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Vision, Mission, Purpose: What's The Difference? - YouTube
Channel: David Burkus
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Vision, mission, purpose.
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They nest on top of each
other, they go together
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or better said it starts
with that purpose.
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That clear reason for why we exist
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and then concentric circles out.
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How are we going to achieve that why
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and what is the world going
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to look like when we achieve that why.
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Purpose statements, mission
statements, vision statements.
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It can get really cluttered really fast.
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It seems like every organization
has a different offering
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when it comes to declaring their purpose.
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Some just have a mission statement.
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Some have a mission and
vision, some have a purpose.
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Some use some other term to
describe a little bit of prose
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that they put on a plaque in the office
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or in the front of a 10-K report.
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And if you go from
organization to organization,
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you can get really confused
because the definitions change.
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There's a lot of clutter out there
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and we're gonna cut
through that clutter today.
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Today, we're gonna talk
about about the difference
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between purpose, mission and vision.
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How they interrelate to each other.
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How they affect each other.
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Whether or not you even need all three
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or whether or not you can cut through
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that clutter with one simple statement
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that accomplishes all three.
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First though, I gotta
clear up some clutter here.
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This is where we've been doing homeschool
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with our kids for the last couple weeks.
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Let me clean that up.
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So let's start with the big one.
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Let's start with vision.
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What is a vision?
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And a vision statement,
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is really a statement of
what the future looks like.
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It's a statement of where you are headed.
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A vision statement describes what
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if you achieve your mission
if you serve your purpose,
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and we'll get to those in a little bit.
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What that is going to look like.
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These are my wedding
china plates by the way,
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I have no idea how they got down here.
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And the thing about vision is that
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by nature it is aspirational.
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It can be five years out,
10 years out, 20 years out,
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100 years out, but it's
about what you aspire
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to make the world look like.
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All leadership involves
change to some extent
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and your vision is a picture
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of what the world looks
like when you have finished
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that change.
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Now by definition,
vision can't stand alone,
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because vision is about what you want
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to change the world to look like.
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All leadership is about change.
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And so vision is what happens
after you achieve that change.
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But there has to be what you're doing
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inside of that in order to
make the vision a reality.
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That's where mission comes into play.
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Your mission on the other hand
answers the question, how?
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How are we gonna make
that vision a reality?
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What are we going to be about?
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What activities are we engaged
in on a day to day basis?
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And also what are the long term objectives
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that will help us make that vision happen?
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Now mission can be
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where you talk about
how lives are changed.
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Mission can be how you talk
about how objectives are won.
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Mission can even be products
or service that you sell.
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A lot of great mission
statements put a specific number.
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We're gonna change this many
lives or whatever it is.
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The point is that mission
answers that question, how?
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How are we gonna make
that vision into reality?
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So if your vision is what
the world's gonna look like,
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when you've achieved your mission.
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Your mission obviously sets inside of it.
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It is the how do the visions what,
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but we still haven't
answered all of the questions
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that we need to answer in order
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to have an intrinsically motivating set,
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mission, vision, purpose.
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Something that's actually
gonna inspire employees
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to see the connection between the work,
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the drudgery maybe they're
asked to do every single day,
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and how they're actually
effecting a positive change
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in the world.
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There's one more element
we have to talk about.
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We have to talk about purpose.
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Purpose goes inside all of these.
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Purpose is the why your
organization began.
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Why it's on that journey.
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What injustice in the world
is it seeking to right.
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What opportunity is it
seeking to leverage.
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It answers why you choose to exist.
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What was the whole reason for
starting this organization?
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Why's as can be answered with
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that sort of founding
story some of the time,
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but other times you need a
declarative statement of that
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and we would call that declarative
statement, your purpose.
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So now we can take all three together.
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We started with this idea of vision.
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What does the world look like
when you achieve the mission.
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Which is the how are you going to put
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into action your why,
your reason for existence.
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These three nest nicely into
each other, let's take a look.
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We have the vision,
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this is the what.
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We have the mission,
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this is the how.
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We have the purpose,
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this is the why.
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Vision, mission, purpose they nest
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on top of each other, they go together
[290]
or better said it starts
with that purpose,
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that clear reason for why we exist
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and then concentric circles out,
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how are we going to achieve that why
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and what is the world going
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to look like when we achieve that why.
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Now, here's the key thing
that a lot of organizations
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that have a vision, mission purpose,
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or even just one of them still get wrong.
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This still isn't the center of our circle.
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Inside all three of
these circles are people.
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The people that are in your charge.
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You see, every great
leader didn't just start
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with some flowery language
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and try and sell it to other people.
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They didn't just go on some off site
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with the other senior
leaders and pay a consultant
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to come up with this grandiose prose
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of mission, vision and purpose.
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No, great leaders, the
leaders that have run lasting
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and sustainable changes in the world.
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The revolutions the
reformations of the world.
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They didn't cast a vision and try
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and sell it to other people.
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They found a way to put towards the vision
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that was already in the hearts
and the minds of the people
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that were in their charge.
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And so that's where we need to start.
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Purpose statement, mission
statement, vision statement,
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all of the above or none of the above,
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whatever you choose to
put on a glass plaque.
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Now you know the terms
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and you know how they ought to be used.
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But more importantly you know
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that these three alone are
necessary but insufficient.
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See they all radiate out from people.
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They radiate out from what is
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on their hearts and their minds.
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And so as a leader the
best thing you can do
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is make sure your purpose,
mission or vision,
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all of the above or none of the above,
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answer one question for your people.
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Whether you're looking to
get them to join the firm,
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or whether they already
work for you and with you
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and you're just looking
to get them inspired.
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That question, what are we fighting for?
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What is in the world that we're tired of
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and we're willing to start changing?
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What is it the world, we
wanna look to an injustice
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and say no longer.
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What is it in the world
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that the whole world finds acceptable
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that you refuse to accept?
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Or what is the battle
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that your customers or
stakeholders are fighting
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that you help by your existence.
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It all starts with what
your people are willing
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to fight for and then from that answer
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to the question, what are we fighting for?
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Then we're safe to write
our purpose statement,
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our mission statement
and our vision statement.
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A vision statement again,
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is what the world looks
like when we've achieved
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or when we've won that fight.
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Our mission is how we're
gonna win that fight.
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Our purpose is that fight
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and that purpose starts with people
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and starts with a clear and
concise answer to the question.
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What are we fighting for?
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