Et dokument jeg satte sammen for noen år siden blant annet fordi jeg lurte på om det egentlig er noen forskjell på et "hårete" mål og en visjon. Typisk er at bedrifter gjerne har visjoner på vegne av seg selv: Vi skal være Norges ledende…, mens ideelle organisasjoner ofte peker på hva de ønsker å oppnå på vegne av de de er til for. Kan bedrifter formulere en god visjon med tanke på sitt marked? Er det noen som har et godt eksempel på det?

1. Noen ord om visjon – og misjon
§ Verdipyramiden
§ Definisjon visjon
§ Eksempler til inspirasjon
§ Unngå fatale feil
§ Visjonens oppgave
§ Definisjon og eksempler på misjon
Visjon !
namedesign.org / 2014
Side 1

2. Verdipyramiden
Visjon !
namedesign.org / 2014
Side 2
Visjon
Misjon
Verdier
Vi må vite hva som forventes, hva vi kan love, og hva vi kan levere.
Verdipyramiden er godt egnet som verktøy og plattform for organisasjoner og foreninger. Men også for bedrifter

3. Definition of a Vision
§ A Vision is defined as 'An Image of the future we seek to create'. The definition for Sample Vision Statements
is a short paragraph providing a broad, aspirational image of the future.
§ A vision statement should be a clear, motivating message about what your organization wants the future to
look like.
§ A Mission is defined as 'Purpose, reason for being'. Defined simply "Who we are and what we do".
§ The purpose of a mission statement is to describe what your values are, what you do, and who you serve.
Visjon !
namedesign.org / 2014
Side 3

4. Definition of a Vision forts
§ The meaning of vision which concerns you as a manager is: a vivid idea of what the future should be. This
has nothing to do with prediction but everything to do with hope. It is a focus for the team's activity, which
provides sustained long-term motivation and which unites your team. A vision has to be something sufficiently
exciting to bind your team with you in common purpose. This implies two things:
1. you need to decide where your team is headed
2. you have to communicate that vision to them
§ Communicating a vision is not simply a case of painting it in large red letters across your office wall (although,
as a stunt, this actually might be quite effective), but rather bringing the whole team to perceive your vision
and to begin to share it with you. A vision, to be worthy, must become a guiding principle for the decision and
actions of your group.
Visjon !
namedesign.org / 2014
Side 4

5. Eksempler til inspirasjon
§ ASPCA (The American Society for Prevention of Cruelty to Animals): United States is a humane community
in which all animals are treated with respect and kindness.
§ SHELTER (The housing and homelessness charity): A Home For Everyone.
§ WWF ( World Wild Fund for nature): WWF's mission is to conserve nature and reduce the most pressing
threats to the diversity of life on Earth. Our vision is to build a future in which people live in harmony with
nature.
§ Bill Gates: There will be a personal computer on every desk running Microsoft software
§ Kennedy: Man on the moon
Visjon !
namedesign.org / 2014
Side 5

6. Unngå fatale feil
§ Ikke gjør visjonen til et oppgulp av det dere driver med
§ Ikke gjør den kjedelig
§ Ikke legg inn falske emosjonelle verdier
§ Ikke ta med noe du ikke tror på
§ Ikke lat som du er noe du ikke er
§ Vær tydelig og beskrivende – skap et bilde
§ Bruk språk og terminologi som passer virksomheten
§ Få gjerne med input fra hele teamet
Visjon !
namedesign.org / 2014
Side 6

7. En utydelig visjon er ikke en visjon
1. Visjonen skal beskrive det fremtidsbildet virksomheten vil arbeide for å skape
2. Visjonen skal inspirere til innsats
3. Visjonen skal reflektere virksomhetens strategi
Visjon !
namedesign.org / 2014
Side 7

8. A Clear Mission that describes what you do"
§ For any business to succeed, even a business consisting of one individual, it (he/she) needs to know what they're
about - what, precisely, it is that they do. The mission statement describes the "what" of your business. It states why
your organization is in business and what you are hoping to achieve.
§ A typical mission statement contains three components:
§ 1. The overall purpose of your business - what are you trying to achieve, why are you in business. 2. What your
business does - products and services it provides 3. What's important to your business - the values your business
lives by
§ Some examples: Pfizer Pharmaceutical's mission statement: "We dedicate ourselves to humanity's quest for longer,
healthier, happier lives through innovation in pharmaceutical, consumer and animal health products”. Purpose: quest
for longer, healthier, happier lives. Business: pharmaceutical, consumer and animal health products. Values: innovation
§ Dell Computers statement - "With the power of direct and Dell's team of talented people, we are able to provide
customers with superb value; high-quality, relevant technology; customized systems; superior service and support;
and products and services that are easy to buy and use”. Purpose: provide customers with superb value technology.
Business: high quality, relevant technology, customized systems. Values: superior service and support, easy to buy,
easy to use
§ A well-crafted mission and vision statement becomes the glue that binds the various parts of the business together
and drives behavior in your employees.
Visjon !
namedesign.org / 2014
Side 8