This is one of a series of articles for school and district leaders about strategic planning, organizational change, and how AI can be leveraged to operationalize a school district's mission, vision, and core values.
As educational leaders, it is our responsibility to make sure that the mission and vision statements of the schools or districts that we lead are student-centered, forward-thinking, and inspirational, but also relevant and shared by those we serve. The mission and vision of an educational institution is the foundation of the Professional Learning Communities approach to continuous improvement first shared by Richard DuFour and Robert Eaker many years ago and are essential for ensuring our institutions are focused on the right things – students and learning.
These statements should be far more than symbolic declarations that appear on posters put up on a wall in classrooms or offices or referred to in annual reports or presentations. To be effective, the must serve as the compass guiding every aspect of your educational institution that always reminds you which direction is “true north,” especially when times are tough. A well-articulated mission and vision provide a clear framework for decision-making, ensuring that every policy, program, and initiative aligns with your purpose and what you want to achieve.
While mission and vision statements are foundational to an educational institution that should serve as long-term anchors that provide stability, direction, and a clear sense of purpose, they still need to be reviewed and revised. How do you know when it is time for a change? Below are five questions to ask:
1) Are your mission and vision student-focused?
When pondering this, consider the extent to which these statements prioritize and reflect the needs, aspirations, and experiences of students. Evaluate how your mission and vision articulate the commitment to student development, engagement, and well-being. Think about whether they clearly address how your institution intends to enhance student learning, foster a supportive educational environment, and prepare students for future challenges and opportunities. Reflect on the inclusivity of these statements — do they consider the diverse backgrounds and needs of your student body? This question is key in ensuring that your foundational statements are not just about the institution's goals, but also about the primary beneficiaries of your work — the students. They should encapsulate a commitment to creating an educational experience that is enriching, inclusive, and forward-looking, centered around student success and growth.
2) How long has it been since you last revised your mission and vision?
When considering this question, think about the various changes that have occurred since the last update. This includes shifts in educational practices, technological advancements, changes in student demographics, and evolving community needs. Additionally, factor in broader societal changes, like cultural shifts and global events, which can significantly influence the educational landscape. These external factors may impact student needs, teaching approaches, and community expectations. The time elapsed since the last revision can be a significant indicator of the potential disconnect between the current mission and vision and the present-day context of the school or district. It is not just about the passage of time, but about the developments and transformations within the educational landscape, your community, and the wider world during that period. Reflecting on this can help determine if your mission and vision still accurately reflect and effectively guide your institution in its current state and for its future direction.
3) Do your team and stakeholders know what your mission and vision are?
When I was Superintendent in Monrovia, the answer to this question was overwhelmingly, "no." For the most part, people were not aware we had a mission and vision at all, something that I have found is not too unusual from my previous experiences. As you ponder this question for your school or district, think about the effectiveness of communication and integration of these statements within your organization. Reflect on how often and through what channels the mission and vision are discussed or referenced. Are they a regular part of staff meetings, professional development sessions, and internal communications? Think about whether your team can not only recite these statements but also understand and apply them in their daily roles. This question is not just about awareness, but about the extent to which these guiding principles are ingrained in the culture and practices of your school or district. It highlights the need for ongoing education and reinforcement to ensure that every team member is aligned with and actively contributing to these foundational goals. It may be more effective to begin a collaborative process to revise your mission and vision, building the crucial buy-in along the way, than to breathe life into your existing one.
4) Do your current mission and vision inspire your stakeholders?
When considering whether your current mission and vision inspire your stakeholders, think about the emotional connection and sense of purpose they foster. Reflect on how these statements resonate with the various stakeholders you serve - students, teachers, parents, and community members. Are they merely seen as formalities, or do they genuinely reflect the aspirations and values of your educational community? Assess their impact: Do they motivate, engage, and unite people around a common goal? Consider seeking direct feedback from various stakeholders to understand how these statements are perceived and the extent to which they feel connected to them. This question is not just about the content of the mission and vision, but about their effectiveness in creating a shared and passionate commitment to the goals and ethos of your school or district.
5) Are your mission and vision a part of your school or district’s “brand identity?”
When evaluating if your mission and vision are integral to your school or district's brand identity, consider how these statements are reflected in your external communications and public image. Are they prominently featured and clearly articulated in your marketing materials, website, and social media platforms? Think about how they shape the perception of your institution in the community and whether they distinguish your educational values and offerings in a meaningful way. This question invites you to assess the consistency of your mission and vision across all public-facing aspects, ensuring they are not just internal guidelines but active components of your brand narrative. It is about understanding the role these statements play in attracting students, engaging parents, and positioning your school or district in the educational landscape. Reflect on whether your mission and vision effectively convey the unique ethos and goals of your institution to the broader community, enhancing your brand identity and appeal.
Conclusion
The significance of mission and vision statements in guiding and shaping the leadership of our schools and districts cannot be overstated. As educational leaders, periodically revisiting these statements through the lens of these critical questions ensures that they remain relevant, inpirational, and reflect the needs of the communities we serve. This process of reflection and potential revision should not just a task to be 'checked off.' Instead, it is an opportunity to align our educational goals with the needs and aspirations of our students and stakeholders. By fostering mission and vision statements that are dynamic, inspiring, and deeply rooted in the core values of our institutions, we establish the conditions necessary for a more engaged, effective, and student-centered educational environment.
Remember, a mission and vision that resonate with all and are well understood not only guide us in our current work to ensure all students achieve at high levels and reach their highest potential but also lead us into the future. After leading the Monrovia Unified School District through a revision process where I served as Superintendent, one parent had this to say about the new mission and vision that was crafted: "It's everything I would want and expect from a district that is educating my four children, all of their friends, and the community I live in." Mission accomplished!
Next in this series about strategic planning and organizational change: The Impact of Core Values in Educational Leadership.
Dr. Ryan Smith, with 20 years of leadership experience in public education, is dedicated to ensuring every student receives an outstanding education and reaches their highest potential. Through his service as Superintendent of the Monrovia Unified School District and in other key leadership roles, his commitment to putting students first has driven success and positive change across various schools and districts. Learn more about Dr. Smith at his website, on LinkedIn, or X.