A set of criteria for developing Vision statements and Mission statements

1. Strategic Plan Hierarchy
Strategic Goals
Objectives
Action Plans
Performance Measures
Strategic Plan
Mission
Vision
Action Plans
Why we exist/What we do
What we want to be
What we must achieve to get
there
Specific outcomes
Planned actions to achieve
objectives
Indicators of success
ValuesWhat we believe in.

2. Vision: Where do we want to go?
What constitutes an
“effective” or
“ineffective” vision
statement ?
The Vision
• What do we want to be?
• “A coherent description of
a preferred future”.

3. CHARACHTERISTICS
…. Of an effectively worded Vision Statement
1
• Inspiring
2
• Paint a Clear Picture
3
• Desirable
4
• Unique
5
• Focused
6
• Feasible
7
• Easy to Communicate

4. SHORTCOMINGS
…. In Vision Statements!
1
• Bland or Uninspiring
2
• Vague or Incomplete
3
• Not Forward Looking
4
• Not Distinctive
5
• Too Broad or too Specific
6
• Too Reliant on Superlatives
7
• Difficult to Communicate

5. “Be the global leader in customer value”
Caterpillar
1
• Inspiring
2
• Paint a Clear Picture
3
• Desirable
4
• Unique
5
• Focused
6
• Feasible
7
• Easy to Communicate
1
• Bland or Uninspiring
2
• Vague or Incomplete
3
• Not Forward Looking
4
• Not Distinctive
5
• Too Broad or too Specific
6
• Too Reliant on Superlatives
7
• Difficult to Communicate

6. “Be the global leader in customer value”
Caterpillar
1
• Inspiring
2
• Paint a Clear Picture
3
• Desirable
4
• Unique
5
• Focused
6
• Feasible
7
• Easy to Communicate
1
• Bland or Uninspiring
2
• Vague or Incomplete
3
• Not Forward Looking
4
• Not Distinctive
5
• Too Broad or too Specific
6
• Too Reliant on Superlatives
7
• Difficult to Communicate

7. “Provide a global trading platform where
practically anyone can trade practically anything”
eBay
1
• Inspiring
2
• Paint a Clear Picture
3
• Desirable
4
• Unique
5
• Focused
6
• Feasible
7
• Easy to Communicate
1
• Bland or Uninspiring
2
• Vague or Incomplete
3
• Not Forward Looking
4
• Not Distinctive
5
• Too Broad or too Specific
6
• Too Reliant on Superlatives
7
• Difficult to Communicate

8. “Provide a global trading platform where
practically anyone can trade practically anything”
eBay
1
• Inspiring
2
• Paint a Clear Picture
3
• Desirable
4
• Unique
5
• Focused
6
• Feasible
7
• Easy to Communicate
1
• Bland or Uninspiring
2
• Vague or Incomplete
3
• Not Forward Looking
4
• Not Distinctive
5
• Too Broad or too Specific
6
• Too Reliant on Superlatives
7
• Difficult to Communicate

9. “to land a man on the moon and return him safely
to earth before the end of the decade”
US President John f Kennedy, 1961
1
• Inspiring
2
• Paint a Clear Picture
3
• Desirable
4
• Unique
5
• Focused
6
• Feasible
7
• Easy to Communicate
1
• Bland or Uninspiring
2
• Vague or Incomplete
3
• Not Forward Looking
4
• Not Distinctive
5
• Too Broad or too Specific
6
• Too Reliant on Superlatives
7
• Difficult to Communicate

10. “to land a man on the moon and return him safely
to earth before the end of the decade”
US President John f Kennedy, 1961
1
• Inspiring
2
• Paint a Clear Picture
3
• Desirable
4
• Unique
5
• Focused
6
• Feasible
7
• Easy to Communicate
1
• Bland or Uninspiring
2
• Vague or Incomplete
3
• Not Forward Looking
4
• Not Distinctive
5
• Too Broad or too Specific
6
• Too Reliant on Superlatives
7
• Difficult to Communicate

11. “Crush Adidas”
Nike, 1960
1
• Inspiring
2
• Paint a Clear Picture
3
• Desirable
4
• Unique
5
• Focused
6
• Feasible
7
• Easy to Communicate
1
• Bland or Uninspiring
2
• Vague or Incomplete
3
• Not Forward Looking
4
• Not Distinctive
5
• Too Broad or too Specific
6
• Too Reliant on Superlatives
7
• Difficult to Communicate

12. “to be the number one athletic
company in the world””
Nike, Present
1
• Inspiring
2
• Paint a Clear Picture
3
• Desirable
4
• Unique
5
• Focused
6
• Feasible
7
• Easy to Communicate
1
• Bland or Uninspiring
2
• Vague or Incomplete
3
• Not Forward Looking
4
• Not Distinctive
5
• Too Broad or too Specific
6
• Too Reliant on Superlatives
7
• Difficult to Communicate

13. Your Organisation!
1
• Inspiring
2
• Paint a Clear Picture
3
• Desirable
4
• Unique
5
• Focused
6
• Feasible
7
• Easy to Communicate
1
•Bland or Uninspiring
2
•Vague or Incomplete
3
•Not Forward Looking
4
•Not Distinctive
5
•Too Broad or too Specific
6
•Too Reliant on Superlatives
7
•Difficult to Communicate
Check out:
http://www.skills2lead.com/sample-vision-statements.html
for lots of examples, and test them out with this model!

14. Mission: what do we do?
A mission is an enduring
statement of purpose that
distinguishes one organisation
from other similar enterprises.
The mission statement is a
declaration of an organisation’s
“reason for being.”
Peter Drucker says that asking the question, “What is
our business?” is synonymous with asking the question,
“What is our mission?

15. Why Bother? The benefits of a Mission
Statement.
1. Ensures unanimity of purpose.
2. Provides a basis for allocating resources.
3. Establishes a general tone, culture or climate.
4. Gets employees to identify with the purpose and
direction.
5. Clearly specifies the organisations purpose
6. Enables the translation of these purposes into
objectives.
6. Facilitate the translation of objectives into a work
activities

16. Effective Mission Statement: Components
 Customers Who are the organisations customers?
 Products or services What are the organisations major products or services?
 Markets
Geographically, where does the organisation compete?
 technology Is the organisation technologically current?

Concern for survival,
growth, profitability
Is the organisation committed to growth and financial
soundness?
 Philosophy
What are the basic beliefs, values, aspirations, and ethical
priorities of the organisation?
 Self-concept
What is the firm’s distinctive competence or major
competitive advantage?
 Concern for public image
Is the organisation responsive to social, community, and
environmental concerns?
 Concern for employees
Are employees a valuable asset of the organisation?

17. Applying the criteria: Example
Fleetwood Enterprises will lead the recreational vehicle and
manufactured housing industries (2, 7) in providing quality
products with a passion for customer driven innovation (1). We
will emphasise training , embrace diversity and provide growth
opportunities for our associates and our dealers (9). We will
lead our industries in the application of appropriate
technologies (4). We will operate at the highest level of ethics
and compliance with a focus on exemplary corporate
governance (6). We will deliver value to our customers, positive
operating results and industry leading earnings (5)
Statement lacks two components: markets and concern for
public image

18. Applying the Criteria: PepsiCo
We aspire to make PepsiCo the worlds premier consumer
products company, focussed on convenient foods and
beverages. We seek to produce healthy financial rewards
for investors as we provide opportunities for growth and
enrichment to our employees, our business partners and
the communities in which we operate. And in everything
we do, we strive to act with honesty, openness fairness
and integrity.

19. Applying the Criteria: PepsiCo
We aspire to make PepsiCo the worlds (3) premier
consumer products company, focussed on convenient
foods and beverages (2). We seek to produce healthy
financial rewards for investors (5) as we provide
opportunities for growth and enrichment to our
employees (9), our business partners and the communities
(8) in which we operate. And in everything we do, we
strive to act with honesty, openness fairness and integrity
(6)
Statement lacks 3 components; (1) customers, (4)
technology and (7) self-concept

20. Applying the Criteria
Dell’s mission is to become the most successful computer
company in the world at delivering the best customer
experience in markets we serve. In doing so , Dell will meet
customer expectations of highest quality, leading technology
, competitive pricing; individual and company accountability;
best in class service and support ; superior corporate
citizenship ; financial stability

21. Applying the Criteria
Dell’s mission is to become the most successful computer
company (2) in the world (3) at delivering the best customer
experience in markets we serve (1). In doing so , Dell will
meet customer expectations of highest quality, leading
technology (4), competitive pricing; individual and company
accountability (6); best in class service and support (7);
superior corporate citizenship (8); financial stability
Statement lacks one component – (9) concern for
employees.