Vision, Mission, Goals, and Objectives - Strategizing for Success

An important, even critical, step in strategizing for success is to define and outline what success looks like as well as what it will take to achieve it. While setting goals and objectives or writing mission and vision statements may be most appropriate for a business or organization, they are helpful tools for individuals also. Let me explain the terms and what they can mean for your success journey.

In a simple definition, we might describe vision and mission statements as the "big picture" while goals and objectives are focused on the smaller.

Most people use the words "vision" and "mission" interchangeably and in doing so may miss out on the power of both in strategizing for success. A mission statement can be like the guiding star for a sailor crossing the ocean - it seems timeless and constant. For an individual or business alike the mission statement can describe the ultimate reason or purpose of existence with broad strokes. A well-written mission statement might last a lifetime without need for change. Yet the mission does not need to be so lofty as to be unattainable and should not be if success is to be measured by its fulfillment.

By contrast a vision statement usually has some finite parameters such as time or achievement. The acronym "SMART" (Specific, Measurable, Achievable, Realistic and Timed) is sometimes used to help define and articulate a good vision. If the mission is to be your ultimate purpose then the vision is what helps you to grab hold and accomplish that mission. I should note that it is entirely possible that two people or organizations could successfully achieve the same mission with entirely different vision statements.

If these descripttions sound a lot like goals and objectives you are correct. In essence a long-term goal could be your mission and the objectives used to achieve that ultimate purpose could be described in a vision statement. Where goals are left deliberately vague, objectives describe specific details for achieving the goals successfully.

A couple of examples might be helpful to illustrate the differences in these four terms:

1) Strategizing for Personal Success:

Mission - Physical health is extremely important to me.

Vision - By the time I retire in 10 years I want to have lost 100 lbs and lower my cholesterol to acceptable limits.

Goals - To lose 10-15 lbs each year.

Objectives - In order to reach my goal this year I will meet monthly with a dietician and hire a personal fitness trainer at the local gym.

2) Strategizing for Success in Online Business:

Mission - My successful online business makes early retirement possible.

Vision - By 2010 my home business will be earning $10,000 monthly in residual income and will continue to do so without my direct involvement.

Goals - To increase business output by 150% each year and hire a full-time manager.

Objectives - I will find 5 new customers a week or increase total sales by $250 per month during the next 8 months. In one year I will hire and begin training a manager.

Note that it may require several goals to accomplish the mission and numerous objectives to achieve the goals. If you have difficulty describing a mission and/or vision statement then think in the broadest terms possible. "I will be successful," or "I will be happy" are great mission statements because they allow for a variety of vision, goals and objectives as guiding steps on the journey. Whether it is personal or online business success you seek, investing adequate time on strategy and preparation may be the best investment you ever make.