4: Purpose, Vision, Mission, Vision, & Measures
Clearly defining your Purpose, Vision, Mission, Values, and Measures will help your team understand what you’re trying to achieve.
Aside from motivation, this will enable them to make decisions independently, rather than referring to the chain of command. It will also help your organization track whether or not it’s achieving its goals.
As companies demand more out of their employees, top talent is demanding more from companies in terms of purpose and engagement—in fact, according to a 2015 Deloitte Survey, 6 out of 10 Millennials Links to an external site. stated that they chose to work for their current employers due to their “sense of purpose.” It’s all too easy for a company’s Purpose, Vision, Mission, and Values to get muddled, so we’ve created a template Links to an external site. to help your team understand the differences.
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TERM |
DEFINITION |
MEANINGFUL EXAMPLES |
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Purpose |
Why we choose to exist together, beyond financial gain Pressure Test: Is this statement true for both the organization AND myself? Try starting with ‘We believe …” |
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Vision |
The difference we’ll create in our customers’ lives or the larger world when we ultimately realize our Purpose Pressure Test: Will this inspire people both inside and outside the company? Try starting with ‘We will …” |
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Mission |
An ambitious yet achievable position in our market or in our customers’ lives that recognizes our Purpose Pressure Test: Does this make explicit what business we’re actually in? Try starting with ‘Be the most ...” |
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Values |
The principles and values that will accelerate our progress together Pressure Test: Are there few enough to remember and are they written in our own voice? Try starting with a verb |
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Measures |
Things that we can observe that indicate progress, forward or backward Pressure Test: Are these specific, measurable, and outcome focused? Try starting by challenging what your competitors would measure |
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