Indra Nooyi, former CEO of PepsiCo. Source: supplied.

SmartCompany Plus

From the experts: Why vision and purpose are more than cliches

SmartCompany Plus
6 minute Read

If you think that concepts like vision and purpose are just for big organisations, think again. The unified goal of creating something more is what binds and drives companies of any size, like psychic glue that brings people together in a common direction.

SmartCompany Plus explores advice from nine entrepreneurs and business leaders on exactly why vision and purpose are more than cliches.

“[When I talk about] embedding purpose, I’m not talking about your mission, which is what you do every day, or your vision, which is where you are headed,” says strategist Ashley M. Grice in her TED Talk ‘The Power of Purpose in Business’.

“Both mission and vision are important corporate drivers, but they play a different role in purpose. And mission and vision will change with changes in leadership, corporate contacts, competitive landscape, merger and acquisition. They are important, but they are also temporal. In my experience, they often have a time horizon of, say, three to five years.

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