Ideas from books, articles & podcasts.
A vision statement is aspirational. It outlines where your company strives to be in the future — whether that is one year from now or ten. In contrast, a mission statement spells out where your company is right now.
Think of your company’s vision statement as a long-term goal post. The end point towards which you are working. If your vision statement is a goal post, then your mission statement is what drives you toward that goal post.
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Short and sweet, a mission statement sums up the core of who your company is and why it exists. They are typically succinct, only a sentence or two. They are inspiring and not boring.
Better Sales: A 2020 study found that if consumers think a company has a strong purpose, they are:
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