Before we going into the details of creating a vision statement or mission statement you might be wondering, why bother?  So we though it only right to start with the following question:

Does a business need a Vision or Mission Statement?

Yes, a business without a defined Vision or Mission statement is a like a boat without a rudder. A good Vision or Mission Statement clearly and coherently lays out the direction a business is heading in – it provides a signpost to the future. Any choices or decisions that are taken within the business should be done with the conscious regard of the Mission Statement or Vision. If a potential action does not take the business further along the journey to achieving its Mission Statement or Vision then that action is quite simple off strategy and should not be implemented.

A good Mission statement or Vision identifies where a business is heading and what success will look like. It should be understood by and relevant to all interested parties, employees, investors, customers and even suppliers.

Some describe a Mission statement or Vision as the “end game” although others believe in successful businesses the “game” never ends as to remain relevant and enjoy sustainable success a business must continually evolve.

So how do you create a Mission Statement or Vision for your business?

In order to create a signpost for where the business intends to be in the future, your Mission statement or Vision has to communicate

• The business you are in,
• The future aspirations that are held,
• Be outward looking, built on providing customer benefits by answering customer needs
• Be achievable and motivate all concerned with a shared sense of purpose.

Defining what business you are in

This might sounds easy but done properly it is the most difficult question to answer.

Many companies define the business they are in through the products or services they provide e.g. Florist, Hairdresser. However by doing this they miss the opportunity to centre their business around the consumer benefit they provide, building stronger relationships with their customers and differentiating themselves from their competition.
The best businesses solve a specific consumer problem by meeting a specific consumer need.

When trying to define what customer needs your business is answering it is important not to be too narrow and restrictive or too wide and generic.
The ideal is to find a consumer need which your company or brand answers in a unique way and so is own able and defendable. Your company must have the skill and resources to deliver against the need in a sustainable way.

Identifying your businesses future aspirations

Many companies describe their business aspirations in financial or market terms and often make them measurable.

e.g.
Financial- Double the size of the business top and bottom line within 5 years
Market- To become the category leader in terms of market share within 3 years

These sorts of aspirations are often mandatories handed down to businesses from main boards or financial backers and are really more like objectives than aspirations. They are usually internally focussed and lack any customer benefit. Whilst they can be useful to measure performance they offer little in terms of direction setting and should therefore be combined with more externally focussed aspirations

Outward looking aspirations

Many of the most successful businesses are consumer/customer led with operations and finance supporting. Building customer led aspirations into your Mission Statement or Vision sends a clear message to your employees and to your customers as to whom we wish to delight and therefore whose needs should be foremost in our minds and in our decisions.
e.g.
Customer led aspiration -To provide the best quality of product on the market supported by the best customer service.

Being realistic and setting an achievable Mission Statement or Vision

A good Mission Statement or Vision has ambition and challenging within it, but the business it belongs to must have the skills and resources to deliver it. Employees, Investors, Customers and Suppliers will not join forces to achieve the impossible in fact an unrealistic or impossible Mission Statement or Vision can alienate the very people you are trying to empower and motivate.

Employees should have a clear understanding of the role that they individually play in achieving the Vision.

Once you are clear about the elements above its time to craft your Mission Statement or Vision.

Don’t forget it should be

• Clear
• Concise
• Memorable
• Motivational
• Own able
• Outward looking

It will probably take a fair bit of wordsmithing to get it right but it often helps to follow this method.

We are in the business of ……. Include a reference to the type of customers you are aiming to attract. Specify the need you intend to satisfy and the benefit that will result. Finally describe what you will do to meet that need.

As you work to refine it ask your self does our Mission Statement/Vision

• Provide a signpost to the future
• Is it credible?
• Is it outward looking?
• Does it have a clear customer benefit?
• Is it unique and own able?
• Do we have the skills and resources to succeed?

Once you have crafted your statement embed it in your business. Use your Mission Statement / Vision to make the right decisions and choices. If doing something doesn’t take you further along your journey to your Vision don’t do it. It’s off strategy.

Once you have your Mission Statement/Vision the next task is it set the strategies and objectives that will ensure delivery.
Communicate your Mission Statement/ Vision, strategies and objectives internally and ensure all employees understand them and know what their contribution needs to be for the Mission Statement/Vision to be achieved on time and in full.

Measure your progress and regularly communicate where you are on your journey, remember to recognise effort and where possible reward achievement.