Mission and Vision (Meaning and Explanation)

We explain what the mission, vision and values of a company are, with clear examples. Also, how they are made, the differences and their importance.

The mission, vision and values of an organization are the principles that define its activity.

What are mission, vision and values?

The mission, vision and values are concepts that define the strategy of a company's activity and that will allow you to create your identity or brand image.

The mission is the purpose that justifies the reason for being of a company, the vision is the objective it aspires to achieve and the values are the ethical principles that will guide its activity.

Mission

The mission determines the reason for being of an organization and also serves as a guide to plan your activity. It is expressed in written form with a phrase or paragraph that is usually disseminated on the packaging of products, at points of sale and in other communication channels.

For example: the mission of the Bimbo company is “To feed, delight and serve our world, while contributing to its sustainability.”

Vision

The vision is what the company wants to achieve or achieve in the future must be an ambitious proposal, but possible. It is the way to follow, which allows the mission of the organization to be specified and is expressed in a brief and direct statement.

For example: the vision of the Bimbo company is “To be the world leader in bakery products, recognized for excellence in quality, innovation and sustainability.”

Values

The values of a company are the ethical principles that determine the performance of the organization and the actions of the people who make it up. Defining specific values contributes to creating a corporate identity in accordance with its mission.

For example: the values of the Bimbo company are: passion, collaboration, trust, quality and excellence.

Although values are conditioned by the belief system and customs of each society, there are universal values such as: transparency, honesty, innovation and commitment.

Differences between mission, vision and values

The main differences between the mission, vision and values are the following:

Aspect	Mission	Vision	Values
Definition	It is the reason for the organization's existence.	It is the objective and aspirations of the organization.	They are the ethical and moral principles that are put into practice in the organization and that define its identity.
Nature	Justifies the core purpose of the business or the existence of the organization.	Defines the aspirations of the organization.	They represent the ideals of society with which the organization identifies.
Approach	It represents an abstract concept.	It represents a specific concept.	Represents abstract concepts.
Key questions	Why does the company exist? What is the reason for the organization? What people's need does this business satisfy?	What kind of company do you want to be in 15 years? How do you want to be recognized in the future? What do you want the contribution to society to be?	How do we do it? What moral acts represent us? What ideals define us?

Importance of mission, vision and values

Defining the mission is important because it establishes the direction that the company will maintain over time. For example, Spotify's mission is to “Give people access to all the music they want, anytime, legally and accessible.”

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Defining the vision is important because it establishes the way people will perceive the company. For example, Spotify's vision is: “To be the main platform for streaming or streaming music and other audio content globally, for free or at low cost.”

Values contribute to improving human quality especially in the world of work that pursues economic interests. For example, Spotify's values are: innovation, collaboration and diversity.

How to create the mission, vision and values?

To define the mission, vision and values of an organization, it is recommended to follow the following steps:

Be clear about what activity the organization performs, what it offers to society and what audience it addresses.
Establish the values with which the organization best identifies. They can be few or diverse values in an order of priority so that they are better remembered by people.
Write the mission of the organization with a sentence or a paragraph that must state a business purpose that justifies its reason for being in society.
Define the vision through a short, clear and direct sentence that details the organization's objectives. They must be pretentious objectives and, at the same time, achievable.

The mission, vision and values will be transmitted through different channels and strategies. They will be part of the organizational culture and internal communication, dissemination and advertising.

25 examples of mission, vision and values from real companies:

1. Coca-Cola

Mission: “Refresh the world in mind, body and spirit; inspire moments of optimism and happiness through our brands and actions.”
Vision: “To be a total global leader in beverages, generating sustainable economic, social and environmental value by managing innovative and winning business models with the best employees in the world.”
Values: leadership, collaboration, responsibility, passion, diversity and quality.

2. Google

Mission: “Organize the world's information and make it universally accessible and useful.”
Vision: “To be the most important search engine in the world.”
Values: speed, precision, innovation, customer service and ease of use.

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3.Apple

Mission: “Provide the best user experience to its customers through its innovative hardware, software and services.”
Vision: “To be the most innovative technology company in the world.”
Values: excellence, integrity, diversity and social responsibility.

4.Amazon

Mission: “Leverage technology and employee experience to give people the best online shopping experience.”
Vision: “To be the most customer-focused company in the world, where people can find and discover anything they want to buy.”
Values: customer, passion, innovation, excellence and commitment.

5. Nike

Mission: “Bringing inspiration and innovation to all athletes (if you have a body, you are an athlete).”
Vision: “To be the world's leading sports and fitness company, offering innovative products and experiences that inspire athletes and enthusiasts to reach their full potential.”
Values: excellence, innovation and sustainability.

6. Meta (Facebook)

Mission: “Giving people the power to build community and connect the world.”
Vision: “To be leaders in the field of the metaverse and in the creation of virtual reality experiences that transcend the traditional limits of space and interaction.”
Values: connectivity, innovation, inclusion and impact.

7. Microsoft

Mission: “Empowering people and organizations around the world so they can achieve their full potential.”
Vision: “Create innovative technology that is accessible to everyone and adapts to the needs of each person, eliminate barriers for people with disabilities and allow each individual to make the most of their abilities.”
Values: innovation, corporate social responsibility, diversity and inclusion.

8.Samsung

Mission: “Inspire the world with our innovative technologies, products and designs that enrich people's lives and contribute to social prosperity by creating a new future.”
Vision: “Inspire the world, create the future.”
Values: diversity, inclusion, excellence, change, innovation and integrity.

9. Netflix

Mission: “Entertain the world.”
Vision: “Expand our reach around the world and be the global leader in entertainment.”
Values: innovation, curiosity, freedom. judgment and inclusion.

10. Airbnb

Mission: “Create a world where anyone can belong anywhere.”
Vision: “To be the most trusted travel community in the world.”
Values: diversity, inclusion and adventure.

11. Patagonia

Mission: “Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.”
Vision: “To be leaders in the outdoor industry and demonstrate that sustainable business practices can drive profitability, while prioritizing environmental and social responsibility.”
Values: simplicity and usefulness

12. Conalep (National College of Technical Professional Education)

Mission: “Provide high-quality technical education to students, preparing them for the workforce and equipping them with the skills and knowledge necessary to succeed in their chosen fields.”
Vision: “To be a leading institution in technical education, recognized for its excellence in the training of highly qualified professionals who contribute to the economic and social development of Mexico.”
Values: excellence, innovation, inclusion, integrity and collaboration.

13.Tesla

Mission: “Accelerate the world's transition to sustainable energy.”
Vision: “Create the most compelling automobile company of the 21st century.”
Values: innovation, integrity and security.

14. L'Oreal

Mission: “Reinvent professional beauty and lead the digital transformation of our industry with a customer-centric approach.”
Vision: “To offer all women and men in the world the best in cosmetic innovation in terms of quality, efficacy and safety.”
Values: commitment, responsibility and beauty.

15. Ford Motor Company

Mission: “Driving human progress through freedom of movement.”
Vision: “To be a leader in the automotive industry, providing personal mobility solutions for people around the world.”
Values: innovation, commitment and social responsibility.

16. Lala Group

Mission: “Feed families with high-quality dairy products, contributing to their health and well-being.”
Vision: “To be the leading dairy company in Mexico, recognized for our commitment to quality, sustainability and customer satisfaction.”
Values: quality, sustainability, integrity and innovation.

17.Starbucks

Mission: “Inspiring and nurturing the human spirit: one person, one cup and one neighborhood at a time.”
Vision: “To be the leading supplier of the best coffee in the world while maintaining our uncompromising principles as we grow.”
Values: transparency, dignity, diversity, equity and respect.

18.Disney

Mission: “To conduct our business and create products ethically and foster the happiness and well-being of children and families by inspiring them to join us in building a better future.”
Vision: “To be the most admired company in the world, as admired for the integrity of our people as for the quality of the unique entertainment experiences we offer.”
Values: innovation, quality, happiness and optimism.

19. Aeromexico

Mission: “Provide safe and efficient air transportation services, offering the best customer experience.”
Vision: “To be the leading airline in Mexico, recognized for its quality of service, innovation and commitment to sustainability.”
Values: safety, excellence, integrity, innovation and sustainability.

20. Nestle

Mission: “Improve the quality of life and contribute to a healthier future, for individuals and families, for our communities and for the planet.”
Vision: “Always be at the forefront of the food industry.”
Values: nutrition, responsibility, quality, integrity and respect.

21. Dove

Mission: “Helping women around the world develop a positive relationship with their appearance, raise their self-esteem and realize their full potential.”
Vision: “Being advocates for body positivity and self-esteem, striving to create a world where all people feel comfortable and confident in their appearance, regardless of societal standards or expectations.”
Values: self-esteem, authenticity, beauty and social responsibility.

22. Youtube

Mission: “Give everyone a voice and show them to the world.”
Vision: “To be the leading platform to share and consume videos on a wide range of content and create a dynamic and inclusive community.”
Values: freedom of expression, information, opportunities and belonging.

23. Alsea

Mission: “Ensure the success of Alsea brands through a model of synergy and critical mass, based on human talent and social responsibility.”
Vision: “To be the best and largest operator of restaurants with proven successful brands in the countries in which we participate.”
Values: people, customer service, respect, loyalty and commitment.

24.Unilever

Mission: “Make sustainable living commonplace.”
Vision: “To be the global leader in sustainable businesses, delivering superior value to customers, shareholders and society as a whole.”
Values: integrity, respect, responsibility and leadership.

25. Elektra Group

Mission: “Provide accessible financial services and retail solutions to underserved communities, fostering economic inclusion and social development.”
Vision: “To be the leading financial and retail group in Mexico, serving millions of clients with integrity, efficiency and innovation.”
Values: integrity, efficiency, innovation and social responsibility.

References

Flaherty, JE, & de Parres Cárdenas, CV (2001). Peter Drucker: the essence of modern management. Pearson Education.
Asana (2022). How to write the mission of a company? https://asana.com/
Pérez, A. (2021). Amazon. Mission, vision and values: when the focus is only on the client. https://www.obsbusiness.school/
Alsea (2005). Hungry for returns? Annual report. https://www.alsea.net/