To be successful you have to have a plan. Once you have a plan, you have to be able to communicate it to your employees and to your customers. This is where a vision statement comes in:
it summarizes what you want your company to be, the direction you want it to take and what that will mean to your employees and customers.
Is your emphasis going to be on growth or on something else?
Are you going to be the least expensive? Are you going to have the quickest delivery?
Are you going to be the best, have the highest quality?
Everyone who deals with you will want to know. These things are not necessarily mutually exclusive but when push comes to shove, people will want to know where you are going to put the emphasis.
In addition, a vision should be a stretch for your company; it should be exciting. Customers should say to themselves, “If he manages that, we’ll certainly stick with him.” Employees should feel a sense of achievement when they reach the goals set out in your vision and your competitors should be surprised that you accomplished what you set out to do.
A good vision statement is at the same time general enough so that it can grow with the company and specific enough so that everyone can tell when goals have been achieved.
Therefore your vision statement isn’t something you should just come up with on the spot or in a few minutes. It should be something you think deeply about. A good vision statement is going to guide your company for the years to come so it is worth spending time and effort developing it.
If you are stuck, and don’t know how to start writing your vision statement then focus on answering these key questions:
- Why are you in business?
- Who are your customers?
- What do you want them to like about your product or service?
Brainstorming on these topics can help stimulate ideas that may eventually find there way into your vision statement.
Once your vision statement is set it is not something you can just forget about. It has to become part of your company and your marketing. That includes to both internal and external stakeholders.