Vision, Mission
and Values
Provide direction.
Unlock energy.
Shape the future consciously.
The inner compass for organizations
In times of constant transformation, management alone is no longer enough. Markets change faster, expectations shift, and people ask fundamental questions about meaning, purpose, and contribution. Employees want to feel why they do what they do – and what is worth investing their energy in. Traditional goals such as growth and profit alone are no longer sufficient motivators.
Vision, mission, and values become the central steering mechanism for culture, prioritization, and leadership behavior. They create clarity about direction, identity, and decision criteria – and become an emotional source of strength that carries teams through challenging phases.
An inspiring vision, a mission with societal relevance, and lived values provide orientation and attract both customers and top talent.
Especially in hectic, volatile times, a clear vision acts like a North Star: it provides direction, inspires, and answers the “why” – enabling people to commit and mobilize energy even in difficult phases.
Why vision, mission, and values are a strategic competitive advantage
- They create loyalty at a time when talent is scarce.
- They reduce internal politics and focus attention on what truly matters.
- They give leaders a clear decision logic.
- They enable prioritization in exceptional situations.
- They form the foundation for credibility, trust, and energy.
Culture does not change through measures or programs – but through orientation.
Our approach – structured, deep, co-creative, and implementation-driven
WWe develop vision, mission, and values together with a selected group of key stakeholders from relevant levels and functions of your organization.
Always guided by two core principles:
- The vision must inspire, create emotional resonance, and be widely relatable.
- The values must already be part of the culture so they are lived even under pressure.
We combine strategic clarity with psychological impact. We translate the organization’s future scenarios into an activating picture of sustainable success and strong culture.
A visual model supports this process:
It illustrates the connection between the starting point (management), the vision (transformation), and the values corridor as the cultural development band that connects both.
This makes abstract cultural work understandable, tangible, and operational.
What it changes in everyday work?
- Leaders consistently align decisions with vision and mission.
- Values are truly lived – especially under pressure.
- Initiatives and KPIs are clearly prioritized toward the North Star.
- Teams work with greater energy, speed, and ownership.
- Complexity becomes more manageable because orientation creates security.
Book publication
Vision – Mission – Werte
Die Basis der Leitbild- und Strategieentwicklung.
Beate Junginger (author), Dagmar Werther (editor), 16 additional authors
In times of major change, people in organizations need orientation more than ever – to deal with uncertainty, find common direction, and allocate their resources wisely. This requires a meaningful, emotionally engaging vision that also serves as a benchmark from which strategies are derived – not the other way around.
You will find my contribution “Lost in Transformation” in the first chapter, “Values and Visions in Times of Transformation”, right at the beginning of the book. Together with outstanding colleagues, we have compiled our best ideas and methods.
Typical mistakes in vision, mission, and values – and why they sabotage transformation
Many organizations do not fail because they lack a vision, but because of how they develop vision and values.
The most common pitfalls:
Who is behind this?
I am Beate Junginger, founder and CEO of aergon. I support leaders, teams, and organizations in consciously shaping change – with clarity, integrity, and heart.
I am passionate about connecting people with their true nature, their talents, and their collective strengths – so that meaning and trust can grow into sustainable success.
Frequently asked questions
Why does my company need a vision – isn’t that just marketing?
A clear vision and lived values foster identification, strengthen collaboration, provide strength especially in turbulent times, and attract the right employees and customers.
How do we create a vision that does not remain on paper?
By developing it together with key people from all levels – practical, emotionally relatable, and culturally anchored. This is not about being as creative or original as possible, but about true fit.
What does this change in everyday work?
Vision and values become the benchmark for all initiatives, KPIs, and collaboration.
This is the only way to ensure that your team knows the destination and stays consistently on course.
How long does such a process take?
This depends on company size and objectives. For an initial draft of vision, mission, and values, 1–2 workshop days are a realistic and proven framework, followed by feedback loops and then a large workshop with all leaders to operationalize the content and create emotional connection.
Can this be combined with existing values and mission statements?
Absolutely – and it should be. Not to invent new “marketing values,” but to uncover the existing ones that support the path toward the vision. We build on what already exists, test relevance and fit, and develop a viable future orientation from there.
Ready for orientation that truly works?
Let’s explore together how to turn vision, mission, and values into a real driving force in your organization.
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