vision & mission statement

vision statement

A philosophy, vision, or set of principles that steers the direction and behavior of an organization. It points to the future. It is what the business would like to see itself as.

mission statement

States a company’s purpose and explains why the business exists. A mission statement includes the business’s aims and indicates its most important values. A mission statement is based on where the business is now and communicates what needs to be done in order to achieve the vision.

audience of vision statement

to internal stakeholders, the vision statement inspires and motivates employees.

for external stakeholders, the vision statmeent binds them to the business by giving a sense of shared beliefs.

audience of mission

to internal stakeholders, the mission statement provides a means for accountability by defining key performance indicators. for external stakeholders, the mission statement measures how successful the business is at achieving its vision.