Mission Statement vs. Vision Statement

Let’s start with a bit of a vocabulary lesson to differentiate between these two types of company statements.

Vision Statement

A vision statement describes where the company aspires to be upon achieving its mission. This statement reveals the “where” of a business — but not just where the company seeks to be. Rather, a vision statement describes where the company wants a community, or the world, to be as a result of the company’s services.

Below are some vision statements from well-known companies to give you a sense of how a vision represents a brand.

• Alzheimer’s Association: A world without Alzheimer’s disease.
• Teach for America: One day, all children in this nation will have the opportunity to attain an excellent education.
• Creative Commons: Realizing the full potential of the internet — universal access to research and education, full participation in culture — to drive a new era of development, growth, and productivity.
• Microsoft (at its founding): A computer on every desk and in every home.
• Australia Department of Health: Better health and wellbeing for all Australians, now and for future generations.

Mission Statement

If the above examples are vision statements, what’s a mission statement? A mission statement is, in some ways, an action-oriented vision statement, declaring the purpose an organization serves to its audience. That often includes a general description of the organization, its function, and its objectives. Ultimately, a mission statement is intended to clarify the “what,” the “who,” and the “why” of a company. It’s the roadmap for the company’s vision statement.