Mission and vision are often mixed together. Here we will describe what a mission is.

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A mission is about in brief declaring why the company exists. This means that the mission must give very brief answers to the

• Who are the company's customers?
• What does the product/services company offer?
• How are these products/services offered?

There are several different definitions of mission. The definition we use in MakeMyStrategy™ is:

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"The company's raison d'être with the delimitation of the business area(s), so it is clear. What the company should live on: who the company delivers for, what the company delivers and how the company is unique."

Source: "Strategy winning companies"

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You can also ask yourself "What would the world miss if your business wasn't here?"

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The mission is an expression of why the company exists here and now, while the vision is therefore the longer term.

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Some also use the WHAT, HOW, HOW model, which consists of

1. WHAT is described – that is, the company's value offer in relation to the problem that is solved
2. HOW is described - that is, how this is done
3. Who is described – that is, who are the customers = the primary target group
4. The above summarizes one or few sentences (simple and understandable language)

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A mission must not only be drawn up so that you can then tick the check mark by now it is completed. Together with your other strategy material, it must be translated into concrete actions . An easy and simple approach is to use MakeMyStrategy™ as structures and summarize all your work into one comprehensive and coordinated action plan.

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We highly recommend MakeMyStrategy

Frode Dale

Managing Director

Bollerup Jensen A/S

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