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Mission Vision Strategy Core Values Guide

This guide outlines the essential components of business identity: Mission, Vision, Strategy, and Core Values, providing best practices and examples. A mission statement defines the organization's purpose, while a vision statement paints a picture of future success. Strategy outlines how to achieve the mission and vision, and core values guide behavior and decision-making within the organization.

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Ali Asghar
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18 views2 pages

Mission Vision Strategy Core Values Guide

This guide outlines the essential components of business identity: Mission, Vision, Strategy, and Core Values, providing best practices and examples. A mission statement defines the organization's purpose, while a vision statement paints a picture of future success. Strategy outlines how to achieve the mission and vision, and core values guide behavior and decision-making within the organization.

Uploaded by

Ali Asghar
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd

Mission, Vision, Strategy & Core Values:

A Practical Guide
Introduction
This guide consolidates best practices, real-world examples, and strategic insights into the
foundational elements of business identity and direction: Mission, Vision, Strategy, and Core
Values. Drawing on the approach of Zingerman’s and leading global companies, it aims to clarify
what each element means, how they differ, and how they work together to guide organizations.

1. Mission Statement
A mission statement explains the core purpose of the organization—why it exists, what it does,
and for whom.

Key elements of a strong mission statement:

 - Who are you (the people and culture of the organization)?


 - What do you do (products/services offered)?
 - Why do you do it (purpose and impact)?
 - Who do you do it for (target beneficiaries/customers)?

Do’s of a mission statement:

 - Be clear and concise


 - State what the company does
 - Reflect the company’s identity and purpose
 - Focus on who benefits from the work

Don’ts of a mission statement:

 - Don’t be generic or vague


 - Don’t overload it with goals
 - Don’t use jargon or cliché terms
 - Don’t focus solely on profits

2. Vision Statement
Zingerman’s defines a vision as: “A picture of what success looks like at a particular point in time
in the future, described with enough richness of detail that we’ll know when we’ve arrived.”

Elements of an effective vision:


 - Inspiring
 - Strategically sound
 - Documented
 - Communicated

A vision is not:

 - A mission statement
 - A strategic plan
 - Something outsourced to consultants
 - Only for top leadership

3. Strategy
A strategy defines how the organization will achieve its mission and vision. It includes plans,
tactics, KPIs, and resource allocation.

Strategy is built on situational analysis (SWOT, PESTEL, Porter's Five Forces, etc.) and aligns with
internal capabilities and external realities.

4. Core Values / Guiding Principles


Zingerman’s says core values are principles that define how the organization delivers on its
mission. They guide behavior, decision-making, and company culture.

Examples from Zingerman’s:

 - Great Food
 - Great Service
 - A Great Place to Shop and Eat
 - Solid Profits
 - A Great Place to Work
 - Strong Relationships
 - A Place to Learn
 - An Active Part of Our Community

Paul Saginaw’s quote: "Your principles aren’t really your principles until they cost you money."

5. Comparison Table: Mission vs. Vision vs. Strategy vs. Core Values

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