# Company Aspirations - The fundamental purpose for an organization! - Sets the foundation for the [[strategy|company strategy]] - While an aspiration is a prerequisite for a strategy, an aspiration without a strategy is a wish. - Personal vs Organizational - Purpose of your life? -- *Mission* - What to achieve in the future? -- *Vision* - What do you value the most? -- *Values* - Aspirations should be "coherent" - Balancing the heart (motivational) and mind (strategic) - 100% employees aspirations align to organization aspirations - Aspirations **specify sufficient choices** on how to compete. - Setting aspirations is an **iterative process**. ## Mission, Vision and Values - Mission Statement - Explains **"why" the organization exists** - Transcends product and market cycles - Motivating - Short, clear and easy to remember (fits on T-shirt) - Vision Statement - Has a finish line, a destination - Articulates an inspiring **future** - Defines a new reality - Short, clear and concise - Values Statement - Specifies **behavior** to which you aspire - Reflects choices consistent with strategy - Aligned with employee/customer values ## Goals and Objectives - Goals - Goals are **broad business results** that your company is committed to achieving - Goals are the **link between your company's [[strategy|strategy]] and its mission/vision** - **Ambitious goals motivate**; impossible goals only discourage - Objectives - Objectives are **specific statements** that relate directly to a particular goal (Should include numbers and dates) - Typically the **primary measure of success**! - Should be **known and translatable by everybody** in the company, at all levels - Setting [[smart|S.M.A.R.T.]] objectives.