Let’s take a look at what a “vision statement” is, and why it’s important for you to create one for your business …
A vision statement is a broad, inspiring image of the future state a business aspires to reach. It describes without specifying how aspirations will be achieved, or when. It is ambitious, and forward thinking. It’s not about where the organization is now, it’s about what the organization will be, or aspires to be.
A vision statement needs to:
describe aspirations and intent
be inspirational for your staff and customers
project a compelling story
paint a clear picture
use engaging and descriptive language
align with your company’s values
The vision statement will also provide a clear criteria or measuring stick for decision-making. When making tough choices, ask “Does this support the vision statement?” If major initiatives do not support the overall business vision, chances are they aren’t worth the investment of time and money.
If your business doesn’t have a vision statement, it needs one. If it does, then this is a good opportunity to strengthen it or make sure it is aligned with the current dream you have for yourself and your company.
We’re going to work through a step-by-step process here that will help you hone in on what your vision is, and then put it into words. You should note that a corporate vision statement – once created, agreed to and perfected – should remain consistent and unchanged for several years. When a vision statement is changed and revised, it is difficult to create a consistent plan that supports the achievement of the vision. In this case, now is a good time to revise your vision – right before embarking on a comprehensive marketing strategy.
But first, don’t forget that your employees, joint ventures (the most powerful marketing initiative on the planet), and your customers, need to believe in the company’s vision too …
Your employees need a strong, clear vision statement just as much as you do. When creating a vision statement, keep this in mind. The vision will need to be something that your employees can embrace and stand behind. A powerful vision statement that your employees can get excited about will motivate, inspire and build morale on the sales floor and in the office.
Think about how you will communicate your vision to your employees once you have created it. How can you inspire them to nurture and support your vision on a daily basis, in everything they do? How can you empower and motivate them to feel ownership of the company’s future and their stake in it?
Take a look at these corporate vision statements so you can get a better understanding of what I’m talking about ..
Our vision is to be earth’s most customer centric company; to build a place where
people can come to find and discover anything they might want to buy online.
Dell listens to customers and delivers innovative technology
and services they trust and value.
eBay pioneers communities built on commerce, sustained by trust, and inspired
by opportunity. eBay brings together millions of people every day on a local,
national and international basis through an array of websites that focus on
commerce, payments and communications.
Facebook is a social utility that helps people communicate more efficiently with
their friends, family and coworkers. The company develops technologies that
facilitate the sharing of information through the social graph, the digital mapping
of people’s real-world social connections. Anyone can sign up for Facebook and
interact with the people they know in a trusted environment.
Google’s mission is to organize the world’s information and
make it universally accessible and useful.
See what I mean?
Let’s start creating your unique vision statement.
1. Start by looking at your strengths and weaknesses from the perspective of everyone who does business with you.
You’ll start with a bit of analysis on where you stand now. Use the chart as a guide, create your own on a pad of paper and fill in your company’s unique strengths and weaknesses. Think about strengths and weaknesses from the perspective of customers, staff, management, vendors or suppliers and owners.
For example, what would your customers say about your customer service standards? Would this area be considered a strength or a weakness? What would your staff say about training and professional development opportunities? What do you think about your income and overall financial growth?
2. Analyze your observations, and remember that your weaknesses represent great opportunities for change and improvement, while your strengths need to be nurtured and developed.
Take a look at what you have written, using the chart above as your guide, and answer the following questions:
What does the overall picture look like?
How does the overall picture align with the dream you have for your business?
What great achievements and qualities exist in the strengths section? (List 10)
What opportunities exist in the weaknesses section? (List 10)
3. Now that you’ve assessed where your business stands today, where do you want it to be? What opportunities exist?
Here you will take the strengths and opportunities you identified in step one, the analysis you completed in step two, and start describing them in words. Use the chart below as your guide, write three sentences that describe the future state of your business. I’ve included some samples to get you started.
|Customers||To be a regional leader in customer service.|
|Staff||To inspire and develop our professionals.|
|Management||To lead a generation of environmental responsibility.|
|Vendors / Suppliers||To offer only the highest quality sprockets.|
|Owners||To be a profitable and highly respected organization.|
4. What opportunities and aspirations are the highest priorities for you and your business?
Take the sentences you created above, and list them in order of importance to you. You may have to do this several times before you feel the order is accurate. Then, combine duplicate sentences, or ones that describe similar things. Once you’ve finished your list, take the top three to five sentences and combine them into a cohesive paragraph.
5. Refine your statements so that they are broad, future-oriented and use words that reflect your values, priorities and dreams.
You need to refine your statement so it is smooth, clear and easy to understand.
Here is a checklist to use when reviewing the words you have written:
is it inspirational for your staff and customers?
does it project a compelling image?
does it paint a clear picture?
have you used engaging and descriptive language?
is it realistic?
does it align with your company’s values?
TIP: You can use phrases like:
A leader in… Support the development of… Offer opportunities to… Continually create…
Build on… Inspire… Develop… Facilitate… Achieve… Deliver… Bring together…
6. Include your employees in the vision creation process, and ask them for feedback.
Do they understand the vision? Do they support it? Does it inspire them? Can they find meaning in their work based on it? Incorporate their feedback, where possible and relevant.
7. Put your vision statement somewhere everyone can see it – your staff, management, customers and vendors.
Once you have created your vision statement, share it with the world. Your vision is something you have committed to, and can let everyone know where your company is heading. It allows them to see where you want to go, and gives them the opportunity to help you get there.
Now, do you have everything you need to start working towards your vision? As a Business Coach, I’m here to answer questions and provide support when you need it, so feel free to contact me any time …