Biographic Design - Catalyzing Results

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The difference between "mission" and "values:"

Webster's dictionary - one of my favorite business tools - defines "values" as:

something (as a principle or quality) intrinsically valuable or desirable

By contrast, Webster's definition for "mission" is:

a specific task with which a person or a group is charged

Which word is geared toward generating product or service? You got it - mission

Certainly, values are important in business, they help define a culture and approach whereby you decide on certain directions and prioritize projects and tasks. But the tasks themselves are defined by your mission statement.

Mission statements clearly delineate what business you are in - and what businesses you are not in. They build boundaries. These boundaries are productive, not restrictive. They keep your focus on the things you provide uniquely to the marketplace and the things you do best.

Mission statements are marketing bullets, rallying cries, instant answers to the question, "What do you do?" A well-crafted mission statement that is communicated often and consistently throughout your organization (and to your customers) is the best marketing investment you can make.

Solution builders Results catalysts

The difference between "mission" and "values:"

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