Vision and Mission Statement

Setting the foundations for the purpose of your operations.


Mission and vision statements are short descriptions of a business or organization that articulates the goals, objectives, and values of an organization; this is an important tool for making decisions and plans about a business. An organization can have one complete statement that describes its mission and values or two separate mission and vision statements.

Mission Statement vs Vision Statement

The mission is what the company is and what they do; vision is what they hope to be.

Mission statements are more action-oriented and serve to describe the purpose of a company or organization. It expresses the business’s functions and objectives. Having a developed mission statement is necessary to create an accurate vision statement.

The vision statement describes where you want your company to go. It provides insight into a business’s values. An understanding of both of these statements is necessary for developing your company’s brand.

Necessary Elements

What Goes in a Quality Mission Statement?

A good mission statement should be one nice sentence at the most. The mission statement should consider the long-term future of the organization and not be limiting. Employees should be asked what they think of the statement and the organization shouldn’t be afraid to alter the statement if circumstances change.

3 Major Components

According to Professor Chris Bart, notable authority of organizational mission and vision statements, a mission statement consists of three essential components:

Great Examples


"The purpose of Arizona Microcredit Initiative is to empower underserved entrepreneurs to start or expand businesses through business instruction, consulting services, and microloans.”


“To connect the world’s professionals to make them more productive and successful.”


“We strive to offer our customers the lowest possible prices, the best available selection, and the utmost convenience.”

What Goes in a Quality Vision Statement?

A good vision statement should also be short like a mission statement. The statement is an optimistic outlook about the current state of the organization as well as the future objectives. The vision statement is goal-setting and it should be what the entire organization’s work is looking to create. It should be inspiring.

Common Traits

Great Examples


“An Arizona where neither a challenging background nor lack of resources can stand in the way of a passionate, entrepreneurial spirit.”


“To make the best products on earth, and to leave the world better than we found it.”