A mission statement keeps the company close to its current state. It describes in particular how and what a company is currently working on.

see also: Vision Statement

In service touchpoint development, a mockup is an initial sketch of all the content that will be included in the new touchpoint. Through the representation, the discussion of the touchpoint often becomes more concrete than without a representation. A mockup can vary from a simple 2D template to a clickable prototype, depending on the stage of the project.