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How to formulate a mission. Examples of organizational missions. Example of company values

In the article you will learn what the company’s mission is and why you need it. Examples of missions of the most successful companies and a step-by-step diagram for creating a mission for your company.

What is a mission and why is it needed?

“If your only goal is to become rich, you will not achieve it.”
John Rockefeller

In order to build a great company you need something else, a kind of sailor-like North Star to which you will lead your company.

To begin with, you choose the direction where you want to take your campaign and then write the path. This is the essence of the mission.

The mission of the company is a kind of meaning of all the actions that the company carries out in social life society.

I understand it’s somehow confusing, let’s try in simple words.

A mission is what gives you the strength not to give up your business halfway through the routine of everyday problems. This is what will not let you give up. This is what will attract like-minded people into your team with whom you will achieve your goal. This is what will attract clients to your company like a magnet.

Just don’t think that a mission is the cure for all business ills, but when a company has one, it’s a huge plus than when it doesn’t.

Before you continue reading, answer one question:- “Are you in business for a long time, or are you just trying to get some money here and then little by little?”

I hope your answer is yes, for a long time.

In this case, you need to think about a business development strategy so that your company does not sway from side to side like a frigate during a storm. And the company's mission is an integral part of this strategy.

You can talk about the mission of your company both in one sentence and in the development program of the organization as a whole.

Main: The mission must be accepted by all members of your team, otherwise either rewrite the mission or recruit a new team.

Benefits of the company's mission

When you create a company mission and your team fully supports it, you will fully experience all the benefits of the mission:

The company will become understandable and attractive to investors and partners at all levels;
Company management will be more transparent;
Management at all levels will understand the role and contribution of everyone to the common cause. This way you won’t have plans and deadlines missed for unknown reasons;
You will have your own evangelists among both employees and clients;
Your employees will feel involved in a great cause and... will try to live up to it;
You will be able to determine the corporate values of the company;
The whole process strategic development will become clear even to a fifth grader;
Your company will have its own culture of behavior and communication in business;
You will bring more tangible benefits to your country, people and society as a whole!

Company mission - examples

For convenience, I divided the missions of companies by industry.

Electronics and high technology

IBM– we turn technology into value for clients through professional execution of solutions, service and consultations around the world. We strive to become a leader in invention, development and production information technology: computer systems, data storage systems, microelectronics and software.

XEROX– disseminate knowledge through documents.

Sony– a group of young people with sufficient energy for endless creative search.

Samsung– We contribute to improving the global state of society by using human and technological resources to create goods and services of superior quality. Lenovo– We will become one of the world's greatest technology companies by creating personal devices and being inspired by our own culture, through which we build a business respected around the world.

Apple– we produce the best personal computers in the Mac world along with professional software OS X, iLife, iWork. We continue the revolution in the world of digital music with iPod and iTunes. Rediscovering mobile with iPhone and the App Store and shaping the future of mobility with iPad. At the beginning of our activities, the mission sounded somewhat simpler - we offer computers of our own high quality for people all over the world.

Microsoft– We help people and business organizations around the world realize their full potential.

Rostelecom– we create more opportunities for people, both through our services and through the implementation of projects and initiatives that address topics important to society.

Uralvagonzavod– we strengthen defense capability and develop the transport infrastructure of the Russian Federation by creating high-tech innovative products military, special and civilian purposes.

(manufacturer of the ARMATA tank): Strengthening defense capabilities and developing transport infrastructure Russian Federation by creating high-tech innovative products for military, special and civilian purposes.

Telecommunications and IT companies

Yandex– we help people solve problems and achieve their goals in life.

Google– we organize the world’s information and make it accessible and useful everywhere

Beeline– we help people get joy from communication, feel free in time and space.

Megaphone— let’s unite Russia, breaking down barriers and developing communications to become everyone’s obvious choice. We create conditions for people to communicate, without taking into account borders and distances.

MTS— We are working to make MTS the best operator for its customers. We wish that every person who comes to an MTS salon, calls our call center, or uses the company’s services, enjoys being our client. Thanks to reliable communications, we provide our clients with the opportunity to build and improve their lives and constantly develop. All our resources are aimed at ensuring that, thanks to the company’s services, the lives of MTS clients become more eventful, interesting and filled with new opportunities.

Yota— we will be a leading developer and supplier of innovative mobile services that will change, at least one iota, people’s perceptions and experiences in the field of communication, entertainment and information consumption.

Tele2— we challenge, act quickly and offer a wide range of Internet-based services affordable price.

Svyaznoy— we work with people and for people. We create an exciting world of mobile communications and new offers that are understandable and accessible to everyone. We provide simplicity, convenience and attractive choice.

Youtube— We provide quick and easy video access and the ability to frequently share videos.

Facebook— we give people the opportunity to communicate and make the world more open and united.

Twitter— we give everyone the opportunity to exchange ideas and information instantly, without barriers.

Oil and gas industry

Gazprom— the most efficient and balanced gas supply to Russian consumers, implementation of long-term gas export contracts with a high degree of reliability.

Rosneft— innovative, environmentally safe and cost-effective satisfaction of society’s needs for energy resources. Thanks to a unique resource base, high technological level and a team of professionals committed to their work, we ensure sustainable business growth and increased shareholder returns. We contribute to social stability, prosperity and progress of the regions.

Lukoil— created to harness the energy of natural resources for the benefit of humans.

Banks

Sberbank— we give people confidence and reliability, we make their lives better, helping them realize their aspirations and dreams.

Bank Otkritie— we help our clients, employees, counterparties and even competitors implement them financial possibilities.

The Bank of New York - We strive to be recognized as a global leader and partner of choice, helping our clients succeed in a fast-paced world financial markets.

Citibank- a reliable partner for our clients, providing them with due responsibility with financial services that contribute to sustainable development and economic progress. In the interests of clients, we invest in reliable assets, provide borrowed funds, process payments and provide access to capital markets. We help our clients solve their most complex problems and make the best use of emerging opportunities. We connect millions of people in hundreds of countries and cities.

Government agencies and non-profit organizations

Mission of the State Hermitage Volunteer Service— we foster a sense of responsibility for the preservation of cultural heritage.

CIA- the eyes and ears of a nation, and sometimes its invisible hand. We achieve the mission as follows:

— By collecting only the necessary intelligence.

— Providing relevant, objective and comprehensive analysis on time.

— Perform protective actions against the President of the United States to prevent threats or to achieve US political objectives.

Service sector

Aeroflot– we work so that our clients can quickly and comfortably travel vast distances, which means they can be mobile, meet more often, work successfully and see the world in all its diversity. We give customers the opportunity to choose thanks to an extensive route network and various airlines of the Group: from low-cost airlines to premium airlines.

Russian Railways— we work for clients, contribute to the unification of peoples, integrate Russia into a single economic space. Our solutions are based on a unique infrastructure, the skills of a team of high-level professionals and innovative technologies.

First Freight Company— we provide the best quality transport and logistics services on the market. We will make rail transportation of goods accessible and attractive to the client.

Disneyland— we work to ensure that adults and children spend more time together.

Ritz-Carlton hotel chain— tireless care and provision of maximum comfort to each guest.

New York Public Library— we inspire continuous learning, dissemination of knowledge and strengthening of our society.

Consulting companies

Solution consulting— We promote the growth of domestic companies by helping to implement effective development methods.

McKinsey & Company— We help clients make individual, lasting and significant improvements in their operations and build a great company by attracting, inspiring and retaining exceptional people.

The Boston Consulting Group— we analyze, we understand and then we act. We bring together people who can challenge established ideas and bring about exactly the changes that are needed. We help clients develop the necessary competencies and achieve long-term benefits. And we shape the future. Together.

Metallurgical industry

RUSAL— we will become the most efficient aluminum company in the world, which we and our children can be proud of. Through the success of RUSAL - to the prosperity of each of us and society.

Metalloinvest— we will provide the buyer with high quality metal and provide the highest level of service.

Cherepovets Metallurgical Plant- a leader in creation.

United Metallurgical Company— we produce metallurgical products and products for the fuel and energy complex that best meet the needs of customers due to the optimal ratio of price and consumer properties.

Distributors, networks and trade and e-commerce enterprises

PRINT- a link between publishers and readers.

Ribbon— we work to ensure that people in Russia live better and richer, saving their money every day.

Sportmaster— we make sports accessible! We develop successful and effective business, offering customers an optimal range of quality goods for sports and outdoor activities with an optimal level of service. We contribute to the improvement of population health in the countries where we operate, promoting the values of a healthy lifestyle, sports and active recreation, and improving the quality of life of our clients.

Zappos— we provide our clients with the most best service, which is only possible.

SNA— we will be the undisputed leader in the distribution of FMCG goods in the CIS countries, providing customers with high-quality goods and ideal service, acting in the interests of society and consumers, employees and shareholders.

Protek— We care about the beauty and health of people. We value the economic, social and ethical values of society, honestly fulfilling our obligations to people, partners, investors and the state and thereby setting standards for doing business.

Dixie— we satisfy the daily needs of the majority of Russian residents with the best price-quality ratio - Simple, Close, Neighborly

TERVOLINA- high-quality, comfortable shoes and excellent service - for every customer!

Walmart— We save people money so they can live better.

AUCHAN— we offer more and more customers more wide range quality goods at low prices.

Leroy Merlin East— we will make it affordable for everyone to repair and improve their home

Castorama— we help buyers make their homes more perfect and comfortable, transform the labor-intensive and costly process of repair and improvement into an interesting hobby that is accessible to everyone.

IKEA— we will change the daily lives of ordinary people for the better.

Amazon- Let's become the most customer-friendly company on Earth.

EBay— we will provide global trading platform, where anyone can sell or buy almost anything.

Alibaba— we remove all barriers between the buyer and the seller.

Manufacturers of consumer goods

Baltika— we create a high-quality product that gives people the joy of communication, makes their lives brighter and more interesting.

Coca-Cola— we refresh the world, body, mind and spirit. We awaken optimism through our drinks and our deeds. We bring meaning to everything we do. Our vision of tasks is based on five words that reflect our values - Personnel, Planet, Products, Partners, Profit!

Daria— we free up consumers’ time for a full life by producing high-quality, easy-to-cook products.

Wrigley– creating simple pleasures to brighten every day.

Luxlite— leadership in the Russian lighter market for long-term partnership.

JTI— we are creating a powerful international tobacco company that would operate with maximum benefit for its shareholders, employees, consumers and society as a whole and strive to take a leading position in its industry.

Unilever- We give energy to life. We satisfy people's everyday needs for food and hygiene. Our trademarks They help you feel great, look great and get more pleasure from life.

Mary Kay— we decorate the lives of women all over the world, offering customers quality products. Opening up new horizons for independent consultants in beauty and provide them with unlimited opportunities career growth, doing everything to ensure that women who face by Mary Kay, we were able to realize ourselves.

Levi-Strauss— We supply the market with the most beautiful and popular casual clothing in the world. Let's dress the whole world.

Nike— We bring inspiration and innovation to every athlete in the world.

Adidas— We will be a leader among global sports brands. We achieve leadership based on our vision - our passion for sports makes the world a better place. All our work is inspired by the passion for sport that drives us, allowing us to improve ourselves and the world around us.

Canon— we help people realize the full potential of the image.

Polaroid— we are improving the market for instant photography and digital equipment to meet the growing need of people to capture the faces of friends and family, places dear to their hearts and funny moments in life.

Gillette Every day, more than 800 million people around the world trust their faces and skin to Gillette's innovative razors and shaving products. We strive to provide people with the best personal care products, including deodorants and body washes. All of them are designed to meet people's unique needs, helping them look great, feel good and perform at their best every day.

Catering industry

Teremok— creating a national network catering. We will be loved by customers by offering national dishes of a new generation: pancakes, porridges, stews and kvass, with the best taste in Russia. Our products will become available to most of the Russian population. We are always happy to see people of all ages here. We give people joy and pleasure.

McDonald's- To be our customers' favorite place to eat or drink. And the formula for achieving this goal is one old McDonald's formula: KKCH and D, which means Quality, Service Culture, Cleanliness and Availability.

KFC– We bring joy to life.

Automotive industry

AvtoVAZ— we create high-quality cars for our customers at affordable prices, bringing stable profits to our shareholders, improving the well-being of our employees and increasing the value of our business for the benefit of the Fatherland.

GAS— We produce commercial vehicles that guarantee the customer benefits from the purchase thanks to uncompromising quality and reliable, impeccable service, ensured by the highest competence of personnel, partner suppliers, innovations in production and products.

URAL— we satisfy the needs of society for vehicles with a gross weight of 12 to 44 tons and create conditions for maintaining the performance of vehicles during operation.

KamAZ— We supply automotive equipment and branded services, helping clients achieve inspiring goals.

Ford“We are a global family and proud of our heritage of providing personal freedom of movement to people around the world.

Toyota– maximum satisfaction of customer needs by providing reliable and safe TOYOTA products and providing a network of high-quality service and qualified maintenance.

BMW— The BMW Group is the world's leading supplier of premium products and premium services for individual mobility.

Harley-Davidson— we make people’s dreams come true, using our experience in creating the best motorcycles!

The business camp is divided into 2 groups: some believe that writing a company mission is an empty formality, others see special power in a small text. My opinion: it all depends on how exactly the mission statement for your company was written.

If you need such text for the sake of a tick, which will be similar to thousands of faceless examples on the Internet, then, of course, there will be no sense. When the goals are taken from the air and the mission itself is blurred, it's easy.

If your mission is a strong rope, which pulls the entire company along with it and which actually reflects the meaning of the company’s existence, then it is worth writing. Such texts are remembered at the level of ideas and meanings; they often say even more than texts, for example.

Today I will tell you how to write a company mission that would actually work and become part of your strategy. You don't need much for this. You don't even need to be a great copywriter to do this. It is enough to approach the matter responsibly once, and then everything will work out.

About the general concept of “company mission”

When you write a mission statement for a company, you must answer the question:

Why was the company created?

This is all. This is the main idea and the skeleton of the mission. In one or several paragraphs (no need to imitate Leo Tolstoy and create multi-volume books), you very clearly and specifically talk about why exactly the company was created and what its motives are.

It is clear that in 95% of cases the goal of creating and growing a company is money. I mean something more, going beyond these boundaries. We don’t mention money, it’s “by default,” but we immediately talk about what’s “behind the money.”

For example, here are several mission statements of different companies:

Manufacturing environmentally friendly vehicles that do not pollute the environment;
Creation of a segment of inexpensive stores where you can only buy natural products;
, in which you can get serious professional knowledge for very little money;
A disk exchange network for set-top boxes in every district of the city, so you don’t have to travel far away;

Unfortunately, when creating a company mission, it is often confused with strategy, vision and values. This is fundamentally wrong. Of course, no one forbids modernizing the mission by weaving into it part of the vision or strategy, but still, in the classical sense, it has limits beyond which it is not worth going.

To avoid confusion, I will try to explain how the mission for a company differs from the vision, strategy and values of the company.

Company mission answers the question “What are we created for?”

Example of a company mission:

Copywriting University, where you can get serious professional knowledge for very little money;

Company vision answers the question “Where does our company see itself in the future?” Unlike a mission, a vision can change over time and does not have a specific deadline. Essentially, this is a dream, the desire of the company to become such and such in N years.

Example of a company vision:

In the next 5 years, we want to become the largest centralized site for teaching copywriting in Europe, where every teacher is successful practitioner.

Company strategy answers the question “How are we going to achieve our vision?” Strategy is a more complete decoding of the path to achieving the company's vision.

Example strategy:

In the next 5 years, we want to become the largest centralized website for teaching copywriting in Europe, where every teacher is a successful practitioner. To do this, we will create financial and reputational conditions under which best copywriters Runet will benefit from cooperating with us.

Company values answer the question “What is important to us?” That is, we voice our main values in our work.

Example of company values:

We clearly separate copywriting from any information business. Copywriting University is a place of professional systems training, where the best practices of the Runet are taught. It is important to us that you receive real knowledge, and not beautiful dummies from “coaches”.

The best solution for the company would be to separate the texts point by point. That is, first we write a good mission statement for the company, then the subtitle “Vision”, then “Strategy” and “Values”. And under each of them, accordingly, there is a little meaningful text with specifics. This will make it clearer and simpler.

The first question we answered was “What are we created for?” Now we ask the second question, namely:

Does your company actually need a mission?

The fact is that not everyone really needs a mission. Of course, even the Curtains & Socks company, which rents a couple of pavilions on the market, has the right to write a full-fledged version, but does it really need it?

The problem is not how to write a good mission statement for a company, the problem is that there are companies for which it is impossible to write a good enough mission statement.

If the purpose of your company’s existence is only to make a profit and get rich, if there is no clear course of development, then the mission can be neglected.

Example when a mission fails:

If you buy toys in China and then resell them for twice the price in your own country, then it’s difficult to write something like that here. Sure, you could say something like, “We're here to make the toy market accessible to everyone.”

In fact, you know, it’s nonsense. Doesn't sound. An overly utilitarian direction of development “swallows” any attempts to create a mission for the company.

An example when the mission succeeds:

You create toys on domestic market, certifying each according to the standards of its country. Then you can say:

“We live in this country and we want our children to play with safe toys made from safe materials. Toys created in accordance with the cultural heritage of our country.”

This already sounds. Here, which is clear and truthful. Yes, of course, you still do your job and for profit too, but there is already a motive that you can cling to.

Resume:

Those companies that have already reached some minimum socially significant level should write their mission. If you really want to, but don’t have much to say yet, you can combine mission and vision (dream).

We have already answered two questions, the last one remains:

How to correctly write a mission statement for a company?

There is no need to look for a single universal rule. Maybe this is posted somewhere on the Internet, but it will be of no use for one simple reason: all companies are unique and their missions are also unique. So here, rather, you need to rely on the rules general. But I will give them to you in full.

Before we start learning the rules, here's some advice again:

If the company’s mission is so vague and “generalized” that if the name is changed it can be applied to any other company, then this is a very weak option. This is garbage, not a mission.

A good company mission is always unique and specific. It cannot be limited to a bunch of empty phrases, the sole purpose of which is to somehow fill up space. Specifics are important. There is no need for pearls like “We are always the best and for world peace.”

Template for creating a strong company mission

To write a decent mission text, answer 5 questions:

What does your company do?(produces children's bicycles)
Your target buyer - who is he?(mothers, fathers, grandmothers, grandfathers)
What client needs do we cover?(we make inexpensive, but high-quality and safe children's bicycles)
How do we help this world?(we make bicycles that parents are not afraid to give to their children)
Why do we consider ourselves?(because 10% of Russian families have our bicycles).

With these inputs in hand, we can quickly create a first draft. Let's say this:

We are proud that our products have become synonymous with safety and reliability. We exist so that a young and strong generation who sincerely loves cycling grows up in Russia .

As you noticed, not all points from the template were used. This is quite normal, the idea should not be too cumbersome. It is very important that the company's mission is filled with your true aspirations and spirit, and not a bunch of random words.

It's time to talk about mission size:

It is recommended to write a company mission statement of no more than 4-8 sentences. If you look at examples of Western companies, you will see that even world-class giants get by with one or a few proposals.

Trying to create a company mission statement on several sheets of paper is tantamount to teaching a first-grader descriptive geometry. Do you want effect? Write succinctly and to the point!

Analysis of your company's mission

Below are the main criteria for analyzing the company's mission, which will help us check it for compliance with GOST requirements and common sense.

Availability of specifics. A mission consisting of “friendly teams”, “flexible discounts” and “dynamic companies” will not work. Only specific and unique texts.

Ease of perception. Probably, words like “eschatological” and the like have every right to exist. I don't know, I'm not sure. Still, they should not be used in the company’s mission.

The text should be such that even a schoolchild can understand it. The same applies to sentences: there is no need to construct complex forms of 30-50 words.

Realism of the picture. When reading a text, a person must believe what it says. Or at least admit the possibility of implementing what is written. Completely fantastic versions only cause laughter and bewilderment.

Memorability. The mission statement for the company should be written so briefly and clearly that the reader will not forget it after 3 seconds.

Motivation. The mission should not only tell you how wonderful you are, but it should also be called upon. Ideally, it is known to every employee in the organization. This is normal and even good. When a person has an understanding of the goal, it is always easier for him.

This concludes the brief story about how to write a mission statement for a company. You now have all the necessary knowledge and tools to get started. If you have any questions or would like to show an example of a company mission statement that you wrote, comments are always open.

Good luck to you!

Nobody is perfect. We also make typos. If you find an error, please highlight a piece of text and click Ctrl+Enter. Thanks for your help!

When creating a company mission, it is logical to familiarize yourself with examples of missions of famous organizations. We have selected missions of Russian and foreign companies. They were structured by areas of activity.

But Do not copy, do not create a mission by analogy - this will worsen the climate in the company, at best, will not change anything. Mission is always individual.

EXAMPLES OF MISSION OF COMPANIES BY FIELDS OF OPERATION

Examples of missions of distributors, networks, retail and e-commerce enterprises

ROSPECHAT's mission: to be a link between publishers and readers.
Lenta Mission: We work to ensure that people in Russia live better and richer, saving their money every day.
Mission of Sportmaster: We make sports accessible! To develop a successful and efficient business, offering Clients an optimal range of quality goods for sports and active recreation with an optimal level of service. To promote the health of the population in the countries where we operate, promoting the values of a healthy lifestyle, sports and active recreation, improving the quality of life of our clients.
SNS mission: To be the undisputed leader in the distribution of FMCG goods in the CIS countries, providing customers with high-quality products and ideal service, acting in the interests of society and consumers, employees and shareholders.
Protek Mission: Our goal is to care for the beauty and health of people. We value the economic, social and ethical values of society, honestly fulfill our obligations to people, partners, investors and the state, thereby setting standards for doing business.
Dixie's mission: To meet the daily needs of the majority of Russian residents with the best price-quality ratio - Simple, Close, Neighborly
Lenta Mission - We work to ensure that people in our country live better and richer, saving their money every day.
TERVOLINA's mission: High-quality, comfortable shoes and excellent service - for every customer!
Walmart's Mission: We save people money so they can live better lives.
AUCHAN mission: To offer more and more customers a wider range of quality products at low prices.
Mission of Leroy Merlin East: To make repairs and improvement of their home accessible to everyone
Castorama's mission: to help buyers make their homes more perfect and comfortable, to transform the labor-intensive and costly process of repair and arrangement into an interesting hobby accessible to everyone.
IKEA's mission: To change the everyday lives of ordinary people for the better.
Amazon's mission is to be "the most customer-conscious company on Earth."
EBay's Mission: To provide a global marketplace where anyone can buy or sell virtually anything.
Alibaba's mission: remove all barriers between buyer and seller.

Examples of missions from consumer goods manufacturers

Baltika's mission: We create a high-quality product that gives people the joy of communication, makes their lives brighter and more interesting.
Daria's mission: To free up consumers' time for a full life by producing high-quality, easy-to-cook products.
Luxlite mission: leadership in the Russian lighter market for long-term partnership.
JTI Mission: Our mission is to create a powerful international tobacco company that operates with maximum benefit to its shareholders, employees, consumers and society as a whole and strives to become a leader in its industry.
Unilever's mission is to energize life. We meet people's daily food and hygiene needs. Our brands help you feel great, look great and get more pleasure from life.
Levi-Strauss Mission: We will bring the world's most beautiful and best-loved casual clothing to market. We will dress the whole world.
Nike's mission: Bringing inspiration and innovation to every athlete in the world.
Adidas Mission: Our mission is to be the leader among the world's sports brands. We achieve leadership through our vision - our passion for sport makes the world a better place. All our work is inspired by the passion for sport that drives us, allowing us to improve ourselves and the world around us.
Canon's mission is to help people realize the full potential of their images.
Gillette Mission: Every day, more than 800 million people around the world trust their faces and skin to Gillette's innovative razors and shaving products. We are committed to providing people with the best personal care products, including deodorants and body washes. All of them are designed to meet people's unique needs, helping them look great, feel good and perform at their best every day.

Examples of missions of food industry enterprises

Teremok mission: 1. We are creating a national public catering network; 2. We must be loved by customers, offering national dishes of a new generation: pancakes, porridges, stews and kvass, with the best taste in Russia; 3. Our products must be accessible to the majority of the Russian population; 4. We will always be glad to see people of all ages; 5. We must give people joy and pleasure.
McDonald's Mission: To be our customers' favorite place to eat or drink. And the formula for achieving this goal is one old McDonald's formula: KKCH and D, which means Quality, Service Culture, Cleanliness and Availability.
KFC Mission: Bring joy to life.

Examples of missions of companies in the automotive industry

AvtoVAZ mission: We create high-quality cars for our customers at affordable prices, bringing stable profits to our shareholders, improving the well-being of our employees and increasing the value of our business for the benefit of the Fatherland.
GAZ mission: To produce commercial vehicles that guarantee the customer benefits from the purchase thanks to uncompromising quality and reliable, impeccable service, ensured by the highest competence of personnel, partner suppliers, innovations in production and products.
Mission of URAL: Satisfying the needs of society for vehicles with a gross weight of 12 to 44 tons and creating conditions for maintaining the performance of vehicles during operation.
KamAZ mission: KAMAZ, built by the whole country, is the basis transport security and the heritage of Russia. Anticipating needs, we deliver automotive technology and signature service to help customers achieve inspiring goals. KAMAZ is a socially responsible partner, acting for the long-term interests of shareholders and the well-being of employees.
Ford's Mission: We are a global family and proud of our heritage of bringing personal freedom to people around the world.
Toyota Mission: To give our customers the pleasure of high-quality Toyota vehicles. We are responsible for every car we sell. We create an atmosphere in which Toyota professionals use their many years of experience, as well as knowledge of advanced Toyota technologies, to meet the interests of our discerning customers. The Company's mission is to maximize customer satisfaction by providing reliable and safe TOYOTA products and providing a network of high-quality service and qualified maintenance.
BMW Mission: The BMW Group is the world's leading provider of premium products and premium services for individual mobility.
Harley-Davidson Mission: We make people's dreams come true using our experience in creating the best motorcycles!

Examples of missions of companies in the field of high technology and electronics

Rostelecom's mission: More opportunities for everyone. Rostelecom creates more opportunities for people, both through its services and through the implementation of projects and initiatives that address topics important to society. Telecommunications have the ability to change and improve people's lives, and this is what Rostelecom strives for in its relations with everyone who comes into contact with the activities of our company.
Mission of Uralvagonzavod (manufacturer of the ARMATA tank): Strengthening the defense capability and development of the transport infrastructure of the Russian Federation by creating high-tech innovative products for military, special and civilian purposes.
Apple's Mission: Apple makes Macs the world's best personal computers, along with OS X, iLife, iWork and professional software. Apple continues the digital music revolution with its iPod and iTunes. Apple rediscovered mobile phone with its revolutionary iPhone and App Store and is defining the future of mobile media and computing devices with iPad. (Apple Computer, Inc.'s early mission statement was: We provide the highest quality computers to people around the world).
Microsoft Mission: Our mission at Microsoft is to help people and business organizations around the world realize their full potential. Achieving this goal requires talented, energetic, bright and creative people with the following strengths: integrity and honesty, enthusiasm, openness and respect, willingness to solve complex problems, self-criticism and responsibility.
Samsung Mission: We use the company's human and technological resources to create superior products and services, thereby contributing to the improvement of global society.
Lenovo Mission: For those who do! At Lenovo, our vision is that Lenovo will create personal devices that inspire more people, inspired by our own culture, and through which we build a business respected around the world. This Vision guides us in achieving our mission to become one of the world's greatest technology companies. We will do this through: Personal Computing, Convergence and Culture.
IBM Mission: We strive to be leaders in the invention, development and production of the industry's most advanced information technologies, including computer systems, software, data storage systems and microelectronics. We turn these technologies into value for customers through professional solutions, service and consulting services all over the world.
XEROX Mission: Sharing knowledge through documents.
Sony Mission: We are a group of young people who are endowed with sufficient energy for endless creative exploration.

Examples of missions of telecommunications and IT companies

Yandex Mission: Help people solve problems and achieve their goals in life.
Google's mission: Organize the world's information and make it universally accessible and useful.
Beeline mission: we help people get joy from communication, feel free in time and space.
Megafon Mission: MegaFon will unite Russia by breaking down barriers and developing communications to become everyone's obvious choice. MegaFon proceeds from a special attitude towards the company's social mission, which is to create conditions for people to communicate, without regard to borders and distances.
MTS Mission: We work to make MTS the best operator for its customers. We want every person who comes to an MTS salon, calls our call center, or uses the company’s services to enjoy being an MTS client. Thanks to reliable communications, MTS provides customers with the opportunity to build and improve their lives and constantly develop. All MTS resources are aimed at ensuring that, thanks to the company’s services, the lives of MTS clients become more eventful, interesting and filled with new opportunities.
Yota's mission: to be a leading developer and supplier of innovative mobile services that will change, at least one iota, people's perceptions and experiences in the field of communication, entertainment and information consumption.
Tele2 Mission: Our goal is to challenge, act quickly and offer a wide range of Internet-based services at an affordable price.
Youtube's mission is to provide quick and easy video access and the ability to share videos frequently.
Facebook's mission: Empower people to connect and make the world a more open and connected place.
Twitter's Mission: To empower everyone to share ideas and information instantly, without barriers.

Examples of missions of oil and gas companies

Gazprom's mission: the most efficient and balanced gas supply to Russian consumers, fulfillment of long-term gas export contracts with a high degree of reliability.
Rosneft's mission is to innovatively, environmentally friendly and cost-effectively meet society's needs for energy resources. Thanks to a unique resource base, high technological level and a team of professionals committed to their business, the Company ensures sustainable business growth and increased shareholder returns. Our activities contribute to social stability, prosperity and progress of the regions.
Lukoil Mission: We were created to use the energy of natural resources for the benefit of people.

Examples of bank missions

Sberbank Mission: We give people confidence and reliability, we make their lives better by helping them realize their aspirations and dreams.
Mission Opening: We help our clients, employees, counterparties and even competitors realize their financial opportunities.
The Bank of New York's Mission: We strive to be a recognized global leader and partner of choice in helping our clients succeed in a world of rapidly evolving financial markets.
Citibank's mission is to be a trusted partner to our clients by responsibly providing them with financial services that promote sustainable development and economic progress. In the interests of clients, our company invests in reliable assets, provides them with borrowed funds, makes payments and provides access to capital markets. With 200 years of experience, we help our clients solve their toughest challenges and make the most of their opportunities. We are Citi, a global bank, connecting millions of people in hundreds of countries and cities.

Examples of missions of government agencies and non-profit structures

Mission Russian University cooperation: Providing high-quality education that meets international standards; formation of a highly moral personality with modern professional and other in-demand competencies; real scientific achievements on the basis of the Russian University of Cooperation, meeting the needs of society, the state and the individual; mobile and dynamic learning that flexibly responds to global changes and ensures rapid development of the economy of Russia and the countries of the world, contributing to the development of youth career management skills.
Mission of the State Hermitage Volunteer Service: Fostering a sense of responsibility for the preservation of cultural heritage.
CIA Mission: We are the eyes and ears of a nation, and sometimes its invisible hand. We achieve the mission as follows:

By collecting only the necessary intelligence.

By providing relevant, objective and comprehensive analysis on time.

Perform protective actions against the President of the United States to prevent threats or to achieve US political objectives.

Examples of missions of service companies

Aeroflot mission - We work to ensure that our customers can quickly and comfortably travel vast distances, which means they can be mobile, meet more often, work successfully and see the world in all its diversity. We give our customers the opportunity to choose thanks to an extensive route network and to various air carriers of the Group: from low-cost airlines to premium airlines.
Mission of Russian Railways: Mission of Russian Railways (Russian railways) is to meet market demand for transportation, increase operational efficiency, quality of services and deep integration into the Euro-Asian transport system. Russian Railways brand mission: We are the most important part of the global system of movement of people, goods and technologies. We work for clients, contribute to the unification of peoples, and integrate Russia into a single economic space. Our solutions are based on a unique infrastructure, the skill of a team of high-level professionals and innovative technologies.
Mission of the First Freight Company: To provide the best quality of transport and logistics services on the market. Be a leader. To make rail transportation of goods accessible and attractive to the client.
Disneyland Mission: We work to ensure that adults and children spend more time together.
The mission of the Ritz-Carlton hotel chain: Relentless care and providing maximum comfort to every guest.
The New York Public Library's mission is to inspire lifelong learning, advance knowledge, and strengthen our communities.

Examples of missions of consulting companies

Mission Strategic decision : We strengthen the Fatherland by helping to develop business!
McKinsey & Company Mission: Our mission is to help our clients make individual, lasting and significant improvements in their operations and build great firms by attracting, inspiring and retaining exceptional people.
The Boston Consulting Group Mission: Our company's mission is based on the following simple principles. We analyze, we learn and then we act. We bring together people who can challenge conventional wisdom and bring about the kind of change that is needed. We help clients develop the competencies they need and achieve long-term benefits. And we shape the future. Together.

Examples of missions of companies in the metallurgical industry

RUSAL mission: To become the most efficient aluminum company in the world, which we and our children can be proud of. Through the success of RUSAL - to the prosperity of each of us and society.
Metalloinvest's mission: Providing customers with high quality metal and providing the highest level of service.
Mission of the Cherepovets Metallurgical Plant: To be leaders in creation.
Mission of the United Metallurgical Company: Production of metallurgical products and products for the fuel and energy complex that best meet customer needs due to the optimal ratio of price and consumer properties.

MISSION is the most main goal companies. The meaning of existence of any organization. Foundation successful development. Use examples of missions from successful companies, but create your own mission. Each organization is unique.

Everyone in our company knows that I like unconventional entrepreneurs. Such as Richard Branson or Elon Musk.

For them non-standard approach to running a business, sometimes “inappropriate” antics and, of course, for their view of the world. The same view that they broadcast to the world and business.

And the company’s mission is where the transmission of the ideas of any entrepreneur begins. What is the mission and values of the company for, how to create and convey them, we will understand in the article.

Think carefully

As a rule, every owner of a company that has been operating for more than 3 years (in Russia these are already long-livers) believes that his company needs a mission that will convey to consumers and employees the value of his company and its difference from competitors.

And therefore, before creating it, you need to ask yourself the following questions:

Does my company/business really need a mission statement?
What if I'm an expert? For example, is a mission necessary?

And if everything is clear with companies like Apple (the mission of a huge corporation is simply necessary), then is there a need for a mission for a chain of small eateries operating even in a couple of regions?

Most likely you will now answer “no”, or “unlikely”. Perhaps this is true.

However, if you have a long-term goal and think about the future, for example, about expanding a company or selling a franchise, then a well-formulated mission will help convey the principles and core values companies to fast food lovers.

So what does such a short phrase as “company mission” mean that we all walk around?

We need to think...

One word, two meanings

Mission is the purpose of the company’s existence and activities. However, if you paraphrase, you may get an unexpected answer.

The purpose of a company's existence is to make a profit. Every entrepreneur knows the answer to this question.

True, this is a little incorrect. Making a profit is the main goal of any company. But the way to make a profit (how exactly the goal is achieved), this is the mission.

I want to upset you, but there is no single definition of the word mission. Some interpret it as a philosophy, the reason why the company exists.

Someone as the reason for the existence and activities of the company, combined into one sentence. And some as the final goal of creating a business. I like the following definition:

Mission– this is a statement that conveys to consumers and employees the philosophy of the company’s existence and its difference from its competitors.

By the way, the very first mission in the world was invented by Konosuke Matsushita (Japanese). Most likely you don’t know him, but he is the founder of the Panasonic brand.

And what he proposed in the 1930s to be the mission of the industrial sector shocked the world.

Mission industrial enterprise should be to overcome poverty, to get rid of the suffering of society as a whole, to make people rich.

Konosuke Matsushita

A little more specific

I'll upset you again. In fact, a mission is far from one or even two sentences. Or rather so.

The mission, formulated in one or two sentences, is shown to consumers.

In it, the company reflects its philosophy, principles and values, and thanks to its brevity, this philosophy shapes the company's image in society.

There is also a second, longer version of the mission. This option is used for employees, their understanding of the company's philosophy and.

By believing in this mission, employees should perform better. It must clearly answer three questions a person has that are constantly spinning in his head:

Why do I come to work every day?
What do I do every day at work?
How do I know if I'm doing it well?

Just so that you can evaluate the difference between the missions using an example, I went through the missions famous companies and found an excellent implementation option from a fairly well-known Russian company“Sportmaster”:

Short(for clients): We make sports accessible!

Long(for employees): To develop a successful and efficient business, offering customers an optimal range of quality goods for sports and outdoor activities with an optimal level of service.

To promote the health of the population in the countries where we operate, promoting the values of a healthy lifestyle, sports and active recreation, improving the quality of life of our clients.

As they say, feel the difference for consumers and your own internal use. I think everything is clear with the short and long versions of the mission.

The only point is that you should not confuse the missions with those that are constantly featured in advertising. For example, the chain of convenience stores “Walmart”:

Slogan: Save money. Live better!

Mission(for clients): We save people money so they can live better lives.

By the way, I also like the founder of the Walmart chain (Sam Walton) for his non-standard behavior.

At 86 years old, being a billionaire, he managed to end up in a pre-trial detention cell (semi-prison). The reason was quite unusual.

He was crawling on the floor large store with a tape measure, measuring the distance between shelves, thinking that the Brazilians have invented something secret that will increase sales.

Sam Walton

Theory is over, Closer to the body

I'm more than sure that this article You didn’t find it with the goal of finding out what a mission is, I think Wikipedia is enough for that.

And in order to find an approach and step by step instructions how to formulate the company's mission for customers and employees. That is why I created a small algorithm that will help you in this difficult matter.

Step 0. Determine the type of mission

But... First you need to decide on the type of mission and in what manner to write it.

Let's call this the preparatory stage and give it the value No. 0. So. According to the correct (scientific) approach, the mission should contain 4 aspects:

Market (talk about products, strategy, competition, company goals or market);
Social (contain a mention of the company’s philosophy and culture);
Private (company’s achievements in material terms);
Qualitative (the company’s intention and desire to change the quality of life of society).

As for me, it is simply not possible to combine all 4 aspects on your own without involving a company specializing in creating missions (such ones actually exist).

For at least two reasons. Let's look again at examples of mission statements from famous brands, Apple and IKEA, that use this approach when creating mission statements. Second reason.

This approach is very impressive ordinary people, that is, your consumers, due to your company’s supposed “care” about them in particular and the world in general.

Step 1: Creating a Mission Skeleton

Unfortunately, the most difficult thing will not be step 1, that is, not creating the skeleton of the mission, where you will have to answer large number questions. Although no. This is also difficult, but not that difficult.

To help you, I am attaching a fairly detailed list of questions, answering which will give you maximum scope for imagination and formulating the mission of your company:

Ideally, use both questions at once. The more questions there are, the better.

For every answer you receive, your task is to ask yourself a deepening question - Why?/Why?/When?/With what?. It is from the depths that you can get the deep meaning, goals and objectives of the company.

WE ARE ALREADY MORE THAN 29,000 people.
TURN ON

Step 2. Collection and reduction

The most difficult thing is the second point. After all, it is thanks to him that your mission will be able to announce its life.

Works (answers to questions) can be of any number of characters and length. But a mission, even a long one, cannot be longer than 3-5 sentences.

Therefore, in addition to the fact that you need to collect one single thought from all the answers, you also need to reduce it to the utmost.

And it is precisely the reduction of unnecessary information that will become the real pain of creativity for you. Want to practice?

Current mission of the Russian Aluminum Company: To become the most efficient aluminum company in the world, which we and our children can be proud of...

Can it be shortened? At first glance, no. But if you take a closer look, you can.

If we remove the excess, we will get a much shorter and better phrase. My version: “To become an aluminum company that we and our children can be proud of.”

You can look on the Internet successful examples missions of companies, there are a huge number of them.

Find short ones that hit the mark, such as Amazon or Zappos missions. You can also easily find huge ones on the Internet that you read with the thoughts “I’m tired of reading. Kill me”, for example, Avon and the Pipe and Metallurgical Company.

How difficult...

My personal opinion. The mission should be as short and clear as possible. Brevity is the sister of talent. This phrase is very relevant here and says a lot.

Although you will think differently when creating, trying to convey as much information as possible. And this is normal for the first time.

Step 3: Check

People should understand your idea, it should be easy. To understand it, you don’t need to open a notebook and lay out the relationships. Therefore, make several versions at once to find the best one.

And your clients and your employees will be looking for the very best, since it is created not only for you, but one might even say, primarily for them.

You also need to check your mission against 6 criteria that need to be covered in your chosen approach (I warned you that this is not an easy task) to achieve the best result that will make everyone gasp. These six criteria are:

Customer satisfaction. Consumers love to feel taken care of. And you must convey to the client exactly how your company influences changing his life for the better.
Uniqueness. In the mission you must convey your difference from competitors. Present yours.
Advantages and values of the company. The advantages of your company over competitors and the core values that your company conveys.
Truthfulness. True, true and once again true. If you make the cheapest products, but at the same time claim that these are the most best products, then it’s better not to do this.
Transparency. The mission statement must be clear, truthful and easy to understand. Words and sentences should be so simple that even “Homer Simpson” can understand them.
Memorability. An easy and short mission that is easy to remember. This is why we so easily remember short slogans that appear in advertising.

If your development passes all these 6 criteria, then consider you have done it.

You have realized what most people come to after decades of existence. Honestly, I’m not sure that everything will work out so perfectly for you right away, but it’s for the best, there will be room to grow 😉

Briefly about the main thing

A mission is your intangible driver towards achieving your goal. This is what unites you, your employees and your clients under one flag. It's not easy to create.

And you need it precisely when you have already achieved stable sales. Since increasing sales, the mission for micro and small businesses does not make sense.

Your mission will change from year to year, it will improve. Not only because the world is changing, but because you are changing.

If earlier your value was “parties and night outs,” now your value is “Family and Home.” But remember:

“You can change the mission, but you cannot betray the idea.” (

P.S. You know what I don't like about most freelance sites? The phrase “individual approach”.

And also a list of advantages that tell why the company is the coolest on the market. And not a single advantage that the client will receive when contacting this company.

This is what I mean. When creating a mission (if you decide to create it), do not be freelancers.

Don’t write how cool you are, how long you’ve been on the market, etc. Ideally, don't mention the company at all.

If you look at most missions, you will see a clear line between them. Foreign and Russian approach.

Foreign – how a company can be useful to a client. Russian - as a client, he should be happy that he is using the services of such a cool company.

I encourage you to use a foreign approach when creating a mission. Start from your company and interpret them in terms of what advantages your customers will receive from working with you.

This mission, in my opinion, will be the most successful and will distinguish you from your competitors.

Practical work

Topic - Defining the organization's mission, developing goals and strategy

Exercise

1. Familiarize yourself with the theoretical material

2. Determine the mission of the organization (give two or three options)

3. Develop the goals of the organization, build a tree of goals

Mission of the organization

Mission- this is the meaning of the organization’s existence, which expresses the difference of this organization from others, its social role.

The key elements that make up the organization's mission.

Determination of all areas of activity in which the organization plans to operate.
Strategic Goals, which are established by the organization, definition key indicators that the organization strives to achieve in the future.
Personnel competence and competitive advantages. The mission establishes the essence of corporate values. Such values include special knowledge and skills.
Circle of influence. The mission establishes groups of individuals and organizations, cooperation with which contributes to the development of the organization.
Main activities of the organization.
The main competitive advantages that the organization plans to achieve in the future. It is also necessary to identify the main shortcomings that are planned to be eliminated first.

Tasks that the organization’s mission contributes to solving.

Express what the organization exists for.
Determine how the organization differs from other organizations operating in the same market.
Determine the criterion for evaluating actions carried out in the organization.
Coordinate the interests of all persons associated with the organization.
Contribute to the creation of a favorable corporate atmosphere.

Creating a mission statement establishes why a particular organization exists. Typically, the mission remains the same throughout life cycle organizations.

Mission expression form: the mission can be formulated either in the form of a single phrase or in the form of a policy statement from the top management of the organization.

The mission can be used as a representative document for inclusion in the company's annual report to shareholders and as an intra-company fundamental document.

Peculiarity: The main condition for formulating a mission is understanding and acceptance by the company’s personnel. In this regard, it is advisable to involve company employees in the mission development process.

Factors taken into account when creating a mission:

state of external and internal environment organizations;
history of the organization;
the resources that the organization uses to achieve its goals;
existing style of activity;
distinctive features organizations.

Preliminary mission statement is a thought expressed in one sentence regarding what the organization is doing or wants to do.

Examples of the mission of famous companies

Here are examples of missions of successful companies (their short versions are slogans), which show how in one or two lines you can explain the reason for the existence of an organization:

o Kodak "We help the world create memories and make money."

o Disneyland “We work to ensure that adults and children spend more time together.”

o The mission of Castorama stores is that we help customers make their homes more perfect and comfortable, transform the labor-intensive and costly process of repair and arrangement into an interesting hobby that is accessible to everyone.

o "The mission of the Ritz-Carlton hotel chain is to provide tireless care and provide maximum comfort to every guest."

o Mary Kay Mission: “To enrich the lives of women around the world by offering customers quality products, opening new horizons for independent beauty consultants and providing them with unlimited career opportunities, making sure that women who come across Mary Kay can realize their true potential ".

o Google's mission is to “organize the world's information and make it universally accessible and useful.”

o Facebook's mission is to “empower people to connect and make the world a more open and connected place.”

o IKEA: “To make a difference in the everyday lives of ordinary people.”

o XEROX: “Sharing knowledge through documents.”

o The Bank of New York: We strive to be recognized as a global leader and partner of choice in helping our clients succeed in a world of rapidly evolving financial markets.

o Harley-Davidson: We make people's dreams come true using our experience in creating the best motorcycles!

o Yandex's mission is to help people solve problems and achieve their goals in life.

· Nike's mission: “To bring inspiration and innovation to every athlete* in the world” (“If you have a body, then you are an athlete,” said the legendary track coach at the University of Oregon, and one of the founders of Nike - Bill Bowerman)

Unilever's mission is to energize life. We meet people's daily food and hygiene needs. Our brands help you feel great, look great and get more pleasure from life.
The mission of the Coca-Cola company is based on 3 principles, which are formed as follows: Refresh the world, body, mind and spirit; Promote optimism through our drinks and our deeds; Bring meaning to everything we do. Our vision is based on five words that reflect our values! Each of them is based on a word that, coincidentally, begins with the letter “P.” This is what the five Ps sound like: Personnel, Planet, Products, Partners, Profit!
Megafon's mission: MegaFon will unite Russia, breaking down barriers and developing communications to become everyone's obvious choice. MegaFon proceeds from a special attitude towards the company's social mission, which is to create conditions for people to communicate, without regard to borders and distances.
Microsoft's Mission Statement: At Microsoft, our mission is to help people and business organizations around the world realize their full potential. Achieving this goal requires talented, energetic, bright and creative people with the following strengths: integrity and honesty, enthusiasm, openness and respect, willingness to solve complex problems, self-criticism and responsibility.
Youtube video hosting mission: to provide quick and easy video access and the ability to share videos frequently.
Lenovo company mission (Lenovo): For those who do! For those who do! (alternatively, “For those who act!”). At Lenovo, our vision is that Lenovo will create personal devices that inspire more people, inspired by our own culture, and through which we build a business respected around the world. This Vision guides us in achieving our mission to become one of the world's greatest technology companies. We will do this through: Personal Computing, Convergence and Culture.
MTS Company Mission: We work to make MTS the best operator for its customers. We want every person who comes to an MTS salon, calls our call center, or uses the company’s services to enjoy being an MTS client. Thanks to reliable communications, MTS provides customers with the opportunity to build and improve their lives and constantly develop. All MTS resources are aimed at ensuring that, thanks to the company’s services, the lives of MTS clients become more eventful, interesting and filled with new opportunities.
The mission of the Russian Railways (RZD) company is to satisfy market demand for transportation, increase operational efficiency, quality of services and deep integration into the Euro-Asian transport system. Russian Railways brand mission: We are the most important part of the global system of movement of people, goods and technologies. We work for clients, contribute to the unification of peoples, and integrate Russia into a single economic space. Our solutions are based on a unique infrastructure, the skill of a team of high-level professionals and innovative technologies.
Mission of the Aeroflot Group: We work to ensure that our clients can quickly and comfortably travel vast distances, which means they can be mobile, meet more often, work successfully and see the world in all its diversity. Vision: Our goal is to remain the undisputed leader in domestic and international air transportation in Russia and to be among the best airlines in the world, combining dynamic development and high reliability with quality service.

o Mission: “Sakhalin Energy strives to be a leading producer of energy resources on the world market. We build our activities on the basis of efficient, reliable and safe production, responsible attitude towards social and environmental problems" Vision: "To be the leading energy source for the Asia-Pacific region."

o Mission of AQUAART GROUP: We create new value in the lives of people around the world. We believe that only at home can we get that supply of positive emotions that fill our lives with meaning. That's why we chose home improvement as our field of activity.

o Wrigley Company Mission and Vision: Wrigley. Creating simple pleasures to brighten every day. Our Purpose: Wrigley is a company without borders. Because this is how we see the world. Whether it's chewing gum that keeps your mouth healthy, fresh and clean, or a handful of our candies that brings a smile to your face, we strive to bring goodness to people through our products, and never lose that. Our creativity keeps us moving forward, to new places, with new products, for new occasions, in new ways, so that the world can enjoy Wrigley. Whenever you want to add a little flavor to your day and add a flavor of freshness to it, we are always We are at your fingertips, but the right to choose always remains on your side.

o Rostelecom mission: More opportunities for everyone. Rostelecom creates more opportunities for people, both through its services and through the implementation of projects and initiatives that address topics important to society. Telecommunications have the ability to change and improve people's lives, and this is what Rostelecom strives for in its relations with everyone who comes into contact with the activities of our company.

o Benetton's mission and vision. Benetton Group is focused on the future. Her story is built on innovation and seeing what others don't see. The Benetton Group has always been a leader and at the forefront: with flowers, with a revolutionary approach to sales, with an absolutely unique production and trading network and with a universal form of communication, which is created as a social phenomenon, and as a cultural discussion. The Benetton Group's mission has been global since before globalization, but the company has always followed its own path. From the very beginning, Benetton envisioned fashion for a global community where young people of every race live. Benetton is moving forward in its development high speed, overcoming geographical, political and any ideological boundaries. Benetton is a responsible Group, sensitive to the needs and challenges of our time, attentive to environment, human dignity and societal transformation. Benetton is committed to growth, not as an end in itself, but as a means to promote progress.

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