The document outlines the importance of vision and mission statements in an organization's strategy and provides guidelines for creating effective statements. It emphasizes that vision statements should be inspiring and future-oriented, while mission statements define a company's purpose and customer focus. Additionally, it highlights common mistakes in writing both types of statements and suggests involving various stakeholders in the creation process.

1. Vision and Mission Statements
Training Objective: To understand vision and mission
statements, understand their role in strategy, and learn how to create
strong, effective statements.
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2. Introduction
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3. Introduction
• Vision Statement = dream
• Mission Statement = purpose
• Importance
– Basis of strategy
– Provide financial & emotional benefits
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4. Vision Statement
• Contains:
– Company’s dream for future
– Ambition
– Clarity
Can, but does not have to, contain something about a
social issue.
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5. Vision Statement Examples
• Democratize the automobile
• We will destroy Yamaha
• Become the company most known for changing
the worldwide poor quality image of Japanese
electronics
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6. More Examples
• Become the dominant player in commercial
aircraft and bring the world into the jet age
• To be the company that best understands and
satisfies the product, service and self-fulfillment
needs of women – globally
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7. Creating a Vision Statement
What you should do:
1. Have conversations
2. Have insight
3. Include people
What is should be:
• About the future
• Inspiring
• A definition of your business
• Only one sentence
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8. Vision Statement Mistakes
• De-motivating
• Staff is not involved
• Too long
• Not unique
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9. Mission Statement
• Contains
– Company’s purpose
– Values (optional)
– Description of customers (optional)
While a vision talks about the future, a mission tells us
why the company exists.
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10. Mission Statement Examples
• Coca Cola
– To refresh the world...
– To inspire moments of optimism and happiness...
– To create value and make a difference.
• Pizza Hut
– We take pride in making a perfect pizza and providing
courteous and helpful service on time all the time.
Every customer says, "I'll be back!" We are the employer
of choice offering team members opportunities for
growth, advancement, and rewarding careers in a
fun, safe working environment.
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11. More Examples
• McDonald’s
– To provide the fast food customer food prepared in the
same high-quality manner world-wide that is tasty,
reasonably-priced & delivered consistently in a low-key
décor and friendly atmosphere.
• Marriott Hotels
– To provide economy and quality minded travelers with a
premier, moderate priced lodging facility which is
consistently perceived as clean, comfortable, well-
maintained, and attractive, staffed by friendly, attentive
and efficient people.
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12. Creating a Mission Statement
• Ask:
– Who is your target customer?
– What product/service do you provide?
– What makes your product/service unique?
• Make it exciting
• Think about your customers
• Include what is important to you
• Don’t make it long
• Review
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13. Mission Statement Mistakes
• Too long
• Boring
• Too general
• Not clear
• Ubelievable
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14. Mission Statement Misuse
• Poorly written missions
• Not achieving mission’s goals
• Not understanding the mission
• Approving bad statements
• Mission does not influence
• Staff not involved
• Writing for the wrong reasons
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15. Using Mission Statements
• Avoid the noted mistakes and misuses
• Involve various stakeholders
• Match organizational structure to the mission
• Write a satisfying mission
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