The most searched term on my blog – by a very long way – is: “what is the difference between a vision and a mission statement?” I did a pretty comprehensive blog on this in September 2011, and then another entitled “Are Corporate Values Important?” in December 2011, which built on this discussion. Based on the obvious need to understand the difference between these two concepts, I thought a very quick blog summarizing the difference between vision and mission, in a very simple way, could be handy for all of those people landing here looking for answers to this question.

Vision Statement

A vision statement is a short phrase detailing what a company wants to become in the future – it needs to be inspirational, aspirational and energizing. It should only be a sentence in length and must capture the essence of a company’s goal, but does not explain how you are going to achieve those goals. In essence, it needs to be visionary.

Our vision

To be true to ourselves and others in everything we do.

Mission Statement

A mission statement clarifies an organizations’ purpose and typically, needs to be about one paragraph in length. It should be unambiguous and to the point, integrating meaningful statements, such as: moral stance, how you want to be perceived, primary focus, your customers, who you care about, your presence and how you will grow.

Our mission

To set the standard of excellence for communication across Asia Pacific. We will always strive to provide exceptional service to our customers. We will always be willing to go the extra mile to meet our customers’ needs. We will always work with great people and employ or partner with great people, and we will live a life that enables us to smile and laugh as much as possible. We will always aspire to be the best and to be passionate, in everything that we do, always.

If you look at my earlier blogs, there is a lot more guidance on how to build these out, but as a quick snap shot for those wondering which is which, I hope this helps. Of course, you may completely disagree, but the examples I included previously from industry leading companies (Virgin, Nike, Boeing, Harley Davidson, Apple, Ben & Jerry’s and Google, to name a few) back up what I’m saying – although even some of these leaders get it wrong in my opinion. There’s definitely a lot of confusion around this subject.

As I said in my corporate values blog – “the way I see it – your vision is what you strive for, your mission is how you’re going to get there, and your values are the sort of company/people you’ll be on the journey.”

Let me know if you agree and I really hope this helps those struggling to find clarity around the important aspect of a company’s messaging.


Andrea Edwards

Managing Director



Andrea is an award winning B2B communications professional with more than 23 years’ experience from around the globe, including 12 years exclusively in Asia Pacific. Focused principally in the ICT industry, Andrea has grown with the industry, and she has a proven talent to communicate with customers, prospects, stakeholders and influencers in a way that deeply resonates and gets results.

In her current role at Novus Asia, Andrea relishes sharing her passion for content marketing and its’ ability to fundamentally transform how businesses market to their customers. To be at the heart of this revolution in Asia, where every day she partners with inspired business leaders on their journey into a new era of business storytelling, is what drives her to achieve greater success. Additionally, Andrea understands that to succeed in content, professionals must be motivated and trained to build their personal brands to truly harness the amazing content being created for brands today.

Andrea was an early-adopter of blogging, authoring five very different blogs today, she’s a social media evangelist (a Top 100 Social Seller on LinkedIn in Singapore) and has had the great privilege to work around the world - EMEA, the US, ANZ and Asia.
Andrea’s core skill-set is communication excellence - she listens to and understands her customers, and is considered by many a positive disruptor in her field. She is constantly seeking to motivate colleagues, coaching and mentoring them to be more effective with their personal digital branding, as well as defining and executing communication strategies, content strategy, content creation, senior executive digital coaching, messaging and positioning, as well as a world-class business writer and story teller.

While Andrea’s career has been principally focused on ICT, she has also gained experience in other major industries, including defence, aerospace, government, travel & tourism, HR, environment, professional services, health, marketing services, financial services, and even the brewing industry. Andrea has been: Analyst Relations Lead for Microsoft Asia; Managing Director, SAJE, her own communications, content marketing & messaging agency; Director, Marketing Services for IDC Asia Pacific, Singaapore; Group Communications Manager for Baycorp Advantage, Sydney; Marketing Communications Consultant, ClearForest, NYC; Account Director with Text 100 International, Boston & London; a PR Consultant for various firms, London; Communications Co-ordinator, AeroSpace Technologies of Australia (now Boeing); and a Musician in the Australian Army, followed by PR representative for the Australian Defence Force PR Unit.

Andrea left Australia in 1995 to pursue her deep love of travel and archaeology, and she has a Bachelor of Arts from Monash University, majoring in music and archaeology.

You can follow Andrea on Twitter @AndreaTEdwards, her professional communications blog can be found at, where she writes about global trends in content, content marketing, communications, social media and social business, translating global trends for Asian relevancy. And of course, you can find her on LinkedIn andreaedwardsasia.


  1. i would add to the above that simplified, your mission is what your external stakeholders should perceive you to be or what you want them to understand you to be. Your vision is internal. What you internal stakeholders i.e employees, management, BOD, shareholders should be expecting of you to drive success. It must be measurable and attainable. There must be some point that you can say you’ve reached it. Additionally your vision can be moveable. Vision today isn’t necessarily the same as it was yesterday.


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