A mission statement describes the core factors of any business, covering its main customers, products/services, purpose, treatment of employees, and any wider impact plans to make (for example, to raise awareness of an issue).
Every business must have a mission statement. It creates a clear sense of the company’s objectives, target audience, and reason(s) to exist. Keep the statement concise and free of jargon. It should engage, intrigue, and inspire employees and customers, and describe in 30 seconds or less:
What your company does for its customers
What your company does for its employees
Whether your business has a higher goal or purpose that sits outside of your immediate product offering.
Here’s an example of Amazon’s mission statement:
Amazon: "Our mission is to be Earth's most customer-centric company. This is what unites Amazonians across teams and geographies as we are all striving to delight our customers and make their lives easier, one innovative product, service, and idea at a time."
You should review your mission statement periodically to ensure it still reflects your business’s aims. If not, be willing to change it. The entire company should be aware of any adjustments, though, to maintain a cohesive structure.