What Comes First Vision or Mission?
Would you be surprised if I said neither? Purpose comes first, followed by vision and mission. Corporate purpose or “why we exist” should be at the core of an organization’s guiding statements.
Research shows that most corporate execs are unsure of the difference between vision, mission, purpose, or cause. Most CEOs agree that these types of guiding statements are necessary, but a company-specific model or set of best practices to build upon has not been clearly defined.
Don’t let your business be like the many others that have fallen into this gray area of uncertainty. Instead, learn the individual value of clearly defined purpose, vision and mission statements. Doing so will enable you to guide and align internal teams, which is necessary to establish a deep emotional connection and provide the intellectual direction that team members seek.
Start by following this model:
PURPOSE - statement answers WHY we exist
VISION - statement answers WHAT we aim to achieve
MISSION - statement answers HOW we plan to achieve this vision.
Vision and mission are very commonly misunderstood. An easy way to remember the difference between vision and mission is to add – an adjective suffix (ary) at the end of each term.
- A visionary sees into the future and can visualize a clear destination.
- A missionary helps realize that vision.
Recommendations on Developing Guiding Statements
Rather than relying on one statement to do all the work, use the three statements (purpose, vision, and mission) to each serve a unique and clear duty. This structure provides the opportunity for each message to be concise, single-minded, and memorable. It’s key to remember that these statements tell a complete story together and don’t live in isolation.
Developing a Purpose Statement
Purpose (why we exist) is bigger and more profound than any financial business goal. When an organization has a clear purpose, it attracts talented employees, strategic alliances, and loyal customers.
Developing a Vision Statement
A vision statement (what we aim to achieve) portrays the desired result that motivates, energizes, and helps an organization describe its destination.
Guiding criteria for developing a vision statement:
- Measurable – how would we know if progress is being made
- Attainable – must be able to take it seriously
- Inspiring – must engage people emotionally
- Cultural – must fit with the organization’s unique style
- Single-minded – must be focused
- Vivid – must be clear and easily understood
Developing a Mission Statement
A mission statement (how we will achieve our vision) is an aspirational portrayal of your key customer benefits and differentiating initiatives.
Guiding criteria for developing a mission statement:
Focus on the primary strategies or initiatives and make sure they are clear enough so people all the people associated with your brand can understand and remember them and become motivated by them.
Don’t try to pack everything in, as it will become ineffective and ultimately forgettable. Focus on an encompassing idea(s) that ties back to your vision.
