What is Mission, Vision, Purpose and Values – Definition and Meaning

Introduction to Mission, Vision, Purpose.

The Mission, Vision, Purpose this article includes a brief description of the meaning (applied to companies and organizations) of these terms mission and vision.

What is Mission?

The concept of mission is understood as the faculty or power given to one or more persons to perform a certain duty or assignment. Other times it is defined as the raison d’être of something or someone. And, on the other hand, this word is related to the action of sending.Mission

What is a company’s mission?

A company’s mission, states the purpose, answers the question of why does the company exist? it usually includes a general description of the organization, its function, and objectives.

The mission, in the business field, refers to the objectives of a company, its activities and the way in which it operates. In business missions they are established:

  1. Scheduling
  2. Functions
  3. Media
  4. Purposes pursued.

Examples of Company Missions


Mission: To organize the information of the world and make it universally accessible and useful.

Life is Good

Mission: Sharing the power of optimism.

American Express

Mission: To be the best service provider in the world. To achieve this, we have established a culture that supports our team members so that they can provide exceptional service to our customers.


Mission: To create happiness by providing the best entertainment for people of all ages and in all parts of the world.

What is a company’s vision?

A company’s vision describes where the company is headed, answer the question of what will become of the company in the future.

A company’s vision, on the other hand, refers to an image that the organization has of how it expects its future to be in the long term, an ideal expectation of what it expects to happen. The vision must be realistic, but it can be ambitious; its function is to guide and motivate the group to continue the work.

The vision depends on the present situation, on the present and future material possibilities as perceived by the organization, on the unexpected events that may occur and on the mission itself that has already been silvered.

Similarly, the Vision of a company could be called the DREAM, is a statement of the company’s aspirations in the medium or long term, is the image of the future as we want the company to be later. Its purpose is to be the engine and guide of the organization in order to achieve the desired state.

In short, the vision is a clear statement that indicates where the company is heading in the long term and what it should become, taking into account the impact of new technologies, changing customer needs, and expectations, the emergence of new market conditions, etc.

Examples of company vision

Example: Apple’s corporate mission and vision

Apple’s Mission: To help improve the lives of our customers by changing the way they work, learn, and communicate, through personal computing products and innovative services.

Apple’s Vision: To improve the quality of life of our customers through three pillars: professionalism, technology and track record, to be recognized as the leading company in information technology, communication and entertainment.

Coca Cola’s mission, vision and values

Mission Statement
It lies in the long-term objective of the Coca-Cola company, and it is also a key criterion when making important decisions and actions for the brand to achieve 3 fundamental goals:

Refresh the world.
Inspire moments of optimism and happiness.
Create value and make a difference.

It is the framework of the work plan and describes what needs to be achieved to achieve maximum sustainability, quality, and growth. The aim is to achieve objectives adapted to different areas:

  1. People: To be a good place to work, so that people feel inspired to give their best every day.
  2. Beverages: To offer a varied portfolio of quality products that anticipate and satisfy the desires and needs of consumers.
  3. Partners: Develop a network to create common and lasting value.
  4. Planet: To be a responsible citizen who makes a difference in helping to build and support sustainable communities.
  5. Benefit: Maximize shareholder returns while keeping in mind the Company’s overall responsibilities.
  6. Productivity: To be an efficient and dynamic organization.


It guides the actions and behavior of the Coca-Cola company in the world, and is:

  1. Leadership: striving to shape a better future.
  2. Collaboration: enhancing collective talent.
  3. Integrity: to be transparent.
  4. Accountability: to be responsible.
  5. Passion: to be committed to the heart and mind.
  6. Diversity: have a wide range of brands and be as inclusive as they are.
  7. Quality: pursuit of excellence.

Nike Mission, Vision, and Values

Vision. “Bring inspiration and innovation to every athlete on the planet.”

Mission. “To be the world’s largest seller of athletic shoes and clothing.
The representation and reliability of shoes, clothing, and equipment, the development of new products, price, product identity across the market and promotion as well as customer service and support are important competitive aspects in the tennis, apparel and sports equipment industry… we believe we are competitive in all these areas.

The purpose of the company is to“empower the corporate employee through proactive programs that reflect the care of Nike’s global family, our teammates, our customers and those who provide services to Nike.

Defining a company’s values

Values are ethical principles on which the culture of our company is based, and they allow us to create our behaviour guidelines.

It consists of establishing the priorities, principles, limits and ethical and moral criteria that will govern the day-to-day running of your work.

They are a set of principles that regulate your company’s code of conduct.
Your company’s values determine what you are willing to do and what you are not willing to do to achieve your goals.

how to define your company’s values and examples

How you define your company’s values
These are the principles on which the culture of your company is based, setting your behavior guidelines. Therefore, you must answer:

What are you like and what do you believe in?

How do you deal with a crisis or a problem?
How would you like to be described by your customers, your suppliers, your employees, your collaborators,…?

In short, it is the personality of your company, so they must be faithful to reality, not a wish list.
It is not advisable to formulate more than 6-7 values, otherwise we will lose credibility.

Examples of a company’s values


Values: Humility and willingness, leading by example, daring to be different, unity and enthusiasm, awareness of costs, constant desire for renewal and accepting and delegating responsibilities.


Values: Result orientation, involvement, improvement, honesty and teamwork.


Values: Leadership, collaboration, integrity, accountability, passion, diversity and quality.


The purpose of a company is its permanent reason for existence. That’s why you do things. The backbone on which we depend on to make decisions, whether in everyday life or when the subject is crucial. For one purpose, we can discern between decisions that are right and generate real value and those that are simply easy or even technically eligible.

Examples of a Company’s Purpose:

  1. – Kellogg’s:“Nurture families so they can flourish and thrive.
  2. – IAG:”Helping people manage risk and recover from unexpected losses.
  3. – Google:“Organize the world’s information and make it accessible to everyone”.


Purpose: is the reason for an organization’s existence, why you do things.
Mission: is what you do to achieve your purpose in a period of time.
Vision: is the reality that the company would like to see around the world, its customers and itself.

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