The defining characteristic of a strategic vision is what is says about your company’s future strategic course – it is aspirational. In contrast, a mission statement describes your company’s present business and purpose – “who we are, what we do, and why we are here”. It is purely descriptive. Ideally, your mission statement should describe your company’s products and services, specifies your customer needs that it wishes to satisfy, and gives your company its own identity.
Have you reviewed your mission statement? Is your mission statement descriptive enough?
