Strategic management involves establishing long-term goals and strategies to guide an organization. It should be initiated by top management and communicate the mission and objectives for the next few years to guide all departments. Developing a clear vision statement of where the organization wants to be in the future and a concise mission statement of what business it is in helps provide focus and unity across the organization. The mission statement especially should describe the organization in terms of customer utility rather than internal goals to minimize risk and maximize profit. Strong vision and mission statements also provide a platform for an organization to present itself favorably to stakeholders.