Define Your Corporate Vision
A closer look at internal communications
Mission and Vision are the fundamental basis of your company but while your mission is catchy and easy to remember, vision is more complex.
Have you ever asked employees what their company vision is? Are they able to recite it clearly? Are they all giving the same answer?
If yes, then you are lucky and your company is on top of the game! But in most cases this is a problem stemming from a poor internal communication strategy. Lack of visibility on company strategy. No company identity. No shared purpose. All these issues are actually very common and they all come from the difficulty to transmit and relay your company’s overall vision.
Nevertheless, a clear corporate vision is the key to growing a healthy business and fully engaging employees.
What does Corporate Vision stand for?
Mission VS Vision
Many people mix up Vision and Mission but they are two different things.
According to Marketing Management, A Relationship Approach, Svend Hollensen, 2010
“the corporate mission can be considered as a brief statement of the purpose of the company: what the organisation is and what it does (“Who are we?”). It tie(s) back to the core values.”
Whereas “a vision statement is what the enterprise wants to become (‘Where do we wish to go?’) The vision is a description of the company’s ‘desired future state’. A vision statement should build enthusiasm, (…) provoke inspiration, (…), stimulate people to care.”
On this common mistake, Fast company summarizes thusly: “Many organizations confuse mission and vision. A mission is about who you are. Missions rarely change. Visions should be dynamic and drive constant learning and innovation.”
Mission and Vision are the fundamental basis of your company but while your mission is catchy and easy to remember, vision is more complex. This quickly poses a problem when the vision serves as a starting point for the company’s employees and board!
“Rungway surveyed 2,000 UK employees on their attitude toward work. The research showed that more than half (52%) of employees in the UK can’t recite their organization’s vision, and nearly half (49%) can’t recite their organization’s values.”
– “Company Vision and Values: Do They Still Matter?’’, Forbes, 03/28/18