Vision and mission statements, a set of criteria for development and evaluation
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.
Hinweis der Redaktion
These are the typical components of a Strategic Plan.
However your organisation can vary the contents if it chooses to do so.
Inspiring It motivates everyone involved to contribute to something bigger than oneself
Paint a clear picture Clearly paints a picture of what the organisation will become
Desirable It makes good business sense and is in the long term interest of stakeholders
Unique Different from the pack
Focused is specific enough to provide managers with guidance in making decisions and allocating resources
Feasible reasonably achievable in due time.
Easy to communicate easy to explain and can be reduced to a simple and memorable slogan.
Inspiring It motivates everyone involved to contribute to something bigger than oneself
Paint a clear picture Clearly paints a picture of what the organisation will become
Desirable It makes good business sense and is in the long term interest of stakeholders
Unique Different from the pack
Focused is specific enough to provide managers with guidance in making decisions and allocating resources
Feasible reasonably achievable in due time.
Easy to communicate easy to explain and can be reduced to a simple and memorable slogan.
Well my view is that it is inspiring – to be the GLOBAL LEADER!!!! Certainly not a BLAND statement!
But it is a vague. Can you tell me what this organisation does from the vision statement?
I do think it is something that is DESIRABLE, I suspect many organisations would love to “be the global leader in customer value”
Which leads me to the next point….there is nothing unique either about that ambition or that statement!
It is clearly too Broad a statement. Customer value for what?
In my view it is too reliant on superlatives ‘global leader in customer value is just a nice things to say, but without contect it is meaningless.
Having said that it is very short and sweet so it shouldn’t be difficult to communicate to stakeholders.
Inspiring It motivates everyone involved to contribute to something bigger than oneself - big deal so what?
Paint a clear picture Clearly paints a picture of what the organisation will become - Well it’s clear enough what the vision is!
Desirable It makes good business sense and is in the long term interest of stakeholders - Hard to argue that it doesn’t make good sense for a company like eBay
Unique Different from the pack – could apply to many other organisations these days Amazon!
Focused is specific enough to provide managers with guidance in making decisions and allocating resources – not clear how this will guide managers!
Feasible reasonably achievable in due time – well I guess it’s achievable! The word ‘practically’ gives them a get out of jail card!
Easy to communicate easy to explain and can be reduced to a simple and memorable slogan. - what does ‘global trading platform mean?
And it’s probably a desirable
Strategic Management: A Competitive Advantage Approach, Concepts and Cases, 14/E Fred R. David,
