The Difference between Mission, Vision, and Values

In the 2013 article, The Difference Between Purpose, Mission, and Vision, I defined how purpose, mission, and vision align organizations and teams to achieve impact.

It's rare to find two organizations that align on common usage, definitions, and application of the principles of purpose, mission, vision, and values. Leadership teams must understand why each principle is relevant to achieve clarity for the business and activate brand strategy for business success.

What is the Difference between Purpose, Mission, Vision, and Values Statements?

A practical exercise is substituting the words Why, What, Where, and How for Purpose, Mission, Vision, and Values.

• The company purpose is why an organization exists beyond generating a profit. Purpose helps companies stay aligned around why it matters.
• The company vision is where you or your organization are headed and what the future looks like. Vision keeps a company focused and paints a picture of success.
• The company mission is what an organization does to achieve its vision and the master plan for creating value. The mission is how a company puts its purpose and vision into action.
• Company values define how your company does business. Shared company values are guiding principles for how people show up, treat each other, and how a company succeeds.

Individuals have values; companies should have guiding principles that align people with different values around principles that form a shared culture. Corporate values are shared values. Shared values are guiding principles and beliefs that define brand character, shape company culture, and guide organizational decision-making.

How Southwest Airlines Puts Purpose, Mission, and Vision into Action — and Where They Failed

Southwest Airlines seeks to align leadership and business operations with brand strategy. Since its founding in 1967, Southwest has sought to maintain an unwavering focus on its customers and commitment to how they serve them.

At least, that’s the idea. When weather causes delays or government systems fail, putting principles into practice across the enterprise is challenging when your operations, culture, and brand architecture don’t stand up to the stress of global events.

• Southwest Airlines’ purpose statement is, “We connect People to what's important in their lives through friendly, reliable, and low-cost air travel.”
• Southwest Airlines’ vision is “To become the World's Most Loved, Most Efficient, and Most Profitable Airline.”
• Southwest Airlines’ mission statement is “Dedication to the highest quality of customer service delivered with a sense of warmth, friendliness, individual pride, and Company Spirit.”

Southwest Airlines' shared values are best summarized by How I Show Up, How We Treat Each Other, We, and How Southwest Succeeds.

Without a vision, you’ll never stay focused.

Without purpose, your brand will not align with your mission.

Purpose Leads to Impact

The distinction between purpose, mission, vision, and values is critical. Together, these statements become a body of guiding principles that guide, inspire, motivate, and align leaders and employees. 

Ultimately, these four elements of brand strategy drive your organization to one outcome: impact.

Leadership can measure their organization's success and impact in different ways, such as revenue, increased profits, or improved lives. Regardless of how impact gets measured, organizational impact validates brand strategy.

Here’s my advice: don’t get hung up or bogged down trying to create a perfect mission or vision statement. Instead, focus your brand strategy on how your company shows up and treats people. People will remember how your company made them feel more than what you say or do.