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Mission & Vision Statements

Vision - "The future belongs to those who see possibilities before they become obvious!"
- John Sculley Former CEO of Pepsi and Apple Computer


A Mission Statement states clearly what an organisation does, what its purpose is and answers the questions "What do we do". There are a number of questions that can be asked when analysing and drafting a Mission Statement:

  • Does the Mission Statement describe an inspiring purpose?
  • Does the Statement describe the organisation's responsibility to its stakeholders?
  • Does the Mission Statement define a business domain?
  • Does the Statement describe the strategic position in a way that identifies specific competitive advantage(s)?
  • Does the statement reflect the culture of the organisation?
  • Is the statement clear and easy to understand?

Vision Statements provide guidance regarding the future direction of an organisation. It answers the question "Where are we going?". Vision statements have three important components:

  • Quantification of the highest level success indicator.
  • Defining the niche in which the organisation operates.
  • Timeline for execution.

The Benefits:


  • To communicate the direction of the organisation
  • To help make day-to-day operating decision.
  • To keep organisation focused.
  • To motivate employees.


  • Sets out an organisation's aspiration for the future.
  • Vision is the "dream" of the future which is intended to inspire people by appealing to the heart.
  • Clarify core competencies of the business.
  • Organisation can more easily decide what it should NOT do.

How PQM Can Help?

Power Quality Management Limited can assist organisations develop its Mission and Vision Statements by:

  • Establishing with the organisation's management a framework for decision-making.
  • Assisting in the development of performance standards.
  • Focusing management's thinking on strategic issues.
  • Engaging with employees to work more productively by focusing on agreed goals.

For further information, please Contact Us.

Note: This web page is not intended to provide comprehensive coverage of the subject, merely a brief introduction to provoke thought and to lead to a more in depth understanding and application of the topic, either through further reading - or from me as your management consultant, executive trainer or personal coach in a consultancy project, training course, workshop or seminar.

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