Vision, purpose, mission and values

Rarely, unless you are an owner or a top team member you can set the vision, purpose, mission and values of a firm, but still, we think that it’s worth knowing the distinctions.

Every organization needs a clear compass to navigate towards a brighter future. Defining the vision, purpose, mission and values provides this crucial direction.

The vision sets sights on the “promised land” that leaders hope to reach. It captivates what the future will look like if the organization realizes its fullest potential. Walt Disney once said, “If you can dream it, you can do it.” This visionary spirit drove him to turn swampland into the magical kingdom of Disney World.

Purpose guides organizations on why the journey is worthwhile. Purpose rallies people for a common cause beyond profits, keeping them committed through ups and downs.

Patagonia’s purpose is “We’re in business to save our home planet.” This drives their efforts to make sustainable outdoor gear and environmental activism.

If vision scopes the destination and purpose explains why go there, mission maps the route. Mission describes what the organization offers the world, clarifying daily operations. For example, American Express’s mission is to “provide innovative payment, travel and expense management solutions for individuals and businesses of all sizes.” This focuses product offerings and customer service.

Finally, values serve as cultural cornerstones. They mold decisions at every level, anchoring the organization’s integrity. Southwest Airlines built a fun-loving, people-centric culture with values like: “Work hard, play hard”, “Choose your attitude” and “No surprises”. Employees reportedly enjoy the workforce so much that one-third met their spouse on the job!
Getting these elements right provides a compass towards aspiration, a North Star of purpose, a map for mission and cultural cornerstones. Savvy leaders revisit these to guide evolving organizations. Vision, purpose, mission and values supply clarity for future growth when shaped collectively.


To make it short and easy to remember:

Vision: to provide a sense of DIRECTION.

Purpose: WHY is it worthwhile.

Mission: HOW we achieve the direction.

Values: HOW we behave (code of conduct).