Tuesday, April 16, 2024

Mission Vision And Value Statements

Southwest: To Be The World’s Most Loved Most Efficient And Most Profitable Airline

The Mission, Vision, and Values statements

Southwest Airlines is an international airline that strives to serve its flyers with a smile. Its vision statement is unique because it sees itself not just excelling in profit but outstanding customer service, too. Its vision is possible through its strategy and can lead its employees to be at the level they work toward.

Mission Vs Vision: Know Who You Are And Where Youre Going

The mission statement focuses on today and what we do, and the vision statement focuses on tomorrow and what we want to become. Both are important to a companys survival.

Get a content mission and a content vision statement down on paper. Share it with your team members. Then you can measure your future content efforts against the two. And although they are not slogans or taglines themselves, they should definitely help inform them and all your content.

Knowing who you are and where youre going is the foundation of an organizations success. So, who are you? And, where are you going? Get tips on how the nature of planning itself can help your envisioned goals materialize: Mastering Time Management: The Five Primal Flows of Time.

What Are A Companys Mission Vision And Values

An organization’s mission, vision, and values help communicate something about the culture to employees. They should help guide each employees daily work and decision-making.

You can understand the difference by thinking what, why, and how.

  • Mission: What the company does.

  • Vision: Why the company does it.

  • Values: How the companies does it.

Heres a video explainer:

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What Is Your Vision Example

I will trust my dreams and be the prisoner of nothing. I will use my private victories unselfishly by trying to create value for others. The pursuit of excellence will determine the options I decide to exercise and the paths I choose to travel. I will expect no more of others than I expect of myself.

Inspiring Mission And Vision Statements Explained

Our Mission, Vision, and Values

Now you know what they are and how they serve organizations, lets take a closer look at these mission and vision statement examples and draw out the key components.

1. Tesla

Mission statement: To create the most compelling car company of the 21st century by driving the worlds transition to electric vehicles.

Vision statement: To accelerate the worlds transition to sustainable energy.

Teslas mission and vision statements are a class act.

Their mission statement clearly defines their core goal: To create the most compelling car company of the 21st century. Then it tells you how they intend to accomplish that goal: By driving the worlds transition to electric vehicles.

Its simple and it works.

However, its Teslas vision statement that stands out.

The car companys clever use of the world accelerate helps to enliven their lofty aspiration. This vision statement also showcases their drive for sustainable energy and how it steers the business.

It also allows them room to explore and develop their other set of energy solutions, Powerwall, Powerpack and Solar Roof.

All in all, Teslas vision for sustainable energy is one that resonates with countless people around the world.

2. Nike

Mission statement: Create groundbreaking sports innovations, make our products sustainably, build a creative and diverse global team, and make a positive impact in communities where we live and work.

Vision statement: Bring inspiration and innovation to every athlete* in the world.


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Get Help With Your Employee Handbook

Again, your mission, vision and values statements are one piece to the more complicated puzzle that is your company’s employee handbook. Assembling a well-crafted, compliant handbook can be a difficult undertaking, but ultimately a worthwhile one. We want to help, so we have created the Employee Handbook Roadmap. It’s a handy tool to help take the guesswork out of creating or updating your company’s employee handbook.

How To Create A Mission Vision And Values Statement

Its essential for any business or organization to create a mission, vision, and values statement. It defines who you are and what you stand for. But too many people make the mistake of thinking its something only big companies need to worry about.

Nothing could be further from the truth. Even if youre just starting as an entrepreneur or an experienced small business owner, having a clear mission, vision, and values statement is key to your success. In fact, it may be even more critical for small businesses because they often dont have the resources of large companies.

So how do you create a mission, vision, and values statement? Its not as hard as you might think.

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Mission Statement Examples & Templates

Perfect your own mission statement with our free lookbook and templates to get you started.

Think about the brands you purchase from over and over. Why do you choose to buy products and or services from them even when cheaper options exist?

Well, there’s a good reason for it because of their values which are expressed in their mission statement. As consumers, we like to patronize businesses that have values we believe in.

Still, Loyalty doesnt happen overnight. Building brand loyalty, like creating mission and vision statements, takes time. If youre in a bit of a time crunch, use this table of contents to find precisely what youre looking for to inspire the development of your companys mission:

Purpose Of Vision And Mission Statements

Your Mission, Vision, and Values (with Examples)

We wont be offended if youre wondering, Whats the point of all this?

Trust us: creating these statements is worth the sweat. Theyre far more than formalities and really can be useful for your organization.

Your mission statement highlights your companys core values and helps everybody from your customers to your employees immediately understand what your business is about and how youre different from your competitors.

Your vision statement serves as a roadmap of sorts. Its an inspiring reminder of what youre working toward, which is easy to lose sight of when youre bombarded with the day to day.

But heres the thing: you cant stop at just creating them. In order for them to do their job, you need to actively promote and live them.

That doesnt just mean slapping them up on your website or printing them on a poster that hangs in your break room. You need to integrate them as core parts of your culture by always acting and making decisions with those statements in mind.

Plus, you need to educate your employees about what your mission and vision are, and what they really mean. One survey found that a whopping 61% of employees didnt know their companys mission statement. You cant really expect your team to help you achieve your mission and vision if they dont know what they are.

Do that, and your mission and vision statements wont be a formality. Theyll be fundamental to the way you do business.

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How To Write Your Mission Statement

When writing your mission statement, begin by defining the ultimate goal of your organization. It is important to clearly define the service or product provided and state how it will benefit your target audience. Keep it short and simple but powerful.

Examples of well-defined mission statements include:

  • To connect the worlds professionals to make them more productive and successful.
  • PayPal To build the webs most convenient, secure, cost-effective payment solution.
  • To be Earths most customer-centric company, where customers can find and discover anything they might want to buy online, and endeavors to offer its customers the lowest possible prices.

Patagonia: Were In Business To Save Our Home Planet

Patagonia’s mission statement spotlights the companys commitment to help the environment and save the earth. The people behind the brand believe that among the most direct ways to limit ecological impacts is with goods that last for generations or can be recycled so the materials in them remain in use.

In the name of this cause, the company donates time, services, and at least 1% of its sales to hundreds of environmental groups worldwide.

If your company has a similar focus on growing your business and giving back, think about talking about both the benefit you bring to customers and the value you want to bring to a greater cause in your mission statement.

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What’s A Vision Statement

The company’s vision statement shows its future view of the industry and itself. It contains the company’s goals for the business, its employees and customers, along with its place in the world. A vision statement looks to the future and helps create a mental image of what the ideal business looks like. Businesses use vision statements to outline goals and appeal to talent within the industry that can help them reach those goals.

Read more: Guide to Vision Statements

Tesla: To Accelerate The World’s Transition To Sustainable Energy

Our Vision, Mission &  Values

A car company’s punny use of the word “accelerate” is just one reason this mission statement sticks out. However, Tesla makes this list because of how its mission statement describes the industry.

It may be a car company, but Tesla’s primary interest isn’t just automobiles it’s promoting sustainable energy. And, sustainable energy still has a “long road” ahead of it hence the world’s “transition” into this market.

Ultimately, a mission statement that can admit to the industry’s immaturity is exactly what gets customers to root for it and Tesla does that nicely.

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Condense These Statements Into One

A mission statement can be as short as a single sentence, or as long as a paragraph, but its meant to be a short summary of your companys purpose. You need to state the what, who and why of your company:

  • What: The company offering
  • Who: Who youre selling to
  • Why: The core values you do it for

Once you have successfully conveyed your message, its time to refine and perfect your statement.

Dunkin’: To Be Always The Desired Place For Great Coffee Beverages And Delicious Complementary Doughnuts & Bakery Products To Enjoy With Family And Friends

Notice the interesting use of the word “complementary” in this vision statement. No, the chain isn’t envisioning giving out freebies in the future. Its vision goes beyond remaining a large coffee chain. Rather, the brand wants to be the consummate leader in the coffee and donut industry. It wants to become a place known for fun, food, and recreation.

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Definition Of Core Values

The Schwartzs theory of basic values describes values as:

  • Connected to emotions when those values are embraced.
  • Supporting goals that motivate actions.
  • Transcending specific actions and situations unlike norms that are specific to a situation.
  • Ordered by importance.
  • Serving as guidance for employees decisions and actions.

In other words, values are complementary to the mission statement, going more in detail, on how the company does things. Furthermore, they add an emotional dimension that is a powerful driver.

Core values demonstrate the company culture. Surely, they act as. Furthermore, core values channel decisions and actions as they work as a unifying force. As such, they join the mission and the vision statements to focus efforts in the same direction.

Once again, to do so, they should be espoused, embraced values. If not, they will be just words. Indeed, culture splits in 3 levels from the more visible and tangible to the last visible: artifacts, espoused values and at last, basic assumptions. And there may be gaps between expressed values and the reality on the field. For more, check my post on Organizational Culture and Leadership.

Roles Played By Mission And Vision

Mission, Vision, & Values: Explained | Business + Corporate Strategy Course

Mission and vision statements play three critical roles: communicate the purpose of the organization to stakeholders, inform strategy development, and develop the measurable goals and objectives by which to gauge the success of the organizations strategy. These interdependent, cascading roles, and the relationships among them, are summarized in the figure.

Figure 4.5 Key Roles of Mission and Vision

First, mission and vision provide a vehicle for communicating an organizations purpose and values to all key stakeholders. Stakeholders are those key parties who have some influence over the organization or stake in its future. You will learn more about stakeholders and stakeholder analysis later in this chapter however, for now, suffice it to say that some key stakeholders are employees, customers, investors, suppliers, and institutions such as governments. Typically, these statements would be widely circulated and discussed often so that their meaning is widely understood, shared, and internalized. The better employees understand an organizations purpose, through its mission and vision, the better able they will be to understand the strategy and its implementation.

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Learn More In The Librarys Blogs Related To Developing Mission Vision And Valuesstatements

In addition to the information on this current page, see the following blogs which have posts related to Developing Mission, Vision and Values Statements. Scan down the blogs page to see various posts. Also see the section Recent Blog Posts in the sidebar of the blog or click on next near the bottom of a post in the blog.

What Is The Difference Between Purpose Mission Vision And Values Statements

A practical exercise is substituting the words Why, What, Where, and How for Purpose, Mission, Vision, and Values.

  • Thecompany purposeis why an organization exists beyond generating a profit. Purpose helps companies stay aligned around why it matters.
  • Thecompany visionis where you or your organization are headed and what the future looks like. Vision keeps a company focused.
  • Thecompany missionis what an organization does to achieve its vision. The mission is how a company puts its purpose and vision into action.
  • Company valuesdefine how your company does business. Company values are guiding principles for how people show up, treat each other, and how a company succeeds.

Individuals have values companies should have guiding principles that align people with different values around principles that form a shared culture. Corporate values are shared values. Shared values are guiding principles and beliefs that shape brand character, company culture, and organizational decision-making.

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What Makes A Good Vision Statement

A good vision statement should be bold and ambitious. Theyre meant to be inspirational, big-picture declarations of what your company strives to be in the future. They give customers a peek into your companys trajectory and build customer loyalty by allowing them to align their support with your vision because they believe in the future of your brand as well.

What Are The Differences Between Mission Vision And Values Statements

Mission, Vision and Values Infographic Free Vector

Although vision, mission and value statements can all help provide a cohesive understanding of a business’s purpose to both that company’s employees and the public, there are several fundamental distinctions between them. Here are the key differences between value, mission and vision statements:

  • Goals: The mission statement focuses on an organization’s tangible objectives that it’s currently working toward achieving. In comparison, vision and values statements usually highlight more abstract, long-term and moralistic language that guides the company’s direction.

  • Long-term aspirations: The vision statement prioritizes the company’s long-term hopes and explains the driving motivation behind its goals. By contrast, the mission and value statements emphasize the goals and characteristics that the organization’s already achieving.

  • Embodied characteristics and morals: The value statement describes the traits and ethics embodied by a company’s employees and leaders. While the value statement prioritizes the “how” of a company’s direction, the vision and mission statements focus on the “what” and “why.”


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Function Of Core Values

The function of core values plays within the company and regarding its interactions with its environment.

Within the company, the function of core values is to influence and frame:

  • Firstly, thinking.
  • Secondly, behaviors: how people interact.
  • Thirdly, actions: how people work and what they focus on at work.

Regarding the interactions of the company with its environment:

  • Customers: core values tell current and future customers about the companys identity and about what to expect from the organization.
  • New joiners: core values are a key tool as they filter new joiners at application and selection stages. This enforces consistency and reinforces the culture over time. This is true also to retain people: they join for values and the company should demonstrate those values to keep them.

Note that sometimes core values are integrated in the mission statement. Surely, like the mission statement, the values are part of how the company does things and they happen in the present.

What Is A Mission Statement

A mission statement is an action-oriented statement declaring the purpose an organization serves to its audience. It often includes a general description of the organization, its function, and its objectives.

As a company grows, its objectives and goals may be reached, and in turn, they’ll change. Therefore, mission statements should be revised as needed to reflect the business’s new culture as previous goals are met.

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Next Create A List Of Values That Set Your Organization Apart From Other Organizations

Just like with your vision statement, you can get more value from this part if you get your team involved. Out of all of the Mission, Vision, and Values components, this one is most critical to a companys success. This list of values drives the activity within the organization. If the list of values is both comprehensive and publicized within the organization, you will create a more welcoming environment. This list of fundamental values becomes a brand promise to both customers and your team members. You will also develop an organizational culture of teamwork and camaraderie.

I found out how important this written list of values is just recently. Years ago, my team and I created a list of five values that sets us apart from our competition.

At the top of our list is Responsiveness. From the early days of the company, we realized that when potential customers have a problem, they want a solution right now. The second was Quality. Frankly, we charge a premium price for our services. As a result, our customers expect the highest quality. They expect perfection. The third was Cooperation. Our customers want the process to be easy. The last two are Initiative and Continuous Improvement. Our team members have to be able to solve problems without having to slow down the solution process. In addition, we know that as good as we are today, if we are not improving the processes, we will be left behind.

These high standards help us create common goals as a team.

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