what is a vision statement
TRANSCRIPT
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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 $#iel( a!a(& he( lose heir *o*en#*) he( lose
heir4UNDIN5 ) an% 2nall() he organizaion is gone) !ih no one oher
han sa0 reall( noi/ing *#/h.
Chan/es are) hese organizaions never ha% !ell+%e2ne% vision and
mission statements o hel" /lari1( an% /o**#ni/ae heir "#r"ose.
Develo"ing hese 'e( ele*ens is /r#/ial o he s#//ess o1 an(
/o**#ni( iniiaive) an% #n%ersan%ing ho! o %o so is he "#r"ose o1
his se/ion.
Creaing (o#r vision an% *ission sae*ens are he 2rs !o se"s in
he VMOSA a/ion "lanning "ro/ess !e %is/#sse% in he "revio#s
se/ion o1 his /ha"er. In he ne6 1e! "ages) !e !ill loo' *ore /losel(
a !ha hese sae*ens are) !h( he( are i*"oran) an% ho! an
organizaion /an %evelo" he*. Does ha *a'e sense o (o#? Then
le-s go7
WHAT IS A VIS ION STATEMENT?
Yo#r vision is (o#r %rea*. I-s !ha (o#r organizaion ,elieves are he
i%eal /on%iions 1or (o#r /o**#ni(& ha is) ho! hings !o#l% loo' i1
he iss#e i*"oran o (o# !ere /o*"leel() "er1e/l( a%%resse%. I
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*igh ,e a !orl% !iho# !ar) or a /o**#ni( in !hi/h all "eo"le are
reae% as e$#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?
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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
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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(.