Vision and Mission

What is a Mission Statement?

A mission statement is a short summary of an organization’s core purpose, focus, and aims. This usually includes a brief description of what the organization does and its key objectives.


What is a Vision Statement?

A vision statement is a short description of an organization’s aspirations and the wider impact it aims to create. It should be a guiding beacon to everyone within the organization and something which underpins internal decision-making and determines the intended direction of the organization.

Mission Statement vs Vision Statement: What’s The Difference?

In short: The mission is the “what” and the “how,” and the vision is the “why.”

The mission statement defines what an organization does and includes tangible goals which the organization strives to accomplish. The vision statement, meanwhile, should clarify the aspirations of the organization and define the direction it’s heading in.

Many organizations combine the two statements to form one clearly defined reason for existing that unites the efforts of everyone involved.


Mission and vision statements are signposts.

Effective mission and vision statements will unify the focus of an organization – for the organization and their target audience.

Okay, but what if you’re only just starting a business?

Well, whether you’re a massive corporation or a solopreneur, you can use mission and vision statements to gain clarity and ensure that you consistently make decisions in line with your ultimate goals.

These statements also help you develop a stronger brand that differentiates you from the competition.