Missions, on the other hand, are a step in operationalizing the vision, an organization’sraison d’être.
The mission is an expression of how people see the organization operating.
It exists within the context of the vision, and begins the process of operationalizing the vision into more concrete actions. In this context, the mission lays afoundation for future action and guides the organization’s choice of strategies andactivities. Some of the main reasons for an organization to have a vision and missionexpressed in clear statements are to:
Promote clarity of purpose
Function as a foundation for making decisions
Gain commitment for goals
Foster understanding and support for its goals.
Whereas the vision locates the organization within a cluster of organizations, it is themission that answers the questions: Why does this organization exist? Whom does itserve? By what means does it serve them? Those responsible for the performance of an organization increasingly recognize the benefits of clearly and simply communicatingthe direction in which their organization is going. Such descriptions of the organization’sfuture, whom it serves, what it values, and how it defines success can have a powerfulimpact on the organization’s personality.
Dimensions Dimensions Dimensions Dimensions
Typically, organizations are founded when a prime mover identifies a need that istranslated into an idea—a vision, and ultimately, a mission—and then into the desiredproduct or service. The prime mover gathers people around to carry out this task. Thepoint is that people who come together do not do so randomly. At the start, they sharesome values associated with the fledgling organization and often see something in it for themselves. Sometimes, not only does the organization indicate the services it wants toprovide, but it also conveys a sense of mission. This is the idea of people comingtogether to do something that is particularly exciting and motivating.