Definition of Mission

No Vision – Any road can take you there

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“Would you tell me, please, which way I ought to go from here?”

“That depends a good deal on where you want to get to,” said the Cat.

“I don’t much care where–” said Alice.

“Then it doesn’t matter which way you go,” said the Cat.

“–so long as I get SOMEWHERE,” Alice added as an explanation.

“Oh, you’re sure to do that,” said the Cat, “if you only walk long enough.”

(Alice’s Adventures in Wonderland, Chapter 6)

The infamous script of Alice’s Adventures in Wonderland has led to this  quote  “If you don’t know where you’re going, any road will take you there.”  So, you must be thinking, it is not so bad right? Yes, if the road do not use any dollars and cents.

But, normally in any business and in any organization, you can’t afford to cruise away in your role. In the context of performance measurement journey, you need to know, at the very least, why you need to do it whether it is nice to have or it is a mandatory to have.

Hence, the compelling BIG WHY on embarking the performance measurement project  is related to your company MISSION, VISION and VALUES, which can be summed up into two main questions to be answered:

Why do we exist today? – MISSION

What do we aspire to be in the future? – VISION

Keep in mind that these questions should be answered from a customer’s perspective. They will not be easy to answer, but it will at least initiate a productive conversation.


Define your vision


MISSION – Why do we exist today? – The Purpose of the Company

It is very important for an organization to have a solid mission. A mission statement will help employees understand where their contribution fits into the company’s objectives. As a guide, use the following questions to craft your organization mission:

  • What do we do?
  • How do we do it?
  • Whom do we do it for?
  • What value are we bringing

Example of a good mission statement for online directory services: “Our mission is to help connect people who want to sell a business with people who want to buy a business. We provide business owners and brokers with flexible options for listing their business online. For buyers, we offer helpful tools such as our saved listings feature and customized email alerts to make finding the right business easier.”

With a mission statement, you will have good insight what is your organization do and who are your target customers.

 VISION – What do we aspire to be in the future? – An Aspiring Picture of Perfect Future of a Company

A vision statement sets out the organization’s long-term goals and aspirations clearly and concisely. A vision statement is intended to inspire and motivate the organization’s workforce by providing a picture of where the organization is heading. It also provides a reality check for managers, who can compare their strategic objectives and operational plans to the vision statement. If a planned course of action doesn’t move the organization toward its vision, it may need to be revised.

The understanding of the organization Vision, Mission and values, will lead to the work of Gap Analysis in Performance Measurement, where we will explain in the next topic.

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