A compass pointing towards a mission
A mission statement captures a company’s purpose in the simplest terms. “Why do you exist?” “What are you doing today to fulfill your purpose?” A good mission statement is clear, practical, and action-oriented. It’s not about lofty dreams; it’s about what the business is doing to make an impact.
Characteristics of a strong mission statement:
Purpose-driven: It answers the question, “What are we here to do?”
Focused on today: It reflects what the company is doing now.
Relatable: Brands write it in plain language that anyone (employees, customers, or investors) can understand.
Actionable: It provides guidance for daily operations and decisions.
Example:
Take Google’s mission: “To organize the world’s information physical therapist email list and make it universally accessible and useful.” This isn’t about what Google might do in 20 years. It’s about what they do every day to serve their users.
What is a vision statement?
A concept of a business vision statement
If a mission statement is the engine, the vision statement is the destination. It’s where brands are going, the dream they’re working toward. A vision is meant to be bold and inspiring. It’s less about the nuts and bolts of the business and more about the big picture.
Characteristics of a strong vision statement:
Aspirational: It’s about where businesses want to go, not where they are now.
Inspiring: It motivates employees and stakeholders to think big and aim high.
Future-focused: It provides a long-term direction for your business.
Broad but grounded: It leaves room for growth while staying true to the mission.
Example:
Tesla’s vision is a perfect example: “To create the most compelling car company of the 21st century by driving the world’s transition to electric vehicles.” It’s ambitious and forward-looking, giving people a sense of its ultimate goal.