This quick 10 minute video explains:
How to create and use your own Vision, Mission, Core Goal, SWOT and Value Statements, to begin the Strategic Picture.
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Discover How to Create and Use Vision-Mission Statements.
The Vision & Mission statements are the First Strategic Section:
CORE-GOAL, VISION, MISSION, PURPOSE, MARKET, SLOGAN, VALUES & POLICY STATEMENTS -> Strategy Map -> Balanced Scorecard -> Initiatives & Monthly.
How to Create Vision-Mission Statements
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Creating your Main Visionary Strategic Statements.
Every organization needs to define several fundamental Visionary and Analytical Statements to provide both stability and direction.
These form a vital part of your overall Strategic Picture, as the statements are normally displayed just above your Strategy Map, to demonstrate alignment between the two.
The primary visionary statements begin with the Core Goal, Vision & Mission.
You should aim to have between 3 and 6 primary statements, which can include a slogan or motto and a target market segment.
These form a vital part of your overall Strategic Picture, as the statements are normally displayed just above your Strategy Map, to demonstrate alignment between the two.
The primary visionary statements begin with the Core Goal, Vision & Mission.
You should aim to have between 3 and 6 primary statements, which can include a slogan or motto and a target market segment.
The "All-In-One" Visionary Statement might be good for publicity purposes, but is much to verbose for an Organizational Strategic Framework Use.
The All-In-One Combination Vision Statement
"We want to be the market leader in our field, through improved sales and reduced costs, as the result of prompt quality service and daily work performance improvements, using the resources of our highly valued staff members."
The Visionary Statements must broken down into brief assignable statements which can be Engaged by Every Employee on Every Day.
The Visionary Statements must broken down into brief assignable statements which can be Engaged by Every Employee on Every Day.
Common Visionary Statement Examples start with the Core Objective or Core Goal.
The priority decreases in a top-down fashion and is an essential strategic starting point for achieving a full organisational potential.
| Common Visionary Statement Examples | |||
| Statement | When | Definition | Example |
| Core Goal | Near Future | A set level of progress or performance that you want to achieve by a specified date. | Improve sales by 20% and reduce costs by 10% before January |
| Vision | Future | What we plan to be. | To be a market leader in our field. |
| Purpose | Future | Why or How we exist. | To provide the highest possible quality to our customers. |
| Mission | Present | What we are doing every day, to achieve these results. | Improve daily work performance through reliable products, excellent service and quality customer contact. |
| Motto | Present | The Staff Mantra. | Prompt quality friendly service always. |
| Target Market | Present | Who we normally sell or provide services to. | DIY Home Renovators. |
The Use of Analytical SWOT and DR.SWOT.L Statements:
Every organization must analyse its performance and position.
They should understand the multiple internal and external factors that impact on your business.
However other factors should also be included: Danger, Risk and Leverage.
They should understand the multiple internal and external factors that impact on your business.
However other factors should also be included: Danger, Risk and Leverage.
| Data from a range of sources including market research, demographic changes, industry reports, internal performance indicators, customer feedback and competitors analysis, must be used in identifying the following. | |||
| Statement | When | Definition | Example |
| Danger | Present | What dangerous Substances are stored or used on our premisis. | The chemicals that we use are corrosive and personally harmful. |
| Risk | Present | What might happen to damage or destroy our operations. | Our building cound catch fire and be destroyed. |
| Strengths | Present | We have a competitive advantage for the following reasons. | We are well located on a major traffic route. |
| Weaknesses | Present | What are our disadvantages and poor performance areas? | We have low sales volumes in grocery items because we are adjacent to a shopping village. |
| Opportunities | Future | What else can we do? | Market research indicates that there is a big demand for product servicing and repairs. |
| Threats | Future | What can go wrong in the future? | Industry reports predict that our produtcs will dramatically increase in popularity. |
| Leverage | Present & Future | Do we have special provisoning facilities. | We have an exclusive distribution contract with our exclusive suppliers. |
The Use of Secondary Statements do define Values and Policies:
It is recommended that you use these statements to provide a complete internal picture of your organization.
In the secondary statements you can include your organizational values to drive your internal and external behavior and provide an essential unifying force.
However other factors should also be included: Danger, Risk and Leverage.
In the secondary statements you can include your organizational values to drive your internal and external behavior and provide an essential unifying force.
However other factors should also be included: Danger, Risk and Leverage.
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Typically you would have four or more value statements, as well as many policies. Other groups of statements usually include customer returns or fault reporting procedures. |
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| Statement | When | Example |
| Value 1 | Always | Effective Learning is our Key to Success. |
| Value 2 | Always | We fully support Zero Harm, Human Rights and Equal Opportunity. |
| Policy 1 | Always | All Staff will be effectively trained to deliver superb customer service. |
| Policy 2 | Future | All Product returns will be processed with the minimum of time and the best possible outcome for the customer. |
| Procedure 1 | Always | All staff will utilize an effective product failure and response system to accurately record and track product issues. |
| Procedure 2 | Future | All staff rosters will incorporate appropriate training schedules. |
The Use of Public Statements for our customers to read:
These are specially crafted for organisational customers to see, but do not always define specific details.
| Statement | Example |
| Mission | Provide state of the art, evidence-based health care. |
| Vision | To remain in the top 10% of recognized health care providers. |
| Value | Improved Quality of Care for our Customers. |
| Operations | Foster continuing academic advancement. |
| Facilities | New quality equipment & diagnostic imaging tools. |
| WH&S | Quality preventative sport & workplace health education. |
Some Visionary Statement Examples:
These are specially crafted for organisational customers to see, but do not always define specific details.
They are almost never measured or reported upon.
They are almost never measured or reported upon.
| Pharmaceutical Company | |
| Mission | We dedicate ourselves to humanity's quest for longer, healthier, happier lives through innovation in pharmaceutical, consumer and animal health products. |
| Purpose | Provide customers with superb value technology. |
| Values | Product Innovation. |
| Health Service | |
| Mission | Provide state of the art, evidence-based health care. |
| Purpose | To remain in the top 10% of recognized health care providers. |
| Values | Improved Quality of Care for our Customers. |
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