Everyone has heard of mission and vision statements. You might also have heard of a ‘winning aspiration’. Writing really good ones creates a foundation you can build great plans upon.
So let us first explore why you you might want to articulate these key strategic statements as part of your strategic planning process?
Your mission statement describes what your company does currently to achieve it’s Vision.
If you’re going to debate, propose and reach a consensus on your Mission Statement these questions are a great starting point.
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To help create a world where you can belong anywhere and where people can live in a place, instead of just traveling to it.
To bringing the best user experience to customers through innovative hardware, software, and services.
To be Earth’s most customer-centric company.
To bring inspiration and innovation to every athlete* in the world.
*If you have a body, you are an athlete.
To inspire healthier communities by connecting people to real food.
As part of the FAST Transformation Toolkit we use scoring systems to help you self-assess your work. We’ve an example of one of these self-assessments coming up in a moment to score your own Mission and Vision Statements.
You can also take a look at ours to see how we score!
A Vision Statement is a clear, concise statement that captures the company’s ambitions and serves as a guiding light for decision-making. Again these questions are a great debate starting point if you‘re looking to create a good Vision Statement.
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On our quest for simplicity we love the approach of Harvard’s strategy expert, Roger Martin, who has dispensed with Mission and Vision Statements in favor of one single Winning Aspiration statement.
The power of this statement over a Mission & a Vision is about winning and not just being another player in a market, and where you feel the company can be ‘best’. There is also just one as opposed to two similar statements that can often be a little vague and uninspiring. Winning is something that gets people excited.
To use Rogers words here: “it should specify that the organization seeks to add value to customers in a sufficiently unique manner that it will do so better than anybody.”
ZOKRI’s Winning Aspiration: “To create a strategic planning and execution system that’s so easy to follow and use that every business can unlock their true potential.”
You can learn more about how to create yours along with a strategy that delivers it via our strategic planning process, course and toolkit.
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In addition to being a home for your Winning Aspiration, Strategy and KPI Scorecards, ZOKRI has class-leading OKR features that ensure OKRs are used correctly and make a material impact..
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