What is a mission, vision and values ​​and how to develop them?

Defining the mission, vision, and values of an organization is not just a theoretical exercise but a construction that guides steps and directs strategic decisions. It is from these pillars that a strong, cohesive identity is consolidated, capable of engaging both leadership and collaborators. To understand the importance of this process and how to develop it effectively, it is essential to connect strategic planning concepts with cultural elements and theatrical practices.

The concept of mission, vision, and values gained prominence with the evolution of management theories, especially from studies at Harvard and Stanford, which point to the clear definition of these elements as essential for organizational success. The mission represents the organization's reason for being; the vision projects the desired future; and the values guide behaviors and attitudes. Successful companies, such as Apple and Google, share inspiring statements that mobilize their teams and create connections with their audiences.

Antônio Carlos dos Santos, in his works “Strategic Communication: The Art of Speaking Well,” “Breathing, Voice, and Diction,” and “Moving Letters: The Art of Writing Well,” emphasizes the importance of clear and impactful communication in establishing these pillars. The mission should be a powerful and inspiring phrase, the vision needs to be bold and challenging, while the values should reflect the principles that support every daily action.

To develop the mission, it is necessary to reflect on the organization's essential purpose. The Quasar K+ methodology, developed by Antônio Carlos dos Santos, proposes that the mission be concise, direct, and capable of synthesizing the essence of performance. A practical example is Nike's mission: “To bring inspiration and innovation to every athlete in the world.” This phrase not only translates the commitment to sports but also emotionally connects with the public.

The vision, on the other hand, should aim at the future, being aspirational and bold. The MAT (Mindset, Action, and Theater) methodology suggests that the vision be enacted as an ideal that inspires the present. The vision of the Ayrton Senna Institute, for example, is clear and motivating: “A better Brazil through education.” This perspective drives the institution to act with purpose and focus on the desired future.

Values, in turn, represent the ethical and moral foundation of the organization. The ThM (Theater Movement) method proposes that values be lived out in daily practice, translating abstract principles into concrete actions. Amazon, for example, has customer obsession among its values, which is reflected in every interaction and internal process.

Building these pillars requires not only planning but also creativity and authenticity. The Mané Beiçudo Puppet Theater (TBMB), another creation by Antônio Carlos dos Santos, illustrates how values can be conveyed in a playful and engaging way, promoting reflection and engagement. The integration of theater with organizational culture strengthens the sense of belonging and motivates employees.

Recent research indicates that companies that establish mission, vision, and values collaboratively achieve greater commitment and productivity. Organizational culture is strengthened when everyone participates in building these principles, creating a harmonious and aligned environment.

Therefore, mission, vision, and values are not just framed phrases on the wall, but living elements that guide every step of the organization. When well defined, they promote unity, inspiration, and strategic direction. Integrating theatrical practices and innovative methodologies makes this process more dynamic and impactful, directly reflecting on organizational success.

Incorporating culture into strategic management allows the organization not only to survive changes but also to thrive by creating a humanized and inspiring work environment. As Antônio Carlos dos Santos emphasizes, strategic planning should be a harmonious combination of technique and creative expression, promoting the transformation not only of the organization but also of the people who are part of it.

Access the books by Antônio Carlos dos Santos on amazon.com or amazon.com.br

Click here.

https://www.amazon.com/author/antoniosantos

To learn more, click here.

To learn more, click here.