This document discusses the key components of an organization's vision, mission, values, goals, and objectives. It defines each component and provides guidance on developing statements for vision, mission, values, strategy, goals, and objectives. A vision statement describes the organization's ideal future state, while the mission statement explains its current purpose and market. Core values reflect the organization's principles and ethics. Goals are broad conditions to achieve, while objectives are specific, measurable targets that support achieving the goals. Strategies, policies, and procedures help guide the organization in pursuing its vision and mission.

1. VISION, MISSION, VALUES, GOALS, AND
OBJECTIVES
Prof. Dr. Md. Nazrul Islam
Chairman, Dept. of Anatomy & Histology
FVABS, SAU, Sylhet
E-mail: mnislam.dah@sau.ac.bd
Cell Phone: +8801711934644

2. Does your organization understand the differences
between statements of Vision, Mission, Values, Goals,
and Objectives?

3. You SEE a Vision (a verbal image of what we ultimately want to achieve)
You HAVE a Mission (your business purpose and market sector)
You BELIEVE in Values (your moral compass and expected behavior)
You PURSUE Goals (the results we choose to accomplish)
You ACHIEVE Objectives (measurable targets along the path to our goals)
Shared Views
Organizational purpose comes from a shared view of our vision, mission, and values.
Satisfying customers requires that you understand their needs, know your own processes,
and then set goals and objectives to drive and evaluate your actions.

4. Business Charter
A business Charter is an organizational statement of purpose.
Why are you in business? (Vision)
What business are you in? (Mission)
What are your principles? (Values)
To perform strategic planning, you must begin with a clear Charter. Each element of the
Charter is important. You need to link these vision, mission, and values statements. A
vision without a mission is just a pipedream. And, tactics must be guided by honorable
values.

5. Vision Statement
A vision statement is created as a compelling verbal image and forms a mental
picture of the future. It should define what we seek to become as an organization,
yet describe something that is realistic. The vision should generate human energy
and engagement. In other words, it should provide direction and focus for the
organization.
To develop a vision statement, ask yourself these questions:
What is your dream or vision of the future?
What is the loftiest picture you can imagine?
Then, convince others of the value of that vision. Express it in a way that aligns with
their best interests. Encourage them to buy into your purpose for the organization.
Keep the statement brief and memorable. Use it to focus your activities.

6. Mission Statement
Your mission is the business reason for your organization’s existence. It is an element
of the charter. It doesn’t describe a specific outcome and contains no time limit or
measurement. The mission statement provides the basis for setting your goals and is
used to allocate resources.
A typical mission statement format might be:
To provide (product) to (customers) for (reason) in (marketplace).
To define your mission, begin by describing why your organization exists. Identify
your scope of products and services. Identify your customers and the audience for
your offerings. Then, write a brief and succinct mission statement.

7. Values Statement
Values are the beliefs behind your vision and mission. A worthy vision is guided by
worthy values. Values give dignity and direction to your mission. They are the moral
compass and expected behaviors during your vision quest. A values statement may
include elements like:
Integrity in all our actions
Commitment to employees
Quality of our products
Protection of environment
Innovative business ideas
Continual learning
What do you hold dear and inviolate? What core values guide your activities? Express
these values for an improved work environment and to allow the organization to

8. Strategy Development
A strategy is a statement of your approach to achieving your goals. Your vision,
mission, and values play an important role in developing your business strategy. They
provide the framework for generating and screening strategic options. They provide an
organizational identity and understanding of business directions.
The business strategy can be viewed as how you will use your mission to achieve your
vision. Strategies are critical to the success of an organization because this is where you
begin outlining the plans and actions to accomplish your goals.

9. Goals and Objectives
Goals are conditions to be achieved in the future. They must be defined consistent with your vision,
mission, and strategic directions. Goals guide your decisions and actions. However, they usually do
not involve measurable results, and therefore, do not change as often as objectives.
Objectives are focused on critical issues and milestones. They describe the activities and targets to
achieve your goals. They identify the dates for completing the activities. They are measurable in
terms of being achieved, or not. For example, a general goal might be to reduce waste. The specific
objective might be to reduce waste from 5% to 3% by the end of 2017.
Policies and Procedures
Policies are the intentions and directions of an organization as formally expressed by its top
management. These adopted policies are used to guide an organization to reach its goals.
Procedures are the specified way to carry out an activity or a process. They are the methods used to
express policies as specific actions for everyday operations and support.
Together, policies and procedures ensure that the top management point of view is translated into
steps that will result in the intended business outcomes.