Communication

How to Write an Effective Vision Statement

A powerful, compelling vision inspires, energizes and spurs commitment, hard work, sacrifice, and excellence. You should write yours down.

How about? A world where everyone has a decent place to live—Habitat for Humanity

The first step in writing a vision statement is to realize that producing a formal document is not the end, but the beginning of leavening your culture with a compelling vision. The rigor and discipline required to produce a well-written statement will bring valuable focus and clarity. But if you do not plainly describe your vision for your company over and over again without using Jay-Leno-like cue cards, a typeset, framed sentence or two hung on the receptionist’s wall will have the value of an airbag on a motorcycle.

Or? To fill the earth with the light and warmth of hospitality—Hilton

Here are some suggestions for codifying what you should have internalized as a driving passion:

  • Make your vision big, bold, appealing and include a touch of the impossible.
  • Remind yourself that a vision statement is not a mission or goal statement. A vision statement describes the results if you accomplish your mission.
  • Look forward, not back; look to the future, not the past.
  • Think of the impact on customers, employees, partners, society, and the environment.
  • Paint vivid word pictures that spark imagination.
  • Write in clear, concise terms and avoid jargon.

 

NOT: Our vision is to leverage our core competencies by operationalizing our human capital to think outside-the-box and proceduralize bleeding edge products that result in transitioning the world into best practices. And, oh yeah, our employees will know they are our most important asset.

Please do not say your product will be “best-in-breed” unless you produce puppies with a dog that won Best in Show at a Westminster Kennel Club’s riveting cage-fighting event. My wife has raised poodles so I happen to know that no athletic male can watch a dog show without taking blood pressure medication.

Rather say, clearly and concisely, that you will build innovative products that lead the competition.

Or perhaps? Our vision is that all people reach their potential in fulfilling work—the McNeely Group

If you have crafted a well written, motivating, effective vision statement—congratulations! You have climbed the first of 203 steps to the top of the Great Pyramid. Unless, however, the vision becomes part of your organizational culture the statement is virtually as useless as Congress.

It is why you must become  a business evangelist–one who cannot refrain from sharing cherished beliefs.

Make your powerful, compelling vision inspire, energize and spur commitment, hard work, sacrifice, and excellence. Start by writing it down.

Read More