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Vision: what do we want to ultimately accomplish?
- Captures org’s aspiration; motivates ee’s at all levels
- Visionary companies feel like a part of something bigger than yourself – greater sense of purpose
- Starts with “To”
- Mission: How do we accomplish our goals?
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- What organization actually does – products/services it plans to provide, markets it competes in
- Starts with “by”
- Values: what commitments do we make, what structure put in place, to act legall/ethically in pursuit of vision/mission
