🔭 Vision and Mission Statements
Big Idea: A vision statement describes where the business wants to be in the future. A mission statement explains what the business does NOW, who it serves, and why it exists.
What is a vision statement?
A vision is the dream — a long-term aspiration for what the business wants to become. It's ambitious, inspiring, and future-focused.
- Describes the business's long-term aspiration
- Should be inspiring and ambitious — something to work toward
- Gives employees a sense of purpose and direction
- Usually short and memorable
What is a mission statement?
A mission describes what the business does right now — its current purpose, activities and values.
- Explains what the business does
- Identifies who it serves (target customers)
- Describes how it operates (its approach or values)
- Is present-focused — about today, not the future
A school's vision: 'To inspire lifelong learners who shape the world.' Its mission: 'We provide high-quality education through innovative teaching methods in a supportive and inclusive environment.' The vision is aspirational. The mission is practical.
Quick way to remember: Vision = WHERE we're going. Mission = WHAT we do every day to get there. 🧭
Why do vision and mission statements matter?
- Give direction — all employees know what the business is working toward
- Guide decision-making — managers can ask 'does this support our mission?'
- Motivate staff — people work harder when they feel part of something meaningful
- Communicate identity — tells customers, investors and partners what the business stands for
- Attract stakeholders — customers who share the values are more loyal, talented employees are drawn to purposeful organisations
When vision and mission go wrong
- If the mission is too vague, it gives no real direction
- If actions don't match the mission, stakeholders lose trust
- If it's never communicated, employees can't be guided by it
- If it's never updated, it becomes irrelevant as the business evolves
A business that claims 'we put customers first' in its mission but delivers terrible customer service will be seen as hypocritical. Actions must match words.
A fast fashion company with a mission about sustainability will face criticism if it uses exploitative labour or creates enormous waste. The gap between mission and reality damages reputation.
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🎯 How exams test this
- 'Explain the difference between a vision and a mission statement' (2-4 marks)
- 'Evaluate whether [company's] actions align with its mission' (extended response)
- 'Suggest an appropriate mission statement for [business]' (creative application)
Writing a good mission statement
A strong mission statement answers three questions:
- What do we do? (our products or services)
- Who do we serve? (our target customers)
- How do we do it? (our approach, values, or unique method)
A good mission answers: What? Who? How? If it answers all three, it's a strong mission. 📝
If asked to write a mission statement for a business in the exam, use the stimulus material to identify what the business does, who its customers are, and what makes it special.