mission statement / guiding ideal
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mission statement
An idealized idea or concept that serves as guidance for the actions of an organization, group, or society. It describes the fundamental values and goals.
Das Unternehmen hat sein Leitbild überarbeitet, um den Fokus stärker auf Nachhaltigkeit zu legen.
The company revised its mission statement in order to place a stronger focus on sustainability.
The word is made up of 'leiten' (to guide/lead) and 'Bild' (image/picture). So it literally describes a 'leitendes Bild' (guiding image) — an idea that guides action like an image or a map.
Jede Abteilung sollte sich am Leitbild der Firma orientieren.
Every department should orient itself toward the company's mission statement.
To distinguish the meaning, pay attention to the context. If the word refers to an organization (company, school, association), it means the ideal concept or mission statement. If it refers to a person, that person is meant as a role model.
Das Leitbild unserer Schule betont Offenheit und Respekt.
Our school's mission statement emphasizes openness and respect.
In a business context, 'Leitbild' (mission statement) is often used with certain verbs. Typical phrases are: 'ein Leitbild entwickeln' (to develop a mission statement), 'ein Leitbild formulieren' (to formulate a mission statement), or 'sich an einem Leitbild orientieren' (to orient oneself toward a mission statement).
Die neue Geschäftsführung will ein modernes Leitbild entwickeln.
The new management wants to develop a modern mission statement.
philosophy
'die Philosophie' and 'das Leitbild' can both describe the basic values and goals of a group or organization. 'Philosophie' sounds more like a general attitude: this is how we think and act. 'Leitbild' is usually a deliberately formulated concept intended to provide guidance, for example in a company, school, or organization. The words can be confused because both explain what something stands for. 'Leitbild' fits especially well when values and goals are described officially. 'Philosophie' can also feel more personal and freer.
Das neue Leitbild der Schule betont Respekt und gemeinsames Lernen.
The school's new mission statement emphasizes respect and learning together.
Im Gespräch beschreibt die Chefin die Philosophie des kleinen Unternehmens.
In the conversation, the boss describes the philosophy of the small company.