differences-between-mission-and-vision-企业使命定义-特点-对比-例子.docx

What’s mission and vision?
your mission is what you do best every day, and your vision is what the future looks like because you do that mission so exceedingly well.
² Mission Statement defines the organization's purpose and primary objectives. Its prime function is internal – to define the key measure or measures of the organization's success – and its prime audience is the leadership team and stockholders.
² Vision Statements also define the organizations purpose, but this time they do so in terms of the organization's values rather than bottom line measures (values are guiding beliefs about how things should be done.) The vision statement communicates both the purpose and values of the organization. For employees, it gives direction about how they are expected to behave and inspires them to give their best. Shared with customers, it shapes customers' understanding of why they should work with the organization.

what’s the difference?
In fact, I like to compare them to another old debate: management versus leadership.
For MISSION – think: managing with greatness and untamed strength, improving everything daily.
For VISION – think: leading with inspiration and courage, obsessed with future possibility, in a love affair with change.
² MISSION will feed into the confidence of your organization by feeding this ever-present self-talk: “We can do this, and we are the ones ordained to do this, for we are the best at it.” Mission will churn out revolutionary ideas about the mundane, banishing mediocrity.
² VISION creates that momentum of growing anticipation about the future, where change is embraced as a step closer to that very compelling picture of what’s coming next. The excitement about the future trumps any apprehension about the uncertain — change is recognized as the catalytic converter it is.
Characteristics of a Mission Statement
1. It should be feasible, precise, clear, motivating, distinctive.
2. It should indicate major components of strategy.
3. It should indicate how objectives are to be accomplished.
4. Customers: Who are the enterprise's customers?
Products or services: What are the firm's major products or services?
Markets: Where does the firm compete?
Technology: What is the firm's basic technology?
Concern for survival, growth, and profitability: What is the firm's commitment towards economic objectives?
Philosophy: What are the basic beliefs, core values, aspirations and philosophical priorities of the firm?
Self-concept: What are the firm's major strengths and competitive advantages?
Concern for public image: What is the firm's public image?
Concern for employees: What is the firm's attitude/orientation towards employees?
Characteristics of a Mission Statement
1. Clarity and lack of ambiguity
2. Paint a vivid and clear picture, not ambiguous
3. Describing a bright future (hope)
4. Memorable and engaging expression
5. Realistic aspirations, achievable
6. Alignment with organizational values and culture
7. Time bound if it talks of achieving any goal or objective
Developing a statement
When developing a mission statement, it should be seen that the following questions are answered:
· What do we do today?
· For whom do we do it?
· What is the benefit?
When developing a vision statement, it should be seen that the following questions are answered:
· What do we want to do going forward?
· When do we want to do it?
· How do we want to do it?
Mission Statement Creation
1. To create your mission statement, first identify your organization's "winning idea".
2. This is the idea or approach that will make your organization stand out from its competitors, and is the reason that customers will come to you and not your competitors (see tip below).
3. Next identify the key measures of your success. Make sure you choose the most important measures (and not too many of them!)
4. Combine your winning idea and success measures into a tangible and measurable goal.
5. Refine the words until you have a concise and precise statement of your mission, which expresses your ideas, measures and desired result.
Example:
Take the example of a produce store whose winning idea is "farm freshness". The owner identifies two keys measures of her success: freshness and customer satisfaction. She creates her mission statement – which is the action goal that combines the winning idea and measures of success.

The mission statement of Farm Fresh Produce is:
"To become the number one produce store in Main Street by selling the highest quality, freshest farm produce, from farm to customer in under 24 hours on 75% of our range and with 98% customer satisfaction."

Vision Statement Creation
1.First identify your organization's mission. Then uncover the real, human value in that mission.
2.Next, identify what you, your customers and other stakeholders will value most about how your organization will achieve this mission. Distil these into the values that your organization has or should have.
3.Combine your mission and values, and polish the words until you have a vision statement inspiring enough to energize and motivate people inside and outside your organization.

Using the example mission statement developed for Farm Fresh Produce, the owner examines what she, her customers and her employees value about her mission.
The four most important things she identifies are: freshness, healthiness, tastiness and "local-ness" of the produce. Here's the Vision Statement she creates and shares with employees, customers and farmers alike:
"We help the families of Main Town live happier and healthier lives by providing the freshest, tastiest and most nutritious local produce: From local farms to your table in under 24 hours."

Comparison chart

Mission Statement
Vision Statement
About:
A Mission statement talks about HOW you will get to where you want to be. Defines the prpose and primary objectives related to your customer needs and team
A Vision statement outlines WHERE you want to be. Communicates both the purpose and values of your business
Answer:
It answers the question, “What do we do? What makes us different”
It answers the question, “Where do we aim to be?”
Time:
A mission statement talks about the present leading to its future.
A vision statement talks about your future.
Function:
It lists the broad goals for which the organization is formed. Its prime function is internal, to define the key measure or measures of the organization's success and its prime audience is the leadership team and stockholders.
It lists where you see yourself some years from now. It inspires you to give your best. It shapes your understanding of why are you working here
Change:
Your mission statement may change, but it should still tie back to your core values, customer needs and vision.
Your vision should remain intact, even if the market changes dramatically, because it speaks to what you represent, not just what you do.
Developing a statement:
What do we do today? For whom do we do it? What is the benefit? In other words, Why do we do what we do? What, For Whom and Why?
Where do we want to be going forward? When do we want to reach that stage? How do we want to do it?
Features of an effective statement:
Purpose and values of the organization: Who are the organization's primary "clients" (stakeholders)? What are the responsibilities of the organization towards the clients?
Clarity and lack of ambiguity: Describing a bright future (hope); Memorable and engaging expression; realistic aspirations, achievable; alignment with organizational values and culture