I have been in planning sessions in which the top management of a company debated how the vision and mission statements should be modified. Often, these sessions took many hours, even though the resulting statements ended up being quite short. Often, the more succinct the statement, the longer it takes to reach agreement. If your company follows a process like the ones I have described, then take the time to understand and even memorize those statements.

Most employees of companies, large or small, would be embarrassed if asked to recite (or even paraphrase) their company’s vision and mission statements. Few take the time to memorize those important corporate statements.

Difference between a Vision Statement and a Mission Statement

It can be confusing to distinguish between a vision statement and a mission statement unless you understand the difference between the two. The Society for Human Resource Management explains the purpose of both statements:

A vision statement looks forward and creates a mental image of the ideal state that the organization wishes to achieve. It is inspirational and aspirational and should challenge employees. A vision statement reveals answers to these questions:

• What problem are we seeking to solve?
• Where are we headed?
• If we achieved all our strategic goals, what would we look like ten years from now?

In contrast, a mission statement is a concise explanation of the organization’s reason for existence—its raison d’être. It describes the company’s purpose and overall intention. The mission statement supports the vision and communicates purpose and direction to employees, customers, vendors, and other stakeholders. The mission statement reveals answers to these questions:

• What is our organization’s purpose?
• Why does our organization exist?

In other words, a vision statement focuses on the future, while a mission statement focuses on the present.

Not surprisingly, the most impactful mission and vision statements are brief and easy to understand. For a vision statement and mission statement to impact an organization’s culture, reputation, and performance, every single person who works for the organization should be familiar with both statements and make key decisions that align well with those statements. The vast majority of employees at all levels never do so. That creates a career advantage for those who do.

Why a Company’s Vision and Mission Matter

Why are vision and mission statements important?

First, because even though companies exist to generate revenue or add to shareholder value, they will thrive by providing a deeper, more compelling solution to people’s needs. Employees who are passionate about the company’s mission often fall in love with their work, experience higher productivity levels and engagement, and express loyalty to the company. This can lead to longer tenures that ultimately can benefit the organization’s bottom line over time.

Second, companies that stand for something meaningful are much more likely to attract top talent.

If you interview with, or join, a company that does not have a compelling mission and vision, you are far less likely to experience a fulfilling early vocational experience.

Prepare Well and Then Showcase Your Knowledge During Interviews

My first piece of advice is, even before you accept that first full-time permanent position, when you are interviewing with companies, read, understand and prepare well for your interviews. During the interview process, mention and ask questions about the mission and vision.

As a result of your line of inquiry, if you find your own passions are well-aligned with their mission, let it be known. Demonstrating a passion for the company’s mission is a compelling reason for them to make you an offer and for you to accept it.

Even before you begin employment, you will have impressed your potential new employer as someone who represents a good fit and who will embrace the corporate mission. In the interview process, you will have already enhanced your future career path.

Memorize the Statements

My next piece of advice is, if the company you have decided to work for has vision and mission statements, commit them to memory. You don’t need to actually recite them; just memorize them so that they are embedded in your brain and you can instantly recall them.

With that knowledge and instant-recall ability, you will be well-equipped to assess decisions that your colleagues or superiors are making to determine if those decisions are consistent with the mission and vision. It is critically important for a company’s actions to be consistent with its mission.

As a relatively new employee, if you observe actions that seem inconsistent with the corporate mission, I advise you not to overreact.

However, you could bring it up in a non-confrontational, non-threatening way with your own immediate supervisor. Early in your career, you don’t want to appear to be challenging the wisdom of decisions made by superiors. But on the other hand, it is an opportunity to demonstrate your understanding of the company’s mission and your commitment to the company’s best interests. If you decide to communicate your concern, do it in the form of a question. For example, you might say, somewhat matter-of-factly, “I noticed the company’s decision to [state the decision]. I may be missing something, but this appears to be inconsistent with our mission as a company. Am I wrong in making that observation?”

That’s a soft approach to open a discussion, ostensibly for your own understanding. It is a very delicate question to be asking someone who may have been instrumental in the decision you are questioning and may possess a high level of ownership in it.

Later, maybe sooner than you realize, you will be making similar decisions that need to be tested for consistency with the corporate mission.

How You’ll Benefit from Knowing These Statements

In my experience, few employees can even paraphrase their company’s mission and vision statements, and it is the rare person indeed who can recite them. You will probably never be asked to recite these statements, and I don’t recommend that you do so. That would likely be perceived as arrogant or presumptuous.

However, there are subtle ways in which it will become evident to others that you are aware of those important corporate statements. The implication will be that you share the company’s passion.

You can fill in the blanks of the following examples of statements when communicating with your superiors and peers. When you do so, it will subtly convey your understanding and buy-in of these important company proclamations.

For example, when you learn about a new and exciting mission-driven project, you can say, “This initiative by the company makes so much sense in light of our mission to ____________” or “This project is a brilliant way to accelerate our path to achieving our vision of ___________.”

By performing the simple act of memorizing the corporate mission and vision statements, and then demonstrating your awareness of them, you will certainly increase your visibility within the organization. You also will distinguish yourself as someone who has the potential to take on more responsibilities and rise through the ranks of the company.