Mission and objectives of the organization: common and different traits

Any organization is created in order to perform some tasks. If we are talking about a commercial structure, its main goal is to make a profit, if it's a charitable organization, then it is created to help those who need protection and guardianship. However, in order for staff and management to be more aware of what they are doing and why, the mission and goals of the organization are needed . About what it is and how to properly compose a mission and goals, we'll talk about this article.

The mission and goals of the organization are program provisions on which all its activities are built. The mission is the most general description of what the company is for, what task it is supposed to solve. At the same time, it should be noted that making a profit can not be a company mission - it should be broader and show how a company can be useful to society. In this there is no contradiction, after all, only after being somehow useful and in demand the company can count on the fact that its products will be bought, and hence, for profit. In order to better understand what a mission is, we give examples of missions of well-known companies:

The mission of Lukoil is to turn the energy of nature to the benefit of people

The mission of McDonalds is to provide fast and quality service with standard products

Microsoft's mission is to help people and businesses fully unlock their potential with the help of electronic technologies

The mission of the Walt Disney studio is to make people happy.

It is worth making a clear distinction between such concepts as the mission and purpose of the organization. If the mission is the most general description of the reason for the existence of the organization, then the goal is a clear description of the tasks that must be performed in order to translate the mission into reality. The objectives of the company can be short- and long-term, and also change in the course of its activities, while the mission remains unchanged throughout the entire period of the firm's activity. Thus, the mission and goals of the enterprise represent a single whole philosophical core of its activities - the mission answers the question "why is our company needed?" And the goals respond to the question "what needs to be done in order to carry out the mission and, accordingly, to justify its existence ? ». Only if there is such a core, the company will carry out its activities efficiently and methodically.

To the mission and goals are put forward certain requirements:

The mission of the company is its application to the society, accordingly, it should be created with an eye to the external audience - consumers, competitors, regulators. The mission must necessarily show that the company is useful, moreover - it is necessary for the society.

The objectives of the company, on the contrary, are directed inwards - at employees, and outline to them what the company should achieve with their help in the short and long term. Therefore, if the mission can be somewhat blurred, then the goals should be as clear and understandable as possible - so they will be easier to perceive by the employees, and therefore, more quickly and efficiently implemented.

Unfortunately, the leaders of most companies in the countries of the former USSR have not yet realized that a well-written mission and the organization's goals will help them to make their work more simple and effective, and most importantly - aimed at results, therefore, only some companies of the CIS countries have goals and, even more so , Missions. I would like to hope that over time they will understand that the mission and goals are not just beautiful words, but an important tool for doing business.

We hope that this article has helped our readers understand what the mission and goals of the organization are and how important they are for its successful operation. Good luck to you in business!