Vision vs. Mission

By Mike Myatt, Chief Strategy Officer, N2growth

Today’s Myatt on Monday’s question was posed by a CEO who asked: “Can you define the difference between vision and mission?” Let me begin by stating that it is always refreshing to me when executives check their ego and ask clarifying questions (a characteristic of great executives by the way). Over the years I have witnessed many an executive confuse vision and mission to the detriment of their organizations because they simply wouldn’t take the time to stop and understand the differences. In today’s post I’ll clearly explain the difference between vision and mission…

I developed a simple organizational framework several years ago which defines the order of operations surrounding management theory. It has been widely adopted by business schools and corporations alike, and will serve as a useful backdrop to answering today’s question…It goes like this: “Values should underpin Vision, which dictates Mission, which determines Strategy, which surfaces Goals that frame Objectives, which in turn drives the Tactics that tell an organization what Resources, Infrastructure and Processesare needed to support a certainty of execution.” (Mike Myatt, 1988) 

You see vision statements are design oriented, while mission statements are execution oriented. In fact, it is the corporate vision that should determine its mission. The vision is bigger picture and future oriented, while the mission is more immediately focused on the present. It is the vision that defines the end game, and the mission is the road map that will take you there.

Vision statements, as implied in the construction of the phraseology itself, put forth a statement of envisioned future. This vision, if successful, must be underpinned by core ideology and then expressed with clarity and conviction. A non existent, ambiguous, or ideologically weak corporate vision is nothing short of a recipe for disaster…It would be akin to the proverbial ship without a rudder adrift without any direction or control.

As noted above mission statements should reflect greater focus on more immediate concerns that support the overarching vision. Mission statements tend to be more functional in nature dealing with touch points from pricing, quality, marketplace and other items throughout the value chain.

Lastly, even though this is a discussion of the differences between vision and mission, don’t forget the first and most important step…basing everything upon core values. Don’t get caught up in attempting to develop something catchy to be encapsulated within a piece of framed artwork that hangs in your reception area yet never put into practice. It is much more important that your vision and mission be understood by company employees, and translated into the resultant authenticity of their actions. Your customers don’t care what you put on paper, but they care immensely about whether or not a company’s vision and mission are reflected in a fulfilled brand promise.