Each statement—a mission statement and a vision
statement has its own distinct function in the
strategic planning process.
A mission
statement explains the company’s (or department’s) reason for existence.
It describes the company (or department), what it does and its overall
intention. The mission statement supports the vision and serves to
communicate purpose and direction to employees, customers, vendors and other stakeholders. The mission can change to reflect a company’s (or department’s) priorities and methods to accomplish its vision.
A vision statement describes the organization as it would appear in a
future successful state. An effective vision statement is inspirational and aspirational. It creates a mental image of the future state that the organization wishes to achieve. A vision statement should challenge and inspire employees.
