10 Great Examples of Mission and Vision Statements (+ How to Write Your Own)

"Without a mission statement, you may get to the top of the ladder and then realize it was leaning against the wrong building!" - Dave Ramsey 

Think about your favorite brand of clothing. Let’s assume it’s not the cheapest in the market, but rather average or even premium. Why do you keep purchasing from them if there are cheaper options available? Most probably because of the values they represent and stand by, with every piece of clothing they create.

The best brands (regardless of size or industry) will always aim to create the perfect experience for their customers and employees. There are many factors to consider when creating this, but if a brand wants to have the greatest pool of customers, they will invest money and time into it.

All this comes down to the statements of mission and vision of a company. People need the story behind the product or the service before being absolutely sure they will spend their money on it.

In the following article, we will spot the difference between the mission and vision of a company, why these two are a must for every organization, we’ll see the steps to take for writing a mission statement, and some inspiring examples from different brands worldwide.

 Contents: 

  1. Definitions and differences between mission and vision
  2. Importance of mission and vision statements for any organization
  3. How to write a mission statement?
  4. Examples of mission and vision statements

 

1. Definitions and differences between mission and vision

Let’s start very easily: A mission statement concentrates on TODAY and what the company is doing to achieve its objectives. The vision statement focuses on TOMORROW and the end game: what is the ultimate target for the future.

Don’t fall into the trap of using either of these concepts with the same meaning. We are discussing two separate terms and concepts, both critical for a successful business.

A mission statement focuses on the present purpose a company works towards. It should include a short description of what the company does, the key targets, target audience/customers, and maybe even position within the market. Keep in mind there is a balance between the mission statement as a part of your company’s outside reputation and the mission statement as a part of your company’s internal communication.

The vision statement is a peek into the future of the company. It’s a far-away but achievable goal for the long term. It should explain the aspirations briefly and the bigger significance the company plans on having. It should be a point of start for making the strategic decision in the organization.

A mission statement is a guideline for the company's vision statement.

 

2. The importance of mission and vision statements for any organization

Mission and vision statements are emblems. Your company needs them.

Effective statements will work as a unifier of the spotlight within the company and outside: in the eyes of the target audience.

They are a perfect way to gain a clear view and ensure you and your management make the best possible decisions.

Remember that these are also a method of separating from the crowd and creating a better and more awesome brand.

Mission and vision statements drive action, empower your employees, and shape company culture.

Finally, mission and vision statements offer principles of existence to the human capital, which is not to neglect because we all need meaning from our daily work.

 

3. How to write a Mission Statement?

Here are a few simple steps you need to take in order to write the mission statement your company needs:

  • Explain what your company does - what product/service you offer. No need for long descriptions here. Stick to basics.
  • List the core values your organization stands by - basically, you will be explaining HOW you do what you do. These are important for both your employees (and keeping them motivated and engaged) and your target audience.
  • Talk about WHY you do what you do - it’s key to explain what drives you, the passion behind the business idea.
  • The final result should be a clear and concise statement, not too pompous.

 

4. Examples of mission and vision statements 

Here are ten examples of mission and vision statements of companies that really understood how to get the hearts and money of their customers.

LinkedIn

  • Mission: Connect the world’s professionals to make them more productive and successful.
  • Vision: Create economic opportunity for every member of the global workforce.
  • Why it’s efficient: The mission explains what they do(connect) and who they benefit(every professional). The vision focuses on the ultimate goal-serving everyone globally.

Google

  • Mission: To organize the world's information and make it universally accessible and useful.
  • Vision: To provide access to the world’s information in one click.
  • Why it’s efficient: Some say Google has not chosen the best statements, but numbers disagree. The mission seems complex, but the vision is much clearer.

Amazon

  • Mission: To serve consumers through online and physical stores and focus on selection, price, and convenience.
  • Vision: To be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online, and endeavors to offer its customers the lowest possible prices.
  • Why it’s efficient: The mission is very clearly stated, and the vision is 1000 steps further, saying Amazon will give their customers whatever they want.

Samsung

  • Mission: To create superior products and services that contribute to a better global society.
  • Vision: To inspire the world. Create the future.
  • Why it’s efficient: Samsung decided to mix these two concepts into one successfully.

Ikea

  • Mission: 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.
  • Vision: To create a better everyday life for many people.
  • Why it’s efficient: The mission focuses on the affordable prices and the functionality of Ikea’s products. The vision is a very noble idea: creating a better life for its customers.

Facebook

  • Mission: To give people the power to build community and bring the world closer together.
  • Vision: People use Facebook to stay connected with friends and family, to discover what’s going on in the world, and to share and express what matters to them.
  • Why it’s efficient: The mission promises a community, something we all want. The vision focuses on why this community is of importance to us all.

Nike

  • Mission: To do everything possible to expand human potential. We do that by creating groundbreaking sports innovations, by making our products more sustainable, by building a creative and diverse global team, and by making a positive impact in the communities where we live and work.
  • Vision: To bring inspiration and innovation to every athlete in the world.
  • Why it’s efficient: Nike has a very inclusive mission and focuses on three elements: human potential, sustainability, and incredible sports innovation. The vision is short and on point.

Shopify

  • Mission: To make commerce better for everyone.
  • Vision: To make commerce better for everyone, so businesses can focus on what they do best – building and selling their products.
  • Why it’s efficient: The mission is extremely succinct, while the vision is only an extension of the mission statement.

Airbnb

  • Mission: To live in a world where one day you can feel like you’re home anywhere & not in a home, but truly home, where you belong.
  • Vision: Belong anywhere.
  • Why it’s efficient: The mission concentrates on how Airbnb wants to make you feel at home anywhere. The vision hints at the ultimate goal: global presence, not only local or regional.

Tesla

  • Mission: To accelerate the world’s transition to sustainable energy.
  • Vision: To create the most compelling car company of the 21st century by driving the world’s transition to electric vehicles.
  • Why it’s efficient: There is a lot of boldness in both statements: the word accelerate, plus “the most compelling”-the best. These two statements are clearly designed to drive the target audience and the employees simultaneously.


Conclusion

Indeed, by now, you are convinced your company needs a mission and vision statement. Make sure these two essential elements of your business are clear, coherent, and can be easily communicated to the world. It’s essential to know who you are and where you’re going. 

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