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The Vision and Mission

What is a Business Vision?

The Vision is a big picture statement. It must be powerful, summarised in one memorable or motivating sentence or phrase. It should be general in scope and not restricting. It should state a strong conviction or belief that others will want to share. It must inspire you, your team and your customers.

The process of how you go about achieving the Vision is sometimes called the Mission. 

The Mission

The Mission is a set internal statements on how you will achieve the vision. For example, if part of your Vision includes people having Fun, then the Mission will include a statement on how you and your business will do this.  

You can think of the message as a road map.  A number point point that will get you to your destination. (Vision)

Mission are normally longer then a Vision statement.  (1 to 2 pages)

So why do you need a Vision?

The Vision Statement is one that drives every decision in your business from that point forward. 
  • What sort of support should we provide our customer?
  • Can we put in less capable plant and equipment and still promote the same quality product?
  • Shall we now promote another type of product in a different industry?
Each of these questions needs to be taken back to the Vision. 

Are we achieving our Vision Statement with this decision?

Knowing exactly what your business is all about is one of the best ways to exhibit confidence, trust and knowledge to prospective customers. Changing mid-stream will only confuse the message that your customers are receiving and damage the perception already established.

Defining your Vision

Crafting your statement is a task that can be overwhelming, especially if you're not a wordsmith. Don't expect to sit down over lunch and develop the right Vision Statement.

A few tips that can help you develop your Vision are: 
  • Ask yourself "Why?" 
  • Will it make customers want to do business with you?
  • How are you different from your competition?
  • Ask your customers what they like or feel about dealing with you. 
  • Review statements or compliments with customer.
  • Note down words and phrases as you think of them and review them later. 
  • Making money is not the Vision - it may be the result of operating your business, but it is not the Vision. 

Now you have a Vision

Once you have established the Vision you need to share it. No, don’t copy it and send it to your customers or staff.  You need to live it, convey it, educate with it, empower with it and share it - that is the role of a leader.

Convey your company’s values - inspire and motivate your team toward the objectives that are fundamentally key (The Strategic Objective) to the culture that you wish to establish - build on long lasting ideals and keep the statements clear and easy for everyone to quickly understand. 

Once developed, your Vision Statement will provide a firm understanding of what your business is about to yourself, your staff and the customer. The Vision Statement is a fundamental element of your business communications and is one of the first step a business will take toward developing a cohesive image and communications approach.