A vision statement is a narrative that outlines a company or organization's overarching aspirations. It provides a picture of the organization's driving purpose and intentions, and should help to guide decision making and planning.
Writing a Vision statement for your organization or your business can be much more collaborative than writing a personal vision and mission, but the core Visioning process is the same.
To write a vision statement:
Peel back the layers to truly distill the organization's core values and purpose.
Determine what success looks like to the organization at a specific point in the future – what is important for the business to be doing in 15 – 20 years?
Write the narrative – and it can be as long as you need it to be – using intentional vagueness and extreme specificity to vividly illustrate the details.
Make sure the statement is inspiring and aspirational, but realistic. Do not push a fantasy on the team that will ultimately have them hustling for something unattainable.
Use language that is inclusive and unifying.
When it comes to company vision statements, Zingerman’s really does it best. It’s quite long, inspiring, and detailed, yet it leaves the business open to opportunities and pivots should they be necessary.
Tips for writing a Vision statement
Create a personal Vision so you can separate your work and personal life. They may be intertwined, or fully integrated (hi, business owners!), but your professional life and personal life are still two separate threads in your life. Having a personal Vision can also make it much easier to create a Company Vision that is strategically sound and aligns with your whole life.
Ditch the stiff, one-sentence vision statement – and replace it with a full narrative. Don’t be afraid to get every thought on paper, as you’ll then refine it. (Need help with this process?)
Make sure your Vision is motivating and inspiring, but NOT a fantasy.
Involve the right stakeholders to in the process and get maximum buy-in.
A clear Vision becomes such an important tool for decision-making – use it.
🎙️ Listen to the Podcast: Your Company Vision Statement Needs a Rebrand
What you’ll learn: Why you should ditch the 1 sentence statement, how to get stakeholder buy-in, and how to use the Company Vision for decision making along the way.