Table of Content
Mission (Why)
Why are you doing what you are doing?
What are you trying to accomplish?
The mission-statement is very important and will be key at attracting the right people who are passionate about building a business to fulfill the mission.
A mission statement has to do with what the organization is doing in the present, while a vision statement focuses on the future.
Example:
Tesla’s mission statement: “Accelerate the world’s transition to sustainable energy.“
Vision (What does the future that we are aiming for look like?)
If we fulfill our mission what does that future look like?
The vision should describe this is in a crisp, clear and compelling manner.
The following questions can help you clarify your vision:
- Where do we want the organization to go?
- What can we realistically achieve?
- What problem does the organization intend to solve?
- What are the changes we believe the organization can make for individuals? For the industry?
- How will things be different if the vision is realized?
- What phrases or keywords describe the type of organization and outcome we want?
Make it Specific to Your Organization
A generic vision statement, that could apply to any company, will not motivate your employees. A vision works best when it is specific and describes an end goal only your organization can provide. Do not be afraid to dream big! A lukewarm vision, will only yield lukewarm results. It is important to be bold, and ambitious, when writing your vision statement.
A vision statement should be specific, but not detailed. It should be concise. Thus, one or two key points is sufficient that is easy for everyone to focus on. Stay away from technical terms and jargon. Rather than trying to write something catchy, aim for clarity. A great vision statement works best when it is simple, memorable, and inspirational.
The vision is primarily intended for employees and shareholders, as it describes what the organization aspires to be. By outlining a long-term vision, rather than just short-term goals, a vision statement helps give the organization shape and purpose.
A Clear Vision Affects Employees Engagement, Growth and Profitability
A vision statement can be a highly effective tool to keep an organization on track, and unite the organization’s team, from investors to employees, toward a shared purpose. It can also have a positive impact on a company’s well-being. Employees who find their organization’s vision meaningful show engagement levels of 68%, a considerable 52% higher than employees who do not. Not only do good vision statements keep everyone motivated and moving in the right direction, they also provide guidance whenever a strategic decision needs to be made.
Furthermore, studies show that highly aligned organizations grow revenue 58% faster, and are 72% more profitable than ones that are unaligned. If an organization does not have a vision or a clear idea of what it wants, it will greatly limit its opportunities and have a difficult time inspiring employees to stay committed.
Examples of Vision Statements
- Bill Gates’ most famous vision for Microsoft: “A computer on every desk and in every home running Microsoft operating system.“
- Disney: “To make people happy.”
- Google: “To provide access to the world’s information in one click.”
- IKEA: “To create a better everyday life for the many people”
- Instagram: “Capture and share the world’s moments”
- LinkedIn: “Create economic opportunity for every member of the global workforce”
- Microsoft: “To help people throughout the world realize their full potential”
- Nike: “To bring inspiration and innovation to every athlete in the world”
- TED: “Spread ideas”
Strategy (How)
Where are you going to play?
How are you going to win?
What bets do you make?
What’s unique about it?
Arguably, one of the best books written on Strategy is Playing to Win: How Strategy Really Works by by A.G. Lafley and Roger L. Martin.
Objectives (What)
What are you trying to achieve?
Why does it matter?
What does success look like (key results)?
Read on to learn more about How to Set Your Goals.
Roadmap (So What & When)
Which objectives are you going to tackle?
How will it affect your customers and the business?
What will be the outcomes?
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