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Business owners and startup entrepreneurs often spend a great deal of time defining their vision, values, goals, and strategy, but these well-known concepts are commonly muddled.

This Adviso blog gives an example, “A strategic plan is sometimes confused with a list of goals—when in fact, it should be a reflection on what success means for the company or organization, and how they plan to optimize for that success.”

These are all separate and distinct things that, if used correctly, can catapult your business into success. When confused, however, you’re less likely to reap the benefits of each.

Get a better understanding of how your vision, values, goals, and strategy can help you build a strong company and then put each one to use correctly.

1. start with company values.

First and foremost, it’s important to define your company’s core values . This will dictate elements of your branding, marketing, and customer experience. It will also eventually play into your company culture. This starts with asking yourself: why does this company exist? Why do I have this business and what can it provide to the world?

The answers to these questions help you determine your company values, which also dictate how you want your employees to interact with others and how audiences connect with your business. What’s more, your core values will help you make decisions, like hiring or letting people go, while also prioritizing goals and plans for the business.

As you brainstorm your core values, Craig Cincotta, an Entrepreneur contributor, suggests a few common values that all businesses should consider:

  • Transparent
  • Accountable
  • Problem Solver

It’s important to remember that just like your brand slogan and logo , your values generally don’t change. They should become synonymous with your business, to both you, your customers, and your employees.

2. Think Big When Defining Your Vision

Every great business has a vision for the future. But unlike a mission statement , which defines where the company should be successful, your vision represents how you think others will respond or change when they have access to your company’s products, services, and success.

Lindsay Kolowich with HubSpot describes vision, saying: “A vision statement describes where the company aspires to be upon achieving its mission…[and] describes where the company wants a community, or the world, to be as a result of the company's services.”

Your vision doesn’t focus on growth rates or revenue but focuses on the future. It defines what you want to create or achieve as someone providing a valuable service or product. As you define your vision, aim for creating clarity and focus.

It’s tempting to talk in vague terms that are difficult for others to interpret, much less follow. Employees, partners, investors, vendors, customers, and others must be able to grasp your vision for it to work. For example, IKEA’s vision statement is: “Our vision is to create a better everyday life for many people.”

Straight-forward, clear, and concise. Use this as inspiration to define yours.

3. Bring Goals and Strategy Together

Setting goals, and creating a strategy to get there, might be the most challenging step. It’s no secret that people often struggle to achieve their goals, but people and businesses that take a proactive approach to set and following through with their goals are more likely to be successful. According to a study by Dr. Gail Matthews at the Dominican University of California, 70 percent of people who shared their goals and set up regular progress checks were successful compared to 35 percent who kept their goals private.

Here are some examples of goals:

  • Bring in $250K revenue in Q1.
  • Earn 50 new customers in 2020.
  • Drive 50% of leads from Facebook in Q3.

Your goals are your business objectives. So ask yourself: Why do I want to accomplish that? And then, how can I turn that into an actionable and specific goal?

After setting your goals, it’s important to be transparent with your employees about what you hope to achieve, which requires a clear strategy that you and your team will use to reach them. Your strategies aren’t set in stone and may change all the time, in small steps or radical revisions. That’s critical to understand because business conditions, markets, competition, consumer preferences, and a wide range of other factors are constantly in flux. If your strategy remains fixed, your business will struggle to compete.

Remember that creating a sound strategy also means choosing what not to do. You can’t do it all, so you have to use your core values to stay focused on what’s important. Think of your strategy as the roadmap you use to achieve your vision and reach your goals, guided by the GPS of your values.

Use Vision, Values, Goals, and Strategies to Be Successful

Once your values, vision, goals, and strategies are outlined, you can use them together to grow a successful business.

A Recipe for Creating a Vision Board Vision boards are a visualization of where you want your life to go (both personal and professional). Discover how a vision board can work as a powerful tool.

Does Your Small Business Have a Strong Mission and Vision? Starting a business takes more than just spreadsheets, projections and an idea. It takes commitment, passion and a clear mission, vision and values

Copyright © 2023 SCORE Association,

Funded, in part, through a Cooperative Agreement with the U.S. Small Business Administration. All opinions, and/or recommendations expressed herein are those of the author(s) and do not necessarily reflect the views of the SBA.


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The Keys to Writing a Company Vision Statement

How to Define and Convey Your Company's Vision

business plan versus vision

The Purpose of a Vision Statement

Who is the vision statement for.

  • Vision vs. Mission Statement
  • Writing Your Own Vision Statement
  • Brainstorming With Stakeholders

What to Avoid

Frequently asked questions.

Daniel Truta/Getty Images

A vision statement is an important part of a company's business plan. A good vision statement should show others what your hope for the company is, and the direction you want to go in.

Key Takeaways

  • Your vision statement should state your ultimate goal for the company
  • Your vision statement should be optimistic, but realistic
  • You can work on your vision statement with other stakeholders in your company and ask for their input

Even though a vision statement has to be general, it should indicate more excitement about the entrepreneur's dream of where the company's goals will take it several years in the future. The vision statement should define, in general, a company's planned future based on its core ideals.


A vision statement should be a long-term roadmap for the planning and accomplishment of a company's overall strategies. Company strategies are the actions taken to maximize the value of the business through controlling variables like the risk a company will assume to earn more return and how the resources available to the company are spread across it. Company strategies take a business-wide approach rather than looking at individual parts of the business. A company's strategies are the actions it takes to accomplish its vision.

A company's vision statement shows the passion the entrepreneur has for a new venture. If a business owner is trying to attract investors for the business, like venture capitalists or angel investors , those types of investors look for passion and excitement. They want the entrepreneur to be engaged in and passionate about the business in which they are investing, otherwise, they may not invest.

The vision statement should be a forward-looking statement about what the company hopes to ultimately achieve. Bankers and other investors often see vision statements that say, "Our company wants to be number one in the industry," or something similar to that. Such a statement leaves investors and financiers unimpressed. They are looking for more passion, excitement, and determination in a vision statement.

The vision statement isn't just for investors and financiers. It is the guiding principle the company shows to the world and all the company stakeholders.

Stakeholders also include the company's customers and its employees. Portions of the company vision statement are sometimes used in the company's advertising. When customers hear a vision statement, they should be able to identify the firm in a positive manner.

Employees feel better when they can identify with their employer's vision statement. Instead of just working for a paycheck, employees who believe in the company's vision statement will bring more dedication to the job. The difference in their engagement is measurable.

Vision Statement vs. Mission Statement

There is a difference between a company vision statement and its mission statement . The vision statement is where you articulate the overall goals of the company in the long run. The mission statement describes the company's purpose and direction for employees, customers, and other interested parties.

Writing Your Own Company Vision Statement

An entrepreneur can write the company vision statement, but it may be helpful to get input from a partner, board of directors, or other stakeholders. If you have a few people in your company, the best way to write a company vision statement is to brainstorm ideas.

You will be surprised at the plethora of useful and creative input you will get. Get everyone in your company together, tell them what you are doing, and start brainstorming. In order to write a vision statement, keep in mind the company's values statement . The company values statement defines the beliefs and principles by which you will operate your business.

The vision statement has to be in line with your company values statement.

Keep your vision statement optimistic but based in reality.

Brainstorming With Stakeholders

If you're writing your vision statement, there are some questions you should ask if you want to get input from other stakeholders in the business. The answers may become your vision statement.

  • Question 1: What do you think the founder’s dream for the company is?
  • Question 2: What should the company’s role in the world be?
  • Question 3: What short phrases do you think should define the company’s future vision?
  • Question 4: What do you think the vision should be for the company in three to five years?

There are several common mistakes sometimes made when vision statements are developed. Avoid the following mistakes:

  • Don't engage in fantasy : A vision statement can incorporate an entrepreneur's dream while dealing with reality.
  • Don't get too specific : A vision statement should be general in nature and illustrate the dream behind the business.
  • Don't leave out input from other stakeholders : Other stakeholders like financiers, the board of directors, and even employees could give you valuable input for your vision statement.

What are 3 guidelines for a vision statement?

You should make sure that your company's vision statement will inspire employees, potential investors, and other key stakeholders. A vision statement should also define where your company is heading and be in alignment with the company's culture and values.

How do you brainstorm a vision statement?

When coming up with a vision statement, you should ask yourself some questions and write down the answers. First, write down what your dream for the company is and what the company's role in the world should be. Then write down any short phrases you think define the company's future, and what you think the vision should be for the company in three to five years.

SHRM. " What is the difference between mission, vision and values statements ?"

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There's a Difference Between Your Company's Vision and Its Mission. Here's How to Achieve Them Both. Be mindful about where your company is and where it ought to be.

By Riaz Khadem and Linda Khadem • Oct 11, 2018

Opinions expressed by Entrepreneur contributors are their own.

While most companies have mission, vision and value statements, few companies place these statements at the center of everything they do. Even fewer make these statements the driving force behind their present activities or their initiatives for the future.

In our book, Total Alignment , we have presented a systematic process for connecting the mission, vision and values to the activities of every job holder in the organization thus aligning their contributions with its intent.

Alignment is necessary if you are serious about reaching the high goals expressed in your mission and vision. Your mission and vision must not only be well-defined, but you need a process in place to close your mission gap and vision gap. What are these gaps? To clarify, let's take a closer look at the definition of mission and vision.

Mission and vision

We define mission as the reason for existence. Your mission is the motivating force behind what you do. Your mission is your purpose. A worthwhile mission is one that serves others. Your vision, however, is the picture of your success in the future. It is the picture of success five to ten years out. Imagine it's ten years from now, and you have succeeded in delivering your mission, what would that success look like? How would you describe it? Mission and vision each have an important yet distinct role to play.

We have often seen mission and vision statements that are overlapping. There is no need to state how successful you want to be in the mission statement, and there is no need to state what your business does in the vision statement. Both statements of mission and vision should be clear and inspiring for the workforce. Their value lies in their clarity and their ability to motivate your people.

Related: When Your Business Is About to Hit a Wall, Figure Out What You Need to Change

What is vision gap?

Your company achieves its vision through the operation of your existing processes, such as the recruitment process, the training process, the sales process, the production process, the delivery process, the post delivery process, etc. With the right processes in place and adequate financial strength, achievement of vision is possible.

Often, vision statements are so audacious that existing processes, no matter how well executed, will fall short of delivering the intended results. If your vision statement implies doubling or tripling the size of your company, you will have to overcome the distance between what you can achieve through your existing processes and what your vision requires. This is what we call the vision gap. You overcome your vision gap through strategic initiatives that serve to create new processes. The following questions can help you determine the extent of your vision gap.

  • What is the size limit that you can achieve through organic growth of your existing businesses to reach your vision for, say ten years, from now?
  • What is the delta growth you will need to achieve to close the gap through in-organic growth?
  • How will you finance your organic growth to achieve its limit?
  • How will you finance your inorganic growth to close the gap?

Closing the vision gap

To close the vision gap, you will need to consider both the organic growth and the inorganic growth. Here are some suggestions for reaching your vision through organic growth:

  • Improve your main product, service or market technology to capture new customers, in current or new geographic markets.
  • Improve a basket of products or services to introduce to existing and new geographic markets.
  • Use synergistic strength among the basket of products or services to capture market share.
  • Modify or develop new products/services into existing customer segments and later into new markets.

Here are some suggestions for closing the vision gap through inorganic growth:

  • Acquire a major or equal competitor and apply your know-how to manage a larger organization. A merger could work also, provided you maintain control.
  • Diversify with related new products or services in order to compete in selected segments of your business where growth has been slow. This can also improve sales of other segments of your business.
  • Diversify with unrelated new products or services that serve your mission- targeting present customers with present distribution channels. You can augment sales with new products of cyclical sales patterns. This diversification can also increase revenue from your current products or services.
  • Explore backward integration. In other words, move into an area that currently serves as your suppliers. Consider purchasing a supplier or establishing a subsidiary company. This strategy can also enhance your supply chain and improve the quality of raw materials or inputs into your production.
  • Explore forward integration. In other words, enter into an area that is the customer of your products or services. Consider acquiring companies, establishing production facilities, wholesale systems or retail outlets. This strategy will enable you improve sales and increase stability in production by exercising greater control over marketing and better coordination between distribution channels and manufacturing.

What is the mission gap?

You are currently delivering your mission using today's technology and infrastructure. Mission usually doesn't change with time. When your vision window is five, ten or more years in the future, you will still be delivering your mission. However, as technology or infrastructure are bound to change, you might need to deliver your purpose in a different way. The difference between how you deliver your mission today versus in ten years is what we call the mission gap. For example, if you are in the retail business, most probably in ten years from now you will be selling to your customers through new channels and in a different way.

Here are some questions to help you determine the extent of your mission gap:

  • Will your mission still be understood and relevant ten years from now?
  • Who will your customers be in ten years? What demographics & geography?
  • How will your mission serve these customers in ten years?
  • What products or services will deliver your mission to these customers in ten years using tomorrow's technology, and how different will that be from today?
  • How will these products or services be delivered to your customers in ten years using tomorrow's infrastructure and how different will that be from today?
  • How will you acquire or develop the needed technology?
  • How will you acquire or develop the needed infrastructure?

Closing the mission gap

Closing the mission gap requires developing a new model for delivering your mission in ten years, a model that considers tomorrow's technology and infrastructure. This will require you to be cognizant of the trends in technology and infrastructure and projections of your future customers' demographics and consumption habits.

Mission and vision gaps in strategic planning process

While most companies have a mission and a vision, they are not at the center of those companies' planning process and are consequently ignored. While the strategic planning emphasis is usually placed on growth, competitive strategy and on capturing new markets, few companies ascertain whether their strategy is adequate to deliver their vision. We strongly recommend adding the concept of closing the mission and vision gaps to your planning process. Not only will it increase the probability of success but will also serve as a key instrument for aligning your human talent on the road to success.

Business Strategy Experts

Riaz Khadem is the founder and CEO of Infotrac, a U.S.-based consulting firm that specializes in aligning and transforming organizations. Linda Khadem is Vice President and Corporate Counstel for Infotrac. They are the co-authors of  Total Alignment  (Entrepreneur Press 2017) and each posssess more than 25 years of experience in alignment and strategy deployment for organizations in Europe and North America.

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More Like this

The difference between a mission vs vision statement.

What is a mission statement and a vision statement? Do you really need both in your strategic plan? Is there even a notable difference between a mission vs vision statement, and what are the similarities between them? These are questions that many people find themselves asking as they begin to create their strategic plan.

We strongly believe that mission and vision statements are essential elements to any strategic plan, and we don’t recommend moving forward without them).

Continue reading as we break down the differences between a mission vs vision statement, explain why each are essential, and how they can complement one another in your strategic plan, as well as provide instructions on how to write a mission and vision statement.

Understanding a Mission vs Vision Statement and What Sets Each Apart

Vision and mission statements serve unique functions in your organization’s strategic plan. While a mission statement explains why the company exists in the present, your vision statement defines where the organization is going next in the future.

Despite their similarities, mission and vision statements are not interchangeable, and neither can one be substituted for the other. Your highest chance of creating an effective strategy is by incorporating these two elements together to complete a full strategic plan.

While your strategic plan doesn’t necessarily need both a vision and mission statement at the start of your planning process, we feel that it is always best practice to think about each and their role in your strategy.

Often, businesses will incorporate their mission statement at the initiation stage of their business plan. They find later that they want to outline their big, bold vision during their strategy planning phase. You can certainly do that as well. At the very least, we at OnStrategy believe you must understand the mission and vision’s meaning and function.

Mission Statement Breakdown

Definition of a mission statement.

Your mission statement is a declaration of your organization’s core purpose. A mission statement focuses on the existential aspect of your organization, and answers the question, “why do we exist?”

It is essential for your strategic plan as it defines what impact you hope to have on the world around you. Your mission statement needs to be easy to remember, and it needs to provide actual direction. There’s nothing worse than a mission statement that is just a jumble of business-speak.

Characteristics commonly found in mission statements

What defines a good mission statement is that it is written in the now, is enduring and relevant, and is applicable for at least the next 5-10 years. A mission statement is long-lasting and shouldn’t be altered every 1-2 years. It also meets these three criteria:

  • States why your organization exists and articulates your core purpose.
  • Written in the present tense.
  • Helps define the area where you play.

Ultimately, your mission statement should be foundational, original, and memorable!

The purpose of a mission statement in strategic planning

With a clear mission, your entire organization will understand why you exist. It will help your organization make decisions that support your core purpose and inform your planning process from the beginning.

How to write a mission statement

Every mission statement must have these five basic elements:

  • A label such as, “Our mission…”
  • A verb in the present tense.
  • For whom you’re doing this for.
  • A result or benefit of the work you do.
  • What you do and how you do it.

Use cases for effective mission statements

A mission statement defines your organization’s purpose to the world around you and shows your community and customers what to expect from you. Here are some relevant and well-known mission statement examples that may serve as inspiration as you write your mission statement:

  • Starbucks:
  • Nordstrom: “Our mission is to continue our dedication to providing a unique range of products, exceptional customer service, and great experiences.”
  • TED Talk: “Spread ideas. Make great ideas accessible and spark conversation.”
  • LinkedIn: “To connect the world’s professionals to make them more productive and successful.”
  • Google: “To organize the world’s information and make it universally accessible and useful.”

Vision Statement Breakdown

Definition of a vision statement.

A vision statement declares where you are headed – your ideal future state. Its purpose is to formulate a picture of your organization’s strategic direction for the next 3-5 years.

We always explain your mission as “knowing what mountain you’re climbing,” and your vision as “how you’re going to get there.” Your vision is the ambitious future Point B to your current Point A.

Characteristics commonly found in vision statements

At OnStrategy, we always discuss the importance of having a ‘big, bold vision’. We believe that it is a foundational aspect of all strategic plans, as you can’t come up with a roadmap to get somewhere if you don’t know where you are heading.

Vision statements are forward-facing and generally look at least 5-10 years in the future. They clearly describe what success looks like and what you’re seeking to achieve. Here are some common characteristics of an effective and inspiring vision statement:

  • States your organization’s bold vision for the future. It should be aspirational and slightly out of reach. A vision that is easy to achieve fails to inspire your team to stretch themselves.
  • Defines why the vision is essential.
  • Written in a future tense.
  • Helps create the roadmap for the future.
  • Harmonizes with your mission statement.

The purpose of vision statements in strategic planning

An ideal vision statement can benefit your strategic plan as it serves as the framework to guide your plan. Having a clear vision tells your employees where they’ll be if they stick around. If you want to craft a powerful vision, ask, “What will your organization look like 5 to 10 years from now?”

There are countless other benefits of incorporating a vision statement into your strategic plan. They help serve as a foundation, provide direction and clarity for your organization, and align your team to the overarching goals.

How to write a vision statement

An effective vision statement always includes these three ingredients:

  • The phrase “Our vision…” or “We envision…”
  • A verb in the future tense.
  • A description of the organization in the future or its impact on the world.

Use the following canvas to guide your exercise and with each matrix, ask yourself two questions: “What does success look like (in this area)?” and “How is it different from today?”.

So, you’re right about to begin crafting your strategic plan, but you don’t know the difference between all the different components. Especially your mission, vision, values or principles? Do we really need so many different statements? Are they just something to get everyone to memorize? Are they different from each other? What are they really supposed to do?

Effective vision statement examples

Sometimes, the vision is clear, but articulating it into a comprehensive and simple message can be challenging. Here are some effective vision statement examples that may help guide you as you create your company’s vision statement:

  • Honda: Serve people worldwide with the joy of expanding their life’s potential by leading the advancement of mobility and enabling people everywhere in the world to improve their daily lives.
  • Hulu: Lead the future of Streaming TV by creating new and familiar experiences for our viewers, amplifying bold voices, and challenging our diverse builders and creators to push the boundaries of storytelling and technology.
  • Global Fund for Children: The Global Fund for Children, envision a world where all children have the opportunity to learn, grow and thrive. This vision can be turned into reality with the help of grassroots organizations.
  • Habitat for Humanity: A world where everyone has a decent place to live.
  • Johnson and Johnson: To help people see better, connect better, live better.

Comparing Mission and Vision Statements

Distinguishing your mission statement from your vision statement.

While a company’s future vision statement describes the organization’s future state, the mission statement describes and directly relates to the vision by articulating the greater reason why that vision matters. A powerful mission keeps the organization on track and rallies around the direction the organization is headed. Learn how to write your mission statement here.

Commonalities between a mission vs vision statement

Mission statements and vision statements serve as the foundational elements of many strategic plans. Defining your mission and vision is essential to your organizational strategy as they help set your intentions for your organization— why you were created and where you are going.

It is recommended that before you jump into the creation of your strategic goals or initiatives, you take a beat and figure out these two existential aspects of your organization first. Not only do the statements that you craft have immediate effects, but they also work to guide the rest of your plan.

The reason your strategic plan needs both a mission and a vision statement

Mission and vision statements have two distinct purposes, while also sharing many similarities. Essentially, these two statements are two sides of the same coin. Your mission statement tells your customers and team where you are and why you exist, while your vision statement describes your desired future state or aspirational impact.

These two elements combine to inform and create your strategy, which is your plan for how to overcome your current and potential future competitors. The mission and vision are essentially your corporate aspirations, and your strategy is your meticulous plan for achieving them. Because these two statements, used in tandem, define why you exist now and what you aspire to offer in the future, this can make it easier to pinpoint your unique value proposition within the market.

A vision statement also helps you outline the actions and steps you need to take to make your vision a reality. If you can anchor your plan to your mission and vision, you’ll never lose your direction, even if you must pivot your strategy periodically to respond to different market or environmental conditions and customer feedback.

For more on these subjects, check out our other articles on the topics:

For a deep dive on Mission Statements, check out our post on all things mission.

It is quite simple to follow our template on how to write a mission and vision statement. Every mission statement must have these five basic elements:

  • A label such as, “Our mission…”

While every vision statement requires these elements:

  • The phrase “Our vision…” or “We envision…”
  • A verb in the future tense .
  • A description of the organization in the future or impact on the world.

One of the key differences between mission vs vision statements are that the mission statement focuses more existentially on why the organization exists and what its core purpose in the world is, while a vision statement describes where the organization will be in the next 5-10 years in the future.

Ideally, a mission and vision statement are created in tandem in the beginning stages to form the foundation of your strategic plan. These two elements combine to inform and create your strategy, which is your plan for how to overcome your current and potential future competitors.

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Mission statement vs. vision statement

Mission statement vs. vision statement

Mission and vision are two elements of corporate philosophy. Generally, they convey the purpose of a company and what goal it hopes to achieve in the future. Vision and mission statements perform an important function, especially when a company is being founded.

Vision vs. mission

What is a mission statement, who creates vision and mission statements, the difference between mission and vision statements, a complete foundation, define company values, create a business plan.

It is not always clear at the outset if there is a difference between mission and vision statements. Both are focused in similar directions, but it can make sense to draw out a clear distinction between the two. Before doing so, it helps to understand the specific meaning of each term.

A mission statement serves as an internal and external communication instrument. It should motivate employees and give them a clear focus in a company. A mission statement encompasses both the mission and vision that underpin a company’s corporate values.

The mission statement is the basis for a vision statement. The mission describes the purpose of the company – that is to say, explaining why the company exists and what positive contribution it can make to customers and society. A mission should be defined as broadly as possible, in order to not limit the company’s future possibilities.

Examples of successful mission statements by well-known companies:

Google: To organize the world’s information and make it universally accessible and useful.

Amazon: We strive to offer our customers the lowest possible prices, the best available selection, and the utmost convenience.

LinkedIn: To connect the world’s professionals to make them more productive and successful.

Airbnb: Belong anywhere.

What is a vision statement?

On the basis of the mission statement, you can begin to formulate the company vision. This expresses a long-term goal or aspiring situation that represents the ideal image of your company. The targets you set should not be more than five or ten years in the future. As your company grows it should achieve goals and set itself new ones; adjust your vision as needed to reflect change. The vision is usually summated in just one sentence, therefore it should be easy and simple to understand while still evoking an emotional response.

Four inspirational company vision statements:

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

Amazon: To be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online.

LinkedIn: To create economic opportunity for every member of the global workforce.

Airbnb: Tapping into the universal human yearning to belong – the desire to feel welcomed, respected, and appreciated for who you are, no matter where you might be.

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Ideally, the founders or managers develop the company vision and mission. However, other employees can and should be consulted during this process. The best way to do this is to let them judge different statements that have already been created. The employees are then best placed to assess whether the statements are appropriately identifiable and understandable. Prior to this, employee interviews can help provide input for the creation of the mission and vision statements.

The mission statement reflects the company’s benefits, while the vision statement represents the organization’s higher goal for the future. However, at some point you might notice that these two elements cannot always be clearly distinguished from one another.

The first challenge is shown in the fact that both of these statements represent the purpose of the company – the mission addresses it directly while the vision does so indirectly. Duplication should be avoided in any case. Ideally, the added value comes through the interplay of the mission and vision . A further difficulty comes from the fact that both statements ought to set a direction while remaining inspiring. There are different levels of intensity, however. While the vision statement primarily focuses on inspiration , the mission statement determines the focus . In order to help you distinguish between the two, the main differences are explored in the table below:

Why are the mission and vision important?

Vision and mission statements create a common basis for a company. For this to happen, employees should understand and support the mission and vision. Even if “thinking big” is appropriate when formulating your vision statement, the goal should still be achievable. This will be the only way to motivate your employees and encourage them to work towards realizing the goal.

Once your mission and vision are defined, you can begin to define your company values. The values should contain your company’s principles and credibly represent them.

Example: Adidas’s core values are: Performance, Passion, Integrity and Diversity

Company founders work on business ideas by first creating a business plan . This makes it possible to first check whether an idea can be fully implemented. At the same time, a business plan serves as a timetable and information document. Founders also need to answer questions here, such as what purpose the company should serve and what they would like to achieve. Therefore, the vision and mission statements form the basis of the business plan.

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Mission vs. vision statements: definitions & examples

The lowdown on mission and vision statements (with definitions and examples)

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What are mission and vision statements? A mission statement defines the organization’s business, its objectives, and how it will reach these objectives. A vision statement details where the organization aspires to go. Why does your company exist? What do you hope to accomplish in the next several years?

On the surface, those questions seem pretty straightforward. But if you’ve ever had to respond with something concise and powerful, you know that it’s way more challenging than it seems.

This is where your mission and vision statements come in. To craft them, you need to put in the work to understand what your company is all about, as well as where you’re headed in the future.

And once you’ve invested the elbow grease to do so, you’ll be prepared to respond to questions about your reason for being with something impressive – rather than silence and a deadpan expression.

So, let’s dig into everything you need to know about mission and vision statements, shall we?

Mission statements vs. vision statements

Sometimes the terms “mission statement” and “vision statement” are used interchangeably or even combined into a single statement.

But they mean two very different things. Your mission statement is what your company is doing right now, while your vision statement is what you hope to achieve in the future – where you are in this moment versus where you’re going. 

Let’s bring this home: if someone asks you, “So, what do you do?” you might say, “I’m a software developer at a mid-size software company” or “I’m a circus clown.”

But, what if they asked you, “What do you want to be doing five or 10 years from now?” Your answer might be a bit different, right?

Maybe you’d say, “My goal is to move into a management position where I oversee all of the company’s developers” or “Ultimately, I’d like to be a world-famous clown and the choice entertainer at birthday parties for celebrities’ kids.”

Mission statement examples

We’ve put together a mini list of inspiration to help you get started. Below are some winning mission statements from a few well-known companies. We know it’s tempting, but no, you cannot copy them. 

sweetgreen : “Our mission is to inspire healthier communities by connecting people to real food.”

Nike : “Bring inspiration and innovation to every athlete* in the world. *If you have a body, you are an athlete.” 

Etsy : “Our mission is to Keep Commerce Human.” 

LinkedIn : “Connect the world’s professionals to make them more productive and successful.”

How to write a mission statement

Alright, now the real work begins: rolling up your sleeves and pulling together your own mission statement.

Let’s mention one more thing about what a mission is not – a slogan. A slogan (think “Just do it” or “Like a good neighbor, State Farm is there”) is a catchy marketing line that customers can immediately associate with a brand. Your mission statement is more than that. It captures the heart of your organization and explains why you do what you do and why you exist in the first place. 

A solid mission statement calls for you to dig deep, beyond just “Do a good job” or “Delight our customers”, which can make writing your mission statement tough. Fortunately, we’ve broken it down into three (kind of) easy steps.

1. Start with the basics

Mission statements run the gamut from one sentence to several paragraphs, and there’s a lot that they can include. Some mission statements even go into detail about how a company not only serves their customers, but also their employees and communities.

But, let’s just keep this simple for now. In its most basic form, your mission statement should capture: 

  • What your company offers your customers (why do you exist?)
  • Who your company serves (who are your target customers?)
  • Why your company stands out (what makes you different from your competitors?)

Grab your favorite pen (we know you have one!) and a notepad and write a short (just a single sentence fragment will work) response to each of those prompts.

For example, imagine that you work for a software company that developed an app that uses highly tailored personality tests to match candidates with dream jobs. You might come up with something like this: 

  • What your company offers your customers An easy solution to finding a dream job
  • Who your company serves Young professionals who feel lost about their next career steps
  • Why your company stands out Your personality assessments are patented and highly rated

Got your own answers scribbled down? Great! Let’s move to the next step.

2. Piece it together

You have the nuts and bolts of your mission statement figured out, but, let’s be honest, it’s still a hot mess. It’s time to tape them together into a more readable statement.

Begin rearranging the pieces, swapping in different words, and making other changes to come up with a few potential statements. 

Don’t feel like you’re married to the very first version you come up with. It’s all about trial and error here. Plus, the more options you come up with, the more flexibility you have to land on something that sings. 

Sticking with our personality test company example, you might develop these potential mission statements: 

  • Helping young professionals find careers where they can thrive with patented and effective personality assessments.
  • Growing tomorrow’s leaders through targeted personality assessments that match young professionals with careers.
  • Forging career pathways for today’s professionals through effective personality assessments.
  • Using patented and customized personality assessments to help young professionals find their perfect careers. 

They’re all pretty solid choices, right? Don’t worry. The next step will help us narrow these down.

3. Collect feedback and refine

Your mission statement captures your company as a whole, which means you can’t write it in a vacuum. Make sure it really does your organization justice by welcoming other viewpoints in the process. 

Collect feedback from your teammates, leaders, board of directors, and loyal customers. You can gather their thoughts through a formal survey, focus groups, or just casual one-on-one chats. 

Pull together all of the mission statements that you came up with (that you think are good options, of course), and ask questions like:

  • Which of these statements do you like the most? Why?
  • Which of these statements do you like the least? Why?
  • Is there anything that you think these statements are missing?
  • Do you have any other ideas for mission statements?

The trick here is that you can’t just collect that feedback – you should actually think about and work with it.  

Imagine that in response to the personality test mission statement options, most people agreed that they wanted to see something shorter and snappier. You take that in and end up with a final mission statement like this:

Building better careers through customized personality assessments.

Bam! You have your mission statement. It seems easy peasy laid out like this, right? But don’t fret if it’s not done in a snap for you. 

It might take some time and many rounds of revisions to nail it. That’s totally normal. Take it as a sign that you’re giving your mission statement the effort and consideration it deserves. 

Vision statement examples

Forecasting the future of your company – and with such bravado – makes creating a vision statement a strange (and somewhat braggy and therefore slightly uncomfortable) task. But, seriously, that’s what a vision is all about. See below for examples of companies who have taken this task and owned it.

Habitat for Humanity : “A world where everyone has a decent place to live.” 

Ford : “To become the world’s most trusted company.”

Ben & Jerry’s : “We make the best possible ice cream in the best possible way.” 

Dow : “We want to become the most innovative, customer-centric, inclusive, and sustainable materials science company in the world. Our goal is to deliver value growth and best-in-class performance.”

You’ll notice that nonprofits tend to describe an ideal world while for-profit companies describe their place in an ideal world.

How to write a vision statement

You probably don’t have a crystal ball that will help you foresee the future of your company (although, if you do, are you willing to share?). 

So, coming up with your vision statement can be a challenge for someone without psychic abilities, since it makes you think super big. Zoom out and ask yourself, “What’s the ultimate purpose I’m serving?”

Have no fear, we’ve boiled this vital project into three approachable steps.

1. Define your end game

Start by understanding why your product or service matters. What does it help people do? How does it better their lives? 

Think about our career personality test example for a moment. What’s the end result there? Nope, it’s not the app itself. The ultimate result (and value!) is a match with a career that seems like a perfect fit.

Think of it this way: Your company is the road on which your customers are running a race. Once they cross the finish line, what do they get? This can help you see how what you’re doing makes a difference for your customers, your community, or even the world.

2. Pinpoint when you know you’ve made it

When you look five or 10 years down the road (let’s stop there for now), what fills out your win column? Jot down everything that comes to mind. 

Turning back to our personality test scenario, do you want to become the world’s most trusted resource for career exploration? Do you want to create a world where nobody hates their jobs? Do you want every person to have confidence in their next career step?

Remember, this is your chance to be ambitious and be bold, so don’t be timid. Find your swagger and go big!

3. Pull together your vision

Ok, you’re almost there. You have two elements locked down: 

  • What you ultimately produce and why it matters
  • How you’ll know when you’re successful

Now, similarly to what you did with your mission statement, it’s time to start piecing them together using different combinations and wording to see what you come up with. 

Sticking with our running career test example, your vision statement could be any one of the following (among many other gazillion options you come up with, of course).

  • Position ourselves as the most trusted partner in career exploration.
  • Build a world where absolutely nobody dreads heading to work.
  • Create a career landscape where Monday is just as great as Friday.

Again, this is a game of trial and error until you’re happy with a near-final product that you can run by other people for feedback.

At the end of that, you’ll have a vision statement that sums up your goals for the future of your organization.

Purpose of vision and mission statements

We won’t be offended if you’re wondering, “What’s the point of all this?”

Trust us: creating these statements is worth the sweat. They’re far more than formalities and really can be useful for your organization.

Your mission statement highlights your company’s core values and helps everybody – from your customers to your employees – immediately understand what your business is about and how you’re different from your competitors.

Your vision statement serves as a roadmap of sorts. It’s an inspiring reminder of what you’re working toward, which is easy to lose sight of when you’re bombarded with the day to day.

But here’s the thing: you can’t stop at just creating them. In order for them to do their job, you need to actively promote and live them. 

That doesn’t just mean slapping them up on your website or printing them on a poster that hangs in your break room. You need to integrate them as core parts of your culture by always acting and making decisions with those statements in mind.

Plus, you need to educate your employees about what your mission and vision are, and what they really mean. One survey found that a whopping 61% of employees didn’t know their company’s mission statement. You can’t really expect your team to help you achieve your mission and vision if they don’t know what they are.

So, give new employees the message on day one. Make your company mission and vision part of the onboarding process for new hires, and return to these statements whenever you’re launching new projects, problem-solving, brainstorming, or making big decisions.

Do that, and your mission and vision statements won’t be a formality. They’ll be fundamental to the way you do business.

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Strategic Roadmaps | Vision vs. Strategy vs. Roadmap

Strategic Roadmaps | Vision vs. Strategy vs. Roadmap

Roadmaps are beautiful. Not just because they are aesthetically pleasing, but because of what they represent. Roadmaps clearly show what you want to achieve and how you will get there. You can create excitement for a big idea and package it in a way that others can understand. But a roadmap is still just a visualization. You need to have a vision and strategy behind the plan.

Vision, strategy, and roadmapping — you need to deeply understand the purpose of each in order to build something lasting. You will find all three are clearly defined on successful product and project teams.

Let’s start with a simple analogy. Think of a skyscraper. Vision is the initial thought about what kind of place it will be and why it will matter. Strategy is the blueprint for the foundation and framing. The roadmap builds upon the blueprint with a detailed plan for erecting a fully-functioning structure.

In other words, vision is your view of the future. Strategy explains the approach you will take to realize that future state. And a roadmap is the more tactical plan for what you will do to get there (and when you will arrive), informed by the vision and strategy.

Now, some people use the words “vision” and “strategy” interchangeably. And many people put together detailed plans that are not grounded in a vision — they include an assortment of tasks without any real strategy behind the work. The problem with this approach is that it is easy to lose focus of why you are doing specific work in the first place.

Build a strategic roadmap in Aha! Roadmaps. Try it free .

But no matter where you work or how your organization approaches strategic planning , it is important to have a firm grasp on what each term is and what it is not. This will help you do what you do best — whether your work is building products, managing projects, launching campaigns, product management, or providing stellar services to customers. Here is a helpful way to think about vision, strategy, and roadmapping:

Vision Vision is about the future and a hopefully better world. It is the essence of what you hope to achieve and forms the beginning of your strategy. For example, our vision at Aha! is simple — we aspire for a world of lovable software built by happy teams.

Vision is not a statement that you define once and then forget about. It should be revisited at least once a year. And it should not be overly complex or difficult to parse — everyone in the company needs to know and deeply understand it.

Strategy Strategy defines the direction you will take to achieve your vision. Strategy aligns the entire organization around what you want to accomplish and serves as a guide for how to turn the vision into reality. It lays out your goals and the key strategic initiatives to be successful.

Strategy is not the tactical work you will do. But it is not in the background either — it informs every decision you make about which activities to invest in. Strategy is cross-functional for major efforts. Every team needs to understand how their work is related and do their part to achieve the key objectives.

Strategic Roadmaps A strategy roadmap is a tool that helps you visualize your strategic plan. Strategic roadmaps capture activities you will complete within a given time frame and communicate upcoming work in one view. You can use a roadmap to drive conversations. It can be your guide for prioritizing work, allocating resources, and tracking dependencies.

A roadmap is not static. You can make adjustments as plans change, show progress as you complete work, and create tailored views for different audiences. A roadmap should excite. It is a visual guide that defines the work that is required for the team to be its best.

Vision, strategy, and roadmaps build upon one another — you need all three to create winning plans and realize your goals.

Maybe you are working at an organization where there is no clarity around vision and strategy, or you belong to a team that does not yet use roadmaps as strategic planning tools. Start by doing what you can. Define a vision and strategy for the projects you are responsible for and create roadmaps that show the upcoming work. Share these visuals with your teammates and manager.

Before long, I bet the people around you will take notice. And maybe they will even start championing roadmaps to the rest of the organization — a beautiful thing, indeed.

How do you see the relationship between vision, strategy, and a roadmap?

Brian de Haaff

Brian de Haaff

Brian seeks business and wilderness adventure. He is the co-founder and CEO of Aha! — the world’s #1 product development software — and the author of the bestseller Lovability . Brian writes and speaks about product and company growth and the journey of pursuing a meaningful life.

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The Beginner’s Guide to Vision and Mission Statements

Running a successful business involves careful planning and focus. Part of the process includes setting goals and determining a clear-cut purpose.

Two elements critical in defining your business objectives are your vision statement and mission statement. These documents state and summarize your short-term and long-term goals, which is also why the lines get blurry with them. 

Each statement serves a different purpose: a mission statement describes what a company wants to do now ; a vision statement outlines what it wants to do in the future .

Let’s dive deeper into vision and mission statements to understand why they’re crucial for your business and discuss how you can create these documents for your own business.'s complete beginner's guide to vision and mission statements.

What Are Vision and Mission Statements?

Before decoding the similarities and differences, let’s define each of them further.

What is a Vision Statement?

A vision statement is a brief, clear, and definitive description of a company‘s aspirations and the kind of impact it aims to create. Think of it as a guiding beacon that tells people within the organization what the business wants to accomplish and what will happen once they achieve that vision. 

It helps facilitate internal decision-making and determines the intended direction of the organization. You can also use it to describe the future of the business while simultaneously emphasizing its overall purpose.

To put things into perspective, a vision statement tells you what you want to become and then gives you a sense of direction to achieve it. 

  • What are your hopes and dreams and goals for your business?
  • Are there any problems your business can solve for the greater good?
  • What kind of change are you trying to bring?

As you may have realized, vision statements are future-oriented. But because it has a direct and transcendent nature, they are written in the present tense. It tries to encapsulate the strategic goals for a company and informs everyone what the company values most.

What is a Mission Statement?

A mission statement explains an organization’s core objectives, values, and aims concisely and descriptively. It’s a declaration that defines the daily activities of an organization and how every person working within it will contribute to that overall mission.

The primary purpose of a mission statement is to drive a company toward its goals. In addition to outlining what you do and the core components of your business, it tries to clarify objectives and how you can fulfill them. The idea here is to motivate and inspire a team to consistently advance toward a common goal.

Consider the following questions when writing your mission statement:

  • What do you do?
  • Who do you do it for?
  • How do you serve them?

A mission statement is affirmative, so they typically start with “We provide…” or “We offer…“. You can also use it as a performance standard to help employees make better decisions.

The Basics of Vision and Mission Statements

This section will detail the basics—differences, similarities, and other nuances—of vision and mission statements. Knowing this will help you better understand what goes into making a good vision and mission statement.

Vision Statement vs. Mission Statement

Vision and mission statements are essential documents with different objectives.

A vision statement outlines what you want to become and how you want to impact society and its people. Whereas a mission statement is more present-focused and summarizes the primary goals, purposes, and values of an organization.

Put simply, a mission statement speaks to today, while a vision statement speaks to the future. Let’s take a look at Google‘s vision and mission statements to highlight this difference.

The company‘s vision statement is: “ To provide access to the world’s information in one click. ” 

Despite being short and to the point, Google effectively puts forward its ambitious long-term aspiration to provide people with the world’s information as quickly and efficiently as possible (“in one click”).

On the other hand, Google’s mission statement is: “ To organize the world’s information and make it universally accessible and useful. ” 

This statement aims to guide the company’s daily operations and inform everyone that Google’s primary job is to organize information to make it accessible and useful. Notice how it also complements the vision statement.

As you can see, while the vision statement is aspirational and more focused on the “why,” the mission statement is actionable and outlines the “what” and “how.” That’s how the documents differ from each other.

Collaborative Working 

Companies need vision and mission statements to define their purpose and stand out from their competitors. But before they develop them, they must know and be able to articulate their long-term and short-term objectives.

Both documents work together to keep a company focused on meeting pre-established goals and play a significant role in strategic planning. 

Every component of a vision and mission statement encourages involved parties to take productive efforts to boost efficiency while simultaneously aligning them to work toward achieving the same purpose. They also help attract the right talent, create an appropriate work culture, and increase productivity levels to achieve success.

On the contrary, a poorly written vision and mission statement present various challenges and setbacks. It’s because they lack detailed insights that are otherwise necessary to guide employees during operations and decision-making. 

Drafting A Vision Statement

As a vision statement is your end goal, you must clearly lay out your vision of the future you’re trying to build. It’s also why it makes sense to write your vision statement before your mission statement.

To write a vision statement, start by revisiting the different components of your business or marketing plan, including your elevator pitch, business goals, company values, SWOT analysis, business story, and brand identity.

Once you have it all together, distill everything into one sentence to create the vision statement and show the world what your company is working toward. 

Fitting everything in a single line is going to be difficult, but it isn’t impossible. A good way to start is by answering the following questions:

  • What is the ultimate purpose of your business?
  • What kind of problems do you want to solve through your product or service?
  • How does your business aim to make the world better?
  • How would you describe your hopes and dreams for the business’s impact?
  • What change do you inspire to bring?

Next, work on distilling your answers down to the essentials. Remember, use clear language and concrete wording—similar to an elevator pitch.

The thought process is similar when writing a mission statement.

Drafting A Mission Statement

A mission statement is the core of all your operations that lists everything you must do to reach your vision—which you established in your vision statement. When done right, this document can become the driving force for your company, giving your team a common goal.

Essentially, your mission statement should define your plan of attack, drawing the route to your destination. To do this, consider the following:

  • What conditions must be met to make your vision a reality?
  • What do you have to do in your day-to-day to fulfill those conditions?
  • Who do you serve, and how do you do it?
  • How does your business help to make your vision real for your customers?

If you find it difficult to answer these questions, go through your target audience and buyer personas, buying cycle, and so on. Once that’s done, condense all your answers down into a single strong statement.

Again, cut out any jargon and use simple, meaningful language. The mission statement should be one to three sentences maximum, and never more than 100 words. Ideally, the shorter the better.

3 Tools to Improve Your Vision and Mission Statement

Since vision and mission statements answer crucial questions—why, how, and what—these documents are also a crucial component of your business plan. Read on as we discuss some of the best tools you can use to improve these documents.

Market and Vision Statement Templates

The internet is filled with vision and mission worksheet templates. All you need to do is answer various questions to discover details related to your business and then structure the answers to create the documents.

Take a look at Smartsheet’s mission statement template, for instance. It has two columns that explain what you need to consider and then an empty column to jot down answers—pretty straightforward, making it easier for you to create an effective one.

Smartsheet's mission statement template example.

Vision and Mission Statement Generators

Vision and mission statement generators are tools designed to provide you with the necessary assistance to write good statements. However, most of them can’t produce truly useful statements because they don’t have the relevant information.

HoneyBook generator is one such tool.

HoneyBook generator vision and mission statement generator tool page.

While they cannot capture the true essence of how unique your vision and mission statement should be, they aren’t entirely useless. You can use these generators to get a better understanding of the tone and wording of these documents. Plus, use it for inspiration to get out of your head and see some new ideas that may spark something for you.

Business Plan Services

Remember how we mentioned a vision statement and mission statement are a vital part of a business plan? This is why online business plan services like LivePlan and Bizplan offer services to write these documents.

LivePlan online business services example and page.

These services are similar to business plan software. The only difference is that they offer business and legal specialists who can help you gain a better understanding of the more complex aspects of your business, which, in turn, will make it easier for you to draft your vision and mission statements.

5 Tricks for Writing a Good Vision and Mission Statement

Let’s take a look at a few vision and mission statements best practices to help you create amazing ones for your business.

Clearly Define Your Future

Set up a meeting with your team and ask everyone to define the perfect state of being for your organization—why the company exists and its purpose. Write it down and find words that truly articulate your future goals and plans.

Remain in Sync

Ensure your vision and mission statements are in sync and connected by using words that resonate with your employees as well as third parties. It’s best to write your vision statement first and then use it as a guide when writing your mission statement.

Make Them Memorable and Achievable

Your vision and mission should be a stretch but always within reach. Draft them in a way that makes them to the point and easy to remember. Try to think of something that gives the reader goosebumps and encourages them to take immediate action without making them sound impossible or fanciful.

Align Them With Your Goals

Although this goes without saying, make sure you write statements that align with your goals. Whenever you change your goals and objectives, revisit your vision and mission and make the necessary changes. You may find yourself tweaking your mission statement more often than your vision statement.

Think About the Future 

Imagining your future five or ten years down the line is particularly important for your vision statement. But knowing your end goal will also help you draft a better mission statement to outline what steps you should take immediately to get there. 

We highly recommend conducting a gap analysis to compare current performance to desired performance. The end result will give you a better understanding of how or where your organization is struggling—and where there are opportunities to grow.

What to Do Next

After writing your vision and mission statement, your next step should focus on developing specific objectives to help you achieve your mission and vision. These objectives include specific measurable results, fulfilling which will help you accomplish your broad goals.

Create an action plan or a business plan that details how you plan on implementing the strategies and what actionable steps you’ll take to bring about changes in all the relevant sectors.

You can read these Quicksprout blogs to get a better understanding of how to go about things:

  • How to Write a Business Plan for Your Startup
  • How To Create Your Personal Brand Vision

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How to write a vision statement: Steps and examples

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The vision statement is designed to inspire employees, compel investors, and engage the imaginations of your customers. It paints a picture of your company's future and the impact you want your business to have on the world.

It takes work and creativity to write an inspiring vision statement. Here, we'll break down the elements of a great vision statement, guide you through the process, and walk through a few examples of excellent vision statements and explain what makes them great.

What is a vision statement?

A vision statement is your company’s guiding beacon. It zooms out to give perspective on the overarching reasons for your company's mission. Rather than articulating the specifics of your business operations, the vision statement describes how your company seeks to impact and improve the world around it.

Vision statement vs. mission statement

While both statements help define your company's character and personality, there are some key differences between a vision statement and a mission statement.

The mission statement describes what your company does in the present. It's comprised of three parts: what you do, how you do it, and why you do it. 

A vision statement outlines the company's long-term goals and aspirations for the future in terms of its long-term growth and impact on the world. Your mission defines what your organization does and what you stand for, while your vision statement speaks to your goals and ideals for the future. 

[inline illustration] Vision vs. mission statement (infographic)

Characteristics of a great vision statement

Vision statements are like snowflakes—each one is unique to its company in length, form, structure, and scope. Your vision statement should reflect your company's personality. However, there are a few traits that all great vision statements share. No matter how unique a statement is in terms of size, shape, or structure, a good vision statement should be:

The purpose of a vision statement is to inspire employees, investors, and customers to believe in your company's mission. Great vision statements are aspirational and ambitious. They convey a sense of passion for the ideal future toward which the company is working.

Though your vision needs to be ambitious in order to be inspiring, it shouldn't be so far out of reach that it feels impossible. You want to choose something that your company will have to strive for, but a completely unattainable goal isn't a vision—it's a fantasy.

A vision statement connects your company mission to your goals, but it isn’t a goal in and of itself. If your vision statement feels too finite or specifically achievable, try to zoom out and broaden the scope of your vision.

Don’t try to cram every detail of your vision into your vision statement—be strategic in selecting the ideas that feel the most relevant and compelling to your stakeholders . You might dream of someday having offices in every major city in the world, but your vision statement should focus on aspirations that speak to your company's mission and purpose.

[inline illustration] Characteristics of a great vision statement (infographic)

Vision statement writing tips

Here are a few best practices to keep in mind as you start writing your vision statement:

Collaborate. The vision statement should reflect the character of your entire company, and there's no better way to accomplish this than to write the statement alongside key members of your team. Gather leaders from across the organization to participate in vision statement brainstorms, and run drafts by these same people to get buy-in on your final vision statement.

Write first, edit later. Don't try to write a succinct, well-crafted vision statement right out of the gate. Put everything you think of down on paper, no matter how small. You may not see the value in a particular idea when it crosses your mind, but if you write it down anyway, it may spark better ideas later on.

Keep your own vision statement separate. Many people have personal vision statements that reflect their individual goals, and if you're a business owner, our own vision statement may overlap strongly with the vision of your company. It's important to keep your personal aspirations and your company's vision separate, so that your company's vision statement is something that your entire company can relate to and feel represented by. 

Avoid buzzwords and jargon. Using "industry-speak" makes a brand feel aloof and inaccessible, even to people within the industry. Plain language is always more powerful than jargon, so if you find yourself falling back on buzzwords, isolate the phrase in question and picture a friend or family member asking, "What does this actually mean?" Write or record the explanation you would give to that person and use that language to replace the buzzwords in your vision statement.

Avoid ambiguity. Vision statements don't have to be concrete the way a mission statement should be, but you want to avoid using words that could potentially be interpreted in a way that changes the entire vision statement's meaning. You won't be there to clarify or offer context to everyone who reads your statement, so it needs to be able to stand on its own.

7 steps to write your company's vision statement

There's a lot more to crafting a great vision statement than just writing a few sentences. In order to create a statement that's truly aspirational and inspiring, you're going to need to do a little bit of work. Here's our seven-step process to write a great vision statement:

1. Identify important stakeholders

Your vision statement speaks on behalf of your entire company, so make a list of co-founders, fellow executives, and high-level employees who can help you craft and refine your statement so that it represents your organization as a whole. Getting buy-in from company leaders is also a smart strategic move—the more they believe in the vision statement, the better they'll model it in their daily work and communicate it to their own departments and teams.

Make a second list of stakeholders that represent your vision statement's audience. This list may consist of personas rather than actual people, and should include:

Board members

Partner organizations

Different customer personas


Depending on your industry, this list may be longer or shorter; the main point is to write down a basic overview of the group of people you're writing for. If you're only thinking about your customers, your vision statement may not feel as relatable to employees or might not inspire potential funders to invest. Check your drafts against this list to make sure it feels applicable to all of your key stakeholders.

2. Start with a list of keywords

Ultimately, you're aiming to craft a few concise sentences—and the process of crafting those sentences will be a lot easier if you have a "word bank" of sorts to draw from as you write. Hold an open brainstorming session with your internal stakeholders to come up with a keyword list. 

Make sure your keyword list is comprehensive by subdividing it into smaller categories and making sure you have a good list of keywords for each. At a minimum, you should collect keywords related to:

Your product or service

Your mission and values

Your company's goals and initiatives

Your company's long-term strategic plan

Adjectives that describe your company, product, teams, community, and ideal future (e.g. expert, innovative, affordable, inspiring)

Adverbs that describe the way in which your company operates (e.g. flexibly, sustainably, cooperatively, fearlessly)

Just like your list of stakeholders, the number and type of keyword lists you should generate will vary depending on your industry and company. The important thing is to create a document filled with keywords that you can draw from as your writing, if you get stuck trying to communicate an idea, or if you need to replace some jargon-y text.

3. Answer foundational company questions

In addition to your keywords document, take time during your brainstorm to answer the following questions:

What is our organization’s main purpose?

What are our company’s main strengths?

What are our company values?

Why does what we’re building matter?

How do we want to make a difference as a company?

What is our vision for our company culture ?

What are our most ambitious goals?

What impact do we want our company to have on the world?

What are our company wants? What about company needs?

If our company succeeded in everything it set out to do, how would the world be different?

4. Sort your answers by importance

By the time you're finished brainstorming, you should have a lot of stuff written down.Put all of this content aside for a few days, so that your mind is clear when you return for the next step: deciding what goes in your vision statement and what gets left on the cutting room floor.

Sit down with your vision statement tiger team and a highlighter and review everything you have written down. Highlight ideas and phrases that your group feels are the most important to your company, and cross out items that you're ready to eliminate from consideration (however, don't throw this content out entirely—everything you brainstormed can be helpful in creating other important documents, like your core values, roadmap, or business plan). 

5. Write your company's vision out longform

At the end of step four, you'll have a smaller "word bank" of your most important phrases, ideas, keywords, and answers to foundational company questions. Your next step will be to organize these ideas into sentences that flow logically and are ordered according to your company's priorities.

Right now, don't worry about length—focus instead on communicating your vision in a way that makes sense, touches all of the key points you want to include, and feels relatable to your stakeholders and your audience. It's much easier to edit a long but comprehensive statement than it is to bulk up a statement that's missing pieces.

6. Step back and evaluate

Before you go through the work of editing your vision down to size, take a step back and look at your vision paragraph from afar. This is another point where you may benefit from setting it aside for a few days and returning with fresh eyes.

As you review your vision paragraph, check for the following things:

Is it ambitious enough? Your paragraph should feel aspirational, not like a finite goal to be accomplished.

Is it too ambitious? Make sure you strike a balance between idealistic and unrealistic.

Does it accurately reflect your organization? Run your paragraph by internal stakeholders who weren’t involved in creating it, and as for their feedback on what may be missing, what parts may be unnecessary, or how certain ideas may be phrased more effectively.

Does it make sense? Have friends and family members read your paragraph to confirm that it makes sense to the average reader.

7. Write your final vision statement

Once you've adjusted your vision paragraph and made the changes you wanted to make, it's time to edit your vision paragraph down to a vision statement. In many cases, your paragraph may naturally shrink as you solicit and implement feedback from others, and you may even want to specifically ask for opinions on how your paragraph could be more concise.

Here are a few ways to shorten your vision paragraph:

Eliminate what's unnecessary. Now that you've stepped away from your paragraph a few times and gotten a few rounds of feedback, are there any phrases or ideas that don't feel as necessary as they did when you wrote it? Cut any parts that feel lackluster or less impactful than the rest of the paragraph.

Look for synonyms. Are there any areas where you used several words to say something that there's already a word for? For example, you might replace the phrase "give people the ability to," with "provide access."

Edit each concept individually. Chop your paragraph into sentences and chop your sentences into phrases. Pick up each small segment on its own and see if you can come up with a shorter way to phrase it. It helps if you evaluate the smaller segments out of order—hopping around or going backwards piece by piece will help you notice things that your brain smooths over when you're reading a full sentence.

When your vision statement is finished, bring it back around to your stakeholders to get final feedback and make any finishing tweaks. 

Vision statement examples

There's no way around it—writing a vision statement is hard, especially if it's your first time doing so. Before you get started, or if you get stuck and need to spark some new ideas, take a look at some of these example vision statements for inspiration. 

Note that not all companies have both a mission and a vision statement. Some companies combine the two into a single small paragraph that touches on tangible objectives (mission) as well as more long-reaching aspirations (vision). In some cases, companies won't label either statement, encasing them in a broader page dedicated to "purpose," "who we are," or another similar title.

Here, we've gathered mission and vision statements for a few companies that have publicly set both. 

Mission: To act in the public interest, BBC serves all audiences through the provision of impartial, high-quality and distinctive output and services which inform, educate and entertain.

Vision: To be the most creative company in the world.

Mission: IKEA offers a wide range of well-designed, functional home furnishing products at low and accessible prices.

Vision: To create a better everyday life for the many people.

Southwest Airlines

Mission: Southwest connects people to what’s important in their lives through friendly, reliable, and low-cost air travel.

Vision: To become the world’s most loved, most flown, and most profitable airline.

Mission: Hasbro creates the world's best play and entertainment experiences.

Vision: To make the world a better place for all children, fans and families.

Mission: To make things universally accessible and useful, Google organizes the world's information.

Vision: To significantly improve the lives of as many people as possible.

Mission: To harness the next wave of innovation and solve customers’ toughest challenges, VMware uses disruptive technologies like edge computing, AI, blockchain, machine learning, Kubernetes, and more.

Vision: To build a sustainable, equitable and more secure future for all.

Use your vision statement to help you grow

A company's vision statement is a living document—it should adapt and change as your company achieves its business goals and sets new ones, grows in size, expands its offerings, and updates its mission. Revisit your vision statement once every year or so to make sure it still accurately reflects your company's ideal future; if not, adjust it! 

But for now, enjoy the fact that your vision statement is written. Share it with your team, announce it to your customers, and use it to proudly guide your company forward.

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22 vision statement examples to help you write your own.

When launching a startup, founders typically have an idea of what they want to achieve — a vision of what success will look like. During the strategic planning process, it’s important to put this vision into concrete terms. Not only does a vision statement clarify your thoughts, but it helps employees and stakeholders understand what the business has set out to accomplish. No matter what the business, a good mission and vision statement can inspire and motivate employees to make that vision a reality.

Whether it’s your first or fifth business, writing a compelling vision statement can be challenging. Below, we'll share how to write a vision statement — one that inspires your employees and positively impacts your business — and we'll look at a few vision statement examples to help you get started. 

What is a vision statement? 

A personal mission statement and personal vision statement can be used to guide our decision-making and help us stay focused to meet our long-term goals. Company statements are no different. A company vision statement is one of your most important business documents, along with your mission statement and core values. Although it’s easy to confuse the three, each one is unique and serves its own purpose. 

Core values are the organization’s long-term beliefs and principles that guide employee behavior. A mission statement deals with “why” an organization exists, while a vision statement outlines “what” that existence will eventually look like. A mission statement has to do with what the organization is doing in the present, while a vision statement focuses on the future. Mission statement examples include L’Oreal’s “Offering all women and men worldwide the best of cosmetics innovation in terms of quality, efficacy, and safety.” Conversely, Disney’s vision for itself is “to be one of the world’s leading producers and providers of entertainment and information.”

Primarily intended for internal employees and shareholders, a vision statement describes what an organization aspires to be. It helps to think of a vision statement as part roadmap, part inspiration. By outlining a long-term vision, rather than just short-term goals, a vision statement helps give the organization shape and purpose. 

Why it’s important to have a vision statement.

Despite the importance of a vision statement, many companies choose to operate without one. Some simply combine their mission and vision into one general document. Others do away with the idea altogether, thinking that corporate visions are vague statements that serve no actual purpose. 

Furthermore, studies show that highly aligned organizations grow revenue 58% faster, and are 72% more profitable than ones that are unaligned. If an organization doesn’t have a vision or a clear idea of what it wants, it will greatly limit its opportunities and have a difficult time inspiring employees to stay committed.  

How to write a vision statement.

Writing a vision statement may seem like a daunting task. It’s read by every employee and shareholder, and greatly impacts the success of the organization. And a vision statement takes time and thought. When done well, a vision statement can provide the encouragement your company needs to achieve its goals. To streamline the process, keep the following steps in mind while crafting your vision statement:

1. Determine who will help write your vision statement.

When starting out, it’s likely you and your partners will be responsible for writing your company’s vision statement. Once you start hiring, you can ask managers and employees to contribute additional insights. Interviewing a range of individuals will help create a vision statement that integrates and speaks directly to the entire organization. 

2. Project your goals for the future.

Imagine your company five or ten years down the line. The outcome you envision — your dream for the future, your success as a company — should be captured in the vision statement. Keep in mind that the statement should only include the vision, not an actual step-by-step plan for implementing solutions. 

The following questions can help you clarify your vision: 

  • Where do we want the organization to go? 
  • What can we realistically achieve?
  • What problem does the organization intend to solve?
  • What are the changes we believe the organization can make for individuals? For the industry? 
  • How will things be different if the vision is realized?
  • What phrases or keywords describe the type of organization and outcome we want?

3. Stick to the specifics.

A generic vision statement — one that sounds like it could apply to any company — will not be enough to motivate your team. Vision works best when it’s specific and describes an end goal only your organization can provide. Don’t be afraid to dream big. A lukewarm vision will only yield lukewarm results. So it’s important to be bold, and even risky, when writing your vision statement. 

4. Keep it short and simple.

While it should be specific, a vision statement shouldn’t be overly detailed. It should be concise. Start by jotting down all of your ideas, and then pare those down to the essentials. Keeping just one or two key points helps create a clear vision that’s easy for everyone to focus on and fulfill. Stay away from technical terms and jargon, and use the present tense. Rather than trying to write something catchy, aim for clarity. A great vision statement works best when it’s simple, memorable, and inspirational. 

Revisit your vision often as your company evolves.

A vision statement sets an organization’s sights on the future. However, once that future is reached, the vision needs to continue moving forward. Your vision statement is a living document, not a set of static sentences. It plays an important part in your overall strategic plan for a certain time frame. It should therefore be regularly updated to reflect your organization’s current purpose. 

Constantly communicate your vision.

Once you have a vision statement that articulates your end goal, make sure it’s clearly communicated. A vision is more effective when your entire organization takes it to heart. Commit the proper resources and time toward realizing the vision you’ve set. This can mean investing in seminars and training or launching a new product. It can also include offering the lowest possible prices, entering new markets, or exploring other areas of opportunity. A good way to help everyone align with a company's vision statement is by inviting them into the process. Ask for employees’ input, and suggest ways to incorporate the vision into their work. Then, make sure to recognize or reward individuals for their standout contributions.

Vision statement examples.

Sometimes, seeing what works for notable companies is just the inspiration you need to create your own vision statement. Below are some inspiring vision statements from today’s top companies:

Concept-based vision statements.

Some vision statements are based on concepts of what the company hopes to be or achieve in the future. This can be a general statement focused on customers, or a position the company wants to hold within the industry. Below are a few examples of concept-based vision statements:

  • BBC: “To be the most creative organization in the world”
  • Disney: “To make people happy.”
  • Google: “To provide access to the world’s information in one click”
  • IKEA: “To create a better everyday life for the many people”
  • 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”
  • Tesla: “To accelerate the world’s transition to sustainable energy”
  • Uber: “We ignite opportunity by setting the world in motion”
  • Whole Foods : “To nourish people and the planet.”

Quality-based vision statements.

Other common vision statements are focused on internal goals. These include the type of products and services the company hopes to provide as they grow. Quality-based vision statements can also relate to company culture and operations. The following are some examples from actual United States companies in different industries:

  • Amazon: “Our vision is to be earth’s most customer-centric company, where customers can find and discover anything they might want to buy online.”
  • Avon: “ To be the company that best understands and satisfies the product, service, and self-fulfillment needs of women—globally.”
  • Ben & Jerry’s: “Making the best ice cream in the nicest possible way”
  • Ford: “People working together as a lean, global enterprise to make people’s lives better through automotive and mobility leadership.” 
  • IBM: “To be the world’s most successful and important information technology company. Successful in helping our customers apply technology to solve their problems. Successful in introducing this extraordinary technology to new customers. Important because we will continue to be the basic resource of much of what is invested in this industry.”
  • McDonald’s: “To move with velocity to drive profitable growth and become an even better McDonald’s serving more customers delicious food each day around the world.”
  • Nordstrom: “To serve our customers better, to always be relevant in their lives, and to form lifelong relationships”
  • Starbucks: “To establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow.” 
  • Warby Parker: “We believe that buying glasses should be easy and fun. It should leave you happy and good-looking, with money in your pocket. We also believe that everyone has the right to see.”
  • Zappos: “To provide the best customer service possible. Deliver 'WOW' through service”

Keep a clear vision.

Even if it’s just a few sentences, a vision statement provides a lot of value. Not only does it outline the company’s desired outcome, but it can communicate intentions and hopes for the future. The best part is that a vision statement changes with your organization. When a vision is reached or updated, it’s time to create a new vision statement. This encourages everyone toward greater goals, and opens your company to more possibilities.

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What Is a Business Plan?

Understanding business plans, how to write a business plan, common elements of a business plan, how often should a business plan be updated, the bottom line, business plan: what it is, what's included, and how to write one.

Adam Hayes, Ph.D., CFA, is a financial writer with 15+ years Wall Street experience as a derivatives trader. Besides his extensive derivative trading expertise, Adam is an expert in economics and behavioral finance. Adam received his master's in economics from The New School for Social Research and his Ph.D. from the University of Wisconsin-Madison in sociology. He is a CFA charterholder as well as holding FINRA Series 7, 55 & 63 licenses. He currently researches and teaches economic sociology and the social studies of finance at the Hebrew University in Jerusalem.

business plan versus vision

A business plan is a document that details a company's goals and how it intends to achieve them. Business plans can be of benefit to both startups and well-established companies. For startups, a business plan can be essential for winning over potential lenders and investors. Established businesses can find one useful for staying on track and not losing sight of their goals. This article explains what an effective business plan needs to include and how to write one.

Key Takeaways

  • A business plan is a document describing a company's business activities and how it plans to achieve its goals.
  • Startup companies use business plans to get off the ground and attract outside investors.
  • For established companies, a business plan can help keep the executive team focused on and working toward the company's short- and long-term objectives.
  • There is no single format that a business plan must follow, but there are certain key elements that most companies will want to include.

Investopedia / Ryan Oakley

Any new business should have a business plan in place prior to beginning operations. In fact, banks and venture capital firms often want to see a business plan before they'll consider making a loan or providing capital to new businesses.

Even if a business isn't looking to raise additional money, a business plan can help it focus on its goals. A 2017 Harvard Business Review article reported that, "Entrepreneurs who write formal plans are 16% more likely to achieve viability than the otherwise identical nonplanning entrepreneurs."

Ideally, a business plan should be reviewed and updated periodically to reflect any goals that have been achieved or that may have changed. An established business that has decided to move in a new direction might create an entirely new business plan for itself.

There are numerous benefits to creating (and sticking to) a well-conceived business plan. These include being able to think through ideas before investing too much money in them and highlighting any potential obstacles to success. A company might also share its business plan with trusted outsiders to get their objective feedback. In addition, a business plan can help keep a company's executive team on the same page about strategic action items and priorities.

Business plans, even among competitors in the same industry, are rarely identical. However, they often have some of the same basic elements, as we describe below.

While it's a good idea to provide as much detail as necessary, it's also important that a business plan be concise enough to hold a reader's attention to the end.

While there are any number of templates that you can use to write a business plan, it's best to try to avoid producing a generic-looking one. Let your plan reflect the unique personality of your business.

Many business plans use some combination of the sections below, with varying levels of detail, depending on the company.

The length of a business plan can vary greatly from business to business. Regardless, it's best to fit the basic information into a 15- to 25-page document. Other crucial elements that take up a lot of space—such as applications for patents—can be referenced in the main document and attached as appendices.

These are some of the most common elements in many business plans:

  • Executive summary: This section introduces the company and includes its mission statement along with relevant information about the company's leadership, employees, operations, and locations.
  • Products and services: Here, the company should describe the products and services it offers or plans to introduce. That might include details on pricing, product lifespan, and unique benefits to the consumer. Other factors that could go into this section include production and manufacturing processes, any relevant patents the company may have, as well as proprietary technology . Information about research and development (R&D) can also be included here.
  • Market analysis: A company needs to have a good handle on the current state of its industry and the existing competition. This section should explain where the company fits in, what types of customers it plans to target, and how easy or difficult it may be to take market share from incumbents.
  • Marketing strategy: This section can describe how the company plans to attract and keep customers, including any anticipated advertising and marketing campaigns. It should also describe the distribution channel or channels it will use to get its products or services to consumers.
  • Financial plans and projections: Established businesses can include financial statements, balance sheets, and other relevant financial information. New businesses can provide financial targets and estimates for the first few years. Your plan might also include any funding requests you're making.

The best business plans aren't generic ones created from easily accessed templates. A company should aim to entice readers with a plan that demonstrates its uniqueness and potential for success.

2 Types of Business Plans

Business plans can take many forms, but they are sometimes divided into two basic categories: traditional and lean startup. According to the U.S. Small Business Administration (SBA) , the traditional business plan is the more common of the two.

  • Traditional business plans : These plans tend to be much longer than lean startup plans and contain considerably more detail. As a result they require more work on the part of the business, but they can also be more persuasive (and reassuring) to potential investors.
  • Lean startup business plans : These use an abbreviated structure that highlights key elements. These business plans are short—as short as one page—and provide only the most basic detail. If a company wants to use this kind of plan, it should be prepared to provide more detail if an investor or a lender requests it.

Why Do Business Plans Fail?

A business plan is not a surefire recipe for success. The plan may have been unrealistic in its assumptions and projections to begin with. Markets and the overall economy might change in ways that couldn't have been foreseen. A competitor might introduce a revolutionary new product or service. All of this calls for building some flexibility into your plan, so you can pivot to a new course if needed.

How frequently a business plan needs to be revised will depend on the nature of the business. A well-established business might want to review its plan once a year and make changes if necessary. A new or fast-growing business in a fiercely competitive market might want to revise it more often, such as quarterly.

What Does a Lean Startup Business Plan Include?

The lean startup business plan is an option when a company prefers to give a quick explanation of its business. For example, a brand-new company may feel that it doesn't have a lot of information to provide yet.

Sections can include: a value proposition ; the company's major activities and advantages; resources such as staff, intellectual property, and capital; a list of partnerships; customer segments; and revenue sources.

A business plan can be useful to companies of all kinds. But as a company grows and the world around it changes, so too should its business plan. So don't think of your business plan as carved in granite but as a living document designed to evolve with your business.

Harvard Business Review. " Research: Writing a Business Plan Makes Your Startup More Likely to Succeed ."

U.S. Small Business Administration. " Write Your Business Plan ."

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What is a purpose?

What is a mission, what is a vision, why are they important, 4 differences between purpose, mission, and vision, 4 similarities, what about the statements, 6 examples of statements, how can a purpose, mission, and vision help you accomplish your goals, moving forward.

If you’re familiar with any life planning or goal setting, you’ve probably heard the terms purpose, vision, and mission. But if I asked you what the difference was between all three, could you answer? 

It’s okay if you can’t. We’re here to teach you.

Even though we use those terms frequently, there’s a difference between a purpose vs. mission vs. vision.

Understanding these subtle yet impactful differences all helps us identify our life’s purpose and set goals that align with who we are.

A purpose is a reason. It answers “Why” you’re doing what you’re doing . Finding your purpose in life isn’t easy, and it doesn’t happen quickly. To achieve your purpose, you’ll experience ups and downs. It takes a lot of sustained effort but trusts us — it’s worth it. 

Your purpose should align with your core values. It could be fighting against climate change or being a business leader who cares about local communities. A company’s purpose has a background story founded on its values  and works to install those values into its company culture and employees. There has to be a reason and meaning behind whatever the purpose.

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A mission explains how you will achieve your purpose and ultimate goals. You may know your purpose, but how will you fulfill it? Your mission helps you create a plan and outline the steps you need to accomplish your goals. It shows whether you’re making progress or not or if you need to change your strategy.

Having a mission lets you describe the journey that you want to take. Sit down to think about how you’ll approach your goals and if they’ll fulfill your purpose.

You might be wondering — how is a mission different from a vision? Before your mission and purpose come your vision. A vision is something you’d like to see happen or where you’d like to be. It should describe what you hope to achieve (or your purpose) with the help of your mission.

These elements all work together, and you can’t have the other without one. Even though they’re separate terms, they all work toward achieving your final goal . They’ll keep you motivated and focused.  

At the beginning of your journey, you could ask yourself questions that involve why, how, and what you want to achieve. In other words, those are all connected to your purpose, mission, and vision. 

Understanding these three components keeps us organized throughout the entire process. They start us out by letting us dream, and they want us to dream big with our vision.

Then, they make sure we’re organized. We need a plan, and we need to feel confident executing that plan. Ultimately, we arrive at our purpose and live more meaningful lives.


Each of these terms has its own elements. Here are four differences to help yourself differentiate between purpose, mission, and vision:

  • Missions highlight what a person or company’s daily work is, whereas their purpose is why they’re doing it
  • Visions don’t always have as much detail, while a mission is a detailed roadmap
  • Purpose discuss overall values, while missions usually include more specific numbers, data, and research
  • Missions are different from a vision because they require more sustained effort


It’s much easier to spot the similarities between purpose, mission, and vision because they all work toward the same goal. They’re all tools to help you succeed.

Here are four similarities to consider:

  • They all require solid communication and organization skills
  • They can be a  source of empowerment for you and your team
  • They’re driven by people who want to make a difference and experience change
  • Each term is achievable if people put enough effort into them

We can all understand about purpose, mission, and vision that they demand us to be organized. BetterUp can help you be strategic with setting goals to align with your purpose, mission, and vision.

All of these terms are confusing. Something that will anchor you while you’re organizing your journey is your “statements.” 

Each of these terms — purpose, mission, and vision — can have a unique statement that defines your goals. They’ll work together, but each represents something unique. 

The goal is to articulate exactly what you intend on doing with each of these elements, however, you feel is best. Your vision statement  might be shorter than your purpose statement if you can say it with fewer words. 

Your vision statement will include what you’re hoping to achieve. Your purpose statement will include your motivations for this. And your mission statement will include the actions you’ll take to get there. 


To write your statements, you need to be in tune with your senses and self. Take a moment to connect with your intentions. These statements become confusing if they aren’t descriptive and won’t be helpful if you don’t believe in them. Plus, if your steps aren’t realistic to what you can do, you risk letting yourself down or leading yourself astray. 

These will help with your strategic planning and help you with decision-making in the future. You can make sure that everything you’re working toward aligns with your or your company’s vision.

As you write your statements, you might feel like everything sounds the same. If you find that your vision statement sounds too much like your purpose statement, feel free to make some edits. You can also adjust these later if you learn something new about yourself or your abilities. 

Find a comfortable, peaceful spot to draft all three of your statements. To give you some inspiration, here are some examples of statements. One is for someone trying to open up a flower shop, and the other for an art museum.

For the flower shop:

Purpose statement: I want to bring inspiration, color, and fresh smells to every space.

Vision statement: I will provide flower arrangements of all kinds to the community for people to enjoy.

Mission statement: I want my floral shop to provide local flowers to the local community by supporting farmers and sourcing locally.

Here, the difference between mission statement and vision is execution. The purpose connects what the person wants to accomplish to how they will achieve it.


For the art museum:

Purpose statement: I want to encourage everyone to appreciate art and unleash their inner artists.

Vision statement: I will connect visitors with art made by local artists to show off my community’s talent.

Mission statement : My art museum will offer free admission for all to come to enjoy the unique talents of local artists and learn the meaning behind each art piece through immersive experiences.

In this example, the main difference between a mission statement and purpose is that the mission is much more actionable. This is a particularly effective mission statement because it combines your own mission with a potential organization’s purpose — an art gallery with free admission.

To accomplish your goals, you need to have a clear idea of what they are, how you’ll reach them, and why you want to reach them. Your vision, mission, and purpose accomplish that. 

Give a round of applause to the vision that you started with. It’s what has given you the inspiration to start this journey in the first place. Maybe you saw a problem that needed to be fixed, or you’re finally pursuing a dream you’ve had since a child. Hard, sustained work comes from inspirational visualization .

You started with a purpose, but now it’s gone time. Your vision will keep you focused. You’ve planned and articulated your moves, and although they seem like they’ll take forever, they’ll benefit you in the future. You can set objectives that are measurable and work to achieve them.

Your ultimate purpose is your motivator. It’s what guides you throughout the process and encourages you to keep going when things get tough. But it’s not unheard of to love the work you do and still admire it once you achieve your goal.

Knowing what you want to do is only the first step. Once you’ve identified the key elements of your purpose vs. mission. vs. vision, you’re well on your way.

If you get stuck, it’s always okay to ask for help. At BetterUp, we can provide the guidance you need to stay organized and focused on what you’re working toward achieving.

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Thought Leader

The only guide you'll need to create effective cascading goals

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32 Mission and Vision Statement Examples That Will Inspire Your Buyers

Lindsay Kolowich Cox

Published: May 11, 2023

100 Mission Statement Examples & Templates

business plan versus vision

Mission statements from 100 companies and templates to create one for your business.

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Think about the brands you purchase from over and over. Why do you choose to buy products and or services from them even when cheaper options exist?

mission and vision statement examples

Well, there's a good reason for it — because of their values which are expressed in their mission statement. As consumers, we like to patronize businesses that have values we believe in.

Still, Loyalty doesn’t happen overnight. Building brand loyalty , like creating mission and vision statements, takes time. If you’re in a bit of a time crunch, use this table of contents to find precisely what you’re looking for to inspire the development of your company’s mission:

What is a mission statement?

Mission vs Vision Statements

Best Mission Statement Examples

Best Vision Statements Examples

Fill out this form to access the guide

A mission statement is a simple statement about the goals, values, and objectives of an organization. It helps a company respond to change and make decisions that align with its vision.

This brief description helps customers, employees, and leadership understand the organization's top priorities.

As a company grows, it may reach its early goals, and they'll change. So, it's important to revise mission statements as needed to reflect the business's new culture as it achieves its goals and develops new targets.

business plan versus vision

  • 100 real examples
  • 10 industries
  • Instructions & guidelines
  • 10 free templates

You're all set!

Click this link to access this resource at any time.

What makes a good mission statement?

The best brands combine physical, emotional, and logical elements into one exceptional customer (and employee) experience that you value as much as they do. A good mission statement will not only explain your brand’s purpose, but will also foster a connection with customers.

When your brand creates a genuine connection with customers and employees, they'll stay loyal to your company, thereby increasing your overall profitability.

Mission statements also help you stand out in the marketplace, differentiating your brand from the competition.

What are the 3 parts of a mission statement?

Your mission statement should clearly express what your brand does, how it does it, and why the brand does it. You can quickly sum this up in your mission statement by providing the following:

  • Brand Purpose: What does your product or service do, or aim to offer and for whom?
  • Brand Values: What does your company stand for? For example, are you environmentally conscious and provide a more sustainable solution to solve a problem? Values are what make your company unique.
  • Brand Goals: What does your company accomplish for customers? Why should they purchase from you instead of other competitors?

With these three components, you can create a mission that is unique to your brand and resonates with potential customers. Next, we’ll guide you step by step on how to write a proper mission statement to build on as your company evolves.

How to Write a Mission Statement

  • Explain your company’s product or service offering.
  • Identify the company’s core values.
  • Connect how your company's offering aligns with your values.
  • Condense these statements into one.
  • Make sure it’s clear, concise, and free of fluff.

1. Explain your company’s product or service offering.

You want prospects to understand what your company does in a literal sense. This means explaining your offering in basic, clear terms. Your explanation should answer the most basic questions like:

  • Are you selling a product or service?
  • Why would customers buy it?
  • How does your offering solve for the customer?

Record your answers and focus on how your product or service brings value to your buyer personas , otherwise known as your target audience.

2. Identify the company’s core values.

Now, this is where you can start thinking bigger. You didn’t just make a product or service at random. Instead, you’re most likely motivated by a set of core values .

Core values are deeply ingrained principles that guide a company’s actions. Take HubSpot’s culture code, HEART , for example:

  • Transparent

These are principles that not only company employees respect, but are principles that our customers appreciate as well. By identifying core values that hold meaning on personal and organizational levels, you’ll have an appealing set to add to your mission statement.

3. Connect how your company's offering aligns with your values.

So how can your company offering serve your core values? You need to draw a connection between the two in a way that makes sense to the public.

For example, if one of your core values centers on innovation, you want to frame your product or service as pushing boundaries and explaining how it helps customers innovate their lives or business practices. Essentially, you’re taking the literal benefit of the offering and expanding it to serve a higher purpose.

4. Condense these statements into one.

A mission statement can be as short as a single sentence, or as long as a paragraph, but it’s meant to be a short summary of your company’s purpose. You need to state the what, who, and why of your company:

  • What: The company offering
  • Who: Who you’re selling to
  • Why: The core values you do it for

Once you have successfully conveyed your message, it’s time to refine and perfect your statement.

5. Make sure it’s clear, concise, and free of fluff.

Above all, your mission statement is a marketing asset that is meant to be clear, concise, and free of fluff. It should clearly outline the purpose of your company offering and show the common goals the company is working to achieve. You should also have other team members or advisors read the mission statement and make adjustments if needed according to their recommendations.

Vision Statement

A vision statement is aspirational and expresses your brand’s plan or “vision” for the future and potential impact on the world. They often serve as a guide for a brand’s future goals and explain why customers and employees should stick around for the long haul.

What makes a good vision statement?

A good vision statement should be bold and ambitious. They’re meant to be inspirational, big-picture declarations of what your company strives to be in the future. They give customers a peek into your company’s trajectory and build customer loyalty by allowing them to align their support with your vision because they believe in the future of your brand as well.

What are the 3 parts of a vision statement?

Your company vision is meant to be inspirational while also aligning with the company’s mission. A vision statement should have the following characteristics:

  • Aspirational and Ambitious: Have a lofty outlook for what you want your business to accomplish? Here’s the place to put it. Your vision statement should be aspirational and showcase how your business will grow in the future.
  • Practical and Achievable: While your statement should be ambitious, it shouldn’t be impossible. Set a goal that is both challenging and practical.
  • General: Your vision should be broad enough to encompass all of your brand’s overall goals. Think of it as umbrella for your mission statement and company objectives to nest under.

Both mission and vision statements are often combined into one comprehensive "mission statement" to define the organization's reason for existing and its outlook for internal and external audiences — like employees, partners, board members, consumers, and shareholders.

The difference between mission and vision statements lies in the purpose they serve.

Mission Statement vs. Vision Statement

A mission statement clarifies what the company wants to achieve, who they want to support, and why they want to support them. On the other hand, a vision statement describes where the company wants a community, or the world, to be as a result of the company's services. Thus, a mission statement is a roadmap for the company's vision statement.

A mission statement is a literal quote stating what a brand or company is setting out to do. This lets the public know the product and service it offers, who it makes it for, and why it’s doing it. A vision statement is a brand looking toward the future and saying what it hopes to achieve through its mission statement. This is more conceptual, as it’s a glimpse into what the brand can become in the eyes of the consumer and the value it will bring in longevity.

In summary, the main differences between a mission statement and a vision statement are:

  • Mission statements describe the current purpose a company serves. The company's function, target audience, and key offerings are elements that are often mentioned in a mission statement.
  • Vision statements are a look into a company’s future or what its overarching vision is. The same elements from the mission statement can be included in a vision statement, but they'll be described in the future tense.

Now that we know what they are, let’s dive into some useful examples of each across different industries.

Mission and Vision Statement Template

Free Guide: 100 Mission Statement Templates & Examples

100-mission-statements examples

Need more examples to build your mission statement? Download our free overview of mission statements – complete with 100 templates and examples to help you develop a stand-out mission statement.

Create a mission statement with these useful templates , like this example below:

Create a mission statement example: HubSpot Nonprofit Mission Statement Template

  • Life Is Good: To spread the power of optimism.
  • sweetgreen: Building healthier communities by connecting people to real food.
  • Patagonia: Build the best product, Cause no unnecessary harm, Use business to protect nature, Not bound by convention.
  • American Express: Become essential to our customers by providing differentiated products and services to help them achieve their aspirations.
  • Warby Parker: To inspire and impact the world with vision, purpose, and style.
  • InvisionApp: Transform the way people work together by helping them collaborate better. Faster. On everything. From anywhere.
  • Honest Tea: To create and promote great-tasting, healthy, organic beverages.
  • IKEA: To offer a wide range of well-designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them
  • Nordstrom: Offering customers the very best service, selection, quality, and value.
  • Cradles to Crayons: Provides children from birth through age 12, living in homeless or low-income situations, with the essential items they need to thrive – at home, at school, and at play.
  • Universal Health Services, Inc.: To provide superior quality healthcare services that: PATIENTS recommend to family and friends, PHYSICIANS prefer for their patients, PURCHASERS select for their clients, EMPLOYEES are proud of, and INVESTORS seek for long-term returns.
  • JetBlue: To inspire humanity – both in the air and on the ground.
  • Workday: Our core values guide everything we do — Employees, Customer Service, Innovation, Integrity, Fun, Profitability.
  • Lowe's: Together, deliver the right home improvement products, with the best service and value, across every channel and community we serve.
  • Tesla: Accelerating the world's transition to sustainable energy.
  • Invisible Children: Partners with local peacebuilders across central Africa to end violent conflict through locally-led solutions.
  • TED: Spread ideas, foster community and create impact.
  • Microsoft: To empower every person and every organization on the planet to achieve more.
  • Disney: To entertain, inform and inspire people around the globe through the power of unparalleled storytelling.
  • Meta: Giving people the power to build community and bring the world closer together.
  • Vista Equity Partners: By providing technology expertise, operational guidance and capital for sustainable growth, we empower organizations across all industries to stay ahead in the digital economy.
  • Dunkin': Everything we do is about you. 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.

1. Life Is Good : To spread the power of optimism.

Best Missions Statement Examples: Life is Good

Image Source

The Life is Good brand is about more than spreading optimism — although, with uplifting T-shirt slogans like "Seas The Day" and "Forecast: Mostly Sunny," it's hard not to crack a smile.

There are tons of T-shirt companies in the world, but Life is Good's mission sets itself apart with a mission statement that goes beyond fun clothing: to spread the power of optimism.

This mission is perhaps a little unexpected if you're not familiar with the company's public charity: How will a T-shirt company help spread optimism? Life is Good answers that question below the fold, where the mission is explained in more detail using a video and with links to the company’s community and the Life is Good Playmaker Project page . We really like how lofty yet specific this mission statement is — it's a hard-to-balance combination.

2. sweetgreen : Building healthier communities by connecting people to real food.

Best Missions Statement Examples: sweetgreen's

Notice that sweetgreen's mission is positioned to align with your values — not just written as something the brand believes. We love the inclusive language used in its statement.

The language lets us know the company is all about connecting its growing network of farmers growing healthy, local ingredients with us — the customer — because we're the ones who want more locally grown, healthy food options.

The mission to connect people is what makes this statement so strong. And, that promise has gone beyond sweetgreen's website and walls of its food shops: The team has made strides in the communities where it's opened stores as well. Primarily, it offers education to young kids on healthy eating, fitness, sustainability, and where food comes from.

3. Patagonia : Build the best product, Cause no unnecessary harm, Use business to protect nature, Not bound by convention.

Best Missions Statement Examples: Patagonia

Patagonia's mission statement spotlights the company’s commitment to help the environment and save the earth. The people behind the brand believe that among the most direct ways to limit ecological impacts is with goods that last for generations or can be recycled so the materials in them stay in use.

In the name of this cause, the company donates time, services, and at least 1% of its sales to hundreds of environmental groups worldwide.

If your company has a similar focus on growing your business and giving back, think about talking about both the benefit you bring to customers and the value you want to bring to a greater cause in your mission statement.

4. American Express : Become essential to our customers by providing differentiated products and services to help them achieve their aspirations.

Best Missions Statement Examples: American Express

Customers will never love a company until the employees love it first.

— Simon Sinek (@simonsinek)

The tweet above is from Simon Sinek , and it's one that we repeat here at HubSpot all the time. American Express sets itself apart from other credit card companies in its list of values, with an ode to excellent customer service, which is something it’s famous for.

We especially love the emphasis on teamwork and supporting employees so that the people inside the organization can be in the best position to support their customers.

5. Warby Parker : To inspire and impact the world with vision, purpose, and style.

Best Missions Statement Examples: Warby Parker

In one sentence, the brand takes us to the root of why it was founded while also revealing its vision for a better future.

The longer-form version of the mission reads: "We're constantly asking ourselves how we can do more and make a greater impact—and that starts by reimagining everything that a company and industry can be. We want to demonstrate that a business can scale, be profitable, and do good in the world—without charging a premium for it. And we've learned that it takes creativity, empathy, and innovation to achieve that goal." This further shows how Warby Parker doesn't hold back on letting its unique personality shine through. Here, the mission statement's success all comes down to spot-on word choice.

6. InvisionApp : Transform the way people work together by helping them collaborate better. Faster. On everything. From anywhere.

Company mission statement examples: InvisionApp

We love the way this statement is emphasized by bringing it back to InVision’s customers — top brands like Google, Zillow, and Slack — and linking to those stories. This mission statement is brief, authentic, and business babble-free — which makes the folks at InvisionApp seem trustworthy and genuine.

7. Honest Tea : To create and promote great-tasting, healthy, organic beverages.

Best Missions Statement Examples: Honest Tea's

Honest Tea's mission statement begins with a simple punch line connoting its tea is real, pure, and therefore not full of artificial chemicals. The brand is speaking to an audience that's tired of finding ingredients in its tea that can't be pronounced and has been searching for a tea that's exactly what it says it is.

Not only does Honest Tea have a punny name, but it also centers its mission around the name. For some time, the company even published a Mission Report each year in an effort to be "transparent about our business practices and live up to our mission to seek to create and promote great-tasting, healthier, organic beverages."

8. IKEA : To offer a wide range of well-designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them

The folks at IKEA dream big. The vision-based mission statement could have been one of beautiful, affordable furniture, but instead, it's to make everyday life better for its customers. It's a partnership: IKEA finds deals all over the world and buys in bulk, then we choose the furniture and pick it up at a self-service warehouse.

"Our business idea supports this vision ... so [that] as many people as possible will be able to afford them," the brand states .

Using words like "as many people as possible" makes a huge company like IKEA much more accessible and appealing to customers.

9. Nordstrom : Offering customers the very best service, selection, quality, and value.

Best Missions Statement Examples: Nordstrom

When it comes to customer commitment, few companies are as hyper-focused as Nordstrom is. Although clothing selection, quality, and value all have a place in the company's mission statement, it’s clear that it’s all about the customer: "Nordstrom works relentlessly to give customers the most compelling shopping experience possible."

If you've ever shopped at a Nordstrom, you'll know the brand will uphold the high standard for customer service mentioned in its mission statement, as associates are always roaming the sales floors, asking customers whether they've been helped, and doing everything they can to make the shopping experience a memorable one.

10. Cradles to Crayons : Provides children from birth through age 12, living in homeless or low-income situations, with the essential items they need to thrive – at home, at school, and at play.

Best Missions Statement Examples: Cradles to Crayons

Cradles to Crayons divided its mission and model into three sections that read like a game plan: The Need, The Mission, and The Model. The "rule of three" is a powerful rhetorical device called a tricolon that's usually used in speechwriting to help make an idea more memorable. A tricolon is a series of three parallel elements of roughly the same length — think "I came; I saw; I conquered."

11. Universal Health Services, Inc. : To provide superior quality healthcare services that: PATIENTS recommend to family and friends, PHYSICIANS prefer for their patients, PURCHASERS select for their clients, EMPLOYEES are proud of, and INVESTORS seek for long-term returns.

Best Missions Statement Examples: Universal Health Services

A company thrives when it pleases its customers, its employees, its partners, and its investors — and Universal Health Services endeavors to do just that, according to its mission statement. As a healthcare service, it specifically strives to please its patients, physicians, purchasers, employees, and investors. We love the emphasis on each facet of the organization by capitalizing the font and making it red for easy skimming.

12. JetBlue : To inspire humanity – both in the air and on the ground.

Best Missions Statement Examples: JetBlue

JetBlue's committed to its founding mission through lovable marketing, charitable partnerships, and influential programs — and we love the approachable language used to describe these endeavors. For example, the brand writes how it "set out in 2000 to bring humanity back to the skies."

For those of us who want to learn more about any of its specific efforts, JetBlue offers details on the Soar With Reading program, its partnership with KaBOOM!, the JetBlue Foundation, environmental and social reporting, and so on. It breaks down all these initiatives really well with big headers, bullet points, pictures, and links to other web pages visitors can click to learn more. JetBlue also encourages visitors to volunteer or donate their TrueBlue points.

13. Workday : Our core values guide everything we do — Employees, Customer Service, Innovation, Integrity, Fun, Profitability.

Best Missions Statement Examples: Workday

Workday, a human resources (HR) task automation service, doesn't use its mission statement to highlight the features of its product or how it intends to help HR professionals improve in such-and-such a way.

Instead, the business takes a stance on values. There's a lot of great tech out there. But at Workday, it revolves around the people. We love how confident yet kind this mission statement is. It observes the state of its industry — which Workday believes lacks a human touch — and builds company values around it.

14. Lowe's : Together, deliver the right home improvement products, with the best service and value, across every channel and community we serve.

Sometimes the best way to communicate is direct. Lowe's mission statement hones in on the who, how, what, and why behind this powerful home improvement brand.

It's also a great lesson in how the words and phrases you choose show your audience the force behind your mission. This mission statement begins with the word "together." So, no matter what location, products, or channel, the top priority of its mission is that it happens as a team.

That focus on togetherness also creates a foundation for the volunteer, scholarship, and charitable work that this organization does.

15. Tesla : Accelerating the world's transition to sustainable energy.

Best Missions Statement Examples: Tesla

A car company's punny use of the word "accelerating" is just one reason this mission statement sticks out. But Tesla makes this list because of how its mission statement describes the industry.

It may be a car company, but Tesla's primary interest isn't just automobiles — it's promoting sustainable energy. And, sustainable energy still has a "long road" ahead of it (pun intended) — hence the world's "transition" into this market.

Ultimately, a mission statement that can admit to the industry's immaturity is exactly what gets customers to root for it — and Tesla does that nicely.

16. Invisible Children : Partners with local peacebuilders across central Africa to end violent conflict through locally-led solutions.

Best Missions Statement Examples: Invisible Children

Invisible Children is a non-profit that raises awareness around the violence affecting communities across Central Africa, and the company takes quite a confident tone in its mission.

The most valuable quality of this mission statement is that it has an end goal. Many companies' visions and missions are intentionally left open-ended so that the business might always be needed by the community. But Invisible Children wants to "end" violent conflict facing African families with local solutions. It's an admirable mission that all businesses — not just nonprofits — can learn from when motivating customers.

17. TED : Spread ideas, foster community and create impact.

Best Missions Statement Examples: TED

We've all seen TED Talks online before. Well, the company happens to have one of the most concise mission statements out there.

TED, which stands for "Technology Education and Design," has a succinct mission statement that shines through in every Talk you've seen the company publish on the internet. That mission statement starts with "Spread ideas." Sometimes, the best way to get an audience to remember you is to zoom out as far as your business's vision can go. What do you really care about? TED has recorded some of the most famous presentations globally. Then, it hones in on what great ideas can do — foster community and create impact.

18. Microsoft : To empower every person and every organization on the planet to achieve more.


Microsoft is one of the most well-known technology companies in the world. It makes gadgets for work, play, and creative purposes on a worldwide scale, and its mission statement reflects that. Through its product offering and pricing, it can empower every person and organization.

19. Disney : To entertain, inform and inspire people around the globe through the power of unparalleled storytelling.

business plan versus vision

Disney’s mission statement goes beyond providing ordinary entertainment. It intends to tell stories and drive creativity that inspires future generations through its work. This is an exceptional mission statement because it goes beyond giving consumers programs to watch, but ones that excite and change the way people see them and the world around them.

20. Meta : Giving people the power to build community and bring the world closer together.

Company mission statement examples: Metaa

Meta, formerly known as Facebook, is a major social media platform with a concise vision statement. It provides a platform to stay in touch with loved ones and potentially connect to people around the world.

21. Vista Equity Partners : By providing technology expertise, operational guidance and capital for sustainable growth, we empower organizations across all industries to stay ahead in the digital economy.

Company mission statement examples: Vista Equity Partners

Some businesses sell a clear and easy-to-understand product or service. But many companies need to combine branding with product education. This means that some mission statements need to not only communicate how a brand does business but also make it easy to see what it's selling.

Vista Equity Partners is a leading technology brand that supports a wide range of people, technologies, and products. In its mission statement, it clarifies what its company offers and why. It does this using the terms its audience uses most often to describe how it can help.

22. Dunkin' : Everything we do is about you. 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.

Best Vision Statement Examples: Dunkin'

Dunkin’s mission goes beyond remaining a large coffee chain. Rather, the brand wants to be the consummate leader in the coffee and donut industry. It wants to become a place known for fun, food, and recreation.

Now that we’ve gone over successful mission statements, what does a good vision statement look like? Check out some of the following company vision statements — and get inspired to write one for your brand.

Vision Statement Example

“Our vision is to improve sustainable farming practices across the globe.” This vision statement is ambitious and broad enough to be an umbrella statement in line with a brand's mission.

1. Alzheimer's Association : A world without Alzheimer's and all other dementia.

Best Vision Statement Examples: Alzheimer's Association

The Alzheimer’s Association conducts global research and gives quality care and support to people with dementia. This vision statement looks into the future where people won’t have to battle this now incurable disease. With the work that it's doing in the present, both employees and consumers can see how the organization achieves its vision by helping those in need.

2. Teach for America : One day, all children in this nation will have the opportunity to attain an excellent education.

Best Vision Statement Examples: Teach for America

Teach for America creates a network of leaders to provide equal education opportunities to children in need. This organization’s day-to-day work includes helping marginalized students receive the proper education they otherwise wouldn’t have access to. Its vision statement is what it hopes to see through its efforts — a nation where no child is left behind.

3. Creative Commons : Help others realize the full potential of the internet.

Best Vision Statement Examples: Creative Commons

This nonprofit’s vision statement is broad. It helps overcome legal obstacles to share knowledge and creativity around the world. By working closely with major institutions, its vision is an innovative internet that isn’t barred by paywalls.

4. Chipotle : We believe that food has the power to change the world.

Delicious tacos, burritos, and bowls aren't the only things that Chipotle is passionate about. Many fast food brands differentiate with products. But Chipotle offers a belief instead. This idea fuels practices like using local and organic produce, using responsibly raised meat, and cutting greenhouse emissions. Chipotle’s vision statement makes it clear what inspires and drives the actions of this international brand.

5. Australia Department of Health : Better health and wellbeing for all Australians, now and for future generations.

Best Vision Statement Examples: Australia Department of Health

This government department has a clear vision for its country. Through health policies, programs, and regulations, it has the means to improve the healthcare of Australian citizens.

6. LinkedIn : Create economic opportunity for every member of the global workforce.


LinkedIn is a professional networking service that gives people the opportunity to seek employment. Its vision statement intends to give employees of every level a chance to get the job they need.

7. Purely Elizabeth : We believe that food can heal.

Purely Elizabeth is a food brand selling granola, oatmeal, and cereal products. Its extended vision statement reads: "When you eat better, you feel better. It’s that simple. That's why we use superfoods with vibrant flavors and rich textures to create delicious foods to help you thrive on your wellness journey."

Food brands have a lot of competition, and this brand's broad and inspiring vision offers a chance to connect more deeply with customers. Its podcast, blog, and recipe resources offer useful tools and tips for anyone looking to heal their bodies with their food choices.

8. AllHere : Connecting All Families with the Right Support at the Right Time

Attendance is a big challenge for schools and families, especially with students in middle and high school. AllHere offers AI services like mobile messaging to overcome administrative and communication challenges. This helps students, parents, and teachers get the support they need for student success.

This vision statement emphasizes that this challenge is bigger than individual habits. It's an empowering vision of an educational system that works for everyone.

9. Southwest : To be the world's most loved, most efficient, and most profitable airline.

Best Vision Statement Examples: Southwest

Southwest Airlines is an international airline that strives to serve its flyers with a smile. Its vision statement is unique because it sees itself not just excelling in profit but outstanding customer service, too. Its vision is possible through its strategy and can lead its employees to be at the level they work toward.

10. Supergoop! : Change the way the world thinks about sunscreen.

For a vision statement to excite, but not overwhelm, it should be both broad and specific. Company mission statement examples like the one above from Supergoop! show that it may be tricky, but it's also possible to balance those two extremes.

This vision says that sunscreen is important AND that sunscreen is more than sunscreen. This simple statement helps the audience think more about what its products are and what they should expect from those products. It's about education, awareness, and quality. And this vision statement keeps the tone positive, bright, and direct.

Inspire Through Brand Values

Brand values play a much more significant role in customer loyalty than you think. Showing that your business understands its audience — and can appeal to them on an emotional level — could be the decision point for a customer’s next purchase. We hope you found some insight in this post that can help you brainstorm your inspiring vision and mission statements for your business.

Editor's note: This post was originally published in August 2014 and has been updated for comprehensiveness.

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Robert Gumede’s Vision consortium takes ownership of Tongaat

It is not clear how it will recapitalise the company as no working capital is offered in vision’s business rescue plan.

SA businessperson Robert Gumede’s consortium, Vision, has acquired sugar producer Tongaat Hulett’s debt for an undisclosed sum by buying banks’ claims amounting to R8bn. 

The vote on the deal was passed on Thursday by creditors and banks even as there was late-night lobbying to cause Vision to fail in its bid...

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Company outlines direction and “break through limits” management policy during press conference in las vegas.

business plan versus vision

  • Main content

Saudi Arabia still wants to normalize ties with Israel, meaning a key goal of Hamas' October 7 attacks has apparently failed

  • Saudi Arabia says it's still interested in normalizing relations with Israel, despite the war in Gaza. 
  • That's a huge blow to Hamas.
  • One of Hamas' main goals for the war was to turn Israel's neighbors against it. 

Insider Today

When Hamas militants attacked Israel in October, one of their main objectives was to derail diplomatic talks between Israel and Saudi Arabia.

And it worked — for a few months.

But now, Saudi Arabia says it still wants to normalize ties with Israel. That means one of Hamas' biggest goals for the war may end in failure.

The Saudi ambassador to the UK, Prince Khalid bin Bandar, told the BBC on Tuesday that his country's leaders "absolutely" would like to reach an agreement with Israel, which it doesn't recognize as a sovereign state.

Prince Khalid also told the BBC that before Hamas launched its October 7 attack, a deal "was close" between his country and Israel. Any deal would have to include Palestinian independence, and that hasn't changed, he said.

"So, while we still — going forward after 7 October — believe in normalization, it does not come at the cost of the Palestinian people," Prince Khalid said.

The ambassador's remarks came after US Secretary of State Antony Blinken met with Saudi Arabia's ruler, Crown Prince Mohammed bin Salman, in the region on Monday.

Blinken told reporters in a post-meeting press conference that "there's a clear interest here in pursuing" a deal.

"But it will require that the conflict end in Gaza, and it will also clearly require that there be a practical pathway to a Palestinian state," he said.

Israel and Saudi Arabia have had a tense relationship since the creation of the Israeli state in 1948. Establishing formal diplomatic relations between the two countries would be a massive shift in power for the region.

But Hamas opposes the two countries' burgeoning relationship. A deal between Israel and Saudi Arabia would erode Iran's power in the region, and Iran is a key supporter of the militant group.

business plan versus vision

Watch: What happens after the Israel-Hamas war?

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Older Americans say they feel trapped in Medicare Advantage plans

Sarah Jane Tribble

business plan versus vision

Older adults who are in Medicare Advantage and are dissatisfied with their plans can make a switch until March 31. SolStock/Getty Images hide caption

Older adults who are in Medicare Advantage and are dissatisfied with their plans can make a switch until March 31.

In 2016, Richard Timmins went to a free informational seminar to learn more about Medicare coverage.

"I listened to the insurance agent, and basically, he really promoted Medicare Advantage," Timmins says. The agent described less expensive and broader coverage offered by the plans, which are funded largely by the government but administered by private insurance companies.

For Timmins, who is now 76, it made economic sense then to sign up. And his decision was great, for a while.

Then, three years ago, he noticed a lesion on his right earlobe.

"I have a family history of melanoma. And so, I was kind of tuned in to that and thinking about that," Timmins says of the growth, which doctors later diagnosed as malignant melanoma. "It started to grow and started to become rather painful."

Timmins, though, discovered that his enrollment in a Premera Blue Cross Medicare Advantage plan would mean a limited network of doctors and the potential need for preapproval, or prior authorization, from the insurer before getting care. The experience, he says, made getting care more difficult, and now he wants to switch back to traditional, government-administered Medicare.

But he can't. And he's not alone.

"I have very little control over my actual medical care," he says, adding that he now advises friends not to sign up for the private plans. "I think that people are not understanding what Medicare Advantage is all about."

Enrollment in Medicare Advantage plans has grown substantially in the past few decades, enticing more than half of eligible people, primarily those 65 or older, with low premium costs and perks like dental and vision insurance. And as the private plans' share of the Medicare patient pie has ballooned to 30.8 million people, so too have concerns about the insurers' aggressive sales tactics and misleading coverage claims.

Enrollees, like Timmins, who sign on when they are healthy can find themselves trapped as they grow older and sicker.

"It's one of those things that people might like them on the front end because of their low to zero premiums and if they are getting a couple of these extra benefits — the vision, dental, that kind of thing," says Christine Huberty, a lead benefit specialist supervising attorney for the Greater Wisconsin Agency on Aging Resources.

"But it's when they actually need to use it for these bigger issues," Huberty says, "that's when people realize, 'Oh no, this isn't going to help me at all.'"

Medicare pays private insurers a fixed amount per Medicare Advantage enrollee and in many cases also pays out bonuses, which the insurers can use to provide supplemental benefits. Huberty says those extra benefits work as an incentive to "get people to join the plan" but that the plans then "restrict the access to so many services and coverage for the bigger stuff."

David Meyers, assistant professor of health services, policy and practice at the Brown University School of Public Health, analyzed a decade of Medicare Advantage enrollment and found that about 50% of beneficiaries — rural and urban — left their contract by the end of five years. Most of those enrollees switched to another Medicare Advantage plan rather than traditional Medicare.

business plan versus vision

Sen. Elizabeth Warren, D.-Mass., speaks at a protest on Capitol Hill in July about the denials and delays for care in Medicare Advantage plans. Alex Wong/Getty Images hide caption

Sen. Elizabeth Warren, D.-Mass., speaks at a protest on Capitol Hill in July about the denials and delays for care in Medicare Advantage plans.

In the study, Meyers and his co-authors muse that switching plans could be a positive sign of a free marketplace but that it could also signal "unmeasured discontent" with Medicare Advantage.

"The problem is that once you get into Medicare Advantage, if you have a couple of chronic conditions and you want to leave Medicare Advantage, even if Medicare Advantage isn't meeting your needs, you might not have any ability to switch back to traditional Medicare," Meyers says.

Traditional Medicare can be too expensive for beneficiaries switching back from Medicare Advantage, he says. In traditional Medicare, enrollees pay a monthly premium and, after reaching a deductible, in most cases are expected to pay 20% of the cost of each nonhospital service or item they use. And there is no limit on how much an enrollee may have to pay as part of that 20% coinsurance if they end up using a lot of care, Meyers says.

To limit what they spend out-of-pocket, traditional Medicare enrollees typically sign up for supplemental insurance, such as employer coverage, or a private Medigap policy. If they are low income, Medicaid may provide that supplemental coverage.

But, Meyers says, there's a catch: While beneficiaries who enrolled first in traditional Medicare are guaranteed to qualify for a Medigap policy without pricing based on their medical history, Medigap insurers can deny coverage to beneficiaries transferring from Medicare Advantage plans or can base their prices on medical underwriting.

Only four states — Connecticut, Maine, Massachusetts and New York — prohibit insurers from denying a Medigap policy if the enrollee has preexisting conditions such as diabetes or heart disease.

Paul Ginsburg is a former commissioner on the Medicare Payment Advisory Commission, also known as MedPAC. It's a legislative branch agency that advises Congress on the Medicare program. He says the inability of enrollees to easily switch between Medicare Advantage and traditional Medicare during open enrollment periods is "a real concern in our system — it shouldn't be that way."

The federal government offers specific enrollment periods every year for switching plans. During Medicare's open enrollment period, from Oct. 15 to Dec. 7, enrollees can switch out of their private plans to traditional, government-administered Medicare.

Medicare Advantage enrollees can also switch plans or transfer to traditional Medicare during another open enrollment period, from Jan. 1 to March 31 .

"There are a lot of people that say, 'Hey, I'd love to come back, but I can't get Medigap anymore or I'll have to just pay a lot more,'" says Ginsburg, who is now a professor of health policy at the University of Southern California.

Timmins is one of those people. The retired veterinarian lives in a rural community on Whidbey Island, just north of Seattle. It's a rugged, idyllic landscape and a popular place for second homes, hiking and the arts. But it's also a bit remote.

While it's typically harder to find doctors in rural areas, Timmins says he believes his Premera Blue Cross plan made it more challenging to get care for a variety of reasons, including the difficulty of finding and getting in to see specialists.

Nearly half of Medicare Advantage plan directories contained inaccurate information on what providers were available, according to the most recent federal review . Beginning in 2024, new or expanding Medicare Advantage plans must demonstrate compliance with federal network expectations or their applications could be denied.

Amanda Lansford, a Premera Blue Cross spokesperson, declined to comment on Timmins' case. She says the plan meets federal network adequacy requirements as well as travel time and distance standards "to ensure members are not experiencing undue burdens when seeking care."

Traditional Medicare allows beneficiaries to go to nearly any doctor or hospital in the U.S., and in most cases enrollees do not need approval to get services.

Timmins, who recently finished immunotherapy, says he doesn't think he would be approved for a Medigap policy, "because of my health issue." And if he were to get into one, Timmins says, it would likely be too expensive.

For now, Timmins said, he is staying with his Medicare Advantage plan.

"I'm getting older. More stuff is going to happen."

There is also a chance, Timmins says, that his cancer could resurface: "I'm very aware of my mortality."

KFF Health News , formerly known as Kaiser Health News (KHN), is a national newsroom that produces in-depth journalism about health issues and is one of the core operating programs at KFF — the independent source for health policy research, polling and journalism.

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    Timmins, though, discovered that his enrollment in a Premera Blue Cross Medicare Advantage plan would mean a limited network of doctors and the potential need for preapproval, or prior ...