Five steps to define and connect your vision and mission
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Posted: Thu 1st May 2025
8 min read
I began browsing Pexels in search of an image that could represent 'mission' and 'vision'. Predictably, I struggled to find the right image, maybe there is no right image, only personal interpretation.
For 'mission', there were images of soldiers charging into battle, a small outpost church in Africa, a rocket launched in a cloud of steam and an astronaut clad in a silver space suit holding the USA flag. Most of the images revolved around warfare or its simulation.
Switching to the Pexel mission business category, there were images of office workers smiling, analytical charts and graphs and even a courier van emblazoned with the slogan, “Always on Time”. This was the closest to my interpretation of mission. While these visuals brought me a bit closer to what mission means to me, they still didn’t fully capture it.
When I turned my attention to 'vision', the imagery grew even stranger. Photos of spectacles, light bulbs, bright, clear eyes, towering office buildings shrouded in mist, and teams of office workers gathered around laptops. Frustrated, I tried searching for 'vision' alongside 'travel'. Images of a camera lens, telescopes, sunglasses reflecting distant vistas, and travellers standing atop mountains gazing into expansive landscapes started to emerge, journeying toward their destination. These visuals encapsulated the idea of vision as the journey toward a distant goal.
It struck me then: why is it so difficult to visually capture 'mission' compared to 'vision'?
Mission is grounded in the present
As we know, it is about the present, the tangible actions and processes that define how we pursue growth and understanding. It’s the practical steps that help us accomplish our goals in life, whether personal, professional, corporate, or charitable. Translating these everyday actions into a single image is no easy task.
For some, envisioning the path ahead and linking their mission to that vision is seamless and intuitive. For others, it’s like trudging through thick molasses, each step feeling as though they’re crossing a vast causeway with no one to lend a hand.
Vision is about the future
It’s about our dreams, our future and long-term aspirational goals. Our desired future state of our business, five, 10 years from now.
When thinking about your vision, be clear as to your target market, whom do you want to appeal to. It's ok to be specific. Know what you want.
We can link vision and mission to create a cohesive, actionable plan within a desired time frame through effective strategic planning.
Impact of vision on mission
It’s about understanding the impact vision has in motivating employees, inviting them to share in the excitement of your future aspirations and driving success by keeping your focus firmly on the horizon. Vision also guides strategy, ensuring that your goals are SMART (specific, measurable, achievable, relevant and time-bound) and within reach.
Impact of mission on vision
The impact strategies have on framing our business mission is its invitation to employees to share the same sense of purpose, by focusing on areas where your business makes the most impact, shapes your values towards your company culture and creates clear and meaningful objectives for everyone in your sphere.
Impact on how strategy works
Strategy is the glue that links vision and mission together, concentrating on areas where your business makes the greatest impact; it aligns values with company culture, fostering clear, meaningful objectives for everyone involved. It helps to create the day to day running of the business, the impact decisions will have, how will goals be reached, the steps taken to achieve them, how we handle competition and overcome challenges.
A practical example: Planning a holiday
Okay, imagine this: You’re planning a road trip with a couple of friends. You’ve picked a destination — a gorgeous, sun-soaked beach at the edge of the world. That’s your vision. It’s your “big picture", the dream that keeps you excited and motivated.
Now, you can’t just hop in the car and magically appear on the beach, right? You’ve got to figure out how you’re going to get there. That’s your mission. It’s all about the here and now — the snacks you pack, the playlist you compile for the journey. It’s the set of actions and habits you commit to every day to make the trip a success.
But hold on, how do you actually bring the vision and mission together? That’s where strategy comes in. Think of it as your trusty GPS. It maps out the most efficient route to the beach, avoids pesky roadblocks and ensures you don’t end up lost in the middle of nowhere. Without a strategy, you’re just driving around aimlessly, hoping to stumble upon paradise.
Help is on the way — it doesn’t come in the form of Superman, although we all know his mission!
Five steps to define and connect your vision and mission
1. Vision is future-focused.
Ask yourself:
Where are you going and when do you want to get there?
2. Incorporate your values
These underpin both vision and mission. Ask yourself:
How will my values guide my vision?
How will they support my mission in day-to-day decisions and relationships?
3. Mission is present-focused
Ask yourself:
What is my purpose?
Why does my business exist?
Why do I do what I do?
Notice that mission often involves many more probing questions than vision.
4. Identify the link
How will you connect vision and mission into a cohesive framework?
How will the everyday actions of your mission propel you toward your vision?
Make a list, a mindmap, or any visual aid that will open ideas for creating the everyday actions needed to run your business.
5. Develop a strategy
This is the linchpin that connects vision with mission. Ask yourself:
How will I get there?
How will my mission lead me to my ultimate goal?
Think of your strategy as a roadmap for action. Going back to the example of the holiday, what actions will ensure your holiday is successful? What planning and preparation will make it enjoyable for everyone involved? Your roadmap of action —your strategy — ensures your holiday is memorable and rewarding.
I hope this article was of help to you, start-up or SME, at some point we could all do with rethinking our vision and mission.
Our business visions can change, and that is fine as long as we align our mission and strategies with our vision.
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