All successful companies have their own mission in addition to their vision. But what is the difference between a mission and a vision and why have a mission at all?
A corporate vision expresses where and what the company wants to stand for in the future.
It is the basis, direction and framework for the holistic actions of all those involved in the company. Visions are utopian, positively formulated ideals of future states to be strived for. Therefore, visions are always inspiring and motivating. Strategies, motives and goals for the company can be derived from the vision.
A mission, on the other hand, corresponds to a clear order for all employees to realize the company's vision and corporate goals. The mission is a statement, a commitment to certain values in the form of guiding belgium consumer email list principles. Unlike the abstract vision, it does not refer to a state, but to day-to-day operations.
Viewed separately, the vision describes the future and the mission describes the present. Can a company be successful without either?
More success through foresight
When Microsoft was still a small, unknown software company from Seattle compared to the then giant IBM, Bill Gates' vision was: "A computer on every desk and in every home [...]." By granting IBM the license to use the MS-DOS operating system, the foundation for Microsoft was laid. This move shows the foresight that Bill Gates already had at that time. The computer industry was facing fundamental change. In the future, hardware would no longer be the decisive factor. Software would replace hardware as the determining component.
By deciding to use IBM as a licensing partner, Bill Gates created a universal standard for software applications. Within a very short time, Microsoft managed to gain a large share of the market by having its own MS-DOS pre-installed on every PC supplied by IBM. The effect accelerated even further with the introduction of Windows 3.
Using the power of IBM, Microsoft had chosen direct access to realize its dream and business mission.