9 inspirational examples of customer-focused mission statements

Most mission statements are utterly forgettable.

They're long, boring, and bland. Stuffed with fancy adjectives at a company retreat. A batch of corporate word vomit that no one understands or loves.

Customer-focused organizations are different.

Many have memorable mission statements that inspire employees on a daily basis. These missions are simple, customer-focused, and very authentic.

Here are nine of my favorites.

GreatAmerica Financial Services

An equipment financing company that's consistently recognized as an industry leader. GreatAmerica provides financing options for businesses that sell equipment to other businesses.

Website: greatamerica.com

Mission:

We help our customers achieve greater success

Why I like GreatAmerica's mission:

1. Simple: It cuts to the heart of what GreatAmerica is trying to do.
2. Customer-focused: GreatAmerica's primary customers are equipment businesses.
3. Authentic: Employees live and breathe the mission. Even a rival executive confided to me that his company was always trying to catch up to GreatAmerica.

I profiled GreatAmerica in Chapter Four of my book, The Guaranteed Customer Experience.

Navy Federal Credit Union

A credit union that focuses on serving members of the U.S. armed forces, veterans, department of defense employees, and their families.

Website: navyfederal.org

Mission:

Our members are the mission

Why I like Navy Federal's mission:

1. Simple: This short statement has a double meaning that's a nod to their customers own mission-focused work.
2. Customer-focused: It clearly puts members at the center of everything the credit union does.
3. Authentic: The mission absolutely rings true, and their customer service team has won multiple awards for having a great culture.

Kitchens for Good

A nonprofit that runs an apprenticeship program to help people facing barriers to employment get jobs in the hospitality industry.

Website: kitchensforgood.org

Mission:

Transforming lives through culinary arts

Why I like Kitchens for Good's mission:

I facilitated the organization's mission writing meeting, so I'm admittedly biased. Yet the team came up with a wonderful statement that guides everything they do.

1. Simple: Just five words speak to the heart of the organization.
2. Customer-focused: Helping apprentices transform lives is what they do.
3. Authentic: Apprentices consistently talk about the ways Kitchens for Good has helped them transform their lives and work towards a brighter future.

Jen is an example of an apprentice who is incredibly driven and learned some amazing culinary skills from Kitchens for Good. Those skills turned into a new job as a prep/line cook at Petco Park in San Diego.

Read Jen's story here.

Transparent BPO

A contact center outsourcer that's trusted by top brands. Transparent has been on the Inc. 5000 list of fastest growing companies for seven consecutive years.

Website: transparentbpo.com

Mission:

Our passion is the success of your brand

Why I like Transparent's mission:

I facilitated the Transparent's mission writing meeting and was blown away by the powerful and inspiring mission statement the team crafted.

1. Simple: It is very short, direct, and easy to memorize.
2. Customer-focused: The statement focuses on the brands Transparent represents.
3. Authentic: Transparent has achieved its incredible success by being obsessed with helping the brands it represents become more successful.

REI

Co-op that sells outdoor gear and clothing for hiking, camping, skiing, and other outdoor adventures.

Website: rei.com

Mission:

A life outdoors is a life well-lived

Why I like REI's mission:

Technically, this is REI's "purpose" statement, but it serves the same function as a mission.

1. Simple: It clearly communicates that REI exists to help people enjoy the outdoors.
2. Customer-focused: Anyone who wants to get outside is a customer.
3. Authentic: This purpose is at the heart of everything REI does, and I've been a loyal customer for many years.

I profiled REI's customer-obsessed culture in Chapter Four of The Service Culture Handbook.

Yelp

This popular online review site is the place to go when you're trying to find a barber, a mechanic, a restaurant, or just about any other type of business.

Website: yelp.com

Mission:

Yelp connects people with great local businesses

Why I like Yelp's mission:

1. Simple: This one sentence gets to the heart of why Yelp exists.
2. Customer-focused: Local businesses (and their customers) are the focus.
3. Authentic: I've partnered with Yelp a few times and observed how the company is obsessed with fulfilling their mission.

One example is this campaign that showed small businesses how to find new revenue opportunities by analyzing their reviews.

LinkedIn

You are reading this via LinkedIn, so I assume you already know that it is the premier professional networking site.

Website: linkedin.com

Vision:

Create economic opportunity for every member of the global workforce

LinkedIn puts its vision statement front and center, rather than its mission statement. (That's perfectly fine.) Why I like LinkedIn's vision so much:

1. Simple: This short sentence is broad enough to cover everything LinkedIn does.
2. Customer-focused: Every member of the global workforce is clearly the target.
3. Authentic: As a LinkedIn Learning instructor, I've had a chance to spend some time behind the scenes. The vision is constantly referred to by LinkedIn employees and is at the heart of everything they do.

Osprey

A maker of backpacks for outdoor enthusiasts, particularly hikers, backpackers, and bicyclists.

Website: osprey.com

Mission:

We relentlessly innovate to ease your journey and inspire adventure

Why I like Osprey's mission:

I'm a customer and a huge fan of Osprey packs, so I've experienced first-hand how the company's mission-focus leads to great results.

1. Simple: The company's north star is captured in one sentence.
2. Customer-focused: Adventurers like me are clearly the focus.
3. Authentic: Osprey truly is relentless. Their packs fit great, are incredibly durable, and are loaded with helpful features.

Osprey's relentless innovation and customer-focus is profiled in Chapter Six of The Guaranteed Customer Experience.

Voice of San Diego

An online investigative newspaper that covers issues affecting San Diego County.

Website: voiceofsandiego.org

Mission:

Investigative journalism for a better San Diego

Why I like Voice of San Diego's mission:

Once again, I'm biased because I facilitated the meeting where the mission was written. I've seen first hand how the mission inspires the organization.

1. Simple: It speaks clearly to why the organization exists. Voice of San Diego also takes a deeper dive on its website into how it defines a better San Diego.
2. Customer-focused: It's absolutely focused on the San Diego community.
3. Authentic: This mission is the core of what Voice of San Diego does. One reporter described the mission by saying, "This is exactly why I came to work here."

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