Lecture 3

DEVELOPING MISSION, VISION

AND VALUES

PREPARED BY:
[Link]
SCHOOL OF BUSINESS MARKETING
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TOPIC OUTLINE

3.0 Developing Mission, Vision and Value

3.1 The role of mission, vision and values

3.2 Mission and vision in the P-O-L-C Framework

3.3 Personal mission and vision statement

3.4 Creativity and Passion

3.5 Stakeholders

3.6 Crafting Mission and vision statements

3.7 Personal future plan

3.8 Personal Strengths survey

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Learning Objectives

Understand the roles of mission, vision, and values in the planning process

Understand how mission and vision fit into the P-O-L-C framework

See how passion and creativity relate to vision

Incorporate stakeholder interests into mission and vision

Develop organizational mission and vision statements

Apply mission, vision, and values to your personal and professional career

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3.0 Developing Mission, Vision and Value

Figure 3.1 Mission and vision as P-O-L-C components

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3.0 Developing Mission, Vision and Value

The strategy is how the firm aims
to realize its mission and vision

Mission
& Vision

Strategy

Goals and Objectives

Goals and objectives are the indicators of how well the strategy is succeeding
Figure 3.2 Mission and vision in the planning process
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3.1 The role of mission, vision and values

Ninety percent of 500 firms surveyed issue some form of mission and
vision statements

Firms with clearly communicated, widely understood, and collectively

shared mission and vision have been shown to perform better than
those without them

Bain and Company

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3.1 The role of mission, vision and values

Mission Statements Vision Statements

Communicates the organizations A future-oriented declaration of

reason for being, and how it aims the organizations purpose and
to serve its key stakeholders aspirations.
Often integrates a summation of Addresses what a firm wants to
the firms values become
Mission statements tend to be Vision statements tend to be
longer than vision statements relatively brief

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3.1 The role of mission, vision and values

Examples of mission Statements

Starbucks Coffees Mission Statement

Inspire and nurture the human spirit
One person, one cup and one neighbor at a time

American Apparel Mission Statement

Committed to high quality products, employee care, limitations within the
industry, and art, design and technology.

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3.1 The role of mission, vision and values

Examples of Vision Statements

Starbucks Coffees Vision Statement

To establish Starbucks as the premier purveyor of the
finest coffee in the world while maintaining our
uncompromising principles as we grow.

Cotton on Group
Our vision is to be one of the most loved brands in the
world.

American Apparel Vision Statement

A reassertion of values
Innovator in cutting-edge, high quality apparel
Create a healthy environment for employees and the
world
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3.1 The role of mission, vision and values

Values are the beliefs of an individual or group, and in this case the
organization, in which they are emotionally invested.
Values statement which either reaffirms or states outright the organizations
values that might not be evident in the mission or vision statements.

Examples of Vision Statements

Starbucks Coffees Value Statement

Creating a culture of warmth and belonging, where everyone is welcome.
Acting with courage, challenging the status quo and finding new ways to
grow our company and each other.
Being present, connecting with transparency, dignity and respect.
Delivering our very best in all we do, holding ourselves accountable for
results.

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3.1 The role of mission, vision and values

Mission and vision statement plays three critical roles:

Communicate Develop the

the purpose of Inform strategy measurable
the organization development goals and
to stakeholders objectives

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3.1 The role of mission, vision and values

Figure 3.3 Key roles of Mission and Vision

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3.1 The role of mission, vision and values

1. Mission and vision provide a vehicle for

communicating an organizations purpose and
values to all key stakeholders

2. Mission and vision create a target for strategy

development

3. Mission and vision provide high-level guide

and the strategy provides a specific guide to
the goals and objectives showing success or
failure of the strategy and satisfaction of the
larger set of objectives stated in the mission.

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3.2 Mission and Vision in the P-O-L-C Framework

Mission, Vision and Organizing

Facilitates strategy

Defines roles and responsibilities

Encourages coordinated efforts

Creates and supports culture.

Organizational
Vision Culture

Mission

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3.2 Mission and Vision in the P-O-L-C Framework

Mission, Vision and Leading

Leading involves influencing others toward the attainment of organizational

objectives

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3.2 Mission and Vision in the P-O-L-C Framework

Mission, Vision and Leading

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3.2 Mission and Vision in the P-O-L-C Framework

Mission, Vision and Controlling

Controlling consists of three steps

Establish Compare actual Take corrective

performance performance against action when
standards standards necessary

Mission and vision directly and indirectly related to all three steps

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3.3 Personal mission and vision statement

Would a mission and vision What are some guidelines

statement be beneficial to for developing your
you? mission and vision?

Your mission and vision reflects your personal and professional purpose
and direction.
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3.3 Personal mission and vision statement

Your Mission and Vision

Look as far into the future as you can and decide where you want to end
up and what steps will lead you there.

Thus, your life and your career fit into some intelligent plan and in
control of your own life.

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3.3 Personal mission and vision statement

Guidelines

Set out a bold Sketch out Schedule

vision personal values

Jim Collins A set of core Develop some

(Good to Great values and long-term
author) principles like goal(s).
describe this your own Than,
as BHAG a Declaration establish
big, hairy, of short-term
audacious Independence goals.
and goal.

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3.3 Personal mission and vision statement

The Five-Step Plan

Step 1: Identify Past Successes

Step 2: Identify Core Values

Step 3: Identify Contributions

Step 4: Identify Goals

Step 5: Write Mission and Vision Statements

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3.4 Creativity and Passion

Creativity is the
power or ability to
invent

Mission and
Vision

Passion is an intense
emotion compelling
action

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3.4 Creativity and Passion

Figure 3.4 Four Creativity Types

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3.4 Creativity and Passion

Creativity Tools

SCAMPER Nominal Group Technique

Substitute, Combine, Adapt, Generates numerous creative

Modify, Put to other uses, ideas
Eliminate and Rearrange
Ensures everyone is heard
Inspires lateral thinking vs.
Effective when there is concern
programmed thinking
that some people may not be
Involves a reflective and probing
vocal
style of asking questions
Builds consensus

Recommended when there is

controversy or conflict
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3.4 Creativity and Passion

Creativity Tools

Table 3.1: Creativity through SCAMPER

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3.5 Stakeholders

Stakeholders
Government tends to be a key stakeholder for every
organization

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3.5 Stakeholders
Stakeholders and Stakeholder Analysis

Table 3.2: Stakeholder Categories

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3.5 Stakeholders

Identifying Stakeholders

Stakeholder Mapping
Importance
Influence

Figure 3.5: Stakeholder Categories

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3.5 Stakeholders
Steps in Identifying Stakeholders

Step 3: Determining
Stakeholders' Power
and Influence over
Step 2: Determining Decisions
the Effects of Key
Decisions on the
Step 1: Determining Stakeholder
Influences on
Mission, Vision, and
Strategy
Formulation

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3.6 Crafting Mission and vision statements

Communicating and Monitoring Mission and Vision

Developing mission and vision process in term of multiple steps:

Communicatin
The content of
g mission and
the mission
The process vision to all Monitoring
and vision
relevant
statement
stakeholders

Planning Organizing Leading Controlling

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3.6 Crafting Mission and vision statements

1. Content

Describing the best possible business future for the company

Should be achievable
Use present tense in writing mission vision statement
Use descriptive statements

2. Communications

Internal communications are the key to success.

Communication direction:

upward downward across outward

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3.6 Crafting Mission and vision statements

Upward communication

Downward communication

The need will likely exist to

communicate with other
units of the firm (across)
Communicating Across and Outward and with key external
stakeholders, such as
material and capital
providers and customers
(outward)

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3.7 Personal future plan

Personal Future Plan, also known as Person-Centered Planning, is a

process to assist teams to plan for the next stage of an individuals life.

There are different ways to organize the process, but in general it

includes some basic components:

What are the persons strengths and interests?

What is the individuals dream for the future?

Who are the important people in the persons life?

What resources are available?

What challenges or obstacles are present?

Source: [Link]
futures-planning

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3.8 Personal Strengths survey

Smalley/Trent Personal Strengths

Survey.
Few things about this assessment.
First talking about four different
personality types. It is rare that
personality types will fit solely
into one of the four distinct
boxes.
More than likely, you will be a
blend of all four natural bents,
which is good.
You will, however, have one or
two categories where you rank
more strongly, and that is how
we will determine your
personality style.

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3.8 Personal Strengths survey

Fill the survey out honestlyyou will get the most helpful results this way.

Be sure you circle responses based on who you are and how you act toward
others, not on how you wish you were or how youve always wanted to be.

Please circle the responses that are most truly you.

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KEY TERMS

Mission Controlling

Vision BHAG

Values SCAMPER
Nominal Group Technique
P-O-L-C framework
Upward
passion
Downward
Creativity
Across
Stakeholder

Planning Outward

Organizing Person-Centered Planning

Leading Personal Strengths survey

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List of references

Principles of Management by [Authors removed at request of

original publisher] is licensed under a Creative Commons
Attribution-NonCommercial-ShareAlike 4.0 International License,
except where otherwise noted.

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Reflective Journal Activity

1. What is a mission statement and vision statement?

2. How are values important to the content of mission and vision

statement?

3. How do mission and vision relate to a firms strategy?

4. Why are mission and vision important for organizational goals and
objectives?

5. How might mission and vision influence organizational design and

leadership practice?

6. Which aspects of controlling do mission and vision influence?

7. Why creativity and passion is relevant to vision and mission statement?

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Reflective Journal Activity

8. What is the use of the creativity tools?

9. What are stakeholders and why are they relevant to mission and vision?

[Link] should involved in the mission and vision development process?

[Link] communication important in mission and vision and to which

stakeholders should the mission and vision be communicated?

[Link] does a personal mission and vision statement differ from one
created for an organization?

[Link] are the five steps for creating a personal mission and vision
statement?

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