another and is there any criteria to write
a mission statement? if anyone can help me itwould be great!
thanks in advance for you reply.
• Reply • Share ›
Arthur
• 6 years ago
I'm a offering business management, and i want to know how business culture of an organization
differs from other organization.
• Reply • Share ›
Hamayoun
• 6 years ago
Hi,
for a new restaurant in Peshawar city, Pakistan, The Mission statement may be
" We are here to provide you the best services and traditional hosptality with not only our
traditions but also with international standards."
• Reply • Share ›
Casi Deatherage
• 6 years ago
Hello Vickie,
Our Bplans website is a free resource that allows you to search free sample plans to help gather
information. I did a search under Nonrofit Mission Statements and found a few listings.
I hope this will be of help to you.
Best regards,
Casi Deatherage
Palo Alto Software
Customer Care
Customer Care
• Reply • Share ›
Vickie Bankston
• 6 years ago
I would like very much if I could get some help on writing a mission statment for a non-profit
organization. If you could send me some sample I would greatly appreaciate it.
Thanks in advance
• Reply • Share ›
Casi Deatherage
• 6 years ago
Hello Fleinwoods,
Bplans has many helpful resources to help you search for information related to a Travel and
Tour Business.
Best regards,
Casi Deatherage
Palo Alto Software
Customer Care
• Reply • Share ›
Fleinwoods Fernandez
• 6 years ago
I find it very helpful. Will you be able to help me what mission statement suitable for my business.
I'm planning to start my TAVEL AND TOUR BUSINESS.
Thank you!
Flein
• Reply • Share ›
Linda A. A.
• 6 years ago
hello,
i am exicted about starting a business of my own.
i will like someone to help write my business plan on fish farming.
thank you.
• Reply • Share ›
Casi Deatherage
Hello Julie,
• 6 years ago
Thanks for your comment!
Our Bplans website is a free resource that allows you to search free sample plans to research
and gather information for your mission statement.
Goodluck!
Casi Deatherage
Palo Alto Software
Customer Care
• Reply • Share ›
Julie H.
• 6 years ago
Hello,
I am trying to get ideas for my mission statement.
Our company makes blankets to donate to babies born with heart problems or defects.
Thank you.
~J~
• Reply • Share ›
Malik Waheed
• 6 years ago
Hi,
i am a student of management sciences. i am intersted to know that why mission statements of
any organization(corporation/business)differ from one to another and is there any criteria to write
a mission statement? if anyone can help me itwould be great!
thanks in advance for you reply.
• Reply • Share ›
Christiana Oji
• 6 years ago
I am starting an internet marketing business on baby merchandise, and I am finding it difficult to
write a mission statement.
Please can you help me?
Thanking you in advance.
Best Regards.
• Reply • Share ›
Evelyn Aguila
• 6 years ago
I am starting a construction company have development skill and my part does construction. I
need a business for construction.
need a business for construction.
• Reply • Share ›
Sean Serrels
• 6 years ago
Hello Lorraine,
You can use the Google Search tool and other Internet Search tools to find what you need as
well. Just go to www.google.com and type: Chorale Group "Mission Statement" into the search
field and you'll find a long list of results.
• Reply • Share ›
Lorraine
• 6 years ago
I belong to a non-profit chorale group. We are in need of a mission statement to reflect that we
are a community choir. Our purpose is to promote and enhance public interest in, and
appreciation of, choral music.
Thank you
• Reply • Share ›
Nicole
• 7 years ago
You can find many companies' mission statements with a simple Google search. Just search for
the company name followed by mission statement. For example, try Googling for "starbucks
mission statement" and you should see theirs.
• Reply • Share ›
Gary Hogan
• 7 years ago
How important is a mission statement? Does anyone really care about it or is it the business plan
version of an objective on a resume, where nobody reads it but it's standard protocol to include?
And where do you find existing companies mission statements?
PS: the Dilbert mission statement generator is a great laugh and sounds a lot like most mission
statements I have read
• Reply • Share ›
Subscribe
Add Disqus to your site
(/)
(https://www.facebook.com/Bplans)
(https://twitter.com/bplans)
(https://plus.google.com/+bplans)
Bplans is owned and operated by Palo Alto Software, Inc., as a free resource to help entrepreneurs start
and run better businesses.
BUSINESS PLANNING (HTTP://ARTICLES.BPLANS.COM/WRITING-A-BUSINESS-PLAN)
PITCHING (HTTP://ARTICLES.BPLANS.COM/CATEGORY/PITCHING-A-BUSINESS/)
FUNDING (HTTP://ARTICLES.BPLANS.COM/FINANCING-A-BUSINESS)
HOW TO START A BUSINESS (HTTP://ARTICLES.BPLANS.COM/STARTING-A-BUSINESS)
GROWING (HTTP://ARTICLES.BPLANS.COM/GROWING-A-BUSINESS)
Q & A (HTTP://WWW.BPLANS.COM/ASK-BPLANS/)
BLOG (HTTP://ARTICLES.BPLANS.COM)
PLANNING RESOURCES
Business Plan Software (http://www.bplans.com/business_plan_software/)
Business Planning Videos (http://www.bplans.com/business_planning_resources/videos/)
Business Planning Calculators (http://www.bplans.com/business_calculators/)
MARKETING RESOURCES
Sales and Marketing Software (http://www.paloalto.com/sales_and_marketing_plan_software/)
Sample Marketing Plans (http://www.mplans.com/sample-marketing-plans.php)
Market Research (http://www.bplans.com/business_planning_resources/market_research/)
SOFTWARE
LivePlan (http://www.liveplan.com?pasc=bplans_footer)
Business Plan Pro (http://www.paloalto.com/business_plan_software)
Email Center Pro (http://www.emailcenterpro.com/)
ABOUT BPLANS
About Us (http://www.bplans.com/about_us/)
Contact Us (http://www.paloalto.com/contact_us)
Write for us ( http://articles.bplans.com/authors/)
© 1996 - 2014 PALO ALTO SOFTWARE. ALL RIGHTS RESERVED
CAREERS AT PALO ALTO SOFTWARE (HTTP://WWW.PALOALTO.COM/ABOUT-US/CAREERS/)
(HTTP://WWW.PALOALTO.COM)

Latest
Top 50
How To
SUBSCRIBE
$1 an issue
Lists
   

STARTING A BUSINESS
 7 min read
How to Write Your Mission
Statement
Summing up your business's mission helps you focus on the steps
you need to take to succeed. Here's how to create a mission
statement that's uniquely yours.

4K

710

599


Comment


OCTOBER 30, 2003
A mission statement is a key tool that can be as important as your
business plan. It captures, in a few succinct sentences, the essence of
your business's goals and the philosophies underlying them. Equally
important, the mission statement signals what your business is all about
to your customers, employees, suppliers and the community.
The mission statement reflects every facet of your business: the range
and nature of the products you offer, pricing, quality, service,
marketplace position, growth potential, use of technology, and your
relationships with your customers, employees,
suppliers, competitors and the community.
"Mission statement help clarify what business
you are in, your goals and your objectives,"
TODAY'S MOST READ
1
3 Questions to Ask Yourself
Daily as You Roll Out of Bed
2
8 Ways to Break Bad
Smartphone Habits
3
The 3 Words Your Customers
Love Most
4
10 Apologies I Will Never Again
Make as a Startup CEO
5
Body-Language Tricks to Make
Anyone Instantly Like You
says Rhonda Abrams, author of The Successful
Business Plan: Secrets and Strategies.
Your mission statement should reflect your
business' special niche. However, studying
other companies' statements can fuel your
creativity. One sample mission statement
Abrams developed:
How to Create a Fair
and Equitable
Partnership From Day
One
"AAA Inc. is a spunky, imaginative food
products and service company aimed at
offering high-quality, moderately priced,
occasionally unusual foods using only natural
ingredients. We view ourselves as partners with
our customers, our employees, our community
and our environment. We aim to become a
regionally recognized brand name, capitalizing
on the sustained interest in Southwestern and
Mexican food. Our goal is moderate growth,
annual profitability and maintaining our sense of
humor."
Business Ideas
5 Places to Look on
Social Media for New
Business Ideas
Or consider the statement one entrepreneur
developed for her consulting business: "ABC
Enterprises is a company devoted to
developing human potential. Our mission is to
help people create innovative solutions and
make informed choices to improve their lives.
We motivate and encourage others to achieve
their own personal and professional fulfillment.
Our motto is: Together, we believe that the
best in each of us enriches all of us."
Winning Strategies
Is it Time to Give In?
How to Know for
Sure.
The Write Words
To come up with a statement that
encompasses the major elements of your
business, start with the right questions.
Business plan consultant David Tucker says the
most important question is, What business are
you in? Since you have already gone through
the steps of creating your niche, answering this
question should be easy for you.
Answering the following questions will help you to create a verbal
picture of your business's mission:
Why are you in business? What do you want for yourself, your family
and your customers? Think about the spark that ignited your
decision to start a business. What will keep it burning?
Who are your customers? What can you do for them that will enrich
their lives and contribute to their success--now and in the future?
What image of your business do you want to convey? Customers,
suppliers, employees and the public will all have perceptions of your
company. How will you create the desired picture?
What is the nature of your products and services? What factors
determine pricing and quality? Consider how these relate to the
reasons for your business's existence. How will all this change over
time?
What level of service do you provide? Most companies believe they
offer "the best service available," but do your customers agree?
Don't be vague; define what makes your service so extraordinary.
What roles do you and your employees play? Wise captains
develop a leadership style that organizes, challenges and
recognizes employees.
What kind of relationships will you maintain with suppliers? Every
business is in partnership with its suppliers. When you succeed, so
do they.
How do you differ from your competitors? Many entrepreneurs
Starting a Business?
forget they are pursuing the same dollars as their competitors. What
Get our weekly newsletter choc full of
startup tips.
do you do better, cheaper or faster than other competitors? How
can you use competitors' weaknesses to your advantage?
How will you use technology, capital, processes, products and
services to reach your goals? A description of your strategy will
keep your energies focused on your goals.
What underlying philosophies or values guided your responses to
the previous questions? Some businesses choose to list these
separately. Writing them down clarifies the "why" behind your
mission.
Putting It All Together
Like anything with lasting value, crafting a mission statement requires
time, thought and planning. However, the effort is well worth it. In fact,
Enter your email
SIGN UP
most start-up entrepreneurs discover that the process of crafting the
mission statement is as beneficial as the final statement itself. Going
through the process will help you solidify the reason for what you are
doing and clarify the motivations behind your business.
Here are some tips to make your mission statement the best it can be:
Involve those connected to your business. Even if you are a sole
proprietor, it helps to get at least one other person's ideas for your
mission statement. Other people can help you see strengths,
weaknesses and voids you might miss. if you have no partners or
investors to include, consider knowledgeable family members and
close friends, employees or accountants. Be sure, however, to pick
only positive, supportive people who truly want to see you succeed.
Set aside several hours--a full day, if possible--to work on your
statement. Mission statements are short--typically more than one
sentence but rarely exceeding a page. Still, writing one is not a
short process. It takes time to come up with language that
simultaneously describes an organization's heart and soul and
serves as an inspirational beacon to everyone involved in the
business.
Plan a date. Set aside time to meet with the people who'll be
helping you. Write a list of topics to discuss or think about. Find a
quiet, comfortable place away from phones and interruptions.
Be prepared. If you have several people involved, be equipped with
refreshments, extra lists of topics, paper and pencils. Because not
everyone understand what a mission statement is about, explain its
meaning and purpose before you begin.
Brainstorm. Consider every idea, no matter how silly it sounds.
Stimulate ideas by looking at sample mission statements and
thinking about or discussing the questions in the previous section. If
you're working with a group, use a flip chart to record responses so
everyone can see them. Once you've finished brainstorming, ask
everyone to write individual mission statements for your business.
Read the statement, select the best bits and pieces, and fit them
together.
Use "radiant words." Once you have the basic idea in writing, polish
the language of your mission statement. "Every word counts," says
Abrams. The statement should create dynamic, visual images and
inspire action. Use offbeat, colorful verbs and adjectives to spice up
your statements. Don't hesitate to drop in words like
"kaleidoscope," "sizzle," "cheer," "outrageous" and "marvel" to add
zest. If you want customers to boast about your goods and services,
say so--along with the reasons why. Some businesses include a
glossary that defines the terms used in the statement.
Once your mission statement is complete, start spreading the word!
You need to convey your mission statement to others inside and
outside the business to tell everyone you know where you are going
and why. Post it in your office, where you, employees and visitors can
see it every day. Print it on company materials, such as brochures and
your business plan or even on the back of your business cards.
 CLICK HERE TO ADD A COMMENT

4K

Managing Employees
710

599
Mission Statement
Company
Events
Advertise
Winning Strategies
Brand Licensing

Growth Conference
Contact Us
Staff
Products
Business Books
Reprints & Licensing
eServices

Starting A Business
Writing

Strategy
International
Editions
Follow
Entrepreneur
China
 Facebook
Middle East
 Twitter
Mexico
 LinkedIn
Philippines
 Google+
South Africa
 Pinterest
 Instagram
 YouTube
 Tumblr
 RSS
Free Trial Issue
Gift Subscriptions
Subscriber Services
Digital Editions
iOS | Android |
Kindle
Copyright © 2014 Entrepreneur Media, Inc. All rights reserved.
Terms of Use | Privacy Policy | Site Map
Answer 4 Questions to Get a
Great Mission Statement
Comment Now
Follow Comments
Personal mission statements are a great New
Year’s resolution. Equally important, and
longer-lasting, is your company’s mission
statement.
First, let’s be clear. It’s not the same as your
vision statement, which is a broad view of how
your company is going to leave an impact on
customers and the greater community.
An effective mission statement must be a clear,
concise declaration about your business
strategy.
Don’t underestimate the importance of a mission statement. Every
entrepreneur should write a mission statement early on because they
provide you and your employees with the framework and purpose.
If you don’t have one, you need to get one. Here are four essential
questions your company’s mission statement must answer:
What do we do?
How do we do it?
Whom do we do it for?
What value are we bringing?
If you have a mission statement, make sure it can answer these questions.
It makes all the difference.
For example, Advance Auto Parts AAP -1.61% mission statement is: “It is the
Mission of Advance Auto Parts to provide personal vehicle owners and
enthusiasts with the vehicle related products and knowledge that fulfill
their wants and needs at the right price. Our friendly, knowledgeable and
professional staff will help inspire, educate and problem-solve for our
customers.”
The company has clearly laid out the answers to those essential questions.
Most large companies don’t (especially big
public companies). Their mission statements
are vague and don’t say much. Avoid following
that example.
Large corporations are in a different position
than entrepreneurs and have a different
audience.
As an entrepreneur, your company’s mission
statement should be concise and specific so your
customers understand your purpose and how
you provide value to them.
As a quick exercise, check out this list of Fortune 500 mission statements
to see which ones answer the questions that we are talking about and
which ones don’t.
Here is an example of a mission statement from one of my companies,
Bizilla:
“Our mission is to help connect people who want to sell a business with
people who want to buy a business. We provide business owners and
brokers with flexible options for listing their business online. For buyers,
we offer helpful tools such as our saved listings feature and customized
email alerts to make finding the right business easier.”
It’s clear and concise. The mission statement is focused on what the
company does for its customers and keeps my employees focused on our
objectives.
Your mission statement doesn’t have to look the same as everyone else’s.
Figure out what’s important to you and your clients and go from there.
Search
DNR Home
About the DNR
Key Topics
Contact DNR
DNR Mobile Apps
MI.gov
DNR > ABOUT THE DNR
Accessibility
DNR Mission Statement
Calendar-Out & About
Contact the DNR
DNR Stories and
Photos
Ecosystem
Management
How Can I Help
The Michigan Department of Natural Resources is committed to the
conservation, protection, management, use and enjoyment of the
state's natural and cultural resources for current and future
generations.
For more information on the Michigan Department of Natural Resources, visit the "About
the DNR" webpage.
Inside DNR
Laws & Legislation
Mobile Services
Online Services
Press Room
Public Input Needed
Working for the DNR
DNR Office Locations
Camping &
Recreation
Commissions, Boards
and Committees
Doing Business
Education & Outreach
Fishing
Forestry
Search this site...
Residents
Businesses
Government
You are here: Livingston County, Michigan
Board of
Commissioners Home
About Us
Courts
Directory
Local Gov't
I Want To...
Board of Commissioners
Livingston County Board of Commissioners
Mission Statement
"The mission of Livingston County is to be an effective and efficient steward in delivering quality services within the constraints of sound fiscal
Committees and Sub
policy. Our priority is to provide mandated services which may be enhanced and supplemented to improve the quality of life for all who work,
Committees
reside and recreate in Livingston County."
Meetings
Kate Lawrence, District 1
Livingston County
Board of
Commissioners
304 E Grand River Ave
Suite 201
Howell, MI 48843
Map to our location
Monday – Friday
8am – 5pm
Closed County Holidays
William Green, District 2
David J. Domas, District 3
Ronald L. VanHouten, District 4
Donald S. Parker, District 5
Steven E. Williams, District 6
Carol S. Griffith, District 7
Phone: 517.546.3520
Dennis L. Dolan, District 8
Fax: 517.546.7266
Email: Commissioners
Gary Childs, District 9
Pow ered By: G2G Cloud Solutions
Privacy
|
Accessibility
Sample Municipal Mission Statements
1. At Your Service: A respected and inspired public service partner. – City of London
2. The Township of Asphodel-Norwood strives to provide a variety of services and programs
to the community in an efficient, cost-effective and cooperative manner.
3. The Corporation of the Municipality of Chatham-Kent is a proud, proactive, progressive
team committed to innovation and leadership through the provision of services
enhancing the quality of life in our community.
4. Niagara Region will serve its residents, businesses and visitors through leadership,
partnership and the provision of effective and community focused services.
5. The mission of Council and staff is to work together to create and implement strategies
necessary to turn the vision into reality. – City of Hamilton
6. Quality services and community leadership. – City of Thunder Bay
7. To bring together PEOPLE, PARTNERSHIPS and POSSIBILITIES for a strong and vibrant
Northumberland County.
8. A safe, livable, and sustainable community for our present and future citizens. – Maple Ridge
9. Mission Statement - The Municipality will maximize opportunities for social and
economic development while retaining an attractive, sustainable and secure
environment for the enjoyment of residents and visitors. Through responsible and
professional leadership and in partnership with others, the Municipality will strive to
improve the quality of life for all residents living and working in the larger community. –
District of Lunenburg
10. City of Buffalo - MISSION STATEMENTS - To assist our residents in attaining and
maintaining a high standard for their quality of life. The Buffalo Municipal Housing
Authority will provide services and opportunities associated with affordable, desirable,
and secure housing to individuals and families. We will provide customer service,
programs and amenities which are the best possible.
11. Marathon will continue to be a healthy and progressive community that supports
development opportunities, lifestyle quality and open, flexible governance.
Sample Municipal Vision Statements
1. Waterloo Region will be an inclusive, thriving and sustainable community committed to
maintaining harmony between rural and urban areas and fostering opportunities for
current and future generations.
2. Marmora and Lake will continue to be a small thriving Municipality in Ontario; a
desirable place to work, live, vacation, and retire; by providing a clean natural
environment, varied sources of recreation, excellent services and reasonable taxes.
3. Powassan is a community that embraces change while respecting the rich heritage of
the area. It is a municipality based on strong fiscal government with a durable economy
that recognizes the rights of all citizens, respects the environment and the amenities that
it affords and offers to citizens a healthy, active lifestyle.
4. El Paso County Government is versatile, accessible, and enterprising. We anticipate and
respond to a constantly changing environment. – El Paso County, Colorado
5. To be recognized as the model for service excellence! – Lee County, Florida
6. Thunder Bay: Connected, Healthy, Vibrant, Strong
7. Within the next five years, the Women's Centre will have helped create a safer, more
harmonious community by helping women acquire the education, skills and resources
necessary to build self-sufficient prosperous lives.
8. Vision 2025 - The District of Maple Ridge is among the most sustainable communities in
the world. As a community committed to working toward achieving carbon neutrality,
residents experience the value of a strong and vibrant local economy and the benefits of
an ongoing commitment to environmental stewardship and creation of stable and
special neighbourhoods. Maple Ridge is a world leading example of thoughtful
development and a socially cohesive community, especially as it relates to the use of
leading edge "environmental technologies," social networks and economic development.
Other municipalities consistently reference the District of Maple Ridge for its innovative
approaches to dealing with seemingly intractable challenges.
9. Lunenburg - Vision Statement - We are a community of communities each with a unique
history representing a diversity of cultural backgrounds and a mix of suburban and rural
opportunities. We enjoy healthy lifestyles rooted in unrestricted access to the natural
beauty of our region’s coastline, lakes and forests, a pristine environment and high
quality community services.
Our caring and tolerant communities supported by a strong volunteer base provide a rich
mosaic of services to enhance the quality of life in our region offering a lifelong home.
We are a progressive community with a sustainable, diversified economy incorporating
both traditional resource based activities and a spirit of innovation and entrepreneurship
that capitalizes on new economic opportunities. Our success is built on a strong work
ethic and productive working relationships with our community and regional partners.
We are a vital economic and service centre for the region.
10. City of Buffalo - VISION STATEMENTS
The Purpose of the Buffalo Municipal Housing Authority is multi-faceted. It is our
intention to create programs and provide services to our resident population and the
broader Buffalo community within the parameters set by these overall goals:
To provide safe, clean, affordable housing to residents of the City of Buffalo that will be
considered housing of choice.
To encourage and participate in strategic redevelopment of city's neighborhoods.
To offer all residents equal access to desirable housing and communities.
To Foster a sense of purpose and pride that will encourage family self-sufficiency.
To encourage tenant participation and involvement in BMHA operations and services as
well as providing access to entrepreneurial development and employment opportunities.
11. The Municipality of Gordon/Barrie Island puts its people first by ensuring our community
is a safe and healthy place to establish roots; we promote sustainable development,
active lifestyles, and our treasured location off the beaten path.
12. Markstay-Warren - “To develop and grow as a rural community of choice that recognizes
the value of economic prosperity in the pursuit of enhanced community amenities and
quality of life.”
13. Marathon, The Superior Community!
Example of Principles and Values to Consider – Municipal and Business
1. Economic Growth and Innovation
2. Effective Partnerships
3. Regional Responsibility
4. Infrastructure Investment and Renewal
5. Encouraging and Promoting the Private Sector
6. Informed and Involved People
7. Safe and Accessible Neighbourhoods
8. Cultural Diversity and Inclusiveness
9. Economic, Environment and Social Responsibility
10. Fiscal Accountability and Sustainability
11. Maple Ridge
a. Leadership: To encourage innovation, creativity, and initiative.
b. Service: To be fair, friendly, and helpful.
c. Reputation: To stress excellence, integrity, accountability, and honesty.
d. Human Resources: To recognize that our people are our most valuable resource.
e. Community: To respect and promote our community.
f. Stewardship: To consider the long-term consequences of actions, think broadly
across issues, disciplines and boundaries and act accordingly.
12. Northumberland County
a. Mutual trust and respect
b. Honesty and integrity
c. Collaboration / Communication
d. Caring and supportive
e. Accountability
f. Innovation and Excellence
13. Act with uncompromising honesty and integrity in everything we do.
14. Value and develop our employees' diverse talents, initiative and leadership.
15. Excellence: We relentlessly pursue excellence in everything we do, every day.
16. People: We work in an inclusive environment that embraces change, new ideas, respect
for the individual and equal opportunity to succeed.
17. Profitability: We earn sustainable financial results that enable profitable growth and
superior shareholder value.
18. Accountability: We are accountable – individually and in teams – for our behaviors,
actions and results.
19. Respect for People: We value our people, encourage their development and reward their
performance.
20. •Quality in everything we do
21. •Exceeding customer expectations
22. •Trust, respect and integrity in all of our relationships
23. •Continuous improvement, innovation and embracing change
24. •Teamwork and open, honest communication
25. •Each employee's responsibility for contributing to the company's success
26. •Creating a safe, productive and rewarding work environment
27. •Building a high-performing, diverse workforce
28. Customer Value. We deliver unparalleled value to our customers.
29. •Only by serving our customers well do we justify our existence as a business.
30. •We view our success as dependent on our customers' success, both now and in the
future.
31. Accountability. We keep our commitments to our stakeholders.
32. •We earn the confidence of our stakeholders by acting with integrity and behaving
ethically.
33. •We do what we say we will do.
34. Innovation. We embrace change, for ourselves and for our customers and partners.
35. •We foster creativity, innovation and risk-taking that will enhance shareholder value and
improve our customers' businesses and our own.
36. •We use technology as a strategic tool.
37. •We understand that the best decisions balance thoughtfulness and speed.
38. Integrity: Communicate openly and honestly and build relationships based on trust,
respect and caring.
39. Service: Satisfy our customers every time.
40. Teamwork: Work together effectively to achieve our goals, while encouraging individual
contribution and responsibility.
41. Innovation: Nurture and support creativity and the development of new ideas, products
and processes.
42. Excellence: Improve our performance continuously and strive to be the best in everything
we do.
43. Community: Conduct our business as responsible members of the communities in which
we operate.