Is to Work on Vision and Mission Statements

by Greg Vineyard

“What are Vision and Mission Statements?” you may ask.

Having Vision and Mission statements in mind versus not is like the difference between traveling to Thor’s Asgard via that weird, blasting transporter thingy, or trying to take an Earth-style elevator. It’s about using correct tools to achieve aims. Plus, it’s an analogy that allows me to reference Marvel AND sci-fi at the same time.

And, you may also be shyly asking, “What are they?” A majority of us can take comfort in knowing that we are not alone in finding the definitions unclear. Vision and Mission can be a bit confusing because they are not as much of a focus as topics like Branding Plans. And they are often seen as something on which only a large company would spend time. But I think it can be a useful exercise, even for a company of one. Many refer to Mission first, then Vision, but I believe these topics should be approached from the opposite direction.

Think of a Vision statement as an over-arcing storyline for the whole future, and a Mission statement – or grouping of statements – as everyday objectives. A Vision is akin to a broader ideal to strive for, while a Mission covers near-term, tangible goals.

Our society’s penchant toward “microwaving” has affected how much we pay attention to things like this. We are used to having popcorn in 3 minutes or less, when, once upon a time, you had to get out rather old-fashioned equipment, like a pan, and oil. Oh, and a lid. If you are making popcorn this antiquated way, don’t forget the lid. I’m not saying I’VE ever forgotten the lid, I’m just saying… Of course, when I was a kid, we had to first GROW the corn, then dry it, and THEN cook it over a campfire the next season. Anyway, my point is that our culture has become a very speedy one, and creating things like Vision and Mission is not a quick process. And then living with what we’ve made is not super-fast, either. One needs patience.

Additionally, it is important to remain flexible. While altering one’s identity, brand, plans or statements too broadly, quickly or often can result in a marketplace of consumers wondering what you’re about exactly, it is important to edit one’s plans along the way in an attempt to best stay on the path. Often experienced as a series of subtle course corrections over time, one example is adding a new core value to the mission parameters after uncovering another hidden kernel of truth in one’s activities. (Sorry, once I start thinking about popcorn I can’t stop with the bad puns; just ask my friends, they often get an… Earful.) Or, one might realize a particular activity doesn’t point toward the future vision, and then needs to be phased-out. Since every situation, person and business is different, it’s important to weigh any changes either way carefully.

I want to share with you a solid Vision and Mission statement set that serves as an excellent, clean example, from one of our own awesome, local institutions, the Asheville Art Museum.

Vision: “To transform lives through art.”

Mission: “The Asheville Art Museum engages, enlightens and inspires individuals and enriches community through dynamic experiences in American Art of the 20th and 21st centuries.”

Their declarations inform the public what they strive for long-term (Vision), and what they are currently focused on more specifically (Mission) to meet that goal. This overall framework sets the stage for all the planning that follows it.

As with artist statements and branding plans, utilizing vision and mission statements can help a business – independent artists included – hold the focus, as well as help one’s target audience understand where one is coming from in both big-picture and daily ways. It’s easy to get started – one only needs a pen and paper. Oh, and maybe some popcorn. (And don’t forget the lid!)