During the team building trainings, it was very surprising to find that many employees, and sometimes even managers and supervisors, do not know the mission and vision of the company. As a retail owner or manager, what are you doing to get this important message across? How do you support your company’s vision and mission every day? Is it written on the board? Do you talk about it during meetings? Do you show it on the company website? Can your customers see it? How do you empower employees to fulfill that vision and mission?
Another confusing aspect is that company leaders often mix mission and vision statements. Sometimes mission / vision statements get mixed up. Many companies only have a mission or vision statement. I also know some companies without any vision and mission!
Why is it important to identify it? Because it is essential to understand where you are going, where your company is going to be in the future (vision) and how to get there (vision). You also want your stakeholders, employees, and customers to know, understand, and share it.
What comes first? If you are just starting a new company (store), the vision will guide the mission statement. If you have an established business where the mission is stated, many times the mission guides the vision statement.
Vision
A vision statement defines the desired or anticipated future state of the business. Vision is a long-term vision, it is the source of inspiration. It’s how to make a difference for customers, the community, and the world.
Your vision could project a compelling story into the future. When Steve Jobs, the founder of Apple, said “An Apple on every desk”, it was his vision of the company.
The vision statement should include:
• Vivid and clear image
• Description of a bright future
• Memorable and engaging writing
• Realistic aspirations
• Alignment with values and organizational culture
Apple Vision Statement: “Make a Contribution to the World by Creating Mind Tools That Advance Humanity.”
CVS (Retail Pharmacy) Vision Statement: “We strive to improve the quality of human life.”
Mission
Mission is a short, formal, written statement of the purpose of an organization or team. The company mission statement explains why and for what purpose the company was formed, what services, goods and ideas it offers to the public, and what its standards are. It must distinguish the company from all the others and be expressed in a clear, brief and simple way so that it is understood by all (employees and customers).
A mission statement should answer three questions:
1. What do we do?
• A summary of your products and services
Dollar Store Mission: “Brighter, cleaner, professionally marketed stores that give you MORE selection, MORE value, and MORE FUN.”
2. How do we do it?
• A statement of commitment and unique business approach.
Staples Mission: “What is Staples Soul? Staples Soul reflects our commitment to corporate responsibility. It is a holistic approach to business that recognizes the close connection between our financial success and our desire to have a positive impact on our associates, communities and the planet by bringing together the following areas: diversity, environment, our community and ethics. This is how we do business, this is Staples Soul. “
Best Buy Mission Statement: “Our formula is simple: We are a growing company focused on better solving our customers’ unmet needs, and we trust our employees to solve those puzzles. Thank you for stopping by.”
• A statement that summarizes the aspirations of your company.
“We live to be the leaders in our region within the men’s apparel industry.”
3. Who do we do it for?
• A statement regarding clients
“Apple is committed to providing the best personal computing experience to students, educators, creative professionals and consumers around the world through its innovative hardware, software and the Internet.”
• A statement regarding customer service, product knowledge.
BC Liquor Stores Mission: “To be a profitable, customer-centric spirits retailer dedicated to innovation, exemplary service, useful product knowledge and social responsibility.”
Target Mission: “Our mission is to make Target the preferred shopping destination for our guests by offering exceptional value, continuous innovation, and an exceptional guest experience by consistently delivering on our Expect More brand promise. Pay Less.®” .
• A statement about your employees
“We are committed to the growth and professional development of our employees. They are what make our company great.”
Values
The value statement is an expression of the fundamental beliefs of a company. Values drive the culture and priorities of an organization. Companies write the value statement to identify and connect with the consumer. In addition, this statement allows company personnel to be aware of the priorities and objectives of the company.
Best Buy Value Statement:
We have four values that guide our actions:
* Have fun being the best.
* Learn from challenge and change.
* Show respect, humility and integrity.
* Unleash the power of our people.