Mission, Vision, Values — verbiage or part of leadership?

Modern handling of organisational development

Photo by Benjamin Child on Unsplash

What it is about

The mission is about demonstrating why your organisation exists in the first place. The answer “We exist to make a profit” is not very motivating and does not answer the question of meaning in any way. What service and which delivery do you provide? What about the execution of your services? What aspects are important to you here? How are operational and tactical levels involved? What results, added values, and benefits does your organisation offer? What about the customer’s view of your organisation?

Marketing & more

That these activities are accompanied by internal and external marketing is neither wrong nor reprehensible. Understandably, investments in terms of money and time should yield an appropriate return. Unfortunately, marketing takes the lead in the matter too often, resulting in advertising campaigns that only cause head-shaking disbelief among the staff.


The question posed at the beginning can thus be answered with yes. Aspects such as mission, vision and values are part of leadership. The times of the CEOs, managers, and executives, who only hours before a big event briefly browse through a few prefabricated slides to pretend to have a genuine interest in the matter, are over. Management squads of this kind are detrimental to your organisation. Therefore, proactively ensure that your management work is committed, participative and sustainable in the medium to long term. Your employees, current and future, will thank you for it.



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Niels Brabandt

Niels Brabandt is in business since 1998. Helping managers to become better leaders by mastering the concept of Sustainable Leadership. Based in Spain & London.