Organizations Vision and Mission

The mission and vision of an organization are its lifeline to sustainability. They establish its purpose of being today and
aspiration of tomorrow. A clear mission offers organizations a pragmatic lens for every day decision-making. Why they
exist today. A clear vision outlines the organizations ambition for the future. What they aspire to be. Mission and vision
offer distinct perspectives, but theyre interrelated in a sense that they both drive an organization to express a singular
purpose.

Vision Statement

It is a long-term view and concentrates on the future. It can be emotive and is a source of
inspiration.

It outlines what the organization wants to be, or how it wants the world in which it
operates to be.

Vision Statement should:

Tell people about the big dream your company hopes to achieve

Communicate the long term plan

Be inspirational

The main purpose of the vision statement is to outline the dream state of the business.
In other words: if your business could be everything you dreamed, how would it be?

Mission Statement

Defines the fundamental purpose of an organization or an enterprise, succinctly

describing why it exists and what it does to achieve its vision.

An enduring statement of purpose that distinguishes one business from other similar firms.
A mission statement identifies the scope of a firms operations in product and market
terms.

Mission Statement describes:

What is the companys business

What is the companys objectives

What is the companys approach to reach those objectives

Lets be clear!

A mission statement concerns what an enterprise is all about.

A vision statement is what the enterprise wants to become.

Characteristics of Mission Statements

Feasible

Precise

Clear

Motivating

Distinctive

Indicates major components of strategy

Components of Mission Statement

1. Customers Who are the firms customer?

2. Product or services- What are the firms major products or services?

3. Markets- geographically, where does the firm compete?

4. Technology- is the firm technology current?

5. C0ncern for survival, growth and profitability- is the firm committed to growth and financial
soundness?

6. Philosophy-What are the basic beliefs, values, aspirations and ethical priorities of the firm?

7. Self-concept- What is the firms distinctive competence or major competitive advantage?

8. Concern for public image- is the firm responsive to social, community and environmental
concerns?

9. Concern for Employees- Are employees a valuable asset of the firm?

Steps in Formulating Mission

1. Brainstorming
Ask yourself why are you in business
What is your business?
Figure out the companys defining characteristics
Determine what makes your company stand out
Make a list of your companys concrete goals
2. Creating the statement
Define your company by way of an actionable goal
Add concrete, quantifiable elements (be specific)
Add some personality (language used should match the personality of the company)
Make sure it is not too long
3. Finalizing the statement
Seek help from other company members for suggestions
 Test it out (find ways to share it to the public and consider their reactions and
suggestions)
Revise it when necessary

Criteria for Evaluating a Mission Statement

The Mission Statement should:

focus on satisfying customer needs

tell who their customers are
explain what customer needs the company is trying to satisfy
explain how the company should serve its customers
be based on a competitive advantage
be based on the distinctive core competencies
motivate and inspire employee commitment
be realistic
be specific, short and sharply focused
be clear and easily understood

Importance of Mission Statement

It determines the companys direction

It focuses the companys future
It provides a template for decision making
It forms the basis for alignment
It welcomes helpful change
It shapes strategy
It facilitates evaluation and improvement

Benefits of Vision

It is the first step in strategic planning

Help all members set goals to advance the organization
Motivates and empower employees
Brings meaning to peoples work, mobilizes them to action, and helps them decide what to
do and what not to do in the course of their work
An idealized picture of the future organization and it expresses the organizations reason
for existence