Page written by AI. Reviewed internally on February 9, 2024.


In business and finance, a mission statement is a concise declaration that outlines the fundamental purpose and reason for existence of a company or organisation.

What is a mission?

A mission serves as a guiding principle that directs the company’s actions, decisions, and strategies. A well-defined mission statement reflects the organisation’s values, objectives, and its commitment to stakeholders.

A mission statement provides clarity about the core purpose of the organisation. It succinctly states what the company aims to achieve, whom it serves, and how it plans to accomplish its goals.

A well-articulated mission statement helps in communicating the company’s purpose to various stakeholders, including employees, customers, investors, and the broader community. It offers a clear understanding of the organisation’s direction and priorities.

The mission statement plays a pivotal role in setting the strategic direction of the company. It influences business decisions, resource allocation, and long-term planning by providing a clear framework for what the company aims to achieve.

A unique and well-crafted mission statement can set the company apart from competitors. It can highlight what makes the organisation distinctive and demonstrate its commitment to providing value in a particular way.

While a mission statement provides a stable foundation, it should also be adaptable to changing market conditions and business environments. It should allow for evolution and growth in response to new challenges and opportunities.

Example of a mission

Company XYZ, a financial services firm, develops the following mission statement to guide its operations and strategic decisions:

“Our mission is to empower clients and businesses with innovative financial solutions, delivering exceptional service, personalised advice, and tailored products while upholding the highest standards of integrity and ethical conduct.”

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