Mission statement

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"Statement of purpose" redirects here. For use in the university and college admissions, see admissions essay.

A mission statement is a statement of the purpose of a company, organization or person, its reason for existing.

The mission statement should guide the actions of the organization, spell out its overall goal, provide a path, and guide decision-making. It provides "the framework or context within which the company's strategies are formulated." It's like a goal for what the company wants to do for the world.[1]

According to Bart Christopher,[2] the commercial mission statement consists of three essential components:

  1. Key market: Who is your target client or customer (generalize if needed)?
  2. Contribution: What product or service do you provide to that client?
  3. Distinction: What makes your product or service unique, so that the client would choose you?

See also[edit]


  1. ^ Hill, Charles; Jones, Gareth (2008). Strategic Management: An Integrated Approach (8th Revised edition). Mason, OH: South-Western Educational Publishing. p. 11. ISBN 978-0-618-89469-7. 
  2. ^ Bart, Christopher (July 1997). "Industrial Firms and the Power of Mission". Industrial Marketing Management 26 (4): 371-383. doi:10.1016/S0019-8501(96)00146-0. 

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