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VISION &
MISSION STATEMENTS
NEED FOR CHANGE
Mission statements define the organization's purpose and primary objectives. These statements are set in the present tense, and they explain why you exist as a business, both to members of the organization and to people outside it. Mission statements tend to be short, clear and powerful.
Vision statements also define your organization's purpose, but they focus on its goals and aspirations. These statements are designed to be uplifting and inspiring. They're also timeless: even if the organization changes its strategy, the vision will often stay the same.
Mission and vision statements are concise, inspiring statements that clearly communicate the direction and values of an organization.
These statements can powerfully explain your intentions, and they can motivate your team or organization to realize an inspiring vision of the future.
When writing them, make sure that you understand your organization's USP, or "winning idea." You'll also need to clarify your organization's values, and distill them into statements that are concise, engaging and uplifting.
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