Developing Mission, Vision, and Values

Mission and vision both relate to an organization's purpose and aspirations, and are typically communicated in some form of brief written statements. A mission statement communicates the organization's reason for being and how it aspires to serve its key stakeholders. The vision statement is a narrower, future-oriented declaration of the organization's purpose and aspirations. Together, mission and vision guide strategy development help communicate the organization's purpose to stakeholders, and inform the goals and objectives set to determine whether the strategy is on track.