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摘要

Vision statements and mission statements are the inspiring words chosen by successful leaders to clearly and concisely convey the direction of the organisation. By crafting a clear mission statement and vision statement, you can powerfully communicate your intentions and motivate people towards an attractive and inspiring vision of the future. Mission statements and vision statements do two distinctly different jobs. A mission statement defines the organisation's purpose and primary objectives. Its prime function is internal - to define the key measures of success - and its prime audience is the leadership team and stakeholders.