Strategic Vision
Knowledge Center


Surya Prakash
Manager, Australia


For a number of years I have attended numerous seminars and company briefings where people have talked about VISION and MISSION, However these two term seems to be use interchangeably by people.
I have always thought of VISION as "where we are going - an aspiration" where as MISSION as "how we are going to get there - that is what we are doing to achieve our VISION"
I would like to hear from others who have views on how best to define VISION and MISSION statements.


Jaap de Jonge
Editor, Netherlands

Vision versus Mission

Many people are struggling with this question. You can find the answer here:
- Top menu > Dictionary > V > Vision
- Top menu > Dictionary > M > Mission (Statement)

With respect to mission, pay close attention to the section that reads:
"The Ashridge model integrates two historic schools to determine a Mission:
•The Strategic School. A Mission is primarily seen as the first step in the strategy process. It defines the business' commercial rationale and target market.
•The Cultural/Philosophy/Ethics School. A Mission is primarily seen as an expression or statement that should ensure good cooperation between employees. It is a cultural glue which enables an organization to function as a collective unity."
The point is, you should realize that there are 3 (THREE) different ways we can define/perceive "Mission"!

Finally a mission statement is just what it says: a statement describing the mission (typically in writing).

Jose A. Espinosa Lopez de Pariza
Manager, Spain

Vision and Mission

I also attended a lot of conferences about Mission and Vision like Surya. I now see it in a followi... Sign up

Charles Collins
Management Consultant, United States

Vision and Mission - Let's Make it Complicated!

All this discussion about Vision versus Mission takes more words than any rank and file employee wil... Sign up


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