Values, vision, and mission


Managers are required in all organisations' activities: budgeting, designing, selling, creating, financing, accounting, and artistic presentation; the larger the organization, the more managers are needed. Everyone employed in an organization is affected by management principles, processes, policies, and practices. They are either a manager or a subordinate to a manager, and usually, they are both.

Before getting ahead of ourselves, just what is management, let alone principles of management? A manager’s primary challenge is to solve problems creatively, still achieving the goals and directives received from their governance layer. This is what we are talking about here.

Learning objectives

  • Be able to define mission and vision

  • See how values are important for mission and vision

  • Understand the roles of vision, mission, and values

Values, vision, and mission

Mission and vision statements play three critical roles:

  • (1) communicate the purpose of the organization to stakeholders,

  • (2) inform strategy development, and

  • (3) develop the measurable goals and objectives by which to gauge the success of the organization’s strategy.


What are our values? Ethics, Principles, Beliefs.

Values are the beliefs of an individual or group and in this case, the organization, in which they are emotionally invested. The Starbucks mission statement describes six guiding principles that, as you can see, also communicate the organization’s values:

  1. Provide a great work environment and treat each other with respect and dignity.

  2. Embrace diversity as an essential component in the way we do business.

  3. Apply the highest standards of excellence to the purchasing, roasting and fresh delivery of our coffee.

  4. Develop enthusiastically satisfied customers all of the time.

  5. Contribute positively to our communities and our environment.

  6. Recognize that profitability is essential to our future success (Starbucks, 2008).

Increasingly, organizations also add a values statement which either reaffirms or states outright the organization’s values that might not be evident in the mission or vision statements.


What do we aspire to be? Hope and Ambition.

A vision statement is a future-oriented declaration of the organization’s purpose and aspirations. In many ways, you can say that the mission statement lays out the organization’s “purpose for being,” and the vision statement then says, “based on that purpose, this is what we want to become.” The strategy should flow directly from the vision since the strategy is intended to achieve the vision and thus satisfy the organization’s mission. Typically, vision statements are relatively brief, as in the case of Starbuck’s vision statement, which reads: “Establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles as we grow (Starbucks, 2008).” Similarly, Wal-Mart’s tag-line version of its vision statement is “Save money. Live better (Walmart, 2008).”

Any casual tour of business or organization Web sites will expose you to the range of forms that mission and vision statements can take. To reiterate, mission statements are longer than vision statements, often because they convey the organizations’ core values. Mission statements answer the questions of “Who are we?” and “What does our organization value?” Vision statements typically take the form of relatively brief, future-oriented statements—vision statements answer the question “Where is this organization going?”


Who do we do it for? Motivation and Purpose.

A mission statement communicates the organization’s reason for being, and how it aims to serve its key stakeholders. Customers, employees, and investors are the stakeholders most often emphasized, but other stakeholders like government or communities (i.e., in the form of social or environmental impact) can also be discussed. Mission statements are often longer than vision statements. Sometimes mission statements also include a summation of the firm’s values.

Strategic Objectives

How are we going to progress? Plans, goals, Sequencing.

Action & KPI’s

What do we need to do and how do we know when we achieved it? Actions, Recourses, Outcomes, Owners, and Timeframes.


Mission and vision both relate to an organization’s purpose and aspirations and are typically communicated in some form of brief written statements. A mission statement communicates the organization’s reason for being and how it aspires to serve its key stakeholders. The vision statement is a narrower, future-oriented declaration of the organization’s purpose and aspirations. Together, mission and vision guide strategy development, help communicate the organization’s purpose to stakeholders and inform the goals and objectives set to determine whether the strategy is on track

First, mission and vision provide a vehicle for communicating an organization’s purpose and values to all key stakeholders. Stakeholders are those key parties who have some influence over the organization or stake in its future.

Second, mission and vision create a target for strategy development. That is, one criterion of a good strategy is how well it helps the firm achieve its mission and vision. To better understand the relationship among mission, vision, and strategy, it is sometimes helpful to visualize them collectively as a funnel. At the broadest part of the funnel, you find the inputs into the mission statement. Toward the narrower part of the funnel, you find the vision statement, which has distilled down the mission in a way that it can guide the development of the strategy. In the narrowest part of the funnel, you find the strategy.

Third, mission and vision provide a high-level guide, and the strategy provides a specific guide, to the goals and objectives showing success or failure of the strategy and satisfaction of the larger set of objectives stated in the mission.


  • What is a mission statement?

  • What is a vision statement?

  • How are values important to the content of mission and vision statements?

  • Where does the purpose of mission and vision overlap?

  • How do mission and vision relate to a firm’s strategy?

  • Why are mission and vision important for organizational goals and objectives?


  • Bart, C. K., & Baetz, M. C. (1998). The relationship between mission statements and firm performance: An exploratory study. Journal of Management Studies, 35, 823–853.

  • Bart, C. K., Bontis, N., & Taggar, S. (2001). A model of the impact of mission statements on firm performance. Management Decision, 39(1), 19–35.

  • Hamel, G., & Prahalad, C. K. (1993, March–April). Strategy as stretch and leverage. Harvard Business Review, 75–84.

  • Starbucks, retrieved October 04, 2021, from

Governance and management | ID-CISM-SM 002