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Let’s talk Vision and Mission for a Moment

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“If you don’t know where you’re going, any road will take you there.”

Photo Credit: tdlucas5000 via Flickr
Photo Credit: tdlucas5000 via Flickr

is a lyric in George Harrison’s song, “Any Road”. While this certainly true in many aspects of our lives, nowhere is it more true than in business.
This is why, having a compellingly written Vision and Mission Statement is so critical. They help you to know where you’re going, and when you know where you’re going, you know which road will get you there.

The Vision Statement should be a clear and concise statement that points you to a desirable future state — one that may never actually be attained. But the likelihood of it actually being realized pales in comparison to pull and the goal of the achievement.

The Vision Statement represents WHY your company exists.

Your Mission Statement, by comparison, should be a clear framework for HOW your company will achieve the Vision.

When you have a Mission Statement, it can give you a framework for evaluating opportunities and making decisions for your business. It certainly is a cornerstone of establishing your brand, and it helps your employees get on board and help you to achieve the Vision.

Even if you’re a solopreneur, a Mission Statement will help to provide you clarity and serve as a touchstone while you’re working hard on growing your business. It pays to remember WHY and HOW you’re doing this in the first place, so that when you get caught up in the day to day, you have something to inspire you to keep moving forward.

I would suggest some of the following guides for crafting one if you’re in need.


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Tisha Oehmen

Tisha Oehmen is a professional brand strategist and a leader in the branding field. She was recently named a member of the Global Guru’s Top 30 Brand Gurus. She is also the co-founder of Oregon-based Paradux Media Group and the best-selling author of the book, Finding Brand: The Brand Book Tutorial.

Possessing expertise in both front- and back-office operations, Tisha conceptualizes, develops, and implements initiatives to foster brand effectiveness like no other. With over 15 years of experience in branding and marketing, Tisha has successfully led large financial institutions and health care companies down the path of renaming their business.

Where Tisha really shines is in the work that isn’t done. Sometimes a name change for a business isn’t in their best interest and after meeting with Tisha, they are able to find the true value and equity that has always been in their brand. Tisha has a special knack of being able to communicate the value so that the CEO/Business owner can see its luster and then with a little polishing, make it shine company wide.

Tisha is best known for developing long lasting branding campaigns that speak to the heart of the business, the brand, and the community. True brand, no matter how big or small, has longevity. Creating branding campaigns that have longevity, that have a laser-like focus, is where Tisha thrives.

Tisha received her M.B.A. from the University of Oregon, from where she also earned a B.A. in Political Science. She enjoyed a distinguished academic career punctuated by enthusiastic and successful participation in competitive speaking events, and holds numerous awards for her skill in public speaking. Tisha is widely recognized for her ability to capture an audience’s attention with her straightforward and engaging speaking style.

When not working, she enjoys golfing, baking, reading, and hiking with her partner, Mike, and their two dogs, Chloe and Jackson. She’s also an active member of Rotary International, the Chamber of Commerce, and is a very proud supporter of the Oregon Ducks. Tisha lives in Eagle Point, Oregon.

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