A vision statement
Your vision statement gives the company direction. It is the future of the business, which then provides the purpose. Guide for making strategic plan.
The vision statement is about what you want to become. It’s aspirational.
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?
• Where you want reach 5 to 15 years?
Importance
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, out-dated processes, moving without purpose, feeling uninspired. Can a company even survive without a clear vision? You know the answer to that one.
A mission statement
Your mission statement drives the company. It is what you do/the core of the business, and from it come the objectives and finally, what it takes to reach those objectives. Direction to reach vision. It is short term and can be changed.
Mission statement questions look like:
• What do we do?
• Whom do we serve?
• How do we serve them?
Importance
Just by its definition, you can quickly see how a solid mission motivates a team to advance toward a common goal, because they started at the same place and they are working together to reach the same end-goal.
On the other hand, a weak mission — or no mission at all — can have the opposite effect. You may say vision is nothing without missions.
Examples No. 1
Company: Tesla
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.
Examples No. 2
Company: Amazon
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 they offer to customers. The vision takes the offerings farther, saying their company will offer “anything” customers want.
Examples No. 3
Company: Google
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.”
Examples No. 4
Company: Uber
Mission: Uber’s mission is to bring transportation — for everyone, everywhere.
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.
Examples No. 5
Company: Toyota USA
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 demonstrates what they are known for: products and service. Even in a highly competitive industry, their vision states that they will become the best car company in the country.
Examples No. 6
Company: Samsung
Mission: Inspire the world with our innovative technologies, products and design that enrich people’s lives and contribute to social prosperity by creating a new future.
Vision: Inspire the world. Create the future.
Why it works: Samsung has a mixed bag for its mission and vision statements. Their vision lies within the mission, where they clarify how they “inspire the world” and “create the future.”
Examples No. 7
Company: Facebook
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.
Examples No. 7
Company: Sony
Mission: A company that inspires and fulfills your curiosity.
Vision: Using our unlimited passion for technology, content and services to deliver ground breaking new excitement and entertainment, as only Sony can.
Why it works: Sony gives a customer-focused touch to their mission by using “your.” The “unlimited passion” and “ground breaking entertainment” messaging in their vision demonstrates innovation.
Conclusion
The vision statement focuses on tomorrow and what the organization wants to become. The mission statement focuses on today and what the organization does. While companies commonly use mission and vision statements interchangeably, it’s important to have both. One doesn’t work without the other, because having purpose and meaning are critical for any business.