A mission statement is a brief statement of the purpose of a company, religious group or organization. Companies sometimes use their mission statement as an advertising slogan, but the intention of a mission statement is to keep members and users aware of the organization’s purpose. In the case of public commercial companies, the primary purpose must always be to uphold the interests of shareholders, whatever the mission statement.

The following elements can be included in a mission statement. Their sequence can be different. It is important, however, that some elements supporting the accomplishment of the mission be present and not just the mission as a “wish” or dream.

• Purpose and values of the organization
• Which business the organization wants to be in (products or services, market) or who are the organization’s primary “clients” (stakeholders)
• What are the responsibilities of the organization towards these “clients”
• What are the main objectives supporting the company in accomplishing its mission