What is a Vision Statement?

Summary

This video script explores the concept of a vision statement, contrasting it with a mission statement which focuses on present activities. It defines a vision statement as a concise declaration of an organization's future aspirations, illustrating this with JFK's moon landing goal. The script examines vision statements from companies like Netflix, Nike, and Microsoft, highlighting their pursuit of long-term goals. It also provides guidance on crafting a personal or organizational vision statement, emphasizing the importance of ambition and clarity in guiding future direction.

Takeaways

• 📜 A vision statement is a concise declaration of an organization's future aspirations, describing where it aims to go and what it wants to achieve long-term.
• 🌟 JFK's moon landing goal exemplifies a compelling vision, showing the power of setting ambitious yet achievable targets that inspire action.
• 🎥 Netflix's vision is to become the world's best global entertainment distribution service, highlighting the company's pursuit of excellence in its field.
• 👟 Nike's vision is to inspire and innovate every athlete in the world, emphasizing the brand's commitment to creativity and motivation in sports.
• 💻 Microsoft's early vision was to place a computer on every desk and in every home, demonstrating a transformative goal that they largely achieved.
• ✈ Southwest Airlines aims to be the most loved, efficient, and profitable airline, showcasing a clear and consistent vision that has been maintained for decades.
• 🏆 Oyster, a luxury sailboat maker, implicitly has a vision to continue being an award-winning company, as suggested by their achievements and aspirations.
• 🛒 Wegmans grocery store chain has a vision to be the best at serving customer needs, though it's expressed in a more narrative form rather than a concise statement.
• 🤔 Crafting a vision statement involves asking about long-term goals that provide inspiration and direction, and considering what could be achieved in 5 to 10 years.
• 🎯 A personal or organizational vision should be ambitious yet hypothetically possible, providing a clear and motivating target for the future.
• 🔗 The video series covers mission, vision, and values, offering a comprehensive guide for understanding and creating statements that define an organization's purpose and aspirations.

Q & A

What is the primary purpose of a vision statement according to the video?

A vision statement is a concise statement that explains what the organization wants the future to look like, describing its overarching long-term goal and where it wants to take its clients, customers, and the community it serves.

How does a vision statement differ from a mission statement?

A mission statement focuses on what an organization is doing in the present tense, in terms of its job description and assignment, while a vision statement looks at the future and what the organization aspires to achieve.

What is an example of a compelling vision statement mentioned in the video?

John F. Kennedy's vision for the United States space program in 1961, which was to land a man on the moon and return him safely to earth before the end of the decade.

What was the outcome of JFK's vision for the space program?

The United States successfully landed on the moon in mid-July 1969, demonstrating the power of a compelling vision.

What is Netflix's original vision statement as mentioned in the video?

Netflix's original vision statement is 'Becoming the world's best global entertainment distribution service.'

What is the difference between Nike's marketing tagline and its vision statement?

Nike's marketing tagline is 'Just do it,' which is how the company presents itself to the public. Its vision statement, however, is 'To bring inspiration and innovation to every athlete in the world,' which reflects its long-term goal as an organization.

What was Microsoft's early vision statement, and did it achieve it?

Microsoft's early vision statement was to have a computer on every desk and in every home, with the implication that Microsoft would be creating the software for those computers. The company essentially achieved this goal.

What is Southwest Airlines' vision statement, and how has it performed in relation to it?

Southwest Airlines' vision statement is 'To be the world's most loved, most efficient, and most profitable airline.' The company has been the most consistently profitable airline for four decades and has consistently ranked high in customer service ratings.

Why is it important for an organization to have a vision statement?

A vision statement is important because it provides an inspirational long-term goal and direction for the organization, helping to guide decisions and keep the organization focused and on track towards achieving its future aspirations.

How can an individual craft a personal vision statement for their career?

An individual can craft a personal vision statement by considering their long-term aspirations and goals, what they want their career or life to look like in the next five to ten years, and ensuring the vision is ambitious yet hypothetically possible.

What is the significance of the video series on mission, vision, and values?

The video series is significant as it provides a comprehensive understanding of the concepts of mission, vision, and values, which are fundamental to the strategic planning and direction of organizations and individuals.

Outlines

00:00

🚀 Introduction to Vision Statements

The video script begins by introducing the concept of a vision statement and its importance for organizations. It is part of a three-part series on mission, vision, and values. The script provides a definition of a vision statement as a concise description of an organization's future aspirations and long-term goals. The video uses John F. Kennedy's vision for the U.S. space program as an example of a compelling vision that was achieved, demonstrating the power of a clear and ambitious vision. It then compares this vision to the vision statements of various companies like Netflix, Nike, Microsoft, and Southwest Airlines, showing how these companies are working towards their stated long-term goals.

05:01

🏆 Crafting and Understanding Vision Statements

The second paragraph delves into the process of crafting a vision statement for an individual or an organization. It emphasizes the importance of setting ambitious yet achievable long-term goals that inspire and provide direction. The script discusses the different formats in which vision statements can be presented, from concise sentences to short paragraphs, and mentions that not all organizations label their statements as such. Examples of companies like Oyster and Wegmans are given to illustrate how vision statements guide a company's future aspirations. The speaker also shares his personal vision statement for his YouTube channel and encourages viewers to consider their own long-term visions for their teams or careers, highlighting the motivational aspect of having a clear vision.

Keywords

💡Vision Statement

A vision statement is a declaration of an organization's aspirations for the future. It defines what an organization aims to achieve and serves as a guide for strategic decision-making. In the video, the concept is central as it discusses the importance of having a clear vision for the future, with examples from various companies like Netflix and Nike, illustrating how their vision statements guide their long-term goals and strategies.

💡Mission Statement

A mission statement explains what an organization does in the present tense, focusing on its day-to-day operations and its job description. It is distinct from a vision statement, which looks to the future. The video briefly recaps the concept of a mission statement from a previous video, emphasizing the difference between a mission's focus on current activities and a vision's focus on future aspirations.

💡John F. Kennedy

John F. Kennedy, the 35th President of the United States, is mentioned in the video as an example of a compelling vision statement. His vision for the space program, articulated in his 1961 speech, aimed to land a man on the moon and return him safely to Earth by the end of the decade, which was an ambitious goal at the time and serves as a powerful example of the impact a vision can have.

💡Netflix

Netflix is used in the video as an example of an organization with a clear vision statement: 'Becoming the world's best global entertainment distribution service.' This vision statement is related to the video's theme as it demonstrates how Netflix aims to lead in its industry and suggests the company's strategic direction.

💡Nike

Nike's vision statement, 'To bring inspiration and innovation to every athlete in the world,' is highlighted in the video to show how the company aspires to inspire and innovate for athletes globally. This vision is integral to the video's narrative as it exemplifies the role of a vision statement in driving a company's long-term goals and innovation.

💡Microsoft

Microsoft's early vision statement, 'to have a computer on every desk and in every home,' is cited in the video to illustrate the transformative power of a vision. The video discusses how Microsoft's vision was once considered impossible but was ultimately realized, underscoring the significance of a vision statement in setting ambitious yet achievable goals.

💡Southwest Airlines

Southwest Airlines' vision statement, 'To be the world's most loved, most efficient, and most profitable airline,' is presented in the video as an example of a company that has consistently achieved its vision. The video praises this vision statement for its clarity and the company's success in maintaining profitability and high customer service ratings.

💡Oyster

Oyster, a luxury sailboat maker, is mentioned in the video for its implied vision statement to continue being an award-winning company. Although not explicitly labeled as a vision statement, the video describes how Oyster's commitment to winning awards like the Bluewater Cruiser of the Year reflects its aspirational goal for the future.

💡Wegmans

Wegmans, an award-winning grocery store chain, is discussed in the video for its approach to expressing its vision in paragraph form rather than a concise sentence. The video notes Wegmans' goal to be the best grocery store chain at serving customer needs, demonstrating how a vision statement can be articulated in various formats.

💡Crafting a Vision Statement

The process of creating a vision statement is addressed in the video as a way for individuals or organizations to define their long-term aspirations. The video advises starting with questions about what the organization or team could become in the future, emphasizing the need for ambition while maintaining hypothetical possibility, as illustrated by the speaker's personal vision for their YouTube channel.

💡Personal Vision Statement

A personal vision statement is introduced in the video as a tool for individuals to have a clear, aspirational goal for their future. It is said to provide clarity on where one wants to take their career or life and to guide decisions towards that future. The video suggests that knowing where you're going can help maintain focus and stay on track, as exemplified by the speaker's own vision for their channel and videos.

Highlights

A vision statement is a concise statement that explains what the organization wants the future to look like.

Vision statements describe where the organization wants to go and its long-term goals.

John F. Kennedy's vision for the U.S. space program was to land a man on the moon by the end of the 1960s.

The power of a compelling vision can drive organizations to achieve seemingly impossible goals.

Netflix's vision statement is to become the world's best global entertainment distribution service.

Nike's vision is to bring inspiration and innovation to every athlete in the world.

Microsoft's early vision was to have a computer on every desk and in every home.

Southwest Airlines' vision is to be the world's most loved, efficient, and profitable airline.

Some organizations may not label their statement as a vision statement but still have a clear future goal.

Oyster, a luxury sailboat maker, aims to continue being an award-winning company.

Wegmans' vision is to be the best grocery store chain at serving the needs of their customers.

Vision statements can be concise sentences or short paragraphs depending on the organization's preference.

Crafting a vision statement involves asking about the long-term goal that provides an inspirational vision and direction.

A vision should be ambitious but hypothetically possible.

Personal vision statements can guide career decisions and provide clarity about where you want to take your life.

Vision statements help in staying focused and on track towards a desired future.

Transcripts

- Today, we are going to answer the question,

what is a vision statement?

And by the end of the video,

you will get the opportunity to draft your own.

So let's get into the details.

(harsh rock music)

This is the second video in a three-part series

about mission, vision, and values.

To briefly recap the first video,

a mission statement explains what an organization is doing

in the present tense, in terms of its job description,

its assignment.

Mission statements focus on the day-to-day business

of an organization.

In contrast, a vision statement looks at the future.

My working definition of a vision statement

is a concise statement that explains

what the organization wants the future to look like.

It describes where the organization wants to go,

its overarching, long-term goal,

and sometimes, where it wants to take its clients,

customers, and the community it serves.

One of the best vision statements I have ever heard

comes from John F. Kennedy

when he was talking about the United States vision

for the space program.

JFK gave a speech in 1961, where he said that

"This nation should commit itself to achieving the goal

"before the decade is out of landing a man on the moon

"and returning him safely to earth."

And the majority of people listening to him

didn't think it was even possible to go to the moon,

let alone do it in the decade.

If I have my history right,

the first American went into orbit for the very first time

just a few weeks before the made this speech.

But spoiler alert, we did it in mid-July, 1969.

We successfully landed on the moon.

The space program went from never having a person orbit

to landing on the moon in less than 10 years.

That's the power of a compelling vision.

Let's bring this back down to earth for a while

and talk about some organizational vision statements.

Let's see if these organizations

are actually working toward accomplishing

these long-term goals.

First, let's look at Netflix.

Their vision statement is

"Becoming the world's best

"global entertainment distribution service."

That's their original vision statement

from CEO, Reed Hastings.

And I haven't looked at the statistics

on how Netflix competitors are doing, but at face value,

it does seem as if Netflix

is certainly trying to accomplish the vision

of being the best global entertainment distribution service.

Let's look at Nike, the athletic shoe and apparel company.

And if you are expecting to see a vision statement

that says, "Just do it", then that's not it.

That's their marketing tagline.

That's the way the company puts itself out in the public,

but it's not the same as the vision statement,

its long-term goal as an organization.

Their actual vision statement is

"To bring inspiration and innovation

"to every athlete in the world."

So as a customer of Nike,

I love this idea that they wanna inspire and innovate

for every athlete.

Again, I don't know about the sales figures,

but it seems to me that they are pursuing this vision.

I was reading a news story a while back

about how a prototype Nike shoe

was giving a runner an unfair advantage in a race

because of the innovative aspects of the shoe.

So it seems to me at face value

that Nike really is pursuing innovation and inspiration.

Microsoft has a famous vision statement from back in the day

when they were first growing.

One of their earliest vision statements

was to have a computer on every desk and in every home,

and I've heard it also added

to the end of that, running Microsoft software.

I don't know if that ending

was ever officially part of the literal vision statement,

but it was at least implied that Microsoft

would be creating the software for those computers.

In some ways, it reminds me

of Kennedy's moon landing vision.

At the time, in the 1980s,

a computer on every desk, in every home seemed impossible,

but Microsoft, essentially, accomplished its goal.

Southwest Airlines vision statement

is "To be the world's most loved, most efficient,

"and most profitable airline."

So I'm a college professor

and this vision statement earns an A plus.

They have been the most consistently profitable airline

for four decades, and they have always been at

or very near the top

of all the various customer service ratings

that airlines get.

They have been in the midst of achieving that vision

for decades now.

Sometimes, a vision statement isn't really spelled out

in such a concise way.

Sometimes there's a statement that's more like a paragraph.

Other times, they don't even label it a vision statement,

but most organizations that are established

do have some kind of explanation

of where they want to go in the future

in one way or another.

Oyster is a luxury sailboat maker that we talked about

in the first video on mission statements.

And on their website,

they don't label their statement a vision statement,

but it's pretty obvious that that's what it is.

Their statement has a heading that says,

"Sailing into the future."

And that says that the company won

the Bluewater Cruiser of the Year award in 2019,

and that is a pedigree or award

that they hope to see repeated in the future.

The implication is that their vision for the future

is to continue to be an award-winning company.

Again, they don't call it a vision statement,

but that's the company's goal,

to be the world's best of its kind.

Just like some mission statements we looked at

in the last video,

some organizations make vision statements

in a really concise sentence,

but other organizations write it out

in a short paragraph or two.

Wegmans is an award-winning grocery store chain.

On their website, they talk about what they believe

and they put the words, goals, vision in parentheses,

and they write out the rest in a paragraph form.

In the middle of that though, you can see that their goal

is to be the best grocery store chain

at serving the needs of our customers.

So it's a little vague at best,

but in the context of the rest of the language,

it all makes sense.

And if you've ever shopped at Wegmans like me,

then you already know it's the best.

And I'm biased, of course,

but Wegmans really does have an excellent reputation

as an employer and also as a place to shop.

Now let's transition to talk about

how you can craft a vision statement for yourself

or for your organization.

And if you're the leader of any kind of team

or organization,

then you can craft a vision statement

about where you want to take that team.

Start by asking questions about the kind of long-term goal

that would provide an inspirational vision and direction.

Think about what the team organization could become

in the next five years or 10 years.

A vision should be ambitious,

but yet, at least hypothetically possible.

So I'll tell you my vision statement

for this channel and my videos.

I would like to become the top independent YouTube channel

and online class creator for communication,

public speaking, and leadership skills.

There are whole organizations out there

that have hundreds of employees that do this type of work,

but I want to be the top individual doing this,

and it's a very ambitious vision statement, but why not?

It's hypothetically possible,

and that's the kind of vision

that will help me stay motivated.

But let's turn back to you.

What's your long-term vision for the future for your team?

And by the way, I found that

a vision statement for your own career

can also be really helpful,

apart from the specific organization that you might work at.

And it works in the same way.

A personal vision statement gives you an aspirational goal,

a clear picture of the future that you can strive for

and clarity about where you want to take your career

or your life.

It can help guide your decisions,

so you keep aiming at that future.

And when you're know where you're going,

it's easier to stay focused and stay on track.

As mentioned, this is a three-part series.

The first video is on mission statements,

this one's on vision, and the next one is on values.

Now I'll post all those links to these videos

in the description below as soon as they're all complete.

Thanks, God bless, and I will see you soon.