What is an Organization’s Vision?

Organization mission statements have been around almost as long as organizations. However, the concept of a vision for an organization is relatively new. A vision is often confused with mission, goals, statement of purpose, and many other terms used by organizations. When used in the context used by agencies that really understand vision, it is not the same as the other terms. A vision is the preferred future, a desirable state, and ideal state. It is an expression of optimism. A vision is a general statement encompassing the direction an agency wants to take and the desired end result once it gets there. It is the vision of what those involved what their organization to become.

A mission is more focused on the specifics of what an organization is to accomplish. It differs from a vision in that it focuses on function, is accomplishable and measurable, and is often statutorily or bureaucratically established. The mission statement is a statement of an organization’s basic purposes, often in terms of broad outcomes that it is committed to achieving or the major function it carries out. A mission can also be the reason an agency exists. When staffs meet to write a mission statement, they may ask “Why are we here? What do we want to do?” When a legislature creates an agency, it almost always states its purpose, function, or mission.

Steps to promoting the vision of an organization:

1. Educate staff about what a vision is and why it is important.

2. Develop a process to involve all staff in creating the vision.

3. Ask for specific input from the various groups within the organization.

4. Hold a planning session or retreat to gather input and shape the vision statement.

5. The leader should share information, lead the process, and shape the vision statement.

6. Draft the vision statement.

7. Communicate and reinforce the vision to staff.

When creating a vision it is important to consider simplicity. Although a vision should clearly present certain key values in describing and defining the organization, it should not be so complex that it is difficult to communicate. One of the problems often associated with vision statements is that they are extensive, hoping to cover all aspects of the company’s or agency’s values and principles. These visions end up being difficult to communicate to employees, clients and customers. Vision statements should be brief and clear. After all, acceptance of a vision statement by those involved cannot occur unless the fully understand it.