The high-level ”Why”.

A mission statement is ”a short written description of the aims of a business, charity, government department or public organisation”. (Cambridge dictionary)

The mission statement is The reason to be, a statement of the organisation’s purpose. It is ”an expression, made by its leaders, of their desires and intent for the organisation. The purpose of a mission statement is to focus and direct the organisation itself.” (Wikipedia)

  • Google mission: “Organise the world’s information and make it universally accessible and useful.”
  • Coca Cola mission: ”To refresh the world in mind, body and spirit. To inspire moments of optimism and happiness through our brands and actions. To create value and make a difference.”
  • Virgin mission: “changing business for good”.
  • LUMO mission: ”Lumo is a community based conservancy that provides ecotourism services to protect the wildlife of Tsavo.”
  • Patagonia mission: “Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.”

Idea: A good way to create the mission could be to ask: ”Why should X exist? What is the purpose of X?”, X being the organisation, the unit, the product.

The mission statement for the intranet (a product) should chime with the company mission. Generic suggestion: ”The intranet mission is to support employees at work and enhance efficiency in our organisation”.










Core values

Organisational culture

Customer Value Proposition

Employee Value Proposition


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