Steps to Produce a Direction
To prepare a vision, mission and objectives for a given business, we follow orderly steps so that all three are aligned.
- Step 1 – Understand the business: Identify the product or service, the target customers and the field.
- Step 2 – Write the vision: State the long-term dream in one short, aspirational sentence.
- Step 3 – Write the mission: Explain what is done, for whom, and how value is given to customers.
- Step 4 – Set SMART objectives: Draw up specific, measurable, time-bound targets that support the mission.
- Step 5 – Check alignment: Make sure the objectives support the mission, and the mission leads toward the vision.
Example
Given business: a new healthy cafe in Shah Alam. Vision: "To be the leading healthy cafe for young city dwellers." Mission: "To provide fresh, low-sugar food at fair prices to students and young workers every day." SMART objective: "Reach an average of 120 customers a day and RM4,000 net profit a month within the first six months."
Remember
A vision should be short and inspiring, a mission should be clear and practical, and objectives should be SMART. Avoid sentences that are too long or vague.
Writing Tips
Involve stakeholders such as the owner and key staff while drafting, so that the direction is shared. Once a draft is ready, review whether the objectives are truly measurable and realistic given current resources. A good objective should translate directly into a daily action plan.
Periodic Review
The direction produced is not fixed. A business is advised to review its vision, mission and objectives periodically, for example once a year, to make sure they still fit current market conditions. If needed, objectives can be fine-tuned so they stay challenging yet realistic given the resources available.