A mission statement is a declaration of a company’s purpose and goals. It describes the core values that guide its operations and defines what the organization stands for. It serves as a point of reference for every person in the organization and everything they do. Investing in a strong mission statement can help define a company’s identity and set it apart from its competitors. The mission statement should be written in an uplifting, motivating tone that encourages staff to make decisions based on the company’s core goals and aspirations. When crafted effectively, a mission statement can create a sense of shared purpose across the entire organization.