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Strategic Toolkit: Mission; Vision Statement
Strategic Toolkit: Mission and Vision Statements
Business "toolkits" ideally contain Mission Statements and Vision Statements, along with other tools. While the Mission Statement is a concise declaration of why a business exists, the Vision Statement is a more elaborate assertion of what the business sees, hears and does to achieve the optimum outcome. The Coca-Cola Company's Statements vs. Wal-Mart's Statements reveal wordy, imprecise uses of these tools vs. pointed but hyper-abbreviated applications of the same tools.
Elements of a Good Mission Statement
A Mission Statement is concise, clear and tells why your business exists. According to Kapenda, "if your mission statement can't fit on the back of your business card, then you need to go back to the drawing board" (Kapenda, 2008).
Elements of a Good Vision Statement
A good Vision Statement is supposed to "inform,...
Consequently, a good Vision Statement might include the following elements: The first paragraph or sentence is a powerful statement giving the gist of the entire vision statement and intended as a trigger for recollection of the entire statement; the statement itself is written in the present tense and sets forth what "we will feel, hear, think, say and do" as though our vision is already attained; it describes our best possible outcome without resorting to numbers; it uses clear and unmistakable language rather than imprecise "business speak"; it speaks in passionate but hard aspects of "what we see, hear and do" from flaccid "feeling" concepts; it creates a unique picture that people will universally imagine (Dwyer, n.d.)
4. Contrast of Coca-Cola…
Coca-Cola's Vision Statement is:
"Our vision serves as the framework for our Roadmap and guides every aspect of our business by describing what we need to accomplish in order to continue achieving sustainable, quality growth. People: Be a great place to work where people are inspired to be the best they can be. Portfolio: Bring to the world a portfolio of quality beverage brands that anticipate and satisfy people's desires and needs. Partners: Nurture a winning network of customers and suppliers, together we create mutual, enduring value. Planet: Be a responsible citizen that makes a difference by helping build and support sustainable communities. Profit: Maximize long-term return to shareowners while being mindful of our overall responsibilities. Productivity: Be a highly effective, lean and fast-moving organization" (The Coca-Cola Company, 2010).
Many companies' names could be placed within that statement and work just as well
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