Having a mission and vision statement for your company is crucial as they serve as the foundation for your organization’s strategic planning and decision-making processes. A vision statement outlines the company’s long-term aspirations, providing a clear direction and a sense of purpose for the future. It acts as a guiding star, helping employees understand where the company is headed and what it aims to achieve in the long run. This fosters a sense of unity and direction among team members, aligning their efforts towards a common goal. On the other hand, a mission statement defines the company’s core purpose and values, explaining why the business exists and what it seeks to accomplish in the present. It communicates the organization’s objectives and the strategies it will employ to achieve them, guiding daily operations and ensuring that every action taken is aligned with the company’s overall goals.

Together, the vision and mission statements create a cohesive framework that guides the company’s culture, values, and strategic priorities. They serve as a powerful tool for motivating and inspiring employees, providing them with a sense of belonging and a clear understanding of their role in contributing to the company’s success. Additionally, these statements help in building a strong brand identity and reputation, as they communicate the company’s intentions and values to customers, investors, and other stakeholders. By articulating a clear vision and mission, companies can differentiate themselves in the market, attract and retain talent, and foster a positive and productive work environment that drives growth and innovation.

10 Examples of Vision and Mission Statements

Google

• Vision: “To provide access to the world’s information in one click.”
• Mission: “To organize the world’s information and make it universally accessible and useful.”

Nike

• Vision: “To bring inspiration and innovation to every athlete in the world.”
• Mission: “To bring inspiration and innovation to every athlete* in the world. *If you have a body, you are an athlete.

Apple

• Vision: “To create products that enrich people’s daily lives.”
• Mission: “To bring the best user experience to its customers through its innovative hardware, software, and services.”

Microsoft

• Vision: “To empower every person and every organization on the planet to achieve more.”
• Mission: “To empower every person and every organization on the planet to achieve more.”

Amazon

• Vision: “To be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online.”
• Mission: “To continually raise the bar of the customer experience by using the internet and technology to help consumers find, discover, and buy anything, and empower businesses and content creators to maximize their success.”

Coca-Cola

• Vision: “To craft the brands and choice of drinks that people love, to refresh them in body & spirit.”
• Mission: “To refresh the world in mind, body, and spirit. To inspire moments of optimism and happiness through our brands and actions.”

Tesla

• Vision: “To create the most compelling car company of the 21st century by driving the world’s transition to electric vehicles.”
• Mission: “To accelerate the advent of sustainable transport by bringing compelling mass-market electric cars to market as soon as possible.”

Starbucks

• Vision: “To establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles as we grow.”
• Mission: “To inspire and nurture the human spirit – one person, one cup, and one neighborhood at a time.”

Airbnb

• Vision: “To create a world where anyone can belong anywhere.”
• Mission: “To help create a world where you can belong anywhere and where people can live in a place, instead of just traveling to it.”

Linkedin

• Vision: “To create economic opportunity for every member of the global workforce.”
• Mission: “To connect the world’s professionals to make them more productive and successful.”