What’s the difference between a mission and a vision? How’s a purpose different from a goal? Does the corporate mission last forever, or does it change over time? If you’re confused about any or all of these, it’s not your fault. For two decades, business leaders have tossed these terms around with reckless abandon, while experts have defined them in ways that seem to contradict one other.

1. STEAL THIS IDEA
BY MARTY NEUMEIER
The Strategic
Pyramid

2. What’s the difference between a mission and a vision? How’s a purpose
different from a goal? Does the corporate mission last forever, or does it
change over time? If you’re confused about any or all of these, it’s not your
fault. For two decades, business leaders have tossed these terms around
with reckless abandon, while experts have defined them in ways that seem to
contradict one other.
LIQUIDAGENCY.COM | SOURCE: METASKILLS BY MARTY NEUMEIER

3. Here’s a simple model that puts the major concepts of the last 20 years into
a clearly defined hierarchy. The next time you address the top-level drivers
behind your business or brand.
LIQUIDAGENCY.COM | SOURCE: METASKILLS BY MARTY NEUMEIER

4. LIQUIDAGENCY.COM | SOURCE: METASKILLS BY MARTY NEUMEIER
The reason
you exist beyond
making money
(never changes)
PURPOSE
a master plan
for creating value
(5-20 years)
MISSION
Short-term objectives that support your mission and vision
(1-5 years)
GOALS
THE STRATEGIC PYRAMID
a shared picture
of mission success
(5-20 years)
VISION

5. Notice in the pyramid that mission and vision are on the same level. They’re like
unidentical twins that reveal the “how” and the “what” of future success. Most
CEOs get this wrong, using mission and vision interchangeably. Also notice that
purpose is on a higher level than both mission and vision. That’s because even
when the mission isn’t going well and the vision seems like a mirage, a strong
purpose will keep people coming back to work day after day.
That’s it. Now you can start building a strategy that all your stakeholders
can understand.
LIQUIDAGENCY.COM | SOURCE: METASKILLS BY MARTY NEUMEIER

6. Find more Marty Neumeier ideas to steal at
liquidagency.com/blog
LIQUIDAGENCY.COM | SOURCE: METASKILLS BY MARTY NEUMEIER