Vision, Mission, and Values Statements in Organizational Management

Introduction

I think we can all agree on the importance of planning. Good plans are what help move us from where we are toward where we want to be. Planning often means making changes and change is always a difficult process that requires time and buy-in from all members of the organization. The most effective way to earn the buy-in required to lead change is to help people see it’s value. One way that we can make great strides in building the value of a change is by articulating it through a clear statement of organizational vision, mission, and values. Clearly communicating (and repeating) the positive value of the move toward change will help people stay engaged and motivated throughout the process.

“A goal without a plan is just a wish.”

— Antoine de Saint-Exupéry

VISION

Simply put, vision is the description of what we want to achieve in the mid-term or long-term future and it serves as a clear guide for choosing current and future courses of action. Vision answers the questions of “who are we”, “what are we doing”, “why are we doing it”, “where are we doing it”, and “how we are going to do it?” Vision is the most basic, fundamental resource we have at our disposal and it is essential to plotting a clear course into the future. A vision statement clearly and concisely captures where we are going and include the values of the group. It gives direction to desired behaviors and helps inspire members to move toward positive change.

MISSION

Mission describes the vehicle which we will use to move toward achieving the vision. It is important that we have a clearly defined mission so that we can tell the difference between things we should be doing and the things we shouldn’t. If a particular endeavor (project, program, activity, etc.) helps us accomplish our mission, then we should do it and if it doesn’t fit our mission we shouldn’t. A mission statement clearly communicates how we plan to move forward toward the goal and clarifies the purpose and objectives of the organization. Organizational leaders must emphasize the mission statement to members of the group. Highlighting the benefits of change and minimizing the deficits will help people buy into the change.

VALUES

A values statement is far more that just a list of what your organization thinks is important, it is a tool to communicate the “soul” of the organization. It’s a statement of what the organization is, what it stands for, and what clients, staff, partners, and everyone else can expect from the organization. The value statement lays out what the organization prioritizes and serves to anchor and inform everything the organization does in these priorities. It provides staff with a framework on how they interact with others, both internally and externally and defines the culture of the team. It provides an objective standard that can behavior and decisions can be measured against to help decide if a particular action or decision is aligned with the direction an organization is moving.