WHAT'S YOUR WHY?
5 Tips on Creating A Powerful Vision Statement
Your “why” is your anchor.
Your “why” is your rock.
Your “why” is your north star, direction and purpose."
Creating a strong vision statement
A vision statement is a surprisingly powerful “tool” that can help to provide an “audacious goal” to reach for, and stir the soul of employees, board members and clients in a powerful and compelling way. Strong vision statements are inspiring, aspirational and above all, enduring. They can be a powerful tool in developing vibrant cultures, help to propel innovation and build loyalty. Vision statements do not have to remain stagnant either. In fact, assessing if your organization’s vision statement is still relevant and inspiring is an important exercise to undertake regularly and especially important in times of transitions of senior leadership or operations.
If you feel your organization could do with some new “visioning”, then here are some tips on how to approach a building a powerful vision statement.
If you feel your organization could do with some new “visioning”, then here are some tips on how to approach a building a powerful vision statement.
5 Tips on Creating A Powerful Vision Statement
1. What is the difference between a vision statement and a mission statement?
From experience, there is usually a lot of confusion between a vision statement and a mission statement. Both serve different purposes. A mission statement describes what a company wants to do now.
A vision statement outlines what a company wants to be in the future.
A vision statement outlines what a company wants to be in the future.
2. Who decides what the vision statement should be?
Sometimes vision statements are developed by the organization’s founder and have been in place for many years. Regardless of who specifically develops the vision statement, it is very important that the vision statement be approved of and liked by the organization’s leadership and board as they set the strategic course and make decisions based on the vision. Buy-in at the top is critical and the optimal process for buy-in at all levels is a collaborative approach – if possible – in developing a strong vision statement.
3. How integrated must the vision be throughout the organization? Can it really make a difference?
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Think of Apple when Steve Jobs took it over for the second time. His vision of; "To make a contribution to the world by making tools for the mind that advance humankind” helped him to not just focus on being a computer company, but a company that helped people express their creativity and love for music, photography and stay connected. A powerful vision that is integrated fully in strategic planning, operations and investments can revolutionize everything from business and product development, hiring talent and much more.
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For years I have facilitated and managed highly collaborative processes to develop strong and enduring vision and mission statements that involve collaboration with CEOs and leadership as well as all levels of staff and stakeholders. The process is invigorating, powerful and results in buy-in and commitment which in turn improves morale and productivity.
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4. What’s the difference between an aspirational vision and fiction or unrealistic goals?
What if a vision is just too unrealistic or broad? What if the culture of the organization could really never make the vision happen? A good vision statement can do a lot for an organization, but it cannot change everything. If the people, products and investments are dysfunctional, even the most beautifully written vision statement will not be able to fix core issues. It is important to be aspirational and have a vision that is inspiring and motivating, but if it is “fiction” and unrealistic because the organization has other issues, then those need to be addressed.
5. Look for the gut feeling.
So how do you know when you have landed on the right vision statement? When heads are nodding, when you have that gut feeling and when you feel “butterflies”… then you are on the right track. The right vision statement should be a little scary… it should make you a little nervous and think – can we do this? But, the right vision statement also gives you the hunger to not just say, can we do this – but, you know what? We Must Do This. This is why we are here and what we are born to do as an organization.
And...
Developing a new vision statement should be undertaken thoughtfully and with an analysis of your category peers and competitors so you can see where you can be distinctive as an organization. Avoid copycat statements or borrowed equity in your vision statements and focus on creating a vision that is unique to your organization.
Keeping alive the magic of childhood.” By Disney. A powerful, beautiful and timeless quest – a noble vision statement and one of the best examples of when it is done right!
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Find out what happened when I helped a brand that had a new CEO and no agreement internally on what to focus on develop a powerful new vision statement that got everyone back on the same team and aligned after years of dysfunction and silos.
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