The Value of Vision

By Jennifer Elliott, CEO – Integrity and Values.Com

We all know what it means to inspire – to breathe life into.  Our organisations vision statements should do that; they should breathe life into our organisation, its people and give purpose and direction to all our activity and effort.  Unfortunately for the most part, that isn’t true.  The statement that should be the first thing we think of when we need inspiration, direction or motivation usually doesn’t even get a mention. Why?  Because most organisations vision statements are wishy washy motherhood statements that are boring and forgettable. 

“Where there is no vision, the people perish” - Proverbs

A Vision statement should answer the question of why your organisation exists, what purpose it serves and how it makes a difference; it doesn’t exist to be the best or biggest, a “global leader” or “employer of choice”.  It also shouldn’t be a justification for past or future action; “we are stronger together” or “our global diversification will provide advantages”.  There is nothing inspiring about those statements, they don’t give you goose bumps or encourage commitment, dedication or enthusiasm; they sound great on the annual report and when reporting to the board, but provide nothing for the people who are supposed to make it happen.

Vision statements can be as simple as “To make people happy” which is the vision statement for Disney or "To be the company that best understands and satisfies the product, service and self-fulfilment needs of women - globally." for Avon Products, or if you work for Toys ‘R’ Us "Our Vision is to put joy in kids’ hearts and a smile on parents’ faces."  Vision statements are not about strategy or specific like goals, they are a statement of where you want to be and who you want to be when you get there. Your vision statement should answer the question of - What is it that you do and provide that is worth your people giving their lives to?

Viktor Frankl, the great Austrian psychiatrist, said it best: "Success, like happiness, cannot be pursued; it must ensue ... as the unintended side effect of one's personal dedication to a cause greater than oneself." For what purpose does your organisation exist? How does your organisation make a difference in your customers' lives? 

Organisational vision statements need to be short, succinct, and inspiring statements of what the organization intends to become and to achieve at some point in the future; it should be memorable, inspiring, engaging and give a shared sense of purpose and direction.  It is the end result image of the goals that your organisation is striving for. It describes aspirations for the future, without specifying the means that will be used to achieve them.  A vision statement makes the assumption that if you achieve it, then the profit, industry recognition and employee engagement that you want are a given.

So how do you create a vision statement that does those things?

To do that, you need to answer the following questions:
1. What does your organisation stand for? (The values)
2. Why does your organisation exist? (The mission - who do you serve and how)
3. What difference do you make? (What impact do you have in the world)

With the answer to these three questions in hand you can craft a vision statement that has impact and inspires action.