He supports his framework through the analysis of several mission and vision statements and takes the reader through an example of how his framework can be successfully utilized by an organization.
He provides the following definitions through which he constructs the framework for building mission and vision statements:
• Values: Principles or concepts of intrinsic worth with which to align one's actions as an end in itself... displayed 300 characters
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Raynor claims that through the collective understanding of these definitions an organization can begin to fully comprehend its place in the competitive environment, the values which motivate its actions, and the aspirations it should strive towards in the future.
With regards to an organization’s Mission Statement, he suggests creating a simple definition that clarifies an organization’s ‘arena of competition’, promotes an understanding of its core competencies and values, and illustrates its current competitive positioning... displayed 300 characters
