Mission Statements | Values Statements

Missions

A Mission is a Purpose. It defines your core identity, your raison d'etre. A Mission is why you get up every morning.

"I (we) am (are) here to make the world (or part of it) [better, faster, nicer, cleaner, etc.] through my (our) ability to [run, jump, sing, produce, etc.]."

The Mission gives a context for your Vision. Without a clear Mission, a Vision can have no clear focus and direction.

A Mission is frequently part of a company's U.S.P. (Unique Selling Proposition) and can be easily described and explained by any member of the company.

"A company is not a machine but a living organism, and much, like an individual, it can have a collective sense of identity and fundamental purpose. This is the organizational equivalent of self-knowledge—a shared understanding of what the company stands for, where it's going, what kind of world it wants to live in, and most importantly, how it intends to make that world a reality."

—Ikujiro Nonaka