CHAPTER 11

THE POWER OF VISION, PURPOSE AND MISSION STATEMENTS

INTRODUCTION

Vison, purpose and mission are very powerful motivation among individuals in the organization.
Marthin Luther King's "I have a Dream," did not only talk about rights, equality and freedom. He painted
world pictures so his audience could see and feel them. He talked of his view from the mountin. He
visualized the promised land. He describe black children and white children playing together and black
and white people living in harmony. His audience could see the pictures and feel their significant impact
in the organization.

PURPOSE OF A VISION STATEMENT

According to Anthiny D'Souza (1993), a vision statement should reflect the following:

1. Pictures of the promised land to give the journey a destination;

2. Sounds a clarion call to rally the troops to the mission ahead;
3. Lights a flame to inspire and excite thwm to action;
4. Provides visible evidence of the organization's commitmwnt and priorities;
5. Stands as a visble reminder to ficus people'a minds and efforts;
6. Declare the standard by which thw organization woild like to be judged.

A vision is not mere fantasy or naive idealism. It is not a wishful thinking or flight from reality. A
vision is kot just a dream. A vision directs and focuses us towards the future, but it is experienced and
rooted in the present. It creates the tension that is aroused from comparing the image fo the desired
future with the present state of things. It moves us to explore possibilities and desired realities. It
becomes the framework for what we want to create and that guides us in making choices nd
commitments.

Developing a vision is not just a one-time process that people engage in and then forget. It
requires skill and knowledge that is learned and used already.

According to R.K Greenleaf (1997), powerful vision, therefore, is:

1. A mental picture of the preferred and meaningful future one seeks to create.
2. An answer to the question, "What do we really want?" that reflects what we care about most.
3. An image of how we see our purpose or mission unfolding and how it fits with our highest values.
4. A compass that serves as a guide when all other indicators of direction may cease to operate.

A vision statement must be:

1. Clear, simple and easy to communicate so that it gets people's attention and can be felt or
experienced.
2. Challenging and compelling so that it inspires, provides a motivating force even in difficult times
and moves to greatness.