Mission Statements: The Good, The Bad, The Terribly Misguided

I’m intrigued by mission statements. Its so easy to get them wrong that often they cause more confusion than clarity. I’ve gathered here some truly awful ones, and a few pretty good ones too. Enjoy!

To be the most successful computer company in the world at delivering the best customer experience in markets we serve. (Dell Computers)

Apple ignited the personal computer revolution in the 1970s with the Apple II and reinvented the personal computer in the 1980s with the Macintosh. Apple is committed to bringing the best personal computing experience to students, educators, creative professionals and consumers around the world through its innovative hardware, software and Internet offerings. (Apple)

By creating value for our customers, we create value for our shareholders. We use our expertise to create transport-related products and services of superior quality, safety and environmental care for demanding customers in selected segments. We work with energy, passion and respect for the individual. (Volvo)

To maintain Playboy enterprise with many windows of opportunity to expand the Playboy franchise and develop other related entertainment franchise globally by leveraging Playboy’s strengths of publishing, brand management, and marketing. (Playboy)

To experience the joy of advancing and applying technology for the benefit of the public. (Sony)

To build a place where people can come to find and discover anything they might want to buy online. (Amazon)

Establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles as we grow. The following six guiding principles will help us measure the appropriateness of our decisions:

Provide a great work environment and treat each other with respect and dignity.
Embrace diversity as an essential component in the way we do business.
Apply the highest standards of excellence to the purchasing, roasting and fresh delivery of our coffee.
Develop enthusiastically satisfied customers all of the time.
Contribute positively to our communities and our environment.
Recognize that profitability is essential to our future success.

A website created to help arm the liberty-loving silent majority with ammo — ammo that strikes at the intellectual solar plexus of the Left. (ProtestWarrior.com)

Committed to building a family of the world’s best fashion brands offering captivating customer experiences that drive long-term loyalty and deliver sustained growth for our shareholders. (Victoria’s Secret)

Providing solutions in real time to meet our customers’ needs. (Halliburton)

Exxon Mobil Corporation is committed to being the world’s premier petroleum and petrochemical company. To that end, we must continuously achieve superior financial and operating results while adhering to the highest standards of business conduct. These unwavering expectations provide the foundation for our commitments to those with whom we interact. (ExxonMobil)

The fundamental objective of Johnson & Johnson is to provide scientifically sound, high quality products and services to help heal, cure disease and improve the quality of life. (Johnson & Johnson)

To help people and businesses throughout the world realize their full potential. (Microsoft)

To be the best in the eyes of our customers, employees and shareholders. (American Standard)

Our mission at Aveda is to care for the world we live in, from the products we make to the ways in which we give back to society. At Aveda, we strive to set an example for environmental leadership and responsibility, not just in the world of beauty, but around the world. (Aveda)

We build Gr-r-reat brands and make the world a little happier by bringing our best to you. (Kellog)

To get away with as much as possible. (Cara Ellison Corp)

Cara Ellison


  1. Hey, you copied my mission.. its been a rough road and I don’t recommend it!

    If you think THOSE missions are messed up try figuring out the mission statement of the MANY non-profits. No wonder they govern themselves out of existence half the time.

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