Organizations in start-up mode need to formulate their
mission and vision statements early on to ensure that every critical
step in the initial phase is on point. Often, it is easier to see the
mission and vision than it is to clearly and concisely capture them in
writing. This discussion exercise is designed to help you formulate and
write a clear, focused mission and vision statement using a fictitious
Occulari Optique is a new, privately held eyewear company
offering the finest eyeglass and sunglass frames from around the world
as well as in-store optical (lens) services. Headquartered in San
Francisco, the company plans to open fifty stores in the next twelve
months in key market cities, including Los Angeles; San Diego; Dallas;
Chicago; Miami; New York; Cincinnati; Boston; Washington, D.C.; and
Atlanta. Its competitors include Optical Shop of Aspen and Paris
The company wants to set itself apart with its customer
service, one-of-a-kind frames, superior lens crafting, and ninety-day
money-back satisfaction guarantee. Additionally, the CEO is passionate
about creating an organizational culture that respects and values
employees. It has been decided that team members will receive, in
addition to a comprehensive benefits package, two free pairs of glasses
per year, profit sharing, ongoing training and education, 100 percent
tuition reimbursement, and three weeks of vacation per year.
One of the company’s primary goals is an initial public offering (IPO) within fourteen to sixteen months.
Based on the above information, write both a compelling
mission and vision statement for Occulari Optique. The mission and
vision statements should be presented at the beginning of your posting. After you compose vision and mission statements, evaluate your
statements and the organization by addressing any one of the following
bullet point sets of questions.
Defend the way that you formulated your mission and vision
statements. What did you include in each and why? What did you
intentionally leave out and why? What did you find mostchallenging about constructing the statements?
What are the most important facts the public and employees
need to know about the organization to answer why we exist? How should
your mission and vision statements be disseminated to the public? To the
employees? What should be done to assure that the most important facts
are clearly communicated and understood?
What makes the organization different from its
competitors? What is the organization’s greatest value proposition?
Beyond just constructing simple mission and vision statements, how
should the organization leverage its uniqueness for competitive
What keywords best summarize what this company stands for?
How might the keywords provide both prescriptive and descriptive
potential for communicating organizational values? What behaviors might
be expected in the organization if the selected keywords actually
If you could change details or characteristics of the
organization (as presented in the case description), what would you
change and why? Evaluate the strategic purpose and possible effect of
making such changes.
What additional information or resources might be needed
if this was a real situation and you needed to create mission and vision
statements for an organization? How would you gather that information?
How would that information influence the way you would construct the
mission and vision statements?