Vision is the "WHAT?" The picture of the future we seek to create. Vision is a short, succinct, and inspiring statement of what the organization intends to become and to achieve at some point in the future, often stated in competitive terms. Vision refers to the category of intentions that are broad, all-intrusive and forward-thinking. It is the image that a business must have of its goals before it sets out to reach them. It describes aspirations for the future, without specifying the means that will be used to achieve those desired ends. The corporate success depends on the vision articulated by the chief executive or the top management. For a vision to have any impact of the employees of an organization it has to be conveyed in a dramatic and enduring way. The most effective visions are those that inspire, usually asking employees for the best, the most or the greatest. Make sure you keep stretch in your vision, communicate it constantly, and keep linking the events of today to your vision, underscoring the relationship between the two. Warren Bennis, a noted writer on leadership, says: "To choose a direction, an executive must have developed a mental image of the possible and desirable future state of the organization. This image, which we call a vision, may be as vague as a dream or as precise as a goal or a mission statement." A vision helps unite people towards a purpose. Creating and living a vision is the role of leaders in organizations. They have to espouse it and help others to believe it. Visions are aesthetic and moral; they come from within as well as outside. According to Disney, a successful vision accomplishes six goals: gives a sense of the future
guides decision making
creates a shared purpose
provides guidelines that determine behavior
connects to values
Mission is the "WHY?" the organization's answer to the question, "Why do we exist?" A mission statement is an organization's vision translated into written form. It is a unifying statement of what an organization is in business to do. It is a key reference point in the planning and implementation of change. It makes concrete the leader's view of the direction and purpose of the organization. For many corporate leaders it is a vital element in any attempt to motivate employees and to give them a sense of priorities. A mission statement should be a short and concise statement of goals and priorities. In turn, goals are specific objectives that relate to specific time periods and are stated in terms of facts. The primary goal of any business is to increase stakeholder value. The most important stakeholders are shareholders who own the business, employees who work for the business and clients or customers who purchase products and/or services from the business. Core values
Core values answer the question "How do we want to act, consistent with our mission, along the path toward achieving our vision?" Values are the beliefs of an organization, the expression of what it stands for and how it will conduct itself. An...