Leadership: Vision, Mission, and Values
Article Index
Leadership: Vision, Mission, and Values
1.1 Three-Minute Introduction to Mission, Vision, and Values
1.2 Mission, Vision, and Values Statements
1.3 Strategy Principles: Vision and Mission Explained
1.4 What Your Mission Statement Should Not Be
1.5 Mission, Vision, and Values Statements
2.1 Exemplary Vision, Mission and Value Statements
2.2 Inspirational Mission Statements from Start-Up Companies
2.3 12 Truly Inspiring Company Vision and Mission Statement Examples
3.1 The Coca-Cola Companys Mission, Vision, and Values
3.2 Analysis of Amazons Vision and Mission Statement
3.3 Toyotas Global Vision 2020 and Code of Conduct
3.4 Why Twitters Mission Statement Matters
3.5 Max Bupa, International Best Practice Competition Qualifier
3.6 Zappos Goes Beyond the Mission Statement
3.7 LinkedIn CEO: Importance of Vision, Values, and Culture
3.8 Intel Corporations Vision and Mission Statements
3.9 Analysis of IKEAs Mission and Vision
3.10 Southwest Airlines Values and Operating Practice
3.11 Code of Ethics Support Award-Winning Organ Procurement Organisation
4.1 Vision Statements Have Strategic Importance
4.2 Organisational Philosophies: Mission, Vision and Values Statements
4.3 Effective Mission Statement to Leverage Organisational Performance
4.4 Are Organisational Values Worth the Bother?
4.5 Impact of Effective Vision Attributes on Employee Satisfaction
5.1 Guide: Using Mission, Vision, and Values to Create a Competitive Advantage
5.2 Guide: Creating Your Business Vision
5.3 A Step-by-Step Exercise for Creating a Mission Statement
5.4 How to Write a Good Vision Statement
5.5 Partnership Toolkit: Develop a Shared Vision, Mission, and Goals
5.6 Core Values: Driving People to Leave Your Organisation?
5.7 Clarify the Vision: Ten Questions
5.8 Defining and Articulating Your Vision, Mission and Values
5.9 Communicating a Corporate Vision to Your Team
6.1 BPIR.com Seven Minute Self-Assessment: Vision Statement
6.2 BPIR.com Seven Minute Self-Assessment: Mission Statement
6.3 BPIR.com Seven Minute Self-Assessment: Values Statement
6.4 Align Values with Your Performance Feedback and Evaluations
6.5 Evaluating and Developing your Mission Statement
6.6 Ten Questions Test to Evaluate Your Mission Statement
6.7 Mission and Core Values Feedback Survey
6.8 Core Value Stress Test and Checklist
7. What do business leaders say about vision, mission and values?
8. Conclusion
Vision is where an organisation wants to go: it describes the targeted successful state for an organisation. An organisational vision should be challenging and inspirational to its employees and stakeholders. A vision statement usually presents an ideal in the longer rather than in the shorter term.

Mission is what an organisation is here to deliver. It is the reason for its existence and supports the attainment of the vision. The mission is usually measured by how well an organisation is achieving its objectives and goals.

Values are the guiding principles of the organisation. It gives employees a moral compass, a set of ideals, and a standard of behaviour expected in the organisation. Some organisations use a code of conduct or ethics to put these values into practice.

Together, the vision, mission, and values communicate an organisation’s philosophy. They set the direction and the purpose, and show what the organisation cares about in its journey towards fulfilling its vision.


In This Report

  1. What are “vision, mission, and values”?
  2. Which organisations have received recognition for having vision, mission, and values statements that are strong and inspirational?
  3. How have organisations reached high levels of success through their vision, mission, and values?
  4. What research has been undertaken into vision, mission, and values?
  5. What tools and methods are used to achieve high levels of success in vision, mission, and values?
  6. How can the success of vision, mission, and values be measured?
  7. What do business leaders say about vision, mission, and values?
  8. Conclusion.

The Definition

Vision is where an organisation wants to go: it describes the targeted successful state for an organisation. An organisational vision should be challenging and inspirational to its employees and stakeholders. A vision statement usually presents an ideal in the longer rather than in the shorter term.

Mission is what an organisation is here to deliver. It is the reason for its existence and supports the attainment of the vision. The mission is usually measured by how well an organisation is achieving its objectives and goals.

Values are the guiding principles of the organisation. It gives employees a moral compass, a set of ideals, and a standard of behaviour expected in the organisation. Some organisations use a code of conduct or ethics to put these values into practice.

Together, the vision, mission, and values communicate an organisation’s philosophy. They set the direction and the purpose, and show what the organisation cares about in its journey towards fulfilling its vision.

The Stage

Vision, mission, and values represent the building blocks and philosophy of an organisation. These are usually expressed through statements that are communicated internally to employees and externally to stakeholders and customers.

When crafting the vision, mission, and values of an organisation, there needs to be a balance between idealism and practicality. A vision needs to be challenging and inspiring, yet not too lofty or easily attainable. The mission needs to be clear and precise; the ethos or values must be a shared understanding of what the organisation stands for, and how it shapes its culture of getting things done.

Every organisation has a different view of what vision, mission, and values mean and how they should be represented. What is important, though, is that when taken together, they reflect the fibre and essence of the organisation’s core business. This provides the foundation from which the organisation can strategize and set goals and objectives. It makes it clear to employees on what to deliver, how they are expected to behave, and towards what they should aspire. The vision, mission, and values can be hugely important in times of crisis, and when making a major decision about the organisation.

Leaders in good organisations make it a point to communicate the vision, mission, and values statements. They use every available opportunity to share what they believe in, and practice what they preach. These statements are usually emphasised during campaigns or events, and can usually be found in annual reports, brochures, and other outreach materials. When there is an alignment between leadership and practice, employee satisfaction is generally high. Where employees do not see leaders practising what they preach, issues start to evolve. For this reason, it is important for leaders to review their vision, mission, and values so they are relevant and reflective of shifts in their market focus and business environment.

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