For businesses to succeed right, they must have a purpose that connects and inspires people. “Making more money.” This is not enough to produce the expected effect. “People don’t buy what you do; they buy why you do it.” These words belong to author Simon Sinek. Therefore, organizations create mission and vision statements. These explanations unite the organization. It also focuses everyone on what matters most. Because if you do them right, you will delight your customers. Thus, you increase your profitability rates. Before we list out our favorite inspiring mission and vision statements, let’s understand the difference between the two.
The Difference Between Mission and Vision Statements
There is a difference between mission and vision statements. A mission statement is a summary of an organization’s main purpose, focus, and other objectives. That usually includes a brief description of what its organization is doing and its key goals. A vision statement is a brief description of an organization’s goals. It also describes the broader impact it aims to create. A vision statement should be a guiding sign for everyone in the organization. It should also be something that supports internal decision making. A vision statement determines the intended direction of the organization.
Briefly, the mission is “what” and “how.” Briefly, the vision is “why.” Let’s see what that means. The mission statement describes what an organization does. It also includes concrete goals that the organization is trying to achieve. The vision statement should clarify the institution’s aspirations. It also defines the direction it is in. Many organizations combine the two statements to create a clearly defined reason for the organization. Mission and vision statements are signs. Effective mission and vision statements will combine a formation focus for the organization and its target audience. You may use mission and vision statements, whether you are a large company or a new company. In this way, you may gain clarity and make consistent decisions in line with your final goals.
Inspiring Mission and Vision Statement Examples
Mission and vision statements help you develop a stronger brand that sets you apart from the competition. These may also be a source of inspiration for startup entrepreneurs. Money is a byproduct of value. So, to be successful in the long term, businesses must focus on creating value. It’s easy to give up the view of value creation to earn higher profits and further expand your product catalogs. But for real success, businesses must have a purpose that connects and inspires people. That’s why organizations create mission and vision statements.
These statements unite the organization. It allows everyone to focus on what really matters. Although a business tries to build the best product, this is not always enough. High-quality products are just the beginning to become a good business. Besides, being a customer-centric company will give your business a good image. A good customer service team will make a great contribution to your achievement.
Many giant organizations have such mission and vision statements. We have researched the best of them for you. These companies inspire not only their own employees but also millions of people with their statements. Businesses with such vision and mission statements are quite rare. Let’s examine the best mission and vision statement examples.
At the top of our most inspiring mission and vision statements list, we have Patagonia. Patagonia is an exciting brand. Yvon Chouinard founded this company in 1973 in the USA. The brand has captured hearts with its product quality, customer satisfaction, and designs. Consumers who are professionally interested in outdoor sports know this brand very well. Three situations make companies a strong and attractive brand. Those are:
However, these are not the only things that have made Patagonia a strong and attractive brand. Patagonia has reached this point with its culture and its applications in marketing and products. That made Patagonia a remarkable brand, as Seth Godin said in his book The Purple Cow. There are a few situations that give the brand this title.
- They always focus on consumers who will interact with the brand in marketing, customer service, and lastly products.
- They have a vision and then action set far beyond the market.
The mission and vision statements of this remarkable brand are as follows:
“Build the best product, cause no unnecessary harm, use business to inspire, and implement solutions to the environmental crisis.”
This statement combines values that both bring them market success and contribute to a better world. With this mission, Patagonia produces safe, high-quality products and makes philanthropic efforts to help the environment. Patagonia also donates 1% of its sales to bring inspiration and implement solutions to the environmental crisis.
Nike says its corporate operation and retail stores depend on two aspects.
- The athletes they serve.
- The inspiration and innovation that the company’s products provide to these consumers.
Moreover, the company is constantly promoting the notion that the public should redefine what it means to be an athlete. The use of the term athlete often brings to mind players participating in professional or college sports. Nike is a major sponsor and apparel provider for these highly educated players. However, this did not force the idea that we must change our perception of what an athlete is. That is why Nike had that vision:
“To bring inspiration and innovation to every athlete * in the world.”
There is an asterisk next to the word athlete in this vision statement. Nike co-founder Bill Bowerman stated that this asterisk means: “If you have a body, you are an athlete.” This sentence accomplished Nike’s goal of changing society’s perception of “what an athlete is.” That is what Nike wanted to say in this mission statement: Whether you are an NFL playmaker, a hobby sprinter, or use it daily, you always want to wear Nike’s equipment.
The company’s message of inclusiveness is an incentive for everyone to be active. Nike’s mission statement also allows the company to follow anyone and everyone as a potential customer for their products. Nike organized advertising campaigns for this, featuring athletes who follow their passion for sports. Nike also ran advertising campaigns featuring wheelchair-bound athletes.
Nike’s guiding principles:
- It is our nature to innovate
- Nike is a company
- Nike is a brand
- Simplify and go
- The consumer decides
- Be a sponge
- Evolve immediately
- Do the right thing
- Master the fundamentals
- We are on the offense, always
- Remember the man (Bill Bowerman)
Ikea is an international furniture store of Swedish origin. It has 235 stores in 43 countries, mostly in Europe. The headquarters of the company is located in the Netherlands today. Ikea designs and sells ready-to-install furniture, kitchen appliances, and also home accessories. Ingvard Kamprad founded Ikea in Sweden in 1943 when he was 17 years old. Ikea has been the world’s largest furniture retailer since 2008. Ikea’s vision statement is as follows:
“To create a better everyday life for many people.”
Ikea has a huge dream. Ikea may also make up its mission statement that includes terms of cheap and beautiful furniture. But instead, they chose to make everyday life better for their consumers.
“Our vision is to be the world’s most customer-centric company. A place where people may find and then discover anything they might want to buy online.” These words are from Amazon’s founder Jeff Bezos. These words of him are also the mission statement of the company. By introducing the internet in parallel with the development of technology, new opportunities have arisen for entrepreneurs. Entrepreneurs have implemented their new business ideas on web-based platforms using the advantages of being first. In this way, they managed to become one of the world’s leading companies in a short time.
Amazon is one of the most successful examples of web-based initiatives. Amazon was founded in 1995 by Jeff Bezos. The company started operations at this time in a small garage in Washington. Amazon started its commercial life by selling books at first. Currently, the world’s largest online retailer and largest internet company are Amazon.com. Its staff initially consisted of a few people who dealt with packing and shipping. Amazon reached this point with its low-cost storage and, of course, advanced search option, using internet opportunities. Two factors helped Amazon lay the foundations for the transformation of the online world. These are:
- Explosive growth
- Its vision for e-commerce dominance
“Continuous focus on customer experience by offering our customers low prices, convenience, and a wide range of products.” This core marketing strategy sums up Amazon’s value proposition. This marketing strategy has been key to Amazon’s success by ensuring customer loyalty and repeat purchases.
Tesla is one of the good examples where marketing planning and then investment are planned and applied correctly. Elon Musk designed the future of the electric car. Elon Musk’s primary goal was not to make money. He mainly aimed to accelerate the transition from the fossil fuel economy to the renewable energy economy. He invested $ 100 million in a two-person company to build the world’s best electric cars and also energy storage systems. The loss of this company totaled $ 300 million in the first 7 years. Today, Tesla Motors is the 9th largest automotive manufacturer with a market valuation of $ 33 billion. Here is the vision statement of the company with these great goals.
“To accelerate the world’s transition to sustainable energy.”
Last but not least on our most inspiring mission and vision statements list, we have Google. PatagoniaLarry Page and Sergey Brin founded Google in 1998. This duo is known as Google guys. Google is a multinational company. This company invests in:
- Internet search
- Online information distribution
- Search engines
- Advertising technology
Google develops internet-based services as well as products. It also hosts them. The firm earns most of its profits from advertisements through the Google AdWords program. Google founders say the company’s future will be in two areas:
- Intelligent machines
- Artificial intelligence
Larry Page says Google’s goal as a search engine is to fix the “disproportionate” nature of the internet. According to Larry Page, humanity enters too much data on the internet. The vision statement of this giant company is as follows:
- Deliver the most relevant and reliable information available
- Maximize access to information
- Present information in the most useful way
- Protect your privacy
- Sell ads, nothing more
- Help creators succeed online
FAQ About Inspiring Mission and Vision Statements
Chris Bart describes these three stages as follows:
1.Key Market: The Target Audience
2.Contribution: The Product or Service
3.Distinction: The thing that makes the product unique. (Why should a consumer choose this product over another?)
The first goal of a vision statement is to describe the company’s purpose. Vision statements are reward and inspire this process.
There are two essential steps to create a mission statement. These are as follows:
First of all, define your company’s winning idea. Then, explain your company’s main purposes.
There are three essential steps to create a vision statement.
Identify a human value to the work your company does.
Add the values of your customers and stakeholders to your company’s values.
Combine your values into the mission.
A business or organization may change its vision and mission statement. That happens only when a business or organization completely changes its focus.
Inspiring Mission and Vision Statements In Short
For companies to be successful, they need goals. These purposes of companies should interact with and inspire people. Companies announce these goals with inspiring mission and vision statements to interact and inspire people. We must always remember that there is a difference between a vision and a mission statement. A mission statement summarizes a company’s main purpose, focus, and other objectives.
A vision statement is a brief description of a company’s goals. Many companies combine their vision and mission statements. Businesses and organizations of all sizes may use vision and mission statements. There are several ways to make vision and mission statements more effective. More effective vision and mission statements unite an organization towards the same goal. There are a few giant organizations that create such effective vision and mission statements. Since we are talking about values, you might enjoy reading our guide on company values as well.