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Express vision in a way to engage and inspire others

This page is designed to answer the following questions:

NOTE: This page has been quality assured for 2023 as per our Quality Assurance policy.

For this assessment criterion, you will need to provide evidence that you are able to express the vision of your service succinctly in a way that engages and inspires others. This means that you will need to be able to clearly, passionately and honestly convey the future long-term position of your organisation.

The headings below contain further information about how the vision for your service may be expressed.

Engages and inspires external and internal stakeholders

Stakeholders are people and groups that have a vested interest in your organisation. Internal stakeholders are people that are part of your organisation, including staff, managers, directors and owners. External stakeholders can include service users, their families, local businesses and other health and care professionals.

By communicating your vision to them in a clear and concise way, they will have greater confidence in the work you are doing and support you to achieve your objectives. Communication can take many forms including one-on-one meetings, group meetings, emails and social media.

Is clear to individuals in receipt of services and their families

Individuals that are in receipt of care and support services and their families will need to understand your vision and values so that they can hold you accountable if your services do not meet the standards that you have set yourself. In addition, expressing the vision of your organisation can be a great marketing tool and help individuals to make an informed choice about using your services.

You should also take care to express your vision in a way that each individual is able to understand, which will also demonstrate a person-centred and inclusive approach to the way that you communicate. For example, if an individual has a learning disability, you may need to keep sentences to a minimum of two or three keywords and give them plenty of time to process the information. Written communication may need to be provided in large text or braille formats for individuals that are visually impaired. More information about communication can be found in the Communication unit.

Expresses the service’s ‘statement of purpose’, is clearly linked to stated service aims and objectives and meets legislative requirements

When an organisation registers with the Care Quality Commission (CQC), they are required to submit a ‘statement of purpose‘, which contains information about the services they provide (including where and to whom) and their aims and objectives. This is a regulatory requirement under Regulation 12 of the Care Quality Commission (Registration) Regulations 2009.

Your organisation’s vision should be intrinsically linked to its statement of purpose.

Does not suggest a service that is not offered

Your organisation’s vision and statement of purpose should be reviewed regularly to ensure that it remains current and accurate and does not suggest imply that you provide services that you do not.

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