Amoeba Consulting

Brian's Blog

I am a believer in the use of Vison statements rather than Mission statements.

In my experience, with both SMEs and larger companies, statements are made on websites,internal and external communications,etc.entitled Vision are often just an objective.

As in Managing Succcessful Programmes the Vision enables the Blueprint, how to achieve the Vison, to be developed. A Vision should be a word picture describing the company at a time in the future usually of a set period, say a year. This enables change within a company to be communicated with all having the same picture of the end game. Vision statements are, at least, half a page of A4 not a short sentence.

However, a Mission statement usually starts with To be the.........and is often short and often open to various interpretations by both those within a company and those outside, customers and stakeholders. A good Mission statement often identifies a set of metrics that a company wants to achieve, turnover, net profit etc.so no confusion as to what is required. Try producing a Vision and a Mission statement for your company.


I would like to say that your coaching has helped our company move forward in great strides, we have been able to focus on the matters that have an  immediate effect on the business whilst not losing sight of the long term goals of the company. Jon and I find your coaching style very easy to work with, letting us come to the key decisions. We look forward to working with you in the current expansion of our business.

Steve Fellows - Operations Director, Malvern Scaffolding Ltd., Malvern, Worcs