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In business, the mission statement is a broad but simple statement that expresses the business’s defined vision. The vision is, in essence, the mission statement’s big picture. The mission statement puts the vision into words and sets the tone for the business’s goals. The mission statement also establishes the structure for the business’s core values and principles. These values and principles help to guide the actions and conduct of the business’s staff.

The goals are a series of levels the business outlines to accomplish its mission. Each goal, or level, is separated by a series of stepping stones that the business must climb to reach each goal. The stepping stones are objectives. The objectives, unlike the mission statement, are actionable and measurable steps. There are usually multiple goals and objectives needed to achieve the business’s mission statement.

To achieve the objectives, the business must create detailed strategies to define the steps the business will take towards achieving the objectives. The strategies detail the steps, as well as the staff and resources needed to complete each aspect. Similar to the objectives, the strategies are actionable and measurable and often include a series of short-term deadlines that are designed to ensure that the objective’s deadlines are met.

The mission statement and objectives are neither interchangeable nor independent. Without the objectives, the mission statement is unachievable. Without the mission statement, the objectives have no direction. The mission statement is too broad to be measurable, and the objectives are too specific to provide the big picture. When well defined, the mission statement and objectives provide a balance that helps to shape the business’s operations and service.

Businesses often develop their brand around their mission statements, and the business objectives are often reflective in their service and offerings. For instance, the mission statement for the Walmart Corporation of stores is, “We save people money so they can live better.” The company uses a collection of strategies, such as implementing sustainability plans and diversifying suppliers, to achieve its goals of reducing prices which, in turn, helps the company to achieve its mission.