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...mission statement as a "short, memorable statement clarifying the reasons for the existence of an organisation, expressing what its purpose is". It defines vision as a "statement giving a broad, aspirational image of the future that an organisation is aiming to achieve".

There is, however, a great deal of contradiction both in the literature and in corporate usage over the differences and similarities of vision and mission. It probably doesn't matter what you call it, or whether you treat them separately or as one and the same as long as staff, stakeholders and customers are clear on what it means to them. It is the process that is important and this is what this checklist focuses upon.

In this checklist a corporate mission or vision is taken to mean a description of the road ahead. It describes the purpose of the organisation, identifies how an organisation defines success, outlines the strategy that will be followed to achieve success and incorporates the shared values and behaviour that the organisation expects from employees.

The corporate mission may be known as a corporate philosophy, a credo or a set of values. Whatever it is called, it should combine the inspiration of where we are...

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