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Many people mistakenly believe that a mission statement and vision statement are the same. However, they are two distinct statements with vastly different purposes. Together, they complement and enable the other to succeed. To thrive, a company must have both mission and vision statements.

More than a combination of words on a sheet of paper, your mission and vision statements can breathe life into your company, motivate your employees to perform their best, and help you reach beyond your target audience. Discover the details of both:

Crafting Your Mission Statement

A mission statement explains why your company exists. It tells the reader your purpose, overall intention, and how you differ from your competition. Most importantly, your mission statement shapes your company’s culture. It cultivates purpose among team members which drives them to perform their best, seek results, and deliver quality work. It unites them and gives them a sense of belonging.

Your mission statement allows you to explain your company in detail. It is usually between two and six sentences and answers the following questions:

  • What do we do?
  • Who do we serve?
  • What sets us apart?

Unapologetically, these answers are focused internally. When a company has a solid sense of purpose, it will act as the backbone to all ventures, decisions, and steps forward.

Constructing Your Vision Statement

While a mission statement provides the foundation for your company, a vision statement explains your aspirations for the future. This is incredibly important because without a vision for growth, your company will be stagnant. Additionally, your vision statement provides purpose and direction to your employees to reach a common goal.

Your vision statement is considerably shorter than your mission statement. It is usually between two and 10 words and answers the following questions:

  • Where do we see ourselves?
  • How do we affect the world?

These answers are focused externally and tell your reader what you hope to accomplish in the future. Essentially, it provides a road map toward your ultimate goal.

How M&R Can Help Your Company

The creation of your mission and vision statements require a deep understanding of your company, its goals, and how those goals will come to light. Our team of copywriters are extensively trained in developing vision and mission statements that will help fuel your successes. Are you ready to get started? Shoot us an email at !