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communities (i.e., in the form of social or environmental impact) can also be
discussed. Mission statements are often longer than vision statements. Sometimes
mission statements also include a summation of the firm’s values. Values are the
beliefs of an individual or group, and in this case the organization, in which they are

emotionally invested. The Starbucks mission statement describes six guiding
principles that, as you can see, also communicate the organization’s values:
1. Provide a great work environment and treat each other with respect and
dignity.
2. Embrace diversity as an essential component in the way we do business.
3. Apply the highest standards of excellence to the purchasing, roasting
and fresh delivery of our coffee.
4. Develop enthusiastically satisfied customers all of the time.
5. Contribute positively to our communities and our environment.
[3]
6. Recognize that profitability is essential to our future success.
Similarly, Toyota declares its global corporate principles to be:
1. Honor the language and spirit of the law of every nation and undertake
open and fair corporate activities to be a good corporate citizen of the world.
2. Respect the culture and customs of every nation and contribute to
economic and social development through corporate activities in the communities.
3. Dedicate ourselves to providing clean and safe products and to
enhancing the quality of life everywhere through all our activities.
4. Create and develop advanced technologies and provide outstanding
products and services that fulfill the needs of customers worldwide.
5. Foster a corporate culture that enhances individual creativity and
teamwork value, while honoring mutual trust and respect between labor and
management.
6. Pursue growth in harmony with the global community through
innovative management.
7. Work with business partners in research and creation to achieve stable,
long-term growth and mutual benefits, while keeping ourselves open to new
[4]
partnerships.
A vision statement, in contrast, is a future-oriented declaration of the
organization’s purpose and aspirations. In many ways, you can say that the mission
statement lays out the organization’s “purpose for being,” and the vision statement
then says, “based on that purpose, this is what we want to become.” The strategy
should flow directly from the vision, since the strategy is intended to achieve the
vision and thus satisfy the organization’s mission. Typically, vision statements are
relatively brief, as in the case of Starbuck’s vision statement, which reads: “Establish
Starbucks as the premier purveyor of the finest coffee in the world while maintaining
[5]
our uncompromising principles as we grow.” Or ad firm Ogilvy & Mather, which
[6]
states their vision as “an agency defined by its devotion to brands.” Sometimes the
vision statement is also captured in a short tag line, such as Toyota’s “moving
forward” statement that appears in most communications to customers, suppliers, and
employees. Similarly, Wal-Mart’s tag-line version of its vision statement is “Save
[7]
[8]
money. Live better.”

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