Strategic Directions: Vision, Mission and Values

Managing the Business Better with QMS Series: Topic no. 3

By Mr. Manuel Arboleda


The new standard speaks of strategic directions but does not categorically mention vision, mission, and values in the standard. What are strategic directions?

When we say directions, we implicitly understand there is a destination to go to, and a path to which to reach the destination. When we say strategic, it implies that we have considered different factors to reach that destination and decided on a chosen path as probably the best path considering our understanding of the situation, our capabilities, and needs, and ultimately, to attain a goal or a state
that the organization wants.

Organizations don’t just say they want to be profitable in delivering a particular product or service, but they may be driven by the idea that they are recognized as the best in their field, their success sustainable, and contribute significantly to society. If that drives them, we call that their vision. One of the elements of the attainment of vision is to provide a meaningful contribution to the needs of customers and the society as a whole, which is their mission.


Strategic directions are the directions, or approach of the organization to attain that vision, considering their current and future situation, or their organizational context. It is in the understanding of their situation, or context, that they chose a particular approach to attain their vision.

A shallow, cursory vision or an ambiguous, unrealistic future perfect state vision is reflective of the lack of leadership, and organizational will to be the best. Vision and mission should be something that the organization will passionately pursue to attain the future state that they want to become.




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Strategic Directions: Vision, Mission and Values

September 2021 | Mr. Manuel Arboleda