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Writing good Vision and Mission Statements

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The Mission Statement

A mission statement gives the description of the continued direction and focus to the plans of the company or organization. In this case, a good mission statement clearly shows why the organization, the nature of the product/service offered and the clients/customers (target groups). A good mission statement takes into account what is right for the company, its staff and its stake holder.

Characteristics of a god mission statement

 A good mission statement should be;

  •  Current: A good mission statement should be up to-date in order to suit the current situation or the changing patterns of the environment. This does not mean that it should regularly be changed because this may have its negative effects.
  • Memorable: It should be made as easy as possible for people to remember or recall the key elements in it .
  • Realistic: Since a mission statement is a summary of why the organization exists and what it does, it should be able to portray the actual ability of the company.
  • Succinct: A good mission statement should be as short as possible that is to say; it should preferably be brief enough to be printed on the back of a business card.
  • Unique: With this element in stating a mission for an organization, creativity is stressed and this implies that the company has the potential to produce or render services in a way that is different from others. This element of uniqueness needs to be applied in all departments of the company if possible so that the goals can be achieved. This is because there are people who would always want to observe new ways of doing things in order to get rid of monotony and boredom at workplace.

The Vision Statement

A vision statement focuses on the future, destiny or the accomplishment of the organization. In other words, the vision statement shows the expectations and aspirations of the company. The elements of creativity, quality and originality of the ideas determine what quality of the vision an organization has.

Characteristics of a Good Vision Statement

A good vision statement therefore should be;

  • Ambitious : It should be stated in such a way that the organization aim high and therefore being capable of holding among the top positions if compared with other organizations in the same category in dealing in a similar business.
  • Clear: It should be precise and concise, and jargon should be avoided when stating a vision. The sentences should be short but carrying sense such that the target groups or the general public can understand with ease .
  • Consistent: The element of continuity between the mission statement and vision statement should be stressed though the two statements serve different purposes.
  • Creative: Being imaginative or thinking differently provides an element of uniqueness to the organization. Creativity makes the company look different from other competitors and therefore being in position to handle situations by use of different approaches.
  • Descriptive:  Despite all the effort to make the vision statement concise as many companies would want, the length of words used to describe should be enough to make fully understand the information it contains.
  • Inspirational: An organization should use powerful words and vivid phrases when stating their vision. It should be challenging, enthusiastic and admirable to the general public because some individuals may base on that in order to gauge the kind of organization or institution established in terms of quality or grade.
  • Realistic: The ambitions of the organization should be really manifested. This means that there should be correlation between what the company intends to achieve in future and the possible achievability or feasibility of the vision.

 The Crucial Criteria for Devising a Good Mission Statement

The five criteria that are crucial to devising a good mission statement can be identified below:

The management of the organization should ensure that the mission statement is;

  •  Current: A good mission statement should be up to-date in order to suit the current situation or the changing patterns of the environment. This does not mean that it should regularly be changed because this may have its negative effects.
  • Memorable: It should be made as easy as possible for people to remember or recall the key elements in it.
  • Realistic: Since a mission statement is a summary of why the organization exists and what it does, it should be able to portray the actual ability of the company.
  • Succinct: A good mission statement should be as short as possible that is to say; it should preferably be brief enough to be printed on the back of a business card.
  • Unique: With this element in stating a mission for an organization, creativity is stressed and this implies that the company has the potential to produce or render services in a way that is different from othe.

Critical Criteria to a Good Vision Statement

The five criteria that I think are critical to a good vision statement are; the management of the organization should ensure that the vision statement is;

    • Ambitious : It should be stated in such a way that the organization aim high and therefore being capable of holding among the top positions if compared with other organizations in the same category in dealing in a similar business.
    • Clear: It should be precise and concise, and jargon should be avoided when stating a vision. The sentences should be short but carrying sense such that the target groups or the general public can understand with ease.
    • Creative: Being imaginative or thinking differently provides an element of uniqueness to the organization. Creativity makes the company look different from other competitors and therefore being in position to handle situations by use of different approaches.
    • Inspirational: An organization should use powerful words and vivid phrases when stating their vision. It should be challenging, enthusiastic and admirable to the general public because some individuals may base on that in order to gauge the kind of organization or institution established in terms of quality or grade.
    • Realistic: The ambitions of the organization should be really manifested. This means that there should be correlation between what the company intends to achieve in future and the possible achievability or feasibility of the vision.

Justification of Choices

There are five criteria that can be followed when stating a company’s mission. Thus, it should be; current, memorable, realistic, succinct and unique. Therefore, all the five are considered as crucial ones.

The justification for the five selected criteria that are critical in stating the company’s vision is that; Ambition is a very paramount factor in managing any project or business because it is what drives one to do something. Creativity and inspiration in stating the company’s vision statement is that uniqueness and being role model are admirable qualities. Also clarity and realism are very important criteria when stating this. This therefore leaves the other two criteria with less weight when it comes to priorities.

Similarities in Criteria of Vision And Mission Statements

The mission and vision statements have the following criteria in common; both lists have the descriptions of the statements as they should be; Realistic, unique/creative and succinct (brief)/clear. The two lists also differ in the following ways; the elements of the mission statement being current and memorable are not described in the vision statement. Whereas on the other hand, the elements of ambition, consistence, description and inspiration which are found in vision statement are not included in the mission statement.

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