1.3.1—Vision and mission statements

A vision statement describes the future position an organisation wants to reach; a mission statement explains its present purpose, activity and the value it aims to create. Vision points forward, mission guides current choices.

The statements are useful only when they influence objectives and decisions. A vision can set a direction for growth or impact, while a mission helps employees and stakeholders judge whether a proposed action fits the organisation's purpose.

Ask which sentence describes a desired future and which explains what the organisation does now. Then test a decision against the mission and the longer-term direction; a memorable slogan is not automatically a useful statement.

A community clinic might aim to become the region's most accessible preventive-care provider (vision) and currently provide low-cost screening and health education (mission). Expanding mobile clinics fits both; opening a luxury cosmetic branch may not fit the mission even if it raises revenue.

Vision and mission are not measurable targets by themselves. They need objectives and indicators before managers can evaluate progress.