What is a Mission Statement?

Mission Statement definition.

A Mission Statement is a description of the purpose of an organization: what it does, what direction it is going... These are often used to promote transparency and understanding of the company.

Mission statements often include what the target market is, what the company’s ultimate contribution to the market is and which is the company’s competitive advantage or USP (Unique Selling Point).

The mission statements are usually single sentences or short paragraphs explaining the culture, values, and ethics of an organization, but it can definitely be more complex statements of purpose, which talk about the company’s history, operations and values to state a clear set of beliefs that shepherd all behaviours.