Vision
Development of Vision statement
Background and Meaning:
Vision is one important pillar of organization that continuously
guides people associating with organization. Many NGOs and voluntary
organizations have started to define their vision and mission statements
as a living document of the organization. These statements should
be lived by the organizations. Vision and Mission statements have
now become an important part of strategy-making exercise and managements
are taking keen efforts to frame an effective statement because
they form a basis for all tactical decisions in the organizations.
These statements have gained considerable significance as they provide
direction and the focus for organizations. Vision Statement defines
the destination or goal and the mission statement defines the path
to achieve that. They are envisaged through a strategic process
and thus there is an alignment between the statements and business
strategy
• A Definition of Vision in a dictionary is 'An Image of
the future we seek to create'. A vision statement describes in graphic
terms where the goal-setters want to see themselves in the future.
It may describe how they see events unfolding over 10 or 20 years
if everything goes exactly as hoped.
Many people wrongly consider their vision statement as mission
statement and either or. They are fundamentally different. Mission
statement defines the purpose or broader goal for being in the existence
or in the business. It serves as a guide in times of uncertainty,
vagueness. It is like guiding light. It has no time frame. The mission
can remain the same for decades if crafted correctly. While, vision
is more specific, in terms of objective and it also speaks about
time frame of its achievement.
Examples:
Vision statement of FORD:
"We will be one amongst the top three transporters
of goods and people in North America by 2010"
the vision statement has direct bearing on the bottom-line and success
of the organization. The vision statement can galvanize the people
to achieve defined objectives even if they are stretch objectives
provided the vision is SMART (Specific, Measurable, Achievable,
Realistic and Time Bound).
Mahatma Gandhi had a simple vision of getting rid of British rule
in India and establish a vibrant democracy in India. He had a specific
image of post British India in his mind and he talked of that image
at every opportunity and to every one who was willing to listen.
The effect of such a powerful vision and articulation of this powerful
vision in a simple to understand language was dramatic in the history
of India. He and his followers defeated British without using any
weapons or any violence. Their mission statement was not to use
any violence and to love even the enemy. The 'Satyagraha' was not
targeted towards the British people but to unjust, unlawful British
imperial rule on India. They could come up with different strategies
to achieve their vision while remaining loyal to their mission statement.
So the mission and vision both served as a guide.
Nelson Mandela used the same tactics in South Africa later.
These two examples should be enough to demonstrate the profound
impact a powerful vision can have on entire mass of humanity or
even on entire generation. Powerful vision statements are very important
for any organization to succeed in today's world.
Features of an effective vision statement may include:
Clarity and lack of ambiguity
Paint a vivid and clear picture, not ambiguous
Describing a bright future (hope)
Memorable and engaging expression
Realistic aspirations, achievable
Alignment with organizational values and culture, Rational
Time bound if it talks of achieving any goal or objective
Construction of Vision and Mission statements
In order to become really effective, an organizational vision statement
must (the theory states) become assimilated into the organization's
culture. Leaders have the responsibility of communicating the vision
regularly, creating narratives that illustrate the vision, and acting
as role-models by embodying the vision, creating short-term objectives
compatible with the vision, and encouraging others to craft their
own personal vision compatible with the organization's overall vision.
We should be able to explain the following things through our mission
and vision statements
1. “What do we do?”
2. “For whom do we do it?”
3. “How do we beat the competition?”
Some examples of Vision & Mission Statements:
(1) Childline India Foundation
Vision statement:
To protect the rights of children in need of care and protection
(2) Deepalaya
Vision Statement:
A society based on legitimate rights, equity, justice, honesty,
social sensitivity and culture of service in which all are self-reliant
(3) NGO Fundraisers
Vision
To help all deserving NGOs across India with their requirement
for funding.
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