Slide deck I made for a 1 hour presentation about Mission - Vision - Strategy in organisations for first year engineering students. I usually end the presentation with a 10 minute round-up of personal experiences with M-V-S in my entrepreneurial background.

1. Mission - Vision - Strategy
Bart Van Loon
20th April 2010
Mission - Vision - Strategy
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2. Outline
The next ±60 minutes. . .
1 Who are you?
2 Definitions and Examples
Values
Mission
Vision
Strategy
Tactics
3 Working out a Business Strategy
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3. Who am I?
Who am I?
Bart Van Loon
2005: finished studies in Computer
Science, Mathematics, Artificial
Intelligence in Leuven
2006: Co-founded Villa Vespa
2007: Co-founded Zeropoint.IT
2009: Started The DataTank
(Picture by Pitslamp.be)
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4. Who am I?
Villa Vespa
Carefree Oldtimers
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5. Who am I?
Zeropoint.IT
Qualitative HR without borders
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6. Who am I?
The DataTank
Unlocking databases for an
open society
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7. Who are you?
Entrepreneurship is a full-contact sport
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8. Who are you?
Success is not guaranteed
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9. Who are you?
But do you want to work, work, work. . .
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10. Who are you?
. . . for someone else?
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11. Who are you?
My Advice. . .
take responsibility for your own destiny
make a choice in life
execute your own ideas
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12. Who are you?
Mission
take responsibility for your own destiny → have a Mission
make a choice in life
execute your own ideas
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13. Who are you?
Mission - Vision
take responsibility for your own destiny → have a Mission
make a choice in life → define your Vision
execute your own ideas
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14. Who are you?
Mission - Vision - Strategy
take responsibility for your own destiny → have a Mission
make a choice in life → define your Vision
execute your own ideas → follow your Strategy
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15. Definitions and Examples
Hierarchy of Needs 1/5
Lifetime → Values
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16. Definitions and Examples
Core Values
Who are we?
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17. Definitions and Examples
Core Values – Examples
Amazon:
Customer Obsession
Innovation
Bias for Action
Ownership
High Hiring Bar
Frugality
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18. Definitions and Examples
Core Values – Examples
Yahoo:
Excellence
Teamwork
Innovation
Customer Fixation
Community
Fun
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19. Definitions and Examples
Core Values – Examples
Cynex:
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20. Definitions and Examples
Core Values – Examples
Friotherm:
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21. Definitions and Examples
Core Values – Examples
Masterlease:
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22. Definitions and Examples
Hierarchy of Needs 2/5
Lifetime → Values
20+ years → Mission
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23. Definitions and Examples
Mission
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24. Definitions and Examples
Mission
A Mission Statement is a brief
description of the higher goals of an
organisation. It’s purpose is to improve
the cohesion and coherence of an
organisation.
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25. Definitions and Examples
Mission
Why do we exist?
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26. Definitions and Examples
Mission – Examples
Wal-Mart Stores:
To help people save money so they can live better.
Metro:
To bring together people and products in all corners of the globe.
Tesco:
To create value for our customers to earn their lifetime loyalty.
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27. Definitions and Examples
Mission – Examples
Gazprom:
To ensure an efficient and balanced gas supply to consumers in the
Russian Federation and fulfil its long-term contracts on gas export
at a high level of reliability.
EDF:
To bring sustainable energy solutions home to everyone.
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28. Definitions and Examples
Mission – Examples
Daimler:
To produce cars and trucks that people will want to buy, will enjoy
driving and will want to buy again.
Honda:
To seek technology that helps realize true peace and hapiness on
earth.
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29. Definitions and Examples
Mission – Examples
Google:
To organize the world’s information and make it universally
accessible and useful.
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30. Definitions and Examples
Try it yourself
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31. Definitions and Examples
Properties of a good Mission Statement
short
catchy, easy to remember
inspiring
ambitious
realistic and measurable
differentiating from competition
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32. Definitions and Examples
Hierarchy of Needs 3/5
Lifetime → Values
20+ years → Mission
5-20 years → Vision
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33. Definitions and Examples
Vision
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34. Definitions and Examples
Vision
A Vision Statement outlines what the
organization wants to be, or how it wants
the world in which it operates to be. It
concentrates on the future.
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35. Definitions and Examples
Vision
What do we want?
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36. Definitions and Examples
Vision – Examples
Wal-Mart Stores:
To become the worldwide leader in retailing.
Metro:
To innovate through cooperation.
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37. Definitions and Examples
Vision – Examples
Sony:
To have the world look to Sony for comprehensive entertainment.
Samsung:
To lead the digital convergence movement.
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38. Definitions and Examples
Vision – Examples
BMW:
To be the most successful premium manufacturer in the industry.
IBM:
To be first-and-foremost on any new enterprise data centre
migration shortlist.
Deutsche Post:
To remain Die Post f¨r Deutschland as well as the logistics
u
company for the world.
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39. Definitions and Examples
Vision – Examples
Starbucks:
To inspire and nurture the human spirit – one person, one cup, and
one neighborhood at a time.
Nike:
To bring inspiration and innovation to every athlete in the world. If
you have a body, you are an athlete.
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40. Definitions and Examples
Try it yourself
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41. Definitions and Examples
Properties of a good Vision Statement
specific
achievable
motivating
guideline for daily decisions
shapes organisation culture
BHAG
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42. Definitions and Examples
Hierarchy of Needs 4/5
Lifetime → Values
20+ years → Mission
5-20 years → Vision
1-5 years → Strategy
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43. Definitions and Examples
Strategy
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44. Definitions and Examples
Strategy
Strategy is the adoption of courses of
action and the allocation of resources
necessary for carrying out long-term goals
and objectives of an organisation.
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45. Definitions and Examples
Strategy
How will we do it?
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46. Definitions and Examples
Hierarchy of Needs 5/5
Lifetime → Values
20+ years → Mission
5-20 years → Vision
1-5 years → Strategy
±1 year → Tactics
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47. Definitions and Examples
Everyone should take it serious. . .
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48. Working out a Business Strategy
Closed-Loop Management System1
1 Develop
2 Translate
3 Plan
4 Monitor and Learn
5 Test and Adapt
1
Robert Kaplan & David Norton (2008). “Mastering the Management
System”. In: Harvard Business Review. January 2008, Vol. 86 Issue 1 (2008):
62-77
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49. Working out a Business Strategy
Closed-Loop Management System1
1 Develop the Strategy
Define vision, mission and values
(Conduct strategic analysis)
Formulate strategy
2 Translate
3 Plan
4 Monitor and Learn
5 Test and Adapt
1
Robert Kaplan & David Norton (2008). “Mastering the Management
System”. In: Harvard Business Review. January 2008, Vol. 86 Issue 1 (2008):
62-77
Mission - Vision - Strategy
29 / 30

50. Working out a Business Strategy
Closed-Loop Management System1
1 Develop
2 Translate the Strategy
Define strategic objectives and themes
Select measures and targets
Select strategic initiatives
3 Plan
4 Monitor and Learn
5 Test and Adapt
1
Robert Kaplan & David Norton (2008). “Mastering the Management
System”. In: Harvard Business Review. January 2008, Vol. 86 Issue 1 (2008):
62-77
Mission - Vision - Strategy
29 / 30

51. Working out a Business Strategy
Closed-Loop Management System1
1 Develop
2 Translate
3 Plan Operations
Improve key processes
Develop sales plan
Plan resource capacity
Prepare budgets
4 Monitor and Learn
5 Test and Adapt
1
Robert Kaplan & David Norton (2008). “Mastering the Management
System”. In: Harvard Business Review. January 2008, Vol. 86 Issue 1 (2008):
62-77
Mission - Vision - Strategy
29 / 30

52. Working out a Business Strategy
Closed-Loop Management System1
1 Develop
2 Translate
3 Plan
4 Monitor and Learn
Hold strategy reviews
Hold operational reviews
5 Test and Adapt
1
Robert Kaplan & David Norton (2008). “Mastering the Management
System”. In: Harvard Business Review. January 2008, Vol. 86 Issue 1 (2008):
62-77
Mission - Vision - Strategy
29 / 30

53. Working out a Business Strategy
Closed-Loop Management System1
1 Develop
2 Translate
3 Plan
4 Monitor and Learn
5 Test and Adapt the Strategy
Conduct profitability analysis
Conduct strategy correlation analysis
Examine emerging strategies
1
Robert Kaplan & David Norton (2008). “Mastering the Management
System”. In: Harvard Business Review. January 2008, Vol. 86 Issue 1 (2008):
62-77
Mission - Vision - Strategy
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54. Working out a Business Strategy
Closed-Loop Management System
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55. Let’s Connect!
Contact me
Bart Van Loon
bart@zeropoint.it
(+32) 472/94.14.34
http://bbbart.eu/blog
twitter: @b b b a r t
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