Bernard M. Bass developed the concept of transformational leadership .According to his 1985 book, “Leadership and Performance Beyond Expectations,” this kind of leader:
- Is a model of integrity and fairness.
- Sets clear goals.
- Has high expectations.
- Encourages others.
- Provides support and recognition.
- Stirs the emotions of people.
- Gets people to look beyond their self-interest.
- Inspires people to reach for the improbable.
Mission and Vision Statements Explained
Mission and vision statements are the words leaders use to explain an organization’s purpose and direction. When expressed clearly and concisely, they can motivate your team, or the organization as a whole, with an inspiring vision of the future.
Mission statements and vision statements do distinctly different jobs.
Mission statements define the organization’s purpose and primary objectives. These statements are set in the present tense, and they explain why you exist as a business, both to members of the organization and to people outside it. Mission statements tend to be short, clear and powerful.
Vision statements also define your organization’s purpose, but they focus on its goals and aspirations. These statements are designed to be uplifting and inspiring. They’re also timeless: even if the organization changes its strategy, the vision statement can often stay the same.
Usually, people write mission statements and vision statements for an organization, or for an organizational unit or a team. You can also create mission and vision statements to define the goals of long-term projects or initiatives.
Mission and Vision Statement Examples
Some examples of mission statements are shown below:
- Bristol-Myers Squibb Company (pharmaceuticals) – “To discover, develop, and deliver innovative medicines that help patients prevail over serious diseases.”
- ConocoPhillips (gas/energy) – “Our mission is to power civilization.”
- Walgreens (drugstores) – “To be the most trusted, convenient multichannel provider and advisor of innovative pharmacy, health and wellness solutions, and consumer goods and services in communities across America.”
- Nike (athletics) – “To bring inspiration and innovation to every athlete in the world.”
- The Dow Chemical Company (chemicals) – “To passionately create innovation for our stakeholders at the intersection of chemistry, biology and physics.”
Some examples of vision statements are shown below:
- Amazon (online retail) – “Our vision is to be earth’s most customer-centric company where customers can find and discover anything they might want to buy online… at the lowest possible prices.”
- PepsiCo (retail) – “Our vision is put into action through programs and a focus on environmental stewardship, activities to benefit society, and a commitment to build shareholder value by making PepsiCo a truly sustainable company.”
- Amnesty International (nonprofit) – “Our vision is of a world in which every person – regardless of race, religion, ethnicity, sexual orientation, or gender identity – enjoys all of the human rights enshrined in the Universal Declaration of Human Rights and other internationally recognized human rights standards.”
- Ikea (retail) – “To create a better everyday life for the many people.”
- The American Society for the Prevention of Cruelty to Animals (ASPCA)(nonprofit) – “The vision of the ASPCA is that the United States is a humane community in which all animals are treated with respect and kindness.”
These mission and vision statements are concise, focused and inspiring. Do everything you can to make your statements similarly succinct – long, rambling statements can show that managers haven’t made tough-but- necessary decisions.