The Strategy Wheel

Mission, vision, strategy

A mission explains the societal benefit. It explains why there is a company. It formulates the values for the employees and the way the company works.


A vision describes the future desired image of a company. It sets long-term goals and thus goes beyond day-to-day business. Ideally, the vision is developed by the management team or top management and in this sense describes the ideal image of the company.


A strategy describes the ways and means that a company chooses to achieve its goals. It shows how the company intends to be successful in the face of competition.


In order to set a common direction for the company and to derive and define a quality policy and quality goals, GmbH has defined its mission, vision, goals and strategy. It should summarize what the company does, where it goes and how it works and make all those understandable for the company and the employees.