1.
Mission vs. Goals
IN001-50044-01160
vs. Objectives vs. Strategy vs. Executions vs. Tactics
At a recent internal agency meeting, there was a lot of discussion/confusion about terminology that we use in our
business every day…. specifically the differences in definition of mission, goals, objectives, strategy, execution and
tactics.
Some of these terms are interchangeable. Some definitely are not. Some reflect the difference between WHAT and HOW.
And some are similar, but are different because of scale/size.
Here’s how I see it:
MISSION
A mission is a very big, long-term end-result or achievement. There may be objectives, goals, strategies, executions and
tactics all used to achieve the mission, but the mission is the biggest and most important thing to be accomplished.
Mission statements are usually the non-financial achievement that a CEO either develops for his company or is hired to
achieve. The mission is a what versus a how, and is very similar to a vision statement in that it has a future orientation.
OBJECTIVES AND GOALS
I think that objectives and goals are interchangeable. They are the ends toward which effort and action are directed or
coordinated. Although it is the aim or an end, it is not necessarily the final achievement. That’s the mission.
Objectives and goals are also whats, not hows, but they are smaller than a mission. There can be a number of objectives
and goals to be achieved in order to achieve a mission, but there is usually onlyone mission.
STRATEGY
Strategy is how to achieve an objective, goal (or even a mission). It is a thoughtfully constructed plan or method or
action that will be employed to achieve the result.
We often talk about people who are good strategists. These are people who excel at devising schemes and plans and
courses of action to achieve the desired result.

2.
As you advance in the ranks of account management you move from being more of a “doer” (execution, tactics) to being
more of a “thinker” (developing strategies to achieve objectives and solve problems).
EXECUTION
Executions are what is done to deliver on or coordinate a strategy. They are definitely a what, not ahow.
In our vernacular, they are the print ads, TV commercials and direct mail pieces, web sites, etc. that are developed from
the creative brief/strategy statement.
Although execution is more about doing than thinking, it is still critical, as poor execution will prevent us from delivering
on the strategy that will achieve our objective.
TACTICS
Tactics are devices or actions taken to achieve a larger purpose. They are also a what, not a how, but they are on
a smaller scale than an execution.
When we say that someone is a good tactician, we mean he is good at making the smaller moves, gestures and acts that
achieve a strategy. Many people often confuse tactics with strategy and also confuse tactics with execution, but there are
differences, even if they are subtle.
Here’s an attempt at an example to demonstrate the use of these terms.
Mission - To make the XYZ company largest seller of premium candy
Objectives/Goals - Achieve share of market leadership in the premium candy segment.
- Be known as the most expensive candy, but worth it.
Strategy - Convince consumers that XYZ candy is the best premium candy by associating with high-end people and
entities.
Execution - TV and Print ads using wealthy celebrity endorsers.
Tactics - Sample XYZ candy in high-end department stores
- Put XYZ candy on the pillows of beds in high-end hotels
Life insurance
Vision
To be the most admired life insurance company by securing the financial
future of our customers
•
•
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Mission
We are an honest life insurance company, committed to doing what is right
We serve our customers through long-term savings, protection and retirement solutions, delivered by our high quality Agency
and Multi Channel Distribution Partners
We are a business with strong social relevance and contribute to society by supporting causes in health and well-being

3.
Our Values
Caring :Listens with respect and values differences – Acts with
compassion
Credibility : Demonstrates knowledge and creates trust in others
Collaborative : Works together to achieve results
Excellence : Pursues highest quality
Reliance industries
Mission
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To attain global best practices and become a leading power generating company.
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To achieve excellence in project execution, quality, reliability, safety and operational efficiency.
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To relentlessly pursue new opportunities, capitalizing on synergies in the power generation sector.
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To consistently enhance our competitiveness and deliver profitable growth.
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To practice highest standards of corporate governance and be a financially sound company.
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To be a responsible corporate citizen nurturing human values and concern for society.
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To improve the lives of local community in all our projects.
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To be a partner in nation building and contribute towards India’s economic growth.
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To promote a work culture that fosters learning, individual growth, team spirit and creativity to overcome challenges and attain
goals.
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To encourage ideas, talent and value systems and become the employer of choice.
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To earn the trust and confidence of all stakeholders, exceeding their expectations.
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To uphold the guiding principles of trust, integrity and transparency in all aspects of interactions and dealings.
Vision
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To build a global enterprise for all our stakeholders
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To be the largest private sector power generation company in India
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To be the largest hydro power generation company in India
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To be the largest green power company in India
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To be the largest coal mining company in India
Vision Sustain ITC's position as one of India's most valuable corporations through world
class performance, creating growing value for the Indian economy and the Company's stakeholders
Mission To enhance the wealth generating capability of the enterprise in a globalising environment,
delivering superior and sustainable stakeholder value