A vision statement focuses on tomorrow and what an organization wants to ultimately become. A mission statement focuses on today and what an organization does to achieve it. Both are vital in directing goals.
What is the difference between a vision and a mission?
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 Organization.
What is 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. It also shapes your company’s culture.
Mission statement questions look like:
- What do we do?
2. Whom do we serve?
3. How do we serve them?
This trickle-down effect of a mission statement confirms its value at any company. 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. Picture this: silos, miscommunications, flailing, feeling unmotivated. And, imagine what that does to a company. Scary, right?
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 about what you want to become. It’s aspirational.
Vision statement questions look like:
1.What are our hopes and dreams?
2. What problem are we solving for the greater good?
3. 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 Imagine this: stagnation, outdated processes, moving without purpose, feeling uninspired.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.
Some examples :
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.
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.
Company: Patagonia
Mission: Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.
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: Building and implementation in Patagonia’s mission convey what they achieve every day. The tone of the vision changes dramatically, showing a company who will rise up to protect the future.
Company: TED
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, how spreading ideas invokes change in the world.
Mission statements for more top brands:
Adidas — To be the best sports company in the world.
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.
McDonald’s — Our aim is to provide a fun and safe environment where our customers can enjoy good food made with quality ingredients at affordable prices.
Northwestern University — Northwestern is committed to excellent teaching, innovative research, and the personal and intellectual growth of its students in a diverse academic community.
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.
Mission vs. vision: 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 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. And although they are not slogans or taglines themselves, they should definitely help inform them and all your content.