You might be wondering – what differentiates mission from vision? If you’ve looked at examples from other businesses, you probably didn’t get a clear idea of the difference between the two, so let’s explore them to be clear on the best way to write your mission and vision statement and to make sure they truly describe the essence of your brand.

A mission statement embodies your organization’s core purpose, answering, “What issues does the world face and how will you address them?” It highlights your company’s uniqueness, current actions, and the roadmap to the future. It encapsulates overarching objectives, values, primary stakeholders, and commitments to them.

Conversely, a vision statement paints a vivid picture of your organization’s aspirational future, addressing, “How will the world transform through your efforts?” A compelling vision fuels organizational drive. Clarity in your vision statement fosters its realization. Draft it in the present tense, allowing your team to envisage the company’s future state in today’s context. This fosters effective strategy creation. An impactful vision statement not only offers direction but also invigorates and guides, especially during challenging times. Keep it visible, and share it with your team, ensuring alignment. An uninformed team can deviate from the organization’s core objectives. Update your vision once achieved to prevent stagnation.

Before crafting your company’s mission and vision, discern your personal “Why” to grasp your unique position in this journey. Learn more about crafting your Personal Why in our article.

To create the mission statement for your company ask yourself these questions:

  1. Why do you exist as a company? What’s the really compelling reason why you exist?
  2. What do we do today?
  3. What’s our philosophy, or doctrine? How can I say a few things about strategy and ways of behaving that then permeate the entire organization and allow me to empower and decentralize?
  4. What’s not going to change in the next five to ten years? – This core question will help you put the right strategies in place for your business so you’re not continuously changing tactics to evolve your business.

To create your vision statement you may want to ask yourself these questions:

  1. What would my business look like in 5, 10, 20 years from now?
  2. What do we want to do going forward?
  3. When do we want to do it?
  4. How do we want to do it?
Company Mission Statement Vision Statement

Howard Schultz, CEO
To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time. Establish Starbucks as the premier provider of finest coffee in the world while maintaining our uncompromising principles while we grow.
IkeaJesper Brodin, CEOFounded by Ingvar Kamprad At IKEA our vision is to create a better everyday life for the many people. Our business idea supports this vision by offering a wide range of well-designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them. To create a better everyday life for the many people.
MicrosoftSatya Nadella, CEOFounded by Bill Gates and Paul Allen Empower every person and every organization on the planet to achieve more. To help people and businesses throughout the world realize their full potential.
NikeMark Parker, CEO Bring inspiration and innovation to every athlete* in the world. (*If you have a body, you are an athlete.) To remain the most authentic, connected, and distinctive brand.
FordJim Hackett, CEOFounder Henry Ford One Team. One Plan. One Goal. People working together as a lean, global enterprise to make people’s lives better through automotive and mobility leadership.
AppleTim Cook, CEOFounded by Steve Jobs, Steve Wozniak, and Ronald Wayne Apple designs Macs, the best personal computers in the world, along with OS X, iLife, iWork and professional software. Apple leads the digital music revolution with its iPods and iTunes online store. Apple has reinvented the mobile phone with its revolutionary iPhone and App store, and is defining the future of mobile media and computing devices with iPad. We believe that we are on the face of the earth to make great products and that’s not changing. We are constantly focusing on innovating. We believe in the simple not the complex. We believe that we need to own and control the primary technologies behind the products that we make, and participate only in markets where we can make a significant contribution. We believe in saying no to thousands of projects, so that we can really focus on the few that are truly important and meaningful to us. We believe in deep collaboration and cross-pollination of our groups, which allow us to innovate in a way that others cannot. And frankly, we don’t settle for anything less than excellence in every group in the company, and we have the self-honesty to admit when we’re wrong and the courage to change. And I think regardless of who is in what job those values are so embedded in this company that Apple will do extremely well.
TeslaElon Musk, CEO To accelerate the world’s transition to sustainable energy. To create the most compelling car company of the 21st century by driving the world’s transition to electric vehicles.
FacebookMark Zuckerberg, CEO To give people the power to share and make the world more open and connected. People use Facebook to stay connected with friends and family, to discover what’s going on in the world, and to share and express what matters to them.

If you’d like to research other companies to see their mission and visions statements we recommend using the search on Panmore Institute website. They have the latest data on the companies worldwide.