Most states are beginning to emerge from the COVID-19 shutdown. For many, it’s a relief to reopen, yet there are challenges that still lie ahead as companies and individuals learn to navigate this new normal. Whenever a major change occurs, whether it’s on a small scale or a global one like COVID-19, it’s the perfect opportunity to assess the relevancy and sustainability of a company’s vision and mission. Is it still viable? Are there new conditions and information that will require a change? Without this type of clarity, commitment and dedicated energy behind the vision and mission, it’s easy to lose focus, which can result in corporate misalignment and lethargy.
Defining Vision and Mission
The company vision articulates what a company looks like once it achieves the success it seeks. In other words, it is the big picture expression of what the organization hopes to become and accomplish. It represents its contribution to customers, society and the world at large, rather than what it is and does.
On the other hand, a mission statement is a concise statement that identifies what you are in business to do through the delivery of your products or services. It reflects the “who,” “what” and “why” of your company. It should be short, easily understood and memorized by everyone in the organization. A well-written mission statement informs and guides the decisions, actions and communications of the organization. It also sets the stage for marketing tone, brand and image.
Together, the two represent the company’s purpose, objectives and values.
Why is it Time to Reassess?
Some may be thinking, “shouldn’t my vision and mission be permanent and able to withstand the test of time?” The short answer is no. You cannot assume that the post-COVID environment will result in business as usual. Societal, political and economic changes will take place in nearly every industry, causing a ripple effect. Your prospects, clients and employees will expect and appreciate it when leaders address these changes. To navigate with success in mind, make sure your vision and mission align with this new environment, as you consider potential new goals and purpose. Some values and priorities may stay the same or overlap, but how you aim to approach them could change. For your company to emerge as an industry leader, the individuals within must be informed, and the best place to start is at the top.
Methods to Reassess and Recommit
Start by asking three essential questions:
- Why does your company exist?
- What makes your company different from the rest?
- What do you hope to inspire?
The answers will help you discover and articulate your vision and mission. While it is possible that nothing will have changed, it’s still a worthwhile endeavor to engage in this process regularly. As you do, be sure that your mindset is directed toward the new regulations and conditions of the current global environment. Consider how your clients and prospects needs, challenges and preferences may have changed.
Second, whether you modify your vision and mission or it stays the same, use the time to recommit to and reinvigorate their essence throughout all levels of the company. Since they direct decision making at all levels, ensure all individuals (from executives to associates), across all departments have thorough knowledge of your vision and mission. It allows them to understand values and overall goals and helps them focus on how their role fits into the big picture. Now more than ever, your employees may be looking for guidance and leadership. A clearly defined vision and mission acknowledges the changes at hand and is a vital start.
Third, consider your company’s contribution to humanity, not just its role within industry. At its core, your company and the individuals within it solve problems for others. Your vision and mission address how your company fits into business and society as a whole. In a time of turmoil, it’s a good time to take a serious look around us and consider our role with new eyes. When reassessing and recommitting to your company mission and vision, focus on how your organization serves humanity, solves problems and addresses the individuals within the company. Rather than let the brand dictate to the individuals within, flip the script and let the individuals influence the brand. Make sure people and their distinct and individual challenges and strengths are the driving force behind your business.
Evolving in a Changing World
It likely will be a long time before we start to feel normal again. Our world will have permanently changed in many ways. By proactively adapting to these changes and prioritizing their effects, you will stay one step ahead. Vision and mission statements provide a foundation and driving force for your business. Allow identifiable changes to guide new values and roles to best embrace life as we know it and navigate the new normal together.
