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My Favorite Vision & Mission Statements

Below is a list of examples of effective Mission Statements and Vision Statements that I believe are clear.

As a reminder, an effective mission statement (or vision statement) should be:

  • Concise
  • Specific
  • Answer the question: “Are we working on the right thing?”

See How To Write A Vision/Mission Statement, an article I wrote, for more on how to write one.



The largest high-quality content producer for digital media – locally, regionally, nationally,
and globally (as of 2011).

“To be the world’s most customer-centric company.”

Apple (back in the early days when they were Apple Computer)

“A computer in the hands of everyday people.” (this was from their early days)

Ben and jerry logo.svg

“Making the best possible ice cream, in the nicest possible way”


“Changing The World Without Changing The Earth”

Bi-Rite Market

“Creating community through food”

Bridge School

To ensure that individuals with severe speech and physical impairments achieve full participation in their communities through the use of augmentative & alternative means of communication (AAC) and assistive technology (AT) applications and through the development, implementation and dissemination of innovative life-long educational strategies.

Charles Schwab

“Helping investors help themselves.”

Cold Stone Creamery

“The ultimate ice cream experience.”


“To leverage the power of the Internet to increase the effectiveness and efficiency of our clients’ sales and marketing efforts.”


“To make people happy.”

To provide the highest quality medical, security, transport, and other critical services for our members anytime, anywhere in the world.


“To provide access to the world’s information in one click.”

Got Vitamin B12

Our mission is to make affordable & convenient Vitamin B12 injections accessible to everyone in the Bay Area.

Illiteracy Program

“In two decades our services will no longer be needed.”

“Give customers the freshest, highest quality foods you can buy and provide them with friendly service in asparkling clean environment.”


“Capture and Share the World’s Moments”

John F. Kennedy (for America)

“I believe that this nation should commit itself to achieving the goal, before this decade is out, of landing a man on the Moon and returning him safely to Earth.”

Khan Academy

“To provide a free world-class education to anyone anywhere.”


“To connect the world’s professionals and make them more productive and successful.”


“A free Unix and Open Source operating system.”

Market Leader Inc.

“To enable real estate professionals to make more money in less time while exceeding the expectations of home buyers and sellers.”


“A computer on every desktop and in every home (using Microsoft software)”


“We create purpose-built products for duty-driven people.”


“To bring inspiration and innovation to every athlete* in the world. ”
(“If you have a body, you are an athlete.” – Bill Bowerman (founder of Nike))

Nettlehorst Schools in East Lakeview, Chicago

“Every kid deserves a great neighborhood public school.”

Nugget Markets

“High-quality products at low prices.”

Patagonia's logo from Web site

“Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.”

Luminate (formerly Pixazza)

Vision: “Enrich every image on the Web.”

Mission: “To reveal the information inside every image.”

“We inspire, educate and outfit for a lifetime of outdoor adventure and stewardship.”


“Quora connections you to everything you want to know about”

Rock Medicine (aka “RockMed”)

[The above is a photo I took from the tribute to Warren Hellman tribute concert in Ocean Beach, San Francisco on Feb. 19, 2012]

“The end of software.”

SAS Vision Statement | Rob Kelly Blog

“Providing organizations with the Power to Know”

San Francisco Lesbian Gay Bisexual Transgender Pride Celebration Committee

“Educate the world, commemorate our heritage, celebrate our culture, and liberate our people.”

Southwest Airlines

The Scooter Store

“To provide freedom and independence to people with limited mobility.”

Spark Program

“To provide life-changing apprenticeships to youth in underserved communities across the United States.”


To provide people of all backgrounds and beliefs with the opportunity to record, share, and preserve the stories of our lives.

TOM’s Shoes

“With every pair (of shoes) your purchase, TOM’s will give a pair of new shoes to a child in need: one for one.”

Trader Joe’s

“To bring our customers the best food and beverage values and the information to make informed buying decisions.


“The leading package delivery company.” (Until 1991)

and then later (around 1999) they changed it to:

“The enablers of global e-commerce.”

Voice of the Faithful

“Keep the faith, change the church.”


“To help people save money so they can live better.”

“Selling the highest quality natural and organic products available.”


“Imagine a world in which every single person is given free access to the sum of all human knowledge.”


“To put Christian principles into practice through programs that build a healthy spirit, mind and body for all…”

“Our goal is to position Zappos as the online service leader. If we can get customers to associate the Zappos brand with the absolute best service, then we can expand into other product categories beyond shoes.”


Zingerman's is a community of businesses around Ann Arbor, Michigan

An example of a mission/vision statement I wrote can be found at Ongig’s Mission.

What’s your favorite mission statement/vision statement?

Please include them in the comments below. Thanks!


  • Corporate Credo and Mission Statement Examples Including Johnson & Johnson | Rob Kelly

    [...] (note: You may also enjoy this list of My Favorite Vision Statements) [...]

  • Rob Kelly

    I just ran into Patrick at Bi-Rite Market and he was holding a copy of Zingerman’s new book (which I just ordered):

    No coincidence that one of Bi-Rite’s key hires (Patrick) worked at Zingerman’s for 5 years!

  • Rob Kelly

    Congrats to SAS, Google, Nugget Market, REI, Zappos, Whole Foods and Salesforce (whose vision statements are all mentioned above) for getting named to the 100 Best Places to Work by Fortune Magazine.

    It’s no coincidence that they have clear/powerful vision/mission statements.

  • 13 Questions To Ask Your Next Boss To Make Sure They’re Not A Bozo | Ongig Blog

    [...] some form of a vision statement, mission statement or perhaps even just a succinct tag line. Check My Favorite Vision (or Mission) Statements for a few dozen killer [...]

  • 13 Questions To Ask Your Next Boss To Make Sure They’re Not A Bozo | Ongig

    [...] some form of a vision statement, mission statement or perhaps even just a succinct tag line. Check My Favorite Vision (or Mission) Statements for a few dozen killer [...]

  • Kathy Luette

    Thanks, Rob! This is exactly what I needed. Someone asked me for a list of “powerful vision statements.” You’ll get the credit. : )

  • Angelaprivin

    The Vision Statement for Do-It-Yourself-Health:  “To Give People The Support And Resources To Take Their Health In Their Hands!” 

  • 12 Free Business Plan Templates I Found Super-Useful | Rob Kelly

    [...] Should Someone Care (“The Grab” or Executive Summary)Company Purpose (In one sentence: the vision/mission stuff)The Problem You Are AddressingThe Solution You ProvideWhy Is This Important Right Now?Market [...]

  • TASI


  • 7 Easy Ways to Tackle Your To-Do Lists | Rob Kelly

    [...] people I’d consider reporting to).List of generic trademarks, famous people by personality type, awesome mission/vision statements, etc.There is a great post on to-do lists here at LifeHacker.Crush it! Tweet Comment [...]

  • 7 Time Hacks To Help You Sell More | Smart Digital Business

    [...] companies unify all team members and make everyone feel like they are aiming for a common goal. Some of the big-named brands have taken this approach to help communicate what they want to achieve. Amazon for example has the [...]

  • 6 großartige Mission-Statements – und ihre Gegenteile | wiseCom

    [...] 6. The Scooter Store: „To provide freedom and independence to people with limited mobility.” Tolles, altruistisches, Mission-Statement für ein Unternehmen. Schade nur, dass es offenbar nicht ehrlich gemeint war. Das Unternehmen musste – nicht zuletzt wegen irreführender Werbung – inzwischen zusperren. Mehr dazu hier. Ein gut geschriebenes Mission-Statment reicht eben nicht,  es muss gelebt werden. [...]

  • Adam

    Check out this story of how an intern changed the mission statement at TOMS Shoes, and why.

  • Rob Kelly

    Thanks, Adam. It’s cool to hear a bit about how the TOMS mission statement was created (or at least fine-tuned!). Way to go!

  • John Mutisya Mwanzia

    Well, thanks Rob for that wonderful compilation. I would have wished also to see building and construction industry incorporated!

  • Rob Kelly

    Great point, John. Please add any building and construction industry vision/mission statements!

  • Tholu Davies

    Thank you so much Rob Kelly, I know its several years after but I still find this article very useful.
    TOM’s Shoes

    “With every pair (of shoes) your purchase, TOM’s will give a pair of new shoes to a child in need: one for one.