mission statement
Organization's guiding declaration
A mission statement is a formal declaration of an organization's purpose, values, and goals—what it does, why it exists, and what it aims to achieve.
Companies, nonprofits, and institutions craft mission statements to guide decision-making and communicate identity to stakeholders.
The term sometimes carries a whiff of corporate jargon, as mission statements often devolve into vague, interchangeable prose: Their mission statement was full of buzzwords but said nothing.
Ability to see
- valuesPrinciples held worthwhile
- purposeReason something exists
- ethosCollective moral character
- philosophyStudy of fundamental truths
principles · core values · identity · beliefs · direction · intent · raison d'être · meaning
Founding organizational document
- manifestoPublished statement of principles
- credoGuiding personal doctrine
- declarationFormal public announcement
- preamblePreliminary statement before content
constitution · covenant · proclamation · white paper · strategic plan · founding document · articles
Detailed plan forward
- blueprintDetailed technical drawing
- frameworkUnderlying support system
- action planOutlined steps forward
- implementationPutting plans into effect
execution · tactics · planning · direction · focus · alignment · positioning · competitive advantage
Intended targets or ends
- targetsIntended aims or marks
- outcomesFinal results achieved
- milestonesNotable points of progress
- benchmarksStandards for measuring performance
priorities · aims · results · success metrics · deliverables · achievement · progress · strategic goals
Binding promise given
- dedicationWholehearted loyalty to purpose
- vowSolemn personal commitment
- oathFormal binding promise
- obligationRequired task or commitment
accountability · responsibility · duty · guarantee · covenant · bond · social contract
vision
Ability to see
philosophy · principles · core values · identity · beliefs · direction · intent · raison d'être · meaning · why
charter
Founding organizational document
- manifestoPublished statement of principles
- credoGuiding personal doctrine
- declarationFormal public announcement
preamble · constitution · covenant · proclamation · white paper · strategic plan · founding document · articles
roadmap
Detailed plan forward
- blueprintDetailed technical drawing
- frameworkUnderlying support system
- action planOutlined steps forward
implementation · execution · tactics · planning · direction · focus · alignment · positioning · competitive advantage · differentiation
objectives
Intended targets or ends
- targetsIntended aims or marks
- outcomesFinal results achieved
- milestonesNotable points of progress
benchmarks · priorities · aims · results · success metrics · deliverables · achievement · progress · strategic goals
pledge
Binding promise given
- dedicationWholehearted loyalty to purpose
- vowSolemn personal commitment
- oathFormal binding promise
obligation · accountability · responsibility · duty · guarantee · covenant · bond · social contract
- tech satireSilicon Valley, buzzword bingo, tech bro, startup culture, hustle culture
- communicationsannouncement, telephone, address, phone, key messages
- managementmanagers, management, executives, boss, supervisors
- brandingbrand identity, brand, brand equity, taglines, logos
- company infocompany name, location, about us, address, phone number
- declarationsdeclaration, declarations, proclamation, proclamations, announcement
mission statementaimlessness
Lack of direction
purposelessness · directionlessness · lack of vision · drift · chaos
mission statementlip service
Insincere expression of agreement
greenwashing · PR spin · virtue signaling · boilerplate · actions
mission statementbusiness plan
Formal corporate strategy outline
action plan · standard operating procedures · budget · day-to-day operations · execution
promise, mission, statement, commission, permission, committee, admission, transmission, emission