Digital WoM

Mission And Vision Statements

Mission and Vision

Mission and Vision statements define the purpose of an organization and its direction. How your organization helps people in the society and the sense of fulfillment you feel when you come into the office believing that you are making a difference in the world.

The employees of your organization will get motivated to work when you have a mission and a clear vision. The same goes for the audience that visits your organization’s website.

When people find values that relate to them in the mission and vision statements, you will earn trust and credibility.

Difference b/w Mission and Vision Statements

Mission Statement is a summary of what are an organization’s aims, what kind of product or service it provides, and what purpose and organization serves. 

They’re more concrete than vision statements, and they’re more “action-oriented.” Your goal statement should motivate individuals to take action, while your vision statement should motivate them to dream.

An issue, such as insufficient housing, or a goal, such as universal access to health care, might be mentioned in the mission statement. And, while they don’t go into great depth, they do suggest – very broadly – how your company may address these issues or achieve these objectives. The following are some broad guidelines for mission statements:

  1. Concise: While mission statements aren’t as short as vision statements, they nonetheless get the information through in one phrase.
  2. Outcome-oriented: Mission statements should be outcome-oriented. They should describe what your organization’s main goals are.
  3. Inclusive: While mission statements certainly make assertions about your organization’s major aims, they must do so in a wide sense. The tactics or segments of the community that may become involved in the project are not limited by good mission statements. 

These are the following examples on mission statements:

  1. Alzheimer’s Association: “Our mission is to eliminate Alzheimer’s disease through the advancement of research; to provide and enhance care and support for all affected, and to reduce the risk of dementia through the promotion of brain health”.
  2. CALCASA: “ The California Coalition Against Sexual Assault (CALCASA) provides leadership, vision, and resources to rape crisis centers, individuals and other entities committed to ending sexual violence”.
  3. Habitat for Humanity: “Seeking to put God’s love into action, Habitat for Humanity brings people together to build homes, communities, and hope”.

Vision Statement describes what an organization desires to achieve in the future. 

In other words, your dream is your vision. It’s what your group envisions as the ideal conditions for your community; in other words, how things would look if the issue that matters to you was fully handled. It may be a world without conflict, or a society in which everyone is treated equally, regardless of gender or race.

One or more vision statements, which are brief words or sentences that communicate your community’s ambitions for the future, may easily explain whatever your organization’s desire is. Your organization defines its ideas and guiding principles by creating a vision statement or statements, first for yourself and then for others.

Most vision statements have a few things in common. In general, vision statements should be:

  • Understood and shared by community people 
  • Broad enough to embrace a varied range of local viewpoints
  • Inspiring and motivating to anyone who contributed to your work

Simply put, a mission statement describes why an organization exists and a vision statement describes what an organization is going to accomplish.

These statements can be combined to give an organization common goals, objectives, and values. However, these statements are prepared separately as well. 

Why is Mission and Vision Statements Important

Why is it essential for your company to have vision and purpose statements like the ones listed above? First and foremost, these statements may assist your company is focusing on what matters most. When dealing with day-to-day organizational problems, it’s easy to lose sight of what your group is attempting to achieve to enhance your neighborhood. Members will be reminded of what is important by your vision and mission statements.

Second, your vision and mission statements provide a picture of who you are and what you aim to achieve for other people and organizations. People learn about your company without having to work hard for it when your vision and mission statements are accessible (for example, on the letterhead of your stationery). Those that share shared interests can then devote the time needed to learn more. When it comes to recruiting other individuals and organizations to join your cause, this efficiency comes in handy.

Finally, vision and mission statements help to unite members around a single goal. Not only do the statements serve as a continual reminder of what’s vital to your company, but the act of creating them encourages individuals to perceive the company as “theirs.” Creating these statements increases motivation since members are more likely to believe in something if they helped produce it.

How to create Mission and Vision Statements

Here are 4 ways to create these statements: –

1. Mission Statement- Include Value Proposition

Include a value proposition statement that describes how your organization is unique and how it stands out from your competitors.

It describes what value you will provide to your customers by offering your products or services. It summarizes why customers should buy your products or services.

2. Mission Statement- Set your Goals

Setting goals is important before preparing a mission statement. 

What purpose does your organization serve? Why does your organization exist? How will you satisfy your customers? What can be expected from this organization?

Get the answers to these questions before preparing this statement.

3. Vision Statements- Describe the human value in your mission

Once you know your organization’s mission, describe the human value in it. Include how your organization will help people in a society? How will your organization make the world a better place? 

Identify what your employees and customers value the most about your company and how they would like you to achieve this mission. Include your organization’s values which relate to the audience.

4. Vision Statements- Combine Missions and Values

Combine your missions and values and write a motivating statement that energizes and inspires people both in or out of your organization.

A vision statement should be timeless and should not be changed. Make a statement that explains why you do what you do and what you will accomplish.


Developing an efficient and engaging mission and vision statement is so important as it shows the audience what your goals are and how your services or products or business is going to help them or benefit them in their lives.