In the mid-1990s, I was working with some leaders from Iams, the premium pet food company. Its mission: “Improving the well-being of dogs and cats.” Over a beer after the workshop finished, some of ...

In short, a company vision is knowing what the business aims to achieve. It is basically the answer to the company's “why” or the reason a company exists. The mission is then the “how”—the method, or ...