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VISION, MISSION &
VALUES
© Operational Excellence Consulting. All rights reserved.

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LEARNING OBJECTIVES
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Acquire knowledge on
the meanings of
vision, mission and
values
Review examples of
the vision, mission
and core values of
successful
organizations
Understand the roles
of vision, mission and
values in strategy
formulation
NOTE: This is a PARTIAL PREVIEW.
To download the complete presentation, please
visit: https://www.oeconsulting.com.sg

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CONTENTS
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INTRODUCTION VISION MISSION CORE VALUES
01 04
03
02
EXAMPLES
05

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● The words “vision,” “mission,”
“purpose,” “values,” and even
“strategy” can hold very different
meanings to different people
● Each organization must clarify
what it means by each of these
terms
INTRODUCTION
● The priority is to have agreement
among the people involved, not to
have “the right definition”
● When they are actually used in the
way they were intended, vision,
mission, purpose and values make
building, running, and growing your
organization easier and more
impactful
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KEY DEFINITIONS – AT A GLANCE
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Why your organization exists.
PURPOSE
The beliefs, principles and philosophy of
your organization.
VALUES
Describes the aspirations for the future
for your organization.
VISION
What your organization does and for
whom.
MISSION

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THE BIG PICTURE – VISION, MISSION & VALUES
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Vision
(“Where are we going?”)
Mission
(“What are we doing to get there?”)
Core Values
(“What are our beliefs, principles and philosophy?”)
Current State
(“Where are we now?”)

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“
You’ve got to think about big
things while you are doing
small things, so that all the
small things go in the right
direction.”
ALVIN TOFFLER
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Author and futurist

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“Vision without action is merely
a dream. Action without vision
just passes the time. Vision and
action can change the world.”
Joel A. Barker
© Operational Excellence Consulting. All rights reserved.

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● Vision statements are lofty and
ambitious, and they don’t contain
details or steps for achieving those
goals
● Vision statements are distinct from
mission statements, though the
two may inform one another
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● A vision statement describes or
identifies where the organization
intends to be in the future
● Whether for all or part of an
organization, the vision statement
answers the question, “Where do
we want to go?”
● It describes the long-term goals for
a company or organization
WHAT IS A VISION STATEMENT?

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VISION STATEMENT vs. MISSION STATEMENT
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For employees For employees and PR campaigns
Can be public or private Always public
States where an organization is going States where an organization is now
Answers the question: “Where do we aim
to be?
Answers the question: “What do we do?
What makes us different?”
VISION STATEMENT MISSION STATEMENT
VS
Purpose is to inspire Purpose is to inform
Focuses on the future Concentrates on the present

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VISION STATEMENT – EXAMPLES
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Tesla:
To accelerate the world’s
transition to sustainable
energy
Airbnb:
Belong anywhere
Uber:
Transportation as
reliable as running water,
everywhere for everyone
AMEX:
Provide the world’s best
customer experience
every day

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THE NECESSITY OF VISION
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It provides a clear
direction about where the
organization is heading
It has a strategy-making
value in the sense that it
indicates the type of
strategy the organization
should follow to reach
the dreamed destination
It helps managers to
think strategically about
issues such as new
technology, customer
experience,
sustainability, etc.
Managers get an insight
into drawing reasoned
conclusions concerning
winds of change and
then selecting the
appropriate paths to deal
with the change

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KEY ELEMENTS OF A GOOD VISION STATEMENT
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Motivational and
inspirational
Forward-looking Reflective of the
company’s culture
and core values
Aimed at bringing
benefits and
improvements to
the organization in
the future
Defines an
organization’s
reason for
existence and
where it is heading

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“
A journey of a thousand miles
must begin with the first step.”
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Ancient Chinese Philosopher & Poet
LAO TZU

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WHAT IS A MISSION STATEMENT?
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The mission statement describes what the
organization needs to do now to achieve the
vision. It defines how the organization will be
different from other organizations in its industry.

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● A mission statement outlines a
company’s goals and position in
the industry for its customers and
other stakeholders
● It helps the organization focus and
stay on track to make the right
decisions about its future
● The mission statement helps
clarify a company’s purpose
BENEFITS OF A MISSION STATEMENT
● With a mission statement, a
company’s customers and
investors can rest assured that the
company is fully committed to
achieving its goals and maintaining
its values
● It guides and motivates
employees, keeping them in line
with the company's values
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USES OF THE MISSION STATEMENT
Create a sense of shared
meaning among co-
workers
Set priorities for the use
of limited resources
Clarify criteria for new
initiatives
Unify a body of people
with diverse talents and
opinions
Motivate staff, board
members, or volunteers
Strengthen an image or
brand

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MISSION STATEMENT – EXAMPLES
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Tesla:
Be the most compelling
car company of the 21st
century
Amazon:
Be Earth’s most
customer-centric
company
Nordstrom:
Give customers the most
compelling shopping
experience possible
AMEX:
To become the world’s
most respected service
brand

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VALUES CREATE A COMMUNITY WHERE WE AGREE ABOUT WHAT
MATTERS
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Core values are not a corporate
declaration, but rather a
community standard.

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● Core values are a defined system
of beliefs that helps people tell the
difference between right from
wrong
● Organizational or company values
serve as guiding principles for
words and actions and as markers
of identity
WHAT ARE CORE VALUES?
● The core values of an organization
underlie all activity, including the
strategies used to fulfil a purpose,
and how the members of the
organization interact with one
another
● They are the core elements of how
people approach their work
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Source: Values Institute

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RELATIONSHIP BETWEEN CORE VALUES & CULTURE
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● Culture is the set of behaviors and
practices that evolve from the core
values of the company
● It reflects the way the leaders and
employees act even when no one is
watching
● When leaders and employees act in
alignment with core values, it is a
reliable indicator of a good culture
Culture
§ Behaviors
§ Practices
Core Values
§ Beliefs
§ Principles
§ Philosophy
CULTURE
CORE VALUES

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EXAMPLES OF CORE VALUES
Teamwork
Respect for People
Commitment
Ownership Integrity
Empowerment
Innovation
Diversity

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VALUES ARE AN INVESTMENT, NOT A PLATITUDE
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Like any principle or strategy, core
values are difficult to forge and
take time to develop and cure.

24.
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Operational Excellence Consulting is a management training
and consulting firm that assists organizations in improving
business performance and effectiveness. Based in Singapore,
the firm’s mission is to create business value for organizations
through innovative design and operational excellence
management training and consulting solutions. For more
information, please visit www.oeconsulting.com.sg
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