Clarifying Values

Last night's meeting and discussion highlighted that some senior managers seem to be confused about corporate values, vision and mission statements, so thought the following might be a useful reference for fellow ICN members:

Corporate values - capture and define the way an organisation does things. ie risk averse or risk takers, conservative or entrepreneurial, pragmatic or creative etc. However to succeed they must be based on reality and be true reflection of the business or organisation. Not to be confused with brand values that are really brand attributes or personal values that are important to people on an individual basis.

Vision statement - a long term vision of what you want your business to be/aspire to in the future.

Mission statement - says what you are going to do to achieve the vision.
Hope this is helpful.