Why bother with Mission and Vision statements

Why bother with Mission and Vision statements

People often ask me whether they need to bother with defining a vision and mission statement – my answer is yes!

Mission and vision statements help to refine direction, set a framework for strategy and crystallize the messaging – all key components for successful business.

However, I often see these terms used incorrectly. People or companies use the terms mission and vision, but what they write is not a true mission and vision statement.

So what are these statements and how are they created?

Vision Statement: is sometimes referred to as a picture of your company in the future. It describes your inspiration, and where the company is headed in an ideal world. It articulates what you are aiming to build and sets the framework for all your strategic planning.

A vision statement may apply to an entire company or to a single division

of that company. It answers the question, “Where do we want to go?”

A vision statement sets the direction but it does not specify how you are going to get there. When crafting a vision statement, let your imagination go and dare to dream – let the statement capture your passion.

Without a vision statement, effective business planning would be impossible; it’s the vision statement that provides the destination for the journey, and without a destination, how can you plan the route?

Mission Statement: is a brief description of a company’s fundamental purpose. It answers the question, “Why do we exist?”

The mission statement articulates the company’s purpose, today – present capabilities, customer focus, activities, and business makeup.

The difference between a mission statement and a vision statement is that a mission statement focuses on a company’s present state while a vision statement focuses on a company’s future.

Every business should have a mission statement, both as a way of ensuring that everyone in the organization is “on the same page” and to serve as a baseline for effective business planning.

In Summary

• A Vision statement outlines what the organization wants to be, or how it wants the world in which it operates to be. It concentrates on the future. It is a source of inspiration. It provides clear decision-making criteria.
• Mission statement tells you the fundamental purpose of the organization today. It defines the customer and the critical processes. It informs you of the desired level of performance.

Creating effective mission and vision statements requires input and buy-in from senior management.

The most successful way I have found to formulate effective statements is where I moderate a workshop attended by all senior management. The process to refine the exact wording can be demanding, as all must agree.

The outcome, however, is very rewarding.

Please share your views on Vision and Mission statements and their worth.

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