Mission Statement Generator
A clear mission statement in three formats, plus vision and values.
About this tool
Answer four prompts: what your organisation does, who it serves, how it does it differently and the outcome you want. The tool writes your mission statement three ways β "We do X for Y by Z, so thatβ¦", "Our mission is toβ¦" and "We doβ¦ because we believeβ¦" β so you can compare them. Add an optional vision and a list of values, and the status line counts the words. Copy it or download it as text. The draft is saved in your browser.
What makes a good mission statement
A mission statement explains what an organisation does, for whom and why, in a sentence or two people can remember. A vision statement is different: it describes the future you're working towards ("a world where every home is cleaned without harmful chemicals"). Values describe how you behave on the way. The best mission statements are specific. "We provide eco-friendly home cleaning for busy families in Leeds" tells you more than "we deliver world-class solutions", and a new employee could use it to make a decision. Try to keep it to about 35 words or fewer, use plain words, and name a real customer and a real outcome. A quick test: would a competitor's name fit just as well in your statement? If it would, it isn't distinctive enough yet. Write a few versions, read them aloud, and share them with your team and a couple of customers before settling. Revisit the statement when the business changes direction. Honest limits: the generator only rearranges your own words, so the quality of the result depends on how clearly you answer the prompts. The value proposition generator, the elevator pitch generator and the OKR generator help turn a mission into messaging and goals.
Frequently asked questions
What is the difference between a mission and a vision statement?
A mission says what you do now, for whom and why. A vision describes the future you're working towards.
How long should a mission statement be?
One or two sentences, ideally about 35 words or fewer, so people can remember and repeat it.
What are examples of good mission statements?
Good ones name a specific customer, what you do and the outcome, in plain words without buzzwords like 'world-class'.
Is my draft saved or uploaded?
It's saved in this browser only, so you can come back to it, and it's never uploaded.