PEPonline
Professionalization of Exercise Physiologyonline

An international electronic
journal for exercise physiologists
ISSN 1099-5862

Vol 8 No 5 October 2005

 

Understanding Vision and Mission Statements
Tommy Boone, PhD, MPH, FASEP, EPC
Professor and Chair
Director, Exercise Physiology Laboratories
Department of Exercise Physiology
The College of St. Scholastica
Duluth, MN 55811

What is Our Mission?
The question: “What is the business of the American Society of Exercise Physiologists?” is another way of saying, “What is our reason or mission for being?”  The organization mission is the purpose or reason for the organization’s existence.  For example, the mission of a savings and loan association might be to provide mortgage money to people of the community.  Or, it might be to serve the best interests of shareowners, customers, and employees.  By fulfilling the mission, the savings and loan association hopes to provide activities that will increase the overall effectiveness and efficiency of the corporation.  In other words, the mission statements states the purpose or reason for the savings and loan association.

Now that we know the purpose or reason for something is the definition of the mission statement, it is clear that the founding of the ASEP organization is defined by the following mission:  “The American Society of Exercise Physiologists (ASEP), the professional organization representing and promoting the profession of exercise physiology, is committed to the professional development of exercise physiology, its advancement, and the credibility of exercise physiologists.“  Perhaps, it should be pointed out that mission statements also distinguish primary responsibilities of a corporation, organization, or department.  Hence, for comparison, the mission of the ASEP organization differs from that of a sports medicine organization.  As an example, consider the mission statement of the American College of Sports Medicine.  “ACSM advances and integrates scientific research to provide educational and practical applications of exercise science and sports medicine.  This raises the following question:  Is the ACSM mission statement one that defines itself as responsible to or having authority over exercise physiology?

It is said that a mission statement is essential for creating, applying, and analyzing the business of an organization.  Without it, the work of the organization can be extremely counterproductive.  With regard to the ASEP mission statement, answer "yes" or "no" to the following questions:

  1. Does it reveal the organization’s professional intent or purpose?   
  2. Does it reveal the organization’s products or services?  
  3. Does it reveal concern for survival or self-image?  
  4. Does it reveal the ASEP philosophy or self-concept? 
  5. Does it reveal concern for the public?  

On a scale 1 (not so good) to 10 (excellent) as to the abovementioned points, how do you think the ASEP mission statement rates?

What about the following mission statement by AT&T?  “We are dedicated to being the world’s best at bringing people together – giving them easy access to each other and to the information and services they want – anytime, anywhere.”  Again, please, rank the statement from 1 to 10. 

Vision vs. Mission?
I read that the mission statement answers the question: “What is our business?”  The vision statement answers the question: “What do we want to become?”  Answer "yes" or "no" -- does the ASEP mission statement define the business of ASEP?  “The American Society of Exercise Physiologists (ASEP), the professional organization representing and promoting the profession of exercise physiology, is committed to the professional development of exercise physiology, its advancement, and the credibility of exercise physiologists.“   What do you think?  If the business of ASEP is the commitment to:

  • Professional development of exercise physiology
  • Professional advancement of exercise physiology, and
  • Professional credibility of exercise physiologists.
Then, the ASEP mission is an accurate statement of the purpose of ASEP.  In other words, the ASEP mission statement answers the question, “What is the business of the ASEP organization?”  That is, it helps exercise physiologists to identify with the organization’s purpose and direction.  The mission statement reflects the “shared vision and values” of everyone in the organization.  Okay, then, what about the ASEP vision statement?  Does it answer the question, “What do we want to become?”  Do we want to become:

  • Fitness experts
  • Wellness specialists
  • Exercise technicians
  • Personal trainers
  • Strength coaches
  • Athletic professionals
If we want to become “fitness professionals” versus “exercise physiologists” – then the ASEP vision is a problem.  But, if the members of the ASEP organization want to be or expect to be a healthcare professional, then the ASEP vision is 100% correct.  Meaning this:  "If we are to become what we are not at the present time, but what we contemplate, we must think differently."  That is why the ASEP vision statement is so important. 
  1. To be recognized as the leading professional organization of American scholars and practitioners in the study and application of exercise physiology to fitness, health promotion, rehabilitation, and sports training.
  2. The Society is dedicated to unifying all exercise physiologists in the United States and worldwide to promote and support the study, practice, teaching, research, and development of the exercise physiology profession.
  3. Through proactive and creative leadership, the Society empowers its members to serve the public good by making an academically sound difference in the application of exercise physiology concepts and insights.

What would you change given the following understanding?  Since a mission statement also says something about the long-term vision of an organization, does the ASEP vision inform others about the following:

  • What the organization wants to be?  
    • YES or NO.  To be recognized as the leading professional organization of American scholars and practitioners in the study and application of exercise physiology to fitness, health promotion, rehabilitation, and sports training.
  • What it wants to accomplish?  
    • YES or NO.  The Society is dedicated to unifying all exercise physiologists in the United States and worldwide to promote and support the study, practice, teaching, research, and development of the exercise physiology profession.
  • Whom it wants to serve?
    • YES or NO.  Through proactive and creative leadership, the Society empowers its members to serve the public good by making an academically sound difference in the application of exercise physiology concepts and insights. 
Again, what would you change?  Anything.  Be specific.  Knowing WHAT IS OUR BUSINESS as an organization (i.e., the ASEP mission) is directly related to WHAT WE WANT TO BECOME (i.e., our vision).  Becoming what we want to be is therefore a function of a mission statement that describes the VALUES and PRIORITIES of our organization.  What is valued and what is attractive to the “professional development of exercise physiology” are often defined by goals, that is, objectives that an organization expects to achieve.   Webster’s New World Dictionary decides a “goal” as AN OBJECT OR END THAT ONE STRIVES TO ATTAIN.   An “objective” -- as in an “end point” is therefore essentially the same as a goal.

Goals and Objectives
So, from this point forwards, I will write only about “goals.”  And, yet the ASEP web page uses both words!   I also read that GOALS are performance targets used to measure success or failure of the organization!  NOTE:  It is important to point out that “goals” are open-ended statements of what the organization leaders wish to accomplish with no quantification of what is to be achieved and no time criteria for completion.  Objectives state what is to be accomplished by when and should be quantified.  Regarding the ASEP goals and objectives, as written, they are GOALS not objectives!  What do you think?  Agree or disagree.  Regarding the “goals,” what is the hierarchy of importance?  For example, is #3 so important that it should be #1 and so forth?

  1.  _____To provide a powerful, unified forum and opportunity for exercise physiologists to present and discuss current research in exercise physiology.
  2.  _____To promote and encourage the exchange of ideas and information regarding all phases of exercise physiology.
  3. _____To promote the advancement of teaching and research in exercise physiology within the academic environment.
  4.  _____To encourage and implement undergraduate and graduate education programs to meet the diverse interests and career opportunities in exercise physiology, regardless of age, gender, race or disability.
  5. _____To promote the growth and application of the highest quality research and professional application of exercise physiology in health promotion, disease prevention, rehabilitation, and sport fitness and training.
  6. _____To promote the development and exchange of scientific information between ASEP and other professional organizations with an interest in exercise physiology.
  7.  _____To set the agenda, determine the direction, and make the decisions about the future of the exercise physiology profession.
  8.  _____To be a dynamic and action-oriented clearinghouse for questions regarding the exercise physiology profession.
  9. _____To increase visibility and enhance the image of the exercise physiology profession.
  10. _____To represent exercise physiologists whose professional work is mainly clinical, and to help ensure that federal agencies and legislators understand their work and needs of the clinical professional.
  11. _____To participate in the development and implementation of public policies and procedures concerned with exercise physiology.
  12. _____To make a commitment to quality and integrity in exercise physiology through adherence to the ASEP Code of Ethics.
  13. _____To facilitate and promote positive public policy and professional, ethical behavior by providing ongoing peer review and quality assurance programs via the accreditation of the exercise physiology (science) academic programs.
  14. _____To expand federal and private funding of exercise physiology research and training. 

What do you think about the following questions in regards to the stated goals?

  1. Are the goals sufficiently specific to get accomplished?
  2. Should there be a deadline for certain goals?
  3. How does the ASEP leadership promote goal commitment among the members?
  4. Is there a feedback system in place that awards achievement of goals?
  5. Have strategies been identified to initiate a plan of action?

Answers to these questions are driven by the ASEP vision; a vision that creates the professional reality of exercise physiologists by giving them a new 21st century direction and choice.  It gives meaning to what members of the ASEP organization do.   The only blocks to achieving the ASEP vision and the desired reality are always the same! 

  1. Failure to make a decision.
  2. Failure to believe in ourselves.
  3. Allowing fear to overcome us.
  4. Failure to plan ahead.
  5. Trying to be everything to everybody.

 




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