The importance of having a vision goes back a long way. King Solomon (historically one of the most successful kings of all time and perhaps the wisest), said “Where there is no vision, the people perish.” (Proverbs 29:18). He believed that without a clear vision, people would lack purpose, lose restraint and they would degrade into chaos and moral decline. Even if he is only partially right, having a vision seems to be pretty important. (I’ve seen it in my own life.) So, it is no wonder that so many leaders want to create one for their companies. This article intends to help with that.
A good vision statement can create clarity around what’s important. It can shape a company culture and provide the “guardrails” for future decisions.
Here are seven steps to help you create a vision.
1. A vision is not a slogan.
A corporate vision is not a motivational poster, 10-year revenue target, or vague “be the best” statement. A good vision statement is simple. It describes the future you are trying to help create when your company is a success. Start with that.
2. Consider where you came from and what makes you unique.
Even if you haven’t been operating with a vision, you still have one, passively. Ask yourself (and others) some questions:
- Why did this company actually get started?
- What kinds of work are you proud of?
- Which customers do you want more of?
- What do you keep insisting on even when it’s inconvenient?
Your history will shape your vision.
3. Imagine your future (but don’t expect it to remain static).
Don’t aim for something “eternal.” Start with something attainable and believable. Complete this sentence:
“In 5–7 years, if we’ve done our job well, the company will be different because…” A good vision will describe who benefits, how things can be better, and what problems will be solved.
4. Know what you’re not.
This part is uncomfortable, but essential. What kind of company do you refuse to become? What opportunities would you turn down even if they paid well? What values are non-negotiable, not “nice to have”?
A strong vision has clarity. If it could apply to any company, it’s not your vision.
5. Translate it into one clear statement.
Before polishing it, write it out as you think it, rough and honest:
“We exist to ____ because we believe _____. In the future, ____ will be different, especially for ____.” It will take a few iterations.
It will take some time to make it elegant. The goal is clarity and brevity. If you can’t explain it to a new hire in under 60 seconds, it’s not ready.
6. Field-test it, with real decisions.
A real vision will guide your decision-making.
- Should we work with this client?
- Should we hire or fire this person?
- Should we invest in this process or person?
If it doesn’t help you make decisions, it’s not a real vision.
7. Your “Version 1 Vision” is allowed to be imperfect, if you need to adapt it, do.
The early versions of your vision will be hypotheses and not written in stone. It should provide direction, but not constrain you. It is allowed to evolve as the company grows and changes. You are not mistaken if you need to change your vision later. The mistake is never having one at all. You need to start somewhere to better understand what it should be.
So, get started.
You can create a long term vision or keep it to a shorter timeframe. Either will provide the lens through which to see your future and help guide your decision making.
Vision Statement Examples in Action
To help illustrate it a bit better. I have created two examples: one corporate and another personal.
[Note: I encourage you to create a person vision statement as well.]
Corporate Example: Becoming the “Contractor of Choice”
Corporate Vision: “We want to be the contractor of choice for the best talent in the industry and the best clients.”
This statement implies that the company wants to create a working environment and culture that would attract and retain the best talent and clients. In order to realize this, the company will need to maintain great relationships, provide good salary and benefits, develop their people and have a vibrant culture. In the short term, the company may need to restructure their benefits package so that the best people will be more likely to want to work for the company.
In order to afford these benefits, the company ownership will need to allocate resources to pay for them. To provide these resources, the company will need to be more profitable. To be more profitable, they will need to win great jobs with great clients. They will also need their field staff to be highly effective and productive. To increase field productivity they need to be trained.
This long term corporate vision guides the decision-making so that it can be realized. Often times a synergy is created within the organization around the vision and it builds upon itself.
Creating a good corporate vision, therefore, is an important exercise for leaders.
It is also helpful in our personal lives.
Personal Example: The “Healthy at 100” Goal
Personal Vision: “I want to die young at the ripe old age of 100 and be able to dance at my granddaughter’s wedding.”
This statement implies that I want to stay healthy as I age and participate in the lives of my children and children’s children. In order for that to be realized, I will need to maintain good relationships with them, take good care of my health (eat healthy foods and exercise regularly). In the short term, I might want to lose 10 pounds. In order to lose that weight, I will need to limit my consumption of ice cream. To stop eating ice cream, I will stop buying it and will put carrots in the fridge instead. [That’s a true story by the way. Haha]
So, a long term personal vision will help you make better short term decisions. It keeps the future in mind and will begin to define you. If dancing at my granddaughter’s wedding is important to you, put down the hot fudge sunday, go for a walk and eat a carrot. Maybe a silly example, but you get my point.
Without a vision, the people perish.
Reach out if you want some help seeing who you want to be, corporately or otherwise. I’m here to help.