Most corporate companies boast fancy mission and vision statements, but does your small business really need them?
"Mission" and "vision" are often used interchangeably, but they do serve two distinct purposes. While a mission statement conveys what, why, and how, your business operates, a vision statement is more aspirational.
For example:
Clark's mission statement: “Our passion is to listen to our customers and deliver a product that allows the consumer to feel the pride, respect and trust of everyone at the Clarks Companies N.A.”
Cisco's mission statement: “Shape the future of the Internet by creating unprecedented value and opportunity for our customers, employees, investors, and ecosystem partners.”
See how these mission statements provide context for what the company does, who they do it for, and their overall why.
Meanwhile, a vision statement is general, yet clear and concise. It's inviting and typically evokes emotion.
Example vision statements:
Life Is Good: "To spread the power of optimism."
Instagram: “Capture and share the world’s moments.”
Notice the difference?
As a small business, creating a unique vision statement can help you to stand out and better connect with your ideal clients.
Keep in mind, it won't help to create these statements just for show - to slap them on your website or email signature. Long term, defining your mission and vision only helps when you're committed to using these statements as guidelines for how you conduct business.
Key Components for Creating a Vision Statement
Think Big Picture
The vision statement speaks to a greater purpose that is bigger and more meaningful that your specific product/service.
It's engaging - it resonates with your ideal clients. It makes them curios; it welcomes them into the conversation.
It's future based, aspirational, it sounds clean and hopeful.
A good vision statement will also be action oriented.
It's Clear and Concise
Avoid filler and complex words, keep it as simple and clear as possible.
Keep it to one sentence.
Avoid frivolous adjectives, get right to the heart of what you want to convey.
It Supports Your WHY
The vision should be something you can integrate, support, and lift in many aspects of your business.
Your team is on board with the vision as it lines up with who you are as a company.
As Simon Sinek iconically coined, “people don’t buy what you do, they buy why you do it.’
It Evokes Emotion
A strong vision statement gets you in your feels. It makes you excited about the potential good of this company.
It conveys how the world would be a better place if this vision were reality.
It makes people want to be a part of the vision and therefore your company.
Your vision statement should guide you and be something you desire to work toward. If you’re going to define your business vision, you must be ready to actually talk about it and implement it.
Why It Matters
A business vision allows potential buyers get a feel for what your company is all about, what your values are, and what your ideal world looks like. It sheds light on the lasting impact you're working toward and dreaming of. It helps clients know that by supporting your business, they are contributing to something bigger than all of us.
If you're eager to define your business vision in a meaningful way, but need help getting started, we're here to help! Send us a message to get connected.
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