Last week I cracked open a fortune cookie. The advice I found inside was especially timely – “Vision is not seeing things as they are, but as they will be.” It is a little simplistic to say that the world has changed over the past several months as we all struggle with the health and economic impacts of coronavirus. But what shouldn’t change is your vision for your business.
I recently worked with a company whose primary business was distribution and service of safety and protective equipment. Together with their leadership team we came up with a vision statement that captured the company’s goals and sent a vital message to their customers and employees – “Preventing Injuries and Saving Lives, Every Day.” Simple. Elegant. Inspiring.
Have you thought – really thought – about your vision for your company? If not, right now would be a good time to craft a vision statement. Here are some guidelines – and some samples – to help you fashion a vision statement for your business.
- Be simple, precise, and clear. My favorite example of this is Disney’s vision statement – “To make people happy.” Another good one is Trip Advisor – “Help people have the best possible trip.” These leave no questions about the company goals.
- Be aspirational and inspiring. Audi seeks “To delight our customers worldwide, all the time.” And Harley Davidson wants to “Fulfill dreams through the experiences of motorcycling.”
- Be challenging. Dow Chemical seeks to be “The largest, most profitable, most respected chemical company in the world.” They certainly don’t leave any room for doubt about their goals.
- Be memorable. Zappos delivers “happiness to customers, employees, and vendors.” I’ve been a Zappos customer – and they met this commitment and then some.
- Be clever. Ben & Jerry set out to “Make the best possible ice cream, in the nicest possible way.” This company has a reputation for social consciousness – and they sure make great ice cream.
Although the styles vary, each of these statements capture the essence of the company. Most importantly, each establishes a philosophy and a benchmark for the future.
Now is the perfect time to think about your vision – and to start seeing things as they will be.
Marc Alterman is the principal at MA33 Strategies, LLC, a consultancy dedicated to providing strategic planning and general business advice to entrepreneurs and executives. For help with your vision statement or any other challenge facing your company, contact him at [email protected].
