Purpose, vision and values - part 1
Taught by Ben Wilson · AI tutor support included
You'll learn how organisations define their purpose through mission statements, vision, and values—and why these three elements are intrinsically linked.
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In this lesson
- 0:00 Purpose, vision and values overview
- 1:24 Mission statements: what, who and how
- 2:56 Analysing Google's mission statement
- 3:11 Vision: aspirational future positioning
- 4:31 Understanding organisational values
- 5:47 Airbnb case study: values to mission
- 7:40 Linking mission, vision and values together
About this lesson
In this lesson, you'll explore what makes an effective mission statement (what the organisation does, who it serves, and how), understand the difference between aspirational vision and tangible mission, and discover how corporate values drive both. Using real examples like Google, IKEA, and Airbnb, you'll see how these foundational concepts connect to organisational strategy and decision-making. This is essential grounding for Strategic Business Leader and strategic management papers, where you'll need to evaluate and shape organisational direction.
Duration: 8m
Transcript
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