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Mission and Vision section

The mission and vision

Purpose or mission

The mission statement defines the organization's fundamental relationship with its customers. It should be concise and specific. It explains the current business design and expresses your core purpose.

In 2003, Starbucks, in a formal style for the SEC, defines its purpose as:

Starbucks Corporation purchases and roasts high-quality whole bean coffees and sells them, along with fresh, rich-brewed coffees, Italian-style espresso beverages, cold blended beverages, a variety of pastries and confections, coffee-related accessories and equipment, a selection of premium teas and a line of compact discs primarily through Company-operated retail stores.

And in 2003, Starbucks' mission statement challenges their employees and is a clearer statement of the firm's fundamental purpose and business design (core competencies) than the legal language in the SEC filing:

       Establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow. (followed by six principles)

By 2012, their mission was refined to:

     Our mission: to inspire and nurture the human spirit - one person, one cup and one neighborhood at a time. (followed by six principles)


The vision is the long-range objective. In this example, Starbucks' mission statement could also be their vision, but reading further in the SEC-10K, Part 1, Item 1, I find their vision:

     To establish Starbucks as the most recognized and respected brand in the world.

Notice the styles above could serve as the mission or vision. It depends on the audience - lawyers, customers, the community, employees or investors?

I created this video for a client ... purpose, mission and vision are very personal.

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How to write the mission or vision next page


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