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Mission statement

Mission statements are wide and varied and are often mixtures of purpose, vision, values and strategies, which are often better kept separate as they each say different things:
  • Purpose statement is a statement of 'why we are here'.
  • Vision statement is a motivating view of the future.
  • Values are shared rules about 'what is important'.
  • Strategy is overall approach to achieving objectives.

Mission statements are often targeted at a wide group of people and are intended both to motivate them and to give an indication of both the present and the future:

A statement of what the organization aims to do for its stakeholders.

Mission statements, like visions are unlikely to change often. They should also help clear up questions like 'So what sort of company are you?' 


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