Mission
Answers three questions about why an organization exists:
WHAT it does
WHO it does it for
HOW it does what it does
Vision
Defines the desired optimal future state of the organization:
Creates a mental picture of what an organization wants to ultimately achieve
Provides guidance and inspiration as to what an organization is focused on achieving in five, ten, or more years
Ideally, it sets a goal or standard that can never be achieved, fostering a culture of perpetual improvement
Promise
The organization pledges a meaningful benefit/outcome to its customers and employees. The promise is ultimately what customers and employees should unfailingly expect from your organization’s brand, products and/or services
Trust and loyalty are the rewards of keeping it
Indifference, anger and/or lost business are the wages of breaking it