Vision vs. Mission Statement: What’s the Difference?

A mission statement expresses your company’s core values and purpose, often using a “to statement” template. A strong mission statement is usually a concise phrase (about two to three sentences) that sets forward what the company does, how it does it, and, sometimes, why. It can also include information on where the company is based, its target market or audience, or a general statement about the company values and goals. The audience for a mission statement ranges, often encompassing consumers, employees, and investors.

A mission statement is closely related to—and often used interchangeably with—a company’s vision statement.

A vision statement is a short statement—about one sentence—that describes the future-facing goals and ambitions of your company, often using a “to statement” template. It distills your company’s vision for the future in a way that outlines your company’s long-term goals and, similar to a mission statement, reflects your company’s core values. A well-crafted vision statement should serve as a guide or a mantra that inspires your employees to work toward the greater goal of your organization.

A vision statement is closely related to—and often used interchangeably with—a company’s mission statement.

Mission statements and vision statements are closely related and easy to conflate—here are some of the key differences between them:

• Purpose: Mission and vision statements are closely related but serve slightly different purposes. In general, a mission statement describes the “what” and “how” of the company (sometimes also including the “why”), while a vision statement focuses more on the “why” or meaning behind the company’s actions. In short, a mission statement can serve as a roadmap of strategic planning to work toward the company’s vision statement.
• Timeframe: The biggest difference between mission and vision statements is in the timeframe. A mission statement outlines all the things your company is doing in the present to reach your goal, while a vision statement describes what your company is building toward in the future.
• Audience: The audiences for mission and vision statements can vary widely. In general, mission statements are public-facing statements primarily geared toward consumers. However, they can also drive company policies for employees and offer a sense of cohesiveness for daily decision-making. Vision statements are typically more focused on employees of the company (and other existing stakeholders or interested investors) to help drive their work in the best direction for the future.

Here are a couple of effective mission statement examples from major companies to help you write your own mission statement:

1. 1. Starbucks: Starbucks’s mission statement is “to inspire and nurture the human spirit—one person, one cup, and one neighborhood at a time.” It suggests their business model (“one cup” of coffee), their audience (you and your community), and their core value (“to inspire and nurture the human spirit”).
2. 2. Disney: Disney’s mission statement is “to entertain, inform, and inspire people around the globe through the power of unparalleled storytelling, reflecting the iconic brands, creative minds and innovative technologies that make ours the world’s premier entertainment company.” It’s a longer mission statement to encompass the wide variety of fields that Disney works in—including storytelling, branding, technology, and entertainment.

Here are two vision statement examples to help you write your own:

1. 1. Starbucks: Starbucks’ vision statement is “to establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow.” Their statement is short—under one sentence—and highlights their unique identity and product in an ambitious, far-reaching way.
2. 2. Disney: Disney’s vision statement is “to be one of the world’s leading producers and providers of entertainment and information.” The statement is concise, and adopts ambitious worldwide goals, extending their product reach beyond entertainment—which is what they’re known for—into information.

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