Mission & Vision
C’est bien deux choses différentes:
La mission correspond à ce que l’entreprise est en train d’accomplir, alors que la vision est ce que vous visez pour le futur. L’une correspond à la situation présente, l’autre à la situation future.
| Vision | Mission | (Jobs to be Done) | |
|---|---|---|---|
| Focus | WHY Future aspirations ”Goals and aspirations” Create a mental picture Guidance star | WHAT & HOW Current actions ”Purpose statement” Company driven | CUSTOMER WHY Customer actions / Core problems ”Finding hidden opportunities” Customer driven |
| Timeframe | Mid / Long term | Now | Situational |
| Audience | Company | Company + External | Strategic design team |
| Scope | Internal / Strategic | Internal / Operational | External / Customer centric |
Exemples
| Company | Mission | Vision |
|---|---|---|
| Nike | To bring inspiration and innovation to every athlete in the world. | To remain the most authentic, connected, and distinctive brand |
| Connecting professionals around the world to make them more productive and successful. | Creating economic opportunities for every member of the global workforce. |
Nike Mission:
- To bring inspiration and innovation to every athlete in the world.
- Bringing inspiration
- Creating innovation
- Supporting every athlete in the world
Vision:
- To remain the most authentic, connected, and distinctive brand
- Authenticity
- Connectivity
- Distinction
Core values:
- Community
- Sustainibility
- Diversity
- Social responsaibility
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