The difference between a mission and vision. Why is this important for your startup?

Do you often use the same airline when traveling? Do you eat from the same restaurant every day? Do you buy the same brand of tech gadgets? Well the answer is quite simple, it’s because of their set of values. The best brands always strive to combine physical, emotional, and logical elements into one exceptional experience and this is why you keep going back to them. They make use of mission and vision statements.

What is a Mission statement?
A mission statement of an organization is simply a statement which is used as a way of communicating the purpose of the organization. In the long run, an organization may decide to stick with its mission statement or may change it when it when it grows or evolves. An example of a strong mission statement is that of the sports brand Nike, which says “To bring inspiration and innovation to every athlete in the world.”

What is a Vision statement?
A vision statement indicates what a company wants to become and includes a defined direction for the company’s growth. They range in length from short sentences to multiple pages. It’s simply “a road map” . Your vision statement has to clearly communicate what you are working to achieve in a way that people can remember it and communicate this to others. An example of a strong vision statement is Human Rights Campaign’s “Equality for everyone” 
 
Although they’re both similar, and are sometimes confused by people, they are actually very different as you can see in the definitions and examples shown above.

A vision statement expresses an organization’s optimal goal and reason for existence, while a mission statement provides an overview of the group’s plans to realize that vision by identifying the service areas, target audience, and values and goals of the organization.
 
An organization without a mission or vision statement is kind of like an assassin with no eyes or a gun. You’re destined to fail. This shows how important mission and vision statements are and how powerful they can be. They help employees make strong sound decisions or innovate without referring to their bosses or asking whats good for the company. It allows growth of the company and invites people to take more responsibility. Without mission and vision statements employees simply don’t know what they are doing or why. They’re just in for the money. 
 
Mission and Vision statements simply

1. Crystallize Purpose
One role of mission and vision statements is to crystallize the purpose of an organization toward a single minded pursuit that all team members can both understand and get behind. 
 
2. Unify People 
It provides a common purpose. For example if two people disagree in a meeting they could simply ask themselves, “ Does our disagreement deter us from our mission and vision?” 
 
3. Sense-make for people outside the organization
It helps people outside the company understand what its all about. The mission and vision statements should be able to convey to everyone reading it a sense of what the company is about 
 
Getting value out of a mission statement and a vision statement requires an ongoing effort to live it fully.


To discover more amazing tools and learn about our startup consulting plans visit www.toolwatcher.com and one of our experts will help!