Change Implementation Techniques for Forming Transitional Team, Creating Alignment, Maximizing Connectedness and Creativity

Technique 4.5 More Questions to Develop Vision and Mission Statements

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Using the "what/for whom/how/why" framework

1 What functions will the organisation perform?

(This is about defining what customers' needs the organisation is attempting to meet. This is different from simply listing the services or products that the organisation is delivering)

2 For whom does the organisation perform these functions?

(This involves defining the customers of the organisation by segmenting them on demographics, psychographics ‐ social attitudes, geographics, etc)

3 How does it fulfill these functions?

(What are the methods that will be used to meet the needs of the selected customer segment? It can involve matters of strategy, such as lowest-cost producer; most innovative products; service delivery, such as Internet-based delivery or shop-front retail; technology or expertise, such as manufacturer, service provider, etc)

4 Why does the organisation exist?

5 What does the organisation aspire to become?

(source: Harry Onsman, 2004d)


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