Vision & Mission

Vision: How the market will evolve and how will you lead it / Inspiring description of what you want to achieve in the long-term future
Mission: Inspiring statement of intent and motivational driver to aspire to | Company business, objectives, and approach to reach a Vision

Examples

Amazon

Vision: To be earth's most customer-centric company, where customers can find and discover anything they might want to buy online
Mission: We strive to offer our customers the lowest possible price, the best available selection and utmost convenience

Patagonia

Vision: A love of wild and beautiful places demands participation in the fight to save them, and to help reverse the steep decline in the overall environmental health of our planet
Mission: Build the best product cause no unnecessary harm, use business to inpire and implement solution to the environment crisis