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Back to the Beginning

We started this series on January 19,th looking at the beginning of the strategic planning process: Vision and Objectives. With this in mind, I thought it was appropriate to revisit the beginning since it the lynch pin that this whole process hangs from. Next post, I will summarize the whole process in a nice neat package.

Mission and Vision Statements are critical elements to the fabric of a business and are often not used properly. Both of these serve different purposes for a company but are often confused with each other. While a mission statement describes what a business wants to do now, a vision statement outlines what a business wants to be in the future.

The Mission Statement concentrates on the present; it defines the customer(s), critical processes, and it informs you about the desired level of performance.

The Vision Statement is where you get to make a ruckus. It focuses on the future; it is a source of inspiration and motivation. Often, it describes not just the future of the organization and may also include the future of the industry or society in which the organization hopes to effect change. Make it loud and proud.


Make your business a better place by making it clear about what it does and where it is going. Share your Mission and Vision with staff so they can get some swagger on and begin to appreciate what they have to live up to. Share them with clients so they understand the ground you are willing to defend against all comers.



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