Mission-Vision Statements

Mission Statements and foresight Statements are created to clearly convey the direction of the company. fellowships without a meaningful Mission / foresight statement tend to be rudderless.

Mission and foresight Statements are all over the map. Some fellowships only have one or the other, while other fellowships will use a Mission Statement as a foresight Statement and vice versa. Used properly, Mission Statements and foresight Statements are grand tools. They supply employees with a business direction. They supply the reply to which activities to pursue and which not to pursue. If an operation does not help your business move toward its vision, then don't do it.

Mission Statements

The prime audience for a mission statement is the employees of the company. A Mission Statement should be concise. It should reflect the company's business strategy and focus on the customer. It should reply three questions:

- What do we do?
- How do we do it?
- For whom do we do it?

What do we do? This examine should not be answered in terms of what you are selling to your customer. It is about how your stock or assistance solves their psychological need. Your buyer expressed 'frustration' over some qoute and by purchasing your stock or service, their 'frustration' is now gone.

How we do it? This reply should deal with the stock or assistance that you are selling, how you will sell it and how it is delivered to the customer. It should fit with the psychological need expressed above.

For whom do we do it? This reply should identify who we will be marketing to.

Geico example - It is foremost that when severe weather threatens, you know where to turn for data to ensure that you, your loved ones and your vehicle are safe. Auto damage adjusters from nearby the country will help cope the claims this storm season. These adjusters will remain in affected areas as long as necessary to take care of you and every Geico customer.

- What do we do? When weather threatens, we want to make you feel safe
- How we do it? Use adjusters from nearby the country
- For whom we do it? Our customers

Vision Statements

A foresight is a statement about what your business will look like in the future - say 10 years from now. A foresight should stretch the organization's capabilities and image of itself. It gives shape and direction to the organization's future. It should be fairly short and easy to remember. Let's look at some examples...

Microsoft example - Bill Gates' preliminary foresight was to have a computer on every desk. Employees at Microsoft worked to make the computer useful [applications that citizen wanted] and they worked to make it easy to use. Today, their foresight is to help citizen and businesses throughout the world perceive their full potential. The preliminary foresight had more meaning.

Sony example - Sony is a foremost maker of audio, video, communications, and data technology products for the consumer and pro markets. Its appeal picture, television, computer entertainment, music and online businesses make Sony one of the most thorough entertainment fellowships in the world. Their foresight could be clearer, something like 'Sony will be the most thorough entertainment business in the world' or 'the world will look to Sony for thorough entertainment'.

Boeing example - Boeing has a long tradition of aerospace leadership and innovation. We continue to expand our stock line and services to meet emerging buyer needs. This foresight is rather vague - they should be proposing what they believe those emerging buyer needs will be.

Aerovironment example - Av develops and produces Unmanned Aircraft Systems and effective electric vigor Technologies that enable our customers to rewrite the rules - of engagement, productivity, efficiency and protection - to their advantage. Aerovironment is a small business that went public recently. Their foresight statement is quite clear.

While doing this research, I found it much easier to find a foresight statement from a smaller company. The bigger fellowships didn't always post their vision. Smaller fellowships appear to be more in tune to their foresight than bigger companies. However, I would propose that it is a mistake for a bigger business not to have a foresight statement. It provides direction. What will the business be selling in the future? What does our buyer base want? It keeps focus on developing the stock or assistance of the future. It promotes innovation. It keeps you ahead of your competition.

There is an old saying - If you don't know where you are going then it doesn't matter how you get there. But if you know your final destination [your vision] then you and your employees will select the paths that will help you get there.

Seiko

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