At a recent workshop, MFX Partners led a discussion on the topic of brand design. During the discussion a participant asked the question, “What is the difference between vision, mission and values?”

I think my answer puts some valuable clarity around each of these statements so I’d like to share it with you. Here was my answer…by the way I like using ‘the bus’ as a metaphor for business and life.

VISION: You know if a company has a vision because they speak of WHERE they are headed. They know the destination their bus is heading and what life will be like when they arrive.  More than a statement, a vision is a vivid and exciting picture of a better future. You know if a company is lacking vision when employees or customers act lost or wonder where they’re going. Visions often start with the introductory phrase “Imagine…”, for example:

1. External vision: “Imagine a world where automobiles release zero emissions…”

2. Internal vision: “Imagine a company that’s the leader in green technologies, setting the standards and shaping the conversation in partnership with the brightest minds around the world…”

MISSION: You know if someone has a mission if they know WHY people want to get on their particular bus. For example, they know:

1. The underlying purpose of their existence

2. WHO they serve

3. WHAT unique value they deliver

4. HOW they go about delivering that value based on their core services, programs or skills

VALUES: Details the way people ACT on the bus. Behavior is directed by a person’s values. Values guide actions. Everyone (and every company) lives by a set of values or principles that define HOW they should ideally act to fulfill their mission and reach their vision.

Now that you know the difference between vision, mission and values, please share what stage your company is at and your personal views on your company’s vision, mission and the values that define them.