What’s the difference between mission, vision, and values?

The difference between mission, vision, and values comes down to purpose, future, and principles—and if you get these confused, your team will too. Let’s cut the jargon and break it down for business leaders in terms that actually matter.

Vision = The Future You’re Building

What it is: A clear, aspirational picture of the future your company is working to create.
Think of it as: The North Star.
Good for: Rallying your team, investors, and customers around a long-term purpose.
Example (Product Company): "To make electric cars the default for every driver on Earth."
Example (Services Company): "To make world-class marketing expertise accessible to every small business."

Mission = What You Do Today

What it is: The core purpose of your business and how you serve your customers right now.
Think of it as: Your job description as a company.
Good for: Aligning teams on daily priorities and business focus.
Example (Product): "We design and manufacture affordable electric vehicles that outperform gas cars."
Example (Services): "We help startups grow through high-impact brand and content strategy."

Values = How You Behave

What it is: The non-negotiable beliefs and behaviors that guide decision-making and culture.
Think of it as: Your company’s moral operating system.
Good for: Hiring, firing, decision-making, and culture-building.
Example Values:

• Bias for action
  
• Customer obsession
  
• Act like an owner
  
• No ego, just impact
  
  

AI Prompts

Use AI to refine or generate your own company’s mission, vision, and values. Try these:

• Help me write a vision, mission, and values statement for a SaaS startup focused on AI-driven project management.
  
  
• Evaluate our current mission and vision statements and suggest improvements.
  
  
• Give examples of values that create a strong remote-first company culture.
  
  
• What are common mistakes companies make in writing their vision and mission?
  
  

Final Thought

If your vision is vague, your mission is forgettable, or your values are BS copy-paste fluff, you’re steering a ship with no compass. Nail all three and you’ve got the holy trinity of strategic alignment. It’s not just branding—it’s culture, clarity, and momentum.