what is the difference between a mission statement and a vision statement in a business plan

Difference Between Mission and Vision Statements: 25 Examples

• Written By Britt Skrabanek
• Updated: June 4, 2024

Mission. Vision. Values. 

You’ve probably heard that phrase (or something similar) a thousand times. But they’re actually three distinct concepts.

The lines especially blur between mission and vision. And when it comes to the drive and direction of your company, it’s essential to know their distinction from one another. So what’s the real difference between mission and vision statements?

In this in-depth guide, we’ll compare and contrast mission and vision statements. We’ll break down each one’s definition and then discuss the best 25 brand examples that demonstrate their differences. Through that, you’ll be able to better understand and define your company’s essence and direction with confidence and clarity.

The Difference Between a Mission and Vision Statement

This is the easiest way to break it down:

• The mission statement focuses on today and what the organization does to achieve it.
• The vision statement focuses on tomorrow and what the organization wants to become.

While companies commonly use mission and vision statements interchangeably, it’s important to have both. Because having purpose and meaning is critical for any business, one doesn’t work without the other.

What is a Mission Statement?

Your mission statement drives the company. It’s the core of the business. From it stems your company’s objectives and what it takes to reach those objectives. Ultimately, it shapes your company’s entire culture.

Mission statement questions look like:

• What do we do?
• Whom do we serve?
• How do we serve them?

This trickle-down effect of a mission statement confirms its value at any company. A solid mission sets up your content operations for success by starting your team all at the same place and motivating them to work together to reach the same end goal.

On the other hand, a weak mission — or no mission at all — can have the opposite effect. Picture this: silos, miscommunications, flailing, feeling unmotivated. And, imagine what that does to a company. Scary, right?

For content marketers

Your content marketing strategy supports your company’s mission statement — think of it as the HOW of what you do.  It helps keep you on track. Through it, you stay true to your brand and your goals. Every piece of content you create should be rooted in your mission statement, from the tone of voice to the call to action .

What is a Vision Statement?

Your vision statement gives the company direction. It is the future of the business, which then provides the purpose.

The vision statement is aspirational- it’s about what you want to become.

Vision statement questions look like:

• What are our hopes and dreams?
• What problem are we solving for the greater good?
• Who and what are we inspiring to change?

The vision statement promotes growth, both internally and externally. A strong vision helps teams focus on what matters the most for their company. It also invites innovation. A purpose-driven company envisions success as a whole because they know what success means for their company.

On the flip side, a lack of vision is a road to nowhere for a business. Imagine this: stagnation, outdated processes, moving without purpose, feeling uninspired. Can a company even survive without a clear vision? You know the answer to that one.

The content vision supports the company’s vision statement — it’s the WHY of what you do. This helps you stay forward-thinking, true to your beliefs, and true to your purpose. Every piece of content you dream up should fly high with your vision statement, from the inception of an ebook to the lofty blog traffic milestone.

Brands That Get It: 25 Mission and Vision Statement Examples

So, what do great mission and vision statements actually look like? Here are 25 companies that get them right, with the brand loyalty to prove it.

Mission: To accelerate the world’s transition to sustainable energy.

Vision: To create the most compelling car company of the 21st century by driving the world’s transition to electric vehicles.

Why it works:  What better word than “accelerate” in a mission to serve as the driving force behind what Tesla does. While boldly stating “best in the century” reflects loftier dreams in the vision.

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

Vision:  To be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online.

Why it works:  Amazon’s mission is cut-and-dry about what it offers to customers. The vision takes the offerings further, saying their company will offer “anything” customers want.

Mission:   We’re in business to save our home planet.

Vision: A love of wild and beautiful places demands participation in the fight to save them and to help reverse the steep decline in the overall environmental health of our planet.

Why it works: Patagonia’s mission and vision statements show a deep commitment to improving lives and saving the planet through its products. They do a great job of using the Noble Edge Effect .

Mission:  Spread ideas.

Vision: We believe passionately in the power of ideas to change attitudes, lives, and, ultimately, the world.

Why it works:  The TED mission to “spread ideas” is a simple demonstration of how they serve. The vision is all about impact, and how spreading ideas invokes change in the world.

Mission:  To connect the world’s professionals to make them more productive and successful.

Vision:  To create economic opportunity for every member of the global workforce.

Why it works:  LinkedIn succinctly captures what they do (connect) and who they serve (the world’s professionals) in their mission. While the vision encompasses every working person in the world.

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

Vision:  To provide access to the world’s information in one click.

Why it works:  Google may seem complex, but its mission clarifies that organization and accessibility are what they offer. Their vision statement is about improving accessibility in the future “in one click.”

Mission:  We reimagine the way the world moves for the better.

Vision:  Smarter transportation with fewer cars and greater access. Transportation that’s safer, cheaper, and more reliable; transportation that creates more job opportunities and higher incomes for drivers.

Why it works:  Uber “transports,” so it is the perfect actionable verb for their mission. The vision dives deeper into how their transportation services exist for the greater good of everyone.

Mission: To create a world where anyone can belong anywhere, and we are focused on creating an end-to-end travel platform that will handle every part of your trip.

Vision: Belong everywhere.

Why it works: The Airbnb mission says, “We help you feel at home,” while encapsulating the company’s goals for the future. They explore a deeper sense of belonging in the vision, tapping into the universal human desire their company aims for.

Mission: Delight our customers, employees, and shareholders by relentlessly delivering the platform and technology advancements that become essential to the way we work and live.

Vision:  If it is smart and connected, it is best with Intel.

Why it works: Intel promises to deliver the most technologically advanced products in its mission. Their vision uses more boastful language, illustrating great confidence in the future of their solutions.

Mission:  We build cars, symbols of Italian excellence the world over, and we do so to win on both road and track. Unique creations that fuel the Prancing Horse legend and generate a “World of Dreams and Emotions.”

Vision:  Ferrari, Italian Excellence that makes the world dream.

Why it works:  “We build to win” in Ferrari’s mission focuses on the strength and quality of their product. In this ambitious vision, their cars will reach the pinnacle of “Italian Excellence.”

Mission: Our mission is to empower entrepreneurs everywhere, making opportunities more inclusive for all.

Vision: Our vision is to radically shift the global economy toward independent entrepreneurial ventures.

Why it works: GoDaddy positions itself as the entrepreneur’s champion, making opportunity and success attainable for all.

Caterpillar

Mission: To provide the best value to customers, grow a profitable business, develop and reward people, and encourage social responsibility.

Vision: Be the global leader in customer value.

Why it works: Caterpillar explains both their “how” and their “why” in their mission statement: By providing affordable and high-quality products to customers, they will continue to grow their business, recognize and reward employees, and make a positive impact on the environment. Their vision reaffirms their commitment to providing value.

Mission:  To attract and attain customers with high-valued products and services and the most satisfying ownership experience in America.

Vision:  To be the most successful and respected car company in America.

Why it works:  Toyota’s mission and vision statements demonstrate what they are known for: products and services. Even in a highly competitive industry, their vision states that they will become the best car company in the country.

Mission: We will devote our human resources and technology to creating superior products and services, thereby contributing to a better global society.

Vision: To inspire the world with our innovative technologies, products, and designs that enrich people’s lives and contribute to social prosperity by creating a new future.

Why it works: Samsung wants to improve people’s lives by creating exceptional and innovative products, which they make clear in both their mission and vision statements.

Mission:  To empower and engage people around the world to collect and develop educational content under a free license or in the public domain, and to disseminate it effectively and globally.

Vision:  Imagine a world in which every single human being can freely share in the sum of all knowledge. That’s our commitment.

Why it works:  Wikimedia’s mission motivates its team to move toward a common goal of empowerment and engagement. Their vision paints a future world where their company’s commitment makes a lasting impact.

Mission:  To be the world’s favorite destination for discovering great value and unique selection.

Vision:  Our vision for commerce is one that is enabled by people, powered by technology, and open to everyone.

Why it works: When you break eBay’s mission and vision statements down, you see that eBay’s mission uses “destination” to show their virtual company as a real place people come to. An ongoing focus on people and technology gets into the “why” of their vision.

Mission:  Offer a wide range of well-designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them.

Vision: To create a better everyday life for many people.

Why it Works:  The mission here focuses on the functionality of IKEA’s products and the affordability of their customers. In the vision, the IKEA team has a true sense of purpose in “creating a better everyday life.”

Mission: Shape the future of the internet by creating unprecedented value and opportunity for our customers, employees, investors, and ecosystem partners.

Vision:  Changing the way we work, live, play, and learn.

Why it works:  Cisco decided to blend its mission and vision statements. Language like “shape the future” is more vision-oriented, but the mission talks about the people they serve.

Mission:  A company that inspires and fulfills your curiosity.

Vision: Using our unlimited passion for technology, content, and services to deliver groundbreaking new excitement and entertainment, as only Sony can.

Why it works:  Sony gives a customer-focused touch to its mission by using “your.” The “unlimited passion” and “groundbreaking entertainment” messaging in their vision demonstrate innovation.

Southwest Airlines

Mission: The mission of Southwest Airlines is a dedication to the highest quality of customer service delivered with a sense of warmth, friendliness, individual pride, and company spirit.

Vision: To be the world’s most loved, most efficient, and most profitable airline.

Why it works:  Southwest Airlines tells us right up front that quality customer service is their mission. Their vision is highly aspirational across the board in saying they want to be “the most” of everything.

Mission: Our mission is to provide insightful solutions that drive value and success for our clients by allowing them to focus on their business.

Vision:  Be the world’s authority on helping organizations focus on what matters.

Why it works: ADP puts its clients at the forefront of its mission and vision statements. After all, their clients’ success is what makes them successful.

Kaiser Permanente

Mission: Kaiser Permanente exists to provide high-quality, affordable healthcare services and to improve the health of our members and the communities we serve.

Vision:  We are trusted partners in total health, collaborating with people to help them thrive and creating communities that are among the healthiest in the nation.

Why it works:  Saying “exist” sounds more like a vision statement, but the rest of the mission says what Kaiser Permanente does. In the vision, “thrive” and “healthiest” are big words that show their impact.

Mission:  The mission of Coinbase is to create an open financial system for the world.

Vision:  Digital currency will bring about more innovation, efficiency, and equality of opportunity in the world by creating an open financial system.

Why it works:  Coinbase didn’t sugarcoat what they do in their mission statement, did they? And, in the vision, their message speaks well to the change their company will bring one day.

Mission:  To give people the power to build community and bring the world closer together.

Vision:  People use Facebook to stay connected with friends and family, to discover what’s going on in the world, and to share and express what matters to them.

Why it works:  Facebook’s mission is focused on the community their platform promises. Their vision talks about why community matters, interweaving how they will “bring the world closer together” from the mission.

Whole Foods

Mission: Our purpose is to nourish people and the planet. We’re a purpose-driven company that aims to set the standards of excellence for food retailers. Quality is a state of mind at Whole Foods Market.

Vision: Whole Foods, Whole People, Whole Planet.

Why it works:  This mission uses repetition throughout to reinforce the quality that Whole Foods is known for. Making everything “whole” in their vision binds their company to a set of beliefs that they complete people’s lives.

More Mission Statements From Top Brands:

• Adidas — To be the best sports company in the world.
• CalArts — CalArts is a multidisciplinary community of artists. Our ongoing educational endeavor is grounded in openness, experimentation, critical engagement, and creative freedom. Through artistic practice, we transform ourselves, each other, and the world.
• Coca-Cola — To refresh the world in mind, body, and spirit; to inspire moments of optimism and happiness through our brands and actions; to create value and make a difference.
• Dunkin’ Donuts — Everything we do is about you. From chefs who create exciting new flavors to crew members who know exactly how you want your drink—we prioritize what you need to get you on your way. We strive to keep you at your best, and we remain loyal to you, your tastes, and your time. That’s what America runs on.
• Goodwill — Goodwill works to enhance people’s dignity and quality of life by strengthening their communities, eliminating their barriers to opportunity, and helping them reach their full potential through learning and the power of work.
• L’Oréal — L’Oréal has set itself the mission of offering all women and men worldwide the best of cosmetics innovation in terms of quality, efficacy, and safety. By meeting the infinite diversity of beauty needs and desires all over the world.
• McDonald’s — Our mission is to make delicious feel-good moments easy for everyone.
• The Met — The mission of The Metropolitan Museum of Art is to collect, preserve, study, exhibit, and stimulate appreciation for and advance knowledge of works of art that collectively represent the broadest spectrum of human achievement at the highest level of quality, all in the service of the public and in accordance with the highest professional standards.
• Microsoft — Our mission is to empower every person and organization on the planet to achieve more.
• MIT — The mission of MIT is to advance knowledge and educate students in science, technology, and other areas of scholarship that will best serve the nation and the world in the 21st century.
• NASA (National Aeronautics and Space Administration) — NASA explores the unknown in air and space, innovates for the benefit of humanity, and inspires the world through discovery.
• Nike — Bring inspiration and innovation to every athlete* in the world. *If you have a body, you are an athlete.
• Northwestern University  — Northwestern is committed to excellent teaching, innovative research, and the personal and intellectual growth of its students in a diverse academic community.
• Oprah Winfrey Network — OWN’s mission is to create multiple platforms for women, men, and their families with a purpose and a passion: to celebrate life, inspire and entertain, empower viewers around the world to live their best lives, and by doing so, lift the lives of those around them in ever-widening circles.
• Pepsi — Create more smiles with every sip and every bite.
• Shopify — Making commerce better for everyone.
• Starbucks — To inspire and nurture the human spirit – one person, one cup, and one neighborhood at a time.
• Target — To help all families discover the joy of everyday life.
• Walt Disney Company — The mission of The Walt Disney Company is to entertain, inform and inspire people around the globe through the power of unparalleled storytelling, reflecting the iconic brands, creative minds, and innovative technologies that make ours the world’s premier entertainment company.

Know Who You Are and Where You’re Going

The mission statement focuses on today and what we do, and the vision statement focuses on tomorrow and what we want to become. Both are important to a company’s survival.

Call it the essence, beating heart, or the defining characteristic — whatever you call it, make sure your mission and vision statements are clearly defined and understood for the sake of your content and your company.

Get a content mission and a content vision statement down on paper. Share it with your team members. Then you can measure your future content efforts against the two. Although they are not slogans or taglines themselves , they should definitely help inform them and all your content.

Knowing who you are and where you’re going is the foundation of an organization’s success. So, who are you? And, where are you going?

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Mission vs. vision statements: definitions & examples

The lowdown on mission and vision statements (with definitions and examples)

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What are mission and vision statements? A mission statement defines the organization’s business, its objectives, and how it will reach these objectives. A vision statement details where the organization aspires to go. Why does your company exist? What do you hope to accomplish in the next several years?

On the surface, those questions seem pretty straightforward. But if you’ve ever had to respond with something concise and powerful, you know that it’s way more challenging than it seems.

This is where your mission and vision statements come in. To craft them, you need to put in the work to understand what your company is all about, as well as where you’re headed in the future.

And once you’ve invested the elbow grease to do so, you’ll be prepared to respond to questions about your reason for being with something impressive – rather than silence and a deadpan expression.

So, let’s dig into everything you need to know about mission and vision statements, shall we?

Mission statements vs. vision statements

Sometimes the terms “mission statement” and “vision statement” are used interchangeably or even combined into a single statement.

But they mean two very different things. Your mission statement is what your company is doing right now, while your vision statement is what you hope to achieve in the future – where you are in this moment versus where you’re going. 

Let’s bring this home: if someone asks you, “So, what do you do?” you might say, “I’m a software developer at a mid-size software company” or “I’m a circus clown.”

But, what if they asked you, “What do you want to be doing five or 10 years from now?” Your answer might be a bit different, right?

Maybe you’d say, “My goal is to move into a management position where I oversee all of the company’s developers” or “Ultimately, I’d like to be a world-famous clown and the choice entertainer at birthday parties for celebrities’ kids.”

Mission statement examples

We’ve put together a mini list of inspiration to help you get started. Below are some winning mission statements from a few well-known companies. We know it’s tempting, but no, you cannot copy them. 

sweetgreen : “Our mission is to inspire healthier communities by connecting people to real food.”

Nike : “Bring inspiration and innovation to every athlete* in the world. *If you have a body, you are an athlete.” 

Etsy : “Our mission is to Keep Commerce Human.” 

LinkedIn : “Connect the world’s professionals to make them more productive and successful.”

How to write a mission statement

Alright, now the real work begins: rolling up your sleeves and pulling together your own mission statement.

Let’s mention one more thing about what a mission is not – a slogan. A slogan (think “Just do it” or “Like a good neighbor, State Farm is there”) is a catchy marketing line that customers can immediately associate with a brand. Your mission statement is more than that. It captures the heart of your organization and explains why you do what you do and why you exist in the first place. 

A solid mission statement calls for you to dig deep, beyond just “Do a good job” or “Delight our customers”, which can make writing your mission statement tough. Fortunately, we’ve broken it down into three (kind of) easy steps.

1. Start with the basics

Mission statements run the gamut from one sentence to several paragraphs, and there’s a lot that they can include. Some mission statements even go into detail about how a company not only serves their customers, but also their employees and communities.

But, let’s just keep this simple for now. In its most basic form, your mission statement should capture: 

• What your company offers your customers (why do you exist?)
• Who your company serves (who are your target customers?)
• Why your company stands out (what makes you different from your competitors?)

Grab your favorite pen (we know you have one!) and a notepad and write a short (just a single sentence fragment will work) response to each of those prompts.

For example, imagine that you work for a software company that developed an app that uses highly tailored personality tests to match candidates with dream jobs. You might come up with something like this: 

• What your company offers your customers An easy solution to finding a dream job
• Who your company serves Young professionals who feel lost about their next career steps
• Why your company stands out Your personality assessments are patented and highly rated

Got your own answers scribbled down? Great! Let’s move to the next step.

2. Piece it together

You have the nuts and bolts of your mission statement figured out, but, let’s be honest, it’s still a hot mess. It’s time to tape them together into a more readable statement.

Begin rearranging the pieces, swapping in different words, and making other changes to come up with a few potential statements. 

Don’t feel like you’re married to the very first version you come up with. It’s all about trial and error here. Plus, the more options you come up with, the more flexibility you have to land on something that sings. 

Sticking with our personality test company example, you might develop these potential mission statements: 

• Helping young professionals find careers where they can thrive with patented and effective personality assessments.
• Growing tomorrow’s leaders through targeted personality assessments that match young professionals with careers.
• Forging career pathways for today’s professionals through effective personality assessments.
• Using patented and customized personality assessments to help young professionals find their perfect careers. 

They’re all pretty solid choices, right? Don’t worry. The next step will help us narrow these down.

3. Collect feedback and refine

Your mission statement captures your company as a whole, which means you can’t write it in a vacuum. Make sure it really does your organization justice by welcoming other viewpoints in the process. 

Collect feedback from your teammates, leaders, board of directors, and loyal customers. You can gather their thoughts through a formal survey, focus groups, or just casual one-on-one chats. 

Pull together all of the mission statements that you came up with (that you think are good options, of course), and ask questions like:

• Which of these statements do you like the most? Why?
• Which of these statements do you like the least? Why?
• Is there anything that you think these statements are missing?
• Do you have any other ideas for mission statements?

The trick here is that you can’t just collect that feedback – you should actually think about and work with it.  

Imagine that in response to the personality test mission statement options, most people agreed that they wanted to see something shorter and snappier. You take that in and end up with a final mission statement like this:

Building better careers through customized personality assessments.

Bam! You have your mission statement. It seems easy peasy laid out like this, right? But don’t fret if it’s not done in a snap for you. 

It might take some time and many rounds of revisions to nail it. That’s totally normal. Take it as a sign that you’re giving your mission statement the effort and consideration it deserves. 

Vision statement examples

Forecasting the future of your company – and with such bravado – makes creating a vision statement a strange (and somewhat braggy and therefore slightly uncomfortable) task. But, seriously, that’s what a vision is all about. See below for examples of companies who have taken this task and owned it.

Habitat for Humanity : “A world where everyone has a decent place to live.” 

Ford : “To become the world’s most trusted company.”

Ben & Jerry’s : “We make the best possible ice cream in the best possible way.” 

Dow : “We want to become the most innovative, customer-centric, inclusive, and sustainable materials science company in the world. Our goal is to deliver value growth and best-in-class performance.”

You’ll notice that nonprofits tend to describe an ideal world while for-profit companies describe their place in an ideal world.

How to write a vision statement

You probably don’t have a crystal ball that will help you foresee the future of your company (although, if you do, are you willing to share?). 

So, coming up with your vision statement can be a challenge for someone without psychic abilities, since it makes you think super big. Zoom out and ask yourself, “What’s the ultimate purpose I’m serving?”

Have no fear, we’ve boiled this vital project into three approachable steps.

1. Define your end game

Start by understanding why your product or service matters. What does it help people do? How does it better their lives? 

Think about our career personality test example for a moment. What’s the end result there? Nope, it’s not the app itself. The ultimate result (and value!) is a match with a career that seems like a perfect fit.

Think of it this way: Your company is the road on which your customers are running a race. Once they cross the finish line, what do they get? This can help you see how what you’re doing makes a difference for your customers, your community, or even the world.

2. Pinpoint when you know you’ve made it

When you look five or 10 years down the road (let’s stop there for now), what fills out your win column? Jot down everything that comes to mind. 

Turning back to our personality test scenario, do you want to become the world’s most trusted resource for career exploration? Do you want to create a world where nobody hates their jobs? Do you want every person to have confidence in their next career step?

Remember, this is your chance to be ambitious and be bold, so don’t be timid. Find your swagger and go big!

3. Pull together your vision

Ok, you’re almost there. You have two elements locked down: 

• What you ultimately produce and why it matters
• How you’ll know when you’re successful

Now, similarly to what you did with your mission statement, it’s time to start piecing them together using different combinations and wording to see what you come up with. 

Sticking with our running career test example, your vision statement could be any one of the following (among many other gazillion options you come up with, of course).

• Position ourselves as the most trusted partner in career exploration.
• Build a world where absolutely nobody dreads heading to work.
• Create a career landscape where Monday is just as great as Friday.

Again, this is a game of trial and error until you’re happy with a near-final product that you can run by other people for feedback.

At the end of that, you’ll have a vision statement that sums up your goals for the future of your organization.

Purpose of vision and mission statements

We won’t be offended if you’re wondering, “What’s the point of all this?”

Trust us: creating these statements is worth the sweat. They’re far more than formalities and really can be useful for your organization.

Your mission statement highlights your company’s core values and helps everybody – from your customers to your employees – immediately understand what your business is about and how you’re different from your competitors.

Your vision statement serves as a roadmap of sorts. It’s an inspiring reminder of what you’re working toward, which is easy to lose sight of when you’re bombarded with the day to day.

But here’s the thing: you can’t stop at just creating them. In order for them to do their job, you need to actively promote and live them. 

That doesn’t just mean slapping them up on your website or printing them on a poster that hangs in your break room. You need to integrate them as core parts of your culture by always acting and making decisions with those statements in mind.

Plus, you need to educate your employees about what your mission and vision are, and what they really mean. One survey found that a whopping 61% of employees didn’t know their company’s mission statement. You can’t really expect your team to help you achieve your mission and vision if they don’t know what they are.

So, give new employees the message on day one. Make your company mission and vision part of the onboarding process for new hires, and return to these statements whenever you’re launching new projects, problem-solving, brainstorming, or making big decisions.

Do that, and your mission and vision statements won’t be a formality. They’ll be fundamental to the way you do business.

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More Like this

The difference between a mission vs vision statement.

What is a mission statement and a vision statement? Do you really need both in your strategic plan? Is there even a notable difference between a mission vs vision statement, and what are the similarities between them? These are questions that many people find themselves asking as they begin to create their strategic plan.

We strongly believe that mission and vision statements are essential elements to any strategic plan, and we don’t recommend moving forward without them).

Continue reading as we break down the differences between a mission vs vision statement, explain why each are essential, and how they can complement one another in your strategic plan, as well as provide instructions on how to write a mission and vision statement.

Understanding a Mission vs Vision Statement and What Sets Each Apart

Vision and mission statements serve unique functions in your organization’s strategic plan. While a mission statement explains why the company exists in the present, your vision statement defines where the organization is going next in the future.

Despite their similarities, mission and vision statements are not interchangeable, and neither can one be substituted for the other. Your highest chance of creating an effective strategy is by incorporating these two elements together to complete a full strategic plan.

While your strategic plan doesn’t necessarily need both a vision and mission statement at the start of your planning process, we feel that it is always best practice to think about each and their role in your strategy.

Often, businesses will incorporate their mission statement at the initiation stage of their business plan. They find later that they want to outline their big, bold vision during their strategy planning phase. You can certainly do that as well. At the very least, we at OnStrategy believe you must understand the mission and vision’s meaning and function.

Mission Statement Breakdown

Definition of a mission statement.

Your mission statement is a declaration of your organization’s core purpose. A mission statement focuses on the existential aspect of your organization, and answers the question, “why do we exist?”

It is essential for your strategic plan as it defines what impact you hope to have on the world around you. Your mission statement needs to be easy to remember, and it needs to provide actual direction. There’s nothing worse than a mission statement that is just a jumble of business-speak.

Characteristics commonly found in mission statements

What defines a good mission statement is that it is written in the now, is enduring and relevant, and is applicable for at least the next 5-10 years. A mission statement is long-lasting and shouldn’t be altered every 1-2 years. It also meets these three criteria:

• States why your organization exists and articulates your core purpose.
• Written in the present tense.
• Helps define the area where you play.

Ultimately, your mission statement should be foundational, original, and memorable!

The purpose of a mission statement in strategic planning

With a clear mission, your entire organization will understand why you exist. It will help your organization make decisions that support your core purpose and inform your planning process from the beginning.

How to write a mission statement

Every mission statement must have these five basic elements:

• A label such as, “Our mission…”
• A verb in the present tense.
• For whom you’re doing this for.
• A result or benefit of the work you do.
• What you do and how you do it.

Use cases for effective mission statements

A mission statement defines your organization’s purpose to the world around you and shows your community and customers what to expect from you. Here are some relevant and well-known mission statement examples that may serve as inspiration as you write your mission statement:

• Starbucks:
• Nordstrom: “Our mission is to continue our dedication to providing a unique range of products, exceptional customer service, and great experiences.”
• TED Talk: “Spread ideas. Make great ideas accessible and spark conversation.”
• LinkedIn: “To connect the world’s professionals to make them more productive and successful.”
• Google: “To organize the world’s information and make it universally accessible and useful.”

Vision Statement Breakdown

Definition of a vision statement.

A vision statement declares where you are headed – your ideal future state. Its purpose is to formulate a picture of your organization’s strategic direction for the next 3-5 years.

We always explain your mission as “knowing what mountain you’re climbing,” and your vision as “how you’re going to get there.” Your vision is the ambitious future Point B to your current Point A.

Characteristics commonly found in vision statements

At OnStrategy, we always discuss the importance of having a ‘big, bold vision’. We believe that it is a foundational aspect of all strategic plans, as you can’t come up with a roadmap to get somewhere if you don’t know where you are heading.

Vision statements are forward-facing and generally look at least 5-10 years in the future. They clearly describe what success looks like and what you’re seeking to achieve. Here are some common characteristics of an effective and inspiring vision statement:

• States your organization’s bold vision for the future. It should be aspirational and slightly out of reach. A vision that is easy to achieve fails to inspire your team to stretch themselves.
• Defines why the vision is essential.
• Written in a future tense.
• Helps create the roadmap for the future.
• Harmonizes with your mission statement.

The purpose of vision statements in strategic planning

An ideal vision statement can benefit your strategic plan as it serves as the framework to guide your plan. Having a clear vision tells your employees where they’ll be if they stick around. If you want to craft a powerful vision, ask, “What will your organization look like 5 to 10 years from now?”

There are countless other benefits of incorporating a vision statement into your strategic plan. They help serve as a foundation, provide direction and clarity for your organization, and align your team to the overarching goals.

How to write a vision statement

An effective vision statement always includes these three ingredients:

• The phrase “Our vision…” or “We envision…”
• A verb in the future tense.
• A description of the organization in the future or its impact on the world.

Use the following canvas to guide your exercise and with each matrix, ask yourself two questions: “What does success look like (in this area)?” and “How is it different from today?”.

So, you’re right about to begin crafting your strategic plan, but you don’t know the difference between all the different components. Especially your mission, vision, values or principles? Do we really need so many different statements? Are they just something to get everyone to memorize? Are they different from each other? What are they really supposed to do?

Effective vision statement examples

Sometimes, the vision is clear, but articulating it into a comprehensive and simple message can be challenging. Here are some effective vision statement examples that may help guide you as you create your company’s vision statement:

• Honda: Serve people worldwide with the joy of expanding their life’s potential by leading the advancement of mobility and enabling people everywhere in the world to improve their daily lives.
• Hulu: Lead the future of Streaming TV by creating new and familiar experiences for our viewers, amplifying bold voices, and challenging our diverse builders and creators to push the boundaries of storytelling and technology.
• Global Fund for Children: The Global Fund for Children, envision a world where all children have the opportunity to learn, grow and thrive. This vision can be turned into reality with the help of grassroots organizations.
• Habitat for Humanity: A world where everyone has a decent place to live.
• Johnson and Johnson: To help people see better, connect better, live better.

Comparing Mission and Vision Statements

Distinguishing your mission statement from your vision statement.

While a company’s future vision statement describes the organization’s future state, the mission statement describes and directly relates to the vision by articulating the greater reason why that vision matters. A powerful mission keeps the organization on track and rallies around the direction the organization is headed. Learn how to write your mission statement here.

Commonalities between a mission vs vision statement

Mission statements and vision statements serve as the foundational elements of many strategic plans. Defining your mission and vision is essential to your organizational strategy as they help set your intentions for your organization— why you were created and where you are going.

It is recommended that before you jump into the creation of your strategic goals or initiatives, you take a beat and figure out these two existential aspects of your organization first. Not only do the statements that you craft have immediate effects, but they also work to guide the rest of your plan.

The reason your strategic plan needs both a mission and a vision statement

Mission and vision statements have two distinct purposes, while also sharing many similarities. Essentially, these two statements are two sides of the same coin. Your mission statement tells your customers and team where you are and why you exist, while your vision statement describes your desired future state or aspirational impact.

These two elements combine to inform and create your strategy, which is your plan for how to overcome your current and potential future competitors. The mission and vision are essentially your corporate aspirations, and your strategy is your meticulous plan for achieving them. Because these two statements, used in tandem, define why you exist now and what you aspire to offer in the future, this can make it easier to pinpoint your unique value proposition within the market.

A vision statement also helps you outline the actions and steps you need to take to make your vision a reality. If you can anchor your plan to your mission and vision, you’ll never lose your direction, even if you must pivot your strategy periodically to respond to different market or environmental conditions and customer feedback.

For more on these subjects, check out our other articles on the topics:

For a deep dive on Mission Statements, check out our post on all things mission.

It is quite simple to follow our template on how to write a mission and vision statement. Every mission statement must have these five basic elements:

• A label such as, “Our mission…”

While every vision statement requires these elements:

• The phrase “Our vision…” or “We envision…”
• A verb in the future tense .
• A description of the organization in the future or impact on the world.

One of the key differences between mission vs vision statements are that the mission statement focuses more existentially on why the organization exists and what its core purpose in the world is, while a vision statement describes where the organization will be in the next 5-10 years in the future.

Ideally, a mission and vision statement are created in tandem in the beginning stages to form the foundation of your strategic plan. These two elements combine to inform and create your strategy, which is your plan for how to overcome your current and potential future competitors.

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Mission Vs Vision Statement: What’s The Difference + Examples

June 3, 2022

By: Aakash Shewakaramani

Table Of Contents

What is the purpose of a mission statement, what is the purpose of a vision statement, mission statement vs vision statement: what’s the difference, what do they have in common, the 3 best brand examples that will inspire you, bottom line.

Differentiating between a mission statement vs vision statement can be tricky. While they both are crucial to your business and have overlap in their meanings, they also have different uses for an organization.

The succinct way to sum up the mission statement vs vision statement would be this:

• The mission statement focuses on the present — on the here and now.
• The vision statement is a grand ambition for the future.

The disparity between a mission statement vs vision statement is quite broad, but they have nuances that affect how they’re written. If you’re aiming to write a mission and vision statement for your company, look no further!

This article covers the meaning and difference between the two, plus examples that will help you masterfully curate these statements and make an impact.

A mission statement is an indicator of how your company functions at the present time. It is a guiding value that everyone in your company adheres to and is the singular aim that drives your day today.

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For example, Amazon’s mission statement is, “Serve consumers through online and physical stores and focus on selection, price, and convenience.”

That pretty much sums up Amazon and aligns perfectly with its operations, doesn’t it? In doing so, Amazon truly captures the essence of its mission statement in its actions, especially in the following ways.

• The company has the widest array of products and services for consumers
• Its customer care is known to be one of the best in the world
• Finally, there is no beating Amazon prices

Amazon’s mission statement headlines the practices that the company does to stay competitive yet helpful to consumers.

A vision statement is a philosophy that your company embodies as a ‘grand dream’ of the future. It doesn’t come up in the day-to-day, but it plays a vital role in your company’s long-term decisions.

Xbox is a wonderful example of a brand with an impactful vision statement.

While being a subsidiary of Microsoft, Xbox’s goals and offerings differ vastly from those of Microsoft, because the two have different goals. When Phil Spencer took over Xbox in 2014, he gave it an identity and a plan of its own.

The vision he set for Xbox is, “Gaming without boundaries.” It is straightforward, broad, and represents a vision of allowing people to play the games they want, on the devices they want, and from wherever they want.

The statement also reflects Xbox’s actions and brand marketing strategies , such as:

• The creation of Xbox Game Pass, an affordable subscription service
• Making Game Pass available to gamers beyond just the Xbox console
• The creation of the Xbox One S, a cheap, entry-level console
• The acquisition of gaming giant Bethesda Softworks to add to Game Pass

Promoting accessibility and boundless gaming, Xbox has found success in adhering to this vision statement across two console generations. The statement plays a huge role in the company’s strategies for the foreseeable future.

When thinking about a mission statement vs vision statement, keep their purposes in mind. Being aware of the differences between the two will make it easier for you to create your statements.

Along with their purposes, there are a few key differences between a mission statement vs vision statement. These differences give each of these statements their unique identities.

1. A Mission Statement Is Likelier To Change

Both a mission and a vision statement can change. Acquisitions, downsizing, and a change in leadership can completely change the direction of your organization. For example, in the 1990s, IBM veered into a new, service-based model after billions in losses.

But between the two, a mission statement is more likely to be the one to change, by the sheer virtue of being present-focused. A company’s CEO may decide that day-to-day operations and offerings need to change to better reach the company’s larger goals.

Microsoft’s Change In Mission

A prime example of a change in mission happened when Satya Nadella took over Microsoft. Nadella repositioned Microsoft and made it easier for other people to use its products and services. Under his leadership, Microsoft became more open to collaborative partnerships .

Microsoft's mission changed from the age-old “A PC in every home” to “To empower every person and every organization on the planet to achieve more.”

A new leader rarely aims to repeat their predecessor’s way of doing things and often arrives with a novel idea for the company they’re spearheading. Whether they change just the mission or also alter its vision depends on how drastically they want to affect the company.

2. Vision Statements Can Aim For Multiple Industries

Companies use their mission statement to stay focused on their present undertakings. But a company’s future doesn’t have to be tied to one industry or product.

The prime examples of this are companies like Sony, Virgin Group, Tata Group, and more. They have undertakings in multiple industries and keep expanding to meet their visions. Take a look at Apple’s vision under Tim Cook, which shows just that:

Apple’s Vision Statement

In 2009, Tim Cook stated Apple’s vision statement as “To make great products, and that’s not changing.”

Since 2009, Apple has diversified into products and services such as music, subscription streaming, smart wearables, and possibly the automotive industry.

This goes to show that the company’s desire to make great products doesn’t end with computers and phones. Who knows, we might even get Apple smart-sneakers!

When thinking about a mission statement vs vision statement, think about how broad a particular statement is. Keep your vision broad and give it room for expansion, since a vision isn’t restricted to just one industry.

One common thing about both statements is that they don’t need to be written in one style, and the way you present them is wholly unique to your company.

• You can choose to write them as one-liners or create entire pages about them
• They can be business-oriented or about an advocacy
• They can be written in text or made with visual design like videos, songs, and more.

Your organization’s voice determines the length and tone of your statements. You can make them as profound or wacky as you like, as long as they convey your brand identity and values.

These are a few examples of varying statements from successful brands that embraced different styles while staying true to their goals.

Disney’s Mission Statement

Disney’s mission statement is, “The mission of The Walt Disney Company is to entertain, inform, and inspire people around the globe through the power of unparalleled storytelling, reflecting the iconic brands, creative minds, and innovative technologies that make ours the world’s premier entertainment company.”

The detailed statement notes down everything Disney does to become the world’s largest entertainment company, which makes total sense for a company with hands in every form of entertainment.

Patagonia’s Vision Statement

Patagonia’s vision statement encompasses the company’s intention to protect the planet through sustainability initiatives. It attributes its reason for existence to “using of all its resources to protect life on Earth.”

Patagonia’s vision statement has a deeply social angle to it. If your business, especially if it’s a nonprofit , is dedicated to a social cause or advocacy, it's important to come up with an end goal that solves a problem you care about.

Patagonia has grown to value the intimate relationship between its business and environmental protection. This firm has tied its destiny to that of the planet in order to be part of a larger plan.

Chipotle’s Mission Statement

Chipotle expanded upon its famous “Food with integrity” mission statement with an entire Values page that details everything it does and aims to achieve in the future. Chipotle uses these values for its day-to-day decisions. This includes the company’s mission to source ethically and its belief in how food can change the world for the better.

These examples show that there isn’t one way of writing your mission statement vs vision statement. They’re unique to every organization and can be presented in any format or style.

Learning the differences between a mission statement vs vision statement can be difficult, but these nuances lie in what they tell your audience. Every business has its own way of conveying its mission and vision.

If a mission statement is an engine that keeps your ship moving, your vision is the destination that you’re sailing to.

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Creating strong mission and vision statements is important for any business. These statements help define what your company does and where it wants to go in the future. They guide decision-making, inspire employees, and communicate your brand’s values to customers.

In this article, we will discuss the parts of mission and vision statements, how to write them, and their benefits. We will also provide examples of some of the best mission and vision statements from well-known companies. By understanding these concepts and seeing how successful companies use them, you can create powerful statements for your own business.

What Is a Business Mission Statement?

A mission statement tells what your company does, why it exists, and what it aims to achieve. It’s a guide for your team and helps everyone stay focused on the main goals. A strong mission statement can be a powerful tool to align your team and attract customers who share your values.

What Are the Four Parts of a Mission Statement?

1. brand strategy.

Your brand strategy is your plan for achieving your business goals. It includes your target market, how you will reach them, and what makes you different from your competitors. A clear brand strategy helps you make decisions that support your mission.

2. Brand Vision

Your brand vision is what you want your business to become in the future. It’s your long-term goal and what you aspire to achieve. A strong vision can inspire your team and give them something to work towards.

3. Brand Goals

Brand goals are the specific targets you want to reach, like increasing sales , expanding to new markets, or launching new products. These goals should be measurable and time-bound so you can track your progress.

4. Brand Values

Brand values are the beliefs and principles that guide your business decisions. They reflect what’s important to your company and how you want to conduct your business. Strong values can help build trust with your customers and create a positive company culture.

How to Write a Mission Statement?

1. say what your company does.

Start by explaining what your business does in simple terms. This should be a clear and concise description of your products or services.

2. List Your Company’s Main Values

Write down the core values that are important to your business. These could be things like quality, customer service , innovation, or sustainability.

3. Show How What You Do Matches Your Values

Connect your products or services with your values. Explain how your business practices align with what you believe in.

4. Write a Simple Statement From This

Put everything together in a clear and short statement. Make sure it’s easy to understand and remember.

5. Keep It Short and Clear

Your mission statement should be brief and to the point. Avoid using complex language or jargon. The goal is to communicate your mission clearly to everyone who reads it.

What Is a Business Vision Statement?

A vision statement shows what your business hopes to achieve in the future. It’s big-picture thinking that inspires and guides your team . A strong vision statement can motivate your employees and attract customers who share your aspirations.

What Are the Four Parts of a Vision Statement?

1. dream big.

Think about what you want your business to become. Your vision should be ambitious and aspirational, pushing you to strive for greatness.

2. Desired Impact

Describe the positive change you want to make in the world. This could be how your business improves lives, contributes to the community, or protects the environment.

3. Core Values

Include the values that are important to your business. Your vision should reflect what you stand for and believe in, as seen in many great mission and vision statements.

4. Future Goals

Outline the long-term goals you want to reach. These should be specific and achievable, providing a clear direction for your business.

How to Write a Vision Statement?

1. imagine your future.

Think about where you want your business to be in the future. Consider what success looks like for your company.

2. Keep It Clear and Simple

Make sure your vision statement is easy to understand; you can look at various vision statement examples to help in crafting your own. Avoid complex language and keep it straightforward.

3. Know Your Company’s Purpose

Understand why your business exists and what it stands for by reviewing vision and mission statement examples. Your vision should align with your company’s purpose.

4. Focus on Long-Term Impact

Think about the big picture and how you want to make a difference. Your vision should be focused on the lasting impact you want to have.

5. Simplify and Create Your Vision Statement

Put your ideas into a simple, clear statement. Make sure it’s inspiring and motivating for your team.

What Are the Benefits of Mission and Vision Statements?

Provide direction.

Mission and vision statements give your team a clear path to follow. They help everyone understand what the company is working towards and why.

Build Brand Identity

These statements help people understand what your brand is about. They communicate your values and goals to customers and stakeholders.

Improve Internal Branding

A clear mission and vision can ensure everyone in your company is on the same page. They help build a strong company culture and align your team’s efforts.

Communicate Purpose

Mission and vision statements show why your business exists and what it aims to do. They help people understand your company’s purpose and goals.

Foster Company Culture

These statements can build a strong culture with shared values and goals. They help create a positive work environment where everyone is working towards the same objectives.

Support Strategic Planning

Mission and vision statements guide your business decisions and plans. They provide a framework for setting goals and making strategic decisions.

Best Mission Statement Examples

To bring inspiration and innovation to every athlete in the world. Nike’s mission statement highlights its goal to inspire and innovate for athletes worldwide. By focusing on athletes, Nike emphasizes its dedication to sports and active lifestyles.

To create the most compelling car company of the 21st century by driving the world’s transition to electric vehicles. Tesla’s mission statement shows its ambition to lead in the electric vehicle market. It aims to innovate and push the world toward sustainable energy solutions.

3. American Express

Committed to providing customers with the finest products, services, and benefits. American Express emphasizes its commitment to offering high-quality products and services. This mission focuses on customer satisfaction and value.

To organize the world’s information and make it universally accessible and useful. Google’s mission is about organizing and making information accessible. This statement underlines its core service of search and information accessibility.

To help humanity thrive by enabling the world’s teams to work together effortlessly. Asana aims to improve teamwork and productivity. Its mission highlights a broader goal of enhancing human collaboration.

Create a world where anyone can belong anywhere. Airbnb’s mission focuses on inclusivity and global belonging. It strives to make people feel at home anywhere in the world.

7. Coca-Cola

To refresh the world in mind, body, and spirit. Coca-Cola’s mission statement reflects its goal to provide refreshing beverages that uplift and refresh consumers.

8. Microsoft

To empower every person and every organization on the planet to achieve more. Microsoft emphasizes empowerment and achievement. Its mission is to enable people and organizations to reach their full potential.

9. LinkedIn

To connect the world’s professionals to make them more productive and successful. LinkedIn’s mission is about professional networking. It aims to help professionals connect and grow their careers.

10. Spotify

To unlock the potential of human creativity—by giving a million creative artists the opportunity to live off their art and billions of fans the opportunity to enjoy and be inspired by it. Spotify’s mission highlights its dedication to artists and music lovers. It aims to support creative expression and provide enjoyable music experiences.

11. Starbucks

To inspire and nurture the human spirit – one person, one cup, and one neighborhood at a time. Starbucks focuses on inspiration and community. Its mission statement emphasizes a personal touch in its service.

12. Patagonia

Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis. Patagonia’s mission highlights its commitment to quality and environmental responsibility. It aims to use business as a force for positive change.

Provide fast and reliable delivery to customers. FedEx’s mission focuses on reliability and speed in delivery services. It aims to meet customer needs efficiently.

Spread ideas. TED’s mission is simple and powerful. It aims to share and spread innovative ideas.

Bring transportation anywhere. Uber’s mission emphasizes accessibility in transportation. It aims to provide convenient and reliable transport services globally.

To be Earth’s most customer-centric company , where customers can find and discover anything they might want to buy online.

17. Facebook

Give people the power to build community and bring the world closer together.

18. Southwest Airlines

To connect people to what’s important in their lives through friendly, reliable, and low-cost air travel.

To provide the best customer service possible. Deliver WOW through service.

To be the preeminent building block supplier to the worldwide internet economy.

Best Vision Statement Examples

1. australia department of health.

To be a trusted leader in health and care. The Australia Department of Health’s vision emphasises trust and leadership in healthcare. It aims to be a reliable and leading provider of health services.

2. Creative Commons

To enable a global commons of knowledge, culture, and creativity. Creative Commons aims to foster a worldwide community of shared knowledge and creativity. Its vision emphasizes accessibility and cultural exchange.

3. Teach for America

“One day, all children in this nation will have the opportunity to attain an excellent education.”

4. LinkedIn

To create economic opportunity for every member of the global workforce. LinkedIn’s vision emphasizes economic opportunities. It aims to help professionals worldwide achieve career growth and success.

5. Chipotle

To cultivate a better world. Chipotle’s vision focuses on making a positive impact. It aims to promote sustainability and responsible practices.

6. Southwest

To become the world’s most loved, most flown, and most profitable airline. Southwest Airlines ’ vision aims at becoming a top choice for air travel. It focuses on customer love, frequent use, and profitability.

7. Alzheimer’s Association

A world without Alzheimer’s and all other dementia. The Alzheimer’s Association’s vision is a future free of dementia. It aims to find a cure and provide support for those affected.

To be the global leader in convenient foods and beverages by winning with purpose. PepsiCo’s vision emphasizes leadership in the food and beverage industry. It aims to succeed with a strong sense of purpose.

To make school attendance a priority for every child. AllHere’s vision focuses on education and attendance. It aims to ensure every child prioritizes school attendance.

10. Marriott

To be the world’s favorite travel company. Marriott’s vision aims to be a top choice in the travel industry. It focuses on becoming the preferred travel company worldwide.

11. Supergoop

Be a global leader in the sun care category, to make people live happier and healthier lives. Supergoop’s vision is to lead in sun care. It aims to improve health and happiness through its products.

12. Unilever

To make sustainable living commonplace. Unilever’s vision focuses on sustainability. It aims to promote and achieve widespread sustainable living practices.

To fill the earth with the light and warmth of hospitality. Hilton’s vision emphasizes hospitality and warmth. It aims to provide welcoming and comfortable experiences globally.

14. Purely Elizabeth

To inspire healthier, happier lives through delicious food. Purely Elizabeth’s vision focuses on health and happiness. It aims to inspire better living through nutritious food.

To enable human life on Mars. SpaceX’s vision is ambitious and futuristic. It aims to make life on Mars possible, pushing the boundaries of space exploration.

16. LinkedIn

A world without poverty. Oxfam’s vision is focused on eradicating poverty. It aims to create a world where poverty no longer exists.

To accelerate the world’s transition to sustainable energy. Tesla’s vision emphasizes sustainability. It aims to speed up the shift to renewable energy sources.

To build a future in which people live in harmony with nature. WWF’s vision focuses on environmental harmony. It aims to create a world where humans and nature coexist peacefully.

20. Walmart

To be the destination for customers to save money no matter how they want to shop. Walmart’s vision emphasizes affordability and accessibility. It aims to be the go-to place for customers to save money.

Q: What is the difference between a mission and vision statement?

A: A mission statement focuses on what the company wants to accomplish, while a vision statement describes where the company wants to be in the future.

Q: Why are inspiring mission and vision statement examples important for a business?

A: Inspiring mission and vision statement examples help create a clear vision for the company, communicate its purpose, and inspire employees to work towards a common goal.

Q: How can a company create a mission statement that is inspiring?

A: To create a great mission statement, a company might want to buy online or look at examples to inspire and guide them in crafting a statement that reflects their core values and objectives.

Q: What is the significance of having a clear vision for a company?

A: A clear vision helps align the company’s goals and objectives, guides decision-making processes, and motivates employees towards achieving a common goal.

This article covers key information about mission and vision statements, with examples to help you understand how to craft your own. Using clear and concise statements, you can guide your business towards success and make a lasting impact.

Creating strong mission and vision statements is a crucial step in defining your company’s purpose and direction. They provide a foundation for your business strategy and help you connect with your customers on a deeper level. By looking at examples from top companies, you can get inspired to create your own powerful statements that reflect your unique values and goals.

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The Difference Between Mission and Vision Statements (2024)

This guide takes you through the differences between vision and mission statements, with tips on creating them for your brand.

Mission and vision statements are the foundation for your business and how it connects with customers. They can build strong relationships, boost brand image, and improve sales. Achieving business success is a journey. Your company’s mission and vision statements are your roadmaps. Without them, getting where you want to go will be challenging.

Shopify merchant United by Blue , for example, sells sustainable goods. It connects with like-minded consumers through its mission and vision statements, both of which are focused on sustainability.

A mission statement typically involves more concrete goals, while vision statements tend to be more aspirational in nature. This guide takes you through the differences between vision and mission statements, with tips on creating them for your brand.

What is a mission statement?

A brand’s mission statement defines its goals and how it plans to achieve them. In a few sentences, it asserts a company’s values, what it offers, and why it does what it does.

Going back to the Shopify example, United by Blue’s mission statement is “For every product purchased, United by Blue removes one pound of trash from oceans and waterways.”

What is a vision statement? 

Vision statements are what brands use to declare their aspirational goals, like changing the world. It’ll be challenging and inspiring, which motivates employees and consumers to support the brand.

For United by Blue, the vision is on sustainability. It envisions “a world without waste” and sells products that support that vision.

What are the differences between mission and vision statements?

A company’s mission defines its business goals and the values it will embrace to achieve them. By contrast, a vision is a more abstract idea of how the organization intends to impact society. Rather than setting specific goals, it’s something to strive for.

United by Blue, for example, commits to cleaning up one pound of trash for every product purchased. This is a very realistic, achievable goal. Its vision, on the other hand, is a world completely free of waste—a goal that’s much more difficult, and even impossible, according to some, to achieve.

Vision and mission statements differ in three main aspects: audience, purpose, and time period.

• Mission statements   are aimed at both employees and customers. 
• Vision statements   aim to motivate employees and relevant stakeholders to see the value in their efforts.
• A   mission statement   has more specific, realistic goals that everyone can understand. They might be about growth, financial metrics, products, innovation, and consumer behavior. 
• A   vision statement   declares ambitious goals that might be impossible but are worth striving for. The goal might be to change communities, economies, or societies for the better.

Time period

• Mission statements   explain what the company is doing right now, and what it plans to do in the next few years, to achieve its goals. Many mission statements give a particular year the business plans to meet its goals.
• Vision statements   don’t always have a defined time period, but they will be aimed toward the future. Because they cover big, abstract goals like societal change, they’ll potentially imply work that takes a decade or more.

Let’s say you own an ecommerce brand that sells healthier alternatives to conventional breakfast cereal. Your company’s mission might be to “convert 100 million breakfasts to healthier options by 2028, offering a range of products in every supermarket.”

Although it’s an ambitious goal, you should shoot for the moon to accomplish great things. This is also a specific statement. Even though it doesn’t outline the steps required to get there, it’s a clear goal with a deadline. It’s easy to understand and leaves a little wiggle room on the exact path you’ll take to get there.

But the company’s vision might be “To make breakfast the most joyous part of people’s day, helping transform the dietary habits of every American into something easy, healthy and sustainable.”

It’s less measurable, but more inspirational. Whether you ’ re an investor, an employee, or a customer, everyone can understand it.

Mission vs. vision statement: how they’re related

The two work together nicely. A vision represents the soul of a company—its reason for doing things other than just making money. Many successful companies use this vision to underpin everything they do.

A mission, in other words, is an assignment—a set of tasks that need doing in service of a wider ambition. With the vision of a better future to inspire them, the mission statement brings this idea closer to the real world, with a more practical and definite set of goals.

If you want to change the world, you’ll have to define how you will do it. That’s why it’s good to have both vision and mission statements.

Mission statement examples

General motors.

Our goal is to deliver world-class customer experiences at every touchpoint and do so on a foundation of trust and transparency.

This is a value-led statement that’s all about the how. Not only is GM going to deliver great things, it’s going to do it with integrity.

And it’s broad enough to cover almost everything it does. “Customer experiences” can apply to anything from one person being delighted in a showroom to a huge corporate deal being signed.

GM is a huge multinational corporation with many different interests—it’s known primarily for cars, but there’s a risk that defining that explicitly will be too limiting for future expansion.

To bring inspiration and innovation to every athlete in the world.

This example is short and to the point. Everyone can understand what it means.

It’s actually quite similar to a vision statement in its brevity, but it takes more responsibility. Nike’s vision might be for everyone to be as healthy as their body. But this is more of a mission, because it says Nike will make it happen.

The statement isn’t published in isolation—it’s explained and justified in Nike’s marketing material, expanding upon what it means and how it plans to make it happen. Remember, a mission statement isn’t a business plan. The details of how it will be achieved can come later.

Vision statement examples

Our purpose: to create technologies that drive human progress. Our story began with a belief and a passion: that everybody should have easy access to the best technology anywhere in the world.

This vision statement was declared when the company was founded in the 1980s, and it holds strong today. For a multinational tech company, it’s appropriately ambitious and broad enough to encompass everything Dell is involved in—both now and in the future.

Driving human progress is an inspirational goal that anyone can understand, and it’s much more encouraging than simply selling more computers.

Our vision is to be Earth’s most customer-centric company; to build a place where people can come to find and discover anything they might want to buy online.

This is an appropriately huge goal for a company as massive as Amazon. It’s also unique and underpins the company’s relentless drive for customer satisfaction.

While it’s ambitious and broad, like most vision statements, it’s also quite specific about what Amazon does (it sells almost everything). It works nicely as a lead into more detailed mission statements and plans. That said, it should be timeless enough to stay relevant for many years.

Writing your mission and vision statements

This section of your business plan will fundamentally answer two questions:

• Who are you?
• What do you plan to do?

Answering these questions in a concise, direct, and simple manner should provide an ample introduction of why you’re in business, why you’re different, what you have going for you, and why you’re a good bet if you’re asking for an investment.

This is when you really start understanding why your business exists, what you hope to accomplish, and what you stand for. Now, don’t spend more than a previously allocated time to get the answer to those questions together. Let’s face it: as a fledgling company, you’re learning as much about yourself each day as you are about your customer .

Don’t by any means feel that what you state here is set in stone. But what these statements do is give you a starting point to build on top of at a later date (hopefully when you’re in your growth phase).

1. Define your values 

First off, it’s essential to clarify your values . In short, this means taking into account all the various stakeholders your company is accountable to. That includes owners, employees, suppliers, customers, and investors. Now consider how you’d like to conduct business with any one of those stakeholders, ideally. Start making a list and your core values should start to emerge.

2. State your business objectives (short and long term)

Now that you’ve got the “what” and “why” answered for your business, it’s time to jump into the “how.” That’s where setting goals and objectives come into play. Remember the importance of making them SMART, which means making them:

• S - specific
• M - measurable
• A - actionable
• R - realistic
• T - timeframe

At this point, you’re probably wondering, What’s the difference between a goal and objective? One way to categorize them is that goals tend to lean toward being more qualitative, while objectives almost always tend to be more quantitative.

Goals usually revolve around achieving big picture business intentions centered on market position, customer service, growth, and company culture, among other key things. On the other hand, objectives focus more on practical, day-in, day-out metrics that revolve around revenue, number of customers, and product-related metrics.

Lastly, let’s define the context around timelines for an entrepreneurial venture. “Short term” means the next nine to 12 months, while “long term” typically should refer to the next one to five years.

3. Write your mission 

From there, you can pen your mission statement. Let’s break those words up first. A mission can be defined as an important goal or purpose with strong conviction, and a statement can be defined as a single sentence or assertion.

Now let’s put the two together to break down what your mission statement should be. It should state the purpose of why your business exists, convincingly, in no more than a single sentence—the shorter, the better.

Here are some dos and don’ts:

• Create something that connects with both employees and customers.
• Make it about you.
• Highlight your value proposition .
• Make it tangible.
• Mention a specific goal.
• Make it useless.
• Make it long.
• Make it generic.
• Make it confusing.

4. Craft your vision 

Once that’s out of the way, you can move on to crafting your vision statement. Again, let’s start by defining what the word “vision” means. It’s when you anticipate something which will be or may come to be.

So, what impact do you envision your business having on the world once you’ve achieved your vision?

You can have more than a single sentence for this one, but we don’t recommend writing more than three. Gloss over it to ensure anyone who comes in its proximity feels the following emotions: inspiration, hope, commitment, and awe.

Just like the mission statement above, here are some dos and don’ts:

• Make it compelling.
• Make it detailed.
• Paint the intended end outcome.
• Highlight why your company exists.
• Make it the outcome of your mission statement.
• Make it bland.
• Make it uninspiring.
• Make it obviously unreasonable.

Defining your business’s mission and vision

Writing vision and mission statements is a great idea for any company. It challenges you to think big and define what will motivate you and your employees for years.

It’ll give you a foundation to return to over the years, keeping you on track to maintain focus and achieve your goals. And it will prove to your customers, investors, and employees that you’re working toward something with real meaning.

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Differences between mission and vision statements FAQ

What are the different goals of a mission statement and a vision statement, what is the purpose of a mission statement.

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Purpose, Mission, and Vision Statements

Purpose, Mission, and Vision Statements explain why a company exists, how it plans to achieve its goals, and what the business will ultimately achieve.

• January 31, 2023

What Are Purpose, Mission, and Vision Statements?

A Purpose Statement is an explanation of the company’s motivations and reasons for being, and why it works the way it does.

A Mission Statement is a definition of the company’s business, who it serves, what it does, its objectives, and its approach to reaching those objectives.

A Vision Statement is a description of the desired future state of the company. An effective vision inspires the team, showing them how success will look and feel.

Usage and satisfaction among survey respondents

How are purpose, mission, and vision statements implemented.

Typically, senior leaders will write the company’s Purpose, Mission, and Vision Statements with inputs from the broader organization. The development process usually begins by clarifying the purpose, then defining the mission, and then painting the vision. This requires leaders to:

• Clearly identify the corporate culture, values, strategy, and view of the future by interviewing employees, suppliers, and customers
• Address the commitment the firm has to its key stakeholders, including customers, employees, shareholders, and communities
• Ensure that the objectives are measurable, the approach is actionable, and the vision is achievable
• Communicate the message in clear, simple, and precise language
• Develop buy-in and support throughout the organization

Related Topics

Corporate Values Statements

Cultural Transformation

Strategic Planning

What Are Common Uses of Purpose, Mission, and Vision Statements?

Purpose, Mission, and Vision Statements are used both internally and externally.

They are used internally to:

• Guide management’s thinking on strategic issues, especially during times of significant change
• Help define performance standards
• Inspire employees to work more productively by providing focus and common goals
• Guide employee decision making
• Help establish a framework for ethical behavior

They are used externally to:

• Enlist external support
• Create closer linkages and better communication with customers, suppliers, and alliance partners
• Serve as a public relations tool

Abrahams, Jeffrey. 101 Mission Statements from Top Companies: Plus Guidelines for Writing Your Own Mission Statement. Ten Speed Press, 2007

Blount, Sally, and Paul Leinwand. “Why Are We Here?” Harvard Business Review , November/December 2019.

Collins, Jim, and Jerry I. Porras. “Building Your Company’s Vision.” Harvard Business Review , September/October 1996, pp. 65–77.

Kirkpatrick, Shelley A. Build a Better Vision Statement: Extending Research with Practical Advice. Lexington Books, 2016.

Knowles, Jonathan B., Tom Hunsaker, Hannah Grove, and Alison James. “What Is the Purpose of Your Purpose?” Harvard Business Review, March/April 2022.

Kotter, John P., and James L. Heskett. Corporate Culture and Performance . 1992. Reprint. Free Press, 2011.

Nanus, Burt. Visionary Leadership. Jossey-Bass, 1995.

Quinn, Robert E., and Anjan V Thakor. The Economics of Higher Purpose: Eight Counterintuitive Steps for Creating A Purpose-Driven Organization , Berrett-Koehler Publishers, 2019.

Raynor, Michael E. “That Vision Thing: Do We Need It?” Long Range Planning, June 1998, pp. 368–376.

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Mission Statement vs. Vision Statement

Organizations summarize their goals and objectives in mission and vision statements . Both of these serve different purposes for a company but are often confused with each other. While a mission statement describes what a company wants to do now , a vision statement outlines what a company wants to be in the future .

The Mission Statement concentrates on the present; it defines the customer(s), critical processes and it informs you about the desired level of performance.

The Vision Statement focuses on the future; it is a source of inspiration and motivation. Often it describes not just the future of the organization but the future of the industry or society in which the organization hopes to effect change.

Comparison chart

The mission statement guides the day-to-day operations and decision-making of the organization. It helps in tactical planning and "rallying the troops" around a common near- to medium-term goal. The mission statement helps members of the organization get on the same page on what they should do and how they should do it.

The vision statement is, in a sense, loftier. It outlines the worldview of the organization and why it exists . It attracts people — not just employees but also customers and vendors — who believe in the vision of the organization.

Video Explaining the Differences

What's in a Vision Statement?

When developing a vision statement , it should be seen that the following questions are answered:

• What do we want to do going forward?
• When do we want to do it?
• How do we want to do it?

Features of an effective vision statement include:

• Clarity and lack of ambiguity
• Paint a vivid and clear picture, not ambiguous
• Describing a bright future (hope)
• Memorable and engaging expression
• Realistic aspirations, achievable
• Alignment with organizational values and culture
• Time bound if it talks of achieving any goal or objective

What to Include in a Mission Statement

When developing a mission statement , it should be seen that the following questions are answered:

• What do we do today?
• For whom do we do it?
• What is the benefit?

Features of an effective mission statement are:

• Purpose and values of the organization
• What business the organization wants to be in (products or services, market) or who are the organization's primary "clients" (stakeholders)
• What are the responsibilities of the organization towards these "clients"
• What are the main objectives that support the company in accomplishing its mission

The following Slideshare presentation by Alar Kolk — Visions & Missions of Fortune Global 100 — includes the vision and mission statements of companies in the Fortune 100:

Which comes first?

For a new start up business, new program or plan to re-engineer your current services, the vision statement will be formulated first as it will guide the mission statement and the rest of the strategic plan.

For an established business where the mission is established, often the mission guides the vision statement and the rest of the strategic plan for the future.

• MDH Mission, Vision, Values and Goals - Minnesota Department of Health
• Wikipedia: Strategic planning
• Developing Effective Mission and Vision Statements - Inc.com

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What is the difference between a mission and a vision statement?

What’s the difference between a mission statement and a vision statement? We get that question all the time.

The difference between mission and vision is present tense vs. long-range big picture. The differences between the two are also about tangibles versus ideas or values. Your mission is what you offer right now, how you make the good or service available, where you operate, and a description of how you are different from the rest. Vision statements contain words that describe what you hope will not change about why you do what you do overtime.

Here’s a simple, made-up example for a coffee shop to show the difference between mission and vision.

Crystal’s Coffee Shop serves fresh, locally roasted coffees and more with a smile to everyone in Anywhere, USA. We aim to be the place everyone in the community feels at home enjoying great coffee.

  What is a Mission statement? 

A mission statement defines in one or two sentences the present condition of any business or organization. A mission statement should answer at least three key questions:

•  what we do
• who we do it for
• how we do it different or better

When crafting a mission statement, think about why the company exists. Use words that will help someone quickly understand what you offer and the purpose for the service or good produced.

Any entity that attempts to operate without a mission statement runs the risk of wandering through the world without having the ability to verify that the organization is on its intended course.

  Read more here about what makes a great mission statement.

  What is a Vision Statement? 

A vision statement is a sentence or two that elaborates on the mission statement by expressing values, visions, or goals as they relate both internally and externally to the mission.

Think values and desired future state. What do you hope the organization will achieve? What is the “north star” for this endeavor that will not change even if leadership changes?

Your vision statement must be concise as well as inspirational to employees and customers/clients.

The terminology used often changes within vision versus mission. We see words like responsible, believe, achieve, treat, etc., in vision statements. Descriptive words help employees and customers understand what to expect.

For example, International Paper’s vision statement addresses a belief in “diversity of thought,” a value statement. They also mention that “everyone…is responsible for meeting customer and business promises.” Those words form a directive or action statement for employees. We often see a commingling of vision and mission statements because if you hold specific values (such as high ethical standards), these values compel you to take particular actions, e.g., fulfill promises made to customers.

When thinking about the difference between mission statements and vision statements, these succinct definitions might help.

Mission statement : core activities and tangible objectives today

Vision statement : reason for being now and in the future

Values statement : what will guide the organization’s actions

Statement of purpose : why the organization does what it does

There’s not much difference between mission and vision for some but crafting them as stand-alone statements will clarify your thinking process and lead to more predictable outcomes. 

 Missionstatements.com exists to help you write a good mission or vision statement for your business or organization.

Many examples of a good mission statement for businesses exist in our library. See the links below to find sample mission statements in a category similar to yours. Writing a mission statement for an organization can be tough because it requires a thoughtful analysis of what you do and why.

Get Professional Help Writing a Great Mission Statement

We are here at missionstatements.com to help you write a great mission statement, vision statement, or anything else you need help crafting to tell the world in words and images about your business or organization. Contact us here today.

See our writing and branding services and packages here.

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Our mission : to inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.

Starbucks Corp.

Our Values:  Our company’s foundation is built on our values, which distinguish us and guide our actions. We conduct our business in a socially responsible and ethical manner. We respect the law, support universal human rights, protect the environment, and benefit the communities where we work.

-Partnership

-Protecting People and the Environment

-High Performance

Chevron Corp.

DIVERSITY MISSION STATEMENT

To sharpen our competitive advantage by drawing on the strengths of a diverse work force in order to enhance innovation, growth and customer satisfaction.

DIVERSITY POLICY

Panasonic recognizes that diversity is a business necessity and also an opportunity to achieve greater business success. Accordingly, we are committed to the development of a work force that re&ects the diversity of its customers, business partners and communities.

  Panasonic Corp. of North America

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Mission vs Vision Statements – Difference & 30 Examples

Even though mission and vision statements might seem similar, they’re actually two different documents.

Both documents declare the core values of an organization, business, or company, and they’re directly related to the customers and the customer service.

As a customer, it’s important to understand the difference so you can know exactly what to expect in return for doing business with an organization or a company.

In fact, you’re in the right place because you’ll learn the difference between mission vs vision statements in this post. You’ll also see 30 examples to know exactly what to expect.

What is a Mission Statement?

A mission statement is a statement that declares the company’s purpose but also shows how they deal with their customers.

This is an action-based statement, so everything you see in the statement aims to reach a result for both the company and the customer.

Even though a mission statement is often a short statement that’s written in only a couple of sentences, it can also reflect the reasons behind the creation of the organization/company, what is its main goal, what services/products they offer to customers, and also who their primary customer is.

What is a Vision Statement?

A vision statement is all about the company’s or organization’s future, where the company outlines the strategic plans that will help them achieve set goals in the future.

Just like the mission statement, the vision statement can be quite short, but it’s straight to the point where no questions are left unanswered, or no topic is left open for interpretation.

A vision statement is also connected to the founder’s emotional decision, plans, and vision where and how he sees the company in the future.

Therefore, a vision statement is often best combined with a mission statement as these statements help companies know what they work for in the long term, what their long-term goals look like, and how they can achieve them in a certain time frame.

What is the Difference Between Mission vs Vision Statements?

The biggest difference between a mission statement and a vision statement lies in the statement’s approach and objective.

The mission statement reflects on a company’s or organization’s current situation, its objectives, and actions that they can take to improve what they’ve been doing so far.

On the other hand, a vision statement describes the company’s future position after all the actions described in the mission statement.

Therefore, another significant difference can be the goals and value in each statement as these statements might seem similar, yet they’re focused on different company’s situations.

Moving on, we will explore some of the best examples of mission and vision statements from world’s top companies which will give you some great ideas to create your own.

Mission Statement Examples

“Our goal when we created Tesla a decade ago was the same as it is today: to accelerate the advent of sustainable transport by bringing compelling mass market electric cars to market as soon as possible.”

Tesla has a straightforward mission statement where they clearly state their mission regardless of the time they’ve spent working on achieving it. The statement clearly shows what they’ve been up to, but also what they’re up to.

From such a clear statement, there are no unanswered questions left and no open topics for interpretation.

“To connect the world’s professionals to make them more productive and successful.”

LinkedIn has a very short statement that tells its mission in only a little over 10 words. However, regardless of LinkedIn’s mission statement length, you can clearly understand what they’re up to and striving to do with their platform.

“To build the Web’s most convenient, secure, cost-effective payment solution.”

If you try to think of what PayPal is and why there isn’t any competitor, you could write their mission statement yourself. PayPal’s mission statement doesn’t only tell what the company’s mission is, but it also describes what PayPal is.

Even though it can be hard to write such a short yet concessive mission statement, the years of hard work have paid off for PayPal, and not only does everyone know what they’re up to, but they keep on striving to improve the web’s payment system.

“Bring inspiration and innovation to every athlete in the world. If you have a body, you are an athlete.”

Everyone knows Nike, but not everyone might know what their mission is, except manufacturing some of the world’s most-known sports shoes and clothing lines.

In a simple yet straightforward mission statement, Nike explains what they bring to the customers through its products and inspires everyone to become an athlete. That’s great marketing combined with a mission statement that sets Nike apart from its competitors.

“Uber is evolving the way the world moves. By seamlessly connecting riders to drivers through our apps, we make cities more accessible, opening up more possibilities for riders and more business for drivers.”

Uber is a technology company that took over the transportation market. Besides getting rides or getting food delivered to your door, Uber is making a global change which the mission statement describes the best.

Whole Foods

“Our deepest purpose as an organization is helping support the health, well-being, and healing of both people — customers, Team Members, and business organizations in general — and the planet.”

Whole Foods has a clear and transparent mission statement that explains why they exist and strive to do so. It’s the least strategic mission statement, but it’s a straight-to-the-point statement that will help everyone understand Whole Foods on a bigger level.

“To be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online, and endeavors to offer its customers the lowest possible prices.”

Amazon is one of the largest companies globally that sells almost anything that comes their way, so it can be difficult to understand such a company if you knew nothing about Amazon.

That’s why Amazon’s mission statement won’t only state what Amazon can provide to its customers but also what benefits their customers can expect.

Simple, clean, and straight to the point without any strategic marketing is sometimes the best way to go.

“Utilize the power of Moore’s Law to bring smart, connected devices to every person on earth.”

Intel created a playful mission statement that clearly shows what they’re up to yet entices the customer to do deeper research on the company and even the Moore’s Law they used as a part of their mission statement.

This minimalistic yet strategic mission statement connects the user with the company and keeps the relationship going even long after the customer finishes reading the statement.

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

Large companies such as Google benefit from mission statements the most. Google is a really large company that does many things.

Yet, they combined their mission into a one-line mission statement that explains exactly their mission and what users can expect from Google.

“Establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow.”

People tend to drink Starbucks coffee because of its taste and its branding, so it’s super important for simple companies such as Starbucks to have a mission statement.

Starbucks’ mission statement tells two things. What they provide to the consumers and how they can benefit by choosing their product is packaged nicely in a simple mission statement.

“To refresh the world…To inspire moments of optimism and happiness…To create value and make a difference.”

Everyone knows Coca-Cola, but not many people know what Coca-Cola’s mission is. Coca-Cola’s playful mission statement describes what they do for their customers, how they do it, and what consumers can expect from Coca-Cola.

Interestingly enough, Coca-Cola’s mission statement perfectly fits their commercial ads that run around Christmas time as they perfectly fit Coca-Cola’s mission statement.

American Red Cross

“To prevent and alleviate human suffering in the face of emergencies by mobilizing the power of volunteers and the generosity of donors.”

Many people have wondered what the American Red Cross does. However, the American Red Cross’ mission clearly describes what they do the best and what their mission is through their work.

They are the main “middleman” that connects volunteers and donations with the people in need, and that’s exactly what their mission statement describes.

Tripadvisor

“To help people around the world plan and have the perfect trip.”

Tripadvisor is a simple company, yet it can be super useful to people who want to get out of their daily routine and enjoy some time traveling and getting to know a new location.

Tripadvisor’s mission statement is short, simple, and concise as it explains best what they do. However, their mission also explains how they help their customers by sticking to their mission.

“To make unique sports cars that represent the finest in Italian design and craftsmanship, both on the track and on the road.”

Even the world’s most known luxurious brands, such as Ferrari, have a mission statement. Ferrari’s mission statement tells exactly what their goal is and who they are doing it for.

At the same time, you can visually imagine their products which is the true power of such a short yet clear mission statement.

“To enable people and businesses throughout the world to realize their full potential.”

Microsoft is all over the place when it comes to technology, yet they were able to write a simple mission statement that explains what they do and how they help their customers.

Clear, short, and impactful mission statements are sometimes the best way to go.

Vision Statement Examples

“People working together as a lean, global enterprise to make people’s lives better through automotive and mobility leadership.”

Ford’s vision statement clearly shows what they want to achieve as a global enterprise. In addition, their vision statement makes a great connection between the enterprise and the customer on the other end.

“To make people happy.”

Disney has one of the simplest vision statements in the world. It’s a four-word vision statement that might not mean a lot at first, but when you consider what Disney is and what they do, you won’t only understand the statement but also feel it.

If you’ve ever been to Disney, you would stop for a second after reading the statement and truly think of what Disney has been doing as an enterprise, and this is the true power of such a clear, concise marketing vision statement.

“Create economic opportunity for every member of the global workforce”

LinkedIn’s vision statement is very focused on the platform’s members and how the consumers can benefit from their hard work. But, at the same time, this is their vision and almost a wish to help the workers and make the industry a better place to work in.

“To provide access to the world’s information in one click”

Google has a very neat and clean vision statement that is very similar to its mission statement. However, you can see from this vision statement that Google has its goals lined up with its vision to stay on top of the industry while providing the best service on the market.

“To move with velocity to drive profitable growth and become an even better McDonald’s serving more customers delicious food each day around the world.”

McDonald’s has a very straightforward vision statement that’s focused on goals, incorporating the elements of their mission, and a way to achieve their goals.

“To make commerce better for everyone”

Shopify has a humble vision statement aimed at its users and the vision of their company. They’re showing their customers that they’re working hard with a mission and goal in mind to provide the best service to their customers who help keep them in business.

“To be a company that inspires and fulfils your curiosity.”

Sony is another company that focused its vision statement on how they’d like to make their customers feel. A clear, simple, yet effective vision statement is a good choice for such a tech company.

“To accelerate the world’s transition to sustainable energy”

Tesla is more than a car company, and that’s exactly what their vision statement shows. Even though it’s quite a short vision statement, it’s full of the potential such a company can achieve with a proper mission and plan.

Therefore, being bold is not a bad move, and even if some consider such statements “dreaming”, they’re really important in achieving big goals.

“We ignite opportunity by setting the world in motion”

Uber has a similar vision statement to other large tech companies, and even though it consists of less than 10 words, you might have to read it a couple of times to understand Uber’s vision truly.

When you look at Uber’s beginnings and everything they’ve done so far as a company, can you imagine what their future will look like? That’s exactly what this vision statement makes you think, and it’s the same vision statement that powers companies such as Uber to this day.

“To nourish people and the planet.”

Whole Foods has a pretty great mission statement, yet their vision statement is a shorter version of what they’re still trying to achieve.

So even though the company might have achieved most of the things, they can still strive to do things differently to improve the company and provide better benefits for the customers.

“Capture and share the world’s moments”

Not everyone thought Instagram would stick around, yet they ended up being purchased by another large company, and they’ve expanded the platform to meet modern social needs.

Instagram’s vision statement is simple, yet it’s a bold vision and goal of what they want to be known for.

“To create a better everyday life for the many people”

IKEA has a simple yet effective vision statement that declares the company’s vision and how they want to help their customers.

Combining the mission statement is a great way to stay on the right track by putting the customers first and being as transparent as possible. Sometimes, less is more, and this vision statement is the perfect example.

If you thought writing a vision statement for a company that sells services or products can be tricky, Oxfam might have had it harder since they’re a global movement of people.

Regardless, they came up with a significant vision statement that can serve as a great motivation to achieve their goals and a great reminder of the good they bring to this world.

“Spread ideas.”

TED has possibly the shortest vision statement. In only two words, TED was able to describe their vision, but also one of their main missions.

This vision statement is a perfect example of writing a vision statement no matter the industry or the type of business you are running.

“To be the world’s most successful and important information technology company. Successful in helping our customers apply technology to solve their problems. Successful in introducing this extraordinary technology to new customers. Important because we will continue to be the basic resource of much of what is invested in this industry.”

IBM has one of the biggest vision statements, but this isn’t necessarily a bad thing, and that’s why this vision statement is a perfect example.

This vision statement explains in detail everything the company looks forward to. But not only do they describe how they see the company’s success in the future, but they also relate to the customers and how the company will be helping customers for years to come.

Lastly, they focus on the industry and make a vision for the industry as a company striving to get to the top once again.

Therefore, this vision statement is full of positivity, boldness, and inspiration, even if you aren’t an IBM customer.

Mission and vision statements are very important, not only for the company but also for the consumers and the customers.

With the help of these statements, everyone can understand the company’s goals and results they would like to achieve and the vision for the company in the future.

It’s not rare for customers or consumers to do business only with companies that have inspiring and motivational statements. They represent how the company works, plans to achieve goals, and even closely portray its future.

These are 30 of the best mission statements, and even though they might seem simple at first, they are brilliantly written.

Tom loves to write on technology, e-commerce & internet marketing. I started my first e-commerce company in college, designing and selling t-shirts for my campus bar crawl using print-on-demand. Having successfully established multiple 6 & 7-figure e-commerce businesses (in women’s fashion and hiking gear), I think I can share a tip or 2 to help you succeed.

• Published on March 25, 2023
• March 25, 2023

Vision vs. Mission Statements: What’s the Difference and Why It Matters?

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You’ve probably heard people ask, “What’s your vision?” and “What’s your mission?” Knowing the difference between vision vs. mission statements is always emphasized in any business plan. 

They are so ingrained in successful businesses’ DNA that even the employees (and even the consumers, if it’s a super-established business like Disney) can recite them by heart. And while they’re often clumped together like peanut butter and jelly, they’re unique in their own way.

The fact of the matter is, these two entities act as guides for your company and everyone in it. It’s as the philosopher Seneca says, “To the person who does not know where he wants to go, there is no favorable wind.”

What Is a Vision Statement?

A vision statement outlines three significant components:

• An idea of where you want your business to go,
• What kind of clients you want to attract, and
• What values you want your company to bring to the future world.

It doesn’t, however, explain how to make it happen. That’s not its purpose, though.

It’s function is to keep you and your team inspired and motivated to work toward a common goal. 

Think of it as you and your soccer team having the dream to win the World Cup—that’s a vision. And writing it down in statement form is your vision statement.

Here’s where some businesses falter: they assume they need to know A to Z from the beginning. When you’ve just started out and have a unique business idea , it’s common to only know the first few steps ahead. 

According to Cameron Herold , a top business consultant and trainer of Mindvalley’s Vivid Vision Quest, the best time to envision your business is three years. It’s far enough in the future to look forward to, but it’s also not too long, so it seems unattainable.

A vivid vision is a qualitative description of your company rather than a quantitative measurement of how everything is done. — Cameron Herold, trainer of Mindvalley’s Vivid Vision Quest

A 2016 survey conducted by TD Bank showed that 76% of entrepreneurs who visualized their success now have the business of their dreams that they had envisioned in the beginning. And it’s the vision statement that helps everyone be more engaged and work with awareness toward the company’s growth. 

Learn more: 6 Ways to Write a Vision Statement & Manifest Your Business Dreams .

5 examples of vision statements

For a clear representation of what a company vision statement looks like, here are a few examples to inspire you:

• Mindvalley: “We’re constantly exploring, inventing, and optimizing personal transformation to ultimately unite our species, save our planet, and usher in a new golden age for humanity.”
• Netflix: “Becoming the best global entertainment distribution service.”
• Tesla: “To create the most compelling car company of the 21st century by driving the world’s transition to electric vehicles.”
• Starbucks: “To establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow.”
• LinkedIn: “Create economic opportunity for every member of the global workforce.”

A powerful, vivid vision for a business usually acts as a catalyst to make it stand out in the market and help it grow.

When others read your vivid vision, if their jaws don’t drop a little, you need to think bigger. — Cameron Herold, trainer of Mindvalley’s Vivid Vision Quest

What Is a Mission Statement?

There’s so much impact a single sentence can have—and that’s the power of a mission statement. It explains why the business does what it does. 

Take the soccer team example—perhaps you and your team’s mission is to inspire the children of your country’s team that they, too, can achieve their dreams. Or it could be the acknowledgement of being the best players in the world. Or, if it’s going the political route, to put your country on the world stage to help highlight the plights of your people. 

A mission statement is simply a call to action , a declaration of purpose, and also part of the roadmap for success and happiness . But here’s what you have to keep in mind: for it to succeed, it should be clear, concise, and memorable.

Imagine socializing at a party and someone asking you what your business is all about. Instead of generically saying, “Oh, we sell products and services,” what would your killer answer be? What would make them learn more?

The answer to this can make or break everything. It can propel you to build an unstoppable brand .

5 examples of mission statements

You may already be familiar with the mission statements of some of the big-name companies out there. But if you’re not, here’s a list of some that describe their purpose to the world: here are the mission statements that describe their purpose in the world:

• Mindvalley: “Our mission is to create personal transformation that raises human consciousness.”
• Netflix: “To entertain the world.”
• Tesla: “To accelerate the world’s transition to sustainable energy.”
• Starbucks: “To inspire and nurture the human spirit—one person, one cup, and one neighborhood at a time.”
• LinkedIn: “Connect the world’s professionals to make them more productive and successful.”

The purpose of your business isn’t merely to survive; it’s to thrive. And your mission statement will help you get there.

What Is the Difference Between Mission and Vision Statements?

The definition of vision and mission is one thing, but understanding how and why they differ is another. So the golden question is, how exactly does a mission statement differ from a vision statement? 

Let’s take a closer look at the comparison between the two:

There are plenty of vision statement vs. mission statement examples, but let’s go back to the soccer team one.

In this instance, your team’s mission statement acts like a GPS to one of the world’s biggest sports stages. It focuses on where you are now and, little by little, shows you each step of the way.

On the other hand, your team’s vision statement is like a postcard you and your team send to your future selves as a reminder of why you started the journey in the first place. It inspired you to keep going and reach for the stars.

Vision, Mission and Your Business Ambition

Anything that you’re passionate about requires a strong foundation. And this solid ground your company will stand on includes a powerful vision and a purposeful mission.

When you know what your goals are, you won’t make yourself busy with things that don’t matter and don’t take you toward your goals. — Cameron Herold, trainer of Mindvalley’s Vivid Vision Quest

It goes without saying, your company’s vision vs. mission statements should be aligned. They should be thought-provoking, excitement-inducing, and influential enough to inspire you, your employees, and the whole world to rally for your cause.

It may feel like a lot right now, but with an expert like Cameron Herold to guide you, everything could fall into place easier than you can imagine.

His Vivid Vision Quest on Mindvalley can provide you insight on:

• How to craft a strong vision statement to manifest your business dreams,
• Turning your vision into a masterpiece,
• The key differences between vision vs. mission statements,
• How to share your vision effectively, and
• Why you need a vivid vision for your personal life as well.

And by signing up for your free access today, you’ll have access to a few sample classes from this program, not to mention many others on Mindvalley. What’s more, you’ll have the opportunity to surround yourself with other budding entrepreneurs within the Mindvalley community.

As Cameron advises, “ Start building a network of fellow entrepreneurs that understand your passion and don’t make you feel guilty about always chasing it. ” And that can start right here, right now.

Welcome in.

Watch the First Lesson of the Quest

Vivid Vision® With Entrepreneur & Founder Cameron Herold

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Alexandra Tudor

Cameron Herold is the trainer of Mindvalley’s Vivid Vision Quest and the mastermind behind hundreds of companies’ exponential growth. Cameron has built a dynamic consultancy—his current clients include a ‘Big 4’ wireless carrier and a monarchy.

He is the author of the global best-selling business book “Double Double” and the author of the top-selling books “Meetings Suck,” “Vivid Vision,” “Miracle Morning for Entrepreneurs,” and “Free PR.” Cameron is also the top-rated lecturer at EO/MIT’s Entrepreneurial Masters Program as well as a powerful and effective speaker at Chief Executive Officer and Chief Operating Officer leadership events around the world.

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Vision vs. Mission Statements: What’s the Difference?

Discover the differences between an organization’s vision and mission and why they’re crucial. Gain clarity on your organizational purpose with Motion.

In the dynamic world of business, you’ve probably heard the terms “vision” and “mission” being thrown around. But are these really more than buzzwords? And how exactly do they differ?

Understanding the distinction between a company’s vision and mission is essential. These two key components form the backbone of an organization’s identity and purpose, guiding its every move.

In this article, we break down these two concepts, demystify their differences, and shed light on why both of them are crucial elements in any successful organization.

What is a vision statement?

A vision statement is a declaration or concept that describes what an individual or organization hopes to achieve in the future. It outlines the future state that the individual or organization aims to reach.

A company’s vision is meant to motivate employees toward a shared purpose and provide a sense of direction for getting there.

What is a mission statement?

A mission statement is a declaration that outlines the reason an organization exists. It clearly states what the organization does, whom it serves, and how it operates.

The mission statement should be able to describe the organization’s function and approach to its goals. Ultimately, it serves as a guide, helping everyone in the company work together toward common  goals and objectives .

Why vision and mission statements matter

Vision and mission statements are crucial guiding principles for any organization. They articulate the company’s purpose, path, and values, both  internally and externally .

Internally, these statements serve multiple key functions. They guide strategic thinking — especially during times of change — and define performance standards. They also inspire employees by providing focus and shared goals to guide their decision-making processes. Furthermore, they establish a framework for ethical behavior, promoting a positive and productive work environment.

Externally, vision and mission statements build bridges with different stakeholders. They are tools for public relations, fostering better communication and creating stronger ties with customers, suppliers, and partners. They also help to enlist external support and understanding.

Differences between vision and mission statements

A key difference between a vision and a mission is that the former focuses on the long-term future state that an organization wants to achieve.

On the other hand, a mission statement focuses on the organization’s current purpose and core activities, outlining both its values and objectives.

‎Another key difference is that a vision statement is more abstract and general — focused on broader ideas — while a mission statement is more specific and tangible — focused on the organization’s activities and impact.

5 real vision and mission statement examples

To really grasp the differences between vision and mission statements, it’s helpful to see how they take shape in the real world. Here are some real-life mission and vision statement examples from well-known organizations that will (hopefully) inspire your own.

Vision statement:  “To accelerate the world’s transition to sustainable energy.”

Mission statement:  “To accelerate the world’s transition to sustainable energy with a range of electric vehicles and energy generation and storage products.”

2. Microsoft Corporation

Vision statement:  “Our vision is to help people and businesses throughout the world realize their full potential.”

Mission statement : “Our mission is to empower every person and every organization on the planet to achieve more.”

Vision statement : “To bring inspiration and innovation to every athlete* in the world (*If you have a body, you are an athlete.)”

Mission statement : “To unite the world through sport to create a healthy planet, active communities, and an equal playing field for all.”

4. Coca-Cola

Vision statement : “To refresh the world in mind, body, and spirit.”

Mission statement : “To refresh the world in mind, body, and spirit, and inspire moments of optimism; to create value and make a difference.”

Vision statement : “To provide access to the world’s information in one click.”

Mission statement : “To organize the world’s information and make it universally accessible and useful.”

‎How to create a vision statement

As a reminder, a vision statement is future-oriented, outlining an inspiring goal that the organization aims to achieve. When crafting it, ensure that it is aspirational and forward-looking.

Ready to create your own vision? Here’s a six-step process for writing a great vision statement:

1. Define your purpose

Understand the reason your organization exists or its cure purpose. Consider questions like the following:

• What drives you?
• What problems do you aim to solve?
• How can you make a positive impact?

Defending and communicating this purpose with employees is more important now than ever. Research shows that employees today are looking for  a sense of purpose  in their careers. They want a work environment where they can align their personal life’s purpose with the purpose of the organization they work for.

2. Envision the future

Imagine the ideal future state you want to achieve. Think about where you want to be in the long term, considering both internal and external factors. Visualize what success looks like for you and your team and what you want to accomplish.

‎3. Identify core values and principles

Decide on the guiding principles and company values that will shape your vision and define the way you want to operate. These core values will provide a framework for your decision-making and help create a positive company culture.

4. Make it specific and inspirational

Refine your vision statement to ensure it’s concise, memorable, specific, and inspirational. Use clear language that conveys your desired future state for your organization. Your vision statement should ignite passion and enthusiasm, both internally and externally.

5. Get input from employees and stakeholders

Ask for input from your employees and investors, taking into account their expectations and needs. Ensure that your vision aligns with their interests and addresses their concerns.

6. Review and revise

Regularly review your vision statement to ensure that it remains relevant and aligned with changing circumstances. Revise it as necessary to reflect new goals, challenges, or opportunities.

How to create a mission statement

Here’s a comprehensive, six-step process you can follow to craft an exceptional mission statement:

‎1. Define your purpose

Like a vision statement, creating a mission statement starts with understanding why your organization exists. But for a mission statement, defining your purpose involves focusing on the present state of the organization. It’s about pinpointing the reason for the organization’s existence  right now .

What problems is your organization currently solving? How is it serving its customers or community today?

2. Identify your target audience

Determine who you are serving or who needs the product or service that you offer. Consider what problems or needs your product or service addresses and who benefits from it.

3. Outline your key activities

Identify the key activities that will help you achieve your purpose. Consider the products or services you offer, the markets or customer segments you operate in, and the channels you use to reach customers.

4. Determine your value proposition

Determine what sets your product or service apart from competitors on the market. Consider your unique selling points, your brand values, and how your offering benefits your customers.

5. Make it specific and actionable

Refine your mission statement to ensure it is concise, memorable, and specific. Use clear language that conveys what you do, who you serve, and how you do it. Avoid vague or generic statements.

6. Revisit and adjust

As you do with your vision statement, regularly revisit your mission statement to ensure it is kept up to date based on your organization’s position.

What comes next?

Once you’ve crafted your mission and vision statements, the next step is to transform that vision into action to propel your mission forward. This requires a thoughtful and strategic approach to bring your aspirations to life.

With your mission and vision statements as the guiding light, take the following steps:

1. Set goals and perform strategic planning

Develop specific goals and objectives that align with the organization’s vision and mission. These goals should be actionable and measurable so that progress can be tracked. Use  strategic planning techniques , such as SWOT analysis or SMART goals, to ensure your goals are realistic and achievable.

2. Create an action plan

Break the goals down into actionable steps and activities. Assign responsibilities and  timelines  to individuals or teams to ensure accountability.  Create a roadmap  that outlines the necessary actions for achieving the goals and ensures that progress is made toward the vision and mission.

Motion’s AI Project Management App  is an intuitive tool that can help you create a high-level roadmap for your team. It visually organizes your project tasks on one platform, giving you and your team a broad view of each project and its progress.

3. Allocate resources

Determine the budget, staffing needs, and technology requirements to effectively execute your plan. Ensure that your resources are aligned with the organization’s priorities and are used efficiently.

‎Motion makes  resource planning  a breeze by harnessing the power of AI. It automatically builds your team’s schedule, allocates available resources, and assigns tasks to team members at optimal times. It also analyzes factors like deadlines, working hours, and task dependencies for you so that you can focus on achieving your goals.

4. Implement and monitor your plan

Begin executing your  plan of action  by carrying out the identified activities and initiatives. Monitor your progress regularly, and track key performance indicators (KPIs) to measure the organization’s progress toward its goals.

5. Evaluate and adapt

Regularly assess your organization’s performance against its goals and review your vision and mission statement to ensure they are still relevant. Consider the impact of your team’s actions, and make adjustments as needed. Ask for feedback from stakeholders — both internal and external — and make improvements based on their feedback.

Turn your vision and mission into action

While vision and mission statements serve different purposes, they are equally important — not to mention inherently connected. They both serve as guides that shape the course of an organization.

And Motion is a powerful tool to keep your organization in sync and on track.

Motion’s collaborative features help team members stay on top of large, complex projects. Automatic task management and project tracking enable individuals to share their progress and monitor the status of everyone’s tasks. This fosters collaboration and ensures that everyone is working toward achieving a clearly defined vision and mission.

Transform your vision and mission into reality with Motion’s trusted productivity platform.  Try Motion for free for 7 days .

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How to write a vision statement: Steps and examples

The vision statement is designed to inspire employees, compel investors, and engage the imaginations of your customers. It paints a picture of your company's future and the impact you want your business to have on the world.

It takes work and creativity to write an inspiring vision statement. Here, we'll break down the elements of a great vision statement, guide you through the process, and walk through a few examples of excellent vision statements and explain what makes them great.

What is a vision statement?

A vision statement is your company’s guiding beacon. It zooms out to give perspective on the overarching reasons for your company's mission. Rather than articulating the specifics of your business operations, the vision statement describes how your company seeks to impact and improve the world around it.

Vision statement vs. mission statement

While both statements help define your company's character and personality, there are some key differences between a vision statement and a mission statement.

The mission statement describes what your company does in the present. It's comprised of three parts: what you do, how you do it, and why you do it. 

A vision statement outlines the company's long-term goals and aspirations for the future in terms of its long-term growth and impact on the world. Your mission defines what your organization does and what you stand for, while your vision statement speaks to your goals and ideals for the future. 

Characteristics of a great vision statement

Vision statements are like snowflakes—each one is unique to its company in length, form, structure, and scope. Your vision statement should reflect your company's personality. However, there are a few traits that all great vision statements share. No matter how unique a statement is in terms of size, shape, or structure, a good vision statement should be:

The purpose of a vision statement is to inspire employees, investors, and customers to believe in your company's mission. Great vision statements are aspirational and ambitious. They convey a sense of passion for the ideal future toward which the company is working.

Though your vision needs to be ambitious in order to be inspiring, it shouldn't be so far out of reach that it feels impossible. You want to choose something that your company will have to strive for, but a completely unattainable goal isn't a vision—it's a fantasy.

A vision statement connects your company mission to your goals, but it isn’t a goal in and of itself. If your vision statement feels too finite or specifically achievable, try to zoom out and broaden the scope of your vision.

Don’t try to cram every detail of your vision into your vision statement—be strategic in selecting the ideas that feel the most relevant and compelling to your stakeholders . You might dream of someday having offices in every major city in the world, but your vision statement should focus on aspirations that speak to your company's mission and purpose.

Vision statement writing tips

Here are a few best practices to keep in mind as you start writing your vision statement:

Collaborate. The vision statement should reflect the character of your entire company, and there's no better way to accomplish this than to write the statement alongside key members of your team. Gather leaders from across the organization to participate in vision statement brainstorms, and run drafts by these same people to get buy-in on your final vision statement.

Write first, edit later. Don't try to write a succinct, well-crafted vision statement right out of the gate. Put everything you think of down on paper, no matter how small. You may not see the value in a particular idea when it crosses your mind, but if you write it down anyway, it may spark better ideas later on.

Keep your own vision statement separate. Many people have personal vision statements that reflect their individual goals, and if you're a business owner, our own vision statement may overlap strongly with the vision of your company. It's important to keep your personal aspirations and your company's vision separate, so that your company's vision statement is something that your entire company can relate to and feel represented by. 

Avoid buzzwords and jargon. Using "industry-speak" makes a brand feel aloof and inaccessible, even to people within the industry. Plain language is always more powerful than jargon, so if you find yourself falling back on buzzwords, isolate the phrase in question and picture a friend or family member asking, "What does this actually mean?" Write or record the explanation you would give to that person and use that language to replace the buzzwords in your vision statement.

Avoid ambiguity. Vision statements don't have to be concrete the way a mission statement should be, but you want to avoid using words that could potentially be interpreted in a way that changes the entire vision statement's meaning. You won't be there to clarify or offer context to everyone who reads your statement, so it needs to be able to stand on its own.

7 steps to write your company's vision statement

There's a lot more to crafting a great vision statement than just writing a few sentences. In order to create a statement that's truly aspirational and inspiring, you're going to need to do a little bit of work. Here's our seven-step process to write a great vision statement:

1. Identify important stakeholders

Your vision statement speaks on behalf of your entire company, so make a list of co-founders, fellow executives, and high-level employees who can help you craft and refine your statement so that it represents your organization as a whole. Getting buy-in from company leaders is also a smart strategic move—the more they believe in the vision statement, the better they'll model it in their daily work and communicate it to their own departments and teams.

Make a second list of stakeholders that represent your vision statement's audience. This list may consist of personas rather than actual people, and should include:

Board members

Partner organizations

Different customer personas

Shareholders

Depending on your industry, this list may be longer or shorter; the main point is to write down a basic overview of the group of people you're writing for. If you're only thinking about your customers, your vision statement may not feel as relatable to employees or might not inspire potential funders to invest. Check your drafts against this list to make sure it feels applicable to all of your key stakeholders.

2. Start with a list of keywords

Ultimately, you're aiming to craft a few concise sentences—and the process of crafting those sentences will be a lot easier if you have a "word bank" of sorts to draw from as you write. Hold an open brainstorming session with your internal stakeholders to come up with a keyword list. 

Make sure your keyword list is comprehensive by subdividing it into smaller categories and making sure you have a good list of keywords for each. At a minimum, you should collect keywords related to:

Your product or service

Your mission and values

Your company's goals and initiatives

Your company's long-term strategic plan

Adjectives that describe your company, product, teams, community, and ideal future (e.g. expert, innovative, affordable, inspiring)

Adverbs that describe the way in which your company operates (e.g. flexibly, sustainably, cooperatively, fearlessly)

Just like your list of stakeholders, the number and type of keyword lists you should generate will vary depending on your industry and company. The important thing is to create a document filled with keywords that you can draw from as your writing, if you get stuck trying to communicate an idea, or if you need to replace some jargon-y text.

3. Answer foundational company questions

In addition to your keywords document, take time during your brainstorm to answer the following questions:

What is our organization’s main purpose?

What are our company’s main strengths?

What are our company values?

Why does what we’re building matter?

How do we want to make a difference as a company?

What is our vision for our company culture ?

What are our most ambitious goals?

What impact do we want our company to have on the world?

What are our company wants? What about company needs?

If our company succeeded in everything it set out to do, how would the world be different?

4. Sort your answers by importance

By the time you're finished brainstorming, you should have a lot of stuff written down.Put all of this content aside for a few days, so that your mind is clear when you return for the next step: deciding what goes in your vision statement and what gets left on the cutting room floor.

Sit down with your vision statement tiger team and a highlighter and review everything you have written down. Highlight ideas and phrases that your group feels are the most important to your company, and cross out items that you're ready to eliminate from consideration (however, don't throw this content out entirely—everything you brainstormed can be helpful in creating other important documents, like your core values, roadmap, or business plan). 

5. Write your company's vision out longform

At the end of step four, you'll have a smaller "word bank" of your most important phrases, ideas, keywords, and answers to foundational company questions. Your next step will be to organize these ideas into sentences that flow logically and are ordered according to your company's priorities.

Right now, don't worry about length—focus instead on communicating your vision in a way that makes sense, touches all of the key points you want to include, and feels relatable to your stakeholders and your audience. It's much easier to edit a long but comprehensive statement than it is to bulk up a statement that's missing pieces.

6. Step back and evaluate

Before you go through the work of editing your vision down to size, take a step back and look at your vision paragraph from afar. This is another point where you may benefit from setting it aside for a few days and returning with fresh eyes.

As you review your vision paragraph, check for the following things:

Is it ambitious enough? Your paragraph should feel aspirational, not like a finite goal to be accomplished.

Is it too ambitious? Make sure you strike a balance between idealistic and unrealistic.

Does it accurately reflect your organization? Run your paragraph by internal stakeholders who weren’t involved in creating it, and as for their feedback on what may be missing, what parts may be unnecessary, or how certain ideas may be phrased more effectively.

Does it make sense? Have friends and family members read your paragraph to confirm that it makes sense to the average reader.

7. Write your final vision statement

Once you've adjusted your vision paragraph and made the changes you wanted to make, it's time to edit your vision paragraph down to a vision statement. In many cases, your paragraph may naturally shrink as you solicit and implement feedback from others, and you may even want to specifically ask for opinions on how your paragraph could be more concise.

Here are a few ways to shorten your vision paragraph:

Eliminate what's unnecessary. Now that you've stepped away from your paragraph a few times and gotten a few rounds of feedback, are there any phrases or ideas that don't feel as necessary as they did when you wrote it? Cut any parts that feel lackluster or less impactful than the rest of the paragraph.

Look for synonyms. Are there any areas where you used several words to say something that there's already a word for? For example, you might replace the phrase "give people the ability to," with "provide access."

Edit each concept individually. Chop your paragraph into sentences and chop your sentences into phrases. Pick up each small segment on its own and see if you can come up with a shorter way to phrase it. It helps if you evaluate the smaller segments out of order—hopping around or going backwards piece by piece will help you notice things that your brain smooths over when you're reading a full sentence.

When your vision statement is finished, bring it back around to your stakeholders to get final feedback and make any finishing tweaks. 

Vision statement examples

There's no way around it—writing a vision statement is hard, especially if it's your first time doing so. Before you get started, or if you get stuck and need to spark some new ideas, take a look at some of these example vision statements for inspiration. 

Note that not all companies have both a mission and a vision statement. Some companies combine the two into a single small paragraph that touches on tangible objectives (mission) as well as more long-reaching aspirations (vision). In some cases, companies won't label either statement, encasing them in a broader page dedicated to "purpose," "who we are," or another similar title.

Here, we've gathered mission and vision statements for a few companies that have publicly set both. 

Mission: To act in the public interest, BBC serves all audiences through the provision of impartial, high-quality and distinctive output and services which inform, educate and entertain.

Vision: To be the most creative company in the world.

Mission: IKEA offers a wide range of well-designed, functional home furnishing products at low and accessible prices.

Vision: To create a better everyday life for the many people.

Southwest Airlines

Mission: Southwest connects people to what’s important in their lives through friendly, reliable, and low-cost air travel.

Vision: To become the world’s most loved, most flown, and most profitable airline.

Mission: Hasbro creates the world's best play and entertainment experiences.

Vision: To make the world a better place for all children, fans and families.

Mission: To make things universally accessible and useful, Google organizes the world's information.

Vision: To significantly improve the lives of as many people as possible.

Mission: To harness the next wave of innovation and solve customers’ toughest challenges, VMware uses disruptive technologies like edge computing, AI, blockchain, machine learning, Kubernetes, and more.

Vision: To build a sustainable, equitable and more secure future for all.

Use your vision statement to help you grow

A company's vision statement is a living document—it should adapt and change as your company achieves its business goals and sets new ones, grows in size, expands its offerings, and updates its mission. Revisit your vision statement once every year or so to make sure it still accurately reflects your company's ideal future; if not, adjust it! 

But for now, enjoy the fact that your vision statement is written. Share it with your team, announce it to your customers, and use it to proudly guide your company forward.

Related resources

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How to create a CRM strategy: 6 steps (with examples)

What is management by objectives (MBO)?

Write better AI prompts: A 4-sentence framework

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November 30, 2022

Vision vs. mission statements: How to define your company's purpose and future

Bryan Schuldt

Co-Founder, Tability

Table of contents

Have you ever come across the terms "vision statement" and "mission statement" and wondered what sets them apart? While these concepts are often mentioned in the same breath, they each play a distinct role in defining your company's purpose and direction.

In this post, we’ll explore the ins and outs of vision and mission statements, and provide a step by step guide on how to write compelling vision and mission statements for your business. 

What is a vision statement?

A vision statement is a brief declaration of a company's future aspirations and the overall impact it aims to make. It provides a clear picture of what the organisation wants to accomplish in the long term, often emphasising the change it hopes to bring about in the world or the industry. The vision statement acts as a guiding principle for the company's strategic planning and decision-making processes, ensuring that all efforts are aligned with the organisation's business objectives and values.

Why is a vision statement important?

A well-crafted vision statement serves as a guiding light for your company's future direction and success. 

A vision statement:

1. Sets a clear direction

A vision statement provides a clear and inspiring direction for your company's future, guiding decision-making and strategic planning.

2. Motivates and inspires

It serves as a source of motivation for your employees, inspiring them to work towards a common, ambitious goal.

3. Attracts talent and customers

A compelling vision statement can help attract top talent and customers who resonate with your company's long-term aspirations.

4. Differentiates your brand

It sets your company apart from competitors by articulating a unique and ambitious future that your organisation strives to create.

5. Provides a framework for goal-setting

Your vision statement serves as a foundation for setting more specific, short-term goals and objectives that align with your long-term vision.

6. Communicates your company's essence

It succinctly conveys the core essence of your company to stakeholders, including investors, partners, and the broader community.

Key elements of a vision statement

A strong vision statement typically includes several key elements that work together to create a compelling and inspiring picture of your company's future. Let's break down these essential components:

1. Future-oriented

A vision statement should focus on your company's long-term aspirations and the impact it seeks to make in the future, usually looking ahead 5, 10, or even 20 years.

2. Clear and concise

It should be brief, typically one to two sentences, and easy to understand. Use plain English and avoid jargon or complex language.

3. Ambitious 

Your vision statement sets a high bar for your organisation, reflecting ambitious goals that challenge the company to grow, innovate, and strive for excellence.

4. Aligned with your values

It should reflect your company's core values and beliefs, as these guiding principles will shape your journey towards your vision.

5. Focused on impact

A vision statement should emphasise the positive impact your company aims to make on its customers, industry, community, or the world at large.

It should set your company apart from others in your industry, highlighting the distinct value you bring and the change you seek to create.

7. Inspiring and motivating

Your vision statement should evoke emotion and enthusiasm, inspiring your team, customers, and stakeholders to rally behind your company's future direction.

8. Provides direction

It should serve as a guidepost for decision-making and strategic planning, helping your company stay focused on its long-term goals.

How to write a vision statement

Writing a compelling vision statement takes time, reflection, and collaboration. Here's a step-by-step guide to help you craft a strong vision statement for your company:

1. Gather input from stakeholders

Engage key stakeholders, including employees, customers, investors, and partners, to gain insights into their aspirations and hopes for your company's future.

2. Reflect on your company's purpose

Consider why your company exists, the impact you want to make, and the long-term change you hope to bring about in your industry or the world.

3. Envision your ideal future

Imagine your company's ideal future state 5, 10, or even 20 years from now. What does success look like? What impact have you made on your customers, industry, and society?

4. Identify your core values

Define the guiding principles and beliefs that will shape your company's actions and decision-making as you work towards your vision.

5. Brainstorm key themes

Based on stakeholder input, your company's purpose, ideal future, and core values, identify the central themes and ideas that will form the foundation of your vision statement.

6. Craft a concise and inspiring statement

Using the key themes you've identified, write a concise, clear, and inspiring statement that captures your company's long-term aspirations and the impact you aim to create. Aim for one to two powerful sentences and make every word count. 

7. Ensure it's ambitious yet achievable

Your vision statement should be ambitious enough to inspire and challenge your team, but still grounded in reality and achievable with dedication and effort.

8. Make it memorable and emotionally engaging

Use language that evokes emotion and enthusiasm, making your vision statement memorable and inspiring for your team and stakeholders.

9. Refine and seek feedback

Share your draft vision statement with key stakeholders and gather their feedback. Refine your statement based on their input to ensure it resonates and accurately reflects your company's aspirations.

10. Align your mission and strategy

Ensure that your mission statement and overall company strategy align with and support your vision, creating a cohesive roadmap for your organisation's future.

Remember, crafting a vision statement is an iterative process. It may take several revisions to arrive at a statement that truly captures your company's long-term aspirations and inspires your team and stakeholders. 

Vision statement examples

Here are examples of vision statements from iconic brands:

"To make the best products on earth, and to leave the world better than we found it."

"To be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online."

"To help people and businesses throughout the world realise their full potential."

"To provide access to the world’s information in one click."

"To bring inspiration and innovation to every athlete* in the world. (*If you have a body, you are an athlete.)"

"To create the most compelling car company of the 21st century by driving the world’s transition to electric vehicles."

"To inspire and nurture the human spirit – one person, one cup, and one neighbourhood at a time."

"To entertain, inform and inspire people around the globe through the power of unparalleled storytelling, reflecting the iconic brands, creative minds and innovative technologies that make ours the world’s premier entertainment company."

Facebook (Meta):

"Give people the power to build community and bring the world closer together."

What is a mission statement?

A mission statement is a brief, powerful declaration that outlines a company's core purpose, fundamental goals, and the approach it takes to achieve those goals. It serves as a roadmap for the organisation, guiding day-to-day operations and strategic decisions . While a vision statement focuses on the future and what the company aspires to become, a mission statement centres on the present and what the company does to reach its objectives.

Why is a mission statement important?

A mission statement is a vital component of any organisation's strategic framework, serving several critical purposes. 

A mission statement:

1. Provides clarity and focus

It clearly defines your company's purpose and primary objectives , providing a sense of direction and focus for your team. It helps ensure that everyone in your organisation is working towards the same goals and understands how their individual roles contribute to the company's overall purpose.

2. Guides decision-making

A mission statement acts as a guideline for decision-making at all levels of your organisation. When you encounter strategic choices or need to allocate resources, your mission statement helps to ensure that the options you choose are in line with your company's fundamental purpose and values.

3. Differentiates your brand

A compelling mission statement distinguishes your company from competitors by clearly articulating the unique value you provide to your customers or stakeholders. This differentiation can help you attract and retain customers who resonate with your purpose and values.

4. Attracts and motivates employees

A powerful mission statement can be a valuable tool for attracting top talent who are inspired by your company's purpose and want to contribute to its success. It also helps to motivate and engage existing employees by giving them a sense of meaning and purpose in their work.

5. Communicates your value to stakeholders

Your mission statement is a brief way to communicate your company's purpose and value to key stakeholders, such as customers, investors, partners, and the broader community. It helps establish trust and credibility by clearly articulating what your organisation stands for and what it aims to achieve.

6. Provides a basis for strategic planning

A mission statement acts as the cornerstone for your company's strategic planning process, ensuring that your long-term goals, objectives, and initiatives are in line with your core purpose and values.

7. Fosters a sense of unity and teamwork

A shared mission statement fosters unity and collaboration among employees, promoting a common goal and teamwork.

8. Serves as a public declaration of your purpose

Your mission statement is a public declaration of your company's purpose and commitment to creating value for your stakeholders. It helps build brand awareness and reinforces your reputation as an organisation dedicated to making a positive impact.

Key elements of a mission statement

A well-crafted mission statement typically includes several key elements that work together to clearly define your company's purpose, activities, and value proposition. Here are the essential components of a mission statement:

A clear articulation of your company's core reason for existence, answering the question, "Why do we do what we do?"

2. Business activities

A description of the main activities, products, or services your company provides to achieve its purpose.

3. Target audience

Identification of the key stakeholders, customers, or markets your company serves and aims to create value for.

4. Value proposition

A statement of the unique value and benefits your company offers to its target audience, setting you apart from competitors.

5. Values and guiding principles

An emphasis on the core values and beliefs of that guide your company's actions and decision-making.

6. Concise and clear

A mission statement should be brief, typically one to two sentences, and easy to understand, avoiding jargon or complex language.

7. Specific yet flexible

Specific enough to provide clear guidance and direction, but not so narrow that it limits your company's ability to adapt and grow over time.

8. Memorable and inspiring

While not as emotionally charged as a vision statement, a mission statement should still be compelling and memorable, inspiring your team and resonating with your stakeholders.

9. Aligned with vision

Your mission statement should align with and support your company's long-term vision, ensuring a cohesive strategic direction.

10. Reflects your brand identity

A mission statement should be consistent with and reinforce your company's brand identity, values, and unique positioning in the market.

How to write a mission statement

Writing a clear and effective mission statement involves reflection, collaboration, and a deep understanding of your company's purpose and values. Follow these steps to craft a compelling mission statement:

1. Define your company's purpose

Start by answering the fundamental question, "Why does our company exist?" Consider the core problem you aim to solve or the value you seek to provide to your customers and stakeholders.

2. Identify your key activities

Outline the main activities, products, or services your company engages in to fulfil its purpose. Be specific about what you do and how you do it.

3. Determine your target audience

Clearly identify the primary stakeholders, customers, or markets your company serves. Consider who benefits from your products or services and who you aim to create value for.

4. Articulate your unique value proposition

Define the distinct benefits and value your company provides to your target audience. Consider what sets you apart from competitors and why your customers choose you.

5. Incorporate your core values

Reflect on the guiding principles and beliefs that shape your company's actions and decision-making. Ensure that your mission statement aligns with and reflects these core values.

6. Brainstorm with stakeholders

Engage key stakeholders, including employees, customers, and partners, in the process. Gather their insights and perspectives on your company's purpose, value, and impact.

7. Synthesise and refine

Analyse the insights and information you've gathered to identify common themes and key ideas. Use these to draft a concise, clear, and compelling mission statement, typically one to two sentences in length.

8. Ensure clarity and specificity

Your mission statement should be easy to understand, avoiding jargon or complex language. It should be specific enough to provide guidance and direction, but not so narrow that it limits your company's ability to adapt and grow.

9. Make it memorable and inspiring

While a mission statement is more practical than a vision statement, it should still be compelling and memorable. Use language that resonates with your team and stakeholders and inspires them to contribute to your company's purpose.

10. Align with your vision and strategy

Ensure that your mission statement aligns with and supports your company's long-term vision and overall strategy. Your mission should be a clear roadmap for achieving your vision.

11. Seek feedback and refine

Share your draft mission statement with key stakeholders and gather their feedback. Refine your statement based on their input to ensure it accurately captures your company's purpose and resonates with your audience.

Remember, your mission statement is a living document that should be regularly reviewed and updated as your company grows and evolves. 

Mission statement examples

Here are examples of mission statements from iconic brands:

"To bring the best user experience to customers through innovative hardware, software, and services."

"To empower every person and every organisation on the planet to achieve more."

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

"To bring inspiration and innovation to every athlete in the world."

"To accelerate the world’s transition to sustainable energy."

What is the difference between a vision statement and a mission statement?

A vision statement and a mission statement serve distinct but complementary roles in defining a company's purpose and direction. Here's a detailed comparison of the two:

Vision statement

Focuses on what the organisation aspires to become in the long term. It describes the desired future state or the ultimate goal.

2. Inspirational

Designed to be motivating and aspirational, inspiring employees, stakeholders, and customers by painting a picture of a better future.

3. Broad and overarching

Provides a high-level view of the company's long-term aspirations and impact. It sets the direction without detailing how to get there.

4. Defines success

Articulates what success looks like for the organisation, often reflecting ambitious and lofty goals.

5. Timeless

While it may evolve, a vision statement is generally meant to remain relevant over a long period.

Mission statement

1. present-focused.

Concentrates on the company's current purpose and primary objectives. It describes what the organisation does, who it serves, and how it does it.

2. Action-oriented

Emphasises the actions and strategies the company employs to achieve its goals and fulfil its purpose.

3. Specific and practical

Provides clear, concrete details about the company’s core activities, guiding daily operations and decision-making.

4. Defines purpose

Explains why the organisation exists, outlining its fundamental goals and the value it provides to stakeholders.

While it also can evolve, a mission statement is more likely to be reviewed and updated regularly to reflect changes in the company's strategy or market conditions.

Key differences

1. time horizon.

Vision statements are future-oriented, focusing on long-term aspirations, whereas mission statements are present-focused, detailing the company’s current purpose and objectives.

Vision statements inspire and set a broad, aspirational direction for the future. Mission statements define the company’s core purpose and provide practical guidance for achieving its goals.

Vision statements are typically broader and more abstract, painting a picture of the desired future state. Mission statements are more specific and action-oriented, describing what the company does and how it does it.

4. Audience

Both statements are intended for internal and external stakeholders, but vision statements primarily inspire and motivate, while mission statements guide daily operations and strategic decisions.

How to put this to use

Creating a clear and concise vision and mission is a foundational step when starting a company. These statements are not just formalities - they serve as essential guides that shape every aspect of your business operations and strategy. Here's how you can put them to effective use:

1. Setting the foundation: Vision and mission statements

• Vision: Your vision statement articulates your company's long-term aspirations and the overarching impact you aim to create. It provides a future-oriented, inspirational goal that aligns and motivates everyone in the organisation.
• Mission: Your mission statement defines your company's core purpose and the primary objectives you seek to achieve. It focuses on the present, detailing what you do, who you serve, and how you operate.

2. Developing your strategy

Once your vision and mission are clear, the next step is to develop a strategic plan that outlines how you will achieve these goals. Your strategy should be directly informed by your vision and mission, ensuring that all actions taken are aligned with your company’s core purpose and long-term aspirations.

Strategic planning: Define your key priorities, allocate resources effectively, and set specific goals that will help you move towards your vision while fulfilling your mission.

3. Setting Objectives and Key Results (OKRs)

OKRs are a powerful tool to translate your strategy into actionable and measurable goals . They help ensure that every team member is working towards the same objectives, fostering alignment and accountability across the organisation .

• Objectives: Broad, qualitative goals that are aligned with your mission and vision.
• Key Results: Specific, quantitative measures that track the progress towards achieving your objectives.

4. Executing your strategy

Execution is where your strategic plans and OKRs come to life. It involves implementing the actions and initiatives defined in your strategy and tracking your progress against the key results.

• Action plans: Develop detailed action plans that outline the specific steps required to achieve your OKRs.
• Monitoring and evaluation: Regularly track progress, review performance, and make necessary adjustments to stay on course.

5. Business structure flow

Your business will generally be structured in the following way, where each step informs the next:

• Vision: Defines the ultimate goal and the future state your company aspires to achieve.
• Mission: Outlines the core purpose and primary objectives that guide your daily operations.
• Strategy: Develop a comprehensive plan to achieve your vision and mission.
• OKRs: Set specific, measurable goals to track progress and ensure alignment with the strategy.
• Execution: Implements the action plans and monitors performance to achieve the set objectives.

Importance of alignment

Before diving into strategies and execution, it is crucial to ensure that everyone in your organisation is aligned on the vision and mission. This alignment provides a clear direction and a shared sense of purpose, which are essential for effective collaboration and decision-making. Getting the vision and mission right from the outset ensures that all subsequent actions and initiatives are coherent and focused, driving your company towards sustained success.

Vision and mission statements are essential for defining your company's purpose, guiding its actions, and inspiring your team and stakeholders. By crafting clear, compelling statements that reflect your core values and aspirations, you set a strong foundation for your organisation's success.

Remember, a vision statement paints a vivid picture of your company's ideal future, while a mission statement outlines your current purpose and how you aim to achieve it. Together, they provide a roadmap for your business, ensuring all decisions and actions align with your long-term goals.

Developing effective vision and mission statements is a collaborative process that requires input from key stakeholders and a deep understanding of your company's unique value proposition. By following the step-by-step process outlined in this guide and seeking feedback along the way, you can create statements that truly resonate and drive your business forward.

But the work doesn't stop there. Your vision and mission should be living documents that evolve as your company grows and adapts to new challenges. Regularly reviewing and refining your statements ensures that they remain relevant and continue to inspire and guide your team.

Next steps...

Now that you have considered what your company represents and how you plan to achieve it, it may be a good time to think about your goals. Tability empowers teams by ensuring alignment with strategic goals, enhancing focus on high-impact tasks, and providing clear visibility into objective progress. Our AI-powered platform simplifies goal tracking with real-time updates and data-driven insights, boosting productivity and engagement while streamlining processes to achieve better business outcomes .

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• Small Business

What Is the Difference Between Mission and Vision?

Updated Aug. 5, 2022 - First published on May 18, 2022

By: DP Taylor

In Stephen Covey's "The 7 Habits of Highly Effective People," the second habit is "Begin with the end in mind,” which means to focus on what long-term goals you are trying to achieve before even attempting to accomplish anything.

The point is that it makes no difference how much you're getting done as an organization if you don't know where you are or where you're going. And that's where mission and vision statements come in -- to put you on a track toward meaningful success.

Mission and vision statements are not about sales tactics or budgets or even your employees. They’re about why your organization exists and where it’s going. Here’s everything you need to know about mission and vision statements, as well as some real-world examples to help you come up with your own.

What is a mission statement?

A mission statement is a written description of an organization’s purpose for existing. It is a document that lays out the goals and current focus of the firm and expresses what the company values are and what the organization seeks to accomplish on a daily basis.

This statement informs all of the actions of the organization -- if an activity doesn’t fit in with that mission statement, it should be discarded because it doesn’t advance the organization toward its goals.

What is a vision statement?

A vision statement articulates the future manifestation of the company and lays out what it seeks to become. It is more forward-looking and focused on a future that has not yet arrived but will at some point. A vision statement may lead to modifications of the mission statement based on how the company’s leadership envisions the future.

Mission vs. vision: What's the difference?

A mission statement describes the present activity of the company, while a vision statement paints a picture of the entity’s future. Put another way, a mission statement describes the company’s reason for existing now, while the vision provides its future purpose.

A mission statement is the document that defines what sort of activities an organization is involved in, what general objectives it has, and how it seeks to accomplish those objectives. A vision statement aims to define what kind of future the organization is working toward.

A mission statement keeps the organization focused on getting work done today, while a vision statement tries to determine what the mission statement will look like five, 10, or 25 years from now. These two statements are part of an effective overall growth strategy and brand vision.

Examples of mission and vision statements

To understand mission and vision statements, it’s helpful to look at some real-life examples of both. Some companies use the term mission and vision statement interchangeably, some call them value statements, and others combine them into one statement. I’ve attempted to break them out using seven examples based on the definitions above.

1. Teach for America

How the organization describes itself (mission): "Teach For America works toward the day when every child will receive an excellent and equitable education. We find and nurture leaders who commit to expanding opportunity for low-income students, beginning with at least two years teaching in a public school."

Vision statement: “One day, all children in this nation will have the opportunity to attain an excellent education.”

Teach for America’s vision statement articulates a desired future outcome of the organization, compared to its mission, which is focused on activities it is engaged in today. It also states the target demographic and lays out exactly what it hopes will be achieved.

2. LinkedIn

How the organization describes itself (mission): "Connect the world’s professionals to make them more productive and successful."

Vision statement: “Create economic opportunity for every member of the global workforce.”

LinkedIn’s vision statement describes a future outcome for the organization that, while not true today, provides the organization with an ambitious goal to work toward -- at least compared to its mission of connecting professionals to make them more productive.

3. Facebook

How the organization describes itself (mission): "We build technologies that help people connect with friends and family, find communities, and grow businesses."

Vision statement: "Give people the power to build community and bring the world closer together."

What Facebook describes as its mission statement is more accurately called a vision statement. It’s not concerned with the day-to-day sales and marketing it currently does and instead aspires to “bring the world closer together” through a variety of technologies. Its present mission, on the other hand, centers on connecting people, communities, and businesses.

4. Honest Tea

How the organization describes itself (mission): "To create and promote great-tasting, healthy, organic beverages."

Vision statement: “To make sure all families have access to organics by making our products widely available across the country.”

The vision statement, found within the mission statement, lays out a broader goal -- to make their products widely available everywhere -- compared to the mission statement, which is more focused on current customer engagement and creating healthy, organic beverages.

How the organization describes itself (mission): "Offering a wide range of well-designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them."

Vision statement: “To create a better everyday life for the many people.”

IKEA’s mission today is to provide “well-designed, functional home furnishing products” at reasonable prices, but their vision statement is much more ambitious, seeking to create a “better everyday life” for people, which opens the door to the company to branch out in other areas besides furniture. If IKEA operated only under their mission statement, their business model in the future might be more constrained.

How the organization describes itself (mission): "To prove that people didn't need to compromise to drive electric – that electric vehicles can be better, quicker and more fun to drive than gasoline cars."

Vision statement: “To accelerate the world's transition to sustainable energy.”

Tesla’s mission revolves around producing electric vehicles and making them commercially viable in a market saturated by gasoline-powered cars. But their vision is broader and more ambitious, focusing on transitioning to sustainable energy -- an idea that goes way beyond cars.

How the organization describes itself (mission): "We're building a clearinghouse of free knowledge from the world's most inspired thinkers — and a community of curious souls to engage with ideas and each other, both online and at TED and TEDx events around the world, all year long."

Vision statement: "TED is a global community, welcoming people from every discipline and culture who seek a deeper understanding of the world."

For TED, the mission statement describes what the organization is doing now, which is using TED events to spread ideas. Their vision statement is closely related but speaks in broader terms, talking about a global community and seeking a “deeper understanding of the world” -- which, again, creates an opening for the company to go beyond their current focus on idea exchange.

Create your own mission and vision statements

Don’t have a mission or vision statement? Now’s the time to create one. This is an important task that will give your organization guidance and help you figure out what you should be doing on a day-to-day basis.

By beginning with the end in mind, as Covey says in "7 Habits," your organization is no longer a rudderless ship aimlessly floating in the sea of life. In fact, this is a good exercise to do with your own life -- what vision do you have for yourself and your accomplishments a few decades from now? What activities should you be engaged in to achieve that vision?

One of the best small business tips you can get is to take time to do the deep thinking needed to answer these questions, both for yourself and your organization. You will come out of the process reinvigorated and ready to take on the world.

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The Difference Between Mission and Vision Statements

Emily Barr February 4, 2020 Alignment & Direction , Leaders , Performance Culture

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Just like people, companies need not only a direction, but a clear idea of what the goals are and how to go about achieving them. In addition to this, an organization’s employees need a sense of cohesiveness in order to collaborate in harmony and work towards the shared goal of the company. These central pillars of effective organizations are encapsulated by mission and vision statements.  It is for this reason that it is important to understand the difference between mission and vision statements.   

A vision statement focuses on tomorrow and what an organization ultimately wants to become. A mission statement focuses on today and what an organization does to achieve it. However, the lines often get blurred between the two. When it comes to driving and directing your company both today and tomorrow, you  must  be able to break down the difference between mission and vision statements so you can better understand and define your company’s essence with confidence.   

What is a Mission Statement?  

A mission statement is a short summary of an organization’s core purpose, focus, and aims. This usually is comprised of a brief description of what the organization does and its key objectives. It often takes shape as a declaration of what an organization does every day, defining the day-to-day activities of work, and each person who works for the organization contributes to that overall mission.  

The mission statement drives the company.  It outlines both what you do and what comprises the core of the business, and from this, objectives are made clear, followed finally by what it takes to reach those objectives. A strong mission statement is one that motivates a team to consistently advance toward a common goal. Questions that guide mission statements include:  

• What do we do?  
• Whom do we serve?  
• How do we serve them?  

Mission statements establish a framework for the behaviour of those working in the company, often starting with declarations such as, “We provide…”, “We offer…”, or “We are a…”. Because of its reference to the everyday activities of the company,  missions  statements can often be used as a basis for performance standards, and can guide employees at various levels of the company in their decision-making.  

What is a Vision Statement?  

A vision statement is a short description of an organization’s aspirations and the wider impact it aims to create. It acts as a guiding beacon to those within the organization, as well as something that sets the ground for internal decision-making and determines the intended direction of the organization. A vision statement is meant to be a clear, definitive statement of what an organization wants to accomplish, and what the world will look like once they have accomplished that mission.   

The vision statement gives the company direction . Because it describes the future of the business, it emphasizes the organization’s overall purpose. The vision statement is about what you want to become – it is meant to be aspirational. Questions that guide vision statements include:  

• What are our hopes and dreams for the company?  
• What problem are we solving for the greater good?  
• Who and what are we inspiring to change?  

A vision statement is future-oriented, providing a sense of what the company values to both those inside the organization and outside of it. Oftentimes, a vision statement is used for public relations purposes. Because vision statements aim to encapsulate the overall strategic goals for a company, they tend to remain unchanged often. Every smaller organizational step is curated to be contributing to the effort in achieving the overall vision of the company. Because of its transcendent and directive nature, vision statements are often written in the present tense, but still serve the future of the organization.  

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The Difference Between Mission and Vision Statements  

The central difference between mission and vision statements is the timeline it covers. Though there can be overlap, a mission statement tends to define what the organization is currently doing, while a vision statement is essentially the final goal of what they’d like to accomplish. In short, the mission is the  what  and the  how , and the vision is the  why .  

Mission statements can be used for cohesive management, because it is mutable and changes when the circumstances or needs of the company shift. Because employees’ duties, actions, and behaviours all fall under the mission statement, it should be adaptable to changes in the organization. On the flip side, the vision statement is a goal that may or may not be  elusive and  is therefore not a particularly effective way to direct individual behaviour and expectations regarding day-to-day activities. Its purpose is more so to give employees an idea of what the organization hopes to eventually accomplish collaboratively.  

While companies commonly use mission and vision statements interchangeably, it is important to have both. They are codependent   because purpose (mission) and meaning (vision) are critical for the success of any business.   

Inspiring Examples of Mission and Vision Statements  

The mission statement inspires effective day-to-day activities, while the vision statement encourages growth, both internally and externally. Strong mission and vision statements invite innovation and hard work, and both envision and accomplish success in detail and on a larger scale.  

Here are several companies that got it  right and  have the customer loyalty to prove it. Note the clear difference between mission and vision statements for each company.  

Mission Statement:  To create the most compelling car company of the 21 st  century by driving the world’s transition to electric vehicles.   

Vision Statement:  To accelerate the world’s transition to sustainable energy.  

Why it Works:  Their mission statement clearly defines their core goal, then communicates how they intend to accomplish that goal (hint: look for directive words such as “by” to recognize this). Its vision statement uses clever diction to enliven their lofty aspiration and showcases their drive for sustainable energy and how that goal steers the  organization .   

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

Vision Statement:  To be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online.   

Why it Works:  Amazon’s mission statement summarizes the three things that has driven the astronomical success of the company: low prices, a huge selection, and incredible convenience. All  great mission statements shine a light on the values that bring success. It’s vision statement effectively brings all these elements together, communicating one unified goal.   

Mission Statement:  Create  ground – breaking  sports innovations, make our products sustainably, build a creative and diverse global team, and make a positive impact in communities where we live and work.  

Vision Statement:  Bring inspiration and innovation to every athlete* in the world.  

*If you have a body, you are an athlete.   

Why it Works:  Their mission statement effectively summarizes what the company aims to do and how they aim to do it. It uses diction that outlines the company’s underlying values: innovation, sustainability, diversity, and community. It is the vision, however, that drives the success of these statements. While capturing the  goal  for Nike as a brand, it also stands up against body-shaming and is a powerful call for inclusion. Resultingly, their vision statement is transformed into a moving sentiment that resonates with all who read it.  

Mission Statement:  Spread ideas.  

Vision Statement:  We believe passionately in the power of ideas to change attitudes, lives and, ultimately, the world.  

Why it Works:  With such a simple, highly focused mission statement, the TED (technology, education, and design) brand focuses all of their everyday efforts into two powerful words that have driven the company to become a global phenomenon. In their vision statement, they clearly outline what they hope to achieve on a grander scale with the efforts put forward by the organization on an everyday basis.   

Mission Statement:  Offer a wide range of well-designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them.   

Vision Statement:  To create a better everyday life for the many people.  

Why it Works:  IKEA’s mission statement is clear and to the point, using words that embody the attributes of functionality, affordability, and design that IKEA products have. Their vision statement focuses their mission statement onto one singular purpose, and both statements employ inclusive phrasing that emphasizes the organization’s commitment to being accessible.  

Check out our mission and vision statement on our About page!

When done right, the difference between mission and vision statements is apparent and both are powerful and important for your organization. They unify efforts, acting as a signpost that continually focuses everyone’s efforts on the things that truly matter to the company.  

The key to strong mission and vision statements is clarity. A mission statement is the “what” and the “how”, and the vision statement is the “why”. When writing your statements, first consider the core values of your organization. Then, think about the wider impact you hope to have on the world through your products and customers.

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Vision, mission and purpose: the difference.

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There is a ton of talk about purpose and how it moves an organization forward, how a team’s mission is defined, and how the vision of the leader is laid out to make their direct reports move to action.

There also seems to be some confusion over the differences between vision, mission and purpose and what is really important in an organization. If you don’t know which to tackle first, don’t worry. There’s some rationale behind all of it, and I will explain each term so you no longer have to guess what is best for your team in the end.

Let’s first define vision and look at why it can make or break a company’s success in its ability to create a happy, engaged culture of people who make a difference. A vision is where the company is going. It's what the future looks like if goals and intentions are accomplished and laid out to be the driving force of how the company defines success. It is usually created by the executives who then use it to help the team get excited about where they are going.

I've found that a vision needs to be drawn brightly and colorfully — and in a way that members of the team buy in, knowing that if they get there, and if they are a direct reason for why they get there, they will have done their jobs successfully. With that comes appreciation, accolades and perhaps a raise or promotion, or just really good connected feelings they have for being a part of that company with the greatest leaders in the industry.

This is the hope. But before we get to that, we must make sure the vision is solid. It’s everything. And missing out on this ability to craft one can create a stagnant workplace, a problem with engagement and a low bar for goal setting. It’s not just where companies want to be in the world, but where they want the world to be because of them. In the “Be, do, have” of company culture, vision is the "be."

A mission is different. It’s more like an actionable vision statement — something that will give the vision legs and traction. It’s the what, who and why: What the company does, who it serves and the road map to making the vision become tangible. It centers around why this company is best suited for the job given the people it serves.

Mission statements are used to help define the immediate goal and stay focused on the plan. Most leaders can then disseminate this to their teams to keep them on task and able to achieve whatever they are focused on in the moment. It is the "do" process to create a positive culture and can be the thing that moves all else forward.

Both vision and mission are important to a company that is looking to create movement and tangible results in the definition of its goals and itself as a company. The piece that will tie this all together is getting really clear on the idea of creating and leading with purpose and defining how it shows up every day.

The word "purpose" in this context is defined as “a person’s sense and feeling of resolve or determination.” In my experience, an organization’s purpose is best found by asking, as a company, why you are doing the work you are doing. What great problem are you solving, or what movement are you championing? If you don’t do it, what are the consequences? Who loses? Or who will do it instead? Why do you all show up for this company and not the one across the street?

Digging into the morals, ethics and beliefs of an organization can help deliver a purpose worth going to work for. If you can’t define it down to its core, then you have work to do. Most morale problems fester here — with an ill-defined or, worse yet, nonexistent purpose.

When a solid human brand leads people to a conversation that says, without hesitation, “I love my job. I love what I do. I love my company, and I love the people I work for/with," purpose is usually at the center. It is the "have" at the end of the day.

Vision is the picture. Mission is the road map to get there. Purpose is the feeling that everyone, from the CEO to the janitor, has when you accomplish what you set out to do. Purpose is when the values are driven by certain behaviors that create the kind of culture that is human-centric. And those behaviors create the feeling we want, not only when we have accomplished the big goals and achieved the outcomes we wanted, but in the process of doing so.

At the end of the day, it will always be about how we want to feel. And the people at the core of those feelings will always be a company’s greatest asset.

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What Is the Difference Between an Objective & Mission Statement?

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Examples of Vision Statements in the Health Care Industry

What are the goals, visions & mission statements of an organization, mission statements vs. what a company stands for.

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To fully understand the difference between mission statements and objectives, it helps to see where both fit into the process of business planning. To begin with, rarely is the phrase "mission statement" spoken without its accompanying "vision statement." And if a small business has both of those, where do the objectives come in? Many business people, from top executives to communications associates, are confused by these terms. And while they may seem like overkill for small businesses, taking the time to write them helps ensure that everyone in the company knows its purpose, agrees on how to get there and understands its hopes for the future, too.

A mission statement explains the company's purpose and focus, while objectives outline a path for achieving the mission.

A Vision for the Future

Even the newest, smallest companies think about "someday." They have big dreams for what they hope to accomplish one day , when the company is strong and efficient, with the right staff working well together producing profits that can be reinvested to help the company flourish far beyond what they're doing today. That's their vision, their dream, the lofty goal.

The vision is a stretch for now . It may be just out of reach, or it could seem far-fetched based on where the company is today. The key, though, is that it should be attainable someday.

Vision statements are concise, carefully worded expressions of that vision. They often include expansive phrases like "will be the best at...," “to be known as the industry’s leader” or “all around the world.” They are intended to be inspirational and are written in terms of the future. They tend to stay as written through the years.

The Mission for Today

Mission statements give the business's primary purpose and focus. Since the mission statement describes its current position, it's written in the present tense .

A mission statement tells everyone who reads it where the company is currently headed and why. It's useful both internally and externally. All employees in the business see the same mission statement and therefore know the company's purpose and direction, and so do customers, potential customers, investors and any other interested party.

Mission statements are also beneficial for what they leave out. A business may do many things in its daily tasks, but those listed specifically in the mission statement are most important to the company.

Mission statements aren't cast in stone. They can be tweaked, revised or totally overhauled if the company's focus changes.

Forming Achievable Objectives

Stating where the company is headed is one thing; getting there is another. It isn't enough to state the business's purpose and focus. The question then becomes, how is the business accomplishing this?

Clear, specific objectives state the means for accomplishing a company's mission. Objectives are able to be tracked and their outcomes noted. Objectives are often quantifiable and can be verified. For example:

Objective: To increase revenues by 10 percent in each of the next three years.

To accomplish the company's overall objectives, it may be helpful to ask each department to write their objectives related to each company objective. For example, what will the sales department do to help the company reach this objective? What about the communications and marketing departments? What objectives will they set to help the business achieve each of its objectives?

Real-World Examples

If you look on any major company's website, you can usually find their mission statement. When you compare different companies' mission statements, you'll notice how different they are in several important ways:

• Length – from one sentence to several paragraphs
• Wording – from conversational to almost poetic
• Informativeness – from not very to way too much information

Some mission statements read more like vision statements because people do confuse the two. So-called "experts" may say the mission statement should be longer, while others advise that the vision statement should be longer. The truth is, both should be as concise as possible while getting the point across. However, a paragraph is usually too long. Lengthy mission statements risk losing the reader's attention or boring them with too much unnecessary information.

Compare the mission statements of these companies:

Starbucks: To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.

Coca Cola: To refresh the world...to inspire moments of optimism and happiness...to create value and make a difference.

Pepsico: To provide consumers around the world with delicious, affordable, convenient and complementary food and beverages from wholesome breakfasts to healthy and fun daytime snacks and beverages to evening treats.

All three are short enough that people will read them. They are all easy to understand. However, although Starbucks' and Coca Cola's mission statements are inspiring, they don't say anything about their products or how they're different from competitors. Pepsico's mission statement does a better job of explaining that its products are beverages and snacks, that they offer the benefits of wholesomeness, healthiness and convenience, and still manages to sneak in the fun.

Most companies don't publish their objectives for the world to see. But you can be sure that international companies such as these have tasked their employees to write objectives that will help them contribute to the company's mission.

• Iowa State University Extension; Creating a Mission Statement, Setting Goals and Developing Strategies; Don Hofstrand; October 2009
• Mind Tools: Mission Statements and Vision Statements
• Reference for Business: Mission and Vision Statements
• Starbucks: Our Mission Statement
• Coca-Cola: Mission, Vision and Values
• Pepsico: Mission and Vision
• Walmart Corporation: Frequently Asked Questions

Barbara Bean-Mellinger is a freelance writer who lives in the Washington, D.C. area. She has written on business topics for bizfluent.com, afkinsider.com, Harbor Style Magazine, the Charlotte Sun and more. Barbara holds a B.S. from the University of Pittsburgh and has won numerous awards in B2B and B2C marketing.

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Vision vs. Mission: What is the Difference?

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Examples of good vision statements, what is a mission, examples of good mission statements, what is the difference between vision and mission.

‘Vision’ and ‘mission’ are two words that people often use interchangeably, but they mean different things. Understanding the difference between these two concepts can help you with strategic planning for your tasks and, ultimately, your career. This article explores how a well-written vision or mission statement can inspire, guide decision-making, identify company culture and function as public relations and marketing tools.

A vision is what you want for the future. People and companies generally define their vision in what’s known as a vision statement. Knowing where you want to go can help inform what you should be doing right now. An organization can have a vision, but an individual can also have a vision for where they want to take their career.

A good vision statement will answer these questions:

• What change do I/we want to make in the world? 
• Ultimately, what will my/our success look like?

These questions are very long-term and can be things that you want to accomplish in the next 10 to 20 years. 

Internally for a company, a vision statement inspires employees, guides the decisions the company makes, gives a clear picture of what success looks like and helps define ethical behavior within the organization. Externally, a vision statement should serve as a marketing device, create brand personality and develop trust.

In summary, a vision should:

• Focus on the future
• Look ahead a minimum of five years
• Be inspirational 
• Stay consistent
• Be your personal vision or the vision of the company’s founder

Here are some examples of vision statements:

• ‘To make the world more extraordinary.’
• ‘To give everyone a voice.’
• ‘To make good photography more accessible to everyone.’
• ‘To become a home away from home.’
• ‘To see a healthier society.’

Since these are long-term goals, your vision statement should not change often. The best vision statements are ones that inspire people to believe in what you are trying to accomplish. They also typically consist of a single memorable sentence that can easily catch someone’s attention.

A mission is what you plan to do in the present. It feeds directly into your vision because your mission should help you accomplish the goals of your vision. 

Mission statements are short statements that answer these questions:

• What are we doing today?
• Who do we serve?
• How do we serve them?

They are a more short-term vision for you or your company and, as a result, may change more frequently than your vision statement. They are often crafted with the input of many people within the company and generally end up being longer than vision statements. 

While mission statements are generally a bit more prescriptive, they can also be crafted to have a bit of inspiration in them. A mission statement can be a single sentence, but some mission statements are several sentences long, especially in larger companies. These are generally written in the present tense and, like vision statements, use very confident language. 

Outside the company, a mission statement will create expectations of quality and the kind of service customers will receive from the company. It also serves as a way to spread brand personality and message. Inside the company, a mission statement acts as an outline for the day-to-day operations and decisions that impact employees. It can also define the services and products offered and developed by the organization.

In summary, a mission statement is:

• Focused on what you are doing now
• Made with the input of many different people in the company
• Used to provide detail on how to obtain the vision in day-to-day operations

Here are some examples of mission statements:

• ‘To provide access to and knowledge about illusionist supplies with magical customer service.’
• ‘To deliver content that is accurate, engaging, diverse and easy to understand.’
• ‘To provide high-quality, personalized photography at the lowest price possible.’
• ‘To provide great customer service, listen to the customer regarding ways to make our hotels more comforting and ensure a clean, quality stay with each visit.’
• ‘To give customers not only the equipment to reach their fitness goals but the atmosphere to feel comfortable doing it.’

Below are some of the biggest differences between vision and mission statements:

• Present and future tense. Vision focuses on the future, while mission focuses on the present. Additionally, a vision is a goal while a mission is a method for how your company can reach that goal. In addition, a vision statement is usually written in the future tense, while a mission statement is written in the present tense.
• Timeframe.  A vision should last a minimum of five years before being changed, while a mission can be changed more often. 
• Length.  In terms of length, vision statements are generally one sentence meant to capture the reader’s attention. A mission statement can be a single sentence, but most corporate mission statements can be several sentences long in order to define the services, products or operations of a company.
• Reflective purposes. A vision statement is generally formulated before a mission statement. This is because it’s easier to decide what you are going to do today if you have a strong idea of your long-term goals.

While a vision and a mission are related, they are very different concepts that describe different points of your company’s goals or your own personal journey toward success. Understanding the difference can help you improve your planning and your success in the future.

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Regardless of a company's size, sector, or category, its vision and goal are crucial determinants of its future success. They serve as a strong marketing tool to establish the brand with consumers in addition to providing direction to the company and its personnel. The company's mission statement is a vital document that justifies its existence and outlines its organizational goals. The mission statement serves as a concise and thorough representation of the organization to the outside world and embodies the core values of the enterprise. Making a lasting impact on all parties involved shareholders, investors, suppliers, clients, creditors, staff members, rival businesses, and partners'is its goal. The Vision Statement explains the company's long-term aims and outlines its future goals and values, which remain constant over time. A vision statement helps the company establish specific objectives, guiding the entire organization toward achieving them within a set timeframe. It is primarily crafted for employees to grasp the company's true purpose and work toward fulfilling it. The company's planning and strategies are aligned with this vision. Here are the key distinctions between a mission statement and a vision statement. Facebook is a social media platform that lets users communicate with friends and family, express themselves, and keep up with current affairs. Google aims to give people easy access to a wealth of information from around the world with just one click. Facebook's mission is to empower individuals to share and create a more open and connected world. Google aims to structure the world's data and ensure it is accessible and beneficial to everyone. Aspects Mission Statement Vision Statement Present-oriented Future-oriented States the fundamental purpose and objectives Defines the desired future state and ultimate goal Short to medium-term Long-term Guides and aligns the actions and decisions of stakeholders Provides motivation and inspiration for stakeholders Concise, action-oriented, and task-focused Clear, aspirational, and visionary Internal stakeholders and sometimes external stakeholders Internal and external stakeholders Identifies the current position or unique selling proposition Defines the desired position or reputation in the future "To deliver high-quality products with exceptional service." "To be the top supplier of innovative technology." The company's existence and expansion depend on its Vision and Mission Statements. The vision is considered while the firm formulates its mission statement. The mission provides the motivation, while the vision shows the intended result. While the Vision Statement looks forward, the Mission Statement serves as a guide. The accuracy, completeness, and clarity of both claims are critical since they will determine the company's destiny. Send your Feedback to [email protected] Help Others, Please Share Learn Latest Tutorials Transact-SQL Reinforcement Learning R Programming React Native Python Design Patterns Python Pillow Python Turtle Preparation Verbal Ability Interview Questions Company Questions Trending Technologies Artificial Intelligence Cloud Computing Data Science Machine Learning B.Tech / MCA Data Structures Operating System Computer Network Compiler Design Computer Organization Discrete Mathematics Ethical Hacking Computer Graphics Software Engineering Web Technology Cyber Security C Programming Control System Data Mining Data Warehouse 463 COMMENTS Difference Between Mission and Vision Statements: 25 Examples The Difference Between a Mission and Vision Statement. This is the easiest way to break it down: The mission statement focuses on today and what the organization does to achieve it. The vision statement focuses on tomorrow and what the organization wants to become. Vision vs. Mission Statement: What's the Difference? See why leading organizations rely on MasterClass for learning & development. From small businesses to nonprofits, companies use mission and vision statements to guide their current operations and future goals. The difference: Mission vs Vision Statements Sometimes the terms "mission statement" and "vision statement" are used interchangeably or even combined into a single statement. But they mean two very different things. Your mission statement is what your company is doing right now, while your vision statement is what you hope to achieve in the future - where you are in this moment ... Difference Between Vision and Mission Statements The main difference between mission and vision statements is the time frame they focus on. A mission statement talks about what the organization is doing right now, while a vision statement describes the ultimate goal the organization wants to achieve in the long run. In simple terms, the mission is about what and how, and the vision is about why. Difference Between a Mission vs Vision Statement Vision and mission statements serve unique functions in your organization's strategic plan. While a mission statement explains why the company exists in the present, your vision statement defines where the organization is going next in the future. Despite their similarities, mission and vision statements are not interchangeable, and neither ... Learn the difference between a mission statement vs vision statement Mission Statement Vs Vision Statement: What's The Difference? Along with their purposes, there are a few key differences between a mission statement vs vision statement. These differences give each of these statements their unique identities. 1. A Mission Statement Is Likelier To Change. Both a mission and a vision statement can change. Vision Statement vs. Mission Statement (With Examples) Updated February 3, 2023. While they may seem similar, a company's vision statement refers to its long-term goals, while its mission statement refers to its beliefs and place in the community. Though both of these statements are key indicators of a company's culture and its aspirations, there are key differences between the two. Difference Between Mission and Vision Statements: 40 Examples A clear brand strategy helps you make decisions that support your mission. 2. Brand Vision. Your brand vision is what you want your business to become in the future. It's your long-term goal and what you aspire to achieve. A strong vision can inspire your team and give them something to work towards. 3. Brand Goals. The Difference Between Mission and Vision Statements (2024) Purpose. A mission statement has more specific, realistic goals that everyone can understand. They might be about growth, financial metrics, products, innovation, and consumer behavior. A vision statement declares ambitious goals that might be impossible but are worth striving for. The goal might be to change communities, economies, or ... Purpose, Mission, and Vision Statements A Mission Statement is a definition of the company's business, who it serves, what it does, its objectives, and its approach to reaching those objectives. A Vision Statement is a description of the desired future state of the company. An effective vision inspires the team, showing them how success will look and feel. Mission Statement vs Vision Statement Time. A mission statement talks about the present leading to its future. A vision statement talks about your future. Function. It lists the broad goals for which the organization is formed. Its prime function is internal; to define the key measure or measures of the organization's success and its prime audience is the leadership, team and ... What Is The Difference Between Vision And Mission? The differences between the two are also about tangibles versus ideas or values. Your mission is what you offer right now, how you make the good or service available, where you operate, and a description of how you are different from the rest. Vision statements contain words that describe what you hope will not change about why you do what you ... Mission vs Vision Statements The biggest difference between a mission statement and a vision statement lies in the statement's approach and objective. The mission statement reflects on a company's or organization's current situation, its objectives, and actions that they can take to improve what they've been doing so far. On the other hand, a vision statement ... Vision Statement vs. Mission Statement: What's the Difference? (Explained) A vision statement outlines a strategic plan of what an organization wants to become in the future, while a mission statement defines what it currently does and its overall purpose. Each serves its unique role in helping a business or organization chart a course. For instance, an organization's vision might be to become the global leader in ... Vision vs. Mission Statements: What's the Difference and Why It Matters? Let's take a closer look at the comparison between the two: Mission Statement. Vision Statement. Defines goals, values, and meaning. Describes how and why it impacts the world. Focuses on what the company does in the present to reach its goals. Focuses on what the company is building in the future. Targets the clients. Vision Vs. Mission Statements: Differences and Examples Coca-Cola. Vision statement: "To refresh the world in mind, body, and spirit.". Mission statement: "To refresh the world in mind, body, and spirit, and inspire moments of optimism; to create value and make a difference.". 5. Google. Vision statement: "To provide access to the world's information in one click.". How To Write a Vision Statement: Steps & Examples [2024] • Asana There's a lot more to crafting a great vision statement than just writing a few sentences. In order to create a statement that's truly aspirational and inspiring, you're going to need to do a little bit of work. Here's our seven-step process to write a great vision statement: 1. Identify important stakeholders. Vision vs. mission statements: How to define your company's ... Mission statements define the company's core purpose and provide practical guidance for achieving its goals. 3. Content. Vision statements are typically broader and more abstract, painting a picture of the desired future state. Mission statements are more specific and action-oriented, describing what the company does and how it does it. 4 ... Mission vs. Vision: What's the Difference? A vision statement aims to define what kind of future the organization is working toward. A mission statement keeps the organization focused on getting work done today, while a vision statement ... The Difference Between Mission and Vision Statements The central difference between mission and vision statements is the timeline it covers. Though there can be overlap, a mission statement tends to define what the organization is currently doing, while a vision statement is essentially the final goal of what they'd like to accomplish. In short, the mission is the what and the how, and the ... Vision, Mission And Purpose: The Difference Vision is the picture. Mission is the road map to get there. Purpose is the feeling that everyone, from the CEO to the janitor, has when you accomplish what you set out to do. Purpose is when the ... What Is the Difference Between an Objective & Mission Statement? References. Resources. Writer Bio. Mission statements and objectives are part of a business's goal planning. A mission statement describes what the company is trying to accomplish and what its ... Difference Between Vision and Mission Statements Below are some of the biggest differences between vision and mission statements: Present and future tense. Vision focuses on the future, while mission focuses on the present. Additionally, a vision is a goal while a mission is a method for how your company can reach that goal. In addition, a vision statement is usually written in the future ... Difference Between Mission Statement and Vision Statement A vision statement goes beyond a mission statement, which sums up the essence of the business. It inspires and lays the foundation for the strategic direction of the business. It's critical to understand the differences between a mission and vision statement while having strategic conversations. Mission Statement Definition assignment essay homework paper phd resume review speech thesis