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Mission Statements

Learn how vision and mission statements are used to set the strategic direction for organizations. Explore examples from top companies and understand the components of effective vision and mission statements.

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Mission Statements

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  1. Mission Statements Strategies Start Here!

  2. How Are Vision & Mission Statements Used to Set the Strategic Direction? Council Rock Mission Statement To empower all students with the knowledge, habits, and attitudes to become life-long learners and to lead and serve in a diverse, global society.

  3. Business Mission Statement Google’s mission is to organize the world’s information and make it universally accessible and useful.

  4. Top 6 Mission/Vision Statements • Amazon: Amazon’s vision is to be earth’s most customer centric company; to build a place where people can come to find and discover anything they might want to buy online. • Facebook: Facebook’s mission is to give people the power to share and make the world more open and connected. • Microsoft: Microsoft’s mission is to enable people and businesses throughout the world to realize their full potential. • Skype: Skype’s mission is to be the fabric of real-time communication on the web. • Yahoo!: Yahoo!’s mission is to be the most essential global Internet service for consumers and businesses • YouTube: YouTube’s mission is to provide fast and easy video access and the ability to share videos frequently

  5. Vision/Mission Statements • Statements that explain who we are • Type of organization • Products/services • Needs we fill • Statements that explain our direction, our purpose, our reason for being • What difference do we make? • Statements that explain what makes us unique • Values • People • Combination of products and services

  6. Business Vision Statement A statement that clearly defines the firm’s “reason” for being in business • Should significantly stretchthe resources and capabilities of the organization • Should inspire people in the organization to achieve things they never thought possible • Should unite people in the organization toward the pursuit of one common goal

  7. Business Vision Statement MUST BE: • A guiding philosophy • Consistent with organizational value • Influenced by the strengths and weaknesses of the business

  8. Business Vision Statement Coca Cola Vision Statement To achieve sustainable growth, we have established a vision with clear goals. Profit Maximizing return to share owners while being mindful of our overall responsibilities.People Being a great place to work where people are inspired to be the best they can be.Portfolio Bringing to the world a portfolio of beverage brands that anticipate and satisfy peoples; desires and needs.Partners Nurturing a winning network of partners and building mutual loyalty.Planet Being a responsible global citizen that makes a difference.

  9. Components of a Vision Statement • Core Ideology • Core Values - timeless guiding principles • Core Purpose - reason for being • Envisioned future • Big Audacious Goals (BAG) - clearly articulated goals • Vivid description - a graphic description of what success and the future will be like • Recognition of service to stakeholders • Owners/creditors • Employees • Customers

  10. Mission Statements • The mission statement of an organization is normally short, to the point, and contains the following elements: • Provides a concise statement of why the organization exists, and what it is to achieve; • States the purpose and identity of the organization; • Defines the institution's values and philosophy; and • Describes how the organization will serve those affected by its work.

  11. Vision vs. Mission:What’s the REAL Difference? • The vision is more broad and future oriented – the goal on the horizon • The vision you have may not be achieved, but it is the overarching thing you aspire to. • The mission is more focused – how you will get to the horizon • The mission adds specificity to a vision.

  12. Mission vs. Vision • Company:TeslaMission: To accelerate the world’s transition to sustainable energy.Vision: To create the most compelling car company of the 21st century by driving the world’s transition to electric vehicles. • Company:AmazonMission: We strive to offer our customers the lowest possible prices, the best available selection, and the utmost convenience.Vision: To be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online. • Company:PatagoniaMission: Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.Vision: A love of wild and beautiful places demands participation in the fight to save them, and to help reverse the steep decline in the overall environmental health of our planet.

  13. Mission vs. Vision • Company:TEDMission: Spread ideas.Vision: We believe passionately in the power of ideas to change attitudes, lives and, ultimately, the world. • Company:LinkedInMission: To connect the world’s professionals to make them more productive and successful.Vision: To create economic opportunity for every member of the global workforce. • Company:UberMission: Transportation as reliable as running water, everywhere for everyone.Vision: Smarter transportation with fewer cars and greater access. Transportation that’s safer, cheaper, and more reliable; transportation that creates more job opportunities and higher incomes for drivers.

  14. Examples of Vision Statements Ben & Jerry’s Product: To make, distribute, and sell the finest quality all natural ice cream and related products in a wide variety of innovative flavors made from Vermont dairy products. Economic: To operate the Company on a sound financial basis of profitable growth, increasing value for our shareholders and creating career opportunities and financial rewards for our employees. Social: To operate the Company in a way that actively recognizes the central role that business plays in the structure of society by initiating innovative ways to improve the quality of life of a broad community: local, national, and international.

  15. Live-Action Exercise Build me a personal mission statement! • Personal Mission Statement • Begin writing things down that you like; phrases, terms, words, etc…you can use these ideas to help you develop your challenge. • KEEP IN MIND!Developing a mission statement is not an immediate occurrence; they take time, reflection and practice. • Challenge: Write a mission statement for yourself that reflects your personality, life goals, and philosophy in life.

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