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Effective problem statements have these 5 components

We’ve all encountered problems on the job. After all, that’s what a lot of work is about. Solving meaningful problems to help improve something. 

Developing a problem statement that provides a brief description of an issue you want to solve is an important early step in problem-solving .

It sounds deceptively simple. But creating an effective problem statement isn’t that easy, even for a genius like Albert Einstein. Given one hour to work on a problem, he’d spend 55 minutes thinking about the problem and five minutes finding solutions. (Or so the story goes.)

Einstein was probably exaggerating to make a point. But considering his success in solving complex problems, we think he was on to something. 

As humans, we’re wired to jump past the problem and go directly to the solution stage. In emergencies, this behavior can be lifesaving, as in leaping out of the way of a speeding car. But when dealing with longer-range issues in the workplace, this can lead to bad decisions or half-baked solutions. 

That’s where problem statements come in handy. They help to meaningfully outline objectives to reach effective solutions. Knowing how to develop a great problem statement is also a valuable tool for honing your management skills .

But what exactly is a problem statement, when should you use one, and how do you go about writing one? In this article, we'll answer those questions and give you some tips for writing effective problem statements. Then you'll be ready to take on more challenges large and small.

What is a problem statement?

First, let’s start by defining a problem statement. 

A problem statement is a short, clear explanation of an issue or challenge that sums up what you want to change. It helps you, team members, and other stakeholders to focus on the problem, why it’s important, and who it impacts. 

A good problem statement should create awareness and stimulate creative thinking . It should not identify a solution or create a bias toward a specific strategy.

Taking time to work on a problem statement is a great way to short-circuit the tendency to rush to solutions. It helps to make sure you’re focusing on the right problem and have a well-informed understanding of the root causes. The process can also help you take a more proactive than reactive approach to problem-solving . This can help position you and your team to avoid getting stuck in constant fire-fighting mode. That way, you can take advantage of more growth opportunities.  

When to use a problem statement

The best time to create a problem statement is before you start thinking of solutions. If you catch yourself or your team rushing to the solution stage when you’re first discussing a problem, hit the brakes. Go back and work on the statement of the problem to make sure everyone understands and agrees on what the real problem is. 

Here are some common situations where writing problem statements might come in handy: 

• Writing an executive summary for a project proposal or research project
• Collaborating   on a cross-functional project with several team members
• Defining the customer issue that a proposed product or service aims to solve
• Using design thinking to improve user experience
• Tackling a problem that previous actions failed to solve 

How to identify a problem statement

Like the unseen body of an iceberg, the root cause of a specific problem isn’t always obvious. So when developing a problem statement, how do you go about identifying the true, underlying problem?

These two steps will help you uncover the root cause of a problem :

• Collect information from the research and previous experience with the problem
• Talk to multiple stakeholders who are impacted by the problem

People often perceive problems differently. Interviewing stakeholders will help you understand the problem from diverse points of view. It can also help you develop some case studies to illustrate the problem. 

Combining these insights with research data will help you identify root causes more accurately. In turn, this methodology will help you craft a problem statement that will lead to more viable solutions. 

What are problem statements used for?

You can use problem statements for a variety of purposes. For an organization, it might be solving customer and employee issues. For the government, it could be improving public health. For individuals, it can mean enhancing their own personal well-being . Generally, problem statements can be used to:

• Identify opportunities for improvement
• Focus on the right problems or issues to launch more successful initiatives – a common challenge in leadership
• Help you communicate a problem to others who need to be involved in finding a solution
• Serve as the basis for developing an action plan or goals that need to be accomplished to help solve the problem
• Stimulate thinking outside the box  and other types of creative brainstorming techniques

3 examples of problem statements

When you want to be sure you understand a concept or tool, it helps to see an example. There can also be some differences in opinion about what a problem statement should look like. For instance, some frameworks include a proposed solution as part of the problem statement. But if the goal is to stimulate fresh ideas, it’s better not to suggest a solution within the problem statement. 

In our experience, an effective problem statement is brief, preferably one sentence. It’s also specific and descriptive without being prescriptive. 

Here are three problem statement examples. While these examples represent three types of problems or goals, keep in mind that there can be many other types of problem statements.        

Example Problem Statement 1: The Status Quo Problem Statement

Example: 

The average customer service on-hold time for Example company exceeds five minutes during both its busy and slow seasons.

This can be used to describe a current pain point within an organization that may need to be addressed. Note that the statement specifies that the issue occurs during the company’s slow time as well as the busy season. This is helpful in performing the root cause analysis and determining how this problem can be solved. 

The average customer service on-hold time for Example company exceeds five minutes during both its busy and slow seasons. The company is currently understaffed and customer service representatives are overwhelmed.

Background:

Example company is facing a significant challenge in managing their customer service on-hold times. In the past, the company had been known for its efficient and timely customer service, but due to a combination of factors, including understaffing and increased customer demand, the on-hold times have exceeded five minutes consistently. This has resulted in frustration and dissatisfaction among customers, negatively impacting the company's reputation and customer loyalty.

Reducing the on-hold times for customer service callers is crucial for Example company. Prolonged waiting times have a detrimental effect on customer satisfaction and loyalty, leading to potential customer churn and loss of revenue. Additionally, the company's declining reputation in terms of customer service can have a lasting impact on its competitive position in the market. Addressing this problem is of utmost importance to improve customer experience and maintain a positive brand image.

Objectives:

The primary objective of this project is to reduce the on-hold times for customer service callers at Example company. The specific objectives include:

• Analyzing the current customer service workflow and identifying bottlenecks contributing to increased on-hold times.
• Assessing the staffing levels and resource allocation to determine the extent of understaffing and its impact on customer service.
• Developing strategies and implementing measures to optimize the customer service workflow and reduce on-hold times.
• Monitoring and evaluating the effectiveness of the implemented measures through key performance indicators (KPIs) such as average on-hold time, customer satisfaction ratings, and customer feedback.
• Establishing a sustainable approach to maintain reduced on-hold times, taking into account both busy and slow seasons, through proper resource planning, training, and process improvements.

Example Problem Statement 2: The Destination Problem Statement

Leaders at Example company want to increase net revenue for its premium product line of widgets by 5% for the next fiscal year. 

This approach can be used to describe where an organization wants to be in the future. This type of problem statement is useful for launching initiatives to help an organization achieve its desired state. 

Like creating SMART goals , you want to be as specific as possible. Note that the statement specifies “net revenue” instead of “gross revenue." This will help keep options open for potential actions. It also makes it clear that merely increasing sales is not an acceptable solution if higher marketing costs offset the net gains. 

Leaders at Example company aim to increase net revenue for its premium product line of widgets by 5% for the next fiscal year. However, the company currently lacks the necessary teams to tackle this objective effectively. To achieve this growth target, the company needs to expand its marketing and PR teams, as well as its product development teams, to prepare for scaling. 

Example company faces the challenge of generating a 5% increase in net revenue for its premium product line of widgets in the upcoming fiscal year. Currently, the company lacks the required workforce to drive this growth. Without adequate staff in the marketing, PR, and product development departments, the company's ability to effectively promote, position, and innovate its premium product line will be hindered. To achieve this kind of growth, it is essential that Example company expands teams, enhances capabilities, and strategically taps into the existing pool of loyal customers.

Increasing net revenue for the premium product line is crucial for Example company's overall business success. Failure to achieve the targeted growth rate can lead to missed revenue opportunities and stagnation in the market. By expanding the marketing and PR teams, Example company can strengthen its brand presence, effectively communicate the value proposition of its premium product line, and attract new customers.

Additionally, expanding the product development teams will enable the company to introduce new features and innovations, further enticing existing and potential customers. Therefore, addressing the workforce shortage and investing in the necessary resources are vital for achieving the revenue growth objective.

The primary objective of this project is to increase net revenue for Example company's premium product line of widgets by 5% in the next fiscal year. The specific objectives include:

• Assessing the current workforce and identifying the gaps in the marketing, PR, and product development teams.
• Expanding the marketing and PR teams by hiring skilled professionals who can effectively promote the premium product line and engage with the target audience.
• Strengthening the product development teams by recruiting qualified individuals who can drive innovation, enhance product features, and meet customer demands.
• Developing a comprehensive marketing and PR strategy to effectively communicate the value proposition of the premium product line and attract new customers.
• Leveraging the existing base of loyal customers to increase repeat purchases, referrals, and brand advocacy.
• Allocating sufficient resources, both time and manpower, to support the expansion and scaling efforts required to achieve the ambitious revenue growth target.
• Monitoring and analyzing key performance indicators (KPIs) such as net revenue, customer acquisition, customer retention, and customer satisfaction to measure the success of the growth initiatives.
• Establishing a sustainable plan to maintain the increased revenue growth beyond the next fiscal year by implementing strategies for continuous improvement and adaptation to market dynamics.

Example Problem Statement 3 The Stakeholder Problem Statement

In the last three quarterly employee engagement surveys , less than 30% of employees at Eample company stated that they feel valued by the company. This represents a 20% decline compared to the same period in the year prior. 

This strategy can be used to describe how a specific stakeholder group views the organization. It can be useful for exploring issues and potential solutions that impact specific groups of people. 

Note the statement makes it clear that the issue has been present in multiple surveys and it's significantly worse than the previous year. When researching root causes, the HR team will want to zero in on factors that changed since the previous year.

In the last three quarterly employee engagement surveys, less than 30% of employees at the Example company stated that they feel valued by the company. This indicates a significant decline of 20% compared to the same period in the previous year.

The company aspires to reduce this percentage further to under 10%. However, achieving this goal would require filling specialized roles and implementing substantial cultural changes within the organization.

Example company is facing a pressing issue regarding employee engagement and perceived value within the company. Over the past year, there has been a notable decline in the percentage of employees who feel valued. This decline is evident in the results of the quarterly employee engagement surveys, which consistently show less than 30% of employees reporting a sense of value by the company.

This decline of 20% compared to the previous year's data signifies a concerning trend. To address this problem effectively, Example company needs to undertake significant measures that go beyond superficial changes and necessitate filling specialized roles and transforming the company culture.

Employee engagement and a sense of value are crucial for organizational success. When employees feel valued, they tend to be more productive, committed, and motivated. Conversely, a lack of perceived value can lead to decreased morale, increased turnover rates, and diminished overall performance.

By addressing the decline in employees feeling valued, Example company can improve employee satisfaction, retention, and ultimately, overall productivity. Achieving the desired reduction to under 10% is essential to restore a positive work environment and build a culture of appreciation and respect.

The primary objective of this project is to increase the percentage of employees who feel valued by Example company, aiming to reduce it to under 10%. The specific objectives include:

• Conducting a comprehensive analysis of the factors contributing to the decline in employees feeling valued, including organizational policies, communication practices, leadership styles, and cultural norms.
• Identifying and filling specialized roles, such as employee engagement specialists or culture change agents, who can provide expertise and guidance in fostering a culture of value and appreciation.
• Developing a holistic employee engagement strategy that encompasses various initiatives, including training programs, recognition programs, feedback mechanisms, and communication channels, to enhance employee value perception.
• Implementing cultural changes within the organization that align with the values of appreciation, respect, and recognition, while fostering an environment where employees feel valued.
• Communicating the importance of employee value and engagement throughout all levels of the organization, including leadership teams, managers, and supervisors, to ensure consistent messaging and support.
• Monitoring progress through regular employee surveys, feedback sessions, and key performance indicators (KPIs) related to employee satisfaction, turnover rates, and overall engagement levels.
• Providing ongoing support, resources, and training to managers and supervisors to enable them to effectively recognize and appreciate their teams and foster a culture of value within their respective departments.
• Establishing a sustainable framework for maintaining high employee value perception in the long term, including regular evaluation and adaptation of employee engagement initiatives to address evolving needs and expectations.

What are the 5 components of a problem statement?

In developing a problem statement, it helps to think like a journalist by focusing on the five Ws: who, what, when, where, and why or how. Keep in mind that every statement may not explicitly include each component. But asking these questions is a good way to make sure you’re covering the key elements:

• Who: Who are the stakeholders that are affected by the problem?
• What: What is the current state, desired state, or unmet need? 
• When: When is the issue occurring or what is the timeframe involved?
• Where: Where is the problem occurring? For example, is it in a specific department, location, or region?
• Why: Why is this important or worth solving? How is the problem impacting your customers, employees, other stakeholders, or the organization? What is the magnitude of the problem? How large is the gap between the current and desired state? 

How do you write a problem statement?

There are many frameworks designed to help people write a problem statement. One example is outlined in the book, The Conclusion Trap: Four Steps to Better Decisions, ” by Daniel Markovitz. A faculty member at the Lean Enterprise Institute, the author uses many case studies from his work as a business consultant.

To simplify the process, we’ve broken it down into three steps:

1. Gather data and observe

Use data from research and reports, as well as facts from direct observation to answer the five Ws: who, what, when, where, and why. 

Whenever possible, get out in the field and talk directly with stakeholders impacted by the problem. Get a firsthand look at the work environment and equipment. This may mean spending time on the production floor asking employees questions about their work and challenges. Or taking customer service calls to learn more about customer pain points and problems your employees may be grappling with.    

2. Frame the problem properly  

A well-framed problem will help you avoid cognitive bias and open avenues for discussion. It will also encourage the exploration of more options.

A good way to test a problem statement for bias is to ask questions like these:

3. Keep asking why (and check in on the progress)

When it comes to problem-solving, stay curious. Lean on your growth mindset to keep asking why — and check in on the progress. 

Asking why until you’re satisfied that you’ve uncovered the root cause of the problem will help you avoid ineffective band-aid solutions.

Refining your problem statements

When solving any sort of problem, there’s likely a slew of questions that might arise for you. In order to holistically understand the root cause of the problem at hand, your workforce needs to stay curious. 

An effective problem statement creates the space you and your team need to explore, gain insight, and get buy-in before taking action.

If you have embarked on a proposed solution, it’s also important to understand that solutions are malleable. There may be no single best solution. Solutions can change and adapt as external factors change, too. It’s more important than ever that organizations stay agile . This means that interactive check-ins are critical to solving tough problems. By keeping a good pulse on your course of action, you’ll be better equipped to pivot when the time comes to change. 

BetterUp can help. With access to virtual coaching , your people can get personalized support to help solve tough problems of the future.

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Madeline Miles

Madeline is a writer, communicator, and storyteller who is passionate about using words to help drive positive change. She holds a bachelor's in English Creative Writing and Communication Studies and lives in Denver, Colorado. In her spare time, she's usually somewhere outside (preferably in the mountains) — and enjoys poetry and fiction.

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How to Write an Effective Problem Statement

Published: April 9, 2018 by Rod Morgan

Continuous improvement specialists are challenged to solve problems for their organizations or clients. They have acquired a wide array of tools, methods and techniques for that purpose.

If continuous improvement practitioners are able to establish the winning conditions for change, they can look forward to successful outcomes. However, the devil is in the details, making continuous improvement jobs interesting and challenging.

One of those “little devils” that often gets overlooked is the need to construct an effective problem statement at the start of any improvement project.

What Is a Problem Statement?

Adapted from an article by Alan Bryman in the International Journal of Social Research Methodology : A problem is a statement about an area of concern, a condition to be improved upon, a difficulty to be eliminated, or a troubling question that exists in theory or in practice that points to the need for meaningful understanding and deliberate investigation.

Why Is It So Hard to Write an Effective Problem Statement?

One of the challenges in writing a great problem statement is the distractions that can come from a variety of sources.

• Symptoms associated with the problem add to the confusion when trying to describe a problem. For example, arriving at the physician’s office and stating, “Doctor, I am experiencing pain in the back of my thigh down to the lower part of my leg! I need you to ‘fix’ my leg!” It is only after a thoughtful evaluation that the doctor concludes that your problem lies with your sciatic nerve and originates in your lower back.
• Solutions are often an early consideration when wrestling with a problem. When one is faced with a problem, alleviating that pain as quickly as possible is a natural, almost reflexive, action. It is, however, extremely important to avoid jumping to solutions until a profound understanding of the current state is achieved.
• The search for causes of your pain is a natural reaction that also needs to be avoided when first describing a problem. Establishing root cause will be a part of the ensuing investigative procedure but should be reserved for the appropriate time in the lifecycle of the problem-solving method.
• Blame is also a natural reflex when one is afflicted with a problem. A quote attributed to John Burroughs, American naturalist and nature essayist, may be all that needs to be said on this subject: “You can get discouraged many times, but you are not a failure until you begin to blame somebody else and stop trying.”

In short, a great problem statement must be free of causes, solutions and blame, and careful consideration must be given to ensure symptoms do not become a distraction.

What Is in a Problem Statement?

A problem statement should describe an undesirable gap between the current-state level of performance and the desired future-state level of performance. A problem statement should include absolute or relative measures of the problem that quantify that gap, but should not include possible causes or solutions!

Key elements of an effective problem statement include:

• Gap : Identify the gap (pain) that exists today.
• Timeframe, location and trend : Describe when and where the problem was first observed and what kind of trend it is following.
• Impact : Quantify the gap (cost, time, quality, environmental, personal, etc.)
• Importance : To the organization, the individual, etc. to better understand the urgency.

What Method Can I Employ to Author a Great Problem Statement?

The ability to articulate an effective problem statement is not simply a business skill – it is a life skill. How can children, youth and adults begin to solve problems if they haven’t been able to adequately describe them? This holds true for continuous improvement specialists.

The 5W2H (what, when, where, why, who, how, how much) method is deceptively simple. Ask the right questions in the right order and let the answers lead you to a great problem statement.

Example of Developing a Problem Statement

Let’s walk through the 5W2H method for manufacturing and call center examples.

Question 1 : What is the problem that needs to be solved?

• Manufacturer : Window frames and parts are ending up in the assembly department missing required weep holes or slots.
• Call center : The assessment call is too complex, time consuming and administratively heavy, resulting in a diminished experience for the client as well as the staff member performing the work.

Question 2 : Why is it a problem? (highlight the pain)

• Manufacturer : If identified (visual inspection), the affected parts must be sent back for rework, thereby increasing the overall cost of manufacturing, creating higher inventory levels (WIP) and increasing risk since some of the defects may not be detected until later in the process, or worse, they may end up being incorrectly shipped to the job sites.
• Call center : This results in higher variability and length of call handling time, clients having to repeat their “story” as the move through the assessment and downstream case worker (meeting) process, clients providing more information than may be required, increased workload for the assessment worker and increased wait times in the (telephone) queue. The overall impact is reduced service levels as well as diminished client and assessment worker experience.

Question 3 : Where is the problem observed? (location, products)

• Manufacturer : This problem is observed in the assembly department, downstream departments as well as ultimately in the field with customer complaints and costly field repairs and replacements.
• Call center : This problem is observed in all assessment calls but will vary in magnitude depending on the client (needs and circumstance), assessment worker (experience) and other factors that contribute to variation in the handling of assessment calls.

Question 4 : Who is impacted? (customers, businesses, departments)

• Manufacturer : This problem affects the assembly department that is tasked with trying to inspect for the error and react accordingly, rework occurring in the department/work cell responsible for weep holes and slots, the company as a whole in terms of cost, brand and reputation, and, most importantly, the customer who is affected by this problem if it makes it to the field.
• Call center : This affects the client associated with the call, clients waiting in the queue, client’s families, and the organization and employers in the community being served.

Question 5 : When was the problem first observed?

• Manufacturer : This has been an ongoing issue going back as far as memory serves in the long-term employees, but with increased volume and more customization and higher complexity in design, the impact and severity of this problem has increased rapidly over the last two years.
• Call center : This is a latent problem that has always existed but has become more evident with recent changes, including changes in funding, legislation, demand for services, client demographics and recent integration efforts in the organization as part of their ongoing commitment to continuous improvement of service pathways and client experience.

Question 6 : How is the problem observed? (symptoms)

• Manufacturer : Customer (in-field installation and service) complaints, increased warranty costs, manufacturing non-conformance reports (NCR), complaints from assembly department team and increased costs in fabrication.
• Call center : This problem is observed in the variation in call-handling times, wait times in the telephone queue, call abandon rates, increased stress in front-line staff (workload and client anxiety/dissatisfaction) and ambiguity in call handling protocols.

Question 7 : How often is the problem observed? (error rate, magnitude, trend)

• Manufacturer : There is an observed 62,000 parts per million (PPM) for this specific defect, taking into consideration rework completed in-house and observed defects in the field. The PPM is derived from the number of weeping holes and slots required per unit assembly versus the actual number of deficiencies overall observed for the same number of units.
• Call center : This is a daily operational occurrence but increases in call complexity related to changes in the knowledge base – multiple programs and changes in the environment (client demographics and needs/circumstances, legislation, etc.) – have resulted in an increase in severity and stress on the system.

Think of a problem you have encountered in your personal or professional life, or a problem you are currently tasked to solve. Employ the preceding method of asking seven simple questions and see where it takes you.

Teach this simple and effective method to your friends, colleagues and family. Writing problem statements truly is a life skill and, when employed correctly, will place anyone in good stead to start solving the problem.

About the Author

How To Craft A Compelling Problem Statement

mins read ⋅

December 7, 2022

The problem statement is an all-important asset to the startup. It forms the core of the business and the reason for it to exist, by laying out the real-world challenge that your business is focused on resolving . 

Let’s take an example that will be familiar to us all. Here’s a problem statement for a video conferencing company through the past few years:

“The office cannot open and people are asked to stay in their homes except when they need to leave for absolute essentials like food and healthcare. This means that they cannot work in an office and collaborate as a business like they used to.”

Companies like Zoom, Microsoft (via Teams), and others benefitted from the disruption that was caused by the pandemic. They continue to thrive post-pandemic because the solutions were so adept at addressing the problem statement that the value they added to the employee’s day became intrinsic.

If you can be the first to observe a genuine pain point within the community, and pinpoint the reason that it is a problem, then you’ve got the perfect business pitch. That’s the power—and utility—of a problem statement.

So, what is a problem statement?

A good problem statement is beautiful in its simplicity. It should be a one or two sentence statement that clearly articulates a problem that you—and your business—want to address. Its purpose is to inspire creative thinking but ( and this is critical ), it is not there to describe the solution .

Getting the order right is important here: How often have you heard the phrase “that was a product looking for a problem to solve” in relation to a failed product release? That typically happens when an entrepreneur thinks they have a great idea, but haven’t thought about what their idea is specifically there for. 

A problem statement ensures that the creative energy that is going into the product development is driving towards a particular end-goal, rather than the vague intention on making something of high quality, or something that sells well.

A problem statement is a top-line statement, similar to a mission or vision statement . However, it is different in its focus. A mission or vision statement helps guide the behaviour of the company. Meanwhile, a business might have multiple problem statements and each of those might have one (or more) products developed to become the solution to the statement.

If you approach innovation the right way, the problem statement becomes the standard that the product is judged by. When you’ve got everyone in the team asking “does this address the problem statement?” at each stage of development, then success is much more likely.

The seven questions behind every good problem statement

The irony with simplicity is that it’s the most difficult thing to achieve. Most people would rather write a 10,000-word essay than try to come up with just a few sentences that encapsulates a problem in its entirety.

The best way to go about formulating an effective problem statement is an old-fashioned brainstorming session. Whether you do this yourself or with some co-innovators, sit down and ask yourself these seven questions:

1) What is the problem that needs to be solved? 

(People can’t work in their offices for at least a few months, and possibly indefinitely).

2) Why is that a problem? 

(If people can’t work, a business isn’t likely to survive for long).

3) Where is the problem observed?  

(The office location, or, more accurately, the absence of a previously existing location to do work).

4) Who is impacted? 

(Everyone that works in the office, and, by extension, any customer that interacted with those people).

5) When was the problem first observed? 

(The day the lockdowns were announced).

6) How is the problem observed?  

(Are people in the office? If not, the problem has been observed).

7) How often is the problem observed?  

(Massive scale, with just about every business being affected by lockdowns and office closures, globally).

Once you have answers to these seven questions, then you’ll be able to consolidate them down to arrive at the essence of the problem—your problem statement. With that drafted, ask yourself if it contains the following information: 

Does it identify a gap (pain point), explain when, where and what that gap is speaking to, quantify the gap in terms of cost, size, quality, and so on, and explain why this gap needs to be filled?

If it has all this information, congratulations—you’ve got the material that you need to clearly draft up your problem statement!

How to write a problem statement

Mechanically, writing a problem statement once you’ve brainstormed your way through the questions above is quite simple:

1. Identify the biggest problem

It is very likely that the brainstorming session has highlighted multiple challenges in need of solutions. The biggest opportunities rest with the biggest problems, so the first task is to highlight which problem you should turn into a problem statement.

2. Spend the first part of the statement being explicit about the source of the pain

Back to our example: “The office cannot open and people are asked to stay in their homes except when they need to leave for absolute essentials like food and healthcare.” 

For a problem statement to work, you need to detail the full extent of the “pain” being caused. You could write “people can’t come to work,” but this isn’t specific. There are any number of reasons that people can’t come to work (or simply don’t want to!), so in the example here a good problem statement will specify the exact reason why people can’t come in to work.

3. Make it human

Business ultimately exists in service to humanity, and to craft a compelling problem statement, it needs to relate back to the human experience somehow. “Employees can’t collaborate in the office like they are used to,” makes it clear that people are being prevented from doing something that they want to, and that therefore is a relatable, human problem to be solved.

4. Make it clear that there’s a solution

Lastly, there’s no problem coming up with a problem statement for something that doesn’t have a solution. In our example above, it’s clear that the solution is coming up with a new way to collaborate. Your problem statement shouldn’t describe the solution, but it should highlight that you know there is one. 

Finally, make sure you make it brief. Not more than two sentences. You want to capture your audience’s attention and give them something immediately inspiring and motivating. The longer the problem statement the more room there is for interpretation.

Where problem statements can go wrong

There are four common mistakes that can act to undermine a problem statement. We call them “distractions” and their presence within a problem statement can lead a team to create a product or solution that addresses the distraction, rather than the actual core of the problem. 

Here are the four main distractions that can negatively impact on a problem statement’s effectiveness:

If the problem statement ends up addressing a symptom, rather than the underlying problem, then the product or service developed out of it will be of limited appeal and utility. To go back to the remote work example, if the problem statement was “people are having trouble collaborating while working from home,” a “solution” might be to give them a webcam, and that’s obviously not going to address the real problem that organizations faced in this.

In other words, we’re talking about first principles thinking here. Being able to answer the question “what is the customer’s fundamental problem?” means that you’ve cut through the superficial symptoms, and key to the success of the problem statement. 

There are steps between developing the problem statement and actually getting into product or solution development. Jumping those steps and including solutions within the problem statement is a recipe for disaster. The reason for this is simple: a problem statement features a number of assumptions, and until you can test those assumptions you can’t be sure that the solutions that you’re developing will address the actual problem.

Causes have no place in a problem statement, because again, this is something that is investigated once there is agreement on what the problem is. Take the working from home example that we’ve been using. It would be very easy to say that “COVID-19” is the cause for lockdowns and working from home. However, there was already a trend towards people working from home before COVID-19 first hit the headlines: the cause behind working from home was already there. COVID-19 accelerated it, but if you developed a solution for COVID-19-driven working from home, you may well miss the actual root problem, resulting in an inferior and limited product or solution.

There’s a close association between “problem” and “blame,” so it’s not unusual for blame to be thrown around during the brainstorming session. The final problem statement, however, should be blame-free, because the implication that comes with blame is that those responsible should be driving the solution. 

Or to put it another way: it might be easy to blame management for not having the foresight to enable working from home before the pandemic hit. However, the solution, and the problem, is simply that people need to work from home. Who is responsible for that need is completely irrelevant to the form the solution will take.

To summarize; a problem statement itself needs to be simple, and focused on an underlying problem that currently doesn’t have a solution to users. This is the problem that you will try and solve. That’s it. Nothing more.

Problem Statement Examples 

Here are some real-world examples of companies, and the problem statement that underpinned their genesis. You’ll see the common thread across them—they succinctly and clearly describe the problem they’re solving, not the product/solution that they’re selling:

Facebook : “It’s easy to find music, news, and information online, but connecting and interacting with your family and friends is inefficient and cumbersome.”

Stripe : “Ecommerce is dominating, but accepting payments online is difficult and well beyond the means of small businesses in particular.”

Canva : “For marketers and small-business owners, it’s impossible to make attractive graphics for presentations and marketing without first taking courses in professional design software.”

Robinhood : “Young professionals want to build wealth and investments, but trading commissions have placed financial barriers to mass market participation in the stock market.”

Uber : “Finding a taxi when you need it the most can be difficult. You can call and book, but only hope that it will show up on time.”

Square : “Small retailers need to have a way of accepting credit cards, as more and more customers are using cards to make payments. However, payment terminals are expensive and the barrier to entry too much for these businesses.”

Spotify : “Consumers wanted music online and in a digital format, and are willing to pirate them if there isn’t a ‘legitimate’ option to access the music this way.”

Docusign : “Businesses are shifting to paperless offices, however, contracts still need to be signed in a secure and legally-binding way.”

LinkedIn : “All the social media networks are focused on personal identity and social interactions. Business leaders want to separate their personal and social lives from their business/corporate identity.”

Google : “Finding a website that contains authoritative information is difficult as there are a lot of websites, and existing search engines weren’t great at ranking them.

YouTube : “It’s easier than ever to digitize videos and have them on your computer, but to share them you need a platform that is accessible and easy to use.”

Grammarly : “People rely on the spelling and grammar tools in Microsoft Word as an efficient way to proofread their own work. Outside of Word, however, and on social media, they’re on their own.”

Duolingo : “People have an interest in learning a second or third language. However, formal courses might not fit with their timetables and can be expensive, and tapes or audiobooks can be in scope and feedback.”

What is fascinating about all of these startups that have grown to become billion-dollar companies is that their product suites are often big and complex. At the same time, because the problem statement was so well articulated at the business’ inception, the company has been able to maintain its focus on that core capability in the subsequent years.

The Bottom Line

It’s a good idea to get good at identifying opportunities and writing problem statements that address them. If you’re starting up a business, it’s the problem statement that will help guide you in product development and establishing your company’s differentiation . 

Likewise, if you’re looking to invest in companies, being able to see a robust and well-formed problem statement is important. A “me too” business, or one that seems to be relying on the unsubstantiated genius of its founder, is unlikely to succeed. An entrepreneur that has successfully identified  a problem and gap in the market, and is going to attack that problem with their startup’s products and solutions, is one to get excited about. 

Having a problem statement is by no means proof of the future success of the company, but what it does do is show that the company understands where its opportunity lies.

More resources

TAM, SAM & SOM: How To Calculate The Size Of Your Market

Unicorn Companies Explained: How Startups Achieve the $1 Billion Valuation

Defining Your Value Proposition For Early-Stage Startups

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How to write a problem statement: a step-by-step guide

Many great business ideas begin with a crucial problem that needed solving. While product teams and designers may be eager to build solutions, it pays to not rush your product out the door. If you’ve ever heard the phrase “Give me six hours to chop down a tree and I will spend the first four sharpening the axe,” you might understand why.

Instead of immediately switching into solution-mode, there’s value in taking time to understand a problem from all angles. One of the best ways to properly diagnose and solve problems is to write a problem statement.

In this article, we explain what problem statements are, how to write one, and share a few examples.

What is a problem statement?

Problem statements summarize a challenge you want to resolve, its causes, who it impacts, and why that’s important. They often read like a concise overview managers can share with stakeholders and their teams.

Why are problem statements important?

Problem statements help you share details about a challenge facing your team. Instead of rushing to a solution, writing a problem statement enables you to reflect on the challenge and plan your response.

The high-level perspective a problem statement offers lets teams focus on the factors they need to change. Managers also use this top-down vantage to oversee their teams as they work out solutions.

When to use a problem statement

Any time you face a challenge is an opportunity to write a problem statement. You can write a problem statement to improve operations in different contexts. For example, you might use a problem statement to:

• Refine project proposals: Managers write project proposals to solve user issues. Problem statements inform these proposals, shaping their goals, plans, and approaches.
• Develop your product offering: Many startups build their business model on solving a long-standing problem. Problem statements help clarify a company’s mission and core product design .
• Clarify the outcome of solving a problem: Problem statements point out the long-term benefits of solving the issue, which can help you put the problem into context for stakeholders and secure necessary resources.
• Collaborate with multiple teams: You can rally teams around a common goal if you frame it as a shared problem. Collaboration ensures you examine the problem and reach solutions from all possible angles.
• Improve the user experience: Problem statements can identify pain points and ways to enhance a product. When teams act on problem statements, this can improve UX.

What are the elements of a problem statement?

You can break problem statements into a few core elements. While the format of a problem statement is flexible, aim to include the following:

• Gap: the challenge, issue, or pain point you currently face
• Orientation: a description of when and where you found the problem and the trend it creates or follows
• Impact: a measure of your problem’s consequences in cost, time, quality, environment, or personal experience
• Importance: why this problem matters to your organization and customers

How to write a problem statement

Now that you understand the elements of a problem statement, you can write your own in five key steps.

1. Identify the problem

Start by pointing out an issue and gathering data. Put yourself in the support or production environment where the problem arises and try to experience it firsthand. When gathering data, look for trends or overarching themes—they may help you find the root cause of your problem later.

After seeing the problem for yourself, interview others who know about it. Start with employees who run into the problem or offer support for it. In some cases, they may have a design brief with more information on the issue. Beyond that, customer testimonials and stakeholder interviews can lay out the full scope of your problem.

2. Put the problem into context

Describe how the problem impacts customers and stakeholders. Avoid personal bias and focus on developing a clear perspective. This approach helps prioritize the issue and explain why you need to solve it. If customers can't reach the benefits of your product because of an issue, that's a high-priority concern. If you’ve ever conducted design research , this process should feel similar.

You can put a problem into context by asking:

• Does the problem lead to a reputational, financial, or logistical cost?
• Is the main issue a symptom of a greater challenge?
• Has your team already tried to solve this problem? Why didn’t past solutions work?
• What do you and your team definitely know about the current problem?

3. Find the root cause

Ask yourself "why" questions about the problem to find its origin point. Your initial assumptions about a problem might stand in the way, so as you learn more about the issue, don’t be afraid to change how you look at it. You'll get closer to the root cause as you reframe your understanding around these discoveries.

If you need help uncovering the root cause or challenging your initial assumptions, these templates can help:

• The 5 whys template helps you get to the root cause of a problem.
• Reverse brainstorming templates reverse the way you frame problems to find new solutions.
• A DMAIC template lets you define, measure, analyze, improve, and control a problem.
• Mind map templates allow for brainstorming causes, effects, and solutions in a shared space.

4. Describe your ideal outcome

Now that you understand the problem, think about your ideal outcome. Whether you're solving a problem with your product or an internal process, remember to avoid scenarios where you put a Band-Aid on the issue. Even if you can avoid specific symptoms in the short term, letting a core problem go unsolved can lead to other setbacks later.

In some cases, you can describe safeguards that let a process work as intended. You can also write an alternative process that avoids the issue altogether. This ideal outcome will inform your goals and objectives in the next step.

5. Propose a solution and outline its benefits

Finally, your problem statement should include solutions to the problem. Including more than one solution gives stakeholders and your team options for deciding your approach. Note the benefits of each solution, highlighting why it stands a chance of working or how it can save on time and costs.

To ensure you arrive at the best solution, be sure to:

• Ask your team if the proposed solution matches their understanding of the problem.
• Consider more than one solution. Sometimes, you can choose between multiple options or apply more than one solution at once.
• Include long-term financial, intangible, and operational benefits the solution provides.
• Consider whether your solution has blind spots or causes changes that could lead to more issues.

Problem statement examples

Now that you know how to write problem statements, here are some examples.

Example 1: Support ticket wait times

Suppose you’re a support manager at a midsize SaaS company. Ideally, you want to respond to every support request within a few hours. However, your team can’t reach turnaround times fast enough to meet customer expectations. Start by breaking down the elements of your problem statement:

• Gap: Customers have long wait times for their support tickets to get a response.
• Orientation: This problem began in the last few months and has only worsened.
• Impact: Customers aren't happy with their quality of service, and your teams feel burnt out from trying to keep up.
• Importance: Retaining customers with support is essential for sustaining your business.

Now that we’ve laid out the details, we can format it as a problem statement:

• Identify the problem: You have high support ticket turnaround times. Gather data by tracking how the time has lengthened in the past few months and talking to customers about inconsistencies in wait times.
• Put it into context: Customers upset about their wait could switch to competitors. You initially assumed it was seasonal demand rising, but wait times haven’t tapered off, which could cause reputational and financial problems.
• Find the root cause: You initially assumed demand had increased. Support tickets have remained steady, but your AI support designed to solve minor problems has had fewer tickets. This lack of AI support has your teams stretched thin.
• Describe your ideal outcome: AI support should be able to handle more advanced queries. This way, your service teams can focus solely on tickets too advanced for AI.
• Propose a solution: Choose between assigning devs to revamp your AI or investing in a new solution to handle tickets. You can also consider reworking support agents' workflows to focus more on direct customer contact.

Example 2: New feature development

Assume you're a project manager at a tech company. You offer a platform that tracks goals and finds inefficiencies in your programmer's workflows. Your leadership wants to release a tool that lets customers estimate the amount of money earned for each workflow issue they correct. However, you aren't sure you have the resources to implement the feature.

• Gap: You need to create a payoff calculator, but you may not have the necessary resources.
• Orientation: The problem began when you received the assignment. The more time you spend researching the new tool , the less time you have to implement it.
• Impact: Failure to get this feature off the ground will give competitors who offer this tool an advantage.
• Importance: You need this feature to stand out from competitors and for lead generation.

With this information, you can turn it into a problem statement:

• Identify the problem: Your team doesn’t have the resources to design and implement a new feature. Start by interviewing stakeholders and employees who have worked on tools like this—they can explain the issues and solutions that go into adding this feature.
• Put it into context: Not implementing this feature would give competitors an edge and potentially push customers interested in payoff calculators away from your product.
• Find the root cause: Your team currently isn't tracking the necessary metrics to use in an ROI calculator. Your team also doesn't have enough experience with the kind of tool to build it from scratch.
• Describe your ideal outcome: Your devs add the calculator to your platform. This feature draws in new customers interested in the tool and helps current ones make the switch.
• Propose a solution: Your devs learn more about the feature’s framework and add the ability to track ROI-centric metrics. From there, you can create a project roadmap to get this feature added to the platform in a few months.

Problem statement template

Ready to start writing your own problem statement? Try our problem statement template below.

Get your team on the same page to solve problems faster

Project managers used to putting out fires can tell you how much of their job comes down to problem-solving. But before working on solutions, you need to organize your team around a clear problem statement. Find actionable, collaborative solutions by rallying everyone around a shared understanding of a problem.

Once you square away your problem statement, check out our library of over 300 templates . With FigJam, your team can plan and strategize around every step of your project. The right online whiteboard helps you exchange feedback and loop in other teams to find solutions faster.

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PROBLEM STATEMENT

Learn everything you need to know to develop a Problem Statement by an Ex-McKinsey consultant . Includes best practices , examples, and a free problem statement template at the bottom.

“A problem well stated is a problem half solved.”

– Charles Kettering, Early 1900s American Inventor

I remember my first day on my first project at McKinsey, the partner got the team in a room for us to spend a few hours “defining the problem statement.” At first, I thought to myself, “man, what a dumb idea…this client is paying us millions of dollars, and we don’t even know what we are trying to solve?” But, as we started to debate the context of the client, the issues they faced, and the reasons why they brought us on, I started to appreciate defining the problem statement and the ability for the right problem statement to frame and focus problem solving .

What is a problem statement?

A problem statement is a clear description of the problem you are trying to solve and is typically most effectively stated as a question. Problem statements are subtly critical in effective problem solving. They have an uncanny ability in focusing the efforts of brainstorming , teamwork, and projects .

To understand this better, let’s go through some examples of how you can position a brainstorming session on various topics.

Beyond brainstorming, problem statements should be used at the beginning of any project to frame and focus on the problem. A good problem statement defines the “who” the problem involves, and defines the scope of the problem. Since problem statements guide much of the problem solving of a project, it is important not to be too narrow or broad with the problem statement.

How do you create an effective problem statement?

As stated before, every McKinsey project starts with the development of a problem statement. Once we landed on a strong problem statement, then we had to align the client with the problem statement. The easiest way for a project and team to get off track is if the team and the client are trying to solve different problems. A good problem statement aligns the expectations of the client with the team’s activities and output.

Here are the best practices when creating an effective problem statement:

Use the 5 Ws and one H

One of the most useful tools when developing a problem statement is the 5 Ws and one H, which is simply utilizing who, what, why, where, when, and how questions to frame the problem statement. Simply thinking through these questions as they relate to the problem can help you create a strong problem statement.

Ask the most crucial question, “What are we trying to solve?”

We’ve all been in those brainstorming sessions, meetings or on those projects, where you’re just scratching your head, as the conversation or directions are more like an Olympic ping-pong match going from one topic to the next. The most effective question that I’ve used in over a thousand meetings and conversations is simply “what are we trying to solve?” It cuts through the clutter, confusion, and misalignment, and quickly centers the focus and energy of everyone.

Frame the problem statement as a goal

Some of the best problem statements are simply goals formatted as questions. If you need to increase sales by 10%, a good problem statement is, “Within the next 12 months, what are the most effective options for the team to increase sales by 10%?”

Force the prioritization 

Often, the most effective problem statements force the prioritization of issues and opportunities. Using phrases such as “the most important for the customer” or “the best way” will force prioritization.

DOWNLOAD THE PROBLEM STATEMENT POWERPOINT WORKSHEET

To get you going on defining a strong problem statement, download the free and editable Problem Statement PowerPoint Worksheet.

Correctly defining a problem statement at the beginning of a project or initiative will dramatically improve the success of the project or initiative. Problem statements help guide problem solving, analysis , hypotheses , and solutions.

Developing a problem statement is an iterative brainstorming process. Get the major stakeholders in a room for a few hours and start the process by having everyone write down what they think the problem is on index cards. Collect the index cards and post them on a whiteboard. You can either discuss each one or have the group pick the top 3 and then discuss them. You can use the Problem Statement Worksheet to further define the problem by answering the 5 Ws and 1 H. The key is to find the right problem statement all stakeholders feel strongly about, in that, if the problem statement were solved, the problem would be solved.

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Problem Statements: The Foundation For Successful Solutions

In any project, whether it’s a business initiative, research endeavor, or personal goal, the first step is often identifying the problem you intend to solve.

A clear and concise problem statement is the foundation upon which successful solutions are built.

This guide will walk you through the ins and outs of creating effective problem statements, discussing their definition, best practices, features, pros and cons, benefits, examples, and their role in aiding both teams and individuals.

What is a Problem Statement? A problem statement is a succinct description of a challenge, issue, or obstacle that needs to be addressed. It serves as a guidepost that directs efforts toward understanding and solving a problem.

A well-crafted problem statement provides context, scope, and direction for tackling complex issues.

Best Practices for Crafting Problem Statements

• Clarity and Conciseness: A problem statement should be clear, straightforward, and free of jargon. Avoid unnecessary complexity that could confuse readers.
• Specificity: Clearly define the problem’s boundaries to prevent ambiguity. A specific problem is easier to address than a vague one.
• Relevance: The problem statement should align with your project’s goals and objectives, ensuring that the solution contributes meaningfully to the overall mission.
• Measurable Objectives: Whenever possible, incorporate measurable metrics that will help gauge the success of your solution.
• User-Centric: Consider the perspective of those affected by the problem. Tailor your statement to address their needs and concerns.
• Root Causes: Understand and articulate the underlying causes of the problem rather than just its surface symptoms.
• Feasibility: The problem should be solvable given the available resources, time, and expertise.
• Avoid Assumptions: Base your problem statement on facts and evidence rather than assumptions.

Features of a Well-Crafted Problem Statement

• Clear Description: The problem’s nature, scope, and context are defined concisely.
• Impact: The problem’s significance and implications are highlighted.
• Measurable: If possible, include quantifiable metrics to measure the problem’s extent and the success of the solution.
• User-Centered: Focus on the people or entities affected by the problem.
• Root Causes: Discuss the underlying factors contributing to the problem.
• Feasibility: Consider the practicality of addressing the problem.

Pros and Cons of Problem Statements Pros:

• Guidance: Problem statements provide a roadmap for tackling challenges effectively.
• Alignment: Teams rally around a common goal, improving collaboration and focus.
• Clarity: Stakeholders gain a clear understanding of the problem’s significance.
• Resource Optimization: Efforts are directed toward solving the actual problem, preventing wastage.
• Innovation: A well-defined problem encourages creative thinking for unique solutions.
• Restriction: A narrow problem statement may limit exploration of alternative solutions.
• Bias: If not carefully crafted, a problem statement may introduce bias or assumptions.
• Rigidity: A rigid problem statement might not adapt well to evolving circumstances.

Benefits of Effective Problem Statements

• Efficiency: Resources are utilized efficiently when teams are focused on solving a well-defined problem.
• Innovation: A clear problem statement inspires creative thinking and novel approaches.
• Alignment: Teams are united in purpose, enhancing collaboration and synergy.
• Accountability: A problem statement provides a clear basis for evaluating the success of a solution.
• Decision-Making: Well-defined problems make it easier to prioritize and make informed decisions.

What Makes a Good Problem Statement? A good problem statement is:

• Clear: It is easy to understand without ambiguity.
• Specific: It defines the scope and boundaries of the problem.
• Measurable: It incorporates quantifiable metrics if possible.
• Relevant: It aligns with project goals and objectives.
• User-Centric: It considers the needs and perspectives of those affected.
• Root-Cause Focused: It addresses underlying causes, not just surface symptoms.
• Feasible: It is realistically solvable within the available resources and constraints.

How Problem Statements Help Teams and Individuals For Teams:

• Focus: Problem statements guide teams to work cohesively toward a shared goal.
• Efficiency: Resources are concentrated on relevant tasks, optimizing productivity.
• Innovation: A clear problem encourages creative brainstorming and diverse solutions.
• Communication: Problem statements facilitate clear communication among team members and stakeholders.

For Individuals:

• Direction: Problem statements provide a clear purpose, motivating individuals.
• Accountability: Individuals can measure their progress against the problem’s definition.
• Empowerment: Understanding a problem fosters a sense of ownership and empowerment.
• Problem-Solving Skills: Deconstructing problems enhances critical thinking and problem-solving abilities.

How to Write Effective Problem Statements

• Understand the Problem: Research and gather insights to grasp the problem’s scope, causes, and implications.
• Define the Problem: Clearly articulate the problem, focusing on its core components.
• Contextualize: Explain the problem’s relevance within the larger project or context.
• Use Measurable Metrics: Incorporate quantifiable measurements when applicable.
• Consider Stakeholders: Understand the perspectives and needs of those impacted by the problem.
• Avoid Bias: Craft the statement impartially, avoiding assumptions or preconceived notions.

Tips for Creating a Problem Statement

• Collaborate: Involve diverse perspectives to create a well-rounded problem statement.
• Iterate: Refine the problem statement through multiple drafts and iterations.
• Test Clarity: Share the statement with others to ensure its clarity and understanding.
• Stay Open-Minded: Be prepared to adjust the problem statement as new insights emerge.

Effective Problem Statement Examples

• Business: “The declining customer retention rate by 20% over the last quarter indicates a need to identify and address key factors causing customer dissatisfaction.”
• Education: “The inconsistent academic performance of students in math highlights a need to develop targeted interventions that improve conceptual understanding and engagement.”
• Healthcare: “The rising number of medication errors in our hospital points to the necessity of implementing a comprehensive barcode scanning system to enhance patient safety.”

In conclusion, a well-crafted problem statement is the cornerstone of successful projects, offering clear direction, focus, and motivation.

By adhering to best practices, considering user needs, and addressing root causes, you can create problem statements that drive innovation and effective solutions.

Whether you’re working within a team or pursuing individual goals, mastering the art of problem statement creation will greatly enhance your problem-solving endeavors.

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Article • 8 min read

Personal Mission Statements

Defining your goals.

By the Mind Tools Content Team

One of the most important things that corporate leaders do is define their organization's purpose, and identify what they ultimately want it to accomplish. They communicate this information in corporate mission and vision statements . These set a clear course for the organization, tell employees how they should focus their efforts, and prevent people going "off mission."

If mission and vision statements are so important to organizations, why don't we spend any time creating them for ourselves?

In this article, we'll look at the benefits of creating personal mission and vision statements. We'll show you how to create them, and highlight how you can use them to bring clarity to your own objectives and goals.

Why Create Mission and Vision Statements?

All of us have very different ideas about success. What's important, however, is that you spend time defining your version of success. Otherwise, how will you understand what you should be working toward, and how will you know if your decisions are helping you move toward your goals?

Used as part of your personal approach to goal setting , mission and vision statements are useful for bringing sharp focus to your most important goal, and for helping you to quickly identify which opportunities you should pursue.

Shaping this goal into a mission statement helps you keep it at the front of your mind, and helps you focus your energy and resources upon it. Without this focus, you can be distracted, or you can spread your effort too thinly across multiple competing goals.

By creating a personal mission statement, you make one of your personal goals supremely important. This gives you the best possible chance of achieving it, which is essential for some types of goal. However, if you focus exclusively on one goal, you'll inevitably have to de-emphasize others. Make sure that you're happy to do this, and make sure that people who are important to you don't suffer as a consequence.

Mission Versus Vision

So, what's the difference between a mission statement and a vision statement?

• Mission statement – This defines your purpose. It's what you ultimately want to achieve in your life or career, expressed in a specific, measurable way.
• Vision statement – This is a bit more emotional. Here, you define your core values, and how you'll apply those values to your mission.

As your career develops, your goals and objectives are likely to change too. So make sure you revisit your mission and vision statements regularly, and update them as required.

Creating Mission Statements

Follow these steps to create your mission statement:

• Identify what you do best – Your unique strengths will likely point to what you would like to do most with your life and career. Our Bite-Sized Training session Finding Your Unique Strengths will help you discover your strengths.
• Think about what success means to you – If you get stuck, make a list of past accomplishments that really made you feel as if you did something worthwhile. Your aim is to create a short list of measurements to help you track your progress.
• Identify your personal goals – Take the time to explore what you might want to do with your life and career, and then narrow down to the goals you most want to pursue, across the full range of life areas. Our article on Goal Setting will help you do this.
• Combine the first three steps – Look at your goals, your unique strengths and your idea of success, and then identify the one goal that you most want to achieve. Make sure that the goal is expressed in SMART format, and that it's expressed in as powerful and motivating a way as possible.
• Keep refining – Edit and perfect the words until you have a clear, concise statement that identifies your ideas, and how you'll measure the results.

Mission Statement Example

Using her USP Analysis, Kara has identified several unique strengths. She's creative, a great problem solver, and always maintains a positive outlook that helps inspire her team, even on difficult projects. To her, success means working in a challenging, creative role, and receiving a salary that she feels is fair and based on her accomplishments. Her most important goal is to become a member of her company's senior management team within the next seven years.

Kara's mission statement is this:

My mission is to become a member of the company's senior executive team by December 31, 2018, by empowering internal teams, and helping them solve challenging problems in a creative and successful way. In this role, I want to feel that I'm valued, and my salary and benefits will show this.

Creating Vision Statements

Now that you've created your mission statement, move on to your vision statement:

• Identify the humanistic side of your mission – Look carefully at the mission statement that you just created. What is most fulfilling about what you're going to do? What really impacts your emotions? And what will help other people?
• Make a list of your core values – Our article What Are Your Values? will help with this.
• Visualize who you'd like to become – Picture your "best self." Are you a strong leader? A compassionate friend? A mentor? Make a list of words that describe how you would like others to see you.
• Combine the first three steps – Bring these steps together, and write your vision statement. This should be energizing and motivating, and it should fill you with energy and excitement when you read it.

Vision Statement Example

When Kara looks at writing her vision statement, she realizes that she loves solving problems because this helps people. She's very fulfilled and uplifted when she's able to solve a problem that no one else can. This isn't because she receives praise, but because she's able to help reduce stress and frustration for someone else.

She identifies her core values as integrity, compassion, creativity, and helping people.

When she defines her "best self," she pictures herself as a strong leader, who lifts her team and helps push them toward their own achievements.

Kara's vision statement is this:

I want to help others grow and succeed in their careers. I'll use my talent for problem solving to help my people grow as individuals and become more successful as a team. I'll set an example for my team by sticking to my values and maintaining my integrity, even under difficult circumstances.

There isn't a specific formula for writing your own mission and vision statements, and you can make them as specific, or as broad, as you want. Just ensure that they're punchy and motivational statements that describe what you want to achieve.

Spending time creating personal mission and vision statements is well worth the effort. These tools can help you make important career decisions, and remind you of the direction you want to take in life.

Make sure you allow yourself enough time to think deeply about each step in the process. Identify the right words, goals, and core values. Then create clear, concise statements that are motivational and fill you with purpose.

Keep refining the statements until they're exciting and meaningful, and remember to revisit your mission and vision statements as your career develops.

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A Compass for Growth: 50 Inspiring Startup Mission Statements

Exploring the mission statements of innovative startups unveils the essence of their identity, blending core values, purpose, and vision into guiding lights for entrepreneurial journeys. More than a list of goals, these statements provide a roadmap, outlining steps and anticipated results that resonate with the spirit of innovation and diversity.

Delving into startups valued between $100 million and $500 million, we uncover stories of ambition and connection, where each phase of innovation offers opportunities for significant impact. These mission statements articulate a message of hope, underscoring the importance of community engagement and the drive towards real-world problem-solving.

These mission statement examples highlight a commitment to sustainability, the power of technologies, and the warmth of company spirit. Their strategy demonstrates how blending art, education, and innovation can foster brand loyalty and spur competition, aiming not just for profit but for a positive contribution to our home planet one step at a time.

Serving as a vision statement, these declarations and principles guide startups through entrepreneurship, emphasizing the optimism and advice necessary for achieving a better outcome for humanity fostering pride and excellence. Through storytelling and charity, they create memorable moments for families and students, laying a foundation for a future where innovation leads to a healthier, more inclusive world.

This exploration reveals the reason behind the profound impact of well-crafted mission statements in inspiring leaders, fueling innovation, and affirming the belief that “life is good,” driven by a dedication to education, healing, and enriching the next generation’s human spirit.

“Increase the GDP of the internet”

Mission Statement: Stripe’s mission is to increase the GDP of the internet by making it easier to start and run online businesses. They achieve this by providing businesses with a comprehensive suite of payment processing solutions and financial tools.

Source: Stripe

Company Description: Stripe, a visionary in the FinTech sphere, exemplifies leadership and innovation in financial services and software-as-a-service (SaaS). With a culture centered around problem-solving and customer-centric strategies, they’ve created a suite of products and services enabling businesses of every size to manage finances and automate complex financial processes seamlessly, online and in-person. This includes accepting diverse payment methods, crafting invoices, and overseeing subscriptions, underscoring Stripe’s commitment to broadening access and opportunities in the digital payment arena.

Category: FinTech (Financial Technology).

Net Worth: According to Forbes , Stripe’s valuation reached $95 billion in March 2021.

Products and Services: 

• Payment processing: Accepting credit cards, debit cards, and alternative payment methods.
• Invoicing: Sending and managing invoices.
• Subscriptions: Setting up and managing recurring billing.
• Radar: Fraud prevention tools.
• Sigma: Data and analytics platform.
• Atlas: Platform for incorporating businesses online.

“Building the world’s most powerful corporate spend management platform.”

Mission Statement: Ramp’s mission is to revolutionize the way businesses manage their finances by providing a powerful and user-friendly corporate spend management platform.

Source: Ramp

Company Description: Founded in 2019, Ramp is a fast-growing FinTech company specializing in corporate spend management. Their platform offers businesses a comprehensive solution for managing expenses, issuing corporate cards, automating workflows, and gaining real-time financial insights.

Category: FinTech (Financial Technology), specifically focusing on Corporate Spend Management.

Net Worth: As per Techcrunch , Ramp’s valuation is $8.1 billion.

• Corporate cards: Virtual and physical cards for employees to make business purchases.
• Real-time expense tracking: Provides immediate visibility into spending activity.
• Automated bill payments: Eliminates manual processes and ensures timely payments.
• Integrations: Connects with existing accounting and financial software.
• Data and analytics: Offers insights into spending patterns and helps identify cost-saving opportunities.

“Issue virtual and physical corporate cards instantly.”

Mission Statement: Brex’s mission is to empower employees to make smarter financial decisions and proactively control company spending, ultimately transforming finance teams from reactive to proactive growth drivers.

Source: Brex

Company Description: Brex is a leading FinTech company offering an AI-powered corporate spend management platform. Their services cater specifically to high-growth startups and enterprises.

Category: FinTech (Financial Technology), specializing in Corporate Spend Management.

Net Worth: As per Forbes , Brex achieved a valuation of $12.3 billion. 

Products and Services:

• Corporate cards: High-limit credit cards for employees.
• Business accounts: Streamlined cash management with features like international payments and fast liquidity.
• Expense management software: Automated expense tracking, real-time insights, and simplified reconciliation.
• Travel and bill pay: Integrated solutions for managing business travel and recurring payments.
• Rewards programs: Unique rewards options tailored towards business needs, such as billboards or team offsites.

“Making international money transfers cheap, fast, and transparent.”

Mission Statement: Wise’s mission is to make international money transfers faster, cheaper, and more transparent. They aim to disrupt traditional financial institutions by offering a competitive alternative for individuals and businesses worldwide.

Source: Wise

Company Description: Established in 2011, Wise is a global FinTech company specializing in cross-border money transfers. They operate a peer-to-peer (P2P) network, eliminating the need for traditional currency conversions and associated high fees.

Category: FinTech (Financial Technology), focusing on International Money Transfer.

Net Worth: According to Wikipedia , Wise’s valuation reached $5 billion in July 2020.

• Send and receive money internationally: Transferring funds between personal and business accounts in various currencies.
• Hold and manage multiple currencies: Maintain a Wise account with balances in over 50 different currencies.
• Issue debit cards: Spend money abroad with competitive exchange rates and low transaction fees.
• Business solutions: Streamlined international payments and payroll services for companies.

“Empowering the world to design beautifully and tell their stories visually.”

Mission Statement: Canva’s mission is to empower everyone in the world to design anything and publish anywhere. They strive to democratize graphic design by making it accessible and user-friendly for individuals of all skill levels.

Source: Canva

Company Description: Founded in 2013, Canva is a leading online design and publishing platform.  They offer a vast library of templates, tools, and resources to assist users in creating professional-looking visuals for various purposes.

Category: Design Software, specifically focusing on online graphic design.

Net Worth: As per Forbes , Canva’s valued the company at $40 billion.

• Drag-and-drop interface: User-friendly platform for creating various visuals like presentations, social media posts, and marketing materials.
• Extensive template library: Provides pre-designed layouts for various purposes.
• Stock photos and illustrations: Access to a vast collection of high-quality visual elements.
• Collaboration tools: Enables real-time teamwork on design projects.
• Free and paid plans: Caters to both individual and business needs.

6. Figma 

“to accelerate the world’s transition to collaborative design.”.

Mission Statement: Figma’s mission is to accelerate the world’s design process by offering a powerful and collaborative platform for design teams to create, iterate, and prototype.

Source: Figma

Company Description: Established in 2012, Figma is a leading cloud-based design platform specifically built for user interface (UI) and user experience (UX) design. It enables design teams to work together seamlessly, fostering efficient collaboration throughout the design process.

Category: Design Software, focusing on collaborative UI/UX design.

Net Worth: As per Crunchbase , Figma’s latest funding round in June 2022 secured $10 billion in valuation.

• Real-time collaboration: Multiple designers can work on a project simultaneously, fostering effective communication and feedback exchange.
• Version control: Tracks design changes and allows easy reversion to previous versions.
• Prototyping tools: Enables the creation of interactive prototypes to test and refine design concepts.
• Extensive plugin library: Integrates with various design tools and services for enhanced functionality.
• Design systems management: Provides a centralized location to manage and share design assets within teams.

“Making web design accessible to everyone.”

Mission Statement: Webflow’s mission is to democratize web development by providing a visual and intuitive platform that allows anyone to design, develop, and launch beautiful websites without extensive coding knowledge.

Source: Webflow

Company Description: Founded in 2013, Webflow is a revolutionary web design and development platform that bridges the gap between design and development. Our visual interface empowers users to create professional websites without writing complex code. As a leader in web development, we specifically focus on visual website building, making the process accessible to a wide audience.

Category: Web Development, specifically focusing on visual website building.

Net Worth: Webflow’s latest funding round in June 2021 secured $2.1 billion in valuation, as reported by Techcrunch . 

• Drag-and-Drop Interface: Our users can visually design website layouts, eliminating the need for manual coding.
• Built-in CMS: Manage website content with ease, allowing for dynamic updates without code.
• Customizable Code: Developers can leverage code access for advanced functionalities.
• Responsive Design: Ensure websites adapt seamlessly across different devices.
• Hosting and Integrations: We offer website hosting solutions and integrate with various third-party services.

“Make work simpler, more pleasant, and more productive.”

Mission Statement: At Slack, our mission is to create a centralized platform for team communication and collaboration. We believe that work should be simpler, more pleasant, and ultimately more productive. Our streamlined and organized environment allows teams to connect, share information, and work together efficiently.

Source: Slack

Company Description: Founded in 2009, Slack is a leading collaboration platform specifically designed for workplace communication. Whether it’s project updates, brainstorming sessions, or cross-functional collaboration, our platform offers a seamless experience. We’re passionate about improving work processes and enhancing team dynamics.

Category: Communication & Collaboration Software.

Net Worth: According to Forbes , Slack’s valuation reached $27.7 billion during its acquisition by Salesforce in December 2020.

• Channels: Dedicated spaces for ongoing conversations on specific topics or projects.
• Direct messaging: Enables private communication between individuals or small groups.
• File sharing: Seamless sharing of documents, images, and other files within teams.
• Integrations: Connects with various productivity tools and services for a unified workflow.
• Voice and video calls: Supports audio and video conferencing functionalities.
• Customization: Allows tailoring the platform to specific team needs and workflows.

9. HubSpot 

“to make the world a better place to do business. (marketing & sales)”.

Mission Statement: HubSpot’s mission is to transform the way businesses grow by providing a comprehensive suite of marketing, sales, and customer service software that helps them attract, engage, and delight customers.

Source: Hubspot

Company Description: Founded in 2006, HubSpot is a pioneering Customer Relationship Management ( CRM ) platform.  They offer an all-in-one solution that equips businesses of all sizes with the tools they need to attract leads, convert them into customers, and foster long-term relationships.

Category: Marketing Automation and Customer Relationship Management (CRM) Software.

Net Worth: As a publicly traded company, HubSpot’s current market capitalization (as of March, 2024) is approximately $31.92 billion .

• Marketing Hub: Tools for content creation, social media management, email marketing automation, and website analytics.
• Sales Hub: Features for lead generation , contact management, deal tracking, and sales automation.
• Service Hub: Solutions for customer service ticketing, live chat, and customer feedback management.
• CMS Hub: A content management system for building and managing websites.
• Free CRM: A free tier offering basic contact management and sales pipeline features.

10. Monday.com

“empowering teams to manage and execute their work seamlessly.”.

Mission Statement: Monday .com’s mission is to power the future of work by providing a visual and intuitive platform that streamlines project management and enhances team collaboration.

Source: Monday.com

Company Description: Founded in 2014, Monday.com is a leading work operating system (Work OS) designed to centralize project management. Our platform offers a flexible and customizable interface that caters to a wide range of teams and workflows. Whether you’re a small startup or a large enterprise, Monday.com makes a lot of sense for your project management needs.

Category: Project Management Software.

Net Worth: As per Stock Analysis , Monday.com’s current market capitalization (as of March 15, 2024) is approximately 10.50 billion USD.

• Customizable Workflows: Users can tailor the platform to fit their specific needs and project types.
• Automations: Automate repetitive tasks to save time and improve efficiency.
• Team Collaboration: Features like comments, file sharing, and real-time updates facilitate seamless communication within teams.

“To empower everyone to create and collaborate.”

Mission Statement: Notion’s mission is to empower individuals and teams to organize their work, ideas, and projects in a single, flexible platform.

Source: Notion

Company Description: Founded in 2013, Notion is a popular workplace collaboration tool known for its versatility.  It functions as a combination of note-taking app, project management system, wiki, and database, allowing users to organize information in various formats.

Category: Project Management & Collaboration Software, with features spanning note-taking, databases, and wikis.

Net Worth: As per Crunchbase , Notion has raised a total of $343.2M in funding over 6 rounds, according to Forbes . 

• Flexible Page Structure: Create pages with text, images, videos, code snippets, and more.
• Database Functionality: Build custom databases to manage information like projects, contacts, or tasks.
• Kanban Boards: Utilize boards to visualize workflows and track progress.
• Collaboration Tools: Share pages and workspaces with team members for real-time collaboration.
• Integrations: Connects with various external tools and services to streamline workflows.

“To empower teams to collaborate visually and bring their ideas to life.” 

Mission Statement: Miro’s mission is to accelerate innovation by providing a powerful and collaborative visual platform for teams to brainstorm, ideate, and workshop their ideas in real-time.

Source: Miro

Company Description: Founded in 2011, Miro is a leading online whiteboard and collaboration platform. It offers a virtual workspace equipped with various tools allowing teams to visually map out ideas, concepts, and workflows.

Category: Design & Collaboration Software, specializing in visual brainstorming and whiteboarding.

Net Worth: As highlighted by Google and various investors, Miro’s journey to a $17.5B valuation in January 2022, as reported by TechCrunch , showcases the significant impact of providing a space where ideas can flourish.

• Infinite Canvas: A vast virtual workspace to accommodate complex projects and large teams.
• Real-time Collaboration: Multiple users can work on the same whiteboard simultaneously, fostering brainstorming and idea exchange.
• Extensive Toolset: Includes sticky notes, mind maps, flowcharts, whiteboarding tools, and integrations with various design and productivity applications.
• Pre-built Templates: Provides a variety of templates for common brainstorming sessions, user journey mapping, and project planning.
• Mobile Apps: Enables access and participation in collaborative sessions from smartphones and tablets.

13. Personio

“building a people-centric future of work, where great work experiences lead to happy and thriving businesses.”.

Mission Statement: Personio’s mission is to make HR easy for everyone by providing a user-friendly and comprehensive HR platform that streamlines core HR processes and empowers businesses to manage their workforce efficiently.

Source: Personio

Company Description: Founded in 2015, Personio is a leading Human Resource Information System (HRIS) platform designed specifically for small and medium-sized businesses (SMBs).  They offer an all-in-one solution that centralizes various HR functions, simplifying tasks and improving overall HR efficiency.

Category: Human Resource Management Software (HRMS).

Net Worth: Personio has raised a total of $724.3M in funding over 7 rounds. Their latest funding was raised on Jun 22, 2022 from a Series E round as per Crunchbase . 

• Recruitment Management: Streamline the hiring process with applicant tracking, interview scheduling, and offer letter functionalities.
• Employee Onboarding: Facilitate a smooth onboarding experience with digital paperwork, company information access, and pre-boarding tasks.
• Performance Management: Set goals, conduct performance reviews, and track employee progress.
• Leave Management: Manage various leave types, including vacation, sick leave, and personal time off.

“Turning the power of revenue conversations into artificial intelligence.”

Mission Statement: Gong’s mission is to amplify human potential by providing revenue intelligence solutions that empower businesses to extract valuable insights from customer interactions.

Source: Gong

Company Description: Founded in 2015, Gong is a leading revenue intelligence platform.  They utilize artificial intelligence (AI) to capture, analyze, and coach on customer interactions across various communication channels, including phone calls, video meetings, and emails.

Category: Sales Intelligence and Coaching & Enablement Software.

Net Worth: As per Crunchbase , Gong has raised a total of $583M in funding over 8 rounds. Their latest funding was raised on Jul 1, 2022 from a Secondary Market round.

• Conversation Recording & Transcription: Captures and transcribes customer interactions from various sources.
• AI-powered Coaching: Analyzes calls and identifies key coaching opportunities to improve sales techniques and communication.
• Win/Loss Analysis: Helps identify factors contributing to successful deals and lost opportunities.
• Sales Forecasting: Provides data-driven insights to improve sales pipeline forecasting accuracy.
• Competitive Intelligence: Analyzes competitor mentions within customer conversations to understand market trends.

15. Allbirds

“comfort on a mission, using the most sustainable materials.”.

Mission Statement:  Allbirds strive to prove that comfort, good design, and sustainability can coexist. Their mission is to create the world’s most comfortable shoes using premium natural materials and environmentally conscious practices throughout their production process.

Source: Allbirds

Company Description: In 2014 (officially launched in 2016) by their founder Tim Brown and Joey Zwillinger, Allbirds is a footwear and apparel company based in San Francisco, California, USA. They are known for their comfortable shoes and clothing made from sustainable materials like ZQ Merino wool and eucalyptus fiber.

Category: Footwear & Apparel

Net Worth: As per crunchbase , Allbirds has raised a total of $202.5M in funding over 8 rounds. Their latest funding was raised on Sep 27, 2020 from a Series E round.

• Wool Runners: The company’s flagship product, known for its comfort and versatility.
• Tree Runners: A sustainable alternative made from eucalyptus fiber.
• Apparel: Allbirds offers a growing range of apparel made from natural materials, including merino wool and Tencel.

16. Beyond Meat: 

“building a better future with plant-based meals.”.

Mission Statement: Beyond Meat’s mission is to create delicious plant-based meat that positively impacts the planet, the environment, climate change, and even human health care. Their vision is to be the leader in the global shift toward plant-based protein.

Source: BeyondMeat

Company Description: Founded in 2009 by Ethan Brown, Beyond Meat is a leading producer of plant-based meat substitutes. Their products are designed to replicate the taste, texture, and cooking experience of traditional animal-based meat.

Category: Plant-Based Food Production

Net Worth: According to Crunchbase , Beyond Meat has raised a total of $158.1M in funding over 15 rounds. Their latest funding was raised on Oct 5, 2020 from a Undisclosed round.

Products: 

• The Beyond Burger: Their flagship product, designed to look, cook, and taste like a traditional ground beef burger.
• Beyond Sausage: Plant-based sausages available in various flavors.
• Beyond Chicken Tenders: A plant-based alternative to chicken tenders.
• Beyond Meatballs: Plant-based meatballs ideal for spaghetti and other dishes.
• Ground Beyond Beef: A versatile plant-based ground “meat” option.

“Change the way people eat for a better planet.”

Mission Statement: Oatly’s mission is to make it easy for people to eat better and live healthier lives without recklessly taxing the planet’s resources. They focus on providing delicious and nutritious alternatives to dairy products while promoting a sustainable food system.

Source: Oatly

Company Description: Founded in 1994 by Rickard Öste, Björn Torrey and Eric Tornberg, Oatly is a Swedish company best known for its oat milk beverages and other oat-based products.

Category: Plant-Based Food and Beverage Production

Net Worth: As of March 14, 2024, Oatly has raised a total of $666.4M in funding over 5 rounds. Their latest funding was raised on Mar 15, 2023 from a Post-IPO Equity round as per Crunchbase . 

• Oat Milk Beverages: Oatly offers a variety of oat milk products, including original, low-fat, barista editions, and flavored options.
• Oat-Based Culinary Products: Oatly is expanding its portfolio with products like oat-based yogurt alternatives and cooking creams.
• Sustainability Initiatives: Beyond their core products, Oatly actively promotes sustainable practices within the food industry.

18. Headspace

“to improve the health and happiness of the world.”.

Mission Statement: Headspace’s mission is to demystify mindfulness and make mental well-being tools accessible to everyone. They aim to improve the lives of individuals and communities by providing science-backed meditation and mindfulness training.

Source: Headspace 

Company Description: Founded in 2010 by Andy Puddicombe and Rich Pierson, Headspace is a global leader in the field of mindfulness and mental health services.

Category: Health & Wellness (Mindfulness and Meditation)

Net Worth: As per Crunchbase , Headspace has raised a total of $320.9M in funding over 13 rounds. Their latest funding was raised on Jul 26, 2023 from a Debt Financing round.

• Headspace App: The core offering is a mobile app featuring guided meditations, mindfulness exercises, sleep sounds, and educational content on various mental well-being topics.
• Headspace Work: A subscription service designed for an organization to support employee mental wellbeing through mindfulness training and team-building exercises.
• Headspace Health: A clinical telehealth platform offering personalized therapy sessions with licensed professionals for individuals seeking additional support.
• Content and Partnerships: Headspace collaborates with various organizations and individuals to create mindfulness content and promote mental well-being initiatives.

“Making the world a happier, healthier place.”

Mission Statement: Calm’s mission is to make the world a happier, healthier place by providing tools and resources that help individuals manage stress, improve sleep, and enhance overall well-being.

Source: Calm

Company Description: Founded in 2012 by Alex Tew, Calm is a leading app dedicated to sleep, meditation, and relaxation techniques.

Net Worth: According to Crunchbase , Calm has raised a total of $218M in funding over 8 rounds. Their latest funding was raised on Feb 5, 2021 from a Venture. 

• Calm App: The core offering is a mobile app featuring guided meditations, sleep stories narrated by celebrities, relaxing music, breathing exercises, and masterclasses on various wellness topics.
• Calm for Business: A subscription service designed for organizations to promote employee well-being through mindfulness training and stress reduction resources.
• Content and Partnerships: Calm collaborates with renowned figures like Matthew McConaughey and LeBron James to create exclusive content and promote mental well-being.

20. Peloton

“to inspire the world to live a healthier life through fitness.”.

Mission Statement: Peloton’s mission is to change the way people experience fitness by offering immersive cycling and fitness experiences that combine cutting-edge equipment with interactive content and a passionate community.

Source: Peloton  

Company Description: Founded in 2012 by John Foley, Peloton is a leading innovator in the home fitness industry, known for its interactive stationary bikes and connected fitness platform.

Category: Fitness Equipment & Connected Fitness

Net Worth: Peloton has raised a total of $1.9B in funding over 11 rounds. Their latest funding was raised on Feb 9, 2021 from a Post-IPO Debt round according to Crunchbase . 

• Peloton Bike & Bike+: These stationary bikes feature high-definition screens for live and on-demand fitness classes led by Peloton instructors.
• Peloton Tread: An interactive treadmill offering a variety of running and walking workouts.
• Peloton App: Provides access to a library of on-demand fitness classes across various disciplines, including cycling, running, strength training, yoga, and meditation.
• Digital Membership: Grants access to live and on-demand classes on Peloton bikes, treadmills, and through the app.

“Delivering everyday essentials in minutes.”

Mission Statement: Gopuff’s mission is to revolutionize the way people shop for everyday essentials by offering ultrafast delivery directly to their doorsteps. They aim to provide an unmatched level of convenience and immediate gratification to their customers.

Source: Gopuff 

Company Description: Founded in 2013 by Rafael Ilishaev, Yakir Gozlan, and Daniel Folkman, Gopuff is a leading on-demand convenience delivery platform. They operate a network of micro-fulfillment centers strategically located in urban areas, allowing them to deliver a wide range of products to customers within minutes of their order.

Category : E-commerce & Instant Delivery

Net Worth: According to Crunchbase , Gopuff has raised a total of $3.4B in funding over 11 rounds. Their latest funding was raised on May 18, 2022 from a Venture – Series Unknown round. 

• Extensive Product Selection: Gopuff offers a vast selection of everyday essentials, including groceries, snacks, beverages, personal care items, over-the-counter medications, office supplies, and even household products.
• Ultrafast Delivery: Leveraging their network of micro-fulfillment centers, Gopuff delivers orders typically within 30 minutes or less.
• Convenient Ordering: Customers can browse and order products through the Gopuff mobile app, available on iOS and Android devices.
• Competitive Pricing: Gopuff strives to offer competitive prices on their products, along with promotions and special offers.

22. Postmates

“get anything you need delivered from anywhere.”.

Mission Statement: Postmates’ mission was to make anything you need available to you, delivered wherever you are. They aimed to simplify daily life by offering a convenient and reliable platform for on-demand delivery of a wide range of items.

Source: Postmates

Company Description: Founded in 2011 by Bastian Lehmann, Sam Street, and Sean Placyk, Postmates was a leading on-demand delivery service operating in the United States and Mexico. They utilized a network of independent contractors, known as Postmates couriers, to deliver various goods from merchants and restaurants directly to customers.

Category: E-commerce & On-Demand Delivery (Acquired by Uber in 2020)

Net Worth: As per crunchbase , Postmates has raised a total of $763M in funding over 13 rounds. Their latest funding was raised on Sep 19, 2019 from a Private Equity round.

• Widespread Delivery Network: Postmates facilitated the delivery of various items, including food, groceries, drinks, office supplies, and even prescriptions, from a vast network of partnered merchants.
• Convenient Mobile App: Customers could browse participating merchants, place orders, and track their deliveries in real-time through the Postmates mobile app.
• Flexible Delivery Options: Postmates offered various delivery options, including scheduled deliveries and ASAP deliveries for a faster turnaround time.

2 3. Instacart

“bringing the grocery store to you.”.

Mission Statement: Instacart’s mission is to make fresh groceries accessible and affordable to everyone, delivered straight to their doors. They aim to simplify grocery shopping by connecting customers with a network of personal shoppers who fulfill orders from nearby stores.

Source: Instacart

Company Description: Founded in 2012 by Apoorva Mehta, Fidji Simo, and Brandon Leonardo, Instacart is a leading online grocery delivery platform operating in North America. They leverage a network of independent contractors, known as Instacart shoppers, to pick, pack, and deliver groceries from partnered grocery stores to customers’ homes.

Category: E-commerce & Grocery Delivery

Net Worth: As of March 14, 2024, Instacart’s valuation is estimated at around $39 billion. According to Yahoo Finance . 

• Extensive Grocery Selection: Instacart partners with various national and regional grocery chains, offering customers access to a wide variety of fresh produce, pantry staples, household goods, and even alcohol (where permitted).
• Convenient Ordering: Customers can browse store selections, place orders, and choose their preferred delivery window through the Instacart mobile app or website.
• Personal Shopping Experience: Instacart shoppers communicate with customers throughout the shopping process, allowing for substitutions and special requests.
• Delivery Options: Instacart offers various delivery options, including scheduled deliveries and express delivery for a faster turnaround time (subject to availability).

“Making deep linking universally accessible.”

Mission Statement: Branch’s mission is to simplify and enhance the user journey within mobile apps by providing innovative deep linking and measurement solutions. They strive to empower businesses to optimize user acquisition, engagement, and overall mobile app performance.

Source: Branch

Company Description: Founded in 2014 by Alex Rachleff and Matthew Rhode, Branch is a leading mobile marketing and analytics platform. They offer a suite of tools that assist businesses in: Deep Linking, Universal Links, Measurement and Attribution.

Category: Mobile Marketing & Analytics

Net Worth: As of February 11, 2022, Branch Raises $300 Million at $4 Billion Valuation. 

• Branch Links: These unique links connect users to relevant content within the app, even if they don’t have the app installed yet. Upon installation, users are directed to the intended location within the app.
• Universal Links: These links ensure a smooth transition from a web browser to the corresponding app, eliminating the need for separate app store downloads.
• Attribution and Analytics: Branch provides comprehensive data and insights on user acquisition sources, campaign effectiveness, and in-app user actions. This data helps businesses understand user behavior and optimize their mobile marketing strategies.
• Deep Linking API: Developers can integrate Branch’s deep linking functionality directly into their mobile apps for seamless user experiences.

25. Datadog

“to help the world’s organizations use their data to their advantage.”.

Mission Statement: Datadog’s mission is to modernize the way businesses monitor and manage their cloud infrastructure. They provide a comprehensive monitoring and analytics platform that offers Real-time visibility into application performance, infrastructure health, and user experience. Along with actionable insights to identify and troubleshoot issues proactively, ensuring optimal performance and user satisfaction.

Source: Datadog

Company Description: Founded in 2010 by Olivier Pomel, Alexis Lê-Quoc, and Stan Laurent, Datadog is a leading cloud monitoring platform. Their cloud-based solution caters to businesses of all sizes, helping them gain insights into the intricate workings of their infrastructure.

Category: Cloud Monitoring & Observability

Net Worth: According to nasdaq , as of March 14, 2024, Datadog’s market capitalization is approximately $44.2 billion. 

• Infrastructure Monitoring: Datadog monitors the health and performance of various cloud infrastructure components, including servers, containers, networks, and databases.
• Application Performance Monitoring (APM): Provides insights into application performance, allowing developers to identify bottlenecks and optimize code for improved user experience.
• Log Management: Centralizes and analyzes log data from various sources, enabling efficient troubleshooting and security monitoring.
• User Experience Monitoring (RUM): Monitors real user experience across websites and mobile applications, helping businesses identify and address performance issues impacting users.
• Security Monitoring: Offers features for threat detection, incident response, and security compliance.

26. Databricks

“to help all data teams solve the world’s most challenging problems.”.

Mission Statement: Databricks aims to democratize access to powerful big data processing by providing a unified platform for data warehousing, machine learning, and real-time analytics. They strive to empower organizations to unlock the full potential of their data and gain valuable insights for informed decision-making.

Source: Databricks 

Company Description: Founded in 2013 by Matei Zaharia, Ali Ghodsi, Stanton McAleese, and Ion Stoica, Databricks is a leading provider of a cloud-based big data processing platform. Their offering combines: Apache Spark, Cloud infrastructure and User-friendly interfaces.

Category: Big Data Processing & Analytics

Net Worth: According to Crunchbase , Databricks has raised a total of $4.2B in funding over 12 rounds.

• Databricks Lakehouse: A unified data platform that combines data warehousing capabilities with real-time data processing and machine learning functionalities.
• Delta Lake: An open-source data storage format offering reliability, data quality, and performance benefits for large datasets.
• Databricks SQL: An interactive SQL interface enabling data analysts to query and analyze data stored in Databricks Lakehouse.
• Machine Learning Runtime: Provides a platform for building, deploying, and managing machine learning models at scale.
• Structured Streaming: Facilitates real-time data processing for near-instant insights and enables applications to react to data streams in real-time.

27. Patagonia

“we’re in business to save our home planet.”.

Mission statement: Patagonia’s unwavering commitment to environmental responsibility sets them apart as a company driven by a mission that extends beyond profit margins. They exemplify how businesses can be a force for good in the world.

Source: Patagonia

Company Description: Founded in 1957 by Yvon Chouinard, Patagonia has become a leading outdoor apparel and gear company renowned for its commitment to environmental activism and social responsibility.

Category: Outdoor Apparel & Gear Company

Net Worth: The company is worth about $3 billion, according to the New York Times .

• Outdoor Apparel: Clothing designed for various outdoor activities like climbing, hiking, skiing, and fly fishing.
• Outdoor Gear: Packs, tents, sleeping bags, climbing equipment, and other essential outdoor gear.
• Footwear: Hiking boots, trail running shoes, and casual outdoor footwear.
• Worn Wear Program: Patagonia facilitates the buying and selling of used Patagonia gear, promoting sustainability and extending product life.
• Activism Resources: The company website provides educational resources and information about environmental issues and activism opportunities.

28. Airbnb 

“revolutionizing hospitality through a sharing economy.”.

Mission Statement: Airbnb’s mission is to create a world where anyone can belong anywhere, by fostering human connection through unique travel experiences and authentic accommodation options.

Source: Airbnb

Company Description: Founded in 2008 by Brian Chesky, Joe Gebbia, and Nathan Blecharczyk, Airbnb has become a leading online marketplace for unique and non-traditional accommodations. They connect travelers with diverse Listings, local experiences and travel inspirations.

Category: Online Marketplace for Vacation Rentals & Experiences

Net Worth: As per crunchbase , Airbnb has raised a total of $6.4B in funding over 30 rounds.

• Airbnb Platform: Connects travelers with hosts offering unique accommodations and local experiences around the world.
• Booking and Payment System: Secure platform for booking stays and managing payments.
• Host Tools: Resources and tools to help hosts manage their listings, communicate with guests, and optimize their rental income.
• Airbnb Experiences: Platform for booking unique and immersive activities hosted by locals in various destinations.
• Travel Inspiration: Blog posts, curated itineraries, and destination guides to inspire travelers.

29. Sourcegraph

“making all code searchable and understandable.”.

Mission Statement: Sourcegraph’s mission is to make all code universally searchable and understandable, transforming the way developers discover, explore, and navigate codebases. They aim to empower developers with powerful code search and intelligence tools to improve their productivity and efficiency.

Source: Sourcegraph

Company Description: Founded in 2013 by Adrian Colyer and Ricardo Mateos, Sourcegraph has become an essential tool for developers, offering a comprehensive suite of code intelligence features. Its capabilities include searching and navigating through extensive codebases, drawing from both private and public repositories, and internal codebases. 

Category: Developer Tools & Code Intelligence

Net Worth: As per Techcrunch , Sourcegraph announced a $125 million Series D investment today on a $2.625 billion valuation.

• Sourcegraph Cloud: A cloud-based platform offering access to a vast code index and powerful search functionalities.
• Sourcegraph Local: Self-hosted solution allowing organizations to deploy Sourcegraph within their own infrastructure for added security and control over their code.
• Sourcegraph Extension: A browser extension that integrates Sourcegraph’s search and code navigation capabilities directly into popular IDEs and code editors.
• GraphQL API: Provides programmatic access to Sourcegraph’s search functionalities for integration into custom workflows and tools.

“Empower developers to build and manage APIs at scale.”

Mission Statement: Kong’s mission is to deliver a cloud-native, open-source API gateway that allows businesses to manage and orchestrate APIs at scale. They strive to empower organizations to Simplify API development and deployment, Enhance API security and governance and Gain valuable insights into API usage and performance.

Source: Kong Inc.

Company Description: Founded in 2014 by Michel Estrin, Kong Inc. offers a leading open-source API gateway solution, Kong Gateway.  This  software  acts as a reverse proxy,  sitting  between  client applications  and  backend  services. Kong  facilitates: API Routing, Load Balancing, Authentication and Authorization and API Analytics.

Category: API Management & Microservices Architecture

Net Worth: As per Crunchbase , Kong has raised a total of $169.1M in funding over 6 rounds. Their latest funding was raised on Feb 8, 2021 from a Series D round.

• Kong Gateway (Open-Source): Freely available core API gateway functionality with a modular architecture allowing for customization through plugins.
• Kong Enterprise: A commercially licensed version offering additional features like high availability, advanced security options, and professional support.
• Kong Insomnia: A free, open-source API client for designing, testing, and debugging APIs.
• Kong Mesh: An open-source service mesh solution for managing and securing communication between microservices.
• Kong Konnect: A cloud-based platform for managing and deploying Kong Gateway instances across various environments.

31. Amplitude

“amplify the impact of all digital products.”.

Mission Statement: Amplitude’s mission is to empower businesses to understand their digital products through data. They provide a comprehensive digital analytics platform that helps businesses  track user behavior, measure product performance, and gain insights to drive  growth and improve user experience.

Source: Amplitude

Company Description: Founded in 2014 by Oliver Starr, Iyengar Mani, and Sean Farbrother, Amplitude is a leading provider of digital analytics software. Their cloud-based platform offers functionalities for: User Behavior Tracking, Funnel Analysis, Cohort Analysis, A/B Testing and Retention Analysis.

Category: Digital Analytics & Product Intelligence

Net Worth: As of March 14, 2024, Amplitude is a publicly traded company with a market capitalization of 1.33B according to Market Watch . 

• Amplitude Analytics: The core platform that collects, analyzes, and visualizes user behavior data.
• *Amplitude Data: Pre-built integrations with various popular marketing and CRM tools, streamlining data collection and analysis.
• Amplitude Recommend: Leverages machine learning to recommend product features and content to individual users based on their past behavior.
• Amplitude Experiment: Provides A/B testing capabilities to test different product variations and measure their effectiveness.
• Amplitude Decisions: A suite of tools for data exploration and visualization, enabling data-driven decision making.

3 2. FullStory

“helping businesses understand their users like never before.” .

Mission Statement: FullStory’s mission is to provide businesses with a complete understanding of their users’ digital experiences by capturing every user interaction  and providing  session replay functionality. They  strive to empower businesses to identify user pain points, optimize product design, and ultimately improve user experience and conversion rates.

Source: FullStory

Company Description: Founded in 2014 by Mitch Stewart and Hailey Bluedorn, FullStory offers a session replay and digital experience analytics platform. Their cloud-based solution allows businesses to: Record every user interaction, Session Replay, Heatmaps and Funnels, Form Analytics and Custom Events.

Category:  Digital Experience Analytics & Session Replay

Net Worth: As per Crunchbase , Full S tory has raised a total of $197.2M in funding over 7 rounds.

• FullStory Platform: The core offering that captures user session data, provides session replay functionality, and offers various analytics tools.
• FullStory Insights: Advanced analytics dashboards and reports to identify trends and patterns in user behavior.
• FullStory Custom Data: Integrates with various marketing and CRM tools to enrich user data with additional context.
• FullStory Developer Tools: Provides tools and SDKs for developers to integrate FullStory functionalities directly into their applications.

33. Duolingo

“making the world a better place by helping people learn languages.”.

Mission Statement: Duolingo’s mission is to democratize language learning by providing a free, accessible, and gamified platform that allows everyone to learn new languages in a fun and interactive way.

Source: Duolingo

Company Description: Founded in 2011 by Luis von Ahn and Severin Hacker, Duolingo has emerged as a premier language learning app, captivating users with its unique blend of gamification, micro-lessons, adaptive learning, and a diverse array of exercises. By integrating points, badges, and leaderboards, Duolingo keeps learners consistently motivated and engaged. Its micro-lessons facilitate learning in manageable, short sessions, ideal for busy schedules. 

Category: Language Learning App

Net worth: As per Inc , Duolingo Is Valued at $4 Billion . 

Products and services: 

• Language Courses: Free courses in various languages focusing on reading, writing, listening, and speaking.
• Duolingo Plus: A premium subscription for an ad-free experience, offline access, and extra features.
• Duolingo English Test: An online English proficiency exam accepted by numerous institutions.
• Duolingo for Schools: Tools for educators to track student progress and integrate language learning in classrooms.
• Tinycards: A flashcard app for efficient memorization, including language vocabulary.
• Podcasts and Stories: Advanced resources to improve listening skills and engage with real-world language content.

34. Glossier

“to make you feel beautiful, confident, and like yourself—all at once.”.

Mission Statement: Glossier’s mission is to offer essential beauty products that enhance natural features and promote a “less is more” philosophy. They focus on creating simple, user-friendly makeup that caters to a broad target audience.

Source: Glossier

Company Description: Founded in 2014 by Emily Weiss, Glossier evolved from the beauty blog “Into The Gloss” into a thriving e-commerce brand, Operating under a direct-to-consumer model, Glossier sells predominantly through its website and select retail partners, enabling tight control over its branding and customer experience, setting a benchmark for modern beauty retail.

Category: Makeup & Skincare (Direct-to-Consumer)

Net Worth: As per Yahoo finance , Glossier’s valuation is estimated at around $1.2 billion.

• Makeup: A range of essential makeup products like lip balms, skin tints, mascaras, and brow products.
• Skincare: A small selection of skincare essentials like cleansers, moisturizers, and serums.
• Body Care: Body washes, lotions, and fragrances.
• Beauty Tools: Reusable makeup pouches and accessories.

3 5. Warby Parker

“to offer designer eyewear at a revolutionary price.”.

Mission Statement: Warby Parker’s mission is to make stylish and affordable prescription eyewear accessible to everyone. They challenge the traditional high prices in the industry by offering high-quality glasses directly to consumers through innovative online and retail channels.

Source: Warby Parker

Company Description: Founded in 2010 by Neil Blumenthal, Dave Gilboa, and Andrew Hunt, Warby Parker has emerged as a leading eyewear retailer, distinguishing itself with a direct-to-consumer model that offers designer-quality frames at reduced prices. The brand places a strong emphasis on design and style, offering a broad range of trendy and classic frames to suit various tastes. 

Category: Eyewear & Eyecare (Direct-to-Consumer)

Net Worth: As per Yahoo finance , Warby Parker’s valuation is estimated at around $3 billion. 

• Eyeglasses: A wide selection of prescription eyeglasses for men, women, and children in various styles and materials.
• Sunglasses: A curated collection of prescription and non-prescription sunglasses with UV protection.
• Contact Lenses: Daily disposable contact lenses offered in various prescriptions.
• Eye Exams: Select Warby Parker stores offer comprehensive eye exams conducted by licensed optometrists.
• Virtual Try-On Tool: Allows customers to virtually try on different frames using their webcam or smartphone camera.

36. ClickFunnels

“to help entrepreneurs create high-converting sales funnels.”.

Mission Statement: ClickFunnels’ mission is to empower entrepreneurs to easily create sales funnels and landing pages to sell their products and services online. They provide an all-in-one platform with various marketing and sales tools designed to streamline the selling process.

Source: ClickFunnels

Company Description: Founded in 2014 by Russell Brunson , ClickFunnels has quickly risen to prominence as a comprehensive sales funnel and marketing software platform, designed specifically for entrepreneurs and businesses aiming to optimize their online marketing and sales efforts. With its intuitive drag-and-drop interface, users can effortlessly create conversion-optimized landing pages and comprehensive sales funnels, even without any coding expertise. 

Category: Sales Funnel & Marketing Automation Platform

Net Worth: Clickfunnels hit $160M in Dec 2023 according to Getlatka . 

• ClickFunnels Core Plan: Provides access to core features for building sales funnels, landing pages, and email marketing.
• ClickFunnels Etison Suite: An advanced plan offering additional features such as affiliate marketing tools, webinar hosting, and priority customer support.
• ClickFunnels Coaching Programs: Offers various coaching programs and training materials to help users learn how to effectively use the ClickFunnels platform and marketing strategies.

37. Airtable

“making the power of relational databases accessible.”.

Mission Statement: Airtable’s mission is to offer a flexible and intuitive platform that combines the familiarity of spreadsheets with the power of relational databases. They empower users to organize, manage, and collaborate on data in a visually appealing and user-friendly way.

Source: Airtable

Company Description: Founded in 2012 by Howie Liu and (not Kevin Durant but Andrew Ofstad), Airtable has distinguished itself as a pioneering cloud-based collaboration platform that masterfully merges the functionalities of spreadsheets and databases. This innovative tool enables users to create highly customizable bases where data can be organized in a structured format, featuring rows for records and columns for fields, akin to traditional spreadsheets. 

Category:  Data Management & Collaboration Platform

Net Worth: As per CNBC , Airtable is a well-funded private company with a valuation estimated at around $11 billion. 

• Free Airtable Plan: Provides basic features for individual use with limited storage and functionality.
• Airtable Paid Plans: Offer increased storage, advanced features like automations and integrations, and team collaboration functionalities.
• Airtable Marketplace: A platform where users can discover and install pre-built templates and automations for various use cases.
• Airtable Universe: A community forum for users to share ideas, connect with other Airtable enthusiasts, and learn best practices.

3 8. Contentful

“empowering teams to build better digital experiences.”.

Mission Statement: Contentful’s mission is to empower developers to build digital experiences by providing a flexible and scalable content management platform (CMS).  They prioritize a headless CMS architecture, allowing developers to manage content independent of the front-end presentation layer.

Source: Contentful

Company Description: Founded in 2013 by Joe Coleman, Sascha Uhlemann, and others, Contentful emerges as a cloud-based headless CMS designed to streamline content management for developers. It allows for the creation, editing, and management of structured content across types, from text and images to videos and product information, all accessible through a robust API for easy integration into any front-end application or website. 

Category: Headless Content Management System (CMS)

Net Worth: As per techcrunch , Contentful is a publicly traded company with a market capitalization of approximately $3 billion.

• Contentful Free Plan: Provides basic features for development and testing purposes, with limited content storage and functionality.
• Contentful Paid Plans: Offer increased content storage, advanced features like content models, localization support, and access controls.
• Contentful App Marketplace: A repository of pre-built integrations and extensions to extend the platform’s functionality.
• Contentful Developer Resources: Extensive documentation, tutorials, and code samples to help developers get started and build with Contentful.

“Unlocking financial data for a more efficient financial system.”

Mission Statement: Plaid’s mission is to enable a more connected financial ecosystem by providing a secure platform that allows users to easily share their financial data with various financial applications and services.

Source: Plaid

Company Description: Founded in 2013 by Zach Perret and William Hockey, Plaid is a fintech company that revolutionizes how financial data is connected between institutions and applications. Through their APIs, Plaid enables secure financial data aggregation and user-authorized sharing, offering features like account verification, transaction categorization, and income verification. 

Category: Financial Data Network & API Provider

Net Worth: As per Forbes , Plaid is a privately held company and its valuation is estimated at around $13.4 billion.

• Plaid Link: A user interface element that allows users to securely connect their financial accounts to applications and services.
• Plaid Transactions: Provides access to historical and real-time transaction data from connected accounts.
• Plaid Assets: Enables applications to retrieve user’s account balances and other financial holdings.
• Plaid Identity: Verifies user identity and helps prevent fraud through various verification methods.

“Powering the future of global commerce through local payments.”

Mission Statement: Rapyd’s mission is to democratize financial services by offering a comprehensive platform that enables businesses to easily accept payments, issue cards, send payouts, and manage local regulations on a global scale.

Source: Rapyd

Company Description: Founded in 2016 by Arik Shtilman, Arkady Karpman, and Omer Priel, Rapyd has emerged as a leader in the Fintech-as-a-Service (FaaS) arena, catering especially to businesses in the on-demand and gig economy sectors. Their platform enables businesses to accept a wide array of payment methods globally, including credit and debit cards, digital wallets, and various local payment options. 

Category: Fintech-as-a-Service (FaaS) Platform

Net Worth: According to techcrunch , Rapyd is a well-funded private company with a valuation estimated at around $8.75 billion. 

• Rapyd Collect: Enables businesses to accept various payment methods globally through a single integration.
• Rapyd Wallet: Provides virtual wallets for users to store funds, make payments, and receive payouts.
• Rapyd Issuing: Allows businesses to issue virtual cards for various purposes.
• Rapyd Ventures: Offers investment capital and support to early-stage startups in the Fintech space.

41. Chargebee

“making recurring billing a breeze for businesses of all sizes.”.

Mission Statement: Chargebee’s mission is to simplify subscription management for businesses by providing a scalable and comprehensive platform to handle recurring billing, revenue recognition, and customer subscriptions.

Source: Chargebee

Company Description: Founded in 2011 by Krish Subramanian, Rajaraman Sattanathan, and Saravanan KP, Chargebee has become an indispensable subscription management platform for businesses leveraging subscription-based revenue models. Chargebee simplifies managing recurring billing, automating various aspects such as subscription plans, payments, and tax calculations, supporting global operations with its multi-currency, tax rules, and payment methods compatibility. It enhances customer experience by providing a self-service portal for subscription management and payment updates. 

Category: Subscription Management Platform

Net Worth: According to pitchbook , Chargebee is a privately held company with a valuation estimated at around $1.4 billion. 

• Chargebee Recurring Billing: Manages recurring subscriptions, including automatic payments, invoicing, and dunning management.
• Chargebee Revenue Recognition: Tracks revenue according to subscription billing cycles and adheres to accounting standards.
• Chargebee Customer Portal: Allows customers to manage their subscriptions, update payment details, and access invoices.
• Chargebee Analytics: Provides insights into subscription metrics, customer behavior, and churn rate .

“Deliver frictionless communications experiences.”

Mission Statement: Zoom’s mission is to bring people together by providing a reliable and secure video communication platform that fosters seamless collaboration and clear communication.

Source: Zoom Video Communications

Company Description: Founded in 2011 by Eric Yuan, Zoom has rapidly ascended to prominence as a premier provider of video conferencing and communication services. Its platform delivers cloud-based video meetings characterized by real-time, high-quality interactions, complemented by screen sharing, recording capabilities, and a suite of collaboration tools. 

Category: Video Conferencing & Communication Platform

Net Worth: As per Stock Analysis , Zoom’s market capitalization is approximately $20.69 billion.

• Zoom Meetings: Free and paid plans offering various features for video conferencing, including screen sharing, recording, and real-time chat.
• Zoom Webinars: Host large-scale online events, webinars, and presentations with features like registration, polling, and Q&A.
• Zoom Phone: Cloud-based phone system with features like call forwarding, voicemail, and international calling.
• Zoom Rooms: Hardware and software solutions for video conferencing in dedicated meeting spaces.

43. Postman

“making it easier for developers to build, test, and use apis.”.

Mission Statement: Postman’s mission is to simplify and streamline the API development lifecycle by providing a comprehensive platform for building, testing, documenting, and monitoring APIs.

Source: Postman

Company Description: Founded in 2014 by Abhinav Asthana, Ankit Sobti, and Abhijit Kane (not Abhijit Bhadeshiya), Postman has become an indispensable tool for developers globally, offering a comprehensive API development platform. It simplifies the creation and sending of API requests, including GET, POST, PUT, and more, with an intuitive interface. Postman enhances the development workflow by providing robust testing and debugging capabilities for API endpoints, allowing developers to validate responses and identify errors efficiently. 

Category: API Development Platform

Net Worth: As per Crunchbase , Postman has raised a total of $433M in funding over 7 rounds.

• Postman Free Plan: Provides basic functionalities for sending requests, managing environments, and basic collaboration features.
• Postman Pro Plan: Offers advanced features like code snippets, automated testing, team collaboration tools, and enhanced security options.
• Postman Enterprise Plan: Caters to large organizations with features like single sign-on, governance controls, and enterprise-grade security.

“To empower everyone to improve their home.”

Mission Statement: Houzz’s mission is to empower homeowners by providing a comprehensive platform to find inspiration, connect with professionals, and renovate or decorate their homes.

Source: Houzz

Company Description: Founded in 2009 by Adi Tatarko and Alon Cohen, Houzz has emerged as a go-to online community for homeowners in search of home design inspiration and renovation resources. The platform boasts a vast collection of high-quality photos and videos, spanning various design styles and home improvement projects to spark creativity. Users can compile their favorite finds into Idea Books, making it easy to save and organize design concepts and products. 

Category: Home Design & Renovation Platform

Net Worth: Houzz has a post-money valuation in the range of $1B to $10B as of June 8, 2017, according to Crunchbase .

• Houzz Website and Mobile App: Free access to browse inspiration galleries, create idea books, and connect with home professionals.
• Houzz Pro: Subscription service for home improvement professionals to showcase their work, connect with potential clients, and manage their businesses.
• Houzz Shopping: Marketplace where users can purchase furniture, décor, building materials, and other home improvement products directly from retailers.

45. The RealReal

“revolutionizing luxury fashion with a trusted platform.”.

Mission Statement: The RealReal strives to champion a more sustainable future for fashion by offering a curated online marketplace for authenticated luxury consignment. The RealReal exemplifies innovation and dedication, offering a seamless shopping experience through its website and app. Seller services, including mail-in and complimentary home pick-up, alongside luxury concierge services, highlight the platform’s commitment to customer-centric priorities and friendliness. Curated collections demonstrate an eye for detail and a passion for fashion, inviting millions to explore luxury fashion sustainably.

Source: The RealReal

Company Description: Founded in 2011 by Julie Wainwright, The RealReal has carved a niche as a leading online marketplace for authenticated pre-owned luxury goods, merging the luxury of high-end fashion with the sustainability of consignment. Every piece, from designer clothing to exquisite jewelry and homeware, undergoes rigorous authentication by experts, ensuring authenticity and quality. This commitment positions The RealReal as a beacon of trust in an industry often mired in questions of authenticity.

Category: Online Luxury Consignment Marketplace

Net Worth: According to Stock Analysis , The RealReal is a publicly traded company with a market capitalization of 327.69M.

• The RealReal Website and Mobile App: Browse and purchase authenticated luxury items across various categories.
• Seller Services: The RealReal offers various options for consigning luxury goods, including in-person drop-off, mail-in service, and complimentary home pick-up (in select locations).
• Luxury Concierge Service: Personalized assistance for high-value consignments, including valuation, photography, and marketing.
• Pre-Vetted Collections: Curated collections of designer pieces chosen by fashion experts.

46. Thrasio

“building the leading brand aggregator on amazon.”.

Mission Statement: Thrasio aimed to reimagine how consumers access everyday products by acquiring and scaling successful third-party sellers, primarily on Amazon.

Source: Thrasio

Recent Developments: As of February 2024, amidst a crisis of significant debt from rapid acquisitions, Thrasio filed for Chapter 11 bankruptcy. The company is now navigating through restructuring efforts to alleviate debt and secure new funding, facing the barriers of their ambitious expansion with a determination to find new possibilities for recovery.

Company Description:  Founded in 2018 by Carlos Cashman and Joshua Silberstein, Thrasio quickly became a leading e-commerce aggregator with a unique approach to growth. By strategically acquiring established third-party sellers, especially those flourishing on the Amazon marketplace, Thrasio leveraged its operational expertise to enhance these businesses further. This expertise spanned supply chain management, marketing, and brand development, aiming to maximize the potential of each acquired brand. 

Category: E-commerce Aggregator 

Net Worth: Thrasio’s journey, marked by a blend of leadership, luck, and sometimes, the harsh realities of ambitious expansions, has seen it raise $3.4B in funding over 12 rounds, as per Crunchbase .

• Aspirational Business Model: Thrasio’s model focuses on transforming acquired brands into global leaders across online marketplaces, emphasizing growth and scale.
• Financial Investment & Detailed Effort: Beyond financial backing, Thrasio invests in marketing, logistics, and data analysis for decision-making.
• Operational Support & Brand Management: Provides comprehensive operational support to enhance brand performance and scalability.
• Customer-Centric Growth: Emphasizes a customer-focused approach to growth, ensuring brands meet and exceed customer expectations.
• Purpose-Driven Foundation: Reflects a commitment to community support and poverty mitigation, integral to Thrasio’s logo and values.

47. SentinelOne

“defending the modern enterprise against cyberattacks.”.

Mission Statement: SentinelOne’s mission is to be the leader in autonomous cybersecurity defense by providing a revolutionary next-generation endpoint security platform that safeguards enterprises against constantly evolving cyber threats.

Source: SentinelOne

Company Description: Founded in 2013 by Tomer Weingarten and Almog Cohen, SentinelOne has risen to prominence as a frontrunner in endpoint security solutions. Their cutting-edge platform delivers a suite of defenses against cyber threats, featuring Next-Generation Antivirus (NGAV) for protection from malware, ransomware, and zero-day attacks. It also includes Endpoint Detection and Response (EDR), which scrutinizes endpoint behavior to detect and counteract threats in real-time.  

Category: Endpoint Security & Extended Detection and Response (XDR)

Net Worth: As per Companies Market cap , SentinelOne is a publicly traded company with a market capitalization of approximately $6.65 billion.

• SentinelOne Singularity Platform: An integrated platform offering NGAV, EDR, XDR, and other security functionalities.
• SentinelOne Ranger: Cloud-native endpoint protection platform specifically designed for securing cloud workloads.
• SentinelOne Vigilance: Threat intelligence service that provides insights into the latest cyber threats and vulnerabilities.
• SentinelOne Marketplace: Offers integrations with various security and IT operations tools for a holistic security ecosystem.

48. Rippling

“making payroll, benefits, and hr tools delightful.”.

Mission Statement: Rippling’s mission is to simplify and unify the entire employee lifecycle by providing a comprehensive HR and payroll platform that empowers businesses to manage all aspects of their workforce in one place.

Source: Rippling

Company Description: Founded in 2017 by Parker Conrad and Prasanna Sankar, Rippling has emerged as a beacon in the cloud-based HR and payroll solutions arena, marrying technology with the aspirations of modern businesses. Through their platform, Rippling simplifies core HR tasks , embodies the spirit of an athlete in automating payroll processing, and upholds the certification standards of compliance with labor laws. Their effort to streamline benefits administration is a testament to their leadership in the field, offering a cup of friendliness and ease to HR managers and employees alike.

Category: Cloud-Based HR & Payroll Platform

Net Worth: As per Forbes , Rippling’s story, detailed in many an article and news piece, has caught the eyes of millions, making it a beloved part of the tech ecosystem. With a valuation estimated at around $11.25 billion,  

• Rippling Core: Rippling’s logo has become synonymous with trust and efficiency, a result of their continuous effort to address the questions and needs of their stakeholders. A comprehensive HR solution that centralizes core HR functions, payroll processing, and compliance management.
• Rippling Benefits: Provides a streamlined platform for managing and administering employee benefits.
• Rippling Onboarding: Automates and simplifies the new hire onboarding process.
• Rippling Integrations: Connects with various third-party tools and applications used in the HR and payroll ecosystem.

49. BigCommerce

“empowering merchants of all sizes to build, innovate, and thrive in today’s evolving commerce landscape.”.

Mission Statement: BigCommerce’s mission is to empower businesses of all sizes to build, innovate, and grow their online stores. They provide a powerful and scalable e-commerce platform that caters to the needs of both established businesses and startups.

Source: BigCommerce

Company Description: Founded in 2009 by Eddie Machaalani and Mitchell Harper, BigCommerce has risen to prominence as a top cloud-hosted e-commerce platform. It offers an extensive range of features aimed at helping businesses easily launch and manage their online stores. This includes intuitive drag-and-drop tools, customizable templates for store building, and integration capabilities for selling across multiple channels like marketplaces and social media. 

Category: Cloud-Hosted E-commerce Platform

Net Worth: As per Crunchbase ,  BigCommerce has raised a total of $224.2M in funding over 7 rounds. Their latest funding was raised on Apr 25, 2018 from a Series F round.

• BigCommerce platform: A comprehensive e-commerce platform with features for store creation, product management, marketing, payments, and security.
• BigCommerce API: Allows developers to extend the platform’s functionality and integrate with third-party applications.
• BigCommerce Apps Marketplace: Offers a wide range of apps and extensions to add additional features and functionalities to online stores.
• BigCommerce Enterprise: A custom-tailored solution for high-volume businesses with unique needs.

50. Klaviyo

“building the future of customer communication.”.

Mission Statement: Klaviyo’s mission is to empower e-commerce businesses to build stronger customer relationships through personalized omnichannel marketing solutions.

Source: Klaviyo

Company Description:  Founded in 2012 by Ed Hallen and Andrew Bialecki (not Jeremy Robinson), Klaviyo is a premier marketing automation platform tailored for e-commerce, enabling businesses to capture and utilize customer data effectively. It offers powerful segmentation for targeted marketing, tools for creating personalized email campaigns, and the capability to run SMS marketing efforts. 

Category: E-commerce Marketing Automation Platform

Net Worth: As per Pitchbook , Klaviyo is a privately held company with a valuation estimated at over $9.5 billion.

• Klaviyo platform: A comprehensive suite of tools for email marketing, SMS marketing, customer segmentation, and campaign analytics.
• Klaviyo Data Science: Leverages customer data to provide insights and recommendations for optimizing marketing campaigns.
• Integrations: Connects with various e-commerce platforms, payment processors, and other marketing tools.
• Klaviyo Academy: Offers educational resources and training programs to help businesses leverage the platform effectively.

Conclusion:

Delving into the world of inspiring startup mission statements offers an enlightening example of the motivations propelling innovation. Through research and careful analysis, we uncover ways in which startups articulate their hope, innovation, and commitment to community connection through unique vision statements. These examples often reveal a core desire to address critical needs, showcasing the goal to solve real-world problems with solutions that boost efficiency, accessibility, or sustainability across various industries. Empowering users often takes center stage in these mission statement examples, highlighting a dedication to simplify complex tasks, enhance existing processes, or give individuals more control over their experiences.

This exploration emphasizes the profound impact of a passion for positive change, encapsulated in every sentence. Many mission statements share a vision for a better future, among other things, with startups frequently striving to contribute to a more sustainable Earth, address social issues, or democratize access to resources and information. These concise words act as a powerful reminder that innovation is sparked by the desire to make a significant difference for humanity. Tips for crafting such impactful statements include focusing on the key ingredients of passion, clarity, and a solid connection to the startup’s core mission. As technology marches forward, these guiding principles will undoubtedly influence the solutions and breakthroughs that materialize, transforming everything in their path toward success.

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About the author: Oran Yehiel

Oran Yehiel is the founder of Startup Geek, with an MBA specializing in financial management and a background in Deloitte. As a Certified Public Accountant and Digital Marketing Professional, he writes about venture capital, marketing, entrepreneurship, and more, bringing a wealth of experience to businesses seeking growth and success.

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Struggling to Solve a Problem? Try Reframing It.

• Daniel Markovitz

The way you describe an issue will determine how you address it.

How you frame your problem will influence how you solve it. Therefore, the words you choose to describe the issue are critically important. In fact, if you’re struggling to generate effective solutions, you might change the way you’ve phrased the problem. Specifically, ask yourself two questions, First, what’s the subject? A problem statement focused on employees will generate different solutions than one that’s focused on projects or dollars. Second, how do you measure the problem? The metric you use to define success or failure will have a large influence on the solutions you come up with. So next time you’re faced with a problem, and perhaps you’re not finding a solution, try rewriting the statement. You’ll likely find that a small change of words can lead to a big change in your perspective.

Experts in problem solving emphasize the importance of deeply understanding the problem before implementing countermeasures. And many cite Charles Kettering’s maxim that “A problem well-framed is a problem half-solved.” But what, precisely, is a “well-framed” problem? I’ve written before about some of the obvious errors to avoid — couching a solution in the form of a problem, and relying on generalities instead of specifics.

• DM Daniel Markovitz  is president of Markovitz Consulting, a firm that makes organizations more profitable by improving operations and execution. He is a faculty member at the Lean Enterprise Institute and teaches at the Stanford University Continuing Studies Program. His newest book on better problem solving is  The Conclusion Trap .  

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4.8 Developing Your Personal Mission and Vision

Learning objectives.

• Determine what mission and vision mean for you.
• Develop some guidelines for developing your mission and vision.

Mission and vision are concepts that can be applied to you, personally, well beyond their broader relevance to the P-O-L-C framework. Personal mission and vision communicate the direction in which you are headed, as well as providing some explanation for why you are choosing one direction or set of objectives over others. Thinking about and writing down mission and vision statements for your life can help provide you with a compass as you work toward your own goals and objectives.

Figure 4.12

Your mission and vision reflect your personal and professional purpose and direction.

Shawn Harquail – Kayak Tour of Mangroves, Lucayan National Park. – CC BY-NC 2.0.

Your Mission and Vision

Note that the development of a personal mission and vision, and then a strategy for achieving them, are exactly the opposite of what most people follow. Most people do not plan further ahead than their next job or activity (if they plan their career at all). They take a job because it looks attractive, and then they see what they can do with it. We advocate looking as far into the future as you can and deciding where you want to end up and what steps will lead you there. In that way, your life and your career fit into some intelligent plan, and you are in control of your own life.

The first step in planning a career is obviously a long-term goal. Where do you want to end up, ultimately? Do you really want to be a CEO or president of the United States, now that you know what it costs to be either one? There are a couple basic parts to this process.

First, set out a bold vision—Jim Collins, author of Good to Great , describes this as a BHAG a big, hairy, audacious goal.

Five guiding criteria for good BHAGs is that they:

• Are set with understanding, not bravado.
• Fit squarely in the three circles of (a) what you are deeply passionate about (including your core values and purpose), (b) what drives your economic logic, and (c) what differentiates you (what you can be the best in the world at).
• Have a long time frame—10 to 30 years.
• Are clear, compelling, and easy to grasp.
• Directly reflect your core values and core purpose.

Second, sketch out your personal values, or “Guiding Philosophy”—a set of core values and principles like your own Declaration of Independence.

Once the vision is set, you have to develop some long-term goal (or goals), then intermediate-term goals, and so on. If you want to be President, what jobs will you have to take first to get there and when do you have to get these jobs? Where should you live? What training do you need? What political connections do you need? Then you have to set up an orderly plan for obtaining the connections and training that you need and getting into these steppingstone jobs.

Finally, you need to establish short-term goals to fit clearly into a coherent plan for your entire career. Your next job (if you are now a fairly young person) should be picked not only for its salary or for its opportunities for advancement but for its chances to provide you with the training and connections you need to reach your long-term goals. The job that is superficially attractive to you because it has a high salary, offers the opportunity for immediate advancement, or is located in a desirable place may be a mistake from the standpoint of your long-term career.

Former business school professor, entrepreneur (founder of www.quintcareers.com), and colleague Randall S. Hansen, PhD, has done a masterful job of assembling resources that aim to help your career, including an excellent five-step plan for creating personal mission statements. With his generous permission, he has allowed us to reproduce his five-step plan—adapted by us to encompass both mission and vision—in this section.

The Five-Step Plan

A large percentage of companies, including most of the Fortune 500, have corporate mission and vision statements (Quint Careers, 2008). Mission and vision statements are designed to provide direction and thrust to an organization, an enduring statement of purpose. A mission and vision statement act as an invisible hand that guides the people in the organization. A mission and vision statement explains the organization’s reason for being and answers the question, “What business are we in?”

A personal mission and vision statement is a bit different from a company mission statement, but the fundamental principles are the same. Writing a personal mission and vision statement offers the opportunity to establish what’s important and perhaps make a decision to stick to it before we even start a career. Or it enables us to chart a new course when we’re at a career crossroads. Steven Covey (in First Things First ) refers to developing a mission and vision statement as “connecting with your own unique purpose and the profound satisfaction that comes from fulfilling it (Covey, 1994).”

A personal mission and vision statement helps job seekers identify their core values and beliefs. Michael Goodman (in The Potato Chip Difference: How to Apply Leading Edge Marketing Strategies to Landing the Job You Want ) states that a personal mission statement is “an articulation of what you’re all about and what success looks like to you (Goodman, 2001).” A personal mission and vision statement also allows job seekers to identify companies that have similar values and beliefs and helps them better assess the costs and benefits of any new career opportunity.

The biggest problem most job seekers face is not in wanting to have a personal mission and vision statement but actually writing it. So, to help you get started on your personal mission and vision statement, here is a five-step mission/vision-building process. Take as much time on each step as you need, and remember to dig deeply to develop a mission and vision statement that is both authentic and honest. To help you better see the process, Professor Hansen included an example of one friend’s process in developing her mission and vision statements.

Sample Personal Mission Statement Development

Past success :

• developed new product features for stagnant product
• part of team that developed new positioning statement for product
• helped child’s school with fundraiser that was wildly successful
• increased turnout for the opening of a new local theater company

Themes: Successes all relate to creative problem solving and execution of a solution.

Core values :

• Hard working
• Industrious
• Problem solving
• Decision maker
• Family-oriented
• Intelligent
• Compassionate
• Contemplative

Most important values:

Most important value:

Identify Contributions :

• the world in general: develop products and services that help people achieve what they want in life. To have a lasting effect on the way people live their lives.
• my family: to be a leader in terms of personal outlook, compassion for others, and maintaining an ethical code; to be a good mother and a loving wife; to leave the world a better place for my children and their children.
• my employer or future employers: to lead by example and demonstrate how innovative and problem-solving products can be both successful in terms of solving a problem and successful in terms of profitability and revenue generation for the organization.
• my friends: to always have a hand held out for my friends; for them to know they can always come to me with any problem.
• my community: to use my talents in such a way as to give back to my community.

Identify Goals :

Short term: To continue my career with a progressive employer that allows me to use my skills, talent, and values to achieve success for the firm.

Long term: To develop other outlets for my talents and develop a longer-term plan for diversifying my life and achieving both professional and personal success.

Mission Statement :

To live life completely, honestly, and compassionately, with a healthy dose of realism mixed with the imagination and dreams that all things are possible if one sets their mind to finding an answer.

Vision Statement :

To be the CEO of a firm that I start, that provides educational exercise experiences to K–6 schools. My company will improve children’s health and fitness, and create a lasting positive impact on their lives, and that of their children.

Step 1: Identify Past Successes. Spend some time identifying four or five examples where you have had personal success in recent years. These successes could be at work, in your community, or at home. Write them down. Try to identify whether there is a common theme—or themes—to these examples. Write them down.

Step 2: Identify Core Values. Develop a list of attributes that you believe identify who you are and what your priorities are. The list can be as long as you need. Once your list is complete, see whether you can narrow your values to five or six most important values. Finally, see whether you can choose the one value that is most important to you. We’ve added “Generating Ideas for Your Mission and Vision” to help jog your memory and brainstorm about what you do well and really like to do.

Step 3: Identify Contributions. Make a list of the ways you could make a difference. In an ideal situation, how could you contribute best to:

• the world in general
• your family
• your employer or future employers
• your friends
• your community

Generating Ideas for Your Mission and Vision

A useful mission and vision statement should include two pieces: what you wish to accomplish and contribute and who you want to be, the character strengths and qualities you wish to develop. While this sounds simple, those pieces of information are not always obvious. Try these tools for generating valuable information about yourself.

• Describe your ideal day. This is not about being practical. It is designed to include as many sides of you and your enthusiasms as possible: creative, competent, artistic, introverted, extraverted, athletic, playful, nurturing, contemplative, and so on.
• Imagine yourself 132 years old and surrounded by your descendants or those descendants of your friends. You are in a warm and relaxed atmosphere (such as around a fireplace). What would you say to them about what is important in life? This exercise is designed to access the values and principles that guide your life.
• Imagine that it is your 70th birthday (or another milestone in your life). You have been asked by national print media to write a press release about your achievements. Consider what you would want your family, friends, coworkers in your profession and in your community to say about you. What difference would you like to have made in their lives? How do you want to be remembered? This is designed to inventory your actions and accomplishments in all areas of your life.

Review your notes for these three exercises. With those responses in mind, reflect on questions 1, 2, and 3 above. Then write a rough draft (a page of any length) of your mission statement. Remember that it should describe what you want to do and who you want to be. This is not a job description. Carry it with you, post copies in visible places at home and work, and revise and evaluate. Be patient with yourself. The process is as important as the outcome. After a few weeks, write another draft. Ask yourself whether your statement was based on proven principles that you believe in, if you feel direction, motivation, and inspiration when you read it. Over time, reviewing and evaluating will keep you abreast of your own development.

Step 4: Identify Goals. Spend some time thinking about your priorities in life and the goals you have for yourself. Make a list of your personal goals, perhaps in the short term (up to three years) and the long term (beyond three years).

Step 5: Write Mission and Vision Statements. On the basis of the first four steps and a better understanding of yourself, begin writing your personal mission and vision statements.

Final thoughts: A personal mission and vision statement is, of course, personal. But if you want to see whether you have been honest in developing your personal mission and vision statement, we suggest sharing the results of this process with one or more people who are close to you. Ask for their feedback. Finally, remember that mission and vision statements are not meant to be written once and blasted into stone. You should set aside some time annually to review your career, job, goals, and mission and vision statements—and make adjustments as necessary.

Key Takeaway

In this section, you learned how to think of mission and vision in terms of your personal circumstances, whether it is your career or other aspects of your life. Just as you might do in developing an organization’s vision statement, you were encouraged to think of a big, hairy audacious goal as a starting point. You also learned a five-step process for developing a personal vision statement.

• How does a personal mission and vision statement differ from one created for an organization?
• What time period should a personal mission and vision statement cover?
• What are the five steps for creating a personal mission and vision statement?
• What type of goals should you start thinking about in creating a personal mission and vision?
• How are your strengths and weaknesses relevant to mission and vision?
• What stakeholders seem relevant to your personal mission and vision?

Covey, S. R. (1994). First Things First . New York: Simon & Schuster.

Goodman, M. (2001). The Potato Chip Difference . New York: Dialogue Press.

Quint Careers, retrieved October 29, 2008, from http://www.quintcareers.com/creating_personal_mission_statements.html . Reproduced and adapted with written permission from Randall S. Hansen. The content of this work is his, and any errors or omissions are our responsibility.

Principles of Management Copyright © 2015 by University of Minnesota is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License , except where otherwise noted.

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The Problem Statement – What’s the Problem?

Dale F. Spurlin

We cannot solve our problems with the same thinking we used when we created them. -- Albert Einstein

Solving a problem is the driving reason for Army planning processes. 1 Army doctrine requires problem identification in any problem solving process but that doctrine is silent on the format and design of a problem statement. This dilemma poses a challenge for inexperienced staff attempting to produce useful statements that do anything more than meet a doctrinal requirement. The articulation of the problem as a statement directly relates to the type and quality of solutions generated in the problem-solving process. 2 To be meaningful, problem statements should express concisely and comprehensively the obstacles to mission accomplishment in a manner that supports solution generation and evaluation. This article draws on concepts used in management sciences and operations research to discuss approaches to military problem statement development and then proposes an approach on problem statement construction that will directly support solution generation and evaluation in Army problem solving.

Identifying the Problem

Problem statement development begins with identifying the problem. All too often, individuals and organizations oversimplify the problem to be solved and immediately move to addressing the “what to do?” and “how to do it?” within a problem. 3 “A problem is an issue or obstacle that makes it difficult to achieve a desired goal or objective.” 4 To identify the problem, ATP 5-0.1, Army Design Methodology , calls on commanders and staffs to ask two questions: “What is the difference between the current state of the [Operational Environment] and desired state?” and “What is preventing the force from reaching the desired end state?” 5 FM 6-0, ATP 5-0.1 , and Joint Publication 5-0, Joint Operation Planning make an explicit call to commanders and staffs to identify root causes for obstacles, which focuses on the question of “what?” when perceiving a problem’s elements.

However, not all problems – especially semi-defined or ill-defined problems – have a root cause. Searching for the root cause could lead planners to addressing the wrong part of a problem – or the wrong problem altogether. 6 Especially in ill-defined problems, the solution is not so much repairing conditions to a previous level as it is to increase capability or establish a new baseline for operations. 7 JP 5-0 emphasizes this aspect of the problem statement, which “identifies the areas for action that will transform existing conditions toward the desired end state.” 8 This suggests that planners should follow with the question “why?” to better understand how elements of the environment or context are creating obstacles to mission accomplishment. Answering the “why?” reveals relationships, problem solver assumptions, and bias, moving deeper into understanding a problem and encouraging more creative expressions of the problem – and therefore the solution. 9 Despite the difficulty in problem identification, doctrine is vague on how to do it effectively.

Army doctrine implies some effective approaches to problem identification. Defining the problem is a group activity. 10 Analyzing the current operational environment (OE) requires multiple perspectives on different elements within a problem. Using Army Design Methodology (ADM) as a guide, commanders and staffs should start problem identification with a thorough analysis of the current state of the OE, covering as many aspects of the environment as possible. Leaders analyze the desired end state for the OE based on mission orders from higher, commander’s guidance, and subject matter expert analysis. The desired end state might not follow the same format or framework as the current end state analysis – part of the eventual problem for the command might be to change a paradigm from one framework or viewpoint to another. Creative thinking approaches are therefore necessary to avoid approaching problems with the wrong viewpoint.

Brainstorming helps avoid patterns or paradigms. This creative thinking approach can reveal not only what is known about the OE but also what is unknown or believed (assumed) to be known. 11 It also facilitates identifying linkages between elements within the OE in order to promote understanding and to simplify complex activities and relationships. 12 Starting with a divergent approach searching for the novel elements of the environment that impede achieving a desired end state is more likely to yield a more complete and accurate identification of the problem. 13 Begin with individuals silently recording their ideas and then share them with the larger group to avoid initial bias and to ensure all members of the group feel they can express their opinions. 14

Initially, the planning team should ask the questions, “why” and “what’s stopping us?” to develop the key elements of the problem.  Asking “why?” an element is part of the problem can reveal a broader area of friction within the OE while asking “what’s stopping us?” might reveal more details about the problem or additional elements that require asking these same questions. 15 This approach provides a guide to exploring the different components of the problem while developing the links between problem elements that will provide a focused problem statement. Military planners familiar with British planning techniques will note a similarity between these questions and the first two questions of the Combat Estimate process. Rather than identifying just a root cause, the “why-what’s stopping us” approach goes further to help identify the layers of the problem to help the team focus on the correct problem to solve. 16 What should emerge from these questions are the environmental factors that impede mission accomplishment. Those elements likely compete with one another and for the resources within any possible solution – another aspect of the problem.

The problem should include the tensions in achieving the end state inherent within the OE. These tensions include the desired end states of competing groups and time limits to achieve results. 17 Finally, problems generally include conditional components. Problems include actions the command can take, cannot take, and must not take based on many factors. 18 Simple tasks become difficult when higher headquarters limits the ways or means to accomplish those tasks. A need to achieve a desired end state before an opposing group achieves its end state might also be a condition of the problem. The problem becomes an amalgamation of the obstacles and barriers between the current and desired end states, and the conditions limiting the achievement of the end state. So, what’s the problem? Drafting the problem statement comes next and it should be the foundation for the remainder of the problem-solving process, but this is not an easy task for many leaders and planners.

Composing the Problem Statement

The problem statement is a concise statement of the obstacles preventing an organization from achieving a desired end state. 19 Drafting the problem statement is both science and art in order to achieve a concise statement that will support the rest of a problem solving process. The science is in grouping or clustering obstacles or barriers to mission accomplishment into categories or themes that cover all of the areas identified while framing the problem. The art lies in leader recognition that frameworks and clustering of like items might mask other relationships or bias the organization to solving the problem in a specific manner. As with problem identification, problem statement development can benefit from a diverge-converge approach to address both the science and the art of the problem statement. Leaders should again apply critical and creative thinking techniques to challenge individual biases and preconceived notions on the problem.

Initially, the staff should attempt to arrange elements of the problem with a brainstorming approach, mixing and moving elements into logical categories or themes and then re-arranging to see whether different linkages emerge. Leaders should avoid following a pre-established framework during this phase to avoid bias better. Exploring different groupings of elements might illuminate aspects of the problem not previously identified. Planners then transition to converging the different categories or themes into a written problem statement. The statement should start with, “How should we …” or “How must we …” in order to foster positive, creative thinking in the phrasing and organization of the statement. 20

The problem statement should include only the significant elements of the problem framing. In this way, the problem statement becomes concise yet remains relevant to the rest of the problem solving process. It is important that the proposed statement does not discuss what the organization must do. Bias can result from including aspects of the solution within the problem statement. 21 Another technique described in ATP 5-0.1 to avoid bias is to restate the problem after the initial draft in a number of different ways to see whether a different perspective or framework yields a different set of obstacles to overcome or conditions to be achieved. Organizing the elements within the problem statement should be creative as well, but this can be a challenge for inexperienced staffs or in time constrained conditions where a standard pattern or framework is necessary; doctrine provides several of these.

The nature or level of a problem might suggest following an accepted operational framework in drafting the problem statement. A tactical problem might follow the Mission, Enemy, Terrain and Weather, Troops and Support Available, Time, and Civil Considerations (METT-TC) structure beginning with, “The organization must …” to address the Mission element. Subsequent portions of the statement then follow with specific aspects of the other variables that make accomplishing the task difficult. Operational level problems might follow a Political, Military, Economy, Social, Information, Infrastructure, Physical Terrain, Time (PMESII-PT) framework; strategic problems a Diplomacy, Information, Military, Economy (DIME) framework; or institutional problems a Doctrine, Organization, Training, Materiel, Leader Development, Personnel, Facilities, Policy (DOTMLPF-P) framework. The logical framework of a problem statement supports solution generation and tasking organizations to overcome specific aspects of the problem. However, a hybrid of frameworks such as Areas, Structures, Capabilities, Organizations, People, Events (ASCOPE) mixed with METT-TC might be appropriate to avoid unnecessarily constricting a solution set. Going directly to a doctrinal framework, however, might have adverse effects on statement development.

The danger of adopting a specific framework at the outset of problem statement development is a potential limitation to creative and critical thinking in stating the problem – and the potential solutions that will follow. Frameworks might pre-dispose leaders to look for (or dismiss) potential links or elements within framework elements – even when those elements do not exist. Solutions to tactical problems framed with METT-TC might overlook social and infrastructure elements that ASCOPE or PMESII-PT might illuminate. When possible, the application of a framework should be done after drafting the problem statement as a verification of what the staff developed in problem framing and multiple frameworks might be tested.

Nonetheless, leaders might opt to use one or more Army frameworks to guide an inexperienced staff, to meet time constraints, or to ensure the problem statement accounts for all variables within the OE based on an assessment of the type of problem being studied. The problem statement should be comprehensive even as it strives for conciseness. Individuals engaged with developing the problem tend to simplify the statement too much because of their knowledge of the OE developed during problem formulation. 22 This could result in planners abbreviating the elements or conditions within a problem statement to the point where others lacking familiarity with the OE or problem miss elements that might play a role in solution development.

ATP 5-0.1 provides an example of the problem statement in a narrative. In that example, the problem statement describes the obstacles and some constraints on the command in a paragraph (see ATP 5-0.1 , p. 4-4). The basic elements are apparent: the institutions, capabilities, and personalities that present barriers to the command’s success. It does not follow a specific doctrinal framework like PMESII-PT, but still includes some of the PMESII-PT variables. A shortcoming of the example might be that it does not address the element of time that is normally a constraint in organizational problems.

An example tactical problem statement might be:

How does 2/1 Armored Brigade Combat Team (ABCT) seize crossing sites along the Cottonwood River to support 18 Field Artillery (FA) Brigade fires when wooded and rolling terrain favor the enemy’s defense and security operations. The terrain frequently constricts unit movement to platoon-sized mobility corridors. A hybrid threat enemy composed of fully-manned conventional forces with anti-tank systems and shoulder-fired surface-to-air missiles as well as an effective guerilla forces operate in territory familiar to them. Civilians are intimidated towards working with coalition forces. Enemy weapons threaten the ABCT’s armored and limited aviation capabilities. 2/1 ABCT must not only seize crossings, but also secure those crossings and 18 FA Brigade’s units during fire missions. The ABCT must have no less than 85% combat power remaining and complete operations within 24 hours before the enemy can reinforce its security zone.  

This statement is around 130 words and includes all elements of METT-TC.

Another format begins with a short statement of the organization’s task followed by critical factors that will affect solutions:

How does 1/1 ABCT stabilize Calico City within the next 60 days while considering: An insurgent force with local civilian support operates freely within the city Local police are untrained and ill-equipped to secure the population; civilian leaders support 1/1 ABCT forces but are intimidated by insurgents 1/1 ABCT units with no additional police or engineer support must operate within the populated area Narrow streets and densely populated areas prevent vehicle movement in most of the city; extreme daytime temperatures will favor acclimated enemy forces Civilians casualties will likely result from direct and indirect fire engagements during daylight hours

This example is shorter by emphasizing the tensions as well as the obstacles but without complete sentences. Either of the formats could be used effectively to describe the conditions that constrain or prevent the unit from achieving its goals within a timeframe. The next challenge to leaders is what to do with the problem statement besides admiring their handiwork through the rest of the problem-solving process – or worse, shelving the problem statement as a task completed in their problem solving process.

Applications for the Problem Statement

The problem statement does more than just identify the problem to be solved; the problem statement should be a good source for evaluation criteria. This is because the problem statement describes specific conditions or actions that are necessary to solve the problem or that are threats to mission success. The framework and content of the problem statement directly affect the means for solving the problem and how the solution will be framed. This is a function shared with evaluation criteria, which according to FM 6-0 “are standards the commander and staff will later use to measure the relative effectiveness and efficiency of one COA relative to other COAs… Evaluation criteria address factors that affect success and those than can cause failure.” 23 The degree that a solution addresses each condition determines how well the solution will achieve the end state. Developing evaluation criteria from the problem statement helps generate useful, comprehensive solutions that do not overlook aspects of the problem. Evaluation criteria therefore have their foundation in the elements of the problem statement, which is another reason to ensure the problem statement is complete and accurate. Figure 1 illustrates how barriers or obstacles within the problem statement can suggest evaluation criteria.

Figure 1 . Problem Statement to Evaluation Criteria Links. The figure shows how the barriers within the problem statement can provide potential evaluation criteria. Each barrier should result in at least one criterion to address that barrier in solution development. Source: Author.

Because a solution should relate well to the problem being solved, elements of the problem that a solution fails to address adequately are a form of risk. Leaders use evaluation criteria – not the problem statement – to analyze solutions to a problem in most problem solving methods. Bluntly put, the Military Decision Making Process (MDMP) does not reference the problem statement after it is briefed during Mission Analysis. Some means of carrying aspects of what makes achieving the desired end state – the elements of the problem – are necessary to keep the solution and analysis focused.

It is important that leaders have evaluation criteria drawn from the problem statement to ensure the solution narrative describes how the solution overcomes or fails to address each part of the problem. Solutions that fail to reach an evaluation criterion’s benchmark represent an aspect of the problem that the solution did not solve and therefore pose a risk to mission success. Few solutions will address all elements of a problem. Frequently, meeting some of the evaluation criteria will prevent meeting others due to resource constraints. The optimal solution might therefore be the one with the least amount of risk not with the best overall score – the one that best addresses all aspects of the problem to some extent based on the evaluation criteria developed from the problem statement. During analysis and comparison, leaders will need to propose mitigation measures for risks or clearly indicate to the commander risks to mission failure that result from not allocating resources against some portion of the problem as identified through the evaluation criteria.

Finally, the problem statement supports assessment during the Army’s operations process. During planning, leaders should create measures of performance and measures of effectiveness based on the problem statement to gauge how well the organization is solving the problem during execution. However, revisiting the problem – the foundation for the plan in execution – is a good idea as well, to ensure that leaders addressed the correct problem. In complex and ill-defined problems, the nature of the problem can change as a result of the organization’s interaction with the OE. Leaders should therefore redefine the problem periodically to ensure it still fits the current and desired end states as initially developed. New measures of performance and effectiveness might then emerge.

Problem statement development is too important to leave to chance or to shelve after mission analysis. While there is no specific format for a problem statement in Army doctrine, principles within operations research combined with Army doctrine offer a way to draft the problem statement so that it supports generating effective solutions through the remainder of the problem solving process used. Brainstorming elements of a problem can reveal unexpected relationships within a problem, but doctrinal Army or joint frameworks can also help leaders to write a problem statement that covers most elements of the problem.

Good problem statements not only identify the problem needing a solution, they also form the basis for useful evaluation criteria and assessment measures. Start with describing the current conditions and the desired conditions. Group the conditions into categories that allow a succinct description of those conditions. Identify the obstacles to changing the environment from the current conditions to the desired conditions. Write the problem statement in a way that describes those obstacles within each category or group. While not the only way, using an established framework like METT-TC, PMESII-PT, DIME, DOTMLPF-P, or ASCOPE can help leaders ensure no aspect of a problem is overlooked.

Finally, develop assessment criteria (evaluation criteria and measures of performance or effectiveness) based on the problem statement to ensure solutions solve the problem rather than simply describing different approaches to doing a task. Developing a problem statement is challenging but can also reward planners with better solutions in the end.

The content of this article is the opinion of the author as an independent writer and is not necessarily the position of the US Army Command and General Staff College, the US Department of the Army, or the US Department of Defense.

[1]. Department of the Army, FM 6-0, Command and Staff Organization Operations (with Change 2) . (Washington, DC: Author, 2016).

2.  Roger J. Volkema and James R. Evans. “Creativity in MS/OR: Managing the Process of Formulating the Problem,” Interfaces , Vol. 25, No. 3 (May – Jun, 1995): 81-87.

3. Volkema & Evans. “Creativity in MS/OR.”

4. Army, FM 6-0 , 9-12.

5. Department of the Army, ATP 5-0.1, Army Design Methodology . (Washington, DC: Author, 2015).

6. Min Basadur, Susan J. Ellspermann, & Gerald W. Evans. “A New Methodology for Formulating Ill-Structured Problems,” Omega , Vol. 22, No. 6 (1994): 627-645.

7. Basadur, Ellspermann, & Evans. “A New Methodology”

8. Joint Staff. Joint Publication 5-0, Joint Operation Planning . (Washington, DC: Author, 2011), III-12.

9. Volkema & Evans. “Creativity in MS/OR.”

10. Army, ATP 5-0.1 .

11. Basadur, Ellspermann, & Evans. “A New Methodology”

12. Army, ATP 5-0.1 .

13. Basadur, Ellspermann, & Evans. “A New Methodology”

14. Marilyn Higgins and Dory Reeves. “Creative Thinking in Planning: How Do We Climb Outside the Box?”, The Town Planning Review , Vol. 77, No. 2 (2006): 221-244.

15. Basadur, Ellspermann, & Evans. “A New Methodology”

17. Army, ATP 5-0.1 .

18. Army, ATP 5-0.1 for Army specific planning, but also identified in Volkema and Evans, “Creativity in MS/OR” in civilian problem solving.

19. Army, FM 6-0 .

20. Basadur, Ellspermann, & Evans. “A New Methodology”

21. Craig Gygi, Nell DeCario, & Bruce Williams. Six Sigma for Dummies . (Hoboken, NJ: Wiley, 2005).

23. Army, FM 6-0 , 6-19.

About the Author(s)

Dr. Dale F. Spurlin, Lieutenant Colonel, Army, Retired, is currently an Associate Professor at the Command and General Staff College where he has taught Army Doctrine and Tactics for the past 10 years. He holds a Ph.D. in Education from Northcentral University, a M.Ed. in Teacher Education from Oklahoma University, and a B.A. in History from the University of Florida. During his career, LTC(R) Spurlin served in various leader and staff positions in the 1st Infantry Division, the 3rd Infantry Division, the 24th Infantry Division, and US Army Europe. He also served as an Observer Trainer at the National Training Center and the Mission Command Training Program. His deployments were to Kosovo as an Inspector General and tank battalion Executive Officer, and to Afghanistan as an advisor for training and leader development education within the Afghan National Army.

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Example Mission Statements & Why They are Great

By Jenna Sedmak - January 15, 2017

SME Strategy is a strategy consulting company that specializes in aligning teams around their vision, mission, values, goals and action plans. Learn more about how we can help you and your team create a strategic plan with our strategic planning and implementation services.

Have you ever wondered what it is that makes a mission statement great? The key is to keep it simple:  Outline what it is your organization wants to do (the problem you are solving), but don't be vague. Your mission statement should be attainable, but also inspirational. 

Why is a mission statement so important? One of the biggest reasons is that it represents the common purpose for the organization. Each member of the team will have a unique background, belief structure, and expertise. Not every team member will be the same. In fact, organizations thrive with team diversity, as long as the team understands what the common purpose of the organization is (i.e. the vision, mission & goals). By clearly outlining your company mission statement, you are communicating to your team, your customers, and the world what your organization aims to achieve. 

Here are some of our favourite mission statements:

• Patagonia: " Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis".  Why it’s a good mission statement: Patagonia aims to create products that truly last. By creating environmentally responsible, durable products, they follow through on their mission. Patagonia actually aims to decrease their annual sales, as outlined in a New Yorker article, " Patagonia’s Anti Growth Strategy ". Because they have such a strong mission statement that supports many emerging societal values, they can create a strong brand awareness and a loyal customer base, by having a great product without contributing to the fast fashion crisis.
• SpaceX:  " SpaceX designs, manufactures and launches advanced rockets and spacecraft. The company was founded in 2002 to revolutionize space technology, with the ultimate goal of enabling people to live on other planets".   Why it’s a good mission statement: Elon Musk, CEO and founder of SpaceX aims high. With this lofty end goal of enabling people to live on other planets, Musk paves the way for truly innovative thinking when it comes to space travel. SpaceX has already had some huge achievements, including launching, returning, and vertically landing a rocket. There were many failures before and after this attempt, but failure is a side effect of innovation, and often the road to success. By having such a clear mission statement, SpaceX is sure to be a global leader in modern space exploration.

We can help you align your team around a clear vision, mission, values, goals and action plans,

s o you can lead your organization more effectively and get better results.

• Spotify:  " Give people access to all the music they want all the time - in a completely legal & accessible way".  Why it’s a good mission statement: They aim to solve a two-sided problem. First, musicians and producers want to end piracy and be fairly compensated for their work. Second, the listener wants and expects to easily access affordable music in the digital age. By bridging this gap and finding an alternative to downloading, Spotify offers tiered services. Music can be accessed for free, but with occasional ad interruption so artists can still get paid, or with a premium account that affordably priced, without ads. Solving problems in the marketplace is one way that startups become successful multi-national companies. By having a strong mission statement and understanding their end goal, Spotify has been able to attract an enormous user base of 100 million users, with 40 million of those being paying subscribers, and growing!
• Slack:   " Where work* happens".  *Whatever work means for you, Slack brings all the pieces and people you need together so you can actually get things done. Why it’s a good mission statement: Slack is another great example of a tech company solving a problem that others have tried in the past. There are a lot of great communication tools out there, but Slack truly does bring pieces and people together, which in turn, helps teams get things done. If you’ve never used slack before, we highly recommend it. Often working in different cities, we at SME Strategy love using this tool as a way to bring our people together over distances. 
• BBC:  " To enrich people's lives with programmes and services that inform, educate and entertain". Why it’s a good mission statement: Many people look to the BBC as a a reliable source of news and education. This shows that they follow their mission to inform, educate, and entertain. While no outlet can be totally free of bias, the BBC stays true to their mission by offering local news, world news, radio programs, and both entertainment and documentary television series
• WestJet:  " To enrich the lives of everyone in WestJet's world by providing safe, friendly and affordable air travel". Why it’s a good mission statement: WestJet’s mission statement outlines three clear objectives that they continually follow through on. Originally a niche airline in Western Canada, WestJet solved a problem for the average person traveling by staying true to their mission. Since then, WestJet has expanded throughout North America and offers safe, friendly and affordable air travel not only domestically, but also to London, and through codeshare agreements, many other countries as well.  
• Google:  " Google’s mission is to organize the world’s information and make it universally accessible and useful". Why it’s a good mission statement: In the past 30 years, internet has gone from something that was used only in national defense, to a tool for governments and large organizations, to something only developed cities had, to something most people can now hold in the palm of their hand. Seven years after the world wide web went live, in 1998, Google entered the scene. Google’s mission statement is clear - information should be accessible to everyone, and so far they are doing a good job of helping this happen.
• Ikea:  " To create a better everyday life for the many people". Why it’s a good mission statement: Ikea furniture (although sometimes hard to put together!) offers unique solutions for a variety of living arrangements. Both affordable and with simple yet elegant design, Ikea creates furniture and accessories for all sorts of unique spaces to make them more comfortable to live in. They really do reach out to the “many people”.  
• SME Strategy : " Our mission is to provide managers and leaders the tools, frameworks, and expertise to help them create and execute on their strategic plans successfully". Why it’s a good mission statement: We stand by our mission statement. Our first priority is to help other organizations succeed. In order to succeed, a strong strategy needs to be in place. By creating tools and resources and facilitating strategic planning sessions, we live our mission statement on a daily basis.

Strong mission statements are just one part of a strong strategic plan. If you're looking for more information about strategic plans, missions, visions and goals, here is a great list of Example Strategic Plans from around the world. 

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Collaborative Problem Solving® (CPS)

At Think:Kids, we recognize that kids with challenging behavior don’t lack the will  to behave well. They lack the  skills  to behave well.

Our Collaborative Problem Solving (CPS) approach is proven to reduce challenging behavior, teach kids the skills they lack, and build relationships with the adults in their lives.

Anyone can learn Collaborative Problem Solving, and we’re here to help.

What is Collaborative Problem Solving?

Kids with challenging behavior are tragically misunderstood and mistreated. Rewards and punishments don’t work and often make things worse. Thankfully, there’s another way. But it requires a big shift in mindset.

Helping kids with challenging behavior requires understanding why they struggle in the first place. But what if everything we thought was true about challenging behavior was actually wrong? Our Collaborative Problem Solving approach recognizes what research has pointed to for years – that kids with challenging behavior are already trying hard. They don’t lack the will to behave well. They lack the skills to behave well.

Learn More About the CPS Approach

Kids do well if they can.

CPS helps adults shift to a more accurate and compassionate mindset and embrace the truth that kids do well if they can – rather than the more common belief that kids would do well if they simply wanted to.

Flowing from this simple but powerful philosophy, CPS focuses on building skills like flexibility, frustration tolerance and problem solving, rather than simply motivating kids to behave better. The process begins with identifying triggers to a child’s challenging behavior and the specific skills they need help developing.  The next step involves partnering with the child to build those skills and develop lasting solutions to problems that work for everyone.

The CPS approach was developed at Massachusetts General Hospital a top-ranked Department of Psychiatry in the United States.  It is proven to reduce challenging behavior, teach kids the skills they lack, and build relationships with the adults in their lives. If you’re looking for a more accurate, compassionate, and effective approach, you’ve come to the right place. Fortunately, anyone can learn CPS. Let’s get started!

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6 out of 10 teachers report reduced stress.

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74% average reduction in use of seclusion.

73% reduction in oppositional behaviors during school.

Parents report improvements in parent-child interactions.

71% fewer self-inflicted injuries.

reduction in school office referrals.

Significant improvements in children’s executive functioning skills.

60% of children exhibited improved behavior 

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NACDL - National Association of Criminal Defense Lawyers

Problem-solving courts task force mission statement.

Problem-solving courts focus attention and resources on specific crimes and criminal behaviors, as well as the root causes of such behaviors. Examples of such courts include drug courts, mental health courts, and domestic violence courts. With over 2,000 existing problem-solving courts in the United States and the prospect of jurisdictions utilizing this model’s practices and principles in conventional courtrooms, the need to study and understand how these courts function and their overall impact on the criminal justice system has become manifest.

• Download the Mission Statement (PDF)

Typically problem-solving courts eschew the adversarial model in favor of a “team approach,” where the defendant’s recovery from a behavioral problem plus concerns for public safety become the shared goals of the defense, prosecution, judges, corrections and treatment providers. The court actively directs and supervises the defendant’s rehabilitative efforts though the dual use of frequent reporting coupled with a range of sanctions for violations.

In the problem-solving court setting, defense attorneys have encountered the most serious conflict, since their traditional role as zealous advocates are subordinated to the recovery process. This in turn raises a profound ethical dilemma: to whom does the defense attorney owe allegiance – the client or the rehabilitation team? Put another way, what is the defense attorney’s ethical obligation when there is a collision of rehabilitative goals with the client’s constitutional and freedom interests? This singular problem occurs simultaneously with other conflicts peculiar to the problem-solving courts model, namely the steep price of admission which requires defendants to (1) plead guilty, (2) waive Fourth Amendment rights and (3) waive Fifth and Sixth Amendment rights. Lack of confidentiality ascribable to defendant statements and the absence of immunity may result in incriminating statements being utilized against a defendant in later criminal proceedings.

Balancing the concerns of the problem-solving courts’ rehabilitative goals with the defendant’s constitutional rights and defense counsel’s ethical concerns, the NACDL shall form a Task Force that will:

• Identify specific problem-solving courts, with particular emphasis on drug courts, as they are the most established and widespread form of problem-solving courts. The task force will examine their role in the criminal justice system and assess their overall effectiveness;
• Make recommendations for reducing the conflicts between rehabilitative goals and fundamental constitutional rights;
• Identify the specific ethical dilemmas encountered by defense counsel;
• Identify new processes and initiatives which can be instituted to permit the combined goals of rehabilitation and preservation of constitutional standards of representation;
• Disseminate best practices and guidelines which will ensure that rehabilitation can be achieved within a constitutional framework; and,
• Examine any additional issues pertaining to the use and growth of drug courts and other problem-solving courts and their methodologies as determined by the Task Force.

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