Organisations often use three main elements to express their purpose: a Vision Statement, a Mission Statement, and Goals. These elements serve to communicate the organisation’s aspirations and its approach to achieving them. Each element plays a distinct role in defining and guiding the organisation’s efforts.
A Vision Statement describes the change that the organisation aspires to create in the world. It provides a long-term perspective and serves as an inspiration for the organisation and its stakeholders. The Mission Statement, on the other hand, explains why the organisation is uniquely capable of achieving this vision. It highlights the organisation’s core strengths and its approach to fulfilling its vision. Lastly, Goals are specific, measurable actions that help the organisation progress towards its Mission and Vision.
