- Vision statements describe the "why" of your company, while mission statements describe the "who" and "what" of your business.
- Vision statements are important because they reveal a shared purpose and direction for employees.
- You can create a compelling vision by infusing it with passion, making it inspiring, and aligning it with your business values and goals.
- This article is for entrepreneurs who want to create a vision that defines their values and clarifies their corporate style.
Writing your business vision can be challenging because it must define your company, values, and future goals. While many well-known businesses rely on their mission statement, a vision statement is an invaluable tool for inspiring your team and building your brand identity.
We'll explore vision statements and their importance, as well as tools and best practices for creating an inspiring vision that drives your growth strategy.
What is vision?
A vision statement is a written statement that explains the meaning and purpose of your business to stakeholders, especially your employees. It describes the desired long-term results of your company's efforts. For example, one of Microsoft's first claims was "a computer on every desk and in every home."
"A corporate vision statement shows at the highest level what the organization wants to be and what it wants to achieve in the long term," says Kathy Trout Taylor, owner and CEO of Untold Content, a writing consultancy. "It has a pretty grand goal: to bring together all the company's perspectives into a spectacular statement."
A vision statement is important because it describes the purpose shared by all members of the company. Companies that work towards greater ambitions are more attractive to current and future employees.
A vision statement can affect a company's long-term success, so take the time to craft one that expresses your ambitions and mobilizes people.
Did you know?: The concept can increase employee engagement by making it easier to hire new employees with a culture fit.
What is the difference between a vision statement and a mission statement?
Mission statements focus on the present and tell stakeholders and community members why the company exists and where it is right now. Vision statements are forward-looking and intended to provide inspiration and direction for employees.
"Vision is your goals for the future and how you will achieve them, mission is where you are now and why you exist," says Paige Arnoff-Fenn, founder and CEO of Mavens & Moguls, a global strategy firm. marketing. firm. . consulting company "The vision should motivate the team to make a difference and be part of something bigger than themselves."
Mission and vision statements are both ways to create a brand. "While a mission statement focuses on a brand's purpose, a vision statement focuses on achieving that purpose," says Jessica Honard, CEO of North Star Messaging + Strategy, an entrepreneur services company.
While mission and vision statements should be the building blocks of your organization, a vision statement should serve as a guide for your company.
"Vision is ambition; mission is achievable," says Jamie Falkowski, creative director of marketing and communications firm Day One Agency.
Creating the perfect visual expression can be overwhelming, but it doesn't have to be. Follow these tips and best practices as you develop your vision.
Determine who will shape your vision.
The first step in writing a vision statement is to determine who will write it. In a small business, you can ask for knowledge from everyone. In larger operations, you may need to selectively record various employee contributions.
Rate the materials published by your company.
Your company may have published its core goals and values in its employee handbook, marketing materials, and other publications. Use this information to guide your work, suggested Alison Brame, author and content strategist, marketing and media manager.
"A company's mission, purpose, goals and values all play a role in creating a corporate vision," Brame said. "Weave these concepts and beliefs into your vision."
Organize workshops to realize your vision.
Brandon Shockley, former vice president of market research at branding and marketing firm 160over90 and now head of investor research and analysis at Vanguard, recommended holding workshops with key stakeholders who represent a part of your organization. Then, he said, the teams come together and use collaborative tools to create alternative versions of the statement, getting feedback from employees on how each version resonates.
Get individual data.
Falkowski also suggested interviewing individual stakeholders to encourage honest feedback. Employees can identify common themes, describe the future of the organization in words, or use visual branding tools as the basis for a vision statement.
See competitor vision statements.
Look at your competitors' vision statements to determine how you can differentiate your business from them. [Related article: How to conduct a competitive analysis ]
Be brief but to the point.
Your vision should be short, no more than one or two sentences. You want the entire organization to be able to move quickly and, more importantly, understand it. However, a vision statement should be more than just a discussion.
"[It] can be clever and memorable, but it's about your team and your culture, not about selling a certain product," Falkowski said.
Create a longer version for management's eyes only.
Don't worry if you feel like a brief overview doesn't fully capture the complexity of your vision. You can create a longer version, but it doesn't have to be the one you broadcast to the world.
“The truth is, most business owners, let alone boards of directors, won't be able to summarize their vision in a sentence or two. That's it," says Shannon DeJong, owner of branding agency House of Who. "Have a complete version of your vision for management's eyes only. Think of the long version as a guide to why you're in business in the first place.
Describe your main business goals.
When developing your vision, Taylor suggested, start by setting the most audacious goals for your business. “Viewing your long-term goals in a collaborative environment will help you raise the profile of your organization and the world when you achieve them. That big picture of your success is really the centerpiece of your vision.”
Consider the potential global impact of your business.
Honard recommended questions that reflect the ultimate goal and impact of your business. "When you answer these questions, you have created a road map between your present and your future."
Here are some of the questions Honard uses to determine the customer's perspective:
- What ultimate impact do I want my brands to have on my community, industry or world?
- How will my brand ultimately resonate with clients and customers?
- What will my corporate culture look like and what will it look like in the lives of employees?
A big dream
Don't be afraid to dream big once you gather all the information and start writing. Don't worry about practicality just yet; What seems impossible at first can be achieved with the right team and technology. Work on creating a vision that reflects the specifics of your business and its aspirations.
Be bold, not generic.
Shockley said there is nothing wrong with a bold, clear and even outrageous approach. “When a vision statement sets out a common goal that everyone can agree on, it's likely to lead to poor results. "An objective such as 'providing a unique experience' is also applicable to a hospital, bank or fitness club."
Consider creating a brand vision board.
Taylor suggested creating a brand vision board if you want to take your vision even further. A vision card includes your company tagline, an "about us" statement, a "what we do" section, a corporate vision statement, an overview of your ideal customers, customer pain points, your mission statement as it relates to content, advertising, products, and SEO. keyword
"A vision board serves as a one-page business plan that anyone in the company can quickly refer to to remember the key concepts that drive the work," said Taylor.
Quick tips for your vision
Here's a quick summary of what to do when formalizing your vision:
- A project for five to ten years in the future.
- Dream big and focus on success.
- Use the present tense.
- Use clear, concise language without jargon.
- Spread the word with passion and become an inspiration.
- Align with your business values and goals.
- Create a plan to communicate your vision to employees.
- Be willing to commit time and resources to the vision you've created.
A completed vision statement should provide a clear picture of your company's future path. Honor said many of his clients have used their vision to guide their major plans for the future. For example, they took new marketing steps to get closer to their vision, changed their approach to accurately reflect their desired outcome, or duplicated an aspect of their brand that worked for them.
Tip: When setting business goals and taking concrete steps to achieve them, take the time to visualize what achieving your goals will look like.
What to avoid when writing a vision statement
- Don't confuse your mission statement with your vision statement. Mission statements are generally easier to write because they reflect what you are doing right now. Remember that the mission is what you are working towards today and the vision is what you want to achieve in the future.
- Don't change the words. One of the most difficult parts of developing a vision statement is getting the wording right. You can rewrite all the time and care about getting it right. Does this sentence or two define your values and clarify your corporate identity without being too vague? Don't get lost in the pressure of perfect formulation; A clear and unique vision is a good starting point to differentiate your business from the rest of the industry.
How to use your vision
Determine where your vision statement will appear and what role it will play in your organization. This will make the process an intellectual exercise, Shockley said. There's no point in posting a vision statement in the lobby or promoting it on company social media if you never integrate it into your company culture.
"A corporate vision statement should be part of your strategic plan," Shockley said. "It's an internal communication tool that helps align and inspire your team to achieve business goals."
Therefore, you should treat the vision statement as a living document that will be reviewed and revised. First and foremost, it should address your employees directly.
"If your employees don't buy into the idea, you'll never be able to make it happen," says Kerry Lindenmuth, chief marketing officer at Kyle David Group, a provider of technology and Internet solutions. “A vision statement should be what your employees believe. Only then will they make decisions and take actions that reflect your company's vision.”
Tip: Help employees take ownership of the vision by asking them to identify ways to incorporate the vision into their daily work. Reward employees for good work when you find them showing insight.
Vision Statement Templates and Resources
If you need more guidance and direction, explore our downloadable worksheets and templates that provide a framework for developing your vision.
These five resources will help you improve your vision:
These free resources provide detailed guidance to help you define your company's core values, priorities, and goals, moving you closer to expressing your unique vision. Use alone or with your staff.
20 examples of inspiring visions
A few clear and memorable ideas can be all the inspiration you need to write your own. Here are some of the best examples of inspirational quotes:
- Amazon: “Our vision is to be the world's most customer-centric company; to build a place where people want to find and buy things online.”
- Ben & Jerry's: "Making the best ice cream in the tastiest way."
- Caterpillar: "Our vision is a world where all basic human needs - such as shelter, clean water, sanitation, food and reliable energy - are met in an environmentally sustainable way, and we are a company that improves the quality of the environment and communities where we live and work."
- Cradles to Crayons: "Providing homeless and disadvantaged children from birth to 12 with the essentials of life: at home, at school and at play."
- Google: "To provide access to the world's information in one click."
- Habitat for Humanity: "A livable world".
- Hilton Hotels & Resorts: "Filling the land with the light and warmth of hospitality, offering exceptional experiences: every hotel, every guest, every time."
- IKEA: "To create a better everyday life for many people."
- Intel: "If it's smart and connected, better with Intel."
- LinkedIn: "Creating economic opportunity for all workers around the world."
- Oxfam: "To be a self-organizing people actively working to create a just, democratic and sustainable world where power and resources are shared, where everyone lives with dignity and poverty and inequality are no more."
- Patagonia: "Make a better product, do no unnecessary harm, use it to inspire business and provide solutions to the environmental crisis."
- Prezi: "Rediscovering how people share knowledge, tell stories and inspire action."
- Samsung: "Creating the future with innovation and intelligence."
- Southwest Airlines: "To become the most loved, most profitable airline in the world."
- Sweetgreen: "Inspire healthier communities by connecting people to real food."
- TED: "We believe in the power of ideas to change relationships, lives and ultimately the world."
- Walgreens: "To be America's favorite drugstore company for health, wellness and beauty."
- Warby Parker: "We believe that buying glasses should be fun and easy."
- Wyeth: "Our vision is to pave the way for a healthier world."
Basics: Often the hardest part of developing a vision is coming up with words that really define your values and clarify your corporate identity without being too vague.
Can view statements be modified?
Many companies benefit from formulating a vision early on, but it's perfectly acceptable not to commit to a specific vision right away.
"Too much attachment to the thesis can derail the learning and creative process in the early stages," said Sonia Ellis, president of Round Twelve's marketing and communications group. She encourages her clients to write a monthly vision statement, save previous drafts, and see what sticks and what doesn't over time.
"After the first year, you can look back and see how much you've grown," Ellis said. “What parts or words in the statement stuck and what was left out? These keywords tend to become important branding pillars that you can always refer back to and eventually become part of the brand ethos.
Committing to a certain vision in the early days of your business can limit your opportunities for growth or blind you to the need for change.
“At the end of the day, trust your gut; test and verify; view analytics; invest in the feedback your customers give you, Ellis said. - If you are not willing to give up on your original business vision, you are missing out on a great opportunity!
No matter how many years you've been in business or how long you've had your vision, you're not stuck with it. Don't be afraid to change it, even if you've spent time and money developing it, if it no longer feels right.
Review your vision
A vision statement is a tool that can help your business grow and your brand succeed. In your journey to grow your business, you will encounter good months, bad months, and every detour and obstacle imaginable.
Above all, your vision should constantly remind you and your team of the end goal. Keeping this message is important, especially on busy days.
Bassam Caado and Paula Fernandez contributed to this article. Інтэрв'ю з крыніцамі былі праведзены для больш ранняй версіі гэтага артыкула.
