How to create a vision statement for your business |
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4 tips for creating a vision statement for your business


A vision statement is an important pillar of your strategic plan, supporting your efforts to define and achieve your business goals.

A strong and clear vision helps you maintain your business focus and rally your employees around a common purpose. It can also help you connect with customers and your community.

Articulating a company’s vision is often the first step in creating a strategic plan. It’s what pulls the plan and your company forward. Developing it gives you a solid foundation for the rest of your strategic planning.

Here are some tips for creating and using a vision statement.

  1. Find your focus and direction—Your vision statement should describe your future state of success, your hoped-for business legacy and who you are as a company. It helps you understand whom you serve and how you add value for your customers.
  2. Make it clear—Your vision statement should be easily understandable to anyone who reads it. The statement is often one or two sentences long, but there are no strict rules. It can be as long as a page or as short as three words. Some businesses manage to come up with their vision in a couple of hours; others need two or three days.
  3. Inspiring but realistic—It’s important for a vision to strike a balance between being inspiring and realistic. Strive for bigger picture aspirations rather than a set of simple objectives, but don’t stray into fantasy land either.
  4. Tied to your strategy—Your vision should both guide and be tied to your business strategy. You strategic plan should, in turn, provide a blueprint to make your vision come alive in the months and years to come.

As your company develops, your vision should inspire your marketing messages and help you see if your decisions are aligned with your deepest aspirations for the business.

That’s why you and your team should frequently refer back to your vision when making major decisions to make sure there is consistency.