How to Write a Mission Statement (Definition & Examples Included)

如何写使命宣言（定义和示例）

When you’re creating a company or working on a business plan, the first thing you should do is create a mission statement. Your mission statement is the base for your company values, vision statement, slogan, value proposition and everything else.

当你在创建一家公司或制定商业计划时，你应该做的第一件事就是创建一份使命宣言。你的使命宣言是你公司价值观、愿景声明、口号、价值主张和其他一切的基础。

What Is a Mission Statement?

什么是使命宣言？

A mission statement is a short action-based declaration that describes the purpose of an organization. Mission statements explain what companies do and are a very important part of their culture, along with its core values and vision statement. Mission statements are an internal guide for organizations, but they also need to be appealing to customers.

使命宣言是一个简短的，基于行动的声明，描述了一个组织的目的。使命宣言解释了公司做什么，是公司文化的一个非常重要的部分，以及公司的核心价值和远景声明。使命宣言是组织的内部指南，但它们也需要对客户有吸引力。

Before we learn how to write a mission statement, let’s explain the difference between a mission statement and a vision statement, two very important parts of a business plan.

在我们学习如何写使命宣言之前，让我们来解释一下使命宣言和愿景声明的区别，这是商业计划中非常重要的两个部分。

Mission Statement vs. Vision Statement

使命宣言和愿景声明

There are several differences between a mission statement and a vision statement. The main difference between them is that a mission statement explains the purpose of a company, while the vision statement indicates where the company wants to accomplish in the future.

使命宣言和愿景声明有几个不同之处。它们之间的主要区别在于，使命宣言说明了公司的宗旨，而愿景声明则表明了公司未来想要完成的目标。

Mission statements and vision statements are different but they need to complement each other to provide a clear base for strategic planning.

使命宣言和愿景声明是不同的，但它们需要相互补充，以便为战略规划提供一个明确的基础。

How to Write a Mission Statement in 6 Steps

如何用6个步骤写一份使命宣言

We know that every organization needs a mission statement, but how do you create one? There’s no standardized method to write a mission statement, but there are some guidelines that you should consider.

我们知道每个组织都需要一个使命宣言，但是如何创建呢？写使命宣言没有标准化的方法，但是有一些你应该考虑的指导方针。

Follow these steps to help you with the process of writing a mission statement.

按照以下步骤来帮助你完成使命宣言的写作过程。

1. Define your Company Culture

1.定义公司文化

The mission and vision statements are elements of your company culture. For this reason, before writing your company mission statement, you’ll need to define the core values or guiding principles of your company culture. Don’t forget to ask yourself what your team members expect from the company too.

使命宣言和愿景声明是公司文化的要素。因此，在撰写公司使命宣言之前，你需要明确公司文化的核心价值或指导原则。别忘了问问自己，你的团队成员对公司的期望是什么。

2. Set Goals

2.设定目标

Your company mission defines the purpose of your organization, and where it stands now, but that’s only part of the business plan. You’ll also need to define company goals and a long term company vision.

你的公司使命定义了你的组织的目的，以及它现在所处的位置，但这只是商业计划的一部分。你还需要定义公司的目标和公司的长期愿景。

3. Define your Ideal Customer Profile

3.定义你理想的客户档案

It’s impossible to think about a business that doesn’t care about its customers. Before writing a mission statement or a business plan altogether, you need to understand Who are your customers? and how you can help them. That’s why you must define your ideal customer profile through market research.

不可能有一家企业不关心它的客户。在写使命宣言或商业计划之前，你需要了解谁是你的客户?以及你如何帮助他们。这就是为什么你必须通过市场调查来定义你的理想客户。

4. Create a Value Proposition

4.创造价值主张

Once you have a clear idea of what your ideal customer profile looks like, you need to think about the value proposition that will differentiate you from your competitors.

一旦你对你理想中的客户档案有了清晰的概念，你就需要思考将你与竞争对手区分开来的价值主张。

5. Select a Type of Mission Statement

5.选择一种使命宣言

Every mission statement is unique, but there are some recognizable types of mission statements. The most common ones are:

每一个使命宣言都是独一无二的，但也有一些可识别的使命宣言类型。最常见的有：

Customer-oriented mission statements

面向客户的使命宣言

Socially conscious mission statements

具有社会意识的使命宣言

Environmentally conscious mission statements

具有环境意识的使命宣言

Product-oriented mission statements

面向产品的使命宣言

6. Add the Mission Statement to Your Business Plan

6.在你的商业计划中加入使命宣言

Now that you’ve thought about all these key aspects of your business, you can start drafting a mission statement for your business plan. Remember to think about how that company mission fits with the other elements of your business plan.

既然你已经考虑了所有这些关键方面的业务，你可以开始起草你的业务计划的使命宣言。记住，要考虑公司的使命与你商业计划中的其他元素之间的关系。

25 Best Mission Statement Examples

25个最佳使命宣言范例

You probably know a lot of mission statements without realizing it. We’ve gathered 25 of the best mission statement examples available in the world to help you create a great mission statement for your business plan.

你可能知道很多使命宣言，但没有意识到它。我们收集了世界上25个最好的使命陈述例子，来帮助你为你的商业计划创建一个伟大的使命陈述。

1. Microsoft

1.微软

“To empower every person and every organization on the planet to achieve more.”

“予力全球每一人、每一组织，成就不凡。”

2. Google

2.谷歌

“To organize the world’s information and make it universally accessible and useful.”

“整合全球信息，使人人皆可访问并从中受益。”

3. Facebook

3.Facebook

“To give people the power to build community and bring the world closer together.”

“赋予人们分享的权利，让世界更加开放和互联。”

4. Southwest Airlines

4.西南航空公司

“Dedication to the highest quality of Customer Service delivered with a sense of warmth, friendliness, individual pride, and Company Spirit.”

“以热情，友好，个人自豪感和公司精神，为客户提供最高质量的服务。”

5. LinkedIn

5.领英

“To connect the world’s professionals to make them more productive and successful.”

“把全世界的专业人士联系起来，让他们更有生产力，更成功。”

6. Disney

6.迪斯尼

“To entertain, inform and inspire people around the globe.”

“给世界各地的人们提供娱乐，信息和鼓舞。”

7. Amazon

7.亚马逊

“To continually raise the bar of the customer experience by using the internet and technology to help consumers find, discover and buy anything, and empower businesses and content creators to maximise their success. We aim to be Earth’s most customer centric company.”

“通过使用互联网和技术来帮助消费者找到、发现和购买任何东西，不断提高客户体验的标准，并赋予企业和内容创造者以最大限度地成功。我们的目标是成为地球上最以客户为中心的公司。”

8. Patagonia

8.巴塔哥尼亚

“We’re In Business To Save Our Home Planet.”

“我们是为了拯救我们的家园。”

9. Life is Good

9.LG

“To spread the power of optimism”

“传播乐观力量”

10. Coca-Cola

10.可口可乐

“To refresh the world, to inspire moments of optimism and happiness, and to create value and make a difference.”

“让世界焕然一新，激发乐观和快乐的时刻，创造价值，有所作为。”

11. The Humane Society

11.人道协会

“Creating animals, confronting cruelty.”

“创造动物，对抗残酷。”

12. NASA

12.美国航天局

“We reach for new heights and reveal the unknown for the benefit of humankind.”

“为了人类的利益，我们攀登新的高峰，揭示未知。”

13. Smithsonian

13.史密森学会

“The increase and diffusion of knowledge.”

“知识的增加和扩散。”

14. American Express

14.美国运通

“We work hard every day to make American Express the world’s most respected service brand.”

“我们每天努力工作，就是要把美国运通打造成全球最受尊敬的服务品牌。”

15. Nordstrom

15.诺德斯特伦

“To give customers the most compelling shopping experience possible.”

“为顾客提供最具吸引力的购物体验。”

16. JetBlue

16.捷蓝航空

“To inspire humanity – both in the air and on the ground.”

“在空中和地面激发人类的力量。”

17. PayPal

17.贝宝

“To build the web’s most convenient, secure, cost-effective payment solutions.”

“打造网上最便捷，安全，经济有效的支付解决方案。”

18. Kickstarter

18.Kickstarter

“To help bring creative projects to life.”

“帮助让创意项目活起来。”

19. Forbes

19.福布斯

“To deliver information on the people, ideas and technologies changing the world to our community of affluent business decision makers.”

“向我们富裕的商业决策者社区提供有关改变世界的人，思想和技术的信息。”

20. Sony

20.索尼

“To be a company that inspires and fulfills your curiosity.”

“成为一家激发并满足您好奇心的公司。”

21. Cisco

21.思科

“Shape the future of the internet by creating unprecedented value and opportunity for our customers, employees, investors and ecosystem partners.”

“通过为我们的客户，员工，投资者和生态系统合作伙伴创造前所未有的价值和机会，塑造互联网的未来。”

22. Toyota

22.丰田

“To attract and attain customers with high-value products and services and the most satisfying ownership experience in America.”

“以高价值的产品和服务以及在美国最令人满意的所有权体验来吸引和获得客户。”

23. TED

23.TED

“To organize the world’s information and make it universally accessible and useful.”

“整合全球信息，使人人皆可访问并从中受益。”

24. IKEA

24.宜家

“To create a better everyday life for the many people.”

“为广大人民创造更美好的日常生活。”

25. Nike

25.耐克

“To bring inspiration and innovation to every athlete in the world.”

“给世界上每一位运动员带来灵感和创新。”

Mission Statements FAQ

使命宣言常见问题

1. How long Should a Mission Statement be?

1.使命宣言应该有多长？

A good mission statement is short, to the point and memorable. It’s like a tagline in advertising, something that sticks with a person when they hear or read it. In a true sense, the mission statement is an ad in that it identifies your company as one that a customer would want to work with or support.

一份好的使命宣言应该简短、切中要害、令人难忘。它就像广告中的口号，当人们听到或读到它的时候，它就会与人联系在一起。在真正意义上，使命宣言是一个广告，因为它将你的公司标识为一个客户想要与之合作或支持的公司。

2. What Is the Difference Between a Mission Statement and a Vision Statement?

2.使命宣言和愿景宣言有什么区别？

Vision statements are about the future. Mission statements stay firmly in the present: who you are and what’s important to you, now. Be timely, explain who you are today and do so clearly.

愿景宣言是关于未来的。使命宣言牢牢地停留在当下：现在，你是谁，什么对你来说最重要。要及时，解释清楚你今天是谁。

ProjectManager Turns Your Mission Statement Into a Reality

ProjectManager将您的使命变为现实

A mission statement is an idea, but to get there, you need a plan. ProjectManager is an award-winning tool that organizes your teams and projects to work more effectively. Use our cloud-based software to get real-time data and make your mission statement a mission accomplished.

使命宣言是一个想法，但要实现它，你需要一个计划。ProjectManager是一个屡获殊荣的工具，它可以组织你的团队和项目更有效地工作。使用我们基于云的软件获取实时数据，完成您的使命宣言。

Once you have a project approved, you can use the online Gantt chart to schedule your tasks. It’s a visual tool that creates a timeline that shows you the entire project in one place. Some tasks are dependent on others to start or finish. Use our tool to link these task dependencies and avoid having them cause bottlenecks later on in the project.

一旦项目获得批准，就可以使用在线甘特图来安排任务。它是一个可视化的工具，可以创建一个时间轴，在一个地方显示整个项目。有些任务的开始或完成依赖于其他任务。使用我们的工具来链接这些任务依赖关系，并避免它们在项目后期造成瓶颈。

Another way to monitor your progress and performance is with our real-time dashboard. It’s made up of six project metrics displayed in easy-to-read graphs and charts. Our tool automatically calculates time, workload, costs and more and gives you a high-level instant status report to help you meet the goals of your mission statement.

另一种监控进度和表现的方法是使用我们的实时仪表板。它由六个项目指标组成，以易于阅读的图形和图表显示。我们的工具自动计算时间，工作量，成本和更多，并为您提供一个高水平的即时状态报告，以帮助您满足您的使命宣言的目标。

ProjectManager has a company mission too. It’s to deliver reliable project management software that helps managers and their teams plan, monitor and report with ease for high levels of efficiency. Our cloud-based tool has a real-time dashboard for live data reporting, online Gantt charts for effective scheduling and a collaborative platform that frees teams to work more productively. See how it can help your mission by taking this free 30-day trial.

ProjectManager也有自己的公司使命。它是交付可靠的项目管理软件，帮助经理和他们的团队轻松地计划、监控和报告，以达到高效率的水平。我们基于云的工具具有实时数据报告的实时仪表板，有效调度的在线甘特图，以及一个协作平台，使团队能够更有效地工作。看看它能如何帮助你的任务，采取这个免费的30天试用。

11 Must-Have Project Management Excel Templates

11个必需的项目管理Excel模板

Project Scope Statement: Include These 7 Things

项目范围声明：包括这7件事

How to Write a Scope of Work (Example Included)

如何编写工作范围（包括示例）