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Tips for Writing Your Company's Mission and Vision Statements

Are you confused about mission/vision statements and how to write them? Don't stress! Both statements are fairly simple to write as long as you know the difference between the two.

Continue reading for tips on what to include and some awesome examples!

The Difference Between a Mission and Vision Statement

A mission statement tells what the company does, its objectives and how it will reach them, and should remain constant throughout the tenure of the company.

A vision statement details the long-term goals of where the company aspires to go.

The two are often confused, so remember that mission statements are written in the present tense, and vision statements focus on the future. In other words, where you're at and where you're going.

Are Mission and Vision Statements Necessary?

Mission and vision statements are staple components that help to build an organization's culture. Both should align with the organization's goals and will become a tool for guiding your company internally and externally. So, while they aren't mandated by law, it's highly recommended to incorporate these statements into your business!

What to Include in your Mission Statement

A company writes its mission statement to detail how it will work to obtain its long-term goal or vision.

Some things to include in your mission statement are:

  • Who/what the company services

  • What the company offers to customers

  • Where geographically the company operates

  • What competitive advantage the company has

Here is a good example of a mission statement incorporating some of the bullet points above. "To inspire and nurture the human spirit- one person, one cup, and one neighborhood at a time." -Starbucks. They've successfully managed to convey who they service, what they service, and where they typically service.

Take a look at another example of a nicely written mission statement belonging to Home Depot. "The Home Depot is in the home improvement business, and our goal is to provide the highest level of service, the broadest selection of products, and the most competitive prices." Here they came right out and declared what business they cater to, their goal, and the competitive edge they have in offering competitive prices to their customers.

What to Include in your Vision Statement

A company writes its vision statement to explain what the company hopes to achieve in the future. Vision statements should be clear and concise.

Some things to include in your vision statement are:

  • How the company fits into the world

  • The plan to deliver a quality product

  • Cost-effectiveness of choosing their product

Amazon's vision is “Our vision is to be earth’s most customer-centric company, where customers can find and discover anything they might want to buy online.”

Amazon is clear about its goals for the future and what they bring to its customers.

Some vision statements are one-line general statements that conclude what they wish to achieve. For instance, Disney's vision statement is simply "To make people happy." Although the statement is not as comprehensive as others, it still gets the job done because we're not left questioning what their end goal is.

Wrap Up

See... it's not as hard as you imagined, right?

Just remember that your mission statement reflects what your company is currently doing, and your vision statement is what you hope to achieve in the future. If you can follow this rule of thumb, you're sure to have some successful statements!

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