Mission: The “Now” of Your Organization

A mission statement captures the essence of what your organization does today. It answers critical questions:

• What do we do?
• Who do we serve?
• How do we achieve this?

It’s practical, action-oriented, and focused on your organization’s current role in the world. A strong mission statement provides clarity to both internal and external stakeholders, ensuring everyone understands your organization’s purpose.

Example:

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

This statement highlights Google’s operational focus and value proposition in the present.

Vision: The “Future” of Your Organization

A vision statement, on the other hand, paints a picture of your organization’s aspirations. It’s about where you want to go and the impact you aim to create. A vision statement inspires and aligns people with a shared dream of the future.

Example:

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

This statement reflects Google’s ideal future, focusing on seamless, universal access.

Key Differences Between Mission and Vision

How They Work Together

The mission is the foundation; it drives the day-to-day operations and decisions. The vision serves as a beacon, guiding the organization toward its ultimate goals. Together, they ensure strategic alignment and provide a clear roadmap for growth and impact.

Example: Tesla

Mission: “To accelerate the world’s transition to sustainable energy.”

Vision: “To create the most compelling car company of the 21st century by driving the world’s transition to electric vehicles.”

Tesla’s mission explains its current focus, while its vision communicates its broader ambition to revolutionize the automotive industry and promote sustainability.

Why Mission and Vision Matter in Strategic Planning

1. Clarity: They provide a clear understanding of purpose and direction.
2. Alignment: Ensure all organizational efforts are cohesive.
3. Inspiration: Motivate teams and stakeholders to work toward common goals.
4. Decision-Making: Act as a compass during critical choices and challenges.

Crafting Your Mission and Vision

Here’s a simple exercise to get started:

• For Mission: Focus on your core activities and how you add value to your audience today.
• For Vision: Dream big. Envision the ideal state your organization aspires to create.

Final Thoughts

The mission is your organization’s anchor, keeping you grounded in what you do best. The vision is your North Star, pushing you toward what you can achieve. When crafted thoughtfully, these statements become powerful tools that inspire, align, and propel your organization forward.