It’s amazing how often I find companies confused by the difference between their purpose and vision. It’s probably because a consultant or creative agency has been revamping their website and capability statements, and they themselves have no idea what the difference is.
They are not interchangeable.
Purpose Statement
Purpose statements often start with an active verb that describes the direct action or function of the organisation. This form emphasizes the ongoing activities and core functions of the company. The verb typically points to what the company does every day; it’s reason for being. For example, to organise, to connect, or to accelerate.
Examples of Purpose Statements:
1. Google: “To organise the world’s information and make it universally accessible and useful.”
2. LinkedIn: “To connect the world’s professionals to make them more productive and successful.”
3. Tesla: “To accelerate the world’s transition to sustainable energy.”
These statements focus directly on the action the company undertakes and why it exists. They emphasize the company’s operational objectives and its underlying ethos.
Vision Statement
Vision statements often begin with phrases like “to be,” which set a future state or condition the organisation aims to achieve. This helps paint a picture of a future goal or where the organisation sees itself at some point in the future. It’s aspirational, suggesting a transformation or culmination of efforts into a specific desired outcome.
Examples of Vision Statements:
1. Microsoft: “To be the tool that empowers every person and every organisation on the planet to achieve more.”
2. Disney: “To be the foremost producer and provider of entertainment and information in the world.”
3. Amazon: “To be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online.”
These examples are crafted to articulate a future ambition, helping people envision what the organisation strives to become or the ultimate goal it seeks to fulfill.
I describe the difference like this: Purpose is where home base is, Vision is where you’re taking this nicely congruent organisation into the future.
The difference between the two is a little word – “be”.
