Planners carefully come to assumption about what the organization must do as a result of the major issues and opportunities facing the organization. These conclusions include what overall actions or strategic goals the organization should achieve, and the overall strategies to achieve the accomplishments. Goals should be designed and worded as much as possible to be accurate, quantifiable, suitable to those working to achieve the goals, practical, well-timed, extending the capabilities of those working to achieve the goals, and rewarding to them, as well. SMART —an acronym for Specific, Measurable, Aggressive/Achievable, Relevant and Time-bound goals.
At some point in the strategic planning process, planners generally identify or update what might be called the strategic “philosophy”. This includes identifying or updating the organization’s mission, vision and/or values statements.
- Mission statements are brief written descriptions of the purpose of the organization. Mission statements vary in nature from very brief to quite comprehensive, and including having a exact purpose statement that is part of the overall mission statement. Many people consider the values statement and vision statement to be part of the mission statement. New businesses often work with a state agency to formally register their new business, for instance, as a corporation, association, etc. This registration usually includes declaring a mission statement in their charter.
- Vision statements are usually a compelling description of how the organization will or should operate at some point in the future and of how customers or clients are benefiting from the organization’s products and services.
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