(SHORT
NOTES FROM STRATEGY TOOLS:
Executing
Strategies at http://www.mindtools.com)
Mission Statements and Vision Statements
Vision Statements and Mission Statements
are the inspiring words chosen by successful leaders to clearly and concisely
convey the direction of the organization. "Mission Statements" and
"Vision Statements" do two distinctly different jobs.
A
Mission Statement
·
defines the organization's purpose and
primary objectives
·
its prime function is internal – to
define the key measure or measures of the organization's success
·
its prime audience is the leadership
team and stockholders
Vision
Statements
·
also define the organizations purpose,
but in terms of the organization's values rather than bottom line measures
(values are guiding beliefs about how things should be done)
·
communicates both the purpose and values
of the organization
·
shared with customers, it shapes
customers' understanding of why they should work with the organization
|
Mission Statement Creation
·
identify
your organization's "winning idea"
o will make the organization stand out from its
competitors
o the reason that customers will come to you and not
your competitors
·
identify
the key measures of your success
·
Combine
winning idea and success measures into a tangible and measurable goal
·
Refine the
words until you have a concise and precise statement of your mission, which
expresses your ideas, measures and desired result
|
|
Vision Statement Creation
·
uncover the
real, human value in that mission statement
·
identify
what you, your customers and other stakeholders will value most about how
your organization will achieve this mission
·
Distil
these into the values that your organization has or should have
·
Combine your
mission and values
·
polish the
words until you have a vision statement inspiring enough to energize and
motivate people inside and outside your organization
|
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