“Lasting change is a series of compromises. And compromise is all right, long as your values don’t change.”

This quote is attributed to Jane Goodall, a world-renowned anthropologist and primatologist made famous by her ground-breaking work with chimpanzees.

What does this have to do with mission statements and core values? Plenty!

This quote describes the roadmap for any successful business: Be flexible enough to meet evolving trends and technologies, but always remain steadfast in core values.

A mission statement that succinctly describes your current businesses roadmap for goals, keeping true to core values, will help your company grow.

What Exactly is a Mission Statement?

A mission statement is a well-thought-out description of your company’s reason for existence. It serves as a compelling and memorable description of your business and explains why your business is even in existence.  

It’s meant to inform and inspire your employees, customers, prospects, and investors.

What to Include in a Mission Statement

A good mission statement is brief—no more than 40 words—but packs a powerful punch.

Your mission statement should explain:

What Your Business DoesWhat is your product/purpose and who is your product for? Why does your business exist?

Your Business Values—What are your core values and principles?

What Sets Your Business Apart—What makes you unique and valuable? How do you help your customers and how are you superior to your competitors?

Value to Customers

An effective mission statement will help you stand out in the marketplace. It will build a strong brand identity, resonate with your customer base, and encourage brand loyalty. It will set you apart from your competition and show what makes your company/brand special.

Value to Employees

Six people sitting around a table collaborating at work

A mission statement is also important to your employees. It lets them know the company’s values and guides them in their expected attitudes toward their work, toward customers, and toward each other. It defines the expectations of the company so that people work in the same direction and thrive in a positive environment.

It motivates employees and helps them understand how they play an important role in your business’s success. They understand how their work contributes to the company’s larger goal and makes them feel a part of it.

Value to Future Employees

A young woman in a restaurant working on her laptop

Many job seekers will read a company’s mission statement to see if their vision and values align with those of their prospective employer.

A powerful and inspiring mission statement will attract the best talent to your business. Once on board, your new employee will prove invaluable since they align with your goals and feel valued in their work.

Value to Your Business Growth

Your mission statement will help guide business decisions, so your company expands in a way that agrees with your vision for your business.

How Does a Company Define Its Core Values?

A woman standing in front of colleagues giving a presentation on the company’s core values

Core values are the basic principles that guide all business decisions and practices. You will want to identify your business’s core values and incorporate them into your mission statement. But since core values are abstract, they can be difficult to name.

Some types of core values include:

  • Passion
  • Teamwork
  • Innovation
  • Quality
  • Simplicity
  • Diversity
  • Fun
  • Honesty
  • Dedication
  • Leadership
  • Boldness

Core values are important not only to leadership and employees but are valued by customers as well.

Two Examples of Core Values Put into Practice

Life Is Good Brand

The Life Is Good brand markets tee shirts and other items that contain positive sayings and artwork. The brand is further supported by their motto, “Do what you like. Like what you do.”

It’s no surprise their memorable mission statement is, “To spread the power of optimism.” And that’s what their product, company, and culture are all about.

Life Is Good fills its website with product information as well as news about their involvement in community projectsoften helping kids lead better lives.

Nordstrom Department Stores

Nordstrom, a department store made famous by its unparalleled customer service, has as its mission statement, “To continue our dedication to providing a unique range of products, exceptional customer service, and great experiences.”

A famous book entitled, “The Nordstrom Way” by Robert Spector, described the store’s core values, corporate culture, and how it helped them become a leading department store. Salespeople at Nordstrom never fail to step out from behind the counter to hand customers their new purchase.

Customer service is what sets Nordstrom apart, and they proudly promote this in their mission statement!

How to Write a Mission Statement

Coming up with your perfect mission statement will take considerable thought—but in the end you will have a valuable branding and marketing tool.

Your mission statement should be concise—hopefully no more than two sentences but definitely not more than four—persuasive and strategic.

It should try to convey:

  • Your company’s offerings and purpose; what problem it solves for consumers
  • Who is your customer or target audience
  • Why you do what you do-company goals/objectives
  • What sets your company apart from your competition
  • Your business core values and principles

You may not be able to include everything in your mission statement, but touch on the two or three items you know to be most important. Be sure it’s concise, easy to understand, and fits in seamlessly with your business’s tone and objectives. Make it memorable, unique, and truthful.


  • Financial goals
  • Technical/industry jargon
  • Promotional language
  • Cliches

Is It Okay to Rewrite Your Mission Statement?

Your mission statement is a living document. Write a new mission statement if your company has a major change in direction or purpose. Make sure you promote your new mission statement to employees.

Update your statement to show growth but try not to change it completely or too many times—this will cause confusion among those it’s meant to inspire.

Core values are to be kept consistent no matter how your mission statement changes.

How to Use a Mission Statement in Marketing and Internal Communication

Once you have your completed mission statement, include it in your:

Promote your mission statement internally. It can even appear on your company screen saver.

Here’s how to build an effective About Us page on your website. Be sure to include your business’s mission statement! Contact Evans Alliance for integrated marketing to build your brand and manage your online presence.