Create A Mission Statement That Inspires And Unites Employees

A great mission statement isn’t just words on a wall. It’s the heartbeat of your organization. It’s what brings people together, gives their work meaning, and reminds them why they show up every day.

When done right, a mission statement isn’t just a piece of branding—it’s a north star that helps teams make decisions, navigate challenges, and stay aligned on what truly matters.

Here’s the thing: Employees who believe in their company’s mission are 30% more likely to stay with the organization and 54% more engaged at work (LinkedIn). Customers also feel the difference—89% say they’re more loyal to brands that share their values (Harvard Business Review).

So, how do you create a mission statement that actually inspires? One that isn’t just corporate jargon but something people want to get behind?

Let’s dive in.

What Makes a Great Mission Statement?

A truly powerful mission statement is short, clear, and meaningful—and when you read it, it should give you goosebumps.

Think of it as your organization’s reason for existing in one or two sentences. It should answer three simple questions:

1. What do we do?
2. Who do we do it for?
3. Why does it matter?

APPLE: “to bring the best user experience to its customers through innovative hardware and software services.”

You can see how the focus on “user experience” can help drive decision-making. Whether it’s hardware or software, the idea is shelved if it doesn’t improve user experience.

NIKE: “bring inspiration and innovation to every athlete* in the world. [*If you have a body, you are an athlete.]”

Nike has evolved from sneakers, and their mission statement reflects the shift towards “inspiration and innovation,” something broad enough to encompass all their apparel and reflects the inclusivity that’s an important value in their company culture.

McDONALDS: “make delicious, feel-good moments easy for everyone.”

While “delicious” is in the eye of the beholder, you can see the focus on convenience, affordability, and taste. Nowhere does it mention health or nutrition because that’s not who they are. Sometimes what you don’t say is just as important as what you do.

LULULEMON: “elevate the world by realizing the full potential within every one of us.”

Helping people achieve their potential becomes the driving force behind everything that Lululemon creates. You can see how that’s something employees can rally behind. This is an excellent example of an inspirational mission statement.

AMNESTY INTERNATIONAL: “conduct research and generate action to prevent and end grave abuses of human rights and to demand justice for those whose rights have been violated.”

You can see the 3-pronged approach that Amnesty International takes (research, prevention, justice) reflected in its mission statement.

WORLD VISION: “partner with children, families, and their communities to reach their full potential by tackling the causes of poverty and injustice. We bring real and lasting change to the world’s most vulnerable children. For good.”

This mission statement combines inspiration (helping children fulfill their potential) and the practicality of how they will achieve it (by focusing on poverty and injustice).

WEFOREST: “empower communities to sustainably advance and implement innovative, high-standard, scalable and lasting solutions to restore forests and landscapes.”

This mission statement includes what they do (restore forests and landscapes) AND the criteria their solutions must meet (sustainable, scalable, innovative, high-standard), which are clear parameters every employee can consider as they make decisions. 

Your Mission Statement Should Grow With You

A mission statement isn’t something you write once and never touch again. As your company evolves, so should your mission.

Take Microsoft, for example.

• In the early days, their mission was simple: “A PC in every home.”
• Once that was accomplished, they updated their mission to “Empower every person and every organization on the planet to achieve more.”

Their new mission reflects their growth into cloud computing, AI, and enterprise solutions—keeping them future-focused.

Pro tip: Review your mission statement every few years. If it no longer fits, update it. A stale mission won’t inspire anyone.

Mergers and Acquisitions: Uniting Under a Shared Mission

Another reason you might be ready to update your mission statement is because your company has experienced growth, market shifts, or a merger. When companies come together, aligning cultures under a single, clear mission is critical. Without it, you risk confusion, tension, and a lack of direction.

Case Study: Integrating Cultures Through Mission

I had the privilege of working with a company that had undergone several mergers. Fortunately, they started with a strong, mission-based culture—and so did the organizations they acquired. But as they integrated, it became clear that each company had slightly different priorities, values, and ways of working.

They approached the challenge with intentionality, making their mission the unifying force. They were upfront about misalignment areas early in the process and collaborated to define a new mission statement that truly reflected the strengths of the combined organizations.

This process helped ensure that everyone—employees, leadership, and even customers—felt included and aligned in the company’s new direction.

How to Define a Unified Mission Post-Merger

If your organization is merging with another, here’s how to create a mission that brings people together rather than dividing them:

1️ Assess Current Missions & Cultures

• Review the existing mission, vision, and values of each company.
• Identify overlapping themes and areas of potential conflict.

2️ Engage Stakeholders

• Get leaders, employees, and even customers involved.
• Use surveys, focus groups, or interviews to gather perspectives.

3️ Define Core Values Together

• Align on a set of core values that will guide the new organization.
• Make sure these values resonate across both legacy teams.

4️ Craft a New, Unified Mission Statement

• It should be clear, inspiring, and forward-looking.
• Test it with stakeholders to ensure buy-in.

5️ Communicate Transparently

• Keep employees in the loop about the process and decisions.
• Use storytelling to share the journey behind the new mission.

6️ Make It a Practical Tool

• Train leaders and teams to connect their work to the mission.
• Use it as a decision-making filter for big strategic moves.

Link Your Mission Statement to Vision and Values

A mission statement is part of a broader framework that includes your vision and core values. While the mission defines the purpose of your organization, the vision describes your aspirational future, and the values shape the culture and behaviors you need to get there. 

For example:
Mission: What we do and why.
Vision: Where we’re going.
Values: How we work together to achieve our goals. 

When these elements are aligned, they create a cohesive identity that inspires everyone.

How to Write (or Refresh) Your Mission Statement in 6 Simple Steps

Whether you’re writing a mission statement for the first time or revising what you’ve got, here is an exercise to help you clarify and articulate your mission:

STEP 1 -

If you’re doing this in a big group, it’s most productive to break into groups of three and answer the following questions. Grab some chart paper, head to a whiteboard, or create a fresh Google Docs file for each group.

• What does your company do? What's the organization's vision - and what’s the main purpose? Why do you exist?
• Who do you do it for? Who are your customers? Who do you serve?
• Why do we do what we do? Or why do we serve these customers?

STEP 2 -

This is called a gallery walk. If you’re all in the same room, you walk around and see what each group has come up with. If you’re doing this virtually, you can peruse the presented solutions using online tools such as a Google Docs, Mural, or PowerPoint. 

At this point, it’s not a discussion, just a chance to consider what stands out for you. Notice the words and phrases you’re drawn to.

STEP 3 -

In your groups of three, you’re going to brainstorm words or short statements that describe the following:

• What unique talents do we have that make us well-suited to deliver value to our customers?
• How do we define ourselves?
• Why is it amazing to work here?
• What’s special about our products or services?
• What are the values we hold?
• How do we want our clients or partners to feel or be treated?

STEP 4 -

Time for another gallery walk. This time, have everyone star the top five words or statements they’d like to see included in the final mission statement.

STEP 5 -

Back in your groups of three, take the words or statements everyone starred and put them into a clear, concise sentence or two.

STEP 6 -

Back in the larger group, led by one or two wordsmiths, work with the statements each group wrote to create a mission statement rated at least an eight out of ten for everyone present.

Your mission statement is more than just words—it’s the heart of your business, and when it’s written well, it can guide the strategy and decision-making that helps you achieve your vision.

Because when it’s clear, inspiring, and deeply rooted in your values, it becomes a powerful tool for attracting the right people, aligning your team, and creating a meaningful impact.

If you need help crafting or refining your mission, we’d love to support you. Schedule a call, and let’s bring your mission to life.