Difference Between Vision and Mission Statements: 10 seriously inspiring examples

woman with yellow shirt and two buns on top of her head looking surprised while raising her glasses thinking about the difference between a vision and mission statement
Kim Keith

Kim Keith

A professionally trained graphic designer and an experienced performance marketer helping business owners build a branded system around their business so they can attract their ideal clients.

Difference Between A Vision and Mission Statement: 10 seriously inspiring examples 

Mission, vision, values. You’ve probably heard the terms countless times, but what do they actually mean, and more importantly, how do they help you move your business forward?

So, what the heck is the difference?

A vision statement focuses on tomorrow and what the organization wants to become. While a mission statement focuses on today and what the organization does.

Now let’s dive a bit deeper to figure out why they are crucial for your business.

What is a mission statement? 

A mission statement is what you do/the core of the business, and from it comes the objectives and finally, what it takes to reach those objectives.

Mission statement questions look like: 

  • What do we do?
  • Who do we serve?
  • How do we serve them?

A solid mission motivates a team to work towards a common goal.

On the other hand, a weak mission — or no mission at all — can have the opposite effect. Think silos, miscommunications, lack of progress, unmotivated employees. Ugly right? But, far too common I’m afraid.

What is a vision statement? 

A vision statement gives your business direction. It is the future of the business, what your business wants to become, which then provides the purpose.

It’s aspirational.

Vision statement questions look like: 

  • What are our hopes and dreams?
  • Are you solving problems for the greater good?
  • Who and what are we inspiring to change?

A strong vision helps teams focus on what matters the most for their company. It also invites innovation. A purpose-driven business 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 Imagine this: stagnation, outdated processes, moving without purpose, feeling uninspired. Can a company even survive without a clear vision? 

An effective mission and vision statement will unify the focus of a business – for the business and its target audience.

brand messaging playbook sample

We arm our clients with a Brand Messaging Playbook (BMP) which serves as your business’s north star. It helps keep your message and content focussed and ensures you stay on track with your business’s strategic goals.

Included in the BMP:

  • Mission and Vision Statement
  • Tagline
  • Brand Promise
  • Anthem
  • 4 Step Branding Framework which defines your WHAT, WHY, WHO, and HOW
  • Marketing Cheatsheet to help you write impactful content that converts

Client BMP Example:

Brand Messaging Playbook for Mumossa showing body positive females and the table of contents

mumossa vision and mission statements

mumossa anthem statement

Brands getting it right: 10 seriously inspiring mission and vision statement examples

amazon logo

1. Amazon

Mission: We strive to offer our customers the lowest possible prices, the best available selection, and the utmost convenience.

Vision: To be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online.

ted logo

2. TED

Mission: Spread ideas.

Vision: We believe passionately in the power of ideas to change attitudes, lives and, ultimately, the world.

google logo

3. Google

Mission: To organize the world’s information and make it universally accessible and useful.

Vision: To provide access to the world’s information in one click.

air bnb logo

4. AirBnB

Mission: Belong anywhere.

Vision: Tapping into the universal human yearning to belong—the desire to feel welcomed, respected, and appreciated for who you are, no matter where you might be.

warby parker logo

5. Warby Parker

Mission statement: Warby Parker was founded with a rebellious spirit and a lofty objective: To offer designer eyewear at a revolutionary price, while leading the way for socially conscious businesses.

Vision statement: We believe that buying glasses should be easy and fun. It should leave you happy and good-looking, with money in your pocket. We also believe that everyone has the right to see.

samsung logo

6. Samsung

Mission: Inspire the world with our innovative technologies, products and design that enrich people’s lives and contribute to social prosperity by creating a new future.

Vision: Inspire the world. Create the future.

adp logo

7. ADP

Mission: Power organizations with insightful solutions that drive business success.

Vision: Be the world’s authority on helping organizations focus on what matters.

coinbase logo

8. Coinbase

Mission: The mission of Coinbase is to create an open financial system for the world.

Vision: Digital currency will bring about more innovation, efficiency, and equality of opportunity in the world by creating an open financial system.

southwest logo

9. Southwest Airlines

Mission statement: The mission of Southwest Airlines is dedication to the highest quality of customer service delivered with a sense of warmth, friendliness, individual pride, and company spirit.

Vision statement: To become the world’s most loved, most flown, and most profitable airline.

ikea logo

10. Ikea

Mission statement: Offer a wide range of well-designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them.

Vision statement: To create a better everyday life for the many people.

Knowing who you are and where you’re going is the foundation of an organization’s success.

So, who are you? And, where are you going?

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