A mission statement is an important business tool that every company should take the time to develop. It gives clear definition for what your company does, is going to do, and what it is going to be (both operationally and culturally). Additionally, the mission statement is used as a company guide that aids leadership in making tough decisions about what kinds of projects to take on, what kinds of work to do and which people to hire.

Contact Acuitive Digital today and see how we can help you establish your Mission Statement

Dan Bernadel and Ian Adams founded Acuitive Digital in 2011 to dynamically reimagine how businesses digitally connected with customers. Communications Concepts, Inc., {CCI} was started 40 years ago by Jim Lewis. To commemorate CCI’s fortieth anniversary, Acuitive and CCI have partnered to  produce a series of forty short videos to share tips on how businesses can survive, adapt and prosper  in today’s demanding digital landscape. We hope that these short videos provide important information that helps other organizations start, or stay in business for a long time.

mission statement

Let’s take Ford for example. In Sept 2006, Alan Mulally took over Ford while they were expecting a loss of $17B and on the road to bankruptcy. Alan’s big push was to get Ford back to their core business and he leaned heavily on their mission statement to do it. The Ford mission statement is: People working together as a lean, global enterprise to make people’s lives better through automotive and mobility leadership. Alan and Ford stayed true to that statement, and within a year they were back on track to success.

Mission Statements

Another company that has experienced success by staying true to their mission statement was Space Florida. After the legislature re consolidated them with several other agencies, a new mission statement was required. That new statement, “Space Florida drives State economic development across the global aerospace enterprise”, defines the redefined purpose of the organization. These are just 2 examples of companies that have overcome business hardships and emerged with greater success.

See if you can recognize these companies by their mission statement.

We believe in what people make possible. Our mission is to empower every person and every organization on the planet to achieve more.


We save people money so they can live better.


We strive to offer our customers the lowest possible prices, the best available selection, and the utmost convenience.


To organize the world’s information and make it universally accessible and useful.


Can A Mission Statement Change?

As businesses grow and change, it is not unthinkable for a business’s vision to change as well. As we discussed above, it is important that you continuously update your mission statement as your company evolves. Without an up-to-date, clear mission statement, it is easy for companies to lose focus/direction. This means  potentially making mistakes they might not have made had they stuck to who they were as a business.

We hope that viewers will pick up valuable information from our company’s 40 years of experience and use it to help their businesses grow. Subscribe to our social media accounts today so that you don’t miss our future business tip videos on a variety of subjects. In our next video, Jim will discuss the importance of a business plan and how important it is that your business have one.