How to Write a Vision Statement

Summary

In this whiteboard session, Erica Olsen discusses the importance of writing a clear and compelling vision statement as part of a strategic plan. She outlines the three main types of vision statements: quantitative, competitive, and superlative, emphasizing the need for clarity, audacity, and future focus. Erica provides a checklist for creating effective vision statements and stresses the significance of being directional, descriptive, and future-oriented. The session concludes with practical tips for developing a vision, including the value of team collaboration and aligning vision statements with strategic objectives.

Takeaways

• 😀 Vision statements are crucial for strategic plans as they help articulate a clear, aspirational future.
• 😀 A vision statement should be concise, clear, and paint a picture of where you're heading.
• 😀 The key question to answer in a vision statement is 'Where?' – where do you want to be in the future?
• 😀 Vision statements are distinct from mission statements. Vision is about 'where' you're going, mission is about 'how' you're getting there.
• 😀 There are three types of vision statements: quantitative (numbers), competitive (better than competitors), and superlative (the best).
• 😀 A great vision statement should be future-oriented, typically projecting 5 or more years ahead.
• 😀 Use future tense verbs like 'will' or 'envision' to emphasize that your vision is aspirational.
• 😀 Vision statements should be directional, audacious, and descriptive to paint a vivid picture of success.
• 😀 Your vision statement acts as a north star to guide your decisions and strategies in the future.
• 😀 When crafting a vision, think about the impact you'll have and how the world will look different when you succeed.
• 😀 Leaders must focus on the future, as without a vision, effective leadership is impossible.

Q & A

Why is a vision statement important in strategic planning?

A vision statement is crucial because it provides a clear picture of the future you're striving to create. It helps to articulate 'where' you are going and what success will look like, serving as a guide for long-term strategic planning.

What distinguishes a vision statement from a mission statement?

The key distinction is that a vision statement focuses on 'where' you're going in the future, while a mission statement typically focuses on 'what' you're doing right now and how you're operating in the present.

What are the three main types of vision statements?

The three main types of vision statements are quantitative (based on measurable goals like revenue or numbers), competitive (focused on outperforming competitors), and superlative (emphasizing being the best, like 'premier' or 'number one').

What are the key elements that make a great vision statement?

A great vision statement should be future-focused (at least five years out), use future-tense verbs, be directional, audacious, and descriptive. It should clearly paint a picture of where you're headed and what success looks like.

Why should vision statements be audacious?

Vision statements should be audacious because they are meant to inspire and challenge your organization to aim for significant, meaningful change, pushing boundaries and striving for ambitious goals.

What does the phrase 'We envision' help achieve when writing a vision statement?

'We envision' helps to set a future-oriented tone for the statement, prompting you to think about the long-term impact and the difference your organization aims to make in the world.

How does a vision statement serve as a 'north star'?

A vision statement acts as a 'north star' because it provides a clear, guiding direction for the future, helping your team stay focused on long-term goals even when day-to-day challenges arise.

What should be considered when describing the impact of your vision?

When describing the impact of your vision, you should clearly articulate what will be different in the future as a result of your actions. This could include societal, educational, or organizational changes that reflect your ultimate goal.

What are some tips for writing a vision statement?

A good tip is to start with the phrase 'We envision' to set a future-looking tone. Additionally, think about the impact you're aiming to make, be clear about the changes you want to see, and don't be constrained by overly tight phrasing—be descriptive and audacious.

How can a vision statement be tied to strategic objectives?

A vision statement can serve as a foundation for developing strategic objectives. By outlining the desired future state, you can reverse-engineer the steps needed to achieve that vision, creating clear, actionable goals that align with the vision.