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Mission Statement Vs. Objective

Mission Statement Vs. Objective

Are you confused between a mission statement and objectives? Get clarity today! Learn how you can use each to ensure your business is on the right track. Your mission is your purpose, while objectives are your goals. Discover the difference between mission statement and objectives and how they create success.


Articulating a mission statement is the first step to reaching business goals and objectives. A mission statement is a succinct declaration of what your business wants to do, why it exists, and how it will reach those goals. Objectives are more granular objectives that should be met in order to achieve your overarching goal of the mission statement.

The mission statement focuses on the overall purpose, giving guidance and direction as you make decisions when leading your organization. It informs workers, customers, vendors and partners what your organization stands for and what ethical principles regulate its actions. Objectives provide concrete measurements supporting attainment of the goal set out by the mission statement. Both are important components to achieving success, so understanding the nuances between them can be pivotal in setting up an effective strategy for both short-term and long-term planning purposes.

What is a Mission Statement?

A mission statement is a brief yet powerful written declaration of an organization’s purpose, outlining reasons for its existence and the primary focus of its activities. It defines what distinguishes the organization from all other organizations and serves to unify its efforts. Because mission statements are broad in their language, it allows the organization to remain focused on its core vision now and in the future.

A mission statement typically focuses on four elements:

  • Objectives (The purpose or goals of an organization)
  • Values (The beliefs that guide daily operations)
  • Vision (How you want the world to value your services/products)
  • Customers (Who is receiving benefit from your products/services)

By defining these components, a mission statement can act as both an internal guidepost as well as a public relations tool.

Objectives, on the other hand, are concrete statements that outline specific goals or outcomes that must be achieved in order to fulfill the mission statement. Objectives must be clearly defined, easily achievable, measurable and have realistic timelines for completion. The objectives often become foundation for creating key performance indicators used in performance reporting. They help organizations to develop strategies for success by providing clear steps needed along the journey towards achieving their overall objective or mission.

What are Objectives?

Objectives are specific, measurable goals of a business, department or team. They serve as short-term targets to help achieve the larger mission of the organization. Objectives provide motivation and direction for employees and can be used to measure progress and success.

Unlike a mission statement which is more general, objectives should require definite actionable steps that need to be taken in order to achieve them. Objectives should provide clarity as they focus on what they need to accomplish in the short-term instead of long-term plans or strategies. Objectives should also be realistic, achievable and have measurable results so that progress can be tracked and managed effectively.

Differences between Mission Statement and Objectives

A mission statement defines the purpose and vision of an organization. It reflects the long-term objectives and strategic goals while also describing why the company exists. The mission statement answers what an organization does, who it serves, and how it carries out its objectives.

Objectives are specific, measurable goals that move a company closer toward its general mission statement. While a mission statement acts as an overall vision for a business, objectives are specific steps that move it in that direction. Businesses usually outline about five to six key objectives to align their work and operations with the set corporate mission.

Objectives are tailored to individual functions such as marketing or accounting and IT operations departments within an organization whereas the mission statement applies to the entire company as a whole. Objectives should be used to measure how well each departments’ separate goals contribute to achieving the overall company-wide objective; they are specific enough that they can be tracked and achieved on a regular basis helping to ensure progress towards meeting larger organizational goals established through the overall corporate mission statement.

Benefits of Having a Mission Statement

For any organization, the mission statement serves as a strategic tool that provides long-term direction and guidance for success. This statement must be developed with input from everyone in the company in order to be effective. A mission statement can help an organization focus on a specific purpose and ensure that its employees are all working for the same goals. It can also provide a basis for making day-to-day decisions, setting targets or objectives, and developing policies and procedures.

A well-formulated mission statement should:

  • Clearly define who the organization is and its purpose or reason for existing.
  • Make clear what the values are and what is important to the organization, while at the same time being flexible enough to remain relevant as circumstances change over time.
  • Articulate why the services provided by that particular business are not just good – but vitally important – in meeting customer needs within their industry or field of activity.

Benefits of Having Objectives

Objectives, when properly set, can act as a powerful guide for daily decision making and operations management within an organization. They provide clarity and direction to employees as they strive to meet the goals of the organization. Additionally, objectives can create a vision of where the company wants to be in the future and serves as a benchmark to measure progress against.

Objectives are structured in such a way that they have specific timeframes, milestones, costs and actions that must be completed in order to achieve them, enabling managers and other employees to monitor progress towards milestones efficiently and accurately. When objectives are consistently measured against their established benchmarks over time, companies can make educated decisions that will lead them closer towards meeting their overall mission or vision.

Objectives also help companies stay on track by adjusting resources accordingly should targets fall outside of expected margins.

Examples of Mission Statements and Objectives

A mission statement and an objectives statement are two distinct but related concepts. A mission statement is a broad, long-term declaration of your company’s ultimate goals and what you stand for. It serves as the underlying foundation for the rest of your business plan. An objectives statement, on the other hand, describes specific actions that you or your company will take in order to achieve those mission objectives. Objectives statements can be more tangible than mission statements and may specify a particular timeline, budget or criteria that needs to be met in order to reach goals.

Examples of Mission Statements:

  • Apple’s mission statement is “We create groundbreaking software and hardware products that deliver the best user experience possible.”
  • Nike’s mission statement is “To bring inspiration and innovation to every athlete* in the world.”
  • Google’ Mission Statement is “Our commitment is to make our users happy by providing them with an efficient search engine that meets their needs.”

Examples of Objectives:

  • Apple’s objective might be to develop innovative features for its users within a six month timeframe on a budget of $1 million.
  • Nike’s objective might be to achieve 10% year-over-year growth in its global footwear market within 3 years.
  • Google’s objective might be to increase its user base by 15% within 5 years by targeting specific countries around the world.


To conclude, a mission statement and objectives are both needed for the successful brand development of any organization. The mission statement outlines the long-term vision and ambitions of the organization. Objectives are short-term targets, used as milestones to reach that longer-term goal. Generating these should be done in close collaboration with the stakeholders of an organization, ensuring clarity and transparency.

Both mission statements and objectives should be revisited periodically to make sure they align with the current vision of an organization and can help shape it effectively moving forward.

Frequently Asked Questions

Q: What is the difference between a mission statement and objectives?

A: A mission statement is a statement of purpose that explains why an organization exists and what it strives to achieve. Objectives are concrete goals that an organization sets out to accomplish in order to further its mission.

Q: How do mission statements and objectives work together?

A: Mission statements and objectives are both essential components of an organization’s strategic plan. The mission statement outlines the overall purpose of the organization, while objectives provide specific, measurable goals that the organization can use to measure progress towards its mission.

Q: How often should mission statements and objectives be reviewed?

A: Mission statements and objectives should be reviewed regularly to ensure that they continue to align with the organization’s current goals and objectives. It’s important to review them at least annually in order to ensure that they are still relevant and up to date.