Mission, Vision, and Values - The "Why" of Organizational Culture
In today's fast-paced business world, creating a sustainable, thriving culture isn't just about profitability—it's about connecting the organization's essence to its mission, vision, and values. This deep connection forms the "why" of a company, shaping its culture, decision-making, and future direction. I have been guilty of spending time on strategic planning and execution and ignoring this critical anchor for corporate strategy. A clear articulation of "why" is the foundation that ensures an organization can navigate ever-changing conditions and marketplaces.
“Culture is not an initiative. Culture is the enabler of all initiatives.” — Larry Senn
The Mission: A Clear Purpose
The mission of an organization represents its core purpose, the reason it exists beyond just making a profit. It defines how the company creates value for its customers, stakeholders, and society. When aligned with the organization's culture, the mission serves as the bedrock for decision-making and strategic direction. Leaders who articulate and reinforce this mission ensure employees understand the company's purpose and work toward shared goals.
Take the example of General Motors during its 2009 transformation. The company's mission, "Make decisions. Take risks. Move fast. Be accountable," wasn't just a statement—it was the cultural shift needed to stop losing money and reignite innovation. The mission guided behaviours at all levels and became a tool for shaping accountability.
The Vision: Aspiring to a Future State
The vision of a company provides the aspirational roadmap of where it wants to go in the future. It is the company's long-term goal and reflects what success looks like. A clear, compelling vision drives focus, uniting employees around common goals and providing clarity during times of uncertainty. Visionary leaders like Bill Gates, Steve Jobs, and Andy Grove understood this—each had a crystal-clear vision for where they wanted to take their companies and used it to steer them through rapidly changing industries.
For instance, Gates foresaw computing becoming virtually free and focused on software development, which aligned with his mission to bring computing to the masses. Jobs revolutionized user-friendly interfaces, aligning Apple's vision with the pursuit of elegant design and consumer ease. Grove's foresight led Intel to shift from systems to microprocessors, staying ahead of industry trends.
Values: The Foundation of Culture
Values are the guiding principles that dictate how an organization conducts its business. They define the company's ethical standards, behaviours, and decision-making processes. When embedded into a company's culture, values are more than words on a page—they're practiced daily, forming the foundation upon which the company is built.
Roska DBO is an example of a company that an energy service company in Alberta that defined their Core Values over 25 years ago and they are still used to guide the company today. Each week their leadership meeting starts with a round-table of “Value Based Success Stories” that highlights examples of employees who have exemplified their core values of Integrity, Customer Focus, People Focus, Industry Focus, Continuous Improvement and Compliance. From leadership down throughout the organization these values were not just statements but lived through the culture, shaping every decision.
Why It Matters: A Purpose-Driven Culture
A purpose-driven culture is one where the mission, vision, and values are deeply intertwined. It's not enough to merely state these; they need to be lived by employees and reinforced by leaders. When these foundational elements are in place and aligned with the business strategy, relationships with stakeholders become stronger, leading to long-term profitability and impact; without them an organization is like a ship without a compass—it may move but lacks direction.
Are you ready to establish a purpose driven culture? Reach out to Adduco to support the development of your organizational strategy.
Ron Bettin, MBA, CMC is a Canadian executive and public speaker with more than 25 years of leadership and entrepreneurial experience. He co-founded several companies and provides management consulting through Adduco Inc. to large and small corporations. Ron strongly understands the importance of building value and creating success. He is a Southern Alberta Institute of Technology graduate with an MBA from Queen's School of Business.