KEYS 2.0 Online Action Guide

Welcome | Introduction | About the KEYS Action Guide

KEY 1 | KEY 2 | KEY 3 | KEY 4 | KEY 5 | KEY 6 | NEXT STEPS | APPENDIX

Index | Appendix 1 | Appendix 2 | Suggested Readings
Tracing the evolution of KEYS

THE VISION THING :: MORE ON THE VISION THING
VISION VS. GOALS :: MISSION AND PURPOSE :: HANDOUT

APPENDIX 2 - MORE ON THE VISION THING
MISSION AND PURPOSE

Application Exercise

The mission and purpose statement is the heart of any strategy. It forms the groundwork upon which future plans are laid — and to which current plans contribute. The steps in the strategy development process are aimed at fulfilling the basic mission.

Directions

Write a brief statement describing the essence of your organization’s “reason for being.”

Your statement should answer the following questions:

“What business are we in?” Provide a general summary of the nature of your business and the needs you fulfill.
“What are the key measures we use to track our performance? Identify the key measure and performance targets (financial and non-financial) you use to determine how successful you are.
“What makes us unique as a business organization?” Note the special qualities or features you are drawing upon as the basis of success in a competitive environment (key resources, unique products or marketing, efforts, management approaches, and so forth).

Of course, you may develop information in later steps of the strategy development process that could cause you to revise this statement.

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Welcome | Introduction | About the KEYS Action Guide
KEY 1 | KEY 2 | KEY 3 | KEY 4 | KEY 5 | KEY 6 | NEXT STEPS | APPENDIX