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A recipe for mission and vision statements

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1 Author(s)
E. Tarnow ; Avalon Bus. Syst. Inc., Riverdale, NY, USA

I suggest that, if correctly worded, a company's mission or vision statement serves the same function as a team jersey. Both can serve to unify the group around a task. The task defines the group in contrast to the actions of competitors. At least two fields deal with the theory of T-shirts and vision statements: language theory and social psychology. I explicitly define Unifying Action Declarations and show how existing mission and vision statements can be made into UADs

Published in:

IEEE Transactions on Professional Communication  (Volume:44 ,  Issue: 2 )