06 Apr Crafting a Vision Statement, Part 1 of 3
Dozens of books and guides talk about creating vision statements. As with a mission statement or a unique selling proposition, crafting a vision statement follows these straight-forward and inclusive guidelines.
#1 – What is a Vision Statement?
Your vision statement is a shared, clear and unique guide visualizing the desired future state of your organization.
#2 – What are the key components of an effective vision statement?
Effective vision statements contain these key elements:
- Standard of excellence (Idealism)
- Point of differentiation (Uniqueness)
- Future direction (Destination)
- Utopian view (Imagery)
#3 – How do we start the process of creating a vision statement?
The process for creating a vision statement can be as simple as these four steps:
- Examine vision statements in the market place that you admire for their effectiveness and clarity
- Create phrases that embody each element of idealism, uniqueness, destination, imagery
- Refine and review
- Approve, integrate and communicate to every employee
Some companies have every employee “sign-off” on the mission and vision statements.
Examples of Vision Statements
Tesla: “To create the most compelling car company of the 21st century by driving the world’s transition to electric vehicles.”
Habitat for Humanity: “A world where everyone has a decent place to live.”
Google: “To provide access to the world’s information in one click.”
McDonald’s: “To move with velocity to drive profitable growth and become an even better McDonald’s serving more customers delicious food each day around the world.”
Netflix: “Becoming the best global entertainment distribution service. Licensing entertainment content around the world. Creating markets that are accessible to filmmakers.”
Nike (doesn’t have a vision statement but a mission and purpose statement): “Our purpose is to unite the world through sport to create a healthy planet, active communities, and an equal playing field for all.”
If this is helpful, you may also find our post on writing a Creative Brief of interest. If you would like discuss or refine your vision, we can help. Email Rob Beachy at firstname.lastname@example.org.