When creating a company mission, it is logical to familiarize yourself with examples of missions of famous organizations. We have selected missions of Russian and foreign companies that we think are interesting. They were structured by areas of activity.

But Do not copy, do not create a mission by analogy - this will worsen the climate in the company, at best, will not change anything. Mission is always individual.

EXAMPLES OF MISSION OF COMPANIES BY FIELDS OF OPERATION

Examples of missions of distributors, networks, retail and e-commerce enterprises

• ROSPECHAT's mission: to be a link between publishers and readers.
• Lenta Mission: We work to ensure that people in Russia live better and richer, saving their money every day.
• Mission of Sportmaster: We make sports accessible! To develop a successful and efficient business, offering Clients an optimal range of quality goods for sports and active recreation with an optimal level of service. To promote the health of the population in the countries where we operate, promoting the values ​​of a healthy lifestyle, sports and active recreation, improving the quality of life of our clients.
• SNS mission: To be the undisputed leader in the distribution of FMCG goods in the CIS countries, providing customers with high-quality products and ideal service, acting in the interests of society and consumers, employees and shareholders.
• Protek Mission: Our goal is to care for the beauty and health of people. We value the economic, social and ethical values ​​of society, honestly fulfill our obligations to people, partners, investors and the state, thereby setting standards for doing business.
• Dixie's mission: To meet the daily needs of the majority of Russian residents with the best price-quality ratio - Simple, Close, Neighborly
• Lenta Mission - We work to ensure that people in our country live better and richer, saving their money every day.
• TERVOLINA's mission: High-quality, comfortable shoes and excellent service - for every customer!
• Walmart's Mission: We save people money so they can live better lives.
• AUCHAN mission: To offer more and more customers a wider range of quality products at low prices.
• Mission of Leroy Merlin East: To make repairs and improvement of their home accessible to everyone
• Castorama's mission: to help buyers make their homes more perfect and comfortable, to transform the labor-intensive and costly process of repair and arrangement into an interesting hobby accessible to everyone.
• IKEA's mission: To change the everyday lives of ordinary people for the better.
• Amazon's mission is to be "the most customer-conscious company on Earth."
• EBay's Mission: To provide a global marketplace where anyone can buy or sell virtually anything.
• Alibaba's mission: remove all barriers between buyer and seller.

Examples of missions from consumer goods manufacturers

• Baltika's mission: We create a high-quality product that gives people the joy of communication, makes their lives brighter and more interesting.
• Daria's mission: To free up consumers' time for a full life by producing high-quality, easy-to-cook products.
• Luxlite mission: leadership in the Russian lighter market for long-term partnership.
• JTI Mission: Our mission is to create a powerful international tobacco company that provides maximum benefit to its shareholders, employees, consumers and society at large and strives to achieve a leading position in its industry.
• Unilever's mission is to energize life. We meet people's daily food and hygiene needs. Our brands help you feel great, look great and get more pleasure from life.
• Levi-Strauss Mission: We will bring the world's most beautiful and best-loved casual clothing to market. We will dress the whole world.
• Nike's mission: Bringing inspiration and innovation to every athlete in the world.
• Adidas Mission: Our mission is to be the leader among the world's sports brands. We achieve leadership through our vision - our passion for sport makes the world a better place. All our work is inspired by the passion for sport that drives us, allowing us to improve ourselves and the world around us.
• Canon's mission is to help people realize the full potential of their images.
• Gillette Mission: Every day, more than 800 million people around the world trust their faces and skin to Gillette's innovative razors and shaving products. We are committed to providing people with the best personal care products, including deodorants and body washes. All of them are designed to meet people's unique needs, helping them look great, feel good and perform at their best every day.

Examples of missions of food industry enterprises

• Teremok mission: 1. We are creating a national public catering network; 2. We must be loved by customers, offering national dishes of a new generation: pancakes, porridges, stews and kvass, with the best taste in Russia; 3. Our products must be accessible to the majority of the Russian population; 4. We will always be glad to see people of all ages; 5. We must give people joy and pleasure.
• McDonald's Mission: To be our customers' favorite place to eat or drink. And the formula for achieving this goal is one old McDonald's formula: KKCH and D, which means Quality, Service Culture, Cleanliness and Availability.
• KFC Mission: Bring joy to life.

Examples of missions of companies in the automotive industry

• AvtoVAZ Mission: We create high-quality cars for our customers at affordable prices, bringing stable profits to our shareholders, improving the well-being of our employees and increasing the value of our business for the benefit of the Fatherland.
• GAZ mission: To produce commercial vehicles that guarantee the customer benefits from the purchase thanks to uncompromising quality and reliable, impeccable service, ensured by the highest competence of personnel, partner suppliers, innovations in production and products.
• Mission of URAL: Satisfying the needs of society for vehicles with a gross weight of 12 to 44 tons and creating conditions for maintaining the performance of vehicles during operation.
• KAMAZ mission: KAMAZ, built by the entire country, is the basis of transport security and the heritage of Russia. Anticipating needs, we deliver automotive technology and signature service to help customers achieve inspiring goals. KAMAZ is a socially responsible partner, acting for the long-term interests of shareholders and the well-being of employees.
• Ford's Mission: We are a global family and proud of our heritage of bringing personal freedom to people around the world.
• Toyota Mission: To give our customers the pleasure of high-quality Toyota vehicles. We are responsible for every car we sell. We create an atmosphere in which Toyota professionals use their many years of experience, as well as knowledge of advanced Toyota technologies, to meet the interests of our discerning customers. The Company's mission is to maximize customer satisfaction by providing reliable and safe TOYOTA products and providing a network of high-quality service and qualified maintenance.
• BMW Mission: The BMW Group is the world's leading provider of premium products and premium services for individual mobility.
• Harley-Davidson Mission: We make people's dreams come true using our experience in creating the best motorcycles!

Examples of missions of companies in the field of high technology and electronics

• Rostelecom's mission: More opportunities for everyone. Rostelecom creates more opportunities for people, both through its services and through the implementation of projects and initiatives that address topics important to society. Telecommunications have the ability to change and improve people's lives, and this is what Rostelecom strives for in its relations with everyone who comes into contact with the activities of our company.
• Mission of Uralvagonzavod (manufacturer of the ARMATA tank): Strengthening the defense capability and development of the transport infrastructure of the Russian Federation by creating high-tech innovative products for military, special and civilian purposes.
• Apple's Mission: Apple makes Macs the world's best personal computers, along with OS X, iLife, iWork and professional software. Apple continues the digital music revolution with its iPod and iTunes. Apple rediscovered the mobile phone with its revolutionary iPhone and App Store and is defining the future of mobile media and computing devices with iPad. (Apple Computer, Inc.'s early mission statement was: We provide the highest quality computers to people around the world).
• Microsoft Mission: Our mission at Microsoft is to help people and business organizations around the world realize their full potential. Achieving this goal requires talented, energetic, bright and creative people with the following virtues: integrity and honesty, enthusiasm, openness and respect, willingness to solve complex problems, self-criticism and responsibility.
• Samsung Mission: We use the company's human and technological resources to create superior products and services, thereby contributing to the improvement of global society.
• Lenovo Mission: For those who do! At Lenovo, our vision is that Lenovo will create personal devices that inspire more people, inspired by our own culture, and through which we build a business respected around the world. This Vision guides us in achieving our mission to become one of the world's greatest technology companies. We will do this through: Personal Computing, Convergence and Culture.
• IBM Mission: We strive to be leaders in the invention, development and production of the industry's most advanced information technologies, including computer systems, software, storage systems and microelectronics. We turn these technologies into value for customers through professional solutions, service and consulting services around the world.
• XEROX Mission: Sharing knowledge through documents.
• Sony Mission: We are a group of young people who are endowed with sufficient energy for endless creative exploration.

Examples of missions of telecommunications and IT companies

• Yandex Mission: Help people solve problems and achieve their goals in life.
• Google's mission: Organize the world's information and make it universally accessible and useful.
• Beeline mission: we help people get joy from communication, feel free in time and space.
• Megafon Mission: MegaFon will unite Russia by breaking down barriers and developing communications to become everyone's obvious choice. MegaFon proceeds from a special attitude towards the company's social mission, which is to create conditions for people to communicate, without regard to borders and distances.
• MTS Mission: We work to make MTS the best operator for its customers. We want every person who comes to an MTS salon, calls our call center, or uses the company’s services to enjoy being an MTS client. Thanks to reliable communications, MTS provides customers with the opportunity to build and improve their lives and constantly develop. All MTS resources are aimed at ensuring that, thanks to the company’s services, the lives of MTS clients become more eventful, interesting and filled with new opportunities.
• Yota's mission: to be a leading developer and supplier of innovative mobile services that will change, at least one iota, people's perceptions and experiences in the field of communication, entertainment and information consumption.
• Tele2 Mission: Our goal is to challenge, act quickly and offer a wide range of Internet-based services at an affordable price.
• Youtube's mission is to provide quick and easy video access and the ability to share videos frequently.
• Facebook's mission: Empower people to connect and make the world a more open and connected place.
• Twitter's Mission: To empower everyone to share ideas and information instantly, without barriers.

Examples of missions of oil and gas companies

• Gazprom's mission: the most efficient and balanced gas supply to Russian consumers, fulfillment of long-term gas export contracts with a high degree of reliability.
• Rosneft's mission is to innovatively, environmentally friendly and cost-effectively meet society's needs for energy resources. Thanks to a unique resource base, high technological level and a team of professionals committed to their business, the Company ensures sustainable business growth and increased shareholder returns. Our activities contribute to social stability, prosperity and progress of the regions.
• Lukoil Mission: We were created to use the energy of natural resources for the benefit of people.

Examples of bank missions

• Sberbank Mission: We give people confidence and reliability, we make their lives better by helping them realize their aspirations and dreams.
• Mission Opening: We help our clients, employees, counterparties and even competitors realize their financial opportunities.
• The Bank of New York's Mission: We strive to be a recognized global leader and partner of choice in helping our clients succeed in a world of rapidly evolving financial markets.
• Citibank's mission is to be a trusted partner to our clients by responsibly providing them with financial services that contribute to sustainable development and economic progress. In the interests of clients, our company invests in reliable assets, provides them with borrowed funds, makes payments and provides access to capital markets. With 200 years of experience, we help our clients solve their toughest challenges and make the most of their opportunities. We are Citi, a global bank, connecting millions of people in hundreds of countries and cities.

Examples of missions of government agencies and non-profit structures

• Mission of the Russian Cooperation University: Providing high-quality education that meets international standards; formation of a highly moral personality with modern professional and other in-demand competencies; real scientific achievements on the basis of the Russian University of Cooperation, meeting the needs of society, the state and the individual; mobile and dynamic learning that flexibly responds to global changes and ensures rapid development of the economy of Russia and the countries of the world, contributing to the development of youth career management skills.
• Mission of the State Hermitage Volunteer Service: Fostering a sense of responsibility for the preservation of cultural heritage.
• CIA Mission: We are the eyes and ears of a nation, and sometimes its invisible hand. We achieve the mission as follows:

By collecting only the necessary intelligence.

By providing relevant, objective and comprehensive analysis on time.

Perform protective actions against the President of the United States to prevent threats or to achieve US political objectives.

Examples of missions of service companies

• Aeroflot mission - We work to ensure that our customers can quickly and comfortably travel vast distances, which means they can be mobile, meet more often, work successfully and see the world in all its diversity. We give our customers the opportunity to choose thanks to an extensive route network and to various air carriers of the Group: from low-cost airlines to premium airlines.
• Mission of Russian Railways: The mission of Russian Railways (Russian Railways) is to satisfy market demand for transportation, increase operational efficiency, quality of services and deep integration into the Euro-Asian transport system. Russian Railways brand mission: We are the most important part of the global system of movement of people, goods and technologies. We work for clients, contribute to the unification of peoples, and integrate Russia into a single economic space. Our solutions are based on a unique infrastructure, the skill of a team of high-level professionals and innovative technologies.
• Mission of the First Freight Company: To provide the best quality transport and logistics services on the market. Be a leader. To make rail transportation of goods accessible and attractive to the client.
• Disneyland Mission: We work to ensure that adults and children spend more time together.
• The mission of the Ritz-Carlton hotel chain: Relentless care and providing maximum comfort to every guest.
• The New York Public Library's mission is to inspire lifelong learning, advance knowledge, and strengthen our communities.

Examples of missions of consulting companies

• Mission Strategic decision: We strengthen the Fatherland by helping to develop business!
• McKinsey & Company Mission: Our mission is to help our clients make individual, lasting and significant improvements in their operations and build great firms by attracting, inspiring and retaining exceptional people.
• The Boston Consulting Group Mission: Our company's mission is based on the following simple principles. We analyze, we learn and then we act. We bring together people who can challenge conventional wisdom and bring about the kind of change that is needed. We help clients develop the competencies they need and achieve long-term benefits. And we shape the future. Together.

Examples of missions of companies in the metallurgical industry

• RUSAL mission: To become the most efficient aluminum company in the world, which we and our children can be proud of. Through the success of RUSAL - to the prosperity of each of us and society.
• Metalloinvest's mission: Providing customers with high quality metal and providing the highest level of service.
• Mission of the Cherepovets Metallurgical Plant: To be leaders in creation.
• Mission of the United Metallurgical Company: Production of metallurgical products and products for the fuel and energy complex that best meet customer needs due to the optimal ratio of price and consumer properties.

MISSION is the most important goal of the company. The meaning of existence of any organization. The foundation for successful development. Use examples of missions from successful companies, but create your own mission. Each organization is unique.

Company's mission- this is a public statement of the company, suggesting that the owners and managers of the company must answer several key questions:

“Why does the company exist?”

“What benefits does the company bring to customers and society?”

“How do we do this? (What makes our business unique, what are our competitive advantages?)"

“What goals do the participants want to achieve by working together?”

“What are we not doing and won’t do?”

The last question is important because if “it is completely unclear why you are doing what you are doing, then you will soon discover that everything that falls outside the “circle of possibilities” will nevertheless accumulate in your company and make its heavy and clumsy. Your task is to defend the boundaries of the business, and not to work as a vacuum cleaner and suck in everything that is bad.").

Thus, the mission determines the role and significance of the company for society, determines the company’s position relative to the external environment - potential clients, partners, competitors, public and government organizations, and serves as a criterion for making organizational and management decisions. The mission cannot be reduced to the individual values ​​of the owner - founder and head of the company, since they cannot become a guideline for making organizational and managerial decisions and the activities of employees. The mission specifies the status of the company and determines the content of its goals at different stages of the company's development.

The mission determines the direction of the company’s legal activities, specifies the types of legal services offered by the company, its principles, value system, internal culture and clientele.

The mission details the status of the company, defines the purpose and strategy of its activities, and distinguishes it from other law firms.

The company's mission defines: 1) the nature of the legal services offered by the company, 2) target legal markets - groups of clients who need the company's services, 3) methods, techniques, tools and technologies used by the company, 4) the company's environment, which shapes its strategy and tactics, 5) the company’s internal culture, relationships within the company between management and employees and between employees.

There are a variety of approaches to defining the concept of “company vision”. Moreover, many relate vision to mission and values ​​in different ways. The most common opinion is that vision - This is the idea of ​​owners and managers about the company in the future. This is an attractive image of it in the future, an ideal or dream that the company strives to realize. The company's preliminary goals should be formed from the company's vision. A vision brings clarity to the company's goals and direction, creates perspective, gives meaning and significance to daily activities, and motivates staff to action. A vision is the most complete description of the future state of the company, which should be formed iteratively and collectively, with the participation of owners, managers and leading specialists, which acts as a certain guarantee of stability for employees. Moreover, if the mission is focused on the consumer, then the company’s vision focuses on the areas of activity that allow this mission to be realized.

As part of the operating philosophy, the mission serves as the basis for the formation of a system of values, moral and ethical standards and principles that the company intends to observe.

It is advisable to reflect in the mission 1) types of legal services for business clients and individuals (field of activity); 2) the company’s place in the legal environment; 3) principles and value system that the company observes in its activities; 4) circle of business interests; 5) established customs, traditions and culture of the company.

For example: Law company Verita Legale S.r.l.

Vision:

To be one of the leading Russian law firms in the premium segment of legal consulting for large international and Russian businesses.

Mission:

We provide high-quality legal support services for businesses, based primarily on the needs of the client, the requirements of applicable law and best business practices.

We are focused on sustainable development and offer only effective solutions.

It is comfortable to work with us.

Values:

Individual approach.

Understanding, respect and trust within the team and, as a result, understanding and respect for the interests and requirements of each client.

Openness, honesty and ease of communication.

Responsibility for decisions made and recommendations given.

Highly professional and results-oriented.

The character and culture of the leader leave an imprint on the Vision and Mission of the company, which express the philosophy and essence of the existence of all the company’s activities, its value system, therefore they avoid touching on financial issues, including profit as the main goal, although all activities are aimed specifically at making a profit.

Vision and Mission contribute to the formation of “their” group of regular customers who make up the company’s environment, its external environment and bring profit. However, it is wrong to reduce the Vision and Mission of the company solely to making a profit, since such an approach limits the field of activity of the company and does not allow us to see other options for working with clients. The need to make a profit cannot be denied, since it is a condition for the existence of the company.

The mission shows how and what the company strives for, what and how it intends to do for this. The mission of a law firm directly affects human relationships - this is its specificity.

Formulating a mission is difficult. It reflects the internal values ​​of the company and aligns them with public, external values. Table 2.1 summarizes the missions of law firms. Each mission is individual and shows the role, place and importance of the company in the development of society and public values. The management of some law firms failed to define a mission, while others reduced the mission to a list of services provided.

Vision without action is a dream.
Action without vision is a nightmare.
Japanese proverb

Every company has something of its founder in its character. And the smaller the business, the more noticeable the similarities. Emerson rightly said: “An organization is the elongated shadow of a single man.” But having inherited the views of its owner, a business often changes them as it matures.

Everything changes: ideas, clients, employees, the market, but one thing must remain constant - a clear vision and clear goals. Strategy, mission, goals - blithely do not take them into account, considering them the lot of venerable companies.

Company mission and vision

Horst Schulze, president of The Ritz-Carlton hotel chain, once said: “It is immoral to ask people to work without purpose. And it’s our responsibility to help them find it.”

A company's mission is precisely what gives its work meaning and makes employees more purposeful. Mainly, the mission answers the question: “What, how and for whom does the company do it?” and explains in an intelligible form what the organization exists for.

For example, SAS's mission statement is “the best airline for businessmen.” This message is clear to everyone: clients, employees, and shareholders.

“The mission is the “invisible hand” that directs and organizes the collective work of employees of its branches in different geographical regions.” F. Kotler, marketing guru.

“The mission is the glue that prevents the company from falling apart as it grows, decentralizes, and diversifies.” “Mission is who we can be, not who or what we want to be.” V. Smerek, trainer and consultant.

In addition to the factual component, the mission can convey the company's philosophy, emphasizing the values ​​that the organization adheres to in its work.

Kodak Mission, Vision and Values

Corporate values ​​reflect the company's guiding principles. Subsequently, the extent to which an organization follows its stated beliefs determines the level of trust in it from customers and employees.

The Walt Disney Company's core values ​​are imagination and positive influence.

Sony has the sublimity of Japanese culture, “being a pioneer, not a follower,” the desire for the impossible.

And for Ikea – innovation, modesty, simplicity, taking into account the interests of the majority.

In the mission you report on where your company is now. Where you want to be tomorrow conveys your vision - it shapes the future image of your business.

And if the mission can be formulated in general terms, then the vision must be extremely specific. For example, achieve 40% market share in the industry or achieve $1 million in annual turnover.

It is important that the company's vision not only appeals to commerce, but also inspires employees. To do this, it must be created in inextricable connection with the company’s mission, be ambitious and realistic at the same time. For example, CNN's Ted Turner's vision was to “become the world's news leader.”

Mission and vision often replace each other, but vision, unlike mission, always sets the vector of movement and consolidates the company’s intentions.

Company strategy

Based on the company's vision, a business strategy is formed, which allocates business resources and fixes long-term and short-term goals.

“A company’s strategy is a comprehensive management plan that should strengthen the company’s position in the market and ensure the attraction and satisfaction of consumers, successful competition and achievement of global goals.” A. J. Strickland III, American professor of strategic management.

Strategy comes from the company's mission, vision and values

Thus, the mission, vision, strategy and goals of the company, constantly interacting, constitute the strategic plan for its development. And the essence of strategic planning comes down to answers to 4 questions:

Answering these questions turns out to be not so simple, but it is simply necessary if you decide to enter the market seriously and for a long time.

What does strategy and spaghetti have in common?

The company's mission, values ​​and strategy become the main guidelines that allow it to conduct business in accordance with the chosen course. They are the yardstick for new ideas and concepts.

“They say that Italians, in order to check the readiness of spaghetti, throw a small part of it against the wall. If the spaghetti sticks, it's ready. There is a direct connection between idea, mission, strategy and spaghetti.

When a team member comes up with a new idea or approach, it is first examined to see if it aligns with the mission and strategy. If the idea sticks to the mission and strategy model, you can continue.” James M. Heidema, Carol A. McKenzie “How to Build a Passionate Team.”

From theses to actions

The mission and vision of the company must be tangible to each employee in the form of concrete actions. Otherwise, they will be perceived as nothing more than a formality, and in the worst case, cause irritation.

For example, The Ritz-Carlton hotel chain offers employees 20 principles ( mission code of conduct) and carefully ensures that the company's mission is perceived not only at all levels of the organization, but also at a personal level. As a result, each employee knows what contribution he can make to the common cause.

How the mission works at all levels at The Ritz-Carlton

The company's mission is tireless care and provision of maximum comfort to each guest

Jan Carlzon, who decided to make SAS “the best airline in the world for business class passengers,” regularly sent out leaflets to his employees, where he outlined his ideas in simple language. In addition, each employee received a “little red book” - a guide on how to follow the mission.

And in the cosmetics company The Body Shop there are specially trained employees whose duties are to convey the principles and values ​​of the company to other employees.

But the most important thing in the company’s mission is that it means something to you and your employees, and not be a set of stock phrases.

“The philosophy of an enterprise is valid only if it actually, at least approximately, corresponds to what you write on your banner. Not everything, but 90 to 92% of the idea must be true, otherwise it will fall on your head like a boomerang. It’s better to completely abandon this than to place such a measuring rod next to you that the author himself will constantly trip over it, since he won’t want to jump over it.” K. Kobielle, “Motivation in Action Style.”

As an example, here are several mission statements and visions of successful companies.

Intel's mission is to maintain its role as a key supplier in the Internet economy and to contribute to any efforts to improve the efficiency of the Internet. Today, the main thing in computers is the Internet. We are expanding the capabilities of PC and Internet.

Intel's vision is billions of Internet-connected computers, millions of servers, trillions of dollars in e-commerce profits.

Canon's philosophy is built on the principle of Kyosei, which in Japanese means “living and working together for the common good.” It shapes our goals and values, our communication style and the way we do business.

Nokia's mission is that by connecting people, we help satisfy the fundamental human need for connection and social contact. Nokia builds bridges between people - whether they are apart or face to face - and helps people get the information they need.

Mary Kay's mission is to enrich the lives of women around the world by offering customers quality products, opening new horizons for independent beauty consultants and providing them with unlimited career opportunities, doing everything to ensure that women who come into contact with Mary Kay can realize their potential.

Starbucks' mission and vision is to become the world's leading provider of the world's finest coffees while growing the company through our unwavering principles (a respectful place to work; cultural diversity; coffee excellence; customer satisfaction; community contributions; profitability). .

Avis rent-a-car mission – our business is car rental. Our mission is absolute customer satisfaction.

Long John Silver's vision is to be the premier quick-service restaurant chain in America. We offer every visitor delicious, healthy and inexpensive fish, seafood and chicken dishes, and serve quickly and politely.

Oksana Gafaiti,
author website and Trades.site

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Vision (vision) – the perception of something through vision. Having a vision- the direct opposite of a narrow view and lack of focus on anything.

Company vision- an image of the future of the company, a specification of the main goals of the company based on the needs of clients, the development of the general level of business in the industry, on the market and based on an objective assessment of the current state of the company.

Basis of vision– the goals that the company sets for itself in order to move to the desired state. For example, “to become the first company in the industry” is a vision.

Strategic vision must express a super task in order to feel not like doers of work, but creators. Considering that a vision is usually developed for a long period of time (5–10 years or more), it is necessary to take into account the development of the situation, technological progress, social and commercial relations.

A vision is a dream, this is the idea of ​​the owners and top managers about the company in the future. It is an attractive image of the company in the future, an ideal or dream that the company strives to achieve. The company's preliminary goals should be formed from the company's vision. A vision brings clarity to the company's goals and direction, creates perspective, gives meaning and significance to daily activities, and motivates staff to action. A vision is the fullest possible description of the future state of the company, which should be formed iteratively and collectively, with the participation of owners, managers and leading specialists.

It is necessary to distinguish two components of vision:

• what you will look like over time;
• what you can do during this time.

The vision must be justifiable, supported by analysis of trends, demographics, lifestyles, legislation and technological advances - have a solid foundation. In essence, developing a company vision is the result of management, which involves:

• analysis of what the consumer will need;
• assessing the company's ability to meet this need;
• determining the expected profit that the company can receive by satisfying the needs of customers.
• analysis of possible risks that will hinder profit making, including from the actions of competitors.

Yet, a vision is not a set of goals. Creating a vision has nothing to do with gathering information. A vision, rather, is a purposeful fantasy. If you want the vision to inspire, it must reflect a deep understanding of the market, the company and the brand and project it into the future. Therefore, vision is the shaping force of development and must be both reasonable and ambitious.

Basics of the company's vision. What should the vision be based on?

Important elements:

• The vision itself is the company's fundamental aspirations for the future;
• The values ​​on the basis of which the company’s vision is built;
• Promises that a company would like to keep for its employees, customers and other stakeholders.

1. Vision

A strategic vision is a battle cry aimed at broad and large groups of people (especially the organization's employees and customers). It is easy to confuse the organization's "mission" (or "purpose") and, indeed, both central mental models of the formats - with some overlapping qualities. But overall, we see the vision (i.e., “what we strive to become, achieve, and create”) as building on the mission of the organization (i.e., “what we stand for and why we exist”).

In our structure, the mission or purpose tends to be more static, shifting rather slowly and imperceptibly over time, as if it were somehow inextricably linked to the very essence of the organization, its “DNA”. A vision, in contrast, provides the direction that the organization's management would like to follow in the relatively short to medium term (that is, a five-year strategic vision, or a ten-year or twenty-year vision).

A vision helps answer questions such as: “Where does my organization and I want to go from here?”

Vision is the big new inspiring format that we can create today, and that my team and I will be able to fill with lots of new exciting ideas tomorrow.

2. Values

A vision should capture the core values ​​- or ideas of how we think things should be - on which your company is built. Some widely cited values ​​are integrity, customer satisfaction, team spirit and authenticity.

Built on the values ​​of Commitment, Integrity and Responsibility, Avis Business Group's vision is: “We will be a leader in the car rental industry by focusing on customers, our people, growth, innovation and efficiency. All of these elements will drive the essence of success and show that Avis and Budget are stronger together than they could be individually."

Land O'Lakes states that its vision is: "To be one of the best food and agriculture businesses in the world by being our customers' first choice, responsible to our owners, and a leader in our communities." And, according to the website, Land O'Lakes' core values ​​are: "people", "performance", "commitment", "customer", "quality" and "integrity".

One way to think about your company's core values ​​is to ask questions such as: What does my organization and I stand for? fight? What aspects of the organization do I want to pass on to my children? How will my company and I be remembered? What core elements of the company would undermine my desire to work there?”

Of course, even when you think this deeply and come up with a list of values ​​that seem paramount, you don't necessarily have to be able to develop a consensus about what they mean and what their implications should be for your vision. Any of these values ​​may mean different things to different stakeholder groups.

But by doing your best to identify a shared set of values, you will begin to understand not only where your organization is today, but also what you think its “radically preferred future state” or “radically preferred kind of future” should be .

3. Promises

Your vision should also express the promises you make to the organization's stakeholders. What are your big plans? What is your most significant ambition? What do you hope to achieve and over what period of time?

The progressive Fortune 500 auto insurance company says its vision is to “Reduce the human injuries and economic costs associated with automobile accidents. We do this by providing our clients with services designed to help them rebuild their lives as quickly as possible."

General Motors offers a very specific promise: “For the last hundred years, GM has been a leader in global industry. And the next hundred years will be the same. "GM is committed to remaining a leader in the alternative fuel engine industry."

Do you have a good strategic vision?

You will know if you have a good strategic vision if it:

Forging a collective vision is a daunting challenge because it requires not only creativity, but also a lot of discipline and detailed thinking. When you and your group begin this process, the destination is unknown.

As we have seen, what many organizations consider to be a short-term priority often creates incentives that greatly promote this kind of highly analytical, convergent thinking. But developing a vision for your organization requires using both induction and deduction, applying forward thinking with a focus on long-term opportunities to consider not only what the future might hold for you and your colleagues, but also how you can shape the future yourself.

Think about what is most important to you: the problems you want to help solve, or those that only you can decide. Consider exactly where you want to go and what you want to do once you get there.