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About Visions and Values

The main purpose of a vision is to build a bridge between now and the future that strengthens commitment and motivates people. It should create meaning in peoples’ working lives, allowing them to feel like they are part of a greater whole. It also helps people to look past crises and setbacks which can otherwise be de-motivational and distract them.

The right vision will send a motivational message to everyone in the organisation, but will only do so if they can see how they do contribute to the vision.

Some organisations also have a ‘mission’ that can be defined as a more specific target sometimes used in support of an imperative, over-riding medium term goal or rallying call. Often the two terms seem interchangeable, but some definitions would imply more on values and beliefs in a mission statement than are found in the vision.

Despite the various definitions of these two terms, the important point is that both exist to support of the direction and achievement of a business plan that details the short term tactical actions by which the organisation intends to achieve its strategy.

To be effective the vision should have the following characteristics: -

• Realism - it should be based in reality so to be meaningful for an organisation
• Credibility - a vision must be believable to be relevant and therefore credible to inspire and inform employees.
• Appealing - to be inspired and motivated, people must want to be part of the future that’s envisioned for the organisation
• Futuristic - a vision is not where the organisation is now, it's where it wants to be in the future. If the organisation reaches or attains a vision, and it's no longer in the future, but in the present. It is an ongoing process and should remain aspirational, being updated when required.
• Excellence - it must state a level of excellence to stimulate continuous improvement and provide a measure of worth
• Special - it defines what makes the organisation different and, ideally, unique.
• Cultural - it should reflect core values and beliefs.

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