Mission, Vision, and Goals Flashcards

Defining the company’s mission, vision, values, and goals.

The company’s fundamental purpose: who it serves, what needs it meets, and how it creates value.

To retain flexibility to evolve as markets, technologies, and customer preferences change.

What do we want to become?

To guide employee behavior, shape organizational culture, and form the ethical foundation for strategic decision-making.

• Transparency
• Sustainability
• Responsibility

• A group’s culture is shared among its members.
• It is formed over a relatively long period of time.
• It is relatively stable unless actively changed.

• Specific
• Measurable
• Achievable
• Relevant
• Time-bound

• Goals: represent broad outcomes
• Objectives: are the smaller, actionable steps required to achieve them

To prevent unethical behavior and ensure alignment with the company’s long-term strategic direction.

To maximize shareholder returns, typically achieved through high and sustainable profitability.