Mission Vision Values Positioning

There is so much confusion around what each of these terms stand for. Personally I have found this definition very useful:

Mission

An organisation's purpose and core business

Vision

A compelling description of the organization once it has implemented the strategic plan. It should PULL customers to the organization and PUSH employees to greatness.

Values

The core priorities that drive the organisation's culture. They should drive the actions, the behavior of employees, directors and shareholders.

Positioning

The organisation's promise to the market. How it wants to be perceived by it's customers, stakeholders and the media.