Creating a Meaningful Vision Statement
Conveying a company’s message takes the effort of not just management, but all employees.
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- What do you think we do well?
- What do you value most in the company?
- What do you think our customers are most satisfied with today?
- How can we keep our customers satisfied going forward?
- Brief and to the point—Vision statements that are too wordy lose meaning. When it comes to vision statements, the expression “less is more” holds true.
- Positive—While it is not necessary to distort a company’s image, the focus must be on its positive aspects and traits. One objective of a vision statement is to make people feel good about and personally connected to the company.
- Universally understandable—The shorter the words, the greater the chance for company-wide understanding of the vision statement. Highly technical terms have a place in company literature and daily operations, but do not belong in a vision statement.
- Achievable for each person, despite their level in the organization—The vision statement must be something to which everyone can relate—it cannot be too specific to any particular area in the business. For example, if the vision statement is heavily geared toward new product development, machinists or administrative personnel may not feel they can contribute significantly to this. On the other hand, a more general statement that focuses on producing products that best satisfy customer needs is something in which everyone in the organization can feel a part.
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