Mission, vision and values are the fundamental principles that guide an organization. They indicate how the company wants to position itself in the world and be recognized by its customers, employees and partners.
In general, we can define the mission as what the company is, the vision of where it wants to go and the values as the code of conduct that the company will follow on this journey. See below for more details on the meaning of each of these terms, to be considered when defining them, and some practical examples.
What is the mission?
The mission of a company is its fundamental purpose, its reason for being, its purpose and the reason for its creation. It is directly related to the identity of the organization and, for this reason, it generally does not change over the years.
The mission should be formulated in the form of a clear and concise sentence, answering questions such as:
- What does the company exist for?
- What does the company do?
- Who does the company work for?
Mission example: Natura
Our reason for being is to create and sell products and services that promote wellness.
What is vision?
The vision represents where the company wants to go. It is the future that the company wants and its long-term goals. Indirectly, the vision also indicates why the stated goals are worth it.
Due to its nature, the vision generally lasts for a predetermined period of time, being replaced by another when the company reaches a new stage.
When creating the vision, it is not necessary to detail how the company intends to achieve its objectives. However, it is essential that the vision formulated is practical and realistic. As important as dreaming big is, there is no point in setting goals that we already know will not be met.
To define the vision of your company, the entrepreneur must seek to answer questions such as:
- What does this company want to be?
- Where do we want to go?
- What do we intend to build?
Vision Example: Nestlé
Helping 50 million children live healthier lives.
Improve the quality of life of 30 million people directly linked to our activities.
Commitment to zero environmental impact in our operations.
What are values?
Values form the company’s code of conduct. It is ethical principles and moral standards that must be respected as the company seeks to fulfill its mission and achieve the objectives of its vision. They are “the rules of the game” and are not negotiable.
These values must be reflected in the behaviors, attitudes and decisions of all sectors of the company. They should guide the relationship between management and employees, relationships between workers and their commitment to customers and society in general.
To define their values, company managers must reflect on issues such as:
- What are our responsibilities to society?
- How will we treat our clients?
- How should employees behave?
- How does the company do business?
Examples of securities: Banco Itaú
It is only good for us, if it is good for the customer
We think and act like owners
People are everything to us
Ethics are not negotiable
The best argument is what counts
Tips to define the principles of a company.
It is important that there is a real and sincere reflection on the part of the partners of the company when defining the mission, vision and values. These concepts cannot be treated just as empty messages.
When defining these principles, it is important to avoid buzzwords. Saying that a company intends to base its conduct on respect for people, no matter how true, does not show any difference, since respect is a principle that should base all kinds of interactions, not only commercial, but also human.
What is the importance of defining mission, vision and values?
The definition of mission, vision and values is the first step for a company that intends to follow a strategic plan, since these principles serve as the basis for establishing the objectives and goals of the company.
A company driven by profit alone has little chance of differentiating itself and achieving long-term, sustainable success. Therefore, this mission statement is essential because it makes clear what the company wants to be and how it intends to engage with its community.
How to apply mission, vision and values in everyday life.
The establishment of the set of mission, vision and values should not be done just to comply with a formality. These concepts will only be useful to the company if they are reflected in its daily life.
For this to happen, the first step is to ensure that all employees are aware of the guiding principles of the corporation and, with the help of their manager, are fully aware of the impact on the performance of routine activities. The mission, vision and values statement should be used as guidance and motivation for human resources.
This set of principles should also be the guide for the strategic planning of the company, which determines the way forward to achieve the objectives. The fundamentals of the company’s operations should be used to promote the convergence of human, material and financial resources to achieve its objectives.
The mission, vision and values of the company must be remembered when making decisions. For example, when evaluating the possibility of launching a new product, the manager should always consider whether that launch is in accordance with the mission that the company proposed, if it will help it achieve the objectives defined by its vision and if it respects the values that guide the conduct of the corporation.