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KEY TAKEAWAY
This section introduced stakeholders, their roles, and how to begin
assessing their roles in the development of the organization’s mission and
vision. While any person or organization with a stake in your organization is a

stakeholder, managers are most concerned with those stakeholders who have
the most influence on, or will be most influenced by, the organization. On the
basis of your assessment of stakeholders, you now can be proactive in
involving them in the P-O-L-C stages.
EXERCISES
1. What are stakeholders, and why are they relevant to mission and
vision?
2. Are stakeholders equally relevant to all parts of P-O-L-C, or only
mission and vision?
3. What is stakeholder analysis? What are the three identification steps?
4. How does stakeholder analysis help you craft a mission and vision
statement?
5. Which important stakeholders might you intentionally exclude from a
mission or vision statement?
6. What are the risks of not conducting stakeholder analysis as an input
to the formulation of your mission and vision?

4.5 Crafting Mission and Vision Statements
LEARNING OBJECTIVES
1. Learn about the basics of the mission and vision development
process.
2. Understand the content of good mission and vision statements.
Communicating and Monitoring Mission and Vision
At this point, you have an understanding of what a mission and vision
statement is and how creativity, passion, and stakeholder interests might be accounted
for. The actual step-by-step process of developing a mission and vision might start
with the mission and vision statements, but you should think of this process more
broadly in terms of multiple steps: (1) the process, (2) the content of the mission and
vision statements, (3) communicating mission and vision to all relevant stakeholders,
and (4) monitoring. As shown in “Process, Content, Application, and Monitoring in
Mission and Vision Development,” Information Weekcontributor Sourabh Hajela
breaks out one way you might manage your mission/vision development checklist.
Let’s dive in to the development process first.
Mission and vision statements are statements of an organization’s purpose and
potential; what you want the organization to become. Both statements should be
meaningful to you and your organization. It should be shared with all of the
employees in the organization to create a unified direction for everyone to move in.
Process, Content, Application, and Monitoring in Mission and Vision
Development
Process
• Let the business drive the mission and vision.

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