A mission and vision statement (we’ll explain the difference) acts as a compass to dictate the company’s direction. It provides focus and consistent values to employees from the top to the bottom of the organizational chart. It helps navigate all decisions, defines target customers, and sets goals for the future.
But it’s not enough to draft a mission and vision statement and keep it tucked away in a file cabinet somewhere or even frame it on the boss’s wall. Instead, these statements should be a constant reminder for all employees WHY they work, the CULTURE of the brand, WHAT they do differently or better than the competition, and WHOM they are trying to HELP.
Since all future decisions are evaluated against these simple yet powerful statements, they act as benchmarks to evaluate improvement, performance, and where the company might grow.
Here is some specific information that will help you conceptualize a mission and vision statement for your chiropractic practice:
-Mission statements should be short (one sentence,) clear and powerful, and written in the present tense.
-Define the organization's primary objectives and overall purpose.
-Explain why you exist as a business - both employees and to potential customers.
-Define your organization's unique selling proposition (USP and include it in the mission statement.
-It’s critical to include measures of success for this idea (how you will know it’s working or having effect).
Some examples of mission statements from successful companies and brands:
- 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."
-Vision statements define how you will make the world a better place by executing your mission.
-It is set in the future tense usually and defines what your patients will value the most out of their experience with you.
-The vision statement documents how you will instill your company principles into the organization and daily workflow.
-A key element of the vision statement is WHOM you are trying to help or reach and what benefit they will see.
Some examples of vision statements from successful companies and brands:
- 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."