Mission and Vision Statements

What is a Vision Statement?

A vision statement describes where the company aspires to be upon achieving its mission. This statement reveals the “where” of a business. Below are some vision statements from well-known companies to give you a sense of how a vision represents a brand.


Mission Statements and Vision Statements

Some examples of mission statements are shown below:

Bristol-Myers Squibb Company (pharmaceuticals) – "To discover, develop, and deliver innovative medicines that help patients prevail over serious diseases."

Walgreens (drugstores) – "Champion the health and well-being of every community in America."

Nike (athletics) – "To bring inspiration and innovation to every athlete in the world."

The Dow Chemical Company (chemicals) – "Become the most innovative, customer-centric, inclusive and sustainable Materials Science Company in the world."

Some examples of mission statements are shown below:

Alzheimer's Association: A world without Alzheimer's disease.

Microsoft (at its founding): A computer on every desk and in every home.

Facebook: Connect with friends and the world around you on Facebook.

Amazon (online retail) – "Our vision is to be earth's most customer-centric company where customers can find and discover anything they might want to buy online… at the lowest possible prices."

Amnesty International (non-profit) – "Our vision is a world in which every person enjoys all of the human rights enshrined in the Universal Declaration of Human Rights and other international human rights standards."

Ikea (retail) – "To create a better everyday life for the many people."

The American Society for the Prevention of Cruelty to Animals (ASPCA) (non-profit) – "The vision of the ASPCA is that the United States is a humane community in which all animals are treated with respect and kindness."

source: corporatefinanceinstitute.com

More about Vision Statements
A Vision statement outlines WHERE you want to be. Communicates both the purpose and values of your business.

Tell the collaborative group’s “Ideal Hope”—the way it “ought” to be, both: For the collaborative group, and for those served:

  •  Attract commitment
  • Energize people
  • Create meaning in group member’s lives
  • Establish a standard of excellence
  • Bridge the present and the future
  • Show that different collaborative groups and organizations can have the same vision

What is a Mission Statement?

A Mission Statement talks about HOW you will get to where you want to be. Defines the purpose and primary objectives related to your customer needs and team values.
This British Council link illustrates clearly the difference between a vision and a mission statement.

A mission statement defines the collaborative group’s purpose according to what it will do and why, as well as who will be served. The purpose of a collaborative group’s mission statement is to relate:

  • WHAT is going to be done?
  • WHY it is done
  • WHO is going to be served

Mission Statements

Here are some bad examples

You can also have a look at these good and bad examples for vision statements

Some examples of bad vision statements phrases that find application in many vision statements include:

  • “Maximize our customers’ ability to get their work done”
  • “Develop, deploy, and manage a diverse set of scalable and strategic knowledge management tools to serve our customers, improving the possibility of overall satisfaction among our diverse customer profiles.”