Mission Statement vs. Vision Statements

Which way to go? Should you create a mission statement or vision statements? What is the difference between the two? Does it really even matter?

Whether you’re tackling this for the first time or revisiting, your goal is to end up with clear, motivating, and inspiring content. You want to have something that will motivate you, attract the right people (employees and customers), and inspire them to action. 

You want to clearly define who you are and where you’re going.

A mission statement focuses on today and what you do, the vision statement focuses on tomorrow and what you want to become.

Business Plan


Mission Statement

A a mission statement clarifies the who, what, and why of a company.

You need to define your WHY. Simon Sinek devoted an entire book to the subject: Start with Why

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Vision Statement

A vision statement describes where the company wants people, their community, and the world to be as a result of interaction what that company.

A vision requires people to dream, to be creative, and to be inspired.

Your vision statement is not the roadmap, or steps you take, rather, but it is the framework for your strategic planning.

Mission | Vision – Sum Up

A strong, clear mission and vision for your company attracts and motivates the right employees, attracts customers to purchase from your business and gives them a shared sense of purpose and reason to be loyal to you. They should resonate throughout your business organization and make people feel proud, excited, and motivated to be involved with something that’s bigger than themselves.

These things are your lighthouse, so to speak.

Mission | Vision Examples

  Company: TED

  Mission: Spread ideas.

Vision: We believe passionately in the power of ideas to change attitudes, lives and, ultimately, the world.


Company: AirBnB

Mission: Belong anywhere.

Vision: Tapping into the universal human yearning to belong—the desire to feel welcomed, respected, and appreciated for who you are, no matter where you might be.


Company: GoDaddy

Mission: We are here to help our customers kick ass. We do that by living our strategy and ruthlessly prioritizing our work to create simple elegant technology that delights our customers – all while delivering service that is second to none. Every single day, we join forces across teams and groups to break down barriers, build new markets and stare down the impossible until the impossible blinks.

Vision: We will radically shift the global economy toward small business by empowering people to easily start, confidently grow and successfully run their own ventures.


 Company: Southwest Airlines

Mission: The mission of Southwest Airlines is dedication to the highest quality of customer service delivered with a sense of warmth, friendliness, individual pride, and company spirit.


To become the world’s most loved, most flown, and most profitable airline.

Company: Whole Foods

Mission: Whole Foods Market is a dynamic leader in the quality food business. We are a mission-driven company that aims to set the standards of excellence for food retailers. We are building a business in which high standards permeate all aspects of our company. Quality is a state of mind at Whole Foods Market.

Vision: Whole foods, Whole People, Whole Planet

Company: Tesla

Mission: To accelerate the world’s transition to sustainable energy.

Vision: To create the most compelling car company of the 21st century by driving the world’s transition to electric vehicles.


Company: Nike

Mission: Bring Inspiration and Innovation To Every Athlete In The World If You Have A Body, You Are An Athlete.

Samantha works with business owners helping to ‘tame the overwhelm’. She conducts workshops and training in hospitality, customer experience, and creating a culture in the workplace that inspires and motivates employees and customers.

To contact, email info@Kaizen.Zone

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