A vision statement describes what a company desires to
achieve in the long-run, generally in a time frame of five to
ten years, or sometimes even longer. A vision statement
describes where the company aspires to be upon achieving
A mission statement is an action-oriented
statement, declaring the purpose an organization
serves to its audience. It often includes a general
description of the organization, its function, and
Microsoft :A computer on every desk
and in every home.
Facebook: Connect with friends and
the world around you on Facebook.
Southwest: To be the world's most
loved, most efficient, and most
sweet green: To inspire healthier
communities by connecting people to
Honest Tea: To create and promote
great-tasting, healthy, organic
JetBlue: To inspire humanity – both in
the air and on the ground.
• In order to develop an effective shared vision statement, any
company also need to be able to describe the kinds of
relationships that they want with: ,
• his Customers,
• his Suppliers,
• his Competitors, and of course with his Team.
• The main purpose of the vision statement is to outline the
:dream" state of the business. In other words: if your business
could be everything you dreamed, how would it be?
• It should be feasible.
• A mission should always aim high but it should not be an impossible statement. It
should be realistic and achievable its followers must find it to be credible.
• It should be clear.
• A mission should be clear enough to lead to action. It should not be a high-sounding
set of platitudes meant for publicity purposes.
• It should be motivating.
• A mission statement should be motivating for members of the organization and of
society, and they should feel it worthwhile working for such an organization or being
“A good mission statement should accurately explain why your
organization exists and what it hopes to achieve in the future.”
Who are the firm's customers?
• Products or services:
What are the firm's major products or services?
Geographically, where does the firm operate?
Is the firm technologically current
• Concern for survival, growth, and profitability:
Is the firm committed to growth and financial soundness?
1. Future Oriented
What will the organization look like, feel like, think and say in
the future? Where is the organization headed? What does
your full potential look like?
2. Motivating and Memorable
What notable and emotionally connecting future direction do
you want to keep reaching and pushing toward?
What is the larger sense of purpose you are striving to
Can you substitute your strategic vision statement for others
inside or outside your industry?
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