Vision? Mission? Which is which?

Many people, some of them CEOs, are confusing Missions with Visions and vice versa.

To end the confusion, here are four defining differences based on statements I’ve written and clients I’ve worked with.

I’m sure there are more and I’m sure there are much cleverer ones but they could be useful all the same.

1. It’s all about time. Vision is your long-term, distant corporate dream. It’s what you’re aiming for in the future if all goes well. Whereas Mission is something you do today and every day to make the Vision a reality.
2. It’s the difference between real and aspirational. Your Vision is a deliberately aspirational statement. It is borderline unrealistic. Almost impossible. It’s purpose is to make everyone stretch themselves to do what seems improbable. Your mission is your daily instruction. What you need to repeatedly do to realise the Vision.
3. It’s about how scared it makes you feel. Many people think a Vision should make you quake in your boots. It should be such a challenge, it’s a bit frightening. Whereas Missions are certainly challenging but are well within your capabilities.
4. It’s a question of appropriate purpose. There are times when a business needs to lift its head and gaze on the prize. To visualise the enormity of what could be possible. (Vision.) But there are probably many more times when stuff just needs doing. This is time for pragmatism, rather than star-gazing.

Vision and Mission statements are very different but they are inexorably connected.

Using the picture I chose for my article, if the Vision is what is just about visible at the top of the stairs, the mission is every step taken to reach it.