Mission and Vision Statements:
Setting and Holding the Course
Building for the Future:
A Farm Manager’s Workshop
February 26th, 2008
• Understand the Role of A Mission
Statement in Strategic Management.
Begin t Develop A Mission Statement for
• B i to D l Mi i St t tf
Your Farm Business.
What is our perspective?
“If it ain’t broke...
Don’t fix it.”
“If it ain’t broke...
You haven’t looked hard enough.
Fix it anyway!”
Thriving on Chaos
Building for the Future: A Farm Manager’s Workshop 1
Steps in Strategic Planning
• Defining the Mission of the Business
• Formulating Business Goals
• Survey the Business Environment
• Assess Business Resources
• Identify/Select Strategies
• Measure Progress
Vision and Mission
• Statements that explain who we are
• Type of organization
• Needs we fill
• Statements that explain our direction, our
purpose, our reason for being
• What difference do we make?
• Statements that explain what makes us unique
• Combination of products and services
Building for the Future: A Farm Manager’s Workshop 2
Beck's Superior Hybrids
We are farmers, just like you. The big difference is why
we farm. We are scientists. Specializing in all aspects
of agronomics We are family With over 60 years
experience, we know that in order to offer the best,
you have to be the best.
Here at Beck's, our team knows that sometimes good
just isn't good enough. No company ever got to be
great by just being good. They became great only after
going that extra mile.
A statement that clearly defines the firm’s
“reason” for being in business
• Should significantly stretch the resources and
capabilities of the farm
• Should inspire people in the organization to
achieve things they never thought possible
• Should unite people in the organization toward
the pursuit of one common goal
Quality Pork Farms
Our mission is to own and operate a profitable, efficiently
managed swine farm that produces wholesome pork
products to be marketed worldwide. We strive to be a
dynamic enterprise, taking advantage of new
technologies and growth opportunities as the resources
We will produce pork with care and concern for the
environment and local community. Employees shall
strive together to create healthy working conditions, and
opportunities for financial, emotional, and spiritual
Building for the Future: A Farm Manager’s Workshop 3
Components of a Vision Statement
Recognition of Service to Stakeholders
C Id l
• Core Values - timeless guiding principles
• Core Purpose - reason for being
• Big Hairy Audacious Goals (BHAG) - a
clearly articulated goal
• Vivid Description - a graphic description of what success and the
future will be like.
Examples of Mission Statements
Ben & Jerry’s
Product: To make, distribute, and sell the finest quality all
natural ice cream and related products in a wide variety of
innovative flavors made from Vermont dairy products.
Economic: To operate the Company on a sound financial
basis of profitable growth, increasing value for our
shareholders and creating career opportunities and financial
rewards for our employees.
Social: To operate the Company in a way that actively
recognizes the central role that business plays in the
structure of society by initiating innovative ways to improve
the quality of life of a broad community: local, national, and
• Spend some time thinking about the vision and
mission of your business.
• The exercises have a set of questions that will
help frame your thinking.
• Begin writing things down today, you can revise
and work on it more later.
• Developing vision and mission statements are
not immediate occurrences they take time,
reflection and practice.
• We’ll present mission statements to one another
at the next meeting.
Building for the Future: A Farm Manager’s Workshop 4