SFO BSC – Strategy Mapping Step 2: Mission and Vision Statements R-WI-ABM-1002-2
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Objective of Step 2: Create the Mission and Vision Statements based on the Strategic Theme. Method: This will be a combination of individual and team exercises designed to help the team creatively discuss and build the statements that will drive your strategy. Moderator: The role of the moderator in Step 2 is to do the following: Facilitate an open discussion that encourages creative thinking Create focus on a mission and vision statement that effectively communicates the team’s direction Facilitate a democratic process of reaching a consensus as discussions and voting are held Promote an atmosphere of non-judgmental participation to give everyone the freedom to express their opinions
The SFO (Strategy Focused Organization) Continuum How do the Mission and Vision Statements fit into the SFO transformation and Balanced Scorecards? Strategy is not a stand-alone management process; it is one step in a logical continuum that moves an organization from a high-level mission statement to the work performed by frontline and back-office employees. The overarching Mission of an organization provides the starting point by defining why the organization exists or how a business unit fits within a broader corporate architecture. The organization’s Vision helps individuals understand why and how they should support the organization. In addition, the Vision sets the organization in motion, from the stability of the Mission and core values to the dynamics of strategy, the next step in the continuum. Mission and Vision statements set the general goals and direction for the organization. They help shareholders, customers, and employees understand what the company is about and what it intends to achieve. But these statements are far too vague to guide day-to-day actions and resource allocation decisions. Companies make their mission and vision statements operational whey they define a strategy for how the mission and vision will be achieved.
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SFO BSC – Strategy Mapping Step 2: Mission and Vision Statements The figure below illustrates the SFO Continuum starting with the organization’s Mission Statement.
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SFO BSC – Strategy Mapping Step 2: Mission and Vision Statements A. Mission Statement A mission statement represents the core purpose of an organization. If it is well constructed, it can be a powerful force for creating focus and alignment throughout the organization. Furthermore, it can endow employees and other stakeholders with an uplifting purpose that connects to their inner desire to contribute to something good, great, and lasting.
It should capture who we are and what we do For a mission statement to be relevant, it must address the organization's reason for existence and be harmonious with the values of those who work on its behalf Mission statements serve primarily as internal credos and should not be confused with market positioning statements and other external messaging strategies An organization's mission statement has to be clear and inspirational. It must get people excited and inspire them to stretch. It should cause them to believe that, through their actions and focus, something larger than life is possible A mission statement should be your touchstone--the star on your horizon. When you look at the possibilities, when you look at the allocation of resources, that mission should guide you. A mission statement should not be simply a pretty bit of language. It must guide your thinking about how you orient staff. The decisions you make, the plans you put in place, should be mission driven.
1. Individual Exercise – This fun exercise in the next page will help you get acquainted with the concept of a Mission Statement.
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SFO BSC – Strategy Mapping Step 2: Mission and Vision Statements Please match these organizations with the Mission Statement that you think is the best fit for their identity. Organization
Matching Mission Statement (#)
A
Mrs. Thompson’s First Grade Class, Willow Primary School, Pekin, Illinois
B
Blue Ridge Electric Cooperative, South Carolina
C
Massachusetts Institute of Technology (MIT)
D
Consumers Union
E
Kontron
F
Dow Chemical Company
G
The Milken Institute
#
Mission Statement
1
To constantly improve what is essential to human progress by mastering science and technology
2
[Company Name] is an expert, independent nonprofit organization whose mission is to work for a fair, just, and safe marketplace for all consumers and to empower consumers to protect themselves
3
[Company Name’s] mission is to contribute to society through excellence in education, research, and public service, drawing on core strengths in science, engineering, architecture, humanities and social sciences, and management.
4
Through a set of core values, (company name) employees strive to meet the needs of all our customers and partners. Our mission is guided by a set of objectives that help define the fundamental spirit and philosophy that underscore the integrity and enthusiasm with which we regard our relationships
5
[Company Name] will be a competitive, quality provider of energy and other services, maintaining its history of integrity and adapting to the challenges of a changing world. While exercising leadership in the community, the organization's Ideas will be on exceeding customer expectations.
6
Our mission is to improve the lives and economic conditions of diverse populations in the U.S. and around the world by helping business and public policy leaders identify and implement innovative ideas for creating broad-based prosperity
7
Our mission statement is "... we will learn lots of things. We will get smart, have fun, make friends, and do our best.
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SFO BSC – Strategy Mapping Step 2: Mission and Vision Statements Exercise Answers: Organization
Matching Mission Statement (#)
A
Mrs. Thompson’s First Grade Class, Willow Primary School, Pekin, Illinois
7
B
Blue Ridge Electric Cooperative, South Carolina
5
C
Massachusetts Institute of Technology (MIT)
3
D
Consumers Union
2
E
Kontron
4
F
Dow Chemical Company
1
G
The Milken Institute
6
If you did not correctly match each mission statement to the organization, don't feel bad. The reason is that the mission statement should be so self-evident that no one who reads it should be confused about what the organization does. If you read a mission statement and do not know immediately what the organization does, then it is self-evident that its mission statement needs improvement. Did you find that any of the mission statements were a bit vague? Vagueness is a special problem when the organization is a business conglomerate or an institution involved in a wide variety of activities. One way that large organizations get around this problem is to have mission statements for each company or division. Lately, some companies have adopted mission statements for each constituency that it serves. For example, there will be a separate mission statement for employees, customers, suppliers, etc.
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SFO BSC – Strategy Mapping Step 2: Mission and Vision Statements 2. Individual Exercise: Now it’s your turn. Answer the questions below to start formulating your team’s Mission Statement.
Who are we? (Your function in the organization)
What do we do? (The services you provide)
What do we want to accomplish? (Your goals)
What is important to us? (Your values)
3. Team Exercise:
The Moderator will ask each participant to give his/her answer to each question. Each answer will be reviewed for redundancy, relevancy, and applicability Through open discussion, the team will start to formulate its Mission Statement At this point, the team may have more than one version of a Mission Statement The team will vote on the final version
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SFO BSC – Strategy Mapping Step 2: Mission and Vision Statements
B. VISION STATEMENT A vision statement is a concise statement that defines the mid-to-long-term goals of the organization or team. The vision should be external and market-oriented and should express, often in colorful or “visionary” terms, how the organization wants to be perceived by the world. 1. Team Exercise: To begin formulating a vision statement for your team, answer the following questions as a means of guiding your creative process. This section will be an open discussion format guided by your Moderator.
a. If you achieved your Mission Statement (as completed in Section A), how would your team be perceived? _____________________________________________________________________ _____________________________________________________________________ _____________________________________________________________________ b. What is the primary purpose of your team? From the SFO continuum, remember that a vision statement explains “Why We Exist”. ______________________________________________________________________ ______________________________________________________________________ ______________________________________________________________________ c. What words come to mind when describing your team’s direction? ______________________________________________________________________ ______________________________________________________________________ ______________________________________________________________________
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SFO BSC – Strategy Mapping Step 2: Mission and Vision Statements
d.
How would you like your team to be perceived by your customers and/or those in the industry? ______________________________________________________________________ ______________________________________________________________________ ______________________________________________________________________
e. Review your responses to questions a through d and try to formulate a vision statement based on those responses. Remember that this is an external statement of how your team should be perceived and the direction you want to take. ______________________________________________________________________ ______________________________________________________________________ ______________________________________________________________________
f.
Next Steps:
Vote on the final vision statement; this will be an iterative process at the Moderator’s discretion. Modify the statement until it has a compelling and simple message Review the Strategic Theme, Mission and Vision Statements as a whole to ensure the message is consistent.
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