A mission statement communicates the purpose of an organization. A vision statement predicts an organization's future.Both statements are meant to inspire employees and customers. They may also be designed for the public in general or to strike fear in the heart of the competition.
Mission and vision statements are generally seen as complimentary and they ideally align. Mission statements define an organization's values, drive and strengths. Vision statements are a compelling vision of the future that show the value of a mission. In many cases, a vision statement is a far off goal that is extremely difficult to achieve, thus communicating a sense of ambition and energy.
The driving purpose of an organization, individual or initiative.
A compelling picture of the future.
Mission statements are far more common than vision statements. In many cases, a single statement can capture both a mission and vision.
This is the complete list of articles we have written about business strategy.
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