Organizations summarize their goals
and objectives in mission and vision statements. Both of
these serve different purposes for a company but are often confused with each
other. While a mission statement describes what a company wants to do now,
a vision statement outlines what a company wants to be in the future.
The
Mission Statement concentrates on the present; it defines the customer(s),
critical processes and it informs you about the desired level of performance.
The
Vision Statement focuses on the future; it is a source of inspiration and
motivation. Often it describes not just the future of the organization but the
future of the industry or society in which the organization hopes to effect
change.
Comparison chart
Mission
Statement
|
Vision
Statement
|
|
About
|
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.
|
A
Vision statement outlines WHERE you want to be. Communicates both the purpose
and values of your business.
|
Answer
|
It
answers the question, “What do we do? What makes us different?”
|
It
answers the question, “Where do we aim to be?”
|
Time
|
A
mission statement talks about the present leading to its future.
|
A
vision statement talks about your future.
|
Function
|
It
lists the broad goals for which the organization is formed. Its prime
function is internal; to define the key measure or measures of the
organization's success and its prime audience is the leadership, team and
stockholders.
|
It
lists where you see yourself some years from now. It inspires you to give
your best. It shapes your understanding of why you are working here.
|
Change
|
Your
mission statement may change, but it should still tie back to your core
values, customer needs and vision.
|
As your
organization evolves, you might feel tempted to change your vision. However,
mission or vision statements explain your organization's foundation, so
change should be kept to a minimum.
|
Developing
a statement
|
What do
we do today? For whom do we do it? What is the benefit? In other words, Why
we do what we do? What, For Whom and Why?
|
Where
do we want to be going forward? When do we want to reach that stage? How do
we want to do it?
|
Features
of an effective statement
|
Purpose
and values of the organization: Who are the organization's primary
"clients" (stakeholders)? What are the responsibilities of the
organization towards the clients?
|
Clarity
and lack of ambiguity: Describing a bright future (hope); Memorable and
engaging expression; realistic aspirations, achievable; alignment with
organizational values and culture.
|
