what is a vision statement

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    • WHAT IS A VISI ON S TATEMENT?

    • WHAT IS A MISS ION S TATEMENT?

    • WHY SHOULD YOU CREATE VISION AND MISSION

    STATEMENTS?

    • HOW DO YOU CREATE VISION AN D MISSION

    STATEMENTS?

    We have all seen organizaions !hose "#r"ose !e never $#ie

    #n%ersoo%& !e 'no! he( are o# here) in o#r o!n) %oing so*ehing

    + ,# !e-re no $#ie s#re !ha. The( *a( have a "#r"ose !e /o#l%

    learn a,o#) ,# !e-ve never a'en he i*e o %o so& i-s al!a(s ,een

    *ore e0or han i !as !orh.

    I1 !e go /loser o hese organizaions) !e *igh ,e s#r"rise% o learnha even so*e o1 heir o!n *e*,ers aren- enirel( s#re o1 he

    organizaion-s goals& he( onl( 'no! a,o# a s"e/i2/ "ro3e/ he( are

    !or'ing on a ha *o*en. Ver( o1en) hese organizaions en% #"

    sli""ing $#iel( a!a(& he( lose heir *o*en#*) he( lose

    heir4UNDIN5 ) an% 2nall() he organizaion is gone) !ih no one oher

    han sa0 reall( noi/ing *#/h.

    Chan/es are) hese organizaions never ha% !ell+%e2ne% vision and

    mission statements o hel" /lari1( an% /o**#ni/ae heir "#r"ose.

    Develo"ing hese 'e( ele*ens is /r#/ial o he s#//ess o1 an(

    /o**#ni( iniiaive) an% #n%ersan%ing ho! o %o so is he "#r"ose o1 

    his se/ion.

    Creaing (o#r vision an% *ission sae*ens are he 2rs !o se"s in

    he VMOSA a/ion "lanning "ro/ess !e %is/#sse% in he "revio#s

    se/ion o1 his /ha"er. In he ne6 1e! "ages) !e !ill loo' *ore /losel(

    a !ha hese sae*ens are) !h( he( are i*"oran) an% ho! an

    organizaion /an %evelo" he*. Does ha *a'e sense o (o#? Then

    le-s go7

    WHAT IS A VIS ION STATEMENT?

     Yo#r vision is (o#r %rea*. I-s !ha (o#r organizaion ,elieves are he

    i%eal /on%iions 1or (o#r /o**#ni(& ha is) ho! hings !o#l% loo' i1

    he iss#e i*"oran o (o# !ere /o*"leel() "er1e/l( a%%resse%. I

    http://ctb.ku.edu/en/table-of-contents/structure/strategic-planning/vision-mission-statements/main#48289014http://ctb.ku.edu/en/table-of-contents/structure/strategic-planning/vision-mission-statements/main#48289014

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    *igh ,e a !orl% !iho# !ar) or a /o**#ni( in !hi/h all "eo"le are

    reae% as e$#als) regar%less o1 gen%er or ra/ial ,a/'gro#n%.

    Whaever (o#r organizaion-s %rea* is) i *a( ,e !ell ari/#lae% ,(

    one or *ore vision statements. Vision sae*ens are shor "hrases or

    senen/es ha /onve( (o#r /o**#ni(-s ho"es 1or he 1##re. 8(

    %evelo"ing a vision sae*en or sae*ens) (o#r organizaion

    /lari2es he ,elie1s an% governing "rin/i"les o1 (o#r organizaion) 2rs

    1or (o#rselves) an% hen 1or he greaer /o**#ni(.

     There are /erain /hara/erisi/s ha *os vision sae*ens have in

    /o**on. In general) vision sae*ens sho#l% ,e9

    • Un%ersoo% an% share% ,( *e*,ers o1 he /o**#ni(

    • 8roa% eno#gh o in/l#%e a %iverse varie( o1 lo/al "ers"e/ives

    • Ins"iring an% #"li1ing o ever(one involve% in (o#r e0or

    • Eas( o /o**#ni/ae + 1or e6a*"le) he( are generall( shor

    eno#gh o 2 on a T+shir

    Here are so*e e6a*"les o1 vision sae*ens ha *ee he a,ove

    /rieria9

    • Caring /o**#niies

    • Healh( /hil%ren

    • Sa1e srees) sa1e neigh,orhoo%s

    • Ever( ho#se a ho*e

    • E%#/aion 1or all

    • :ea/e on earh

    WHAT IS A MISSION STATEMENT?

     The ne6 "ie/e o1 he "#zzle is o gro#n% (o#r vision in "ra/i/al er*s.

     This is !here %evelo"ing a mission statement ) he ne6 se" in he

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    a/ion "lanning "ro/ess /o*es in. An organizaion-s *ission sae*en

    %es/ri,es what  he gro#" is going o %o an% why  i-s going o %o ha.

    4or e6a*"le) ;:ro*oing /are an% /aring a he en% o1 li1e hro#gh

    /oaliions an% a%vo/a/(.;

    Mission sae*ens are si*ilar o vision sae*ens) in ha he() oo)

    loo' a he ,ig "i/#re. Ho!ever) he(-re *ore /on/ree) an% he( are

    %e2niel( *ore ;a/ion+oriene%; han vision sae*ens. Yo#r vision

    sae*en sho#l% ins"ire "eo"le o %rea*& (o#r *ission sae*en

    sho#l% ins"ire he* o a/ion.

     The *ission sae*en *igh re1er o a "ro,le*) s#/h as an

    ina%e$#ae ho#sing) or a goal) s#/h as "rovi%ing a//ess o healh /are

    1or ever(one. An%) !hile he( %on - go ino a lo o1 %eail) he( sar o

    hin + ver( ,roa%l( + a ho! (o#r organizaion *igh 26 hese "ro,le*sor rea/h hese goals. So*e general g#i%ing "rin/i"les a,o# *ission

    sae*ens are ha he( are9

    •   Concise. While no as shor as vision sae*ens) *ission

    sae*ens generall( sill ge heir "oin a/ross in one senen/e.

    •   Outcome-oriented. Mission sae*ens e6"lain he 1#n%a*enal

    o#/o*es (o#r organizaion is !or'ing o a/hieve.

    •   Inclusive. While *ission sae*ens %o *a'e sae*ens a,o#

    (o#r gro#"-s 'e( goals) i-s ver( i*"oran ha he( %o so ver(

    ,roa%l(. 5oo% *ission sae*ens are no li*iing in he

    sraegies or se/ors o1 he /o**#ni( ha *a( ,e/o*e

    involve% in he "ro3e/.

     The 1ollo!ing e6a*"les sho#l% hel" (o# #n%ersan% !ha !e *ean ,(

    e0e/ive *ission sae*ens.

    • ;:ro*oing /hil% healh an% %evelo"*en hro#gh a/o*"rehensive 1a*il( an% /o**#ni( iniiaive.;

    • ;To /reae a hriving A1ri/an A*eri/an /o**#ni( hro#gh

    %evelo"*en o1 3o,s) e%#/aion) ho#sing) an% /#l#ral "ri%e.;

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    • ;To %evelo" a sa1e an% healh( neigh,orhoo% hro#gh

    /olla,oraive "lanning) /o**#ni( a/ion) an% "oli/( a%vo/a/(.;

    • ;:ro*oing /o**#ni( healh an% %evelo"*en ,( /onne/ing

    "eo"le) i%eas an% reso#r/es.;

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    • Dra! "eo"le o /o**on !or'

    • 5ive ho"e 1or a ,eer 1##re

    • Ins"ire /o**#ni( *e*,ers o realize heir %rea*s hro#gh

    "osiive) e0e/ive a/ion

    • :rovi%e a ,asis 1or %evelo"ing he oher as"e/s o1 (o#r a/ion

    "lanning "ro/ess9 (o#r *ission) o,3e/ives) sraegies) an% a/ion

    "lans

    Having a /lear *ission sae*en /an9

    • Conver he ,roa% %rea*s o1 (o#r vision ino *ore s"e/i2/)

    a/ion+oriene% er*s

    • E6"lain (o#r goals o inerese% "aries in a /lear an% /on/ise

    *anner

    • Enhan/e (o#r organizaion-s i*age as ,eing /o*"een an%

    "ro1essional) h#s reass#ring 1#n%ing so#r/es ha

    heirINVESTMENT  !as

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    an% val#es. >no!ing he i*"oran iss#es in (o#r /o**#ni( is vial

    1or he %evelo"*en o1 a srong) e0e/ive) an% en%#ring a/ion gro#".

     There1ore) one o1 he 2rs se"s (o# sho#l% a'e !hen %evelo"ing he

    vision an% *ission o1 (o#r organizaion !ill ,e is o %e2ne he iss#e

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    ro#gh *ission sae*en) (o# *igh again #se a 1o/#s gro#" o es i

    o#.

    Obtain interiews with people in leadership and serice

    positions, including such indiiduals as local politicians, school

    administrators, hospital and social serice agency sta, about

    what problems or needs they beliee e!ist in your community.

    O1en) hese in%ivi%#als !ill have ,oh 1a/s an% e6"erien/es o ,a/'

    #" heir vie!s. I1 so) (o# /an also #se hese %aa laer i1 an% !hen (o#

    a""l( 1or4UNDIN5 ) or !hen (o# re$#es /o**#ni( s#""or o

    a%%ress he iss#es. More in1or*aion on his o"i/ /an ,e 1o#n% in

    Cha"er ) Se/ion @9 Con%#/ing Inervie!s.

    O1 /o#rse) hese %i0eren !a(s o gaher in1or*aion 1ro* (o#

    /o**#ni( aren- *##all( e6/l#sive. In 1a/) i1 (o# have he reso#r/es)

    i *a'es sense o %o all o1 he a,ove9 o have so*e i*e 1or he

    /o**#ni( a large o res"on%) hen s"en% *ore i*e in 1o/#s gro#"s

    !ih he "eo"le (o# ,elieve *igh /onri,#e greal( o  

    No *aer i1 (o# are al'ing o one "erson or BB) (o#r "#r"ose is he

    sa*e9 o learn !ha *aers in (o#r /o**#ni(. Here-s a lis o1

    $#esions (o# *igh #se o 1o/#s (o#r %is/#ssions !ih /o**#ni(

    *e*,ers. These $#esions *a( ,e #se% 1or in%ivi%#al inervie!s) 1o/#s

    gro#"s) "#,li/ 1or#*s) or in an( oher !a( (o# /hoose o gaher

    in1or*aion.

    • Wha is (o#r %rea* 1or o#r /o**#ni(?

    • Wha !o#l% (o# li'e o see /hange?

    http://ctb.ku.edu/en/table-of-contents/structure/strategic-planning/vision-mission-statements/main#32544555http://ctb.ku.edu/en/table-of-contents/structure/strategic-planning/vision-mission-statements/main#32544555

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    • Wha 'in% o1 /o**#ni(

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    %ire/ion 1or (o#r organizaion. We s#gges (o# o"en his %is/#ssion #"

    o ever(one in (o#r organizaion o o,ain he ,es res#ls.

    O1 /o#rse) i1 (o#r organizaion is re/eiving granMONEY  or *a3or

    1#n%ing 1ro* a "ari/#lar agen/() he gran *a'er *a( s"e/i1( !ha

    he general goal o1 (o#r gro#" sho#l% ,e. 4or e6a*"le) i1 (o#r gro#"

    a//e"s a gran o re%#/e /hil% h#nger) a leas "ar o1 is *ission !ill

    ,e %evoe% o his "#r"ose. Even in hese /ir/#*san/es) ho!ever) he

    /o**#ni( sho#l% %eer*ine he #li*ae vision an% *ission ha !ill

    ,es a%van/e !ha *aers o lo/al "eo"le.

    DEVELO: YOUR VISION A ND MISSI ON STATEMENTS

    No! ha (o#r organizaion has a /learer #n%ersan%ing o1 !ha he

    organizaion !ill %o an% !h() (o# are in a "ri*e "osiion o %evelo" he

    sae*ens ha !ill /a"#re (o#r i%eas.

    As (o# are loo'ing a "oenial sae*ens) re*e*,er o 'ee" he*

    ,roa% an% en%#ring. Vision an% *ission sae*ens ha are !i%e in

    s/o"e allo! 1or a sense o1 /onin#i( !ih a /o**#ni(-s hisor()

    ra%iions) an% ,roa% "#r"oses. An% vision an% *ission sae*ens ha

    are ,#il o las !ill g#i%e e0ors ,oh o%a( an% o*orro!.

    ision #tatements

    4irs o1 all) re*in% *e*,ers o1 (o#r organizaion ha i o1en a'es

    several vision sae*ens o 1#ll( /a"#re he %rea*s o1 hose involve%

    in a /o**#ni( i*"rove*en e0or. Yo# %on- nee% + or even !an + o

    have 3#s one ;"er1e/; "hrase. En/o#rage "eo"le o s#gges all o1

    heir i%eas) an% !rie he* %o!n + "ossi,l( on "oser "a"er a he 1ron

    o1 he roo*) so "eo"le /an ,e 1#rher ins"ire% ,( he i%eas o1 ohers.

    As (o# %o his) hel" ever(one 'ee" in *in%9

    • Wha (o# have learne% 1ro* (o#r %is/#ssions !ih /o**#ni(

    *e*,ers

    • Wha (o#r organizaion has %e/i%e% !ill ,e (o#r 1o/#s

    • Wha (o# learne% a,o# vision sae*ens a he ,eginning o1

    his se/ion

    http://ctb.ku.edu/en/table-of-contents/structure/strategic-planning/vision-mission-statements/main#80931489http://ctb.ku.edu/en/table-of-contents/structure/strategic-planning/vision-mission-statements/main#80931489

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    I1 (o# have a har% i*e geing sare%) (o# *igh !ish o /he/' o#

    so*e o1 he vision sae*ens in his se/ion-s E6a*"les. Yo# *igh

    as' (o#rsel1 ho! !ell he( *ee he a,ove s#ggesions.

    A1er (o# have ,rainsor*e% a lo o1 i%eas) (o#r gro#" /an %is/#ss

    /rii/all( he %i0eren i%eas. O1eni*es) several o1 he vision

    sae*ens !ill 3#s 3#*" o# a (o# + so*eone !ill s#gges i) an%

    "eo"le !ill 3#s insanl( hin') ;Tha-s i7;

     Yo# /an also as' (o#rselves he 1ollo!ing $#esions a,o# vision

    sae*ens9

    • Will i %ra! "eo"le o /o**on !or'?

    • Does i give ho"e 1or a ,eer 1##re?

    • Will i ins"ire /o**#ni( *e*,ers o realize heir %rea*s

    hro#gh "osiive) e0e/ive a/ion?

    • Does i "rovi%e a ,asis 1or %evelo"ing he oher as"e/s o1 (o#r

    a/ion "lanning "ro/ess?

    A 2nal /a#ion9 r( no o ge /a#gh #" in having a /erain n#*,er o1

    vision sae*ens 1or (o#r organizaion. Wheher (o# #li*ael( en% #"

    !ih !o vision sae*ens or en) !ha is *os i*"oran is ha hesae*ens ogeher give a holisi/ vie! o1 he vision o1 (o#r

    organizaion.

    $ission #tatements

     The "ro/ess o1 !riing (o#r *ission sae*en is *#/h li'e ha 1or

    %evelo"ing (o#r vision sae*ens. The sa*e ,rainsor*ing "ro/ess

    /an hel" (o# %evelo" "ossi,iliies 1or (o#r *ission sae*en.

    Re*e*,er) ho#gh) ha #nli'e !ih vision sae*ens) (o# !ill !an o

    %evelo" a single *ission sae*en 1or (o#r !or'. A1er having,rainsor*e% 1or "ossi,le sae*ens) (o# !ill !an o as' o1 ea/h one9

    • Does i %es/ri,e what  (o#r organizaion !ill %o an% why  i !ill %o

    i?

    • Is i /on/ise

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    • Is i o#/o*e oriene%?

    • Is i in/l#sive o1 he goals an% "eo"le !ho *a( ,e/o*e involve%

    in he organizaion?

     Togeher) (o#r organizaion /an %e/i%e on a sae*en ha ,es *ees

    hese /rieria.

    O8TAIN CONSENSUS ON YOUR VISION AND MISSIONSTATEMENTS

    On/e *e*,ers o1 (o#r organizaion have %evelo"e% (o#r vision an%

    *ission sae*ens) (o#r ne6 se" *igh ,e o learn !ha oher

    *e*,ers o1 (o#r /o**#ni( hin' o1 he* ,e1ore (o# sar o #se

    he* reg#larl(.

     To %o his) (o# /o#l% al' o he sa*e /o**#ni( lea%ers or 1o/#s

    gro#" *e*,ers (o# s"o'e o originall(. 4irs o1 all) his /an hel" (o#

    ens#re ha he( %on- 2n% he sae*ens o0ensive in an( !a(. 4or

    e6a*"le) an iniiaive ha !ans o in/l#%e (o#ng *en *ore 1#ll( in is

    een "regnan/( "revenion "ro3e/ *igh have ;Yo#ng *en in Asheville

    are he ,es in1or*e%; as one o1 heir vision sae*ens. 8# a'en o#

    o1 /one6) so*e "eo"le /o**#ni( *e*,ers *igh ,elieve his

    sae*en *eans (o#ng *en are given ,eer in1or*aion or e%#/aion

    han (o#ng !o*en) h#s o0en%ing anoher gro#" o1 "eo"le.

    Se/on%) (o# !ill !an o ens#re ha /o**#ni( *e*,ers agree ha

    he sae*ens ogeher /a"#re he s"iri o1 !ha he( ,elieve an%

    %esire. Yo#r organizaion *igh 2n% i has o*ie% so*ehing ver(

    i*"oran ,( *isa'e.

    DECIDE HOW YOU WILL USE YOUR VISION ANDMISSION STATEMENTS

    4inall() i-s i*"oran o re*e*,er ha !hile %evelo"ing he

    sae*ens is a h#ge se" 1or (o#r organizaion

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     There are *an() *an( !a(s in !hi/h (o#r organizaion *a( /hoose o

    s"rea% is vision an% *ission sae*ens. To na*e 3#s a 1e! e6a*"les)

    (o# *igh9

    A%% he* o (o#r leerhea% or saionar(

    • Use he* on (o#r !e,sie

    • 5ive a!a( T+shirs) or ,oo'*ar's) or oher s*all gi1s !ih he*

    • A%% he* o (o#r "ress 'i

    • Use he* !hen (o# give inervie!s

    • Dis"la( he* on he /over o1 (o#r ann#al re"or

    ...an% so on. Again) his is a se" ha !ill #se all o1 (o#r /reaivi(.