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.
role model / ideal
A person or thing regarded as a role model or ideal that one wants to emulate.
Für viele junge Wissenschaftlerinnen ist Marie Curie ein historisches Leitbild.
For many young female scientists, Marie Curie is a historical role model.
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.
role model / model
A Vorbild is usually a specific person whose behavior or achievements one wants to imitate. A Leitbild is more of a shared ideal based on fundamental values and goals that guides the actions of a group or organization. For guiding an organization, Leitbild is therefore the better choice.
Eine respektvolle Behandlung aller Patienten ist das Leitbild der Klinik.
Treating all patients with respect is the clinic's mission statement.
Die erfahrene Ärztin ist für ihre jungen Kollegen ein Vorbild.
The experienced doctor is a role model for her younger colleagues.
