As an organization, you cannot do without a mission and a vision. They express your organization's right to exist and help you set the right course. In the mission statement you express what your organization stands for and what contribution you make to society. The vision gives hands and feet to this mission; the vision explains what you want to achieve as an organization. Together, the mission and vision are essential to give direction to the organization.
Formulating a mission statement
The mission is the foundation of the organization. The founder's motives often determine the mission. The founder once started the company to pursue a particular dream or achieve a particular goal. The mission is enduring. A good mission is integrated throughout the organization and adhered to by all employees. Everyone knows the primary drive to work hard every day for the organization.
The following questions can help you formulate a mission for your organization:
- What do we stand for?
- What is the reason for our existence?
- What is our main driver?
Answering those questions will get you to the essence of your organization and thus its mission.
Formulating a vision
In the vision, you express what you want to achieve with your organization. Where the mission is built on the past, the vision is focused on the future. The vision expresses what makes your organization unique from the competition and it gives direction for the future. It tells what you are going to do and why. Unlike the mission, the vision is subject to change. Developments in the market, customers or society may make it necessary to update the vision.
These questions will help you formulate a vision:
- What developments are going on in our industry and with customers?
- What do we want to achieve in the long term?
- How will we realize our ambitions?
Why do you need a mission and vision?
1. It gives clarity to the employees what you are working toward together:
The mission and vision provide guidance. This is especially important in difficult situations. As long as you understand the essence of the organization's existence and keep the common goal in mind, you can get through the most difficult situations.
2. It helps you make decisions:
You can test every decision against the mission and vision. For example, new business plans, strategic choices or new employees. Does the choice fit the shared beliefs and core values?
3. It gives customers confidence that you know what you're doing:
Whatever industry you are in, your customers need to have confidence that your organization is headed in a clear direction. The mission and vision help you set that course.
Although a mission and vision may seem like vague, theoretical concepts at first, they actually help give direction to your organization. A tight mission and clear vision that are widely supported make it easier to make decisions and make adjustments.
Philip van Kemenade is marketing manager at Dysel and has daily contact with end users of software.
