In the world of organizational strategy, brand and employee experience, companies trying to figure out who they are can be an infinite loop. Between strategy, vision, mission, purpose, values, principles, culture, models and many more, where does a leader even begin? Let’s start with definitions (Source: adapted from Google).
- Strategy: a plan of action or policy designed to achieve a major or overall aim
- Mission: a strongly felt aim, ambition, or calling
- Vision: the ability to think about or plan the future with imagination or wisdom
- Purpose: the reason for which something is done, created or for which it exists
- Principles: a fundamental attribute determining the nature of something; an essence
- Values: principles or standards of behaviour; judgment of what is important in life
- Culture: the customs, arts, social institutions, and achievements of a group
- Model: a system or thing used as an example to follow or imitate
Looking at this list, a picture of a Venn diagram is beginning to emerge where Purpose overlaps with Mission, Strategy with Vision, Principles with Values (it has the world principles in it for crying out loud). And culture – well culture is just a part of everything so it’s the ultimate container. So – why do organizations feel like they need to check all the boxes and create bodies of work behind each of these? The answer is – they don’t and shouldn’t.
As we define the companies we build and lead, we need focus on what matters – the core and content in how we deliver on how we show up day to day. Let’s get back to the fundamentals of Why (Purpose / Mission), What (Strategy / Vision) and How (Culture / Values / Principles). Use whatever label you like, but keep it to 3 and have each one clearly defined so they can be easily communicated and delivered.
Personally like using Purpose, Strategy and Culture to describe the big O (overall organization) and principles to get to specificity.