Some Thoughts on Vision and Mission Statements
November 19th, 2008This past week, I had the good fortune to meet Ed Cohen, the Editor and Publisher of Global HR News. We were attending an executive briefing on the impact of the recent presidential elections. After the meeting, we chatted briefly about our respective businesses. One aspect of my practice, which came up in our conversation, is working with organizations to create or rethink their Vision and Mission. A light went off in Ed’s mind and he suggested that I write up my thoughts on the topic for submission to his website. Thus, this entry.
I am frequently asked how I work with organizations to develop or rethink their Vision and Mission. Where do you begin? How do you define and differentiate between the two commonly used but often misunderstood business guidelines? Why bother creating them? Where is the bottom line benefit and practical application to the exercise?
“If you don’t know where you are going, any road will get you there.” Lewis Carroll
I think Lewis Carroll sums it up perfectly. Without a clear Vision, a business just is. It may be successful but has no internal rudder to steer a course. I am sure you all know of businesses that seem to succeed in spite of themselves. But, what happens when one harnesses the passion of the business leader(s) or entrepreneur(s) and frames it in a way that all executives and employees can own it and use it as a daily guide to decision making. In its simplest form, that is the value of a Vision and Mission statement. They are key to setting the working direction and framework of a business.
Unfortunately, the terms have been so overused or misused that the ability to use them as a real time guide for decision making has largely been lost or diminished.
Here is a practical working definition:
Vision Statement: A statement of who the company chooses to be out in time. Usually 5-10 years. The Vision Statement is worded in current time like a future value statement. For example,
- AA Technology is the premier provider of intelligently designed solar systems and energy efficient solutions serving people, business and the planet
Mission Statement: A statement, at a high level, of how you will accomplish the Vision. With the above example in mind, here is a corresponding Mission Statement.
- AA Technology provides our clients with sustainable energy solutions developed through a collaborative team based approach, partnerships with key industry visionaries, a commitment to ongoing energy based education and extraordinary customer service. We are dedicated to making Solar more affordable to a broader market.
Basically, the Vision Statement states who or what you aspire to be and the Mission Statement offers how you will get there at the highest level. Vision should be a single sentence that you can recite on demand. Also, Mission is ideally short and to the point. Sometimes, Mission is substituted for Vision but I find the above working definitions to be very effective. The idea is that you are clearly stating for your entire organization, what moves you. Why you are in business. And, then how you will hold yourself in fulfilling the Vision.
So, the next obvious question is how do you use Vision and Mission? The answer is every day! You reflect on the Vision and Mission in every decision you make. The statements become a guide to insure that you are moving in the direction you have chosen. Is your strategy consistent with the Vision? Are the actions you are taking supportive of the Mission? Are the goals and tactics consistent with the vision and mission? If they are not, you do not pursue them. The vision and mission are the guiding principles of the business. If well thought out and constructed, the business will more readily achieve the intended results. You will not be on just any road, but the road you have clearly chosen.
If you are interested in how Source Consulting can work with you to define your Vision and Mission, email us at info@sourcedecision.com or submit a request by clicking on the contact tab of this website.
