In the dynamic world of business, a company’s mission and vision statements play a critical role in outlining its core objectives and future aspirations. These concise yet powerful statements provide direction, unify team members, and communicate the organization’s purposes and prospects to a broader audience. In this article, we will unravel the essence of mission and vision statements, differentiate between them, explore the reasons behind their significance, and present seven compelling examples that encapsulate these elements effectively.

Company mission and vision statement – what is it?

company mission statement - what is it

A company’s mission statement delineates its core purpose and objectives, shedding light on the ‘what’ and ‘how’ of an organization. It serves as a guide for decision-making, outlining the company’s goals, and providing a path to realize them. On the other hand, a vision statement illuminates the ‘why’ and ‘for whom.’ It is a future-oriented declaration that offers insights into where the company sees itself in the years to come, often embodying its aspirations and values.

Company vision statement - what is it

Differences between mission and vision statements

Though they are sometimes used interchangeably, mission, and vision statements hold distinct roles. A mission statement is more about the present; it outlines the immediate steps and activities that a company undertakes to fulfill its larger objectives. It is concrete, practical, and serves as a compass for the company’s daily operations.

Conversely, a vision statement is more abstract and future-oriented. It provides a vivid picture of the future, offering inspiration and motivation. A well-crafted vision pulls the organization forward, encouraging innovation and improvement.

Why do businesses define their mission and vision?

Defining the mission and vision is fundamental for any organization aiming to carve out a distinct identity in its niche. These statements offer clarity, aligning the team’s efforts towards common objectives. They act as a communication tool, informing stakeholders, employees, and customers about the company’s goals and aspirations. Moreover, they foster a sense of belonging and purpose among employees, enhancing engagement, productivity, and loyalty.

7 outstanding mission and vision statement examples

Below you will find 7 outstanding examples of mission and vision statements from some of the most well-known companies.

1. Google

  • Mission: to organize the world’s information and make it universally accessible and useful.
  • Vision: a world where information is accessible and helpful everywhere.

2. Microsoft

  • Mission: to empower every person and every organization on the planet to achieve more.
  • Vision: a computer on every desk and in every home.

3. Amazon

  • Mission: to be Earth’s most customer-centric company.
  • Vision: to build a place where people can come to find and discover anything they might want to buy online.

4. Tesla

  • Mission: to accelerate the world’s transition to sustainable energy.
  • Vision: a world free of dependency on fossil fuels.

5. Nike

  • Mission: to bring inspiration and innovation to every athlete* in the world. (*If you have a body, you are an athlete.)
  • Vision: to help Nike and our partners drive a new era of growth and productivity while increasing positive social and environmental impact.

6. Starbucks

  • Mission: to inspire and nurture the human spirit – one person, one cup, and one neighbourhood at a time.
  • Vision: to establish Starbucks as the premier purveyor of the finest coffee in the world.

7. Disney

  • Mission: To entertain, inform and inspire people around the globe through the power of unparalleled storytelling.
  • Vision: To be one of the world’s leading producers and providers of entertainment and information.


Mission and vision statements are not just combinations of words but are the essence of an organization’s identity, purpose, and aspirations. They anchor an organization, offering clear paths for action, innovation, and growth while fostering a shared sense of purpose. The given examples highlight how diverse companies articulate their unique missions and visions, driving them towards their distinct goals, shaping corporate cultures, and carving out unique spaces in the competitive business landscape.


Hi, my name is Marta. I am a content marketing specialist and copywriter with over 10 years of experience. On my blog I cover topics related to marketing, copywriting and blogging.

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