Developing Purpose (Why)
Mission (What)
& Vision (Where)

A vision is a shared mental image of a desired future state or idea of what a company can become.

It must be a realistic, credible and attractive future and one that engages and energises people at all levels. A vision is seen as inspiring, motivating and providing a sense of meaning and purpose to the company.

Each organisation is unique and so follows its own path to create a vision. The following outlines the process for developing and designing the company’s vision:

Develop direction and meaning and inspire commitment from people.
Develop solutions to questions of: “who are we and why do we exist? And what do we want to become and why?”
Discuss the question: “if we succeed with our vision and strategy, how will our performance differ for shareholders; for customers; for internal business processes; and our ability to innovate, grow and improve?”
Develop, articulate and promote beliefs about the company’s ultimate purpose and communicate.