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How to Write a Vision Statement for Your Business or Client​

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A vision statement is the foundation of a successful business, painting a picture of where the business aspires to go in the future. It’s more than a set of goals; it’s a reflection of the impact the business hopes to make in the world. Whether you’re writing a vision statement for your business or for a client, it should inspire, guide decisions, and serve as a rallying point for everyone involved.

Here’s a step-by-step guide to crafting a powerful and effective vision statement:

1. Understand the Purpose of a Vision Statement

A vision statement defines what success looks like for the business over the long term. It focuses on aspiration and direction, helping the company stay on course. Unlike a mission statement, which focuses on current objectives and how to achieve them, the vision statement is future-oriented and inspirational.

Ask: What does the company hope to achieve in the next 5, 10, or even 20 years?

2. Get Clear on Core Values

Before drafting a vision statement, it’s essential to understand the company’s core values. These values should align with the business’s overall mission and long-term goals. Take the time to identify what matters most to the business, whether it’s innovation, community, sustainability, or something else.

Ask: What does this business stand for? What principles guide its decisions?

3. Dream Big, But Stay Authentic

A vision statement should be ambitious, but it also needs to be genuine. Avoid buzzwords or lofty language that doesn’t resonate with the true essence of the business. Instead, focus on what the business can realistically achieve if everything goes right, while also challenging it to grow and evolve.

Ask: If this business could make a significant impact on its industry or community, what would that look like?

4. Keep It Simple and Concise

The best vision statements are clear and to the point. It should communicate a big idea in just a few sentences. Ideally, it should be one or two sentences long—something memorable that everyone in the organisation can rally behind.

Ask: Can someone repeat the vision statement after hearing it once?

5. Incorporate a Forward-Thinking Element

A great vision statement looks toward the future. It describes a world where the business has made a lasting impact. Try to use forward-thinking language that speaks to progress and positive change. It should help people envision what the business’s success will look like down the line.

Ask: How will this business shape the future? What long-term change does it want to create?

6. Focus on the Emotional Connection

A strong vision statement doesn’t just talk about numbers or market share; it speaks to the heart. Consider the emotional connection between the business and its customers, employees, or the community. Think about how you want people to feel when they read the vision statement. This emotional element makes the vision statement more powerful and engaging.

Ask: What feelings or emotions should this vision statement evoke?

7. Get Input from Stakeholders

Whether you’re writing a vision statement for your own business or for a client, it’s essential to gather input from the people who are most invested in the business’s success. This could include founders, employees, key clients, or advisors. Their perspectives will ensure that the vision resonates across all levels of the organization.

Ask: Does this vision reflect the dreams and goals of everyone involved?

8. Review and Refine

Once you’ve drafted a vision statement, don’t be afraid to revisit and refine it. Test it out by sharing it with others and gauge their reaction. A vision statement should feel timeless but adaptable to the evolving business landscape.

Ask: Does the vision statement still feel relevant and inspiring as the business grows?

9. Examples of Strong Vision Statements

  • Tesla: “To create the most compelling car company of the 21st century by driving the world’s transition to electric vehicles.”
  • LinkedIn: “Create economic opportunity for every member of the global workforce.”
  • Nike: “Bring inspiration and innovation to every athlete in the world. If you have a body, you are an athlete.

Final Thoughts

Writing a vision statement is a thoughtful process that requires a deep understanding of the business’s goals, values, and aspirations. By following these steps and asking the right questions, you can create a vision statement that serves as a beacon for your business or your client’s, driving decisions and inspiring success for years to come. Need business support? Contact The Online Business Association today. 

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