An effective vision and mission statement define your company goals. It states clearly and concisely your purpose. It should be memorable while calling out the best of the company. Get the point, make it memorable and be sure to state what is uniquely your purpose.An effective vision and mission statement define your company goals. It states clearly and concisely your purpose. It should be memorable while calling out the best of the company. Get the the point, make it memorable and be sure to state what is uniquely your purpose.