Three ways to embed vision, values, mission and strategy to your corporate culture


MikkoLaaksonenVision, values and mission mean absolutely nothing if they’re not part of the everyday corporate culture. Actually, they can become counterproductive, a joke, that the employees mock.

These tools that should act as a beacon to the company employees need to be relevant, credible and easy to understand – and to remember. If they are too abstract, ambiguous or not actionable, they are not useful to the individual employee looking for guidance or inspiration.

And by the way, endless powerpoints may not be the best starting point, there is a good article about that here.

In other words, company vision, values and mission must be such that they tell each and every employee why the company does what is does and how the company goes about doing it. Strategy and objectives then tell what the workforce should do to reach these company level goals.

It is surprising how few employees actually know or even have thought about why their company does what it does. Maybe I am a bit philosophical, but for me it is important to think about that, I think it is actually of essence when you think about where you want to work and stay passionate about; which kind of “why” do you want to work towards?

In my case, Fujitsu’s official mission is to strive towards a Human Centric Intelligent Society, which in a bit of an engineering type terms means that Fujitsu wants to help individuals and organizations reach their full potential. In my mind, it means that we want to help our customers succeed in whatever they do. We provide various information technology services to companies. It is our mission therefore, to try to provide our customers with solutions that make them succeed in their business, to be better than the competition.

Vision, mission and values have no clear cut limitations in how they are to be reached. Now, when thinking about Fujitsu helping customers to succeed, we shouldn’t limit ourselves to thinking that our current service offering is the end of all.

There are huge opportunities in new kinds of technology applications that can help our customers succeed by providing tools to

  • Become more efficient
  • Differentiate in the market
  • Boost product development
  • Enter new business areas
  • Enter new markets

A few examples for our customers could be: Combining Internet of Things to current products to create new products and services, using web services to offer these services to completely new global end-customers, using modern communication technologies to make teams work more efficiently across the globe… The list goes on.

So, going back to the original topic: How to make vision, mission and values part of your company’s everyday culture?

First of all, you have to have clear, relevant and actionable statements. Once those are in place, here are my three tips:

  1. Communicate relentlessly: Use any opportunity to go over your strategic statements, with practical examples relevant to the audience
  2. Involve the management: The top management needs to be interested in the day-to-day working of the company, be involved! At the minimum, be involved and interested in the strategic development projects and show appreciation to the mission critical functions.
  3. Hire passionate people: It always comes down to the people doesn’t it? If you hire passionate people, that share your vision and mission, good things will happen. Then it is the management’s job to keep them passionate.

Mikko Laaksonen works as a Senior Development Manager at Fujitsu Finland. He currently works with business development of Fujitsu’s global service offerings in the Nordics. Mikko has over 10 years of experience in Service Business Development, Product Management and Marketing & Sales. He holds a Master’s degree from Helsinki School of Economics (Aalto Univeristy) in International Business with a Bachelor in Economics and Marketing from University of West  of England, Bristol.