Tips for crafting your company vision statement
When it comes to communicating your vision, many of us are familiar with Simon Sinek's advice to "Start With Why."
That said, when it comes to actually creating your vision, it is easier to follow a different order. This article shares a sequence we've used with hundreds of customers and clients. If you want a more involved workshop experience to create a robust vision and vision statement, take our free "“How to Build a Vision That Sticks” course.
Start with actionable values
Your values are a good starting point because they form a foundation for your vision and strategy. Clarifying them will bring cohesion to your ideas and start you on the path to defining or clarifying your purpose.
When authoring your vision, it's useful to first define actionable core values that matter to you. Avoid "aspirational core values" as these tend to become vague. Instead, use what author Patrick Lencioni calls "actionable core values."
Build on your values to get to "what"
The "what" portion of your vision spells out the world you are trying to create through your business. "What" is shorthand for the answer to the question "What is your vision?"
It can be useful to start your "What" off with beliefs as in the example sentence below.
"We believe in a world where everyone has access to <insert the problem you solve>."
Using your values to help inform you, describe the rest of your "what."
Some other helpful questions:
what is your business committed to building or achieving?
In 3 years, in 10 years, what impact do you see the business having if everything goes as you hope?
What impact do you want to have on your market or community?
Try to build clarity on the impact you want to make - who or what will be different as a result of your business success?
With values and "what" in place, move on to "why"
When it comes to conveying a business vision, "start with why" is good advice. Now that you've got values and your vision of the future in place, you can ask the question: "Why is the important to me.” The answers allow you to identify your "why."
Edit and refine
These elements provide a great start. It is important to take a few passes at refining your vision statement to make it clear and concise.
Ideally your "what" "why" and value sections flow together. It may take a revision or two to refine that connection.
It can be helpful to remember that ultimately, your vision is there to provide direction and help make decisions while allowing you and your team to adapt to change.
Get help
For more help along with step-by-step walk-throughs, get ResultMaps online course "How to Build Your Vision". If you are on an enterprise plan, it's included at no extra charge.
You can also purchase coaching to get real-time help and feedback to ensure you build a vision that aligns and empowers your team.