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Mission and Vision


A mission statement is what your organisation is all about. It states clearly and concisely your business strategy, and provides your people with a framework and purpose. Its purpose is to motivate internal people.


  1. Who you are
  2. What you do
  3. How you do it
  4. Whom you do it for
  5. What value you bring
Vision Mission 



A vision statement is different. It’s what your organisation wants to become – how the future will look if you achieve your mission. Its purpose is to motivate external people to work with you.

Sometimes Mission and Vision are combined to provide a statement of the company's Ambition - its purpose, goals and values.



Mission Statement

Vision Statement




A Mission statement talks about HOW you will get to where you want to be. Defines the purpose and primary objectives related to your customer needs and team values.



A Vision statement outlines WHERE you want to be. Communicates both the purpose and values of your business.




It answers the question, “What do we do? What makes us different?”



It answers the question, “Where do we aim to be?”




A mission statement talks about the present leading to its future.



A vision statement talks about your future.




It lists the broad goals for which the organization is formed. Its prime function is internal, to define the key measure or measures of the organization's success and its prime audience is the leadership team and stockholders.



It lists where you see yourself some years from now. It inspires you to give your best. It shapes your understanding of why you are working here.




Your mission statement may change, but it should still tie back to your core values, customer needs and vision.


As your organization evolves, you might feel tempted to change your vision. However, mission or vision statements explain your organization's foundation, so change should be kept to a minimum.



Developing a statement:


What do we do today? For whom do we do it? What is the benefit? In other words, Why we do what we do? What, For Whom and Why?



Where do we want to be going forward? When do we want to reach that stage? How do we want to do it?


Features of an effective statement:


Purpose and values of the organization: Who are the organization's primary "clients" (stakeholders)? What are the responsibilities of the organization towards the clients?



Clarity and lack of ambiguity: Describing a bright future (hope); Memorable and engaging expression; realistic aspirations, achievable; alignment with organizational values and culture.



Source: and



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