The Vision Statement focuses on the future and what the organization wants to become. The Mission Statement focuses on the present and what the organization currently does. While companies commonly use Mission and Vision Statements interchangeably, it’s important to have both. One doesn’t work without the other, because having purpose and meaning are critical for any business.

What is a Mission Statement?

Your mission statement drives the company. It is what you do and is the core of the business, which creates the objectives and finally, what it takes to reach those objectives.

Mission statement questions should look like:

  • What do we do?
  • Whom do we serve?
  • How do we serve them?

What is a Vision Statement?

Your vision statement gives the company direction. It is the future of the business, which then provides the purpose. The vision statement is about what you want to become. It’s aspirational.

Vision statement questions should look like:

  • What are our hopes and dreams?
  • What problems are we solving for the greater good?
  • Who and what are we inspiring to change?

Here is an example from a well-known company:

  • Company:Amazon
  • Mission:We strive to offer our customers the lowest possible prices, the best available selection, and the utmost convenience.
  • Vision:To be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online.
  • Why it works: Amazon’s mission is cut-and-dry about what they offer to customers. The vision takes the offerings further, saying their company will offer “anything” customers want.

When you establish your mission and vision statements, you can begin to define your content strategy and plans to create and maintain a more productive and successful organization. For more information or a free 40 minute consultation please contact us via: