Defining Your Company’s Vision

As a creative entrepreneur, you probably started your business based on a vision of what you wanted to accomplish. Now that your business is established and growing, it’s time to redefine your company vision.
A company vision statement describes where you want your company to go, but not how you’re going to get there. It’s an idea that should stretch the imagination and provide inspiration. The best vision statements are short, easily understood, and contain some level of excitement and motivation to challenge your employees and the business to grow.
As you craft your vision statement, keep these points in mind:
  • Dream big. Focus on the success you want to achieve in five to 10 years.
  • Get passionate. Add some emotional language to your vision statement to ramp up the motivational factor.
  • Include employees in the process. Ask employees for ideas about their visions for the company. This will give your staff some ownership of the vision and help engage them as evangelists going forward.
  • Be clear. Avoid buzzwords and corporate speak to keep your vision simple and unambiguous.
  • Communicate consistently. By using inclusionary words such as “we,” “us,” and “our,” you can unify the vision across your company and help employees feel like they are expressing the vision. Keep employees informed about how the company is achieving its vision. Keep your vision consistent with company core values.

Game Plan

Recognize that vision statements are dynamic. They can change as your business evolves and grows. To get started, brainstorm with your colleagues to paint a mental picture of where you want to be in the future. Ask yourself “What would success look like?” Another tactic is to write a short article about your company that might appear in a publication 10 years from now. Then extract the essence of your descriptions into a concise vision statement.
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