An ancient Hebrew proverb states that "without a vision, people perish". I agree. Setting a vision, and crafting a vision statement are not just exercises you do so you can check off the box and say, "yep, we've got one of those". Done correctly, it is highly motivating and becomes rallying cry for the entire organization. Defining it is also easier said than done.
Vision can be tricky. Not every leader, and certainly not every CEO, is gifted with vision. It is often very hard to craft a single sentence that encapsulates it. And, vision often gets muddled with Mission. We encourage clients to use the following simple definitions:
Vision = destination. It is the ultimate outcome of what you do. It articulates how the world is different as a result of doing what you do. Vision is a big idea — it has to be ultimately attainable, but may or may not be achieved in your lifetime.
Mission = path. It encapsulates what you are called to do — why you and the people who work with you get up and go to work every day. If executed consistently, you will achieve your mission.
People want to follow leaders that have a vision - who know where they are going and have a plan to get there. Take the time to build a compelling vision statement. You and your company will be the better for it.
Steve is a husband, father, and business exec. He loves anything outdoors, anything that is a hard challenge, and enjoys working with anyone who wants to continually improve. And golf. He loves golf. Steve is the founder and CEO of Executive Advisory Partners.