Your mission isn’t your vision

Mission. Vision. Purpose. Goals. Strategy.

🤷 These words gets tossed around so often they’ve almost lost their meaning. Or worse, they’re used interchangeably with one other.

🥱 They typically end up as an abstract, generic and empty promises at the beginning of a corporate slide deck or buried in the middle of a “strategic planning document.”

🙊 But it doesn’t have to be that way.

👩🏻‍🍳 RECIPE FOR A MISSION STATEMENT

☑️ Start with “Our mission is to _____”

☑️ Make it actionable. “Be. Help. Create. Empower. Teach.”

☑️ Focus on your audience. “Caretakers. Filmmakers. Food-fanatics.”

☑️ Help them achieve an aspirational value.
“Authenticity. Security. Simplicity.”

☑️ Be descriptive. Adjectives are your friend.

Your VISION, on the other hand, connects your customer values to your business aspiration.

What is the world going to look like if you accomplish your mission?

👩🏻‍🍳 RECIPE FOR A VISION STATEMENT

☑️ Identify that same values in your mission that are important to your audience.

☑️ Identify your business purpose. Education. Global presence. Environmental sustainability.

✨HINT: this is usually tied to your industry ✨

☑️ Write it as an aspiration. What does the world look like if you accomplish your mission?

☑️ Speak directly to your audience.

☑️ Keep it short enough to be memorable.

After writing each, do you see what your mission and your vision have in common?

💜 Fundamentally knowing the experience you aim to create for your customers.