Leitbild

Leitbild is a German term meaning guiding image or vision. In organizational contexts it denotes a formal statement that defines an organization's self-conception, core values, mission and strategic direction. It is intended to guide decisions, behavior and external communication, and to align internal culture with publicly stated aspirations.

Etymology: Leit- comes from leiten, to guide; Bild means image or picture. In German-speaking countries it is commonly used as a label for a document or framework that integrates purpose, values and goals, and is kept distinct from detailed objectives or operational plans.

Components and scope: A Leitbild typically combines mission or reason for being, core values, a long-term vision or strategic orientation, and commitments to stakeholders such as customers, employees and society. It may also include qualitative targets, ethical standards, and approaches to organizational culture and leadership.

Process and use: Development is often participatory, involving leadership, employees and sometimes external stakeholders; it includes workshops, interviews and feedback cycles, followed by formal approval. Once established, the Leitbild guides HR practices, branding, strategic decisions and public reporting. It is not usually a legally binding document, but it carries normative force within the organization.

Relation to other concepts and criticisms: A Leitbild is broader and more normative than a simple mission statement or vision alone, and it should be regularly reviewed and lived through concrete actions. Its effectiveness depends on genuine commitment and consistent implementation; otherwise it risks becoming rhetoric without impact.