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A few days ago I posted a blog on Vision & Mission Statements and I pointed out that:

A vision statement should be a vivid idealized description of a desired outcome that inspires, energizes and helps the business team create a mental picture of your long-term goals. The best vision statements describe outcomes that are five to ten years away, although some look even further out.

The purpose of a Vision Statement is to create a mental picture charged with emotion which will energize and inspire you and the wider team. A powerful vision statement should stretch expectations and aspirations inspiring you to jump out of your comfort zone.

And that “without a vision, the people perish”.

To recap, a Vision Statement outlines what the organization wants to be.

  • It concentrates on the future.
  • It is a source of inspiration.
  • It provides clear decision-making criteria.
  • Vision Statements define the organizations purpose, in terms of the organization’s values rather than bottom line measures (values are guiding beliefs about how things should be done.)
  • The vision statement communicates both the purpose and values of the organization.
  • For employees, it gives direction about how they are expected to behave and inspires them to give their best.
  • Shared with customers, it shapes customers’ understanding of why they should work with the organization.

The vision of the business is the source of its energy, it helps motivate us and it helps set the direction of corporate, marketing, sales, and operational strategy. To be effective, the vision needs to address a number of elements which are outlined in Figure 5 below.

Figure 5: The critical elements of a Vision.


To follow on from this here is a great video presentation from Erica Olsen, VP of Marketing for M3 Planning, shows how to build a powerful vision for your organization.

For more information, head to:http://www.m3planning.com

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