VISION AND MISSION STATEMENT

MISSION STATEMENT

Mission statements are declarations of common interest, and must be absolutely correct. Mission statements are not simply institutional propaganda but a strategic tool to build organizational morale and efficiency. They need to be focused, explicit and correct.

The mission statement should be a clear and succinct representation of the enterprise's purpose for existence. It should incorporate socially meaningful and measurable criteria addressing concepts such as the moral/ethical position of the enterprise, public image, the target market, products/services, the geographic domain and expectations of growth and profitability.

The intent of the Mission Statement should be the first consideration for any employee who is evaluating a strategic decision. The statement can range from a very simple to a very complex set of ideas.

When you are preparing your Mission Statement remember to make it clear and succinct, incorporating socially meaningful and measurable criteria and consider approaching it from a grand scale. As you create your Mission Statement consider including some or all of the following concepts.

• The moral/ethical position of the enterprise
• The desired public image
• The key strategic influence for the business
• A description of the target market
• A description of the products/services
• The geographic domain
• Expectations of growth and profitability

VISION STATEMENT

 

A vision statement is a vivid idealized description of a desired outcome that inspires, energizes and helps you create a mental picture of your target. It could be a vision of a part of your life, or the outcome of a project or goal.
Vision statements are often confused with mission statements, but they serve complementary purposes.


Vision Statements also define the organizations purpose, but this time they do so in terms of the organization’s values rather than bottom line measures (values are guiding beliefs about how things should be done.) The vision statement communicates both the purpose and values of the organization. For employees, it gives direction about how they are
expected to behave and inspires them to give their best. Shared with customers, it shapes customers’ understanding of why they should work with the organization.