How to write a great vision and mission statement

Written by: Mick Donohoe

When you are starting your business or improving it, writing a vision and mission statement is an important consideration. It is your vision and mission that should drive everything your business does from its people to products and processes.

A vision statement is aspirational, something you want to become or to achieve, and it should be an enviable image of an ideal future.

While your mission statement explains the purpose of your organisation – why you exist. In other words… what you do best every day.

Together, they should clearly and concisely convey the direction of your organisation.

 Take a moment to look at the vision and mission statements below from some of the world’s leading brands,

Vision statement examples

  • Amazon: To be the most customer-centric company in the world, where people can find and discover anything they want to buy online.
  • Starbucks: To establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow.

Mission statement examples

  • Nike: To bring inspiration and innovation to every athlete in the world.
  • Starbucks: To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.

You’ll notice both Nike and Starbucks mission statements are powerful and focus on providing inspiration for their target markets.

Now, it’s time to create your vision and mission statement

Before creating your vision and mission, ask yourself these questions:

  • What do we do?
  • Who do we do it for?
  • Why do we serve customers the way we do?
  • Why are we in this industry?
  • Why did we start this business?
  • What do we want people to think of us?
  • Where do we want to be?

Remember, your vision should be presented as a compelling picture of an ideal end result.

When writing your mission statement, use motivating words, don’t be boring. Be clear about your passion for why you run your business and make sure you are inspiring with your words. Keep it short but powerful and make sure it captures your business goals and philosophies.

If you have a mission statement that sounds like a boring speech, then get rid of it and start fresh. It should be audacious, a stretch, slightly unreasonable – but still possible.

When your employees all get behind and adopt your vision and mission great things can happen.

Now it’s your turn. Write your vision and mission statements using the information above to explain how your company will make a difference. Bring your passions and values to life.