Mission and Vision Statement Examples and Templates

Mission Statement

A mission statement is a concise statement that describes the purpose and reason for an organization’s existence. It outlines what the organization does, who it serves, and how it serves them. A good mission statement should be clear, concise, and aligned with the organization’s values and goals.

Vision Statement

A vision statement is a future-oriented statement that describes the desired future state or long-term goals of an organization. It provides a clear picture of what the organization aspires to achieve and the impact it wants to make in the world. A good vision statement should be inspiring, ambitious, and aligned with the organization’s mission and values.

Components of a Mission Statement

A mission statement typically includes three key components:

Brand Purpose: It explains what the organization does and what it aims to offer to its target audience.

Brand Values: It describes the core values and principles that guide the organization’s actions and differentiate it from competitors.

Brand Goals: It outlines the specific outcomes or benefits that the organization aims to achieve for its customers.

Components of a Vision Statement

A vision statement should be:

Aspirational and Ambitious: It should have a lofty outlook for what the organization wants to accomplish in the future.

Practical and Achievable: It should set goals that are challenging yet realistic.

General: It should be broad enough to encompass all of the organization’s overall goals and serve as a guiding umbrella for its mission statement and objectives.

Examples of Mission and Vision Statements

Tesla

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

Vision Statement: “To create a future where everyone can experience the benefits of clean, affordable, and reliable energy.”

Nike

Mission Statement: “To bring inspiration and innovation to every athlete* in the world. *If you have a body, you are an athlete.”

Vision Statement: “To be the world’s leading brand in athletic apparel, footwear, and accessories.”

Google

Mission Statement: “To organize the world’s information and make it universally accessible and useful.”

Vision Statement: “To be the most trusted and helpful source of information for people around the world.”

Starbucks

Mission Statement: “To inspire and nurture the human spirit – one person, one cup, and one neighborhood at a time.”

Vision Statement: “To be the leading retailer of coffee and tea in the world.”

Conclusion

Mission and vision statements are essential tools for any organization. They provide a clear and concise roadmap for the organization’s future and help to align the efforts of all employees. By following the tips and examples provided in this article, you can create a mission and vision statement that will inspire your team and help you achieve your goals.

Sources

• HubSpot: Inspiring Company Mission Statements
• Oberlo: Inspiring Mission and Vision Statement Examples
• Guru: Mission and Vision Statement Template

FAQs

What is a mission statement?

A mission statement is a concise statement that describes the purpose and reason for an organization’s existence. It outlines what the organization does, who it serves, and how it serves them.

What is a vision statement?

A vision statement is a future-oriented statement that describes the desired future state or long-term goals of an organization. It provides a clear picture of what the organization aspires to achieve and the impact it wants to make in the world.

What are the key components of a mission statement?

The key components of a mission statement typically include the organization’s brand purpose, brand values, and brand goals.

What are the key components of a vision statement?

The key components of a vision statement typically include being aspirational and ambitious, practical and achievable, and general enough to encompass all of the organization’s overall goals.

Why are mission and vision statements important?

Mission and vision statements are important because they provide a clear and concise roadmap for the organization’s future and help to align the efforts of all employees.

What are some examples of inspiring mission and vision statements?

Some examples of inspiring mission and vision statements include:

• Tesla: Mission: “To accelerate the world’s transition to sustainable energy.” Vision: “To create a future where everyone can experience the benefits of clean, affordable, and reliable energy.”
• Nike: Mission: “To bring inspiration and innovation to every athlete* in the world. *If you have a body, you are an athlete.” Vision: “To be the world’s leading brand in athletic apparel, footwear, and accessories.”
• Google: Mission: “To organize the world’s information and make it universally accessible and useful.” Vision: “To be the most trusted and helpful source of information for people around the world.”

How can I create a mission and vision statement for my organization?

To create a mission and vision statement for your organization, you should:

1. Gather input from stakeholders.
2. Identify your organization’s core values.
3. Define your organization’s purpose.
4. Set ambitious but achievable goals.
5. Write a clear and concise statement.

How can I use my mission and vision statement to guide my organization?

You can use your mission and vision statement to guide your organization by:

• Communicating it to all employees.
• Using it to make decisions.
• Measuring your progress.
• Inspiring your team.