How to Coach Yourself and Others Essential Knowledge For Coaching | Página 369

Is It A Vision Or A Mission? A Goal Or An Objective?
by Alf Nucifora
I've seen and read marketing plans by the score and am often surprised
by the confusion and misunderstanding that surrounds planning
terminology. Today's primer lays out a precise and understandable
explanation of the difference between the terms. Consider it "Strategic
Plan Terminology 101." It's taken from an excellent document that
crossed my desk, unfortunately without an author's name attached.
Kudos to the anonymous semanticist.
Vision: A picture of the "preferred future;" a statement that describes
how the future will look if the organization achieves its ultimate aims,
e.g. "The widgets of choice for a value-focused world."
Mission: A statement of the overall purpose of an organization. It
describes what you do, for whom you do it and the benefit, e.g. "To
provide consumers with high-quality, price-competitive widgets to meet
their personal, business and recreational needs."
Goals: Broad, long-term aims that define accomplishment of the mission,
e.g. "Grow profitability. Maximize net income by increasing revenues and
controlling costs."
Ob