April 28, 2007 | Author: PM Hut | Filed under: Management
Management and the Use of Mission and Vision Statements
By Don Midgett
In the past 20 years, business leadership has steadily recognized the importance of participation in the crafting of their company’s mission and vision statements by management and employees. Some even have their customers and suppliers participate. “Business mission and vision statements are no longer hidden or understood by only a select few” writes Don Midgett, author of Mission and Vision Statements: Your Path to a Successful Business Future. “It is crucial for both management and employees to understand the purpose or mission statement of the company for its focus, its strategic direction and its business decisions. You use shared vision statements to create genuine commitment, rather than compliance.”
There are the obvious advantages that come with this management objective:
§ increased mutual respect
§ greater productivity
§ an ability to assemble the resources to create
§ makes defensive routines and avoidance easier to recognize and deal with
Today, however, there is an added imperative to encourage partnerships in creating mission and vision statements: it is to retain and attract quality employees. “I think it is very difficult to lead today, when people are not really truly participating in the decision. You won’t be able to attract and retain great people if they do not feel like they are part of the authorship of the strategy and the authorship of the really critical issues. If you don’t give people an opportunity to really be engaged, they will not stay” states Howard Schultz, CEO of Starbucks in Lessons from the Top: The Search for America’s Best Business Leaders. It is up to management to learn how to best use mission and vision statements within and outside their organizations. Business mission and vision statements are valuable management tools, as attested by studies that indicate visionary companies outperform companies that are not by a factor of 6 to 1. What do these companies do? Their management builds a strategic plan, with goals and objectives, strategic activities and actions, all of which are based on achieving their mission and vision statements. They follow the old adage, plan your work - work your plan!
Don Midgett, Author
Mission and Vision Statements: Your Path to a Successful Business Future
81 pages, is available in digital format (pdf) at
Don Midgett is the managing partner for the GenesisGroup, helping organizations and leaders discover their full potential. Don specializes in workshops on mission and vision, strategic planning, and team building.
To schedule an interview with Don, email him at firstname.lastname@example.org or call 805-746-3161.
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