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SEE2030 Business of the Entertainment Industry (Skilling): Company Statements

Company Vision Statement

  • A vision statement is defined as "future-based and meant to inspire and give direction to employees of the company rather than customers." 
  • "The vision is about your goals for the future and how you will get there whereas the mission is about where you are now and why you exist," explained Paige Arnof-Fenn, founder and CEO of Mavens & Moguls, a global strategic marketing consulting firm. 
  • "While a mission statement focuses on the purpose of the brand, the vision statement looks to the fulfillment of that purpose," added Jessica Honard, co-owner of North Star Messaging + Strategy, a copywriting and messaging firm that serves entrepreneurs.


Examples of Vision Statements

  • Amazon  “Our vision is to be earth's most customer centric company; to build a place where people can come to find and discover anything they might want to buy online.”

  • Disney "To make people happy" 

  • Instagram "Capture and share the world's moments"


Company Mission Statement

  • A mission statement is defined as "describing a company's function, markets and competitive advantages; a short written statement of your business goals and philosophies."

  • A mission statement defines what an organization is, why it exists, and its reason for being. At a minimum, your mission statement should define who your primary customers are, identify the products and services you produce, and describe the geographical location in which you operate.

  • If you already have a mission statement, you will need to periodically review and possibly revise it to make sure it accurately reflects your goals as your company and the business and economic climates evolve. To do this, simply ask yourself if the statement still correctly describes what you're doing.


Example: JWU's Mission Statement

JWU’s mission: “Johnson & Wales University ... an exceptional education that inspires professional success and lifelong personal and intellectual growth.”

In support of our mission and recognizing the importance of preserving our unique student-centered culture, we are guided by the following principles:

  • Undertake continuous improvement and planning for a sustainable future.
  • Foster an evidence-based teaching and learning environment.
  • Support faculty scholarship to advance our status as a teaching and learning institution.
  • Maximize student potential by enriching our academic programs with experiential and work-integrated learning.
  • Value our faculty and staff.
  • Embrace diversity for a richly inclusive community.
  • Practice ethical citizenship in all aspects of university life.
  • Act as a good steward of our resources to support the needs of our students, faculty, and staff.