Creating Passion-Driven Teams

Creating Mission & Vision Statements


Most employees scoff at vision and mission statements. Why? Usually what they see is fluff - overly vague generalizations that could apply to almost any company. Additionally, they’re often too long to be recalled by anyone, and therefore, largely useless.


To create useful vision and mission statements, start with these definitions:


Vision Statement: Where you “see” your organization in the future;
                            Where or what you want to be


Mission Statement: What you “do” to get there


Example of a Vision Statement: Widget Manufacturing will be known worldwide as the highest quality widget producer.


Example of a Mission Statement: Widget Manufacturing strives to:

• research and integrate the latest, most reliable widget technology,

• use the most reliable widget manufacturing processes, and

• provide unparalleled customer service to every widget customer


Q) Does a company need a vision and mission statement to function?

A) No. The fact that so many companies survive without them answers that question.


Q) So what's the benefit of having them?

A) Vision and Mission statements provide:

  • focus, flow, and a foundation for decisions

  • a direction for thriving instead of surviving

  • alignment of efforts and resources

  • more profitability*


*According to a Stanford University study in the mid 1990's, S&P 500 companies with mission and vision statements supported by their strategic plans outperformed companies not having mission and vision statements by six to one.

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