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Episode 2 - The Difference between Purpose, Vision and Mission

Updated: Nov 16

This issue of Wise Words explains the difference between your Purpose, your Vision and your Mission and how understanding the difference is critical to your strategy!


What you'll learn:


- What each statement means

- The role of each statement

- How each statement works together


Defining your vision, mission & purpose is important but can be complicated!

A simple online search will bring up countless articles, blogs and opinions on what a Purpose, Vision and Mission is and it can get really confusing really fast!


It seems like every company has a different definition and application of all three.


Lets start with your Purpose.

Your purpose statement will guide you and articulates why you do what you do. It is why your organization began its journey and provides a lense for making decisions, designing your culture, and presenting to the outside world. Why does your business exist? What gets you up in the morning excited to grow your business?


Your Vision is your North Star. It is a statement of what you aspire to be and what goals you want to achieve in the future.


Imagine a future where your business is doing well or dominating a market. What does that look like? Think Big and set yourself an inspirational Vision!

If your Purpose is your Why, your Vision the What, then your Mission is the How.


It describes what your company does and how you are different from the rest. It is the unique path that you choose to follow to get to your North Star.


How will you achieve your Vision?



While the difference between the three statements is relatively small, it is important that you understand the role that each play. If crafted correctly all three will work seamlessly together to provide your business the clarity for growth.

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