Worldviews and Mission Statements.

Blog by Huib Wursten and Fernando Lanzer

Mission or Vision?

The very concept of “Mission Statement” was born in Contest cultures, which value targets, achievements and results. It is only natural that in such cultures the idea was generated to create a statement about an organization’s ultimate objective, or “a mission” to be carried out. This concept was quickly spread out globally and adapted in many cultures with varying degrees of modification.

A “Vision Statement” is something else: it is a statement that essentially describes the desired culture of an organization or team. In other words, a Vision Statement should answer questions like: “what kind of organization do we want to be?” or “how will we work together?”

In practice, these two different concepts have often been confused, notably, again, in Contest cultures. Pragmatism and the valuing of being succinct and straight to the point have driven the merger of these ideas, so that often people mistakenly refer to them as if they were one and the same, which they are not. They are certainly complementary, yet different.

In this blog we will focus on “Mission Statements”; “Vision Statements” will be the subject of a different blog.

Mission statements in different Worldviews

Many people, notably in Contest cultures, think of the mission statement, or the statement of purpose, as a sort of advertising slogan: something short and snappy to captivate our clients and inspire our staff. This is a conceptual mistake. The articulated purpose of an organization must convey what is the role of the organization in the broader, unwritten, Social Pact: what kind of service, product or contribution is the reason behind what the organization does? 

Are we a provider of products? What kind of products, and to whom do we offer them? If our organization did not exist, what would society miss? The answer to such questions should not be just a slogan or a tag line, like “making the world a better place,” or “advancement through technology.” It should be a full sentence or two, conveying the essence of the organization’s unique contribution to society. Something like “to make vehicles that are accessible to people with low income,” or “to provide reliable accounting services of world-class quality.” 

However, the Contest communication style of “tell and sell”, keeping it short and inspiring their staff to act, has influenced people towards short and catchy slogans. This is also easier to create as part of an advertising campaign, compared to the more difficult task of identifying an organization’s deeper purpose and role in society.

Having said this, it is essential to:

• Tailor the message to cultural values such as individualism or collectivism, hierarchical respect, or egalitarianism.
• Leverage the Worldviews framework to ensure that the statement resonates with the underlying cultural norms of each society.

By doing so, organizations can align their strategic messages with the cultural expectations and values of the specific country, enhancing their relevance and effectiveness.

Some examples:

1. Contest

Mission Approach: Mission statements in the Contest should highlight ambition, individual responsibility, and innovation. The focus should be on winning in a competitive marketplace.

• Example: Use clear, inspiring, and action-oriented language. “Leading the future of innovation and empowering individuals to achieve greatness.”
• Key Elements: Competition, individual achievement, and a forward-looking focus.

2. Solar System 

• Mission Approach: The statement should convey respect for leadership, stability, and a structured approach to achieving societal goals. A top-down vision is often more effective.
• Example: “Guided by excellence and innovation, we lead with a commitment to societal progress.”
• Key Elements: Hierarchy, stability, leadership-driven innovation.

3. Well Oiled Machine

• Mission Approach: In Germany, the statement should emphasize professionalism, technical expertise, and the systematic achievement of goals.
• Example: “Delivering precision and reliability in every aspect of what we do.”
• Key Elements: Efficiency, technical expertise, reliability, and precision.

4. Network

• Mission Approach: Vision and mission statements should emphasize inclusivity, teamwork, and the importance of consensus. Top -Down tones are discouraged.
• Example: “Together, we create innovative solutions through collaboration and mutual respect.”
• Key Elements: Consensus-building, collaboration, equality, and respect.

5. Japan

• Mission Approach: The statement should respect authority while promoting unity, long-term commitment, and group harmony. It should reflect a deep sense of loyalty and a steady progression toward goals.
• Example: “Fostering innovation and harmony, together we create a future of lasting success.”
• Key Elements: Group loyalty, harmony, long-term vision, respect for authority.

6. Family

• Mission Approach: The mission statement should highlight the importance of the collective, family-like ties within the organization, and long-term growth. Respect for authority and tradition should be embedded.
• Example: “Building a future of shared prosperity through collective effort and long-term vision.”
• Key Elements: Collectivism, hierarchy, tradition, long-term thinking.

7. Pyramid

• Mission approach: Vision and mission statements should reflect the power of leadership and emphasize the stability that comes from strong, centralized control.
  • Example: “Under the guidance of our management, we ensure stability and growth, driving excellence across all areas of our organization.”
• Key Elements: leadership, stability, and clarity about the philosophy behind the statement.