Mission statements are defining statements for an organization. An organization exists to accomplish its mission. The mission statement typically defines:

o The business of the organization,

o The product of the organization,

o The customers of the organization.

When stating the mission of the organization, focus outside of the organization, looking at customers, suppliers, and competitors of the organization. Defining the business with a focus on the customer ensures the organization meets the needs of the customers. Defining the business with a focus on competitors ensures the organization does not fall behind its competitors. Defining the business with a focus on suppliers ensures the organization maintains a constant supply of products consistent with the organization’s direction.

Mission statements do not have to be short to be effective.

Vision Statements

While Mission statements define the organization, vision statements state the goals and objectives of the organization. This is a vision of where the organization will be in the future. Vision statements can also be referred to as the organization’s objectives, guiding principles or operating principles.

A good Vision statement has several characteristics:

o Goals are stated concisely,

o goals are measurable,

o The statement is consistent with the organization’s Mission.

Guiding Principles (for a Product Development Organization)

Guiding Principles (for a Product Development Organization)

o Build a strong and sufficient sales and implementation support team

o Be customer driven

o Provide graduated product offerings

o Evolve product to be a fully shrink-wrapped product

o Be a positive contributing profit centre meeting a revenue goal

o Increase use/penetration of product within customer base

o Improve the productivity of the processes within the Organization

Mission and Vision Statements
Often organizations merge the mission and vision statements into one statement, defining the organization and its goals. Generally this is called the organization’s vision.

When combined as a mission and a vision, the statement must define the business of the organization, and set the vision for the future using measurable goals. A combined statement defines the ideal toward which the organization is striving.

An Organization’s Mission and Goals

Mission
The Organization’s Administration serves product producers by assisting them to stabilize their income through the effective and efficient delivery of the Organization’s Program.

Goals
The Organization’s goals are the ends towards which effort will be directed to accomplish its mission:

o Producer-Friendly Administration

The Organization will deliver the Program in a highly producer-friendly manner.

o Quality Service

The Organization will provide excellent quality services to producers and other stakeholders.

o Effective Program

The Organization will maximize the effectiveness of the Program in benefiting participants.

o Efficient Administration

The Organization’s operations will be efficient.

o Delivery Integrity

The Organization will safeguard the integrity of the Program delivery.

o Empowered Staff

The Organization will empower its staff to achieve the Organization’s goals and objectives.

Note on Specifics
The mission statement and goals are combined to create the organization’s vision. Specific names were removed from the sample. The complete vision for the organization is documented in the organization’s strategic business plan. In the strategic business plan, each goal is documented with specific expected measurements and suggested methods to measure the goal.

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