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Many organizations have mission statements, vision statements, or values statements that are neither strategic nor motivating.
Values differ from "values statements" just as a mission differs from a "mission statement;" they're the difference between the reality and the rhetoric.
Below, we divide our guidance for developing useful aspirations into separate sections on mission, vision, and values statements.
It is easy to list virtuous values, like "honesty," "integrity," and "respect for diversity," but to be strategic, values statements should-like other aspirations-reflect a choice among viable alternatives.
"Honesty" is not a useful values statement in the business world because choosing not to be honest is not truly an option.
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