Write vision and mission statements
AI asks about your company goal and values, then writes both vision and mission statements that inspire.
Write vision and mission statements
River's Vision and Mission Statement Generator creates inspiring, clear statements that define your company's purpose and future. You describe what your company does and where you're headed, and the AI writes both a mission statement (what you do and for whom) and a vision statement (the future you're working toward). These statements work for pitch decks, websites, employee handbooks, and any situation where you need to articulate company purpose concisely. Perfect for startups defining their identity and established companies refreshing their messaging.
Unlike vague corporate-speak that sounds like every other company, this AI writes statements that are specific to your business, inspiring without being unrealistic, and memorable enough that employees can actually repeat them. Mission statements clarify what you do daily. Vision statements inspire by showing where you're going. Together, they give stakeholders (employees, investors, customers, partners) a clear sense of what your company is about and why it matters.
This tool is perfect for founders launching companies and needing core messaging, branding teams developing company identity, HR leaders creating employee handbooks, or anyone who needs to articulate company purpose clearly. If you're not sure how to distill your company into concise mission and vision statements, or if your current statements feel generic, this creates the clear, inspiring statements you need. Use them in pitch decks, on your website, in recruiting materials, and anywhere you introduce your company.
Mission vs Vision Statements
Mission statements describe what you do today: what you build, who you serve, and how you create value. Vision statements describe the future you're working toward: what the world looks like if you succeed. Mission is present tense and operational. Vision is future tense and aspirational. For example, a food delivery company's mission might be 'We deliver restaurant-quality meals to busy professionals in 30 minutes or less.' Their vision might be 'A world where everyone has access to great food without cooking or commuting.' Mission grounds daily work. Vision inspires long-term commitment.
The best mission and vision statements are specific, memorable, and authentic. Weak statements could apply to any company ('We strive for excellence' or 'We aim to be the leading provider'). Strong statements clearly describe your specific business and unique approach. They use concrete language, not jargon or buzzwords. They're short enough to remember (one to two sentences each). They sound like your company, not a corporate template. Employees should be able to recite them and understand how their daily work connects to them.
Test your statements with people inside and outside your company. Can someone unfamiliar with your company understand what you do from the mission? Does the vision inspire without sounding unrealistic or grandiose? Do employees connect with the purpose articulated? Strong statements clarify decision-making (does this align with our mission?) and inspire commitment (I want to help achieve this vision). Weak statements get forgotten or mocked. If your team doesn't know or care about your mission and vision, they need rewriting.
What You Get
Clear mission statement explaining what you do and for whom
Inspiring vision statement showing the future you're building
Specific language that differentiates your company
Memorable phrasing that employees can remember
Professional tone suitable for all audiences
Ready to use in pitch decks, websites, and employee materials
How It Works
- 1Describe your companyAI asks what you do, who you serve, and where you're headed
- 2AI writes statementsGenerates both mission and vision statements in 3 minutes
- 3Review and refineAdjust language, ensure it sounds like your company
- 4Use everywhereAdd to website, pitch deck, handbook, and recruiting materials
Frequently Asked Questions
Do I need both a mission and vision statement?
Most companies benefit from both. Mission clarifies what you do (operational clarity), vision inspires where you're going (strategic direction). Some companies combine them into one statement if they're closely related or if brevity matters more. But having both allows you to serve different purposes: mission for day-to-day clarity, vision for long-term inspiration. Use what works for your company culture and stage.
How long should these statements be?
Mission: 1-2 sentences, 20-40 words. Vision: 1-2 sentences, 15-30 words. Short enough to remember and repeat, long enough to be specific and meaningful. Some of the best mission and vision statements are single sentences. Brevity forces clarity. If you need a paragraph to explain your mission, you haven't distilled it enough. The goal is concise clarity, not comprehensive detail.
Can I use values or principles instead?
Values/principles are different from mission/vision. Mission explains what you do. Vision describes where you're going. Values define how you operate (integrity, innovation, customer obsession, etc.). Many companies have all three: mission (what), vision (where), values (how). This tool creates mission and vision. If you need values statements, you can request those separately. All three together give complete picture of company purpose, direction, and culture.
What if my company does multiple things?
Find the common thread or primary focus. If you're a tech company building multiple products, the mission might focus on the overarching customer benefit ('We help small businesses compete with enterprise technology') rather than listing products. If you truly serve completely different markets, you might need product-specific missions under a parent company vision. Most successful companies have focus. If your mission tries to cover too much, it becomes vague. Clarity beats comprehensiveness.
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