Thank you for this article! Your articulation of mission as constant vs. vision as changing in time has been a lightbulb moment for me.
One remaining hangup I have is about how often the vision changes, and which parts? Here's how I understand your explanation, do I have it kinda right?
1. Core values: constant
2. Core purpose: constant (is this the same as the mission, since it's the reason for being?)
3. BHAG (10-30 years): changes after it is achieved - Or in rare cases sooner if conditions change substantially?
4. Vivid Description: I guess this would change the most often, since it has to connect with your employees and customers in the present.
Loved the article. I would also be so curious to see examples of how some of the companies you mentioned like Apple and Microsoft have changed their vision over time.
Jordan, Hi! Thank you for the comments and questions. I'm glad the article resonated with you. That's wonderful to know! On your points.
1. Yes, your core values should stay constant. They are guardrails which effectively guide how the organization does business (and functions).
2. Core purpose is another way to say Mission. "The Mission is an ambitious and unchanging statement reflecting the company's purpose. "
3. Correct. Your North Star will change after it has been achieved. It should also be achievable. The duration of the North Star will be informed by the space in which the business functions as well as by the business itself. Some sectors change rapidly while others evolve more slowly. Some businesses want to have an immediate impact while others are more focused on the longer term gains.
4. The Vision (vivid description) is likely to change when the North Star changes. There are other factors which can inform a change, such as new competitors, new legislation, or new learnings.
An example of a Vision changing is Amazon. They started with "Earth's biggest bookstore." and have evolved their Vision. It currently reflects a statement similar to "To be the Earth's most customer-centric company, where people can find and discover anything they might want to buy online."
Thank you for this article! Your articulation of mission as constant vs. vision as changing in time has been a lightbulb moment for me.
One remaining hangup I have is about how often the vision changes, and which parts? Here's how I understand your explanation, do I have it kinda right?
1. Core values: constant
2. Core purpose: constant (is this the same as the mission, since it's the reason for being?)
3. BHAG (10-30 years): changes after it is achieved - Or in rare cases sooner if conditions change substantially?
4. Vivid Description: I guess this would change the most often, since it has to connect with your employees and customers in the present.
Loved the article. I would also be so curious to see examples of how some of the companies you mentioned like Apple and Microsoft have changed their vision over time.
Jordan, Hi! Thank you for the comments and questions. I'm glad the article resonated with you. That's wonderful to know! On your points.
1. Yes, your core values should stay constant. They are guardrails which effectively guide how the organization does business (and functions).
2. Core purpose is another way to say Mission. "The Mission is an ambitious and unchanging statement reflecting the company's purpose. "
3. Correct. Your North Star will change after it has been achieved. It should also be achievable. The duration of the North Star will be informed by the space in which the business functions as well as by the business itself. Some sectors change rapidly while others evolve more slowly. Some businesses want to have an immediate impact while others are more focused on the longer term gains.
4. The Vision (vivid description) is likely to change when the North Star changes. There are other factors which can inform a change, such as new competitors, new legislation, or new learnings.
An example of a Vision changing is Amazon. They started with "Earth's biggest bookstore." and have evolved their Vision. It currently reflects a statement similar to "To be the Earth's most customer-centric company, where people can find and discover anything they might want to buy online."
Thanks for your reply Diana!