How to Build a Vision Statement That Guides and Inspires
Advisor Perspectives welcomes guest contributions. The views presented here do not necessarily represent those of Advisor Perspectives.
Business owners are notorious for writing long, meandering mission statements, which they post on their websites for public consumption. But a vision statement – a concise articulation of where you’re going as a company – can be far more precise and motivating.
You would not get into a cab without knowing your destination. Employees and partners are no different. A clear, concise vision statement will remove the fear and confusion of working without a purpose, and inspire your team and allies to move toward one, unified objective.
Your vision statement should be as easy as a mantra to memorize and should focus on the following:
- Your goal
- How you’re going to reach your goal
- How long it will take to get there
Your vision statement is not meant for the masses, but for your employees, your strategic partners and, very occasionally, your clients.
Here’s an example of a solid, simple vision statement:
Within the next 10 years, we strive to grow Aviation Capital Management, a financial services company, by producing $10 million in gross revenue by providing investment, tax and insurance services to pilots.
That’s it. No deep language on company motivation, reasons for offering superb service or inspiration for starting a company. A vision statement focuses specifically on your company destination, not the operational details about how you’re going to get there.
Some nonprofits or larger companies use broader vision statements, sacrificing a time element for an overall mission. Habitat for Humanity’s “A world where everyone has a decent place to live” might ring true with donors, but “to be the best wealth management firm in Skokie, Illinois” is too broad in scope and lacks definition and meaning.