Methods for Developing an Inspiring Vision and Mission: A Guide for Leaders and Organizations
An inspiring vision and mission are the heart and soul of any organization – they provide direction, create meaning and inspire action. But how do you come up with a vision and mission that not only sounds good, but also truly resonates with members, employees and the community?
Sven Hognestad 
What is a vision and mission, and why are they important?
- Vision: A vision is a dream about the future. It describes where the organization wants to be and what impact it wants to have on the world. A good vision is inspiring, ambitious, and timeless.
- Mission: A mission is an organization's purpose or reason for existing. It describes what the organization does, who it serves, and how it creates value. A good mission is clear, specific, and action-oriented.
Together, a good vision and mission create a powerful narrative that gives the organization direction, motivates members and employees, and creates a sense of community and meaning.
No one is better at inspiring visions than charities. Dekode's good collaborator Alan Clayton is extremely good at this kind of thing, and he often uses a good example of what a good vision can mean for an organization:
The RNLI, Britain’s answer to the Lifeboat Institution, is built on the vision: “To save every one.” When they were criticized for saving migrants crossing the English Channel, they were able to stick to it. “We’re just going to save everyone, us. That’s what we’re going to do, regardless of who needs help.”
The result was a lot of positive media attention and many new members.
Below are 5 different methods you can use to find your vision:
Method 1: Start with “why” – Use Simon Sinek’s Golden Circle
There are countless methods for arriving at a vision and mission. Simon Sinek's famous "Golden Circle" is one of many, and the organization itself should find a method that works for them. The Golden Circle consists of three questions:
- Why: Why does your organization exist? What is your purpose beyond getting more members?
- How: How do you achieve this purpose? What are your unique methods or values?
- What: What do you actually do? What are your specific products or services?
Read more: How to treat your membership benefits as products?
Example:
- Why: “ More children should be able to grow up in a family, and preferably their own .” (SOS Children’s Villages vision)
- How: “with closeness, care and protection from safe adults.”
- What: “We work specifically with emergency aid, prevention, protection and care, and advocacy”
By starting with “why,” you ensure that your vision and mission are rooted in a deeper meaning and value.
Method 2: Engage stakeholders – Get input from all sides
A truly inspiring vision and mission statement must resonate with everyone affected by the organization – members, employees, partners, and the community. Here’s how to engage stakeholders:
- Hold workshops: Invite members, employees, and other stakeholders to workshops where they can share their thoughts and dreams for the organization.
- Use surveys: Send out surveys to collect opinions and ideas.
Read more: How to find out which tasks are most important to your members? - Interview key people: Talk to leaders, long-time members, or others who have a unique perspective on the organization.
Example:
A membership organization can ask its members:
- “What does this organization mean to you?”
- “What impact do you want us to have on society?”
This gives you valuable insights that can shape a vision and mission that truly touches the heart.
Method 3: Use Your Story – Find the Roots of Your Purpose
An inspiring vision and mission are often rooted in the history and origins of the organization. Ask yourself:
- Why was the organization founded?
- What challenges or needs was it intended to solve?
- How has it developed, and what has it achieved?
Example:
A nonprofit organization founded to support small businesses might have a vision that builds on this origin:
“Our vision is to create a Norway where small businesses thrive and grow”
Method 4: Think Future-Oriented – Create a Dream of What’s Possible
A vision should be ambitious and future-oriented. It should inspire action and create a sense of what is possible. Use these questions to think big:
- What will the world look like when your organization has achieved its full potential?
- What impact do you want to have on your community or industry?
- What will be your legacy?
Example:
An environmental organization may have a vision that:
“Our vision is a world where people and nature live in harmony, and where future generations can enjoy a sustainable planet.”
Method 5: Keep it simple and memorable
An inspiring vision and mission must be easy to understand and memorable. Avoid clichés and complex wording. Use clear language that everyone can relate to.
Example:
- Vision: “To make the world a healthier place.”
- Mission: “We promote healthy habits through innovative technology and engaging education.”
From words to action
An inspiring vision and mission statement isn’t just something you write—it’s something you live. It’s a reminder of why your organization exists, and a guide for how it should grow and evolve. By using one of the methods in this article, you can create a vision and mission statement that not only sounds good, but also inspires action and creates lasting value. As Peter Drucker said, “The best way to predict the future is to create it.”
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