Mission and Vision
The mission and vision create a sense of urgency for the organization. Therefore, they should be motivational and aspirational to the employees. The mission statement should answer the following types of questions:
- Why does the company exist?
- Why was the company formed?
- What is the purpose of the company?
- What does the company want to accomplish?
- How does the company intend to fulfill its mission?
The vision paints a picture of what the company will look like in the future. Typical timelines are five to ten years out. A good vision statement should get you thinking outside the box. The vision statement is where you define the B.H.A.G.’s, or the Big, Hairy Audacious Goals made famous by Jim Collins in his book Built to Last.
When setting B.H.A.G.s, make sure they are written as S.M.A.R.T. goals to make them measurable and relevant. Remember, S.M.A.R.T. is a mnemonic acronym, giving criteria to guide in the setting of objectives. S=specific; M=measureable; A=attainable, meaning accomplish the goal in time; R=relevant, meaning goals that align with company values and the long-range plan and; T=time-based.