{"id":9726,"date":"2025-04-11T04:21:40","date_gmt":"2025-04-11T04:21:40","guid":{"rendered":"https:\/\/certifeka.com\/new\/test\/programs\/new-course\/lessons\/lesson-4cognitive-theory\/"},"modified":"2025-08-23T19:10:04","modified_gmt":"2025-08-23T19:10:04","slug":"lesson-1-what-is-a-vision-mission-values-goals","status":"publish","type":"lesson","link":"https:\/\/certifeka-edu.com\/ar\/programs\/organizational-behavior-professional-certificate\/lessons\/lesson-1-what-is-a-vision-mission-values-goals\/","title":{"rendered":"Lesson 1: What is a vision, mission, values &#038; goals?"},"content":{"rendered":"<div data-elementor-type=\"wp-post\" data-elementor-id=\"9726\" class=\"elementor elementor-9726\" wpc-filter-elementor-widget=\"1\">\n\t\t\t\t<div class=\"elementor-element elementor-element-0e47732 e-con-full e-flex e-con e-parent\" data-id=\"0e47732\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t<div class=\"elementor-element elementor-element-01a0627 e-con-full e-flex e-con e-child\" data-id=\"01a0627\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-31d7067 exad-sticky-section-no exad-glass-effect-no elementor-widget elementor-widget-image\" data-id=\"31d7067\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"96\" height=\"114\" src=\"https:\/\/certifeka-edu.com\/wp-content\/uploads\/2025\/04\/logos-png-01-296x57-1.png\" class=\"attachment-large size-large wp-image-16861\" alt=\"\" srcset=\"https:\/\/certifeka-edu.com\/wp-content\/uploads\/2025\/04\/logos-png-01-296x57-1.png 96w, https:\/\/certifeka-edu.com\/wp-content\/uploads\/2025\/04\/logos-png-01-296x57-1-10x12.png 10w, https:\/\/certifeka-edu.com\/wp-content\/uploads\/2025\/04\/logos-png-01-296x57-1-42x50.png 42w\" sizes=\"(max-width: 96px) 100vw, 96px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-94fed34 e-con-full e-flex e-con e-child\" data-id=\"94fed34\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-1402436 exad-sticky-section-no exad-glass-effect-no elementor-widget elementor-widget-heading\" data-id=\"1402436\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Lesson 1: Motivation and Performance<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-8bb1159 e-flex e-con-boxed e-con e-parent\" data-id=\"8bb1159\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-27aff9f exad-sticky-section-no exad-glass-effect-no elementor-widget elementor-widget-heading\" data-id=\"27aff9f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Why do you need to understand motivation?<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-84c2685 exad-sticky-section-no exad-glass-effect-no elementor-widget elementor-widget-text-editor\" data-id=\"84c2685\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h5><span style=\"color: #000080;\">Each of them represents a different aspect of the overall strategy.<\/span><\/h5><h5><span style=\"color: #000080;\">While highlighting &#8220;the vision answers the Why\/Where an organization wishes to go&#8221;.<\/span><\/h5><h5><span style=\"color: #000080;\">&#8220;The values are the guiding principles that provide an organisation with purpose and direction, the values simply help companies manage their both internal and external interactions.&#8221;<\/span><\/h5><h5><span style=\"color: #000080;\">A mission statement should answer the How, and Goals are the achievement targets that you need to set to be achieved in a limited time frame to support your overall strategy<\/span><\/h5><h5><span style=\"color: #000080;\">Here&#8217;s an illustration of how it&#8217;s likely to be structured.<\/span><\/h5><h5><span style=\"color: #000080;\">I came across a great clearer way of how they are differentiated which is:<\/span><\/h5>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c89d757 elementor-icon-list--layout-traditional elementor-list-item-link-full_width exad-sticky-section-no exad-glass-effect-no elementor-widget elementor-widget-icon-list\" data-id=\"c89d757\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"icon-list.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<ul class=\"elementor-icon-list-items\">\n\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t<svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-check\" viewbox=\"0 0 512 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M173.898 439.404l-166.4-166.4c-9.997-9.997-9.997-26.206 0-36.204l36.203-36.204c9.997-9.998 26.207-9.998 36.204 0L192 312.69 432.095 72.596c9.997-9.997 26.207-9.997 36.204 0l36.203 36.204c9.997 9.997 9.997 26.206 0 36.204l-294.4 294.401c-9.998 9.997-26.207 9.997-36.204-.001z\"><\/path><\/svg>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\">You SEE a Vision (a verbal image of what we ultimately want to achieve)<\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t<svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-check\" viewbox=\"0 0 512 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M173.898 439.404l-166.4-166.4c-9.997-9.997-9.997-26.206 0-36.204l36.203-36.204c9.997-9.998 26.207-9.998 36.204 0L192 312.69 432.095 72.596c9.997-9.997 26.207-9.997 36.204 0l36.203 36.204c9.997 9.997 9.997 26.206 0 36.204l-294.4 294.401c-9.998 9.997-26.207 9.997-36.204-.001z\"><\/path><\/svg>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\">You HAVE a Mission (your business purpose and market sector)<\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t<svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-check\" viewbox=\"0 0 512 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M173.898 439.404l-166.4-166.4c-9.997-9.997-9.997-26.206 0-36.204l36.203-36.204c9.997-9.998 26.207-9.998 36.204 0L192 312.69 432.095 72.596c9.997-9.997 26.207-9.997 36.204 0l36.203 36.204c9.997 9.997 9.997 26.206 0 36.204l-294.4 294.401c-9.998 9.997-26.207 9.997-36.204-.001z\"><\/path><\/svg>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\">You BELIEVE in Values (your moral compass and expected behavior)<\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t<svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-check\" viewbox=\"0 0 512 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M173.898 439.404l-166.4-166.4c-9.997-9.997-9.997-26.206 0-36.204l36.203-36.204c9.997-9.998 26.207-9.998 36.204 0L192 312.69 432.095 72.596c9.997-9.997 26.207-9.997 36.204 0l36.203 36.204c9.997 9.997 9.997 26.206 0 36.204l-294.4 294.401c-9.998 9.997-26.207 9.997-36.204-.001z\"><\/path><\/svg>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\">You PURSUE Goals (the results we choose to accomplish)<\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t<svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-check\" viewbox=\"0 0 512 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M173.898 439.404l-166.4-166.4c-9.997-9.997-9.997-26.206 0-36.204l36.203-36.204c9.997-9.998 26.207-9.998 36.204 0L192 312.69 432.095 72.596c9.997-9.997 26.207-9.997 36.204 0l36.203 36.204c9.997 9.997 9.997 26.206 0 36.204l-294.4 294.401c-9.998 9.997-26.207 9.997-36.204-.001z\"><\/path><\/svg>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\">You ACHIEVE Objectives (measurable targets along the path to our goals)<\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a5b4ab1 exad-sticky-section-no exad-glass-effect-no elementor-widget elementor-widget-text-editor\" data-id=\"a5b4ab1\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h5><span style=\"color: #000080;\">An illustration of a perfect way for further describing the whole process starting from an Aspirational point of view all to the Specific &amp; Tangible point of view.<\/span><\/h5>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5f9780d exad-sticky-section-no exad-glass-effect-no elementor-widget elementor-widget-image\" data-id=\"5f9780d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"399\" height=\"236\" src=\"https:\/\/certifeka-edu.com\/wp-content\/uploads\/2025\/04\/illustration.png\" class=\"attachment-large size-large wp-image-27658\" alt=\"\" srcset=\"https:\/\/certifeka-edu.com\/wp-content\/uploads\/2025\/04\/illustration.png 399w, https:\/\/certifeka-edu.com\/wp-content\/uploads\/2025\/04\/illustration-300x177.png 300w, https:\/\/certifeka-edu.com\/wp-content\/uploads\/2025\/04\/illustration-18x12.png 18w, https:\/\/certifeka-edu.com\/wp-content\/uploads\/2025\/04\/illustration-85x50.png 85w\" sizes=\"(max-width: 399px) 100vw, 399px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3d460b1 exad-sticky-section-no exad-glass-effect-no elementor-widget elementor-widget-text-editor\" data-id=\"3d460b1\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h5><span style=\"color: #000080;\">A question that will pop after looking at the illustration, which is, does it always have to be in this order?<\/span><\/h5><h5><span style=\"color: #000080;\">The answer to your question is No,<\/span><\/h5><h5><span style=\"color: #000080;\">not all of it, however; three parts need to always come first which are the vision, mission &amp; values.<\/span><\/h5><h5><span style=\"color: #000080; font-size: 1.125rem;\">For the strategic objectives, KPIs, and goals, can come next but they can&#8217;t come first.<\/span><\/h5><h5><span style=\"color: #000080;\">Do you start a business by saying that you wish to sell 10,000 units of soap or do you start a business by saying that you wish to produce soap? Definitely, you start by aiming to sell soap and then set a target for it<\/span><\/h5><h5><span style=\"color: #000080;\">Below is an actual illustration of the same pyramid from JALLAD Group&#8217;s pyramid, a company that works in import\/export organization for construction, agricultural &amp; industrial equipment, that will help you understand more:<\/span><\/h5><div>\u00a0<\/div>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f88b8e4 exad-sticky-section-no exad-glass-effect-no elementor-widget elementor-widget-image\" data-id=\"f88b8e4\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"445\" height=\"334\" src=\"https:\/\/certifeka-edu.com\/wp-content\/uploads\/2025\/04\/JALLAD-Groups.jpg\" class=\"attachment-large size-large wp-image-27659\" alt=\"\" srcset=\"https:\/\/certifeka-edu.com\/wp-content\/uploads\/2025\/04\/JALLAD-Groups.jpg 445w, https:\/\/certifeka-edu.com\/wp-content\/uploads\/2025\/04\/JALLAD-Groups-300x225.jpg 300w, https:\/\/certifeka-edu.com\/wp-content\/uploads\/2025\/04\/JALLAD-Groups-16x12.jpg 16w, https:\/\/certifeka-edu.com\/wp-content\/uploads\/2025\/04\/JALLAD-Groups-67x50.jpg 67w\" sizes=\"(max-width: 445px) 100vw, 445px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>","protected":false},"comment_status":"open","ping_status":"closed","template":"","class_list":["post-9726","lesson","type-lesson","status-publish","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Lesson 1: What is a vision, mission, values &amp; goals? - Certifeka-edu<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/certifeka-edu.com\/ar\/programs\/organizational-behavior-professional-certificate\/lessons\/lesson-1-what-is-a-vision-mission-values-goals\/\" \/>\n<meta property=\"og:locale\" content=\"ar_AR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Lesson 1: What is a vision, mission, values &amp; goals? - Certifeka-edu\" \/>\n<meta property=\"og:description\" content=\"Lesson 1: Motivation and Performance Why do you need to understand motivation? Each of them represents a different aspect of the overall strategy. 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