Clear Messaging: Mission and Vision

by Monica Di Santi

July 14, 2023

Clear Messaging in Business

The single biggest problem in communication is the illusion that it has taken place.

Bernard Shaw

Even if we speak to people with passion and determination that doesn't mean they catch the message 100% .

The level of understanding depends on several factors but one of the most important ones are:

  • who you’re talking to
  • how much they know about your topic
  • the perception they get from your message

Stand out from the crowd and spend less in marketing...,

creating messages that will impact potential customer .

Bussiness Message Creation

When you deliver a business message it basically has two step creation:

Company's clear brand message

  • Mission and vision
  • Problem and solution
  • Brand positioning
  • Core brand message

Clear communication through effective copywriting brings

  • Clear brand perception

  • Higher engagement

  • More conversion


Clarity is persuasion


Use small words, to tell big ideas.

Mission and Vision

Clear messaging starts with a clear branding message

The vision is long-term goal of your organization, defining what you want to achieve in five or ten years long.

Your mission, on the other hand is the purpose of your company and it describes why your company exists,what problem you solve and what type of values values you promote.

Your mission is the map road to achieve your vision

To the person who does not know where he wants to go there is no favorable wind. Seneca

A good company mission should:

  • be self-explanatory
  • be credible and encouraging
  • differentiate you from competition
  • engage customers and staff

Apple's Mission and Vision

Apple's mission is to bring the best user experience to its customers through innovative hardware, software, and services

And in a manifesto dated 2019, Tim Cook set the vision as “We believe that we are on the face of the earth to make great products, and that's not changing.

Source: Fourweekmba

Nike's Mission and Vision

Nike's mission is to bring inspiration and innovation to every athlete* in the world. If you have a body, you are an athlete.

Nike's vision is to see a world where everybody is an athlete — united in the joy of movement.

Tesla's Mission and Vision

Tesla mission statement is "To accelerate the world’s transition to sustainable energy."

Tesla vision statement is “to create the most compelling car company of the 21st century by driving the world's transition to electric vehicles.

PayPal's Mission and Vision

Paypal's Our mission is to democratize financial services to ensure that everyone, regardless of background or economic standing, has access to affordable, convenient, and secure products and services to take control of their financial lives.

Paypal's vision is to make the movement and management of money as simple, secure, and affordable as possible

Your Turn

Now that you have refreshed the concepts of mission and vision, check your vision and mission statement. Use the ideas above to improve it or create a new one.