Vision, mission and values

Vision: A vision what a business hopes to achieve - its ultimate aspiration. It provides a clear, concise picture of what the business aims to become in the future This vision is meant to be easily communicable, easily understood, and memorable. It acts as a guiding star for the organisation's direction and growth.

Mission: The mission represents the current purpose and actions undertaken by a business to realise its vision. It outlines the ongoing efforts and initiatives undertaken by the business. Unlike the vision, the mission is focused on the present, describing what the business is currently doing to make progress towards its long-term vision. A mission statement captures the essence of an organisation's work and often reflects core values and principles.

Values: Values are the fundamental principles and beliefs that form culture and individual identity. They reflect the business and employees behaviours and attitudes. Values are derived from core belief systems, they guide decision-making, interactions, and behaviour, both internally and externally. Typically, an business has a set of three to five core values that are succinct and meaningful, shaping its identity and the way it operates.

Does your business have a vision?

Think about your core values and what you hope to achieve through your business.

Goal Setting

An objective is a goal that describes what the organisation would like to achieve in the future (usually 3 years or more)

An action plan is how the objective will be achieved and in retrospect is referred to as a ‘strategic action’

See the SMART Objectives.

^{(Williams & McWilliams 2014)}

SMART Objectives
Specific	Use specific action words to describe what you will do.
Measurable	There should be a way to measure or evaluate achievements.
Action-oriented	There should be achievable, action-oriented steps.
Realistic	Goals should always be realistic.
Time-based	Set a date to remain focused and motivated, giving you something to work towards.