If You Can’t See It, You Can’t Be It — the importance of a killer mission statement

A killer mission statement isn’t just a nice-to-have—it's the backbone of your company’s strategy, culture, and overall vibe. It tells the world exactly what you’re about, why you exist, and how you plan to leave your mark. From the products you make to the way you show up in your community, a clear mission statement helps guide every decision, big or small, you and your employees make – starting with the products you make and services you offer.

Take Patagonia’s mission statement, “We’re in business to save our home planet.” This isn’t just corporate rah rah designed to motivated Gen Zers — it’s a declaration of intent. Every eco-friendly product (e.g. made with 100% organically grown cotton), every customer service policy (e.g. lifetime free repairs on all clothing sold), every supply chain decision (e.g. using renewable energy sources to power its buildings) signals “we’re doing everything we can to help save the Earth,” and their loyal customer base loves them for it.

Then there’s LEGO, whose mission, “To inspire and develop the builders of tomorrow,” isn’t just about making colorful blocks. It’s a pledge to foster creativity, learning, and imagination—whether they’re building castles or solving the world’s problems. It’s clear, specific, and shapes everything they do, from product development to education initiatives.

On the flip side, vague mission statements are like an Instagram bio with no personality—who are you even? Dell’s mission is to be “the most successful computer company in the world at delivering the best customer experience in the markets we serve.” This is a nice ambition, but it doesn’t provide clarity on what the company will do or not do. It just tells employees to try harder. Or Gap’s mission, “We bridge gaps to create a better world.” While this is an inspirational objective, it is not intuitive what the company should do? Is there a specific way Gap should be designing or making clothing to bridge gaps? Without specifics, these companies ended up floundering, missing the mark and getting lost in a sea of competition.

At the end of the day, a solid mission statement isn’t just about the words—it’s about action. And, it’s not a marketing slogan to pitch your products to customers. It is an internal facing slogan that should tell your team exactly who you are, what you do, and how you show up in the world, whether it’s through groundbreaking products, how you operate or the way you treat your community. Think of it as your business’s North Star—without it, you’re just drifting in the dark.