Company Vision Statement: Fluff or Must-Have?
Guest post by Jenny Brown (Lead Executive Coach, AppMeetup)
Forget the “fluff exercise” label. Building a company vision, like the one you get with ResultMaps’ workshop and AI tool, is a powerful leadership anchor.
Think of it like this: When I led a nonprofit, expanding our services to new clients triggered a critical moment. We needed to revisit our core purpose – why we existed in the first place. We hired a consultant to guide us through the vision-building process.
That highly paid consultant then took our entire board and some of the executive staff through the process of building our vision and revisiting what we wanted to retain about the nonprofit as well as some of the new things we wanted to introduce.
This exercise will help you do that on your own. You’ll find it super helpful for several reasons.
Your company vision statement provides clarity for decision-making
Taking time to define what truly matters allows you to revisit that vision during crucial choices. Launching a new product, targeting specific customers, or partnering with someone – these decisions all become easier when you ask, “Does this align with our vision, our purpose? Does it contribute to what we want to achieve and who we want to serve?”
Your company vision statement will save you (and your employees) time.
This exercise is an investment in future efficiency. You’ll have already thought through what you’re building, eliminating the need for lengthy deliberations later.
It’s a quick process – seven short videos (around 5 minutes each). Perfection isn’t the goal; the key is to draft your vision ideas. Do it solo as a CEO/business owner or involve others. Just get it done – 30-45 minutes on paper to bring immense clarity is time well spent.
Your company vision statement helps your employees buy in, and it helps leaders to focus.
Another example: Before doing this exercise, the CEO of a company who implemented this in real life was making all these different decisions about the company’s growth. When he actually put the vision on paper, it turned out that his vision and what he wanted for the company was way more aggressive than what the employees were thinking. So then, it began to click and make sense why he was wanting his employees to do all these “crazy things.” Now, the employees could negotiate: “Okay, in order for us to achieve this level of growth, this is what it will take.”
The CEO even adjusted and reigned in the company’s activities based on his clarified vision. He acknowledged, “This is the vision I have, but now my employees can tell me what it will take to get there.” He could pick realistic goals, ones that were still juicy and exciting, but that wouldn’t drive his team crazy. They were able to be much more efficient and make investments in the right places to grow faster and keep everyone on the same page. That’s the power of creating your vision and making one that sticks.
The exercise of creating a company vision statement makes it easier for you to communicate your vision to the rest of your team.
Ready to unlock the power of a clear company vision? Take action. Sign up for executive coaching from AppMeetup. You’ll get clear on your milestone goals and receive support for challenges only CEOs face and understand.
👉 Complete the How to Build a Vision That Sticks workshop
👉 Try out our AI-powered company vision builder
About Jenny Brown
Jenny is the Lead Executive Coach at AppMeetup, and an ardent advocate for personal growth. Through her coaching, she empowers individuals and teams to:
Build resilience: Navigate challenges with strength and bounce back quickly.
Find meaning in work: Discover purpose and ignite passion in your career.
Develop a performance mindset: Achieve goals and unlock your full potential.
Master impactful communication: Connect authentically and achieve results.
Jenny believes by embracing continuous growth, you can create a fulfilling life that transcends professional success and enriches all aspects – relationships, health, and even a sense of play.