mission statement drives the company. It focuses on today and what the organization does. It is what you
do/the core of the business, and from it come the objectives and finally, what it takes to reach those objectives. It
al so shapes your company’s culture. Mission statement questions look like:
•What do we do?
•Whom do we serve?
•How do we serve them?
Asolid mission motivates a team to advance toward a common goal, because they started at the same place and
they are working together to reach the same end -goal. On the other hand, a weak mission —or no mission at all
—can have the opposite effect.
A vision statement gives the company direction. It focuses on tomorrow and what the organization wants to
become. It is the future of the business, which then provides the purpose. The vision statement is about what you
want to become. It’s aspirational. 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 Imagine this: stagnation, outdated p rocesses, moving without purpose, feeling
uninspired. Can a company even survive without a clear vision? You know the answer to that one.