Vision Statement vs Mission Statement

As someone who works with business owners a lot, one of the things I often get asked about is,"What's the difference between a Vision Statement and a Mission Statement?"

Simply put,

A vision is, A picture of the future of where you intend your business to be.

whereas, when we look at the mission statement,

The mission statement describes what you're actually in business for... What product you sell, who your clients are, and how you're actually going to deliver that service.

You might wonder what the benefit of a mission statement is? Well, it's a really clear statement that everybody in your team should know, it should be on your website, in your proposals, and visible for your customers and all your potential customers.

It allows everyone know - what product you deliver, who you deliver it to and how you deliver it.

It helps customers to know quickly and clearly, are you the right company to deal with or do they need to keep looking?

You should also relate your strategies back to your mission statement as well, so you remain congruent in aligning your actions with your promises.

If your mission is to be servicing a particular sector or a particular target market or a client of a particular product or service, you need to make sure that your strategies actually link back to your mission. You must deliver the same standard of service that you explain in your mission statement...

Some examples of great mission statements are:

  • "To invoke the imagination, provoke the senses and evoke the emotions of people around the world" - Cirque du Soleil
  • "To grant the wishes of children with life-threatening medical conditions to enrich the human experience with hope, strength and joy" - Make-A-Wish
  • "To organize the world's information and make it universally accessible and useful" - Google

In summary, a mission statement is basically three things...

  1. What business you're in...
  2. Who you're servicing... and
  3. How you're servicing that particular product.

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