Vision, Mission and Values

In order to connect with your customers, employees and stakeholders on a deeper level, you need to be able to communicate your organisation’s mission and vision. Not only will your value add become clearer, but your audience is much more likely to relate to a story that connects in some way to their daily lives.

Vision statements are sometimes confused or used synonymously with mission statements.

The difference is subtle but extremely important; your vision statement should define your organisation’s strategic direction and purpose, focusing on its goals and future aspirations. Your mission statement should be set in the present tense, communicating what you, as an organisation, do best every day.

Your vision underpins your strategy (which in turn details the areas and issues that need to be addressed in order to fulfil your vision), and gives all stakeholders a clear understanding of the direction you are travelling in.

Values describe the desired culture and serve as a behavioural compass for the way you go about achieving your organisational goals.

We often get asked for helpful resources to help when exploring these streams of development. Here are three sources to get you started:

  • A helpful typology from Harvard Business Review that goes deeper into the differences between the distinctions of each of these elements:
  • See how the pros craft theirs: 15 examples of mission and vision statements from the likes of Tesla, Patagonia and IKEA
  • Some helpful strategies to communicate your vision and more importantly, include your team in the design process itself.