Vision, Mission, & Values

Definition of vision and mission: A vision statement focuses on tomorrow and what an organization wants to ultimately become. A mission statement focuses on today and what an organization does to achieve it. Both are vital in directing goals.

Mission, vision, values. We’ve heard this trio rattled off countless times, rapid-fire like they’re one catchy phrase — when, in fact, they are three very distinct concepts for organizations.

The vision statement focuses on tomorrow and what the organization wants to become. The mission statement focuses on today and what the organization does. While companies commonly use mission and vision statements interchangeably, it’s important to have both. One doesn’t work without the other, because having purpose and meaning are critical for any business.

Big Question: Why does this company exist?

"Defining the basic vision and purpose of any organization is very difficult, painful and risky. But it alone enables an organization to set objectives, to develop strategies, to concentrate its resources, and to go to work everyday. It alone enables an organization to be managed for performance." 

 - Peter Drucker, The Essential Drucker, Harper Business Publishing

Your vision statement gives the company direction. It is the future of the business, which then provides the purpose.

The vision statement is about what you want to become. It’s aspirational.

Vision statement questions look like:

• What are our hopes and dreams?
• What problem are we solving for the greater good?
• Who and what are we inspiring to change?

The vision statement promotes growth, both internally and externally. A strong vision helps teams focus on what matters the most for their company. It also invites innovation. A purpose-driven company envisions success as a whole, because they know what success means for their company.

On the flip side, a lack of vision is a road to nowhere for a business. Imagine this: stagnation, outdated processes, moving without purpose, feeling uninspired. Can a company even survive without a clear vision? You know the answer to that one.

Big Question: How will I achieve my vision/purpose?

"The mission statement is a pithy yet robust statement of how the vision will be accomplished. The mission tells "who" our customers are, "what" customers needs the organization is trying to satisfy, "how" the organization will serve its customers. It's realistic, easily understood, sharply focused."

 - Peter Drucker, The Essential Drucker, Harper Business Publishing

Your mission statement drives the company. It is what you do/the core of the business, and from it come the objectives and finally, what it takes to reach those objectives. It also shapes your company’s culture.

Mission statement questions look like:

• What do we do?
• Whom do we serve?
• How do we serve them?

This trickle-down effect of a mission statement confirms its value at any company. Just by its definition, you can quickly see how a solid mission motivates a team to advance toward a common goal, because they started at the same place and they are working together to reach the same end-goal.

On the other hand, a weak mission — or no mission at all — can have the opposite effect. Picture this: silos, miscommunications, flailing, feeling unmotivated. And, imagine what that does to a company. Scary, right?

Big Questions: How will the company need to behave in order to achieve the vision/mission?

"The small individual act is the basic cell of all performance...The secret behind outstanding companies, departments, or contributors is simply that they work harder at adding value to their individual acts." 

 - Frederick G. Harmon, Playing for Keeps: How the World's Most Aggressive and Admired Companies Use Core Values to Manage, Energize, and Organize Their People, and Promote, Advance, and Achieve Their Corporate Missions, John Wiley & Sons.

Why do we need to discuss, instill, and reinforce values?

• Values are the foundation for everyone's behavior. The question here is what are your stated values vs. your embodied or lived values?
• In periods of significant organizational, cultural, process and technological change that affects all employees from very diverse cultures, no company can take for granted that everyone understands the company's values.

Values Define the "How"

• How will the people of the company behave?
• How will the company make decisions?
• How will the company connect to the Vision; and execute the strategy?

Winning Organizations Have Strong Values

• These value define acceptable and desirable behaviors
• They support the organization's central goals

Winning Leaders Live the Values

• Their personal conduct embodies the values
• Their actions reinforce the values in others

Values are a Key Competitive Tool

• They are the fabric of the corporate culture
• They provide the "instinctive" foundation for smart decisions and actions
• They allow organizations to respond quickly and appropriately

Company: Tesla

Mission: To accelerate the world’s transition to sustainable energy.

Vision: To create the most compelling car company of the 21st century by driving the world’s transition to electric vehicles.

Company: Amazon

Mission: We strive to offer our customers the lowest possible prices, the best available selection, and the utmost convenience.

Vision: To be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online.

Company: TED

Mission: Spread ideas.

Vision: We believe passionately in the power of ideas to change attitudes, lives and, ultimately, the world.

Company: Patagonia

Mission: Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.

Vision: A love of wild and beautiful places demands participation in the fight to save them, and to help reverse the steep decline in the overall environmental health of our planet.

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