STEP FIVE
Stating Mission, Vision, and Values
OVERVIEW
Defining mission, vision, and values
Creating a mission statement and objectives
Writing a clear vision statement
Stating the organization's values and desired behaviors
When a marketing professor interviewed various successful chief executive officers, he asked them what they saw as the most valuable underused asset in business. Their first response was human resources; the second was the mission statement. In further discussions, the CEOs talked about how most organizations write a mission statement and then use it only occasionally in new employee orientations, sales meetings, and the like. All too often it is seen as “just a statement about the organization.” We believe, instead, that ...
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