Vision and Mission statements define the direction and purpose of a business, but they serve different roles.
Vision Statement
Describes the future you want to create. It’s aspirational, long-term, and focused on where the business is headed.
Example: “To be the most trusted source of pet nutrition knowledge and tools, empowering pet owners to make confident choices.”
Mission Statement
Describes the purpose of your business today. It’s practical, action-oriented, and focused on how you operate to achieve your vision.
Example: “We provide unbiased education, innovative tools, and premium products to help pet owners give their pets the healthiest life possible.”
Why It Matters
- Aligns team members with a shared purpose and direction
- Guides decision-making and priorities
- Communicates your brand’s purpose and values to customers
Tip: Keep both short, clear, and inspiring—something your team can remember and rally around.