Strategic intent tries to establish the parameters that shape the values, motives and actions of people throughout their organisation (R Howard).

Strategic Intent includes the following elements (Miller). a broad vision of what the organisation should be the organisation’s mission the strategic objectives and specific goals to be pursued relentlessly the plans that are developed to accomplish the intentions of management in a concrete way

A vision statement should be focused on the future.

“A vision statement should project to a point in time far enough from the present so that the future for the organization is unpredictable.”

State where the company wants to be in the future, long term. Be concrete, visual, and descriptive of an ideal condition that provides direction and guidelines. Be brief – usually two to three sentences. Be inspirational, challenging and motivational.

BHEL: “A world class innovative, competitive and profitable engineering enterprise providing total business solutions.” COLGATE-Palmolive: “To be the company of first choice in oral and personal hygiene by continuously caring for consumers and partners.” NTPC: “To make available, reliable and quality power in increasingly large quantities.”

“Vision is the hallmark of an enlightened, forward looking organisation. Enlightened people in an organisation need a passion that they can follow with missionary zeal. People give their lives for a flag; a vision brings out that kind of commitment.”

When we are doing badly, the vision reminds us of “What we are trying to do.”

Good vision statements inspire people to give their best. They help in creating a shared sense of purpose.

“The mission reflects the essential purpose of the organisation, concerning particularly why it is in existence, the nature of the business(es) it is in, and the customers it seeks to serve and satisfy.”