Organizational Vision And Mission Statement


An organization’s expression of its vision and mission is essential to its overall structure. A vision statement for a corporation lays out its goals and objectives for the foreseeable future (Carpenter et al., 2009). It gives an indication of the path that the company intends to take in the future. However, a mission statement elucidates the reason an organization exists. The organization’s mission statement provides an overview of the company’s operations, as well as the organization’s objectives and plans for achieving those objectives (Carpenter et al., 2009). It is the plan that will lead to the realization of the vision. In contrast to the mission, which concentrates on the more operational components of the organization, the vision statement looks ahead to the trajectory of the business. The formulation of a strategy is impacted as a result of these statements. Therefore, it is important to make sure that the vision and mission statements align with the strategy developed by an organization.

Mission Statement

A mission statement is action-oriented and declares the purpose that an organization serves to its audience. In other words, it is an explanation of the goal of an organization framed in terms of specific actions (Carpenter et al., 2009). Typically, it includes general definitions of a company, its main function, and its aims. It provides a summary of what the company performs for consumers, employees, and owners. When writing a mission statement, an organization explains what they do and the reason (Carpenter et al., 2009). It frequently contains an overview of the organization, its mission, and its goals, as well as an explanation of its role. A company’s mission statement could cover a far wider scope if it accurately reflects the nature of a business (Carpenter et al., 2009). It explains how the company serves its clients and staff and how they serve their community and the world at large.

Vision Statement

A vision statement is important to every organization because it ensures consistency with its mission, fundamental values, and culture. It explains the objectives set for the organization’s future (Carpenter et al., 2009). In addition, it can be described as a document used in business that outlines an organization’s present and long-term goals. A firm’s vision must be congruent with its mission, strategic planning, culture, and fundamental principles. It serves as the foundation around which the organization builds its strategic planning. The statement enables an individual to have a benchmark to work for if a goal has been effectively articulated (Carpenter et al., 2009). It describes the objective of the company that is being pursued. It explains the response to the question of where the organization is headed. The purpose of a vision statement is to define the core of the path the organization intends to take in a single sentence.

The Relationship between Mission and Vision and Organizations Strategy

A company’s mission and vision statements help guide the organization’s strategy. Both give a strategy purpose and goals, which are necessary parts. Being aware of the goals and purpose, business leaders and managers can develop a more step-by-step strategy that helps the company reach its mission and vision in the short and long term. Mission and vision statements help businesses set performance standards and metrics based on the goals they want to reach (Carpenter et al., 2009). In addition, they give employees a clear goal to work toward, which makes them more efficient and productive. When it comes to the strategy of an organization, mission and vision statements are not just important for employees and business owners. The mission and vision statements can be used as public relations tools to get the attention of stakeholders, get the attention of specific groups of people, and form business partnerships with companies that have similar goals. The formulation of a strategy begins with creating a purpose and vision statement. One of the criteria for determining whether or not a strategy is successful is how effectively it assists a company in achieving its purpose and vision (Carpenter et al., 2009). As shown in the figure, it is important to view the mission, the vision, and the strategy as a collective funnel to better understand the link among them (Morden, 2017). An individual will notice that the vision statement is closer to the strategy. The vision statement has the mission condensed down to such a degree that it can direct the creation of the strategy. It is possible to locate the strategy from the two statements. This makes it unambiguous what the company will do and will not do to realize the vision. In addition to this, vision statements function as a connection between the mission and the strategy.

The Relevance of Creativity Relevant to Mission and Vision

Creativity plays an integral role in developing a compelling vision and mission statement. It is often defined as a collaborative effort to solve problems, improvise, and experience new ways of thinking and learning. Firstly, imagination is a form of creativity that assists in developing a unique and transformative vision and mission (DeGraff & Lawrence, 2002). It helps in the generation of important ideas that make the statements informative. Secondly, incubation is a type of creativity that aids in developing a sustainable vision and mission. It enables statements based on empowerment, trust building, teamwork, and cohesion. Thirdly, improvement is a form of creativity that helps create an organization’s systematic mission and vision (DeGraff & Lawrence, 2002). It covers crucial aspects such as problem clarification, quality, and process control. Fourthly, investments develop a highly competitive and problem-solving vision. It assists organizational leaders and managers in crafting a vision that solves problems experienced by different stakeholders. Creativity is important for organizations, especially in developing mission and vision statements. It allows a company to integrate all the key stakeholders’ interests (DeGraff & Lawrence, 2002). It is essential to make sure that the needs of customers, employees, suppliers, government, and other stakeholders are captured in the two statements. For example, it is significant to consider incorporating concepts such as providing healthy foods in the case of fast food. Creativity is an aspect that makes sure that everyone in an organization is heard (DeGraff & Lawrence, 2002). It promotes brainstorming to generate ideas for the development of vision and mission. For instance, the views of employees and customers are included in the process to achieve the intended objective. In addition, creativity helps create statements that consider the changes in the business environment. It ensures that future-based ideas are used when developing a vision and mission statement. It assists in the development of competitive statements in the market.


A vision and mission statement is important part of every organization because it ensures that its strategy, core values, and culture align with each other. On the other hand, a mission statement tells people what an organization does and why they should care. It overviews what the company does for customers, workers, and owners. The mission and vision statements of an organization help shape its strategy. Both give a strategy, a goal, and a reason for being, which are both important parts. Creativity is an important part of coming up with a good vision and mission statement for a business. It is often thought of as a group effort to solve problems, come up with solutions on the spot, and try new ways of thinking and learning. Based on this, imagination is a form of creativity that helps people develop unique and life-changing goals and visions. Thus, the statements have a link with the strategy that an organization adopts.


Carpenter, M., Bauer, T., & Erdogan, B. (2009). Principles of management. New York.

DeGraff, J., & Lawrence, K. A. (2002). Creativity at work: Developing the right practices to make innovation happen. John Wiley & Sons.

Morden, T. (2017). Principles of management (2nd ed.). Routledge.