Tempo de leitura: 35 minutos
Missão, Visão e Valores são três conceitos básicos e essenciais para construir os ideais de uma empresa. Entendê-los fará com que você tenha um referencial para tomada de decisões e criará características únicas para o seu empreendimento.
É também a partir da missão, visão e valores que sua empresa começa a criar diretrizes que irão impactar na cultura organizacional. No vídeo abaixo falamos um pouco sobre como a cultura pode ter impacto real nos negócios.
Missão, visão e valores podem impactar nos resultados do seu negócio
Um dos grandes exemplos da afirmação desse título é o case da cultura Organizacional da Netflix.
A gigante dos streaming, ficou famosa não só pelos filmes e series, mas por como se utiliza de um conjunto de valores forte, que têm impacto tanto no comportamento, como também nos resultados dos colaboradores.
Você já definiu a Missão, Visão e Valores do seu negócio? Quais estratégias você usará para aplicar os princípios no dia a dia das pessoas?
Missão de uma empresa
Você já se perguntou o que é missão? Ou qual é a missão da sua empresa? Basicamente a missão é o que a empresa está disposta a fazer pelo cliente.
É preciso estar atento a nova dinâmica do mercado, onde o cliente é o centro e a força motriz de todas as ações.
De acordo com o escritor Max McKeown, no livro “Estratégia: do Planejamento à Execução”, toda empresa deve expor sua missão de maneira que todo mundo compreenda o que a empresa deseja.
“(…) essa é a parte da orientação da estratégia, deixar as pessoas saberem onde elas se encontram em relação a onde você quer que a companhia vá”.
Se a missão for criada sem um significado que corresponda com a realidade da empresa, ela se torna sem sentido.
Exemplos de “Missão”:
3M – “Solucionar problemas ainda não solucionados”
Google – “Organizar as informações do mundo todo e torná-las acessíveis e úteis em caráter universal.”
Ambev – “Criar vínculos fortes e duradouros com os consumidores e clientes, fornecendo-lhes as melhores marcas, produtos e serviços.”
COBLUE (2015) – “Capacitar empresas de forma estratégica, tornando-as mais competitivas e capazes de realizar seus propósitos empresariais, trabalhando com Inovação Estratégica, Ética e Profissionalismo, contribuindo com o Desenvolvimento Nacional.”
Para ser definida, a missão deve responder a cinco perguntas:
1 – O texto é claro e facilmente perceptível?
2 – O texto está relacionado com os principais fatores críticos de sucesso?
3 – O texto transmite valores comuns a toda organização?
4 – O texto tem um caráter motivacional?
5 – O texto cria bases para a formulação dos objetivos da empresa?
Sua missão vai guiar a empresa na tomada de decisões e nas definições dos objetivos.
Visão de uma empresa
Você tem um objetivo traçado? A visão da empresa vai apontar o futuro do seu negócio.
Este princípio se remete as aspirações e metas futuras, ou seja, onde deseja estar e o que deseja conquistar. Deve ser compartilhada, bem descritiva e inspiradora para passar orgulho para quem participa dessa missão.
Porém, só podem ser traçadas com base no presente mercado e na atual situação da companhia para que elas venham a se concretizar.
Segundo Whiteley:
“(…) uma imagem viva de um estado futuro ambicioso e desejável, relacionado com o cliente, e superior em algum aspecto importante, ao estado atual”.
A visão da sua empresa deve ser a resposta para as seguintes perguntas:
1- O que a empresa quer se tornar?
2- Onde nós estaremos?
3 – Em que direção eu devo apontar meus esforços?
4 – Como chegaremos lá?
5 – Quando alcançaremos esses objetivos?
Exemplos de visão:
Gerdau – “Ser global e referência nos negócios em que atua.”
Kopenhagen – “Ser um grupo competitivo que atue de forma abrangente no segmento alimentício, através de um portfólio de produtos com qualidade, representado por marcas fortes, com características e propostas únicas.”
Lojas Americanas – “Ser a melhor empresa de varejo do Brasil.”
COBLUE (2015) – “Ser umas das principais empresas de estratégia empresarial, tornando-se assim referência a nível nacional, com destaque em soluções, desempenho e estratégias inovadoras.”
A visão é a descrição do futuro desejado para a empresa.
Valores de uma empresa
Antes de você criar uma missão e traçar uma visão sua empresa deve ter os valores estabelecidos… Mas você sabe o que eles significam?
Valores são as virtudes, crenças e os princípios da empresa, ou seja, mostram o que é relevante para a organização no dia a dia do negócio.
Cabe ao líder achar meios de fazer com que eles se tornem concretos.
É de grande importância que os funcionários tenham conhecimento destes princípios para que todos executem a missão em busca de conquistar a visão.
Quando estes fatores estão alinhados, os valores criam o sentimento de realização e comprometimento das equipes, tornando-as mais competitivas e determinadas.
Exemplo de valores:
Valores da Coca-Cola:
Inovação – Buscar, imaginar, criar, divertir: esse é o caminho para a inovação. Desejamos buscar o inesperado, estimular um ambiente onde vale a pena correr os riscos de inovar e de compartilhar ideias.
Liderança – Como líderes, precisamos ter a coragem de construir um futuro melhor, meta que será alcançada fazendo a diferença como empresa global, com decisões e inspiração certas e influenciando aqueles com quem nos relacionamos.
Responsabilidade – Devemos ter vocação para agir e honrar nossos compromissos.
Integridade – Ser íntegro significa ser verdadeiro: dizer o que pensamos, fazer o que dizemos e agir corretamente.
Paixão – Comprometidos de corpo e alma, devemos criar oportunidades, ter sede de fazer sempre mais e realizar.
Colaboração – Acreditamos na força da participação e, por isso, promovemos o talento coletivo. Valorizamos a diversidade, estamos conectados globalmente e dividimos os méritos pelos sucessos.
Diversidade – Queremos ter uma força de trabalho tão diversa quanto os mercados que atendemos, e criamos oportunidades para alcançar esse objetivo.
Qualidade – Consideramos que não há limites para atingir a excelência nas nossas atividades. Devemos deixar tudo sempre melhor do que estava e estabelecer os mais altos padrões para os nossos produtos, nosso pessoal e nosso desempenho.
Os valores serão os pilares da estratégia da empresa, e vão definir a forma de atuação no mercado. Você pode ver o nosso Case de Valores da Netflix e como isso impacta na gestão do negócio.
A importância da Missão, Visão e Valores
Os três princípios devem ser estabelecidos independentemente do ramo ou do tamanho do negócio, sendo aplicados no dia a dia.
Ter missão, visão e valores muito bem definidos e coerentes e não apenas “valores que soam bem” podem ser um fator decisivo para o sucesso do seu negócio, pois impactam diretamente na sua cultura organizacional, e consequentemente no desempenho.
Tendo os princípios, a empresa pode observar outros dados que influenciam no crescimento da empresa, como os fatores críticos de sucesso (FCS).
O importante é ter uma visão real do que sua marca representa para o mercado e definir as diretrizes mais eficazes para o crescimento.
Faça Avaliação de Desempenho e Valores da sua empresa
Agora que você sabe definir, é importante colocar a missão, visão e valores em prática. Elas devem impactar não apenas nas estratégias de negócio, mas principalmente na cultura organizacional. Ou seja, em como as pessoas viverão cada um desse pontos no dia a dia do seu trabalho.
Para isso definir e avaliar não só o desempenho, mas valores culturais fortes, é muito importante!
A CoBlue possuí um software de Avaliação de Desempenho, Valores, Competências e comportamentos chaves, que fortalecem a cultura que sua empresa deseja construir.
O Software CoBlue permite que você avalie resultados, valores, comportamentos chaves e desenvolva equipes e pessoas com 9Box e PDI.
Você já definiu a Missão, Visão e Valores do seu negócio? Quais estratégias você usará para aplicar os princípios no dia a dia das pessoas?
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[…] em consideração as diretrizes estratégicas da empresa, tais como Missão, Visão, Valores e Fatores Críticos de Sucesso. Ao discutir os objetivos (e muitas vezes reformulá-los…), […]
[…] empresa está acostumada a construir a sua Missão, Visão e Valores, pois este são os 3 princípios empresariais mais […]
MISSÃO
Cacau Brasil: Acreditar e proporcionar felicidade. Promover a diversidade, a liberdade e valorizar as pessoas, refletindo nossa cultura popular com respeito e sabedoria, por meio de toda linha de produtos.
Fleury: “Prover soluções cada vez mais completas e integradas para a gestão da saúde e o bem-estar das pessoas, com excelência, humanidade e sustentabilidade”.
Sadia: Alimentar consumidores e clientes com produtos saborosos e saudáveis, com soluções diferenciadas.
1 – O texto é claro e facilmente perceptível
Cacau Brasil: No meu ponto de vista, ao ler a missão não fica claro que tipo de produto ou serviço a empresa presta.
Fleury: Sim- A empresa deixa de maneira clara o seu ramo de atuação.
Sadia: Sim- A empresa procurou ir direto ao ponto referente a sua missão ao consumidor e produtos.
2 – O texto está relacionado com os principais fatores críticos de sucesso?
Cacau Brasil: Refletindo nossa cultura popular com respeito e sabedoria
Fleury: sustentabilidade
Sadia: produtos saborosos e saudáveis
3 – O texto transmite valores comuns a toda organização?
Sim- Todas as empresas relacionadas querem promover algo de bom para os seus consumidores, e com isso esta sempre á frente dos seus concorrentes.
4 – O texto tem um caráter motivacional?
Cacau Brasil: Acreditar e proporcionar felicidade.
Fleury: Bem-estar das pessoas, com excelência, humanidade e sustentabilidade
Sadia: produtos saborosos e saudáveis, com soluções diferenciadas.
5 – O texto cria bases para a formulação dos objetivos da empresa?
Cacau Brasil: Respeito e sabedoria.
Fleury: Humanidade e sustentabilidade.
Sadia: Soluções diferenciadas.
VISÃO
Cacau Brasil: Ser uma marca com espírito de liderança, que promete um forte e arrojado crescimento para atender com originalidade e de forma democrática todos os brasileiros, oferecendo produtos de qualidade a preços acessíveis.
Fleury: “Saúde e bem-estar para a plena realização das pessoas”.
Sadia: Ser reconhecida por sua competitividade em soluções de agregação de valor e respeito ao crescimento sustentável da cadeia de valor.
– No que a empresa quer se tornar?
Cacau Brasil: A empresa quer se torna líder no mercado concorrente.
Fleury: Continuar sendo uma empresa consolidada no mercado.
Sadia: Dar continuidade a sua competitividade ao gerar novos produtos de linha.
– Onde nós estaremos?
Cacau Brasil: Em busca de uma solidez.
Fleury, Sadia: Sempre em busca do melhor.
– Em que direção eu devo apontar meus esforços?
Na direção do sucesso, porém com muita humildade, não perdendo seus valores e princípios, e pensando sempre no melhor para cliente.
– Como chegaremos lá?
Com um passo de cada vez.
– Quando alcançaremos esses objetivos?
Quando a empresa for capaz de se manter no mercado competitivo oferecendo o que há de melhor para os seus clientes.
mutio bom o artigo