The underlying goal of a vision statement is to ultimately build excitement and increase motivation. Every single person involved in your business can feel eager for what the future holds. Below are seven distinct techniques that can get you there.

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  1. Establish Your Purpose
  2. Drill Down on a Single Objective
  3. Identify Your “Idea” of Success
  4. Choose an Achievable Goal
  5. Choose a Measurable Goal
  6. Create an Analogy
  7. Get Inspired… Really Inspired

Establish Your Purpose

In order to successfully articulate a productive vision statement, you must first determine the purpose of your business. To achieve success in this strategy, you will need to determine the objective of your business. Once you have made this determination, outline the advantage that your company offers compared to others in the industry. Finally, you should determine what you are currently accomplishing and what you have yet to accomplish in order to fulfill the purpose you have for your business. Once you outline your overall purpose, you will find that it is easier to clearly articulate a defining vision for the future of your business.

Drill Down on A Single Objective

When composing your vision statement, it is imperative that you are very clear. You should determine one main objective that you have for your business and focus on that. Many companies make the mistake of attempting to integrate a wide assortment of future goals into their statement. Unlike a mission statement – which is considered to be “timeless” – your vision statement may be adjusted, over time. Outline a clear goal, place an emphasis on clarity, and be very clear about that which you hope to achieve. In doing so, your employees will remain focused on the goal, too.

Identify Your “Idea” of Success

When writing a vision statement, it is important to consider what you define as “success”. You should avoid wrapping yourself up in the day-to-day operations of your business, though you may view those tasks as part of your overall success regimen. Instead, you should focus on that which helps set your business apart in your industry. When you pinpoint what sets you apart, you should then clearly integrate that into your strategy when writing the vision statement. In doing so, your employees will realize what sets THEM apart and will develop a strong sense of pride in that. In the end, this will actually lend to the overall performance of your business.

Choose an Achievable Goal

When you are writing your vision statement, it is important to make certain that it outlines a long-term goal that is flexible to extenuating circumstances – such as the fluctuation of the market and/or industry that you are part of and the influx of new technology. It should be a solid statement that outlines an achievable goal – regardless of what changes MAY occur; however, remember, you may change your vision statement as you go. It is best to do so, though, after the goal within the statement is achieved. Failure to do this and uphold this standard may lead to low morale among your employees.

Choose a Measurable Goal

When creating a vision statement, it is critical that you integrate a goal that is measurable. That is, something your employees are able to track and reach for; a goal that – when obtained – the employees are certain of the fact that it has been accomplished. This will help in motivating them to work towards that goal and will allow them to celebrate their success at the completion of the milestone.

Create an Analogy

When writing a vision statement, you may provide an analogy or a type of reference to your competition that the individuals working for you would immediately recognize. For example, “We Just Do It by Networking the Strongest Athletes”, “We are the Cadillac of Vehicle Manufacturing Processes”. This will help in establishing a true vision that can be envisioned by those that are directly responsible for meeting the goal that you have outlined in your vision statement.

Get Inspired… Really Inspired

To get anyone excited about your business, it makes sense that you are excited about it. Inspiration is contagious. Try to remember the underlying feeling your business gave you when you first started. Can you pass it on? All you need are the right words. A simple concise vision statement can express that sentiment.

The goal that you outline in your vision statement should be highly desirable and highly achievable. It should inspire you and your employees. By motivating and encouraging those that work in your business, you are setting the pace for a race that is sure to be won. Those that are inspired, will inspire; therefore, when writing your vision statement, you must remember that inspiration truly is the key to the success of your business.

The vision that you have for your business is an ideal or a highly unique image that you possess of the future of your business. While it is true that it must be a realistic image, a highly credible image, and that it should be uniquely attractive to those that stumble across it, it must simply be a better projection than the basic picture of where your business is today.

A vision is a strategy for creating a highly emotional level of engagement of both your employees and the customers that you serve. Formulating a vision statement is no easy endeavor; however, it is a realistic one. Throughout this guide, you will be provided with strategies on composing your statement and be provided comprehensive information about vision statements.

What is a Vision Statement?

The vision statement for your business is a powerful force that will bring new life to your company. It is a short, concise, well-thought out statement that truly defines the foundational ideas that will direct – and ultimately – shape your business.

Every business that has achieved success throughout the history of the world has defined who they are. They have established a clear and appealing identity among both consumers and those that they employ.

Your vision statement will aid a sense of personification to your business by shaping “who” it is, or the identity. It helps to outline the precise direction that your business is taking and it provides a baseline definition of what the company is all about.

The vision statement is a core motivating force behind the success – or, lack thereof – that your employees experience and the direction that your business takes.

What’s the Difference Between a Vision and a Mission Statement?

A vision statement and a mission statement are two management concepts that directly expound on how you want to be identified within the future and what your company currently stands for.

The vision statement is the image that you have of what the future holds for your business. The mission statement outlines why you do what you do and provides an overview for whom you do it for.

These statements work in collaboration with one another in order to specify your unique position to everyone who has some type of interest within your company. Both are highly significant. The mission statement is typically created with the potential customer in mind, while the vision statement is mostly meant to appeal to your employees.

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Why Should You Write a Vision Statement?

A vision statement outlines your company’s single, most important goal. This statement is a type of aspirational “character” that is created in your business as it is directly responsible for setting a clear and concise future path for your business. This is the gravitational force that will pull all aspects of your company together, provide the motion for all of the activities that take place in your business, motivate the employees that work for you, and aid in all of the strategic-based decisions that are made within your company.

Your Vision Statement is the core reason why your business is currently in existence.

It helps to establish the purpose behind all of the day-to-day functions and operations of your business. It creates value to all that the company does by placing meaning behind the activities or tasks performed. It aids in both the attraction and the retention of talent for your company. It attracts like-minded professionals who are passionate within your industry. It also acts as a magnet to the appropriate partners and vendors, as well the perfect consumers. It creates and strengthens a culture by providing everyone with a solid sense of purpose. In turn, that sense of purpose results in a comprehensive level of highly functional relationships and a comprehension of the priorities associated with your business.

A vision statement helps to provide a clear sense of direction by establishing a “big picture” consensus among all that work in the company. This long-term perspective aids providing an increased level of focus. The vision statement helps everyone that works in the business to successfully leverage all of the different types of resources at their disposal. This – in turn – helps in the implementation of a highly strategic plan that outlines the tasks that are necessary to achieve the goal that is outlined within the vision. Writing a vision is more than a job. It is a critical component to providing a boost that employees and other professionals within the company require to succeed in all that they pursue. The vision statement translates into actionable measures to achieve the goal that your business has at any given time.

Example Vision Statements

The following outlines several examples of vision statements that have been utilized by a wide assortment of businesses and other types of organizations. It is not a type of statement or document that is guided by one, specific template; however, it has one main goal – to outline the course of the future for the company. Read the following to see examples:

Nike’s vision statement:

Bring inspiration and innovation to every athlete in the world. (If you have a body, you are an athlete.”

Oxfam’s vision statement:

A world without poverty.”

Amazon’s vision statement:

To be Earth’s most customer-centric company where customers can find and discover anything they might want to buy online.”

Google’s vision statement:

To provide access to the world’s information in one click.”

Walgreen’s vision statement:

To be America’s most loved pharmacy-led health, well-being, and beauty company.”

Goodwill’s vision statement:

Every person has the opportunity to achieve his/her fullest potential and participate in and contribute to all aspects of life.”

Walmart’s vision statement:

Be THE destination for customers to save money, no matter how they want to shop.”

CNN’s vision statement:

CNN Vision is a creative production arm of CNN International, producing world-class content for all screens and platforms. We travel to every corner of the globe to capture the unforgettable, telling stores that engage and inspire. With production hubs on five continents and a global network of expertise, we reach places others struggle to tread. Our unrivalled access to newsmakers and tastemakers is our USP. And twenty-five years of award-winning experience, is a testament to our visual and editorial prowess.”

Facebook’s vision statement:

People use Facebook to stay connected with friends and family, to discover what’s going on in the world, and to share and express what matters to them.”

Centers for Disease Control and Prevention’s (CDC) vision statement:

To create a workplace environment that reflects diversity, inclusion, and equity and that ensures CDC employees are valued, respected, and supported in their efforts to accomplish the Agency’s public health mission.”

Creative Commons vision statement:

Realizing the full potential of the internet – universal access to research and education, full participation in culture – to drive a new era of development, growth, and productivity.”

The initial vision statement of Microsoft:

A computer on every desk and in every home.”

Disney’s vision statement:

To entertain, inform, and inspire people around the globe through the power of unparalleled storytelling, reflecting the iconic brands, creative minds, and innovative technologies that make ours the world’s premier entertainment company.”

As you can see from the information contained in this guide, a vision statement is a fundamental component to every successful business. We here at Brick Road Media may help in creating your vision statement. To achieve the successes of tomorrow, you must outline the steps that need to be taken today. For more information on writing vision statements, you may contact us today at: