Are you confused about the differences between a mission statement and a vision statement? 

Chronos is coming to the rescue to un-confuse you.

Here are some big differences between the two:

. Your vision statement should be values-based, whereas your mission statement should be action-based.

. Your vision is about why you exist, whereas your mission is about what you do.

. Your vision is general (ironically, it could sometimes pertain to other businesses), whereas your mission is specific (it describes your practice).

. Your vision is about you (What are your strengths?), whereas your mission is about your clients and patients (How do you treat them? What do you want for them?)

. Your vision is motivational, whereas your mission includes marching orders (How are you different from your friendly competitors?).

. Your vision is about general results (What problems does your practice solve?), whereas your mission is about specific products and services (What level of service do you provide?).

. Like a roadmap, your vision describes where you’re going. Your mission statement explains how you fulfill your goals through behaviors and daily actions.

Here are examples of vision statements of various businesses. Note that none say exactly what they do, only why they do it. And notice whether they address the points above:

. Amazon: “Our vision is to be earth’s most customer-centric company, where customers can find and discover anything they might want to buy online.”

. Nordstrom: “To serve our customers better, to always be relevant in their lives, and to form lifelong relationships”

. Avon: “To be the company that best understands and satisfies the product, service, and self-fulfillment needs of women – globally.”

And here are examples of mission statements of other businesses. Note that they tell you what they do, not why they do it. And notice whether they address the points above:

. LinkedIn: “To connect the world’s professionals to make them more productive and successful.”

. PayPal: “To build the web’s most convenient, secure, cost-effective payment solution.”

. Honest Tea: “To create and promote great-tasting, healthy, organic beverages.”

By following these suggestions, you can create a mission and a vision that are very different than the all-too-common “Our caring and compassionate staff provides quality medicine in a family atmosphere.”

Do you know many practices that would confess that their staff is not caring and not compassionate? And that don’t provide quality medicine? And that willingly offer a unfriendly environment?

Create something unique that reflects who you are and what you’re about.

Here are a few ideas that might inspire you:

. “Your other family doctor.”

. “Making pet ownership easy again.”

. “High tech with a gentle touch.”

. “Our team minimizes fear, anxiety and stress in all pets by following Fear-Free principles.”

. “Our vision is to succeed through client satisfaction, personal and professional enrichment, and reinvestment into the practice and community.”

Coming up with a strong, unique mission and vision statements could be a great bonding experience during a team meeting.

If you would like to learn how Chronos can help you and your team fulfill your mission and your vision, please reach out to us. Simply click on the Discovery Call button above or visit

Never miss a blog by subscribing here:  

Phil Zeltzman, DVM, DACVS, CVJ, Fear Free certified

Co-Founder of Chronos LLC