Terminology to Help You

Working together as a community to develop a shared strategic vision requires us to use a common set of clear definitions. The 2008-2013 strategic planning process will utilize the following definitions. These are supplemented by a graphic that illustrates how the vision, mission, values, strategic goals and objectives are layered together to create an overall strategic framework within which our operational activities take place.

Vision: Summarizes the ideal state of the organization. It is a statement of what the institution hopes to become based on its mission, purpose and other mandates (goals/objectives). It provides an inspiration and challenge to all members of the institution to reach toward an ideal of what the institution can become. It should be purposefully articulated to bridge the present and future and to serve as a critical impetus for change.

Mission: Answers why an institution exists, its purpose/mandate. The mission is the key building block in the entire planning process. It states clearly, simply, and explicitly what the university should do or be based on its mandate. It reflects opportunities, capabilities, and values. A good mission statement will mobilize people by helping them answer the question, “What is my own contribution to the mission of the university?”

Values: Are the shared values that underpin an institution’s work and its relationship with its users and stakeholders.

Goals: Transforms the vision into general statements of strategic direction. A convention holds that goals should be general statements of themes or directions, either measurable or not measurable as stated. They represent a commitment to broad intentions and aspirations.

Objectives: Breaks a goal down into units/tasks. These typically are considered as measurable restatements of parts of goals. Objectives are “results,” “outcomes,” or “products” that can be counted, appraised, or judged as being completed. Since objectives emanate from goals, achieving an objective, as shown by measurements, can be equated to achieving a goal or part of a goal.

Initiatives/Actions: Specific operational level activities and actions that are required to complete the measurable objectives.

*Adapted from the Eastern Kentucky University Strategic Planning Manual.