Consumers care less about your brand’s vision statement, they want value delivered
Bernard Kelvin Clive
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Consumers care less about your brand’s vision statement, they want value delivered
Bernard Kelvin Clive

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Revised Vision and Mission Statements
Vision Statement
We envision a world where all people are conscious of the food they eat and choose to prepare more nutritional meals at home.
Mission Statement
Our mission is to provide everyone with resources that make preparing food at home a more viable option.
(10-27-14)
Notes/First Drafts of Mission and Vision Statements
Notes:
Vision Statement
Defines what a company hopes to achieve over time
Guides what company is focused on achieving in next 5-10 years
Long-term goal, north star
Succinct, inspirational
A company’s “direction for where it’s going”
Future state
Mission Statement
Defines the present state or purpose of the organization
Answers: WHAT is does, WHO it does it for, and HOW it does what it does
Written for a shorter timeframe (1-3 years)
May be refined based on changing economic realities or consumer responses
A company’s “reason for existing”
Current state
Both
Align people, processes, products, and services toward a successful future
Should ideally be 1-2 sentences long
Should be easy enough to say/memorize so that any employee can repeat them
Source:
Evans, Jennell. "Vision and Mission - What's the Difference and Why Does It Matter?" Psychology Today Magazine. Sussex Publishers, LLC, 24 Apr. 2010. Web. 19 Oct. 2014. <http://www.psychologytoday.com/blog/smartwork/201004/vision-and-mission-whats-the-difference-and-why-does-it-matter>.
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My Vision Statement
We envision a world where people are conscious of the food they eat. We aim to help them in preparing more meals at home, instead of turning to fast food or highly processed food.
My Mission Statement
Our website allows users to find recipes tailored to meet their individual needs.
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(10-20-14)