Where are we going?

The Vision: I Can See Clearly

The question is, “What will this person or product be when it grows up?” Or better yet, “How will I know when the mission has been accomplished?” Another take is, “How do we want the future to look?” The vision statement is a picture of purpose fulfilled. The vision statement describes the desired future in clear terms, providing focus to the mission. Without vision, you no doubt will wind up somewhere—you just don’t know where.[1]

• World leadership in digital solutions for the networked society.
• A computer on every desk and in every home.
• Through all our products, services and relationships, we will add to life’s enjoyment.
• To be the customer’s restaurant of choice and the employer of choice.
• People creating the world’s premier energy company
• Industry leadership through customer enthusiasm.
• Passion for quality, dedication to innovation, commitment to employees
• Our vision at Z Company is to offer exciting environments and to be legendary at creating smiles, laughter and lasting memories with every guest we entertain.
• We will strive to be acknowledged as the best global organization in the world at helping clients improve performance.
• To create software tools that transform ideas into reality.[2]

The Mission: I Know What We Do

A mission statement answers the question, “What is my purpose or the purpose of this team or enterprise?” Or “Why was this organization formed?” The mission statement is not a goal statement. The statement is long enough to reach the target audience.1

• Provide America’s taxpayers top quality service by helping them understand and meet their tax responsibilities and by applying the tax law with integrity and fairness to all.
• Be the world’s best beer company, enrich and entertain a global audience, deliver superior returns to our shareholders.
• To create quality software solutions and support services that foster innovation, creativity and productivity for customers and partners around the world.
• Helping people create their own future…a certain future.
• To ensure a stress-free rental experience by providing safe, dependable vehicles and special services designed to win the customer’s loyalty.

The Goal(s): How Do We Accomplish The Mission

The goal statement answers a related, but still different question, “What steps must we take to achieve our vision?” A general rule is that goals should be written at the level of execution. Effective goals call people to action and are short and clear, in your face, and tied to mission. They are also S.M.A.R.T., Specific, Measurable, Attainable, Realistic, and Timely.

Our goals help us realize our mission, our reason for existence. Our vision is our dream of how the world will look when we have achieved our mission.1

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[1] Micro branding, T. Scott Gross, Leading Authorities Press, Washington, DC, 2001.

[2] The Mission Statement Book, Jeffrey Abrahams, Ten Speed Press, Berkeley, CA, 1999.