How to Craft the Perfect Mission and Vision Statement
Challenges 10/04/19 Marketing Team


“Building a mission and building a business go hand-in-hand.” – Mark Zuckerberg

Your company’s mission statement states why your business exists. It’s at the core of what universally drives your company and employees to make progress. It highlights the impact your company is making on the world. When crafting your mission statement, you should:

  • Keep it simple – best if written at an 8th grade level of comprehension.
  • Keep it short – no more than a couple of sentences.
  • Keep it indefinitely relevant – needs to resonate with current customers, employees, and shareholders.
  • Keep it quantifiable – make sure you’re able to measure your progress!

Once you’ve written your mission statement, you will want to craft a strong vision statement. A vision statement serves as a road map indicating what your company wants to become by setting a defined direction for the company’s growth. It is a guide to help the organization make decisions that align with its philosophy and declared set of goals. Your vision should be dynamic and drive constant learning, innovation, and performance.   When crafting your vision statement, you should:

  • Keep it direct – should provide a clear picture of what your company intends to achieve.
  • Keep it short – no more than a couple of sentences long.
  • Keep it customized - your vision statement should only apply to your business.
  • Keep it coordinated - align it with your company’s core values.

It is critical that your organization has both a strong mission statement and a strong vision statement. Your mission explains your organization’s “why”. Why your organization does the things they do and what goals they plan to achieve.  Your vision statement explains “how” your company is going to accomplish those goals.

Need help crafting your mission and vision statement? We’re here to help! Contact us at 724-778-3391 to learn more!

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