Course Number: MGT599
April 22, 2013
Analysis into the mission and vision statements is critical due to the significant impact they may have on the strategic planning process. They provide direction and the means to reach the business’ long term goals. It’s important to know the critical criteria for each statement to best develop them to achieve success. I’ve determined Expressive, Concise, Possible, Inspirational and Memorable criteria aid in the best possible mission statement. Meanwhile Descriptive, Daring, Purposeful, Inspirational and Memorable will formulate the most effective vision statement. It’s noteworthy to understand the similarities and differences of these two statements to prevent confusing them with each other thereby ensuring the most effective mission and vision statement.
Mission & Vision Statement Criteria and Comparison
A business’ mission and vision statement is at the very foundation of their strategic planning process. Strategic planning identifies where the business wants to be at some point in the future and how it is going to get there (McNamara, 2009). The mission and vision statement provide a written compass to the roadmap for the strategic plan. Putting down in as few selective words as possible while still encompassing the essence of the business communicates to both the target market and employees what the business is about and how it’s getting there. Therefore, it’s imperative to understand how to write an effective statement. Each has their own unique purpose but work in concert with each other. Jennell Evans, President and CEO of a workplace performance improvement firm named Strategic Interactions Inc., has reported she has found the two statements mistaken for each other and/or they were very uninspiring, confusing and forgettable (Evans, 2010). Ms. Evans continues to say mission and vision statements should be clear and deliberately written because they are fundamental and valuable for any organization to have a strategic plan as a roadmap for success. It is important to develop a plan around a clearly defined and well written vision and mission because both serve important, yet different roles as core elements of a strategic plan. Mission Statement
A mission statement defines the purpose of an organization or the present state. It explains what a business does, who the target market is and how it accomplishes this (Evans, 2010). A clearly defined mission statement also helps employees understand company-wide decisions, organizational changes and resource allocation, thereby lessening resistance and workplace conflicts. There are varying opinions and ideas of what criteria and approach make up the best mission statement. Entrepreneur online recommends answering a variety of questions about your business coupled with specific guidelines to formulate an effective mission statement (Entrepreneur, 2003). Another more traditional approach is to use specific criteria to formulate the statement such as Informative, Simple, Memorable, Achievable and Employee Bu-In as published in an article on Chron’s website (Smith, ND). I prefer the latter since it allows the creator to formulate a wider range of questions during the process. Whichever approach and criteria used; mission statements ultimately communicate the purpose of the organization. I’ve selected Expressive, Concise, Possible, Inspirational and Memorable as the criteria I think yields the best mission statement. -Expressive: A mission statement should clearly communicate the overall goal of the business. It should answer the What, Who and How questions pertaining to its purpose. A “telling” mission statement is especially critical for unique businesses where the purpose is not readily apparent. After reading a mission statement, the reader should not have any questions or doubt about the purpose of a...