What is the mission is not an advertising slogan. It is common to use the mission as such, although in these cases usually discover that the misnamed mission is aimed at customers only. There is a long term strategic vision. The projection of the company was called Vision, and must be complemented by the Mission, which explains what the company now. For more information see this site: Ali Partovi. It’s not what you want to make the company. The mission statement should not be used naively to transform the company. The mission should show the essence of the company, and a transformation needs to highlight the commonalities between the current company and the company sought. The mission is usually declared together with the vision, and both statements are the initial steps for the construction of a strategy that can be lowered to practice and serve to drive the company in the desired direction.