Follow him on Twitter TimBerry. What Is a Vision Statement?
Vision statement: We believe that buying glasses should be easy and fun. Why does this matter? The Mission - today. Your statement should explain, in a convincing manner, why your business exists, and should be no longer than a single sentence. Then they explain their environmental stance in three points which explain their aim to make their business as environmentally friendly as possible and actively combat the environmental crisis.
I love it when a mission statement defines a business so well that it feels like strategy—which does happen—and I hate it when a mission statement is generic, stale, and completely useless.
MVMT have combined their mission and vision statement and addressed it directly to customers. Too often these statements are treated as "iconic relics" to be stored away in a safe place. Current financial state.
What are you not so good at? Airbnb: Tapping into the universal human yearning to belong — the desire to feel welcomed, respected, and appreciated for who you are, no matter where you might be. Define your culture and beliefs.