To develop a powerful and engaging corporate mission & vision statement, we first need to involve key stakeholders, including leadership, employees, and customers, to gather diverse perspectives on the company‘s true mission, the way forward and values. In this context, a careful review of the mid- and long-term strategy is also crucial, as one of the main purposes of a corporate mission & vision statement is the engagement of the organization to deliver against the defined strategy and related goals.
Second, we check and potentially re-adjust the core values that guide the company’s operations and culture. These should reflect what the company stands for and strives to achieve.
On this basis, in a third step, we create a draft mission & vision statement incorporating the identified values and goals. We solicit feedback and refine the statement to ensure clarity and resonance with all stakeholders.
As a fourth step, once this mission & vision statement is agreed on, we ensure that it aligns well with other elements of the corporate identity positioning as far as available. In some cases, corporate mission or vision statements are so strong, that their short versions become the corporate claim. A strong corporate mission should inspire, encompass potential transformational aspects and guide decision-making at all levels.
Lastly, it is important to communicate the mission & vision statement widely across the organization to ensure it becomes a living part of the corporate management practice and culture.