Our 8 Favorite Startup Mission Statements

Our 8 Favorite Startup Mission Statements

To succeed as a startup, you need to have a clear sense of who you are and what you plan to achieve. Without a clear vision or goal in mind, your actions will lack purpose, and your business won’t last very long. Your startup’s mission also plays a defining role in customers’ perception of your company. If your message is compelling enough, more customers will be interested in your business and be more inclined to purchase your products or services.

The most effective startup missions are summed up in just a sentence or two. This is known as a mission statement. A mission statement serves to declare your business’s primary goal in a concise but powerful way. If you’re looking for inspiration for your event, consider these top 10 examples of compelling mission statements.

1. Airbnb
Airbnb logo

Mission Statement: “To live in the world where one day you can feel like you’re home anywhere and not in a home, but truly home, where you belong.”

Why it Works: This mission statement is successful on multiple levels. First, it helps instill a strong sense of belonging in customers. Airbnb suggests that you don’t need to be in your own house or apartment to feel at home. No matter how far away you are from your actual home, Airbnb-hosted living spaces make you feel just as safe and comfortable as you would in your existing company’s primary purposes have the sense that their lives will improve when they choose Airbnb. Thanks to comforting words like “home” and “belong” that are peppered throughout the mission statement, guests can expect to feel welcomed when they stay at an Airbnb.

2. Uber

Mission Statement: “We ignite opportunity by setting the world in motion.”

Why it Works: Uber’s mission statement contains powerful language and imagery that captures customers’ attention. Their promise to “ignite opportunity” helps establish Uber as a trailblazer in the ridesharing industry. Also, the company paints the picture of a moving vehicle in the last part of the statement: “setting the world in motion.” This bold phrase suggests that Uber’s impact is a global one and that it has the power to change transportation for the better.

3. Spotify

Mission Statement: “Our mission is to unlock the potential of human creativity—by allowing a million creative artists to live off their art and billions of fans the opportunity to enjoy and be inspired by it.”

Why it Works: Spotify captures the true meaning of music as an art form in its mission statement. Its primary goal, to “unlock the potential of human creativity,” demonstrates how music gives people the freedom to express their true selves and unleash their imagination.

Additionally, Spotify acknowledges the creator and consumer alike in its mission statement. The company expresses its desire to give artists an outlet for their music while allowing listeners to enjoy that music. To Spotify, the creators and consumers of music both play an integral role in the music industry as a whole.


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4. Slack

Mission Statement: “Making work simpler, more pleasant, and more productive.”

Why it Works: The beauty of this mission statement lies in its simplicity. Slack promises to satisfy every worker’s most basic need: to make their job easier and more enjoyable, all while boosting their productivity. Because every professional out there is constantly looking for new ways to simplify their workload and get more done in less time, they will instantly look to Slack as a trusted leader in work management.

This mission statement is also short and sweet, which forces customers to zero in on the company’s primary purpose. No one will be left wondering what the point of Slack is after reading this concise yet powerful statement.

5. Patagonia

Mission Statement: “We’re in business to save our home planet.”

Why it Works: Patagonia makes its mission crystal clear in this statement. It tells customers that when they purchase its products, they’re helping to benefit the environment and make the Earth a better place to live in. This illustrates how Patagonia stands for a purpose that goes far beyond its products. As a result, customers can feel like they belong to something bigger than themselves.

6. Google

Mission Statement: “Our company mission is to organize the world’s information and make it universally accessible and useful.”

Why it Works: Google is one of the most successful companies globally, and its mission statement is further proof of it. Organizing all the information in the world and making it “universally accessible” is no small feat. However, Google has gone above and beyond in terms of fulfilling its mission. Anyone can type any word, phrase, or question into the famed search engine and instantly be met with billions of results.

Also, this mission statement is so powerful because it reflects a universal desire for knowledge. The idea of accessing any type of information and gleaning valuable something from it appeals to every customer. This is just one of the many reasons why Google has established itself as the world’s largest and most reliable search engine giant.

7. Pinterest

Mission Statement: “Our mission is to bring everyone the inspiration to create a life they love.”

Why it Works: Fans of Pinterest love the social media site to discover fun, creative ideas and share them with others. The company’s mission statement embodies this goal perfectly. Customers know right off the bat that they can unleash their inner creativity and find inspiration by using Pinterest. Because self-expression is vital to the human condition, this mission statement appeals to almost every type of user.

8. Houzz

Mission Statement: “Our mission is to deliver the best technology, user experience, and products for home remodeling and design.”

Why it Works: For those who aim to beautify their living spaces but need the right tools to do it, Houzz is right at their service. This company specializes in interior design, architecture, decorating, and home improvement, telling customers exactly who they are in their mission statement. Houzz also makes it clear that they’re a one-stop-shop for all things related to home remodeling and design, whether consumers are looking for new technology or top-tier products.

Additionally, this mission statement is highly successful in keeping customers interested in the business. Because the company affirms that they cover everything in terms of home decor and remodeling, customers know they can trust them for all of their needs. This makes them more likely to stay loyal to Houzz over time.

Capture Customers’ Attention With a Strong Mission Statement

Each of these examples illustrates the impact of a well-crafted mission statement. Your mission statement represents your business’s primary purpose in a way that is effective but concise. To ensure that your statement leaves a positive impression on customers, ask yourself what your primary goals are and decide how you can boil them down to a sentence or two. Once you’ve successfully come up with a catchy statement, you’ll give your target audience a compelling reason to invest in your products or services. 

Bobby Gillespie


With 24 years of creative experience in leadership, planning, and executing performance-based branding and web design strategies, Propr and I help small and medium-sized companies and organizations grow revenue, attract new customers, manage and scale their brands, and improve marketing performance.

I’m also the author of Build Your Brand Like You Give a Shit.
Connect and follow me on LinkedIn.

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By: Bobby G


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