differences between mission and vision 企业使命定义,特点,对比,例子

What’s mission and vision?

your mission is what you do best every day, and your vision is what the future looks like because you

do that mission so exceedingly well.

?

Mission

Statement

defines

the

organization's

purpose

and

primary

objectives.

Its

prime

function is internal

–

to define the key measure or measures of the organization's success

–

and

its prime audience is the leadership team and stockholders.

?

Vision Statements

also define the organizations purpose, but this time they do so in terms of

the

organization's

values

rather

than

bottom

line measures (values

are

guiding

beliefs

about

how things should be done.) The vision statement communicates both the purpose and values

of the organization. For employees, it gives direction about how they are expected to behave

and

inspires

them

to

give

their

best.

Shared

with

customers,

it

shapes

customers'

understanding of why they should work with the organization.

what’s the difference?

In fact, I like to compare them to another old debate: management versus leadership.

For MISSION

–

think: managing with greatness and untamed strength, improving everything daily.

For VISION

–

think: leading with inspiration and courage, obsessed with future possibility, in a love

affair with change.

?

MISSION

will

feed

into

the

confidence

of

your

organization

by

feeding

this

ever-present

self-

talk: “We can do this, and we are the ones ordained to do this, for we are the best at it.”

Mission will churn out revolutionary ideas about the mundane, banishing mediocrity.

?

VISION

creates

that

momentum

of

growing

anticipation

about

the

future,

where

change

is

embraced

as

a

step

closer

to

that

very

compelling

picture

of

what’s

coming

next.

The

excitement

about

the

future

trumps

any

apprehension

about

the

uncertain

—

change

is

recognized as the catalytic converter it is.

Characteristics of a Mission Statement

1.

It should be feasible, precise, clear, motivating, distinctive.

2.

It should indicate major components of strategy.

3.

It should indicate how objectives are to be accomplished.

4.

Customers: Who are the enterprise's customers?

Products or services: What are the firm's major products or services?

Markets: Where does the firm compete?

Technology: What is the firm's basic technology?

Concern for survival, growth, and profitability: What is the firm's commitment towards

economic objectives?

Philosophy: What are the basic beliefs, core values, aspirations and philosophical priorities

of the firm?

Self-concept: What are the firm's major strengths and competitive advantages?

Concern for public image: What is the firm's public image?

Concern for employees: What is the firm's attitude/orientation towards employees?

Characteristics of a Mission Statement

1.

Clarity and lack of ambiguity

2.

Paint a vivid and clear picture, not ambiguous

3.

Describing a bright future (hope)

4.

Memorable and engaging expression

5.

Realistic aspirations, achievable

6.

Alignment with organizational values and culture

7.

Time bound if it talks of achieving any goal or objective

Developing a statement

When developing a mission statement, it should be seen that the following questions are answered:

?

?

?

What do we do today?

For whom do we do it?

What is the benefit?

When developing a vision statement, it should be seen that the following questions are answered:

?

?

?

What do we want to do going forward?

When do we want to do it?

How do we want to do it?

Mission Statement Creation

1.

To create your mission statement, first identify your organization's

2.

This is the idea or approach that will make your organization stand out from its competitors,

and is the reason that customers will come to you and not your competitors (see tip

below).

3.

Next identify the key measures of your success. Make sure you choose the most important

measures (and not too many of them!)

4.

Combine your winning idea and success measures into a tangible and measurable goal.

5.

Refine the words until you have a concise and precise statement of your mission, which

expresses your ideas, measures and desired result.

Example:

Take the example of a produce store whose winning idea is

two

keys

measures

of

her

success:

freshness

and

customer

satisfaction.

She

creates

her

mission

statement

–

which is the action goal that combines the winning idea and measures of success.

The mission statement of Farm Fresh Produce is: