What does my company do and why? Vision and mission are not just something for large Dax corporations or the top management language level. The potential of overarching communication by means of clear statements in vision and mission is enormous for every company. They serve to motivate and identify people with the company, are the basis for leadership and strategy, the foundation of operational daily business and the starting point for further development and change processes. We will show you what the definition of vision and mission means and what potential it holds.
First things first. But what comes first? What do you start with? And what defines vision and mission anyway?
The vision contains a future objective or an ideal state, which may only be achieved with great difficulty or in the far future. Nevertheless, it can provide an essential orientation to the goal – and thus answers to the famous Why/Why and Where/Where and to the Purpose of the company. Without these guidelines, it is even more difficult to attract or retain young talent today. Even the fundamental, focused leadership of a company in the desired direction is not easier without a vision.
The mission deals with the immediate action of a company in the present. It therefore defines the what/what, the current orientation and the current mission which – if necessary as one of many missions – leads to an approach to the goal or even to the realization of the vision.
What comes first?
If you work in a startup company, the vision may be the overriding issue and they create a company that follows that vision.
If you work in a company that has grown historically, the here and now, i.e. the current “mission” in the company, is probably a good basis for talking about the future direction in the form of a vision.
#1 – Orientation and identification through the vision
A good vision
- communicates where your company wants to go in the future,
- indicates which change is being tracked and
- defines a guiding star for all to
Everyone here means the employees first and foremost. The vision gives their work a higher value. It creates identification, inspires and gives a meaningful reason for personal commitment and contribution.
Particularly in times of a shortage of skilled workers and increasing competition among companies on the labor market, you will gain a competitive advantage with a precise vision. You can inspire with clear arguments. And your customers, business partners and other stakeholders also like to know what drives your company and what it is striving for. If you limit yourself to the pure offer of services, products and services, you think too narrowly, do not differentiate enough and motivate too little.
#2 – Transparency and efficiency through the mission
A good mission includes the current work as well as the current mission of the company. Its formulation therefore serves to clearly communicate what your company is already doing today.
This also applies to internal communication. Because only employees who know and understand their (corporate) mission can implement it in their daily work and work in a targeted manner to further fulfill it.
#3 – Elementary components of the corporate philosophy
Vision and mission are elementary components of the corporate philosophy, which with guidelines, values and principles lays a foundation for the existence and sustainable further development of your company.
#4 – Basis for the definition of a strategy
Mission and vision form the basis for defining a strategy. On their basis, answers can be found to the question of what market behavior I am pursuing with my company or with my business unit. In other words: How do I work to fulfill the mission and pursue the vision?
#5 – Foundation stone for measures
The vision and mission are thus the cornerstones for the further definition of concrete measures within the strategic framework. In concrete terms, this means clear planning of time, quality and budget. Once this framework has been predefined, it provides a better picture and allows you to see, for example, aspects that are missing or that need to be changed in order to follow the concrete planning. Vision and mission thus also become the basis for the use or further development of skills, abilities and competencies – and thus the basis for the operational implementation of the planned measures.
Without vision and mission, no one knows what my company does and why it does what it does. Vision and mission serve as motivation and enable people to identify with the company. They are the basis for strategy and day-to-day operations. And they are fundamental for further development and possible, or even necessary, change processes.
The backbone in corporate management.
Ultimately, a clear vision and mission are the backbone in corporate management. They help guide and support employees and focus all efforts and efforts for the common path in the “right” direction. Feel free to contact us if you want to further sharpen and better communicate your vision and mission.