According to Forbes, the following questions must be answered in the mission statement:

“What do we do?” — The mission statement should clearly outline the main purpose of the organisation, and what they do.

“How do we do it?” — It should also mention how one plans on achieving the mission statement.

“Whom do we do it for?” — The audience of the mission statement should be clearly stated within the mission statement.

“What value are we bringing?” — The benefits and values of the mission statement should be clearly outlined.

When designing a mission statement, it should be very clear to the audience what the purpose of it is. It is ideal for a business to be able to communicate their mission, goals and objectives to the reader without including any unnecessary information through the mission statement.

Richard Branson has commented on ways of crafting a good mission statement; he explains the importance of having a mission statement that is clear and straight to the point and does not contain unnecessary baffling. He went on to analyse a mission statement, using Yahoo's mission statement at the time (2013) as an example, in his evaluation of the mission statement he seemed to suggest that while the statement sounded interesting most people will not be able to understand the message it is putting across, in other words, the message of the mission statement potentially meant nothing to the audience.

“ This further backs up the idea that a good mission statement is one that is clear and answers the right questions in a simple manner, and does not over complicate things. An example of a good mission statement would be Google's, which is "to organise the world's information and make it universally accessible and useful."