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A good vision statement is a clear portrait of the future. Let's dive into how to create it
The Society of Human Resources Management defines a vision statement as a statement that “looks forward and creates a mental image of the ideal state that the organization wishes to achieve.”
A good vision statement is a clear portrait of the future that is possible should you and your organization execute flawlessly and accomplish all of your goals.
The best mission statements conjure this image of the future to mind in a way that inspires stakeholders to visualize that same future, get excited, and participate in the realization of that future.
Some great examples of inspiring vision statements include:
Teach for America envisions a world where “One day, all children in this nation will have the opportunity to attain an excellent education.”
The Alzheimer’s Association envisions “A world without Alzheimer's disease.”
Habitat for Humanity envisions “A world where everyone has a decent place to live.”
At Microsoft’s founding, Bill Gates envisioned a world with "A computer on every desk and in every home."
SpaceX was founded to accelerate a future where “Humans are a multi-planetary species.
These visions of the future are a one where the world is a kinder, brighter, and better place and they are the visions that enable these organizations and leaders to inspire individuals to fund those visions, to donate to those causes, to labor under those banners, and ultimately, to create that envisioned world for their communities.
Your organization, no matter its ambitions can have a vision that inspires and motivates just the same.
Take a break from the routine of everyday tasks, goals, projects, and distractions and think for a second. Where is the world headed?
It’s impossible to predict the future, but it is cpossible instead to feel the changing of the currents.
What role can we play in leading and guiding these trends for the benefit of our organizations, our stakeholders, and our communities?
If the future in your mind’s eye feels like it will truly come to pass and it feels like your organization can play a positive role in ushering in that future, you have just found your vision. Now the challenge is in communicating that vision to those around you.
For the first time you might be seeing the future with more clarity than you ever have before and you might see the exact path that you must walk to get there. No one else does yet.
Your vision statement is a critical tool in how you make your vision accessible, believable, and viral. Getting it out of your head and into the minds of your collaborators and eventually your customers. Use your vision statement to create a tight, easily digestible packaged version of your vision. Getting this right means making our vision just that much more real and that much more likely.
Your vision statement and how it is received is vision that our investors will fund, that our employees will build, and that our customers will participate in. When we write our statement we need to design it to speak to all of these different stakeholders.
There are no hard and fast rules but there are some principles that you can lean on to inform how you draft your vision statement.
A good vision statement is:
Clear - It is a focused picture of what the future looks like or what your organization looks like in the future
Big Picture - It is about more than your offering but rather about what that offering means to the world or to your community
Aspirational - It is a far off goal that can motivate your organization for decades to come and it is the kind of goal that would be worth spending decades on
Stylistically, a good mission statement is:
Tonally Appropriate - The language itself captures the tone of your brand
Concise - Your audience will know in an instant whether you excite them or bore them
Specific - What is the exact future you’re looking to create, what are the specific ways in which your organization fits into that future
The first step is to build your vision.
Try using our Vision Statement Workshop Template to guide your brainstorming session.
Once your vision is clear, just complete the sentence: “Our organization envisions a world where…”
The vision statement should capture how your customers lives will have changed, how the world will have changed, and how your organization will be leading the charge towards that transformation.
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