Give an example of a mission statement.

• A. To enrich people's lives with programs and services that inform, educate and entertain.
• B. We work hard every day to make American Express the world's most respected service brand.
• C. To be a company that inspires and fulfills your curiosity.
• D. Guidelines by which a company operates.

Answer: (C)

A mission statement expresses the organization’s core purpose and the value it aims to deliver to customers and other stakeholders, guiding everyday decisions and actions.

The line “To be a company that inspires and fulfills your curiosity” does exactly that. It states why the company exists (to inspire and fulfill curiosity) and who it serves (you), and it conveys a broad, enduring commitment rather than a specific product, service, or policy. It’s concise, aspirational, and direction-giving, which are hallmarks of a mission statement.

The other options tend to describe activities, brand positioning, or operating guidelines rather than a distinct purpose and value proposition for customers. For example, one describes programs and services, another aims at a future brand status, and another outlines guidelines by which the company operates. These are more about what the company does in terms of activities or governance, not the core purpose driving the organization day to day.