what is our business? [Peter Drucker]
the reason for existence
the corporate reality
no cash flow, no mission
a realised vision is the company's mission
vision + mission = 0.5 x success
Toyota seeks to create a more prosperous society through automotive manufacturing.
Amnesty International's mission is to undertake research and action focused on preventing and ending grave abuses of the rights to physical and mental integrity, freedom of conscience and expression, and freedom from discrimination, within the context of its work to promote all human rights.
The mission of the American Red Cross is to improve the quality of human life; to enhance self-reliance and concern for others and to help people avoid, prepare for, and cope with emergencies.
Philips improves the quality of people's lives through the timely introduction of meaningful technological innovations.
General Electric; Imagine, solve, build and lead - four bold verbs that express what it is to be part of GE. The action-oriented nature says something about who we are - and should serve to energize ourselves and our teams around leading change and driving performance.