A STRONG MISSION STATEMENT provides a guiding light for a business, articulating its purpose and values while outlining its goals and helping employees understand their roles in achieving them. It can also, says FORBES entrepreneurship columnist Micah Logan, “explain what a company provides to its market and why” and “outline what the company will look like when it has reached its goals.” Most business experts agree the best mission statements are clear and simple, inspirational, focused and specific, align with core values, and remain relevant as the business evolves. Starbucks aims “To inspire and nurture the human spirit — one person, one cup, and one neighborhood at a time” while Nike vows “To bring inspiration and innovation to every athlete in the world. If you have a body, you are an athlete.” Below, we present seven mission statements from eyecare businesses that demonstrate these qualities. We hope they provide inspiration for crafting a statement that reflects your own practice’s purpose and vision.
“We help people look and feel great in glasses.”
Westlake Hills Vision Center
Austin, TX
This approachable statement is clear, customer-focused, and specific. By linking appearance to confidence, it resonates emotionally and aligns with the practice’s core purpose.
“To challenge and change the perception of what an optical shop can be both through experience and design.”
North Optical
Portland, ME
This statement from our 2024 America’s Finest contest winner stands out by highlighting innovation and aesthetics. Its focus on redefining customer expectations aligns well with the store’s distinctive design focus.
“Our focus is on you.”
Broome Family Eye Care
Evans, GA
Concise and highly memorable, this statement’s simplicity and focus directly connect to patient care, making it both specific and inspiring.
“Our passion and aspiration is for our patients to experience the joy of sight today, tomorrow, and for a lifetime.”
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U See LA
Los Angeles, CA
This statement’s warmth and clarity make it inspiring. It emphasizes long-term care while reflecting the core value of affordable, quality healthcare that is important to the clientele it serves based out of UCLA’s student health center. The business even integrated the statement into its design, prominently featuring the words on a front accent wall in bold black type.
“The Bent Lens is committed to providing exclusive, uncommon, of-the-moment eyewear and sunwear with expertise and enthusiasm to our local, national and international clients, even those who haven’t discovered us yet.”
The Bent Lens
Bozeman, MT
This business’s full statement is long and does not conform to the conventional advice to keep it brief, but we think the first sentence makes a great statement on its own. The company had cards printed with the full statement for employees and customers to see. This opening sentence is clear, confident, and memorable, reinforcing the store’s commitment to style and exceptional service. The mention of “even those who haven’t discovered us yet” adds an optimistic, forward-thinking touch, suggesting the store’s potential for growth and its welcoming approach to future customers.
“FRESH: Friendly, Respectful, Efficient, Synergistic, Have fun.”
Sunset Eye Care
San Angelo, TX
This memorable acronym keeps the message clear and simple while emphasizing positive team values. Its focus on both professionalism and enjoyment makes it motivating for staff and engaging for patients.
“To provide health care at the highest quality, using the latest in technology, in a concierge-like environment, while offering fair and reasonable pricing.”
Tradewinds Eye Care Optical
Davidson, NC
This statement balances professionalism with accessibility. In clear language it outlines the practice’s values of quality, innovation, and fairness while conveying a sense of personalized care and attention.
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