Visions and Missions
Steven Worth
Strategy and Operations Executive – Equipping Corporate, Nonprofit and Government Organizations to Profitably Capitalize on Global Market Opportunities ? Strategic Planning ? Globalization ? Innovative Funding
A "vision" is a statement about a distant end state or condition that inspires and which can be shared among and between many organizations. A "mission" describes the way a specific organization with all its various strengths and weaknesses intends to work toward that vision.
For example: at one point Disney and McDonald's shared a similar vision--to make people happy. Disney's mission was to achieve that through entertainment. While McDonald's mission was to achieve it by feeding people in a cost effective, convenient, clean, and family-friendly environment. The two companies' joint vision made it natural for McDonald's to use Disney characters as a part of their promotion.
A vision can be the linking point for strategic partnerships while missions define what specific organizations do on a day-to-day basis. So whether you are a person who tends to see differences or rather someone who tends to see similarities--this definition of vision and mission offers a way to please both!