What's the Difference Between a Mission and a Vision Statement? (And Why it Might Be Time to Re-think Yours…)

Posted on Monday, March 26, 2018
What's the Difference Between a Mission and a Vision Statement?

How Are They Different?

A mission statement is different from a vision statement in that the former is the cause and the latter is the effect; a mission is something to be accomplished whereas a vision is something to be pursued for that accomplishment.

The mission statement helps to define your business and determine your brand. It’s about clarity and focus. It helps your customers understand clearly what you do and it helps you and your employees focus their efforts.

On the other hand, a vision statement sees the “big picture.” Companies need to know where they are heading and what they are aiming to accomplish — and laying this out in a vision statement is the first step toward getting there.

A company has less chance of growing, expanding and improving when it has no clear idea of what direction or form this growth should take. In business planning and goal setting, the vision statement is a constant reminder of how best to achieve the vision set forth.

Where Do You Start?

Start by defining who you are. Who are your customers and prospects? What service do you offer them? Where and how do you offer it? What sets you apart from your competitors? Answering these questions will give you a clear idea of how and why a mission and vision statement can be important to your business’s success.

Next, the Nitty-Gritty: Goal Setting and Results

Your objectives should ideally align with your vision statement. While objectives are high level, they shouldn’t be too vague. So for example, don’t say “Have the best product ever,” or “Create a nicer website,” better examples would be “Added two leading edge developers” These should be short, sweet, and measurable so you know when you’ve achieved your goals.

Now You’re Ready to Set Sail with a Solid Strategic Plan!

It’s important to include a diverse group of employees in this process, not just the head honchos. Such a group will offer valuable input from various levels and areas of expertise, and the company as a whole will have a clearer definition, direction, and sense of ownership.

At Strand, we can help you craft your mission and vision statement, state your core values, and set your goals and objectives with a strategic plan that will attain the results you want for your company. We are experts at seeing the “big picture”— especially if it has a block diagram in it.


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