Now and tomorrow

To help avoid planning disasters, managers need to know where their organisation is now, where they want it to go and how they intend to get there. This usually involves the development of a business mission.

A mission is a statement of what an organisation is about. For example, premium cookware manufacturer Le Creuset states that it is ‘…focused on inspiring and empowering people everywhere to make joy through cooking.’

Mission statements are often confused with vision statements, but a company’s vision is a statement of where it wants to be in the future, once its mission is accomplished. For example, LinkedIn’s vision is to ‘Create economic opportunity for every member of the global workforce’.

For further examples from well-known brands, read 15 Seriously Inspiring Mission and Vision Statement Examples.

Once agreed, a company will use its mission and vision to help create and align strategies and tactics.

Your tasks

Find the mission and vision of your own organisation or of Coventry University. How well are they distinguished?

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References

_{Law, T. J. (2019, November 10). 15 Seriously inspiring mission and vision statement examples. Oberlo. Website link}