Most companies have a mission that is something like this: Maximize shareholder wealth by exceeding customer expectations for (insert product/service) and providing opportunities for our employees to lead fulfilling lives while respecting the environment and the communities in which we operate.
While an important foundation, this mission statement is often shared on corporate websites and not secret to your competitors. Thus, it is not useful in driving business decisions, as that is the role of your strategy. Same thing with values that indicate how employees should behave, not what the organization should do. It is just a foundation.
There is zero correlation between the online prominence of a corporation’s values and the firm’s performance; instead, what matters are employees’ assessments of the company’s integrity. High levels of perceived integrity are associated with higher productivity and profitability (Source: The Value of Corporate Culture).
Does your organization mix up mission with strategy?
