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Vision Mission

Vision Mission

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Published by Quah Siew Heng

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Published by: Quah Siew Heng on Sep 09, 2010
Copyright:Attribution Non-commercial


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The vision and the mission of an organization emerge from important social, economic,spiritual and political values. They are meant to inspire and promote organizationalloyalty. Vision and mission are those parts of an organization that appeal to the heart;that is, they represent the organization’s emotional appeal. They motivate people anddraw upon staff and stakeholders’ hopes and aspirations. In this sense, the vision andmission of an organization provide inspirational motivation.Clarifying the vision and mission are important in both private and public sector organizations. Private sector organizations often identify the importance of serving their customers, and have created visions and missions to support this theme. In the publicsphere, schools, hospitals and even line ministries have begun to see their roles interms of service to the public, and have developed vision and mission statements thatsupport such ideas. At issue for many organizations is not only to write but to then live the statements.When vision and mission statements are not lived up to, the result is not to enhancemotivation but to foster cynicism. Assessing an organization’s motivation primarilyinvolves looking at its mission, since this is more closely linked to what the organizationwants to do. However, in examining the mission, the link to the larger vision, as well asmore operational components, must also be assessed.
Definition Definition Definition Definition 
 An organization’s vision defines the kind of a world to which it wants to contribute.
Visions lie beyond the scope of any one organization. They represent the hopes anddreams of organizational members. The vision describes the changes in the prevailingeconomic, political, social or environmental situation that the organization hopes to bringabout.
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.
Clearly, as organizations evolve, they need to create and recreate their mission. Theyneed to spur their staff’s enthusiasm. Developing and articulating a mission involves twokey dimensions.First, the mission can act as a baseline, something against which organizationalmembers and stakeholders can assess the consistency, alignment and focus of their actions and decisions. From a technical perspective, a mission statement identifies theproducts and services provided: the clients or customers you are trying to serve; wherethe organization wants to go; and some articulation of organizational values.Second, the mission must inspire and motivate members to perform and encouragethem to behave in ways that will help the organization achieve success. Organizationalanalysts increasingly suggest that members need to identify with the organizations inwhich they are working. The mission statement sets out some of the underlying valuesthat define the organization and support the socialization and indoctrination process.Thus, a key dimension of the mission statement is to reinforce the ideology of theorganization.Organizations take a wide variety of approaches to expressing their mission. Somedescribe a detailed vision of the future and write a mission statement that summarizesthis vision. Others summarize their mission in a slogan, a motto, or a single statementor phrase. Ideally, the mission is the written expression of the basic goals,characteristics, values and philosophy that shape the organization and give it purpose.Through this statement, the organization seeks to distinguish itself from others byarticulating its scope of activities, its products, services and market, and the significanttechnologies and approaches it uses to meet its goals. By expressing the organization’sultimate aims— essentially, what it values most—the mission statement should providemembers with a sense of shared purpose and direction. The goals enshrined within amission statement should serve as a foundation for the organization’s strategic planning

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