Vision and Mission

Also called Mission Statement

The vision is the future you are trying to create; the mission is what your company does day to day to move toward it. Together they express why the company exists.

Why it matters

A clear vision and mission align a team, attract people who share the goal, and guide hard decisions when trade-offs arise. Vague or absent ones leave a company drifting, so articulating them well is real work, not fluff.

For example

SpaceX's vision is making humanity multi-planetary; its mission, building reusable rockets, is the concrete work that moves toward it.

Related terms

North Star Metric Positioning Employer Branding

Go deeper

See how founders actually handle this on Founder life, part of the Starting Up hub.

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