A mission and vision that give direction.
Why does your organisation exist, and where do you want to go? A good mission and vision answer those questions in words people remember. They help you make choices, give employees direction and show customers what you stand for. Provided they do not get stuck in generic terms that could apply to any organisation.
We formulate a mission and vision that truly belong to your organisation. That starts with listening: to the founder or the board, to employees and, where needed, to customers. What drives you, what makes the work valuable and what is your ambition for the coming years? We distil those insights into a few clear sentences and a story around them. Down to earth where it needs to be, inspiring where it can be. That way you get words you can use on your website, in your annual plan, when recruiting colleagues and in every conversation about the future.
Listening
We talk to the people who carry the organisation: the founder or the board and, where it helps, employees and customers too. We read what has already been written down, from annual plans to old vision documents.
Drawing out
In a working session we draw out together why your organisation exists, what makes it unique and where it wants to be in five or ten years. We look for the words people use themselves when they talk proudly about their work.
Formulating
We write a mission and vision in a few powerful sentences, with a short story explaining what they mean. We present several wordings and refine them in two feedback rounds.
Embedding
We show how your mission and vision come back in your communication, from website and annual report to onboarding new colleagues. That way, they do not just remain words on a wall.
What a clear mission and vision deliver
Direction
Employees know why they do what they do, and which choices fit.
A recognisable story
Customers and partners understand what you stand for and what they can expect from you.
A stronger employer brand
A clear mission attracts people who recognise themselves in your ambition.
A mission describes why your organisation exists and what you do for your customers every day. A vision describes where you want to go: the picture of the future you want to achieve or contribute to.
Together with your brand values, they form the core of your brand strategy. They give direction to how you present your brand and how you run your organisation.
By starting from what your organisation really does and what moves people in it. Generic terms such as quality, customer focus and innovation say little, because everyone uses them. We look for words that are only true for your organisation.
A good test: if you fill in the name of a competitor and the sentence still holds, we are not there yet.
At the core, the people who set the course, such as the founder, the board or the owners. It is also valuable to involve employees, for example through an interview or a short session. They are the ones who live out the mission every day.
In a merger or growth across several locations, it helps even more to speak to people from different parts of the organisation. That way, a story emerges that everyone recognises themselves in.
Use them in everything you do. They belong on the about page of your website, in presentations, in your recruitment and in the onboarding of new colleagues.
A new mission and vision is often also the starting point for a brand concept, in which we translate the story into a creative idea and a visual form.
Certainly. Sometimes the content still holds, but the wording is outdated or too long. Then we look together at what should stay and write a sharper version. That can be done in a compact project with one session and a few writing rounds.
A mission and vision become stronger when they show what you mean to the people you work for. That is why we like to connect them to your audiences and customer journey. That way, you know not only why you exist, but also for whom and at which moments it makes the difference.