“To discover, develop, and deliver innovative medicines that help patients prevail over serious diseases.” Bristol-Myers Squibb Company

“To bring inspiration and innovation to every athlete in the world.” (Nike)

“Be the global leader in convenient foods and beverages by winning with purpose.” (PepsiCo)

“To create a better everyday life for the many people – for customers, but also for our co-workers and the people who work at our suppliers.” (Ikea)

What do the above statements all have in common? They are either mission statements or vision statements. What exactly are mission and vision statements, and how can you use them to propel yourself toward your goals? Let’s talk about these important questions.

Mission and Vision — What Are They?

Although mission and vision go hand in hand, they are different concepts. A mission statement is generally written in the present tense. It defines an organization’s purpose for being, its primary objectives. A vision statement also focuses on an organization’s purpose, but it is more forward-looking. It focuses on future goals and aspirations. Among the statements in the introduction to this blog post, the first two are mission statements, while the latter two are vision statements.

Both types of statements are extremely concise, and they can serve as the driving force behind all that an organization does. If a project or idea is in line with the organization’s mission and vision, exploring it is worthwhile. Anything that falls outside the parameters of the mission or vision might be less important to the organization’s long-term development.

How to Define Your Mission and Vision

Defining your mission and vision starts with thinking about the value that your business or organization brings to your target market. How do you improve people’s lives? Why should potential customers choose you over your competition? Once you know the answers to those questions, you can whittle them down into short statements that contain measurable but general goals. With your mission and vision in mind, you equip yourself to plan for a successful future.

Defining your mission and vision may not be easy — and that’s okay. Partnering with an experienced coach can help you brainstorm ideas and create a roadmap to success. If you find that your initial mission and vision statements aren’t in line with where you are heading, you can always adjust them. One expert recommends that organizations review their mission statement every 1 – 3 years to decide whether a change is necessary.

What is your mission? What is your vision? The answers to these questions can play a role in moving you toward success.