Vision, Mission, Purpose
The key questions for orientation are:
Who are we?
Why do we exist?
What drives us?
Where do we want to go?
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The vision describes the desired future state of a company, representing the goal towards which all efforts are directed. The mission explains who we are, what we stand for, and what we do to make the vision a reality.
The purpose answers the question: Why do we exist? It is about meaning, the "raison d'être/Reason why," and the question of what difference we make in the world and what we contribute to it. A company's culture determines the accepted values, norms, and behaviors, describing "how" and in what way we do what we do.
Thus, culture influences whether and how something is implemented – in line with Peter Drucker's belief: "Culture eats strategy for breakfast." All these aspects set boundaries and form a crucial foundation for any business planning. Without knowledge of these interconnections and their design, alignment is not possible – and sustainable strategy and innovation work is, if at all possible, very difficult and certainly not coherent.
With our methodological expertise and experience from numerous vision projects, we help make the implicit explicit and systematically develop the essence and positioning of the company. We assist in recognizing and defining values, mission, purpose, vision, and what the company should stand for in the long term. We use well-known and proven elements of vision work (e.g., from S. Collins), which identify particularly suitable building blocks and approaches, integrating them into our "Vision, Mission, Purpose" model (see Fig. 1). For the corresponding implementation, we have created a structured process in which the various elements build on each other meaningfully (see Fig. 2).
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PROFESSIONALIZING MANAGEMENT.
DEVELOPING ATTITUDE.