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How to Write a Business Plan Mission and Vision Statement [Sample Template]

Are you currently writing a business plan? If YES, here’s an in-depth guide and sample template on how to write a workable mission & vision statement for a business. A vision and mission statement are some of the most important requisite for business success and sustainability, but unfortunately, most entrepreneurs and small business owners run their business without these two thing out of ignorance.

What is a Mission and Vision Statement?

A mission and vision statement ( more commonly called a mission statement or a vision statement ) is a brief sentence that declares the goals that a business plans to achieve in the future. Like a compass guides a ship, it guides a business to success by providing continuously inspiring its stakeholders in their daily operations and strategic moves.

A mission statement helps you plan your business effectively. It provides the destination for your journey to business success. Of course, without a destination, you can’t plan a route. Before we discuss the steps involved in developing a mission statement for your business, let’s look at the components of a mission statement and why you really need a mission statement for your business.

Today, I will be sharing with you an underground secret to building a business from scratch. This secret is one of the contributing factors to the success of any business; yet, it’s often ignored. This secret is nothing more than a “ Business Mission Statement. ”

“The thing I really care about is the mission; making the world open.” – Mark Zuckerberg

The importance of a mission statement can never be over emphasized. I have seen so many startups without a mission; even some established firms also make the mistake of operating without a mission.

“Being an entrepreneur, I have come to realize that all successful businesses are driven by three fundamentals. One is the cash flow, two is the team and three is the mission. Of these three, the mission is the most important.” – Ajaero Tony Martins

Now what has a mission statement got to do with building a business? What’s the impact of a mission statement on an entrepreneur undergoing the entrepreneurial process? Is a mission statement a source of ? While I am not going to answer these questions directly, the following points will help you further understand why you need to develop a mission statement for your business?

Why Your Business needs a Mission Statement

1. The mission is the foundation on which your business will be built. It’s the true purpose of your business and that purpose is reflected in the mission statement. Without a strong mission statement, you don’t have a true business. All you have is just a profit making venture that will soon be wiped out with time.

“To turn really interesting ideas and fledging ideas into a company that can continue to innovate for years, it requires a lot of disciplines.” – Steve Jobs

2. The entrepreneurial spirit is found in the mission statement. When I look at the mission statement of any business, I get a peep into the life of the entrepreneur that founded that business. The entrepreneurial spirit is what drives the entrepreneur forward. If the mission is strong, your spirit will be strong towards the pursuit of your goal.

“The IKEA spirit is strong and living reality. Simplicity in our behavior gives us strength. Simplicity and humbleness characterize us in our relations with each others, our suppliers and our customers.” – Ingvar Kamprad

3. Your mission statement is the bond binding you, your team, employees and your customers to the business. Take away the mission and other key elements will fall apart. Your mission also has the power to attract other like-minded individuals and entities to your cause. The reason is that people with the same mission align together; more like birds of the same feather flocking together.

4. With a strong mission, your business will weather any storm. Take a look at businesses that has been around for over 100 years and you will see businesses with a strong mission. As an example:

• General Electric has stood the test of time because the spirit of its founder “ Thomas Edison ” continues to guide the company through its mission.
• Henry Ford’s mission statement was: “ To democratize the automobile ” and that mission has kept the Ford Motor Company going.
• Aliko Dangote’s mission statement goes: “ Providing your basic need ” and this mission drives the Dangote Group to dominate the commodities market of
• The Rich Dad Company; founded by Robert Kiyosaki keeps waxing strong because of its mission, which is “ To elevate the financial well being of humanity .”

By contrast; I have come to observe that when a company forgets its mission, its starts to lose its relevance. The bond holding the business will be broken and good customers will leave, employees will resign and the business will dwindle. Just as the case of the Dot com burst, many profitable Dot com companies went under because they forgot their mission.

3 Components of a Mission and Vision Statement

1.  a vision.

This, simply put, states the impact you envision your business having on the world in years to come. You can have more than a single statement in here, but don’t go beyond three. Gloss it over to make sure anyone who reads it feels at least one of inspiration, hope, commitment, and awe.

In addition, your vision statement must be compelling, detailed, and reflective of the intended end outcome. Avoid one that is bland, generic, uninspiring, or unreasonable. An example of a good vision statement is that of Amazon:

“Our vision is to be earth’s most customer centric company; to build a place where people can come to find and discover anything they might want to buy online.”

2.  A mission statement

This is a brief statement that states the important goal or purpose that your business is poised to achieve. In other words, it’s a single sentence stating why your business exists in a convincing manner. Keep your mission statement specific and concise ( the shorter it is, the better ), make it connect with both employees and stakeholders, and make it highlight your value proposition. Don’t make it too long, generic, or confusing. An example of a good mission statement is that of Nike:

“To bring inspiration and innovation to every athlete in the world.”

Here’s another example of a mission statement:

“To contribute to development of value-added agricultural businesses . ”

3. Core values

These outline the principles and values that the stakeholders in a business will follow in their bid to achieve their vision. They also specify the bounds or limits that the stakeholders must watch while trying to actualize the mission. The following are examples of core values:

• Respect and protect the environment
• Offer high quality products that are safe for consumers
• Meet the ever-changing needs of consumers
• Practice highly ethical business standards

If your business is going to stand the test of time, then you will have to build it upon a strong mission. With the above in mind, let’s now look at the steps involved in developing a mission and visions statement.

How to Write a Mission and Vision Statement for a Business Plan

Please bear in mind that you are learning as much of yourself each day as you are about your customer. So, don’t feel that anything you state here is etched in stone and cannot be changed. The more you understand your customer and the market, the more necessary it would become for you to shift grounds accordingly. But you need to state here what you have to offer at the moment. This will be a starting point for any changes you may need to effect later ( as your business grows ).

1.  Sit down in a quiet spot and reflect upon your thoughts

Ask yourself what drives you forward? What keeps you motivated? When you have figured out the answer to these questions, put it down in writing.

2.  Ask yourself how best you can serve your customers

What will your business stand for in the heart of your customers? What will be the ultimate benefit your customers can derive from your business? When you figure the answer to these questions out, put it down in writing.

3. Brainstorm for your vision statement

The vision is the most important component of your mission statement. Simply put, this is a picture or idea of what you plan to achieve in future . A vision statement is always concise and easy to remember, and for this reason, every stakeholder in a business can easily focus on it; and their decisions and activities are directed towards achieving the vision. Here is a good example of a vision statement:

“ Creating a vibrant rural economy driven by value-added agriculture. “

Once you get one down, then getting other components becomes very easy. To find the best vision statement for your business, simply ask yourself the question, “Why does this business exist?” Present answers from various angles, and you will find your mission statement among them.

4.  Get down your mission statement

As stated earlier, your mission statement is that action sentence that describes how you will achieve your vision. Finding this is much easier once you have found your vision statement. If you are stuck, just do it this way: If your vision is “A diabetes-free society” , then simply add the word “ To ” and another suitable verb to convert it to an action sentence. And there you will have your mission statement.

Using the same vision, you will get “To bring about a diabetes-free society .” You can go further by tweaking it, so that you will have something like: “To manufacture products that can cure diabetes effectively and permanently.” You get it now?

5.  List your core values

First off, you need to clarify your values. This means taking into account all the various stakeholders that your business is ( or will be ) accountable to—including investors, customers, employees, and suppliers. Now, consider how you would like to ideally conduct business with each of these stakeholders. Start making a list and your core values should start to emerge.

These are the various steps you will follow in your quest to achieve your vision. Brainstorm for as many as possible, list them down, and the prune your list down to as few as possible without leaving out any important ones. Now, let’s look at some additional tips that you will need to keep in mind when preparing your mission and vision statement.

4 Extra Success Tips for Developing a Business Plan Mission and Vision Statement

• Your mission statement must be brief and simple. Being succinct as demanded by a mission statement isn’t easy. And you may need to go through several hours of tweaking and editing before arriving at the perfect sentence. Though short, your mission statement must capture the very essence of what your business plans to achieve. The fewer words the better. Use just only the few words needed to pass the message without leaving out any vital details.
• Your mission statement must be in tune with your vision, and both sentences must blend to form a single thought.
• There’s no rule that says you must get it perfectly at once. You can keep review your mission statement later, if necessary.
• Your mission and vision statements must give the reader an insight, a covert one, at least into what you offer. This is more important if the name of your business doesn’t suggest what products or services you’re offering.

If you follow the guidelines I shared in this post, you will prepare a perfect vision and mission statement that will drive your business to success. Now I want you to know that no one can help you develop a mission statement. You alone can develop your mission and as a final note, it’s worthwhile you know that of the entire business system, the mission is the most important.

• Go to Chapter 8 Part C: Writing your Business Plans Goals and Objectives
• Go Back to Chapter 7 : H ow to Write a Business Plan Executive Summary
• Go Back to Introduction and Table of Content

More on Business Plans

17 Seriously Inspiring Mission and Vision Statement Examples (2024)

Money is a by-product of value .

So, to thrive in the long run, businesses must remain focused on producing value.

However, it’s easy to lose sight of value creation and get sidetracked by other things like profit margins, expanding your product catalogs , or competitors.

To become a runaway success, businesses must have a purpose that unites and inspires people – “make more money” won’t do the trick. As the author Simon Sinek said , “People don’t buy what you do, they buy why you do it.”

This is why organizations create mission and vision statements.

These statements unify the organization and keep everyone focused on what really matters – because if you get these things right, the profits will follow.

This post will give you an introduction to the two statements. Plus, we’ll share some great mission and vision statement examples to help inspire your own. 

Now, let’s dive in.

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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.

Does Your Business Need Mission and Vision Statements?

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.

Now, let’s look at some examples.

Mission and Vision Statement Examples

For quick reference, here are 17 examples of mission and vision statements from highly successful businesses:

• Tesla : To accelerate the world’s transition to sustainable energy.
• Nike : Bring inspiration and innovation to every athlete* in the world. *If you have a body, you are an athlete.
• MVMT : Style shouldn’t break the bank.
• Warby Parker : To offer designer eyewear at a revolutionary price, while leading the way for socially conscious businesses.
• Shopify : Make commerce better for everyone, so businesses can focus on what they do best: building and selling their products.
• Patagonia : Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.
• IKEA : To create a better everyday life for the many people.
• TED : Spread ideas.
• Amazon : To be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online.
• Southwest Airlines : To become the world’s most loved, most flown, and most profitable airline.
• Google : To organize the world’s information and make it universally accessible and useful.
• Asos : Become the world’s number-one destination for fashion-loving 20-somethings.
• Loreal : To provide the best in cosmetics innovation to women and men around the world with respect for their diversity.
• Bulletproof : Help people perform better, think faster, and live better.
• Honest Tea : Create and promote great-tasting, healthy, organic beverages.
• Starbucks: To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.
• Passionfruit: Create inclusive clothing and accessories that enable you to show your pride all year round while giving back to our community.

17 Inspiring Mission and Vision Statements Explained

Now you know what they are and how they serve organizations, let’s take a closer look at these mission and vision statement examples and draw out the key components.

Mission statement: To create the most compelling car company of the 21st century by driving the world’s transition to electric vehicles.

Vision statement: To accelerate the world’s transition to sustainable energy.

Tesla’s mission and vision statements are a class act.

Their mission statement clearly defines their core goal: “To create the most compelling car company of the 21st century.” Then it tells you how they intend to accomplish that goal: “By driving the world’s transition to electric vehicles.”

It’s simple and it works.

However, it’s Tesla’s vision statement that stands out.

The car company’s clever use of the world “accelerate” helps to enliven their lofty aspiration. This vision statement also showcases their drive (pun intended) for sustainable energy and how it steers (pun intended) the business.

It also allows them room to explore and develop their other set of energy solutions, Powerwall, Powerpack and Solar Roof.

All in all, Tesla’s vision for sustainable energy is one that resonates with countless people around the world.

Mission statement: Create groundbreaking sports innovations, make our products sustainably, build a creative and diverse global team, and make a positive impact in communities where we live and work.

Vision statement: Bring inspiration and innovation to every athlete* in the world.

*If you have a body, you are an athlete.

Nike’s mission statement might sound run-of-the-mill, but it effectively sums up what they aim to do and how they aim to do it.

Take note of the words that declare Nike’s underlying company values: Innovation, sustainability, diversity, and community.

However, it’s Nike’s vision statement that has captured the hearts of millions.

“To bring inspiration and innovation to every athlete in the world” sounds a little vague at first. It’s Nike co-founder Bill Bowerman’s addition that hits you right in the feels: “If you have a body, you are an athlete.”

Bowerman’s statement staunchly stands up against body-shaming and is a powerful call for inclusion. And it’s not hard to see this shape Nike’s philosophy and marketing:

As a result, Nike’s vision statement is transformed into a moving sentiment that impacts every person who reads it. It’s also one of the best vision statement examples for business owners to use for inspiration.

Mission and vision statement: We were founded on the belief that style shouldn’t break the bank. Our goal is to change the way you think about fashion by delivering premium designs at radically fair prices.

MVMT have combined their company mission statement and vision statement and addressed it directly to customers.

It begins with the vision: “Style shouldn’t break the bank.”

This business vision statement cuts straight to the point and perfectly sums up MVMT’s key selling proposition of high-quality fashion watches at low prices.

The statement then goes on to explain the mission.

First, they tell you what they aim to achieve: “Change the way you think about fashion.” Then, they tell you how they intend to do it: “By delivering premium designs at radically fair prices.”

It’s short, punchy, and music to customers’ ears.

4.  Warby Parker

Mission statement: Warby Parker was founded with a rebellious spirit and a lofty objective: To offer designer eyewear at a revolutionary price, while leading the way for socially conscious businesses.

Vision statement: We believe that buying glasses should be easy and fun. It should leave you happy and good-looking, with money in your pocket. We also believe that everyone has the right to see.

Warby Parker’s mission statement reminds us of why it was founded and then reveals its aims for a better future.

Note their core business aim: “Offer designer eyewear at a revolutionary price.”

In the vision statement, they address the core problems consumers face when purchasing glasses: It can be annoying, boring, costly, and still leave you anxious about whether or not they look good.

Instead, they aim to solve these problems and make buying glasses easy, fun, pleasing, and inexpensive.

Both statements also mention Warby Parker's dedication to providing glasses to people in need around the world.

Vision statement: Make commerce better for everyone, so businesses can focus on what they do best: building and selling their products.

Shopify’s vision statement begins with their overarching vision: to make commerce better for everyone.

Then they promote the reason why they’re driven to remove the hassle and complications of managing an ecommerce website: so businesses can focus on what’s most important to them.

Shopify’s business mission statement and vision are clear: empower businesses.

6. Patagonia

Mission and vision statement: Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.

Patagonia starts with the basis of their success in business: high-quality products .

Then they explain their environmental stance in three points which explain their aim to make their business as environmentally friendly as possible and actively combat the environmental crisis.

Patagonia goes on to say, “a love of wild and beautiful places demands participation in the fight to save them.”

And the business isn’t afraid to put their money where their mouth is. The company donates at least 1% of its sales to hundreds of grassroots environmental groups around the world.

If you’re looking for vision and statement examples that clearly articulate a company’s values and goals, this is one right here.

Mission statement: Offer a wide range of well-designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them.

Vision statement: To create a better everyday life for the many people.

IKEA’s mission statement is clear and to the point.

Note the use of the words, “wide range,” “well-designed,” “functional,” and “prices so low.” If you’ve ever been to IKEA you’ll know how well they’ve managed to embody these attributes.

IKEA’s vision statement focuses their mission statement into one singular purpose: “To create a better everyday life for the many people.”

Both statements use inclusive phrasing that solidifies IKEA’s commitment to being accessible to “as many people as possible.”

Mission statement: Spread ideas.

Vision statement: We believe passionately in the power of ideas to change attitudes, lives and, ultimately, the world.

TED , which stands for “technology, education, and design,” managed to boil down their entire mission into two simple, yet powerful words: “Spread ideas.”

With such a simple, highly focused mission, it’s easy to see how the TED brand has become a global phenomenon in recent years.

It’s a truly great mission statement that focuses all of their efforts.

“Everything we do – from our Conferences to our TED Talks to the projects sparked by The Audacious Project, from the global TEDx community to the TED-Ed lesson series – is driven by this goal: How can we best spread great ideas?”

In what could be considered their vision statement, TED goes on to explain that they “believe passionately in the power of ideas to change attitudes, lives and, ultimately, the world.”

Mission statement: We strive to offer our customers the lowest possible prices, the best available selection, and the utmost convenience.

Vision statement: To be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online.

Amazon ’s mission statement sums up the three things that have made them loved by millions: low prices, a huge selection, and incredible convenience.

Like all great mission statements, it shines a light on the values that bring success.

Amazon’s vision statement brings these elements together into one unified goal: “To be Earth’s most customer-centric company.”

10. Southwest Airlines

Mission statement: The mission of Southwest Airlines is dedication to the highest quality of customer service delivered with a sense of warmth, friendliness, individual pride, and company spirit.

Vision statement: To become the world’s most loved, most flown, and most profitable airline.

Southwest Airlines is all about customer service .

Their mission statement summarizes this dedication to customers and highlights the importance of one-to-one interactions between staff and customers.

So it’s no surprise that Southwest’s vision statement is “to become the world’s most loved, most flown airline.”

However, although they heavily emphasize customer service , they don’t forget to mention the thing which allows the company to exist in the first place: profit.

Google’s mission statement perfectly summarizes what they aim to do.

Take note of the last word: “useful.”

Google understands that it doesn’t matter how well organized or accessible information is if it can’t be readily applied in life.

Their mission statement is brilliant.

But unfortunately, Google doesn’t seem to have a vision statement that clarifies the reasons why they want to organize the world’s information for everyone to use.

Mission statement: Become the world’s number-one destination for fashion-loving 20-somethings.

Asos’ mission statement solidifies their purpose by voicing exactly what they want to achieve.

In what could be considered their vision statement, they go on to say, “We focus on fashion as a force for good, inspiring young people to express their best selves and achieve amazing things. We believe fashion thrives on individuality and should be fun for everyone.”

The addition gets a little vague in places, such as wanting young people to “achieve amazing things” – I mean, don’t we all?

However, it successfully showcases their brand image and their passion for individuality and expression .

Mission statement: To provide the best in cosmetics innovation to women and men around the world with respect for their diversity.

Loreal’s mission statement comprises two key parts.

The first lays out their dedication to providing the best in cosmetics innovation. The second is all about inclusivity.

This is key.

They aim to include people from all over the world, “with respect for their diversity.”

And despite most companies marketing cosmetics solely to women, Loreal is looking to the future as gender stereotypes break down.

This type of sensitivity and awareness will position Loreal for long-term success.

14. Bulletproof

Mission and vision statement: “Help people perform better, think faster, and live better using a proven blend of ancient knowledge and brand new technologies, tempered by research, science, and measured results from our customers, top athletes, and medical professionals.”

Bulletproof has combined their vision and mission in one short paragraph.

It starts with their purpose: “Help people perform better, think faster, and live better.” Then it goes on to explain exactly how they plan to do it: Using ancient knowledge, brand new technologies, and science.

Sure, it’s a little wordy.

But it gets to the heart of why Bulletproof exists and how they plan to make an impact on the world as a business.

As a result, Bulletproof’s mission and vision statement is well-suited to unify everyone in the company and guide their decisions.

15. Honest Tea

Mission statement: Honest Tea seeks to create and promote great-tasting, healthy, organic beverages. We strive to grow our business with the same honesty and integrity we use to craft our recipes, with sustainability and great taste for all.

Honest Tea’s mission statement aims to live up to their brand name.

It starts by explaining what it is they do, and by doing so, they also tell you what they don’t do: chemical-laden, artificially produced beverages.

They’re talking directly to their target market and conferring their key selling proposition: beverages that are great-tasting and healthy.

They go on to showcase their values by using words like honesty, integrity, and sustainability.

And this brand doesn’t just talk the talk – they walk the walk.

Each year, the company publishes a Mission Report in an effort to be transparent about their business practices.

16. Starbucks

Mission statement: To inspire and nurture the human spirit—one person, one cup, and one neighborhood at a time.

Another short and sweet mission statement that tells a lot about the company.

Starbucks doesn’t use big sentences or fancy words to communicate its goals. It uses clear, simple, and direct language to express what the company wants to be and for whom.  

They aspire to be known for more than just coffee by creating a culture of warmth and exclusivity.

In other words, Starbucks wants to ensure that anyone who comes through its doors feels welcomed and at home.

17. Passionfruit

Mission statement : We strive to create inclusive clothing and accessories that enable you to show your pride all year round while giving back to our community.

The folks at Passionfruit strive to promote the idea that pride is not just a one-day event.

Rather than making their mission statement about trendy clothes for the LBGTQ+ community, they promote the idea that pride is an everyday expression of oneself.

And by doing so, they remind people that the brand is aligned with LBGTQ+ values and supports the community by giving back.

All in all, it’s clear that Passionfruit wants everyone to recognize the truth for the queer community and spread inspiration – we’ll take it.

Done right, mission and vision statements are powerful things.

They can unify an entire organization’s efforts and be the signpost that continually focuses everyone’s efforts on the things that truly matter.

The key to great mission and vision statements is clarity.

Remember, a mission statement is the “ what ” and the “ how ,” and the vision statement is the “ why .”

Plus, it doesn’t matter how large or small your business is, every business can benefit from strong mission and vision statements.

If you’re considering writing a mission or vision statement for your business, start with your core values. Then, consider the wider impact you hope to have on the world through your customers.

What’s your business’s mission or vision statement? Let us know in the comments below!

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How to Write a Mission Statement + 10 Great Examples

16 min. read

Updated March 20, 2024

Why is an effective mission statement so valuable? It’s worth taking a minute to ask what it is about certain brands that keep us coming back. What is it about them that makes us spend more time, money, or effort over other options? Is it the price? Maybe the convenience? Or is it something more?

The brands and businesses that we really connect with do more than just supply a product or service . They showcase a purpose, a mission that we can get behind. This can be displayed in how they interact with customers, the organizations and communities they support, and even the way they develop their products.

And there’s no better way for a business owner to showcase this purpose, than through a well-written mission statement.

On this page

• What is a mission statement?

Mission statement or vision statement?

• Why write a mission statement?
• How to write a great mission statement
• 10 Examples of Great Mission Statements

A mission statement is a simple action-oriented statement that explains your company’s purpose. It summarizes what your company does for customers, employees, and owners, and typically includes general descriptions of your organization, its core function, and its goals. In short, you’re explaining what you do and why you do it within a mission statement.

Depending on the focus of your business, your mission statement may be even broader. Explaining not just how you serve your customers and employees, but your community and the world at large. Some businesses even opt to separate this larger aspiration into what’s known as a vision statement.

A vision statement is exactly what it sounds like. It’s a vision for the direction of your company and what it aspires to be. 

These two statements aren’t really interchangeable. They both reflect the purpose and goals of your business, but serve completely different purposes. Your mission statement is the roadmap to achieve your vision. Your vision statement is a much broader picture of the aspirations for your business. 

These can be completely separate written statements for your business, or they can be combined into a more comprehensive mission statement. Having all three does allow you to utilize them for different business purposes, so it may be worth developing variations over time.

Speaking of variations, it’s important to note that your mission statement will likely evolve over time as your business grows and changes. So, don’t be afraid to make adjustments when it seems necessary, and avoid looking for the perfect version of your mission statement. 

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I’ve had a 30-year love-hate relationship with mission statements. I’ve read thousands. I love it when a mission statement defines a business so well that it feels like strategy—which does happen—and I hate it when a mission statement is generic, stale, and completely useless. 

Just because a traditional business plan often includes a mission statement isn’t a reason to do one. If it’s not going to be useful for you and help guide your business, don’t bother. The vast majority of the mission statements are just meaningless hype that could be used to describe any business.

Don’t fall into the trap of writing a mission statement just because some checklist or expert said you had to. There are actually sites that poke fun at how most mission statements use vague, high-sounding phrases to say nothing. You should write a mission statement if you want to add clarity to your business goals and you want to get your employees, investors, and customers to understand what your organization is all about. 

Developing your company’s first mission statement, or writing a new or revised one, is your opportunity to define the company’s goals, ethics, culture, and norms for decision-making. The daily routine of business gets in the way sometimes, and a quick refresh with the mission statement helps you take a step back and remember what’s most important: the organization has a purpose. 

So how do you make a useful mission statement? Over the decades I’ve spent reading, writing, and evaluating business plans , I’ve come up with a process for developing a useful mission statement, and it boils down to these five steps.

1. Start with a market-defining story

A really good market-defining story explains the need, or the want, or—if you like jargon—the so-called “why to buy.” It defines the target customer or “buyer persona .” And it defines how your business is different from most others, or even unique. It simplifies thinking about what a business isn’t, what it doesn’t do.

Imagine a real person making the actual decision to buy what you sell. Why do they want it? How did they find your business? What does it do for them? The more concrete the story, the better. And keep that in mind for the actual mission statement wording: “The more concrete, the better.”

This isn’t literally part of the mission statement. Rather, it’s an important thing to have in your head while you write the mission statement. It’s in the background, between the words. If you’re having trouble getting started, make a quick list of what your company does and doesn’t do.

2. Define what your business does for its customers

Start your mission statement with the good you do. Use your market-defining story to suss out whatever it is that makes your business special for your target customer .

Don’t undervalue your business: You don’t have to cure cancer or stop global climate change to be doing good. Offering trustworthy auto repair, for example, narrowed down to your specialty in your neighborhood with your unique policies, is doing something good. So is offering excellent slow food in your neighborhood, with emphasis on organic and local, at a price premium.

This is a part of your mission statement, and a pretty crucial part at that—write it down.

If your business is good for the world, incorporate that here too. But claims about being good for the world need to be meaningful, and distinguishable from all the other businesses. Add the words “clean” or “green” if that’s really true and you keep to it rigorously. Don’t just say it, especially if it isn’t important or always true.

For example, Apple Computer’s 2020 mission statement is:

“Apple revolutionized personal technology with the introduction of the Macintosh in 1984. Today, Apple leads the world in innovation with iPhone, iPad, Mac, Apple Watch, and Apple TV. Apple’s four software platforms—iOS, macOS, watchOS, and tvOS—provide seamless experiences across all Apple devices and empower people with breakthrough services including the App Store, Apple Music, Apple Pay, and iCloud. Apple’s more than 100,000 employees are dedicated to making the best products on earth, and to leaving the world better than we found it..”

That one obviously passes the test of defining the company with flying colors. Nobody could mistake that mission for generic hype. And it’s an interesting change from the early mission as defined by founder Steve Jobs:

“To make a contribution to the world by making tools for the mind that advance humankind.”

Ikea, on the other hand, starts its mission statement with something that could be any company anywhere. “Our vision is to create a better everyday life for the [sic] many people.” To its credit, it goes on to define a “rest of the mission” that could only be IKEA:

“We make this possible by offering a wide range of well-designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them.”

And note, in this mission statement, how Sweetgreen incorporates a world vision into a product-oriented mission statement:

“Founded in 2007, Sweetgreen is a destination for delicious food that’s both healthy for you and aligned with your values. We source local and organic ingredients from farmers we know and partners we trust, supporting our communities, and creating meaningful relationships with those around us. We exist to create experiences where passion and purpose come together.”

3. Define what your business does for its employees

Good businesses are good for their employees too or they don’t last. Keeping employees is better for the bottom line than turnover. Company culture matters. Rewarding and motivating people matters. A mission statement can define what your business offers its employees.

My recommendation is that you don’t simply assert how the business is good for employees—you define it here and then forever after make it true.

Qualities like fairness, diversity, respect for ideas and creativity, training, tools, empowerment, and the like, actually really matter. However, since every business in existence at least says that it prioritizes those things, strive for a differentiator and a way to make the general goals feel more concrete and specific.

Don’t worry about being fully unique

With this part of the mission statement, there’s a built-in dilemma. On the one hand, it’s good for everybody involved to use the mission statement to establish what you want for employees in your business. On the other hand, it’s hard to do that without falling into the trap of saying what every other business says.

Stating that you value fair compensation, room to grow, training, a healthy, creative work environment, and respect for diversity is probably a good idea, even if that part of your mission statement isn’t unique. That’s because the mission statement can serve as a reminder—for owners, supervisors, and workers—and as a lever for self-enforcement.

If you have a special view on your relationship with employees, write it into the mission statement. If your business is friendly to families, or to remote virtual workplaces, put that into your mission.

You may not need to focus on employees

And this is rare in mission statements. The vast majority are focused on messaging for customers. My recommendation here is not the norm. I include it because it’s good practice, even though not common.

While I consulted for Apple Computer, for example, that business differentiated its goals of training and empowering employees by making a point of bringing in very high-quality educators and presenters to help employees’ business expertise grow. That was part of the culture and, to my mind, part of the mission; but it wasn’t part of the mission statement. It could have been.

American Express, however, includes the team in its mission:

“We have a mission to be the world’s most respected service brand. To do this, we have established a culture that supports our team members, so they can provide exceptional service to our customers.”

4. Add what the business does for its owners

In business school, they taught us that the mission of management is to enhance the value of the stock. And shares of stock are ownership. Some would say that it goes without saying that a business exists to enhance the financial position of its owners, and maybe it does. However, only a small subset of all businesses are about the business buzzwords of “share value” and “return on investment.”

In the early years of my business, I wanted peace of mind about cash flow more than I wanted growth, and I wanted growth more than I wanted profits. So I wrote that into my mission statement. And at one point I realized I was also building a business that was a place where I was happy to be working, with people I wanted to work with; so I wrote that into my mission statement, too.

However, this element too, as with the suggestion about including employees, is unusual. Few mission statements do it. That’s understandable, since most mission statements are outward-facing only, aimed at customers and nobody else.

Still, some of the best mission statements incorporate a much broader sense of mission that includes, or at least implies, the mission of ownership.

Warby Parker, an eyewear company, does a great job at voicing a higher mission that includes customers, employees, and owners.

“Warby Parker was founded with a rebellious spirit and a lofty objective: to offer designer eyewear at a revolutionary price while leading the way for socially-conscious business.”

5. Discuss, digest, cut, polish, review, and revise

Good mission statements serve multiple functions, define objectives, and live for a long time. So, edit. This step is worth it.

Start by considering developing a full mission statement for internal use and using a customer-facing subset for general publication. That’s common. Many companies have segmented mission statements, with sections set aside and categorized by type or goal. Use bullet points or sections if that works for you. Part of the reason people confuse mission with mantra and vision is that many businesses use them together, and many others also redefine them to fit their context. So what a company does for customers is often called vision, despite the formal definition.

Remember, form follows function, in mission statements, as in all business writing. Make it work for your business. Or don’t do it at all. If you want to call it a vision, and that works for employees and customers, then do that.

Cut out general terms

As you edit, keep a sharp eye out for the buzzwords and hype that everybody claims. Cut as much as you can that doesn’t apply specifically to your business, except for the occasional special elements that—unique or not—can serve as long-term rules and reminders. Unique itself, the word, means literally, the only one in the world. Use it sparingly. Phrases such as “being the best possible,” “world-class,” and “great customer service” mean little because everybody uses them. Having great customer service is way harder than writing that into a mission statement.

Read other companies’ mission statements, but write a statement that is about you and not some other company. Make sure you actually believe in what you’re writing—your customers and your employees will soon spot a lie.

Then, listen. Show drafts to others, ask their opinions and really listen. Don’t argue, don’t convince them, just listen. And then edit again.

And, for the rest of your business’s life, review and revise it as needed. As with everything in a business plan, your mission statement should never get written in stone, and, much less, stashed in a drawer. Use it or lose it. Review and revise as necessary, because change is constant.

• Great Mission Statements: 10 Examples

If you’re looking for some inspiration to get you started on your own mission statement, here are a few of my favorites.

1. Southwest Airlines

“The mission of Southwest Airlines is dedication to the highest quality of customer service delivered with a sense of warmth, friendliness, individual pride, and company spirit.”

What’s most interesting about Southwest’s mission statement is that they don’t mention anything about getting from point A to point B. Their mission is all about how they differentiate what, these days, can be seen as a commodity experience. They also focus on their own employees and the “spirit of the company”, not just the customer experience.

2. Urban Outfitters

“A lifestyle retailer dedicated to inspiring customers through a unique combination of product, creativity and cultural understanding. Founded in 1970 in a small space across the street from the University of Pennsylvania, Urban Outfitters now operates over 200 stores in the United States, Canada, and Europe, offering experiential retail environments and a well-curated mix of women’s, men’s, accessories and home product assortments.”

Urban Outfitters focuses on the experience that they deliver and the focus on what they do. Their mission drives what their stores look like and what their goal is: to inspire. They also nod to their heritage of starting small and growing.

“At Recreational Equipment, Inc. (REI) we believe a life outdoors is a life well-lived. We believe that it’s in the wild, untamed and natural places that we find our best selves, so our purpose is to awaken a lifelong love of the outdoors, for all.”

REI’s mission focuses mostly on what it wants to do for its customers, but hidden in the mission statement is a mission to preserve the environment as well. Their focus on “getting outside” is what creates a connection between them and their customers.

4. Starbucks

“To inspire and nurture the human spirit – one person, one cup, and one neighborhood at a time.”

Starbucks expands on its mission statement by stating its core values. This is really an extension of the mission statement and explains how they focus on their customers, how they grow their company, and how they work with employees. You can read their values here .

5. Walgreens

“Walgreens’ mission is to be America’s most-loved pharmacy-led health, well-being, and beauty retailer. Its purpose is to champion everyone’s right to be happy and healthy.”

Walgreen’s mission really defines their goals: what they want to achieve and in what product categories they want to achieve it in. They also bring in their broader purpose when they talk about “everyone’s right to be happy and healthy.”

“Make work-life simpler, more pleasant, and more productive.”

While Slack’s mission statement is short, it implies a lot. “Work” doesn’t just mean their customer’s work, it means their own work at their company. Their mission statement serves them both internally and externally.

7. The Coca Cola Company

“Refresh the world. Make a difference.”

Coca Cola takes a slightly different approach with a statement of purpose and then a vision statement. Their purpose is essentially their mission statement and says a lot for being so short. They want to refresh people in both body and spirit while making a positive impact on the world. Their vision also implies their goal of serving the entire world’s population which hits on their corporate and shareholder goals.

8. Patagonia

“We’re in business to save our home planet.”

Another short mission statement that says so much more than you would think at first glance. First and foremost, Patagonia doesn’t say that they are a non-profit – they state that they’re a business. And, this implies that they need to be a strong, healthy business to meet their goal of saving the planet. Their mission applies to their employees, their customers, their products, and their activism.

9. charity: water

“charity: water is a nonprofit organization bringing clean and safe drinking water to people in developing countries.”

charity: water’s mission statement is clear and to the point – it simply describes what it does and who it does it for. For most non-profit mission statements, this is enough.

 10. Asana

“Asana’s mission is to help humanity thrive by enabling the world’s teams to work together effortlessly.”

Similar to other mission statements, Asana blends a message about what they do with a higher goal of enhancing the world outside of their company. Yet, they still hint at their target market and goals of being a world-wide company, thus improving the lives of their employees and shareholders.

See why 1.2 million entrepreneurs have written their business plans with LivePlan

Tim Berry is the founder and chairman of Palo Alto Software , a co-founder of Borland International, and a recognized expert in business planning. He has an MBA from Stanford and degrees with honors from the University of Oregon and the University of Notre Dame. Today, Tim dedicates most of his time to blogging, teaching and evangelizing for business planning.

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• Business strategy |
• How to write an effective mission state ...

How to write an effective mission statement (with free template)

A mission statement explains your company’s purpose. You should write a mission statement when starting a business so you have a clear idea of what you stand for. Read on to learn how to write an effective mission statement that can help you tackle company goals.

It’s natural to face challenges when leading teams and managing projects, and one way to push forward despite the hard times is to remember your “why.” Your company mission defines why you do what you do, who you do it for, and the impact you’ll create by doing it. When you know your mission, you’ll feel good about where your company is going, even through ups and downs. 

What is a mission statement?

A mission statement is a brief declaration of your company’s what, who, and why. You should share this statement with everyone in your organization so team members understand your collective goals. While a mission statement isn’t specifically for marketing, you’ll likely share it externally as well. This is why it’s important to write it eloquently.

Your mission statement is a foundational piece of content you can use as a jumping-off point for various other materials, including:

Value propositions

Business plans

Company vision statement

Once you’ve solidified your core values and initiatives, you’ll have an easier time expanding on those ideas and getting the message out to your audience.

5 steps to write a mission statement

Your mission statement isn’t something you can craft by yourself. Before you sit down to draft it, recruit other senior and executive leaders at your company who have a sense of what you’re aiming for. Together, use the steps below to get to the root of what your company stands for and the message you want to spread.

1. Answer fundamental questions

To figure out what your mission statement should say, you’ll need to answer fundamental questions about your business. 

What do we do?

What do we create?

Who is our audience?

How do we make a difference?

Once you’ve answered the basics, consider questions that can help you craft a strong mission statement.

How do we differ from others in the industry?

How can we make our mission statement stand out from our competitors?

Can we use other mission statements for inspiration?

Consider having each member of your mission statement tiger team answer these questions separately, then pool your answers together. Your mission statement should be evergreen, so think about it in a way that incorporates business growth. It’s important to consider what your company’s purpose is in the context of what your future might be. 

2. Use your answers to brainstorm copy

Now that you have the ideas for your mission statement, you need the right words. Use brainstorming techniques to help you and the other leaders at your company come with creative ways to express yourselves. The goal is to inspire your team without sounding cliché or overly complex.

Some helpful brainstorming techniques include:

Mind-mapping: Mind mapping is a visual brainstorming technique you can use on your own or with your team. Start with one word or idea and use it to inspire other ideas. You’ll need a large piece of paper or whiteboard to write down a topic. Then, draw lines connecting tangential words or ideas to it.

Brain-netting: Brain-netting is great for remote collaboration , and it involves brain dumping ideas virtually, whether on a Slack channel, Google Doc, or through your project management tool . Team members can add ideas whenever inspiration strikes, and the list will be ever-evolving. 

3. Write your first draft

Now that you have solid ideas about what to put in your mission statement and creative ways to express those ideas, you can start experimenting with what sounds best. The following formulas can help you get started:

To [contribution/goal] so [impact] .

Our mission is to [contribution/goal] by [what you offer/how you do it] for [target audience] so [impact] .

To build/offer [what you offer/how you do it] for [target audience] to [contribution/goal] and [impact] .

For example, if you work for a content marketing company, here’s how your first draft might look:

To increase the value and visibility of content so companies can build strong relationships with their audiences . 

Our mission is to increase the value and visibility of content by offering content marketing services for companies so they can build strong relationships with their audiences . 

To offer content marketing services for companies to increase the value and visibility of their content and help them build strong relationships with their audiences. 

4. Ask for feedback

Draft a few versions of your mission statement so you can ask for feedback from current team members. Because the mission statement applies to everyone, it’s nice to include everyone in the feedback process—even if executive feedback gets slightly more weight. Don’t rush through the writing process. Take your time and get your mission statement to a place everyone is comfortable with.

Collaborate with your team by holding a Q&A session or by sending out surveys to ask which version of the mission statement resonates with them most. That way, once you complete your statement, you’ll feel confident that the result was a team effort. 

5. Revise and share

After collecting feedback, revise your mission statement as needed. Then, finalize it and share it with the rest of the organization. You can also include it in your business plan and share it on your website. 

Your mission statement explains your company’s purpose to those working for the company, stakeholders who may get involved with the company, and customers or clients who may spend money at the company. While you shouldn’t craft your mission statement for selling, it’s something you should be proud of and will likely want to display.

Examples of mission statements

Most companies share their mission statements with the public, either front and center on their websites, or in an easily searchable location. By making your mission statement visible to the clients and customers, companies show what they stand for and what they strive to achieve—both as an internal workforce and with the products or services they sell.

“To help humanity thrive by enabling the world’s teams to work together effortlessly.” 

At Asana , our mission statement explains who we serve and what we want our impact to be on the world. While we have various goals we work toward as a company, our mission statement is our guiding principle among all others. 

Let's do great things together. Join our team.

“To build the web’s most convenient, secure, cost-effective payment solution.” 

PayPal’s statement is more product-focused, but it’s still effective. Businesses may imply the impact they hope to make by explaining the unique features of their product offering. PayPal’s mission is to create the best product possible for customers because doing so will improve lives.

3. Patagonia

“Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.” 

Patagonia’s mission statement is complex, but it shows that their company has many layers beyond the clothing they sell. While on the surface, Patagonia offers outdoor gear, they set themselves apart from other companies by keeping the environment front of mind in all they do. 

Free mission statement template

Using a mission statement template can help you centralize your company’s most important information. Below, you’ll see how a content marketing company would’ve answered fundamental questions about their business and used those answers to design their mission statement with the provided formula.

Use the free mission statement template below to answer relevant questions about your company’s values and goals.

Why is a mission statement important?

Your mission statement is a building block for everything your team does. When you get it right, it leads to a stronger team dynamic in the workplace , more successful projects, and happier customers. Your mission statement should:

Define your brand to team members: Give your team clarity on what product you’re creating, why you’re creating it, and who you’re creating it for.

Present your brand to others: Tell others outside of your company what your team strives for everyday. 

Uphold values and objectives: Refer to your mission statement when you need to hold yourself and your team accountable to your ultimate goals.

Mission statement vs. vision statement

Many people use a mission statement and vision statement interchangeably, and while some companies combine the two, they have different meanings. A mission statement is your company’s “why” statement—in other words, your company’s purpose. Consider your mission statement as what you’re currently trying to achieve.

A vision statement can be a “how” statement or a future-focused statement. It should paint a broad picture of how you want to achieve your mission. Sometimes, companies incorporate the vision statement within their mission statement so they can state and explain their mission simultaneously. 

For example, Google's combined mission and vision statement is:

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

Mission statement: To organize the world’s information…

Vision statement: ...and make it universally accessible and useful.

While LinkedIn has separate mission and vision statements:

Mission statement: Connect the world’s professionals to make them more productive and successful.

Vision statement: Create economic opportunity for every member of the global workforce.

Use a mission statement to drive company success

Your mission statement is the launchpad for your company’s success. It states what you want to achieve and serves as a constant reminder of your purpose. But the only way to accomplish your mission is with small, everyday actions. A goal is just a dream until you put a process in place.

With work management software , you can set up workflows , schedules, and tasks that align with your mission statement and make your purpose a reality. Asana helps you create a purposeful and productive work experience for all your team members by giving them the clarity they need to achieve their goals.

Related resources

Solve your tech overload with an intelligent transformation

9 steps to craft a successful go-to-market (GTM) strategy

Unmanaged business goals don’t work. Here’s what does.

How Asana uses work management to effectively manage goals

More Like this

Mission statements, what is a mission statement.

Your mission clearly states why your organization exists. A company’s mission statement helps clearly articulate your core purpose. It is the summation of your organization’s core reason for being, answering the question, “Why are we here?” A mission needs to boldly state why you exist, and what impact you hope your organization has on the world. The best mission statements clearly express these things to your customers in a way that resonates and engages with them.

When developing your strategic plan, it is important to not overlook the foundation of your plan, including your mission statement. Every organization should have one! Crafting a mission statement may be challenging at first, but with the help of our guide, you’ll be well on your way to making your own great mission statement!

Free Canvas & Guide to Creating a Mission Statement

Whether you’re writing a new mission statement or revisiting your old one as part of a strategic planning process, we’ve created a canvas you can use to create a mission statement that inspires your team. Get started on creating your mission statement today, and download our guide for free!

Why Are Mission Statements Important in Strategic Planning?

A good mission statement is a foundational element in any strategic plan because it helps define your organization’s core purpose, serving as a vantage point from which to look down the road. Combined with your vision statement , it helps define why your organization exists and what you stand for.

Mission statements are sometimes confused and grouped with different kinds of foundational statements or forgotten about entirely. Some of the common planning elements that mission statements get mixed up with are vision statements and value statements.

All three are closely linked but serve entirely different functions and roles in your strategic framework. Below, we explain how the vision and values elements compare against a mission statement, and how they can all be used together to complement your mission statement for a strong foundation to your strategic plan.

Mission Statements Versus Vision Statements – The Differences

While a company’s future vision statement describes the organization’s future state, the mission directly relates to the vision by articulating the greater reason why that vision matters. A powerful mission keeps the organization on track and rallies around the direction the organization is headed. Learn how to write your mission statement here .

Mission Statement – Why You Exist

• States why your organization exists and articulates your core purpose.
• Written in the present tense.
• Helps define the area where you play.

Vision Statement – Where You’re Going

• States your organization’s bold vision for the future and why that is important.
• Written in a future tense.
• Helps create the roadmap for the future.

Pro Tip: Language Matters. We always recommend mission statements be written in present tense using concrete language. Writing in present tense allows your mission to be easily deciphered from your vision statement, which is written in future tense . Solid language leaves little room for interpretation of what exactly your mission statement means.

How Your Vision and Mission Statement Informs & Creates Strategy

Mission and vision statements are really two sides of the same coin. Your mission statement tells them where you are and why you exist, while your vision statement describes your desired future state or aspirational impact.

These two elements combine to inform and create your strategy, which is your plan for how to overcome your current and potential future competitors. The mission and vision are essentially your corporate aspirations, and your strategy is your meticulous plan for achieving it. Because these two statements used in tandem define why you exist now and what you aspire to offer in the future, this can make it easier to pinpoint your unique value proposition within the market.

A vision statement also helps you outline the actions and steps you need to take to make your vision a reality. If you can anchor your plan to your mission and vision, you’ll never lose your direction, even if you must pivot your strategy periodically to respond to different market or environmental conditions and customer feedback.

Mission Statement Versus Core Values Statement

As we’ve stated earlier, a business’s mission statement is all about defining the company’s purpose and objectives. It’s a concise statement that outlines what the business is trying to achieve and how it aims to achieve it.

A value statement , on the other hand, is focused on the core values and beliefs that are central to the organization’s culture. While these statements may serve different purposes, they are not in opposition of one another. Ideally, mission and values statements should be created in tandem, as they complement each other quite well.

For example, an organization’s mission statement may be focused on growth and expansion, while its values might include ideals such as honesty and fairness. By combining these two statements, you get a clear picture of what the organization hopes to achieve and how it aims to do so, while also highlighting the values it holds dear.

Mission Statements – Why You Exist

• Are usually written in the present tense.

Values Statements – How You’ll Live Out Your Mission

• Clarifies what your organization stands for, what it believes in, and how you expect your team to behave.
• Are typically written in present tense.

How Your Mission and Value Statements Complement Each Other

Value statements are the guiding principles your organization has chosen to live by, which give direction to the company culture and behaviors. Core values help businesses remain true to their mission and purpose by providing a framework for decision-making and actions.

A mission statement provides a sense of direction, whereas values give employees a sense of pride and purpose in working to achieve that mission. So, while your mission statement helps to guide the direction of your company, your value statement creates the behaviors that keep you in line with your mission.

Together, these statements complement one another and form a solid foundation for any successful organization. The mission statement outlines the company’s primary objectives, while the core values ensure that the company is meeting its goals the right way. By aligning a organization’s mission statement with its core values, everyone involved in the company, from the management down to the customers, can easily understand its objectives and what it stands for.

Mistakes to Avoid When Drafting Your Mission Statement

Crafting the perfect mission statement can be challenging and potentially lead to pitfalls when not approached carefully. Here are some mistakes to avoid when creating a mission statement:

Being Too Vague or Generic

It’s important to make sure you’re writing a mission statement that is unique to your organization and sets you apart from your competitors. Avoid generic and bland statements like “highest standards” or “quality customer service delivered.” Instead, explain what those statements would mean in the context of your organization.

Pro Tip: You may also want to avoid phrases that feel particularly jargon-y or industry specific. Your mission statement is meant to be public-facing, so ensure that your mission statement is understandable to the general public.

Focusing Solely on Profits

We get it. Of course, we all want to make money and ensure that our business or organization is successful and turning a profit. But is that really what your mission is? Your mission should, ideally, be impact driven. Think about the needs you identified that needed to be fulfilled that inspired you to start your organization in the first place. That’s what your mission statement should stem from.

Forgetting to Consider Stakeholder Input

Unless you’re running a one-person operation, your team and stakeholders should have input in the mission. Interview or conduct surveys with your employees to gain their insight and opinions. You can then elect a smaller, more central committee to come together and find consensus on common themes and craft your mission statement from there.

Neglecting to Update the Mission Statement as the Organization Evolves

Your mission statement needs to reflect your organization’s purpose, above all else. Although you wouldn’t change your mission statement yearly or even bi-yearly, don’t be afraid to update or make tweaks on your mission statement. If your organization grows or changes to the point where your original mission statement doesn’t quite fit anymore, don’t be afraid to update!

Not Reflecting Your Company’s Values

This should go without saying, but a mission statement should clearly express and reflect your organization’s values and purpose in a way that resonates with your team and your customers. Make sure your mission statement describes and accurately reflects your company’s identity.

By being mindful of these potential missteps, your organization can create a mission statement that accurately reflects your values and goals while inspiring your team and community.

What Makes Mission Statements Powerful?

Mission statements help your entire organization clearly understand its core purpose and why you do what you do. As a leader, it’s important to have clarity and a cohesive understanding of why your organization exists. Great leadership requires connecting your organization’s core purpose and vision of the future to your team’s day-to-day activities.

As leaders, we are put under a lot of undue stress to generate a perfect, short, sing-songy mission statement. The result is meaningless drivel, leaving everyone irritated and underwhelmed. The goal is to bring inspiration and innovation to the company for the long term. Don’t let being pragmatic get in the way of this important stage of building a strong foundation of consensus for the organization.

Video Transcript – Video Title XYZ

Hi, my name is Erica Olsen.

Today’s whiteboard session is on how to write a mission statement. Mission statements are foundational to any strategic plan. You normally build one after you develop your SWOT. And before you go into the rest of your planning process, it’s foundational because it answers the question, “Why do we exist.”

It clearly explains the space that we play in what’s in and what’s out of what we do. And it’s not where we’re going, which is vision. So, let’s break it down.

We’ll use this example to explain the components of a mission statement. We’ll use this checklist to talk about what makes a good mission statement. And we’ll walk through a simple process to create yours.

So let’s jump in.

The example we have up here is Google’s. And we love using Google’s Google’s examples because they’re, they’re great. And why not borrow from the best.

So, starting with our mission, I like to start with our mission, because it gives us a place to go and keeps us thinking about mission, you might get rid of it later, but start it there. It has a verb with present tense to organize. We explain what we do organize the world’s information for whom, in this case, the world?

And what’s the benefit to us existing, what’s the benefit to the world to make information universally accessible, and useful? Really straightforward. We know mission statements are not that easy to write. So, here’s a checklist to make sure that yours is great.

Starting with, it needs to be original. This is really clearly original to Google; they didn’t rip it off from somebody else. It doesn’t sound like anybody else’s mission statement. It sounds like Google’s mission statement. So, make sure yours is original.

Connect with staff, a great mission statement. And you know, yours is great when every single staff member wakes up in the morning and knows that their purpose and the reason, they come to work every day is expressed in your mission statement.

And to do that, it needs to be memorable. Memorable means short and concise. And of course, that’s the balance to strike with a great mission statement. So, here’s your litmus test. It needs to fit on a t shirt, and your staff would wear it that achieves those two goals, you know, you’ve got a great mission statement.

So how do you write one, sometimes it can be hard. So it’s great to get input or ideas from your organization. So, gather staff input, if you’d like via survey, or maybe focus groups, take all that information, synthesize it down and create a couple of versions, you can do it yourself or use one of those folks in your organization who loves to copyright and have them write a couple of different versions.

Take those versions and either have your planning team pick one or put them out to your organization and have people vote on them. So that simple process will help you not go in all kinds of different directions and spend forever doing mission statement development.

With that, I hope this helps you write yours. Thanks for tuning in.

If time isn’t dedicated to articulating your mission on the front-end before developing strategy, the result will likely be goals and objectives without a crystal-clear strategic direction.

A Good Mission Statement the Following Elements:

• Label: We like to start with “Our mission…”
• Verb: Use an action verb in the present tense.
• For Whom: Describe who you do it for.
• Result: What is the result or benefit of your work?
• What You Do: Briefly state what you do and how.

Mission Statements Answer At least One of These Core Questions

What is our organization’s reason for existing.

A mission helps clearly articulate your organization’s reason for existing. At the absolute minimum, your mission statement should answer this question above all else: What’s your core purpose?

Example: “LinkedIn – To connect the world’s professionals to make them more productive and successful.”

Why Is It Special to Work for This Organization?

The best way to answer this question is to connect to the heart of your employees, customers, or the population you serve. Be compelling, and let people understand and connect with your core purpose. How does your reason for existing impact people in a special way, or why do your employees show up to work every day?

Example: “Tesla – To accelerate the world’s transition to sustainable energy.”

What Is Our Business and What Are We Trying to Accomplish on Behalf of Whom?

Some mission statements benefit from clearly stating who benefits from your business, or what you’re setting out to accomplish on behalf of whom. Who does your purpose impact the most and why?

Example: “Google’s mission is to organize the world’s information and make it universally accessible and useful.”

More mission statement examples can be found here.

Checklist for Good Mission Statements

When evaluating the quality of your current or newly drafted mission statement, it’s important your company’s mission statement meets these four simple criteria:

• Your Mission Must Be Foundational: It clearly states why your organization or business exists.
• It’s Original: It’s unique to your organization. If you were to read the mission statements of all the organizations in your industry, yours would be different than your competition.
• It’s Memorable: Memorable = motivating to employees, prospective employees and customers.
• It Fits on a T-Shirt: Peter Drucker famously advised that your mission statement should be short and compelling enough to fit on a t-shirt your staff would actually wear.

Other Mission Statement Tips

If you are refreshing your mission statement, complete your swot first.

Mission statements should be developed after completing the SWOT analysis , and before going into the rest of the planning process. This allows your team to be grounded and in alignment with where your organization is today and what the organization’s strengths and contributions are.

The mission statement motivates and inspires staff. Every single staff member knows that their purpose is defined in the mission statement. (e.g. Starbucks’ mission: To inspire and nurture the human spirit — one person, one cup and one neighborhood at a time.)

A Great Mission Statement Can Be Easily Recited at a Party

Develop the mission statement on a “party level”—it can quickly and briefly be understood by people at a party or on an airplane. The statement gives a profoundly simple focus for everything the team does as an organization. (e.g. Marine Stewardship Council’s mission: To safeguard the world’s seafood supply by promoting the best environmental choices.)

Now that you’ve finished your mission statement, writing your core values and vision is up next.

Get Started on Creating Your Mission Statement

Mission Statement FAQs

What questions do you need to answer to create a mission statement?

Answering these three questions will help create a mission statement:

• What is our organization’s reason for existing?
• Why is it special to work for this organization?
• What is our business and what are we trying to accomplish on behalf of whom?

What are the 5 elements of a mission statement?

The five parts of a mission statement are Label + Verb in Present Tense + Who You Serve + Result You Wish to Achieve or Reason for Existing + What You Do

What is a mission statement?

The definition of a mission statement is a concise description of your organization’s core purpose, answering the question, “why do we exist?”. A mission needs to boldly state why you exist, and why you do what you do. The best mission statements express your core purpose and why you exist with clarity.

How are mission statements and vision statements different?

A mission statement defines why your organization exists. A vision statement expresses where your organization is going in the future. They work together to express your reason for existing and how you’re setting out to change the world.

How do you know if you have a good mission statement?

Patrick Lencioni said that a mission statement should be able to fit on a t-shirt, and that your staff would want to wear that t-shirt.

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The Thriving Small Business

Tips And Tools For Small Business Owners

How To Create A Mission, Vision, And Values Statement

November 29, 2023 By Patricia Lotich, MBA

Estimated reading time: 5 minutes

I was recently asked why a business needs a mission, vision, and values statement.

My response was that a mission, vision, and values statement is a tool to help an organization accomplish what it has set out to do and helps provide a framework for strategy, focus, and decision-making .

A Vision statement describes the ideal future state of the organization.  It articulates what the organization is trying to accomplish.

Vision Statement Example

“ABC Auto Repair will be the premiere auto shop in the metropolitan area by providing extraordinary customer service and high-quality auto repair that exceeds all competition.”

A Mission statement describes why the organization exists and why it does what it does.

Mission Statement Example

“ABC Auto Repair exists to help its customers care for and extend the life of their automobile investments.”

A Values statement describes and lists the fundamental values and principles that the organization operates by.

Values Statement Example

“ABC Auto Repair operates by the following guiding principles:   Honesty, Integrity, Customer Service, Quality, Diversity, and Innovation.”

Some organizations write paragraphs describing their vision.

But I think the shorter the statement, the more likely employees will be able to absorb, memorize, and ideally explain it to others.

Employees Need To Understand

Employees should have a good understanding of what the business is trying to accomplish and why it does what it does.

This contributes to high levels of  employee engagement and employees who provide excellent customer service .

Every organization needs to understand where it is going before it can develop a strategic plan and map out steps to get there!

7 Steps to Creating a Mission, Vision, and Values Statement

1. gather board level leadership.

If you don’t have a formal board, pull together an advisory team .

If you are a small business, pull in anyone who has helped you get to where you are in an advisory capacity.

Writing a vision, mission, and values statement should be an exercise that is done at the board level – with some senior-level employees.

This can be done in a retreat setting, such as a conference room of a hotel or the back room of a restaurant.

The goal is to create an environment insulated from distractions and interruptions.

2. Identify an Objective Facilitator

If the organization has strong leadership , there may be someone at the board level who can facilitate the visioning session.

Whether the facilitator is a member of the staff or is contracted through a third party, the facilitator’s role is to help drive the process without influencing the content.

An experienced facilitator will know how to do this.

3. Dream As a Group

A visioning session is a time for dreaming.

Work with flip charts or whiteboards to get the creative juices going and provide colorful visuals that help spark thoughts and ideas.

Divide into groups of 3-4 people, provide each group with a flip chart, and have them discuss and answer the following questions:

Note: There should be simultaneous groups if there is more than one group.

• Who are we?
• What do we want this organization to look like in 5, or 10 years?
• Where do we want to be 1, 5, or 10 years down the road?
• Create a headline for a newspaper about the organization ten years from now. What would it say?

This exercise should take 20-30 minutes.

4. Share Ideas

After 30 minutes, ask all groups to share the thoughts and ideas they came up with.

Use the larger group to pick the best thoughts and ideas from each of the smaller groups.

Write the collective thoughts and words on a new flip chart.

Ask all participants to add, subtract, and formalize the sentence structure of the statement.

5. Examine the Statement

After the group drafts a couple of sentences, read them out loud to the entire group again.

Next, test the sentences to see if the entire group agrees that the statement reflects the organization and describes an ideal future state.

Make sure the statement is descriptive enough and is measurable to determine progress toward the vision.

6. Clarify the Mission

After the vision statement is written, go through a similar exercise to define the organization’s mission.

Remember, a mission statement describes “why” the organization exists.

Vision and mission statements should be used for decision-making to reflect the importance of what the business is trying to accomplish.

Break into small groups again and spend another 20-30 minutes brainstorming words that describe why the organization exists.

Once all the groups have their ideas down, ask them to present them to the other groups.

Using a flip chart, combine all of the ideas and, as a group, try to create a short phrase that is descriptive of why the organization exists.

The phrase will get molded by the group, and after it is in a final state, read it out loud one last time so the entire group agrees that it reflects why the organization exists.

7. Define Organizational Values

Once a vision and mission statement is drafted, break into groups once again and allow another 20 minutes or so to come up with a list of values.

These will become the shared values that the organization operates by.

As the groups come up with their lists, ask them again to present their ideas to the larger group and then combine and agree on one list.

The final list should ideally be 5-10 words and should be easy for people to memorize.

You did it!

You now have an articulated Mission, Vision, and Values Statement.

Next, you will have it printed and displayed in your business so your customers and employees can see your priorities and what you are trying to accomplish!

Many organizations don’t have a defined vision, mission, and values statement because they don’t know how to do it, and the process scares them.

However, if you can get the right people in the room and have a trained facilitator, it can be done in a few short hours.

Has your organization developed a Vision, Mission, and Values statement?

About Patricia Lotich, MBA

Patricia Lotich, MBA is a Certified Manager of Quality and Organizational Excellence through the American Society for Quality. She has a driving passion to help small businesses, nonprofits and churches fulfill their mission by managing their resources of - people, time and money.

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35 Vision And Mission Statement Examples That Will Inspire Your Buyers

Published: February 28, 2024

Why do you choose to buy products and services from certain brands even when cheaper options exist? It often comes down to a compelling brand mission — like these 35 mission statement examples.

Brands use a mission statement to express their values. As consumers, we like to patronize businesses that have values we believe in.

A strong mission statement makes it easy for consumers to understand your values and feel confident purchasing from you.

Still, loyalty doesn’t happen overnight. Building brand loyalty, like creating mission and vision statements, takes time. You may just find the inspiration that you need in someone else’s mission statement, so we’ve gathered 35 example mission statements to help make your research easy.

If you’re in a bit of a time crunch, use this table of contents to find precisely what you’re looking for to inspire the development of your company’s mission.

Table of Contents

What is a mission statement?

How to write a mission statement, what is a vision statement.

• Mission vs Vision Statements

Mission and Vision Statement Template

Best mission statement examples.

• Best Vision Statements Examples

A mission statement is a simple statement about the goals, values, and objectives of an organization. A mission statement summarizes why a business exists and helps a company respond to change and make decisions that align with its vision.

This brief description helps customers, employees, and leadership understand the organization’s top priorities.

An effective mission statement will naturally change over time. As a company grows, it may reach its early goals, and they’ll change. It’s important to revise mission statements as needed to reflect the business’s new culture as it achieves its goals and develops new targets.

What makes a good mission statement?

A great mission statement combines physical, emotional, and logical elements into one exceptional customer (and employee) experience that you value as much as they do. A good mission statement will not only explain your brand’s purpose but will also foster a connection with customers.

When your brand creates a genuine connection with customers and employees, they’ll stay loyal to your company, thereby increasing your overall profitability.

Mission statements also help you stand out in the marketplace, differentiating your brand from the competition.

I’ve personally observed that there’s more brand recognition for companies when consumers think they have an important mission.

When wearing a pair of TOMS shoes, I’ve noticed that people comment more on my shoes than when I’m wearing Converse or Nike shoes (which are both more well-known brands). TOMS famously created the One for One® model, where they vowed to donate one pair of shoes for every one purchased.

A memorable company mission makes your product more noteworthy.

What are the three parts of a mission statement?

Your mission statement should clearly express what your brand does, how it does it, and why the brand does it. You can quickly sum this up in your mission statement by providing the following:

• Brand purpose. What does your product or service do or aim to offer and for whom?
• Brand values. What does your company stand for? For example, are you environmentally conscious and provide a more sustainable solution to solve a problem? Values are what make your company unique.
• Brand goals. What does your company accomplish for customers? Why should they purchase from you instead of other competitors?

With these three components, you can create a mission that is unique to your brand and resonates with potential customers. Next, we’ll guide you step by step on how to write a proper mission statement to build on as your company evolves.

You understand the importance of a well-crafted mission statement that effectively summarizes a company’s purpose, but how do you write one? Let’s look at the steps to write a good mission statement, and then we’ll dive into mission statement examples to inspire your creativity.

• Explain your company’s product or service offering.
• Identify the company’s core values.
• Connect how your company’s offering aligns with your values.
• Condense these statements into one.
• Refine your mission statement.

1. Explain your company’s product or service offering.

A good mission statement helps prospects understand what your company does in a literal sense. This means explaining your offering in basic, clear terms. Your explanation should answer the most basic questions like:

• Are you selling a product or service?
• Why would customers buy it?
• How does your offering solve for the customer?

Record your answers and focus on how your product or service brings value to your buyer personas , otherwise known as your target audience.

2. Identify the company’s core values.

Now, this is where you can start thinking bigger. You didn’t just make a product or service at random. Instead, you’re most likely motivated by a set of core values . This is particularly important for socially conscious businesses and brands that care about well-being.

Core values are deeply ingrained principles that guide a company’s actions. Take HubSpot’s culture code, HEART , for example:

• Empathetic.
• Remarkable.
• Transparent.

These are principles that not only company employees respect but are principles that our customers appreciate as well. By identifying core values that hold meaning on personal and organizational levels, you’ll have an appealing set to add to your mission statement.

3. Connect how your company’s offering aligns with your values.

So, how can your company offering serve your core values? You need to draw a connection between the two in a way that makes sense to the public.

For example, if one of your core values centers on innovation, you want to frame your product or service as pushing boundaries and explaining how it helps customers innovate their lives or business practices. Essentially, you’re taking the literal benefit of the offering and expanding it to serve a higher purpose.

4. Condense these statements into one.

A mission statement can be as short as a single sentence or as long as a paragraph, but it’s meant to be a short summary of your company’s purpose. You need to state the what, who, and why of your company:

• What — The company offering.
• Who — Who you’re selling to.
• Why — The core values you do it for.

Condense this to be between one and three sentences long. At this stage of development, it’s often helpful to write several mission statement drafts to help process ideas and experiment.

Once you have successfully conveyed your brand’s message, it’s time to refine and perfect your mission statement.

5. Refine your mission statement.

Above all, your mission statement stands as a marketing asset that is meant to be:

• Free of fluff.

Your mission statement should clearly outline the purpose of your company offering, capture the company spirit, and show the common goals the company is working to achieve.

Have other team members or advisors read your mission statement draft and make adjustments if needed according to their recommendations. This is normally a slow process for brands, and I’ll share ideas and company mission statement examples in a moment to help inspire creativity in the writing process.

A vision statement is aspirational and expresses your brand’s plan or “vision” for the future and potential impact on the world. They often serve as a guide for a brand’s future goals and explain why customers and employees should stick around for the long haul.

What makes a good vision statement?

A good vision statement should be bold and ambitious. It’s meant to be an inspirational, big-picture declaration of what your company strives to be in the future. It gives customers a peek into your company’s trajectory and builds customer loyalty by allowing them to align their support with your vision because they believe in the future of your brand as well.

What are the three parts of a vision statement?

Your company vision is meant to be inspirational while also aligning with the company’s mission. A vision statement should have the following characteristics:

• Aspirational and ambitious. Have a lofty outlook for what you want your business to accomplish? Here’s the place to put it. Your vision statement should be aspirational and showcase how your business will grow in the future.
• Practical and achievable. While your statement should be ambitious, it shouldn’t be impossible. Set a goal that is both challenging and practical.
• General. Your vision should be broad enough to encompass all of your brand’s overall goals. Think of it as an umbrella for your mission statement and company objectives to nest under.

Both mission and vision statements are often combined into one comprehensive “mission statement” to define the organization’s reason for existing and its outlook for internal and external audiences — like employees, partners, board members, consumers, and shareholders.

The difference between mission and vision statements lies in the purpose they serve.

Mission Statement vs. Vision Statement

A mission statement clarifies what the company wants to achieve, who they want to support, and why they want to support them. On the other hand, a vision statement describes where the company wants a community, or the world, to be as a result of the company’s services.

Thus, a mission statement is a roadmap for the company’s vision statement.

A mission statement is a literal quote stating what a brand or company is setting out to do. This lets the public know the product and service it offers, who it makes it for, and why it’s doing it. A vision statement is a brand looking toward the future and saying what it hopes to achieve through its mission statement. This is more conceptual, as it’s a glimpse into what the brand can become in the eyes of the consumer and the value it will bring in the long term.

In summary, the main differences between a mission statement and a vision statement are:

• Mission statements describe the current purpose a company serves. The company’s function, target audience, and key offerings are elements that are often mentioned in a mission statement.
• Vision statements are a look into a company’s future or what its overarching vision is. The same elements from the mission statement can be included in a vision statement, but they’ll be described in the future tense.

Now that we know what they are, let’s dive into some useful examples of each across different industries.

100 Mission Statement Examples & Templates

Mission statements from 100 companies and templates to create one for your business.

• 100 real examples
• 10 industries
• Instructions & guidelines
• 10 free templates

You're all set!

Click this link to access this resource at any time.

10. Cradles to Crayons : Provides children from birth through age 12 living in homeless or low-income situations with the essential items they need to thrive — at home, at school, and at play.

16. Invisible Children : Invisible Children exists to end violent conflict and foster thriving ecosystems in solidarity with our world’s most at-risk communities.

Don't forget to share this post!

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Small Business Trends

What is a vision statement and how to write one (+examples and template).

If you buy something through our links, we may earn money from our affiliate partners. Learn more .

A vision statement is an integral part of the foundation of any business. A well-crafted vision statement should be inspiring, meaningful, and easy to remember while clarifying the organization’s ambitions and values.

In this article, we will examine what exactly a vision statement is, explore how to write one effectively, and provide access to examples and templates to help you get started. Let’s dive in!

Table of Contents

What is a Vision Statement?

A company vision statement is a crucial element in defining an organization’s identity and aspirations. It is an important cornerstone that informs a company’s strategy, operations, and culture. Here is an expanded explanation of what a vision statement is:

• Declaration of Purpose : A vision statement is a declaration of an organization’s mission and purpose. It outlines the company’s primary objectives and provides an overview of its ultimate goals. This helps inform all business decisions and strategies, ensuring that they align with the company’s purpose.
• Represents Brand Values : The vision statement embodies the brand values that the organization upholds. It communicates what the company stands for and believes in, helping to establish its reputation and image in the eyes of stakeholders.
• Identifies Desired End State : A vision statement clearly identifies the desired end-state of the business. It describes where the company aspires to be in the future, serving as a beacon to guide all its efforts.
• Road Map for Future Goals : The vision statement acts as a road map for how to achieve the organization’s future goals. It’s not overly specific, leaving room for innovation and adaptation as the business environment changes. This general but forward-looking nature distinguishes it from a business plan, which tends to be more detailed and specific.
• Inspires and Motivates : An effective vision statement is inspiring, motivating employees, customers, and stakeholders alike. It paints an optimistic picture of the company’s future, stirring enthusiasm and commitment among those associated with the company.
• Provides Direction and Clarity : A vision statement provides direction and clarity to stakeholders, helping them understand what the company aims to achieve in the long run. This clear sense of direction can be a powerful tool in decision making and strategy formulation.
• Brief and Memorable : Ideally, a vision statement should be brief and memorable so that it can be easily communicated and understood. This ensures that it remains at the forefront of everyone’s mind, acting as a constant reminder of the company’s ultimate goals.

When you write a business plan , it should be more detailed and concrete, providing the specific steps your company will take to achieve the goals outlined in your vision statement. It should articulate the path towards the company’s vision, outlining the strategies, tactics, and resources needed to get there. Thus, a vision statement is not only a reflection of a company’s aspirations but also a key component that shapes its future actions and strategies.

How to Write a Vision Statement

Writing a vision statement can be a daunting task, but it doesn’t have to be. This guide will walk you through the process step-by-step and equip you with the knowledge and skills needed to write an effective, inspiring vision statement.

Step 1: Identify Your Goals

The first step in writing a vision statement is to identify your long-term goals for the company. You may refer to your business plan, mission, and personal brand statement for ideas. The following questions can also help you identify relevant points. What do you want to achieve? What does success look like three, five, or ten years from now? These questions will help you define the core purpose of your business.

It’s also important to consider any short-term objectives or milestones that have been set. You may find that some objectives are more achievable than others and must be adjusted accordingly. By taking this into account, you can create a realistic yet ambitious vision statement that will keep everyone motivated throughout the journey.

Step 2: Gather Input From Others

Once you’ve identified your goals, it’s time to get input from other stakeholders in the company such as employees, customers, and shareholders. Ask them what they think should be included in the vision statement and how they would like to see their individual contributions reflected in it.

Gathering input from others helps provide perspective on different aspects of your business and ensures that everyone is working towards the same end goal.

Step 3: Write It Down

Now comes the fun part – writing down your vision statement! Start by summarizing what you’ve learned so far such as what are your core values as a business, who are your customers, what you offer them, and where you want to go in the future.

Be sure to use concise language that speaks directly to these topics, as well as evokes emotion by showcasing why this journey matters for both yourself and those involved with you along the way.

Step 4: Finalize & Publish Your Vision Statement

When crafting and editing your vision statement, make sure it’s something you can easily explain and believe in wholeheartedly. This is key for providing direction when making decisions down the line.

Once finalized, don’t forget to share it with all stakeholders so that everyone knows what lies ahead and how they can contribute towards achieving those goals. By keeping the vision statement visible and alive, it will serve as a reminder of the company’s purpose and inspire everyone to keep pushing forward.

Vision Statement Template

A vision statement template provides a framework for creating an inspiring and effective vision statement. It asks questions about your company’s goals, values, and intended audience to help you create a statement that is meaningful and motivating.

Once you have answered the questions in the template, you can fill in the necessary sections in the template below to form the statement itself.

Our vision is to (describe goal/long-term objective) , while providing (describe services provided) , as well as striving towards (describe values) . We will inspire our (audience) by upholding our commitment to (list specific objectives or values) , ultimately leading to our success in achieving (key results or desired outcomes) .

22 Vision Statement Examples

How are some of the world’s most successful organizations defining their own visions? What do you think of their inspiring vision statements?

Check out the following 22 examples of good vision statements from famous companies that you can use as inspiration to create your own vision statement:

Ikea’s vision statement reads , “Our vision is to create a better everyday life for many people.”

2. Linkedin

In its vision statement, LinkedIn defines what sets the company apart from other social media platforms when it says , “Create economic opportunity for every member of the global workforce.”

3. Patagonia

Patagonia’s vision statement states : “Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.”

The Ford Motor Company’s vision statement says , “People working together as a lean, global enterprise to make people’s lives better through automotive and mobility leadership.”

5. Southwest Airlines

Southwest’s vision statement states , “To be the world’s most loved, most efficient, and most profitable airline.”

Tesla’s vision statement reads, “Create the most compelling car company of the 21st century by driving the world’s transition to electric vehicles.”

7. San Diego Zoo

The San Diego Zoo’s vision statement says, “To become a world leader at connecting people to wildlife and conservation.”

8. The Nature Conservancy

The Nature Conservancy’s vision statement looks to the company’s future and encompasses its values : “To leave a sustainable world for future generations.”

9. AT&T

AT&T’s vision statement reads , “To build a new global communications network that allows human resources to reallocate to more complex and productive activities – within a decade.”

10. Johnson & Johnson

Johnson & Johnson uses the following vision statement to inspire healthier communities: “For every person to use their unique experiences and backgrounds, together – to spark solutions that create a better, healthier world.”

The BBC ‘s vision statement is short and sweet: “To be the most creative organization in the world.”

12. Ben & Jerry’s

Ben & Jerry’s defines its core values in the following mission statement: “Making the best ice cream in the nicest possible way.”

Short Business Vision Statement Examples

Creating a strong and concise vision statement can be difficult, even though the companies on our list make it look easy.

Here are some short business vision statement examples that you can use to model your own unique vision statement.

13. Feeding America

Feeding America’s short business vision statement describes the organization’s efforts: “A hunger-free America.”

The TED organization presents the world’s information and uses a short vision statement: “Spread ideas.”

Zoom’s short vision statement reads , “Video communications empowering people to accomplish more.”

Oxfam’s vision statement is simple and describes the company’s commitment: “A just world without poverty.”

17. Whole Foods

Whole Foods’ inspiring vision statement says , “To nourish people and the planet.”

In its vision statement, the world’s premier entertainment company says its vision is, “To be one of the world’s leading producers and providers of entertainment and information.”

Amazon’s vision statement shows the company isn’t afraid to dream big; it reads, “Our vision is to be earth’s most customer-centric company; to build a place where people can come to find and discover anything they might want to buy online.”

IBM uses a vision statement detailing its overarching vision, saying, “To be the world’s most successful and important information technology company. Successful in helping our customers apply technology to solve their problems. Successful in introducing this extraordinary technology to new customers. Important because we will continue to be the basic resource of much of what is invested in this industry.”

21. McDonald’s

McDonald’s vision statement describes its values : “To move with velocity to drive profitable growth and become an even better McDonald’s serving more customers delicious food each day around the world.”

22. Warby Parker

The Warby Parker vision statement confirms the company’s direction is to offer designer eyewear; it reads, “We believe that buying glasses should be easy and fun. It should leave you happy and good-looking, with money in your pocket. We also believe that everyone has the right to see.”

Why Vision Statements are so Important for Businesses

A vision statement is undeniably one of the vital parts of a strategic planning process in business. It serves as the guiding light, providing both direction and energy to all business operations. Here are the reasons why a vision plan is so important for businesses:

• Clear Direction : A vision statement provides a clear direction of where the organization wants to go. It outlines the end goal, helping employees understand the path the company is taking and align their individual efforts accordingly.
• Guidance and Motivation : Vision statements offer guidance to employees, stakeholders, and even customers about the long-term objectives of the organization. They are inspirational, meant to encourage and motivate everyone involved with the company.
• Foundation for Marketing Plan : A vision statement can serve as the basis for your company’s marketing plan . It can inform branding, messaging, and strategic initiatives, ensuring your marketing efforts are aligned with your company’s future goals.
• Informs the Action Plan : A vision statement supports the company’s action plan. By clarifying the ultimate goal, it ensures that all new initiatives and strategies are supporting the company’s vision. This helps maintain coherence and focus in the business operations.
• Decision-Making Tool : Having a vision statement simplifies decision-making processes. When faced with options, the question becomes, “Which choice better aligns with our vision?” This can prevent the company from straying off course or getting distracted by short-term gains.
• Sets Expectations and Energizes Teams : A strong vision statement creates a sense of purpose, stimulates commitment, and energizes teams to work towards the set vision. It can help in building a unified team working in sync for a common goal.
• Enhances Business Growth and Success : A well-defined vision statement sets the stage for business growth and success. It helps in identifying opportunities, improving performance, and inspiring innovation, all crucial for the company’s expansion and profitability.

Thus, having a well-crafted vision statement is not just a good practice, but a necessity for any business aiming for long-term success. It serves as a constant reminder of what the company wants to achieve, steering all business operations in the same direction.

Mission Statement Vs Vision Statement

The company mission statement and the vision statement are two distinct concepts, but both mission and vision statements have one major thing in common – they are each used to define the future goals and values of a business.

A company’s mission statement describes what an organization does in the present day, while a vision statement outlines an ambitious goal for what it wishes to achieve in the next five to ten years.

Both vision and mission statements should be concise, inspiring, and achievable, enabling everyone in the organization to share a unified purpose and move forward together toward success.

Characteristics of Amazing Vision Statements

A vision statement is a guiding document that helps to articulate the future aspirations of an organization.

For example, the Starbucks vision statement is “To establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow.” A great vision statement should have four key characteristics:

Clarity is essential when crafting a compelling vision statement. It should communicate what the organization wants to accomplish in an easy-to-understand manner, avoiding any complex language or jargon.

Clarity allows everyone involved in the organization to clearly comprehend the what, why, and how of the statement and serves as a rallying cry for all stakeholders. A clear, concise, and compelling vision statement can help shape the direction of an organization for the better.

Having a focused vision statement is essential for any organization’s future aspirations. It should define the specific goals and objectives of the organization, and how they plan to achieve them.

It should also help make sure that everyone involved in the organization is on the same page and working towards a shared goal.

A focused vision statement should be detailed enough for people to understand what their role is in contributing to the success of the organization, but broad enough to leave room for growth and development.

Inspiration

Inspiration is a key component of an amazing vision statement. It allows the reader to get an idea of what the company stands for and why they are striving to reach its goals.

A great vision statement should inspire and motivate people to take action, while also providing a clear sense of direction. Inspiration can come from the company values, or from stories of real-world successes.

When done correctly, inspiring statements can help build trust and strengthen relationships between consumers and businesses.

Feasibility

Feasibility is an important characteristic of an amazing vision statement. The statement should be realistic and achievable, while still pushing the boundaries of what is possible.

The vision must have a balance between ambition and practicality to ensure that it will be taken seriously by stakeholders. It must also align with the company’s current capabilities and resources in order to be believable.

In addition, it should address any potential obstacles that may occur on the way to achieving the goals set by the vision.

Tips on How to Write a Good Vision Statement

How can you describe your entire business’s vision in just a few words? It is possible to create the perfect vision statement for your small business with creativity, focus, and effort. The following few tips for writing a vision statement should help:

• Don’t be afraid to dream big and focus on the future of your organization. What can the company be in the years to come? What do you want to be known for?
• Ensure that your vision statement reflects the core values and ethos of your business. It should be a true representation of what your business stands for and its fundamental beliefs.
• Make it memorable and bring inspiration. What sets your organization apart from the competition? Be sure and highlight what makes your small business unique, and choose a language that inspires those within the organization to achieve its goals.
• Highlight the impact you want your business to have on your customers, community, or even the world. This adds depth to your vision, showing that your goals extend beyond just profitability.
• While it’s important to dream big, your vision should still be within the realm of possibility. It should challenge and motivate your team but remain achievable.
• input from your employees or team members. Their insights can provide different perspectives and help craft a vision statement that resonates with everyone in the organization.
• Consider what makes your business different and superior to competitors. Your vision statement should mirror these unique aspects, setting you apart in the industry.
• Choose clear and specific language . Dreaming big doesn’t have to mean being vague, and the perfect vision statement should be specific enough to influence future decisions. Remember, you aren’t talking about the past, so be sure and write the vision statement in the present tense.
• Consider how you want your business to be remembered in the long term. A good vision statement often encapsulates the legacy you aim to leave.
• Your vision statement should be dynamic enough to evolve as your business grows and adapts to changing market conditions or customer needs.
•  After drafting your vision statement, test it with a small group of stakeholders. Gather feedback and refine the statement to ensure it clearly communicates your intended message and resonates with your audience.
• Keep it short . The best vision statements are not longer than a sentence or two, and many of the most memorable consist of just a few words.

Final Words

A well-crafted vision statement is a key component of any successful business. It outlines an inspiring goal that everyone in the organization can strive toward, provides guidance for decision-making, and helps to ensure that initiatives are focused on achieving the ultimate mission.

With some planning and creativity, anyone can craft a great vision statement using examples or templates as a starting point. When done right, it can ignite passion and motivation in employees and stakeholders alike – setting your business up for success.

However, if done incorrectly and without the proper care and consideration, it can do the opposite. So, take your time and create something that you and everyone else in your organization can believe in.

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Difference Between Mission and Vision Statements: 25 Examples

• Written By Britt Skrabanek
• Updated: February 23, 2024

Mission. Vision. Values. 

You’ve probably heard that phrase (or something similar) a thousand times. But they’re actually three distinct concepts.

The lines especially blur between mission and vision. It’s essential to know their distinction from one another when it comes to the drive and direction of your company. So what’s the real difference between mission and vision statements?

In this in-depth guide, we’ll compare and contrast mission and vision statements. We’ll break down each one’s definition and then discuss the best 25 brand examples that demonstrate their differences. Through that, you’ll be able to better understand and define your company’s essence and direction with confidence and clarity.

The Difference Between a Mission and Vision Statement

This is the easiest way to break it down:

• The mission statement focuses on today and what the organization does to achieve it.
• The vision statement focuses on tomorrow and what the organization wants to become.

While companies commonly use mission and vision statements interchangeably, it’s important to have both. Because having purpose and meaning is critical for any business, one doesn’t work without the other.

What is a Mission Statement?

Your mission statement drives the company. It is the core of the business. From it stems your company’s objectives and what it takes to reach those objectives. Ultimately, it shapes your company’s entire culture.

Mission statement questions look like:

• What do we do?
• Whom do we serve?
• How do we serve them?

This trickle-down effect of a mission statement confirms its value at any company. A solid mission sets up your content operations for success by starting your team all at the same place and motivating them to work together to reach the same end goal.

On the other hand, a weak mission — or no mission at all — can have the opposite effect. Picture this: silos, miscommunications, flailing, feeling unmotivated. And, imagine what that does to a company. Scary, right?

For content marketers

Your content strategy supports your company’s mission statement — think of it as the HOW of what you do.  It helps keep you on track. Through it, you stay true to your brand and your goals. Every piece of content you create should be rooted in your mission statement, from the tone of voice to the call to action .

What is a Vision Statement?

Your vision statement gives the company direction. It is the future of the business, which then provides the purpose.

The vision statement is aspirational- it’s about what you want to become.

Vision statement questions look like:

• What are our hopes and dreams?
• What problem are we solving for the greater good?
• Who and what are we inspiring to change?

The vision statement promotes growth, both internally and externally. A strong vision helps teams focus on what matters the most for their company. It also invites innovation. A purpose-driven company envisions success as a whole because they know what success means for their company.

On the flip side, a lack of vision is a road to nowhere for a business. Imagine this: stagnation, outdated processes, moving without purpose, feeling uninspired. Can a company even survive without a clear vision? You know the answer to that one.

The content vision supports the company’s vision statement — it’s the WHY of what you do. This helps you stay forward-thinking, true to your beliefs, and true to your purpose. Every piece of content you dream up should fly high with your vision statement, from the inception of an ebook to the lofty blog traffic milestone.

Brands That Get It: 25 Mission and Vision Statement Examples

So, what do great mission and vision statements actually look like? Here are 25 companies that get them right, with the customer loyalty to prove it.

Mission: To accelerate the world’s transition to sustainable energy.

Vision: To create the most compelling car company of the 21st century by driving the world’s transition to electric vehicles.

Why it works:  What better word than “accelerate” in a mission to serve as the driving force behind what Tesla does. While boldly stating “best in the century” reflects loftier dreams in the vision.

Mission:  We strive to offer our customers the lowest possible prices, the best available selection, and the utmost convenience.

Vision:  To be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online.

Why it works:  Amazon’s mission is cut-and-dry about what it offers to customers. The vision takes the offerings further, saying their company will offer “anything” customers want.

Mission:   We’re in business to save our home planet.

Vision: A love of wild and beautiful places demands participation in the fight to save them and to help reverse the steep decline in the overall environmental health of our planet.

Why it works: Patagonia’s mission and vision statements show a deep commitment to improving lives and saving the planet through its products.

Mission:  Spread ideas.

Vision: We believe passionately in the power of ideas to change attitudes, lives, and, ultimately, the world.

Why it works:  The TED mission to “spread ideas” is a simple demonstration of how they serve. The vision is all about impact, and how spreading ideas invokes change in the world.

Mission:  To connect the world’s professionals to make them more productive and successful.

Vision:  To create economic opportunity for every member of the global workforce.

Why it works:  LinkedIn succinctly captures what they do (connect) and who they serve (the world’s professionals) in their mission. While the vision encompasses every working person in the world.

Mission:   To organize the world’s information and make it universally accessible and useful.

Vision:  To provide access to the world’s information in one click.

Why it works:  Google may seem complex, but its mission clarifies that organization and accessibility are what they offer. Their vision statement is about improving accessibility in the future “in one click.”

Mission:  We reimagine the way the world moves for the better.

Vision:  Smarter transportation with fewer cars and greater access. Transportation that’s safer, cheaper, and more reliable; transportation that creates more job opportunities and higher incomes for drivers.

Why it works:  Uber “transports,” so it is the perfect actionable verb for their mission. The vision dives deeper into how their transportation services exist for the greater good of everyone.

Mission: To create a world where anyone can belong anywhere, and we are focused on creating an end-to-end travel platform that will handle every part of your trip.

Vision: Belong everywhere.

Why it works: The Airbnb mission says, “We help you feel at home,” while encapsulating the company’s goals for the future. They explore a deeper sense of belonging in the vision, tapping into the universal human desire their company aims for.

Mission: Delight our customers, employees, and shareholders by relentlessly delivering the platform and technology advancements that become essential to the way we work and live.

Vision:  If it is smart and connected, it is best with Intel.

Why it works: Intel promises to deliver the most technologically advanced products in its mission. Their vision uses more boastful language, illustrating great confidence in the future of their solutions.

Mission:  We build cars, symbols of Italian excellence the world over, and we do so to win on both road and track. Unique creations that fuel the Prancing Horse legend and generate a “World of Dreams and Emotions.”

Vision:  Ferrari, Italian Excellence that makes the world dream.

Why it works:  “We build to win” in Ferrari’s mission focuses on the strength and quality of their product. In this ambitious vision, their cars will reach the pinnacle of “Italian Excellence.”

Mission: Our mission is to empower entrepreneurs everywhere, making opportunities more inclusive for all.

Vision: Our vision is to radically shift the global economy toward independent entrepreneurial ventures.

Why it works: GoDaddy positions itself as the entrepreneur’s champion, making opportunity and success attainable for all.

Caterpillar

Mission: To provide the best value to customers, grow a profitable business, develop and reward people, and encourage social responsibility.

Vision: Be the global leader in customer value.

Why it works: Caterpillar explains both their “how” and their “why” in their mission statement: By providing affordable and high-quality products to customers, they will continue to grow their business, recognize and reward employees, and make a positive impact on the environment. Their vision reaffirms their commitment to providing value.

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

Vision:  To be the most successful and respected car company in America.

Why it works:  Toyota’s mission and vision statements demonstrate what they are known for: products and services. Even in a highly competitive industry, their vision states that they will become the best car company in the country.

Mission: We will devote our human resources and technology to creating superior products and services, thereby contributing to a better global society.

Vision: To inspire the world with our innovative technologies, products, and designs that enrich people’s lives and contribute to social prosperity by creating a new future.

Why it works: Samsung wants to improve people’s lives by creating exceptional and innovative products, which they make clear in both their mission and vision statements.

Mission:  To empower and engage people around the world to collect and develop educational content under a free license or in the public domain, and to disseminate it effectively and globally.

Vision:  Imagine a world in which every single human being can freely share in the sum of all knowledge. That’s our commitment.

Why it works:  Wikimedia’s mission motivates its team to move toward a common goal of empowerment and engagement. Their vision paints a future world where their company’s commitment makes a lasting impact.

Mission:  To be the world’s favorite destination for discovering great value and unique selection.

Vision:  Our vision for commerce is one that is enabled by people, powered by technology, and open to everyone.

Why it works: When you break eBay’s mission and vision statements down, you see that eBay’s mission uses “destination” to show their virtual company as a real place people come to. An ongoing focus on people and technology gets into the “why” of their vision.

Mission:  Offer a wide range of well-designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them.

Vision: To create a better everyday life for many people.

Why it Works:  The mission here focuses on the functionality of IKEA’s products and the affordability of their customers. In the vision, the IKEA team has a true sense of purpose in “creating a better everyday life.”

Mission: Shape the future of the internet by creating unprecedented value and opportunity for our customers, employees, investors, and ecosystem partners.

Vision:  Changing the way we work, live, play, and learn.

Why it works:  Cisco decided to blend their mission and vision statements. Language like “shape the future” is more vision-oriented, but the mission talks about the people they serve.

Mission:  A company that inspires and fulfills your curiosity.

Vision: Using our unlimited passion for technology, content, and services to deliver groundbreaking new excitement and entertainment, as only Sony can.

Why it works:  Sony gives a customer-focused touch to its mission by using “your.” The “unlimited passion” and “groundbreaking entertainment” messaging in their vision demonstrate innovation.

Southwest Airlines

Mission: The mission of Southwest Airlines is a dedication to the highest quality of customer service delivered with a sense of warmth, friendliness, individual pride, and company spirit.

Vision: To be the world’s most loved, most efficient, and most profitable airline.

Why it works:  Southwest Airlines tells us right up front that quality customer service is their mission. Their vision is highly aspirational across the board in saying they want to be “the most” of everything.

Mission: Our mission is to provide insightful solutions that drive value and success for our clients by allowing them to focus on their business.

Vision:  Be the world’s authority on helping organizations focus on what matters.

Why it works: ADP puts its clients at the forefront of its mission and vision statements. After all, their clients’ success is what makes them successful.

Kaiser Permanente

Mission: Kaiser Permanente exists to provide high-quality, affordable healthcare services and to improve the health of our members and the communities we serve.

Vision:  We are trusted partners in total health, collaborating with people to help them thrive and creating communities that are among the healthiest in the nation.

Why it works:  Saying “exist” sounds more like a vision statement, but the rest of the mission says what Kaiser Permanente does. In the vision, “thrive” and “healthiest” are big words that show their impact.

Mission:  The mission of Coinbase is to create an open financial system for the world.

Vision:  Digital currency will bring about more innovation, efficiency, and equality of opportunity in the world by creating an open financial system.

Why it works:  Coinbase didn’t sugarcoat what they do in their mission statement, did they? And, in the vision, their message speaks well to the change their company will bring one day.

Mission:  To give people the power to build community and bring the world closer together.

Vision:  People use Facebook to stay connected with friends and family, to discover what’s going on in the world, and to share and express what matters to them.

Why it works:  Facebook’s mission is focused on the community their platform promises. Their vision talks about why community matters, interweaving how they will “bring the world closer together” from the mission.

Whole Foods

Mission: Our purpose is to nourish people and the planet. We’re a purpose-driven company that aims to set the standards of excellence for food retailers. Quality is a state of mind at Whole Foods Market.

Vision: Whole Foods, Whole People, Whole Planet.

Why it works:  This mission uses repetition throughout to reinforce the quality that Whole Foods is known for. Making everything “whole” in their vision binds their company to a set of beliefs that they complete people’s lives.

More Mission Statements From Top Brands:

• Adidas — To be the best sports company in the world.
• CalArts — CalArts is a multidisciplinary community of artists. Our ongoing educational endeavor is grounded in openness, experimentation, critical engagement, and creative freedom. Through artistic practice, we transform ourselves, each other, and the world.
• Coca-Cola — To refresh the world in mind, body, and spirit; to inspire moments of optimism and happiness through our brands and actions; to create value and make a difference.
• Dunkin’ Donuts — Everything we do is about you. From chefs who create exciting new flavors to crew members who know exactly how you want your drink—we prioritize what you need to get you on your way. We strive to keep you at your best, and we remain loyal to you, your tastes, and your time. That’s what America runs on.
• Goodwill — Goodwill works to enhance people’s dignity and quality of life by strengthening their communities, eliminating their barriers to opportunity, and helping them reach their full potential through learning and the power of work.
• L’Oréal — L’Oréal has set itself the mission of offering all women and men worldwide the best of cosmetics innovation in terms of quality, efficacy, and safety. By meeting the infinite diversity of beauty needs and desires all over the world.
• McDonald’s — Our mission is to make delicious feel-good moments easy for everyone.
• The Met — The mission of The Metropolitan Museum of Art is to collect, preserve, study, exhibit, and stimulate appreciation for and advance knowledge of works of art that collectively represent the broadest spectrum of human achievement at the highest level of quality, all in the service of the public and in accordance with the highest professional standards.
• Microsoft — Our mission is to empower every person and organization on the planet to achieve more.
• MIT — The mission of MIT is to advance knowledge and educate students in science, technology, and other areas of scholarship that will best serve the nation and the world in the 21st century.
• NASA (National Aeronautics and Space Administration) — NASA explores the unknown in air and space, innovates for the benefit of humanity, and inspires the world through discovery.
• Nike — Bring inspiration and innovation to every athlete* in the world. *If you have a body, you are an athlete.
• Northwestern University  — Northwestern is committed to excellent teaching, innovative research, and the personal and intellectual growth of its students in a diverse academic community.
• Oprah Winfrey Network — OWN’s mission is to create multiple platforms for women, men, and their families with a purpose and a passion: to celebrate life, inspire and entertain, empower viewers around the world to live their best lives, and by doing so, lift the lives of those around them in ever-widening circles.
• Pepsi — Create more smiles with every sip and every bite.
• Shopify — Making commerce better for everyone.
• Starbucks — To inspire and nurture the human spirit – one person, one cup, and one neighborhood at a time.
• Target — To help all families discover the joy of everyday life.
• Walt Disney Company — The mission of The Walt Disney Company is to entertain, inform and inspire people around the globe through the power of unparalleled storytelling, reflecting the iconic brands, creative minds, and innovative technologies that make ours the world’s premier entertainment company.

Know Who You Are and Where You’re Going

The mission statement focuses on today and what we do, and the vision statement focuses on tomorrow and what we want to become. Both are important to a company’s survival.

Call it the essence, beating heart, or the defining characteristic — whatever you call it, make sure your mission and vision statements are clearly defined and understood for the sake of your content and your company.

Get a content mission and a content vision statement down on paper. Share it with your team members. Then you can measure your future content efforts against the two. Although they are not slogans or taglines themselves , they should definitely help inform them and all your content.

Knowing who you are and where you’re going is the foundation of an organization’s success. So, who are you? And, where are you going?

  Mission and Vision Series

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4.3: The Roles of Mission, Vision, and Values

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• Page ID 24409

Learning Objectives

• Be able to define mission and vision.
• See how values are important for mission and vision.
• Understand the roles of vision, mission, and values in the P-O-L-C framework.

Mission, Vision, and Values

Mission and vision both relate to an organization’s purpose and are typically communicated in some written form. Mission and vision are statements from the organization that answer questions about who we are, what do we value, and where we’re going. A study by the consulting firm Bain and Company reports that 90% of the 500 firms surveyed issue some form of mission and vision statements (Bart & Baetz, 1998). Moreover, firms with clearly communicated, widely understood, and collectively shared mission and vision have been shown to perform better than those without them, with the caveat that they related to effectiveness only when strategy and goals and objectives were aligned with them as well (Bart, et. al., 2001).

A  mission statement  communicates the organization’s reason for being, and how it aims to serve its key stakeholders. Customers, employees, and investors are the stakeholders most often emphasized, but other stakeholders like government or communities (i.e., in the form of social or environmental impact) can also be discussed. Mission statements are often longer than vision statements. Sometimes mission statements also include a summation of the firm’s values.  Values  are the beliefs of an individual or group, and in this case the organization, in which they are emotionally invested. The Starbucks mission statement describes six guiding principles that, as you can see, also communicate the organization’s values:

• Provide a great work environment and treat each other with respect and dignity .
• Embrace diversity as an essential component in the way we do business .
• Apply the highest standards of excellence to the purchasing, roasting and fresh delivery of our coffee.
• Develop enthusiastically satisfied customers all of the time .
• Contribute positively to our communities and our environment .
• Recognize that profitability is essential to our future success  (Starbucks, 2008).

Similarly, Toyota declares its global corporate principles to be:

• Honor the language and spirit of the law of every nation and undertake open and fair corporate activities to be a good corporate citizen of the world .
• Respect the culture and customs of every nation and contribute to economic and social development through corporate activities in the communities .
• Dedicate ourselves to providing clean and safe products and to enhancing the quality of life everywhere through all our activities .
• Create and develop advanced technologies and provide outstanding products and services that fulfill the needs of customers worldwide .
• Foster a corporate culture that enhances individual creativity and teamwork value, while honoring mutual trust and respect between labor and management .
• Pursue growth in harmony with the global community through innovative management .
• Work with business partners in research and creation to achieve stable, long-term growth and mutual benefits, while keeping ourselves open to new partnerships  (Toyota, 2008).

A  vision statement , in contrast, is a future-oriented declaration of the organization’s purpose and aspirations. In many ways, you can say that the mission statement lays out the organization’s “purpose for being,” and the vision statement then says, “based on that purpose, this is what we want to become.” The strategy should flow directly from the vision, since the strategy is intended to achieve the vision and thus satisfy the organization’s mission. Typically, vision statements are relatively brief, as in the case of Starbuck’s vision statement, which reads: “Establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles as we grow (Starbucks, 2008).” Or ad firm Ogilvy & Mather, which states their vision as “an agency defined by its devotion to brands (Ogilvy, 2008).” Sometimes the vision statement is also captured in a short tag line, such as Toyota’s “moving forward” statement that appears in most communications to customers, suppliers, and employees (Toyota, 2008). Similarly, Wal-Mart’s tag-line version of its vision statement is “Save money. Live better (Walmart, 2008).”

Any casual tour of business or organization Web sites will expose you to the range of forms that mission and vision statements can take. To reiterate, mission statements are longer than vision statements, often because they convey the organizations core values. Mission statements answer the questions of “Who are we?” and “What does our organization value?” Vision statements typically take the form of relatively brief, future-oriented statements—vision statements answer the question “Where is this organization going?” Increasingly, organizations also add a  values statement  which either reaffirms or states outright the organization’s values that might not be evident in the mission or vision statements.

Roles Played by Mission and Vision

Mission and vision statements play three critical roles: (1) communicate the purpose of the organization to stakeholders, (2) inform strategy development, and (3) develop the measurable goals and objectives by which to gauge the success of the organization’s strategy. These interdependent, cascading roles, and the relationships among them, are summarized in the figure.

First, mission and vision provide a vehicle for communicating an organization’s purpose and values to all key stakeholders. Stakeholders are those key parties who have some influence over the organization or stake in its future. You will learn more about stakeholders and stakeholder analysis later in this chapter; however, for now, suffice it to say that some key stakeholders are employees, customers, investors, suppliers, and institutions such as governments. Typically, these statements would be widely circulated and discussed often so that their meaning is widely understood, shared, and internalized. The better employees understand an organization’s purpose, through its mission and vision, the better able they will be to understand the strategy and its implementation.

Second, mission and vision create a target for strategy development. That is, one criterion of a good strategy is how well it helps the firm achieve its mission and vision. To better understand the relationship among mission, vision, and strategy, it is sometimes helpful to visualize them collectively as a funnel. At the broadest part of the funnel, you find the inputs into the mission statement. Toward the narrower part of the funnel, you find the vision statement, which has distilled down the mission in a way that it can guide the development of the strategy. In the narrowest part of the funnel you find the strategy —it is clear and explicit about what the firm will do, and not do, to achieve the vision. Vision statements also provide a bridge between the mission and the strategy. In that sense the best vision statements create a tension and restlessness with regard to the status quo—that is, they should foster a spirit of continuous innovation and improvement. For instance, in the case of Toyota, its “moving forward” vision urges managers to find newer and more environmentally friendly ways of delighting the purchaser of their cars. London Business School professors Gary Hamel and C. K. Prahalad describe this tense relationship between vision and strategy as stretch and ambition. Indeed, in a study of such able competitors as CNN, British Airways, and Sony, they found that these firms displaced competitors with stronger reputations and deeper pockets through their ambition to stretch their organizations in more innovative ways (Hamel & Prahalad, 1993).

Third, mission and vision provide a high-level guide, and the strategy provides a specific guide, to the goals and objectives showing success or failure of the strategy and satisfaction of the larger set of objectives stated in the mission. In the cases of both Starbucks and Toyota, you would expect to see profitability goals, in addition to metrics on customer and employee satisfaction, and social and environmental responsibility.

Key Takeaway

Mission and vision both relate to an organization’s purpose and aspirations, and are typically communicated in some form of brief written statements. A mission statement communicates the organization’s reason for being and how it aspires to serve its key stakeholders. The vision statement is a narrower, future-oriented declaration of the organization’s purpose and aspirations. Together, mission and vision guide strategy development, help communicate the organization’s purpose to stakeholders, and inform the goals and objectives set to determine whether the strategy is on track.

• What is a mission statement?
• What is a vision statement?
• How are values important to the content of mission and vision statements?
• Where does the purpose of mission and vision overlap?
• How do mission and vision relate to a firm’s strategy?
• Why are mission and vision important for organizational goals and objectives?

Bart, C. K., & Baetz, M. C. (1998). The relationship between mission statements and firm performance: An exploratory study.  Journal of Management Studies, 35 , 823–853.

Bart, C. K., Bontis, N., & Taggar, S. (2001). A model of the impact of mission statements on firm performance.  Management Decision, 39 (1), 19–35.

Hamel, G., & Prahalad, C. K. (1993, March–April). Strategy as stretch and leverage . Harvard Business Review , 75–84.

Ogilvy, Retrieved October 27, 2008, from  http://www.ogilvy.com/o_mather .

Starbucks, retrieved October 27, 2008, from  http://www.starbucks.com/aboutus

Toyota, retrieved October 27, 2008, from  http://www.toyota.co.jp/en/vision/philosophy .

Toyota, retrieved October 27, 2008, from  http://www.toyota.com/about/our_values/index.html .

Walmart, retrieved October 27, 2008, from  http://www.walmart.com .

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5 Top Vision Statement Examples For Your Business Plan

Free Mission and Vision Statement Templates

Aayushi Mistry

• October 25, 2023

Example 1: A vision statement by Microsoft

To help people and businesses throughout the world realize their full potential.

Microsoft Corporation is an American multinational technology company with headquarters in Redmond, Washington. It develops, manufactures, licenses supports, and sells computer software, consumer electronics, personal computers, and related services. Its best-known software products are the Microsoft Windows line of operating systems, the Microsoft Office suite, and the Internet Explorer and Edge web browsers. Its flagship hardware products are the Xbox video game consoles and the Microsoft Surface lineup of touchscreen personal computers. Microsoft ranked No. 21 in the 2020 Fortune 500 rankings of the largest United States corporations by total revenue; It was the world’s largest software maker by revenue as of 2016. It is considered one of the Big Five companies in the U.S. information technology industry, along with Google, Apple, Amazon, and Facebook.

Information Courtesy: Wikipedia

Ratings by experts: 4 / 5

• This mission statement communicates the intention of the empowerment of people and organizations.
• It also indicates the vision of catering to the world’s unity and productivity.
• However, the [How] is missing.

Example 2: A vision statement by Harley Davidson

Harley-Davidson, Inc. is an action-oriented, international company, a leader in its commitment to continuously improve our mutually beneficial relationships with stakeholders (customers, suppliers, employees, shareholders, government, and society). Harley-Davidson believes the key to success is to balance stakeholders’ interests through the empowerment of all employees to focus on value-added activities.

Harley Davidson , Inc. is the fifth-biggest motorcycle manufacturer of heavyweight motorcycles in the world.

• The mission statement shows the company is looking forward to expanding its business. Moreover, they have shown interest in the stakeholder’s leadership.
• No user benefit is shown.

Example 3: A vision statement by Google LLC

To organize the world’s information and make it universally accessible and useful.

Google LLC is an American multinational technology company that specializes in Internet-related services and products, which include online advertising technologies, a search engine, cloud computing, software, and hardware. It is considered one of the Big Five technology companies in the U.S. information technology industry, alongside Amazon, Facebook, Apple, and Microsoft.

Ratings by experts: 5 / 5

• Clear communication on the intention.
• Short, simple, and catchy.
• Relevant to the audience and their services.

Example 4: A vision statement by KFC in the year 2013

To sell food in a fast, friendly environment that appeals to price-conscious, health-minded consumers…

KFC stands for Kentucky Fried Chicken. It is an American fast-food restaurant chain headquartered in Louisville, Kentucky, that specializes in fried chicken. It is the world’s second-largest restaurant chain after McDonald’s

Ratings by experts: 3 / 5

• Clear mention of the target customer.
• Can’t be used for branding purposes.
• The reason why the statements fall back is that their actions as a brand did not completely align with their mission.

Example 5: A vision statement by Unilever

To make sustainable living commonplace. We believe this is the best long-term way for our business to grow.

Unilever plc is a British multinational consumer goods company headquartered in London, England. Unilever products include food, confections, energy drinks, baby food, soft drinks, cheese, ice cream, tea, cleaning agents, coffee, pet food, bottled water, toothpaste, chewing gum, frozen pizza, pregnancy tests, juice, margarine (Upfield), beauty products, personal care, breakfast cereals, pharmaceutical, and consumer healthcare products. Unilever is the largest producer of soap in the world. Unilever’s products are available in around 190 countries.

Information courtesy: Wikipedia

• This statement targets the current requirement of the world community. Which is very relevant to the industry in which the company serves.
• This is a long-term vision and can even concrete vision statement
• Good use of vocabulary.

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4.3 The Roles of Mission, Vision, and Values

Learning objectives.

• Be able to define mission and vision.
• See how values are important for mission and vision.
• Understand the roles of vision, mission, and values in the P-O-L-C framework.

Mission, Vision, and Values

Mission and vision both relate to an organization’s purpose and are typically communicated in some written form. Mission and vision are statements from the organization that answer questions about who we are, what do we value, and where we’re going. A study by the consulting firm Bain and Company reports that 90% of the 500 firms surveyed issue some form of mission and vision statements (Bart & Baetz, 1998). Moreover, firms with clearly communicated, widely understood, and collectively shared mission and vision have been shown to perform better than those without them, with the caveat that they related to effectiveness only when strategy and goals and objectives were aligned with them as well (Bart, et. al., 2001).

A mission statement communicates the organization’s reason for being, and how it aims to serve its key stakeholders. Customers, employees, and investors are the stakeholders most often emphasized, but other stakeholders like government or communities (i.e., in the form of social or environmental impact) can also be discussed. Mission statements are often longer than vision statements. Sometimes mission statements also include a summation of the firm’s values. Values are the beliefs of an individual or group, and in this case the organization, in which they are emotionally invested. The Starbucks mission statement describes six guiding principles that, as you can see, also communicate the organization’s values:

• Provide a great work environment and treat each other with respect and dignity .
• Embrace diversity as an essential component in the way we do business .
• Apply the highest standards of excellence to the purchasing, roasting and fresh delivery of our coffee.
• Develop enthusiastically satisfied customers all of the time .
• Contribute positively to our communities and our environment .
• Recognize that profitability is essential to our future success (Starbucks, 2008).

Similarly, Toyota declares its global corporate principles to be:

• Honor the language and spirit of the law of every nation and undertake open and fair corporate activities to be a good corporate citizen of the world .
• Respect the culture and customs of every nation and contribute to economic and social development through corporate activities in the communities .
• Dedicate ourselves to providing clean and safe products and to enhancing the quality of life everywhere through all our activities .
• Create and develop advanced technologies and provide outstanding products and services that fulfill the needs of customers worldwide .
• Foster a corporate culture that enhances individual creativity and teamwork value, while honoring mutual trust and respect between labor and management .
• Pursue growth in harmony with the global community through innovative management .
• Work with business partners in research and creation to achieve stable, long-term growth and mutual benefits, while keeping ourselves open to new partnerships (Toyota, 2008).

A vision statement , in contrast, is a future-oriented declaration of the organization’s purpose and aspirations. In many ways, you can say that the mission statement lays out the organization’s “purpose for being,” and the vision statement then says, “based on that purpose, this is what we want to become.” The strategy should flow directly from the vision, since the strategy is intended to achieve the vision and thus satisfy the organization’s mission. Typically, vision statements are relatively brief, as in the case of Starbuck’s vision statement, which reads: “Establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles as we grow (Starbucks, 2008).” Or ad firm Ogilvy & Mather, which states their vision as “an agency defined by its devotion to brands (Ogilvy, 2008).” Sometimes the vision statement is also captured in a short tag line, such as Toyota’s “moving forward” statement that appears in most communications to customers, suppliers, and employees (Toyota, 2008). Similarly, Wal-Mart’s tag-line version of its vision statement is “Save money. Live better (Walmart, 2008).”

Any casual tour of business or organization Web sites will expose you to the range of forms that mission and vision statements can take. To reiterate, mission statements are longer than vision statements, often because they convey the organizations core values. Mission statements answer the questions of “Who are we?” and “What does our organization value?” Vision statements typically take the form of relatively brief, future-oriented statements—vision statements answer the question “Where is this organization going?” Increasingly, organizations also add a values statement which either reaffirms or states outright the organization’s values that might not be evident in the mission or vision statements.

Roles Played by Mission and Vision

Mission and vision statements play three critical roles: (1) communicate the purpose of the organization to stakeholders, (2) inform strategy development, and (3) develop the measurable goals and objectives by which to gauge the success of the organization’s strategy. These interdependent, cascading roles, and the relationships among them, are summarized in the figure.

Figure 4.5 Key Roles of Mission and Vision

First, mission and vision provide a vehicle for communicating an organization’s purpose and values to all key stakeholders. Stakeholders are those key parties who have some influence over the organization or stake in its future. You will learn more about stakeholders and stakeholder analysis later in this chapter; however, for now, suffice it to say that some key stakeholders are employees, customers, investors, suppliers, and institutions such as governments. Typically, these statements would be widely circulated and discussed often so that their meaning is widely understood, shared, and internalized. The better employees understand an organization’s purpose, through its mission and vision, the better able they will be to understand the strategy and its implementation.

Second, mission and vision create a target for strategy development. That is, one criterion of a good strategy is how well it helps the firm achieve its mission and vision. To better understand the relationship among mission, vision, and strategy, it is sometimes helpful to visualize them collectively as a funnel. At the broadest part of the funnel, you find the inputs into the mission statement. Toward the narrower part of the funnel, you find the vision statement, which has distilled down the mission in a way that it can guide the development of the strategy. In the narrowest part of the funnel you find the strategy —it is clear and explicit about what the firm will do, and not do, to achieve the vision. Vision statements also provide a bridge between the mission and the strategy. In that sense the best vision statements create a tension and restlessness with regard to the status quo—that is, they should foster a spirit of continuous innovation and improvement. For instance, in the case of Toyota, its “moving forward” vision urges managers to find newer and more environmentally friendly ways of delighting the purchaser of their cars. London Business School professors Gary Hamel and C. K. Prahalad describe this tense relationship between vision and strategy as stretch and ambition. Indeed, in a study of such able competitors as CNN, British Airways, and Sony, they found that these firms displaced competitors with stronger reputations and deeper pockets through their ambition to stretch their organizations in more innovative ways (Hamel & Prahalad, 1993).

Third, mission and vision provide a high-level guide, and the strategy provides a specific guide, to the goals and objectives showing success or failure of the strategy and satisfaction of the larger set of objectives stated in the mission. In the cases of both Starbucks and Toyota, you would expect to see profitability goals, in addition to metrics on customer and employee satisfaction, and social and environmental responsibility.

Key Takeaway

Mission and vision both relate to an organization’s purpose and aspirations, and are typically communicated in some form of brief written statements. A mission statement communicates the organization’s reason for being and how it aspires to serve its key stakeholders. The vision statement is a narrower, future-oriented declaration of the organization’s purpose and aspirations. Together, mission and vision guide strategy development, help communicate the organization’s purpose to stakeholders, and inform the goals and objectives set to determine whether the strategy is on track.

• What is a mission statement?
• What is a vision statement?
• How are values important to the content of mission and vision statements?
• Where does the purpose of mission and vision overlap?
• How do mission and vision relate to a firm’s strategy?
• Why are mission and vision important for organizational goals and objectives?

Bart, C. K., & Baetz, M. C. (1998). The relationship between mission statements and firm performance: An exploratory study. Journal of Management Studies, 35 , 823–853.

Bart, C. K., Bontis, N., & Taggar, S. (2001). A model of the impact of mission statements on firm performance. Management Decision, 39 (1), 19–35.

Hamel, G., & Prahalad, C. K. (1993, March–April). Strategy as stretch and leverage . Harvard Business Review , 75–84.

Ogilvy, Retrieved October 27, 2008, from http://www.ogilvy.com/o_mather .

Starbucks, retrieved October 27, 2008, from http://www.starbucks.com/aboutus

Toyota, retrieved October 27, 2008, from http://www.toyota.co.jp/en/vision/philosophy .

Toyota, retrieved October 27, 2008, from http://www.toyota.com/about/our_values/index.html .

Walmart, retrieved October 27, 2008, from http://www.walmart.com .

Principles of Management Copyright © 2015 by University of Minnesota is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License , except where otherwise noted.

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Apple Vision Pro brings a new era of spatial computing to business

Customized Workspaces for Productivity

• Webex by Cisco brings an immersive and intuitive meeting experience that fills the space and utilizes Personas and Spatial Audio for a more natural video conferencing experience.
• Zoom provides an experience built for Apple Vision Pro with exceptional audio and video quality, giving users the ability to easily collaborate and schedule meetings.
• Box makes it easy for users to collaborate and securely manage files and content, including 3D objects, allowing them to intuitively bring this content into the world around them.

Design and Collaboration

• Lowe’s Style Studio leverages the unique capabilities of spatial computing to help customers visualize and design their dream kitchen, making home improvement easier than ever.
• JigSpace brings intuitive, hands-on inspection and effortless collaboration to help users communicate complex ideas, products, and processes with spatial context.
• EnBW (Energie Baden-Württemberg AG) enables visualization of renewable energy infrastructure projects, allowing collaborators to see and assess designs of vehicle charging stations, wind turbines, and solar farms.

Training and Simulation

• Taqtile Manifest makes digital work instructions actionable with a simple glance or hand gesture.
• PTC’s Onshape Vision app  transforms the way product designers and engineers view, interact with, and collaborate on complex 3D models.

Guided Work

• TeamViewer Spatial Support enables remote experts and service technicians on the ground to troubleshoot repair and maintenance processes with unparalleled fidelity, enabling faster response and reduced downtime.
• BILT supports 3D interactive instructions with voice, text, and animated guidance for thousands of products to enable a wide range of workflows.

Text of this article

April 9, 2024

Incredible new enterprise experiences leverage spatial computing to customize workspaces, collaborate on 3D designs, deliver specialized employee training, and guide remote fieldwork in entirely new ways

For decades, Apple has worked to provide innovative products and services for businesses. Today, Apple products are used by all of the Fortune 500 companies in every industry around the world — iPhone and iPad are indispensable for businesses of all sizes, and Mac is preferred by employees when given the choice at work. Apple’s unique combination of hardware, software, services, and built-in support for IT makes it incredibly easy to manage and secure devices at scale. With the introduction of Apple Vision Pro , spatial computing enables enterprises to build experiences that previously were not possible.

“There’s tremendous opportunity for businesses to reimagine what’s possible using Apple Vision Pro at work,” said Susan Prescott, Apple’s vice president of Worldwide Developer Relations and Enterprise Marketing. “We’re thrilled to see the innovative ways organizations are already using Apple Vision Pro, from planning fire response operations to iterating on the most intricate details of an engine design — and this is just the beginning. Combined with enterprise-grade capabilities like mobile device management built into visionOS, we believe spatial computing has the potential to revolutionize industries around the world.”

With visionOS built on the foundation of decades of engineering innovation in macOS, iOS, and iPadOS, enterprise developers can create powerful spatial experiences controlled by the most natural and intuitive inputs possible — a user’s eyes, hands, and voice. The breakthrough design of Apple Vision Pro features an ultra-high-resolution display system and custom Apple silicon in a unique dual-chip design to deliver experiences in real time. Vision Pro uses a wide range of advanced machine learning and AI models to enable foundational capabilities such as hand tracking, room mapping, Personas, and more. All of this is accelerated by the Neural Engine in the M2 chip, which ensures spatial computing is the most powerful way for a business to leverage AI.

Developers have been building apps for Apple Vision Pro across numerous enterprise categories, from business productivity and product design, to immersive training and guided work.

Spatial computing blends digital content with the physical world, providing an infinite canvas that enables businesses to reinvent workspaces and enhance everyday productivity. With visionOS, apps are freed from the boundaries of a display, so they can appear side by side at any scale. With support for Magic Keyboard and Magic Trackpad, users can set up the perfect workspace and bring the powerful capabilities of their Mac into Apple Vision Pro wirelessly, creating an enormous, private, and portable 4K display with incredibly crisp text. The most-loved productivity apps for business are now available on Vision Pro.

SAP Analytics Cloud helps streamline the process of gathering, integrating, analyzing, and presenting data-driven insights to enhance business decision-making. On Apple Vision Pro, the app enables employees and executives to immediately access their data dashboard and arrange their most critical business workflows, apps, and cards beautifully in their space. They can also drill down into the data with contextual 3D maps and graphics to gain new insights. With the latest SDK release for developers , the SAP Business Technology Platform fully supports Apple Vision Pro. Customers and partners can now deploy their SAP apps to Vision Pro, alongside iPhone, iPad, and Apple Watch.

“Apple Vision Pro is a revolutionary device, and we are thrilled to leverage the capabilities of spatial computing with SAP Analytics Cloud and SAP Mobile Start,” said Philipp Herzig, chief AI officer, SAP SE. “Going forward, we see the power of visionOS combined with generative AI being a force multiplier for enterprises. SAP Analytics Cloud running on Apple Vision Pro will help our customers discover all-new insights from complex data with powerful and intuitive processes that supercharge their business planning. And with SAP Mobile Start, we provide access to all of SAP’s business applications and workflows in unimaginable ways.”

Microsoft 365 productivity apps and AI companion Copilot built for Apple Vision Pro can help users get more done in powerful new ways. Focus mode in Word allows users to write without distraction; graph, manipulate, and visualize data in sharp, crisp detail in Excel; and immerse themselves in a slideshow with PowerPoint. Switching between meetings, chats, and shared content is easy in Teams — along with accessing the assistance of Copilot — with life-size windows that can be arranged in the user’s space.

“Spatial computing has enabled us to rethink how professionals can be productive and work intelligently with the power of AI,” said Nicole Herskowitz, vice president, Microsoft 365 and Teams. “With Microsoft 365 and Teams on Apple Vision Pro, your office moves with you, allowing users to view apps side by side on an infinite canvas with spatial computing for incredible multitasking and collaboration.”

Additional apps in business productivity include:

The display system on Apple Vision Pro packs 23 million pixels across two displays — or more than 4K resolution for each eye — which makes videos, images, and documents crystal clear from any angle. With crisp visualization of 3D content, spatial computing opens up opportunities for product design, retail planning, and construction modeling, and enables new experiences for customers to engage with products and services.

The Porsche Race Engineer app provides an entirely new way for the Porsche team to collaborate. Race engineers are constantly making real-time decisions about everything from the performance of the car to the driver’s vitals. Apple Vision Pro helps engineers visualize car data in real time, bringing critical metrics like speed and braking alongside track conditions and car positioning, combined with live video from the car’s dashboard. In February, Porsche broke the U.S. record for electric vehicles at Laguna Seca with the new Porsche Taycan Turbo GT, while the engineers tracked along using Vision Pro. This can also expand track experiences for fans around the world.

“At Porsche, we’ve always been driven by dreams, and Apple Vision Pro has enabled us to reimagine track experiences,” said Oliver Blume, Porsche’s CEO. “The new Porsche Taycan Turbo GT is the ultimate all-electric performance car, and, fittingly, we were thrilled to bring the best of German engineering and Apple’s inspiring product innovation together with the Race Engineer app. This is the perfect example of our team delivering on our goal to bring the best user experience to our employees and customers.”

Design and manufacturing processes are complex and involve large amounts of data from various sources. NVIDIA Omniverse Cloud APIs let developers stream massive 3D engineering and simulation data sets from the cloud to Apple Vision Pro. The high-resolution displays and powerful sensors built into Vision Pro enable developers and designers to create detailed, immersive renderings and visuals that can be viewed and manipulated in real time.

“The world’s industries are racing to build digital twins of products, facilities, and processes to better test and optimize designs well before constructing them in the physical world,” said Rev Lebaredian, NVIDIA’s vice president of Omniverse and Simulation Technology. “Enterprises can now combine the power and capabilities of Apple Vision Pro and the physically accurate renderings of OpenUSD content with NVIDIA accelerated computing to power the next generation of immersive digital experiences.”

Additional apps in design and collaboration include:

From preparing technicians to install equipment, to teaching complex tasks requiring hundreds of hours of hands-on work, making training procedures more interactive and impactful is critical to employee success. When it comes to aircraft maintenance, taking a plane offline for training can be costly and cause delays throughout the system. KLM Royal Dutch Airlines will dramatically improve technical maintenance and airline operations with spatial computing on Apple Vision Pro. The Engine Shop app enables technicians to train on the latest engine models in full fidelity in their own space. With this app, a technician can instantly see the entire task they need to perform step by step, with detailed repair instructions overlayed on a 3D model of the exact engine. This reduces errors and increases employee job satisfaction while saving valuable time and ultimately speeding up plane turnaround times.

“We see Apple Vision Pro as a tremendous value-add that will improve our fleet availability and operations,” said Bob Tulleken, KLM’s vice president of Operations Decision Support. “Training our employees with spatial computing will lead to fewer costly errors because the most current information they need to do their job is there in front of them as they perform the task. This means we not only get vastly more efficient in our work, but also provide a better work environment for our employees to succeed.”

Additional apps in training and simulation include:

Guided work requires the context of a person’s surroundings, such as a utility service technician who needs access to work orders or schematics.  Resolve  has reimagined how building engineers can plan for and access information they need to make decisions about systems behind walls, including HVAC, plumbing, electrical, and fire sprinkler lines. Rather than use static paper plans, users can review high-detail plans and 3D models on Apple Vision Pro, enabling architects, builders, and maintenance workers to see, fix, and comment, enhancing the entire life cycle of a construction project.

In emergency response scenarios, incident management software combines real-time and historical information with geospatial data to help first responders manage their people and fleet resources. The FireOps app, developed by About Objects and DigitalCM, marks a turning point in emergency response management. FireOps leverages the infinite canvas with visionOS to provide a unified operational view of incident action plans, dramatically streamlining over a dozen procedures. This enhances coordination and decision-making among all participants, and ensures that first responders are more connected, informed, and prepared than ever before.

Additional apps in guided work include:

Apple offers developers a variety of resources, including powerful APIs, rich documentation, global developer labs, Develop in Swift tutorials , and the visionOS simulator to help companies bring game-changing Apple Vision Pro experiences to life. To further support developers, today Apple is announcing the Enterprise Spatial Design Lab, providing hands-on support from Apple to help enterprises bring apps from concept to reality. The immersive sessions will be available beginning this summer at developer.apple.com . In addition, Deloitte announced today it is expanding its Apple practice to include a new Academy for Apple Vision Pro . The practice includes more than 100 practitioners trained to deliver visionOS solutions to clients, with a series of one-week, instructor-led courses to help engineers, product managers, and business leaders prepare for the new era of spatial computing.

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Apple Highlights How Business Can Use Vision Pro

Apple today highlighted the Vision Pro headset's enterprise use-cases, such as customizable workspaces, collaboration on 3D designs, delivering specialized employee training, and guiding remote fieldwork.

The Vision Pro's high-resolution displays and processing capabilities allow for the creation and manipulation of digital twins of products, facilities, and processes with a high level of detail and accuracy. This has significant implications for industries like automotive engineering, where real-time data analysis and decision-making are crucial. Apple pointed out its partnership with Porsche to create the Porsche Race Engineer app as an example of this.

Training and simulation represent another area where the Vision Pro could make a substantial impact. By enabling realistic, immersive training experiences, companies like KLM Royal Dutch Airlines can improve technical maintenance and operations without the need for costly physical prototypes or taking equipment offline for training purposes. The Engine Shop app, for instance, allows KLM technicians to train on engine models in full fidelity within their own space, streamlining the training process and reducing the likelihood of errors. Similarly, Resolve's app for building engineers enhances the planning and execution of maintenance work by overlaying detailed schematics and 3D models onto the physical world.

To encourage the development and integration of the Vision Pro in business workflows, Apple has introduced a range of developer resources, including the Enterprise Spatial Design Lab, and partnerships with industry leaders like Deloitte and Porsche. See Apple's full press release for more information.

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Top Rated Comments

Microsoft 365 apps have been optimized for the headset, providing users with a unique, distraction-free workspace that leverages the infinite canvas of spatial computing for multitasking and collaboration.

I’m surprised the “omg, the price needs to be lower” people haven’t ambushed this thread yet. Apple Vision Pro is not for some of you guys in a lower tax bracket. Leave it to us to fix the bugs and work out the kinks for your cheaper version in a few years.

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