How to Craft a Vision Statement

The most important activity for any leader is to cast a vision for their organization! This vivid picture of what the future will look like when the organization has achieved its ultimate purpose must be so compelling that your staff will bet their careers on your organization and your customers will be inspired to do business with you.

The effectiveness of your vision statement can make or break your organization. It can be the biggest factor driving differentiation for your organization in the marketplace or it can reduce you to just another commodity, slugging it out in the trenches for the lowest priced sale.

What Is Your Company’s Vision and Why Should You Care?

What is your company’s vision? Is it clearly articulated and communicated to the whole organization? Is it precise and concise or is it obtuse, drawn out and paragraphs long? Do your employees know what the vision is? Is it easy to communicate and to transfer? Can employees see how they contribute to the organization’s vision? Do the organization’s leaders model the vision in all their actions, decisions and behaviors? Would your customers agree that your vision statement matches their perception of the organization?

Why should you care about the answer to these questions?

You should care because a concise, clearly articulated, consistently modeled and communicated vision is critical to the success of your organization. Vision gets everyone in the organization aligned around a common theme and every decision and action taken within the organization is measured against its contribution to this vision.

This is an extremely powerful differentiator in our globalized, commoditized and “flat” world. Author, philosopher and professor Tom Morris said it this way; “If we don’t know who we are or where we’re going, how can we possibly know exactly what we should do today, and tomorrow? “ and then he added “From our most fundamental forms of thinking flow our attitudes, our emotions, our decisions, and our actions.  With a powerful ethical vision directing all our other thoughts, we don’t need long lists of rules to guide us.“