production mission. Company mission - what is it? Company mission and values

The development of the company's mission is a fashionable trend that many follow simply because “competitors created it, but why are we worse?”. In reality, this is the ideological foundation for any business. If a business is created with the sole purpose of making money, then the chance of such a business for a long existence tends to zero.

And if an entrepreneur came up with a company to (God forgive me!) make the world a better place, then defining the mission of the company will not be so difficult. Before we talk about why a company needs a mission, let's define some terminology.

A company's mission is not the same as its vision, strategy, goals, and values.

These concepts are often confused, but in fact they mean very different things.
The mission of your company should answer the question of why the company was created, what is its ideological meaning, the philosophical message of its existence.
For example, Alfa-Bank formulates its mission as follows:

Company mission and values

The mission is the basic, fundamental point in the existence of the company. Values, on the other hand, are consistent with the mission and communicate what is important for the company, and in two directions at once: in relation to employees and in relation to customers. Here is what Leroy Merlin writes about itself about this:

Mission and vision of the company

The vision stems from the mission and values of the business and answers the question of what the company will be like in the future. This can be seen in the example of Samsung's mission and vision combined into one picture:

Mission and strategy of the company

A company's strategy communicates what will be done or is being done to achieve the company's mission. For example, Coca-Cola looks like this:

Mission and purpose of the company

A goal is what a company is striving for. The goal can also be called a business idea, as, for example, at IKEA:

The mission and values almost always remain the same, while the vision, strategy, and goal may change slightly or even change significantly over time.

So why do we need a company mission?

The absence of a mission calls into question the long-term existence of a business, just as the lack of ground under one's feet calls into question the ability to walk. But there are other points too:

A clearly defined mission will allow you to hire people with similar life principles, creating a more cohesive team.
If you correctly compose the mission of the organization, then it will be easier to build and implement a PR strategy. A company with deep values always commands respect in society.

When the question "why?" solved, you can move on to the next step and try to understand how to create a working mission in the company. Let's get specific.

1. Do not entrust the creation of the mission to subordinates. The head of the company should write the essence. Asking for help in finding better formulations is not prohibited, but the idea should be written to the creator of the case.

2. It is worth writing the mission of the company without mentioning the desire to make a profit. It is clear that any business is created for money, but here it is better to talk about something more important.

3. The mission must be unique. If it can be used for another company just by changing the name, work on how to formulate the mission of the company next.

4. What is written should be easy to understand. Try to keep sentences short and simple.

5. It is important not only how to write the mission of the company, but also how to formalize it. Make sure that everything is beautiful from the point of view of design.

Writing a company mission requires a clear understanding of why the company does what it does. When this does not happen, it turns out "porridge":

All these big words about “the best in the world” look very pretentious, but they do not tell anything in essence. If you write the mission of the organization in this way, then it only confuses and makes you wonder: does the company really see its mission so chaotically? Why then write about it at all?
And here is an example of how to write the mission of the organization and be on top. Coca Cola writes:

As you can see, there is no universal scenario for writing the organization's mission correctly. The key to success is understanding the basic principles on which everything else rests. Knowing them, you can easily figure out how to correctly formulate the mission of the company and use this “more than text” for the benefit of your organization.

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Carry out your mission with pride!

When creating a company mission, it is logical to familiarize yourself with examples of missions of well-known organizations. We have selected missions of Russian and foreign companies that are interesting in our opinion. They were structured by areas of activity.

But n do not copy, do not create a mission by analogy - this will worsen the climate in the company, at best it won't change anything. Mission is always individual.

EXAMPLES OF THE MISSION OF COMPANIES BY FIELDS OF ACTIVITY

Example missions for distributors, networks, merchants and e-commerce businesses

Mission of ROSPECHAT: to be a link between publishers and readers.
Mission Lenta: We work to make people in Russia live better and richer, saving their money every day.
Mission Sportmaster: We make sports accessible! To develop a successful and efficient business by offering our Clients the optimal range of quality products for sports and outdoor activities with the optimal level of service. Contribute to the improvement of the population in the countries of our presence, promoting the values of a healthy lifestyle, sports and active recreation, improving the quality of life of our customers.
SNS mission: To be the undisputed leader in the distribution of FMCG products in the CIS countries, providing customers with high-quality products and perfect service, acting in the interests of society and consumers, employees and shareholders.
Mission Protek: Our goal is to take care of the beauty and health of people. We value the economic, social and ethical values of society, honestly fulfill our obligations to people, partners, investors and the state, thereby setting business standards.
Dixie's mission: Satisfy the daily needs of the majority of Russian citizens with the best value for money - Simple, Nearby, Neighborly
Mission Lenta - We work to make people in our country live better and richer, saving their money every day.
Mission of TERVOLINA: Quality, comfortable shoes and excellent service - to every customer!
Walmart's mission: We save people money so they can live a better life.
Mission of AUCHAN: To offer more and more buyers a wider range of quality goods at low prices.
The mission of Leroy Merlin Vostok: Make it affordable for everyone to repair and equip their home
Castorama's mission: to help buyers make their homes better and more comfortable, transform the laborious and costly process of repair and improvement into an interesting hobby accessible to everyone.
IKEA mission: To improve the everyday life of ordinary people.
Amazon's mission: to be "the most customer-conscious company on earth."
EBay Mission: To provide a global marketplace where anyone can buy or sell almost anything.
Alibaba's mission is to remove all barriers between buyer and seller.

Examples of missions of manufacturers of consumer goods

Mission Baltika: We create a quality product that gives people the joy of communication, makes their life brighter and more interesting.
Daria's mission: To free up consumers' time for a fulfilling life by producing high-quality, easy-to-prepare products.
Luxlite mission: leadership in the Russian lighter market for a long-term partnership.
JTI's Mission: Our mission is to build a strong international tobacco company that delivers maximum value to its shareholders, employees, consumers and society as a whole and strives to be a leader in its industry.
Unilever's mission is to energize life. We meet people's daily needs for food and hygiene. Our brands help you feel great, look great and enjoy life more.
Levi-Strauss Mission: We will bring to market the most beautiful and popular casual wear in the world. We will dress the whole world.
Nike Mission: Bring inspiration and innovation to every athlete in the world.
Adidas Mission: Our mission is to be the world's leading sports brand. We achieve leadership through our vision - our passion for sport makes the world a better place. All our work is inspired by the passion for sport that drives us to improve ourselves and the world around us.
Canon's mission is to help people realize the full potential of images.
Gillette Mission: Every day, more than 800 million people around the world trust their faces and skin to Gillette's innovative razors and shaving products. We are committed to providing people with the very best personal care products, including deodorants and body washes. All designed to meet people's unique needs, helping them look great, feel good and perform at their best every day.

Food Service Mission Examples

Mission Teremok: 1. We create a national catering network; 2. We must be loved by customers by offering national dishes of a new generation: pancakes, cereals, stews and kvass, with the best taste in Russia; 3. Our products should be available to the majority of the Russian population; 4. We will always be glad to see people of all ages with us; 5. We must give people joy, pleasure.
McDonald's Mission: To be our customers' favorite place to eat or drink. And the formula for achieving this goal is one long-standing McDonald's formula: KKCh and D, which means Quality, Service Culture, Cleanliness and Availability.
Mission of KFC: Bring joy to life.

Examples of missions of companies in the automotive industry

Mission of AvtoVAZ: We create high-quality cars for our customers at affordable prices, bringing stable profits to our shareholders, improving the well-being of our employees and increasing the value of our business for the benefit of the Fatherland.
GAZ mission: To produce commercial vehicles that guarantee the customer the benefits of the purchase due to uncompromising quality and reliable impeccable service, provided by the highest competence of personnel, partner suppliers, innovations in production and products.
Mission of URAL: Satisfying the needs of society in vehicles with a gross weight of 12 to 44 tons and creating conditions for maintaining the performance of vehicles during operation.
KAMAZ mission: KAMAZ, built by the whole country, is the basis of transport security and the heritage of Russia. Anticipating needs, we deliver automotive technology and signature service to help customers achieve inspiring goals. KAMAZ is a socially responsible partner, acting for the sake of the long-term interests of shareholders and the well-being of employees.
Ford Mission: We are a global family and proud of our heritage of providing personal freedom of movement for people around the world.
Toyota mission: To give our customers the pleasure of high quality Toyota vehicles. We are responsible for every vehicle we sell. We create an environment in which Toyota professionals use their years of experience and knowledge of advanced Toyota technology to meet the needs of our discerning customers. The Company's mission is to maximize customer satisfaction by providing reliable and safe TOYOTA products and providing a network of high-quality service and qualified service.
BMW Mission: The BMW Group is the world's leading provider of premium products and premium services for individual mobility.
Harley-Davidson Mission: We make people's dreams come true with our experience building the very best motorcycles!

Examples of missions of companies in the field of high technology, electronics

Rostelecom's mission: More opportunities for everyone. Rostelecom creates more opportunities for people, both through its services and through the implementation of projects and initiatives that touch on topics important to society. Telecommunications can change and improve people's lives, and this is exactly what Rostelecom strives for in relations with everyone who comes into contact with the activities of our company.
The mission of Uralvagonzavod (manufacturer of the ARMATA tank): Strengthening the defense capability and development of the transport infrastructure of the Russian Federation by creating high-tech innovative products for military, special and civilian purposes.
Apple's mission: Apple makes Mac computers the best personal computers in the world, along with OS X, iLife, iWork, and professional software. Apple continues the digital music revolution with its iPod and iTunes. Apple has reinvented the mobile phone with its revolutionary iPhone and App Store and is shaping the future of mobile media and computing with the iPad. (Mission of Apple Computer, Inc. at the beginning of its activity was formulated as follows: We offer computers of the highest quality for people all over the world).
Microsoft Mission: Our Microsoft mission is to help people and businesses around the world reach their full potential. To achieve this goal, talented, energetic, bright and creative people are required, with the following virtues: integrity and honesty, enthusiasm, openness and respect, willingness to solve complex problems, self-criticism and responsibility.
Samsung Mission: We use the company's human and technological resources to create products and services of superior quality, thereby contributing to the improvement of the global state of society.
Lenovo Mission: For those who do! At Lenovo, our vision is that Lenovo will create personal devices that inspire more people, inspired by our own culture, and through which we build a business that is respected around the world. This Vision guides us on our mission to become one of the world's greatest technology companies. We will accomplish this through: Personal Computers, Convergence and Culture.
IBM Mission: We strive to be leaders in the invention, development and manufacture of the industry's most advanced information technologies, including computer systems, software, storage systems and microelectronics. We turn these technologies into value for our clients with professional solutions, service and consulting services around the world.
Mission of XEROX: Distribution of knowledge by means of documents.
Sony's mission: We are a group of young people who are endowed with enough energy for an endless creative quest.

Examples of missions of telecommunications and IT companies

Yandex mission: Help people solve problems and achieve their goals in life.
Google's mission: To organize the world's information and make it accessible and useful everywhere.
Beeline's mission: we help people get the joy of communication, feel free in time and space.
MegaFon Mission: MegaFon will unite Russia by breaking down barriers and developing communications to become the clear choice for everyone. MegaFon proceeds from a special attitude to the company's social mission, which is to create conditions for people to communicate, without taking into account borders and distances.
Mission of MTS: We are working to make MTS the best operator for our customers. We want every person who comes to the MTS salon, calls our call center, uses the company's services, to like being an MTS client. Thanks to reliable communication, MTS provides customers with the opportunity to build and improve their lives, to constantly develop. All MTS resources are aimed at making the life of MTS customers richer, more interesting and filled with new opportunities thanks to the company's services.
Yota's mission: to be a leading developer and provider of innovative mobile services that will change the perceptions and experiences of people in the field of communication, entertainment and information consumption even one iota.
Tele2's mission: Our goal is to challenge, act quickly and offer a wide range of Internet-based services at an affordable price.
Youtube's mission is to provide quick and easy video access and the ability to share videos frequently.
Mission of Facebook: To enable people to communicate and make the world more open and connected.
Twitter's mission: To enable everyone to share ideas and information instantly, without barriers.

Examples of missions of companies in the oil and gas industry

Gazprom's mission: the most efficient and balanced gas supply to Russian consumers, fulfillment of long-term gas export contracts with a high degree of reliability.
The mission of Rosneft is innovative, environmentally friendly and cost-effective satisfaction of society's need for energy resources. Thanks to a unique resource base, a high technological level and a team of dedicated professionals, the Company ensures sustainable business growth and increased shareholder returns. Our activities contribute to social stability, prosperity and progress of the regions.
Mission Lukoil: We were created to turn the energy of natural resources for the benefit of man.

Examples of bank missions

Mission of Sberbank: We give people confidence and reliability, we make their lives better by helping them realize their aspirations and dreams.
Mission Opening: We help our clients, employees, contractors and even competitors realize their financial opportunities.
Mission of The Bank of New York: We strive to be the recognized global leader and partner of choice in helping our clients succeed in a world of rapidly evolving financial markets.
Citibank's mission is to be a trusted partner for our clients, providing them with due responsibility for financial services that contribute to sustainable development and economic progress. For the benefit of clients, our company invests in sound assets, provides them with loans, arranges payments and provides access to capital markets. With over 200 years of experience, we help our clients meet their toughest challenges and make the best use of opportunities. We are Citi, a global bank, connecting millions of people in hundreds of countries and cities.

Examples of missions of state institutions and non-profit structures

Mission of the Russian University of Cooperation: Providing high-quality education that meets international standards; the formation of a highly moral personality with modern professional and other competencies in demand; real scientific achievements on the basis of the Russian University of Cooperation, meeting the needs of society, the state and the individual; mobile and dynamic learning that flexibly responds to global changes and ensures the rapid development of the economy of Russia and the countries of the world, contributing to the development of career management skills for young people.
Mission of the Volunteer Service of the State Hermitage Museum: Raising a sense of responsibility for the preservation of cultural heritage.
CIA Mission: We are the eyes and ears of the nation, and sometimes its invisible hand. We achieve the mission in the following way:

Gathering only the necessary intelligence.

Providing up-to-date, objective and comprehensive analysis on time.

Perform protective actions against the President of the United States to prevent threats or to further US political goals.

Service mission examples

Aeroflot mission – We work to ensure that our customers can quickly and comfortably cover long distances, which means they can be mobile, meet more often, work successfully and see the world in all its diversity. We give our customers the opportunity to choose thanks to an extensive route network and to various airlines of the Group: from a low-cost airline to a premium airline.
Mission of RZD: The mission of RZD (Russian Railways) is to meet the market demand for transportation, increase operational efficiency, improve service quality and deep integration into the Euro-Asian transport system. RZD brand mission: We are the most important part of the global system for the movement of people, goods and technologies. We work for clients, we contribute to the unification of peoples, we integrate Russia into a single economic space. Our solutions are based on a unique infrastructure, the skills of a team of high-level professionals and innovative technologies.
Mission of Freight One: To provide the best quality of transport and logistics services on the market. Be a leader. To make railway transportation of goods affordable and attractive for the client.
Mission Disneyland: We work to ensure that adults and children spend more time together.
Mission of the Ritz-Carlton hotel chain: Relentless care and providing maximum comfort to every guest.
Mission of the New York Public Library: To inspire lifelong learning, spread knowledge, and strengthen our communities.

Examples of missions of consulting companies

Mission strategic decision: We strengthen the Fatherland, helping to develop business!
Mission of McKinsey & Company: Our mission is to help our clients make individual, lasting and meaningful improvements in their operations and build a great firm by attracting, inspiring and retaining the most exceptional people.
Mission of The Boston Consulting Group: The mission of our company is based on the following simple principles. We analyze, we learn and then we act. We bring together people who can challenge conventions and bring about the very transformations that are needed. We help clients develop the right competencies and achieve long-term benefits. And we shape the future. Together.

Examples of missions of companies in the metallurgical industry

RUSAL mission: To become the most efficient aluminum company in the world, which we and our children can be proud of. Through the success of RUSAL - to the prosperity of each of us and society.
Mission of Metalloinvest: Providing the buyer with high quality metal with the provision of the highest level of service.
Mission of the Cherepovets Iron and Steel Works: To be leaders in creation.
Mission of the United Metallurgical Company: Manufacture of metallurgical products and products for the fuel and energy complex that best meet the needs of customers due to the optimal ratio of price and consumer properties.

MISSION is the most important goal of the company. The reason for the existence of any organization. foundation for successful development. Use mission examples from successful companies, but create your own mission. Every organization is unique.

Organization goals

Goal setting is the most important starting point of the management process. An organization is a complex multi-purpose system that is closely connected with the outside world and has a comprehensive impact on it. The management of such a system requires the definition of the entire set of goals and objectives that it must solve in its daily activities; the products it will produce and the markets it will serve; necessary resources for the implementation of the planned goals and ways to achieve them.

Mission

The objective function begins with the establishment mission of the organization expressing philosophy and the meaning of its existence. It usually details the status, declares the principles of work and provides the most important characteristics of the organization.

In management theory, the mission is considered as a very important statement of management, reflecting the socially significant intentions of the organization, as well as giving an idea of the scope, key goals and principles of work, and markets that are in the focus of the organization's interests. The main provisions of the mission, justifying the need for the existence of an organization for society, must comply with the concept of social development.

Systems concepts of a higher level than the organization, as a rule, contain mission statements in the form of long-term development goals. For example, building communism or socialism in a particular country; constant fulfillment of religious canons and rituals as a condition for the perfection of the individual in a deeply religious society; protection of the interests of the nation, etc. Statements at the national level should be understandable and not contradict the deep interests and needs of the majority of people. The advancement of false conceptual provisions and ideas of development that do not have philosophical and common sense (such as “perestroika”, “transition to the market”, “liberalization of the economy”) can captivate society only for a short time, after which they are rejected.

The absence of a single development mission that is understandable to society is one of the factors hindering overcoming the systemic crisis in the Russian Federation. The same applies to enterprises that, under centralized management, did not define their mission, but goals and objectives were set and strictly dictated to them from above. The laws of the market economy that are now coming into force require certain rules of conduct for economic entities. Among them is the publication of the mission of the organization, which gives an idea of its purpose, necessity and usefulness for the environment, people and society as a whole. This was quickly understood by domestic organizations, which formulated their missions based on their own vision of future development.

The definition of the mission has not only an ideological meaning, but also has a purely pragmatic character. The mission helps companies succeed if its provisions are of interest to other organizations, suppliers, consumers, ordinary people, inspire confidence and motivate their actions in relation to this organization. In addition, it should be vital for employees and mobilize people to take action to achieve their goals, unite them.

Management science has not developed any universal rules that apply when formulating a mission. There are only a few general guidelines that management should consider. Among them we note the following:

· the mission is formulated outside of the time frame, which allows us to consider it "timeless";

The mission should not depend on the current state of the organization, the forms and methods of its work, as it is directed to the future and shows what efforts will be directed to and what values will be most important for the organization;

It is not customary to indicate in the mission to make a profit as a goal, despite the fact that profitable work is the most important factor in the life of any commercial organization. But focusing on profit can significantly limit the range of development paths and directions considered by the organization, which will ultimately lead to negative consequences;

The mission is formulated by top management, which is fully responsible for its implementation by setting and implementing the goals of the organization;

· there should be no contradictions between the mission of the organization and the more general system of which it is a part.

There are many approaches to defining the mission and its content, reflecting the assessment of the role and importance of the organization, primarily by decision makers. As already noted, the central point is the answer to the question: What is the main goal (purpose) of the organization? At the same time, it is preferable to put the interests, expectations and values of consumers (current and future) in the first place.

An example is the wording of Ford's mission as "providing people with cheap transportation." It clearly indicates the area of the company's activity - transport, consumers of products - people, as well as orientation to a wide range of consumers. Such a mission can have a decisive impact on the strategy and tactics of the company, as well as public support for its activities. However, it lacks what companies began to pay attention to later - this is a focus on the fundamental differences of this company from others, as well as on its desire to reveal the talents of the people working in it.

Managers and leaders of many large companies believe that organizations should identify themselves in the mission not by the product or service they produce, but by the key purpose, that is, by definition: "who we are and how we differ from others." In other words, what matters is not what the company produces, but what it fights for, what it will do in the future.

For example, Motorola defined its core mission as "using technology for the benefit of people," rather than making television networks or high-end TVs. This wording may seem rather broad and meaningless, but it provides a specific choice of what to produce and to whom to sell. And this allowed the company to develop in directions that its competitors could not imagine, and thereby develop market immunity.

The use of the same approach ensured that foreign publishing houses publishing monthly magazines (for women and men, as well as developing and teaching for children) quickly spread their products on the Russian market (they almost completely ousted our famous Murzilka and Coloring Pictures from the market). "). One of the reasons for their success is the publication of a simple and clearly expressed mission: for the women's magazine Lisa, it is to create the illusion that everything is available in this world, Cosmopolitan promotes the idea of a woman's right to self-determination, Mickey Mouse demonstrates the best vacation after school. In accordance with this, journals set goals and objectives, build content, and carry out innovative and marketing activities. Russian magazines, as a rule, do not yet have such strong and simply formulated missions that form the basis of their publications, and this is one of the reasons that they are losing market positions (Expert, May 18, 1998, N 18, pp. 60-63 ).

Many companies introduce statements into the mission that emphasize value orientations, stimulate the work of staff and fill everyday activities with meaning and awareness of its noble goal for the benefit of people.

Thus, in the value system of the American company 3M there is an “eleventh commandment”, which says: “Do not kill the idea of a new type of product”, and in the mission statement of one of the companies in Japan, such universal principles are emphasized as: “Achieving high skill in all areas - in our goals, products, services, people and our lifestyle”; “Quality is an integral part of our products, our working environment and people”; "Honesty and openness, work in a single team, free exchange of information"; "We want people to be able to say that our company is a great place to work and that it supports and recognizes individual achievement."

In table. 5.1 shows examples of various mission statements borrowed from the practice of domestic enterprises. They are united by brevity and clarity of expression of the main idea, along with a focus on a certain range of consumers.

Table 5.1

Examples of mission statements for domestic enterprises

Mission is the reason for the existence of a particular business. In addition to making money, of course) Seriously, one-day companies and market leaders differ, among other things, in the presence of prescribed values and principles of work.

Of course, this is not the only success factor, but you must agree: a clear understanding by the founders of why they “muddied” this business at all and how they want to achieve their goals motivates them to go forward and saves them from rash decisions. You can say: “that’s all right, but what about a startup where there is only a product idea?”

Startups also need a mission. And the sooner it is done, the better. And even better - printed on paper and hung in a frame in the most prominent place.

In this article, you will see how to create a company mission using the American analytics service Baremetrics as an example, where everything is described - global values, attitude towards the team and customers.

Mission

The mission is like the North Star that guides you at night. This is not a temporary stage and not a goal, but a destination in a global sense.

The mission of Baremetrics is:

“To give companies an analytics tool that will help them grow. Implement, train and optimize all processes with minimal client involvement.”

Baremetrics founder Josh Pigford argues that the decision to do or not to do a new feature in a product is made through the prism of the question: “Will this help customers grow?” In relation to financial indicators, first of all (ARPU, MRR, etc.)

Values

These are things that allow you to complete the mission day after day. Common for each team member. From the Baremetrics program:

Think and make decisions like entrepreneurs;
Set limits to increase creativity. Specific terms of development or a clear financial plan for the month. It encourages you to think faster;
The highest level of quality. No, this is not perfectionism. Just do what you are doing as well as possible right now. Particular attention to detail - they decide the fate of the product as a whole.

Command

We create an environment of trust - each team member should know that they can ask for help at any time, and secondly, they should not be afraid of mistakes.
The right to vote - each team member can disagree with this or that idea. We do not reject, but listen carefully to the arguments.
Responsibility for the timing and results of decisions. Deadlines and commitments must be made consciously and strictly adhered to.
Focus on the result - no matter what was in the process. What matters is the end result.

Clients

Josh Pigford says, “Without customers, our company cannot exist. Nor can those for whom we work exist. We work for people. Not for abstract business, but for people. And if we didn’t do well to specific people, we didn’t do anything.”

Words that you can only subscribe to and never forget.

In the article, we offer you a selection of missions of large well-known companies in the world's leading markets. The given examples of missions of the organization and industrial enterprises will help you fully understand the meaning and meaning of this concept and help you to form the right vision for the business.

All examples of missions are broken down by key product groups and markets.

Retail brand missions

Walmart mission:"We help our customers save money to make their lives better"

Target mission:"Become the preferred shopping destination through innovative solutions, exceptional offerings, exceeding customer expectations."

Mission of The Home Depot:"To provide each customer with a high level of service, a wide range and competitive prices"

IKEA mission:"Improving Everyone's Daily Life"

Amazon mission: "To create a space where everyone can buy anything they want online"

CVS mission:"Help people improve their health"

Mission of BestBuy:“We solve the unmet needs of our customers with the ingenuity of our employees”

Missions of IT and Social brands

Google mission:“It is convenient to organize all the information in the world and make it accessible and useful to everyone”

Microsoft mission:“Enabling everyone to realize their full potential”

Skype mission:"Become a platform for people to communicate in real time"

Mission of YouTube:"To provide quick and easy access to video content and provide the ability to share videos with each other"

Twitter Mission:"Instantly connect people everywhere"

Apple mission:"To provide students, educators, creative professionals around the world with the best personal computers through the use of innovative solutions"

Sportswear brand missions

Mission of Adidas:“Become the best sports brand in the world. never compare quantity with quality. The athlete always comes first.

Nike mission:"To bring inspiration and innovative solutions to every athlete in the world"

Umbro mission:“Excite and inspire. Let everyone fall in love with the wonderful world of football"

Asics mission:“Become the number one for sports enthusiasts. To achieve this, we promise to produce the best product, based on our technological advances, and push the boundaries of the body.”

Missions of food and beverage brands

Mission of Coca Cola:“Refresh the world, body, mind and spirit; Awaken optimism through our drinks and our deeds; Bring meaning to everything we do.”

Pepsi mission:“To be the world's best food company focused on ready-to-eat foods and beverages. In everything we do, we are guided by three principles - honesty, consistency and fairness.

Nestlé mission:"We believe that research and development will help make food better, thereby improving people's lives"

Danone mission:"To provide as many people as possible with healthy food"

Missions of B2B brands

Cisco Mission:"The company's software, hardware and services are used to create reliable networks that provide easy access to information anywhere, anytime."

IBM mission:“Lead in the invention, development and production of information technologies, including software, computers, information storage systems and microelectronics. And help with the help of advanced technologies to improve the business of our customers around the world.

Intel Mission:"Create and improve computer technology to connect and improve the lives of every person on earth"

Mission of General Electric:“We exist to solve the problems of everyone on earth, be it a company or an individual”

Mission of British Petroleum:"Promotion of human progress through the manifestation of the following qualities: honesty, openness of transactions"

Ready solutions

We have a ready-made template with which you can easily apply the theoretical knowledge of this article in practice. You can download a sample for developing the mission of your organization or product in the section.