Today we are addressing a big topic for all companies, big and small: mission, vision, values, strategy, and execution. These five terms are used so often that everyone thinks they know what they mean—but pinning them down and making them work together in real life is harder than it sounds.
There’s no shortage of advice on these concepts, from books to blog posts to corporate workshops. But honestly? Most of it leaves me unsatisfied. Some advice is too vague, full of lofty ideals that don’t help anyone actually make decisions. Other advice is so rigid it feels like filling out a worksheet.
I think there’s a better way to think about these ideas. Let’s break it down.
The Framework (Simplified)
Vision: The world we want to live in.
A vision is about the future—a world that is better because of the kind of change your company believes in. It’s not just about your product or your market; it’s about something bigger.
Example? A maker of outdoor fashion might envision a world where humans live in harmony with nature, valuing conservation and sustainability. This vision doesn’t mention products or profits because it’s about the kind of world they want to see, not what they sell.
Mission: How your company contributes to that vision.
Your mission explains how your organization will play a role in moving the world closer to that vision. It needs to be specific and action-oriented.
For example, the outdoor fashion company’s mission might be: “To create durable, sustainable products that reduce waste and support outdoor lifestyles.” The mission turns the big idea of the vision into something the company can do every day.
Values: The principles you will not violate.
Values are your guardrails. They help you decide how to act when things get tough. They’re not marketing buzzwords—they’re what you stick to even when it costs you something.
For example, if one of your values is “fair treatment for workers,” you won’t partner with suppliers that exploit their employees—even if it means higher costs.
Strategy: The plan to fulfill your mission.
Strategy is where your company makes choices. You can’t do everything, so a good strategy focuses on what matters most and defines what you’ll prioritize.
For instance, the outdoor fashion company might decide to focus on high-quality, long-lasting products rather than fast fashion trends. That choice aligns with their mission and vision.
Execution: Getting it done.
Execution is the work itself: setting goals, creating roadmaps, building products, and tracking progress. It’s where strategy becomes real. It’s not glamorous, but without it, the best vision and strategy in the world won’t go anywhere.
The Bottom Line
Mission, vision, values, strategy, and execution are simple concepts—but simple doesn’t mean easy. The real work is making sure these ideas guide your decisions every day. Without that connection to real life, they’re just words on a page.
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