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Mission and Vision Statements
Jamie Z 2024-02-25Learning Goals
- To define and explain what a mission and vision statement is
- Be able to write examples of mission and vision statements
Mission vs Visions statements
Running a business includes setting goals and determining a clear-cut purpose
- Mission statement describes what a company wants to do now
- Vision statement outlines what a company wants to be in the future
Mission and Vision statements:
- Attract and reassure customer
- Bring inspiration and dive employees
- Produce measurable results
Differences
| Mission Statement | Vision Statement | |
|---|---|---|
| About/Purpose | - How you will get where you want to be - Defines purpose and primary objectives - Related to customer needs, wants and team values | - Where you want to be - Purpose and values of your business |
| Answers the Question | - What do we do? - What makes us different? | - Where do we aim to be? |
| Time | - Present (Leading to the future) | - Future |
| Function | - Lists broad goals - Mainly used internally - Audience: Leadership, employees and shareholders | - Inspire people internally and externally - Lists where the business sees itself some years from now |
| Change | - Your mission statement can change but must still tie back to core values, customer needs and vision | - Change should be kept to a minimum and tie back to the business’s foundations |
| Developing a Statement | - Why we do what we do? - What for, whom and why? - What is the benefit? | - Where do we want to be going forward? - When do we want to reach that stage? - How do we do it? |
| Features | - Purpose and Values - Who are out clients (Stakeholders) | - Clarity, lack of ambiguity - Describing a bright future |
Example
Amazon's mission and vision statements are as follows:
Mission Statement: "To be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online, and endeavors to offer its customers the lowest possible prices."
Vision Statement: "Our vision is to be Earth’s most customer-centric company; to build a place where people can come to find and discover anything they might want to buy online."