This presentation is an interactive workshop to use with clients to help them understand and develop mission and mission statements. It was prepared for the CMO and head of retail for Dime Savings Bank of Williamsburg, but can be applied to any business. In this presentation you will learn the difference between these two commonly blurred company statements, go through interactive exercises to help develop them, and learn from the best visions and missions in the business.

1. 1
Building a
Mission + Vision

2. 2
• Review goals for Commercial Lending ads
• Revisit Brand Breakdown and Brand Being
• Goals of workshop
• Storytelling
• Vision and Mission statement overview
• Vision statement review and exercise
• Mission statement review and exercise
• Next steps
agenda
3
6
9
10
16
26
38

3. 3
revisit brand being and brand breakdown
customer
quest brand beinglandscape
brand
In our last meeting we reviewed the Dime Brand Breakdown and Being,
we will revisit to discuss feedback and next steps for evolution.

4. 1
How vision + mission fits into your brand being
customer
landscape
quest
brand
ULTIMATE TRUTH OF THE
TARGET CUSTOMER.THEIR
ESSENCE, INTEREST,AND
ULTIMATE INSIGHT IN
RELATION TO YOUR BRAND
the brand being
SUM UP THE STATE OF
AFFAIRS IN YOUR MARKET.
WHAT IS THE COMPETITIVE
TRUTH,AND WHERE DO YOU
FIT IN.
WHAT DOES YOUR BRAND
REPRESENT TO YOUR
AUDIENCE,TO BUSINESS,
AND ITS ULTIMATE ESSENCE
VISION MISSION

5. 5
brand breakdown: vision & mission
customer
landscape
quest
brand
the brand being
MISSIONINTERNET BANKING RULES
BUT CUSTOMER SERVICE
AND COMMUNITY
INVOLVEMENT
ARE ESSENTIAL
A GOOD AND TRUE
NEW YORK BANK WITH
NO DISTINCT VOICE
VISION
SUPPORT
MY NEIGHBORHOOD,
SUPPORT MY LIFESTYLE,
SUPPORT ME,
AND WE CAN
DO BUSINESS

6. 6
Workshop Goals

7. 7
The core elements essential to every successful strategic plan are:
• Vision
• Mission
• Core Values
• Strategic Areas of Focus
• Strategic Goals
• Action Plans
goals of workshop

8. 8
To take the first step toward building a unified, strategic plan for
Dime today’s workshop will focus on the following:
• Understand the mindset of the customers, the bank, and the
intersection of the two
• Understand and develop a draft vision statement
• Understand and develop a draft mission statement
goals of this workshop

9. 9
Storytelling
Before developing the vision and mission for Dime, we must first understand who we are
talking to, not just as customers, but as members of our community. It is important to
consider and talk about their stories as we contemplate Dime’s role in their lives.

10. 10
Vision & Mission Statement
For the same reasons it is fundamental and valuable for any organization to have a strategic
plan as a roadmap for success, it is important to develop a plan around a clearly defined and
well written Vision and Mission.
Both serve important, yet different roles as core elements of a strategic plan.

11. 11
As a starting point, we should assess the current customer-facing business values
and goals of Dime to understand what is still accurate and what needs to change.
a starting point for dime

12. 12
About Dime:
The Dime Savings Bank of Williamsburgh delivers financial services of the highest
quality by relying on traditional, time-honored principles like personal service and
good, honest value. As a trusted community bank for over 150 years, we have deep
roots in the communities we serve, and our customers have come to trust Dime for
their personal and business banking needs, for business financing, and for financial
guidance. Honoring that trust is our most important mission, and by doing so, we will
deliver superior results not only for our customers, but for our communities,
our employees, and our shareholders.
a starting point for dime

13. 13
Message From The CEO:
Dear Neighbor,
If you’re looking for a secure, independent, community-focused bank – a bank you
can count on – then Dime is the right bank for you. While other institutions have
come and gone, or endured roller-coaster swings in customer confidence, Dime has
been steadily delivering what sensible customers want most: safety, stability, and a
solid return on their money. Just as we’ve done for over 150 years.
I invite you to stop by any of our 25 branch offices in Brooklyn, Queens, the Bronx,
and in Nassau County, and judge Dime for yourself. You’ll find a courteous welcome,
a helping hand, and an abiding commitment to you and your community. That’s the
way banking is supposed to be. And that’s the way banking still is, at Dime.
a starting point for dime

14. 14
difference between vision and mission statement
VISION:
Where are we going? It’s aspirational. It’s a destination.
MISSION:
Why are we here? It’s what you do. It’s who you serve. It’s why you’re different.

15. 15
difference between vision & mission
vision mission
Outlines where you want to be. Communicates both the
purpose and values of your business.
Answers, ‘Where do we aim to be? ‘
Talks about your future.
Lists where you see yourself some years from now. It
inspires you to give your best. It shapes your
understanding of why you are working here.
Features of an effective statement: Clarity and lack of
ambiguity: Describing a bright future (hope); Memorable
and engaging expression; realistic aspirations, achievable;
alignment with organizational values and culture.
Talks about how you will get to where you want to be. Defines
the purpose and primary objectives related to your customer
needs and team values.
Answers, ‘What do we do? What makes us different?’
Talks about the present leading to its future.
Lists broad goals for which the organization is formed.
Its prime function is internal; to define the key measure or
measures of the organization's success and its prime
audience is the leadership, team and stockholders.
Features of an effective statement: Purpose and values of the
organization: Who are the organization's primary clients
(stakeholders)? What are the responsibilities of the
organization towards the clients?

16. 16
Crafting a Vision Statement

17. 17
• Provides guidance and inspiration as to what an organization is focused on
achieving in five, ten, or more years
• It should not describe what you do, rather focus on the outcome of when the
work is done
• Functions as the north star - it is what all employees understand their work
every day ultimately contributes towards accomplishing over the long term
• Is written succinctly in an inspirational manner that makes it easy for all
employees to recite it at any given time
• Above all, vision statements should be simple, short, and free from jargon
• When crafting the vision, make sure that once you create something you’re
excited about, you sleep on it and revisit it. The same enthusiasm should return.
vision statement

18. 18
vision statement examples
Original: A computer on every
desk and in every home.
Now: To enable people and
businesses throughout the
world to realize their full
potential.
To bring inspiration and innovation
to every athlete* in the world
* If you have a body, you are an
athlete.
Affordable solutions for better living.
To establish Starbucks as the
most recognized and
respected brand in the world.
To help people be healthy,
secure and comfortable.
To be Earth's most customer-
centric company where people
can find and discover anything
they want to buy online.

19. 19
banking vision statement examples
With 200 years of experience meeting
the world's toughest challenges and
seizing its greatest opportunities, we
strive to create the best outcomes for
our clients and customers with
financial solutions that are simple,
creative and responsible
As part of our vision to make lives better,
we've made the following commitments:
To truly meet consumer needs.
Give people what they would expect from us.
Create lasting relationships with our
customers.
Having a Culture of Innovation.
At JPMorgan Chase, we want to
be the best financial services
company in the world. Because
of our great heritage and
excellent platform, we believe this
is within our reach.
We aspire to be the leading
client-centric global universal
bank
To be the better bank. We will be
the best run, customer-focused,
integrated financial institution, with
a unique and inclusive employee
culture.
We want to satisfy all our
customers’ financial needs and
help them succeed financially.

20. 20
10 minutes:
Take 5 minutes to review the chosen vision statements for this exercise. On a piece of paper, chose one
you think is good, and one you think is bad, and write what you like or do not like about each. Provide
specific examples of what is lacking for those your don’t like, and what is included in the ones you do.
After 5 minutes, we will take turns sharing what we do/do not like and discuss to better discern why
they are good or bad.
vision statement exercise: critic’s corner

21. 21
10 minutes:
Group participation: Before crafting our own vision statement, let’s create a list of banned words that
are clichéd, vague, or overused in the finance industry, and a list of pivotal words that are
representative of Dime. Eliminating and identifying these words gets you on the road to a vision
statement that is uniquely your own.
This list can also be applied to the mission statement.
vision statement exercise: banned & pivotal words

22. 22
20 minutes:
Start somewhere. Get it all out there. Ask all the questions.
• What will our business look like 3 to 5 years from now?
• What is the ultimate dream for your company (beyond what you may think is possible now)?
• What do you want your company's legacy to be?
• What doesn't matter to your company's legacy?
• How do you want to help people?
• What value does your company bring that's unique or different from other companies?
• What new strategies or new directions do you intend to pursue?
• What future customer needs do you want to develop solutions for?
• What can you do to prepare your company for the future?
• What gives your employees a sense of purpose?
• What do you want your selling point to be?
vision statement exercise: start somewhere

23. 23
15 minutes:
5 minutes: Using the answers from the previous set of questions and what you have learned critiquing
vision statements, craft 1 or 2 of your own that you feel best represent Dime. Aim to keep each to 1-2
sentences.
10 minutes: We will then share as a group, put on the wall and begin voting on what statements or
elements of those statements are strongest. Then, using the vision statements that received the most
votes, pull together key elements to create one all-encompassing draft vision statement.
vision statement exercise: vision of one

24. 24
5 minutes:
Remove the jargon
If Google, Microsoft, and Amazon’s vision statements don’t have jargon, neither should yours.
Remember to check your list of banned words to ensure they do not show up in the vision statement.
Key tips:
• Know your audience and speak in a way they will understand.
• Simplify without dumbing it down.
• Use examples or analogies when you can.
• Test it on your grandma.
• When in doubt, leave it out.
vision statement exercise: cut the jargon

25. 25
5 minutes:
Ask yourself: is it inspirational, believable, and will people want to get behind it?
Your vision should resonate with people, particularly you and your employees. It should address a real
problem or something people care about. Think about why you wanted to get into your business in the
first place…you were probably inspired by something, right? Whatever motivated you then might be
what you want to tap into when crafting your vision statement.
vision statement exercise: soul check

26. 26
Crafting a Mission Statement

27. 27
Your company’s mission statement is your opportunity to define the company’s
goals, ethics, culture, and norms for decision-making. The best mission statements
define a company’s goals in at least three dimensions: what the company does for
its customers, what it does for its employees, and what it does for its owners.
Some of the best mission statements also extend themselves to include fourth and
fifth dimensions: what the company does for its community, and for the world.
The best ones strive to combine physical, emotional, and logical elements into one
exceptional customer and employee experience.
mission statement

28. 28
Much like the vision statement, the mission should be simple, short, and inspirational.
• Defines the present state or purpose of a company or organization
• Answers the following questions about why a company exists:
What do we do?
How do we do it?
Who do we do it for?
• Is written for a shorter timeframe (one to three years) than a vision statement
(3 to 5 years and beyond)
• Is something that all employees can articulate and use in their jobs on a daily basis
• Is distinct, fresh, and differentiating
mission statement

29. 29
mission statement examples
Google’s mission is to organize
the world’s information and make
it universally accessible and
useful.
To refresh the world; to inspire
moments of optimism and
happiness; to create value and
make a difference.
Our mission state is simple, yet
the foundation of everything we
do here at Virgin Atlantic
Airways... to embrace the
human spirit and let it fly.
("Screw it, let's do it!”)
Warby Parker was founded with a
rebellious spirit and a lofty
objective: to offer designer
eyewear at a revolutionary price,
while leading the way for socially
conscious businesses.
The mission of Southwest Airlines is
dedication to the highest quality of
Customer Service delivered with a sense
of warmth, friendliness, individual pride,
and Company Spirit.
We have a relentless drive to invent things
that matter: innovations that build, power,
move and help cure the world. We make
things that very few in the world can, but
that everyone needs. This is a source of
pride. To our employees and customers,
it defines GE.

30. 30
banking mission statement examples
To meet the needs of consumers
and small businesses in the city
of New York.
To deliver great personal service
and the best financial products to
our customers – and the local
communities we serve.
To help our neighbors and the
businesses within our communities
realize their financial goals as a
trusted partner and friend.
C&N's mission to enhance the
lives of our neighbors in the
communities we serve.

31. 31
banking mission statement examples
Our mission is to be a well
managed community-oriented
financial institution working to
provide quality products and
services to the retail consumer and
small business customers through
our branch network.
Create the most admired community
bank that is growing in a prudent and
profitable way. We will achieve this
through an unwavering commitment to
highly satisfied customers, engaged
colleagues and the advancement of
our community.
Continuing our promise of
Commitment while delivering
consistent quality
experiences and providing
options and banking solutions
that meet your needs.
To outperform every other bank in
serving small to medium-sized
businesses and their leaders in our
markets by leveraging top-performing
professionals delivering a unique client
service experience with the most
flexible range of financial solutions.
The mission of Hudson Valley Bank is to
remain a financially strong, independent,
local bank serving customers in select
markets in ways that exceed their
expectations, thereby creating superior
shareholder returns and exceptional
employee career opportunities.

32. 32
10 minutes:
Take 5 minutes to review the chosen mission statements for this exercise. On a piece of paper,
chose one you think is good, and one you think is bad, and write what you like or do not like about
each. Provide specific examples of what is lacking for those your don’t like, and what is included in
the ones you do.
After 5 minutes, we will take turns sharing what we do/do not like and discuss to better discern
why they are good or bad.
mission statement exercise: critic’s corner

33. 33
20 minutes:
Start somewhere. Get it all out there. Ask all the questions.
• Who is your company?
• What do you do? And why do you do it?
• What do you stand for?
• What markets are you serving, and what benefits do you offer them?
• What value does our company bring that's unique from other companies?
• Do you want to make a profit, or is it enough to just make a living?
• What kind of internal work environment do you want for your employees?
• Why did you go into business in the first place?
• What do you want this company's legacy to be?
• What doesn't matter to this company's legacy?
• How do you want to help people?
• Who are you not? What’s holding you back most?
mission statement exercise: start somewhere

34. 34
10 minutes:
Condense, condense, condense
It’s a little easier to condense a vision statement, which should be short and sweet. While a mission is
the same in that respect, they are a little harder to condense since the mission encompasses more
elements.
A well-developed mission statement is a great tool for understanding, developing, and communicating
fundamental business objectives, and should be expressed in just a paragraph or two. If you read it out
loud, it should take about 30 seconds.
mission statement exercise: condense

35. 35
10 minutes:
Make it specific.
There's a tendency to work in generalizations when writing a mission statement, because you're
trying to encompass…well, a mission. And missions are big. But if you get too specific, you'll back
yourself into a corner.
This isn't the right mindset. You can't be everything to everyone -- otherwise, what's your
differentiator? What are you adding to the universe?
mission statement exercise: specify

36. 36
5 minutes:
Remove the jargon
If Google, Microsoft, and Amazon’s mission statements don’t have jargon, neither should yours.
Remember to check your list of banned words to ensure they do not show up in the mission
statement, either.
Key tips:
• Know your audience and speak in a way all will understand.
• Simplify without dumbing it down.
• Use examples or analogies when you can.
• Test it on your grandma.
• When in doubt, leave it out.
mission statement exercise: cut the jargon

37. 37
5 minutes:
Ask yourself: is it inspirational, believable, and will people want to get behind it?
Your mission should resonate with people, particularly you and your employees. It should address a real
problem -- or something people care about, at least. Think about why you wanted to get into your
business in the first place ... you were probably inspired by something, right? Whatever motivated you
then (unless it was for the money, in which case ignore this advice) might be what you want to tap into
when crafting your mission statement.
mission statement exercise: soul check