Vision and Mission Statements
- If you were on a road trip, your vision would be the destination, where you ultimately want to end up.
- Your mission would be the route you take to get there, the actions and decisions that move you forward.
Vision Statement: The Destination
Definition
Vision statement
A vision statement defines the long-term aspirations of a business.
It describes where the company aims to be in the future and what impact it strives to make.Tip
A strong vision statement should be inspirational, forward-thinking, and purpose-driven.
Characteristics of a Vision Statement
- Future-Oriented: Focuses on what the business wants to achieve in the long term.
- Inspirational: Motivates employees and stakeholders to strive for excellence.
- Broad: Provides a general direction without being overly specific.
Think of a vision statement as a compass, it doesn't tell you how to get there, but it ensures you're always moving in the right direction.
Mission Statements: The Route
What is a Mission Statement?
Definition
Mission statement
A mission statement defines the current purpose of a business.
It explains why the company exists, what it does, and how it serves its stakeholders.Tip
A strong mission statement should be clear, concise, and action-oriented.
Characteristics of a Mission Statement
- Present-Focused: Describes what the business does today.
- Specific: Outlines core activities, target customers, and unique value.
- Values-Driven: Reflects the company's principles and beliefs.
