developing vision and mission statements pdf

Developing Vision And Mission Statements Pdf

By Lisa G.
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Moreover, firms with clearly communicated, widely understood, and collectively shared mission and vision have been shown to perform better than those without them, with the caveat that they related to effectiveness only when strategy and goals and objectives were aligned with them as well Bart, et. Customers, employees, and investors are the stakeholders most often emphasized, but other stakeholders like government or communities i.

A vision statement is the anchor point of any strategic plan. It outlines what an organization would like to ultimately achieve and gives purpose to the existence of the organization. A good vision statement should be short, simple, specific to your business, leave nothing open to interpretation. It should also have some ambition.

What is the difference between mission, vision and values statements?

It is an essential part to building your strategic foundation and developing a strategy. You preserve these elements while your strategies and goals change and flex with the market. You may modify your mission, vision, or values over time, but the intent stays unchanged and you will have complete clarity when making critical business decisions that impact your future.

Your mission, vision and values can sound abstract, esoteric, and downright fluffy to a lot of people, especially those who are burning to move forward with a real-world project. Because these three statements are foundational to an effective strategic plan, take the time you and your team need to get them right. To build a solid foundation for a successful organization, it is essential to have a written, clear, concise and consistent mission statement that simply explains who you are and why you exist.

Keep it short — Peter Drucker would say your mission should fit on a t-shirt. Your mission statement should serve as a guide for day-to-day operations and as the foundation for future decision-making. Keep these guidelines in mind when writing or evaluating yours:.

They are based on enduring tenets—guiding principles—to adhere to no matter what mountain you climb. Your core values are part of your strategic foundation. They are the beliefs that guide the conduct, activities and goals of your organization. They establish why you do what you do and what you stand for.

Values are deeply held convictions, priorities, and underlying assumptions that influence the attitudes and behaviors of your organization. Strong values account for why some organizations gain a reputation for such strategic traits as leadership, product innovation, and total customer satisfaction. These never change. When values and beliefs are deeply ingrained and widely shared by directors, managers and staff, they become a way of life within the organization, and they mold organizational strategy.

Here are some guidelines in developing core values:. Then, incidentally, that turned out to be good business too. It began with us thinking about what is the right thing to do in a business context.

We said we want to really take care of these people, we want to honor them and we love them as individuals. Now that induces the kind of reciprocal trust and diligent effort that made us successful. But the motivation was not strategy, it was core values.

Vision provides a clear mental picture of what your organization will look like in 5 to 10 years from now. Forming a strategic vision should provide long-term direction, delineate the organizational activities to be pursued and the capabilities the organization plans to develop, and infuse the organization with a sense of purposeful action.

It serves as a unifying focal point for everyone in the organization like a North Star. It delineates the future focus and where the organization is going. Here are two examples of visions or BHAGs that were very lofty at the time they were established:. An effective vision statement consists of the following elements. Your vision statement may or may not incorporate all of these elements, but keep them in mind when writing or evaluating yours.

One result of a well-developed and executed strategic plan is to develop a unique competitive advantage. Successful organizations deliberately make choices to be unique and different in activities that they are really, really good at and they focus all of their energy in these areas. A sustainable competitive advantage s is the foundation, the cornerstone of your strategic plan.

Successful companies strive to create an advantage that continues to be competitive over time. Throughout the planning process you will need to evaluate every part of your plan to determine whether it supports or detracts from this.

This statement should be no longer than one or two sentences or a couple of bullet points. Keep in mind that you should be able to effectively explain what your company does within 30 seconds—or else you could lose your listener.

Your organization exists for a very specific reason and has unique abilities, and most likely its purpose is different than any other company out there. Companies are founded for reasons as varied as something to do during retirement to making the world a better place. You might consider asking your employees for their perspective as well, when you survey them. You may be amazed at the insightful comments you receive.

Later, when developing your goals, make sure to include goals that nurture and grow your competitive advantage. You should also make sure that your competitive advantage is something that is long-lasting and not easy to duplicate.

An organization-wide strategy is like an umbrella. It is a general statement s that guides and covers a set of activities.

The organization implementing this strategy provides superior value to their customers by offering them lowest total cost. To reach your goals, you need to master your operational processes. This process includes monitoring outstanding supply chain management, super efficient operations to control costs, cycle time and quality, and inventory management.

Companies that continue to offer the best buy or lowest cost through their excellent internal operations include Walmart, Southwest Airlines, Dell, and Ikea. This strategy concentrates on creating a unique, innovative product or service line.

An organization implementing this strategy provides superior value by offering its customers a continuous stream of innovative products or services. It seeks to identify emerging opportunities and continuously strives to develop and deliver new products and services. You need to master your innovation processes and develop an innovation culture to reach your goals. These steps include a pipeline full of new ideas, a conversion rate of ideas to production, excellent and quick product development processes, and marketing and sales departments that can bring the product to market quickly.

Companies that are always on the cutting edge of their industries include Intel, Mercedes, Sony, and Salesforce. Creating value through really knowing your customers concentrates on a narrow market segment by a deep understanding of its customer and their perception of the value of the product or service offered.

A company implementing this strategy provides superior value by tailoring its products or services to match exactly the needs of targeted customers. It specializes in satisfying unique customer needs through an intimate knowledge of the customers. Develop a customer-focused culture to attain these marks. These procedures include offering as many products and services that your customers are looking to you to provide — meaning that you completely solve the problem or need that your customers have.

Back to resources. Download the Complete Guide to Strategic Planning today. Phase 2: Developing Strategy. Phase Duration 2 weeks Questions to Ask Who are we and why do we exist?

Where are we going and why? What information do we need to make our strategic decisions? What are the strategic topics, issues we need to address through this process? What is already determined that we need to build off of? Based on your core competencies: Your organization should base its mission on a competitively superior internal strength, unique capability or resource that the organization performs well in comparison to similar organizations.

Motivates and inspires stakeholder commitment: Your mission statement should be motivating. Realistic: Your mission statement should be realistic. You should avoid making the mission too narrow or too broad. Specific, short, sharply focused and memorable: It should be a precise statement of purpose that describes the essence of the organization in words your constituents and stakeholders can remember you by.

At the same time it needs to give your team a profoundly simple focus for everything it does as an organization. A Dose of Strategy. Actionable tips, case studies, best practices in your inbox every other week. Determine your primary business, business model and organizational purpose mission. Executive interviews Qualitative strategic survey of selected staff or all staff.

Create an image of what success would look like in years vision. Agree on the strategic issues you need to address in the planning process. This is due to a combination of quality, price, and ease of purchase that is difficult to match. Offer buyers new and innovative products and services. Perceived as being creative with ideas. Able to leapfrog products that exist. Able to commercialize quickly. Offer people superior value by tailoring products or services to match exactly the needs of targeted customers due to an intimate knowledge of the customers.

Empower people to respond quickly to customer needs. Optimize processes for end-to-end product supply and basic service. Focus on the core processes of invention, product development, and market exploitation. Focus on a deep understanding of the customer and his perception of value of the product or service offered. Pursue the relationship rather than transaction.

Maintain standardized, simplified, tightly controlled, and centrally planned operations. Have few decisions for rank and file. Maintain structure that is flexible and adjustable to entrepreneurial initiatives. Encourage working in unexplored territory. Promote multifunctional teams to shorten response times. Empower frontline managers with decision-making authority. Maintain a structure that delegates decision-making to employees who are close to customer.

Maintain integrated, reliable, and high-speed transactions.

Importance of Mission Vision in Organizational Strategy

Members may download one copy of our sample forms and templates for your personal use within your organization. Neither members nor non-members may reproduce such samples in any other way e. Each statement may be part of the strategic planning process but have a different objective. These statements may be written for organizations or for individual departments. A mission statement is a concise explanation of the organization's reason for existence. It describes the organization's purpose and its overall intention.

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It is an essential part to building your strategic foundation and developing a strategy. You preserve these elements while your strategies and goals change and flex with the market. You may modify your mission, vision, or values over time, but the intent stays unchanged and you will have complete clarity when making critical business decisions that impact your future. Your mission, vision and values can sound abstract, esoteric, and downright fluffy to a lot of people, especially those who are burning to move forward with a real-world project. Because these three statements are foundational to an effective strategic plan, take the time you and your team need to get them right. To build a solid foundation for a successful organization, it is essential to have a written, clear, concise and consistent mission statement that simply explains who you are and why you exist. Keep it short — Peter Drucker would say your mission should fit on a t-shirt.


This is “Developing Mission, Vision, and Values”, chapter 4 from the book Management Principles (emmadonnan.org). (v. ) Develop statements that articulate organizational mission and vision. 6. pdf/emmadonnan.org (retrieved October 28, ).


4.3 The Roles of Mission, Vision, and Values

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Done well, they give clarity and direction for a school. A muddy vision or mission can help lead to continuing conflicts, and a school that has difficulty identifying priorities. If your school is extremely successful over the next three- five years, how will people describe your school?

Vision and Mission
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