The Difference between Mission and Vision | Dr. Pero Mićić #mission #vision

Actually, it's quite simple. Mission and vision are clearly definable and defined terms. Actually.

And yet many companies have it wrong, even the big and supposedly very professional companies.

Audi makes the following statement as their mission on its website: Consistently Audi. Sorry, this is not a mission!

As a vision Audi states: "Unleash the beauty of sustainable mobility".

And again, that too contradicts the definition of Vision used by most experts. This is not a V.

Funnily enough, it's more of a mission, as the verb "unleash" indicates.

Anyone who wants a job with Ford and asks what Ford's mission and vision is like will get the following answer: One team, one plan, one goal. One Ford is FMC's mission and vision.This is beyond me. Basically this is one of the reasons why I don't see a good future for Ford and wouldn't buy shares. It is neither a mission nor a vision. It is extremely ignorant to try to cover two very different concepts with a single statement.

IKEA writes: Our Vision is to create a better everyday life for the many people.

I am sorry, but this is not a vision. It is a mission.

You could say it is completely irrelevant how you define mission and vision. Just make sure there are statements about strategy at all.However, I think it's dangerous and expensive. Then we could also say that it doesn't matter if we call something a task or a goal.No, if you call the task a goal and the goal a task, you confuse people. They then work less motivated, less goal-oriented, less consistent.A clear mission and vision should create orientation, give direction, offer meaning. And for this we need clear definitions and an undoubted common understanding within the company.

We have today, that is, the present, and we have the future ahead of us.A mission is the promised effect that a company fulfils for its customers permanently. It applies today and until we change it. It drives us and guides us.