Copyright 2014 Nikolas S. Boyd. Permission is granted to copy this document provided this copyright statement is retained in all copies.
In the context of this Model, a Vision statement
describes (in brief) some Business objective(s) as potential Outcomes [Ends].
A Vision statement succintly expresses a durable purpose, the quality concerns congruent with that purpose, and potential outcome(s) with respect to that purpose and those concerns. By remaining focused on outcomes (as ends), a Vision statement provides the basis for aligning a Mission with its purpose. As with Mission statements, a Vision statement needs to focus on:
An ends statement describes what difference the organization will make for its beneficiaries in the outside world, rather than merely describing what the organization will be doing (its means) to effect those ends.
A well-formed ends statement describes the results and effects to be achieved by the staff, rather than their efforts and activities. Hence, an ends statement should not include verbs, which are indicative of activities (efforts) rather than effects.
However, where a Mission statement will tend to include scope and situate it within a value chain, a Vision statement will more often tend toward more expansiveness, or simply leave out such scoping, as the intended scope may ultimately be global, or impact all partners, suppliers, and customers within a value chain. While we can explore these relationships more fully using a series of trace cards, the following policy card provides an example of such a Vision statement.
| ECO Depot Vision