Vision Statement vs. Mission Statement (With Examples)

Updated February 3, 2023

Illustration of three types of businesses in a row.

While they may seem similar, a company’s vision statement refers to its long-term goals, while its mission statement refers to its beliefs and place in the community. Though both of these statements are key indicators of a company’s culture and its aspirations, there are key differences between the two.

In this article, we explain the differences between vision statements and mission statements and provide examples of each.

What is a vision statement?

A company’s vision statement defines the goals the company has for the future, what the company wants to become and how it will achieve those goals. A company’s vision statement is important because it answers questions like what are the ultimate goals of the company, what good is the company trying to provide and what change is the company aiming to influence. A company’s vision statement should promote growth and innovation.

What is a mission statement?

A mission statement defines what a company does. A company’s mission statement is important because it answers questions like what does the company do, who does the company serve and how does the company serve them. A company’s mission statement should motivate each employee to work together to achieve a common goal.

Vision vs. mission statement differences

The primary difference between a vision statement and a mission statement is the time the statement focuses on. A mission statement focuses on the present and a vision statement focuses on the future.

It's important to understand this difference because a company’s mission statement plays a vital role in the company achieving the goals outlined within its vision statement. When the two statements are written correctly, a vision statement should answer where the company wants to go and the mission statement should answer what the company will do daily to get there.

Sometimes companies combine their vision and mission into one statement. When a company does this, it is important to ensure they have defined both what they do and what they want to accomplish. A company’s vision and mission statements can change as the company grows and achieves its original goals.

Example vision and mission statements

Here are examples of vision and mission statements for various industries:

Educational organization

Vision: To touch the life of every child worldwide by providing them with access to a high-quality education so they will have the skills and knowledge needed to inspire them to be change-makers within their own communities.

Mission: Our educational organization raises the funds needed to create safe, quality schools in underprivileged communities so every child in the community has access to the quality of education they deserve.

Combined vision and mission statement: Our educational organization raises the fund needed to create safe, quality schools in underprivileged communities so every child has access to the quality of education they deserve.
Our organization will continue our mission until we have touched the lives of every child worldwide and provided them access to a high-quality education so they have the knowledge and skills necessary to be change-makers within their communities.

Marketing company

Vision: To become the world’s greatest digital marketing company.

Mission: We help companies achieve their goals by sharing their mission and vision with their customers in the digital marketing space.

Combined vision and mission statement: To become the world’s greatest digital marketing company by helping our customers achieve their company goals through sharing their mission and vision with their customers.

Medical care provider

Vision: To be a leading medical care provider that people around the world can rely on for access to the highest quality care no matter where they are and establish the standard for the quality of care expected worldwide. Our medical group will improve the quality of life for our communities and the world by continuing to research and develop new medical technologies and find the best treatments and cures for every health care challenge.

Mission: To compassionately provide the highest quality health care services to our community and provide our patients with the education and resources they need to live fulfilling lives.

Combined vision and mission statement: To be a leading medical care provider that people around the world can rely on for access to compassionate, high-quality care and the education and resources they need to live fulfilling lives no matter where they are.
Our medical group will establish the standard of care expected throughout the medical community worldwide and will improve the quality of life for our communities and the world by continuing research and development of the world’s leading medical technologies and treatment for every health care challenge.

Coffee company

Vision: To be the world’s best coffee company while maintaining true to our core values.

Mission: To provide people with the energy they need to achieve their goals one cup of coffee at a time.

Combined vision and mission statement: To provide people with the energy they need to achieve their goals one cup of coffee at a time while also becoming the world’s best coffee company.

Online retailer

Vision: To be the world’s leading online retailer, where customers can find anything they want to buy online by visiting one site.

Mission: To provide our customers with the most convenient shopping experience where they can find the widest selection of products and brands at the most competitive prices.

Combined vision and mission statement: Our company will be the world’s leading online retailer by providing our customers with the most convenient shopping experience where they can find the widest selection of products and brands at the most competitive prices by visiting one site.