Chapter 2 Flashcards
Vision and Mission
The ___________ should be short enough, preferably one sentence.
vision statement
should answer the basic question: “What do we want to become?”
vision statement
Tips
-Dream big, and focus on success.
-Use the present tense.
-Use clear, concise, jargon-free language.
-Should be inspiring and challenging
-Believable Enough
-Achievable
-Relevant
1) _____________; Big picture of what you want to achieve.
2) _____________; General statement of how you will achieve the vision.
Vision; Mission
What comes first?
vision
It provides a destination for the organization.
vision
Next
mission
This is a guiding light on how to get to the destination.
mission
Five Attributes of an Effective Strategic Vision Statement
- future-oriented
- inspiring and challenging
- motivating and memorable
- purpose-driven
- unique
-What vivid and energizing image do you want to create for people about your desired outcomes and goals?
-What is your dream?
-What mountaintop are you striving to reach?
-What catalyst will impel the organization to move toward that dream?
Inspiring and Challenging
-What will the organization look like, feel like, think, and say in the future?
-Where is the organization headed?
-What does your full potential look like?
Future-oriented
-What notable and emotionally connecting future direction do you want to keep reaching and pushing toward?
Motivating and Memorable
-What is the larger sense of purpose you are striving to obtain?
-Are you building a cathedral or are you laying stones?
Purpose-Driven
is a declaration of an organization’s business or “reason for being.
A mission statement
A mission statement should
Define what the organization is and what the organization aspires to be
Broad in scope; does not include monetary amounts, numbers, percentages, ratios, or objectives
Fewer than 150 words in length
Purpose-driven
It should be clear
Realistic and achievable
MISSION STATEMENT COMPONENTS
Customers
Products or services
Markets
Technology
Survival, growth, and profitability
Philosophy
Self-concept (distinctive competence)
Public image
Employees
Who are the firm’s customers?
Customers
What are the firm’s major products or services?
product/Service
Geographically, where does the firm compete?
Markets
Is the firm technologically current?
Technology
Is the firm committed to growth and financial soundness?
Survival, Growth, and profitability
Are employees a valuable asset of the firm?
Employees
What are the basic beliefs, values, aspirations, and ethical priorities of the firm?
Philosophy
What is the firm’s major competitive advantage?
Self-Concept
Is the firm responsive to social, community, and environmental concerns?
Public Image
