The purpose of visioneering is to create a compelling and pragmatic vision of success for the organization. The visioneering process systematically develops three elements of the vision. Together they describe a challenging, yet achievable, journey and destination for the organization. The three elements are as follows:

The mission statement defines in general terms who the customers are, what value we provide to them, and the general methods or means we employ to create that value. It describes the purpose and the scope of our business.

The operating culture statement is crafted to articulate "the way we want to be described" by our important audiences (customers, stakeholders, employees)." It is a behavioral description of an operating culture that represents the next plateau of effectiveness and fulfillment.

The shared beliefs are a clearly articulated set of tenets that collectively define the ‘underlying values’ and ‘fundamental principles’ that will guide behaviors and choices as the operating culture is developed, the mission is carried out, and the vision becomes a reality.

• assess the organization’s internal and external strengths and vulnerabilities.

• identify the scope of the organization’s vision.

• share the ‘vision’ with all of the organization’s audiences.

• create ‘ownership’ of the vision at all levels of the organization.