Am I a Mission or a Position?

What is the difference between a mission statement and a positioning statement?

A mission statement is a bold sentence or paragraph that is an enduring statement of purpose for an organization that outlines the entirety of operations in product and market terms, thus reflecting its values and priorities.  Think of the mission statement as a more “global” representation of what you want your business to do.

Examples of mission statements:
“To bring inspiration and innovation to every athlete in the world.” Nike
“At Microsoft, we work to help people and businesses throughout the world realize their full potential. This is our mission. Everything we do reflects this mission and the values that make it possible.” Microsoft
“eBay’s mission is to provide a global trading platform where practically anyone can trade practically anything.” eBay
“Our mission is to be the most essential global Internet service for consumers and businesses.” Yahoo!
“The Coca-Cola Company exists to benefit and refresh everyone it touches.” The Coca-Cola Company

A positioning statement provides direction or focus to a business or organization. It is a no-nonsense statement of how your company is perceived in the minds of your target market.  The positioning statement differs from the mission statement in that the positioning statement is more direct as to what you specifically will do for your customers.

Examples of positioning statements:
“The ABC Law Firm is the leading law firm that provides exceptional legal support and guidance only in real estate closings for commercial or residential customers, which results in a more focused effort with minimal errors and lower overall fees.”

“For homeowners who have water flow and pressure problems, AAA Plumbers has the experience and products that provide long-term solutions, rather than short-term fixes, at fees that are below national franchise operators.”

“The Wilson Accounting Firm offers small business owners a fully-integrated accounting solution for managing payroll and tax filing requirements that save you valuable time, frustration with calculating taxes, and payment of late filing penalties.”