The Six Critical Questions You and Your Team Must Agree On

Wishing You a Prosperous New Year

In my last message (12/31) I mentioned that sharpening your focus on your vision at this time of the year can be the most important step you can take to make 2020 your best year ever. It is also important that you and your team have clarity and alignment of Mission, Vision and Values.

The Strategic Trio: Mission, Vision, Values

How often have you heard this trio rattled off rapid-fire like they’re one catchy phrase –when, in fact, they are three very distinct strategic concepts? It is essential that the lines between them not get blurred.

Let’s begin by defining the terms:

A vision statement focuses on tomorrow and what an organization will ultimately become. A mission statement focuses on today and what an organization must do to achieve the vision. Both are essential in the formulation of goals and objectives – the measurable targets with dates and units of measurement. It is important to have both – a mission and vision statement – but not to use them interchangeably.

Some Well-known Examples



Mission: We strive to offer our customers the lowest possible prices, the best available selection, and the utmost convenience.

Vision: To be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online.



Mission: To organize the world’s information and make it universally accessible and useful.

Vision: To provide access to the world’s information in one click.


Toyota USA

Mission: To attract and attain customers with high-valued products and services and the most satisfying ownership experience in America.

Vision: To be the most successful and respected car company in America.


Six Critical Questions

One of the best examples I frequently use with clients to establish clarity are the Six Critical Questions found on page 77 of Patrick Lencioni’s best-selling book, The Advantage. Lencioni says that if members of a leadership team can rally around clear answers to these fundamental questions . . . this may well be the most important step of all in achieving the advantage of organizational health:

1. Why do we exist?

2. How do we behave?

3. What do we do?

4. How will we succeed?

5. What is most important, right now?

6. Who must do what?

Next Step

Click on this link to access your copy of the Accelerator Roadmap, a proven plan for executives of professional service firms who want to accelerate their progress to sustainable profitable growth.

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