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Key Takeaways Crafting clear mission and vision statements is critical to shaping company identity, motivating employees and guiding decision-making.
A mission statement defines the current scope and purpose of the business, while a vision statement describes the company’s aspirational future.
A thoughtful, well-constructed mission and vision can stimulate teamwork and customer loyalty, and serve as a foundational pillar for long-term strategic planning.
Who would have ever thought that something so philosophical could be so consequential? I thought creating a mission statement and vision statement for my business would be easy enough: a little brainstorming, a few buzzwords and call it a day, right?
I soon realized that these two statements, once fully formed and formally adopted, had enormous implications. They had the power to shape our brand identity, to provide motivation for our employees and to direct our decision-making at critical junctures. I’d underestimated the task.
Moreover, I wasn’t crystal clear on the difference between the two statement types, mission vs. vision. If you’re not either, here’s the essential breakdown.
Related: 5 Top Tips for Crafting Mission and Vision Statements with Meaning
Mission and vision: What’s the difference?
Mission statement: A concise statement of fact describing what a business does, who it serves and why it exists.
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