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Write A Killer Purpose, Vision and Mission Statement

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By: Devin Santamaria

Defining the purpose, vision, and mission of your business are some of the most important efforts you’ll make when it comes to guiding your organization. Having a clearly defined purpose, vision, and mission statement help others understand who you are and why you do what you do, as well as guide your organization internally, serving as a barometer for continued success and internal alignment.

Side note: you can download our "Defining Brand Identity" guide to have your own branding session with your team, or if you'd like to work with us to define your purpose, vision, and mission, you can contact us here


A purpose statement is a short phrase that explains the reason you exist. It’s what drives your business and it should be written in the present tense, as though you are still living it today. Your passion for what you do should come through when writing this type of sentence so have fun with it!

A few examples of purpose statements would be:

“We exist to provide families with affordable housing options.”
"To inspire every student that comes through our doors."

To create your purpose statement, ask yourself: What is it that drives you? Why do you exist? Be sure this sentence helps answer those questions.


A vision statement is written in the future tense - as though it has already come true. It describes what your organization and the world around you will look like when you have fulfilled your purpose.

Here are a few examples of vision statements:

"To be one of the world’s leading producers and providers of entertainment and information." (Disney)
"To help the world run better and improve people’s lives." (SAP)

Ask yourself: "What should our corner of the world look like when we have fulfilled our purpose?" Don't be humble - be ambitious. Your vision for the future should excite you and those you share it with.


A mission is more than just goals for your business - it’s the overarching purpose that ties everything together. It should be written in the future tense as well and described using action verbs to show exactly how this mission will come about.

A few examples of mission statements:

"To be the most feared and respected organization in this industry, as well as the top employer." (UFC)
"Our mission is to build an innovative portfolio of branded consumer products based on our world-class research and development that anticipates and satisfies people’s desires for healthy, convenient, affordable food anytime. Our passion is nourishing people. Our purpose is sustaining life." (Campbell Soup Company)

A well-written mission statement should be able to be looked at every day, and responded to by saying "yes, we're doing that right now". It's your team's marching orders toward your vision, powered by your purpose.


Strong organizations develop clear and strong purpose, vision, and mission statements that guide their work. These statements are the foundation of your values and culture, so take time to develop them carefully. If you'd like to learn more about how WEBPRISM can help you uncover your driving purpose, vision for the future, and everyday mission, contact us today. We love working with passionate people to discover these critical components of their now, and future.

Published: 10/31/2021

Last updated: 12/7/2021


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