Is there Really a Difference between Mission, Vision, and Values?

In the 2013 article,?The Difference Between Purpose, Mission, and Vision, I defined how purpose, mission, and vision align organizations and teams to achieve impact.

Since it’s been nearly a decade, it’s time to revisit and refine my perspective and simplify the concepts.

As strategists, we need to create clarity for our companies so we can focus on creating value and profitable solutions for people.

What is the Difference between Purpose, Mission, Vision, and Values Statements?

It's rare to find two organizations that align on common usage, definitions, and application of the principles of purpose, mission, vision, and values. Leadership teams must understand why each principle is relevant to achieve clarity for the business and activate brand strategy for business success.

A practical exercise is substituting the words Why, What, Where, and How for Purpose, Mission, Vision, and Values.

• The?company purpose?is?why?an organization exists beyond generating a profit. Purpose helps companies stay aligned around why it matters.
• The?company vision?is?where?you or your organization are headed and what the future looks like. Vision keeps a company focused.
• The?company mission?is?what?an organization does to achieve its vision. The mission is how a company puts its purpose and vision into action.
• Company values?define?how?your company does business. Company values are guiding principles for how people show up, treat each other, and how a company succeeds.

Individuals have values; companies should have guiding principles that align people with different values around principles that form a shared culture. Corporate values are?shared values.

Shared values are guiding principles and beliefs that shape brand character, company culture, and organizational decision-making.

What are the Roles of Mission, Vision, Values, and Purpose Statements?

• The purpose statement?guides?you and your team.?Your purpose statement defines whom you serve, why it matters, and, most critically, why your company exists beyond generating profit. Purpose gives people a reason for showing up to work and doing great things.
• The vision statement?inspires?you and your team. Company vision focuses your company and its people on impact and "casts a vision" for the desired future. Without clear direction from leadership, people are not focused on the future.
• The mission statement?motivates?you and your team. Your mission statement activates how a company fulfills its purpose, achieves its vision, and creates value. At a minimum, a company mission declares, "We will (take action) for (category and customer) by (date). A mission statement clarifies strategy, eliminates distractions, and holds everyone accountable for measurable results.
• Shared values?align?you and your team. Values are guiding principles for business, shaping organizational culture, and interacting with people. Turning them into shared values aligns with brand strategy, company culture, and organizational operations. People have values; companies must promote shared values that align with the company‘s focus.

How Southwest Airlines Puts Purpose, Mission, and Vision into Action — and Where They Failed

Southwest Airlines seeks to align leadership and business operations with brand strategy. Since its founding in 1967, Southwest has sought to maintain an unwavering focus on its customers and commitment to how they serve them.

At least, that’s the idea. When weather causes delays or government systems fail, putting principles into practice across the enterprise is challenging when your operations, culture, and brand architecture don’t stand up to the stress of global events.

Southwest Airlines intentionally integrates purpose, mission, vision, and shared values into the company culture. They set high expectations for every interaction as brand ambassadors and company representatives.

• Southwest Airlines’ purpose statement is, “We connect People to what's important in their lives through friendly, reliable, and low-cost air travel.”
• Southwest Airlines’ vision is “To become the World's Most Loved, Most Efficient, and Most Profitable Airline.”
• Southwest Airlines’ mission statement is “Dedication to the highest quality of customer service delivered with a sense of warmth, friendliness, individual pride, and Company Spirit.”

Southwest Airlines' shared values are best summarized by?How I Show Up,?How We Treat Each Other, We, and?How Southwest Succeeds.

What Happens When a Company Fails to Fulfill its Purpose, Mission, and Vision?

Due to weather and government system failures, Southwest Airlines canceled thousands of flights, leaving tens of thousands of travelers frustrated and stranded.

“We know even our deepest apologies – to our Customers, to our Employees, and to all affected through this disruption – only go so far.”

There’s one timeless lesson here for every company: Values guide your culture and business strategy. Your brand purpose, mission, vision, and values are only relevant and meaningful if your culture makes them tangible and actionable and can activate them during the most challenging economic and business conditions.

Purpose Leads to Impact

Without a vision, you’ll never stay focused.

Without purpose, your brand will not align with your mission.

The distinction between purpose, mission, vision, and values is critical. Together, these statements become a body of guiding principles that guide, inspire, motivate, and align leaders and employees.

Ultimately, these four elements of brand strategy drive your organization to one outcome:?impact.

Leadership can measure their organization's success in different ways, such as revenue, increased profits, or improved lives. Regardless of how it is measured, organizational impact validates brand strategy.

Here’s my advice: don’t get hung up or bogged down trying to create a perfect mission or vision statement. Instead, focus your brand strategy on how your company shows up and treats people. People will remember how your company made them feel more than what you say or do.

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Brian Sooy is the first dual certified Level C Brand Architect and StoryBrand Guide. Brian leads the Aespire branding agency and writes books and thought leadership to help leaders find clarity, focus teams, align culture, build brands, multiply impact, and build thriving businesses.