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Mission vs Vision: Key Differences & Examples

Updated: Aug 22, 2023

Mission and vision serve distinct purposes and play essential roles in shaping an organization's direction and success. Understanding the differences ensures clarity of purpose, alignment in strategic planning, more effective communication, and more efficient decision-making.

The mission statement serves as a concise and memorable declaration of purpose, easily understood by all stakeholders. It sets the foundation for internal and external messaging, helping align actions and behaviors across the organization. The vision statement, being future-oriented, communicates the organization's ambitions and desired outcomes. It ignites enthusiasm, encourages innovation, and helps stakeholders understand the organization's direction and goals.


Think of your mission statement as a business tool -- one that is directly tied to your larger strategic plan and is designed to signal exactly why your business exists.

Your mission statement should be inspirational enough for your team to find purpose in, but also direct enough to serve as a filter for making important business decisions.

Additionally, your mission statement should encapsulate:

  1. The product or service you deliver;

  2. The audience you deliver it to;

  3. The problem it solves

Developing your mission statement

1. What do you do?

At [company name] we create [specify your company’s core technology, software, or hardware services and/or products].

2. How do you do what you do?

We work with [target audience] to help them [list 2-3 concise value propositions that clearly explain how your company’s product or service offers a solution for your target audience’s most common pain points].

3. What do you do for your customers?

We [insert clear actionable words and/or phrases like: help, assist, aid, work with, provide, etc.] our customers by creating [technology, software, or hardware services and/or products] that [insert value proposition/s.]

4. Edit and refine.

Example: At ABC Tasks we create task management software to help tech professionals save time and be more productive by providing seamless workflows, easy interactive team collaboration, and total team transparency for everyone involved.


Your grand statement. Vision typically means a clear definition of success at a specific point in the future.

Examples of beautifully concise Vision statements:

Disney: “To make people happy.”

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

Instagram: “Capture and share the world’s moments”

LinkedIn: "Create economic opportunity for every member of the global workforce”

Microsoft: “To help people throughout the world realize their full potential”

Nike: “To bring inspiration and innovation to every athlete in the world”

Oxfam: “A just world without poverty”

Shopify: “To make commerce better for everyone”

Sony: "To be a company that inspires and fulfills your curiosity.”

TED: “Spread ideas”

Knowing the difference between mission and vision aids in decision-making and evaluation processes

The mission statement acts as a reference point for evaluating opportunities, initiatives, and projects against the organization's core purpose. It helps determine whether an endeavor aligns with the organization's mission and should be pursued.

The vision statement provides a benchmark for evaluating progress and success in achieving long-term objectives. It enables organizations to assess whether they are moving closer to their envisioned future and make adjustments as needed.

By defining and articulating both clearly, organizations can navigate the present while working towards a compelling future, fostering alignment, and driving success.

A man on a mission, a man sits at a boardroom table with a view of the city out of the window. Is he contemplating his leadership team's mission and vision?

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