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Festivals Toolkit: Strategic Planning: Vision

The first and most essential thing to do is to agree why you exist.

Perhaps this is something stated in your constitution and you don't feel you can challenge it. But times change and constitutions can be changed too, so thinking about what you do now and what you would like to be doing in the future is relevant to everyone. Plan well ahead, so think about what you want to be doing in three or five years' time.

Discussing these questions as a group will help you come to an agreement on what your group or organisation is about. A short sentence that sums this up is called a "mission statement" or "vision" and lets everyone know why you exist and what it is you want to achieve.

This should identify your primary reason for existence, such as artistic or cultural policy or your main activity. Keep it short, memorable, realistic as well as inspiring.

For example, a music festival's mission statement might be: "To bring world class music performers to rural England and increase audience participation in classical music".

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