Command Terms: These terms require students to use their knowledge and skills to break down ideas into simpler
parts and to see how the parts relate: Analyse, Apply, Comment, Demonstrate, Distinguish, Explain, Interpret, Suggest
Statements - mission and vision
Be careful when trying to distinguish the mission statement from the vision statement. There is much confusion about these two statements, simply because there is generally a lack of clarity about what they are:
A Vision Statement:
Link to detailed explanation
Examples of effective Vision statements include:
Avon: "To be the company that best understands and satisfies the product, service and self-fulfillment needs of women - globally."
Norfolk Southern: "Be the safest, most customer-focused and successful transportation company in the world."
Microsoft: "Empower people through great software anytime, anyplace, and on any device."
Reston Association: "Leading the model community where all can live, work, and play."
A Mission statement:
WHAT it does;
Examples of effective Mission statements include:
Erie Insurance: "To provide our policyholders with as near perfect protection, as near perfect service as is humanly possible and to do so at the lowest possible cost."
NatureAir: "To offer travelers a reliable, innovative and fun airline to travel in Central America."
Nissan: "Nissan provides unique and innovative automotive products and services that deliver superior, measurable values to all stakeholders in alliance with Renault."
St. Paul Fire and Marine Insurance Company: "To lead the Canadian specialty commercial insurance industry through innovation, expertise and by providing products and services to satisfy the needs and exceed the expectations of our customers and business partners.
Target: "Our mission is to make Target the preferred shopping destination for our guests by delivering outstanding value, continuous innovation and an exceptional guest experience by consistently fulfilling our Expect More. Pay Less.® brand promise."
A Question: What links online banking, electric cars, interplanetary colonisation and solar electricity?
2. Sweetgreen Mission
And now Mission statements that suck:1. "To help make every brand more inspiring, and the world more intelligent," begins Avery Dennison's mission statement. That's a pretty lofty ambition for a company whose product is stick-on labels. A good mission statement should have some relationship to reality.
Find 3 examples of mission statements and/or vision statements that you think are inspiring and using the criteria abive say why you think they are great mission/visions.