Mission, Vision and Values
Every organization to be successful needs to be guided by a clear strategy. Vision, mission, and values form the ground for building the strategic foundation of the organization. They direct and guide the purpose, principles and values that govern the activities of the organization and communicate this purpose of the organization internally and externally.
Successful organizations ensure that their goals and objectives are always in synergy with their vision, mission and values and consider this as the basis for all strategic planning and decision making.
By developing clear and meaningful mission and vision statements, organizations can powerfully communicate their intentions and inspire people within and outside the organization to ensure that they understand the objectives of the organization, and align their expectations and goals toward a common sense of purpose.
Importance of Mission, Vision, and Values
Vision and mission statements play an important role in strategy development by −
By identifying and understanding how values, mission, and vision interact with one another, an organization can create a well-designed and successful strategic plan leading to competitive advantage.
An organizational mission is a statement specifying the kind of business it wants to undertake. It puts forward the vision of management based on internal and external environments, capabilities, and the nature of customers of the organization.
A mission statement therefore −
Following are the mission statements of some of the most successful companies.
Microsoft
At Microsoft, our mission is to enable people and businesses throughout the world to realize their full potential. We consider our mission statement a commitment to our customers. We deliver on that commitment by striving to create technology that is accessible to everyone—of all ages and abilities. Microsoft is one of the industry leaders in accessibility innovation and in building products that are safer and easier to use.
Our Roadmap starts with our mission, which is enduring. It declares our purpose as a company and serves as the standard against which we weigh our actions and decisions.
A vision is a clear, comprehensive snapshot of an organization at some point in the future. It defines the company’s direction and entails what the organization needs to be like, to be successful in future.
It is of strategic importance to an organization to create a clear and effective vision. A clear vision helps to define the values of the organization and guides the conduct of all employees. A strong vision also leads to improved productivity and efficiency.
A Vision Statement is −
A future-oriented declaration of the organization’s purpose and aspirations.
A clear vision helps in aligning everyone towards the same state of objective, providing a basis for goal congruence.
For example, the Vision Statement of PepsiCo is as follows − At PepsiCo, we’re committed to achieving business and financial success while leaving a positive imprint on society − delivering what we call Performance with Purpose.
Role Played by Mission and Vision
Organization mission and vision are critical elements of a company’s organizational strategy and serves as the foundation for the establishment of company objectives.
Mission and vision statements play critical roles, such as −
They provide unanimity of purpose to organizations and spell out the context in which the organization operates.
They communicate the purpose of the organization to stakeholders.
They specify the direction in which the organization must move to realize the goals in the vision and mission statements.
They provide the employees with a sense of belonging and identity.
Values
Every organization has a set of values. Sometimes they are written down and sometimes not. Written values help an organization define its culture and belief. Organizations that believe and pledge to a common set of values are united while dealing with issues internal or external.
An organization’s values can be defined as the moral guide for its business practices.
Core Values
Every company, big or small, has its core values which forms the basis over which the members of a company make decisions, plan strategies, and interact with each other and their stakeholders. Core values reflect the core behaviors or guiding principles that guide the actions of employees as they execute plans to achieve the mission and vision.
Core values reflect what is important to the organization and its members.
Core values are not necessarily dependent on the type of company or industry and may vary widely, even among organizations that do similar types of work.
For many companies, adherence to their core values is a goal, not a reality.
It is often said that companies that abandon their core values may not perform as well as those that adhere to them.
Stakeholders
Any individual or groups/group of individuals who believe and have an interest in an organization’s ability to deliver intended results and affect or are affected by its outcomes are called stakeholders. Stakeholders play an integral part in the development and ultimate success of an organization.
An organization is usually accountable to a broad range of stakeholders, including shareholders, who are an integral part of an organization’s strategy execution. This is the main reason managers must consider stakeholders’ interests, needs, and preferences. A stakeholder is anybody who can affect or is affected by an organization, strategy or project. They can be internal or external and they can be at senior or junior levels.
Types of Stakeholders
Stakeholders are people who have the power to impact an organization or a project in some way.
Stakeholders can be of two types −
Primary or Internal Stakeholders
These are groups or individuals who are directly engaged in economic transactions within the business, such as employees, owners, investors, suppliers, creditors, etc.
For example, employees contribute their skill/expertise and wish to earn high wages and retain their jobs. Owners exercise control over the business with a view to maximizing the profit of the business.
Secondary or External Stakeholders
These are groups or individuals who need not necessarily be engaged in transaction with the business but are affected in some way from the decisions of the business, such as customers, suppliers, creditors, community, trade unions, and the government.
For example, the trade unions are interested in the organization’s well-being so that the workers are well paid and treated fairly. Customers want the business to produce quality products at reasonable prices.
Identification of Key Stakeholders
It is very important for any business to identify its key stakeholders and scope their involvement as they play a vital role right from strategizing to implementation of outcomes throughout the lifetime of a business.
Different stakeholders have different interests in the organization and the management has to consider all their interests and create a synergy among them to achieve its objectives.
Identifying all of a firm’s stakeholders can be a daunting task. It is important to have the optimum number of stakeholders, neither too many nor too few. Having too many stakeholders will dilute the effectiveness of the company objectives by overwhelming decision makers with too much information and authority. Following are some effective techniques to identify key stakeholders −
Brainstorming − This is done by including all the people already involved and aware of the company and its objectives, and encouraging them to come out with their ideas. Stakeholders can be brainstormed based on categories such as internal or external.
Determining power and influence over decisions − Identify the individuals or groups that exercise power and influence over the decisions the firm makes. Once it is determined who has a stake in the outcome of the firm’s decisions as well as who has power over these decisions, there can be a basis on which to allocate prominence in the strategy-formulation and strategy-implementation processes.
Determining influences on mission, vision and strategy formulation − Analyze the importance and roles of the individuals or groups who should be consulted as strategy is developed or who will play some part in its eventual implementation.
Checklist − Make a checklist or questions to help identify the more influential or important stakeholders.
Who will be affected positively or negatively, and to what extent?
Who influences the opinions about the company?
Who has been involved in any similar projects in the past?
Which groups will benefit from successful execution of the strategy and which may be adversely affected?
Involve the already identified stakeholders − Once the stakeholders are identified, it is important to manage their interests and keep them involved and supportive. This is a daunting task to be performed tactfully by managers so that the organization’s higher objectives are not subordinated by individual interests.
The Difference Between Mission and Vision Statements
The Difference Between Mission and Vision Statements
Just like people, companies need not only a direction, but a clear idea of what the goals are and how to go about achieving them. In addition to this, an organization’s employees need a sense of cohesiveness in order to collaborate in harmony and work towards the shared goal of the company. These central pillars of effective organizations are encapsulated by mission and vision statements. It is for this reason that it is important to understand the difference between mission and vision statements.
A vision statement focuses on tomorrow and what an organization ultimately wants to become. A mission statement focuses on today and what an organization does to achieve it. However, the lines often get blurred between the two. When it comes to driving and directing your company both today and tomorrow, you must be able to break down the difference between mission and vision statements so you can better understand and define your company’s essence with confidence.
What is a Mission Statement?
A mission statement is a short summary of an organization’s core purpose, focus, and aims. This usually is comprised of a brief description of what the organization does and its key objectives. It often takes shape as a declaration of what an organization does every day, defining the day-to-day activities of work, and each person who works for the organization contributes to that overall mission.
The mission statement drives the company. It outlines both what you do and what comprises the core of the business, and from this, objectives are made clear, followed finally by what it takes to reach those objectives. A strong mission statement is one that motivates a team to consistently advance toward a common goal. Questions that guide mission statements include:
Mission statements establish a framework for the behaviour of those working in the company, often starting with declarations such as, “We provide…”, “We offer…”, or “We are a…”. Because of its reference to the everyday activities of the company, missions statements can often be used as a basis for performance standards, and can guide employees at various levels of the company in their decision-making.
What is a Vision Statement?
A vision statement is a short description of an organization’s aspirations and the wider impact it aims to create. It acts as a guiding beacon to those within the organization, as well as something that sets the ground for internal decision-making and determines the intended direction of the organization. A vision statement is meant to be a clear, definitive statement of what an organization wants to accomplish, and what the world will look like once they have accomplished that mission.
A vision statement is future-oriented, providing a sense of what the company values to both those inside the organization and outside of it. Oftentimes, a vision statement is used for public relations purposes. Because vision statements aim to encapsulate the overall strategic goals for a company, they tend to remain unchanged often. Every smaller organizational step is curated to be contributing to the effort in achieving the overall vision of the company. Because of its transcendent and directive nature, vision statements are often written in the present tense, but still serve the future of the organization.
17 Seriously Inspiring Mission and Vision Statement Examples
So, to thrive in the long run, businesses must remain focused on producing value.
However, it’s easy to lose sight of value creation and get sidetracked by other things like profit margins, expanding your product catalogs, or competitors.
This is why organizations create mission and vision statements.
These statements unify the organization and keep everyone focused on what really matters – because if you get these things right, the profits will follow.
This post will give you an introduction to the two statements. Plus, we’ll share some great mission and vision statement examples to help inspire your own.
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What is a Mission Statement?
A mission statement is a short summary of an organization’s core purpose, focus, and aims. This usually includes a brief description of what the organization does and its key objectives.
What is a Vision Statement?
A vision statement is a short description of an organization’s aspirations and the wider impact it aims to create. It should be a guiding beacon to everyone within the organization and something which underpins internal decision-making and determines the intended direction of the organization.
Mission Statement vs Vision Statement: What’s The Difference?
The mission statement defines what an organization does and includes tangible goals which the organization strives to accomplish. The vision statement, meanwhile, should clarify the aspirations of the organization and define the direction it’s heading in.
Many organizations combine the two statements to form one clearly defined reason for existing that unites the efforts of everyone involved.
Does Your Business Need Mission and Vision Statements?
Mission and vision statements are signposts.
These statements also help you develop a stronger brand that differentiates you from the competition.
Now, let’s look at some examples.
Mission and Vision Statement Examples
For quick reference, here are 17 examples of mission and vision statements from highly successful businesses:
17 Inspiring Mission and Vision Statements Explained
Now you know what they are and how they serve organizations, let’s take a closer look at these mission and vision statement examples and draw out the key components.
1. Tesla
Mission statement: To create the most compelling car company of the 21st century by driving the world’s transition to electric vehicles.
Vision statement: To accelerate the world’s transition to sustainable energy.
Tesla’s mission and vision statements are a class act.
Their mission statement clearly defines their core goal: “To create the most compelling car company of the 21st century.” Then it tells you how they intend to accomplish that goal: “By driving the world’s transition to electric vehicles.”
It’s simple and it works.
However, it’s Tesla’s vision statement that stands out.
The car company’s clever use of the world “accelerate” helps to enliven their lofty aspiration. This vision statement also showcases their drive (pun intended) for sustainable energy and how it steers (pun intended) the business.
It also allows them room to explore and develop their other set of energy solutions, Powerwall, Powerpack and Solar Roof.
All in all, Tesla’s vision for sustainable energy is one that resonates with countless people around the world.
2. Nike
Mission statement: Create groundbreaking sports innovations, make our products sustainably, build a creative and diverse global team, and make a positive impact in communities where we live and work.
Vision statement: Bring inspiration and innovation to every athlete* in the world.
*If you have a body, you are an athlete.
Nike’s mission statement might sound run-of-the-mill, but it effectively sums up what they aim to do and how they aim to do it.
Take note of the words that declare Nike’s underlying company values: Innovation, sustainability, diversity, and community.
However, it’s Nike’s vision statement that has captured the hearts of millions.
“To bring inspiration and innovation to every athlete in the world” sounds a little vague at first. It’s Nike co-founder Bill Bowerman’s addition that hits you right in the feels: “If you have a body, you are an athlete.”
Bowerman’s statement staunchly stands up against body-shaming and is a powerful call for inclusion. And it’s not hard to see this shape Nike’s philosophy and marketing:
As a result, Nike’s vision statement is transformed into a moving sentiment that impacts every person who reads it. It’s also one of the best vision statement examples for business owners to use for inspiration.
3. MVMT
Mission and vision statement: We were founded on the belief that style shouldn’t break the bank. Our goal is to change the way you think about fashion by delivering premium designs at radically fair prices.
MVMT have combined their company mission statement and vision statement and addressed it directly to customers.
It begins with the vision: “Style shouldn’t break the bank.”
This business vision statement cuts straight to the point and perfectly sums up MVMT’s key selling proposition of high-quality fashion watches at low prices.
The statement then goes on to explain the mission.
First, they tell you what they aim to achieve: “Change the way you think about fashion.” Then, they tell you how they intend to do it: “By delivering premium designs at radically fair prices.”
It’s short, punchy, and music to customers’ ears.
4. Warby Parker
Mission statement: Warby Parker was founded with a rebellious spirit and a lofty objective: To offer designer eyewear at a revolutionary price, while leading the way for socially conscious businesses.
Vision statement: We believe that buying glasses should be easy and fun. It should leave you happy and good-looking, with money in your pocket. We also believe that everyone has the right to see.
Warby Parker’s mission statement reminds us of why it was founded and then reveals its aims for a better future.
Note their core business aim: “Offer designer eyewear at a revolutionary price.”
In the vision statement, they address the core problems consumers face when purchasing glasses: It can be annoying, boring, costly, and still leave you anxious about whether or not they look good.
Instead, they aim to solve these problems and make buying glasses easy, fun, pleasing, and inexpensive.
Both statements also mention Warby Parker’s dedication to providing glasses to people in need around the world.
5. Shopify
Vision statement: Make commerce better for everyone, so businesses can focus on what they do best: building and selling their products.
Shopify’s vision statement begins with their overarching vision: to make commerce better for everyone.
Then they promote the reason why they’re driven to remove the hassle and complications of managing an ecommerce website: so businesses can focus on what’s most important to them.
Shopify’s business mission statement and vision are clear: empower businesses.
6. Patagonia
Mission and vision statement: Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.
Then they explain their environmental stance in three points which explain their aim to make their business as environmentally friendly as possible and actively combat the environmental crisis.
Patagonia goes on to say, “a love of wild and beautiful places demands participation in the fight to save them.”
And the business isn’t afraid to put their money where their mouth is. The company donates at least 1% of its sales to hundreds of grassroots environmental groups around the world.
If you’re looking for vision and statement examples that clearly articulate a company’s values and goals, this is one right here.
7. IKEA
Mission statement: 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 statement: To create a better everyday life for the many people.
IKEA’s mission statement is clear and to the point.
Note the use of the words, “wide range,” “well-designed,” “functional,” and “prices so low.” If you’ve ever been to IKEA you’ll know how well they’ve managed to embody these attributes.
IKEA’s vision statement focuses their mission statement into one singular purpose: “To create a better everyday life for the many people.”
Both statements use inclusive phrasing that solidifies IKEA’s commitment to being accessible to “as many people as possible.”
8. TED
Mission statement: Spread ideas.
Vision statement: We believe passionately in the power of ideas to change attitudes, lives and, ultimately, the world.
With such a simple, highly focused mission, it’s easy to see how the TED brand has become a global phenomenon in recent years.
It’s a truly great mission statement that focuses all of their efforts.
“Everything we do – from our Conferences to our TED Talks to the projects sparked by The Audacious Project, from the global TEDx community to the TED-Ed lesson series – is driven by this goal: How can we best spread great ideas?”
In what could be considered their vision statement, TED goes on to explain that they “believe passionately in the power of ideas to change attitudes, lives and, ultimately, the world.”
9. Amazon
Mission statement: We strive to offer our customers the lowest possible prices, the best available selection, and the utmost convenience.
Vision statement: To be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online.
Amazon ’s mission statement sums up the three things that have made them loved by millions: low prices, a huge selection, and incredible convenience.
Like all great mission statements, it shines a light on the values that bring success.
Amazon’s vision statement brings these elements together into one unified goal: “To be Earth’s most customer-centric company.”
10. Southwest Airlines
Mission statement: The mission of Southwest Airlines is dedication to the highest quality of customer service delivered with a sense of warmth, friendliness, individual pride, and company spirit.
Vision statement: To become the world’s most loved, most flown, and most profitable airline.
Their mission statement summarizes this dedication to customers and highlights the importance of one-to-one interactions between staff and customers.
So it’s no surprise that Southwest’s vision statement is “to become the world’s most loved, most flown airline.”
11. Google
Mission statement: To organize the world’s information and make it universally accessible and useful.
Google’s mission statement perfectly summarizes what they aim to do.
Take note of the last word: “useful.”
Google understands that it doesn’t matter how well organized or accessible information is if it can’t be readily applied in life.
Their mission statement is brilliant.
But unfortunately, Google doesn’t seem to have a vision statement that clarifies the reasons why they want to organize the world’s information for everyone to use.
12. ASOS
Mission statement: Become the world’s number-one destination for fashion-loving 20-somethings.
Asos’ mission statement solidifies their purpose by voicing exactly what they want to achieve.
In what could be considered their vision statement, they go on to say, “We focus on fashion as a force for good, inspiring young people to express their best selves and achieve amazing things. We believe fashion thrives on individuality and should be fun for everyone.”
The addition gets a little vague in places, such as wanting young people to “achieve amazing things” – I mean, don’t we all?
13. Loreal
Mission statement: To provide the best in cosmetics innovation to women and men around the world with respect for their diversity.
Loreal’s mission statement comprises two key parts.
The first lays out their dedication to providing the best in cosmetics innovation. The second is all about inclusivity.
They aim to include people from all over the world, “with respect for their diversity.”
And despite most companies marketing cosmetics solely to women, Loreal is looking to the future as gender stereotypes break down.
This type of sensitivity and awareness will position Loreal for long-term success.
14. Bulletproof
Mission and vision statement: “Help people perform better, think faster, and live better using a proven blend of ancient knowledge and brand new technologies, tempered by research, science, and measured results from our customers, top athletes, and medical professionals.”
Bulletproof has combined their vision and mission in one short paragraph.
It starts with their purpose: “Help people perform better, think faster, and live better.” Then it goes on to explain exactly how they plan to do it: Using ancient knowledge, brand new technologies, and science.
Sure, it’s a little wordy.
But it gets to the heart of why Bulletproof exists and how they plan to make an impact on the world as a business.
As a result, Bulletproof’s mission and vision statement is well-suited to unify everyone in the company and guide their decisions.
15. Honest Tea
Mission statement: Honest Tea seeks to create and promote great-tasting, healthy, organic beverages. We strive to grow our business with the same honesty and integrity we use to craft our recipes, with sustainability and great taste for all.
Honest Tea’s mission statement aims to live up to their brand name.
It starts by explaining what it is they do, and by doing so, they also tell you what they don’t do: chemical-laden, artificially produced beverages.
They’re talking directly to their target market and conferring their key selling proposition: beverages that are great-tasting and healthy.
They go on to showcase their values by using words like honesty, integrity, and sustainability.
And this brand doesn’t just talk the talk – they walk the walk.
Each year, the company publishes a Mission Report in an effort to be transparent about their business practices.
16. Starbucks
Mission statement: To inspire and nurture the human spirit—one person, one cup, and one neighborhood at a time.
Another short and sweet mission statement that tells a lot about the company.
Starbucks doesn’t use big sentences or fancy words to communicate its goals. It uses clear, simple, and direct language to express what the company wants to be and for whom.
They aspire to be known for more than just coffee by creating a culture of warmth and exclusivity.
In other words, Starbucks wants to ensure that anyone who comes through its doors feels welcomed and at home.
17. Passionfruit
Mission statement : We strive to create inclusive clothing and accessories that enable you to show your pride all year round while giving back to our community.
The folks at Passionfruit strive to promote the idea that pride is not just a one-day event.
Rather than making their mission statement about trendy clothes for the LBGTQ+ community, they promote the idea that pride is an everyday expression of oneself.
And by doing so, they remind people that the brand is aligned with LBGTQ+ values and supports the community by giving back.
All in all, it’s clear that Passionfruit wants everyone to recognize the truth for the queer community and spread inspiration – we’ll take it.
Summary
Done right, mission and vision statements are powerful things.
They can unify an entire organization’s efforts and be the signpost that continually focuses everyone’s efforts on the things that truly matter.
The key to great mission and vision statements is clarity.
Plus, it doesn’t matter how large or small your business is, every business can benefit from strong mission and vision statements.
If you’re considering writing a mission or vision statement for your business, start with your core values. Then, consider the wider impact you hope to have on the world through your customers.
What’s your business’s mission or vision statement? Let us know in the comments below!
