What Is the Difference Between Vision and Mission Statements?

Companies and organizations the world over write vision and mission statements to be a guiding light for their affairs. Vision and Mission statements are important foundational elements of any organization. There are no requirements for organizations to have both, but most do. The vision and mission statements have different purposes and they’re not interchangeable. With so many economic and societal changes right now, it’s good for organizations to revisit their vision and mission statements from time to time.

If organizations are going to have vision and mission statements, it’s important to do them correctly. It’s not uncommon for boards to put vision and mission statements together hastily. What some believe to be a mission statement is actually a vision statement and vice versa. Part of the reason this is important is because there is a link between vision and mission statements and performance. According to a study by Bain and Company, organizations that align their vision and mission statements with their strategic plan perform better than those that don’t plan their vision and mission statements carefully.

Why the Vision and Mission Statements Are Important

The vision and mission statements are a vital part of an organization’s infrastructure. They give everyone involved in the company a shared purpose and direction. The mission sets the direction for the company’s goals and the vision should light a path for how the organization can get there.

These statements establish part of the framework for expected behavior and give employees and volunteers a sense of cohesiveness. When they are developed well, the vision and mission statements become part of the culture.

Vision and Mission Statements Difference

An organization’s mission defines the overall purpose of the organization. It paints a picture of what the organization currently is and will be doing for the next one to three years. Conversely, the vision statement describes to where the company or organization hopes they will be going in the future if they can fulfill their mission.

The mission statement describes what you do, who you do it for and the benefit that it provides. It’s usually a short statement — something that all employees can easily recite and be proud to wear on a T-shirt.

The vision should be worded so that it provides guidance and inspiration. It’s a forward-thinking statement that should be fulfilled in the five- to 10-year time frame.

We can learn a lot from current examples of vision and mission statements from existing companies.

Here are a few Vision and Mission Statement Examples:

Carter’s Inc.

Mission Statement. We believe that childhood is a celebration, and the colorful prints and cute characters we design are inspired by the joy and love children bring into our lives. We celebrate childhood by supporting babies, children and families with thoughtful designs, quality materials and construction, and convenient shopping options. You can count on Carter’s to take care of the little details so that you are free to focus on what really matters: celebrating your little one – and the hugs, cuddles, giggles and babbles that light up our lives.

Vision Statement. Our vision statement encompasses our values and beliefs. We strive to conduct our business in a manner that reflects this vision: “At Carter’s, we embrace creative leadership, innovative teamwork and a winning spirit to be the best for the benefit of our customers, our consumers, our employees and our shareholders.”

Carter’s Inc. also shares their corporate values publicly:

Values

• Act with integrity
• Exceed expectations
• Succeed together
• Inspire innovation
• Invest in people

1. Toyota Motor Sales U.S.A. Inc.

Mission Statement. “To attract and attain customers with high-valued products and services and the most satisfying ownership experience in America.”

Vision Statement. “To be the most successful and respected car company in America.”

2. NAMI (National Alliance on Mental Illness)

Mission Statement. “NAMI provides advocacy, education, support and public awareness so that all individuals and families affected by mental illness can build better lives. To meet that goal, NAMI is building a movement. We seek to broaden public awareness and inclusion in every part of our alliance. We seek to increase our visibility and impact; strengthen our voice as a unified organization of lived experiences and maximize our outreach to and engagement with all communities.”

Vision Statement. “NAMI provides advocacy, education, support and public awareness so that all individuals and families affected by mental illness can build better lives. To meet that goal, NAMI is building a movement. We seek to broaden public awareness and inclusion in every part of our alliance. We seek to increase our visibility and impact; strengthen our voice as a unified organization of lived experiences and maximize our outreach to and engagement with all communities.”

2. Google LLC

Mission Statement. “To organize the world’s information and make it universally accessible and useful.”

Vision Statement. “To provide access to the world’s information in one click.”

4. Dollar Tree Inc.

Dollar Tree takes a nontraditional approach to its mission and vision. They have a mission statement and a distinct description for their corporate values, but no vision statement.

Mission Statement. “Dollar Tree, Inc. is a customer-oriented, value-driven variety store operating at a one-dollar price point. We will operate profitably, empower our associates to share in its opportunities, rewards and successes; and deal with others in an honest and considerate way. The company’s mission will be consistent with measured and profitable growth.”

Corporate Values

Attitude — Responsibility, Integrity, Courtesy

Attitude is everything, and often contagious, which is why we strive to keep a positive attitude in every situation. Whether we are serving customers or working with fellow associates, we are courteous, act responsibly and carry ourselves with integrity.

Judgment — Do the Right Thing for the Right Reason

What is best for our customers and what is best for our company and associates are guiding principles in every business decision we make.

Commitment — Honor and Respect for Self & Company

From customer to coworker, Dollar Tree associates treat everyone with whom they interact with the dignity and respect that they deserve.

Difference Between Vision and Mission in Strategic Management

An organization’s vision and mission statements are interwoven in every action they take and in every decision they make. The modern approach to strategic management planning and oversight is for boards to use a BoardEffect board management solution where boards and managers can discuss issues in complete confidence. Changes in vision and mission statements become an important part of a company’s history. BoardEffect’s board management system has unlimited cloud-based storage, which will preserve all an organization’s important documents and discussions about why they decided to make major changes like updating the vision and mission statements.

Board Management Software is the modern solution for adhering to the Mission and Vision. BoardEffect supports a modern approach to governance so that boards and leaders can make the best decisions that lead to the best possible outcomes.