Living Your Organization’s Vision, Mission, and Values

Dr. Kevin Gazzara
4 min readNov 16, 2020

“If you don’t know where you are going, any road will get you there.” Lewis Carroll

According to Bart & Baetz (1998), more than 500 firms surveyed have some forms of mission and vision statements. To echo the sage words from Lewis Carroll, knowing where you are going becomes critical for success. To help lead us in the right direction, organizations look toward their leaders to provide a vision of a path to achieve that is possible.

Many visible leaders who are effective are seen as charismatic. They are recognized as the drivers of organizational success. Salman (2013) tells us that this charisma and success contributes to the creativeness, innovation, and productivity in creating a reliable and competent workforce. This also means that leaders are seen as the engine of every business, driving the missions and vision to achieve what is possible or more.

Organizations whose missions and visions are clearly communicated, widely understood, and collectively shared among all stakeholders have shown to perform far better than those without a well-understood mission/vision (Bart, et. al., 2001). Yet, it is not sufficient to just have well-articulated, well-communicated, and well-understood missions and visions. These must be clearly integrated and linked to the organization’s strategies, goals, and objectives. Visions and Missions are very different and often seen as the same, this is a common fallacy.


Your vision is a statement of your organization’s overarching aspirations of what it will be in the future. It should be a broad description that provides direction without a specific endpoint and demonstrates the value your organization provides. Your vision provides the “why” your organization exists and its ambitions. This can be seen in Sony Corporation’s vision statement: To be a company that inspires and fulfills your curiosity (O’Donovan, 2017).


Your mission is a statement of how your organization is different from other organizations in your industry. Your mission conveys to your stakeholders the “what” your organization provides and the “how” it creates value for the community you serve. For instance…



Dr. Kevin Gazzara

CEO of Magna Leadership Solutions, Certified Positive Intelligence Coach, Management Expert, Professor, Speaker, and Author. Contact: