‹ Return to list

How Do I Define My Business Vision and Mission?

Greg Swanson

How do I define my business vision and mission? Start by identifying what your business stands for, who it serves, and where you want it to go. A strong vision and mission can guide decisions and inspire others.

What’s the Difference Between Vision and Mission?

Vision: Your big-picture dream—what success looks like in the future.
Mission: What you do today, who you serve, and how you deliver value.
Think Long and Short Term: Vision looks forward; mission focuses on the present.

How to Write a Mission Statement

Start with Purpose: What’s your reason for existing as a business?
Include the 'How' and 'Who': Briefly explain how you help and who benefits.
Keep It Short: Aim for one to two clear sentences.

How to Define a Business Vision

Dream Big: Imagine your ideal future in 5–10 years.
Stay True to Values: Align it with your brand’s core beliefs.
Inspire Others: A great vision motivates your team and your audience.

Example

Mission: “We help local small businesses grow through affordable digital marketing.”
Vision: “To become the most trusted small business marketing partner in the U.S.”

Your business mission statement explains what you do now. Your business vision shows where you’re headed. Together, they help you stay focused, attract the right people, and grow with purpose.

Updated: June 29, 2025

How do I define my business vision and mission?

Start by identifying your purpose, who you serve, and where you want your business to go. Keep it short, clear, and value-driven.

What is the difference between vision and mission?

A mission explains what your business does and for whom; a vision describes where your business is going in the future.

How long should a mission statement be?

One to two short sentences is usually best. It should be easy to remember and say out loud.

Can a small business skip a mission statement?

You can skip it, but having one helps guide decisions and keeps you focused on your goals. It’s a useful tool at any size.