Discussion- Mission Statement Research

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ThePurposeofMissionandVisionStatementsinStrategicPlanning.pdf

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The Purpose of Mission and Vision Statements in Strategic Planning Small Business | Business Planning & Strategy | Strategic Planning

By Madison Hawthorne Updated March 25, 2019

Businesses often make or rewrite their strategic plans when the organizational structure is changing, or as a way to respond to changing market conditions. Change can be a difficult process and employees sometimes require time to get on on board with the decision-making process. One tool that can help is the clear articulation of the company's mission and vision statement. Articulating and repeating the positives of the move toward change in the organization will help employees stay engaged and motivated in the process. G

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What is Strategic Planning?

Change is an essential component of strategic planning. This involves moving the organization or program forward to create or change something. Some plans are created out of the need for the organization to move in a certain direction, and other plans develop organically. Mission and vision statements will be important to help communicate the goals of the plan to employees and the public.

Role of the Mission Statement

Leaders should emphasize the current mission statement to employeesemphasize the current mission statement to employees, which clarifies the purpose and primary, measurable objectives of the organization. A mission statement is meant for employees and leaders of the organization. Strategic plans may involve changing the mission statement to reflect a new direction of the organization. Highlighting the benefits of the change and minimizing the deficits will help employees and the public buy into the change.

Another way to look at it is that mission statements describe the company's mission as it is now and for the near future. So if the company is undergoing major changes, it would make sense to revise the mission statement so it is current.

Role of the Vision Statement

Like mission statements, vision statements help to describe the organization's purpose. Vision statements give direction for employee behavior and help provide inspiration. Strategic plans may require a marketing strategy, which could include the vision statement to also help inspire consumers to work with the organization.

A vision statement is a view into the future with hope and a positive outlook. It describes a company's inspirational, long-term planinspirational, long-term plan for what they'll be able to accomplish, who they will help, and how the company will then be perceived. It's often out of reach for now, but not so far out of reach as to be unattainable. The vision statement gives everyone a description of what they're working towards.

Purposes of Strategic Planning

Strategic planning will likely have its successes and failures. Leaders should celebrate the little successes toward meeting objectives, which are part of the mission and vision statement. The mission statement will help measure whether the strategic plan aligns with the overall goals of the agency. The vision statement helps to provide inspiration to employees. Employees who feel invested in the organizational change are more likely to stay motivated and have higher levels of productivity.

Encouraging Continued Engagement

A successful change will involve communicating and repeating mission and vision statements, which helps prevent people from becoming discouraged in the event of small failures along the way. Leaders should continue to highlight the strengths of thecontinue to highlight the strengths of the strategic planstrategic plan and involve important stakeholders in the process. Engaging employees and volunteers will help them to recognize and take ownership of the change. Involving employees also helps to provide more minds to prevent possible problems.

Examples to Consider

Many companies have vision and mission statements that don't serve them well. Still, there are companies with outstanding statements. LinkedInLinkedIn is a good example is a good example:

▪ Vision: To create economic opportunity for every member of the global workforce.

▪ Mission: To connect the world’s professionals to make them more productive and

successful.

Notice how LinkedIn's vision statement refers to "every member of the global workforce." That's a huge goal that won't be accomplished in the near future. Maybe never. But it is inspiring and makes employees want to achieve it.

The mission statement, on the other hand, is achievable. By connecting professionals, they give them the contacts they need to make them more productive and successful.

Now consider the example of Southwest airlinesSouthwest airlines:

▪ Vision: To become the world’s most loved, most flown, and most profitable airline.

▪ Mission: The mission of Southwest Airlines is dedication to the highest quality of

customer service delivered with a sense of warmth, friendliness, individual pride, and

company spirit.

There's no question Southwest's vision statement is for the future. Many people currently love Southwest, but everyone in the world? Hardly. Will they ever be "most loved, most flown, and most profitable"? That's a lot to ask of any business. But by striving for all three, they're encouraging employees to be at their best

Southwest's mission statement is much more down-to-earth, current and achievable. Their employees have the choice to dedicate themselves to having the highest quality service, to be warm and friendly, proud and filled with company spirit. G

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What Skills Should a Strategic Leader Have to Achieve Ambitions? By Neil Kokemuller

A strategic leader is one who plans ahead to ensure an organization has a long-term mission and objectives, and the strategies to achieve them. In addition to the common leadership skills you need to develop and motivate people, an effective strategic leader also needs vision, intuition, perseverance and persuasive communication skills.

Clear Vision

Vision is the ability to keep the focus on the future even when a company is doing well in the present. Strategic planning in an organization is essentially an ongoing process of looking ahead. The strategic leader with clarity of thought on future opportunities, challenges and how the company should move forward is a huge plus in an organization. Other managers and employees are usually more inspired to follow a leader who has a clear vision and plan for the future.

Intuition and Perception

The strategic leader benefits from keen intuition and perception of things going on around him. Rarely can a company operate in a straight-forward, uninhibited manner to achieve its goals. Unexpected obstacles often get in the way. A good strategic leader senses early when plans get off track or when employees aren’t aligned in efforts to achieve shared goals. This early detection of such roadblocks allows for early intervention, shifting of direction or reactionary measures to improve the situation.

Perseverance

For the same reasons the strategic leader needs intuition, he also needs perseverance. A “try one time and give up” attitude is no good when you have to drive people toward medium- and long-term goals. Employees may become demoralized if new ventures, activities or plans get derailed. Part of your job as a leader is to keep everyone focused on the big picture. This role often involves meeting with the entire work force, individual departments or even individual employees to reaffirm or redirect their efforts.

Persuasive Communication Skills

Communication skills are essential for any type of manager or leader. A strategic leader must have strong abilities to communicate persuasively. Within a management team, the strategic leader may have to fight to convince others that a particular path is optimal in achieving goals. He must also participate in helping employees at all levels understand their roles in carrying out a strategy. In many cases, employees don’t like change. Thus, the strategic leader must help them understand why the change is necessary for future success of the business.

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