When we think in terms of marketing and strategic planning, vision statements and mission statements are often confused with one another, but they have slightly different meanings and purposes.
• A vision statement defines the way that an organization or enterprise will look in the future. It is a long-term view that might describe how the organization would like the world it operates in to be like.
• A mission statement sets out the main purpose of the organization or enterprise, describing the reason for its existence and what it does in order to help achieve its vision.
A mission statement can be looked at as something informing you of the desired level of performance for the organization, whereas the vision statement outlines what the organization wants to be and can act as a source of inspiration.
Clear and effective vision and mission statements will prove to be beneficial if:
• They relate to the present condition of the organization
• They are written in plain English
• They are accompanied by actions that reinforce the intentions outlined in the statements
By contrast, vision and mission statements will serve no purpose (and could even be counterproductive) if they are unrealistic and bear little relation to the actions and operations of the organization in the present.
An effective vision and mission statement can be hugely beneficial both internally and externally. Internally, it can provide a heightened sense of focus and inspiration. Externally, it can help establish your organization's position in the marketplace and will help to carve out a clear identity for the organization.
• A vision statement defines the way that an organization or enterprise will look in the future. It is a long-term view that might describe how the organization would like the world it operates in to be like.
• A mission statement sets out the main purpose of the organization or enterprise, describing the reason for its existence and what it does in order to help achieve its vision.
A mission statement can be looked at as something informing you of the desired level of performance for the organization, whereas the vision statement outlines what the organization wants to be and can act as a source of inspiration.
Clear and effective vision and mission statements will prove to be beneficial if:
• They relate to the present condition of the organization
• They are written in plain English
• They are accompanied by actions that reinforce the intentions outlined in the statements
By contrast, vision and mission statements will serve no purpose (and could even be counterproductive) if they are unrealistic and bear little relation to the actions and operations of the organization in the present.
An effective vision and mission statement can be hugely beneficial both internally and externally. Internally, it can provide a heightened sense of focus and inspiration. Externally, it can help establish your organization's position in the marketplace and will help to carve out a clear identity for the organization.
