Which of the following best describes a mission?

The correct answer is that the mission describes why the organization exists. A mission statement articulates the fundamental purpose of an organization, providing clarity on its primary objectives and the reason for its existence. It answers questions like what the organization does, whom it serves, and what makes it unique. This intrinsic understanding helps stakeholders align their actions with the shared purpose of the organization.

While definitions of vision, values, and goals are important components of strategic planning, they serve different functions. For instance, the vision outlines the future aspirations of the organization, indicating where it aims to be in the long term. Company values define the core principles that guide the organization’s behavior and decision-making, shaping its culture. Goals, on the other hand, are specific outcomes or targets that the organization strives to achieve, providing a roadmap to fulfill its mission. Thus, focusing on the essence of the organization’s existence makes the mission the most appropriate choice.