Basic Knowledge, Advice, Strategy

Mission and Vision, who needs it?

Some of the key elements that appear when creating a company strategy, building assumptions, and the like are Mission and Vision. Although many people have encountered these phrases and know more or less what they are about, they are often treated with considerable skepticism.

For many entrepreneurs, these terms are big words that don't mean much, it's not clear what they're supposed to be for, and generally "we have more important things to worry about." For employees, mission and vision, like other terms like "company culture," are often false. Something we write on the wall in the office because it's cool, but it doesn't necessarily have any real impact on what we do.

The question we face is, what is Mission and Vision, how can they help us, and why do they often fail to deliver anything?

What is mission and vision?

Let's start with the basics, what Mission and Vision actually are.

A mission is, simply put, why a company exists on the market. It answers the question: why do we exist at all? Different companies approach this topic in different ways. Some use a mission to summarize the company's activities in a very specific way, while others approach the topic more poetically.


Let's take an example. Facebook's mission is "We support people in building community and connecting the world with each other". Simple, right?


Vision is the answer to the questions “Where are we going?”, “What do we want to look like in the future?”. Vision tells us where we want to be in the future. It should be far-reaching and ambitious, but it can also change as the company develops. After all, when we manage to realize a specific vision, it is time for the next one.


For example, the vision of Grupa Żywiec SA is “To be the most valued brewing company in Poland, proudly built on a unique heritage.”

What should the Mission and Vision give us?

Theoretically, the Mission and Vision are supposed to be a kind of signpost that is supposed to show the organization the direction in which it is heading and motivate it to act. This is especially important as the company grows and new employees appear. We would all like them to be engaged and motivated, for the entire company to work together towards a common goal, right?

The mission should play a role even at the recruitment stage, in talks with partners or potential clients, attracting people with similar values and ambitions. An organization in which every element is consistent with its Mission and Vision is a coherent organization.

Why doesn't it always work?

Unfortunately, to obtain the aforementioned benefits, it is not enough to simply come up with a Mission and Vision. We must also ensure that they are reflected in reality.

The first problem is an artificial, fake mission. Something that we establish because we read that it is necessary, and then we put it in a drawer and forget that it exists. An even worse situation occurs when we hang it on the wall in the office (right next to "company culture" and "values"), so that it serves an image and decorative function.


Mission, vision (as well as other components from this group, such as the aforementioned values) are something that must first be in the minds of the people who create the organization. Only then can we put it on the wall, in the company description on LinkedIn or in a presentation for clients. Nothing hits the culture in a company like the awareness of employees that the company's mission or values only appear on paper and have nothing to do with reality. Hence the frequent belief that the Mission and Vision are unnecessary nonsense.


Hence, it is important not only to be aware of why the organization operates or where it is heading, but also for each team member to be in agreement with this – to believe in it and want to participate in it. This is a much more demanding task, starting with recruitment and then going through every aspect of our company's operations. And although it should work at every level, remember, the fish rots from the head down and it is the top that should set an example for the rest of the organization. Think about it: what actions can we introduce in the company to work on ensuring that our mission, vision, culture or values are not only known in the company, but also professed?

What should the Mission and Vision be?

Another problem occurs when our Mission/Vision is unclear, saying everything. Usually, it results from the fact that we do it quickly, without much thought, because someone smart on YouTube told us that we have to have them. It's true, it's worth having them, but let's give ourselves time for it, time to clarify what we want, how we want our company to look, how we want it to work, why we are really creating it. It's better to do it later and well, than right away and without any sense.

So what should the Mission and Vision be?

  • Easy to understand
  • Specific
  • Inspiring
  • Aware of the challenges
  • Possible to achieve (vision)


And above all – authentic and honest!

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