CHAPTER 13

Vision and objectives

There are many related concepts around vision: strategic intent, mission, objectives, goals and performance standards. The chapter explores them in some detail, and presents them in an integrated context.

No self-respecting organisation these days is complete without its vision statement, although writing a statement and having a sense of vision for the whole enterprise are not always the same thing. An organisation can have a clear sense of purpose, communicated to all, without a written vision statement: it is also possible to have a vision statement that is full of good words but does not derive from any clarity of purpose or direction. In fact it is very difficult to judge a vision statement from what is ...

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