The Essence of the Museum: Mission, Values, Vision

Abstract

Why does a museum exist? What is its purpose? What is it trying to achieve? What are its goals? Nothing is more important for a museum in sorting out its priorities and overall direction than itsmission. The answers to these questions are to be found in the museum'svalues. Add together the mission and the values, project forward, and you identify the museum'svision. In this chapter, the author argues that mission, values, and vision capture the “essence” of the museum. Drawing on case studies from his own professional experience as director at Tyne and Wear Museums and National Museums Liverpool in the UK, Fleming shows how mission and vision can be radically revised to underpin organizational change, better engage with audiences, improve museum services, and make them more sustainable. Despite many external and internal challenges, and ceaseless and ever‐increasing social change, mission, values, and vision provide a reference point and an anchor for a museum, even in the most troubled of times.

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