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Why Mission, Vision and Strategy are different and their importance for the Pitch Deck and Beyond.




Mission, vision and strategy get often confused whether you are a startup or a mature company. Understanding the meaning and purpose is critical as they are essential elements for a startup, or any company:

  1. Mission: A mission statement defines the core purpose and fundamental reason for a startup's existence. It articulates the startup's identity, values, and what it aims to achieve. The mission statement answers the question of "why" the startup exists and outlines its broader impact or contribution to society. It provides a guiding compass for decision-making and aligns the team around a common purpose.

  2. Vision: A vision statement outlines the future aspirations and desired outcome for the startup. It paints a compelling picture of what the startup aspires to become and the impact it aims to make in the long term. A vision statement sets a clear direction and inspires stakeholders by describing the desired future state of the startup.

  3. Strategy: Strategy refers to the approach and plan of action that a startup employs to achieve its mission and vision. It outlines the specific steps, goals, and initiatives that the startup will undertake to realize its mission and bring the vision to life. A sound strategy considers factors such as target market, value proposition, competitive landscape, marketing and sales channels, and operational plans.

These elements are important for a startup for several reasons:

  1. Direction and Focus: Mission, vision, and strategy provide clarity and focus to the startup's team, investors, and stakeholders. They define the purpose, direction, and goals, helping everyone involved to align their efforts towards a common objective.

  2. Decision-making Framework: Mission, vision, and strategy act as a decision-making framework for the startup. They help prioritize actions, evaluate opportunities, and make choices that are in line with the overarching purpose and long-term aspirations.

  3. Communication and Alignment: Mission, vision, and strategy serve as communication tools to convey the startup's purpose, goals, and approach to investors, partners, employees, and customers. They help create a shared understanding and alignment among stakeholders, fostering trust and engagement.

In a pitch deck, the mission, vision, and strategy are typically included to provide an overview of the startup's purpose, direction, and roadmap. They are concise statements that capture the essence of the startup's identity, aspirations, and plan of action. Including these elements in the pitch deck helps investors understand the startup's broader context, long-term potential, and strategic approach, which can enhance their evaluation of the investment opportunity.


For mature companies mission, vision, and strategy continue to be important as they provide a sense of direction, guide decision-making, foster innovation, engage stakeholders, and shape organizational culture. These strategic elements help mature companies navigate complexities, maintain competitiveness, and drive long-term success in a dynamic business environment.


The differentiation between mission, vision, and strategy lies in their scope, focus, and audience:

  • Mission focuses on the present and provides a concise statement of the organization's purpose. It is outward-facing, targeting external stakeholders and creating a favorable impression of the organization's identity and value proposition.

  • Vision looks to the future and inspires employees by providing a clear and compelling picture of what the organization aims to achieve. It is inward-facing, targeting internal stakeholders and fostering a shared understanding of the organization's aspirations and direction.

  • Strategy is the practical plan that outlines how the organization will achieve its mission and move towards its vision. It involves detailed analysis, decision-making, and resource allocation. Strategy is a dynamic tool that guides actions, adapts to changing circumstances, and ensures progress towards the organization's long-term goals.


There are several examples of startups that have demonstrated a clear and defined mission, vision, and strategy. Here are a few notable examples:

  1. Tesla:

    • Mission: "To accelerate the world's transition to sustainable energy."

    • Vision: "To create the most compelling car company of the 21st century by driving the world's transition to electric vehicles."

    • Strategy: Tesla's strategy revolves around building innovative electric vehicles, developing advanced battery technologies, and expanding sustainable energy solutions. They focus on disrupting the automotive industry, promoting renewable energy adoption, and achieving widespread electric vehicle adoption.


  1. Airbnb:

    • Mission: "To create a world where anyone can belong anywhere."

    • Vision: "To connect millions of people around the world, empowering them to monetize their spaces and create unique travel experiences."

    • Strategy: Airbnb's strategy centers around creating an online marketplace that enables individuals to rent out their homes or properties to travelers. They focus on providing a platform that facilitates authentic and local travel experiences, offering a wide range of accommodation options, and leveraging technology to connect hosts and guests globally.


  1. Patagonia:

    • Mission: "Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis."

    • Vision: "To be a catalyst for positive environmental change in the outdoor industry."

    • Strategy: Patagonia's strategy involves designing and producing high-quality outdoor clothing and gear while minimizing their environmental footprint. They emphasize transparency, sustainable sourcing, and advocating for environmental causes. Patagonia's strategy also includes engaging and inspiring their customers to take action towards environmental conservation.


  1. Warby Parker:

    • Mission: "To offer designer eyewear at a revolutionary price while leading the way for socially conscious businesses."

    • Vision: "To create a world where everyone has access to affordable, high-quality eyewear."

    • Strategy: Warby Parker's strategy focuses on offering stylish, affordable eyewear through an online retail model while incorporating a socially conscious approach. They provide free home try-on, direct-to-consumer sales, and a "buy a pair, give a pair" program to donate glasses to people in need. Their strategy aims to disrupt the traditional eyewear industry by offering affordable options and addressing social impact.


These examples highlight startups that have successfully articulated their mission, vision, and strategy, aligning their business activities and values. They demonstrate a clear sense of purpose, a compelling vision for the future, and a strategic approach to achieving their goal.

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