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Vision and Mission

The difference between Vision and Mission

Time to end the confusion.

The more the world talks about vision and mission, the more it seems like it’s an obvious thing when trying to build a business. It’s treated as an elementary task as we quickly want to jump into the exciting parts of running a business. The trouble is, many either do not have the grips of the two or have managed to muster up them quickly as a check box exercise.

Vision is especially pivotal to you as a person and everything you do around you, yes, business too. It directs the decisions and choices you make personally and professionally. It is what your true North Star is.

Think of the vision as a dartboard and the mission as a dart. We give ourselves better chances to hit a target when we have both pieces. Many have darts with no board; what are you hitting? How have you come to those darts?

Here is how they work together.

Understanding Vision and Mission

Understanding the difference


So a vision stems from your purpose. Why, because your purpose is naturally you, without thinking. Who you are will determine where you are likely to go. In other words, what you stand for implies what you fight against. Your purpose naturally allows you to be geared for that; you thrive there.

Vision is what you fight for, the world you are trying to create. I’ve witnessed a few people with visions and accompanying missions, all complex forms of desires with no actual destination.

You only have one true vision; I call it an infinite vision. You will very well die trying to accomplish it; it is a battle to the end. A genuinely compelling statement will mean that your successor can continue the fight.

A purposeful vision overcomes all hurdles and obstacles and is not be affected by changing times. It is all-inclusive, allowing others to join you in the fight but not necessarily buy your products or services.


You actively do the mission to pursue that vision; however, you need to have a purposeful vision before determining the mission.

A mission is short-term, attainable and changes with the times. I often see ambitious mission statements beyond 5-20 years are too big to attain and almost scratches the surface of a vision. The behaviours of your audience are constantly changing with the trends of the society and need to be monitored and adjusted.

Microsoft is a great example case. When Bill Gates and Paul Allen created the goal to put a “computer on every desk”, they did just that over the years. Ambitious for sure; however, what happened when they did? Amid that mission, Apple was brewing behind the scenes with something more meaningful. Apple stood for something beyond computers, and many have since transitioned over.

What is problematic here is realigning the company, team and audience of their new aspirations, which is no easy job. Many of them lose interest, focus and passion for the drive they once had.

Keep your mission short, insight and be adaptive, for change is inevitable. Take a pulse check on how you have come to achieving that mission; is it still Correct? Current? Connected?

The comparison



The change you make
The steps you take
The long-term objective
the short-term goal
Something you envision
Something you actively do
The impact you make
The contribution you make
Defined by your purpose
Defined by your vision

Parting thought

If the mission were to send a man to the moon, the vision would be to explore the universe.

Anks Patel

Strategist & Peoplepreneur®

Stay Fulfilled.

If there is value here for you, I'm sure someone else could benefit too, please contribute it forward. I appreciate you!

The Inner Flow


Brand Core

A disconnected purpose creates a weak brand.

Brand has become somewhat the buzzword. So much so that it seems many people have internalised what is generally accepted. That acceptance has led them to associate brand as something tangible, visual or physically manifested. Today, it hinders their growth because they initially have jumped into the visual identity to compensate for having a genuinely connected brand.

Where does the brand begin? Many today are perhaps quick to answer ‘purpose.’ Quite rightfully correct after a compelling message delivered by Simon Sinek on his TED Talk How great leaders inspire action. Simon solidified the WHY of a brand and how people connect with it. So here’s where it gets convoluted in the consensus of our WHY.

After speaking and interacting with many professionals about their brand and, in particular, the route they are currently in or headed down, they seem disconnected if not oblivious as to how the path they track down is a connected one. For some, they don’t know what’s next or how to expand or even if taking a decision is the right choice. If the WHY is supposedly established and geared to a mission, why the confusion?

When something disconnects, I go straight to the inner flow.

Purpose - The Correct Flow

A purposeless purpose.

The WHY is why you do WHAT you do, an enabler to your WHAT. The purpose is rightfully the beginning of all that we do, though many use it to explain WHAT they do. Here is an example:

Our purpose is to get you noticed on the internet.

I’ve always questioned whether this is a strong enough pull? Is this what invigorates your core? Is this what keeps you awake up to 2am working on? Do you tirelessly work toward this one core fulfilment?

You see, if you were placed in a situation where you spoke with someone outside of work who wasn’t digitally influential, would you instinctively help them, or would it be a case where you direct them based on your working hours?

This is perhaps a tricky question that many would answer materially. Either they do not have the time, or being paid for the services is driving their internal compass.

A genuinely connected purpose does not require time, money or any resources. Our purpose is who we are without thinking. When called upon, we act within our purpose, forming our values—those values show up in our actions, our behaviour, what we say and how we say it. You act without thinking; it is connected to what is fulfilling you.

Perhaps when Simon said, “people connect to your why”, what he suggested is spot on; however, people connect through your values; it reaches them through their senses for them to make meaning from it.

A purposeless purpose does not serve you, nor will it your audience. A roadblock ahead can very well stem here.

Brand begins here.

Your purpose contributes to everything you do. Having a strongly connected WHY means you know where you stand. You become more inclined to a fight pulling you forward; your vision—a world that goes beyond you, a battle to the end.

A purposeful vision means that you intrinsically propel forward to achieve it.; you act without thinking. The trouble for many professionals is that they don’t have a vision, or it’s not big enough; it’s easily achievable or worse, it’s purposeless.

It is the one true fight that gears yourself, the team and your audience as a collective to conquer. There perhaps is confusion in the difference between a vision and a mission, a viewpoint you can read here:

Vision & Mission

So why have a mission? Well, to achieve the vision. If you have a mission without a vision, it’s like you throw darts with no dartboard. You allow external influences to direct your next move; you are not in control.

With all the critical pieces in place; a purpose, a purposeful vision and a connected mission, you can create informed goals. Goals that make the stepping stones for progress.

Your authentic brand is destined to nurture unhealthy connections without the correct flow. Do not brand without this most critical task. The potential in your brand stems from here.


Anks Patel

Strategist & Peoplepreneur®

Stay Fulfilled.

If there is value here for you, I'm sure someone else could benefit too, please contribute it forward. I appreciate you!