Creating Effective Vision and Mission Statements

For many executives, the idea of spending time on updating the organization’s vision or mission statement sounds like a waste of time. It can be perceived as a “check the box” type of activity, and once it is complete, it is often not be reviewed. Executives, leaders and business employees often place a much higher value on activities associated with execution, because it is measurable and discrete. For these executives, the time spent on modifying vision and mission statements can feel like they are spinning their wheels.

The problem with this perspective is that without a clear vision statement, the activities of the organization are often unorganized. The objectives to which the organization is moving toward and measuring itself may not be clear, and the activities that it engages in may not be aligned with long term objectives. This is often seen in organizations where multiple discussions happen on the same issue, where meetings seem to be unproductive, and when there is a lack of decision making and progress toward long term objectives.

An effective vision statement helps guide organizations with laser-like focus toward the activities that achieve their long term objectives. Clear and compelling vision and mission statements are important in the context of strategic planning. They help to provide the foundation and guide for strategic planning efforts. The scenarios, ideas, and opportunities that are capitalized on and pursued in strategic planning are based on the firms vision and mission statements. In this course, you will learn:

• How vision and mission statements guide your organization amidst uncertainty,

• The key leadership behaviors associated with crafting a vision,

• The differences between product and customer oriented vision statements,

• What a mission statement is, and how vision and mission statements differ from each other,

• Examples of effective vision and mission statements,

• How to develop an effective vision and mission statement for your organization.

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Frequently Asked Questions

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