Developing Mission, Vision and Values: School of Business Marketing Ms - Komlavathi

Lecture 3
DEVELOPING MISSION, VISION

AND VALUES
PREPARED BY:
MS.KOMLAVATHI
SCHOOL OF BUSINESS MARKETING
L E C T U R E 3 : D E V E L O P I N G M I S S I O N , V I S I O N A N D VA LU E S
TOPIC OUTLINE
3.0 Developing Mission, Vision and Value
3.1 The role of mission, vision and values
3.2 Mission and vision in the P-O-L-C Framework
3.3 Personal mission and vision statement
3.4 Creativity and Passion
3.5 Stakeholders
3.6 Crafting Mission and vision statements
3.7 Personal future plan
3.8 Personal Strengths survey
Slide 2 of 23
Learning Objectives
Understand the roles of mission, vision, and values in the planning process
Understand how mission and vision fit into the P-O-L-C framework
See how passion and creativity relate to vision
Incorporate stakeholder interests into mission and vision
Develop organizational mission and vision statements
Apply mission, vision, and values to your personal and professional career
Slide 3 of 23
Figure 3.1 Mission and vision as P-O-L-C components
Slide 4 of 23

The strategy is how the firm aims
to realize its mission and vision
Mission
& Vision
Strategy
Goals and Objectives
Goals and objectives are the indicators of how well the strategy is succeeding
Figure 3.2 Mission and vision in the planning process
Slide 5 of 23
Ninety percent of 500 firms surveyed issue some form of mission and
vision statements
Firms with clearly communicated, widely understood, and collectively

shared mission and vision have been shown to perform better than
those without them
Bain and Company
Slide 6 of 23
Mission Statements Vision Statements
Communicates the organizations A future-oriented declaration of

reason for being, and how it aims the organizations purpose and
to serve its key stakeholders aspirations.
Often integrates a summation of Addresses what a firm wants to
the firms values become
Mission statements tend to be Vision statements tend to be
longer than vision statements relatively brief
Slide 7 of 23
Examples of mission Statements
Starbucks Coffees Mission Statement

Inspire and nurture the human spirit
One person, one cup and one neighbor at a time
American Apparel Mission Statement

Committed to high quality products, employee care, limitations within the
industry, and art, design and technology.
Slide 8 of 23

Examples of Vision Statements
Starbucks Coffees Vision Statement

To establish Starbucks as the premier purveyor of the
finest coffee in the world while maintaining our
uncompromising principles as we grow.
Cotton on Group
Our vision is to be one of the most loved brands in the
world.
American Apparel Vision Statement

A reassertion of values
Innovator in cutting-edge, high quality apparel
Create a healthy environment for employees and the
world
Slide 9 of 23
Values are the beliefs of an individual or group, and in this case the
organization, in which they are emotionally invested.
Values statement which either reaffirms or states outright the organizations
values that might not be evident in the mission or vision statements.
Examples of Vision Statements
Starbucks Coffees Value Statement

Creating a culture of warmth and belonging, where everyone is welcome.
Acting with courage, challenging the status quo and finding new ways to
grow our company and each other.
Being present, connecting with transparency, dignity and respect.
Delivering our very best in all we do, holding ourselves accountable for
results.
Slide 10 of 23
Mission and vision statement plays three critical roles:
Communicate Develop the

the purpose of Inform strategy measurable
the organization development goals and
to stakeholders objectives
Slide 11 of 23
Figure 3.3 Key roles of Mission and Vision
Slide 12 of 23
1. Mission and vision provide a vehicle for

communicating an organizations purpose and
values to all key stakeholders
2. Mission and vision create a target for strategy

development
3. Mission and vision provide high-level guide

and the strategy provides a specific guide to
the goals and objectives showing success or
failure of the strategy and satisfaction of the
larger set of objectives stated in the mission.
Slide 13 of 23
3.2 Mission and Vision in the P-O-L-C Framework
Mission, Vision and Organizing

Facilitates strategy
Defines roles and responsibilities
Encourages coordinated efforts
Creates and supports culture.
Organizational
Vision Culture
Mission
Slide 14 of 23
Mission, Vision and Leading
Leading involves influencing others toward the attainment of organizational

objectives
Slide 15 of 23

Mission, Vision and Leading
Slide 16 of 23
Mission, Vision and Controlling
Controlling consists of three steps
Establish Compare actual Take corrective

performance performance against action when
standards standards necessary
Mission and vision directly and indirectly related to all three steps
Slide 17 of 23
Would a mission and vision What are some guidelines

statement be beneficial to for developing your
you? mission and vision?
Your mission and vision reflects your personal and professional purpose
and direction.
Slide 18 of 23
Your Mission and Vision
Look as far into the future as you can and decide where you want to end
up and what steps will lead you there.
Thus, your life and your career fit into some intelligent plan and in
control of your own life.
Slide 19 of 23
Guidelines
Set out a bold Sketch out Schedule

vision personal values
Jim Collins A set of core Develop some

(Good to Great values and long-term
author) principles like goal(s).
describe this your own Than,
as BHAG a Declaration establish
big, hairy, of short-term
audacious Independence goals.
and goal.
Slide 20 of 23
The Five-Step Plan
Step 1: Identify Past Successes
Step 2: Identify Core Values
Step 3: Identify Contributions
Step 4: Identify Goals
Step 5: Write Mission and Vision Statements
Slide 21 of 23
Creativity is the
power or ability to
invent
Mission and
Vision
Passion is an intense
emotion compelling
action
Slide 22 of 23
Figure 3.4 Four Creativity Types

Slide 23 of 23
Creativity Tools
SCAMPER Nominal Group Technique
Substitute, Combine, Adapt, Generates numerous creative

Modify, Put to other uses, ideas
Eliminate and Rearrange
Ensures everyone is heard
Inspires lateral thinking vs.
Effective when there is concern
programmed thinking
that some people may not be
Involves a reflective and probing
vocal
style of asking questions
Builds consensus
Recommended when there is

controversy or conflict
Slide 24 of 23

Creativity Tools
Table 3.1: Creativity through SCAMPER
Slide 25 of 23
3.5 Stakeholders
Stakeholders
Government tends to be a key stakeholder for every
organization
Slide 26 of 23
3.5 Stakeholders
Stakeholders and Stakeholder Analysis
Table 3.2: Stakeholder Categories

Slide 27 of 23
3.5 Stakeholders
Identifying Stakeholders
Stakeholder Mapping
Importance
Influence
Figure 3.5: Stakeholder Categories
Slide 28 of 23
3.5 Stakeholders
Steps in Identifying Stakeholders
Step 3: Determining
Stakeholders' Power
and Influence over
Step 2: Determining Decisions
the Effects of Key
Decisions on the
Step 1: Determining Stakeholder
Influences on
Mission, Vision, and
Strategy
Formulation
Slide 29 of 23
Communicating and Monitoring Mission and Vision

Developing mission and vision process in term of multiple steps:
Communicatin
The content of
g mission and
the mission
The process vision to all Monitoring
and vision
relevant
statement
stakeholders
Planning Organizing Leading Controlling

Slide 30 of 23
1. Content
Describing the best possible business future for the company

Should be achievable
Use present tense in writing mission vision statement
Use descriptive statements
2. Communications
Internal communications are the key to success.

Communication direction:
upward downward across outward
Slide 31 of 23
Upward communication
Downward communication
The need will likely exist to

communicate with other
units of the firm (across)
Communicating Across and Outward and with key external
stakeholders, such as
material and capital
providers and customers
(outward)
Slide 32 of 23
3.7 Personal future plan
Personal Future Plan, also known as Person-Centered Planning, is a

process to assist teams to plan for the next stage of an individuals life.
There are different ways to organize the process, but in general it

includes some basic components:
What are the persons strengths and interests?
What is the individuals dream for the future?
Who are the important people in the persons life?
What resources are available?
What challenges or obstacles are present?
Source: http://www.transitionplanningasia.org/what-personal-
futures-planning
Slide 33 of 23
Smalley/Trent Personal Strengths

Survey.
Few things about this assessment.
First talking about four different
personality types. It is rare that
personality types will fit solely
into one of the four distinct
boxes.
More than likely, you will be a
blend of all four natural bents,
which is good.
You will, however, have one or
two categories where you rank
more strongly, and that is how
we will determine your
personality style.
Slide 34 of 23
Fill the survey out honestlyyou will get the most helpful results this way.
Be sure you circle responses based on who you are and how you act toward
others, not on how you wish you were or how youve always wanted to be.
Please circle the responses that are most truly you.
Slide 35 of 23
KEY TERMS
Mission Controlling
Vision BHAG
Values SCAMPER
Nominal Group Technique
P-O-L-C framework
Upward
passion
Downward
Creativity
Across
Stakeholder
Planning Outward
Organizing Person-Centered Planning
Leading Personal Strengths survey

Slide 36 of 23
List of references
Principles of Management by [Authors removed at request of

original publisher] is licensed under a Creative Commons
Attribution-NonCommercial-ShareAlike 4.0 International License,
except where otherwise noted.
Slide 37 of 23
Reflective Journal Activity
1. What is a mission statement and vision statement?
2. How are values important to the content of mission and vision

statement?
3. How do mission and vision relate to a firms strategy?
4. Why are mission and vision important for organizational goals and
objectives?
5. How might mission and vision influence organizational design and

leadership practice?
6. Which aspects of controlling do mission and vision influence?
7. Why creativity and passion is relevant to vision and mission statement?
Slide 38 of 23
Reflective Journal Activity
8. What is the use of the creativity tools?
9. What are stakeholders and why are they relevant to mission and vision?
10.Who should involved in the mission and vision development process?
11.Why communication important in mission and vision and to which

stakeholders should the mission and vision be communicated?
12.How does a personal mission and vision statement differ from one
created for an organization?
13.What are the five steps for creating a personal mission and vision
statement?
Slide 39 of 23

Developing Mission, Vision and Values: School of Business Marketing Ms - Komlavathi

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Lecture 3

DEVELOPING MISSION, VISION

3.0 Developing Mission, Vision and Value

3.1 The role of mission, vision and values

3.2 Mission and vision in the P-O-L-C Framework

3.3 Personal mission and vision statement

3.4 Creativity and Passion

3.6 Crafting Mission and vision statements

3.7 Personal future plan

3.8 Personal Strengths survey

See how passion and creativity relate to vision

Incorporate stakeholder interests into mission and vision

Develop organizational mission and vision statements

3.0 Developing Mission, Vision and Value

Figure 3.1 Mission and vision as P-O-L-C components

3.0 Developing Mission, Vision and Value

Goals and Objectives

3.1 The role of mission, vision and values

Firms with clearly communicated, widely understood, and collectively

Bain and Company

3.1 The role of mission, vision and values

Mission Statements Vision Statements

Communicates the organizations A future-oriented declaration of

3.1 The role of mission, vision and values

Examples of mission Statements

Starbucks Coffees Mission Statement

American Apparel Mission Statement

3.1 The role of mission, vision and values

Starbucks Coffees Vision Statement

American Apparel Vision Statement

3.1 The role of mission, vision and values

Examples of Vision Statements

Starbucks Coffees Value Statement

3.1 The role of mission, vision and values

Mission and vision statement plays three critical roles:

Communicate Develop the

3.1 The role of mission, vision and values

Figure 3.3 Key roles of Mission and Vision

3.1 The role of mission, vision and values

1. Mission and vision provide a vehicle for

2. Mission and vision create a target for strategy

3. Mission and vision provide high-level guide

3.2 Mission and Vision in the P-O-L-C Framework

Mission, Vision and Organizing

Defines roles and responsibilities

Encourages coordinated efforts

Creates and supports culture.

3.2 Mission and Vision in the P-O-L-C Framework

Mission, Vision and Leading

Leading involves influencing others toward the attainment of organizational

3.2 Mission and Vision in the P-O-L-C Framework

3.2 Mission and Vision in the P-O-L-C Framework

Mission, Vision and Controlling

Controlling consists of three steps

Establish Compare actual Take corrective

3.3 Personal mission and vision statement

Would a mission and vision What are some guidelines

3.3 Personal mission and vision statement

Your Mission and Vision

3.3 Personal mission and vision statement

Set out a bold Sketch out Schedule

Jim Collins A set of core Develop some

3.3 Personal mission and vision statement