With vision, mission and strategy: your path to the top (2024)

Whether you run a company, lead a team or simply want to achieve your personal goals, the importance of vision, mission and strategy cannot be overstated.

However, we often make the mistake of starting with the goals – without having clearly defined our fundamental values, mission and vision. This can lead to us not making progress or getting lost along the way.

In this blog post, we show you how you can make your vision, mission and strategy tangible – from development to implementation, and visualization.

Fundamentals of Vision, Mission and Strategy explained in a simple way

With regard to vision, mission and strategy, we should bear the following in mind:

• Never start with the goals. Instead, start with the “Why” (purpose), followed by a clear understanding of your underlying values and your vision for the future.
• Don’t confuse your mission and vision. They play different but equally crucial roles on your path to success.
• Make sure your “Why” (purpose) is clear. This is the anchor that will guide you on your path and give you direction.

By clarifying these fundamental elements, we ensure that we build a firm foundation for an effective and successful strategy.

Definition: PurposeWhy have we decided to exist together beyond financial gain? This should be clear both for the organization and for us personally.
Example Facebook: "We believe that connection is a human right."

In practice, one of the biggest challenges is communicating strategic goals in such a way that they are understood and implemented by all employees. We just held a customer workshop, and that example illustrates this:

The client organization had developed a clear strategy and a set of measures for its vision, but was struggling with communication and implementation. The strategic narrative was difficult for employees to understand, which meant that implementation stalled.

In addition, their overview charts were overloaded with small-scale packages of measures and were confusing.

Here is a brief summary of the challenges:

• Although the strategy was in place, it was poorly communicated.
• Employees did not understand the strategic narrative.
• Implementation of the strategy was slow.
• The overview charts were overloaded with small action measures and were confusing.

In our workshop, we sorted and clearly structured all aspects, together with the customer.

This case shows that it is not enough to have a strategy – it must also be understandable and implementable. Only then can it become the driving force for the entire organization.

Definition: VisionIt is about the difference we will make in the lives of our customers or the world if we realize our purpose.
Example Tesla: "We will accelerate the advent of sustainable transportation."

The Theory behind: “Golden Circle” and “Action Steps”

To better understand the importance of vision, mission and strategy, let’s take a look at two key theoretical models: Simon Sinek’s “Golden Circle” and our “Action Steps” model.

Simon Sinek’s “Golden Circle” describes the “Why”, “How” and “What” of any organization or project.

The “Why” stands for the fundamental purpose, the “How” for the particular difference to others and the “what” for the specific action.

It is important to note that this model is not future-oriented, but describes current actions.

The key facts of the Golden Circle at a glance:

• Starts with the “Why”: the fundamental purpose
• Describes the “How”: How do you differentiate yourself from others?
• Defines the “What”: what specifically do we do?

In contrast, the “VISUAL FACILITATORS Action Steps” is a model that helps us to define the next steps from the basis – the purpose and our values. And in the right order: mission, vision, strategy, tactics, measures and goals.

Definition: MissionAn ambitious but achievable position in our market or in the lives of our customers that recognizes our purpose.
Example Amazon: "Be earth's most customer-centric company."

The special thing about the VISUAL FACILITATORS Action Steps is that it sets out a sequence that really works. It is explicitly geared towards the future.

The individual steps of the Action Steps:

1. Start with the Purpose: What is our deeper purpose?
2. Define the Values: What principles guide our actions?
3. Develop the Mission: What is our ambitious goal?
4. Create the Vision: What will the future look like if we are successful?
5. Form the Strategy: How do we achieve this future?
6. Plan Tactics, Measures and Projects: What concrete steps are we taking?
7. Set Goals: What specifically do we want to achieve by when and with what result?

Both models together help us to gain a comprehensive overview of the relationship between vision, mission and strategy and their importance for the successful implementation of our goals.

Definition: ValuesThe principles that accelerate our progress.
Example Coca Cola : "Be committed in heart and mind."

Example Coca Cola: “Be committed in heart and mind.”

Simply defining the key concepts – purpose, values, mission, vision and goals – is not enough. The real challenge lies in putting them into practice and, ideally, visualizing them. This can differ significantly depending on the situation and phase of the team or company.

To implement these core components effectively, we should consider the following aspects:

1. Communicate your purpose clearly and convincingly. This should be the “Why” behind your organization or project.
2. Derive your values from your purpose. These should form the basis for all your decisions and actions.
3. Formulate your mission concisely and make it known. This should be your big goal that gives you and your team orientation.
4. Develop an inspiring vision that shows where you want to be in the future. This should serve as a beacon to guide you forward.
5. Set clear and measurable goals to track your progress. This should make the success of your strategy and tactics measurable.

Visualizing these elements can help to create a common understanding and promote the involvement of all those involved. It serves as a clear signpost and can help to increase commitment and motivation.

Remember: every team and every company is unique – what works for one doesn’t necessarily work for another. It’s about finding the best way forward for your specific situation.

The visualization of strategy – i.e. the representation of purpose, values, mission, vision and/or goals in visual form – offers numerous advantages. Especially in times of crisis, it can help to engage employees, attract talent and generate new business and sales.

Vision, mission and strategy are a matter for the boss. That’s why we talk to you as the decision-maker, managing director or founder.

The advantages of strategic visualization at a glance:

• Improved communication: A visual representation makes complex ideas and concepts easier to understand and ensures clarity throughout the team or organization.
• Increased employee loyalty: When people understand the strategy and see how their own work contributes to it, they feel more engaged and motivated.
• Stronger orientation: Visualized goals and measures serve as a signpost on the way to bringing mission and vision to life.
• Better decision making: With a clear view of the strategy, better and more informed decisions can be made.
• Transformation: The implementation is successful and something really changes. Because it is not about a visual – but real, genuine change.

Visualize your future with us

The experts at VISUAL FACILITATORS enable organizations to bring goals, vision and strategy to the point.

With over 10,000 projects delivered and many years of experience, we help you to explain complex ideas simply, promote a healthy corporate culture and navigate effectively in challenging times.