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Dennis Damen
Why a mission and vision?
A clear mission and vision act as a compass on a ship, providing direction for your organization's journey. They are more than just words; they form the basis for strategic decisions, inspire teams, and instill confidence in customers.
The difference between a mission and vision
While a mission and vision are often used interchangeably, they each have a unique meaning:
- Mission: This is the 'why' of your organization, explaining what you stand for and why your organization exists. It's like the hull of a ship, providing stability and ensuring the ship reaches its destination.
- Vision: This is your organization's future dream, indicating where you want to go and what your organization stands for. It points the way forward, like the helm of a ship determining the course to new horizons.
By taking the time to define an inspiring mission and vision that align with your organization, you establish a solid foundation for growth, success, and impact.
Formulating a mission
Use Simon Sinek's 'golden circle' as a tool when formulating your mission. Ask yourself questions like:
- What do we stand for?
- Why does our organization exist?
- What is our main driving force?
The mission is like the heart of your organization. It is the core, the essence of who you are and what you stand for. A strong mission can be a powerful tool that keeps your organization on course, even in rough waters.
Formulating a vision
When formulating a vision, consider the future of your organization. Think about:
- What is your organization's dream?
- What are the developments in your industry and among your customers?
- What do you want to achieve in the long term and how will you realize your ambitions?
The vision is like the horizon; the point you sail towards. When you know where that is, you also know which course to take to get there.
Examples for inspiration
Imagine a company dedicated to sustainability and promoting an environmentally friendly worldview. This mission and vision translates into actions such as using recycled materials in production, promoting energy-efficient methods, and reducing waste. Also employees are encouraged to make environmentally conscious choices. Thus, the mission and vision of the company actively inspire and guide a culture of engagement and unity around shared values.
For further insight into the guiding and inspiring properties of missions and visions, here are some examples of missions and visions from well-known organizations. These are purely examples for illustrative purposes:
- Tesla:
Mission: "Tesla's mission is to accelerate the world's transition to sustainable energy by providing clean, affordable electric mobility and energy storage of the highest quality."
Vision: "A world in which electric cars are the norm and fossil fuels are a thing of the past." - Starbucks:
Mission: "Our mission is to inspire and nurture the human spirit—one person, one cup, and one neighborhood at a time."
Vision: "To create a warm, welcoming place where people come together to enjoy high-quality coffee and a sense of community." - Microsoft:
Mission: "Our mission is to empower every person and every organization on the planet to achieve more."
Vision: "A world where technology enables everyone, everywhere, at any time, to achieve more." - Nike:
Mission: "To bring inspiration and innovation to every athlete in the world."
Vision: "To be the world's leading sports brand. We strive for continuous growth, innovation, and excellence in everything we do." - Walt Disney Company:
Mission: "To entertain, inform, and inspire people around the globe through the power of unparalleled storytelling, imagination, and experience."
Vision: "To be the world's leading producer and provider of entertainment and informational products. We aim to be the best in everything we do."
Anchor mission and vision in your organization
To anchor your mission and vision in your organization, you shouldn't just see them as static documents, but as living guiding principles. Communicate and reinforce them regularly, both within and outside your organization, and integrate them into your strategic decision-making process.
Ensure that your mission and vision are reflected in key company documents such as the annual report, on the website, and in sales presentations. Additionally, organize meetings and workshops to internalize the mission and vision within the organization, and set measurable objectives related to the mission and vision, involving HR in this process.
Complete your brand identity with brand values
In addition to the mission and vision, your brand values are also an essential part of your brand positioning. They reflect the core principles and beliefs of your organization. While the mission and vision tell you what you stand for and where you're going, the brand values describe how you want to get there. They serve as guidelines for your brand's behavior, both internally and externally. Interested in learning more about the importance and application of brand values? Read our previously written article on this topic.
Want a Strong Mission and Vision Too?
Missions and visions are not just buzzwords but the essence of your organization. They act as the compass guiding you through the challenging waters of business operations. With a clear mission and vision as your guide, your organization can make thoughtful decisions, inspire your team, and gain the trust of customers.
Do you want a strong mission and vision for your brand? We've already helped many organizations, from large to small, develop powerful mission and vision statements. Whether during a one-day strategy session or in intensive programs spanning several months. Feel free to contact us for a no-obligation consultation. Together, we'll craft a unique mission and vision that inspires and makes an impact.
