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What are Vision, Mission and Strategy?

Vision, Mission, and Strategy are terms that are bandied about a lot in the business world but it’s not always clear what the person using these terms means. In this article I give clear definitions for each of the terms and explain why knowing what these are is important to your business.

I will use real life examples to explain what I mean, including MacDonalds and my own business, John Owens International.

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For your convenience, we have also made this article available in video and podcast format. Click here to view the video, Click here to listen to Podcast or Click here to listen on iTunes.

MacDonald’s Example

If we look at the vision for McDonald’s, this says it is, “To be the best quick service restaurant experience.”

MacDonalds vision statement

They also have a longer version, which is shown above, “Our overall vision is for McDonald’s to become a modern, progressive burger company,” et cetera, et cetera, et cetera.

So, a short version and a long version.

MacDonalds mission statement
Then, if we look at what their mission statement above, it says: “To be our customers’ favourite place and way to eat & drink. Our worldwide operations are aligned around a global strategy,” etc. Their vision and their mission. Is there a difference? I don’t know.

Ford Example

Let’s look at Ford Motor Company. Their Vision is: “People working together as a lean, global enterprise for automotive leadership.”

Ford vision statement

And their mission: “One Team, One Plan, One Goal.”

Ford vision statement

So, their vision was to see people working together as a lean global enterprise for automotive leadership, and the way they want to do that is by having one team, one plan and one goal.


At John Owens International, we’ve come up with definitions for vision, mission and strategy, not only to help us be clear but also to help our clients when they’re putting them into their businesses.

Vision, mission and strategy defintions
Vision is the change you want your business to bring about in the world.

Your Mission is what you see is your overall business approach to bringing that change.

Your Vision and your Mission statements should not be trite, fluffy or bland. If they are, people will feel that they lack credibility and therefore that you lack credibility.

Finally, Strategy. Your strategy provides the detailed steps your business will need to take in order to bring about the change in your vision.

JOI Example

Let’s look at the vision statement for John Owens International, and here it is.

“To create a world of heart and spirit-led individuals living inspired
and fulfilled lives through business success.”

Our mission, in order to bring about that change, our overall business approach is:

“To develop and share a set of products, services, and techniques with the world that will enable
heart and spirit-led individuals to attain personal freedom through business success.”

Then, our strategy, of course, is much more detailed than that. It’s things like defining our target audience, determining their need and values, developing one-to-one products, events, and services, etc.

JOI Strategy diagram


Let’s return to the definitions. These are very useful whenever you need to remind yourself, come back and have a look at them.

Vision, mission and strategy defintions

There we are, a short article which I hope you enjoyed. In the next article we will be looking at your Standards and Values and how knowing these and letting other people know them, can really accelerate your business growth and success.

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2 Responses to “Vision, Mission & Strategy – What They Are and Why They Matter.”

    • John Owens

      Thank you, Gerald for your positive comment and note on the typo. Will look into that. Kind regards, John.


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Sarah Outerbridge of Stallion Lawyers

Working with John has been one of the best business decisions I have made.

I have been working with John for almost 12 months now and my business has grown much quicker than it ever would have without his help.

John has kept me accountable, helped me stay on track with my goals and discover and clarify my vision; as well as providing valuable guidance.

In addition, John really cares and it is great working with someone who shares my values.

I would highly recommend John to any business owner looking to take their business to the next level or just wanting to reach their goals faster.

Sarah Outerbridge, CEO, Stallion Lawyers, Gold Coast.

Working with John Owens International (JOI) has been immensely beneficial to our business.

Using the JOI Board Advisory service has helped our Board and senior executive team to gain significant new insights into innovative strategies and structures that have presented new and profitable business opportunities both domestically and internationally.

Using JOI as mentors to our divisional managers has enabled these managers to significantly grow in their roles, resulting in higher performance for their division both organisationally and commercially.

I have no reservations in recommending JOI to any organisation that wants to have the thinking, systems and structures to take itself to the next level.

Dean ReidCEOMSi GroupGold Coast, Australia

Working with John as a coach and mentor has been transformational.

John has a gift for enabling people to view challenging situations, both business and personal, from completely new perspectives that remove blockages and provide a way forward to simple, elegant solutions.

John is committed to achieving the very best for his clients, but they have to be prepared to work for it. Do not work with John unless you are prepared to be stretched and challenged. However, if you are prepared, the results will be amazing.

I have no reservations in recommending John to anyone who wants to achieve real transformation both in their personal and professional lives.

Casey ReidGeneral ManagerThe Leather DoctorQLD, Australia

John’s reputation for bringing rapid change through the power of simplicity to businesses is well deserved.

I first met John when he did consultancy for a business of which I was a director and major shareholder. His techniques enabled John to do the work quickly and get right to the core of our challenges. His keen analysis enabled him to provide the board and executive with some great insights and outstanding recommendations.

His work, both as an enterprise consultant work and a personal mentor, is first class.

John SandfordDirector, Trustee and Advisor

Here exists a brilliant and powerful mind in business. John Owens skills as a business consultant scream one word for every business: transformation.

Since having John on my of directors for my brand – Emily Gowor, Word Artist – I have resolved challenges in the flow of daily and monthly business, devised a company structure that will be put into place in the new year, and brought a significant and clear distinction to the role that I ought and ought not to be playing in my own company.

Without the clarity that John bring to a business, you will not know where you stand within your own enterprise – and your enterprise may very become the owner of you instead of the other around.

The opportunity to have John consult for your business – whether your are an individual with a growing personal brand, a small enterprise or a large corporation (and no matter where you are globally) – is priceless. It will double your revenue at the very least, and bring forward with crystal the most optimal and long-term profitable structure for your business to follow.

Build your success the right way. Take advice form John Owens – he is a genius in business, and will care about your enterprise;s success as much, and in moments, even more fiercely than you do. It’s his commitment every single day to stand for people’s financial and vocational prosperity. Thank you John.

Emily Gower5th Time Published Author, Speaker, Book Mentor & Founder of Gowor International Publishing