4 Bad Mission Statements (and How To Do Better With Yours) [Infographic]

One of the most important but easily overlooked aspects of your business is your mission statement. A concise statement articulating the most essential information about your organization, your mission statement aligns everyone involved with you around the same core goals and company values. By carefully crafting an effective mission statement, you help ensure all stakeholders have a shared sense of purpose, so everyone understands the “what” and “why” behind your products or services. When you communicate your mission vision, you also help guide your business mission in a clear direction and avoid confusion around organizational objectives.

A good mission statement should give a clear and direct overview of your company — including what it sells and what motivates your employees to do what they do. Easy, right? 

Unfortunately, many companies don’t invest time in their mission statements and assemble something clunky, wordy or simply unclear. This can have a damaging impact down the road. In some of the worst cases, mission statements bad enough to confuse or mislead employees can derail your entire organization’s mission. But, a strong statement mission statement can serve as a guiding beacon for your business mission, ensuring everyone consistently works toward a common goal.

So, how do you put together a rockstar mission statement? We’ve got you covered. Keep reading to learn more about what makes for a good mission statement and (no less important) what pitfalls to avoid.

What is a Mission Statement?

A mission statement is a short sentence or paragraph that explains to customers, shareholders, employers and everyone in between, what you do and why you do it.

A great mission statement should outline your product or service, who you sell to, your core values and what motivates you. Think of your company’s mission statement as the most succinct, digestible description of itself. When viewed alongside a vision statement, your mission statement ensures everyone fully understands how immediate objectives align with larger company goals.

Short and sweet, right?

Unfortunately, many companies either don’t invest the time to develop their mission statement or simply put in the effort to articulate one that works. The result? Misalignment in aims, values and motivations. This leaves employees within the organization feeling directionless and dispirited. 

Why a Good Mission Statement is Important for Your Company

Getting your mission statement right is vital. Not only does it align everyone who works with and for your company around the same values and point them toward the same objectives, but it also ensures you’re attracting the right customers and clients. Having a well-crafted mission statement also helps stakeholders grasp how your values align with your overall vision, forming the backbone of your company’s goals and reinforcing your brand identity in the marketplace.

For example, if you run a coffee distribution company that prides itself on its environmentalism then include that in your mission statement! You’ll attract employees who share those values, customers who want to work with sustainable growers and investors interested in using their resources to protect the environment. All of this is better for business. 

A good mission statement keeps your business well-grounded and well-organized. It encourages each employee to think creatively to achieve the highest objectives and engenders a strong sense of identity that can shape and permeate company culture. It also keeps all elements of your company working in sync.

The right mission statement also helps company executives assess their business’s performance. Success metrics should naturally be defined in relation to stated objectives. If your goal is to promote greater sustainability, you should have a way of demonstrating to your customers, employees and shareholders, that you’re actually delivering on those goals. Having a strong mission statement also encourages accountability among stakeholders, helping your business move forward with the vision and purpose statements.

Examples of Mission Statements that Don’t Sell Their Vision

1. “Be the best in the eyes of our customers, employees and shareholders.”

American Standard’s mission statement has since undergone a major overhaul, but it made the rounds on the internet for having a statement that, well, basically outlined the main goal of every company that has ever gone into business. This one is lacking strong motivators, guiding principles and objectives beyond the basics and it gives the audience very little in the way of understanding what American Standard does and stands for. 

2. “Undisputed marketplace leadership.”

Another one that (fortunately) didn’t stand the test of time, the Hershey Company’s former mission statement was so short that it barely conveyed anything at all about Hershey. This one would have been well-served by teasing out in greater detail the reasons Hershey strove for this objective while providing a little nuance into how the company defined leadership in this space. A well-crafted mission statement should do more than declare dominance; it should clarify the company’s goals and provide a clear direction so employees and partners can support its overarching mission.

3. “The Home Depot is in the home improvement business and our goal is to provide the highest level of service, the broadest selection of products and the most competitive prices.”

If you removed the name The Home Depot from this mission statement, it could apply to just about any home improvement business today. Good service, quality products and competitive prices are good, but that represents the bare minimum. The Home Depot would be better served by including a spritz of passion into this statement and a broader purpose like helping their customers create warm, welcoming homes for their families. Although it’s not inherently a bad mission statement, it fails to capture the deeper value that could connect employees, customers and partners with The Home Depot’s broader company purpose. 

4. “Dell’s mission is to be the most successful computer company in the world at delivering the best customer experience in markets we serve.”

This was the mission statement Dell ran with before acquiring EMC. The first problem is that it’s too generic. Being the “most successful” and delivering the “best customer experience” are likely both goals of every serious computer company. This generic statement does little to help Dell stand out. Worse, too much of the statement is narrowly devoted to the company’s internal goals — its private success — offering little room for the customer to fit into its vision. A truly effective mission statement also accounts for the needs of stakeholders, offering a clear direction for how the company will serve both its clients and employees.

Key Takeaways: What Makes for a Good Mission Statement?

Short, sweet and to the point. People don’t have much time on their hands as it is and they don’t want to spend the time they do have reading a multi-paragraph mission statement, especially if they’re unsure they want to buy your product or service. Your statement should convey all the essential points in as few words as possible. Let your customers know you’re ready to get down to business.

Stay flexible. Don’t put together a mission statement that focuses too narrowly on: one problem, motivator, specific customer or a selection of your products/services. Remember: You never know who might find your products or services useful. Don’t create a mission statement that’s too narrow as this may scare potential clients and customers away. By keeping your statement broad but meaningful, you can adapt as your company’s goals evolve, ensuring that stakeholders remain engaged and your brand retains clear direction in changing markets.

Be open to change. Everyone knows there’s always room for improvement. Your business is constantly evolving to keep up with market trends, customer behavior, new regulations and everything else that comes with running a business. Demonstrate your company’s agility by having the capacity to pivot with your mission statement to keep up with the times. It’s important to regularly review your statement to avoid drifting into a bad mission statement that no longer resonates with your evolving goals.

Be honest and let your company shine through. The “fake it ‘till you make it” mantra does not apply to mission statements. If your presentation is not your company’s authentic self, it will haunt you. Customers eventually see through the facade and your business will suffer in the long run. Take the time to identify your sincere motivations and objectives and share these with your customers in plain language. The right customers will come to you, which is always better for business. A mission statement that captures authentic value and sincerity is far more likely to forge long-term bonds with your stakeholders than an overly ambitious or misleading claim.

Don’t underestimate the power of a great mission statement. Clearly defining your company mission brings everyone together to work toward the same goals, whereas a bad statement can throw your company out of alignment and cause confusion. It’s a simple step, but it requires a deep and thorough understanding of the values driving your leadership team and employees. Consider meaningful objectives your company wants to achieve and the path to get there. 

This can boost the cohesiveness and power of your company’s branding and marketing. 

Updated: April 2025