What is Mission and Vision?

Some business owners wonder why they need a mission and strategic vision. Others know that they need to do some strategic planning, but it seems too hard or time consuming to accomplish.  Identifying the ultimate destination for the company and the plan for how to get there is worth the effort.

This is true for both younger, entrepreneurial and well as mature companies. Think of the concepts of vision, mission, values, and culture not as doctrines, but as a way of gaining consensus on where your company is headed, how it will get there and what the working environment will be like. Our philosophy is to use the concepts that work best for your company.

Charting the Course: The North Star neither rises nor sets.  It remains a constant fixture in the sky.  All other stars circle it. Travelers, explorers and even kids know it is there and can easily locate it to find their way to their destination.

Mission: Imagine setting out on a road trip. You must first determine your destination. Your company’s mission statement is that destination – where your company is ultimately going. It is the “north star” everyone in the company is constantly heading for no matter what route it takes to get there.

Vision: Once the destination is decided upon, its time to decide what route you plan to take.  There are often many ways to reach your destination. Along the way, highways have congestion or roadblocks.  While you may change course, you continue to head towards your ultimate destination.  A company’s strategic vision is like the overall strategy for the route you plan to take.  Will you take highways or scenic byways?  When you change course, you are recalibrating around your mission.

Tips to Get Started:  

1. Decide which one or two strategic elements are the most urgent (or easiest) to address.
2. Decide on a process (Consider who you will include in the process, how and when).
3. Don’t overcomplicated the process.

Learn more about taking your company to the next level and finding your “North Star” on page 4 of the Business Owner Guidebook for Building a Better Company.