Mission Statement versus Vision Statement

While a mission statement describes what a company wants to do now, a vision statement outlines what a company wants to be in the future.

The Mission Statement concentrates on the present; it defines the customer(s), critical processes and it informs you about the desired level of performance.

The Vision Statement focuses on the future; it is a source of inspiration and motivation. Often it describes not just the future of the organization but the future of the industry or society in which the organization hopes to effect change.

Purpose

The mission statement guides the day-to-day operations and decision-making of the organization. It helps in tactical planning and "rallying the troops" around a common near- to medium-term goal. The mission statement helps members of the organization get on the same page on what they should do and how they should do it.

The vision statement is, in a sense, loftier. It outlines the worldview of the organization and why it exists. It attracts people — not just employees but also customers and vendors — who believe in the vision of the organization.

What's in a Vision Statement?

When developing a vision statement, it should be seen that the following questions are answered:

• What do we want to do going forward?

• When do we want to do it?

• How do we want to do it?

Features of an effective vision statement include:

• Clarity and lack of ambiguity

• Paint a vivid and clear picture, not ambiguous

• Describing a bright future (hope)

• Memorable and engaging expression

• Realistic aspirations, achievable

• Alignment with organizational values and culture

• Time bound if it talks of achieving any goal or objective

What to Include in a Mission Statement

When developing a mission statement, it should be seen that the following questions are answered:

• What do we do today?

• For whom do we do it?

• What is the benefit?

Features of an effective mission statement are:

• Purpose and values of the organization

• What business the organization wants to be in (products or services, market) or who are the organization's primary "clients" (stakeholders)

• What are the responsibilities of the organization towards these "clients"

• What are the main objectives that support the company in accomplishing its mission

Which comes first?

For a new start up business, new program or plan to re-engineer your current services, the vision statement will be formulated first as it will guide the mission statement and the rest of the strategic plan.

For an established business where the mission is established, often the mission guides the vision statement and the rest of the strategic plan for the future.

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