Give another example of a mission statement.

• A. To enrich people's lives with programs and services that inform, educate and entertain.
• B. To be a company that inspires and fulfills your curiosity.
• C. The desired future position of the company.
• D. An action-based statement that declares the purpose of an organization and how they serve their customers.

Answer: (B)

A mission statement communicates the organization's purpose and the value it seeks to deliver to customers. It should be concise, action-oriented, and focused on what the organization aims to achieve for those it serves.

The phrase “To be a company that inspires and fulfills your curiosity” fits this well. It states a clear purpose (inspire and fulfill curiosity) and directly references the audience (you), making the intended impact on customers explicit. It’s brief and memorable, which helps guide decisions and messaging across the organization without getting bogged down in specific products or services.

By contrast, a longer option that emphasizes particular programs and services can still be valid, but it tends to describe outputs rather than the overarching purpose, which can limit strategic flexibility. A statement about the desired future position of the company describes a vision rather than the daily purpose that a mission communicates. And a definition of what a mission statement is—while informative—does not provide an example of a real, actionable mission.