Mission versus Vision Statement - what's the difference and why does your company need each?

Best Examples of Company Vision and Mission Statements

Whatever industry your business is in, staying true to your core will guide you to reach your summit. Get inspiration from some of the world’s best examples of vision and mission statements.

Why Company Mission and Vision Statements Matter

Watch this video as Dacia Coffey explains why this is so critical to your company’s growth and success

What’s the difference between a Vision Statement and a Mission Statement? And why should they matter when it comes to building your business, brand, and bottom line?

After all, they’re just framed words collecting dust in the break room, right?


They’re the key to living a fulfilled existence at work and building powerful loyalty with both your team and your customers. If crafted with the right intention, these statements can focus your decisions, motivation and team talents toward goal achievement.

A well-crafted vision and mission statement can help align your company’s efforts and focus its strengths on goal achievement.


These statements do not simply restate what you do and how big you want to be, but answer the deeper questions of “why do we care?” and “why do we bother?

Choosing the  right words will send a positive ripple through your organization on every level. From a marketing standpoint, its effect can help you make better budgeting decisions, keep your messaging on point and resonant with your audience, attract better talent and open up lines of internal communication.

Let me give you our definitions to help you discover what the goal of each statement is.

Vision Statement Definition:

Vision - part 1 of the puzzleThis is the DREAMING piece.
If everything goes right, this is how your organization will have changed the world.

Mission Statement Definition:

Mission - part 2 of the puzzleThis is the DOING piece.
This states who you serve, what you serve them, and how you do it every single day.

Your vision should be BIG, EXCITING and COMPELLING.

Your vision statement should be an audacious dream of a future reality based on the work you do. It should be bursting-at-the-seams with possibility. It’s where “begin with the end in mind” lives. It’s the heart and DNA construct of your organization.

The WHO, WHAT, and HOW of Mission.

A well-crafted mission statement answers WHAT you do, WHO benefits from this and HOW you do it. Depending on the particular organizational structure, the mission statement of a company can be broken down into its different divisions. All in all, the purpose is to help you stay focused on the activities of today that further your dreams of tomorrow.

How do these fit together in the real-world?

Consider Zappos.
Connecting purpose with action for your business. An example from Zappos.

The vision of Zappos.com, is “delivering happiness to customers, employees, and vendors.”

Whereas their mission statement, also referred to by Zappos employees as their “WOW Philosophy,” is to “provide the best customer service possible. Deliver WOW through service.”

And here’s our own version.
The Marketing Blender

We create a positive domino effect in the business world of truth, mastery, and connection that increases prosperity and fulfillment for all.

To catalyze and transform the growth of mid-market B2B companies by being masters of message, brand and sales psychology. Through passion, fun, and integrity, we seek to change the business world by daring to ignite the mind, inspire the spirit and penetrate the heart during business hours, every single day.

Vision Statement Examples (from A to Z)

Whatever industry your business may be, staying true to your core will guide you to reach your summit. Get inspiration from some of the best examples below:

Alzheimers Association logo
ALZHEIMER’S ASSOCIATION: Our Vision is a world without Alzheimer’s disease.

Amazon logo
AMAZON: Our vision is to be earth’s most customer-centric company; to build a place where people can come to find and discover anything they might want to buy online.

Avon logo
To be the company that best understands and satisfies the product, service and self-fulfillment needs of women – globally.

Helping investors help themselves.

Cold Stone Creamery logo
The ultimate ice cream experience.

Disney logo
To make people happy.

Google logo
 To organize the world’s information and make it universally accessible and useful.

Harley-Davidson logo
 To fulfill dreams through the experiences of motorcycling.

Instagram logo
 Capture and Share the World’s Moments.

Intuit logo
 To revolutionize the way people do financial work.

Life is Good logo
 Spreading the power of optimism.

Microsoft logo
 Empower people through great software anytime, anyplace, and on any device.

Nike logo
 To bring inspiration and innovation to every athlete* in the world. *If you have a body, you are an athlete.

Northfolk Southern logo
 Be the safest, most customer-focused and successful transportation company in the world.

Reston Association logo
 Leading the model community where all can live, work, and play.

Zappos logo
Our vision is delivering happiness to customers, employees, and vendors.

Mission Statement Examples (from A to Z)

Your mission is the everyday extension of your vision. What can you and what will you do today and every day to make your vision a reality?

Check out the following great examples as inspiration:

Advance Auto Parts logo
ADVANCE AUTO PARTS: It is the Mission of Advance Auto Parts to provide personal vehicle owners and enthusiasts with the vehicle-related products and knowledge that fulfill their wants and needs at the right price. Our friendly, knowledgeable and professional staff will help inspire, educate and problem-solve for our customers.

CVS logo
CVS: We will be the easiest pharmacy retailer for customers to use.

Devon Energy logo
DEVON ENERGY: Devon Energy is a result oriented oil and gas company that builds value for its shareholder through its employees by creating an atmosphere of optimism, teamwork, creativity, resourcefulness and by dealing with everyone in an open and ethical manner.

Erie Insurance logo
ERIE INSURANCE: To provide our policyholders with as near perfect protection, as near perfect service as is humanly possible and to do so at the lowest possible cost.

IKEA logo
IKEA: To create a better everyday life for many people. Our business idea supports this vision by offering 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.

Microsoft logo
MICROSOFT: To help people around the world realize their full potential.

NatureAir logo
NATUREAIR: To offer travelers a reliable, innovative and fun airline to travel in Central America.

Patagonia logo
PATAGONIA: Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.

Starbucks logo
STARBUCKS: To inspire and nurture the human spirit — one person, one cup and one neighborhood at a time.

Target logo
TARGET: Our mission is to make Target your preferred shopping destination in all channels by delivering outstanding value, continuous innovation and exceptional guest experiences by consistently fulfilling our Expect More. Pay Less. Brand Promise.

Zappos logo
 To provide the best customer service possible. Deliver “WOW” through service.

Defining Your Organization’s Purpose

You need to be clear with your company vision and mission because this is where the rubber meets the road. The vision statement paints the vision of a successful future for all to see; the mission statement is the path you will follow to get there. One is the dreaming, the other the doing. Both are critical.

Your company vision should narrow your range of possibilities into a specific and powerful point of clarity.

The more clearly you can articulate your primary purpose, the less time and resources you’ll waste later trying to fix poor communication, alignment, employee engagement and unwanted cultural behaviors. Your employees and your customers will know what they are a part of and why you care.

Your mission statement helps your entire team know what it looks like to give your best each day and aspire to a shared vision. It focuses on the people you serve and reminds everyone that influence and success happen every day, not just in the rosy, someday-future. It should also help individuals tap into the intrinsic motivation that gives real meaning to their work. Under a live and vibrant company mission, your goals and plans will be more aligned.

From a practical standpoint, you should be able to bounce your opportunities and ideas against these statements to determine if your decisions will take you in the right direction.

Developing these statements is especially important for any business in the seed phase. When made highly visible within your organization, they will not only guide every action and decision but also accelerate your growth. Creating these statements is not rocket science, so dream big and stay focused on your goals!

Finally, I encourage you to write and live by these statements, because what you are capable of bringing into the world through your work should never be minimized. There is power in the words you use to shape your days, your life and your company. They will help you rise above the day-to-day “busyness” of specs, demands, scopes of work, competitive frenzy, marketplace trends, competing “opportunities” and all of the other nine-to-five details.

Your work—your business—gives you the opportunity to apply your strengths and gifts to bless the world in a unique and powerful way.

Don’t back away from the challenge.

Keller, TX | (817) 851-5145