A mission statement is a statement of the purpose of a company, organization or person, its reason for existing. The mission statement should guide the actions of the organization, spell out its overall goal, provide a path, and guide decision-making. It provides “the framework or context within which the company’s strategies are formulated.” It’s like a goal for what the company wants to do for the world.  Contents
Effective mission statements start by cogently articulating the organization’s purpose of existence.
Mission statements often include the following information:
Aim(s) of the organization
The organization’s primary stakeholders: clients/customers, shareholders, congregation, etc. How the organization provides value to these stakeholders, for example by offering specific types of products and/or services A declaration of an organization’s sole core purpose. A mission statement answers the question, “Why do we exist?” According to Bart, the commercial mission statement consists of 3 essential components: 1. Key market — who is your target client/customer? (generalize if needed) 2.
Contribution — what product or service do you provide to that client? 3. Distinction — what makes your product or service unique, so that the client would choose you? Examples of mission statements that clearly include the 3 essential components: For example:
McDonald’s — “To provide the fast food customer food prepared in the same high-quality manner world-wide that has consistent taste, serving time, and price in a low-key décor and friendly atmosphere.
” Key Market: The fast food customer world-wide
Contribution: tasty and reasonably-priced food prepared in a high-quality manner Distinction: delivered consistently (world-wide) in a low-key décor and friendly atmosphere. Courtyard by Marriott — “To provide economy and quality minded travelers with a premier, moderate priced lodging facility which is consistently perceived as clean, comfortable, well-maintained, and attractive, staffed by friendly, attentive and efficient people” Key Market: economy and quality minded travelers.
Contribution: moderate priced lodging
Distinction: consistently perceived as clean, comfortable, well-maintained, and attractive, staffed by friendly, attentive and efficient people The mission statement can be used to resolve trade-offs between different business stakeholders. Stakeholders include: managers & executives, non-management employees, shareholders, board of directors, customers, suppliers, distributors, creditors/bankers, governments (local, state, federal, etc.), labour unions, competitors, NGOs, and the community or general public. By definition, stakeholders affect or are affected by the organization’s decisions and activities. According to Vern McGinis, a mission should: Define what the company is engl 3308
Limited to exclude some ventures
Broad enough to allow for creative growth
Distinguish the company from all others
Serve as framework to evaluate current activities
Stated clearly so that it is understood by all
A mission statement is a key tool that can be as important as your business plan. It captures, in a few succinct sentences, the essence of your business’s goals and the philosophies underlying them. Equally important, the mission statement signals what your business is all about to your customers, employees, suppliers and the community. The mission statement reflects every facet of your business: the range and nature of the products you offer, pricing, quality, service, marketplace position, growth potential, use of technology, and your relationships with your customers, employees, suppliers, competitors and the community. “Mission statement help clarify what business you are in, your goals and your objectives,” says Rhonda Abrams, author of The Successful Business Plan: Secrets and Strategies. Your mission statement should reflect your business’ special niche.
However, studying other companies’ statements can fuel your creativity. One sample mission statement Abrams developed: “AAA Inc. is a spunky, imaginative food products and service company aimed at offering high-quality, moderately priced, occasionally unusual foods using only natural ingredients. We view ourselves as partners with our customers, our employees, our community and our environment. We aim to become a regionally recognized brand name, capitalizing on the sustained interest in Southwestern and Mexican food. Our goal is moderate growth, annual profitability and maintaining our sense of humor.” Or consider the statement one entrepreneur developed for her consulting business: “ABC Enterprises is a company devoted to developing human potential. Our mission is to help people create innovative solutions and make informed choices to improve their lives. We motivate and encourage others to achieve their own personal and professional fulfillment. Our motto is: Together, we believe that the best in each of us enriches all of us.” The Write Words
To come up with a statement that encompasses the major elements of your business, start with the right questions. Business plan consultant David Tucker says the most important question is, What business are you in? Since you have already gone through the steps of creating your niche, answering this question should be easy for you. Answering the following questions will help you to create a verbal picture of your business’s mission: Why are you in business? What do you want for yourself, your family and your customers? Think about the spark that ignited your decision to start a business. What will keep it burning? Who are your customers? What can you do for them that will enrich their lives and contribute to their success—now and in the future? What image of your business do you want to convey? Customers, suppliers, employees and the public will all have perceptions of your company. How will you create the desired picture? What is the nature of your products and services? What factors determine pricing and quality? Consider how these relate to the reasons for your business’s existence. How will all this change over time? What level of service do you provide? Most companies believe they offer “the best service available,” but do your customers agree? Don’t be vague; define what makes your service so extraordinary.
What roles do you and your employees play? Wise captains develop a leadership style that organizes, challenges and recognizes employees. What kind of relationships will you maintain with suppliers? Every business is in partnership with its suppliers. When you succeed, so do they. How do you differ from your competitors? Many entrepreneurs forget they are pursuing the same dollars as their competitors. What do you do better, cheaper or faster than other competitors? How can you use competitors’ weaknesses to your advantage? How will you use technology, capital, processes, products and services to reach your goals? A description of your strategy will keep your energies focused on your goals. What underlying philosophies or values guided your responses to the previous questions? Some businesses choose to list these separately. Writing them down clarifies the “why” behind your mission. Putting It All Together
Like anything with lasting value, crafting a mission statement requires time, thought and planning. However, the effort is well worth it. In fact, most start-up entrepreneurs discover that the process of crafting the mission statement is as beneficial as the final statement itself. Going through the process will help you solidify the reason for what you are doing and clarify the motivations behind your business. Here are some tips to make your mission statement the best it can be: Involve those connected to your business. Even if you are a sole proprietor, it helps to get at least one other person’s ideas for your mission statement. Other people can help you see strengths, weaknesses and voids you might miss. if you have no partners or investors to include, consider knowledgeable family members and close friends, employees or accountants. Be sure, however, to pick only positive, supportive people who truly want to see you succeed. Set aside several hours—a full day, if possible—to work on your statement. Mission statements are short—typically more than one sentence but rarely exceeding a page. Still, writing one is not a short process.
It takes time to come up with language that simultaneously describes an organization’s heart and soul and serves as an inspirational beacon to everyone involved in the business. Plan a date. Set aside time to meet with the people who’ll be helping you. Write a list of topics to discuss or think about. Find a quiet, comfortable place away from phones and interruptions. Be prepared. If you have several people involved, be equipped with refreshments, extra lists of topics, paper and pencils. Because not everyone understand what a mission statement is about, explain its meaning and purpose before you begin. Brainstorm. Consider every idea, no matter how silly it sounds. Stimulate ideas by looking at sample mission statements and thinking about or discussing the questions in the previous section. If you’re working with a group, use a flip chart to record responses so everyone can see them. Once you’ve finished brainstorming, ask everyone to write individual mission statements for your business. Read the statement, select the best bits and pieces, and fit them together. Use “radiant words.” Once you have the basic idea in writing, polish the language of your mission statement. “Every word counts,” says Abrams. The statement should create dynamic, visual images and inspire action. Use offbeat, colorful verbs and adjectives to spice up your statements.
Don’t hesitate to drop in words like “kaleidoscope,” “sizzle,” “cheer,” “outrageous” and “marvel” to add zest. If you want customers to boast about your goods and services, say so—along with the reasons why. Some businesses include a glossary that defines the terms used in the statement. Once your mission statement is complete, start spreading the word! You need to convey your mission statement to others inside and outside the business to tell everyone you know where you are going and why. Post it in your office, where you, employees and visitors can see it every day. Print it on company materials, such as brochures and your business plan or even on the back of your business cards.
Read more: http://www.entrepreneur.com/article/65230#ixzz2gKPmaXFM
Answer 4 Questions to Get a Great Mission Statement
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Personal mission statements are a great New Year’s resolution. Equally important, and longer-lasting, is your company’s mission statement. First, let’s be clear. It’s not the same as your vision statement, which is a broad view of how your company is going to leave an impact on customers and the greater community. An effective mission statement must be a clear, concise declaration about your business strategy. Move up http://i.forbesimg.com t Move down
3 Tips for a Resolution You’ll Keep: Your Personal Mission Statement Patrick
Hull Contributor Be Visionary. Think Big. Patrick Hull Contributor
Serial Entrepreneurs Are More Successful Patrick Hull Contributor Qualities of Successful Entrepreneurs Patrick Hull Contributor Don’t underestimate the importance of a mission statement. Every entrepreneur should write a mission statement early on because they provide you and your employees with the framework and purpose. If you don’t have one, you need to get one. Here are four essential questions your company’s mission statement must answer: What do we do?
How do we do it?
Whom do we do it for?
What value are we brining?
If you have a mission statement, make sure it can answer these questions. It makes all the difference. For example, Advance Auto Parts mission statement is: “It is the Mission of Advance Auto Parts to provide personal vehicle owners and enthusiasts with the vehicle related products and knowledge that fulfill their wants and needs at the right price. Our friendly, knowledgeable and professional staff will help inspire, educate and problem-solve for our customers.” The company has clearly laid out the answers to those essential questions. Most large companies don’t (especially big public companies). Their mission statements are vague and don’t say much. Avoid following that example. Large corporations are in a different position than entrepreneurs and have a different audience. As an entrepreneur, your company’s mission statement should be concise and specific so your customers understand your purpose and how you provide value to them. As a quick exercise, check out this list of Fortune 500 mission statements to see which ones answer the questions that we are talking about and which ones don’t. Here is an example of a mission statement from one of my companies, Bizilla: “Our mission is to help connect people who want to sell a business with people who want to buy a business. We provide business owners and brokers with flexible options for listing their business online. For buyers, we offer helpful tools such as our saved listings feature and customized email alerts to make finding the right business easier.” It’s clear and concise. The mission statement is focused on what the company does for its customers and keeps my employees focused on our objectives.
Your mission statement doesn’t have to look the same as everyone else’s. Figure out what’s important to you and your clients and go from there. Companies often list their vision and their mission statements on their sites. The difference between a mission statement and a vision statement is that a mission statement focuses on a company’s present state while a vision statement focuses on a company’s future. However, some companies tend to blend these statements. The following are some of the top technology-based company mission statements: Amazon: Amazon’s vision is to be earth’s most customer centric company; to build a place where people can come to find and discover anything they might want to buy online. (They list this as their mission as a combination mission/vision on their site). Apple: Apple is committed to bringing the best personal computing experience to students, educators, creative professionals and consumers around the world through its innovative hardware, software and Internet offerings. Dell: Dell’s mission is to be the most successful computer company in the world at delivering the best customer experience in markets we serve.
Facebook: Facebook’s mission is to give people the power to share and make the world more open and connected. Google: Google’s mission is to organize the world‘s information and make it universally accessible and useful. Microsoft: Microsoft’s mission is to enable people and businesses throughout the world to realize their full potential. Skype: Skype’s mission is to be the fabric of real-time communication on the web. Twitter: Twitter lists its mission as “a work in progress” as it has yet to be fully developed. Yahoo!: Yahoo!’s mission is to be the most essential global Internet service for consumers and businesses YouTube: YouTube’s mission is to provide fast and easy video access and the ability to share videos frequently Examples of Mission Statements
Companies, organizations, schools and other groups, committees and individuals use a broad range of information, formats and styles in their mission statements to set forth their goals. Mission statements can also tell the types of services, products and help which can be expected from the group. Formulating a Mission Statement
Mission statements can be quite lengthy, or they can be a simple sentence or two. Here are some mission statements from various organizations, groups and individuals, both full statements as well as some quotations: Non-Profits
“The mission of Catholic Charities is to provide service to people in need, to advocate for justice in social structures, and to call the entire church and other people of good will to do the same.” from Catholic Charities USA “The ASPCA Animal Behavior Center is dedicated to promoting balanced, respectful and enriched relations between people and pets through graduate and post-graduate programs for aspiring animal behaviorists; continuing behavioral education for shelter personnel, trainers, veterinarians, and other animal professionals; and the provision of practical, humane advice on pet behavior for owners.” from the ASPCA “The mission of Mothers Against Drunk Driving is to stop drunk driving, support the victims of this violent crime and prevent underage drinking.” from MADD “The Children’s Center mission is to complement the service and education objectives of the university by:
-Providing education, care, and nurturing for the children of students, staff, faculty, and community members.
-Utilizing culturally and developmentally appropriate practices.
-Serving as a role model of child care excellence for the community at large.” from New Mexico Tech Children’s Center “The mission of the Science Museum of Long Island is to: -Stimulate and nurture children’s natural interest in science and help them to discover the power of science through the fun of science. -Provide science education through hands-on learning.
-Elevate the level of science literacy” from the Science Museum of Long Island “People for the Ethical Treatment of Animals (PETA) is the largest animal rights organization in the world, with more than 3 million members and supporters. PETA focuses its attention on the four areas in which the largest numbers of animals suffer the most intensely for the longest periods of time: on factory farms, in the clothing trade, in laboratories, and in the entertainment industry. We also work on a variety of other issues, including the cruel killing of beavers, birds, and other ‘pests’ as well as cruelty to domesticated animals. PETA works through public education, cruelty investigations, research, animal rescue, legislation, special events, celebrity involvement, and protest campaigns.” From PETA. Education
“The advancement of all good literature, arts, and sciences; the advancement and education of youth in all manner of good literature, arts, and sciences; and all other necessary provisions that may conduce to the education of the … youth of this country….” from Harvard University “The mission of The Mica and Ahmet Ertegun Graduate Scholarship Programme in the Humanities shall be to fund and otherwise encourage graduate study in the humanities by Ertegun Graduate Scholars, a group of highly qualified students from throughout the world who: (i) have a plan to enlarge their knowledge; (ii) have the desire to extend their vision; and (iii) seek the opportunity to exchange their ideas.” From Ertegunn Graduate Scholarship Program in the Humanities, Oxford University. “…Georgetown College is committed to the Jesuit traditions of an integrated education and of productive research in the liberal arts, including fine arts, humanities, languages, sciences, and social sciences.
The College seeks to expand the imagination, foster the life of the spirit, cultivate lifelong learning, encourage service to God and humanity, and promote respect for diversity in an age of global community.” From Georgetown University. “Penn State is a multicampus public research university that educates students from Pennsylvania, the nation and the world, and improves the well being and health of individuals and communities through integrated programs of teaching, research, and service…As Pennsylvania’s land-grant university, we provide unparalleled access and public service to support the citizens of the Commonwealth. We engage in collaborative activities with industrial, educational, and agricultural partners here and abroad to generate, disseminate, integrate, and apply knowledge that is valuable to society.” From Pennsylvania State University. “University of Phoenix provides access to higher education opportunities that enable students to develop knowledge and skills necessary to achieve their professional goals, improve the productivity of their organizations and provide leadership and service to their communities.”
From the University of Phoenix. “Columbia University is one of the world’s most important centers of research and at the same time a distinctive and distinguished learning environment for undergraduates and graduate students in many scholarly and professional fields. The University recognizes the importance of its location in New York City and seeks to link its research and teaching to the vast resources of a great metropolis. It seeks to attract a diverse and international faculty and student body, to support research and teaching on global issues, and to create academic relationships with many countries and regions. It expects all areas of the university to advance knowledge and learning at the highest level and to convey the products of its efforts to the world.” From Columbia University. Corporations
“Apple designs Macs, the best personal computers in the world, along with OS X, iLife, iWork and professional software. Apple leads the digital music revolution with its iPods and iTunes online store. Apple has reinvented the mobile phone with its revolutionary iPhone and App Store, and is defining the future of mobile media and computing devices with iPad” from Apple “Our vision is to be earth’s most customer centric company; to build a place where people can come to find and discover anything they might want to buy online.” from Amazon “To bring inspiration and innovation to every athlete in the world.” from Nike “Our mission at McMath Woods P.A. is to provide each of our clients with the most effective ethical representation possible, and to preserve and promote the civil justice system” from a law firm, McMath Woods P.A. “Our Roadmap starts with our mission, which is enduring. It declares our purpose as a company and serves as the standard against which we weigh our actions and decisions. To refresh the world…
To inspire moments of optimism and happiness…
To create value and make a difference.” From the Coca-Cola corporation “Our mission: to inspire and nurture the human spirit one person, one cup and one neighborhood at a time.” From Starbucks Personal
“I plan to contribute to the graduate program by focusing my research on Oscar Wilde’s literature and working closely with a professional in that field.” “I plan to contribute to the volunteer organization by spending four hours each Saturday donating my time and by proposing new ideas to the organization’s leaders.” “I pledge to offer the highest quality of leadership, the greatest level of expertise, and tireless dedication to the cause if I am chosen for this position.” “My goal is to lose 20 pounds over the next three months. I will take every effort necessary to ensure that I meet and, if possible, exceed my goal by making lifestyle changes like eating a healthy diet and exercising daily.” “I will coach this team with integrity and honor.
I will expect of my players no more and no less than I would expect from myself. I will dedicate myself to giving us the best possible chance of being winners whether we’re on the field or off.” “I will contribute positively to this community by cleaning up trash at the park, and by teaching others the importance of environmental care.” Mission statements then can be for the largest of organizations and for the smallest. Groups such as non-profits and education providers can form mission statements to make their purposes clear. Individuals can write mission statements for college admissions essays or for job applications.
111What does this mean for you?
Is your mission statement longer than 20 words? Can you get it below 15? Below 10? Design it to clearly communicate what you do in such a way that people can remember it and communicate this to others. If you can’t get a mission statement below 15 words, consider also creating a mission tagline (2-6 words) which people can more easily remember. How the list was compiled
Mission statements were gathered for each of the top 100 nonprofits (based on a series of web, social, and transparency metrics) and then evaluated for content and length. The top 50 were then selected for this list based on length and organized roughly from shortest to longest (based on number of characters). The number in parenthesis at the end of each line depicts the number of non-branded words included in their mission statement. In order to standardize the list, we removed things like “[Brand’s] mission is” or “The mission statement of [Brand]” when it created redundancy. Related Articles:
30 Example Vision Statements
Continuing the discussion on mission statements (the most searched content on this blog), the world’s top 100 brands were recently announced by Millward Brown. Now in its 7th year, the 2012 Top 100 Global Brandz saw Apple retaining its number one position, with IBM in 2nd place, pushing Google out to 3rd. As before, the tech sector continues to dominate (securing seven out of the 10 top places), and here’s the full list if you’re interested. If you want more detail on how the brands are measured, you can also check out the
news on Reuters or MSNBC. And the Top 10 are:
10. China Mobile
As the top 10 brands in the world, I thought it would be interesting to find and assess one aspect of their marketing — mission statements. So I looked through all of the Websites, sometimes finding these statements (but sometimes not), and other times finding something different but in most cases, it meets the need of defining what drives a company. My conclusion — it’s extremely interesting how differently the Top 10 go about things, but not all of them are doing it well. As far as I’m concerned, a mission statement (plus vision and corporate values) are the driving force for a company, its reason for existence, and only seven out of the 10 had something called a mission statement, with only four of them being what I would define as mission statements. So what does this tell us? Is it no longer important? And if so, how do employees understand the central driving force of the company they work for?
IBM obviously believes it’s still important to have direction, and while they went about it in a different way, the results created (see below) ensure the global workforce has something to focus on and align with. Based on IBM’s example, I would consider defining driving principles are still important, no? But then again, big companies can do things differently to smaller companies. As a result, I had to change my approach and instead of looking for mission statements, I ended up looking for the words that defined the driving force of each of the Top 10. When no mission statement was available, I found the content most closely aligned to a central driving force philosophy for each company. For each of the companies listed, I’ve included comments on the quality of the statements, and how easy they were to find — this is important, because really, this sort of information should be front and centre. Any text in purple is a direct copy from the companies’ Website and not my own writing — I’ve even left in the spelling mistakes and typos. The Driving Principles of the Top 10 Global Brands
I posted this mission statement up on an earlier blog BUT I could not find the mission statement today on Apple when I went looking for it again… it seems to have disappeared… Perhaps someone at Apple can tell me if this is the right and current one? Apple designs Macs, the best personal computers in the world, along with OS X, iLife, iWork, and professional software. Apple leads the digital music revolution with its iPods and iTunes online store. Apple reinvented the mobile phone with its revolutionary iPhone and App Store, and has recently introduced its magical iPad which is defining the future of mobile media and computing devices. As far as mission statements go, I find this boring. It doesn’t talk about its people, it doesn’t talk about its environmental aims (something important to Apple when you review its Website) and it makes no mention of its corporate responsibility around the world. It talks about the products it has already created and its leadership position, but it doesn’t inspire the imagination about where it’s going to take us next. This is a shame, and I definitely think Apple could do a much better job of it, because Apple certainly is inspiring. The Apple Mission Statement in particular is a highly searched term on my blog, so marketing folk are interested and looking for inspiration from the world’s number one brand. IBM
When looking for its mission statement, I came across its core values and how IBM went about recreating them — this is great information on the importance of involving everyone in the process to ensure buy-in. As such, I didn’t find a mission statement per se, but this is what drives IBM world-wide: Today, shared values are more essential than ever before-for enterprises, for individuals and for the globally integrating society of the 21st Century. Dedication to every clients success
Innovation that matters — for our company and the world
Trust and responsibility in all relationships
These are the core values that serve as the foundation of IBM’s culture and brand and the guide for each IBMer’s work, decisions and relationships. PS: there is some pretty useful information on this link for anyone in marketing today. Google
Google’s is short and sweet, and many would define this as a vision statement Google’s mission is to organize the world’s information and make it universally accessible and useful. If you’re wondering what drives Google as a core philosophy, here are the 10 things defined in the early days, which get tweaked occasionally as the company evolves. Ten things we know to be true
We first wrote these “10 things” when Google was just a few years old. From time to time we revisit this list to see if it still holds true. We hope it does—and you can hold us to that. 1. Focus on the user and all else will follow.
Since the beginning, we’ve focused on providing the best user experience possible. Whether we’re designing a new Internet browser or a new tweak to the look of the homepage, we take great care to ensure that they will ultimately serve you, rather than our own internal goal or bottom line. Our homepage interface is clear and simple, and pages load instantly. Placement in search results is never sold to anyone, and advertising is not only clearly marked as such, it offers relevant content and is not distracting. And when we build new tools and applications, we believe they should work so well you don’t have to consider how they might have been designed differently. 2. It’s best to do one thing really, really well.
We do search. With one of the world’s largest research groups focused exclusively on solving search problems, we know what we do well, and how we could do it better. Through continued iteration on difficult problems, we’ve been able to solve complex issues and provide continuous improvements to a service that already makes finding information a fast and seamless experience for millions of people. Our dedication to improving search helps us apply what we’ve learned to new products, like Gmail and Google Maps. Our hope is to bring the power of search to previously unexplored areas, and to help people access and use even more of the ever-expanding information in their lives. 3. Fast is better than slow.
We know your time is valuable, so when you’re seeking an answer on the web you want it right away—and we aim to please. We may be the only people in the world who can say our goal is to have people leave our website as quickly as possible. By shaving excess bits and bytes from our pages and increasing the efficiency of our serving environment, we’ve broken our own speed records many times over, so that the average response time on a search result is a fraction of a second. We keep speed in mind with each new product we release, whether it’s a mobile application or Google Chrome, a browser designed to be fast enough for the modern web. And we continue to work on making it all go even faster. 4. Democracy on the web works.
Google search works because it relies on the millions of individuals posting links on websites to help determine which other sites offer content of value. We assess the importance of every web page using more than 200 signals and a variety of techniques, including our patented PageRank™ algorithm, which analyzes which sites have been “voted” to be the best sources of information by other pages across the web. As the web gets bigger, this approach actually improves, as each new site is another point of information and another vote to be counted. In the same vein, we are active in open source software development, where innovation takes place through the collective effort of many programmers. 5. You don’t need to be at your desk to need an answer.
The world is increasingly mobile: people want access to information wherever they are, whenever they need it. We’re pioneering new technologies and offering new solutions for mobile services that help people all over the globe to do any number of tasks on their phone, from checking email and calendar events to watching videos, not to mention the several different ways to access Google search on a phone. In addition, we’re hoping to fuel greater innovation for mobile users everywhere with Android, a free, open source mobile platform. Android brings the openness that shaped the Internet to the mobile world. Not only does Android benefit consumers, who have more choice and innovative new mobile experiences, but it opens up revenue opportunities for carriers, manufacturers and developers. 6. You can make money without doing evil.
Google is a business. The revenue we generate is derived from offering search technology to companies and from the sale of advertising displayed on our site and on other sites across the web. Hundreds of thousands of advertisers worldwide use AdWords to promote their products; hundreds of thousands of publishers take advantage of our AdSense program to deliver ads relevant to their site content. To ensure that we’re ultimately serving all our users (whether they are advertisers or not), we have a set of guiding principles for our advertising programs and practices: We don’t allow ads to be displayed on our results pages unless they are relevant where they are shown. And we firmly believe that ads can provide useful information if, and only if, they are relevant to what you wish to find—so it’s possible that certain searches won’t lead to any ads at all.
We believe that advertising can be effective without being flashy. We don’t accept pop—up advertising, which interferes with your ability to see the content you’ve requested. We’ve found that text ads that are relevant to the person reading them draw much higher clickthrough rates than ads appearing randomly. Any advertiser, whether small or large, can take advantage of this highly targeted medium. Advertising on Google is always clearly identified as a “Sponsored Link,” so it does not compromise the integrity of our search results. We never manipulate rankings to put our partners higher in our search results and no one can buy better PageRank. Our users trust our objectivity and no short-term gain could ever justify breaching that trust. 7. There’s always more information out there.
Once we’d indexed more of the HTML pages on the Internet than any other search service, our engineers turned their attention to information that was not as readily accessible. Sometimes it was just a matter of integrating new databases into search, such as adding a phone number and address lookup and a business directory. Other efforts required a bit more creativity, like adding the ability to search news archives, patents, academic journals, billions of images and millions of books. And our researchers continue looking into ways to bring all the world’s information to people seeking answers. 8. The need for information crosses all borders.
Our company was founded in California, but our mission is to facilitate access to information for the entire world, and in every language. To that end, we have offices in more than 60 countries, maintain more than 180 Internet domains, and serve more than half of our results to people living outside the United States. We offer Google’s search interface in more than 130 languages, offer people the ability to restrict results to content written in their own language, and aim to provide the rest of our applications and products in as many languages and accessible formats as possible. Using our translation tools, people can discover content written on the other side of the world in languages they don’t speak. With these tools and the help of volunteer translators, we have been able to greatly improve both the variety and quality of services we can offer in even the most far—flung corners of the globe. 9. You can be serious without a suit.
Our founders built Google around the idea that work should be challenging, and the challenge should be fun. We believe that great, creative things are more likely to happen with the right company culture—and that doesn’t just mean lava lamps and rubber balls. There is an emphasis on team achievements and pride in individual accomplishments that contribute to our overall success. We put great stock in our employees—energetic, passionate people from diverse backgrounds with creative approaches to work, play and life. Our atmosphere may be casual, but as new ideas emerge in a café line, at a team meeting or at the gym, they are traded, tested and put into practice with dizzying speed—and they may be the launch pad for a new project destined for worldwide use. 10. Great just isn’t good enough.
We see being great at something as a starting point, not an endpoint. We set ourselves goals we know we can’t reach yet, because we know that by stretching to meet them we can get further than we expected. Through innovation and iteration, we aim to take things that work well and improve upon them in unexpected ways. For example, when one of our engineers saw that search worked well for properly spelled words, he wondered about how it handled typos.
That led him to create an intuitive and more helpful spell checker. Even if you don’t know exactly what you’re looking for, finding an answer on the web is our problem, not yours. We try to anticipate needs not yet articulated by our global audience, and meet them with products and services that set new standards. When we launched Gmail, it had more storage space than any email service available. In retrospect offering that seems obvious—but that’s because now we have new standards for email storage. Those are the kinds of changes we seek to make, and we’re always looking for new places where we can make a difference. Ultimately, our constant dissatisfaction with the way things are becomes the driving force behind everything we do.
Interestingly, I’ve never looked at the McDonalds Website before, but the mission statement was easy to find, and if you’re interested, the values follow on and can be found here. McDonald’s brand mission is to be our customers’ favorite place and way to eat. Our worldwide operations are aligned around a global strategy called the Plan to Win, which center on an exceptional customer experience — People, Products, Place, Price and Promotion. We are committed to continuously improving our operations and enhancing our customers’ experience.
In many ways, this includes the company’s core drivers, but it lacks passion for me. On the ‘About McDonalds’ page, they had this summary and I actually think this content forms the basis of a much better mission statement: At McDonald’s, we strive to be more than just a restaurant — we’re a first job for many, a community partner, a model for other restaurants around the world, and a company seeking new ways to fulfil our brand promise of Quality, Service, Cleanliness, and Value. Microsoft
Easy to find and it looks like Microsoft has done a recent revamp of its messaging since the last time I checked in and blogged about it. The new mission statement I found is this: At Microsoft, our mission and values are to help people and businesses throughout the world realize their full potential. Great, but more of a vision statement don’t you think? It’s definitely not quantifiable, which is what a vision is? On this same page, Microsoft includes its values, which are good and probably closer to a mission statement: As a company, and as individuals, we value integrity, honesty, openness, personal excellence, constructive self-criticism, continual self-improvement, and mutual respect. We are committed to our customers and partners and have a passion for technology. We take on big challenges, and pride ourselves on seeing them through. We hold ourselves accountable to our customers, shareholders, partners, and employees by honoring our commitments, providing results, and striving for the highest quality. Coca-Cola
Coca-Cola does the whole mission, vision, etc… in a different way again, but with such a massive global brand, and a vast product range, I figure it’s not so easy to come up with a one line vision, and paragraph-length mission statement? This is how Coca-Cola positions its mission and vision. I’d swap mission and vision if it was me, but easy to find this information on the Website. Our Mission
Our Roadmap starts with our mission, which is enduring. It declares our purpose as a company and serves as the standard against which we weigh our actions and decisions. To refresh the world…
To inspire moments of optimism and happiness…
To create value and make a difference
Our vision serves as the framework for our Roadmap and guides every aspect of our business by describing what we need to accomplish in order to continue achieving sustainable, quality growth. People: Be a great place to work where people are inspired to be the best they can be. Portfolio: Bring to the world a portfolio of quality beverage brands that anticipate and satisfy people’s desires and needs. Partners: Nurture a winning network of customers and suppliers, together we create mutual, enduring value. Planet: Be a responsible citizen that makes a difference by helping build and support sustainable communities. Profit: Maximize long-term return to shareowners while being mindful of our overall responsibilities. Productivity: Be a highly effective, lean and fast-moving organization Marlboro
I wasn’t able to find the Marlboro mission statement, because I had to register on the site as an over 18 year old to get access, BUT as I didn’t have a PIN number (which looks relevant only to US residents). Therefore I had to go to parent company Philip Morris, which then meant going to its operating company, Altria. As an example of driving principles, this is definitely the most interesting of the group, because they face massive challenges with negative public opinion in relation to health concerns, and need to address them within the context of a mission statement. Definitely a good example for companies looking to define their mission in the context of similar challenges: Our Mission is to own and develop financially disciplined businesses that are leaders in responsibly providing adult tobacco and wine consumers with superior branded products. In pursuing our Mission, we have established the following goals for Altria Group and its subsidiary companies: Invest in Leadership
We will invest in excellent people, leading brands and external stakeholders important to our businesses’ success. Align With Society
We will actively participate in resolving societal concerns that are relevant to our businesses. Satisfy Adult Consumers
We will convert our deep understanding of adult tobacco and wine consumers into better and more creative products that satisfy their preferences. Create Substantial Value For Shareholders
We will execute our business plans to create sustainable growth and generate substantial returns for shareholders. AT&T
AT&T is relatively easy to find but I think they’ve got their mission and vision confused. One is definitely not the other and both are mixed up in this statement. Today, our mission is to connect people with their world, everywhere they live and work, and do it better than anyone else. We’re fulfilling this vision by creating new solutions for consumers and businesses and by driving innovation in the communications and entertainment industry. Verizon
I couldn’t find a mission or vision statement for Verizon as I define them, but the Website claims a ‘Verizon Credo’ as its driving force. “The Verizon Credo guides us in every decision and shapes relationships with our customers, our suppliers and the communities we serve.” While a little different and much longer, it demonstrates focus and alignment. It’s also the best example I could find for Verizon. Who We Are
We have work because our customers value our high-quality communications services. We deliver superior customer experiences through our products and our actions. Everything we do we build on a strong network, systems and process foundation. The quality and reliability of the products we deliver are paramount. Customers pay us to provide them with services that they can rely on. We focus outward on the customer, not inward. We make it easy for customers to do business with us, by listening, anticipating and responding to their needs. We know our products and can explain them to customers. We focus on fundamental execution. We are accountable and we follow through with a sense of urgency. We know that having the highest ethical standards is a competitive advantage. We know teamwork enables us to serve our customers better and faster. We embrace diversity and personal development not only because it’s the right thing to do, but also because it’s smart business. We are driven not by ego but by accomplishments.
We keep our commitments to each other and our customers. Our word is our contract. We respect and trust one another, communicating openly, candidly and directly since any other way is unfair and a waste of time. We voice our opinion and exercise constructive dissent, and then rally around the agreed-upon action with our full support. Any one of us can deliver a view or idea to anyone else, and listen to and value another’s view regardless of title or level. Ideas live and die on their merits rather than where they were invented. We believe integrity is at the core of who we are. It establishes the trust that is critical to the relationships we have. We are committed to do the right thing and follow sound business practices in dealing with our customers, suppliers, owners and competitors. Our competitors are not enemies; they are challengers who drive us to improve. We are good corporate citizens and share our success with the community to make the world in which we work better than it was yesterday.
We know that bigness is not our strength, best is our strength. Bureaucracy is an enemy. We fight every day to stay “small” and keep bureaucracy out. We are more agile than companies a fraction of our size, because we act fast and take risks every day. We see crisis and change as opportunities, not threats. We run to a crisis, not away. Change energizes us. We work hard, take action and take personal accountability for getting things done. Our actions produce measurable results. Everything we do is built on the strong foundation of our corporate values. We work 24×7 because our customers depend on us 24×7. We know our best was good for today. Tomorrow we’ll do better. We Are VERIZON
INTEGRITY • RESPECT • PERFORMANCE EXCELLENCE • ACCOUNTABILITY China Mobile
The only non-US company in the Top 10 is China Mobile and unlike the others, it does not have the slick Website and punchy statements that go with it. I couldn’t find anything resembling a mission statement or corporate values, and the only aspect that clarified its driving principles was under the corporate governance tab. Of course, the site in Mandarin might actually include this information, but I could only read the English version. Our goal has always been to enhance our corporate value, maintain our sustainable long-term development and generate greater returns for our shareholders.
In order to better achieve the above objectives, we have established good corporate governance practices following the principles of integrity, transparency, openness and efficiency, and have implemented sound governance structure and measures. We have established and improved various policies, internal control system and other management mechanisms and procedure for the key participants involved in good corporate governance, including shareholders, board of directors and its committees, management and staff, internal auditors, external auditors and other stakeholders (including our customers, local communities, industry peers, regulatory authorities, etc.). We believe that corporate governance goes hand in hand with corporate culture. High standard of corporate governance is built on the basis of good corporate culture. Corporate governance principles and policies can only be applied effectively and consistently with a corporate culture that is premised on honesty and integrity. By upholding our core value of “Responsibility Makes Perfection”, we strive to achieve economic, social and environmental sustainability in a way that coordinates the present and the future while taking the interests of ourselves and our stakeholders into account. This is not unusual for a PRC company Website, and while the growth in this region is on a massive scale, there is still a long way to go in regards to the glossy marketing output of its US counterparts. They will get there in time I’m sure.
Company ” Fortune 500
Fortune 500 companies are the biggest and best run in the nation. That’s because they remain tightly focused on delivering quality in a competitive market. If you want to learn from the best, there are plenty of lessons waiting in these mission statements.
Advanced Auto Parts, Inc
6443 Iron Bridge Road Richmond, VA 23234
Slogan / Motto
We’re Ready in Advance
Advanced Auto Parts, Inc. is a company that provides customers with automotive products and services, which include diagnosing vehicle problems and doing repair work
It is the Mission of Advance Auto Parts to provide personal vehicle owners and enthusiasts with the vehicle related products and knowledge that fulfill their wants and needs at the right price. Our friendly, knowledgeable and professional staff will help inspire, educate and problem-solve for our customers.
1932 Wynnton Road Columbus, GA 31999
Slogan / Motto
Aflac insurance policies may help you with those expenses not covered by your major medical plan. Description
Aflac is a supplemental insurance company in the US. Its main business is into health and life insurance policies that cover special conditions,
particularly cancer. Aflac insurance policies help customers with expenses not covered by the medical plan. And unlike other health insurance companies that pay out the money to the doctor or the hospital, Aflac can reimburse the customer so that he is able to control the cash settlement instead. Mission Statement
To combine aggressive strategic marketing with quality products and services at competitive prices to provide the best insurance value for consumers.
AGCO Corporation 4205 River Green Parkway Duluth, GA, USA 30096 Slogan / Motto
A World of Solutions for your Growing Needs
AGCO is the chief manufacturer and distributor of agricultural equipment such as replacement parts, tractors, hay tools, sprayers, forage equipment, and implements. Their brand names include AGCO, Challenger, Fendt, Gleaner, Hesston, Massey Ferguson, RoGator, Spra-Coupe, Sunflower, Terra-Gator, Valtra, and White Planters Mission Statement
Profitable growth through superior customer service, innovation, quality and commitment.
Albertson’s, Inc. 250 E. Parkcenter Blvd. Boise, ID 83706
Slogan / Motto
Helping Make Your Life Easier.
A supermarket and drugstore, Albertsons is a food and drug retailer located in Boise, Idaho. With a team of more than 200,000 in 2,300 stores all over America, Albertsons has over 2,500 locations in 37 states of the US. Mission Statement
Guided by relentless focus on our five imperatives, we will constantly strive to implement the critical initiatives required to achieve our vision. In
doing this, we will deliver operational excellence in every corner of the Company and meet or exceed our commitments to the many constituencies we serve. All of our long-term strategies and short-term actions will be molded by a set of core values that are shared by each and every associate.
1 Ameren Plaza, 1901 Chouteau Ave. St. Louis, MO 63103
Slogan / Motto
An energy services company for electric and natural gas customers in Missouri and Illinois Description
Ameren is an energy services company, and as such, it distributes both electric and natural gas in 70 counties worldwide. Ameren’s product offerings focus on preventive maintenance and efficiency services, generation services, and also on financial services. Mission Statement
Ameren’s mission is to generate electricity, deliver electricity and distribute natural gas in a safe, reliable, efficient and environmentally sound manner. Our vision is to be the recognized performance leader of the U.S. electric and gas utility industry. Being a performance leader means we will achieve operational excellence, industry-leading customer satisfaction and superior financial performance.
American Financial Group, INC
Great American Financial Resources, Inc. 250 East Fifth Street Cincinnati, OH 45202 Description
American Financial Group, Inc., also known as AFG, is an insurance company that deals primarily in property and casualty insurance. Based in Cincinnati, Ohio, AFG specializes in commercial insurance products, supplemental and life insurance products such as professional liability, ocean and inland marine, and multiperil crop insurance, among others. Mission Statement
Our purpose is to enable individuals and businesses to manage financial risk. We provide insurance products and services tailored to meet the specific and ever-changing financial risk exposures facing our customers. We build value
for our investors through the strength of our customers’ satisfaction and by consistently producing superior operating results.
American Standard Company
American Standard Companies Privacy Inquiries One Centennial Avenue Piscataway, New Jersey 08855-6820 Slogan / Motto
Raising the Standard
The American Standard Company is into supplying air-conditioning systems, plumbing products, and automotive braking systems. Their products are well-known under the brands Trane® and American Standard® for their air conditioning systems, American Standard® and Ideal Standard® for their plumbing fixtures, and WABCO® for their electronic braking, stability, suspension and transmission control systems. Mission Statement
American Standard’s mission is to “Be the best in the eyes of our customers, employees and shareholders.”
Corporate Headquarters 1300 Morris Drive Suite 100 Chesterbrook, PA 19087 Slogan / Motto
Because It’s All Right Here.
A pharmaceutical distributor in the US, AmerisourceBergen delivers pharmaceutical and healthcare products, services and solutions to hospitals, drugstores, nursing homes from approximately 40 distribution establishments throughout the US. It not only distributes generic, branded, and OTC pharmaceuticals, but also offers toiletries, sundries, and medical supplies as well. Mission Statement
To build shareholder value by delivering pharmaceutical and healthcare products, services and solutions in innovative and cost effective ways. We will realize this mission by setting the highest standards in service, reliability, safety and cost containment in our industry.
1201 Lake Robbins Drive The Woodlands, Texas 77380
Slogan / Motto
Bringing Excellence to the Surface.
Anadarka’s business involves exploring, developing and producing gas, oil, and other similar products. They operate in more than a dozen countries, while at the same time comply with environmental safety and health regulations. Mission Statement
Anadarko’s mission is to deliver a competitive and sustainable rate of return to shareholders by developing, acquiring and exploring for oil and gas resources vital to the world’s health and welfare.
3050 Bowers Ave. Santa Clara, CA 95054-8039
Slogan / Motto
Applied Materials is the world’s largest semiconductor equipment manufacturer. Aside from this, Applied Materials also produces metrology and inspection equipment.. Mission Statement
Applied Materials’ mission is to be the leading supplier of semiconductor fabrication solutions worldwide-through innovation and enhancement of customer productivity with systems and service solutions.
4666 Faries Pkwy. Decatur, IL 62525
Slogan / Motto
Resourceful by Nature
Having top of the line ingredients and agricultural products, ADM not only provides food with enhanced nutrition, but also feed ingredients for livestock, alternative fuel sources, and environmentally friendly chemical products. ADM is globally the number one processor of oilseeds, corn, wheat,
soybean, peanut, and other similar products. Mission Statement
ADM Mission: To unlock the potential of nature to improve the quality of life.
50 E. RiverCenter Blvd. Covington, KY 41011
Originally a regional petroleum refiner, Ashland Inc. is a company that deals with chemical and transportation construction while providing innovative products, services and solutions. Operating in more than 120 countries worldwide, Ashland comprises four divisions: Ashland Paving and Construction (APAC®), Ashland Distribution, Ashland Specialty Chemical, and Valvoline. Mission Statement
We are a market-focused, process-centered organization that develops and delivers innovative solutions to our customers, consistently outperforms our peers, produces predictable earnings for our shareholders, and provides a dynamic and challenging environment for our employees.
1 Chase Manhattan Plaza, 41st Fl. New York, NY 10005
Formerly known as Fortis, Inc., Assurant distributes specialized insurance products and services. Headquartered in New York, their policies include creditor-placed homeowners insurance, manufactured housing homeowners insurance, debt protection administration, credit insurance, warranties and extended services contracts, individual health and small employer group health insurance, group dental insurance, group disability insurance, group life insurance, and pre-funded funeral insurance. Mission Statement
To be the premier provider of targeted specialized insurance products and related services in North America and selected other markets.
110 SE 6th St. Fort Lauderdale, FL 33301
Slogan / Motto
Driven to be the best
Previously going by the name Republic Industries, AutoNation is at present one of the leading car dealers in the US, selling new and used automobiles, car parts, vehicle insurance and warranty, as well as doing repairs and other body work. Mission Statement
To be America’s best run, most profitable automotive retailer.
6101 Anacapri Blvd. Lansing, MI 48917
Slogan / Motto
The “No Problem” People
Auto-Owners Insurance is one of the biggest insurance companies in the US that aspires to give only the best quality service. In addition to vehicle insurance, Auto-Owners also offers other products such as universal and whole life, homeowners, and long-term care insurance through its two subsidiaries, Home-Owners Insurance Company and Property-Owners Insurance Company. Mission Statement
Our Goal is to provide the best claim service in the industry.
211 Mount Airy Rd. Basking Ridge, NJ 07920
Avaya is the leader in communication systems, applications and services, and as such, they design, build, deploy, and manage networks for different businesses. Avaya’s communication equipment and software enables the integration of voice and data services, with products that include deskset phones, office-building switches and switchboards, call-center systems, voice-mail software, cabling, etc. With a reputation for creating top of the line products and services, Avaya is now geared towards Internet telephony,
wireless data communication, customer-relationship-management software, and speech recognition technology. Mission Statement
Provide the world’s best communications solutions that enable businesses to excel
150 N. Orange Grove Blvd. Pasadena, CA 91103
Avery Dennison specializes in pressure-sensitive technology, producing self-adhesive base materials, as well as other consumer and office products used on packaging, mail, and other items. Avery Dennison is noted for its Fasson-brand self-adhesive materials, reflective and graphic materials, peel-and-stick postage stamps, industrial labeling solutions, specialty tapes, and performance polymers. Mission Statement
To be the world leader in products, services and solutions that enable and transform the way consumers and businesses gather, manage, distribute and communicate information.
2211 S. 47th St. Phoenix, AZ 85034
Slogan / Motto
Enabling success from the center of technology
One of the largest distributors of electronic and computer products, Avnet, Inc. supplies semiconductors, interconnect, passive and electromechanical components, enterprise network and computer equipments, as well as embedded subsystems to different enterprises. Open in 68 markets, Avnet also provides supply chain management and engineering services, making them the center of the technology industry. Mission Statement
In line with the company’s vision statement, Avnet will deliver the highest value to our customers, suppliers, employees and shareholders as the premier technology marketing, distribution and services company, globally. The 21st
century is sure to bring more innovation, new services and newer technology, thus new products and services to sell. Avnet will continue to shape and lead the markets in which it chooses to compete.
Avon Products, INC
1345 Avenue of the Americas New York, NY 10105-0196
Slogan / Motto
The company for women
Avon Products is a direct selling company that distributes both cosmetics and other beauty items. Mission Statement
The Global Beauty Leader We will build a unique portfolio of Beauty and related brands, striving to surpass our competitors in quality, innovation and value, and elevating our image to become the Beauty company most women turn to worldwide. The Women’s Choice for Buying We will become the destination store for women, offering the convenience of multiple brands and channels, and providing a personal high touch shopping experience that helps create lifelong customer relationships. The Premier Direct Seller We will expand our presence in direct selling and lead the reinvention of the channel, offering an entrepreneurial opportunity that delivers superior earnings, recognition, service and support, making it easy and rewarding to be affiliated with Avon and elevating the image of our industry. The Best Place to Work We will be known for our leadership edge, through our passion for high standards, our respect for diversity and our commitment to create exceptional opportunities for professional growth so that associates can fulfill their highest potential. The Largest Women’s Foundation We will be a committed global champion for the health and well-being of women through philanthropic efforts that eliminate breast cancer from the face of the earth, and that empower women to achieve economic independence. The Most Admired Company We will deliver superior returns to our shareholders by tirelessly pursuing new growth opportunities while continually improving our profitability, a socially responsible, ethical company that is watched and emulated as a model of success.
The Bank of New York
1 Wall St. New York, NY 10286
The Bank of New York is a financial institution geared towards traditional banking, insurance, and investment services. With over 350 branches, the Bank of New York specializes in securities servicing, treasury management and investment management in order to aid enterprises manage their finances more effectively. Mission Statement
We strive to be the acknowledged global leader and preferred partner in helping our clients succeed in the world’s rapidly evolving financial markets.
Barnes & Nobles, Inc
Barnes “& Noble, Inc. Customer Service Department 122 Fifth Avenue, 2nd Floor New York, NY 10011 Slogan / Motto
Barnes & Nobles, Inc is one of the major bookstores in the USA with over 665 branches all over 49 states. Aside from this, Barnes & Nobles also sells DVDs and videos, music CDs, magazines, etc. and has distribution rights to nearly 10,000 publications. Mission Statement
Our mission is to operate the best specialty retail business in America, regardless of the product we sell. Because the product we sell is books, our aspirations must be consistent with the promise and the ideals of the volumes which line our shelves. To say that our mission exists independent of the product we sell is to demean the importance and the distinction of being booksellers. As booksellers we are determined to be the very best in our business, regardless of the size, pedigree or inclinations of our competitors. We will continue to bring our industry nuances of style and approaches to bookselling which are consistent with our evolving aspirations. Above all, we expect to be a credit to the communities we serve, a valuable resource to our customers, and a place where our dedicated booksellers can grow and prosper. Toward this end we will not only listen to our customers and booksellers but embrace the idea that the Company is at
Becton, Dickinson and Company
1 Becton Dr. Franklin Lakes, NJ 07417-1880
Slogan / Motto
Helping all people live healthy lives
Becton, Dickinson and Company is an organization divided into three segments: BD Medical, BD Diagnostics, and BD Biosciences. BD Medical is into manufacturing and supplies medical equipment such as infusion therapy devices, pre-fillable drug delivery systems and surgical blades. BD Diagnostics is into providing an efficient and reliable collection and delivery of samples and specimens for analysis in the laboratory. BD Biosciences covers the medical research aspect of the company. Mission Statement
To help all people live healthy lives.
Bristol-Myers Squibb Company
345 Park Ave. New York, NY 10154-0037
Slogan / Motto
extending and enhancing human life
Bristol-Myers Squibb Company manufactures pharmaceutical drugs and other healthcare products. Some of their brands include Abilify®, Avapro®, Baraclude™, Cardiolite®, ConvaTec Ostomy Care, ConvaTec Wound Therapeutics, Enfamil®, Erbitux®, Plavix®, Pravachol®, Reyataz®, and many more. Mission Statement
To discover, develop and deliver innovative medicines that help patients prevail over serious diseases.
Burlington Northern Sante Fe Company
2650 Lou Menk Dr. Fort Worth, TX 76131-2830
A transportation services organization, Burlington Northern Sante Fe Company is a railroad company in the US, with tracks reaching through 28 states of the US as well as two Canadian provinces. The BNSF Railway transports coal, industrial products such as bricks, plywood, etc., and also consumer products such as automotive, intermodal, and perishable items. Mission Statement
Our vision is to realize the tremendous potential of The Burlington Northern and Santa Fe Railway by providing transportation services that consistently meet our customers’ expectations.
Caremark Rx, INC
211 Commerce St., Ste. 800 Nashville, TN 37201
Slogan / Motto
It all starts with care
Based in Nashville, Tennessee, Caremark Rx, Inc. provides health products to consumers through purchasing pharmaceutical drugs from trusted manufacturers and distributing them all throughout their 59,000 offices. Mission Statement
We will be the premier health management solution provider, enabling individuals and plan sponsors to optimize their healthcare investment.
6001 Bollinger Canyon Rd. San Ramon, CA 94583
Slogan / Motto
Chevron is a global energy and oil company whose headquarters are in San Ramon, California. Aside from offering oil and natural gas, Chevron also develops hydrogen infrastructure, advanced battery systems, nano-materials and renewable energy applications. Mission Statement
At the heart of The Chevron Way is our Vision to be the global energy company
most admired for its people, partnership and performance.
The Chubb Corporation
15 Mountain View Rd. Warren, NJ 07059
The Chubb Corporation’s main business is into insurance, specializing in homeowners insurance for yachts, as well as property and casualty insurance. Their loss prevention experts and personal appraisers are there to help their clients have the best insurance possible. Mission Statement
We are dedicated to providing excellent underwriting and loss control advice up front, and to ensuring superior customer service through the life of the policy. Our knowledgeable loss prevention experts can help commercial customers reduce losses in the workplace. Our personal appraisers are invaluable in determining accurate replacement value, which is more likely to provide you with the right amount of coverage for your valuable property.
399 Park Ave. New York, NY 10043
Slogan / Motto
Knowledge is your greatest asset
Citigroup is a financial institution divided into these major segments: Global Consumer, Corporate and Investment Banking, and Global Wealth Management. Citigroup Global Consumer business offers banking services such as bank accounts, deposits, loans, portfolio and investment management, insurance, etc. The Corporate and Investment Banking business involves banking transactions on an international level. Global Wealth Management involves having portfolio management and investment advisory services. Mission Statement
Our goal for Citigroup is to be the most respected global financial services company. Like any other public company, we’re obligated to deliver profits and growth to our shareholders. Of equal importance is to deliver those
profits and generate growth responsibly.
Computer Sciences Corporation
2100 E. Grand Ave. El Segundo, CA 90245
Slogan / Motto
Computer Sciences Corporation is an IT company that is known for providing business solutions to their clients in terms of systems integration, consultancy, outsourcing, application development, and networking, to name a few. Mission Statement
CSC’s mission is to use our extensive IT experience to deliver tangible business results enabling our clients in industry and government to profit from the advanced use of technology. We strive to build long-term client relationships based on mutual trust and respect.
600 N. Dairy Ashford Rd. Houston, TX 77079
An oil, gas and energy company, ConocoPhillips produces and explores petroleum sources, on top of supplying natural gas, chemicals and plastics in over 40 countries worldwide. Aside from this, ConocoPhillips is also into fuel technology, gas-to-liquids, power generation, etc. Mission Statement
Use our pioneering spirit to responsibly deliver energy to the world.
11825 N. Pennsylvania St. Carmel, IN 46032
Slogan / Motto
Conseco, Inc. is an insurance company providing Medicare supplements, life insurance, and annuities for supplemental health insurance. Serving not only seniors but also the lower middle class market, its two well-known divisions
are Bankers Life division and Conseco Insurance Group, which focuses on specific diseases insurance. Mission Statement
Conseco’s mission is to be a premier provider of insurance products to America’s working families and seniors. Headquartered in suburban Indianapolis, Indiana, Conseco, Inc. is one of middle America’s leading sources for supplemental health insurance, life insurance and annuities. Through our subsidiaries and a nationwide network of distributors, Conseco helps nearly 5 million customers step up to a better, more secure future. Conseco is a Fortune 500 company, with more than $4 billion in annual revenues. Our common stock is traded on the New York Stock Exchange under the symbol “CNO.”
Cooper Tire & Rubber Company
701 Lima Ave. Findlay, OH 45840
Slogan / Motto
Don’t give up a thing.
Located in Findlay, Ohio and serving mainly the transportation industry, the Cooper Tire & Rubber Company is a designer, manufacturer and distributor of tires and rubber products. It supplies passenger car, light truck, medium truck, motorcycle and racing tires, in addition to tread rubber and other items to serve the retread industry. Mission Statement
The purpose of the Cooper Tire & Rubber Company is to earn money for its shareholders and increase the value of their investment. We will do that through growing the company, controlling assets and properly structuring the balance sheet, thereby increasing EPS, cash flow, and return on invested capital.
Coventry Health Care
6705 Rockledge Dr., Ste. 900 Bethesda, MD 20817
Operating in more or less 15 states, Coventry Health Care is an institution that offers health care services that includes HMOs, PPOs, Medicare,
Medicaid products, Worker’s Compensation and Network Rental. Their clients include different companies, government organizations, as well as other insurance companies. Mission Statement
Our mission is to provide high quality care and services to our members and to be profitable in the process. Coventry Health Care is also committed to maintaining excellence, respect, and integrity in all aspects of our operations and our professional and business conduct. We strive to reflect the highest ethical standards in our relationships with members, providers, and shareholders.
500 Water St., 15th Fl. Jacksonville, FL 32202
Slogan / Motto
Headquartered in Jacksonville, Florida, CSX Corporation is a North American railroad company that operates a 22,000-mile railroad covering 23 states in the USA. It is a transportation company that transports agricultural products, coal, building materials, chemical fertilizer, consumer and industrial products, food, metal, etc. Mission Statement
To be the safest, most progressive North American railroad, relentless in the pursuit of customer and employee excellence.
1 CVS Dr. Woonsocket, RI 02895
Slogan / Motto
Expect something extra.
CVS Corporation, a pharmaceutical company whose headquarters are in Woonsocket, Rhode Island, distributes healthcare products such as pharmaceutical drugs in over 5,375 stores in 36 states. Besides this, they also offer child care products, cosmetics, diet and nutrition products, medical supplies and equipment, etc. Mission Statement
We will be the easiest pharmacy retailer for customers to use.
4500 Dorr St. Toledo, OH 43615
Slogan / Motto
Finding a way to make your next car more fuel efficient.
Dana Corporation is in the automobile industry, designing and manufacturing car parts such as axles, brakes, engines, fluid-system, driveshaft, frame, chassis, and other similar products. Dana Corporation is known for their alternative fuel-powered engines, efficiency of internal combustion engines, Light and durable vehicles, and many more. Mission Statement
Dana will grow profitably in the world’s vehicular markets and provide industry leading shareholder value.
5900 Lake Ellenor Dr. Orlando, FL 32809
Slogan / Motto
The largest casual dining restaurant company in the world.
With over 1,300 branches in the US and Canada, Darden Restaurants is a casual dining restaurant company. Darden Restaurants affiliate restaurants include Red Lobster, Olive Garden, Bahama Breeze, Smokey Bones Barbeque & Grill and Seasons restaurants. Mission Statement
“To nourish and delight everyone we serve.”
Dean Foods Corporation
2515 McKinney Ave., Ste. 1200 Dallas, TX 75201
Slogan / Motto
Healthy Food. Healthy Family.
A food and beverage company, Dean Foods Corporation is in particular a milk, dairy and soy products manufacturer. Having over 110 plants in countries such as the US, Spain, Portugal, and Great Britain, Dean Foods Corporation operates in each of its three subsidiaries, Dean Dairy Group, WhiteWave Foods, and International. Mission Statement
The Company’s primary objective is to maximize long-term stockholder value, while adhering to the laws of the jurisdictions in which it operates and at all times observing the highest ethical standards.
Devon Energy Corporation
20 N. Broadway Oklahoma City, OK 73102-8260
Slogan / Motto
Healthy Food. Healthy Family.
Devon Energy Corporation is an oil and gas company, aside from being a processor of natural gas and other similar products. Based in Oklahoma, the company continuously explores and utilizes available oil and gas reserves to better serve their customers. Mission Statement
Devon Energy is a results-oriented oil and gas company that builds value for its shareholders through its employees by creating an atmosphere of optimism, teamwork, creativity, resourcefulness and by dealing with everyone in an open and ethical manner.
Dole Food Company
1 Dole Dr. Westlake Village, CA 91362
Slogan / Motto
The Dawn of the Nutrition Age.
A global company that produces and grows bananas, pineapples, grapes, dried fruits, nuts, and fresh-cut flowers, Dole Food Company is also a company that is into nutrition research and education. Mission Statement
Dole Food Company, Inc. is committed to supplying the consumer and our
customers with the finest, high-quality products and to leading the industry in nutrition research and education. Dole supports these goals with a corporate philosophy of adhering to the highest ethical conduct in all its business dealings, treatment of its employees, and social and environmental policies.
Dollar General Corporation
100 Mission Ridge Goodlettsville, TN 37072
Slogan / Motto
Save Time. Save Money. Dollar General.
Having more than 7,700 discount stores in around 30 states, Dollar General Corporation is a retailer of household items, which includes food, clothing, beauty paraphernalia, health products, and cleaning supplies. Their market caters to low, middle, and fixed-income customers. Mission Statement
Serving Others For Customers A Better Life For Shareholders A Superior Return For Employees Respect and Opportunity
280 Park Ave. New York, NY 10017
Dover Corporation is primarily a manufacturer of equipments, managing more than 45 companies that produces equipment such as garbage trucks, with its subsidiary, Dover Technologies, manufacturing electronic equipment such as ink-jet printers and circuit board assemblies. Mission Statement
Our goal is to be the leader in every market we serve, to the benefit of our customers and our shareholders.
The Dow Chemical Company
2030 Dow Center Midland, MI 48674
Slogan / Motto
Living. Improved Daily.
The Dow Chemical Company is a chemical company whose specialty is into performance plastics, such as engineering plastics, polyurethanes, etc. Aside from this, Dow is also into performance chemicals, agricultural sciences, hydrocarbons and energy, etc. Mission Statement
To constantly improve what is essential to human progress by mastering science and technology.
Duke Energy Corporation
526 S. Church St. Charlotte, NC 28202-1803
An energy services and electric company, Duke Energy Corporation distributes electrical power, natural gas, and natural gas liquids to US and Canada. Aside from this, Duke Energy also dabbles in real estate and manages a major pipeline system in North America. Mission Statement
Our purpose is to create superior value for our customers, employees, communities and investors through the production, conversion, delivery and sale of energy and energy services.
1000 Louisiana St., Ste. 5800 Houston, TX 77002
Also known as “Dynamic Energy”, Dynegy Inc. is involved with producing and distributing electricity, natural gas, and natural gas liquids in the US and Europe. Their clients include utilities, cooperatives, municipalities and other energy companies. Mission Statement
Our goal is to be a superior investment for our shareholders through the production, transmission & distribution of electricity, natural gas and natural gas liquids to customers in the United States.
Eaton Center, 1111 Superior Ave. Cleveland, OH 44114-2584
Noted before for being a vehicle parts supplier, Eaton Corporation is into industrial manufacturing. Its business nowadays lies in four categories, which are Fluid Power, Electrical Systems, Automotive, and Truck. Mission Statement
We are committed to attracting, developing, and keeping a diverse work force that refelcts the nature of our global business.
370 Wabasha St. North St. Paul, MN 55102
Slogan / Motto
The Global Leader in Commercial and Sanitizing Solutions
Ecolab Inc provides cleaning, sanitation, pest-elimination, and maintenance services. Its clients include hotels and restaurants, health care facilities, schools, laundries, restaurants, and other commercial institutions. Mission Statement
Our mission is to be the leading global innovator, developer and provider of cleaning, sanitation and maintenance products, systems, and services. As a team, we will achieve aggressive growth and fair return for our shareholders. We will accomplish this by exceeding the expectations of our customers while conserving resources and preserving the quality of the environment.
Enbridge Energy Partners
1100 Louisiana St., Ste. 3300 Houston, TX 77002-5217
Enbridge Energy Partners is an energy transportation company. Having the access and ownership to the longest liquid petroleum pipeline in the world, Enbridge Energy transports petroleum, crude oil, and natural gas. It also specializes in pipelines and related technologies, as well as the transfer of hydrocarbon energy products and services. Mission Statement
Enbridge Energy will go beyond by building on our pipeline expertise,
technology and people to be the company of choice for transportation of hydrocarbon energy and related services. As President of Enbridge Energy Company, Inc., I am committed to the enduring values of integrity, accountability, innovation and flexibility, value creation and social responsibility. Today, these values are more important than ever to our stakeholders. We are a wholly owned subsidiary of Enbridge Inc. and the direct or indirect operator of systems owned by Enbridge Energy Partners, L.P. (the Partnership). We strive to be a model of safe, reliable and economical transport of hydrocarbon energy products. With continuous operational improvements, expanding capacity and a strong competitive position for serving strategic North American markets, we are positioned for long-term growth that will benefit our customers and investors. Dan C. Tutcher President Enbridge Energy Company, Inc. General Partner of the Partnership
Erie Insurance Group
100 Erie Insurance Place Erie, PA 16530-0001
Slogan / Motto
The Erie is above all all in service.
Formerly an auto insurer back in 1925 in Pennsylvania, Erie Insurance Group is now an insurance company that offers property and life insurance policies, in addition to auto insurance. Its partner divisions include Flagship City Insurance, Erie Indemnity, and Erie Family Life Insurance. Mission Statement
To provide our policyholders with as near perfect protection, as near perfect service as is humanly possible and to do so at the lowest possible cost.”
The Estee Lauder Company
767 Fifth Ave. New York, NY 10153-0023
Slogan / Motto
Bringing the best to everyone we touch.
Established by Estee Lauder in 1946, The Estee Lauder Company’s main business
is into retailing high-end skin care products, cosmetics, fragrances, etc. Aside from Estee Lauder, its brands also include the well-known and Clinique and Bobbi Brown. Mission Statement
The guiding vision of The Estee Lauder Companies is “Bringing the best to everyone we touch”. By “The best”, we mean the best products, the best people and the best ideas. These three pillars have been the hallmarks of our Company since it was founded by Mrs. Estee Lauder in 1946. They remain the foundation upon which we continue to build our success today.
13900 Riverport Dr. Maryland Heights, MO 63043
Slogan / Motto
Serving the prescription needs of more than 50 million Americans. Description
Express Scripts is a pharmacy benefits management company in St. Louis, Missouri, whose aim is to enable prescription drugs become more available, cheaper and safer to consumers. Express Scripts processes pharmaceutical transactions faster and more efficiently than regular pharmacies, with the added online technology giving consumers more benefits and advantages. Mission Statement
Express Scripts is a company dedicated to making the use of prescription drugs safer and more affordable for plan sponsors and over 50 million members and their families.
Family Dollar Store
10401 Monroe Rd. Charlotte, NC 28201
The Family Dollar Store— a dollar store that provides available and conveniently low prices to consumers, with 5,900 stores in 44 states. Majority of its market are families with income brackets of around $25,000 a year. Mission Statement
For Our Customers A compelling place to shop. . . by providing convenience and low prices For Our Associates A compelling place to work. . . by
providing exceptional opportunities and rewards for achievement For Our Investors A compelling place to invest. . . by providing outstanding returns
942 S. Shady Grove Rd. Memphis, TN 38120
The Fedex Corporation offers express and fast delivery transportation services, delivering an estimated 3 million packages daily all around the globe. Its services include overnight courier, ground, heavy freight, document copying and logistics services. Mission Statement
FedEx will produce superior financial returns for shareowners by providing high value-added supply chain, transportation, business and related information services through focused operating companies. Customer requirements will be met in the highest quality manner appropriate to each market segment served. FedEx will strive to develop mutually rewarding relationships with its employees, partners and suppliers. Safety will be the first consideration in all operations. Corporate activities will be conducted to the highest ethical and professional standards.
Ford Motor Company
1 American Rd. Dearborn, MI 48126-2798
Slogan / Motto
Built for the road ahead.
The instigator of the manufacturing revolution of mass production assembly lines, the Ford Motor Company is one of the largest manufacturers of transportation vehicles, particularly cars and trucks. The cars they manufactured include Ford, Lincoln, Mercury, Mazda, Volvo, Jaguar, Land Rover, and Aston Martin. Mission Statement
We are a global family with a proud heritage passionately committed to providing personal mobility for people around the world.
Prudential Tower Building Boston, MA 02199
Slogan / Motto
Welcome to Everyday Solutions
Global Gilette is a manufacturer of shaving equipment, specializing particularly in razors and blades, aside from being a manufacturer of batteries as well. Its brands include Sensor, Trac II, Mach3, M3Power, Fusion, and Duracell for its batteries product. Mission Statement
We will provide branded products and services of superior quality and value that improve the lives of the world’s consumers. As a result, consumers will reward us with leadership sales, profit, and value creation, allowing our people, our shareholders, and the communities in which we live and work to prosper.
Golden West Financial Corporation
1901 Harrison St. Oakland, CA 94612
Slogan / Motto
World Savings. How may we help you?
The Golden West Financial Corporation is a company that provides financial services in terms of its deposit, mortgages and other loan products. Serving in an estimated 275 bank branches, its two subsidiaries are the World Savings and the Atlas. Mission Statement
Golden West Financial Corporation’s vision is to create long-term value for customers, shareholders, employees, and neighbors by providing high quality consumer financial services through our World Savings and Atlas subsidiaries.
Graybar Electric Company
34 N. Meramec Ave. St. Louis, MO 63105
Slogan / Motto
works to your advantage
Graybar Electric Company is a company that acquires, stores, and distributes electrical, data, and communication components, such as wire, cable, and lighting products. Mission Statement
Graybar is the vital link in the supply chain, adding value with efficient and cost-effective service and solutions for our customers and our suppliers.
The Gurdian Life Insurance Company
7 Hanover Sq. New York, NY 10004-2616
Slogan / Motto
who we are
The Gurdian Life Insurance Company offers financial products and services. Among its products include life insurance, disability insurance, retirement programs, and health plans which have HMO, PPO, and dental and vision plans. Mission Statement
Our purpose is to enrich the lives of people we touch. By providing highest performing financial products and services that reduce risk and increase assets, we help individuals and employers fulfill their responsibilities and build better tomorrows. Our culture is based on an unwavering belief in integrity and fair dealings, treating our clients and each other with dignity and respect… We meet the needs of the markets we serve… We strive for excellence… We take prudent risks and work together to assure our success and profitability in the future… We work hard to enhance continuously our reputation for accessibility, professionalism, performance, and the depth and quality of our long-term consultative relationships with clients… We endeavor to be valued as an industry leader in client satisfaction, sales growth, product performance, financial strength and profitability.
H & R Block Inc
4400 Main St. Kansas City, MO 64111
H & R Block Inc. is a service company that provides tax services in the US, Canada, Australia, and the UK. In lieu with this, H & R Block has at its disposal the latest technologies and financial advice that will aid clients in their finances with regards to retirement, savings, investment, etc. Mission Statement
To help our clients achieve their financial objectives by serving as their tax and financial partner. As the world’s largest tax services company, H & R Block has one-to-one relationships with millions of clients, helping them benefit from all of the deductions and credits available to them and build a better financial future. It is the only major company that offers a full range of software, online and in-office tax solutions, combined with financial information and suggestions that enable clients to consider how they could achieve their financial objectives. This advice — the H &R Block Advantage — includes suggestions about retirement savings, home ownership, saving for their children’s college education, eligibility for government programs and other alternatives.
When clients request in-depth financial plans and investment advice, their H &R Block tax professional refers them to H & R Block Financial Advisors Inc., which can assist them with a detailed investment plan and investment services. H &R Block Financial Advisors, member NYSE, SIPC, employs more than 1,000 financial advisors serving clients in more than 150 offices in the U.S. H & R Block Inc. is not a registered broker-dealer. Clients who request information about home mortgages are referred to H &R Block Mortgage Corp., which offers a full range of retail mortgage products. Our research shows that our H &R Block Advantage advice package along with related financial services increased client satisfaction with H & R Block’s tax services. H & R Block has long been a trusted tax partner to millions of taxpayers. Now we are enhancing the value of our tax services by helping clients as their tax and financial partner.
3700 W. Juneau Ave. Milwaukee, WI 53208
Slogan / Motto
Define your world in a whole new way.
Harley-Davidson, Inc., is the manufacturer of a line of motorcycles, with over 32 models of touring and custom Harleys. Aside from their line of motorcycles, Harley-Davidson also offers motorcycle accessories, motorcycle clothing apparel, and engines. Mission Statement
We fulfill dreams through the experience of motorcycling, by providing to motorcyclists and to the general public an expanding line of motorcycles and branded products and services in selected market segments.
1 Park Plaza Nashville, TN 37203
Slogan / Motto
It’s you, it’s me, it’s all of us.
Otherwise known as the Hospital Corporation of America, HCA is a company that offers healthcare services. Operating in Nashville, Tennessee, it has around 190 hospitals and 200 outpatient centers. Mission Statement
Above all else, we are committed to the care and improvement of human life. In recognition of this commitment, we strive to deliver high quality, cost effective healthcare in the communities we serve. In pursuit of our mission, we believe the following value statements are essential and timeless. We recognize and affirm the unique and intrinsic worth of each individual. We treat all those we serve with compassion and kindness. We act with absolute honesty, integrity and fairness in the way we conduct our business and the way we live our lives. We trust our colleagues as valuable members of our healthcare team and pledge to treat one another with loyalty, respect and dignity.
The Hershey Company
100 Crystal A Dr. Hershey, PA 17033-0810
Recognized as being the producer of the Hershey’s Kisses, The Hershey Company makes chocolate, candy, and baking items such as ice cream toppings, cocoa mix, peanut butter, etc. Among its brands of chocolate are Reese’s peanut butter cups, Twizzlers licorice, and Kit Kat, to name a few. Mission Statement
Undisputed Marketplace Leadership
Hughes Supply, Inc.
1 Hughes Way Orlando, FL 32805
Slogan / Motto
Soltions. Supply. Service.
Hughes Supply Inc is a wholesale distributor of construction, repair and maintenance items. Counting among its products are the different construction building materials, concrete products, electrical items, plumbing, as well as water and sewer systems and irrigation. Mission Statement
To supply outstanding service and solutions through dedication and excellence.
152 W. 57th St. New York, NY 10019
Slogan / Motto
Soltions. Supply. Service.
Used to be known as USA Interactive, IAC/InterActiveCorp (IAC) is a company whose holdings include electronic retailing, financial services and real estate, interactive development, local and media services, personals, and ticketing. Mission Statement
To encourage our employees to help the less fortunate in the communities where we work — and to do so by making meaningful volunteer activities available to them (through unique partnerships with local service organizations where possible) and by giving them the resources and time they need to actively participate. To meet the challenges reflected in IAC’s mission statement, IAC recently created a new working group to begin to develop new hands-on community service initiatives at the Corporate and cross-company levels, all as a supplement to the many fine initiatives ongoing at many of IAC’s Businesses.
IKON Office Solutions
70 Valley Stream Pkwy. Malvern, PA 19355
Slogan / Motto
Document Efficiency at Work
An organization that sells and leases office equipment such as copiers, printers, fax machines, etc., IKON Office Solutions also provides office solution services such as documents management, electronic file conversions, facilities management, among others. Mission Statement
Helping our customers manage document workflow and increase efficiency through best-in-class products and services. Fostering the growth and development of our employees. Providing a distinct advantage to our suppliers as a distribution channel of choice. Growing shareholder value through strong execution of our strategies.
New Orchard Rd. Armonk, NY 10504
Known as International Business Machines, IBM is an IT company that provides computer hardware such as mainframes, servers, storage systems, printing systems, semiconductor, and the like. It also offers software related to business integration, networking, operating systems, systems management, etc. Mission Statement
Operating a safe and secure government.
4 W. Red Oak Ln. White Plains, NY 10604
ITT Industries is a company that is into fluid technologies such as pumps, mixers, and valves, as well as defense electronics products such as combat radios, night-vision devices, and airborne electronic-warfare systems. In addition, ITT Industries also offers motion and flow control products like pumps and shock absorbers, as well as electronic parts like connectors and switches. Mission Statement
It is the policy of McDonnell & Miller to provide products and services to the market which meet or exceed the reasonable expectations of our customers. Satisfying our customers with the appropriate level of quality is a primary goal and a fundamental element of our business mission.
10560 Dr. Martin Luther King, Jr. St. N. St. Petersburg, FL 33716 Slogan / Motto
Focused on excellance
Jabil Circuit is a producer of electronic parts and systems, particularly printed circuit boards, which are often utilized in communications products, computers, and automobiles. Mission Statement
Our goal is to achieve customer satisfaction through excellence in design, supply chain management, manufacturing and repair solutions. Through our culture, our drive and the expertise of each individual employee, we are uniquely positioned to provide best-in-class services to a global customer base.
270 Park Ave. New York, NY 10017
Slogan / Motto
Operating in more than 50 countries all across the globe, JPMorgan Chase is a
financial services institution whose expertise is in investment banking, financial transaction processing, asset and wealth management, and private equity. Mission Statement
The Corporate Governance & Nominating Committee exercises general oversight with respect to the governance of the Board of Directors.
999 W. Big Beaver Rd. Troy, MI 48084
Slogan / Motto
Steffing the World
An organization that provides Human Resource solutions, Kelly Services offers staffing services in terms of finding the right employee for clerical, industrial, technical, IT, engineering work, and the like. Mission Statement
To serve our customers, employees, shareholders and society by providing a broad range of staffing services and products.
Kerr-McGee Center, 123 Robert S. Kerr Ave. Oklahoma City, OK 73102 Description
An energy company based in Oklahoma City, Kerr-McGee Corporation is a company whose main line of business is into oil and natural gas production and exploration. Their sources are obtained from the Gulf of Mexico, Onshore US, and China’s Bohai Bay. Mission Statement
Create value for shareholders through the energy business.
680 S. 4th St. Louisville, KY 40202-2412
Slogan / Motto
Taking care of people who cannot take care of themselves.
Known as Vencor before it changed its name, Kindred Healthcare provides health care services in the USA in more than 70 hospitals in 24 states. It manages a network of hospitals, nursing centers, institutional pharmacies and rehabilitation services among others. Mission Statement
The Compliance and Quality Committee is appointed to assist the Board of Directors in monitoring (1) the Company’s compliance with applicable laws, regulations, and policies; (2) the Company’s compliance with its Corporate Integrity Agreement and its Code of Conduct; and (3) the Company’s programs, policies and procedures that support and enhance the quality of care provided by the Company.
55 Shuman Blvd., Ste. 400 Naperville, IL 60563
Laidlaw International is a bus transportation company, serving students in educational institutions throughout the US and Canada. With around 40,000 school buses, Laidlaw International services more than 2 million students daily. Mission Statement
Exceed our customers’ expectations by being the leading provider of safe, responsive, value-added services in the student transportation industry.
Laidlaw InternationalLevi Strauss & Co
1155 Battery St. San Francisco, CA 94111
Slogan / Motto
Empathy — originality — integrity — courage
Levi Strauss & Co. is a clothing manufacturer known for its casual wear such as jeans and sportswear apparel. Mainly into casual clothing, Levi Strauss & Co. operates in more or less 110 countries worldwide. Mission Statement
People love our clothes and trust our company. We will market the most appealing and widely worn casual clothing in the world. We will clothe the world.
Lincoln Financial Group
1500 Market St., Ste. 3900 Philadelphia, PA 19102-2112
Slogan / Motto
The Lincoln Financial Group offers a range of financial services, which includes life insurance, particularly annuities, as well as retirement and investment products. Its subsidiaries are the Lincoln National Life Insurance, First Penn-Pacific Life Insurance Company, and the Lincoln Life & Annuity Company of New York. Mission Statement
As one of the country’s premier financial services organizations, Lincoln Financial Group is committed to providing its customers with the life insurance, retirement and investment products and services they need to maintain their quality of life. As a concerned corporate citizen, the company’s Foundation has sustained a strategic philanthropic program to improve the quality of life in the communities where our employees live and work.
Lockheed Martin Corporation
6801 Rockledge Dr. Bethesda, MD 20817-1877
Slogan / Motto
We Never Forget Who We Are Working For
An aerospace manufacturer, Lockheed Martin Corporation is based in Bethesda, Maryland. Its business is divided into three areas: defense, commercial, and state and federal government acquisitions. Mission Statement
We assist LM companies to obtain product sales financing that (a) fits their customer’s economic profiles, (b) uses financing strategies tailored to each market, and © protects Lockheed Martin Corporation. We utilize our expertise to develop services that add value at each phase of the LM business development cycle. We evaluate and implement new strategies in response to changing customer profiles and market conditions.
600 Mountain Ave. Murray Hill, NJ 07974
Slogan / Motto
Deliver More Value Over IP
Lucent Technologies designs and offers systems, services and software for telecom networks. It is widely recognized as a network services organization, offering telecom equipment as well as products that are used to build communications network infrastructures. Mission Statement
Philanthropy supports the social responsibility cornerstone of Lucent’s mission: To live up to our responsibilities to serve and enhance the communities in which we work and live and the society on which we depend.
5301 N. Ironwood Rd. Milwaukee, WI 53217
Manpower provides services in terms of staffing and employment, particularly permanent, temporary and contractual employees, covering their assessment, training, consultancy, and many more. Mission Statement
To be the best worldwide provider of higher-value staffing services and the center for quality employment opportunities.
333 Continental Blvd. El Segundo, CA 90245-5012
Slogan / Motto
The World’s Mattel
Widely recognized for manufacturing Barbie dolls and Fisher-Price, Mattel Inc. makes children’s toys, such as Matchbox cars, as well as Sesame Street, Barney, Walt Disney, and Harry Potter items and action figures. Mission Statement
Mattel makes a difference in the global community by effectively serving children in need . Partnering with charitable organizations dedicated to directly serving children, Mattel creates joy through the Mattel Children’s Foundation, product donations, grant making and the work of employee volunteers. We also enrich the lives of Mattel employees by identifying diverse volunteer opportunities and supporting their personal contributions through the matching gifts program.
500 McCarthy Blvd. Milpitas, CA 95035
Slogan / Motto
What Drives You
Catering predominantly to the computer industry, Maxtor provides computer parts, components and technologies which include consumer electronic devices like personal computers, and storage products such as enterprise storage, desktop storage, external storage, and network storage. It also offers computer hardware such as servers, hard drives, floppy drives, etc. Mission Statement
To strengthen and grow our leadership position by providing storage products across a range of market segments, including desktop computers, consumer electronics, midline and nearline storage systems, and high-performance servers.
1100 N. King St. Wilmington, DE 19884-0131
The MBNA Corporation is a financial institution and holding company that is also an independent credit card lender. Its three primary banks are the MBNA America Bank, MBNA Europe Bank, and the MBNA Canada Bank. Mission Statement
Our mission is to provide you with an outstanding member/Customer benefit that helps you meet your organization’s objectives. We work very hard to understand your objectives, then create a program that can help you meet
them. Whether you want to attract new members, retain existing ones, drive incremental sales, or reinforce member or brand loyalty, we will work with you to help you achieve those goals.
The McGraw-Hill Companies
1221 Avenue of the Americas New York, NY 10020
The McGraw-Hill Companies supplies textbooks, tests, and magazines such as BusinessWeek and Aviation Week. Its main business includes education, publishing, broadcasting and financial and business services. Mission Statement
We are dedicated to creating a workplace that respects and values people from diverse backgrounds and enables all employees to do their best work. It is an inclusive environment where the unique combination of talents, experiences, and perspectives of each employee makes our business success possible. Respecting the individual means ensuring that the workplace is free of discrimination and harassment. Our commitment to equal employment and diversity is a global one as we serve customers and employ people around the world. We see it as a business imperative that is essential to thriving in a competitive global marketplace.
1 Post St. San Francisco, CA 94104
Slogan / Motto
McKesson Corp is a distributor of pharmaceuticals in the US, offering health and personal care products and solutions, as well as medical supplies to better improve hospitals’ patient care. They are best known for their PHARMASERV® Pharmacy Management System, which enables pharmacies to function more effectively and efficiently. Mission Statement
Our mission is to provide comprehensive pharmacy solutions that improve productivity, profitability and result in superior patient care and
1 High Ridge Park Stamford, CT 06905
Formerly 2 companies before merging, MeadWestvaco is an American pulp and paper company. MeadWestVaco brands are those such as AT-A-GLANCE®, Cambridge®, Columbian®, Five Star® and Mead®. Mission Statement
The mission of the Board of Directors is to foster the success of MeadWestvaco Corporation, including the enhancement of long-term shareholder value. It is the duty of the Board to oversee the management of MeadWestvaco’s business. These corporate governance principles, as adopted by the Board, present the framework within which directors fulfill their responsibilities and discharge this duty.
200 Park Ave. New York, NY 10166
Aiming to have customers be “Met for Life”, Metlife is an insurance institution that offers retirement products and prepaid legal plans for its group, individual, and international insurance, serving countries in Latin America and Asia aside from the US. Mission Statement
The capable team of MetLife’s Customer Response Center (CRC) shares a common mission — that all customers are “Met for Life.” By balancing the efficiencies of new technologies with the personal touch of highly trained and motivated professionals, we are able to deliver solutions and services that exceed our customers’ expectations. We thereby earn their loyalty.
3600 Las Vegas Blvd. South Las Vegas, NV 89109
Headquartered in Las Vegas, Nevada, MGM MIRAGE is into constructing and operating hotels and casinos globally. Its locations include Las Vegas’ MGM
Grand, Luxor, Bellagio, The Mirage, and MGM Mirage. It currently has 24 establishments in Las Vegas, Mississippi and Michigan, and has 4 other properties in Nevada, New Jersey, Illinois and the UK. Mission Statement
MGM MIRAGE (NYSE: MGM), one of the world’s leading and most respected hotel and gaming companies, owns and operates 24 properties located in Nevada, Mississippi and Michigan, and has investments in four other properties in Nevada, New Jersey, Illinois and the United Kingdom. MGM MIRAGE has also announced plans to develop Project CityCenter, a multi-billion dollar mixed-use urban development project in the heart of Las Vegas, and has a 50 percent interest in MGM Grand Macau, a development project in Macau S.A.R. MGM MIRAGE supports responsible gaming and has implemented the American Gaming Association’s Code of Conduct for Responsible Gaming at its properties. MGM MIRAGE also has been the recipient of numerous awards and recognitions for its industry-leading Diversity Initiative and its community philanthropy programs. For more information about MGM MIRAGE, please visit the company’s website at www.mgmmirage.com.
38000 S. Federal Way Boise, ID 83707
Slogan / Motto
Performance. Power. Reliability
Short for Micron Technology, Micron is a producer and supplier of semiconductor memory, such as DRAM, SDRAM, flash memory, and CMOS image sensing chips. Mission Statement
Be the most efficient and innovative global provider of semiconductor solutions.
1 Microsoft Way Redmond, WA 98052-6399
A highly recognized software company, Microsoft provides a range of technology products and services. Its well-known products include the often used Windows operating system and the Microsoft Office. Mission Statement
At Microsoft, we work to help people and businesses throughout the world realize their full potential. This is our mission. Everything we do reflects this mission and the values that make it possible
1155 Perimeter Center West Atlanta, GA 30338
Mirant is an energy company based in Atlanta, Georgia. It is a firm that generates and distributes electricity, with fossil-fueled power plants across North America, Asia, and the Caribbean. Mission Statement
Around the world — across language barriers, diverse customs, and unique cultures — Mirant shows great consideration as we implement business practices. Mirant’s commitment to integrity, transparency, and ethical business practices is the foundation of our operations. Mirant’s ongoing commitment to communities has become synonymous with education, environment and health initiatives, and high safety standards. We work with our neighbors and host governments to build strong partnerships in the communities we serve.
The Mutual of Omaha Companies
Mutual of Omaha Plaza Omaha, NE 68175
Slogan / Motto
Take Care of the Present, Plan for the Future, Benefits for your Business Description
The Mutual of Omaha Companies is a financial firm, which basically has two divisions. Its Mutual of Omaha Insurance subsidiary provides health and accidents insurance, while its United of Omaha Life Insurance provides life insurance and annuities. Mission Statement
We will continue to build a corporate culture that respects and values the unique strengths and cultural differences of our associates, customers and community.
Nash Finch Company
7600 France Ave. South Minneapolis, MN 55440-0355
Slogan / Motto
Supplying to more than 1,500 grocery stores and other organizations, Nash Finch Company is a wholesale distributor of fresh produce, frozen food, as well as meat and dairy products. Aside from this, the company also distributes health and beauty products, as well as tobacco and paper products to different institutions. Mission Statement
We are a performance driven culture that uses metrics to ensure continuous improvement. Through our distribution and marketing competencies, we provide creative, customized, solutions for our customers. As a result, we achieve superior profit growth as the grocery distribution company of choice.
National City Corp
1900 E. 9th St. Cleveland, OH 44114-3484
National City Corporation is a bank that provides financial services such as asset management, consumer finance, mortgage banking, and leasing. Currently, it has around 1,150 branches in Illinois, Indiana, Kentucky, Michigan, Missouri, Ohio, and Pennsylvania. Mission Statement
National City Corporation will be a premier diversified financial services company providing customers with advice, information and services to meet their financial needs. We will achieve superior levels of financial performance as compared to our peers and provide stockholders with an attractive return on their investment over time.
Newmont Mining Corp
1700 Lincoln St. Denver, CO 80203
Slogan / Motto
The Gold Company
Based in Denver, Colorado, The Newmont Mining Corp is an organization that produces and supplies gold. Operating in sites across 5 continents and constantly searching for new gold fields, the company is currently one of the largest gold companies. Mission Statement
Newmont and its affiliates (Newmont) intend to set standards of excellence with regard to environmental matters.
1 Bowerman Dr. Beaverton, OR 97005-6453
Serving the sports and athletic industry, NIKE Inc is known for manufacturing shoes, gear and apparel, particularly for athletes in a whole range of sports such as baseball, golf, tennis, football, etc. Its subsidiaries include Cole Haan, Bauer Nike Hockey, Hurley International, and Converse, with its brands being Air Jordan, Nike Golf, and Team Starter. Mission Statement
To Bring Inspiration and innovation to every athlete in the world.
3 Commercial Place Norfolk, VA 23510-2191
Norfolk Southern provides freight transportation services through a major railroad, the Norfolk Southern Railway, which stretches 21,000 miles in 22 states in the eastern US and in Ontario, Canada. It transports agriculture, fertilizer and consumer products, coal, metals, construction materials, automotive parts and equipment, chemicals, etc. Mission Statement
Norfolk Southern’s mission is to enhance the value of our stockholders’ investment over time by providing quality freight transportation services and undertaking any other related businesses in which our resources, particularly our people, give the company an advantage.
2700 Lone Oak Pkwy. Eagan, MN 55121
Northwest Airlines is an airline company with over 450 aircrafts, and it flies to more than 230 cities worldwide. Controlling one of the largest domestic route networks, Northwest Airlines has three hubs in the US, namely the Minneapolis-Saint Paul International Airport, Detroit Metropolitan Wayne County Airport, and Memphis International Airport. Mission Statement
Workforce diversity gives us access to a world of different ideas and perspectives. Northwest Airlines is committed to maintaining a corporate culture where men and women of all ages, races, physical abilities, preferences and backgrounds are treated with dignity and respect. At Northwest Airlines we recognize that when diversity is valued and respected the results are improved service, customer satisfaction and a positive community image. We believe our employees make a world of difference and work to maintain an environment where diversity and inclusion is a critical component of our success. Our Diversity Vision To build a high performing environment where individual differences and contributions of employees, customers and business partners are respected and valued, the result of which is a business organization where fairness, trust and integrity govern relationships and the way we do business.
Northwestern Mutual Financial Network
720 E. Wisconsin Ave. Milwaukee, WI 53202-4797
The Northwestern Mutual Financial Network is into insurance, whose main line is into wealth management products, life and health insurance, retirement products, annuities, mutual funds, investments, etc. Mission Statement
Our mission is to offer our clients the finest asset accumulation, investment and wealth management products, services and support. We desire to reflect the commitment made by Northwestern Mutual to increase the depth and breadth of the Northwestern Mutual Financial Network for the benefit of our policyholders and customers.
1600 RiverCenter II, 100 E. RiverCenter Blvd. Covington, KY 41011 Slogan / Motto
The Prescription for Positive Outcomes
OmniCare is a provider of pharmaceutical products and services, supplying its clients safe and effective drugs, while at the same time developing newer drugs. Its services include computerized recordkeeping and billing of clients’ patients, in addition to clinical programs and consultancy services. Mission Statement
Our business is pharmaceutical care. Our mission is positive outcomes.
Owens & Minor
4800 Cox Rd. Glen Allen, VA 23060-6292
Slogan / Motto
Delivering the Difference
Based in Glen Allen, Virginia, Owens & Minor is a distribution firm that provides medical and surgical equipment to healthcare institutions nationwide. They also provide technological healthcare solutions to their clients, such as the OMSolutions, CostTrack, MediChoice®, PANDAC®, and SurgiTrack. Mission Statement
Our mission is to create consistent value for our customers and supply chain partners that will maximize shareholder value and long-term earnings growth: we will do this by managing our business with integrity and the highest ethical standards, while acting in a socially responsible manner with particular emphasis on the well-being of our teammates and the communities we serve.
1 SeaGate Toledo, OH 43666
Slogan / Motto
Packaging Solutions everywhere, everyday
Being in the glass packaging industry, Owens-Illinois manufactures glass containers in different shapes and sizes for beverages such as beer, soft drinks, liquor, etc. Mission Statement
Our mission is to design, manufacture, and deliver products and services that meet the unique needs and expectations of each customer. To that end, we have successfully built a solid foundation and infrastructure for glass container manufacturing.
The Walt Disney Company
500 South Buena Vista Street Burbank, CA 91521
The Walt Disney Company operates a global entertainment portfolio of Media Networks, Parks and Resorts, Studio Entertainment, and Consumer Products. This wide array reaches out to the world through its television broadcasts, Internet businesses, theme parks, and the many ventures of The Walt Disney Company’s subsidiaries. Mission Statement
The mission of The Walt Disney Company is to be one of the world’s leading producers and providers of entertainment and information. Using our portfolio of brands to differentiate our content, services and consumer products, we seek to develop the most creative, innovative and profitable entertainment experiences and related products in the world.
Mission Statement (What You Do): A one-sentence statement describing the reason an organization or program exists and used to help guide decisions about priorities, actions, and responsibilities. Many nonprofit mission statements succumb to an over use of words in general, but especially jargon. Good mission statements should be clear, memorable, concise. Some might also add “inspring” do the list of descriptors. I don’t altogether disagree, but I find that including this as an upfront criteria often ends up with a frankenstein that is part mission, part vision statement (desired end-state), and almost always too long. Be sure to check out our Guide to Creating Mission and Vision Statements for more helpful tips and differentiators. The following are 50 mission statements selected from the top 100 nonprofits (based on a series of web, social, and financial metrics). Details on how this list was compiled can be found by scrolling down to the bottom of the page. General Findings
The best mission statements are clear, memorable, and concise. Avg length for the full 50 organizations listed here is only 15.3 words (excluding brand references) Avg length for the first 20 organizations below is only 9.5 words (excluding brand references). The shortest contains only two words (TED)
The longest contained 235 words (UNHCR)
50 Mission Statements from Top Nonprofits
TED: Spreading Ideas. (2 words)
Smithsonian: The increase and diffusion of knowledge. (6 words) USO lifts the spirits of America’s troops and their families. (9 words) Lifestrong: To inspire and empower people affected by cancer. (8) Invisible Children: To bring a permanent end to LRA atrocities. (8) The Humane Society: Celebrating Animals, Confronting Cruelty. (4) Wounded Warrior Project: To honor and empower wounded warriors. (6) Oxfam: To create lasting solutions to poverty, hunger, and social injustice. (10) Best Friends Animal Society: A better world through kindness to animals. (7) CARE: To serve individuals and families in the poorest communities in the world. (12) The Nature Conservancy: To conserve the lands and waters on which all life depends. (11) JDRF: To find a cure for diabetes and its complications through the support of research. (14) Environmental Defense Fund: To preserve the natural systems on which all life depends. (10) Public Broadcasting System (PBS): To create content that educates, informs and inspires. (8) National Wildlife Federation: Inspiring Americans to protect wildlife for our children’s future. (9) American Heart Association: To build healthier lives, free of cardiovascular diseases and stroke. (10) Heifer International: To work with communities to end hunger and poverty and care for the Earth. (14) ASPCA: To provide effective means for the prevention of cruelty to animals throughout the United States. (15) Kiva: We are a non-profit organization with a mission to connect people through lending to alleviate poverty. (16) New York Public Library: To inspire lifelong learning, advance knowledge, and strengthen our communities.
(10) Defenders of Wildlife is dedicated to the protection of all native animals and plants in their natural communities. (15) March of Dimes: We help moms have full-term pregnancies and research the problems that threaten the health of babies. (16) Monterey Bay Aquarium: The mission of the non-profit Monterey Bay Aquarium is to inspire conservation of the oceans. (12) Amnesty International: To undertake research and action focused on preventing and ending grave abuses of these rights. (15) American Diabetes Association: To prevent and cure diabetes and to improve the lives of all people affected by diabetes. (16) charity: water: We’re a non-profit organization bringing clean, safe drinking water to people in developing countries. (14) Cleveland Clinic: To provide better care of the sick, investigation into their problems, and further education of those who serve. (18) In Touch Ministries: To lead people worldwide into a growing relationship with Jesus Christ and to strengthen the local church. (17) Human Rights Campaign is America’s largest civil rights organization working to achieve lesbian, gay, bisexual and transgender equality.
(15) Teach for America is growing the movement of leaders who work to ensure that kids growing up in poverty get an excellent education. (20) National Parks Conservation Association: to protect and enhance America’s National Park System for present and future generations. (13) Save the Children: To inspire breakthroughs in the way the world treats children and to achieve immediate and lasting change in their lives. (20) The U.S. Fund for UNICEF fights for the survival and development of the world’s most vulnerable children and protects their basic human rights. (18) Feeding America: To feed America’s hungry through a nationwide network of member food banks and engage our country in the fight to end hunger. (22) Creative Commons develops, supports, and stewards legal and technical infrastructure that maximizes digital creativity, sharing, and innovation. (15) Make-A-Wish: We grant the wishes of children with life-threatening medical conditions to enrich the human experience with hope, strength and joy. (21) AARP: To enhance quality of life for all as we age. We lead positive social change and deliver value to members through information, advocacy and service. (25) American Red Cross prevents and alleviates human suffering in the face of emergencies by mobilizing the power of volunteers and the generosity of donors.
(21) Leukemia & Lymphoma Society: Cure leukemia, lymphoma, Hodgkin’s disease and myeloma, and improve the quality of life of patients and their families. (18) Habitat for Humanity International: Seeking to put God’s love into action, Habitat for Humanity brings people together to build homes, communities and hope. (16) National Multiple Sclerosis Society: We mobilize people and resources to drive research for a cure and to address the challenges of everyone affected by MS. (21) San Diego Zoo is a conservation, education, and recreation organization dedicated to the reproduction, protection, and exhibition of animals, plants, and their habitats. (20) Audubon: To conserve and restore natural ecosystems, focusing on birds, other wildlife, and their habitats for the benefit of humanity and the earth’s biological diversity. (24) Boy Scouts of America: To prepare young people to make ethical and moral choices over their lifetimes by instilling in them the values of the Scout Oath and Law. (25) Mayo Clinic: To inspire hope and contribute to health and well-being by providing the best care to every patient through integrated clinical practice, education and research. (24) Susan G Komen for the Cure is fighting every minute of every day to finish what we started and achieve our vision of a world without breast cancer.
(24) Ducks Unlimited conserves, restores, and manages wetlands and associated habitats for North America’s waterfowl. These habitats also benefit other wildlife and people. (20) Doctors without Borders (Médecins Sans Frontières) works in nearly 70 countries providing medical aid to those most in need regardless of their race, religion, or political affiliation. (21) NPR: To work in partnership with member stations to create a more informed public — one challenged and invigorated by a deeper understanding and appreciation of events, ideas and cultures. (28) The Rotary Foundation: To enable Rotarians to advance world understanding, goodwill, and peace through the improvement of health, the support of education, and the alleviation of poverty. (24) Conclusion
As you can see, all of these companies go about defining their driving principles in different ways, but as global brand leaders we should expect it to be done with exceptional panache. Most have achieved it, but some have not, and for those looking for information on how to define a company’s mission statement, I hope the homework I’ve done here helps you. If you’re defining your mission, vision or corporate values, you’ve got to make them mean something, because every employee in the organisation needs to embrace them and approach their work with them as a core driving principle. I continue to believe they are that important. As I’ve said in earlier blogs, a mission statement clarifies an organizations’ purpose and typically, needs to be about one paragraph in length. It should be unambiguous and to the point, integrating meaningful statements, such as: moral stance, how you want to be perceived, primary focus, your customers, who you care about, your presence and how you will grow. Check out my first blog on this topic for more detail on what to include in a mission statement. I wish you luck if you’re embarking on this journey, and remember, involve as many people in your company as you can, because then you’ll come up with something really meaningful — as IBM did. If you’re in Asia and need some help, that’s one of the services we offer. Cheers.