Vision vs Mission: The thin line between powerful and BS

🗓️ 2024 | 🤓 Tolgay Budayici

Introduction

Let’s be honest: Vision and mission statements often get a bad rap. They’re sometimes seen as corporate buzzwords or empty slogans that don’t really impact the day-to-day work. But here’s the thing—they’re not BS, unless you do them wrong.

In my experience, I’ve seen vision and mission statements that were defined once, appeared in a PowerPoint presentation, and then were perceived as just BS concepts from management. But I’ve also experienced how, when done thoughtfully, they can truly guide and inspire a team. So, let’s explore why vision and mission matter and how to make sure they’re not just empty words.

Where things go wrong

First, let’s talk about why vision and mission statements can feel like fluff. Here are a few common mistakes that lead to that perception:

The Problem: A vision that says “To be the best in the industry” or a mission that states “We provide excellent customer service” is so broad and generic that it doesn’t say anything meaningful. It’s hard for a team to rally around something that feels like it could apply to any company.

The Fix: Your vision and mission should be specific to your product and your team’s unique strengths. They should resonate with everyone involved, offering clear guidance on what you’re working towards and how you plan to get there.

The Problem: Crafting a vision that sounds impressive but isn’t grounded in your actual capabilities or market conditions can make the statement feel out of touch. It’s hard to take a vision seriously if it feels like a fantasy.

The Fix: Root your vision and mission in real insights—what your team can realistically achieve, what your customers truly need, and what the market demands. When your guiding statements are grounded in reality, they become tools that actually help you navigate your product’s journey.

The Problem: A vision and mission created in a vacuum, without input from the broader team or key stakeholders, often lacks buy-in. If your team doesn’t see themselves in these statements, they’re unlikely to embrace them.

The Fix: Involve your team and stakeholders in the process of defining the vision and mission. When everyone has a hand in shaping these statements, they’re more likely to feel connected to them and to the work they do every day.

Making your vision and mission matter

When you avoid these common pitfalls, vision and mission statements can be incredibly valuable. Here’s what happens when you get them right:

Clarity and focus: A strong vision and mission provide a North Star, helping your team make decisions that are aligned with long-term goals. They clarify what you’re aiming for and how you plan to achieve it.

Inspiration and motivation: When crafted well, these statements aren’t just words—they’re a source of inspiration. They remind your team why their work matters and what they’re collectively working towards.

Alignment and cohesion: A clear vision and mission help ensure that everyone is on the same page. They provide a shared understanding of what success looks like and how to get there, which fosters teamwork and unity.

Final thoughts

Vision and mission statements are not BS—unless they’re done wrong. When they’re vague, disconnected from reality, or created without stakeholder input, they can indeed feel meaningless. But when they’re specific, grounded, and inclusive, they can transform the way your team works, giving purpose and direction to everything you do.

So, take the time to get them right. Your team—and your product—will thank you for it.

Thank you for reading 🤓

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