Management Weasel Words

Vision; Mission; Aims; Objectives.

Terms used by businesses, organisations and consultants (oh, the horror) all the time. Usually incorrectly.  Here, for the record, are the correct definitions in the right order, from the most strategic to the most practical. Each term is a vital planning tool for a business or organisation. What are yours? Do they accurately reflect why you’re in business today? Do they describe what you plan to achieve with your business? When they say ‘if you fail to plan, you plan to fail’, this is the starting point.

Vision

This outlines what the organisation wants to be, or how it wants the world in which it operates to be. It concentrates on the future. It is a source of inspiration. It provides clear decision-making criteria. It does not change over time, usually. It defines the desired or intended future state of an organization or enterprise in terms of its fundamental objective and strategic direction. Vision is a long term view, sometimes describing how the organization would like the world in which it operates to be. For example a charity working with the poor might have a vision statement which read “A world without poverty”.

Mission

A short, memorable written statement of your business goals and philosophies. There is no point having a mission that you can’t confidently and consistently communicate. Too many organisations have long rambling statements that no-one either remembers or cares about. They might as well not have bothered! A mission defines what an organisation does, why it exists, its reason for being. It doesn’t have to be clever or catchy – just accurate. To review your current mission, simply ask yourself if it correctly describes what you do.

Aims and Objectives

Aims are general statements that provide direction or intent. Aims are usually written in terms that are not directly measurable.

Objectives are specific statements of intent that ought to be Specific, Measurable, Attainable, Relevant and Time-bound. When you start talking objectives you’re being practical and you must be able to know when you’ve succeeded.

If you would like to discuss your vision, mission, aims and objectives, or would like help to strengthen them, visit the marketing whisperer at http://www.fb.com/marketingwhisperer.