Internal Brainstorming
Internal Brainstorming

A vision statement is a concise and inspiring statement that communicates an organization’s long-term aspirations and goals. It serves as a guide for decision-making and helps to align the efforts of all stakeholders towards a common purpose.  A vision statement, is not meant to be set it and forget; rather, something that you can filter questions and decisions through on a daily basis.  

Examples of some recognized brands and their vision statements:

  • Amazon: “To be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online.”
  • Tesla: “To accelerate the world’s transition to sustainable energy.”
  • Google: “To organize the world’s information and make it universally accessible and useful.”
  • Nike: “To bring inspiration and innovation to every athlete* in the world. (*If you have a body, you are an athlete.)”

1. Brainstorm

To create a comprehensive vision statement, it’s essential to collect feedback from all parties involved. You’ve already started this process with the SWOT and PEST analysis.  Now you can bring everyone back together to share the results and further brainstorm where you each see the company in 3-5 years.

2. Purpose

Your vision statement should reflect your organization’s purpose. Define why your organization exists, what it stands for, and what it hopes to achieve in the long-term. This will help you create a clear and concise statement that is aligned with your organization’s values and goals.  I like to think of purpose as the driver of why you’re doing what you’re doing.  If there was no spotlight on your company and no money to be made – what purpose would your company serve?

3. Clear and Concise 

Your vision statement should be easy to understand and remember. Use clear and concise language that is easy to read and comprehend. Avoid using technical jargon or complex language that may confuse or alienate your audience.

4. Inspire

Your vision statement should be inspiring and motivational. It should paint a picture of what your organization hopes to achieve in the future and inspire your stakeholders to work towards that goal. Use language that evokes emotion and inspires action.

5. Memorable

Your vision statement should be short and memorable. It should be easy to remember and communicate to others. A good rule of thumb is to keep it to one or two sentences.

6. Refine

Once you’ve written your vision statement, review it and refine it as needed. Make sure it accurately reflects your organization’s purpose and goals. Share it with your stakeholders and gather feedback to ensure it resonates with everyone involved in the organization.

Crafting a clear and inspiring vision statement is essential for any organization to stay motivated and focused on achieving its long-term goals. This blog post outlines the steps to follow in creating a well-written vision statement that resonates with stakeholders and promotes a common purpose.  In the next blog post, I will cover off writing a mission statement.