Mission is a business’s purpose or reason for being, and we’ll be brief here. Developing the mission is the first step in the strategic planning process. However, after analyzing the environment, managers should reexamine the mission and values to see if they need to be changed as the environment changes.

A mission is often based on or also creates a vision that defines where the company is headed in inventing its future and why. It contains the expectations the organization strives to achieve. Top management needs to articulate a compelling vision so clear that it can be seen in one’s head.