Guidelines for Writing Vision & Mission Statements

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Companies use vision and mission statements to guide their employees and managers in workplace operations. Vision statements provide the image that the company strives to achieve. Every senior management team determines what it wants the company to look like to both employees and customers. The vision statement describes this image. Mission statements provide the roadmap that senior management wants the company to follow on its way to achieving its vision. Several guidelines assist the company as it creates its vision and mission statements.

Keep It Simple

  • A mission statement guides employees and managers when making choices for their areas. The mission statement communicates the direction that the employee or manager should follow. A simple mission statement allows the manager or employee the flexibility to incorporate that direction easily in his department. It also allows him to easily remember the direction provided from the statement.

Stay Positive

  • The mission statement should include positive words and phrases; these encourage employees and managers, creating a sense of purpose. These employees perform at their best because they believe in the company and its mission. Negatively worded mission statements discourage employees and managers, creating an effect opposite to the one desired.

Include Emotions

  • The vision statement should include emotional and sensory aspects. Emotional aspects allow employees to feel the vision and internalize what it looks like. A vision statement that evokes emotions speaks to the heart of the employee. Sensory details in a vision statement allow the employee to anticipate what realizing the vision would feel like.

Describe Ideal Results

  • The vision statement needs to communicate the ideal picture of the company, which demonstrates to employees and managers the goals toward which the team is working. This provides a common goal to all employees. As employees move forward in their own roles, they see a link between their responsibilities and the future of the company.

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