Goes over mission and vision statements and their importance in operating and marketing your company.

1. WHAT THEY ARE, WHY
THEY’RE IMPORTANT, AND
HOW TO WRITE ONE
MISSION AND
VISION
STATEMENTS

2. MISSION STATEMENTS: WHAT ARE THEY?
Official Definition (Oxford):
A formal summary of the aims and values of a company,
organization, or individual
These are short statements that tell people why
your business exists and its goals. This
statement may display what industry your
business is in, who your business is targeting,
and where your business Is operating
(geographically speaking).

3. MISSION STATEMENTS: WHY THEY’RE
IMPORTANT
Helps articulate your
company’s purpose
Goals are important: A
mission statement establishes
a goal to unify your company
and its associates behind
Establishes what your
company wants to do and
how your company will do it
In Summary: framework and
structure is important and
establishing a mission
statement provides that
framework and structure

4. MISSION STATEMENTS: HOW TO WRITE ONE
Describe What Your
Company Does
What product or service does it
provide??
Describe how your
company does it
This is a general overview of
how your company goes
throughout its general
operations.
Think Core Values and
Convictions
Describe Why Your
Company Does It
What is driving force or
passion that motivates your
company?
Put it all together

5. MISSION
STATEMEN
TS:
EXAMPLES
Squarespace: Squarespace empowers people with creative
ideas to succeed.
Kickstarter: To help bring creative projects to life.
Google: To organize the world's information and make it
universally accessible and useful.
Uber: We ignite opportunity by setting the world in
motion.
Tesla: To accelerate the world’s transition to sustainable
energy.

6. VISION STATEMENTS: WHAT ARE THEY?
Official Definition (Business Dictionary):
An aspirational description of what an organization would like
to achieve or accomplish in the mid-term or long-term future.
It is intended to serves as a clear guide for choosing current
and future courses of action
These statements define a company’s idea of
what they want to achieve in a time frame
ranging between 5-10 years. These statements
help provide direction for the future position of
the company and what it achieves.

7. VISION STATEMENTS: WHY THEY’RE
IMPORTANT
LAYOUT A GOAL OR A
DESTINATION IN WHICH YOUR
COMPANY SHOULD STRIVE TO
ACHIEVE
MOTIVATIONAL – INSPIRE TO
LOOK AND GO BEYOND THE
PRESENT
HELPS BRING BENEFITS AND
IMPROVEMENTS TO THE
ORGANIZATION BY
PROVIDING
IN SUMMARY: DIRECTION IS
IMPORTANT AND VISION
STATEMENTS HELP PROVIDE
THAT SENSE OF DIRECTION.

8. VISION STATEMENTS: HOW TO WRITE ONE
Think ahead – 5-10
years.
1
Determine the reason
your company exists,
advantages held in
your market, and
what activities should
and shouldn’t be put
into movement to
achieve the company
objective.
2
Reference your
competitors or create
an analogy
3
Describe a goal – one
that is measurable
4
Put it all together.
5

9. VISION
STATEMEN
TS:
EXAMPLES
Ikea: Our vision is to create a better everyday life for many people.
Oxfoam: A world without poverty.
Patagonia: Build the best product, cause no unnecessary harm, use
business to inspire and implement solutions to the environmental
crisis.
Mcdonald’s: To be the best quick service restaurant experience. Being
the best means providing outstanding quality, service, cleanliness and
value, so that we make every customer in every restaurant smile.

10. MISSION
STATEMEN
TS AND
VISIONS
STATEMEN
TS: WHAT’S
THE
DIFFERENC
E?
• MISSIONS STATEMENTS DEFINE A COMPANY AND
THEIR BUSINESS, THEIR OBJECTIVES, AND PROVIDE
THE FRAMEWORK FOR THE OPERATIONS THAT
WILL ACHIEVE THAT OBJECTIVE.
• VISION STATEMENTS DESCRIBE THE FUTURE
POSITION THE COMPANY WOULD LIKE TO
ACHIEVE.
• “MISSION STATEMENT” AND “VISION STATEMENT”
ARE NOT INTERCHANGEABLE AND BOTH ARE
IMPORTANT.

11. QUESTIONS?