I. INTRODUCTION Everyone who does business is there to make a profit (some companies are just tax havens) and there are only a certain number of products and services available. What sets the competition apart is how they execute their business practices. This is where a mission statement becomes the “blueprint” for doing business. “The mission statement should be longer than a phrase or sentence, but not a 2-page document” (David, 2003). This document not only points managers in the right direction, but also gives the employee an idea of ​​why he or she works for this company. Furthermore, the mission statement not only provides purpose and direction, but it should also give motivation and pride not only to the company's employees but also to their customers. The goal of every business is to make a profit and to do so; the company needs to find a way for their customers to spend money in their company. Whole Foods Market® incorporates many of the guidelines discussed in the readings; however, their mission statement exceeds the recommended length of two pages.II. BODY OF WORK (a) The importance of a statement of purpose. Whole Foods Market ® follows the basic guidelines for a mission statement with the most important aspect, motivation. This motivation wasn't just for customers to shop with them, but also for their employees. “Business Week reports that companies with well-crafted mission statements perform 30% higher on certain financial measures than companies without such documents” (David, 2003). In twenty-five years, Whole Foods Market ® was able to expand its business concept to “157 stores in 28 states” to include “the District of Columbia, Canada and Great Britain” (WFM, 2004). Mission statements are… at the heart of the card… lifestyle. Whole Foods Market® has intrinsic value; they are trying to sell a better and healthier lifestyle which relates to becoming a better member of society. Whole Foods Market®'s mission statement is a bit long; however, it is motivating for both customers and employees. REFERENCESDavid, FR and David, FR It's time to reframe your mission statement. Journal of Business Strategy, 24(1), 11-15.Dr. Onken, Marina, Module 1 Notes, Vision, Mission, Goals and All That Jazz, MGT 499 Strategic Management, “Touro University International” Fishman, C., The Anarchist's Cookbook. Fast Company, July, Issue 84, 70-79, http://www.fastcompany.com/magazine/84/wholefoods.html.Whole Foods Market ® (WFM), Mission Statement, Philosophy and Statement. Whole Foods Market IP, LP, http://www.wholefoods.com/company/filosofia. html