Mission Definition

Dragon1 Icon for Mission
Dragon1 Icon for Mission

Dragon1 Definition for Mission:

Let us define Mission

mission definition

What is a mission and what is a mission statement? How do you visualize a mission and mission statement? Read it here!


Dragon1 defines mission as the core purpose of an organization or company. A summary of the aims and core values. A mission clearly tells what you as organization do for customers. A mission is comprehensive but also very specific to set you apart from other organizations.

A mission can be seen as a great tool to develop business goals and objectives with.

A mission should fit your identity. If it doesn't it is very hard to executive your mission.

Visualize your Mission

Choose an appealing photo that says it all. Write down three keywords summing up your mission and look for a photo that give the message of these three words.

Also you can communicate your mission in a mission-vision-goal-statement diagram like the one below. It is very effective. It tells people why, what and how you are going to do things that will benefit your customers.

dragon1 mission vision goals statement

Mission Statement Definition

Dragon1 defines mission statement as the written declaration of an organization's core purpose and focus that normally remains unchanged over time.

  • Who is your company?
  • What do you do? What do you stand for? And why do you do it?
  • Do you want to make a profit, or is it enough to just make a living?
  • What markets are you serving, and what benefits do you offer them?
  • Do you solve a problem for your customers?
  • What kind of internal work environment do you want for your employees?

How to write a Mission Statement?

Here are five tips to write a mission statement:

  • Explore or Define your identity as organization or company
  • Write a Story about how you see and define your market
  • Define why and how your clients or customer benefit directly and indirectly from your company (services and products)
  • Define why and how your employees and suppliers benefit directly and indirectly from your companies existence
  • Define why and how the owners and other stakeholders of the company benefit directly and indirectly from the companies existence

Examples of Missions

Here are ten examples of missions:

  • Amazon: to be earth’s most customer centric company. To build a place where people can come to find & discover anything they want to buy online
  • Apple: committed to bringing the best personal computing experience to students, educators, creative professionals & consumers around the world through innovative hardware, software & internet offerings
  • Dell: to be the most successful computer company in the world at delivering the best customer experience in markets we serve
  • Facebook: to give people the power to share and make the world more open and connected
  • Google: to organize the world‘s information & make it universally accessible and useful
  • Microsoft: to enable people & businesses throughout the world to realize their full potential
  • Skype: to be the fabric of real time communication on the web.
  • Twitter: “a work in progress”
  • Yahoo!: be the most essential global internet service for consumers & businesses
  • YouTube: to provide fast & easy video access & the ability to share videos frequently

*) Source: Diane Hamilton

If you know of great example missions that should be added here, please submit your suggestion to info@dragon1.com.

Enterprise Strategy Reference Model

Mission as a term has its place in the context of a company. Dragon1 places mission in relation to a company's identity, culture, vision and core values. See the diagram below for its position.

If you look at your identity as an organization you can often derive a correct or realistic mission from it.

dragon1 enterprise strategy reference model

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