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AssignmentNo.01
SubmittedBy:WaqasAhmed
Class:BS-SE
Department:SoftwareEngineering
Subject:HumanResourceManagement
UniversityOfKotli,AzadKashmir
MissionandVisionStatementsOfTop10Companies
WhatisaMissionStatement?
Amissionstatementisashortsummaryofanorganization’scorepurpose,focus,andaims.Thisusuallyin
cludesabriefdescriptionofwhattheorganizationdoesanditskeyobjectives.
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WhatisaVisionStatement?
Avisionstatementisashortdescriptionofanorganization’saspirationsandthewiderimpactitaimstocrea
te.Itshouldbeaguidingbeacontoeveryonewithintheorganizationandsomethingwhichunderpinsinter
naldecision-makinganddeterminestheintendeddirectionoftheorganization.
MissionStatementvsVisionStatement:What’sTheDifference?
Inshort:Themissionisthe“what”andthe“how,”andthevisionisthe“why.”
Themissionstatementdefineswhatanorganizationdoesandincludestangiblegoalswhichtheorganizati
onstrivestoaccomplish.Thevisionstatement,meanwhile,shouldclarifytheaspirationsoftheorganizati
onanddefinethedirectionit’sheadingin.
Manyorganizationscombinethetwostatementstoformoneclearlydefinedreasonforexistingthatunites
theeffortsofeveryoneinvolved.
______________________________________________________________________________
MissionandVisionStatementExamples
01.Tesla
Missionstatement:Tocreatethemostcompellingcarcompanyofthe21
st
centurybydrivingthe
world’stransitiontoelectricvehicles.
Visionstatement:Toacceleratetheworld’stransitiontosustainableenergy.
Description:Theirmissionstatementclearlydefinestheircoregoal:“Tocreatethemostcompelli
ngcarcompanyofthe21
st
century.”Thenittellsyouhowtheyintendtoaccomplishthatgoal:“Bydrivi
ngtheworld’stransitiontoelectricvehicles.”
It’ssimpleanditworks.However,it’sTesla’svisionstatementthatstandsout.
Thecarcompany’scleveruseoftheworld“accelerate”helpstoenliventheirloftyaspiration.Thisvisionst
atementalsoshowcasestheirdrive(punintended)forsustainableenergyandhowitsteers(punintended)t
hebusiness.
Italsoallowsthemroomtoexploreanddeveloptheirothersetofenergysolutions,Powerwall,Powerpack
andSolarRoof.
Allinall,Tesla’svisionforsustainableenergyisonethatresonateswithcountlesspeoplearoundthe
world.
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02.Nike
Missionstatement:Creategroundbreakingsportsinnovations,makeourproductssustainably,
buildacreativeanddiverseglobalteam,andmakeapositiveimpactincommunitieswhereweliveand
work.
Visionstatement:Bringinspirationandinnovationtoeveryathlete*intheworld.
*Ifyouhaveabody,youareanathlete.
Description:Nike’smissionstatementmightsoundrun-of-the-
mill,butiteffectivelysumsupwhattheyaimtodoandhowtheyaimtodoit.
TakenoteofthewordsthatdeclareNike’sunderlyingcompanyvalues:Innovation,sustainability,diversi
ty,andcommunity.
However,it’sNike’svisionstatementthathascapturedtheheartsofmillions.
“Tobringinspirationandinnovationtoeveryathleteintheworld”soundsalittlevagueatfirst.It’sNikeco-
founderBillBowerman’sadditionthathitsyourightinthefeels:“Ifyouhaveabody,youareanathlete.”
Bowerman’sstatementstaunchlystandsupagainstbody-
shamingandisapowerfulcallforinclusion.Andit’snothardtoseethisshapeNike’sphilosophyandmarke
ting:
Asaresult,Nike’svisionstatementistransformedintoamovingsentimentthatimpactseverypersonwhor
eadsit.It’salsooneofthebestvisionstatementexamplesforbusinessownerstouseforinspiration.
03.MVMT
Missionandvisionstatement:Wewerefoundedonthebeliefthatstyleshouldn’tbreaktheban
k.Ourgoalistochangethewayyouthinkaboutfashionbydeliveringpremiumdesignsatradicallyfair
prices.
MVMThavecombinedtheircompanymissionstatementandvisionstatementandaddresseditdirectlyto
customers.
Itbeginswiththevision:“Styleshouldn’tbreakthebank.”
ThisbusinessvisionstatementcutsstraighttothepointandperfectlysumsupMVMT’skeysellingpropos
itionofhigh-qualityfashionwatchesatlowprices.
Thestatementthengoesontoexplainthemission.
Description:First,theytellyouwhattheyaimtoachieve:“Changethewayyouthinkaboutfashion
.”Then,theytellyouhowtheyintendtodoit:“Bydeliveringpremiumdesignsatradicallyfairprices.”
It’sshort,punchy,andmusictocustomers’ears.
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04.WarbyParker:
Missionstatement:WarbyParkerwasfoundedwitharebelliousspiritandaloftyobjective:Toof
ferdesignereyewearatarevolutionaryprice,whileleadingthewayforsociallyconsciousbusinesses
.
Visionstatement:Webelievethatbuyingglassesshouldbeeasyandfun.Itshouldleaveyouhapp
yandgood-looking,withmoneyinyourpocket.Wealsobelievethateveryonehastherighttosee.
Description:WarbyParker’smissionstatementremindsusofwhyitwasfoundedandthenreveals
itsaimsforabetterfuture.
Notetheircorebusinessaim:“Offerdesignereyewearatarevolutionaryprice.”
Inthevisionstatement,theyaddressthecoreproblemsconsumersfacewhenpurchasingglasses:Itcanbea
nnoying,boring,costly,andstillleaveyouanxiousaboutwhetherornottheylookgood.
Instead,theyaimtosolvetheseproblemsandmakebuyingglasseseasy,fun,pleasing,andinexpensive.
BothstatementsalsomentionWarbyParker’sdedicationtoprovidingglassestopeopleinneedaroundthe
world.
05.Shopify
Mission&Visionstatement:Makecommercebetterforeveryone,sobusinessescanfocuson
whattheydobest:buildingandsellingtheirproducts.
Shopify’svisionstatementbeginswiththeiroverarchingvision:tomakecommercebetterforeveryone.
Thentheypromotethereasonwhythey’redriventoremovethehassleandcomplicationsofmanagingane
commercewebsite:sobusinessescanfocusonwhat’smostimportanttothem.
Description:Shopify’sbusinessmissionstatementandvisionareclear:empowerbusinesses.
06.Patagonia
Missionandvisionstatement:Buildthebestproduct,causenounnecessaryharm,usebusines
stoinspireandimplementsolutionstotheenvironmentalcrisis.
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Description:Patagoniastartswiththebasisoftheirsuccessinbusiness:high-qualityproducts.
Thentheyexplaintheirenvironmentalstanceinthreepointswhichexplaintheiraimtomaketheirbusiness
asenvironmentallyfriendlyaspossibleandactivelycombattheenvironmentalcrisis.
Patagoniagoesontosay,“aloveofwildandbeautifulplacesdemandsparticipationinthefighttosavethem
.”
Andthebusinessisn’tafraidtoputtheirmoneywheretheirmouthis.Thecompanydonatesatleast1%ofits
salestohundredsofgrassrootsenvironmentalgroupsaroundtheworld.
Ifyou’relookingforvisionandstatementexamplesthatclearlyarticulateacompany’svaluesandgoals,th
isisonerighthere.
07.IKEA
Missionstatement:Offerawiderangeofwell-
designed,functionalhomefurnishingproductsatpricessolowthatasmanypeopleaspossiblewillbe
abletoaffordthem.
Visionstatement:Tocreateabettereverydaylifeforthemanypeople.
Description:IKEA’smissionstatementisclearandtothepoint.Notetheuseofthewords,“widera
nge,”“well-
designed,”“functional,”and“pricessolow.”Ifyou’veeverbeentoIKEAyou’llknowhowwellthey’
vemanagedtoembodytheseattributes.
IKEA’svisionstatementfocusestheirmissionstatementintoonesingularpurpose:“Tocreateabettereve
rydaylifeforthemanypeople.”
BothstatementsuseinclusivephrasingthatsolidifiesIKEA’scommitmenttobeingaccessibleto“asman
ypeopleaspossible.”
08.TED
Missionstatement:Spreadideas.
Visionstatement:Webelievepassionatelyinthepowerofideastochangeattitudes,livesand,ulti
mately,theworld.
Description:TED,whichstandsfor“technology,education,anddesign,”managedtoboildownt
heirentiremissionintotwosimple,yetpowerfulwords:“Spreadideas.”
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Withsuchasimple,highlyfocusedmission,it’seasytoseehowtheTEDbrandhasbecomeaglobalpheno
menoninrecentyears.
It’satrulygreatmissionstatementthatfocusesalloftheirefforts.
“Everythingwedo–
fromourConferencestoourTEDTalkstotheprojectssparkedbyTheAudaciousProject,fromtheglobal
TEDxcommunitytotheTED-Edlessonseries–isdrivenbythisgoal:Howcanwebestspreadgreatideas?”
Inwhatcouldbeconsideredtheirvisionstatement,TEDgoesontoexplainthatthey“believepassionatelyi
nthepowerofideastochangeattitudes,livesand,ultimately,theworld.”
09.Amazon
Missionstatement:Westrivetoofferourcustomersthelowestpossibleprices,thebestavailable
selection,andtheutmostconvenience.
Visionstatement:TobeEarth’smostcustomer-
centriccompany,wherecustomerscanfindanddiscoveranythingtheymightwanttobuyonline.
Description:Amazon’smissionstatementsumsupthethreethingsthathavemadethemlovedby
millions:lowprices,ahugeselection,andincredibleconvenience.
Likeallgreatmissionstatements,itshinesalightonthevaluesthatbringsuccess.
Amazon’svisionstatementbringstheseelementstogetherintooneunifiedgoal:“TobeEarth’smostcust
omer-centriccompany.”
10.SouthwestAirlines
Missionstatement:ThemissionofSouthwestAirlinesisdedicationtothehighestqualityofcust
omerservicedeliveredwithasenseofwarmth,friendliness,individualpride,andcompanyspirit.
Visionstatement:Tobecometheworld’smostloved,mostflown,andmostprofitableairline.
Description:SouthwestAirlinesisallaboutcustomerservice.
Theirmissionstatementsummarizesthisdedicationtocustomersandhighlightstheimportanceofone-
to-oneinteractionsbetweenstaffandcustomers.
Soit’snosurprisethatSouthwest’svisionstatementis“tobecometheworld’smostloved,mostflownairli
ne.”
However,althoughtheyheavilyemphasizecustomerservice,theydon’tforgettomentionthethingwhic
hallowsthecompanytoexistinthefirstplace:profit.
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TheEnd
WrittenBy:WAQASAHMED

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