The Changing Corporate Mind: Organizations,Vision, Missions,Purposes, and Indicators on the Move Toward Societal Payoffs

Where are the world's organizations headed? What do they see as their primary destination and contribution? What do they commit to deliver and to whom? How rigorous are they in defining their destinations? What label do they use to describe statements of their intended future? To find the answers to these and other questions, we examined 26 of the leading organizations internationally as well as 60 leading organizations in the United States. Based on this sample of world organizations, we found indications that many organizations see some aspect of societal good as basic to their future, while many others regard their own organization's well-being as what is most important. We find no clear favorite for what organizations label their statements of purpose: most use “mission” while some use “vision,” and some use “values” or “philosophy.” Few of the organizations in our sample state their intended destination in measurable performance terms. From these data, we discuss the implications in terms of an increasing emphasis in the literature on organizations having to deliver outputs that contribute to external clients and society. We also note that purpose statements must be accompanied by appropriate actions to achieve those intentions. In addition, we discuss how this move toward socially-responsive organizations is impacting the role of the performance technologist.