Setting a strategic direction is crucial for the long-term success of a company. This process includes defining the mission, vision and strategic goals, which together guide the organization towards its long-term goals. The mission represents the fundamental purpose and reason for the company's existence. It answers the questions of what the company does, for whom it does it and how it does it. The mission focuses on core business goals and values and helps guide dayto-day activities. A well-defined mission strengthens entrepreneurial awareness, trust and corporate image. The vision is an ideal image of the company's future, it describes long-term goals and aspirations. The vision motivates employees and directs them towards the realization of that image, helping management to see future opportunities and prepare for them. The vision also serves as a criterion for evaluating the company's current decisions and actions. Strategic goals concretize the vision and mission into specific, measurable, achievable, relevant and timebound (SMART) goals. They represent the steps a company needs to take to achieve its mission and vision. Strategic goals help to set clear business objectives, measure performance and motivate employees. The combination of mission, vision and strategic goals ensures a coherent strategic direction of the company. The mission provides the basis and direction for the business, the vision inspires and motivates with long-term goals, while the strategic goals define the concrete steps necessary to achieve those goals. Together, they enable the company to successfully navigate through challenges and opportunities and achieve sustainable growth and development.