are the voyages of the starship Enterprise. Its five-year mission...to boldly go
where no man has gone before. Gene
Roddenberry Star Trek television series
vision is what an organization aims to become
or be like, ‘mission’ is what an organization must concentrate on
doing to meet major objectives (probably related directly or indirectly to
its vision). To some extent, a vision may never actually be realized. However, a mission is
practical - it’s the major activity that the organization must start doing now
Whereas an organization can have only one central vision, there could be
a choice of missions. For example, a farmer could have the vision
of “a highly productive farm, to hand on to my son”. His mission might therefore be “to
soil by better drainage”, or “to save money and buy a better farm somewhere else”.
an activity - The UK Government's mission
for the 1980's:
'to change the UK
into a competitive and deregulated economy'.
go to the heart of major problems - Ford’s mission when it acquired the
then troubled car manufacturer Jaguar: 'to
dramatically improve the quality of components and the reliability of the cars'.
aim to achieve a goal with a recognizable measure of success in a specified
time - President Kennedy 1961 (mission for NASA): ‘achieving the goal, before this decade is out, of landing a man on
the moon and returning him safely to earth’.
involve a number of participants - Arts Centre: ‘to
term relationships with exhibitors, patrons, and
not state what is required anyway - 'To
work hard, provide satisfaction to our customers and give value for money.’
- we thought that this went without saying for every organization!