"The mission is a short statement of the central purposes, strategies and values of a company. Essentially the company's mission should answer the question, 'What business are we in?' A good mission statement should go beyond the obvious and deal with a number of issues that are vital to the company. They include the company's purpose..strategy..and values." Vision is perhaps the most fundamental of the elements in strategic planning. Vision is future-oriented and identifies what the club is all about-its purpose for being.