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Mission, Vision & Values
Posted:
Sep 21, 2005 6:32 PM
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There's a lot of confusion about the distinguishes a vision statement from a mission statement from a positioning statement:
First, keep in mind that a statement is, by nature, public. Each type of statement is an opportunity for you to tell the world who you are and what you do. The difference among them basically the point.
In the vision statement, you speak from your own personal point of view. What prompts you to make art? How do you see your work?
In the mission statement, you speak from your organization's or business's point of view. What is its core purpose? What are its values? What difference will it make in the world?
In the positioning statement (a fundamental part of the branding process), you speak from your viewers'/listeners' point of view. What benefit do they claim from your art? How do they experience your work as different from other work of its kind?
The three statements are complementary, not mutually exclusive.
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