The mission and vision statement is a company's proclamation to its employees and other stakeholders about its business goals and aspirations as an organization. In many industries, changing markets and customers periodically require companies to reevaluate their strategic mission. A sound mission and value statement is brief, memorable and pragmatic, as well as inspiring. It serves to focus employees on the highest objectives of the company, and thus becomes a cornerstone of corporate strategy.

Bain helps clients build and refine their mission and vision statements as part of strategy engagements.

Creating a sound mission and vision statement is the first step in building strategies that help clients to reach their full potential. This work is not done in a vacuum. Bain gathers and tests data from relevant stakeholders to ground a client's aspirations in statements that are also feasible and practical.

Working with a company's stakeholders, we identify refinements to the mission and vision, and weigh the implications of any changes necessary in the current business model. As part of this work, we develop a detailed roadmap to prepare the organization to deliver on the new strategic goals.

To find out more about Bain's work in this capability area, please contact the practice.