In plain English
A vision describes the destination; a mission describes the work. Vision is where you are trying to get to, mission is what you do daily to get there.
A useful vision is specific enough to rule things out. If any business in your industry could adopt it unchanged, it is not directing anything.
What to know
Future-facing
A state that does not yet exist.
Directional
Helps decide between options.
Specific
Generic visions guide nothing.
Long-term
Years out, not this financial year.
Why it matters
Vision matters mainly for internal decisions: what to build next, what to decline, who to hire. Customers rarely read it, and that is fine.
Common mistakes
×A vision indistinguishable from any competitor's.
×Confusing vision with mission.
×Writing one for the website rather than for decisions.
×A vision so distant it has no bearing on any current choice.
FAQs
What is the difference between vision and mission?
Vision is the future you want. Mission is what you do about it.
Do customers care about vision statements?
Rarely. Their value is internal.
WRITTEN BY TARIQ SALLAM
Marketing Consultant. Entrepreneur. Content Creator.
I'm a marketing consultant, entrepreneur and content creator. I help businesses grow through practical marketing, websites, SEO, content and AI.
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