1. VISION, VALUES, AND
MISSION
Presenter: Dr. Maynard Brusman
Consulting Psychologist &
Executive Coach

2. UNDERSTANDING THE PROCESS
l “The best way to predict the future is to
invent it”. __ Alan Kay, scientist, inventor

3. 5-STEP VISIONING PROCESS
l Clarify V alues
l Scan Current
Situation
l Define the
Mission
l Create a Vision
l Implement the
Vision

4. IDENTIFYING VALUES
l V alues are the foundation for Vision.
l V alues are the essence of a company’s
philosophy for achieving success. They
are the bedrock of corporate culture.

5. PERSONAL VALUES
l V alues are what we are passionate
about as being important and
meaningful in our lives.
l V alues energize, motivate, and inspire.
l V alues are the root of all learning.

6. ORGANIZATIONAL VALUES
QUESTIONS
l What do we stand for?
l How do we treat our employees and
customers?
l What are our core values?
l How do we want to be seen by the
community?
l What attitudes and behaviors in employees
do we want to reward?

7. MISSION STATEMENT
l Mission is a Core Competency
l The mission provides direction for
developing strategy, defining critical
success factors, searching out key
opportunities, making resource allocation
choices, and delighting customers and
stakeholders.
l Your mission statement makes clear
company’s uniqueness in the marketplace.

8. ORGANIZATIONAL MISSION
l What business(s) are you in?
l Who are your customers?
l What are your strengths?
l How are you unique?

9. MISSION STATEMENT
EXAMPLE
l “By defining and solving problems of the working
and healing environments, we aim to improve the
quality of our customers’ lives and become their
reference point for quality and service. Through
personal competence, participation, research, and
design, we strive for excellence in each aspect of
our business.”
__ Herman Miller
• manufacturer of high-quality chairs

10. VISION
l A vision is a powerful mental image of what we
want to create in the future. It reflects what we
care about most, represents an expression of what
our mission will look like and is aligned with our
values and sense of purpose.
l A vision statement should include your basic
strategy on how you want to achieve your mission.
l Visioning releases spirit and inspires you.

11. QUALITIES OF A VISION
l It motivates, inspires
l It is clear, concrete
l It is achievable, not a fantasy
l It fits with the highest values
l It is easy to communicate, clear and simple

12. A POWERFUL VISION
l Presents where we want to go
l Captures the desired spirit of the
organization
l Describes a preferred and meaningful future
state
l Can be felt - gives people goose bumps
l Provides a motivating force
l Is challenging and compelling

13. VISION QUESTIONS
l What will we be next twelve months, in two
years, five years?
l How would we know we were there?
l What kind of organization do we want to
be?
l What do we really want to do or create?
l How do we differentiate ourselves from our
competition?

14. EXAMPLE OF VISION
l “We are a worldwide leader in workplace
learning and performance”.
__ American Society for Training and Development

15. PLANNING TO IMPLEMENT
VISION
l The strategy, businessplans,
procedures and key actions that will
put values, mission, and vision into
action.

16. STRATEGY
l Defined as the way an organization meets
the challenges and opportunities presented
by its environment.
l Consists of a set of conscious choices about
how it will deliver value to its clients an
distinguish itself from its competitors

17. CORE STRATEGIC DECISIONS
l Understand the challenges and opportunities
present in your external environment,
l Identify assumptions about the future.
l Clarify a reason for being that motivates an
inspires.
l Identify the principles by which people will
conduct themselves.

18. CORE STRATEGIC DECISIONS
l Define your future clients and how you will
deliver value to them.
l Identify core organizational competencies.
l Create a long-term business focus.
l Set short-term performance goals.
l Establish master plan to manage firm’s
long-term development.

19. Dr. Maynard Brusman
Consulting Psychologist & Executive Coach
Working Resources
P .O. Box 471525 San Francisco, California
94147
T el: 415-546-1252
E-mail: mbrusman@workingresources.com
Web Site: http://www.workingresources.com
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