Company Vision vs Mission Statement: Do You Need Both?

Company Vision vs Mission Statement: Do You Need Both?

Organizational productivity holds little value if you don’t understand what your company is all about and where it’s headed. This is where mission and vision statements come in, charting a course towards meaningful success. According to Bain & Company, businesses that have clearly defined mission and vision statements see higher employee satisfaction and are 12% more likely to sustain long-term growth.

That said, understanding the difference between mission and vision statements is key in deciphering the purpose and future aspirations of any business. These two aspects serve as the guiding stars in the competitive business landscape, illuminating the path forward.

While both are essential for a business’s strategic planning, they serve distinct roles: a mission statement is your company’s ‘here and now’, articulating why you exist and what value you bring, while a vision statement is your ‘there and then’, painting a picture of what success looks like for your company in the future.

Let’s delve deeper to understand the nuanced differences and the indispensable role that both play in shaping a successful business.

What is a Company Vision Statement?

The vision statement focuses on the company’s future. It’s a visualization of where you see your company in the long term, say 5, 10, or even 20 years down the line.

The vision statement looks aspirational – it encapsulates your company’s vision and ambitions and serves as a beacon, guiding every business decision and providing direction for strategic planning.

It isn’t about where your company currently stands, but rather, where it aims to be. A good vision statement should resonate with everyone in the company and help to foster a sense of collective purpose.

Company vision statement

The 5 Main Characteristics of a Vision Statement

1. Specific and Measurable

A vision statement should be both specific and measurable, acting as a yardstick against which a company’s progress and trajectory can be evaluated. It’s not enough to simply state general ambitions; a vision statement must establish definite parameters and clear objectives that can be quantified.

For example, instead of stating “We aim to be the best in the industry”, a more precise and measurable vision might be “We aim to be the leader in customer satisfaction in our industry within the next five years”. This specificity not only gives a clear target to aim for but also makes it possible to track progress and make adjustments to business strategies as needed.

2. Inspiring and Motivating

A study by Deloitte found that employees who are “inspired” are more than twice as productive as those who are simply “satisfied”. When employees feel personally connected to the vision, their motivation and productivity increase, leading to improved company performance. Therefore, a vision statement should inspire and motivate not just the leadership team, but every member of the company. It should speak to the heart of the company values and create a picture of success that everyone can rally behind.

The words chosen should evoke emotion and incite passion, making each individual feel an intrinsic part of the company’s future success. For example, TED’s vision to “make great ideas accessible and spark conversation” inspires their team to work towards creating a platform that fuels thought and fosters discussion globally.

3. Flexible and Adaptable

A vision statement should also be flexible and adaptable, reflecting the dynamic nature of the business environment. It should allow for changes, growth, and innovation as the company evolves and as market conditions shift. The vision statement should not be a rigid framework that restricts the company’s potential to adapt, but rather an elastic guidance that can stretch and adjust as necessary while still maintaining the essence of the company’s aspirations.

4. Realistic and Achievable

While a vision statement should inspire and stretch the imaginations of employees and stakeholders, it also needs to be grounded in reality. It should be ambitious, yet attainable, setting a course that is challenging but realistic. According to a study published in the European Journal of Social Psychology, setting achievable goals to work toward increases motivation and commitment, leading to higher levels of task performance.

For instance, setting a vision to “become a market leader in global space tourism” may seem exciting, but for a small, newly established tech company, it might not be achievable. A more realistic vision might be “to pioneer innovative technology solutions that disrupt the local market within the next decade”.

5. Aligned with Your Values

Finally, your vision statement must be intrinsically aligned with your company’s core values. Values are the fundamental beliefs that guide your company culture and decision-making. They are the essence of your company’s identity and purpose. The vision statement should encapsulate these values and serve as a daily reminder of what the company stands for.

For instance, a company that values innovation might have a vision to “lead the industry through continuous technological advancement.” Aligning your vision statement with your values not only helps in maintaining authenticity but also fosters a sense of unity and shared purpose across your business.

What Is a Mission Statement?

A mission statement describes the company’s fundamental purpose and function in the marketplace. It describes why the company exists, what it does, who it serves, and how it operates. Unlike a vision statement, which outlines the future goals the company will be working to achieve, a mission statement focuses more on the present, acting as a guidepost for the company’s daily operations and strategic decisions.

A well-crafted mission statement can serve as a powerful tool to communicate the company’s purpose to stakeholders, foster a shared sense of identity among employees, and provide a roadmap that keeps the company consistent and focused.

Company mission statement

5 Characteristics of Company Mission Statements

1. They Are Specific

Effective mission statements are characterized by specificity. A report by Harvard Business Review reveals that companies with specific mission statements are more likely to stay focused and generate growth since their immediate objectives, target audience, and methods are clearly identified and communicated.

They concisely articulate the company’s purpose, its target audience, and its primary means of serving that audience. Unlike vision statements, which are broad and forward-looking, mission statements zero in on the present state of affairs. They depict a clear image of what the company is doing right now, who it is serving, and how it is doing so.

2. They Start with an Action Verb

A compelling mission statement often begins with an action verb, setting a tone of proactivity and ambition. In a survey conducted by the Corporate Executive Board, companies whose mission statements started with a powerful action verb displayed higher employee engagement and had a 29% greater likelihood of high performance.

This dynamic language motivates employees and communicates to shareholders and customers that the company is committed to actively pursuing its goals. For instance, IKEA’s mission statement, “To create a better everyday life for many people”, begins with the active verb “create”, engagingly conveying their dedication to improving their customers’ lives.

3. They Are Short and Punchy

Mission statements are most effective when they are concise and impactful. A brief, well-articulated statement is more easily remembered and can make a strong impression on stakeholders.

A succinct mission statement is like a battle cry that rallies and motivates the team, reinforcing the company’s purpose in a memorable way. A solid mission statement example is Amazon’s: “To be Earth’s most customer-centric company” — is simple yet profound in its ambition.

4. They Are Directed Both Inside and Outside

Effective mission statements have a dual focus: they are directed both internally (to employees) and externally (to customers and other stakeholders).

Internally, they serve as a guide for decision-making and strategy formation, helping to align individual and team actions with the company’s overarching purpose. Externally, they communicate the company’s intent, inclusive values, and differentiation to customers, competitors, and other stakeholders.

Starbucks has one of the best company mission statement examples: “To inspire and nurture the human spirit – one person, one cup, and one neighborhood at a time” this speaks both to their employees about their role in delivering service and to customers about the experience they can expect. This dual directionality fosters internal alignment and external brand recognition.

5. They Are Revisited Every Few Years

A study by the Project Management Institute highlighted that companies that regularly revisit their strategic documents, like mission statements, are 45% more likely to report higher levels of project success.

Revisiting the mission statement doesn’t mean the company’s purpose changes, but rather that the mission may need to be rearticulated to match the company’s growth, changing market conditions, or new strategic goals. This periodic review keeps the mission statement relevant and ensures it continues to resonate with internal and external stakeholders.


What Is the Difference Between a Mission and Vision Statement?

The line of distinction between a company’s vision and mission statements is often fine, but critical in understanding the strategic orientation of a company. While both statements are important to a company’s identity, they serve different purposes.

A mission statement, as elaborated above, encapsulates the company’s purpose and outlines its key operational strategies. It is present-oriented, focusing on the ‘here and now,’ providing a roadmap for the company’s current operations and tactical decision-making. A mission statement answers the question: ‘What do we do?’ ‘Who do we serve?’ and ‘How do we serve them?’

On the other hand, a vision statement is future-oriented. It projects the company’s long-term objectives and sets the intended direction for its growth. A compelling vision statement paints a vivid picture of what the company aspires to become or achieve in the future, serving as a beacon that guides strategic decisions and long-term planning. It answers the question: ‘Where do we want to be?’

Understanding the difference between a mission and a vision statement is crucial for entrepreneurs, as it aids in aligning their tactical and strategic goals, ultimately driving business success.

Purpose of Vision and Mission Statements

In the realm of strategic planning, mission and vision statements serve as vital tools that articulate a company’s purpose, guide its strategy, and shape its culture. They are cornerstones that provide a firm foundation for decision-making and strategic planning, helping to align all aspects of a business towards its core purpose and long-term goals.

A company’s mission statement is the heart of a company, defining its reason for existence and articulating its primary objectives. It serves as a compass, guiding employees in their daily operations and decision-making processes. It clarifies the organization’s purpose, the audiences it serves, and how it serves them. By doing so, it helps foster a shared understanding among staff, enhancing alignment and cohesion within the business. Furthermore, a good mission statement defines what the company does and stands for, reinforcing its brand identity and value proposition.

A company’s vision statement, on the other hand, is the aspirational future of the business. It paints a vivid picture of what the organization aims to achieve or become in the long term. It serves as a beacon, guiding the company’s strategic planning and setting the direction for its growth. It provides a sense of direction and aspiration, inspiring employees to strive towards a common future. Externally, the vision statement describes the company’s long-term goals and aspirations to stakeholders, further establishing its brand positioning and strategic differentiation.

When you use mission and vision statements, you can better navigate the complexities of the business environment, align your activities, motivate your employees, and communicate your mission and values to external stakeholders.

Mission and Vision Statement Examples

To illustrate the key differences, let’s explore a few examples of mission and vision statements from notable companies:

1. Amazon:

  • 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.”

2. Tesla:

  • Mission Statement: “To accelerate the advent of sustainable transport by bringing compelling mass-market electric cars to market as soon as possible.”
  • Vision Statement: “To create the most compelling car company of the 21st century by driving the world’s transition to electric vehicles.”

3. Google:

  • Mission Statement: “To organize the world’s information and make it universally accessible and useful.”
  • Vision Statement: “To provide access to the world’s information in one click.”

4. Starbucks:

  • Mission Statement: “To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.”
  • Vision Statement: “To establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles as we grow.”

Vision vs. Mission Statements: Why it’s Important for Employees to Understand the Difference

Employees need to understand what’s the difference between a company’s mission and vision statement. It provides clarity on the organization’s current objectives and long-term goals, igniting a sense of purpose and direction.

A mission statement empowers employees to grasp their role in the present, aligning their daily tasks with the company’s core purpose. Conversely, a vision statement paints a compelling picture of the company’s future, inspiring and motivating employees to strive towards those ambitious aspirations.

By comprehending both statements, employees cultivate a sense of ownership and engagement. They align their efforts with the what the company wants to achieve, fueling organizational success. Together, mission and vision statements create a dynamic framework that propels the company forward and unlocks its full potential.


Which comes first vision vs mission?

When developing a strategic framework for a business, the vision statement is typically drafted first, followed by the mission statement. The vision statement outlines the company’s long-term aspirations and sets the tone for what the organization aims to achieve in the future.

After establishing a clear and compelling vision, the mission statement is formulated to reflect the company’s core purpose and the steps it will take to realize its vision. Hence, in a sense, the vision statement sets the destination, while the mission statement maps out the journey. However, both are intimately linked and should be developed in tandem to ensure alignment and consistency.

What are some common mistakes companies make when formulating their vision and mission statements?

Some common mistakes companies make when formulating their statements include:

Vagueness – Vision and mission statements should be clear and concise, providing specific direction for the company. A generic, lofty language that could apply to any organization does not provide valuable guidance and can lead to confusion or misinterpretation.

Lack of alignment – Both the mission and vision should align with the company’s core values and strategic objectives. If the statements don’t reflect the organization’s identity and intended direction, they can lead to strategic misalignments.

Not reflecting the customer’s perspective – The statements should not only focus on the company’s objectives but should also take into account the needs and expectations of the customers. Companies often make the mistake of highlighting their expertise or achievements, without conveying how they provide value to their customers.

Failure to Communicate and Implement – Even the best-crafted statements are ineffective if they are not communicated and implemented properly across the organization. A common mistake is to create mission and vision statements and then fail to incorporate them into the organization’s daily operations and strategic decision-making processes.

Neglecting to revisit and revise – The business environment is dynamic, and these two statements may need to evolve over time. Companies that neglect to revisit and revise their mission and vision statements risk becoming stagnant and losing relevance in a rapidly changing business landscape.

Are vision and mission statements only relevant for large companies or are they equally important for startups and small businesses?

Both vision and mission statements are equally relevant for businesses of all sizes, be it large corporations, startups, or small enterprises. Irrespective of the size of the business, defining a clear mission and vision is fundamental to laying a robust foundation for strategic planning and decision-making.

For startups and small businesses, a well-defined vision statement can serve as a guiding light, providing a sense of direction and purpose for the nascent enterprise. It inspires entrepreneurs, motivates early employees, and attracts potential investors by articulating the ambitious, long-term goals of the business.

Similarly, a mission statement is crucial as it outlines the core purpose of the startup or small business, delineating its fundamental reasons for existing, its approach to delivering value to customers, and how it differentiates itself in the marketplace.

Moreover, articulating a clear vision and mission can enhance the credibility of the business in the eyes of stakeholders, assist in attracting talent, and foster a strong organizational culture. In essence, vision and mission statements serve as the compass that navigates a business, regardless of its size, toward its desired destination.

Follow me

Subscribe To Our Newsletter

Join our mailing list to receive the latest updates on new content, podcasts, and videos.

Thanks for signing up!