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Mission and Vision Shape Goals

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An Organization mission and vision place the foundation on its goals. Even when a company does not formally, stated mission or vision, it is likely that the management has a good idea of why the organization exists, who it serves and where it is headed. Those foundational elements provide a logical framework against which organizations establish goals designed to help them move in the direction of their vision to achieve their mission, says Linda Pophal, a strategic planning consultant with Strategic Communications, LLC

While goals set broad direction, they are not specific enough to indicate exactly what an organization intends to do. “Grow or expand our business” is a common goal, but it does not have the clarity to allow the organization and its leaders to develop a plan designed to achieve measurable results. That’s where objectives come into play. Objectives or Performance Indicator are specific and measurable and indicate, specifically, what is expected to be done and by when. “Increase sales by 30 percent over the next 6 months in the primary service area” is an example of an objective that could support the goal of “Grow our business.”

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