A mission statement defines your organization's business, objectives, and approach to achieving these objectives. In contrast, a vision statement outlines where your organization aspires to be in the future.
Consider the questions: Why does your company exist? What do you hope to achieve in the coming years? These questions may seem simple, but providing a concise and impactful response is often challenging.
This is where mission and vision statements become essential. Crafting these statements requires a deep understanding of your company's core purpose and future direction.
Investing the time and effort to develop clear and compelling mission and vision statements will prepare you to answer questions about your company's purpose with confidence and clarity. Instead of being caught off guard, you'll be ready with a powerful response that resonates.
Here’s everything you need to know to create mission and vision statements that truly reflect your organization’s essence and aspirations.
Mission statements and vision statements are often used interchangeably or combined into a single statement, but they serve distinct purposes.
Think of it this way: If someone asks, “What do you do?” you might respond, “I’m a software developer at a mid-size software company” or “I’m a circus clown.”
But if they ask, “What do you want to be doing five or ten years from now?” your answer would likely differ. You might say, “My goal is to move into a management position overseeing all the company’s developers”, or “Ultimately, I’d like to be a world-famous clown and the go-to entertainer for celebrity kids' birthday parties.”
We’ve put together a mini list of inspirations to help you get started. Below are some winning mission statements from a few well-known companies.
Now, it's time to roll up your sleeves and craft your mission statement.
What a Mission Statement is Not
First, let's clarify what a mission statement isn't – a slogan. A slogan like "Just do it" or "Like a good neighbour, State Farm is there" is a catchy marketing line that customers associate with your brand. Your mission statement goes deeper. It captures the essence of your organisation, explaining why you do what you do and why you exist.
A solid mission statement requires you to dig deep, going beyond "Do a good job" or "Delight our customers." Here’s how you can create your own in three (relatively) easy steps:
Mission statements can be as short as one sentence or as long as several paragraphs and can include various elements, such as how a company serves not only its customers but also its employees and communities. But let's keep it simple for now.
In its most basic form, your mission statement should answer:
Take a moment to jot down brief responses to each of these prompts.
For example, if you work for a software company that developed an app using highly tailored personality tests to match candidates with dream jobs, your responses might be:
Got your answers? Great! Let’s move on.
Now, you have the nuts and bolts of your mission statement, but it’s likely a bit disjointed. It's time to assemble these pieces into a coherent and compelling statement.
Begin rearranging the pieces, swapping in different words, and making other changes to develop a few potential statements. Don’t feel bound to the first version you come up with—trial and error is key here. The more options you create, the better your chances of landing on something impactful.
With several solid choices in hand, it's time to narrow them down. Review your options and select the one that best captures the essence of your organization. Ensure it’s clear, concise, and inspiring.
Once you've selected your final mission statement, remember that it should be a living document. Revisit and revise it as your company evolves to ensure it always reflects your core purpose and goals.
Your mission statement captures your company as a whole, which means you can’t write it in a vacuum. Make sure it truly represents your organization 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 casual one-on-one chats.
Present the mission statement options you believe are strong contenders and ask questions like:
The key is not just to collect feedback but to thoughtfully consider and incorporate it.
Imagine that, in response to the personality test mission statement options, most people wanted something shorter and snappier. You take that feedback and refine your statement to something like:
Bam! You have your mission statement.
It may seem straightforward, but don’t fret if it takes time and requires multiple revisions. That’s completely normal and a sign that you’re giving your mission statement the effort and consideration it deserves.
"Envisioning the future of your company and expressing it confidently can feel a bit daunting and even slightly boastful. However, that's precisely what crafting a vision statement entails. Here are some examples of companies that have boldly embraced this challenge and articulated their future aspirations:”
These companies have clearly articulated their long-term goals, demonstrating the power of a well-crafted vision statement.
You probably don’t have a crystal ball to foresee the future of your company (but if you do, can you share?). Crafting a vision statement is challenging because it requires thinking big and long-term. Here's a simplified approach to help you create a compelling vision statement in three steps.
Begin by understanding why your product or service matters. What does it help people achieve? How does it improve their lives?
Take the career personality test example: the end result isn’t just the app itself. The true value lies in matching users with careers that perfectly suit them.
Think of it this way: your company is the path your customers are running on. Once they cross the finish line, what do they achieve? This perspective helps you understand how your work impacts your customers, community, or even the world.
Look five or ten years into the future and envision what success looks like. Write down everything that comes to mind.
For the career personality test scenario, do you want to be the world’s most trusted resource for career exploration? Do you aim to create a world where nobody hates their job? Do you want everyone to feel confident in their career choices?
Be ambitious and bold. This is your chance to dream big!
Now that you have two key elements:
It’s time to piece them together. Combine different words and ideas to see what resonates.
Using our career test example, your vision statement could be:
This is a process of trial and error. Once you have a near-final version, seek feedback from others.
By the end of this process, you'll have a vision statement that encapsulates your organization’s aspirations and future goals.
You might be wondering, "What's the point of all this?" Creating vision and mission statements might seem like a lot of work, but trust us, it's worth the effort. These statements are more than just formalities; they can be incredibly beneficial for your organization.
Your mission statement highlights your company’s core values and helps everyone – from customers to employees – understand what your business is about and how you’re different from competitors. It serves as a clear and concise declaration of your organization's purpose and primary objectives.
Your vision statement is a roadmap for the future. It provides an inspiring reminder of what you’re working towards, which can be easy to lose sight of amidst day-to-day tasks. It sets a long-term goal for your organization, guiding strategic decisions and actions.
Creating these statements is just the beginning. To truly benefit from them, you need to promote and embody them actively. This means more than just displaying them on your website or printing them on posters in the break room. Your mission and vision should be integrated into your company culture, influencing every decision and action.
It's crucial to educate your employees about your mission and vision. A survey found that 61% of employees didn’t know their company’s mission statement. You can't expect your team to help achieve your mission and vision if they don't know what they are.
Introduce new employees to your mission and vision on day one. Make these statements a key part of the onboarding process and refer back to them during new projects, problem-solving sessions, brainstorming meetings, and major decisions.
By doing this, your mission and vision statements will become more than formalities. They will become fundamental to the way you do business, driving your organization towards its ultimate goals.