Mission, vision and values

mission, vision and valuesWithin the strategic process and once the diagnosis of our company's situation has been made, we can define and communicate the mission, vision and values of our company.

The mission, vision and values of our company aims to indicate the raison to be of our business, what is the desirable future as well as the ethical and cultural principles that our company must have by means of which we will achieve our objectives.

Once the mission, vision and values have been defined, it is of vital importance to communicate it to the rest of the people who integrate the company, so that they know it first-hand as well as internalize it and feel identified. Numerous companies not only communicate the mission, vision and values to their workers, but also extend them to all their clients or potential clients through various means of communication, such as a specific section on the company's website.

There are numerous ways to communicate the mission, vision and values of the company internally, from informative meetings, informative notes, specific planks where only this information is collected located in transit areas with high visual impact ... It will not help us to invest time and effort in defining the mission, vision and values of our company if our own workers who compose it do not know it.


The mission describes the fundamental reason for the existence of the company as well as the essence of the business.

The mission statement must answer the question "What do we do?", So the mission must be a concise statement, short and easy to understand.

For example, the mission of the company of the famous Google search engine is "Organize world information and make it universally accessible and useful"

The mission of the social network Twitter is "Providing the power to the whole world to create and share information instantaneously without barriers"

The mission of the Tesla company is "Accelerate the global arrival of sustainable transport"

The mission of the companies is usually stable over time, although it can be reconsidered in the face of changes, for example in 2016 Tesla rethought its mission because of the new markets it was entering, redefining it in "Accelerate the global arrival of a model sustainable energy "


The vision describes the desirable future of the company, it is the image in which, in a period of time, the company wants to reach. The vision is a set of intentions and aspirations which must be considered with a certain probability of success, in such a way that the rest of the organization perceives that it is possible as well as an idea of success.

The vision statement must answer the question: What do we want to be and where do we want to reach?

For example Microsoft's vision is "Help people and businesses reach their full potential"

The vision of Amazon is "To be the world's most customer-oriented company, where our customers can discover and find anything they want to buy online"

The vision of the network of Starbucks coffee establishments is "Establish Starbucks as the main supplier of the best coffee in the world"

Like the mission, the vision is usually stable over time, although it can be changed.


The values describe the philosophy of the company, the ethical and cultural principles of all those who integrate the organization.

Values such as passion at work, innovative attitude, the pursuit of excellence, entrepreneurial spirit, trust and commitment, respect for the environment and diversity ... are examples among others.

For example, Apple's values are accessibility, education, environment, inclusion and diversity, privacy and responsibility with its suppliers.

With all this we have the mission that tells us what we are dedicated to, the vision that indicates our desirable future and the values that philosophy and principles describe through which we will achieve our vision.

The definition of the strategic objectives will allow us to bring the concept of vision to the operational field. Once these strategic objectives have been identified, we will need to measure them through indicators, which will quantify the good or bad direction towards the vision of our company.


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What is strategy

Strategic level

Strategic Plan

Mission, vision and values

Competitive strategy

Blue ocean strategy

Strategy canvas

Strategic clock

PEST analysis

Value chain

SWOT analysis

BCG Matrix

Strategic Matrix

Product Life Cycle


What is competitiveness

12 pillars of competitiveness

Porter's 5 forces

Porter's diamond

Competitive advantage

Competitive advantage example