What you will find in this article about mission, vision and values:
- The three pillars of your company’s business purpose
- Mission: why an organization exists?
- Vision: What does the company want to be?
- Values: How do we bring the two together?
- How to define your mission, vision and values
- Testing your mission, vision and values
- Only good intentions are not enough
- All in the same direction, with technology in management
Do your employees know what your company’s mission, vision and values are? Most importantly, do you know?
The satisfaction of selling from a company, as well as the satisfaction of buying from a customer, is much more linked to a broad experience than the simple exchange of money.
A company achieves the maximum performance of its human capital when there is a clear objective of what it represents, believes or seeks.
If you agree that every company should have a purpose, you will enjoy reading this text here .
Table of Contents
The Three Pillars of Business Purpose
Mission, vision and values are the essential pillars in building your company’s culture and strengthening human capital.
The three concepts are interconnected and can often be confused. So, it is important to understand your definitions well.
With these points well established, the behavior of your employees can be directed and your company can differentiate itself from competitors.
Shall we talk about human capital? In this text , you will find more on the subject.
You can apply the three pillars in large companies or even small businesses, if possible at the beginning of operations. If you are the manager of a company in which a set of mission, vision and values does not yet exist, do not despair. It is always time to consolidate these ideas.
And many companies even change these pillars during their existence, according to the evolution of the market or detection of inadequacies.
Mission: Why an Organization exists?
Let’s start with the first concept. The mission is the short expression of the organization’s purpose.
It is the purpose of its existence, the reason why it was created.
The mission defines the company’s identity and generally remains the same over time.
Remember, every company wants to make money, this is not a mission. Your mission should be something that differentiates you from others, but in a succinct and direct way, and that applies to the present.
It serves to guide – and above all to inspire – professionals to see the whole of their work and produce synergistically. For example, this is Nestlé’s mission:
“Offering Brazilian consumers products that are recognized as leaders in quality and nutritional value, which contribute to a healthier and more enjoyable diet, always generating business opportunities for the company and value shared with Brazilian society.”
Vision: What does the Company Want To Be?
Like the mission, you must be objective and direct when it comes to composing your company’s vision. The vision refers to an objective pursued by the company.
For example, a company may have the vision of becoming a market leader in its segment. You may wish to popularize a certain type of behavior within a defined time frame, or for the near future.
Generally, the vision presents these two characteristic points, an ideal goal to achieve and a horizon for the future. It has the function of setting long-term goals to inspire and motivate professionals. For example, this is Natura’s vision:
“Due to its business behavior, the quality of the relationships it establishes and its products and services, it will be a brand of global expression, identified with the community of people who are committed to building a better world through the best relationship with themselves, with the other, with the nature of which they are part and with the whole. ”
Values: How do we bring the two together?
The values of a company are usually expressed in a list that is a little longer than the mission and vision. They are philosophies and flags by which the organization – and its employees, as a result – is committed to working.
Each step taken by the company must then pass through this screen. A company whose values include, for example, respect for the environment, must guide its decisions for this, and employees must understand how to fight for this banner.
A brand linked to the “innovation” value, must always be seeking to offer creative and innovative products and services. For example, these are the values of Grupo Pão de Açúcar:
“Humility: Always be open to listen, to learn and to seek, ever more, levels of excellence in the Company’s management.”
“Discipline: Ability to guarantee the planned results, within the stipulated deadlines, even given the characteristic speed of retail.”
“Determination and determination: an integral part of the Company’s DNA, it helps to overcome the challenges and obstacles of the day to day business.”
“Emotional Balance: Ability to work on good and bad moments, with the same level of joy and motivation.”
In short, it can be said that the company leaves its present (mission) and seeks its future (vision) through its particular form of work (values).
It is important to remember that mission, vision and values must be in harmony.
If the three concepts are not complementary or do not make sense in the environment where your company is, it is worth reflecting and rethinking.
To better understand when and how to change your organizational culture, how about reading this text?
How to Define Your Mission, Vision and Values
To define your mission, find the main benefit that your company offers to your target audience. Then, define what is the differential you have in relation to your competitors.
Define if there are any special interests or objectives that should be included in the mission. Create in a short sentence a concept that encompasses all of this: benefit, differential and special interest.
Check with the other members of the organization if they agree with this.
To define your vision, set a time, say, five years from now. Establish how you would like your company to be in five years’ time and establish some measurable indicator to use as a goal.
Like the mission, create a simple phrase, and validate it with the other stakeholders in the company.
Now, to define your values, try to see your company as a person. How should this person be known, remembered and admired?
If the qualities you envision for this person serve as a path between mission and vision, you have found your values.
Testing Your Mission, Vision and Values
Have you elaborated on your mission, vision and values, but not sure if it all makes sense? Professor Marcelo Nakagawa, Insper’s coordinator, created a script of questions for you to follow. See below:
- Is the mission well defined?
- Does the mission apply especially to your company?
- Does the mission benefit the company?
- Do employees and partners find the mission inspiring?
- Do employees find the mission challenging?
- Is it easy to communicate the mission to employees, partners and customers?
- Is there at least one clear objective in the vision?
- Is the vision measurable?
- Do employees find the vision inspiring?
- Do employees find the vision challenging?
- Are the items on the value list really important?
- Is the list of values inspiring?
- Can the list of values be practiced by everyone in the company?
- Can the list of values be used in a selection process?
- Can the list of values be used to assess employees?
If your answer was “no” to any of these questions, take a step back and review your concepts and define your business purpose. If all your answers were “yes”, congratulations, you have managed to come up with an efficient set of mission, vision and values.
Only Good Intentions Are Not enough
If you have consolidated your business purpose which is anchor around the mission, vision and values, now is the time to apply them to the company. Leave the concepts exposed in signs, manuals and folders, and reinforce them whenever you can. Everyone must work with a single intention.
since the concept of business purpose is clear, To learn more about coordinating your teams’ efforts towards the same goal, we recommend this text on OKR .
More important than formal communication, teach also by example. Managers and leaders have the power to inspire and spread the company’s culture far more than printed materials.
Mission, vision and values must also be used in training and evaluations, so that they become organic and natural to team members.
If you want to learn more about the subject, we recommend the interview with sociologist Ondino Marcondes, here on the blog .
All in the same direction, with technology in management
Keeping teams and collaborators tuned to the same goal is not easy. Determining the direction you want to go with your efforts is just the beginning. To work with more productivity and organization, you need modern and practical management tools.
What’s your small business purpose? Comment below to let us know how your business purpose is the key to Discover Your Organisation’s Compass.