A Vision That Compels

Virtually every company has a vision statement. Unfortunately, most of them are just fluff. Nobody in the company knows it, and they certainly can’t see how it relates to what they do every day. The irony is that somebody probably spent a lot of time and money on crafting that vision statement, and most don’t think about the fact that they are posting a loss every day on that investment.

A good vision statement actually does something besides look pretty on the wall, the letterhead, and the website. It guides decisions and drives production. It inspires creativity and draws talent. A good vision statement is a true difference maker. Here are 2 examples, one historical and one current:

“I believe that this nation should commit itself to achieving the goal,before this decade is out, of landing a man on the moon and returning him safely to the earth.” -JFK

“By 2020, no one will be killed or seriously injured in a new Volvo car or SUV.” – Volvo

These are statements that are simple and memorable. They require innovation and action to become a reality. Imagining these visions as a reality is inspiring. They can, and have, guided decisions about products, design, marketing, every aspect of business. A vision doesn’t have to even be for an entire company, it can be for a department or even just a team. But a good vision statement can drive an organization forward in a powerful way.

Vision statements aren’t just for organizations either. A vision statement applies all the way down to the individual level. I have a purpose in my life, a mission and a vision. I have taken the time to meditate and reflect, and boil down what I want for my life into a simple statement. It gets me up in the morning, keeps me on track during the day, and God willing will lay me peacefully to rest, knowing that I have made that vision a reality.

Think about the visions that you have in life, at work, at home, and personally. Do they inspire you to be your best? If not, how can you change that?


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