The Difference Between Mission And Vision Statement [PLUS EXAMPLES]

Adriana Girdler

6 Nov 201905:15

Summary

TLDRIn this video, Adriana Girdler, a Productivity specialist, clarifies the difference between vision and mission statements, often confused by many. She explains that a vision statement is an inspiring long-term goal, typically set 10 to 15 years into the future, guiding strategic decisions and inspiring the team. The mission statement, on the other hand, outlines the business's objectives, direction, goals, and strategy to achieve the vision. Adriana uses JFK's moon landing vision and Amazon's and Patagonia's statements as examples, illustrating how these align with strategic planning. She concludes with tips to impress stakeholders with effective vision and mission statements.

Takeaways

🔍 Vision statements are long-term, inspiring descriptions of where an organization wants to go, typically looking 10 to 15 years into the future.
🎯 Vision statements should be used to make strategic decisions and inspire people, acting as a rallying cry for the organization's purpose.
🌟 JFK's moon landing goal is highlighted as a prime example of a compelling vision statement that galvanized a nation.
📜 Mission statements, in contrast, describe the business objectives, direction, goals, and strategy needed to achieve the vision, often with a shorter-term focus.
✂️ Mission statements can evolve as the organization gets closer to its vision, serving as a link to strategic planning.
🛒 Amazon's vision to be 'earth's most customer-centric company' and its mission to offer 'the lowest possible price, the best available selection, and the utmost convenience' exemplify a clear vision and mission alignment.
🏞️ Patagonia's vision and mission statements demonstrate a commitment to environmental conservation, with a mission to 'build the best products, cause no unnecessary harm, and use business to inspire and implement solutions to the environmental crisis'.
💡 The video emphasizes the importance of having a clear vision first, with the mission statement following to support the organization's objectives and strategy.
📝 The presenter, Adriana Girdler, offers a checklist with top 10 tips for impressing stakeholders with effective vision and mission statements.
📢 The video encourages viewers to subscribe for more productivity tips and to share the content with others to promote a unified understanding of vision and mission statements.

Q & A

What is the primary difference between a vision statement and a mission statement?
-A vision statement is an inspiring description of where an organization wants to go in the long-term future, usually 10 to 15 years out, and it serves as a guide for strategic decisions and inspiration for the team. A mission statement, on the other hand, describes the business objectives, direction, goals, and strategy to achieve the vision and can be more short-term, often changing as the organization gets closer to its vision.
Why should a vision statement be created before a mission statement?
-A vision statement should be created first because it sets the long-term direction and aspirations of the organization. It provides a clear 'where' that the organization is aiming for, which then informs the mission statement, outlining the 'how' to achieve the vision.
Can you provide an example of a vision statement from the transcript?
-Yes, an example of a vision statement given in the transcript is JFK's vision to land a man on the moon by the end of the decade and return him safely home.
What is the role of a mission statement in relation to the vision statement?
-A mission statement plays a role in linking the vision to the strategic planning and daily operations of the organization. It outlines the specific objectives, goals, and strategies that will be used to achieve the long-term vision.
How does the mission statement evolve as an organization approaches its vision?
-Mission statements can change as an organization gets closer to its vision. They are dynamic and are revised to reflect the current strategies and goals that align with the evolving vision.
What is an example of a mission statement provided in the transcript?
-An example of a mission statement from the transcript is the one related to JFK's vision of landing a man on the moon. The mission involved multiple steps or missions that were redefined and improved upon to get closer to the vision.
What are some tips for creating an effective vision statement?
-Tips for creating an effective vision statement include making it inspiring, long-term focused, clear, and something that can rally the organization around a common goal.
How does the vision statement guide strategic decisions within an organization?
-The vision statement guides strategic decisions by providing a long-term goal that all strategic planning and decision-making should aim to support. It ensures that the organization's efforts are aligned with its ultimate aspirations.
Can you provide an example of a vision and mission statement from a well-known company?
-Yes, Amazon's vision statement is to be 'earth's most customer-centric company, where customers can find and discover anything they might want to buy online.' Their mission statement is 'to strive to offer customers the lowest possible price, the best available selection, and the utmost convenience.'
What is the significance of having both a vision and a mission statement in an organization?
-Having both a vision and a mission statement in an organization is significant because the vision provides a long-term, aspirational goal, while the mission outlines the practical steps and strategies to achieve that vision. Together, they help align the organization's efforts and ensure everyone is working towards the same objectives.
How can an organization ensure that its vision and mission statements are effectively communicated to its employees?
-An organization can ensure effective communication of its vision and mission statements by integrating them into its culture, decision-making processes, and daily operations. Regularly referring to these statements in meetings, training, and internal communications can also help to reinforce their importance.

Outlines

00:00

🚀 Understanding Vision vs. Mission Statements

Adriana Girdler, a Productivity specialist, introduces the topic of vision and mission statements, emphasizing the common confusion between the two. She clarifies that a vision statement is an inspiring long-term goal, typically looking 10 to 15 years into the future, guiding strategic decisions and inspiring employees. The mission statement, on the other hand, outlines the business objectives, direction, goals, and strategy to achieve the vision. It can be more short-term and may evolve as the company gets closer to its vision. Adriana uses JFK's moon landing vision as an example to illustrate the difference and importance of both statements.

05:03

🌐 Examples of Vision and Mission Statements

Adriana provides examples of vision and mission statements from well-known companies to illustrate their practical application. Amazon's vision is to be the earth's most customer-centric company, aiming to offer a vast selection at the lowest possible prices with utmost convenience. Patagonia's vision statement focuses on the love for nature and the fight to preserve it, with a mission to build the best products without causing unnecessary harm and to inspire solutions to environmental crises. These examples highlight the aspirational nature of vision statements and the strategic approach of mission statements.

📝 Tips for Crafting Effective Statements

The video concludes with Adriana offering a checklist of top 10 tips for impressing those you report to with effective vision and mission statements. She encourages viewers to subscribe to her channel for more insights and to share the video to help others understand the importance of aligning with clear and compelling vision and mission statements. Adriana invites viewers to share their own examples and looks forward to their engagement.

Mindmap

Keywords

💡Vision statement

A vision statement is an inspiring description of where an organization wants to go in the long-term future, typically over 10-15 years. In the video, Adriana explains that the vision answers the question of 'where' the organization is headed, serving as a rallying cry to inspire and guide strategic decisions. The example of JFK's vision to land a man on the moon illustrates the aspirational nature of vision statements.

💡Mission statement

A mission statement describes the business objectives, goals, and strategies to achieve the organization's vision. Adriana emphasizes that mission statements can be short-term and often change as the organization gets closer to its vision. She uses NASA's missions leading up to the moon landing as an example of how missions are smaller, actionable steps toward fulfilling the broader vision.

💡Strategic planning

Strategic planning refers to the process of outlining an organization’s goals and determining how to achieve them. Mission statements are a key part of this process, as they align the organization’s actions with its long-term vision. In the video, Adriana stresses that mission statements are tools linked to strategic planning, providing a framework for the business's direction.

💡Inspiration

Inspiration is the driving force behind a vision statement, as it motivates and unites people around a common goal. Adriana highlights the importance of a vision statement being inspiring, using the example of JFK's vision to land a man on the moon, which galvanized a nation and drove NASA’s efforts to achieve this goal.

💡Goals

Goals are specific, measurable outcomes that an organization aims to achieve through its mission statement. These are often short-term and evolve over time as the organization approaches its vision. The video explains that mission statements outline the goals necessary to move closer to achieving the vision.

💡JFK's moon landing vision

JFK's vision to land a man on the moon and return him safely to Earth is used in the video as an example of a clear, powerful vision statement. It perfectly captures the long-term aspiration and strategic direction, inspiring a decade of scientific and technological advancements leading to the successful Apollo missions.

💡Amazon vision and mission

Adriana uses Amazon as a case study to demonstrate the difference between a vision and a mission statement. Amazon’s vision is to become the most customer-centric company, while its mission focuses on offering low prices, vast selection, and convenience. This contrast illustrates how the vision is aspirational and long-term, while the mission outlines the strategies and goals to achieve that vision.

💡Patagonia vision and mission

Patagonia’s vision and mission statements are discussed as examples that focus on environmental stewardship. Patagonia’s vision emphasizes a love for wild places and the desire to protect them, while its mission highlights practical actions, such as creating sustainable products and advocating for environmental health. This demonstrates how mission statements can be action-driven while the vision remains inspirational.

💡Short-term vs long-term

This distinction refers to the different timeframes covered by mission and vision statements. The vision is long-term, focusing on where the organization wants to be in 10-15 years, while the mission is short-term, addressing current objectives and strategies. Adriana uses this concept to explain how mission statements may change over time as the organization gets closer to its long-term vision.

💡Checklist for success

Toward the end of the video, Adriana refers to a 'checklist' that viewers can use to impress those they report to with effective vision and mission statements. This checklist offers practical tips and serves as a tool to ensure that these statements are both impactful and aligned with organizational goals. It’s presented as a value-added takeaway to help viewers apply the lessons of the video.

Highlights

Vision and mission statements are often confused, but they serve distinct purposes.

A vision statement is an inspiring description of a long-term future goal, typically 10 to 15 years out.

The vision statement should guide strategic decisions and inspire people within the organization.

A mission statement outlines the business objectives, direction, goals, and strategy to achieve the vision.

Mission statements can be more short-term and may change as the organization gets closer to its vision.

The JFK moon landing serves as an example of a clear and inspiring vision statement.

Mission statements should support the objectives and business strategy from the present to the envisioned future.

Amazon's vision is to be earth's most customer-centric company, aiming for a broad online marketplace.

Amazon's mission focuses on offering the lowest prices, the best selection, and utmost convenience.

Patagonia's vision statement emphasizes love for wild places and participation in environmental conservation.

Patagonia's mission is to build the best products, cause no unnecessary harm, and inspire solutions to the environmental crisis.

Vision statements should be aspirational and clear about the organization's long-term goals.

Mission statements should be clear on strategy and goals, detailing how the vision will be achieved.

The presenter offers a checklist with top 10 tips on how to impress with vision and mission statements.

The video encourages viewers to subscribe for more productivity and strategic planning content.

The presenter invites viewers to share their own vision and mission statement examples.

The video concludes with an invitation for viewers to engage and share their thoughts on the topic.