The clear path to success: vision and mission in the company

In a world of brands, a company’s vision and mission make the difference between just a name on a box and a strong company. Find out why in this blog post.

Formulating a clear vision and mission is crucial for any company, regardless of size or industry. They serve as guiding stars that guide your company through uncertain times and keep it on course to achieve long-term goals.

Vision and mission – why and how?

The vision statement
The vision statement describes the desired future image of your company. Your goals should be ambitious but realistic. The vision statement answers the following questions:

• What does your company do?
• Why does your company do this?
• Who is your company doing this for?

The mission statement
The mission statement answers how your company intends to achieve its long-term vision and what steps it takes today to accomplish this goal.

• Where does your company want to go?
• When should the goal be achieved?
• How does your company want to proceed?

Vision and mission give your company a clear strategic direction.

A formulated vision and mission help you make decisions about investments, product development, and growth strategies by ensuring that these decisions align with your long-term corporate goals. They are:

• Pointing the way
  The vision sets out where you want your company to go in the long term. It provides clear direction and gives your employees a common goal to work towards. The mission defines how your company intends to achieve this vision and provides the framework for day-to-day activities.
• Motivating
  An inspiring vision and mission motivate employees to give their best and identify with the company. They give employees a sense of purpose and meaning, leading to greater job satisfaction and commitment.
• Customer loyalty
  A clear vision and mission will attract and retain customers. Customers want to be associated with companies whose values and goals they can support, and a compelling vision will encourage them to stay loyal to your brand.

No destination without a path.
Those who know the goal will find the way!

As you can see, vision and mission are indispensable tools for every company. They form the foundation on which successful companies build and ensure their long-term success. A vision is as important as a mission: you will find the way if you know the goal. Without a path, there is no goal.

Behind every strong brand, there is a mission and a vision
The more clearly you define your vision and mission, the better they will help you with your strategic and operational direction. Every successful brand, large or small, has a vision and mission firmly anchored in its strategy.

Tesla – a strong brand with a strong vision
One brand that has caused a worldwide sensation in a short space of time is Tesla. The company has considered where it wants to go and how it will get there.

• Vision:
  To create the most compelling automotive company of the 21st century by driving the world’s transition to electric vehicles.
  
  
• Mission:
  To accelerate the world’s transition to sustainable energy.

Vision/mission – a practical example of a medium-sized company

More and more medium-sized companies recognize the power of vision/mission to achieve their corporate goal. I recently helped Adlerblick Altbausanierung, a company based in Saalfelden that now employs around 25 people, formulate its vision and mission.

Employee opinions are valuable!
In a small team, most of whom had yet to learn about corporate strategies, we developed an understandable vision and mission in two days. It is important to me to pick up everyone involved where they stand. Thoughts can grow creatively and freely in a pleasant atmosphere without fear of saying the wrong thing. Many entrepreneurs are amazed at what employees think and how much understanding they have for the company in which they work.

We have jointly developed the following vision and mission for Adlerblick Altbausanierung.

• Vision:
  We preserve buildings and prepare them for the future. We do this with the environment in mind by maintaining and renovating in a way that conserves resources. We want to create affordable, sustainable, and liveable living spaces for future generations.
  
  
• Mission:
  Adlerblick partners in Tyrol, Salzburg, and Carinthia for the passionate and prudent renovation of old buildings. By the end of the decade, we are working purposefully towards being the undisputed top dog in our region. We achieve this through our excellently trained and experienced employees, perfect implementation with a highly personal customer focus, and an unrivaled depth of added value across all relevant trades. We rely on state-of-the-art, environmentally friendly technologies and cooperation with selected external partners.

Tesla and Adlerblick’s statements are clear and understandable for everyone. Every employee, every customer, and every business partner will know what the company stands for. Determining vision and mission is a strategic process that deepens the company.

How to find the best formulation of your vision and mission

To formulate the vision and mission for your company, it is helpful to define your most important core values as a first step. Ask yourself the following questions:

• What do we stand for?
• How do we deal with our customers?
• Which core values are essential to us?
• How do we treat each other at work?
• How do we want to be perceived in public?

Vision and mission are a must for every successful company
As a company – regardless of its size – pay attention to dealing with vision and mission. I have already helped several companies find the right vision and mission – it was always exciting for me and the companies themselves. Because it opens up completely new perspectives. Once you know where to go, the path to success becomes clear! Let’s go!

Find new paths together.
Think boldly – dare to change.
Alexander d´Huc