What are mission and vision statements?


Learn the difference between mission and vision statements and begin to think about why they are important.

Marketing includes any activities involved in getting your product (service, idea, etc.) from your enterprise to end users, including promoting, selling, and distributing.

In order to do this effectively, you have to know what you are marketing.

This sounds basic but many enterprises get derailed by not having a clear mission or vision or by not sticking to it.

Mission statements

Why do you exist? What is your purpose?

Vision statements

Where are you going?


Your mission and vision should drive your marketing program. Every communication with customers or users you have should reinforce your mission. Every dollar or minute you spend should be focused on achieving your vision.

You mission and vision should reflect your passion and what your enterprise is all about.

Post a comment here and tell if you already have mission and vision statements for your enterprise. If so, are they written down? current? appropriate? If not, no worries -- we'll be getting to that soon!

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