CEO Role #1: Setting the Mission, Vision, & Purpose

April 5, 2011 · Print This Article

Here’s a short except from the article “The CEO Job Description” that I’m slowly writing over the course of a couple months whenever I have a few moments…

CEO Role #1: Set Your Mission, Vision, and Purpose (MVP Statement)

Why does your company exist? What is the problem you are trying to solve? Where are you going in the future? In order to keep your growing team on the same page you should define (and put up on visible flat screen monitors if you can) your purpose, mission, and vision.

What’s the difference between a purpose, mission, and vision. Mission is the WHAT, the vision is the FUTURE, and purpose is the WHY.

Mission – Your company’s mission is the WHAT you are trying to achieve

  • iContact’s Mission: Making online marketing easy so companies and causes can grow and succeed.

We also have a “specific what” that is a quantitative mission. We call this our 2020 mission, which is “to become the largest global provider of software and services that make online marketing easy so companies and causes can grow and succeed.”

Vision – Your company’s vision is the description of the FUTURE

  • iContact’s Vision: Build a great global company, based in North Carolina, for our customers, employees, and community.

Purpose – Your company’s purpose is the WHY behind what you do what you do.

  • iContact’s Purpose: Create value for our customers, employees, community, and shareholders while having fun and serving as a model for what a high-growth venture-backed company can become in terms of social and environmental responsibility.


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