Knowing your organization to the bone is essential foundation for developing successful projects, as well as the communication strategies for your projects. This is the reason why we are taking you one step back to check your organization’s mission, vision and values before you start. Every team is always gathered around certain cause.

If you are a football fun, that cause will be supporting your team to win and you will be going to games with people that support the same team and cheering for them contributing to that winning. Same is with youth organizations and people supporting any cause. That cause is defined by the mission, vision and values of that group/organization, and at the same time they represent their fuel for success. If you don’t scream name of your team at a football game no one will know whom you are supporting, and the same goes with any cause: if you don’t share it with people you will not know if they are fans of the same team like you are.

So don’t keep your mission and vision in the drawer, take them out and improve them so that you can scream it out loud and that people will understand what you are screaming about. Their primary value lies in their internal and external everyday use.

  Internally, you can use those statements to:

    • Keep up your work on track in achieving mission and vision of the organization;
    • Inspire your team, provide clarity of the work and make them be focused on success;
    • Ensure that discussions on the justification of decisions will always guide you into right direction;
    • Be sure that no matter how many people come and go, your organization will follow the same path.

  Externally, they serve as a tool for communication. On one hand to inspire citizens to join or support your cause, and on the other to convince stakeholders that there is no one better than you for certain job.

In the picture No. 1 you can see a flowchart which shows you how every single activity of your organization should be defined. Knowing your mission, vision and organizational values, ie. knowing who you really are, where you are going and how.

Picture No. 1. Flowchart of the activities of organizations

Before we show you concrete steps for creating or redefining your mission and vision statements, it is important to define  the terms “mission” and “vision”. Often when you talk with people from organizations, even presidents or CEOs, one simple question “What are the mission and vision of your organization?” can sound very complicated and get them confused. Instead of bringing clarity and inspiration, it brings confusion and disinterest.

If your mission and vision sound confusing to people they will think that you don’t know what you are doing. If you are convincing someone to join you or to support you, for sure is not good to come across as someone who doesn’t know what they are doing. In order to avoid that, we need to know what we are talking about and stand strongly behind it.


Here is one example of a mission and vision that can sound confusing to the people you directing:

Mission: The preparation and organization of the marathon race at Mount, its promotion and projection by all means, the coordination of the support bodies and the integrated supervision for the consolidation, recognition and promotion of the race.

Vision: To create interest in mountain marathons, climbing and hiking in every form and activities that involve nature and mountains for as many people possible.

What is Mission?

There are numerous correct definitions of what is mission, and if what you read next doesn’t bring any clarity to you, than search for another offered online. At the beginning of this chapter we mentioned that every organization is gathered around certain cause. MISSION is a WAY in which your organization is going to achieve that cause. It is the reason the group or organization exists and helps keep everyone involved in the organization focused on what you do. Think about the issue, or the problem, which is the reason why your organization exists. Your mission would be one simple and clear sentence of what are you going to do about it.

What is Vision?

Mission is a way in which your organization is going to achieve the cause, and VISION of your organization is an end point of where your mission is leading you to. Imagine you are going to treasure hunt. Your mission would be a vehicle which you are going to use to go to the destination, and vision would be a reaching your destination and finding a treasure. See picture No. 2 Mission is what are you doing, vision is where you want to get. One could say that vision is a state in which your organization is no longer needed. Your vision should be one clear and inspirational sentence of what do you want achieve. It is the long-term change you ideally would like to see if your work is successful.

        Picture No. 2.  Treasure hunt map

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Following: Mission and Vision of your organization