- Why Every Great Business Sees the Top of the Mountain -

Vision statements and mission statements are both intended to convey an organization’s purpose and principles. Both are concise, carefully crafted declarations that affirm a company’s common beliefs and motivate its stakeholders. 

But mission statements and vision statements do distinctly different jobs.

A mission statement answers the question: “Why do we exist?”It crystallizes the organization’s purpose and objectives in the here and now. It is a clear, simple, straightforward statement of the company’s reason for being.

A vision statement, on the other hand, is not about what the organization is in real time but rather a statement of what it hopes to become – a declaration of its destiny. A vision statement communicates the values and guiding principles that will take the company to its desired place in the future.

A well-crafted vision statement consists of a few concise sentences that spell out the company’s intended goals. It indicates direction and destination but does not specify the strategies the company will employ to reach its aims.

A vision statement:

• Provides continuity between the present and the future

• Inspires creativity and openness to creative solutions

• Frames long-term direction and purpose

• Points out where changes are needed

• Promotes commitment and focus

• Fosters unity and esprit de corps

For small- and midsized businesses, the process of visioning may seem vague, theoretical and irrelevant. But visioning forces an organization to confront foundational ethics, values and ways of doing business.

Thus, the long-term benefits of creating a vision statement can be substantial.

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Why Every Great Business Sees the Top of the Mountain