Often when I start working with 1:1 clients we will look at their Vision and Mission in the world- without these it is hard to make a plan for how to feel fulfilled as we don’t know where the ultimate direction is.
If you would like some clarity on this, read on- this will guide you on these 2 essential elements as a business owner. Without a clear direction, you may find yourself going around in circles!
A mission statement is an action-oriented statement, declaring the purpose an organization
serves to its audience. It often includes a general description of the organization, its
function, and its objectives.
As a company grows, its objectives and goals may be reached, and in turn they’ll change.
Therefore, mission statements should be revised as needed to reflect the business’s new
culture as previous goals are met.
Both mission and vision statements are often combined into one comprehensive “mission
statement” to define the organization’s reason for existing and its outlook for internal and
external audiences — like employees, partners, board members, consumers, and
• Key market: the target audience.
• Contribution: the product or service.
• Distinction: what makes the product unique or why the audience should buy it over
A vision statement describes where the company aspires to be upon achieving its mission.
This statement reveals the “where” of a business, meaning the direction a business is trying
to go and what type of impact they wish to have.
The difference between mission and vision statements lies in the purpose they serve.
A mission statement clarifies what the company wants to achieve, who they want to
support, and why they want to support them. On the other hand, a vision statement
describes where the company wants a community, or the world, to be as a result of the
company’s services. A mission statement is the roadmap for the company’s vision
A mission statement is a literal quote stating what a brand or company is setting out to do.
This lets the public know the product and service it provides, who it makes it for, and why
it’s doing it. A vision statement is a brand looking toward the future and saying what it
hopes to achieve through its mission statement. This is more conceptual, as it’s a glimpse
into what the brand can become in the eyes of the consumer and the value it will bring in
In summary, the main differences between a mission and vision statements are:
• Mission statements are the current purpose a company serves, like its functions.
• Vision statements are a look into a company’s future or what its overarching vision
Disney: 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.
LinkedIn: Create economic opportunity for every member of the global workforce.
Creative Commons: Realizing the full potential of the internet — universal access to research and education, full participation in culture — to drive a new era of development, growth, and productivity.
Australia Department of Health: Better health and wellbeing for all Australians, now and for future generations.
Honest Tea: To create and promote great-tasting, healthy, organic beverages.
Universal Health Services, Inc.: To provide superior quality healthcare services that: PATIENTS recommend to family and friends, PHYSICIANS prefer for their patients, PURCHASERS select for their clients, EMPLOYEES are proud of, and INVESTORS seek for long-term returns.
Tesla: To accelerate the world’s transition to sustainable energy.
Invisible Children: To end violence and exploitation facing our world’s most isolated and vulnerable
TED: Spread ideas.
Nordstrom: To give customers the most compelling shopping experience possible.
Prezi: To reinvent how people share knowledge, tell stories, and inspire their audiences to act.
Creating the perfect vision statement may seem like an overwhelming task, but it does not
have to be. You don’t have to reinvent the wheel to develop a powerful vision statement.
Instead, use the information you already have to guide your work- your values, your content
themes, your ideal client avatar can help shape this. It’s also worth looking at vision/mission
statement of companies you admire. A vision statement should be concise, no longer than a
sentence or two.
So have a go with your vision and mission statements- perhaps start with your vision- the
overarching difference you want to make in the world through your work. Then distil that
down into your mission statement- the HOW of the vision.
If you would like more guidance in helping you to write you Mission and Vision Statements or further support in your business journey, take a look at my 1:1 services to see how I can help you.