Creating a mission and vision statement will help guide your business now and in the future.
By Jennifer Blanchard | HRTools.com Business Writer
You’re getting ready to start a business. You have some goals in mind for where you want your company to go in the future. You know what you value.
Now it’s time to put it in writing by creating a mission and vision statement.
People often confuse mission statements with vision statements. Although they are similar and work together, they serve two different purposes.
A Mission Statement
A mission statement is “a brief written statement of the purpose of a company or organization,” according to Wikipedia.org. “Ideally, a mission statement guides the actions of an organization, spells out its overall goal, provides a sense of direction, and guides decision making for all levels of management.”
Simply put, a mission statement defines your company’s purpose.
In order to create your company’s mission statement, try answering the following questions:
- What problems/needs does your company solve?
- What do you sell/do?
- How are you unique? What’s your unique selling proposition?
- What’s your target market?
- What are your goals?
Once you have answers to the questions listed above, then you can finally begin to craft your mission statement.
To help you get started, here are some examples of company mission statements:
- Starbucks—“To inspire and nurture the human spirit— one person, one cup, and one neighborhood at a time.”
- Insperity—“To help the best small to medium-sized businesses succeed, making life better for clients, employees, their families and shareholders.”
- Google—“To organize the world’s information and make it universally accessible and useful.”
Notice these example mission statements are clear, concise and effective in explaining each company’s purpose. That’s the formula for a good mission statement..
A Vision Statement
A vision statement “outlines what the organization wants to be,” according to Wikipedia.org. “It concentrates on the future. It is a source of inspiration. It provides clear decision-making criteria.”
Simply put, a vision statement defines what a company aspires to be in the future.
An effective vision statement is:
- Easy to understand
- A vivid depiction of the company’s future
- Engaging
- Compelling
- Realistic
- Aligned with the company’s values, mission and culture.
In order to start creating your company’s vision statement, ask yourself the following:
- What are your company’s values?
- What does your company believe in?
- What’s your company culture like?
- Why do people work for you?
- Where do you see your company in 5 years? In 10 years?
Once you have answers to these questions, you’ll be able to create your vision statement.
Unlike a mission statement, which is supposed to be concise, a vision statement can—and usually is—longer and more comprehensive. A vision statement encompasses all of a company’s values and beliefs.
Here are some examples of company vision statements:
- DuPont—“Our vision is to be the world’s most dynamic science company, creating sustainable solutions essential to a better, safer and healthier life for people everywhere.”
- Amazon.com—“Our vision is to be earth’s most customer centric company; to build a place where people can come to find and discover anything they might want to buy online.”
- IBM—“We strive to lead the invention, development and manufacture of the industry’s most advanced information technologies, including computer systems, software, storage systems and microelectronics. We translate these advanced technologies into value for our customers through our professional solutions, services and consulting businesses worldwide.”
Developing a mission and vision statement for your organization won’t happen immediately. It takes time to truly determine what your company’s purpose is and what you’d like your company to be in the future.
Additional Resources
Here are some additional resources to help you develop the most clear, concise and effective mission and vision statements that you possibly can:
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