A few weeks ago, I posted “What Is Your Company’s Vision and Why Should You Care?” In this article I defined Vision as “a picture of the future which creates an ideal and unique image of what the organization will become and/or the impact it will make.” I wrote about the importance of keeping the vision of your organization concise but powerful and portable so that it can be easily remembered, modeled, communicated and transferred.
Equally important for your organization is a mission statement. The mission statement defines where you are going and what your organization is doing right now to attain the vision.
Where the vision statement is broad, the mission statement should be specific. The vision for the organization should remain constant over time while the mission can change depending on what the organization is able to achieve and depending on market forces. The mission statement can also include some key success factors and parameters that allow the organization to clearly see and measure success as you move towards fulfilling the mission.