Purpose and Direction of the Firm

Whether for-profit or not-for-profit, a key issue within any organization is aligning the behavior of all members to serve the purpose of the organization. Mission defines this purpose in words that are commonly understandable; the mission defines why the organization exists. Vision creates a picture of what the firm wants to be in broad terms; where the firm is headed. Where mission is abstract and intangible, vision is concrete and tangible.

What Makes a Good Vision:^[1]

• Graphic – paints a picture
• Directional – is forward looking
• Focused – is specific enough to provide guidance in decision making and allocating resources
• Flexible – not SO focused it makes it difficult to make mid-course adjustments based on dynamic circumstances
• Feasible – within the realm of the company’s expertise and resources
• Desirable – why the path makes good sense
• Ease of Communication – can be explained in 5-10 minutes, memorable

Common Vision Shortcomings:

• Vague or incomplete
• Not forward looking
• Too broad
• Bland or uninspiring
• Not distinctive
• Too reliant on superlatives