Achieve Your Vision
Too many vision statements are aspirational. A vision is something that should be specific, measurable and your team should be able to recognize the day you come into the office and can state, “Today, we are achieving our vision.” In other words, it should be meaningful and obtainable.
As I continually work with vision statements, I see visions posted in companies such as: “being the best”, “being the most trusted”, “being number one”, “being the premiere”.... These lofty visions are too generic. A vision should not be so aspirational that you can’t achieve or accomplish it. After all, West Hollywood is full of “aspiring” actors working in restaurants whose misplaced vision is to earn a living as an actor.
If a vision statement, such as one of those listed above is used, it must be clarified with concrete strategic definitions and objectives. For example, what does it mean to be “the most trusted”? Who determines that your organization is the most trusted and how do you know when you achieve this vision and can create a new one? Or do you make the mistake of just waiting until you grow tired of the current vision statement or a new executive enters the organization and creates a new vision?
Those of us who have been working with strategic planning for a long time recognize that this vision statement is a major component of the growth of an organization. The mission is what you do today, and the vision is what you want to achieve at the end of the next strategic planning cycle. On the day that vision is achieved, it is then who you are and what you do so it becomes your mission statement and a new vision for the future must be created. Thus, vision statements must be attainable, or organizations will never grow.