It's a Mission, It's a Vision, It's...Confusing!

Mission, Vision, Purpose...what’s the difference? They are distinct concepts; however, they are often jumbled together, or the semantics are interchanged, which can make them harder to differentiate. If you are developing strategy for your team or organization, these elements are foundational for your plan, and understanding the difference is useful.

Why? Well, aligning everyone on why you exist and into who/what you aspire to evolve and at the end of the day why what you do matters, creates the foundation for the rest of the strategic work (i.e., goals, initiatives, metrics, etc.). Could you set a bunch of goals and launch a bunch of initiatives without them? Of course! Just don’t be surprised when it’s a challenge getting stakeholders to agree on priorities or articulate what your future state will look like.

As a strategy facilitator, I use various visuals, metaphors, frameworks, etc. to assist the mental effort necessary to make strategy meaningful. Here's my take on these concepts and a couple of suggestions you can try on for size in helping those you’re working with (or yourself) in keeping them straight.

Mission – When you’re “on a mission,” you are out to accomplish something.

Your Mission is what your team/department/division/organization has been organized to accomplish. Your team was formed for some reason…you provide some product or service that is consumed by a particular demographic of users. A Mission statement helps clarify what is in scope for your focus and hints at some of your strengths and values. Your Mission really shouldn’t change (unless your company undergoes some drastic transformation).

Here’s a structure you can use to help articulate your Mission:

We exist to [do/provide what?] for [whom?] by/through [what means?].

?The scope of your focus is articulated by the “do/provide what” and for “whom,” and the “means” gets at your approach for delivering said product/service.

Your Mission statement should strive to make your focus clear for those that work under its umbrella and the customers you serve. It’s not necessarily sexy; Vision and Purpose have that covered.

Vision – When you think Vision, imagine peering into a crystal ball to see your future…

Your Vision is the future state your team or organization is gearing up and striving to reach. It is aspirational and will be the result of your hard work and focus. Your Vision shouldn’t be just around the corner; it will be quite the accomplishment once you get there (if ever). Think of a Vision statement like a North Star, always guiding you forward.

Here are some questions that can assist in establishing a Vision:

• What do we want to be known as?
• What is our reputation?
• What is our market position?
• What will our success look like?
• What is our footprint/reach/scope of influence?
• How have we changed the world? (or our corner of the universe?)

Purpose – When you have Purpose, you have meaning.

Ready to get introspective and a bit warm and fuzzy? Good – because your Purpose is the magnet that will attract like-minded talent and draw customers. This is the deep “why” you do what you do. This isn’t intended to be superficial. Purpose is beyond the everyday actions and decisions necessary to accomplish your mission; it digs into the effect all your efforts are really intended to have when all is said and done.

Here is a thought starter to use for delving into Purpose:

We all come to work every day; collectively merge all of our talent, skill, and knowledge; keep evolving our products and services; all so that _______?can ________.

A Purpose statement has to resonate, pluck the heartstrings, and call people to action. It is your noble cause.

For the record, the prompts above are intended to start a discussion. Mission, Vision, and Purpose statements are typically concise and take a bit of wordsmithing to nail down the right semantics. You might use the ideas above as a match on the ol’ brainstorming gas to get things going and then you’ll want someone adept with words to bring it all home.

Hopefully, you find this helpful to stick in your toolkit. There are lots of examples out there – do an internet search and you’ll find plenty more food for thought.

What other explanation or formula have you found that helps others understand these concepts? Which one do you find the most challenging to get at?