Mission, Vision, and Values
Mission
The mission statement defines an organization’s purpose or reason for being. It guides the day-to-day operations of the organization, communicates to external stakeholders the core solutions the organization provides in society and motivates employees toward a common near-to-medium term goal. In short, the mission statement paints a picture of who the company is and what the company does.
A good mission statement should only focus on what is most important to the organization. It should be brief, clear, informative, simple and direct. It should avoid elaborate language, clichés, and generalizations and it should emphasize outcomes and the people the organization is serving.
When writing a mission statement, consider the following questions:
- What do we do today?
- Who do we serve?
- What are we trying to accomplish?
- What impact do we want to achieve?
Vission
The vision statement describes the future of the organization. It reveals what the company aspires to be or hopes to achieve in the long-term. The vision statement is inspirational and motivational but also provides direction, mapping out where the organization is headed. In this regard, it serves as a guide for choosing current and future courses of action.
An effective vision statement should be concise, unambiguous, futuristic, realistic, aspirational and inspirational. It shouldn’t be generic but rather focus on outcomes specific to the organization.
When writing a vision statement, consider these questions:
- Where are we going moving forward?
- What do we want to achieve in the future?
- What kind of future society do we envision?
Values
The values statement highlights an organization’s core principles and philosophical ideals. It is used to both inform and guide the decisions and behaviors of the people inside the organization and signal to external stakeholders what’s important to the company. An organization’s core values shape daily culture and establish standards of conduct against which actions and decisions can be assessed.
A values statement should be memorable, actionable and timeless. The format of the values statement depends on the organizations; some organizations use one, two or three words to describe their core values while others provide a short phrase.
When drafting a values statement, some questions to consider include:
- What do we stand for?
- What behaviors do we value over all else?
- How will we conduct our activities to achieve our mission and vision?
- How do we treat members of our own organization and community?
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Get in touch
- Rua da Liberdade, 70, 1º Andar , Frente, 2805-355 Almada, Portugal
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Get in touch
- Rua da Liberdade, 70, 1º Andar , Frente, 2805-355 Almada, Portugal
- +98123456789
- info@example.com
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Get in touch
- Rua da Liberdade, 70, 1º Andar , Frente, 2805-355 Almada, Portugal
- +98123456789
- info@example.com