Part 4 of 8-Part Series

Three Things You Can’t Do Without: Mission, Vision & Value Statements

In addition to being critical elements of an organisation’s strategy, when used properly, Mission, Vision and Value statements can be very powerful tools. They are inspiring words to clearly and concisely convey the purpose, direction and driving forces of an organisation.

By creating clear, meaningful and reflective statements, you can communicate your intentions and motivate and inspire your team. In addition, these statements let your current and potential future customers know what you stand for, which can help build credibility and loyalty.

Vision Statement

A Vision statement says where you’re heading. It is a future-oriented declaration of your organisation’s aspirations. It should inspire employees and give them a sense of purpose, so it needs to be focused, compelling and timeless.

When creating your Vision, begin with the end in mind defining what you’re trying to accomplish.  An example of an inspiring Vision statement is The Black Dog’s Institute’s ‘A mentally healthier world’.  What kind of image does this statement conjure up for you – it’s clear, it’s definable and it is meaningful.

Mission Statement

A Mission statement is important because it defines your business, products, services and customers. In essence, it describes why you exist, acting like a roadmap for reaching your organisation’s desired destination – its Vision.

In addition, it allows your organisation to differentiate itself from competitors by answering three key questions: What do we do, for whom do we do it, and what is the benefit?  

When creating your Mission, emphasise action, using such words as support, involve, assist, contribute, provide, promote, etc.  An example of a powerful Mission statement is The Black Dog’s Institute’s ‘Enabling mentally healthier lives through innovations in science, medicine, education, public policy and knowledge translation’.

Guiding Values

Guiding principles or Values serve to nurture desired behaviours in the organisation. They influence everything an organisation does as well as its relationships.

How Vision, Mission, and Values Guide the Organisation’s Strategic Direction

Vision, Mission and Values play a part in the organisational strategy process. Identifying the Mission of the organisation identifies where the organisation is and how it conducts business. While Values provide the guidance of how the organisation will reach the ultimate Vision.

For more examples of top Vision Statements, click here.

So is your organisation clear about its Vision, Mission and Values?  Do you review these statements on a regular basis to ensure that they are still relevant in the changing landscape?

Rosanna Commisso: Home Support & Partnership Coordinator – T 1300 134 332 E  rosannac@yournorthside.org.au